Showing papers in "Marketing Intelligence & Planning in 2020"

Business-to-business marketing responses to COVID-19 crisis: a business process perspective

Abstract: This study aims to identify appropriate strategies and actions adopted by business-to-business firms to cope with the ongoing COVID-19 crisis.,A review of business-to-business marketing responses to the COVID-19 crisis in China was conducted.,Nine marketing responses built on core business processes were classified into three categories: (1) embedded in product development management process (stretching product lines to meet urgent needs, expanding product lines to meet urgent needs and adjusting products proactively for emerging needs), (2) built on supply chain management process (coordinating suppliers to meet surging demand, migrating to digital distribution channels and solidarity with supply chain members) and (3) related to customer relationship management process (investing in advertising and promotion, cross-selling to existing customers and supporting customers).,This study contributes to the literature of marketing responses to COVID-19 by examining the cash flows effects of various marketing responses. It also contributes to the business processes based on marketing strategy framework by extending it to the crisis management context. In addition, it provides five practical suggestions for business-to-business firms to cope with the COVID-19 crisis.

Driving consumer–brand engagement and co-creation by brand interactivity

Abstract: This paper investigates the impact of brand interactivity within social media on consumer–brand engagement and its related outcomes, including consumers' intention of co-creating brand value and future repurchase of the same brand.,The theoretical framework is tested for a durable technology product, a smartphone. Data was collected in Brazil from 408 users utilizing a self-administered online survey. Data analysis uses partial least squares–structural equation modelling (PLS-SEM).,Entertainment interactivity, cognitive information-transfer interaction and cognitive up-to-date information interactivity are the key elements directly influencing consumer–brand engagement, enhancing consumers' intention to co-create brand value and to repurchase the brand. Importantly, the impact of interactivity ease of use and customization interactivity on consumer–brand engagement and its related outcomes is non-significant. This is inconsistent with previous studies on consumer–brand engagement.,The research contributes to the literature by providing an understanding of how to use brand interactivity elements on social-media platforms to strengthen consumer–brand engagement for durable technology products, such as smartphones in Brazil. However, this study is cross-sectional in nature and focus is solely on smartphones in Brazil. Future research might consider a longitudinal design and include comparisons between countries with diverse cultures as well as other industries and product types to enhance the generalizability of the findings.,Marketers may heighten consumer–brand engagement by using content that is entertaining, current and trendy. Incorporating positive referrals on social-media platforms encourages consumers to co-create brand value and to repurchase the same brand in the future.,Examination of the role of social-media marketing in the marketing literature largely overlooks the impact of elements of brand interactivity within social media on consumer–brand engagement. This article contributes to social-media marketing and consumer–brand engagement research by empirically testing a theoretical model, confirming that specific elements of brand interactivity within social media – including entertainment interactivity, cognitive information-transfer interaction and cognitive up-to-date information interactivity – are critical drivers in the process of strengthening consumer–brand engagement in Brazil.

Brand trust and brand loyalty in mall shoppers

Abstract: In today's competitive business environment the success of an organisation depends on its ability to create brand trust and loyalty in the customers. Therefore, the present study focusses on some major constructs of emotional attachment that help in creating brand trust and brand loyalty.,Structural equation modelling using SmartPLS 2.0 software has been utilised to analyse 332 mall shoppers' data from the age group between 16 and 30 years, as they are highly brand conscious and willing to purchase branded products.,This study findings show that brand loyalty is not only directly or indirectly influenced by emotional attachment antecedents such as perceived quality, perceived value, customer satisfaction and perceived differentiation but also directly affected by brand trust. Moderating analysis on different income group structures shows that the high-income group customer moderates the result findings, as he/she is highly brand conscious and loyal towards a particular brand.,Research outcome provides some valuable insights to the retailers for further expansion of consumer market by using various promotional programmes and strategies that focus on the emotional factors of the customer and generate strong brand attachment. This study also suggests some useful factors such as buying pattern, paying capacity and lifestyle, which the future researchers can focus.,This study suggested that shopping mall retailers should try to increase customer involvement and perception towards the brand during shopping process and clearly differentiate their brand from competitive brands by showing why and how it is better than alternative brands.,Major contribution of this study is the empirical analysis of emotional attachment antecedents such as perceived quality, perceived value, customer satisfaction and perceived differentiation on brand trust and loyalty especially in emerging organised retail markets.

