Marketing Intelligence & Planning: Volume 38 Issue 3

Effects of consumers’ construal levels on post-impulse purchase emotions

Taku Togawa, Hiroaki Ishii, Naoto Onzo, Rajat Roy

The purpose of this paper is to examine how abstract vs concrete mindsets impact consumers’ post-purchase affective states. Drawing on construal level theory, the study examines…

The spillover effect of greenwashing behaviours: an experimental approach

Hong Wang, Baolong Ma, Rubing Bai

The purpose of this paper is to examine the impact of greenwashing behaviour of one brand on purchase intention of green products from other brands. Further, this study tests the…

Brand equity of commoditized products of famous brands

Emerson Wagner Mainardes, Atílio Peixoto Soares Júnior, Daniel Modenesi Andrade

The purpose of this paper is threefold: first, to identify the influence of brand equity (BE) of commoditized products of famous brand on purchase intention and willingness to pay…

The role of institutions in achieving radical innovation

Rafael Ventura, María José Quero, Montserrat Díaz-Méndez

The purpose of this paper is to analyze how institutions can facilitate or inhibit radical innovation. The authors argue that organizational radical innovation is necessary to…

Brand equity in social media-based brand community

Hoa Thi Hoang, Feng Wang, Quang Van Ngo, Man Chen

The purpose of this paper is to examine the effects of social media-based brand community (SMBBC) markers on customer-based brand equity (CBBE). Moreover, this research evaluates…

A posteriori segmentation of elderly internet users: applying PLS-POS

Jorge Arenas-Gaitán, A. Francisco Villarejo Ramos, Begoña Peral-Peral

The purpose of this paper is to propose the study of the adoption and use of e-banking by adults over the age of 50, from the theoretical framework based on the unified theory of…

X-Scale: a new scale to measure consumer xenocentrism

José I. Rojas-Méndez, Sindy Chapa

The purpose of this paper is to create and validate a scale that measures consumer xenocentrism in developing countries, where this phenomenon is furthermost prevalent. This study…

How do consumers react to new product brands?

Weng Marc Lim, Pei-Lee Teh, Pervaiz K. Ahmed

Target markets of new product brands (niche customers) differ from those of existing product brands (mainstream customers) using conventional new product brand development…

Customer stewardship behavior and stewardship fatigue: a conceptual framework

Baljeet Singh, Amit Anand Tiwari

The purpose of this paper is threefold: first, to develop the concept of customer stewardship fatigue (CSF) in service marketing literature; second, to reveal three processes…