Marketing Commons^™

Refereed Research - Indispensable Yet Not Fully Legitimate: Street Markets As Invisible Subsistence Infrastructure, Raji Srinivasan, Maria C. Merino

Subsistence Marketplaces

Street markets are key provisioning systems across the Global South, supplying fresh food, employment, and retail access absent formal infrastructure. Yet despite street markets’ functional indispensability to millions of low-income consumers, their legitimacy is chronically contested, affirmed by vendors and communities yet challenged by planners, developers, and state authorities who apply formal-economy criteria in evaluating them. We theorize this as a legitimacy paradox and ask what structural mechanisms sustain it? Using composite vignettes grounded in fieldwork, we theorize three mechanisms. First, visibility without recognition: street markets are hyper-visible yet excluded from cognitive templates of legitimate, formal retail. Second, asymmetric essentiality: …

When Loyalty Intentions Fail: Evidence On The Intention–Behaviour Gap And Customer Retention In Mobile Telecommunications, Danilo Tomšič

Economic and Business Review

This paper quantifies and explains the consumer intention–behaviour gap in mobile telecommunications and shows how it matters for competitive resource allocation. Using a two-wave longitudinal survey of 4887 consumers, I compare stated switching intentions at time t with self-reported provider choice at t + 1 and identify a 15.4% divergence comprising two forms: nonswitching intenders (consumers who intended to switch but did not) and switching nonintenders (consumers who did not intend to switch but did). Binary logistic models reveal temporal asymmetry in determinants. Among nonswitching intenders, higher baseline loyalty (satisfaction, repeat-choice commitment, and recommendation intention) lowers the likelihood of remaining …

Beyond The Shelf: How Reallocating Shelf Space To Emerging Brands Enhances Store Performance Through Dynamic Brand-Level Effects, Jesse Core, Ho Kim

Journal of Applied Marketing Theory

This study examines the effects of reallocating shelf space from established to emerging brands in the flavored malt beverage category, a fast-moving, impulse-driven product category. Using a 13-week field experiment in 16 U.S. grocery stores (six treated, ten control), we reallocated one shelf facing from an established to an emerging brand for four weeks before reverting the shelves to their original configuration. Then we analyzed weekly SKU-level data on sales with fixed-effects panel regressions. Results show that the shelf-space reallocation increased category sales by 21.2% during treatment and 27.6% after reversion, revealing persistent gains. At the brand level, emerging brands …

The Effect Of Weather On The Value Of Home Attributes, Jason Beck

Atlantic Marketing Association Proceedings

No abstract provided.

Nfts And The Value Of Provenance On Digital Art, Jessica Scheld, Pamila Dembla, Stef Nicovich

Atlantic Marketing Association Proceedings

No abstract provided.

Benchmarking Digitalized Innovation In Business Strategy Across Msmes, Shyam Sundar. S, Uma Raman. M, Shanmuga Priya. G, C. M. Sudha Arogya Mary

Markets, Globalization & Development Review

The contemporary globally interconnected economy is fundamentally changing international trade and opening up new prospects for businesses, particularly Micro, Small, and Medium-Sized Enterprises (MSMEs). The basic concept of global business is changing in the modern world due to the digital environment. To preserve their competitive advantage both domestically and internationally, businesses must look for new opportunities. Since the usage of digital technology is causing entrepreneurial processes to become more fluid and irregular over time and space, our research chose a conceptual approach to examine how the digitalization of MSMEs would benefit decision-makers in global organizations. Using a conceptual approach, as …

Accounting For Non-Monetary Exchange: A Systematic Review Of Barter Literature From Colonial Ledgers To Digital Economies, Christian Timotius Peilouw, Unti Ludigdo, Imam Subekti, Yeney Widya Prihatiningtias

Markets, Globalization & Development Review

Non-monetary exchange systems persist throughout human history, challenging assumptions about monetary dominance and revealing fundamental limitations in conventional accounting frameworks. This systematic literature review examines how accounting practices adapt to and shape non-monetary exchange across diverse historical and contemporary contexts, investigating patterns in accounting practices, challenges to conventional theory, and implications for economic resilience. Following PRISMA guidelines, the review analyzed 28 peer-reviewed articles from 1979 to 2025 identified through Scopus database searches combining barter-related and accounting terms. The analysis reveals four major themes: historical foundations showing sophisticated proto-banking systems in colonial America that operated without currency; crisis-driven alternatives demonstrating how …

Engaging Young People In Sustainable Finance: Opening Up Opportunities For Transformation, Allison Guerette

Markets, Globalization & Development Review

The field of sustainable finance could benefit from more meaningful engagement with young people, who offer a unique perspective and have a vested interest in addressing climate change and other global issues that will shape their future. In this post-qualitative study, three young people document what they see, hear, and experience as they attend a symposium for experts on sustainable finance and environmental, social, and governance (ESG) investing. These raw tellings are used in the cocreation of a youth sustainable finance assemblage and analysis tool, which the young people then apply to the Return on Sustainable Investment (ROSI™) methodology. Relationality, …

The Globe Spins Faster; We Keep Providing Clearer Interpretive Snapshots, Nikhilesh Dholakia, Zeynep Ozdamar Ertekin, Delphine Godefroit-Winkel

Markets, Globalization & Development Review

No abstract provided.

