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Online fan communities on social media are an effective avenue for sport organizations to engage sport fans. Sport fans who identify with online fan communities express positive and negative consumer engagement behavior (CEB) on social media. Most researchers focus on the positive valence of CEB. This study explores the mediating effect of both positive and negative valences of CEB between online fan community identification and behavioral intention simultaneously. Additionally, the moderating effect of satisfaction with teams' performance is examined. This study contributes to the conceptualization of the negative valence of CEB on social media and extends the literature on the dual valence of CEB in the sport context. It also provides insights to sport managers on relationship marketing on social media. [ABSTRACT FROM AUTHOR]

Embedded with artificial empathy, artificial intelligence (AI) companions (ACs) can create, communicate, and deliver value to customers. This article analyzes current and emerging ACs in order to explore AI's role in transforming customer journeys and establishing long-lasting customer relationships. It also identifies existing business challenges in developing user-AI companionship and offers a remedial strategy matrix. Purely functional or emotional capabilities lead to interest in the companion plummeting with time. The findings reveal the need to design holistic ACs with a hybrid of functional, emotional, and conversational capabilities to mitigate the uncanny valley problem. [ABSTRACT FROM AUTHOR]

Entrepreneurial action often stems from individual judgment about the value potential of market opportunities. Where entrepreneurs direct their search for and evaluate profitable opportunities has long received scholarly consideration. Attention has been increasingly directed toward how search is conducted, with a distinction between "cognitive" search, where actors are driven by a prior belief about the linkage between actions and outcomes (i.e. "learning- before -doing") and "experiential search," in which the solution must be realized through experimentation, trial-by-error, or "learning- by -doing." We examine founders' experiential search for market applications in uncertain technological environments. In doing so, we seek to uncover how founder background, experience, and depth of knowledge affect the firm's degree of experiential search. We examine a sample of technology-oriented start-ups founded by researchers from six major US research universities to investigate the role of experiential search in university technology commercialization. In our context of academic entrepreneurship, we find that founding teams that draw from multiple disciplinary perspectives in selecting a market application to pursue exhibit a broader cognitive map of the technological landscape and thus expend more effort in the experiential search process than do teams with less varied backgrounds. Conversely, teams that include individuals with prior commercial experience conduct less experiential search, although this evidence is less strong. The inclusion of students appears to lead to greater experiential search by the founding team. Our findings add new understanding to the application of search heuristics by entrepreneurial firms in technology commercialization. [ABSTRACT FROM AUTHOR]

In this paper, we want to show our appreciation for a major figure in our discipline by reading his work carefully, juxtaposing this material with historical narratives that place him in context. We think he would have appreciated the imbrication of his ideas with those of pertinent scholarly forebears, the reactions against socialism, impact of the Cold War, as well as the philanthropic politics that have shaped our intellectual parameters. As we make clear, M.J. Baker was a pioneer, justifying and extending the reach of marketing in the United Kingdom. He wore many hats: academic, editor, entrepreneur, and institution builder. Core themes in his writing are outlined, with attention devoted to his paradigmatic, epistemological and ethical commitments. [ABSTRACT FROM AUTHOR]

Despite the prominence given to firm-level international experience (IE), there is a dearth of comprehensive and unified conceptualizations of this concept in the literature. This problem necessitates a targeted study to investigate IE, compile its common conceptualization methods, and integrate the existing literature with a new comprehensive approach. The author aims to achieve this by employing Dewey's philosophy to define IE, reviewing 306 high-quality articles to extract extant approaches to the concept, and integrating these results to provide a new conceptualization. This article supports situations as generators of experience and demonstrates that previous approaches primarily focus on only some aspects of IE, overlooking the phenomenon as a whole. The new IE conceptualization is a seven-dimensional construct that includes length, breadth, depth, intensity, diversity, complexity, and echo. Additionally, the author discusses that IE can be analyzed at six levels depending on its origin (entry mode specific, international marketing specific, or both) and geographical scope (regional vs. global). The results provide a robust foundation for scholars and managers aiming to investigate and explore the realm of experiential knowledge and learning. [ABSTRACT FROM AUTHOR]

