Marketing Intelligence & Planning最新文献_第8页

Trust in word of voice communication: why consumers adhere to purchase recommendations made by smart voice assistants 对语音沟通的信任:为什么消费者会坚持智能语音助手的购买建议

3区管理学

Marketing Intelligence & Planning Pub Date : 2023-09-13 DOI: 10.1108/mip-10-2022-0466

Blanca Isabel Hernández Ortega, Laura Lucia-Palacios

{"title":"Trust in word of voice communication: why consumers adhere to purchase recommendations made by smart voice assistants","authors":"Blanca Isabel Hernández Ortega, Laura Lucia-Palacios","doi":"10.1108/mip-10-2022-0466","DOIUrl":"https://doi.org/10.1108/mip-10-2022-0466","url":null,"abstract":"Purpose This study explores the role of smart voice assistants (SVAs) as purchase recommenders, a phenomenon the authors term “word of voice” (WOV) communication. By integrating human–computer interaction (HCI) literature and electronic word of mouth (eWOM) research, the authors examine what makes consumers trust in SVA-transmitted WOV communication following their initial interactions with their SVAs during a purchase process (i.e. post-trust); and the authors propose that consumers' perceptions of their SVAs' smart capabilities (i.e. cognitive, emotional and social) are critically important for building this trust. Moreover, the study explores the influence of post-trust on consumers' adherence to WOV communication, measured by three types of behavioural intentions. Design/methodology/approach Data from a survey of 202 United States (US)-based SVA users who employ them to obtain purchase recommendations were collected and analysed. They confirmed the validity of the measurement scales and provided input for the partial least squares modelling (PLS-SEM). Findings The results demonstrated that post-trust in WOV communication partially or totally mediates the effect of smart capabilities on consumer adherence to WOV communication; identified the key role of cognitive, emotional and social smart capabilities for building consumers' post-trust in WOV and demonstrated the influence of this trust on behavioural intentions. Originality/value The present study contributes by examining the employment of SVAs as recommenders during the purchase process; the authors term this type of communication WOV. It analyses consumers with experience of using SVAs in their purchase processes, revealing that post-trust in WOV communication is the psychological mechanism that explains how the smart capabilities of SVAs determine consumer adherence to the recommendations they receive.","PeriodicalId":48048,"journal":{"name":"Marketing Intelligence & Planning","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134990341","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

The impact of skippable advertising on advertising avoidance intention in China 可跳过广告对中国广告回避意向的影响

3区管理学

Marketing Intelligence & Planning Pub Date : 2023-09-13 DOI: 10.1108/mip-07-2022-0298

Shimin Yin, Bin Li, Qi Zhou

{"title":"The impact of skippable advertising on advertising avoidance intention in China","authors":"Shimin Yin, Bin Li, Qi Zhou","doi":"10.1108/mip-07-2022-0298","DOIUrl":"https://doi.org/10.1108/mip-07-2022-0298","url":null,"abstract":"Purpose Skippable video advertising offers users the option to skip directly to their desired video content after viewing a limited amount of advertising and is becoming a format increasingly preferred by advertisers. This study constructed a mediator model based on advertising attitude to examine the influence of users' perceived control and perceived intrusiveness on brand attitude and advertising avoidance intention in skippable video ads. Design/methodology/approach The study considered the structural equation model using a self-reporting measure method. The research model was tested using a sample of 302 respondents. Findings The results showed that perceived control positively affected ad and brand attitude and negatively affected advertising avoidance intention. Perceived intrusiveness negatively affected attitudes toward the advertising and the brand but positively affected advertising avoidance intention. Ad attitude and brand attitude had no significant influence on advertising avoidance intention. The results also confirmed that ad attitude mediates the path from perceived control and intrusiveness to brand attitude. Originality/value This study further enriches the theoretical development of skippable video ads and expands the perspective and scope of interactive advertising research.","PeriodicalId":48048,"journal":{"name":"Marketing Intelligence & Planning","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134990439","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Salesforce output control and customer-oriented selling behaviours Salesforce输出控制和以客户为导向的销售行为

