Marketing Intelligence & Planning: Volume 35 Issue 5

Consumer responses to covert advertising in social media

Fabian Göbel, Anton Meyer, B. Ramaseshan, Silke Bartsch

The purpose of this paper is to contribute to marketing communications literature by exploring consumer responses to covert advertising (CA) in a social media context.

Acceptance and forwarding of electronic word of mouth

Sabita Mahapatra, Abhishek Mishra

The purpose of this paper is to examine the influence of source credibility, message credibility and tie strength, on acceptance and subsequent forwarding of electronic word of…

Comparing alternative approaches to estimate customer equity

Cleo Schmitt Silveira, Marta Olivia Rovedder de Oliveira, Fernando Bins Luce

The purpose of this paper is to explore the differences and similarities between two methods/models for estimating customer equity (CE): one using behavior-based data and one…

An enactment theory perspective of corporate social responsibility and public relations

Gregoria Arum Yudarwati, Fandy Tjiptono

The purpose of this paper is threefold: how companies perceive corporate social responsibility (CSR) and public relations (PR); how companies perceive the interconnection between…

Collective job crafting and team service recovery performance: a moderated mediation mechanism

Tuan Trong Luu

The clinical team’s recovery performance for the failures in the patient care processes plays a crucial role in leveraging the healthcare service quality. The purpose of this…

Investigating the online customer experience – a B2B perspective

Graeme J. McLean

This paper explores the online customer experience (OCE) within business-to-business (B2B) websites. The purpose of this paper is to understand the influence of website…

Uniqueness and status consumption in Generation Y consumers: Does moderation exist?

Luke Butcher, Ian Phau, Anwar Sadat Shimul

The purpose of this paper is to explore the existence of consumers’ need for uniqueness (CNFU) and status consumption (SC) in Generation Y (Gen Y). In exploring such, the…

Crafting experiential value via smartphone apps channel

Sajad Rezaei, Naser Valaei

The purpose of this paper is to investigate the impact of post-usage usefulness (PUU), experiential value, and apps channel satisfaction on consumer continuance intention in using…