The passage of name, image, and likeness (NIL) laws in individual states within the United States has provided intercollegiate athletes opportunities to potentially profit from their personal NIL in a free marketplace. Concurrently, the NCAA (National Collegiate Athletic Association) also allowed college athletes to utilize their NIL rights. Thus far, most college athletes' NIL deals for payments are for posts on the athletes' own social media channels for products, including their own self-promotion in relation to brands, or promotion of brands such as fast food and auto dealerships. Notably, published scholarly work on NIL itself is sparse since it was not until 2021 that the NCAA enacted NIL rules for college athletes. Published scholarship on NIL and social media is even rarer. Therefore, this commentary provides recommendations for potential future scholarship related to NIL and social media, focusing on three potential frameworks: (a) agenda setting, (b) relationship marketing, and (c) personal branding. [ABSTRACT FROM AUTHOR]

Since the creation of social media platforms, sport researchers have used relationship marketing as a conceptual and theoretical framework for studies on social media in sport. While many of these studies have contributed to our understanding of relationship building on social media, there is much room for advancement. This special-issue commentary provides a brief overview of the scholarship on relationship marketing and social media in sport and then suggests areas for advancement. It ends with specific recommendations for moving from using relationship marketing as a framework to testing the theory in sport social media research and expanding on its application to understanding relationship building on social media in sport. [ABSTRACT FROM AUTHOR]

Incentivized customer referral programs (e.g., "Refer a friend, reward yourself!") are prevalent, yet they usually have low referring rates. One reason, the authors suggest, is that existing customers (referrers) view incentivized referring as an exchange activity that feels incompatible with their communal relationship with friends (referees), resulting in a psychological barrier (i.e., negative feelings such as discomfort, conflict, guilt, etc.). In seven studies (five preregistered, two in the field; N = 2,060) and one preregistered supplemental study (N = 176), the authors propose and find that disclosing the referrer reward in the invitation message—a not yet widely adopted method—can promote referring by making the referring action seem more compatible with communal norms and reducing the experienced psychological barrier. They also document the potential of disclosing the referrer reward on increasing acceptance, conversion, and sales. The authors further identify three theoretically and practically relevant boundary conditions: (1) the relative reward amount (whether the referrer reward is greater than, equal to, or less than the referee reward), (2) the stated source of the referrer reward (the company or the referee's spending), and (3) the framing of the referral opportunity (whether it is already framed as a communal activity). The authors conclude by discussing the theoretical and practical implications. [ABSTRACT FROM AUTHOR]

Online platforms aggregating brands, such as Amazon and Alibaba's Tmall, have emerged as powerful intermediaries for brands. Although these platforms offer unprecedented access to consumers, the platform controls this access. Thus, concerns are raised about how these platforms interfere with the brand experience and, ultimately, performance. The question of how brands can govern their platform operations more effectively thus arises. There are essentially two types of governance models: a one-party (1P) marketplace (wholesaling to the platform) and a third-party (3P) marketplace (selling directly to the consumer on the platform). However, it is unclear how 1P or 3P operations affect brand performance. To that extent, the authors study the market share implications of operations on JD.com, a 1P platform, and Tmall, a 3P platform, for almost 2,000 brands. On average, 1P operations decrease shares, whereas 3P operations lift shares. These changes depend on different brand-specific moderators. For 1P operations, share drops are more substantial for brands that are unable to elicit a trustworthy consumer relationship, when alternative brands abound and rogue-seller activities are severe in the product category. The 3P share lifts, in contrast, are more substantial for premium-priced, nonleading brands with prior direct-to-consumer experience. [ABSTRACT FROM AUTHOR]

Relationship marketing managers around the world actively try to stimulate customer engagement because of its performance-enhancing effects. Research insights into how to engage customers, such that they voluntarily contribute their resources to support companies' marketing efforts, almost exclusively pertain to individual, domestic markets. However, the prerequisites of customer engagement strategies naturally differ across country-specific market environments. Therefore, the authors develop a conceptual, comprehensive battery of cultural, institutional, societal, and economic country-level contingency factors (CISE indicators) as well as between-country psychic distances on those indicators. A set of 11 high-level research propositions aims to enhance marketing researchers' and managers' understanding of the contingencies of international customer engagement strategy effectiveness and customer engagement's performance ramifications. The analysis reflects the richness and complexity of potential contingency effects across the four CISE categories and encourages empirical research on their separate and joint effects. [ABSTRACT FROM AUTHOR]