Repurchase intentions in Y generation: mediation of trust and e-satisfaction

Abstract: Research on online businesses has focused on the adoption of e-commerce and initial purchase behavior; repurchase intention and its antecedents remain underresearched. The present study develops an empirical model to explore the extent to which trust and e-satisfaction mediate the effect of vendor-specific attributes and customer intention to repurchase from the same online platform.,The proposed model is tested and validated in the context of Generation Y in India. A self-administrated online survey was employed, and the students aged between 20 and 35 at universities in Northern India are selected as subject. The data is analyzed using SPSS 20.0 and AMOS 20.0, where structural equation modeling is used to examine the model and test the hypothesis.,The results of this study suggest that trust mediates fully between security concerns, privacy concerns, and repurchase intention. E-satisfaction mediates between security and ease of use (EOU).,This study reveals the fact that security, EOU, and privacy concerns are the critical determinants that have the most impact on consumer's purchasing behavior. Gen Y consumers of India need some strong security features, an easy-to-use interface, a trusted privacy policy. Furthermore, it may be beneficial to observe e-satisfaction and trust as a mediator when identifying potential problems; online satisfaction is essential for the group in this study, and the results show that it impacts on the relation between repurchase intention and some determinant of repurchase intentions.,This research determines the impact of security, privacy concerns, EOU on the online repurchasing behavior of Gen Y in India. The mediation effect of e-satisfaction and trust has also been determined.

Green marketing and the SDGs: emerging market perspective

Abstract: PurposeThe purpose of this paper is to investigate how consumers in emerging market respond to sustainable development goals initiatives by marketers and firms. The study seeks to identify how sustainable marketing strategies contribute to attaining the SDGs in Ghana, a developing and emerging country in sub-Saharan Africa.Design/methodology/approachA positivist methodological framework was used for the collection of data, analysis and theoretical development in this research. A total of 780 questionnaires were handed out. Out of this number, a total of 650 were returned. However, due to missing values, 622 valid responses were used for analysis. Of the valid responses, 306 (about 49.23%) were males while 316 were females, representing about 50.8%. Structural equation modelling was used to analyse data and investigate the relationship amongst advertising, packaging, pricing, green marketing strategies and purchasing behaviour.FindingsStudy findings provide insight into how marketing strategies affect consumer purchasing decisions and brand loyalty. Findings revealed positive relationship between green marketing and purchase behaviour. Empirical results from this study also confirm the mediating role of price on the relationship between green marketing strategies and purchase behaviour.Research limitations/implicationsWhile this study is limited to a single country Ghana, the findings can have far-reaching implications for many countries in the emerging markets sector. The study provides a vivid illustration of how environmental concerns can affect consumers' attitude towards products or services.Practical implicationsPolicy on environmental issues can be developed from this study. Marketers can be more effective at how to effect consumer behaviour using findings from this research.Social implicationsFirms employing green marketing strategies must be aware of the importance the youth places on sustainability and develop strategies that enhance social acceptance by the youth.Originality/valueTo the authors' knowledge, sustainable and environmental issues have been researched on, but pricing and advertising have not been used as a mediating variable on purchasing behaviour in Ghana. Moreover investigation of green marketing strategies and purchase behaviour, advertising packaging and brand loyalty using structural equation modelling analysis within the Ghanaian public space is unique.

Do consumers really trust cryptocurrencies

Abstract: Purpose: In this study, we focus on consumer perceptions of cryptocurrencies. We hypothesize that knowledge of cryptocurrencies, trust in government, and the speed of transactions are the main factors contributing to consumers' trust in cryptocurrencies. Design/methodology/approach: 451 MTurk workers, a convenient sample incentivized with a small monetary payment, participated in a cross-sectional online study with cryptocurrencies serving as the focal product category. Findings: We obtained support for our hypothesized notion that knowledge of cryptocurrencies, trust in government, and the speed of transactions are the main factors contributing to consumers' trust in cryptocurrencies. Our research makes several important theoretical contributions. First, we demonstrate that consumers who understand and know how cryptocurrencies work are more likely to trust and invest in the currency. Next, we demonstrate that consumers are more likely to trust cryptocurrencies and their peer-to-peer transactions if, preferably, they take place via a central issuer and are regulated by their respective governments. Originality/value: This study is the first known paper to focus on cryptocurrencies from the consumers' perspective. Next, we identify key antecedents of trust towards cryptocurrencies. Second, we reveal the role of government concerning cryptocurrencies. Finally, FinTech firms and banks (should they choose to enter the cryptocurrency market) need not spend time and money on marketing, advertising, and promotions in order to try to allay consumers' anxiety when it comes to their uptake in the different digital currencies. Rather, this would allow the FinTech firms and banks to allocate resources to focus their attention on marketing, advertising and promoting the factors (i.e. knowledge, trust in government, and speed of transaction) that drive intent to invest in cryptocurrencies.

