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While trade shows remain an important customer relationship management (CRM) tool, recent advancements in information technology (IT) have raised concerns about the future of trade shows. This study aims to examine the antecedents and consequences of IT integration into trade shows.

The study uses a questionnaire-based survey with senior and middle managers in the aviation services, resulting in 135 valid responses from industry professionals. The data were analyzed using partial least squares structural equation modelling.

The findings demonstrate differential but significant impact of perceptions toward website design and firm motivations toward the integration IT in the three stages of trade shows marketing. The results also show significant impact of IT usage on the perceptions toward the accomplishment of trade show objectives. Further, the results vary according to the levels of experience of the professionals.

This study did not account for the differences in perceptions toward IT implementation across personnel from different departments, such as IT, finance and operations management. In addition, it did not examine situational factors and individual characteristics as additional antecedents of IT usage in trade shows, including pricing, return on investment, convenience and the social media.

Exhibitors are advised to integrate IT in supporting pre-trade show activities to approach potential customers. Exhibitors should integrate electronic interactions and personal communications during the show to reduce the amount of unanswered customer queries, focusing on timeliness and accuracy of information content, ease of navigation and graphic attractiveness of corporate websites, as effective CRM tools.

This paper offers novel insights into hitherto unknown aspects of trade show performance. The results have managerial implications for adopting IT as a CRM tool for effective trade show management.

The internet has changed the way services are delivered and has created new forms of customer-firm interactions. Whilst online service failures remain inevitable, the internet offers opportunities for delivering efficient service recovery through the online channel. Notwithstanding, research evidence on how firms can deliver online service recovery remains scarce. The purpose of this paper is to investigate the impact of two online service recovery strategies – online information and technology-mediated communication – on customer satisfaction, switching and word of mouth intentions.

A scenario-based experiment is employed. Data are analysed using partial least squares structural equation modelling.

Online information and technology-mediated interactions can be used as online service recovery strategies. When fair, online service recovery can restore customer satisfaction, lower switching and enhance positive word of mouth. Interactional justice delivered through technology-mediated communication is a strong predictor of satisfaction with online service recovery. Yet, customers in subscription services show greater expectations of online service recovery than those in non-subscription services.

Further research could examine the impact of online service recovery on relational constructs, such as trust. Since customers participate in the online recovery process, future research could investigate the role of customers as co-creators of online service recovery.

Service managers should design online recovery strategies that meet customer need for interactional justice, for example, bespoke e-mails, and virtual chat communications with genuine customer care.

Online information and technology-mediated communication function as online service recovery strategies. Customer perceptions of justice towards online service recovery restore satisfaction, and encourage loyal behaviour.

Cobranding is increasingly popular as a strategy for commercial success. Brand positioning strategies are central to marketing, yet the impact of perceptions of parent brands’ positioning on consumers’ perceptions of cobrand positioning has not been investigated. The aim of the present study is to fill this gap.

Employing a quasi-experimental design, the authors create cobranding scenarios in three product categories (tablet computers, cosmetics, and smart phones). The data are collected via structured questionnaires resulting in 160 valid responses. The data are analyzed employing Partial Least Squares-based Structural Equation Modeling (PLS-SEM), and consumer evaluation of cobrands is tested in relationship to the prior positioning of the parent brands, product fit and brand fit, along with post-alliance positioning perceptions of the partner brands.

The results confirm brand positioning as a robust indicator of consumer evaluation of cobrands. Positioning perceptions of partner brands are positively related to cobrand positioning perceptions. In addition, pre-alliance positioning significantly relate to post-alliance positioning, confirming cobranding as a viable strategy for partner brands.

The paper recommends research that could reveal the impact of differential brand equities of partner brands, such as, between a high-equity brand and a low/moderate-equity brand, mixed brand alliances – product/service; service/service, and at different levels of partner brand familiarity.

Managers should design cobrand positioning based on existing positioning perceptions of the partner brands, rather than focussing on product fit and brand fit.

The study demonstrates the focal role of positioning strategies of partner brands in consumer evaluation of cobrands.

Co‐branding strategies are now seen increasingly in business‐to‐business (B2B) settings, however, there has been little research in this area. This study aims to investigate the benefits of a B2B co‐branding strategy where the partner brands have different brand equity positions.

This study employs a scenario approach incorporating three real multimedia software brands and three fictitious brands in nine hypothetical alliances over 97 respondents. Using repeated measures ANOVA, the study examines the balance of benefits derived from brand partnerships between high‐, medium‐ and low‐brand equity levels firms.

It was found that brands with equivalent equity levels shared the benefits of the co‐branding equally, while lower equity brands benefited more from the alliance than higher equity partners. The results also suggest that very dominant partners gain a greater proportion of functional benefits (such as technical expertise) from the co‐branding strategy.

The study used real and fictitious multimedia software brands in a hypothetical co‐branding strategy, measuring a pre‐defined set of benefits. Different results may be found selecting a different industry setting, brands, and benefits.

Firms sharing equal equity positions can expect to enjoy equivalent benefits from a co‐branding strategy, regardless of how strong the joint equity position is. Before entering asymmetric co‐branding relationships, firms should review the differential benefits expected and ensure that negotiations and success measures reflect the anticipated outcomes. Small firms wishing to pursue a co‐branding partnership with a dominant market player should consider that they are less likely to capture the knowledge‐based benefits from the brand alliance.