Marketing researchers have devoted considerable attention to marketer-generated content (MGC), social media engagement behaviour (SMEB) and online relationships. Prior studies, however, do not integrate these critical elements of social media marketing. Our study, which is underpinned in the Elaboration-Likelihood Model, offers evidence that MGC leads to SMEB, which has a positive impact on relationship quality. A sequential explanatory mixed-methods study, which comprises a content analysis of the official Facebook pages of American political parties and semi-structured interviews with voters who engage with political MGC, reveals that peripheral cues are the primary drivers of SMEB. Based on the quantitative and qualitative evidence, we demonstrate that shares are a higher-involvement activity than likes. We recommend that political marketers should rely on distinct sets of MGC cues to elicit shares and likes. [ABSTRACT FROM AUTHOR]

As museums shift their responsibilities and functions towards audience-centered approaches, research on exploring museum cultural communication strategies through visitor experiences has gained increasing attention from both academia and industry. This study focuses on the newly opened Nan Song Deshou Palace Relics Site Museum in Hangzhou, China, completed at the end of 2022, and its visitors. Data were collected through on-site surveys and in-depth interviews. The research findings indicate that the current motivations of museum visitors manifest primarily in three forms: knowledge exploration, social interaction, and psychological restoration. After evaluating the existing museum service quality based on the field of experiential value in marketing management, two main issues and features were identified. The issues include sub-optimal visitor pathways and layout, dissatisfaction with staff services, and shortcomings in promotion and communication. The overall cultural learning and interactive experience for the entire visitor base also require improvement. The features are characterized by differentiated cultural and creative consumption in the museum and the emergence of interrelated consumer demands. Based on these findings, the study provides targeted recommendations for future museum construction and communication strategies. [ABSTRACT FROM AUTHOR]

This research examines the interplay between students' international mindset, the degree of college internationalization, market orientation, and learning engagement within higher education. Addressing a notable gap in existing literature, this study delves into how these elements collectively impact student success in an increasingly globalized context. Data were gathered from six universities, encompassing a sample of 1,633 participants. Findings revealed a positive correlation between market orientation and learning engagement, as well as between international mindset and learning engagement, though the latter was less pronounced. Interestingly, while internationalization did not show a significant direct correlation with learning engagement, it exhibited a robust relationship with market orientation. Moreover, the disparity in perceptions of international mindset and actual college internationalization did not significantly influence learning engagement but had a negative association with market orientation. These insights are pivotal for universities aiming to adeptly prepare students for the global landscape. By understanding the nuanced relationships among these factors, educational institutions can devise strategies that resonate with student aspirations and needs, thereby enhancing engagement, satisfaction, and academic achievement. [ABSTRACT FROM AUTHOR]

This article presents the assessment of two educational secondhand clothing markets developed at two high schools in Albacete. One of them involved money and the other was based on barter, and both included an awareness-raising phase to promote responsible consumption. Although all students were involved, only those who organized the experience were surveyed (N = 40, 21 females). Data were gathered after the experience, in student´s regular classrooms. A qualitative methodology was used, combining focus groups and an open-ended questionnaire. Findings were similar in both groups: the experience was positively perceived, although there was an initial stigmatized preconception surrounding secondhand clothing; it also helped students learn and become aware of the environmental impact of clothing, making them reflect on their consumption habits and change them. Students also perceived some barriers to reducing their consumption. Thus, secondhand markets can be powerful educational tools to raise awareness and change behaviors toward more pro-sustainable choices. [ABSTRACT FROM AUTHOR]

We argue that the rate of capital depreciation is a determinant of competition. We show that the rate of capital depreciation has a robust positive relationship with market power in U.S. data. Then, we develop a general equilibrium model of industry competition where industries vary in their rate of capital depreciation. In equilibrium, optimal savings decisions imply that rapid depreciation is related to higher costs of capital, so that industries with rapid depreciation display less competition than industries with slow depreciation. Depending on parameters, the calibrated model can account for much of the observed dispersion in markups across U.S. industries. [ABSTRACT FROM AUTHOR]