A retrospective evaluation of Marketing Intelligence and Planning: 1983–2019

Abstract: The purpose of this study is to map the development of articles published, citations, and themes of Marketing Intelligence and Planning (MIP) over the 37-year period of 1983–2019.,This study uses the Scopus database to identify the most-cited MIP articles and most-included authors, institutions and countries in MIP. The study uses bibliometric indicators, as well as tools such as bibliographic coupling, performance analysis and science mapping, to analyze the publication and citation structure of MIP. The study provides a temporal analysis of MIP publishing across different time periods.,MIP has an average publication of 43 articles each year, and the number of citations has grown substantially since it started publication. Although contributors to the journal come from around the globe, they most often are affiliated with the United Kingdom, United States, and Australia. Bibliographic coupling of documents reveals that the journal's primary focus has been on issues such as marketing planning, marketing theory, consumer behavior, global marketing, customer relationship management, customer service and branding. Co-authorship analysis reveals that the journal's collaborative network has grown.,This study uses data from the Scopus database, and any limitations of the database have implications for the findings.,First analysis of this kind of papers published in MIP

Driving COBRAs: the power of social media marketing

Abstract: This study aims to examine the impact of social media marketing (SMM) efforts, including entertainment, customisation, interaction and trendiness via WeChat, on consumers' online brand-related activities (COBRAs) and their related outcomes, including on-going search behaviour and repurchase intention.,The theoretical framework is tested for luxury cosmetics brands. Data were collected in China from 433 WeChat users utilising a self-administered online survey. Data analysis uses partial least squares–structural equation modelling.,Entertainment and interaction drive consumers' consuming, contributing and creating behaviours, whilst trendiness drives creating behaviour only. Inconsistent with previous research findings, customisation has a non-significant impact on consumers' consuming, contributing and creating behaviours. Consuming and creating behaviours assist in driving on-going search behaviour and repurchase intention. Contributing behaviours assist in driving on-going search behaviour only.,Cross-sectional in nature, this research adds to the marketing literature by explaining how to use SMM to drive COBRAs for luxury cosmetics in China using WeChat. To enhance the generalisability of the findings, future research might consider a longitudinal design, including comparisons between countries with diverse cultures as well as other industries and product types.,COBRAs may be heightened by using entertaining and trendy content. Incorporating interactive content on social media platforms encourages consumers to consume, contribute and create content on social media brand communities, further driving their on-going search behaviour and repurchase intention.,Examination of SMM's role in the marketing literature largely overlooks the impact of SMM elements on COBRAs. This study contributes to the SMM research by empirically testing a theoretical model, confirming that specific SMM elements – including entertainment and interaction – are key factors in driving consumers' consuming, contributing and creating behaviour on social media brand communities, influencing consumers' on-going search behaviour and repurchase intention.

Connecting business and sustainable development goals in Spain

Abstract: This article aims to analyze the Corporate Social Responsibility (CSR) strategy of Spanish MNCs and how the firms integrate the Sustainable Development Goals (SDGs) in their reports and communication messages.,The analysis is based on cases studies with data collected through the corporate websites of Spanish MNCs listed in the Dow Jones Sustainability Index.,The findings tend to indicate that the stakeholder theory and creating shared value are both useful in the analysis of CSR business goals linked to the sustainable development goals of MNCs. However, companies generate little engagement with their stakeholders.,The results of this article resulted from an in-depth analysis of case studies with data collected from a selected sample of MNCs. The qualitative analysis allows us to understand how SDGs are integrated in the CSR activities. But there is a lack of global indicators to measure the impacts of business through the SDGs.,MNCs with a CSR strategy report the information connected with SDGs. However, there is a need of metrics to better understand the contribution of companies for sustainable development and then to clearly know the contribution of business in sustainable development.,Create shared value means that companies integrate SDGs in their CSR activities and, as a result, they can create different impacts in economic, social, and environmental issues. If companies communicate these activities and engage the stakeholders the social impact may be even greater.,The stakeholders theory serves to explain that companies can make a real contribution to society in their relationship with stakeholders. In addition, the creation of shared value is applicable to the integration of SDGs in companies within the CSR strategy.

