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JournalISSN: 0263-4503

Marketing Intelligence & Planning 

Emerald Publishing Limited
About: Marketing Intelligence & Planning is an academic journal published by Emerald Publishing Limited. The journal publishes majorly in the area(s): Marketing management & Marketing research. It has an ISSN identifier of 0263-4503. Over the lifetime, 1641 publications have been published receiving 62564 citations. The journal is also known as: Marketing intelligence and planning.


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Journal ArticleDOI
TL;DR: In this article, the authors identified important factors that affect Hong Kong adolescent consumers' green purchasing behavior, including social influence, environmental attitude, environmental concern, perceived seriousness of environmental problems, perceived environmental responsibility, perceived effectiveness of environmental behaviour, social influence and concern for self-image in environmental protection.
Abstract: – The purpose of this paper is to identify important factors that affect Hong Kong adolescent consumers' green purchasing behaviour., – A total of 6,010 (2,975 males and 3,035 females) adolescents in Hong Kong were recruited through multi‐staged random sampling. They were surveyed on their green purchasing behaviour, environmental attitude, environmental concern, perceived seriousness of environmental problems, perceived environmental responsibility, perceived effectiveness of environmental behaviour, social influence and concern for self‐image in environmental protection., – Multiple regression analysis showed that social influence was the top predictor of Hong Kong adolescents' green purchasing behaviour, followed by environmental concern as the second, concern for self‐image in environmental protection as the third, and perceived environmental responsibility as the fourth top predictor., – A major limitation of this study lies in the self‐reported nature of the survey used. Future study should include some objective assessments (such as observations or other‐reported survey) of the subjects' green purchasing behaviour., – This paper is a useful source of information for international green marketers about what works and what does not in appealing to the young consumers in Hong Kong., – This paper serves as a pioneer study to identify important factors in affecting young consumers' green purchasing behaviour in the Hong Kong context. It offers practical guidelines to international green marketers planning to target the Asian markets.

733 citations

Journal ArticleDOI
TL;DR: In this article, a structural equation modeling procedure is applied to examine the influence of word-of-mouth (WOM) on brand image and purchase intention in the automobile industry.
Abstract: Purpose – Word‐of‐mouth (WOM) has been recognized as one of the most influential resources of information transmission. Advances in information technology and the emergence of online social network sites have changed the way information is transmitted. This phenomenon impacts consumers as this easily accessible information could greatly affect the consumption decision. The purpose of this paper is to examine the extent to which e‐WOM among consumers can influence brand image and purchase intention in the automobile industry.Design/methodology/approach – Measurement items are adapted from existing scales found in the marketing literature. Academic colleagues reviewed the items for face validity and readability. The scales are evaluated for reliability, convergent validity, and discriminant validity using data collected in a survey of Iran Khodro's prospective customers in Iran. A structural equation modeling procedure is applied to the examination of the influences of e‐WOM on brand image and purchase inte...

610 citations

Journal ArticleDOI
TL;DR: In this paper, an empirical study carried out simultaneously in Northern Ireland and Australia is presented which illustrates how and why networking is used by SME owner/managers as a tool or approach for carrying out meaningful marketing.
Abstract: Acknowledges that SMEs (small to medium‐sized enterprises) cannot do conventional marketing because of the limitations of resources which are inherent to all SMEs and also because SME owner/managers behave and think differently from conventional marketing decision‐making practices in large companies. In this context the discussion focuses on SME characteristics and how these impact upon marketing characteristics within SMEs. In a search for “alternative” marketing approaches, the inherent existence of the owner/manager’s “network” in its various guises such as personal contact networks, social networks, business networks and industry and marketing networks and how these networks are used is considered. Some evidence from an empirical study carried out simultaneously in Northern Ireland and Australia is presented which illustrates how and why networking is used by SME owner/managers as a tool or approach for carrying out meaningful marketing.

587 citations

Journal ArticleDOI
TL;DR: In this paper, the authors examined the practicality and application of a customer-based brand equity model, based on Aaker's well-known conceptual framework of brand equity, and concluded that brand loyalty is the most influential dimension of brand ownership.
Abstract: Purpose – This research study aims to examine the practicality and application of a customer‐based brand equity model, based on Aaker's well‐known conceptual framework of brand equity.Design/methodology/approach – The study employed structural equation modelling to investigate the causal relationships between the dimensions of brand equity and brand equity itself. It specifically measured the way in which consumers’ perceptions of the dimensions of brand equity affected the overall brand equity evaluations. Data were collected from a sample of university students in Turkey.Findings – The study concludes that brand loyalty is the most influential dimension of brand equity. Weak support is found for the brand awareness and perceived quality dimensions.Research limitations/implications – While it is acknowledged that student samples are normally an unreliable basis for conclusions and predictions to be applied to consumers in general, it is considered that they were an appropriate group for this study, given...

487 citations

Journal ArticleDOI
TL;DR: In this article, a theoretical model of the dimensionality and attitudinal effects of green brand positioning was developed to test the suggested green positioning strategies against one another, assessing their effect on perceived brand positioning and brand attitude.
Abstract: Purpose – Proposes a set of strategic options for green brand positioning, based either on functional brand attributes or on emotional benefits. The aim of the study is to test the suggested green positioning strategies against one another, assessing their effect on perceived brand positioning and brand attitude.Design/methodology/approach – A theoretical model of the dimensionality and attitudinal effects of green brand positioning was developed. Both suggested alternatives to green brand positioning, along with a combined functional and emotional strategy, were tested in an experimental online setting. The hypothesized model was tested in the scope of exploratory factor analysis and structural equation modelling.Findings – Results indicate an overall positive influence of green brand positioning on brand attitude. Further findings suggest distinct functional and emotional dimensions of green brand positioning with the interaction of both dimensions in the formation of brand attitude. Highest perceptual ...

451 citations

Performance
Metrics
No. of papers from the Journal in previous years
YearPapers
202323
202244
202141
202061
201992
201849