Purpose: Academic research has intensively analyzed the relationship between market concentration or market power and banking stability but provides ambiguous results, which are summarized under the concentration-stability/fragility view. We provide empirical evidence that the mixed results are due to the difficulty of identifying reliable variables to measure concentration and market power. Design/methodology/approach: Using data from 3,943 banks operating in the European Union (EU)-15 between 2013 and 2020, we employ linear regression models on panel data. Banking market concentration is measured by the Herfindahl–Hirschman Index (HHI), and market power is estimated by the product-specific Lerner Indices for the loan and deposit market, respectively. Findings: Our analysis reveals a significantly stability-decreasing impact of market concentration (HHI) and a significantly stability-increasing effect of market power (Lerner Indices). In addition, we provide evidence for a weak (or even absent) empirical relationship between the (non)structural measures, challenging the validity of the structure-conduct-performance (SCP) paradigm. Our baseline findings remain robust, especially when controlling for a likely reverse causality. Originality/value: Our results suggest that the HHI may reflect other factors beyond market power that influence banking stability. Thus, banking supervisors and competition authorities should investigate market concentration and market power simultaneously while considering their joint impact on banking stability. [ABSTRACT FROM AUTHOR]

Benevolent leadership is one of the leadership styles which provides a positive influence on employees. However, the current leadership literature has yet to investigate how benevolent leadership leads to job performance, the processes involved, the relationship between organizational culture and benevolent leadership, and the role of dark side of leaders in affecting this relationship. Using the leader-culture fit framework within an Eastern context, the current study first investigates the relationship between benevolent leadership and job performance through work engagement. The study then compares two contrasting organizational culture (i.e., market culture and clan culture) on benevolent leadership. Finally, the study investigates how leaders' dark triad affects the relationship between organizational culture and benevolent leadership. 374 full-time white-collar employees (Males = 54.01%; Mean age: 32.7 years) from various private organizations within the service industry participated in this study. The results showed that work engagement mediated benevolent leadership and job performance. Market culture showed a negative relationship with benevolent leadership while clan culture showed a positive relationship with benevolent leadership. Benevolent leadership mediated clan culture (but not market culture) and work engagement. Under a high market culture with a high dark triad leader, benevolent leadership is at its lowest level. Under a high clan culture with a low dark triad leader, benevolent leadership is at its highest level. The findings suggest the importance of benevolent leadership within a clan culture (rather than market culture), in aligning with the leader-culture fit framework in increasing employees' work engagement and job performance. [ABSTRACT FROM AUTHOR]

The aim of the current research is to explain and investigate the pattern of using experiential marketing in building tourism dreams. In terms of purpose, this research is applied, in terms of data collection, it is descriptive-survey and quantitative research. The research community was formed by tourists visiting Khuzestan province during the years 2020-2021 (the last 10 years), whose number is unlimited and uncertain. The sample size based on Cochran’s formula was 384 people who were selected by simple random method. Data collection was done through a closed questionnaire, and its reliability and validity were confirmed through the conducted tests. The mentioned questionnaire was prepared based on the results of data analysis related to the data obtained from interviews with experts in the design stage of the model. To test the model of using experiential marketing in the construction of tourism dreams, the structural equation model test was used, which was done through PLS software. The results showed that there is a significant relationship between the model variables. In such a way that the causal conditions have a positive effect on the central phenomenon; The central phenomenon, background conditions, and intervention conditions have a positive, positive, and negative effect on strategies, respectively; And finally, the strategies had a positive and significant effect on the results. [ABSTRACT FROM AUTHOR]

This article explores the efficacy of experience-based marketing strategies in enhancing customer engagement and retention within the dynamic landscape of the tourism and travel industry. Drawing upon a comprehensive case study analysis, this research delves into the nuanced mechanisms through which experiential marketing initiatives impact consumer behavior and loyalty. By examining diverse experiential tactics such as immersive storytelling, interactive technology integration, and personalized service offerings, this study uncovers the pivotal role of memorable experiences in fostering emotional connections and long-term relationships with customers. The findings underscore the significance of crafting unique, sensory-rich encounters that resonate with travelers' aspirations, preferences, and values. Moreover, this research elucidates the strategic implications of leveraging experiential marketing to differentiate brands, drive word-of-mouth advocacy, and sustain competitive advantage in an increasingly crowded marketplace. Insights from this study offer actionable recommendations for tourism and travel businesses to design and implement effective experience-based marketing campaigns that cultivate deep-seated connections with their target audience, engender brand loyalty, and ultimately drive business growth. [ABSTRACT FROM AUTHOR]

