Forthcoming and Online First Articles

International Journal of Export Marketing

International Journal of Export Marketing (IJExportM)

Forthcoming articles have been peer-reviewed and accepted for publication but are pending final changes, are not yet published and may not appear here in their final order of publication until they are assigned to issues. Therefore, the content conforms to our standards but the presentation (e.g. typesetting and proof-reading) is not necessarily up to the Inderscience standard. Additionally, titles, authors, abstracts and keywords may change before publication. Articles will not be published until the final proofs are validated by their authors.

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International Journal of Export Marketing (One paper in press)

Regular Issues

  • Comparative analysis of branding and segmentation strategies in the cruise and it industries: insights and opportunities   Order a copy of this article
    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.

 

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