Volume 13, Issue 1, March 2025
Table of Content
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
