Marketing Intelligence & Planning: Volume 40 Issue 7

Green pride in sustainable versus premium brand decisions

Cecilia Souto Maior, Danielle Mantovani, Diego Costa Pinto, Mário Boto Ferreira

Earlier research indicates that brand choices may display different identity signals, such as altruism and benevolence for green brands or high status and exclusiveness for…

TBL dominant logic for sustainability in oriental businesses

Tzong-Ru (Jiun-Shen) Lee, Ku-Ho Lin, Chang-Hsiung Chen, Carmen Otero-Neira, Gøran Svensson

This paper aims to examine the common denominators of measurement properties of a Triple Bottom Line (TBL) dominant logic for business sustainability through time and across…

Influencer marketing: sponsorship disclosure and value co-creation behaviour

Yi Bu, Joy Parkinson, Park Thaichon

This study aims to investigate the relationships between sponsorship disclosure, influencer type and audience value co-creation behaviour in influencer marketing.

Absolute number heuristic in discount frames

Bo Wang

This study examines whether the absolute number heuristic holds for consumers' responses to higher-priced versus lower-priced products. Further, it explores whether the different…

Personal and social norms in responsible computer acquisition

Paul H.P. Yeow, Yee Leng Lee, Yee Yen Yuen

This study aimed to investigate the mediating roles of social and personal norms in the relationships between transcendent values (i.e. altruistic and biospheric) and responsible…

Enhancing participation intentions in online brand communities

Vikas Kumar

This study conceptualizes and validates a model of participation intentions in online brand communities by including perceived brand authenticity and consumer-brand relationship…

Comments and responses' combination: tourist destination's moderating effect

Helin Wei, Donglu Shan, Shaoying Zhu, Decheng Wu, Bei Lyu

To examine the relationship between online comments, merchant replies and online sales of tourism products and focus on the moderating role of tourist destination.

Effectiveness evaluation for the gamification of out-of-home advertising

Jiale Huo, Yahong Jiang

This paper aims to propose a new method for evaluating the effect of out-of-home (OOH) gamified advertising and verify the prediction effect of the method, especially based on…