Marketing Intelligence & Planning: Volume 32 Issue 5

Artificial neural networks: a tool for understanding green consumer behavior

Prajita Chowdhury, Mercy S Samuel

The purpose of this paper is to study the usefulness of neural network to explain the gap between behavior intention and actual behavior in the consumption of green products. The…

Location sharing on social networks: implications for marketing

Ramazan Yavuz, Aysegül Toker

The purpose of this paper is to explore the emerging motives behind check-in and location sharing of consumers on social network sites (SNSs). A theoretical model for the emergent…

Exploring the factors affecting sponsored search ad performance

Agam Gupta, Arqum Mateen

– The purpose of this paper is to conceptualize a model for sponsored search advertising by incorporating a number of factors which affect the performance of these ads.

The impact of promotional mix on profit in the B2B sector

Somroop Siddhanta, Neelotpaul Banerjee

The purpose this paper is to analyze the causal relationship between promotional mix (PROMOMIX) which includes advertising, sales promotion, personal selling, direct marketing and…

Impact of country of origin and word of mouth on brand equity

Sri Murtiasih, Sucherly Sucherly, Hotniar Siringoringo

– The purpose of this paper is to explore the effect of the image of country of origin (COO) and word of mouth (WOM) toward brand equity (BE).

Targeting the young food consumer

Pavleen Soni, Jyoti Vohra

A large number of food advertisements are broadcast during children ' s programs which influence their food consumption habits. Globally, consumption of these foods is…

Impact of firm ' s reputation and ethnocentrism on attitude towards foreign products

Madhurima Deb, Himadri Roy Chaudhuri

– The purpose of this paper is to study the impact of firm ' s reputation and ethnocentrism on young consumer ' s attitude toward products with foreign origin.

Guest editorial

Ramendra Singh