Journal of Marketing Analytics

Editorial

Marketing analytics research for the better good: thoughts and ideas

Maria Petrescu, Anjala S. Krishen

Original Article

Integrating the customer equity and brand equity approaches to the financial value of marketing

Bobby J. Calder, Edward C. Malthouse, Joe Omatoi

Original Article

Selection is superior to scale: determining brand loyalty highly correlated to market share

Takumi Kato, Nobu Takenaka, Rie Ito, Kazuki Nishiguchi

Original Article

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

Original Article

The grounded theory approach to brand purpose equity drivers: the practitioner’s perspective

Cid Gonçalves Filho, Flavia Braga Chinelato, Fernanda Viterbo Prado

Original Article

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

Original Article

Automated bidding vs manual bidding strategies in search engine marketing: a keyword efficiency perspective

Pingjun Jiang

Original Article

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

Original Article

Predicting customer churn using machine learning: A case study in the software industry

João Rolim Dias, Nuno Antonio

Original Article

How luxury fashion brands leverage TikTok to captivate young consumers: an exploratory investigation using video analytics

Yanbo Zhang, Chuanlan Liu, Chunmin Lang

Original Article

A bibliometric analysis of virtual influencers in the Web of Science

Natalia Vila-López, Ines Kuster-Boluda, Elisabet Mora-Pérez, Isabel Pascual-Riquelme

Original Article

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

Original Article

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

Original Article

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

Original Article

When and how digital novel technologies matter to firm marketing performance

Itzhak Gnizy

Original Article

Research trends in market intelligence: a review through a data-driven quantitative approach

Mostofa Wahid Soykoth, Woojong Sim, Sydney Frederick