Using the Austrian Business Survey between 2011 and 2016, we study how firms' individual credit market experiences influence their beliefs about the bank lending policy. Firms that have recently experienced a loan rejection are more likely to believe that the lending policy is restrictive. We see similar effects for firms that were granted loans, but with conditions worse than anticipated. Exploiting the panel structure shows that firms without recent credit market experience are less likely to change their beliefs, which converge towards the middle category. Our findings are in line with theories of rational inattention and with asymmetric experience effects. [ABSTRACT FROM AUTHOR]

We investigate potential factors influencing token after-market returns to explain the extreme levels of underpricing experienced in the cryptocurrencies market. This research analyses a sample of 300 tokens issued between September 2015 and May 2018, fully capturing the window of maximum ICO activity. The results confirm the presence of significant underpricing with an average of 180.66% and a median of 32.21%, which far exceed that of the IPO market. The cumulative after-market mean returns at three months, six months, nine months, and twelve months continue to be remarkably high and above 100%. However, the return distributions exhibit substantial negative median values, highlighting the poor post-ICO performance of most tokens. The research also confirms the IPO 'fads hypothesis' as a reasonable explanation of token underpricing, which attributes positive initial returns to investor overreactions. This hypothesis provides a rationale for ICO higher underpricing with respect to the IPO market as well. Finally, the quality of the management team positively affects token after-market returns while the project technical validity does not significantly impact on them. Blockchain entrepreneurs may use these results to design tokens and the offering campaigns with the aim of reducing negative swings in the after-market. [ABSTRACT FROM AUTHOR]

This paper aims to re‐evaluate the customer experience literature in the hospitality and tourism (H&T) domain by employing a paradox lens and constructing a model for future research direction and practitioners. Using two co‐citation analysis methods—a hierarchical cluster analysis and a multidimensional scaling analysis—to investigate 312 customer experience papers from the leading H&T journals with 22.124 citations over the 44‐year period (1987–2021), we identified five knowledge foundations that have made up the intellectual structure of customer experience in H&T: experiential consumption, authenticity, memorability, place branding, and service. This result reveals the dualistic representations of the paradoxical character of customer experience including authentic/fantastical, structured/unstructured, branded/ecological, and bubbled/exposed. Based on this finding, this study developed a framework for scholars and marketers to reveal different approaches to managing the tensions between paradoxes. [ABSTRACT FROM AUTHOR]

Bitcoin futures exchange-traded funds (ETFs) are recent innovations in cryptocurrency investment. This article studies the price-volume relationship in this market from an information perspective. We first propose effective mutual information which has better estimation accuracy to analyze the contemporaneous relationship. Using half-hourly trading data of the world's largest Bitcoin futures ETF, we find that trading volume changes and returns contain information about each other and are contemporaneously dependent. Then, we employ effective transfer entropy to examine the intertemporal relationship. The results show that there exists information transfer from volume changes to returns in most of our sample period, suggesting the presence of return predictability and market inefficiency. However, information transfer in the opposite direction occurs much less frequently, and the amount is typically smaller. [ABSTRACT FROM AUTHOR]

This study examines the potential economic and labour market impacts of a hypothetical but plausible migration scenario of 250,000 new migrants inspired by Austria's experience in 2015. Using the agent-based macroeconomic model developed by Poledna et al. (Eur Econ Rev, 151:104306, 2023. 10.1016/j.euroecorev.2022.104306, the study explores the detailed labour market outcomes for different groups in Austria's population and the macroeconomic effects of the migration scenario. The analysis suggests that Austria's economy and labour market have the potential to be resilient to the simulated migration influx. The results indicate a positive impact on GDP due to increased aggregate consumption and investment. The labour market experiences an increase in the unemployment rates of natives and previous migrants. In some industries, the increase in the unemployment rates is more significant, potentially indicating competition among different groups of migrants. This research provides insights for policymakers and stakeholders in Austria and other countries that may face the challenge of managing large-scale migration in the near future. [ABSTRACT FROM AUTHOR]

