Marketing Intelligence & Planning: Volume 37 Issue 6

Intellectual structure of market orientation: a citation/co-citation analysis

Chunjia Hu, Michael Song, Feng Guo

The purpose of this paper is to employ a quantitative approach to explore the intellectual structure of the market orientation (MO) field over the course of its development.

Enriching m-banking perceived value to achieve reuse intention

Jana Prodanova, Anita Ciunova-Shuleska, Nikolina Palamidovska-Sterjadovska

The purpose of this paper is to model the perceived value and customers’ intention to continue using m-banking services, assuming the existence of multiple consumption values…

Role of affect in marketplace rumor propagation

Subin Sudhir, Anandakuttan B. Unnithan

Rumors about products and brands are common occurrence in the marketplace. Often these rumors are shared among consumers using the word of mouth channel. The spread of these…

Branding Rio de Janeiro: a semiotic analysis

Vitor Lima, Alessandra Baiocchi Antunes Corrêa, Marco Tulio Zanini, Luís Alexandre Grubits de Paula Pessôa, Hélio Arthur Reis Irigaray

The purpose of this paper is to identify how a city as a brand discursively conceives and articulates relevant meanings in order to build its identity.

The democratization of intangible luxury

Zahy Ramadan

The notion of luxury has changed due to the democratization and the fast adoption pace of intangible luxury service providers embedding voice-controlled assistants. In particular…

Co-creation: a B2C and B2B comparative analysis

Fernando Antonio Monteiro Christoph D’Andrea, Filipe Rigon, Ana Carolina Lopes de Almeida, Bertran da Silveira Filomena, Luiz Antonio Slongo

The purpose of this paper is to qualitatively analyze and compare people’s objectives when participating in two sets of co-creation initiatives – business-to-consumer (B2C) and…

Understanding non-private label consumers’ switching intention in emerging market

Eugene Cheng-Xi Aw, Han Xi Chong

The purpose of this paper is to propose and empirically test a research model encompassing marketing mix activities as antecedents of non-private label consumers’ switching…

Hypocrisy, skepticism, and reputation: the mediating role of corporate social responsibility

Denni Arli, Patrick van Esch, Gavin Northey, Michael S.W. Lee, Radu Dimitriu

The purpose of this paper is to examine the effect of corporate hypocrisy and consumer skepticism on perceived corporate reputation. In addition, the effect of perceived corporate…