Marketing Intelligence & Planning: Volume 38 Issue 4

Repurchase intentions in Y generation: mediation of trust and e-satisfaction

Shrawan Kumar Trivedi, Mohit Yadav

Research on online businesses has focused on the adoption of e-commerce and initial purchase behavior; repurchase intention and its antecedents remain underresearched. The present…

The impact of interdependence on behavioral engagement in online communities

Xiaodan Zhang, Yanping Gong, Luluo Peng

Online communities are increasingly important for organizations and marketers. However, the issue of how structural features of online communities affect consumers' behavioral…

Relevance of salespeople profiles: an analysis in an emerging economy

Luis Arditto, Jesus Cambra-Fierro, Ana Olavarría, Rosario Vazquez-Carrasco

The purpose of this paper is to analyze the impact of the salespeople profile (i.e., effort, commitment and creativity) – and its degree of market orientation (MO) – on the…

Exploring nuances of green skepticism in different economies

Minelle E. Silva, José Milton de Sousa-Filho, Amanda Pruski Yamim, Abílio Peixoto Diógenes

The purpose of this paper is to investigate the relationship between consumers’ skepticism and green consumption in different economies by exploring antecedents and consequences…

Do materialists care about sustainable luxury?

Nabanita Talukdar, Shubin Yu

The purpose of this study is to investigate the underlying psychological mechanism and boundary conditions which drive materialists' purchase intention (PI) of sustainable over…

Examining brand loyalty from an attachment theory perspective

Henry Boateng, John Paul Kosiba, Diyawu Rahman Adam, Kwame Simpe Ofori, Abednego Feehi Okoe

This study aimed to ascertain the relationship between experiential value, brand attachment and brand loyalty. The authors employed the attachment theory as the theoretical…

Framing a promotional offer as free-with-purchase or as a bundle? The perspective of information salience

Hsuan-Hsuan Ku, Szu-Han Wang, Hao-Wei Chiang

Based on the concept of information salience, the research investigates the factors that might drive potential differences in consumers' preferences between offers framed as free…

Social media marketing and customers’ passion for brands

Kaustav Mukherjee

The modern-day digital marketers use social media as a tool for brand awareness and customer engagement. However, whether social media marketing can actually impact deeper into…

Driving consumer–brand engagement and co-creation by brand interactivity

Man Lai Cheung, Guilherme D. Pires, Philip J. Rosenberger, Mauro Jose De Oliveira

This paper investigates the impact of brand interactivity within social media on consumer–brand engagement and its related outcomes, including consumers' intention of co-creating…