Multi-stakeholder partnerships: a catalyst to achieve sustainable development goals

Abstract: The purpose of this paper is to critically examine the concept of multi-stakeholder partnerships in relation to the United Nations' sustainable development goals and propose a renewed multi-stakeholder partnerships framework that enables the implementation of the sustainable development goals.,This paper employs an integrative review methodology to assess, critique and synthesize the extant literature on the multi-stakeholder partnerships and sustainable development goals.,We propose a conceptual framework of multi-stakeholder partnerships to support the sustainable development goals implementation. Thus, this paper contributes to the conceptual understanding of the multi-stakeholder partnerships mechanism that enhances the sustainable development goals implementation.,We propose a conceptual framework of multi-stakeholder partnerships to support the sustainable development goals implementation. Thus, this paper contributes to the conceptual understanding of the multi-stakeholder partnerships mechanism that enhances the sustainable development goals implementation.,We contend that this is one of the few early papers that contributes to the conceptual development of a collaborative multi-stakeholder partnerships paradigm by which such partnerships are formed and institutionalized among multiple interacting sectors to achieve the sustainable development goals.

Insights for luxury retailers to reach customers globally

Abstract: The purpose of this study is to investigate whether customer intention to purchase luxury products from the online stores of fashion luxury retailers varies depending on their degree of corporate image and showrooming strategy, when the retailers do not have a wider store network in the region where customers live.,Two scenario-based, between-subject experimental studies were conducted to test the hypotheses.,Findings showed that both building corporate image and showrooms are effective in enhancing customer intention to purchase from online stores, without widely increasing the number of stores; however, building corporate image is more useful to high corporate-image retailers and showrooms are more appealing to low corporate-image retailers.,The findings are useful to fashion luxury retailers, particularly those based in Western countries who seek to target customers in other regions, particularly those in developing countries.,This study contributes to the literature on online fashion luxury consumption and multichannel retailing.

Values, sustainability consciousness and intentions for SDG endorsement

Abstract: The purpose of this study is to examine the relationships between value orientation, i.e. terminal and instrumental values, consumer sustainability consciousness and behavioral intentions toward environmental-friendly products and its influence on the sustainable development goals (SDGs) endorsement.,Structured questionnaires were administered on 410 respondents from northwestern India. The two-step approach proposed by Anderson and Gerbing (1988) was employed to assess the measurement and structural models.,Terminal and instrumental values influenced consumer sustainability consciousness. Sustainability consciousness influenced behavioral intentions which endorsed consumers' SDG. Instrumental value had a greater impact on consumer sustainability consciousness and behavioral intentions than terminal value. Consumer sustainability consciousness partially mediated the relationship between terminal/instrumental value and behavioral intentions for SDG endorsement.,The findings will help marketers to endorse SDG promotion by linking them with values and develop an understanding of consumers' sustainability consciousness for SDG implementation.,Green marketers, policymakers and SDG promoters should develop messages to communicate and emphasize the importance of purchasing environmental-friendly products. From a functional perspective, it affects instrumentality orientation and societal responsibility toward the implementation of SDG.,The current study proposed an action-oriented, integrated, aspirational and universally applicable SDG framework. The findings may pioneer the way forward for sustainability-oriented consumption.,This research is the first of its kind that examined the relationships between value orientations (Rokeach, 1973) and their effect on consumer sustainability consciousness and behavioral intentions in SDG milieu.

Do value cocreation and engagement drive brand evangelism

Abstract: Drawing on service logic, the authors investigate how value cocreation leads to evangelical brand-related behaviors (brand defense and brand advocacy) The authors analyze the interplay between value cocreation and customer brand engagement on social media in driving these outcomes The authors also consider the role of brand love in eliciting evangelical brand-related behaviors,Respondents recruited through Amazon MTurk were surveyed on social media use in tourism-related decisions The total useable sample size was 397 Partial least squares structural equation modeling (PLS-SEM) was used to test the research model,Value cocreation and customer brand engagement are drivers of evangelical brand-related behaviors, emphasizing the importance of these two in marketing and how they drive behavioral outcomes,Service logic highlights the significance of value cocreation which, through customer brand engagement and love, leads to brand defense and advocacy This explains the mediation in our model, where marketers must undertake efforts to support customer brand engagement and brand love,Value is created by the user for the user through their experiences over time Brands are owned by customers, and their defense and advocacy of them must be earned Marketers facilitate customer value creation by providing the resources to cocreate value and love the brand,Most studies investigate value cocreation from an in-role and/or extra-role perspective as to how it benefits firms Through service logic, the authors illustrate how it leads to evangelical brand-related behaviors

