Marketing Intelligence & Planning: Volume 42 Issue 4

The impact of innovation orientation on strategic R&D amidst macroeconomic shocks – an event study approach

Pratik Modi, Vivek Pandey, Abhi Bhattacharya

This research investigates the impact of strategic research and development (R&D) (one led by a firm’s innovation orientation) on stock market performance during the economic…

Do takeover premiums hurt post-acquisition performance? – Marketing capabilities matter!

Daoqin Han, Yue Sun, Yuan Wen, Lixun Su, Jiayuan Tan

The primary aim of this study is to resolve a longstanding debate concerning the impact of takeover premiums on post-acquisition performance. Specifically, we aim to examine how…

Musical retail therapy: toward a conceptual framework on the impact of musical elements on consumer mood, attention, and decision-making

Md Washim Raja, David Allan, Chinmoy Bandyopadhyay

This paper aims to provide a comprehensive framework on how and when musical elements such as keys, complexity, tempo and volume influence consumers’ mood, attention, information…

Complement or substitute? A study of the impact of artificial intelligence on consumers’ resistance

Yupeng Mou, Yixuan Gong, Zhihua Ding

Artificial intelligence (AI) is experiencing growth and prosperity worldwide because of its convenience and other benefits. However, AI faces challenges related to consumer…

ChatGPT’s applications in marketing: a topic modeling approach

Wondwesen Tafesse, Anders Wien

ChatGPT is a versatile technology with practical use cases spanning many professional disciplines including marketing. Being a recent innovation, however, there is a lack of…

Differential effects of visual complexity in firm-generated content on consumer engagements: a deep learning approach

Feng Wang, Mingyue Yue, Quan Yuan, Rong Cao

This research explores the differential effects of pixel-level and object-level visual complexity in firm-generated content (FGC) on consumer engagement in terms of the number of…

Impacts of investment relations service quality on corporate information transparency and intangible value: the moderating role of competitive intensity

Ricky Y.K. Chan, Jianfu Shen, Louis T.W. Cheng, Jennifer W.M. Lai

This study aims at proposing and testing a model delineating how and when the quality of a special B2B professional service, investment relations (IR), would drive corporate…

Augmented reality in marketing: a close look at the current landscape and future possibilities

Syed Javeed, Gowhar Rasool, Anjali Pathania

The purpose of this study is to consolidate the fragmented research on augmented reality (AR) as a marketing tool and provide a comprehensive understanding of its possible…