Examining Factors Influencing Customer Loyalty In Omnichannel Retailing: The Mediating Role Of Customer Experience, Min Xiuxia

Student Works (2020-2029)

Research aims: This study aims to investigate factors that influence customer loyalty in omnichannel retailing and mediating role of customer experience. It also examining an impact of customer engagement on customer loyalty within the omnichannel context. Design/Methodology/Approach: A quantitative research design was employed using a structured online questionnaire distributed to consumers in Malaysia who had purchased from the same retail brand through both online and offline channels. Data were analysed using Smart PLS (Partial Least Squares) Structural Equation Modelling (PLS-SEM) to test the hypothesised relationships among omnichannel characteristics, individual characteristics, customer experience, customer engagement and customer loyalty. Research findings: The …

Unpacking Low Glycaemic Index (Gi) Food Purchase Intentions In An S-O-R Framework: The Multidimensional Moderating Roles Of Consumer Knowledge And Trust, Cao Henglei

Student Works (2020-2029)

Research aim: Examine Malaysian consumers’ decisions to purchase low-GI foods using the S–O–R framework, while considering how knowledge and trust shape these decisions. Design/Methodology/Approach: A quantitative survey was conducted among 302 Malaysian consumers, with data analysed via confirmatory factor analysis, structural equation modelling, and moderation analysis. Research findings: Attitudes toward low-GI foods are shaped by health consciousness, environmental concern, and social influence, but not price perception. Purchase intention is directly influenced by trust, with moderation observed only for subjective knowledge. Theoretical contribution/Originality: Extends the S–O–R framework through differentiating knowledge type and clarifying the role of trust in low-GI food consumption. …

Engaging Stakeholders To Build, Sustain, And Grow Responsible Business: Some Frameworks, Meena Raghunathan, Kara Li Liu

Markets, Globalization & Development Review

This is a follow-up Dialogue commentary to the MGDR publication:

Raghunathan, Meena and Liu, Kara Li (2024) "Moving from ‘Managing Stakeholders’ to ‘Managing for Stakeholders’: The Imperative for Responsible Business," Markets, Globalization & Development Review: Vol. 9: No. 3, Article 4.
DOI: 10.23860/MGDR-2024-09-03-04
Available at: https://digitalcommons.uri.edu/mgdr/vol9/iss3/4.

In this commentary, the concepts of stakeholder approach to management is expanded and deepened.

Ethics, Social Responsibility, Sustainable Developmental Goals, Economic Development Strategies: Need Is Stronger Than Ever, Nikhilesh Dholakia, Zeynep Ozdamar Ertekin, Delphine Godefroit-Winkel

Markets, Globalization & Development Review

No abstract provided.

At The Crossroads: Ryan Coogler’S Metaphysical Meditation On Blues Music’S Power Of Salvation And The Terror Of Racial Predation In “Sinners”, Terri Bowles

Markets, Globalization & Development Review

In Sinners (2025), written and directed by Ryan Coogler, intercultural histories of music, religion and oral tradition inform a modern and complex horror tale confronting the terror of Jim Crow in the post–World War I Mississippi Delta. The film, starring frequent Coogler collaborator and muse Michael B. Jordan as twin war veterans out to reestablish their lives as juke joint owners, coalesces themes of economic repression, racial voyeurism, and secular and religious entanglements with cinematic horror allegories of objectification, consumption and possession. This review explores the film’s tense and violent examination of these themes and the lived and imagined spaces …

A Time Of Transition: Globally And At Mgdr, Nikhilesh Dholakia, Deniz Atik, Zeynep Ozdamar Ertekin, Delphine Godefroit-Winkel

Markets, Globalization & Development Review

No abstract provided.

