Marketing Intelligence & Planning: Volume 40 Issue 4

Influencers' smiles work regardless of product and message

Taeyeon Kim, Glenna L. Read

The purpose of this paper is to examine how influencers' visual content affects consumer attitudinal and behavioral responses to influencer advertising. The proposed model…

Impact of retailing technology during business shutdown

Rajagopal Rajagopal

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…

Paving the path for retail salesperson’s adaptive selling behaviour: an intervening and interactional analysis

Shoaib Shafique, Amer Rajput, Usman Javed, Hayam Alnakhli

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…

Digital marketing capability: the mystery of business capabilities

Darlin Apasrawirote, Kritcha Yawised, Paisarn Muneesawang

This study aims to advance the understanding of digital marketing capability by conducting a comprehensive, systematic review of relevant literature at the firm level.

Sustainable, therefore reputable: linking sustainability, reputation, and consumer behaviour

Umut Unal, Mertcan Tascioglu

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…

Using Schmid–Leiman solution with higher-order constructs in marketing research

Piyush Sharma, Bharadhwaj Sivakumaran, Geetha Mohan

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…

From pandemic to Prada: examining online luxury-brand self-narratives

Yukti Sharma, Prakrit Silal, Jitender Kumar, Ramendra Singh

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…

What drives liking different brand-related social media content?

Anita Ciunova-Shuleska, Nikolina Palamidovska-Sterjadovska, Irena Bogoevska-Gavrilova

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…