JournalTOCs

Marketing Intelligence & Planning
Journal Prestige (SJR): 0.518

Citation Impact (citeScore): 2
Number of Followers: 4

Hybrid journal (It can contain Open Access articles)
ISSN (Print) 0263-4503 - ISSN (Online) 1758-8049
Published by Emerald

[360 journals]

Exploring marketing control mechanisms from a strategy perspective
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  Authors: Paola Andrea Ortiz-Rendon , Jose-Luis Munuera-Aleman , Luz Alexandra Montoya-Restrepo
  Abstract: Management is constantly looking for ways to show how exactly the competitive advantage can be enhanced to achieve the desired results. As such, control mechanisms that are designed to ensure that the desired results are achieved play an important part in the successful implementation of a business strategy, which is why, in this study, the authors analyze how formal and informal control levels are deduced from the marketing decisions that operationalize the organizational strategy. The authors conducted a cross-section survey among 301 marketing managers. To determine which types of strategies are prevalent, the authors performed a hierarchical cluster analysis using the IBM SPSS Statistics 24 software and then constructed an ANOVA table to see whether there are differences in the characteristics of the different clusters. To determine the configuration of marketing control across strategy typologies, the authors conducted a mean difference test, aligning marketing control mechanisms with the strategies under study, significantly changing the intensity levels from one to another. It is worth emphasizing that higher levels of control are related to prospector strategic business units (SBUs) and that informal control was significantly more prevalent than formal control for all the strategy typologies the authors' studied. This research provides empirical evidence to gain a better understanding of the role marketing decisions play on formal and informal control mechanisms.
  Citation: Marketing Intelligence & Planning
  PubDate: 2022-05-12
  DOI: 10.1108/MIP-06-2021-0192
  Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
Green innovation and environmental awareness driven green purchase
intentions
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  Authors: Hashim Zameer , Humaira Yasmeen
  Abstract: The purpose of this study is to explore the role of environmental awareness, environmental concerns, and green innovation toward green purchase intentions. This paper theoretically extends the existing knowledge on the subject matter and adds value to the existing knowledge. Based upon the existing literature and relevant theories the study developed several assumptions/hypotheses. To test the hypothesis, a comprehensive data set that was collected through online survey method was utilized. For the empirical analysis the study employed structural equation modeling technique. The results from the study indicated that environmental awareness significantly reinforce green purchase intentions. Whereas, the authors could not find evidence for the direct influence of green innovation on green purchase intentions. The analysis show, green product knowledge and environmental concerns partially mediate the relationship among environmental awareness and green purchase intentions. However, green product knowledge and environmental concerns fully mediate the relationship among green innovation and green purchase intentions. The study measures the role of green innovation, environmental awareness, environmental concerns, and green product knowledge toward green purchase intentions which is pivotal for sustainable consumption. Similarly, the study adds value to the existing research on the management of environmental awareness and protection through reinforcing green purchases.
  Citation: Marketing Intelligence & Planning
  PubDate: 2022-05-03
  DOI: 10.1108/MIP-12-2021-0457
  Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
Reference price research in marketing: a bibliometric analysis
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  Authors: Mukta Srivastava , Neeraj Pandey , Gordhan K. Saini
  Abstract: Reference price is a key input in deciding product/service prices by organizations and has a significant influence on consumer purchase decisions. This study aims to provide a deeper understanding of reference pricing literature using bibliometric analysis and offers specific research questions for future research in this domain. Using a sample of 309 articles published between 1977 and 2021, the study conducts bibliographic coupling, citation analysis, cluster analysis, content analysis, keyword analysis and a three-field plot to map the intellectual structure of reference price. The content analysis gave seven research clusters: (1) modeling reference price, (2) consumer perceptions of price (un)fairness, (3) price framing, (4) comparative price-based promotion, (5) reference price formulation, (6) pay-what-you-want (PWYW) pricing and (7) range theory and price perceptions. The study also delineates reference price literature across several parameters like authorship, highest cited paper, most popular journal, institutions, region-wise publication trend and author-networks. The emerging research themes for future scholars working in this domain have also been highlighted. This is the first comprehensive study to explore reference price from a bibliometric lens. The study highlights and discusses the recent themes on reference price, from both academic and managerial perspectives.
