International Journal of Export Marketing (3 papers in press)

Regular Issues

• Comparative analysis of branding and segmentation strategies in the cruise and it industries: insights and opportunities  
  by Henrik G.S. Arvidsson 
  Abstract: This study examines the branding and segmentation strategies of the cruise and IT industries, highlighting their unique approaches and shared priorities. Through qualitative analysis of industry professionals, it explores how emotional and functional branding strategies shape consumer engagement, with sustainability emerging as a critical unifying theme. The findings reveal that the cruise industry relies on emotional branding and traditional segmentation frameworks, while the IT sector adopts functional branding and data-driven segmentation. Notably, sustainability initiatives are positioned as both operational imperatives and strategic branding tools, influencing consumer perceptions and decision-making processes. This research contributes to academic discourse by extending hedonic consumption and service-dominant logic, demonstrating the transformative potential of integrating emotional and functional branding. Additionally, it introduces a cross-industry collaboration framework, offering actionable insights for practitioners and new avenues for academic inquiry. By bridging theoretical gaps and identifying synergies between these distinct sectors, the study advances understanding of branding, segmentation, and sustainability in a rapidly evolving business landscape.
  Keywords: branding; segmentation; cruise industry; it sector; marketing strategies; sustainability; innovation; customer loyalty.
  
  
• Engaging consumer segments: a comparative analysis of branding strategies targeting younger vs. older audiences in the information technology industry  
  by Henrik G.S. Arvidsson 
  Abstract: This article examines generational differences in brand perception and engagement strategies within the information technology (IT) sector. Using a mixed-methods design, the study integrates thematic analysis of 30 qualitative interviews with survey data from 300 respondents across five professional sectors. Distinct patterns emerge in how younger (under 30) and older (30+) consumers interact with brands, build trust, and assess authenticity. Younger cohorts prioritise social responsibility, innovation, and emotional alignment, while older consumers emphasise reliability, heritage, and consistent service quality. These preferences are shaped by differing attitudes toward technology, communication channels, and data privacy. The study also highlights the growing role of AI-driven interfaces in branding, particularly among younger users. By linking recent literature with empirical findings, the paper addresses underexplored aspects of generational segmentation in IT branding. It concludes with strategic recommendations for marketers seeking to build cross-generational resonance in digitally mediated brand environments.
  Keywords: branding strategies; generational marketing; consumer engagement; digital branding; IT industry; artificial intelligence; virtual reality; brand loyalty; social responsibility; brand heritage.
  
  
• Pricing strategies in the Indian granite export industry: determinants, market effectiveness, and post-pandemic implications  
  by Karpagavalli Gurusamy, Nandini Shivananjappa 
  Abstract: The competitive landscape of Indias granite export industry requires a well-defined pricing strategy for survival. This study addresses a significant research gap by delving into the pricing tactics employed by major Indian granite exporters. Employing a descriptive approach, the research employed surveys and analytical methods including cross-tabulation, chi-square tests, and ANOVA to elucidate correlations between the selected variables. Variables such as granite type, perceived quality, and external influencers play pivotal roles in customers decisions. Evaluation of price vis-a-vis alternatives often steers buyers towards a willingness to pay premiums. The research underscores the dynamics impacting the pricing strategies and consumer inclinations within the Indian granite business. Descriptive statistics unveil noteworthy trends, highlighting strong participation from Vietnam and UAE. Globally, countries like Vietnam, China, the USA, and Turkey favoured price, while the UAE prioritised product quality. These findings contribute comprehensive insights into pricing tactics and consumer behaviour, crucial for navigating this competitive market.
  Keywords: pricing strategies; priority pricing; perceived quality; competitive strategies; purchase decisions.
  DOI: 10.1504/IJEXPORTM.2025.10072812