This paper is the first to look at the impact of asymmetric brand equity positions in a B2B co‐branding partnership, and adds value to the literature and to practitioner understanding of the role of asymmetry in influencing co‐branding outcomes.

When a service fails, the guarantee policy of the firm can be employed as a recovery strategy. The terms of the guarantee determine the amount of payout and the ease of invoking the policy. The guarantee terms can, therefore, influence customer perceptions of recovery fairness and inferences about the firm’s intentions to provide fair recovery. The purpose of this paper is to examine the impact of guarantee terms on customer perceptions of justice, motive inferences, and repatronage intentions.

A between-subjects experiment was conducted in parcel delivery services.

Customer perceptions of justice vary across guarantee payout levels. Payout in the form of a discount does not restore justice perceptions, and leads to inferences that the firm offered the guarantee to maximize its profits. Conversely, full refund restores justice. Full refund plus discount is perceived as undeserved, and does not enhance justice perceptions. A moderately easy-to-invoke guarantee is perceived as fair, when it includes full refund. Inferences of negative firm’s motives, however, diminish perceived fairness of easy-to-invoke guarantees.

Future research could examine the interaction of guarantee scope with payout and ease of invocation, and how types of motives differentially impact justice perceptions.

Full refund can enhance justice perceptions, whereas discount is perceived as unfair. Firms should offer full refund as guarantee payout, but refrain from offering a discount. Flexibility should be embedded in guarantee invocation procedures.

This study demonstrates that service guarantees employed as recovery strategies signal justice and the firm’s motives.

This paper seeks to understand the triggers which influence the adoption (and the discontinuation) of online grocery shopping. Specifically, the research aims to establish the role of situational factors in the process of adoption.

A two‐step research process is employed. First, exploratory qualitative research is carried out, with the purpose of gaining an in‐depth understanding of consumers' online grocery shopping behaviour. This is followed by a large‐scale quantitative survey extending the findings of the qualitative research and validating the role of situational factors in instigating the commencement (and discontinuation) of online grocery buying. Cluster analysis is used to segment consumers based on the importance of specific types of situations.

Both qualitative and quantitative results establish the importance of situational factors, such as having a baby or developing health problems, as triggers for starting to buy groceries online. Many shoppers are found to discontinue online grocery shopping once the initial trigger has disappeared or they have experienced a problem with the service.

While situational factors are beyond a marketer's control, they could be used as a basis for marketing communications content and target advertising, for instance, by using magazines directed at new parents.

The importance of situational factors as triggers for the adoption of online grocery shopping suggests an erratic adoption process, driven by circumstances rather than by a cognitive elaboration and decision. The adoption of online shopping seems to be contingent and may be discontinued when the initiating circumstances change.

The study aims to study the extent of research done in luxury marketing in an emerging economy like India by conducting a bibliometric analysis. A period of 21 years has been considered to present a comprehensive picture for results and analysis. Key findings indicate the gaps and scope of further research for academics in India and abroad. The findings indicate a dearth of research by scholars and academicians in luxury, counterfeit and masstige, especially when there is a surge of the upper middle class in India. More specifically, Indian-grown luxury brands also present a massive scope for future research.

The Bitcoin has experienced wide popularity in academic and commercial spheres during the years following 2012. Research has been conducted in respect of information technology, finance and reporting paradigms, but there has been little research into the taxation of the Bitcoin. The purpose of this paper is to present a conceptual approach for developing a taxation policy for the Bitcoin, using a multi-jurisdictional analysis.

An interpretive mixed-method approach is followed. The traits of the Bitcoin are determined through a review of the literature, followed by the determination of key taxation themes using a multi-jurisdictional view where the jurisdictions were determined using the largest Bitcoin exchanges. These form the row and column headings of the correspondence table research instrument, respectively. The correspondence table was completed by 40 tax experts. Correspondence analysis (a multivariate statistical technique) was then used to determine correlations between the Bitcoin traits and taxation themes, further used to present initial insights into developing a taxation policy for the Bitcoin.

The correspondence analysis reveals that, contrary to current tax laws, the manner of acquisition as opposed to the reason (intention) for acquisition is key in determining how the Bitcoin is to be taxed. For taxing purposes, Bitcoin is seen as being distinct from currency, given that transactions with the Bitcoin are seen as barter transactions. Finally, because of the unique characteristics of the Bitcoin, it is shown that exchanges and the Bitcoin need to be regulated in the same manner as a currency.

This research focuses on income tax including capital gains tax and consumption taxes and was conducted with a sample of purposefully selected South African tax experts, given that the Bitcoin is experiencing enhanced popularity in South Africa. As a result, this research does not provide generalisable positivist conclusions and does not purport to represent the views of all tax practitioners. This paper does, however, provide an initial mechanism to develop taxation treatments for transactions not covered by existing legislation.

This paper is the first to provide normative recommendations on the taxation of the Bitcoin. Using correspondence analysis, this paper offers an innovative approach for developing taxation policies when a transaction is not specifically included in the extant legislation. Further value is added through the use of a third dimension in the correspondence analysis which enhances the exploratory potential of the research.