  Citation: Marketing Intelligence & Planning
  PubDate: 2022-05-02
  DOI: 10.1108/MIP-02-2022-0049
  Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
Potential sport tourists’ decision-making during the pandemic
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  Authors: Heetae Cho , Dongoh Joo , Jin Kai Koh
  Abstract: This study examined potential sport tourists’ decision-making regarding a sporting event rescheduled due to the coronavirus disease 2019 (COVID-19) pandemic. An extended model of goal-directed behavior – encompassing the perception of COVID-19, attitude, subjective norm, perceived behavioral control, positive anticipated emotion, negative anticipated emotion, desire and behavioral intention – was built and tested using survey data and structural equation modeling. The perception of COVID-19 significantly influenced attitude, subjective norm, perceived behavioral control and positive anticipated emotion, which then collectively led to desire. Desire, alongside optimism bias, had a substantial impact on behavioral intention. However, the perception of COVID-19 was not related to negative anticipated emotion. The findings highlight the roles that optimism bias and the perception of COVID-19 play in shaping individuals’ intentions to engage in sport tourism, suggesting how marketers and managers of sporting events should respond to the pandemic.
  Citation: Marketing Intelligence & Planning
  PubDate: 2022-04-25
  DOI: 10.1108/MIP-09-2021-0301
  Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
Computer-generated influencers: the rise of digital personalities
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  Authors: Mona Mrad , Zahy Ramadan , Lina Issam Nasr
  Abstract: The purpose of this study is to identify the key components pertaining and governing a Computer-Generated Influencer’s (CGI’s) identity and explores and analyzes the ensuing relationship between the CGI and its digital environment. This study follows an exploratory approach using in-depth interviews of CGI followers. A total of 37 in-depth interviews were then analyzed using an inductive thematic approach to steer data coding. CGIs are considered as brand entities that have a combination of components under their overall perceived identity. This study encompasses the different relational dimensions, whether from a follower’s followers, CGI-follower’s, CGI–human influencer’s or CGI-endorsed brand’s perspective. This research contributes a seminal work in the field of virtual influencers.
  Citation: Marketing Intelligence & Planning
  PubDate: 2022-04-18
  DOI: 10.1108/MIP-12-2021-0423
  Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
Mobile wallets adoption: pre- and post-adoption dynamics of mobile wallets
usage
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  Authors: Deepak Jaiswal , Vikrant Kaushal , Ashutosh Mohan , Park Thaichon
  Abstract: The main objectives of this study are (1) to identify the determinants of pre- and post-adoption dynamics of mobile wallets (m-wallets) usage; (2) to propose and test the linkage framework of pre-adoption and post-adoption dynamics to understand consumers' psyche of m-wallets usage and (3) to examine the moderation of select demographic variables in the path of consumers' continued usage of m-wallets. The study considered a cross-sectional approach using a questionnaire survey method. The research model encapsulating pre- and post-adoption dynamics of the m-wallet was examined using a sample of 574 users. The analysis also comprised mediation, moderation and multi-group analysis (MGA). The results identified key antecedents of confirmation, such as performance expectancy, effort expectancy, facilitating conditions and individual mobility. Findings also confirmed the partial mediation effects of satisfaction between confirmation and continuance intentions. Results also confirmed the moderating effects of age and education on the relationship between confirmation and satisfaction. The key contribution of the study is in the form of research progression related to m-wallet usage to test the extended expectation-confirmation model (EECM) in the Indian context by linking the pre-adoption paradigm of extended (unified theory of acceptance and use of technology) UTAUT with individual mobility and post-adoption dynamics of the ECM. The considered framework study also draws support for the role of select demographic variables.