IF 4.4 3区管理学

Marketing Intelligence & Planning Pub Date : 2022-02-18 DOI: 10.1108/mip-08-2021-0269

F. E. Amenuvor, Richard Basilisco, H. Boateng, Kwan Soo Shin, Dohyun Im, Kwasi Owusu-Antwi

{"title":"Salesforce output control and customer-oriented selling behaviours","authors":"F. E. Amenuvor, Richard Basilisco, H. Boateng, Kwan Soo Shin, Dohyun Im, Kwasi Owusu-Antwi","doi":"10.1108/mip-08-2021-0269","DOIUrl":"https://doi.org/10.1108/mip-08-2021-0269","url":null,"abstract":"PurposeThis study sets out to empirically investigate the effect of salesforce output control on perceived job autonomy, customer-oriented selling behaviours and sales performance.Design/methodology/approachData are gathered from 704 salespeople and their visiting customers in Ghana. The hypotheses are tested using the structural equations modelling technique (SEM).FindingsAccording to the findings of the study, output control has a significant and positive impact on perceived job autonomy. It also discovers that perceived job autonomy improves both customer-directed problem solving and adaptive selling behaviours. Furthermore, the study finds that customer-directed problem solving and adaptive selling behaviours both improve sales performance. Moreover, the study uncovers that perceived job autonomy mediates the relationship between output control and customer-oriented selling behaviours, whereas both customer-oriented selling behaviours mediate the relationship between perceived job autonomy and sales performance.Practical implicationsThe current study provides both practical and theoretical insights into salesforce control dynamics, job autonomy, adaptive selling behaviour, customer-directed problem-solving behaviour and sales performance. The findings have important implications for sales organisations because they can assist sales managers in determining the best type of salesforce control systems to deploy and highlight the strategic role job autonomy plays in enhancing sales performance.Originality/valueThe current study shows how output control can influence salespeople's perceived job autonomy, adaptive selling and customer-directed problem-solving behaviours, and how these can improve sales performance.","PeriodicalId":48048,"journal":{"name":"Marketing Intelligence & Planning","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2022-02-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41805891","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 6

How do CSR disclosures facilitate knowledge-sharing behaviors? 企业社会责任披露如何促进知识共享行为？

IF 4.4 3区管理学

Marketing Intelligence & Planning Pub Date : 2022-02-01 DOI: 10.1108/mip-10-2021-0368

Xiaoping Liu, Hongbin He

{"title":"How do CSR disclosures facilitate knowledge-sharing behaviors?","authors":"Xiaoping Liu, Hongbin He","doi":"10.1108/mip-10-2021-0368","DOIUrl":"https://doi.org/10.1108/mip-10-2021-0368","url":null,"abstract":"PurposeDrawing on the stakeholder theory and stimulus-organism-response (S-O-R) model, this study examines the relationship between corporate social responsibility (CSR) disclosures and users' knowledge-sharing behaviors on social media (SM). Two underlying mechanisms are used to explain the relationship between CSR disclosures and knowledge sharing, namely, CSR identification and content richness.Design/methodology/approachAn empirical analysis based on a negative binomial regression model is conducted using CSR data disclosed on corporate official Microblog in the past year on 30 companies with a high CSR development index in China.FindingsCSR disclosures are positively related to users' knowledge-sharing behaviors, and this relationship is mediated by CSR identification. Content richness strengthens the positive relationship between CSR disclosures and users' CSR identification. User's retweeting behavior is positively related to commenting behavior.Originality/valueThis is one of the few studies to investigate the relationship between CSR disclosures and knowledge sharing on SM. The findings of this study can help companies formulate and implement effective CSR disclosure strategies to achieve sustainable development of companies.","PeriodicalId":48048,"journal":{"name":"Marketing Intelligence & Planning","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2022-02-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46532152","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 7

Reinforcing purchase behaviors through CSR and ethical practices 通过企业社会责任和道德实践强化购买行为