The impact of the quality of intelligent experience on smart retail engagement

Abstract: Previous studies have considered customers' psychological responses to intelligent retail technology adoption, but have not considered how technology integration systems could promote the relationship between retailers and consumers. Based on the Stimulus–Organism–Response framework, this paper proposes a customer engagement model in a fully intelligent retail environment. The concept of the quality of intelligent experience is constructed from the perspective of customer experience, and the effect of the mechanism of smart retail on the customer engagement relationship is discussed.,Using two surveys, this study analyzes 201 (in study 1) and 321 (in study 2) questionnaires by using structural equation model in partial least square software.,The analysis shows that the human–machine interaction, intelligent systems and the product content of the quality intelligent experience significantly impact customer engagement on smart retail.,This research was designed for general retail products, without distinguishing between different product types. Thus, it did not consider the moderating effect of product types.,The findings enrich the intelligent retail technology field and provide operable guidance to help smart retailers improve customer relations.,This paper proposes a customer engagement model to describe how technology integration systems promote the relationship between retailers and consumers.

The impact of eWOM on consumer brand engagement

Abstract: It is empirically proven that enhanced engagement with a focal medium motivates a consumer to post electronic word-of-mouth (eWOM). However, what has not been explored is whether enhanced exposure to eWOM results in greater consumer brand engagement (CBE). While answering this question, this study also assesses the influence of eWOM and CBE on customer loyalty and satisfaction with the brand. The study has been conducted across two products –a search product and an experience product.,A model is developed and hypotheses are proposed using the Elaboration Likelihood Model which are then tested using PLS-SEM. Data was collected from 712 respondents across India.,Findings indicate that eWOM significantly and positively affects CBE in both product categories. CBE significantly and positively influences both satisfaction and loyalty. eWOM is not significantly related to loyalty for both search and experience products. It is, however, found to be significantly and positively associated with satisfaction in case of the experience product, while a non-significant relationship was found for the search product.,The present study uses the survey method and PLS-SEM as the analysis technique which makes it correlational and confirmatory. The study, therefore, makes no firm claims on establishing causality.,The paper presents an original idea that CBE fully mediates the relationship between eWOM and satisfaction. This study attempts to fulfil a critical gap in the existing literature by establishing that eWOM generated by other users/consumers about a brand has a significant impact on CBE irrespective of the type of the product that is search or experience.

Mobilising SDG 12: Co-creating sustainability through brands

Abstract: This research extends understanding of the role brand co-creation plays in encouraging ethical consumption. The paper addresses sustainable development goal 12 (SDG 12): ensure sustainable consumption and production patterns, exploring how brand co-creation can be employed to advance this development goal.,The Customer Brand Co-creation Model is used within an embedded case design to understand the role of the brand and the consumer in promoting sustainable consumption within the fashion industry.,Initial insights suggest marketing has much to offer sustainability through the use of the brand. An extended brand co-creation framework highlights the importance of embedding sustainability and viewing the consumer as central to mobilising SDG12.,An important concern is to ensure sustainability is embedded within the activities and strategy of the organisation and viewed as integral rather than peripheral.,The paper examines aspects crucial to co-creation of “sustainability” through a focus on both the consumer and the brand. Case narratives provide a strong foundation to consider the Customer Brand Co-creation Model and implications of this framework for managerial practice. This study extends the model to encompass the umbrella of “sustainability” and the firm's perspective.

Examining relationship quality in e-tailing experiences: a moderated mediated model

Abstract: This study aims to understand the relationships among relationship quality, repurchase intention, word-of-mouth and the moderation effect of the loyalty program.,Base on social exchange theory and trust commitment theory, the study hypothesizes that relationship quality is a multidimensional construct consisting of trust, satisfaction, commitment and perceived value. Relationship quality is posited to influence word-of-mouth, and this relationship is mediated by the repurchase intention. Loyalty program is expected to moderate the relationship between independent and dependent variables. Data were collected through online survey and mall intercept in North Island of New Zealand. 144 responses were obtained and were analyzed through SEM.,The findings support a multidimensional construct for relationship quality; however, the moderation effect of the loyalty program was insignificant.,This study helps to understand the relationship quality in the e-tailing industry. Theoretical and practical implications are finally discussed.