  Citation: Marketing Intelligence & Planning
  PubDate: 2022-04-08
  DOI: 10.1108/MIP-12-2021-0466
  Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
Influencers' smiles work regardless of product and message
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  Authors: Taeyeon Kim , Glenna L. Read
  Abstract: The purpose of this paper is to examine how influencers' visual content affects consumer attitudinal and behavioral responses to influencer advertising. The proposed model includes smile intensity of influencers as the independent variable, warmth and admiration as the mediators and product category (Study 1) and orientation of advertising messages (self vs social, Study 2) as the moderators. Two experimental studies (Study 1 and 2) were conducted. A total of 337 online panelists were collected via Qualtrics in Study 1 and responses from 409 online panelists were collected via Qualtrics in Study 2. The results of two experimental studies showed that smiling influencers increased perceptions of warmth and feelings of admiration, thereby evoking positive consumer attitudes and behavioral intention. The strong positive impact of smiling on responses to influencer advertising was present regardless of product categories (Study 1) and the orientation of advertising messages (Study 2). This study empirically examined the role of visual content on consumers' attitudinal, emotional and behavioral responses to influencer advertising by adopting theoretical models in social psychology. This paper also provides strong managerial implications for marketers who seek the most effective strategies for leading consumers to evaluate influencers positively and ultimately, accepting marketing messages favorably.
  Citation: Marketing Intelligence & Planning
  PubDate: 2022-04-11
  DOI: 10.1108/MIP-10-2021-0349
  Issue No: Vol. 40 , No. 4 (2022)
What drives liking different brand-related social media content'
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  Authors: Anita Ciunova-Shuleska , Nikolina Palamidovska-Sterjadovska , Irena Bogoevska-Gavrilova
  Abstract: The purpose of this study is to analyze the interrelationships between incentives and social media users’ intentions to like different brand-related social media content. The study is based on the uses and gratification (U&G) theory and investigates three types of incentives i.e. communal, self-interest, and reward incentives which act as antecedents of customers’ intentions to like three types of brand-related content (commercial messages, personal opinion messages, and lifestyle messages). A data set of 415 effective responses was collected and structural equation modeling (SEM) was used for analyzing the data. The obtained results indicate that communal and reward incentives enhance the intentions to like brand-related commercial, personal opinion, and lifestyle content. Self-interest incentives reduce the intentions to like three types of analyzed brand-related content with the strongest negative influence on intentions to like lifestyle content. Regarding the content type, the main drivers for liking lifestyle content and commercial content are reward incentives, whereas liking personal opinion content is mostly motivated by communal incentives. This study provides valuable insights about users’ motivation to like brand-related content on social media with a focus on different types of brand-related content. The study has strong theoretical contributions as well as practical implications.
  Citation: Marketing Intelligence & Planning
  PubDate: 2022-04-07
  DOI: 10.1108/MIP-08-2021-0277
  Issue No: Vol. 40 , No. 4 (2022)
From pandemic to Prada: examining online luxury-brand self-narratives
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  Authors: Yukti Sharma , Prakrit Silal , Jitender Kumar , Ramendra Singh
  Abstract: Amidst the exponential spread of the COVID-19 pandemic, this study aims to explore the evolving dynamics underlying consumers' narratives about luxury-brands over social media. While visualizing these Online Luxury-Brand Self-Narratives (OLBSNs) as a decision-making situation, the authors question the “rational-being” assumption of the Net Valence Model (NVM) during a pandemic situation. Specifically, the authors draw upon Terror Management Theory (TMT) to explicate the role of pandemic-induced mortality salience in rendering the idealistic assumptions of NVM unattainable. The authors uncover evidence of risk-taking behavior among luxury consumers while using OLBSNs as a potential meaning-providing structure during the pandemic. This study employed a cross-sectional survey method. The authors conducted a structured Qualtrics survey to collect data from 588 respondents. The authors examined the hypothesized relationships using structural equation modeling. In contrast to the conventional wisdom of NVM, the results suggest a positive influence of not only perceived benefits but also perceived risks on intention to engage in OLBSN and brand advocacy during the ongoing pandemic. This study explains the emerging dynamics of pandemic-induced mortality salience in OLBSN decision-making and has implications for luxury-brand marketers in designing brand communication strategies over social media. This study makes an original endeavor to extend NVM beyond rational decision-making context by integrating the theoretical tenets of TMT within NVM while also delineating the decision-making mechanism of OLBSNs during the pandemic.