Recently, there has been a lot of interest in industry and academia in virtual influencers (VIs). This study aimed to augment the understanding of VI marketing by exploring the relationship between VI's characteristics (i.e., their humanlikeness level and operator type), their social media post characteristics (i.e., emotional expression, use of pronouns, use of punctuation marks), and consumer engagement. The analysis of three popular VIs' Instagram profiles and posts revealed that VIs with less humanlike appearances tend to exhibit stronger positive emotional expressions. Interestingly, the level of humanlikeness in appearance was not associated with VI's other post characteristics, suggesting other intrinsic factors (e.g., the VI's character and virtual universe) may play a pivotal role. Whether a brand operates the VI or not made a statistically significant difference in the VI's post characteristics. Assessment of user engagement metrics (i.e., number of likes and comments) showed that users prefer hyper-realistic VIs and VIs operated by non-brand agencies, underscoring the importance of perceived authenticity in the digital realm. The emotions expressed by VIs, along with their use of punctuation, were positively related to user engagement. [ABSTRACT FROM AUTHOR]

The goal of this study was to address the question: ‘What sport marketing research has been conducted on customer engagement on social media until now, and what could be future avenues for research?’ by conducting a scoping review. The PRISMA-ScR was followed. A total of 37 peer-reviewed journal articles in English were analysed. The findings synthesised the definitions and measurements of consumer engagement on social media as well as the theories and methods utilised. In addition, we proposed an integrative framework to demonstrate the role of consumer engagement on social media in the research model in the sport marketing field. The framework showed seven dimensions of antecedents of consumer engagement on social media, including (1) the content of the post, (2) the feature of the post, (3) the feature of the team/player, (4) the feature of the sponsor, (5) motivation, (6) identification with the team/community, and (7) others. The consequences of consumer engagement on social media mainly include loyalty and consumers’ behavioural intention. Finally, several research directions were provided based on the analysis. [ABSTRACT FROM AUTHOR]

The object of this study is digital marketing at an enterprise. The investigated problem is the lack of a sufficient level of systematic consideration of the task to use information communication systems and technologies in the marketing activities of enterprises. Availability of such a system would increase the company’s potential in creating mutual value for the seller and the client when implementing relationship marketing technologies. It is shown that the information and analytical support of the enterprise’s marketing activity can be presented as a tool of the enterprise’s activity, functioning as an element of the enterprise’s management system. Among the general criteria for choosing a CRM system, it is proposed to consider convenience and ease of use, flexibility of system settings for special business needs, price, simplicity. Such consideration of CRM systems and their capabilities provide economic effects that affect the profitability of the enterprise and prevent the impact of negative factors on the development of the company. The proposed procedure for choosing an adequate CRM system was verified on the example of a dental clinic, which made it possible to draw a conclusion about the feasibility of implementing a CRM system in the business under study. It is based on received estimates of short-term and long-term economic effects of the system’s application. Calculated data are provided for support, which showed that the productivity of the administrator’s work increased by 73.3 %, and the average duration of patient care by the doctor, taking into account the time of registration, decreased by 25 %. This is due to the fact that the system makes it possible to perform a quick search on the general electronic database, and the time saved at this stage can be spent on performing additional work. [ABSTRACT FROM AUTHOR]

This research investigates the connectedness and the tail risk spillover between clean energy and oil firms, from January 2011 to October 2021. To this, we use the Tail-Event driven NETworks (TENET) risk model. This approach allows for a measurement of the dynamics of tail-risk spillover for each sector and firm. Hence, we can provide a detailed picture of the existing extreme relationships within these markets. We find that the total connection between the markets varies during the period analysed, showing how the uncertainty in oil price plays a critical role in the risk dynamics for oil companies. Also, we find that relationships between energy firms tend to be intrasectoral; that is, each sector receives (emits) risk from (to) itself. These results can have important practical implications for risk management and policymakers. [ABSTRACT FROM AUTHOR]

What are the success factors for careers in marketing? This important question is lacking a definite answer so far. This paper presents an empirical study of the drivers of marketing career success. First, we interviewed renowned marketing executives about the characteristics that, in their view, make successful marketers. Next, we analyzed data from a career survey among the alumni of a major business school, with career success as the dependent variable. We identified three distinctive factors that are related with success in marketing: extraversion, independence, and breadth of experience. Furthermore, our findings suggest that a style of learning from concrete experiences (learning from "what happens") serves a marketer better than a learning style of deep reflection. Different from many other professions, we did not find a relationship between conscientiousness and performance in marketing. Interestingly, having followed a major in marketing during business school education is not correlated with later success in a marketing career. Our findings support the notion that work-integrated elements with an emphasis on experiential learning in marketing curricula contribute to marketing career success. We discuss ways of implementing this is in marketing education programs. Specific suggestions for follow-up research are given at the end of the paper. [ABSTRACT FROM AUTHOR]