Role of conspicuous value in luxury purchase intention

Abstract: Generation Y consumers are the key drivers for luxury market growth in the future. Yet, very few studies have been performed to understand Gen Y consumers' luxury consumption behavior, mainly in context of emerging markets like India. The main objectives of this study are first, to develop a conceptual framework which integrates the role of key variables that influence Gen Y consumers' purchase intention for luxury goods. Second, to analyze the mediating effect of attitude and subjective norm on the relationship between conspicuous value and luxury purchase intention.,Data were collected through structured questionnaires from a sample of 215 Gen Y luxury fashion consumers in India. Collected data were analyzed through confirmatory factor analysis (CFA) and Hayes Process macro in SPSS.,The findings revealed that attitude and subjective norm partially mediated the relationship between conspicuous value and luxury purchase intention. The findings also demonstrated that mediation effect significantly differs between consumers with low and high need for status as well as consumers with low and high need for uniqueness.,This is the first study performed to understand the mediating and moderating effect of various contextual variables (namely, attitude, subjective norm, uniqueness value and status value) on the association between conspicuous value and luxury purchase intention. This study will have important implications for both academicians and practitioners.

Shopping value, trust, and online shopping well-being: a duality approach

Abstract: Based on a duality approach, this study examines the path from utilitarian value via cognitive trust versus hedonic value via affective trust in online shopping well-being. This study also explores the moderating role of extraversion in the relationships between shopping value and trust.,A data set collected from 648 online consumers in Vietnam was used to validate the measures employing confirmatory factor analysis (CFA) and to test the hypotheses using structural equation modelling (SEM).,The results show that online shopping well-being is determined hedonically and affectively rather than in an utilitarian manner and cognitively. Affective trust positively contributes to online shopping well-being, but cognitive trust does not. The dual-process associations between utilitarian shopping value and cognitive trust and between hedonic shopping value and cognitive trust were also confirmed. Finally, extraversion moderates the cognitive and affective associations between shopping values and trust.,This study contributes to the literature on online shopping by applying a dual perspective to confirm the role of hedonic shopping value and affective trust in positively determining online shopping well-being. As a result, this study provides a deeper understanding about if and why online shopping well-being is affect-based, instead of cognition-based.

UNGC principles and SDGs: Perception and business implementation

Abstract: The purpose of this study is to analyze the perception of CSR policies and the implementation of UNGC management model in firms operating at a national and an international level. Specifically, in the framework of stakeholder theory, this work explores the relation between internationalization and the usage of UNGC management model in the design and implementation of successful CSR strategies. By doing so, new insights on CSR management to gain competitive advantage are provided.,The present study analyzes impact of internationalization in their sustainability performance, as well as the relationship between the usage of the UNGC management model and the firm's sustainability performance. To achieve this goal, the Spanish firms subscribing to the UNGC were evaluated following the tenth anniversary of the Spanish UNGC Chapter's inauguration. Both internationalized companies and companies only operating at a national level were evaluated, first through a survey, followed by a focus group and lastly a qualitative analysis of their CSR performance reports.,Findings show that perception of CSR performance and relevance allocated to CSR matters is consistent with the firms' practices. However, internationalization does not hold a relation with the companies' performance in sustainability matters as expected due to a series of factors. Similarly, the implementation of the UNGC management model does not correlate to the firm's perception and performance. The virtuous cycle can be created by honoring the social contract, yet the tools and management models shall be further tailored to ensure an effective win-win situation.,This study evaluates a company's perception and strategic involvement in sustainability, considering the UNGC 10 principles and SDG. Specifically, the role of internationalization and usage of the UNGC management model are evaluated. Consequently, researchers studying business strategy can incorporate the findings in strategic planning. Practitioners can learn the implications of CSR strategic planning using the UNGC management model and the limitations of this tool, to ensure sustainable growth of their firms. Moreover, work illustrates corporate results in sustainability matters after the first decade of the UNGC management model implementation in a specific UNGC Chapter.

Customer engagement in sales promotion

Abstract: The purpose of this study is to explore the impact of customer engagement in sales promotion on purchase intention. Utilizing value co-creation and customer engagement theories, the authors tested a model that specifies the effect of customer engagement in sales promotion on purchase intention, through its impact on perceived value and customer satisfaction.,The model was tested with the PLSc-SEM approach.,Engaging customers to store's offers by giving them the possibility to choose the type of promotional discount that suits their personal preferences and needs is positively associated with purchase intention, and that this relationship is mediated in serial by perceived value and customer satisfaction.,Involving customers in sales promotion provides opportunities for retail front line management, as well as for customer relationship management to attract attention and interest.,While previous research concerned situations where firms and customers collaborate in the co-creation of value, its role in the sales promotion process is yet unclear. This study starts filling this gap by taking a closer look at customer participation in the sales promotion process and its impact on customer purchase intention.

