Marketing Intelligence & Planning: Volume 35 Issue 6

Impact of online advertising on adolescent’s brand attitudes

Abdolreza Eshghi, Juhi Gahlot Sarkar, Abhigyan Sarkar

The purpose of this paper is to investigate the impact of online advertising on advertising message involvement (AMI) and brand attitude formation among adolescent consumers. More…

Product knowledge and salesperson performance: rethinking the role of optimism

Vinita Sangtani, Feisal Murshed

Based on knowledge-based view of the firm, and salesperson attributions, the purpose of this paper is to develop and test a contingency-based framework featuring how salespeople’s…

Developing leveraging strategies for pre-Games training for mega-events in non-host cities

Sheranne Fairley, Donna M. Kelly

The purpose of this paper is to explore how non-host cities strategically plan to leverage pre-Games training for the 2018 Gold Coast Commonwealth Games to maximize benefits to…

Examining customers’ continuance intentions towards internet banking usage

Kwame Simpe Ofori, Henry Boateng, Abednego Feehi Okoe, Igor Gvozdanovic

The purpose of this paper is to identify factors that affect continuance intention towards internet banking usage using the institutional trust theory.

One step deeper: gender and congruity in celebrity endorsement

Debasis Pradhan, Vikram Kapoor, Tapas Ranjan Moharana

The purpose of this paper is to examine the impact of user gender, celebrity gender, and celebrity-user gender congruity on celebrity personality-user personality (CP-UP…

Effect of game-interactivity and congruence on presence and brand attitude

Devika Vashisht, Abhishek Chauhan

The purpose of this paper is to examine the effect of interactivity and game-product congruence on the players’ feelings of presence and their brand attitude in the context of…

Gen Y-ers’ brand loyalty drivers in emerging devices

Apostolos Giovanis, Pinelopi Athanasopoulou

In emerging devices (smartphones, tablets, and notebooks) markets, increasing brand loyalty is critical for suppliers. Generation Y (Gen Y) is the first global target group and…

Leveraging ambitions and barriers: Glasgow universities and the 2014 Commonwealth Games

Millicent Kennelly, Halley Corbett, Kristine Toohey

The purpose of this paper is to investigate why and how universities in the Glasgow region sought to leverage the 2014 Commonwealth Games to achieve their own benefits.