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This paper aims to examine the direct impacts of marketing resources and marketing activities on several business performance indicators in the banking industry and the indirect effects through customer-based brand equity.

We use a holistic empirical approach based on resource-based view and marketing productivity chain. The main study consists of a secondary analysis using quarterly data of fourteen banks over four years. We analyze the data using fixed-effect panel data regression, namely seemingly unrelated regressions.

We find that customer-based brand equity is one of the most influential factors on business performance. Moreover, the indirect effect through customer-based brand equity should be considered in improving business performance. Marketing-related financial resources positively impact customer-based brand equity and business performance. Regarding marketing activities, pricing strategies affect the bank preferences of customers, which in turn affect the growth of deposit volumes and churn rates. Additionally, the number of bank branches positively impacts business performance. Advertising spending on different media has differentiated impacts on the performance indicators; thus, the allocation of advertising budget and advertising planning are critical.

This study examines the inter-relationships among marketing resources, marketing activities, consumer response through brand equity and marketing performance. This study contributes to the literature by integrating the resource-based view and the marketing productivity chain to analyze the inter-relationships using panel data and several sector-related metrics. This study provides valuable insights to decision-makers in the banking industry.

A question remains unresolved in existing cross-disciplinary research at the marketing/entrepreneurship interface (MEI). This features circumstances when employing a combination of market-oriented and entrepreneurially-oriented activities, known as entrepreneurial marketing (EM) behavior, is likely to lead to positive performance outcomes. Earlier mixed findings provide the need to unpack the nuances of EM practices, in terms of their boundary conditions, regarding circumstances where this behavior does or does not lead to performance-enhancing outcomes. Consequently, the purpose of this study is to examine the complexities of the association between EM activities and small firm performance by assessing quadratic and moderating effects.

This study was underpinned by resource-based theory (RBT). Survey responses were collected from 214 smaller-sized companies in the United Kingdom. The statistical data passed all major checks for reliability, different forms of validity, common method variance and endogeneity bias.

EM activities had a quadratic connection with small firm performance, with this relationship being enhanced (in terms of a positive two-way interaction effect) by market dynamism (a counter-intuitive result regarding environmental conditions). Surprisingly, through a post-hoc test, coopetition (cooperation among competitors to leverage assets and overcome resource constraints) did not play any influential part in helping owner-managers to overcome the potential downsides of EM practices, like the time and cost implications of identifying and exploiting opportunities (i.e., a non-significant three-way interaction effect).

Unique insights outline how decision-makers in smaller-sized organizations can harness the potential benefits, and minimise the likely drawbacks, of employing EM activities. However, owner-managers should be cautious when implementing these organization-wide practices, since they are likely to enhance performance, but only up to a fixed point. Indeed, excessive forms of EM activities can weaken small firms’ performance. A counter-intuitive positive moderation effect regarding market dynamism challenges certain earlier findings. Specifically, in some dynamic market conditions, EM activities could be performance-enhancing, since certain environmental-level forces might assist owner-managers to amplify the merits of behavior at the MEI when implemented effectively.

Firms regularly have to handle business-related market changes on the market, such as new market entrants, increased competition, changing prices and changing demand. However, firms active on a market subject to political interventions, resulting in changes of the market, also have to handle different support systems with subsidies, taxes, regulations, etc. As these interventions affect both firms and customers, it is important for firms to adapt to them, but if they continue to change, firms also need to adapt to changing conditions. The purpose of the paper is to study how firms handle continuous market changes and shifting governmental interventions through market–political ambidexterity.

Based on a qualitative approach, 13 in-depth interviews focusing on how firms handle market changes and political interventions over time were conducted during two time periods. The data was coded in several steps, using systematic combining.

The empirical results reveal that firm size is crucial in developing market–political ambidexterity; small firms lack the resources needed to handle all changes in an ambidextrous way. Changes on the market require firms to be active, whereas changes of the market, e.g. interventions, require internal stability in the firms. Changes on the market are easier to handle, wherefore there seems to be a need for firms to develop political exploration and exploitation activities related to market–political ambidexterity.

This study contributes to industrial marketing by increasing our understanding of how SMEs handle the simultaneous but sometimes contradicting demands from market changes and political interventions by developing market–political ambidexterity.

This study aims to investigate the effects of serif and sans serif typefaces in brand logos on consumers’ activity and potency perceptions of brands. It further examines the moderating roles of design freedom and brand value on these effects and their impact on consumers’ brand attitudes.