  Citation: Marketing Intelligence & Planning
  PubDate: 2022-04-05
  DOI: 10.1108/MIP-05-2021-0153
  Issue No: Vol. 40 , No. 4 (2022)
Sustainable, therefore reputable: linking sustainability, reputation, and
consumer behaviour
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  Authors: Umut Unal , Mertcan Tascioglu
  Abstract: This paper aims to test the effect of sustainability-driven reputation on purchase intention and willingness to pay a price premium along with the mediating roles of consumer trust and perceived risk. A structural equation model was used on survey data collected from 660 participants to test the model and corresponding hypotheses. The results show that sustainability has a positive effect on reputation, which in turn, while enhancing trust, decreases consumers' perceived risk. Further, trust is positively related to purchase intention and price premium, while perceived risk is negatively related to them. Finally, mediation analyses show the mediating roles of both trust and perceived risk between sustainability reputation and consumer behaviour. This paper makes three major contributions: First, it takes all three dimensions of sustainability into account simultaneously in an empirical study in contrast with the disposition in the academic literature to address each dimension separately. Second, it explores the impact of reputation obtained primarily through sustainability on consumer behaviour. Third, it sheds light on the inner mechanism of the relational outcomes by testing the mediating effect of trust and perceived risk.
  Citation: Marketing Intelligence & Planning
  PubDate: 2022-04-04
  DOI: 10.1108/MIP-03-2022-0102
  Issue No: Vol. 40 , No. 4 (2022)
Using Schmid–Leiman solution with higher-order constructs in
marketing research
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  Authors: Piyush Sharma , Bharadhwaj Sivakumaran , Geetha Mohan
  Abstract: This paper aims to introduce the Schmid–Leiman solution (SLS) as a useful tool to interpret the results of higher-order factor analyses in marketing research irrespective of the type of higher-order factor structure used (formative or reflective). Two studies, one with retail shoppers in India and another with undergraduate students in Hong Kong, are used to compare different types of higher-order factor structures to test the utility of SLS. The authors show that whether a reflective or a formative model is used to operationalize a higher-order construct, using SLS as an additional analysis gives useful insights into the factor structure at different levels and helps isolate their unique contributions to the explained variance. The authors test higher-order models for store environment and consumer impulsiveness with data from retail shoppers and undergraduate students in two Asian countries, which may restrict the generalizability of the study findings. Future research may try to replicate our findings with other higher-order constructs and consumers in other countries. The authors offer a checklist that can be used by future researchers to evaluate alternate higher-order factor structures and choose the appropriate one for their research context. The authors show that using SLS is especially useful when there is a lack of clarity on the nature of relationships between the factors at different levels or about the independent contribution of the factors at different levels, in a higher-order factor structure.