IF 4.4 3区管理学

Marketing Intelligence & Planning Pub Date : 2022-01-26 DOI: 10.1108/mip-08-2021-0268

Khizar Hayat, Zhu Jianjun, Sharafat Ali

{"title":"Reinforcing purchase behaviors through CSR and ethical practices","authors":"Khizar Hayat, Zhu Jianjun, Sharafat Ali","doi":"10.1108/mip-08-2021-0268","DOIUrl":"https://doi.org/10.1108/mip-08-2021-0268","url":null,"abstract":"PurposeThe study examines the relationship between consumers’ ethical sensitivity, corporate social responsibility (CSR) practices and impulse behaviors. Ethical behavior has been a subject of increasing research interest. However, there is an imperious need to inspect ethical decision-making through holistic attention to impulse purchasing.Design/methodology/approachThe study develops a set of hypotheses to understand the relationships. The online survey method was used to collect data, and 420 valid questionnaires, in total, were retrieved. In a two-step process, first, reliability and validity were initially measured. Second, confirmatory factor analysis (CFA) and structural equation modeling (SEM) were used to test the hypotheses.FindingsThe analyses support the social marketing theory (SMT) and the general theory of marketing (GTM) ethics related to business strategy. Moreover, the study examines the mediating role of organizational trust, organizational identification and eco-branding in these relationships. The ethical and CSR practices for stakeholders positively affect organizational identification and trust that mediate the relationship between impulse buying and ethical attempts. Furthermore, from an ethical and climate change perspective, eco-branding positively mediates the relationship between impulse buying and environmental advertising. The moderating role of trust is significant in the relationship between impulse buying behavior (IBB) and repurchase behavior.Originality/valueA critical factor explaining individuals’ behaviors has never been investigated using a holistic approach to IBB with ethical and CSR practices. The study profoundly contributes to knowledge about consumer ethics, with potential effects for ethical public relations, while also offering new research avenues for future exploration.","PeriodicalId":48048,"journal":{"name":"Marketing Intelligence & Planning","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2022-01-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44575825","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 15

Consumer fear and healthy eating during COVID-19 pandemic 新冠肺炎大流行期间的消费者恐惧和健康饮食

IF 4.4 3区管理学

Marketing Intelligence & Planning Pub Date : 2021-12-21 DOI: 10.1108/mip-04-2021-0125

Patrícia de Oliveira Campos, Letícia Barbosa de Mélo, Jéssica Carvalho Veras de Souza, Poliana Nunes de Santana, Juliana Matte, M. F. D. Costa

{"title":"Consumer fear and healthy eating during COVID-19 pandemic","authors":"Patrícia de Oliveira Campos, Letícia Barbosa de Mélo, Jéssica Carvalho Veras de Souza, Poliana Nunes de Santana, Juliana Matte, M. F. D. Costa","doi":"10.1108/mip-04-2021-0125","DOIUrl":"https://doi.org/10.1108/mip-04-2021-0125","url":null,"abstract":"PurposeThis study aims to contribute to the healthy eating literature by analyzing whether fear of coronavirus disease 2019 (COVID-19), ability to prepare food and the safety-seeking are antecedents of the intention to consume healthy foods during COVID-19 pandemic.Design/methodology/approachThe authors conducted two studies. The first study was done with a sample of 546 valid respondents. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to analyze data. The second study was qualitative, in which 40 subjects took part. Data were analyzed using thematic analysis.FindingsThe main findings reveal that ability to prepare food and the safety-seeking are strong antecedents of the intention to consume healthy foods. In addition, safety-seeking mediates the relationship between fear of COVID-19 and intention to consume healthy eating. However, high levels of fear did not influence the ability to prepare food and intention to consume healthy foods. Also, the ability to prepare food does not mediate the relation between fear of COVID-19 and intention to consume healthy food.Originality/valueThis study is among the first to consider terror management propositions to analyze the intention to consume healthy foods during COVID-19 pandemic. From a scientific point of view, it has several contributions to the literature. First, this study provides advances and innovation in the field by identifying new explanatory relations. Second, this study extends the scope of terror management health model (TMHM) by analyzing it in the pandemic context. Third, the findings seem to provide empirical support for recent criticism of TMHM assumptions. Moreover, practical implications are outlined to public health decision-makers and healthy food businesses on increasing consumers’ intention to healthy eating.","PeriodicalId":48048,"journal":{"name":"Marketing Intelligence & Planning","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2021-12-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47170433","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 7