Five studies were conducted to address the research objectives. Studies 1a and 1b compared the consumer perceptions of a brand with either a serif or a sans serif logo, revealing that consumers perceive serif logos as more active but less potent. Studies 2a, 2b and 3 verify the moderating roles of design freedom and brand value on the effects of typefaces in brand logos on consumers’ perceptions and their overall effects on brand attitudes.

The results indicate that a serif brand logo enhances consumers’ activity perceptions of the brand, whereas a sans serif brand logo enhances consumers’ potency perceptions. The research further establishes that design freedom significantly impacts consumers’ perceptions of logos with varying typefaces and subsequently influences their brand attitudes. In addition, brand value moderates the effects of typefaces in brand logos on consumer perceptions and brand attitudes.

This research exclusively focuses on serif and sans serif typefaces within brand logos and also considers the use of uppercase, lowercase, mixed case and black logo designs. However, brand logo design encompasses broader visual design considerations and aesthetic diversification.

The practical implications of this research mainly include three points. First, brands should invest more effort in designing brand logos, choosing serif for activity and sans serif for potency, to align with desired brand perceptions. Second, the typeface selection should match the brand’s approach to design freedom, with serif typefaces fostering activity in open brands and sans serif enhancing potency in more controlled brands. Finally, aligning the typeface choice with the brand values – serif for hedonic and sans serif for utilitarian—can significantly influence brand attitudes. Accordingly, they can guide market segmentation and target consumer selection.

This study contributes to the field of brand logo design by shedding light on the effects of serif and sans serif typefaces on consumers’ perceptions and brand attitudes. In addition, it explores the moderating influence of design freedom and brand value, offering insights into the conditions under which these effects manifest.

This study discusses the sources of value co-creation and its effects on businesses using social platforms such as Facebook, Instagram, Twitter and blogs.

A total of 301 survey responses were selected. The selected respondents indicated that they lived in South Korea, had an occupation as a private business or marketer and had used a social platform one or more times a day. The hypotheses were tested using a structural equation model.

The study reveals that the source of sustainable value co-creation between social platforms and businesses positively affects the competitive advantage of maintaining businesses. This advantage reveals an integrated relationship that leads to the successful financial performance of businesses through online word of mouth and customer satisfaction. Moreover, this study finds that the relationship between variables differs by social platform types (unidirectional vs bidirectional service).

The results of this study explain the relationship between value co-production, value-in-use, SCA and long-term performance. However, this study focused on private business and marketing staff working in companies in South Korea. Accordingly, more countries in which social platforms are widely utilized should be taken into account to help generalize the empirical findings.

There is a difference in the relationship between co-creation activity and cost advantage/long-term performance in accordance with the service type of a social platform. The results indicate that a bidirectional service is a more powerful tool for cost advantage and long-term performance.

This study focuses on the role of value co-creation in social platforms to ensure companies’ sustainable competitive advantage and performance. The results of this study will help companies develop online marketing strategies using social platforms.

This paper aims to examine the Islamic marketing literature to uncover potential customer adoption behaviours and enhance the effectiveness of blockchain-based halal logistics services in catering to customer demands. The findings of this paper provide substantial contributions to the realms of both halal logistics services and Islamic marketing literature, delineating future paths for research. By delving into halal logistics practices, integration procedures and service provider performance, this paper assists stakeholders in enhancing halal logistics services to meet the changing demands of customers effectively.

This paper uses a systematic review incorporating bibliometric analysis to examine past and contemporary research topics, selecting and appraising contributions while analysing and consolidating data. A methodical approach has been used to identify, assess and incorporate pertinent studies on Islamic characteristics, traceability technology, blockchain integration and halal logistics practices.

After screening and analysing 139 selected documents with the VOS viewer, it is evident that among a 1,000 keywords, 15 stand out in terms of frequency and link strength. The research highlights the considerable academic interest in themes such as “blockchain”, “halal logistics” and “supply chain”, underscoring their importance. The findings of this paper help bridge the gap in Islamic marketing by linking technology with religious values. It suggests that the integration of blockchain technology in halal logistics enhances operational efficiency while aligning with both operational and Islamic marketing principles, promoting ethical conduct and transparency as key enablers.

The theoretical significance of this paper lies in establishing a correlation among three key research domains: technology, symbolised by blockchain; customer-centric operations, incorporating the halal supply chain and logistics within Islamic marketing. The outcomes reflect consumer behaviour and Shariah compliance. This integration has the potential to introduce innovative theoretical frameworks that encompass religious ethics in marketing, logistics and technological advancements.

This paper comprehensively analyses the intersection between blockchain technology, halal logistics, supply chain management and Islamic marketing. The paper has comprehensively analysed previous studies and outlined the future research path for blockchain technology in halal logistics and its application in Islamic marketing literature.