Investigating The Relationship Between Noun Classes And Plant Folk Taxonomy In Chasu Language Of Kilimanjaro Region In Tanzania, Peter Rabson Mziray

Journal of Humanities and Social Sciences

The current study investigates the relationship between noun classes and plant folk taxonomy in Chasu (G 22). The study focuses on two objectives: the first objective is to describe the plant folk taxonomy in Chasu and the second objective is to determine the relationship between noun classes and plant folk taxonomy in Chasu. Data were collected from rural villages in Same and Mwanga districts by using free listing, field interviews (jungle-walk-and-identify), and written texts containing Chasu plant names. The findings reveal that Chasu folk taxonomy reflects different ethnobotanical categories; including a unique beginner which is mmea/mimea ‘plant(s)’, and three life …

Sustainable Consumption Under Structural Constraint: Insights From Indigenous Communities On The Great Plains, Glen Marshall, Rand Wergin

Mountain Plains Business Conference

Resource-constrained communities, particularly Indigenous and remote communities, remain critically understudied in the business literature despite persistent socioeconomic challenges. This study employs a mixed-methods approach to explore barriers to sustainable consumption in these resource-limited contexts. It examines consumer attitudes toward sustainability and identifies key barriers to sustainable consumption. Understanding these barriers is crucial for entrepreneurs seeking profitable and socially beneficial ventures, as well as for policymakers designing social or economic initiatives. This research provides actionable insights for tribal governments, business professionals, policymakers, and others seeking to promote sustainable economic growth, community health, and positive externalities in underserved communities.

Factors Influencing Digital Technology Adoption And Use Among Msmes In Indonesia, Andry Manodotua Panjaitan, Niko Sudibjo, Cahya Pulupi Meilani

DLSU Business & Economics Review

The purpose of this study is to see how attitudes toward behavior, subjective norms, and digital technology literacy affect adoption intentions and their impact on digital technology usage behavior in small and medium enterprises in Indonesia. This study used 532 MSME samples and tested them using SEM PLS analysis. The test findings showed that eight proposed hypotheses were accepted, and one was rejected. Digitally literate MSME owners and leaders can increase market awareness and set clear digital transformation goals for their companies. Furthermore, with government support for technology in MSMEs, digital technology is expected to be used not just for …

Decomposing Crowding Out Effect In The Philippines: Leveraging Fiscal Policy To Drive Inclusive Growth, John Paolo R. Rivera, Mary Grace R. Agner, Viory Yvonne T. Janeo, John Angelo F. Cristobal

DLSU Business & Economics Review

Fiscal stimulus programs have substantively kept the Philippine economy afloat during crises and in facilitating recovery. In pursuing steeper growth, there is a tendency to harness fiscal policy at the expense of crowding out private investment and consumption, which defeats the ultimate purpose of such policy. Using time series analysis, we assess the degree of crowding out effect in the Philippines and its implications for the effectiveness of fiscal policy as a macroeconomic stabilization and growth driver tool. Although scholarly literature has used aggregate government spending in probing the existence of a crowding out effect on aggregate investment and consumption …

Multifaceted Skepticism: A Comprehensive Approach In Auditing Practice, Ida Ayu Budhananda Munidewi, Unti Ludigdo, Ali Djamhuri, Wuryan Andayani

DLSU Business & Economics Review

This research uses a modified grounded theory approach to understand the behavior of auditors in Indonesia who have an Eastern cultural background in applying professional skepticism. The research results reveal that auditor behavior in practice applies multifaceted skepticism. Multifaceted skepticism refers to the idea that professional skepticism in auditing is not a one-dimensional approach. That recognizes the complexity of the audit environment and the need for auditors to consider various factors when applying their skepticism. Multifaceted skepticism brings us to a less simplistic view of professional skepticism, which until now has only been seen as an on-or-off switch. Instead, this …

Social Message In Advertising And Social Change: An Empirical Investigation Of Relationships, Iqra Manzoor, Zia- Ul-Haq

DLSU Business & Economics Review

This study was carried out to investigate consumer behavior toward advertisements that convey social messages. Not many studies have focused on the social message in ads and the subjective well-being of customers regarding such ads. To study this gap, the paper examined the relationship between (a) the attitude towards the ad with a social message and the purchase intention of the consumer and (b) the purchase intention of the consumer and their subjective well-being. Structural equation modeling (SEM) was used to study the interrelationships within the proposed model. The data was collected through an experiment and qualitative survey among university …

Leveraging Capital Structures Of Philippine Publicly Listed Companies, Michael Angelo A. Cortez

DLSU Business & Economics Review

In this study, I revisit the determinants of corporate capital structures of publicly listed businesses in the Philippines, emphasizing major characteristics previously identified in academic literature, including tangibility, profitability, company size, non-debt tax shields, and growth. I investigate how companies’ financial actions correspond with or deviate from traditional capital structure theories within the context of the Philippine economy’s reliance on short-term, high-cost lending and its evolving capital market. Using a descriptive-exploratory approach to analyze 210 observations from 21 businesses listed on the Philippine Stock Exchange from 2014 to 2023, I performed a quantitative analysis of construct relationship using cross-sectional generalized …