  Citation: Marketing Intelligence & Planning
  PubDate: 2022-04-04
  DOI: 10.1108/MIP-01-2022-0025
  Issue No: Vol. 40 , No. 4 (2022)
Impact of retailing technology during business shutdown
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  Authors: Rajagopal Rajagopal
  Abstract: This study explores the causes and effects of technology usefulness on shopping behavior of consumers in Mexico by measuring inter-relationships between the constructs of shopping with new-normal following coronavirus disease 2019 (COVID-19) business shutdown and online retail technology. This study has been conducted in six online retail stores with the online survey of 342 buyers in Mexico. Data have been analyzed using two regression models with dependent variables, perceived usefulness of technology and buying decision of customers. Multiple correlations across the variables were computed. Results of this study reveal that as customers found higher ease of use of online shopping, they perceived higher usefulness of online retailing technology. The perceived quality of retailing website positively influences impulsive buying behavior of customers. The study observed that increase in coupon promotions has positively enhanced the perceived buying impulsiveness of consumers in online stores. The perceived usefulness of online redemption of coupons has also positively benefited the attitude of customers toward buying. Online shopping has attracted a large section of customers during the COVID-19 business shutdown, and peer interactions have motivated them to experience the retailing technology of virtual stores. This study offers important insights for managers working in the retailing industries. Online strategies of retailers with unified customer experiences during the pandemic and business shutdown has provided extensive online retail space. Managers of virtual retail stores need to build their business on customer-centric propositions, encourage 3D visions of products, develop “do-it-yourself” kiosks with augmented reality technology and enhance the value-based online business model. Online retailers need to prioritize developing an easy to navigate and quality website with comprehensive product information and instant messaging facilities over the sales promotion strategies. Online retailers need to establish quick response (QR) technology to improve the ease of use for navigation. This study finds out the perceived usefulness in using online retail technology, and how customers have experienced it as a single wide option during the COVID-19 pandemic.
  Citation: Marketing Intelligence & Planning
  PubDate: 2022-04-01
  DOI: 10.1108/MIP-08-2021-0255
  Issue No: Vol. 40 , No. 4 (2022)
Digital marketing capability: the mystery of business capabilities
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  Authors: Darlin Apasrawirote , Kritcha Yawised , Paisarn Muneesawang
  Abstract: This study aims to advance the understanding of digital marketing capability by conducting a comprehensive, systematic review of relevant literature at the firm level. The study utilizes categorization and contextualization of qualitative methodologies to review the literature, using Scopus databases to collect 57 journals with 143 peer-reviewed papers as the main focus. The research gaps and DMCs were analyzed and synthesized and presented as collective categorization together with the proposed future direction framework. This study proposed the relevance of digital marketing capabilities for businesses and the key measurement of business performance. The proposed dimensions of the digital marketing capabilities framework are to identify new research directions for both marketing and IT strands. This study classify five main different themes in digital marketing incorporating with digital technologies (DTs) era and proposed relevance of digital marketing capabilities for businesses (B2C and B2B) and keys measurement of business performances.
  Citation: Marketing Intelligence & Planning
  PubDate: 2022-04-01
  DOI: 10.1108/MIP-11-2021-0399
  Issue No: Vol. 40 , No. 4 (2022)
Paving the path for retail salesperson’s adaptive selling behaviour: an
intervening and interactional analysis
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  Authors: Shoaib Shafique , Amer Rajput , Usman Javed , Hayam Alnakhli
  Abstract: In hypercompetitive markets, retail brands should fuel their sales employees’ to responsively serve customers. In connection, the study aims to unpack the direct and indirect, via psychological flourishing, the role of inclusive leadership in paving the path for retail salesperson adaptive selling behaviour. Additionally, the study also empirically investigates the moderating role of work centrality to offer critical insights for effective managerial interventions. Drawing upon conservation of resource theory to test the nexuses of the model, time-lagged survey data were collected from 313 retail salespersons from the leading retail brands. Data were analyzed using the bootstrapping method. Results revealed the direct positive association between inclusive leadership and adaptive selling behaviour and indirect association via psychological flourishing. Furthermore, the direct association between inclusive leadership and adaptive selling becomes more pronounced for employees high on work centrality. Findings can help retail brands to enhance adaptive selling behaviour, which enables them to provide efficient solutions and gain sustainable competitive advantage. The study offers several important contributions to the sales literature by establishing the direct and indirect link between inclusive leadership and adaptive selling via psychological flourishing. Moreover, the result of the interaction effect highlights the critical aspects of work centrality in the retail sales context.
  Citation: Marketing Intelligence & Planning
  PubDate: 2022-03-31
  DOI: 10.1108/MIP-12-2021-0446
  Issue No: Vol. 40 , No. 4 (2022)
Marketing Intelligence & Planning
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