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INTEREST CATEGORY: MARKETING RESEARCH
POSTING TYPE: TOCs

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Editorial

Marketing analytics research for the better good: thoughts and ideas
—Maria Petrescu, Anjala S. Krishen []

Integrating the customer equity and brand equity approaches to the financial value of marketing
—Bobby J. Calder, Edward C. Malthouse, Joe Omatoi []

Selection is superior to scale: determining brand loyalty highly correlated to market share
—Takumi Kato, Nobu Takenaka, Rie Ito, Kazuki Nishiguchi []

Time analysis of online consumer behavior by decision trees, GUHA association rules, and formal concept analysis
—Tomáš Pitka, Jozef Bucko, Stanislav Krajči, Ondrej Krídlo, Ján Guniš, Ľubomír Šnajder, Ľubomír Antoni, Peter Eliaš []

The grounded theory approach to brand purpose equity drivers: the practitioner’s perspective
—Cid Gonçalves Filho, Flavia Braga Chinelato, Fernanda Viterbo Prado []

Analysing user-generated content in sports events through the lens of the Spain brand
—Inés Kuster, Natalia Vila-Lopez, Elísabet Mora, María Isabel P. Riquelme Martínez []

Automated bidding vs manual bidding strategies in search engine marketing: a keyword efficiency perspective
—Pingjun Jiang []

The role of cognitive processes in healthy consumption food products: An eye-tracking technology study
—Diana Escandon-Barbosa, Jairo Salas-Paramo, María Patricia López-Ramírez, Alexandra Pava-Cárdenas []

Predicting customer churn using machine learning: A case study in the software industry
—João Rolim Dias, Nuno Antonio []

How luxury fashion brands leverage TikTok to captivate young consumers: an exploratory investigation using video analytics
—Yanbo Zhang, Chuanlan Liu, Chunmin Lang []

A bibliometric analysis of virtual influencers in the Web of Science
—Natalia Vila-López, Ines Kuster-Boluda, Elisabet Mora-Pérez, Isabel Pascual-Riquelme []

The relationship between the quality of big data marketing analytics and marketing agility of firms: the impact of the decision-making role
—Matti Haverila, Kai Haverila, Mohammad Osman Gani, Muhammed Mohiuddin []

The influence of brand credibility and brand loyalty on customer satisfaction and continued use intention in new voice assistance services based on AI
—Luis Matosas-López []

Interview completed: the application of survival analysis to detect factors influencing response rates in online surveys
—Ákos Münnich, Mátyás Kocsis, Mark C. Mainwaring, István Fónagy, Jenő Nagy []

When and how digital novel technologies matter to firm marketing performance
—Itzhak Gnizy []

Research trends in market intelligence: a review through a data-driven quantitative approach
—Mostofa Wahid Soykoth, Woojong Sim, Sydney Frederick []