... 2026 © 2026 Emerald Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only Augmented reality Virtual reality Extended reality Vividness theory Experiential marketing Event study Firm value Marketing–finance interface Marketing strategy...

..., communicates and delivers value. Consistent with the foundational logic of marketing strategy and the marketing mix, we conceptualize product design as encompassing the entire customer experience, including sensory properties, symbolic meanings and contextual cues. Within this view, design is not an aesthetic...

... Willingness to pay Market share Return on investment Marketing Marketing strategy Until recently, sports sponsorship has been growing every year because it is almost unrivaled as a marketing platform to reach emotionally engaged fans (WARC, 2020). However, with the pandemic, global sponsorship has...

... Emerald Publishing Limited 2023 Emerald Publishing Limited Licensed re-use rights only Marketing strategy Sales management Sales performance Rapid technological advancements undeniably shape the modern landscape of sales practice. Despite the 25-year lapse since the widespread...

...Wilhelmina Johanna Greeff Purpose This paper aims to offer practical, data-led guidance for the decolonisation of marketing strategy, especially as it relates to customer engagement. It does so with an acute understanding of the constraints of brand legitimacy. Design/methodology/approach...

... Limited 2022 Emerald Publishing Limited Licensed re-use rights only Brand meaning cocreation Brand positioning Dynamic capability Hyperconnected world Marketing strategy The method of brand meaning construction and positioning is changing with the widespread use of social media...

... to be, and that their intentions are genuine (Bridson et al., 2017 ; Carroll and Wheaton, 2009 ; Dwivedi and McDonald, 2018). Brand management Marketing strategy Location Retailing Country of origin Fast-moving consumer goods Regression analysis Brewing industry Authenticity Consumer packaged goods Food...

... 2019 © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Marketing strategy Organisational innovation Process innovation is the extent to which a firm introduces ideas or improvements in processes or organizational procedures (Anderson...

... to “understand customer preferences and estimate customer lifetime value, retention, and loyalty” (Jayachandran et al., 2005 , p. 181). Channel performance, product profitability and forecasting are also potentially supported through the analysis function of CRM (Greenberg, 2004). Marketing...

... 10 12 2013 09 02 2015 22 01 2016 07 10 2016 © Emerald Publishing Limited 2017 Emerald Publishing Limited Licensed re-use rights only Marketing strategy Market entry Market size Previous studies on new market entry note that market size should be one...

... © Emerald Group Publishing Limited 2016 Emerald Group Publishing Limited Licensed re-use rights only Marketing strategy Resource-advantage theory Market segmentation Typology Segmentation analysis Strategic segmentation Given the mature history of decades of published work...

... Marketing strategy Economic conditions Stock markets Even if the economy does not recover, and to grow more if a recovery does take place, our best days are ahead. Jeff Immelt (commenting on investing during recessions). Economic cycles consist of recessions and expansions. The National...

...Michael T. Krush; Raj Agnihotri; Kevin J. Trainor Purpose This paper aims to focus on the value of marketing dashboards, a key area of interest for scholars and practitioners. This study examines two critical outcomes of marketing dashboards: marketing strategy implementation speed and market...

... communication Online referrals Tell‐a‐friend Incentives (psychology) Consumer behaviour Marketing strategy Companies covet positive WOM marketing as a tool to influence their customers for two main reasons. First, WOM through a friend or acquaintance is considered to carry more credibility than...

... Group Publishing Limited 2013 Internet Word‐of‐mouth Social network theory Uses and gratification theory Communication Marketing strategy Portugal Consumer behaviour [While] word of mouth has always been the most effective form of communication, [nowadays] there is a lost...

... 2013 Tariff models Referrals Services Word‐of‐mouth Network effects Pricing strategies Marketing strategy Pricing policy Germany Consumer behaviour In recent years, marketing managers have increasingly focused on word‐of‐mouth (WOM) as effective source of new customer...

... by customers after an advertising campaign. The research also contributes to the few experimental studies that have been conducted into new product diffusion. © Emerald Group Publishing Limited 2013 WOM marketing Advertising Awareness Adoption New products Marketing strategy Communication...

... Technology products Search goods Marketing strategy Sales strategies Cameras We only collected information for brand new cameras, and skipped that of used cameras. The listed items on Amazon.com can also be classified into two groups: those with the camera only and those having cameras...

... Customer service management Marketing strategy Relative to Reactors, each strategic orientation is expected to have a positive financial contribution of NSD to overall firm performance. McKee et al. (1989) found that the four types constitute a continuum with prospector firms generally...

... in a retail grocery store setting. A total of 1,623 consumers were observed over a four‐day period in four different sessions, each using three apple varieties (JONAGOLD, INGRID MARIE, and ELISE). Marketing strategies differed between the sessions as follows: sort name labelling only, sort name and sensory...