Corporate social responsibility and SME performance: a meta-analysis 企业社会责任与中小企业绩效:元分析

IF 4.4 3区管理学

Marketing Intelligence & Planning Pub Date : 2021-12-20 DOI: 10.1108/mip-05-2021-0145

S. Oduro, Kot David Adhal Nguar, Alessandro De Nisco, R. H. E. Alharthi, Guglielmo Maccario, Lara Bruno

{"title":"Corporate social responsibility and SME performance: a meta-analysis","authors":"S. Oduro, Kot David Adhal Nguar, Alessandro De Nisco, R. H. E. Alharthi, Guglielmo Maccario, Lara Bruno","doi":"10.1108/mip-05-2021-0145","DOIUrl":"https://doi.org/10.1108/mip-05-2021-0145","url":null,"abstract":"PurposeThis study aims to draw on instrumental and ethical theories to offer a quantitative review of the extant literature on the corporate social responsibility (CSR)–small-medium enterprises (SMEs) performance relationship through a meta-analysis.Design/methodology/approachEmpirical studies from 57 independent peer-reviewed articles, including 66,741 firms, were sampled and analysed. Both subgroup and meta-regression analyses (MARA) were used to test the hypotheses of the study.FindingsThe authors' results demonstrated that social-oriented, economic-oriented and environment-oriented CSR activities have a positive, significant influence on overall, financial and non-financial performance of SMEs; however, the effect of social-oriented CSR activities is the strongest. Moreover, the impact CSR dimensions have on non-financial performance is stronger than on financial performance. Additionally, findings showed that the association between CSR and SME performance is positively and significantly influenced by contextual factors (i.e. sector and region of study) and methodological factors (i.e. performance measurement, study type, theory usage, sampling size and operationalisation of constructs).Originality/valueThe study is the pioneering meta-analytic review on the CSR–SME performance relationship, thereby clarifying the anecdotal results, synthesising the fragmented empirical studies and exploring the contextual and methodological factors that may account for between-study variance. Following the study's findings, the authors delineate insightful suggestions for future scholarship and fine-grained managerial implications for practitioners.","PeriodicalId":48048,"journal":{"name":"Marketing Intelligence & Planning","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2021-12-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47541890","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 7

Effects of employee identity salience on content sharing in social networks 员工身份显著性对社交网络内容共享的影响

IF 4.4 3区管理学

Marketing Intelligence & Planning Pub Date : 2021-12-13 DOI: 10.1108/mip-09-2021-0304

Xueting Zhang, Tanya Tang, Man Chen, Feng Wang

{"title":"Effects of employee identity salience on content sharing in social networks","authors":"Xueting Zhang, Tanya Tang, Man Chen, Feng Wang","doi":"10.1108/mip-09-2021-0304","DOIUrl":"https://doi.org/10.1108/mip-09-2021-0304","url":null,"abstract":"PurposeThis research explores whether, when and why employee identity salience influences content sharing of employee's friends in social networks and further investigates two moderating conditions of network overlap and deal content.Design/methodology/approach In Study 1, the authors analyzed a field data related to 20,715 users on the largest social network platform in China. In Studies 2 and 3, the authors verified the findings of Study 1 and tested the underlying mechanism with two experiments.Findings The results showed that employee identity salience could increase sharing likelihood of content receiver, especially when the employee had higher network overlap with receiver. However, when the content contained deal-related information, the receiver was less likely to share this content from employee with salient identity. The authors also found that perceived information credibility acted as a mediator in above relationships.Originality/value This research is the first to test the effects of employee identity salience on content sharing by considering both content type and network characteristics. The authors also provide insights into the mediating role of information credibility, which enriches the content sharing and social network literature.","PeriodicalId":48048,"journal":{"name":"Marketing Intelligence & Planning","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2021-12-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48409537","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 1

