Marketing Intelligence & Planning: Volume 37 Issue 4

Empathy and apology: the effectiveness of recovery strategies

Alexandru Gabriel Radu, Denni Arli, Jiraporn Surachartkumtonkun, Scott Weaven, Owen Wright

The purpose of this paper is to examine the role of empathy and apology in service recovery, and more specifically, establish how these factors promote positive service outcomes…

Purchase decision of generation Y in an online environment

Shantanu Prasad, Arushi Garg, Saroj Prasad

The purpose of this paper is to propose the concept of conviction in online environment. It examines the vital role of conviction and firm’s brand reputation while understanding…

Antecedents of consumers’ engagement with brand-related content on social media

Aditya Shankar Mishra

The purpose of this paper is to investigate the effect of brand’s social media marketing efforts and individual’s online social interaction propensity on various levels of…

Service branding from the perspective of higher education administrators

Ana Claudia Braun Endo, Luiz Alberto de Farias, Pedro Simões Coelho

The purpose of this paper is to provide empirical insights about service branding from higher education administrators (HEAs) perspectives and to identify the main factors…

The gladiatorial sponsorship arena: how ambushing impacts memory

Sarah J. Kelly, Bettina Cornwell, Kiran Singh

The practice whereby a non-official sponsor brand attempts to “ambush” an official sponsor’s rights continues to threaten sporting events. A key motivator of the ensuing…

Triggers of positive eWOM: exploration with web analytics

Sultan Amed, Srabanti Mukherjee, Prasun Das, Biplab Datta

The purpose of this paper is to determine the triggers of positive electronic word of mouth (eWOM) using real-time Big Data obtained from online retail sites/dedicated review…

Time orientation in complex B2B service relationships

Rocio Rodriguez, Göran Svensson

The purpose of this paper is twofold. First, to examine, on the basis of a teleological time orientation, the differences and similarities between actions that take place before…

Companion shopping: the influence on mall brand experiences

Bill Merrilees, Dale Miller

The purpose of this paper is to investigate the influence of a shopping companion on mall brand experience.