Purpose: The discount image associated with odd-ending prices has led to its extensive use by retailers. The purpose of this study is to assess the impacts and applications of nine-ending vs round-ending prices on the purchase of green and non-green products at different price levels and under...

Purpose: The purpose of this paper is to explore green packaging from the process dimension. Specifically, it focuses on understanding the behavior of costs associated with installing green packaging infrastructure. Design/methodology/approach: The study used system dynamics to design the...

Purpose: This study aims to analyze the available literature on the use of digital marketing in a business-to-business (B2B) context. It identifies gaps in the current research knowledge and proposes a research agenda for scholars and practitioners. Design/methodology/approach: A systematic...

Purpose: This study explores the relevance of social capital resources generated through networks to address the marketing challenges of startups. It looks into the marketing issues faced by startup firms in emerging markets and examines how they leverage their social capital to reach out to...

Purpose: The primary objective of this endeavour is to form a retrospective overview of the International Marketing Review (IMR) and map its way forward. Design/methodology/approach: A range of bibliometric techniques has been employed to analyse the performance of IMR and its stakeholders, map...

Purpose The purpose of this paper is to investigate the celebrity-brand association from a different perspective. Design/methodology/approach This study uses exploratory factor analysis, confirmatory factor analysis, and binary logistic regression. Findings This study conceptualizes...