This article analyses actor relationships in Transit Oriented Development (TOD) planning in order to better understand the preconditions necessary for planning processes to result in TOD in lower density contexts, in suburbs, or small cities. Empirically, the analysis builds on a comparative case study of TOD planning projects. The focus in the analytical work is on understanding how market conditions in lower density contexts influence the conditions for TOD planning projects, and how this feeds through to planning processes. The overall conclusion is that we should not expect that planning processes in small cities with low to medium densities of populations and activities differ much from those in more 'classic' highly urban TOD locations. Market conditions had an impact on planning processes, but once in the planning stage conditions for implementation depended more on the ability to handle competing interests and less on market conditions. In terms of policy recommendations, it is important for actors to develop a joint vision of the built environment of the site in question that channels organizations' individual actions in a joint direction. The ability to achieve such a joint vision for the design of the site in question may be more important in small towns than in more 'typical' TOD contexts in denser urban areas. This is because all enablers need to work together in a positive way in such location – which may be marginal from a market point of view – for the development to be able to go ahead. [ABSTRACT FROM AUTHOR]

As the university student body becomes more diversified and students' lives less linear, student retention carries increased importance for universities, including the conversion of deferrers and the re-enrolment of leave-taking students. This paper is based on a broader research project which explored national patterns of deferral and leave of absence in Australia and the policies and strategies for re-engaging the students who defer or take leave. Through a mixed research design, the study explores the extent to which students are positioned at the centre of deferral and leave of absence policy, informed by relationship marketing concepts. This study suggests that many universities have moved towards greater consideration of student perspectives and individualised approaches to building a trustworthy and supportive relationship with deferral and leave-taking students, based on data analytics of individual students' information and circumstances. Despite such efforts, there remain both limitations and tensions within these approaches. [ABSTRACT FROM AUTHOR]

This essay examines the role that marketing played in shaping the audience's reception and interpretation of Eric Hodgins' Mr. Blandings Builds His Dream House (originally published in 1946 as a short story titled 'Mr. Blandings Builds His Castle') and its 1948 film adaptation. It argues that while the print versions—modeled after Hodgins' own unfortunate experience with the housing market before the war—relied on the self-deprecating humour to appeal to urban audiences and ultimately promote caution and frugality, the film adaptation, released at the onset of the suburban sprawl, targeted white families newly entering the middle class and promoted equality through mass consumption mythos. Working in conjunction with its massive advertising campaign that involved the construction of seventy-three replicas of the Blandings' dream house across the United States, the film adaptation blurred the enormous disparity between Blandings' dream and the suburban reality of baby boomers by creating new sites of middle-class identification. By reading each adaptation of the original story against the period-specific ideological forces, I demonstrate how marketing, by structuring the audience's interpretation, shapes the process and the product of adaptation. [ABSTRACT FROM AUTHOR]

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The current research proposes an integrated model to investigate both the bright and the dark sides of consumer–human brand relationships facilitated by social media on consumers' lives. Grounded in the duality of social media and self‐regulation theory, the findings show that human brand attachment improves consumers' daily performance through stress relief, which in turn increases life satisfaction (Study 1). However, the findings also indicate that human brand attachment can cause consumers' daily performance to deteriorate as a result of compulsive human brand consumption on social media and human brand‐personal conflict, which diminishes life satisfaction (Study 2). Collectively, the findings may suggest that strong consumer–human brand relationships tend to be detrimental to consumers' well‐being as the indirect negative impact of human brand attachment on daily performance and life satisfaction overpowers its indirect positive impact (Study 3). Such detrimental effects are moderated by self‐regulatory focus (Study 4). Moreover, the findings indicate that the indirect negative effect of human brand attachment is attenuated when consumers have a higher level of work/study–life balance. Accordingly, the current research advances the theoretical understanding of the consumer–human brand relationship facilitated by social media, by highlighting its dual effects associated with the nature of technology and consumers' self‐regulatory focuses. [ABSTRACT FROM AUTHOR]