The business landscapes in Asia and Africa are predominantly characterized by small and medium enterprises (SMEs) facing significant resource constraints. Understanding the capability dynamics of these enterprises in such contexts carries significant implications for theory and practice. This paper aims to addresses a crucial question of whether increasing customer involvement capability consistently yields the necessary rent for enterprises operating under resource constraints in emerging markets in Asia and Africa. By investigating this question, the paper offers SMEs a more nuanced approach to capability development, enabling them to achieve better returns on their investments.

To ensure the robustness of the findings, data were collected from SME service firms operating in two emerging economies: India (Asia) and Ghana (Africa). Data were collected in two waves to allow for catering to specific environmental conditions not accounted for in the study. Two-stage data analysis was then conducted to test the hypothesized relationships across the two countries.

The findings reveal that customer involvement capability does not always lead to an increase in firm-level competitiveness, and the effect follows an inverted U-shaped pattern. However, the nature of this relationship varies under different market conditions in both contexts. Specifically, in periods of low customer demand and intense competition, the relationship is linear and positive. On the other hand, in periods of high demand and competition, the relationship becomes inverted U-shaped, returning to a direct relationship with firm-level competitiveness.

This paper provides a resolution to the critical issue of whether customer involvement capability consistently delivers firm performance benefits, particularly for resource-constrained SMEs in emerging markets. By explaining how SMEs in emerging markets can fully capitalize on their capability development to optimize their resources, this paper makes a distinctive contribution. Moreover, it sheds light on the importance of aligning involvement capabilities with prevailing market conditions for SMEs to reap the maximum benefits.

This chapter highlights the importance of combining multiple data sources to gain a complete understanding of the marketing environment. Marketing campaigns can be successful only by data-driven decision-making. We need to include multiple data sources so that it may furnish a complete and distinctive view of market dynamics. This chapter begins by probing into the changing landscape of marketing. It reveals that traditional tactics are being replaced by urban, technology-based strategies. It becomes progressively important for organizations to integrate different data sources along with harnessing the power of big data, artificial intelligence (AI), and advanced analytics. It involves the smooth and flawless blending of different datasets to obtain important connections and patterns. Simple data collection and storage will not help. This chapter emphasizes the need for an all-embracing strategy. Since it has a transformative impact on marketing results, it solves the challenges caused by data storage systems. It also provides real-world examples of integrated solutions. It deliberates regulatory issues that must be considered when integrating different data sources. Any marketing data ecosystem needs integration of the internal and external data sources in search of a better understanding of the market. Such can help businesses find new opportunities and insights that, up until then, remain unknown. It may integrate different data types to get the most from marketing strategies in place. If there is integration of data, then decisions can be made with knowledge and purpose.

This study examines the impact of inter-organisational justice (i.e. distributive, procedural and interactional) in the buyer–supplier relationship on supply risk and, in turn, on a firm’s marketing and financial performance.

A structured survey was administered both online and in-person to Jordan-based manufacturing companies. The 137 responses received were analysed using partial least structural equation modelling.

The study found that while establishing both procedural and interactional justice in the relationship has a negative impact on supply risk, promoting distributive justice, surprisingly, has no impact. Moreover, supply risk was found to be detrimental to the firm’s marketing and financial performance.

This study considers only the direct role of inter-organisational justice in reducing supply risk. Future research could enhance our understanding of this role by exploring the underlying mechanisms and conditions that could govern it.

Managers can alleviate supply risk by ensuring procedural and interactional justice in the relationship through involving suppliers in the decision-making processes, consistently adhering to established procedures and communicating transparent and ample information.

Addressing supply risk can help in maintaining community resilience and economic stability.

The study highlights inter-organisational justice as a new approach to mitigating supply risk. Moreover, by examining how supply risk can affect a firm’s marketing performance, it also highlights a new implication of supply risk. Furthermore, by exclusively examining the impact of supply risk on a firm’s financial performance, the study provides a more nuanced interpretation of the effect of supply risk and how it can be reduced.

As the China retail market continues to evolve, traditional retail brands are seeking more effective channel management strategies, while emerging brands are exploring marketing models that transition from online to offline. This case, based on SO-IN Technology's digital service practices of “gig work + intelligent digitalization” in the China retail industry, delves into the business models of gig and crowdsourcing models as well as intelligent digital marketing services. It focuses on the strategic choices that SO-IN Technology faced: What challenges might SO-IN Technology's ‘gig economy + digital intelligence’ model face? What are the key factors that determine sustainable growth?