Full Description
This is the inaugural volume of the book series "European Marketing Academy Insights", a flagship publication of the European Marketing Academy (EMAC). This volume, which showcases top research from the EMAC Spring Conference 2025, was developed through a rigorous two-stage review process, and presents high-impact contributions under the theme "Human and Smart Marketing: Strategic Transitions in Intelligence, Sustainability, and Inclusion." Produced for both academic and practitioner audiences, it features dual abstracts, interdisciplinary perspectives, and a focus on behavior change and real-world relevance. The series reflects EMAC's commitment to global scholarly exchange and inclusivity. This first volume sets a new standard for conference-based publications, offering advanced insights into marketing technologies, customer understanding, and strategic innovation. It is a collaborative effort by leading scholars across Europe, with editorial oversight by the EMAC Insights Book Series Board.
Contents
Part 1: Strategic AI Integration and Hybrid Intelligence in Services.- Beyond adoption: A conceptual framework for integrating generative AI in organisations.- From promise to practice: perceptions and barriers to AI-Assisted services in Swiss health insurance.- Achieving more creative performance in co-creation from consumers through physical verbal personification: examination of the role of transportation and mental imagery ability.- Selling in the digital age: tailoring information to B2B buyers' situational needs.- Part 2: Pro-environmental Values and Sustainable Behaviour.- Valuing repair under cost constraints: evidence from accepted relative repair costs in Europe.- "True Price" campaigns: consumers emotions and loyalty in food retail.- Exploring consumer preferences for electric vehicle mileage tax structures.- Green to be seen? The moderating role of social visibility in personality-driven sustainable purchase intentions.- Part 3: Human-Centric Dynamics in Relationship Marketing.- How building rapport with sales personnel can lower consumers' chopping costs: the power of consumers' sustainable relationship building with sales personnel & its impact on switching cost.- Background music in retail: when taking it slow may benefit you.- The influence of perceived congruity and information processing mode on consumer response to the free gift with purchase promotions.- Part 4: Niche Segments and Market Vulnerabilities. - Understanding the role of design similarity in shaping attitudes and intentions toward dupe brands.- Blind consumers and ways forward: an up-to-date systematic literature review.- Knowledge sources and export performance: a tri-decadal perspective on the determinants of India's pharmaceutical exports.
