The Evolution and Development of Entrepreneurial Marketing

Hills, Gerald E.; Hultman, Claes M.; Miles, Morgan P.

doi:10.1111/j.1540-627x.2007.00234.x

Cited by 327 publications

(346 citation statements)

References 30 publications

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“…Basically, entrepreneurial marketing emphasizes on promoting brand or service using multiple marketing strategies to ensure widespread and extensive promotion of it. It also stresses upon engaging into different types of less labour-intensive but effective marketing strategies including relationship marketing, direct marketing and digital marketing, (Elvira & Xhaferi-Elona, 2014;Hills, Hultman, & Miles, 2008;Kilenthong, Hills, & Hultman, 2015).…”

Section: Entrepreneurial Marketingmentioning

confidence: 99%

Impact of Brand Equity Drivers on Purchase Intention: A Moderating Effect of Entrepreneurial Marketing

Raza¹,

Frooghi²,

Rani³

et al. 2018

SAJMS

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Abstract:The study aimed to analyse the impact of brand image, brand perception, brand preference and brand loyalty on consumer purchase intention in the FMCG industry of Pakistan. It also used entrepreneurial marketing as moderator between the association of brand loyalty, brand perception, brand image and brand preference with purchase intention. The study has used quantitative explanatory research design. In this concern, a sample of 424 responses was collected using convenience sampling technique from different self-service stores and mega malls of Karachi city, Pakistan. Survey instrument was adapted from numerous past literatures and designed on fivepoint Likert measurement scale. The results and findings of the study showed that brand loyalty, brand perception and brand preference have statistically significant and positive impact on purchase intention. Among the three statistically significant variables, brand loyalty has most impact on purchase intention, followed by brand preference and least influenced by brand perception. Additionally, the results showed that entrepreneurial marketing moderates the relationship of brand loyalty, brand perception and brand preference with purchase intentions of consumer toward FMCG brands in Pakistan. However, the results interestingly showed that brand image does not influence purchase intention and also, entrepreneurial marketing does not moderate its relationship with purchase intention in regards to FMCG brands in Pakistan. The study also showed that combination of all the variables has strength to predict 34.1 percent of purchase intention in regards to FMCG brands of Pakistan. The study further provides conclusion, managerial recommendations and future research directions.

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Section: Entrepreneurial Marketingmentioning

confidence: 99%

Impact of Brand Equity Drivers on Purchase Intention: A Moderating Effect of Entrepreneurial Marketing

Raza¹,

Frooghi²,

Rani³

et al. 2018

SAJMS

View full text Add to dashboard Cite

show abstract

“…The history of scholarly academic work regarding marketing and entrepreneurship was recently reviewed for the past quarter century by Hills, Hultman and Miles (2008). What has not been done, however, is to compare the perceived importance of specific M/E research issues by leading scholars at an early stage, in 1986, as compared to today.…”

Section: Past and Current Research Opportunitiesmentioning

confidence: 99%

Academic Roots: The Past and Present of Entrepreneurial Marketing

Hills

Hultman

2011

Journal of Small Business & Entrepreneurship

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“…However, the limited understanding of the role of entrepreneurial marketing in achieving effective sponsorship programs in the travel industry has been acknowledged. Hence, this research has embarked on filling this gap by investigating the multidimensional construct of entrepreneurial marketing in predicting travelers' perceived congruence, favorability toward the airline, and behavior intention while responding to the call for further research in entrepreneurial marketing [98]. In particular, the current study has applied the concept of entrepreneurial marketing to full-service airlines in America, whereas a significant amount of extant research on entrepreneurship has focused on entrepreneurial behaviors within small and medium enterprises (SMEs) (e.g., [17,[99][100][101]).…”

Section: Theoretical Implicationsmentioning

confidence: 99%

Entrepreneurial Marketing and Airline-Cause Sponsorship Congruence: Passenger Sponsorship Response to US-Based Full-Service Airlines

Kim

2018

Sustainability

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Abstract:Cause sponsorship is one of the most frequently used cause-related marketing (CRM) strategies for extending brand image, often through strategic alliances with nonprofit organizations. Whilst airlines' corporate social responsibility (CSR) initiatives have received focused attention in the sustainable tourism literature, the effective development of cause sponsorship has not been understood. In particular, an understanding of airlines' cause sponsorship of non-sports related charitable causes and their influence on perceived congruence between the airline and its associated causes are limited. In order to address this gap, the study delves into the intersection of entrepreneurial marketing and sponsorship of environmental and/or social causes. It investigates the structural relationship between entrepreneurial marketing, congruence, favorability toward the airline, and purchase intention by analyzing a sample of 443 travelers on US-based full-service airlines using Structural Equation Modeling (SEM). The study demonstrates the positive effects of value creation and risk management on congruence, which in turn has a positive influence on travelers' favorability toward the airline. Further, it confirms that favorability toward the airline predicts purchase intention. This study highlights that entrepreneurial marketing efforts to create customer value, and effective management of the associated risks, are indispensable to successful conveyance of congruent airline sponsorship programs.

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The Evolution and Development of Entrepreneurial Marketing

Cited by 327 publications

References 30 publications

Impact of Brand Equity Drivers on Purchase Intention: A Moderating Effect of Entrepreneurial Marketing

Impact of Brand Equity Drivers on Purchase Intention: A Moderating Effect of Entrepreneurial Marketing

Academic Roots: The Past and Present of Entrepreneurial Marketing

Entrepreneurial Marketing and Airline-Cause Sponsorship Congruence: Passenger Sponsorship Response to US-Based Full-Service Airlines

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