The authors introduce meta-analysis as a compelling tool for macromarketing research in an increasingly complex and data-driven world, and share an example of its application. They synthesize and generalize empirical findings on the relationships between marketing systems (MS) and quality-of-life (QOL), two concepts integral to macromarketing. Results indicate dimensions of MS are positively associated with QOL, suggesting that marketing systems enhance consumer well-being across contexts and metrics. The promotion dimension of MS has the highest correlation with QOL; the strongest positive MS-QOL relationship was estimated for personal health. Measurement, cultural, and socioeconomic factors that affect the strength of MS-QOL relationships also were assessed. Results suggest the association between MS and QOL is stronger in studies based on primary/subjective measures of QOL constructs, in samples drawn from developed economies, and in more indulgent, uncertainty-tolerant, and long-term-oriented cultures. Implications for theory, policy, practice, and opportunities for further research are discussed. [ABSTRACT FROM AUTHOR]

This study examines the link between retail and modernity and bring as case study the Romanian perception of the future of the store. The research combines insights from secondary data consumer perception study with the potential applications of AI research. We explore convergences and divergences between AI-generated perspectives and actual consumer beliefs and expectations, focusing on technology integration, sustainability, and experiential retail. While both AI and the the consumer perception study highlight the importance of technology, the research reveals specific consumer concerns like affordability and cultural nuances that AI might not fully capture. The combined analysis offers valuable insights into Romanian consumer preferences and identifies potential future trends in the retail landscape. By acknowledging limitations like the scope of AI analysis and data source restrictions, we emphasize the need for further research integrating AI with diverse research methods for a comprehensive understanding of the future of retail in Romania. [ABSTRACT FROM AUTHOR]

Purpose – The paper aims to reveal the impact of relationship marketing (RM) practices adopted by companies in emerging markets on their market and financial performance (FP) over a long-term, 13-year perspective. Design/methodology/approach – The research design combines primary empirical data from 229 Russian companies, based on the Contemporary Marketing Practices (CMP) survey, and objective FP data from official statistical databases for 2008–2020 to verify the impact of RM practices on market and FP in the long term. Findings – The research underlines the significant impact of RM practices. It is important to notice that the effect of product development (PD) on marketing performance is mediated by competitor orientation. PD affects market and FP, whose roles vary with the return on assets (ROA). Research limitations/implications – Research design supplements the subjective survey data with the objective FP data on the ROA to avoid common method bias. Practical implications – Implementation of RM practices by Russian companies can increase their effectiveness of performance in the long term. Originality/value – This research shows the positive impact of RM practices on the FP of Russian firms over the past 13 years.

From reenactments to pilgrimages, extraordinary experiences engage consumers with frames and roles that govern their actions for the duration of the experience. Exploring such extraordinary frames and roles, however, can make the act of returning to everyday life more difficult, a process prior research leaves implicit. The present ethnography of live action role-playing explains how consumers return from extraordinary experiences and how this process differs depending on consumers' subjectivity. The emic term "bleed" captures the trace that extraordinary frames and roles leave in everyday life. The subjective tension between the extraordinary and the ordinary intensifies bleed. Consumers returning from the same experience can thus suffer different bleed intensities, charting four trajectories of return that differ in their potential for transformation: absent, compensatory, cathartic, and delayed. These findings lead to a transformative recursive process model of bleed that offers new insights into whether, how, and why consumers return transformed from extraordinary experiences with broader implications for experiential consumption and marketing. [ABSTRACT FROM AUTHOR]

Events and experiential marketing are a standard for many brands in practice, but they remain relatively underaddressed in the academic literature. While advertising and marketing scholarship has examined some experiential marketing and branded events, it is not typically done from a tourist consumer perspective. Thus, through the theoretical lens of the Mehrabian–Russell (M-R) model and the concept of perceived value, the current research examines event marketing and branded experiences using two field studies conducted in a leading U.S. tourist destination city (an aquarium experience, n = 340, and a retail brand–sponsored fashion show, n = 396). Study 1, with a tourist sample, takes a pre-event perspective. Findings demonstrate that prior to experiencing the event, consumers' affective evaluation of the event environment impacts both expected event entertainment (EEE) and perceived event quality (PEQ). However, only PEQ enhances tourists purchase intentions (PI) toward the event sponsor. Study 2 adopts a post-event perspective and demonstrates a boundary condition of tourist type (locals, domestic tourists, and international tourists). Findings suggest that the relationship between actual event entertainment (ACEE) and PI is stronger for international tourists, but the effect of product knowledge on PI is stronger for domestic tourists and locals (versus international tourists). [ABSTRACT FROM AUTHOR]