Marketing Intelligence & Planning: Volume 37 Issue 7

Validating action and social alignment constituents of collaboration in business relationships: A sales perspective

Nils M. Høgevold, Gøran Svensson, Carmen Otero-Neira

The purpose of this paper is to test hypothesized relationships within and between the domains of action and social alignment based on a sales perspective in business…

Brand entification as a post-anthropomorphic attribution among Twitter-using Millennials

Hemant Sashittal, Avan Jassawalla

The purpose of this paper is to report a three-study effort that aimed to explicate the brand entification construct, a post-anthropomorphic attribution that results from…

Facets of business-to-business brand equity: mixed-methods approach

Priyanka Sharma, Raghu Nandan Sengupta, J. David Lichtenthal

The purpose of this paper is to highlight various aspects of business-to-business brand equity (B2BBE) and explain relative impact of marketing/advertising, research and…

Managing same-side and cross-side innovations in two-sided platforms

Shaoling (Katee) Zhang, Tanya (Ya) Tang

Innovations are vital tasks for modern two-sided platforms to grow and avoid defunct. How these two-sided platforms innovate to impact platform performance remains virtually…

Soccer and Twitter: virtual brand community engagement practices

Marco Tulio Zanini, Fábio Carbone de Moraes, Vitor Lima, Carmen Migueles, Carlos Lourenco, Hélio Arthur Reis Irigaray

The purpose of this paper is to identify how consumer engagement practices shape the dynamics of a soccer club virtual brand community.

Virtual reality in social marketing: a process evaluation

Timo Dietrich, Sharyn Rundle-Thiele, Krzysztof Kubacki, James Durl, Matthew J. Gullo, Denni Arli, Jason P. Connor

The purpose of this paper is to present an innovative reflexive process evaluation method for a social marketing programme featuring an innovative virtual reality (VR) simulation…

Brand experience and brand attitude: examining a credibility-based mechanism

Tahmid Nayeem, Feisal Murshed, Abhishek Dwivedi

The purpose of this paper is to examine the interplay of brand experience and brand attitude and its influence on brand attitude. Specifically, it proposes that the relationship…