Marketing Intelligence & Planning: Volume 34 Issue 4

Customer lifetime value determination based on RFM model

Fariba Safari, Narges Safari, Gholam Ali Montazer

One of the salient challenges in customer-oriented organizations is to recognize, segment and rank customers. Customer segmentation is usually based on customer lifetime value…

Communicating to culture audiences

Huong Le, Bridget Jones, Tandi Williams, Sara Dolnicar

The purpose of this paper is to provide novel insights into arts consumption behaviour and patterns of communication displayed by arts consumers using Peterson’s theoretical…

Playing games, receiving gifts, creating experiences and building brands

Sankalp Pratap, Agam Gupta, Arqum Mateen, Kavita Mahto

– The purpose of this paper is to extend the understanding the role of consumer experiences, instantiated through gift giving and game play, in communication of brand values.

Advertising implications and design of messages

Clare D'Souza, Richard Tay

– The purpose of this paper is to examine the influence of personality traits on the perception of key message characteristics in road safety advertising.

The role of self-esteem, negative affect and normative influence in impulse buying: A study from India

Nirmalya Bandyopadhyay

The purpose of this paper is to empirically examine the roles of self-esteem (SE), negative affect (NA), and consumer susceptibility to normative influence in the enactment of…

Linking prestige perception with consumption experience, loyalty, and WOM

Riza Casidy, Walter Wymer

The purpose of this paper is to investigate the relationship between perceived external prestige (PEP), the student experience, attitude, and behaviour in the context of higher…

Factors responsible behind political brand preference: an empirical study on Indian voters

Saikat Banerjee, Bibek Ray Chaudhuri

Political parties are continuously interested to gain knowledge about the factors that influence the voter to select political candidate of his/her choice. The purpose of this…