Examining The Volunteering Behavior Of Filipino Youth Using The Extended Theory Of Planned Behavior, Reynaldo B. Bautista, Christine Joy A. Ballada, Joy Rabo

DLSU Business & Economics Review

Young people are vital human resources who can significantly contribute to social change through volunteerism. This study sought to examine Filipino youth’s volunteering behavior using an extended theory of planned behavior with behavioral modeling by family and peers as additional antecedents of volunteering intention. Participants in this study were undergraduate students of De La Salle University – Manila. A total of 438 students (60% female, 39% male, and 1% preferring not to say) aged 17 to 23 years old (M = 19.60 years, SD = 1.12) participated in the study. The scales were found to have good internal consistency reliability. …

Determinants Of Bangladeshi Banking Inefficiency: Do Non-Performing Loans And Basel Iii Affect Banking Inefficiency?, Mohammad Abdul Matin Chowdhury, S. M. Shamsul Alam, Wan Rohaida Wan Husain, Rafikul Islam, Anwar Hossain

DLSU Business & Economics Review

The efficiency of commercial banking is a crucial determinant of the longevity of the financial system. High credit risk is a significant feebleness that leads to high non-performing loans (NPLs), which reduce banking efficiency in any economy. In this context, this study aims to identify the determinants of banking inefficiency in Bangladesh. The Data Envelopment Analysis (DEA) technique was employed to measure banking efficiency, whereas TOBIT regression was performed to identify the determinants of inefficiency of 38 commercial banks from 2016–2022. Findings demonstrated size, ownership structure and orientation, capital structure regulations (BASEL III), GDP growth, and inflation as significant determinants …

Budget Deficit Spending Causes Inflation, Roberto B. Raymundo, Paulynne J. Castillo

DLSU Business & Economics Review

Using the Cochrane-Orcutt iterative procedure, the paper provides strong statistical evidence that inflation is a monetary phenomenon caused by budget deficit spending when the central bank buys government debt. Regression results validate that increasing budget deficits lead to the issuance of more debt securities the central bank uses to back the creation of new money. The central bank purchases government securities from commercial banks to implement expansionary monetary policy. The increase in money supply is not possible without the issuance of government debt securities, which, in turn, is only undertaken by the Bureau of Treasury when it finances budget deficits. …

Editor's Note, Marites Tiongco

DLSU Business & Economics Review

No abstract provided.

The Implications Of Religiosity And Complementary Determinants On The Repurchase Intention Of Halal-Certified Food In Indonesia 2024, Jihan Luthfiyyah Siregar, Nurdin Sobari

ASEAN Marketing Journal

Manuscript Type: Research Article.

Research Aims: This study applies the Theory of Planned Behavior (TPB) framework to examine the impact of religiosity on repurchase intentions for halal-certified food, incorporating factors such as subjective norms, awareness, trust, halal knowledge, halal certification, and perceived behavioral control.

Design/Methodology/Approach: Data were collected from 472 respondents through a purposive sampling survey in Indonesia, and analyzed using Structural Equation Modeling (SEM) with SmartPLS v.3.2.9.

Research Findings: A total of 20 hypotheses were tested. The findings reveal that religiosity influences the mediators—halal knowledge, halal certification, subjective norms, and perceived behavioral control—which, in turn, shape attitudes and stimulate …

Customer Lifetime Value: Dimensionalities And Conceptual Connections, Sharmistha Bhattacharyya, Mrinmoy Kumar Sarma

Markets, Globalization & Development Review

Customer Lifetime Value (CLV) has a strong relationship to customer satisfaction and firm profitability . This review indicates that once such a relationship is developed and cemented, multiple benefits accrue to the brand and the firm. The review lays the groundwork for further studies of CLV, especially in the emerging economies.

Global Trends In Youth Employment: Key Statistics And Cultural Commentary, Anatolii Mazaraki, Tetiana Melnyk, Oksana Losheniuk

Markets, Globalization & Development Review

The issue of youth employment receives constant attention of global organizations, governments, and researchers. Young people have the potential to positively reshape the national and global economies. Furthermore, the youth also constantly reshape the social, cultural, technological, and political environments. Global unemployment rate among youth, however, is three times higher than among older workers. In 2023, one in five young people did not work, study, or acquire professional skills. The negative factors of the Ukrainian youth labor market have been significantly exacerbated by the war, which has caused an economic crisis in the country, a huge migration of young people, …

Institutions: Facilitators Or Detractors Of Development?, Nikhilesh Dholakia, Deniz Atik, Zeynep Ozdamar Ertekin, Delphine Godefroit-Winkel

Markets, Globalization & Development Review

No abstract provided.