Narrow search
Showing 1 - 10 of 199
Cover Image
Impact of country of origin and word of mouth on brand equity
Murtiasih, Sri; Sucherly, Sucherly; Siringoringo, Hotniar - In: Marketing Intelligence & Planning 32 (2014) 5, pp. 616-629
, PQ, BL, and BAS. Originality/value – Role of WOM in marketing has been extensively discussed by researchers. It is …
Persistent link: https://www.econbiz.de/10014947142
Cover Image
Charity donation: intentions and behaviour
Kashif, Muhammad; Sarifuddin, Syamsulang; Hassan, Azizah - In: Marketing Intelligence & Planning 33 (2015) 1, pp. 90-102
Purpose – The purpose of this paper is to test the extended theory of planned behaviour (TPB) model to investigate money donation intentions and behaviour. Furthermore, the applicability of an extended TPB model is tested for the first time in a collectivist culture....
Persistent link: https://www.econbiz.de/10014947290
Cover Image
As narrative capital: jazz tropics and the marketing imaginary
Brownlie, Douglas - In: Marketing Intelligence & Planning 33 (2015) 7, pp. 972-980
the community of marketing scholars through expanding its horizon of translational frames. It specifically discusses one … such translational frame as presented within Holbrook’s (2015) discussion of jazz within a narrative of marketing … management and how it enhances the understanding of marketing as a creative cultural force. Design …
Persistent link: https://www.econbiz.de/10014947346
Cover Image
An exploratory examination of the strategic direction of the Gaelic Athletic Association via the application of sports marketing segmentation bases
Gallagher, Damian; O'Connor, Christina; Gilmore, Audrey - In: Marketing Intelligence & Planning 34 (2016) 2, pp. 203-222
strategic development and application of existing sports marketing segmentation bases to indigenous amateur sport.  …
Persistent link: https://www.econbiz.de/10014947398
Cover Image
Using values to segment virtual consumers on social networking sites
Madi, Aziz - In: Marketing Intelligence & Planning 34 (2016) 5, pp. 623-645
Purpose – Although social networking sites (SNS) are providing marketers a lot of information, it is also providing consumers with the ability to present their virtual identities, limiting the benefit of such information. The purpose of this paper is to understand how marketers can segment...
Persistent link: https://www.econbiz.de/10014947488
Cover Image
Attitudes toward church advertising in Hong Kong
Au, Alan K.M. - In: Marketing Intelligence & Planning 18 (2000) 1, pp. 39-44
Investigates whether there is any room for church advertising in Hong Kong. The research was a cross‐sectional survey and questionnaires were used as the instrument to collect the required data. The results clearly demonstrated that church advertising should be further developed. But, the...
Persistent link: https://www.econbiz.de/10014945743
Cover Image
Chronicles of the Celtic Marketing Circle, Part I: The Paradise Parchment
Aherne, Aedh - In: Marketing Intelligence & Planning 18 (2000) 6/7, pp. 400-413
Looks at the life and poetry of W.B. Yeats to establish whether or not he engaged in marketing and what his marketing … practices were. Uses Yeats as an example of Irish marketing at its best. Suggests that a Celtic Marketing Era will reappear to … challenge the established “Anglo‐Saxon” approach to marketing and marketing education.  …
Persistent link: https://www.econbiz.de/10014945777
Cover Image
Perceived value and psychological thresholds: implications for marketing
Groth, John C. - In: Marketing Intelligence & Planning 19 (2001) 3, pp. 145-152
in the context of marketing. The approach characterizes decision space of an individual in the context of … marketing. Offers a conceptual background on this decision space and thresholds and focuses on implications for marketing.  …
Persistent link: https://www.econbiz.de/10014945793
Cover Image
Timings and trade‐offs in the marketing of higher education courses: a conjoint approach
Moogan, Yvonne J.; Baron, Steve; Bainbridge, Steve - In: Marketing Intelligence & Planning 19 (2001) 3, pp. 179-187
less important. Implications for the marketing of higher education courses are discussed.  …
Persistent link: https://www.econbiz.de/10014945797
Cover Image
Chinese business principles from the eastern Zhou dynasty (770‐221 BC): are they still relevant today?
Pheng Low, Sui - In: Marketing Intelligence & Planning 19 (2001) 3, pp. 200-208
This paper suggests that ancient Chinese business principles introduced by Tao Zhugong during the eastern Zhou dynasty (770‐221 BC) are still relevant for modern‐day business and management practices at the individual, company and country level. The 24 business principles extracted from Tao...
Persistent link: https://www.econbiz.de/10014945799