Do experience and engagement matter to millennial consumers

Abstract: The purpose of this research is to examine the effect of certain dimensions of brand experience (sensory, behavioural, affective and intellectual) on millennial consumers' engagement.,Data were collected using the central location intercept method from 443 millennial consumers (aged between 18 and 35 years) of fashion apparel. Structure equation modelling was used for the analysis.,Results showed that all dimensions of brand experience (namely, sensory, behavioural, affective and intellectual) significantly affect millennial consumers' engagement.,This study will assist managers in determining the role of experiences and engagement in strategy formulation for millennial fashion consumers. In particular, understanding the effect of brand experience dimensions on customer engagement provides new practical insights into consumer behaviour in the fashion apparel industry.,Examining the phenomenon of experience and engagement amongst millennial consumers is an original approach and contributes to experience and engagement research in marketing.

Examining brand loyalty from an attachment theory perspective

Abstract: This study aimed to ascertain the relationship between experiential value, brand attachment and brand loyalty. The authors employed the attachment theory as the theoretical framework and operationalised attachment as a two-dimensional construct: identity-based and bonding-based. The authors argue that experiential value reinforces customer attachment in these two perspectives of attachment and consequently determine brand loyalty.,The authors used a survey research design and collected data from 500 customers of mobile telecommunication network companies in Ghana. The authors analysed the data collected using the partial least squares approach to structural equation modeling.,The findings of the study showed that there is a relationship between experiential value, brand attachment (identity-based and bonding-based) and brand loyalty. This study showed how experiential value reinforces each dimension of the attachment theory, and drives brand loyalty.,This study intensifies the application of attachment theory in the marketing literature. It provides insight into how brand loyalty is developed via attachment.

Modelling value co-creation in triadic B2B industrial relationships

Abstract: This study examines the triadic approach of value co-creation (VcC) in B2B relationships between the industrial manufacturer, its main supplier and its main client, by validating VcC as antecedent of Trust and Commitment, which, in turn, affect Satisfaction.,A model studies the association of VcC to Trust, Commitment and Satisfaction, the latter in its economic and social dimensions. The relationships in the model are empirically contrasted twice (with suppliers and clients) for a sample of 77 firms participating in an industrial panel, the Spanish Furniture Market Observatory.,Using PLS-SEM, results suggest that, in industrial B2B relationships, VcC acts as antecedent of Trust and, to a minor extent, of Commitment. It also has a positive effect on Social Satisfaction, the latter having a positive effect in turn on Economic Satisfaction.,Results are limited to the Spanish furniture industry with a cross-sectional approach. The linkages between VcC and Commitment, as well as the differences found between Social Satisfaction and Economic Satisfaction, need replications.,The study suggests that VcC is the core of B2B industrial relationships. VcC may also boost Economic Satisfaction.,Literature on VcC has been extensive in B2C and B2B mostly for service contexts; this paper contributes by bringing evidence from a B2B manufacturing context. At the same time, it depicts a triadic approach of VcC in B2B, by measuring the relationships with both the manufacturer's main supplier and main client. The study also contributes with evidence to the role played by Trust and Commitment in the relationship between VcC and two Satisfactions.

Cosmopolitanism, self-identity, online communities and green apparel perception

Abstract: The research examined the influence of cosmopolitanism, global self-identity and online communities on Indian consumers’ green knowledge and consequently, its effect on the perception of green apparel product attributes,A mall intercept technique was used for data collection in four cities in India The hypothesized relationships were examined through structural equation modeling,Cosmopolitanism, global self-identity and online communities influenced green knowledge Green knowledge influenced Indian consumers’ perception of green apparel The results indicate that social conformance and identification with online communities predicted consumers’ understanding of green apparel,The research focused on green knowledge, cosmopolitanism, online communities and consumers’ perception of green apparel The role of demographics, culture and product attributes like price, quality, promotions and design were not considered and may provide valuable insights,Green apparel manufacturers can communicate about the product attributes by linking it with growing global environmental consciousness, cosmopolitanism and global self-identity traits that focus on green consumption Online communities can be used to inform, educate and promote green apparel,The study will pave the way forward to explore green consumption paradigms among fashion-oriented consumers in the Indian market who drive sustainable behavior,The research suggested that conformance with global values and identification with online communities can be critical in helping consumers understand green apparel It examined the importance of offline and online social conformance in evaluating green apparel

