Marketing Intelligence & Planning: Volume 41 Issue 2

Enhancing relationship strategies with the live stream influencers

Li-Chun Hsu

Live streaming platforms have become an essential marketing medium. This study constructed a model based on a combination of psychological contract theory and trust transfer…

Luxury customer's motivations to adopt gamification

Sheetal Jain, Sita Mishra, Garima Saxena

In the recent past, gamification has been recognized as an effective tool for engaging customers. However, there is limited research to explain luxury consumers' motivations to…

Chinese cultural element in brand logo and purchase intention

Jiarong Shi, Zihao Jiang

This paper aims to assess the effects of the Chinese cultural element in the brand logo (CCEBL)-product function congruence and CCEBL-brand image congruence on consumer-brand…

Consumers' preference for eco-friendly packaged products: pride vs guilt appeal

Anwar Sadat Shimul, Isaac Cheah

This paper aims to examine the influence of eco-friendly packaging on consumers' responses. A research framework is examined to identify significant antecedents of eco-friendly…

Luxury experience and consumer behavior: a literature review

Damini Goyal Gupta, Hyunju Shin, Varsha Jain

The luxury experience is a growing and crucial component of luxury marketing. Experiences inspire consumers to engage with luxury brands. Although several research studies have…

Role of celebrity credibility on banking service providers

Ramendra Pratap Singh

This study examines the role of celebrity credibility in fostering loyalty and long-term commitment toward the financial service provider (banking services in this study) through…

How customers respond to social media advertising

Ping Yang, Kefang Li, Chunli Ji

The purpose of this study is to investigate the mediating effects of customer engagement on the relationships between customer's perceived values of social media advertising (SMA…

Sustainable customer relationship management

Maria Ferrer-Estévez, Ricardo Chalmeta

Sustainable customer relationship management (SCRM) is a combination of business strategy, customer-oriented business processes and computer systems that seeks to integrate…