Volume 12, Issue 2, June 2024
Table of Content
Special Issue: Teaching Academia: Learning to Effectively Approach Marketing Analytics (Pages: 111 – 234); Regular Articles (Pages: 235 – 470)
Original Article
Efficacy of the Net Promoter Score in predicting online MBA students' intentions to give back to their alma mater
Ali Kara, John E. Spillan, Christine Bell
Original Article
Analytics for all marketing majors: sparking interest in the uninterested
Rebecca Dingus, Hulda G. Black, Nicole A. Flink
Original Article
Integrating AI-driven marketing analytics techniques into the classroom: pedagogical strategies for enhancing student engagement and future business success
Kamaal Allil
Original Article
Ready, set, go! Deploying the social listening stoplight activity to teach marketing analytics using qualitative techniques
Morgan M. Bryant, Jen Riley, Tiffanie Turner-Henderson, Dexter Purnell
Original Article
Rethinking the role of educators in the 21st century: navigating globalization, technology, and pandemics
Ramy A. Rahimi, Grace S. Oh
Original Article
A scaffolded learning approach to increasing student comfort with Microsoft Excel
Danny Weathers, Scott D. Swain
Case Study
Teaching marketing analytics: a pricing case study for quantitative and substantive marketing skills
Bernd Skiera, Lukas Jürgensmeier
Case Study
Expanding data literacy to include data preparation: building a sound marketing analytics foundation
Sidney Anderson
Original Article
Data-driven budget allocation of retail media by ad product, funnel metric, and brand size
Vivian Qin, Koen Pauwels, Bobby Zhou
Original Article
Factors affecting online consumers’ cultural presence and cultural immersion experiences in live streaming shopping
Lifu Li, Kyeong Kang, Yafei Feng, Anqi Zhao
Original Article
Different ethnicities with different fashion preferences, or one nationality with similar fashion preferences?
Sookhyun Kim
Original Article
Determinants of smartphone brand switching intention of consumers in Hong Kong
Mark Ng, Monica Law, Ka-fu Kevin Lin
Original Article
Helpful advertising messages reach consumers through user-generated videos: an empirical study from the audience involvement perspective
Junpeng Guo, Siyuan Gou, Wenhua Li
Original Article
Engaging in customer citizenship behaviours to predict customer lifetime value
José-Ramón Segarra-Moliner, Miguel-Ángel Moliner-Tena
Original Article
From data acquisition to validation: a complete workflow for predicting individual customer lifetime value
Dongyun Nie, Michael Scriney, Xiaoning Liang, Mark Roantree
Original Article
Targeting effectiveness of mobile coupons: from exposure to purchase
Wujin Chu, Jaewoo Joo
Original Article
Challenging the linearity assumption of intra-brand image confusion
Malek Simon Grimm, Ralf Wagner
Original Article
Brand valuation: how convergent (or divergent) are global brand rankings and how correlated is brand value to enterprise value?
Lindberg Leite
Original Article
Consumer complaint intentions: the impact of general and specific self-confidence
Emrah Oney, Iman Aghaei
Original Article
Including “touch-and-feel” in online consumer research: optimizing information gain given costs of data online versus in-person
Brooks Oppenheimer
Original Article
Distributed lags using elastic-net regularization for market response models: focus on predictive and explanatory capacity
Andrés Martínez, Alfonso Salafranca, Ana E. Sipols, Clara Simon de Blas, Daniel van Hengel
Original Article
A statistical method for estimating piecewise linear sales trends
Taku Moriyama, Masashi Kuwano, Masahito Nakayama
Original Article
Consumers as volunteers? The influence of value congruence on consumers’ voluntary performance
Mohamed H. Elsharnouby, Tamer H. Elsharnouby, Chanaka Jayawardhena, Alaa M. Elbedweihy