Do materialists care about sustainable luxury

Abstract: The purpose of this study is to investigate the underlying psychological mechanism and boundary conditions which drive materialists' purchase intention (PI) of sustainable over generic luxury products.,Four empirical studies (one survey and three experiments) were conducted to test the hypotheses.,Materialism has a positive effect on consumers' purchase intention of sustainable over generic luxury products because materialists tend to have higher perceived functional value of sustainable (i.e., green) luxury products. Product conspicuousness (i.e., publicly consumed versus privately consumed luxury) moderates the effect of materialism on PI of sustainable over generic luxury products. Materialism increases the perceived functional value and thus enhances the PI of sustainable luxury products over generic luxury products only when the product is privately consumed (as opposed to publicly consumed).,This article contributes to the literature that explores how materialism affects environmentalism. This study is among the first empirical works in the context of luxury that studies the relationship between materialism and purchase intention of green products over generic products. This study is also among the first in the context of materialists to empirically establish the importance of perceived functional value associated with sustainable over generic products in affecting PI. Moreover, this article investigates the moderating role of product conspicuousness, which enhances the generalizability of the findings.

Why customers make mobile payments? Applying a means-end chain approach

Abstract: This study aims to explore the motivational factors (or value components) using a consumer-centric view to enable consumer make mobile payments (mPayments).,Means-end chain (MEC) theory, an exploratory approach was employed to understand personally relevant reasons for consumer use mPayments in India. In addition, the MEC phenomenon was investigated by examining the relationships among the three layers Attribute-Consequence-Value (A-C-V).,The study revealed the most important attribute to be handling money, followed by ease of use (consequence) and convenience as value. There was a wider recognition and penetration for acceptance of mPayments in smaller amounts or micro-payments with vendors, specifically in urban cities.,This research is the first of its kind wherein the concept of MEC has been utilized to evaluate why consumers make mPayments and demonstrate a novel approach to explore consumer insight into this domain.

Strategic orientations and capabilities' effect on SMEs' performance

Abstract: This study aims to: first, examine the effect of interaction orientation (IO) and brand orientation (BO) on marketing capabilities and small and medium enterprises' (SMEs') performance, and second, assess the complementarity effect of IO and BO on marketing capabilities and SMEs' performance.,A model was developed and tested using a survey methodology. Data were collected from 538 SMEs located in Qatar and analysed by structural equation modelling with AMOS.,First, IO affects SMEs' performance only indirectly via marketing capabilities, whereas BO affects SMEs' performance both directly and indirectly. Second, contrary to expectations, the complementarity between IO and BO produced a destructive/suppressive effect, rather than a synergistic effect, on both marketing capabilities and SMEs' performance, reflecting the importance of a trade-off to enhance both marketing capabilities and SMEs' performance.,To the authors' knowledge, this is the first paper to examine the complementary effect of BO and IO on marketing capabilities and performance.

Planning a goal-oriented B2B content marketing strategy

Abstract: The main objective of this study is identification of the key factors in planning digital content marketing (DCM) strategy in line with the corporate's main marketing objectives in the B2B sector.,In order to identify the different content types and their corresponding marketing goals, content analysis method was served to analyze the content of Instagram pages of 24 top-ranked corporates from three different industries. SPSS version 22 was used to investigate the significant difference levels and the mean ranks of identified content types.,The findings uncovered the twelve content types which are commonly published by the corporates in line with their main marketing goals in the B2B sector. Furthermore, the results revealed the most valuable content types from the B2B audiences' viewpoint and the most efficient content types in persuading audiences to participate in conversations.,This study sheds some light on the ambiguous facets of DCM in the B2B sector, and its findings is useful as the starting point for the scholars who intend to investigate the various aspects of DCM and for the practitioners who work in the related fields.,This research offers a novel contribution to using Instagram as a DCM platform in the B2B sector. Also it contributes to identifying the main factors in communicating to B2B audiences through DCM.

Moderating effects of socio-cultural values on pro-environmental behaviors

Abstract: This paper aims to explain the discrepancy between pro-environmental intentions and behaviors with moderating effects of two socio-cultural values (espoused individualism and faith in others) on the link between intentions and actual behaviors to save electricity.,An online survey of 303 consumers in Hong Kong with a structured questionnaire was used to collect the data to test all the hypothesized relationships.,Attitude toward saving electricity has a significant positive effect on the intentions to save electricity, but subjective norms and perceived behavioral control have no such effect on intentions but do positively affect the actual electricity saving behavior. Finally, the link between intentions and behavior to save electricity is negatively moderated by espoused individualism and positively by faith in others.,This study was conducted with a sample of consumers in Hong Kong; hence, its findings may not be generalizable to other countries.,This study provides new insights into the link between pro-environmental intentions and behaviors by looking beyond the theory of planned behavior and exploring the moderating role of socio-cultural values on the intention-behavior link.