Marketing Intelligence & Planning: Volume 34 Issue 6

Perceptions of mobile plan unit pricing and terms and conditions

Lisa McQuilken, Nichola Robertson, Michael Polonsky, Paul Harrison, David Bednall

The purpose of this paper is to test the efficacy of disclosing unit pricing and increasing the type size of complex terms and conditions in advertising. This is in line with…

Social media brand building strategies in B2B companies

Timothy Cawsey, Jennifer Rowley

The purpose of this paper is to provide a unique overview of business-to-business (B2B) companies engagement with and strategic approach to use of social media in brand building…

Brand architecture shift and corporate brand equity: an exploratory study

Veronica Gabrielli, Ilaria Baghi

The purpose of this paper is to explore the effect of a shift in brand architecture strategy on corporate brand equity. The change is from a house of brands to a branded house…

Evaluating co-branded products: the socioeconomic strata effect

Rafaela Almeida Cordeiro, Mateus Canniatti Ponchio, José Afonso Mazzon

The purpose of this paper is to identify whether consumer evaluations of products are influenced by the presence of co-branding with a well-known reputable ingredient brand and…

Consumer preferences and policy implications for the green car market

Mahzabin Chowdhury, Khan Salam, Richard Tay

The purpose of this paper is to understand consumer preferences for green vehicles with low fuel consumption and emission. It will examine six important vehicle attributes…

Reducing reputational risk: Evaluating stakeholder salience and prioritising stakeholder claims

Shaun Benn, Russell Abratt, Nicola Kleyn

The purpose of this paper is to establish how executive managers in a South African organisation prioritise and manage reputational risks arising from stakeholder claims. The…

Differences between stayers, switchers, and heavy switchers: A study in the telecommunications service market

Antonio Carrizo Moreira, Pedro Miguel Silva, Victor F. Moutinho

The purpose of this paper is to identify and compare different groups of customers’ perceptions (i.e. stayers, switchers, and heavy switchers) of several loyalty antecedents such…

Message involvement and attitude towards green advertisements

Angeline Gautami Fernando, Bharadhwaj Sivakumaran, L. Suganthi

Previous green research shows conflicting results regarding the relationship between environmental concern and persuasion. It has also largely overlooked the role of situational…

CSR, relationship quality, loyalty and psychological connection in sports

Munyaradzi W. Nyadzayo, Civilai Leckie, Heath McDonald

The purpose of this paper is to investigate the role played by corporate social responsibility (CSR) in building relationship quality (RQ) in the context of sports organisations…