Measuring environmental performance in business to business relationships: a bibliometric review 衡量企业对企业关系中的环境绩效：文献计量学综述

IF 4.4 3区管理学

Marketing Intelligence & Planning Pub Date : 2021-12-07 DOI: 10.1108/mip-05-2021-0141

Umar Burki, Usama Najam, R. Dahlstrom

{"title":"Measuring environmental performance in business to business relationships: a bibliometric review","authors":"Umar Burki, Usama Najam, R. Dahlstrom","doi":"10.1108/mip-05-2021-0141","DOIUrl":"https://doi.org/10.1108/mip-05-2021-0141","url":null,"abstract":"PurposeThis study presents a bibliometric review of environmental performance in business to business relationships research.Design/methodology/approachWe applied suitable keywords to retrieve relevant peer-reviewed articles from the Web of Science database between 1992 and 2019. The study uses bibliographic coupling as a tool to screen 358 relevant articles' titles, abstracts, keywords, frameworks and headings for analysis. For visualization analysis, the study applied the visualizing scientific landscapes viewer.FindingsOur review systematically reports about the evolution of environmental performance in business-to-business literature relationships. Bibliometric procedures reveal prominent authors and publication outlets (journals) as well as noteworthy thematic and theoretical contributions to the literature.Practical implicationsThis study provides a comprehensive overview of environmental performance in business relationships and theoretical directions for further research.Originality/valueThe paper contributes to business literature by outlining emerging research themes and theoretical clusters on environmental performance for future research.","PeriodicalId":48048,"journal":{"name":"Marketing Intelligence & Planning","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2021-12-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49349952","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 6

Brand portfolio strategies effects on consumers' attitude 品牌组合策略对消费者态度的影响

IF 4.4 3区管理学

Marketing Intelligence & Planning Pub Date : 2021-12-06 DOI: 10.1108/mip-06-2021-0204

Sefa Emre Yilmazel, Leyla Özer

{"title":"Brand portfolio strategies effects on consumers' attitude","authors":"Sefa Emre Yilmazel, Leyla Özer","doi":"10.1108/mip-06-2021-0204","DOIUrl":"https://doi.org/10.1108/mip-06-2021-0204","url":null,"abstract":"PurposeThe aim of this study is to determine the effects of brand components (CBBE, brand fit, brand image, brand reputation, brand familiarity) on consumers brand portfolio attitude via perceived risk (for two main portfolio strategies).Design/methodology/approachThe study used a structured questionnaire to collect primary data from 636 consumers who made purchases from companies using house of brand (318) and branded house strategy (318). By conducting reliability and validity analysis, the model of this study was tested with confirmatory factor analysis and path analysis methods, using structural equation modeling.FindingsAccording to the results of the path analysis, the effects of CBBE and brand reputation on brand attitude were confirmed for both house of brand and branded house strategy. Moreover, the full and partial mediating effect of perceived risk was proven in the relationships.Research limitations/implicationsOne of the limitations of the study is determining a portfolio of brands for each strategy and collecting data for these brands. In addition, since the number of consumers using brand portfolios could not be reached in the study, data could be collected using the purposeful convenience sampling method. For this reason, it is thought that research conducted with the data obtained through systematic sampling methods can yield more reliable results.Practical implicationsManagers of companies with a brand portfolio should work on a main strategy that enhances CBBE and brand reputation regardless of the strategy they use. After these two variables, the variable that portfolio managers need to address is brand fit.Originality/valueIt will offer different perspectives in terms of understanding which portfolio strategy is needed, and which predecessors and outputs can be produced. Also, the findings of the research will produce important results to reduce the perceived risks of consumers and increase their positive attitudes toward brand portfolios.","PeriodicalId":48048,"journal":{"name":"Marketing Intelligence & Planning","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2021-12-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43207821","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0