Marketing Intelligence & Planning: Volume 39 Issue 3

Do value cocreation and engagement drive brand evangelism?

Paul Harrigan, Sanjit K. Roy, Tom Chen

Drawing on service logic, the authors investigate how value cocreation leads to evangelical brand-related behaviors (brand defense and brand advocacy). The authors analyze the…

Driving COBRAs: the power of social media marketing

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

This study aims to examine the impact of social media marketing (SMM) efforts, including entertainment, customisation, interaction and trendiness via WeChat, on consumers' online…

Loyalty layers, expectations and the role of knowledge

Sara Quach, Park Thaichon, Robin E. Roberts, Scott Weaven

Adopting exchange theory and social orientation of loyalty, this research investigates the antecedents of customer loyalty consisting of (1) loyalty layers (i.e. personal loyalty…

Marketing investment and pharmaceutical product diffusion

Xiaoyan Qian, Hao Yin, Xiaotong Li

This paper aims to explore the influence of marketing investment on drug diffusion processes, to analyze the heterogeneity of the diffusion characteristics and to understand the…

Satisfaction in sports: a meta-analytic study

Fernando De Oliveira Santini, Wagner Junior Ladeira, Claudio Hoffmann Sampaio, Andre Francisco Alcântara Fagundes, Miriam Mariani Henz

This article aims to perform a meta-analysis through a systematic review that will identify the main antecedents and consequents of the satisfaction of sports spectators.

Customer engagement in sales promotion

Azam Kaveh, Mohsen Nazari, Jean-Pierre van der Rest, Seyed Abolghasem Mira

The purpose of this study is to explore the impact of customer engagement in sales promotion on purchase intention. Utilizing value co-creation and customer engagement theories…

On the collective efficacy of social media teams

Wondwesen Tafesse, Tor Korneliussen

The purpose of this study is to investigate the contribution of social media teams to firm social media performance. Although social media teams are tasked with planning…

Business-to-business marketing responses to COVID-19 crisis: a business process perspective

Jun Kang, Zihe Diao, Marco Tulio Zanini

This study aims to identify appropriate strategies and actions adopted by business-to-business firms to cope with the ongoing COVID-19 crisis.

The impact of eWOM on consumer brand engagement

Mukta Srivastava, Sreeram Sivaramakrishnan

It is empirically proven that enhanced engagement with a focal medium motivates a consumer to post electronic word-of-mouth (eWOM). However, what has not been explored is whether…

Ends justify the means! Attitude toward ambush marketing

Muhammed Bilgehan Aytaç

This study explores why consumers view ambush marketing as an ethical marketing approach.