Marketing Intelligence & Planning: Volume 35 Issue 3

The role of the marketing strategy process in the innovativeness-performance relationship of SMEs

Lucas Finoti, Simone Regina Didonet, Ana Maria Toaldo, Tomás Sparano Martins

The purpose of this paper is to examine the mediating role of the marketing strategy process in the relationship between innovativeness and organizational performance in SMEs.

The importance of aesthetics on customers’ intentions to purchase smartphones

Samrand Toufani, John Philip Stanton, Tendai Chikweche

The purpose of this paper is to examine how potential purchasers of a personal information, communication and entertainment device such as a smartphone, perceive the aesthetics of…

Experiential value: a review and future research directions

Geetika Varshneya, Gopal Das, Arpita Khare

The purpose of this paper is to review the academic literature on the experiential value to appreciate the developments in the area in the last decade; propose a conceptual…

Drivers of contract renewal in international B2B services: a firm-level analysis

Paul Jeremy Williams, M. Sajid Khan, Rania Semaan, Earl R. Naumann, Nicholas Jeremy Ashill

A key issue for B2B industrial firms is to better understand the drivers of customer value and contract renewal decisions, due to the long-term supplier-customer relationships…

The influence of cultural values on green purchase behaviour

The Ninh Nguyen, Antonio Lobo, Steven Greenland

The purpose of this paper is to investigate the influence of consumers’ collectivism and long-term orientation (LTO) cultural values on their purchase intention in relation to…

The effects of regulatory focus and mixed valence imagery and analytical attributes on product decisions

Rajat Roy

The purpose of this paper is to investigate the effects of regulatory focus (promotion vs prevention) and mixed valence attributes (positive imagery and negative analytical vs…

Salesperson’s spirituality: impact on customer orientation and adaptability

Vaibhav Chawla, Sridhar Guda

The purpose of this paper is to use the perspective of ego to investigate the spirituality of a salesperson and its influence on customer orientation and adaptive selling…

Green brand benefits and their influence on brand loyalty

Jialing Lin, Antonio Lobo, Civilai Leckie

The purpose of this paper is to investigate the formation of green brand image through customers’ perceptions of the functional and emotional benefits associated with green brands…