International Journal of Marketing, Innovation and Strategy

Editorial

Irina Saur-Amaral — 2025-04-25

In the fourth edition of our journal, we present a selection of scholarly works encompassing four traditional papers: two systematic literature reviews related to green brand equity and artificial intelligence for innovation, and two empirical papers focused on artificial intelligence and internal marketing orientation in higher education.

Kicking off this edition is the systematic literature review by Pedro Magalhães and Irina Saur-Amaral, which explores the emerging concept of Green Brand Equity (GBE). Drawing on 41 academic articles sourced from Web of Science and Scopus, the study examines the dimensions, antecedents, and impacts of GBE, namely green trust, satisfaction, and brand image, highlighting its importance in aligning environmental responsibility with competitive advantage. The authors provide both a conceptual synthesis and practical guidance, noting the detrimental effects of greenwashing and calling for more cross-cultural studies to refine the framework. Results may be useful (from a theoretical perspective) for companies committed to sustainability and reputation building in increasingly eco-conscious markets.

The second paper, by Irina Saur-Amaral, Teresa Aragonez, and João Miguel Lopes, also employs a systematic literature review methodology, focusing this time on the connection between Artificial Intelligence (AI) and innovation management in business and engineering. Analyzing 858 articles from the ISI Web of Science, the authors identify key application areas, ranging from healthcare to aerospace, and emphasize AI’s role in enhancing operational efficiency, decision-making, and sustainability. The paper maps out major research clusters and methodologies, while also raising critical issues such as data privacy, explainability, and ethical concerns. The study concludes by outlining promising directions for integrating AI with other technologies, e.g., Internet of Things, and proposes an agenda for future research.

The third contribution, authored by Bruno Costa and colleagues, explores perceptions of AI in the context of rapid technological change, combining theoretical perspectives (notably dynamic capabilities theory) with original survey data from 143 respondents. The study uses descriptive analysis and chi-square tests to examine demographic differences in AI awareness and attitudes, revealing interesting gender and cultural patterns. Results suggest a shared optimism about the role of AI in facilitating modern life, despite persistent concerns regarding job displacement, data security, and ethical implications. This paper provides a reflection on the human dimensions of technological disruption.

Closing the edition is a quantitative study by Carla Brás and Irina Saur-Amaral, which researches Internal Marketing Orientation (IMO) in a Portuguese public university. Using a validated multidimensional model and responses from 67 staff members, the authors combine regression and cluster analysis to assess perceptions of communication and responsiveness across different staff segments. Their findings identify three distinct profiles (Disconnected, Ambivalent, and Engaged) and highlight the need for differentiated communication strategies within higher education institutions. The study makes both methodological and practical contributions to internal marketing research, particularly in academic contexts where employee engagement is key to institutional performance.

We thank all contributing authors, the editorial team, reviewers, and our community for their invaluable support in shaping this third edition. We trust that these four papers will serve as a valuable resource for scholars interested in the realms of branding, internal marketing and artificial intelligence.

Happy readings!

Green Brand Equity

Pedro Miguel Magalhães — 2024-12-16

This paper presents a systematic literature review on Green Brand Equity (GBE), an emerging concept integrating sustainability and environmental responsibility within brand equity frameworks. The review synthesizes findings from 41 academic articles sourced from Web of Science and Scopus, employing a rigorous selection and filtering process. Through descriptive and qualitative analyses, this study explores the dimensions, antecedents, and impacts of GBE, including green trust, satisfaction, and brand image. Results highlight the growing academic interest in GBE since 2010, with significant increases post-2021. The study underscores GBE’s role in fostering competitive advantages, enhancing customer loyalty, and supporting sustainability goals. Additionally, it identifies the negative effects of greenwashing on consumer trust and GBE. While significant advancements are noted, the review calls for more cross-cultural and sector-specific studies to broaden GBE frameworks. These insights provide strategic guidance for businesses aiming to align environmental responsibility with market success.

Artificial Intelligence for Innovation in Business & Engineering

Irina Saur-Amaral — 2024-11-15

The increasing focus on artificial intelligence (AI) since 2023, especially due to ChatGPT, has left gaps in understanding its application and impact in research and development, as well as innovation management. This article aims to systematically analyze scholarly publications on AI and innovation, addressing questions about AI’s use, benefits, challenges, and best practices in innovation management. Utilizing a systematic literature review methodology, the study analyzes 858 articles from ISI Web of Science, filtered by business economics and engineering fields. Results show a concentration of publications in top journals, with IEEE Access leading. Content analysis highlights AI’s role in various sectors, such as healthcare and aerospace, and its contribution to operational efficiency and sustainability. The study provides insights into AI’s potential, challenges like data privacy, and future research directions focusing on ethical considerations and integration with emerging technologies.

Challenges and Opportunities of Artificial Intelligence Regarding Rapid Technological Change

Bruno Costa — 2024-12-16

Artificial Intelligence (AI) attempts to replicate human traits/capabilities through the development of computer systems, capable of performing tasks/functions that would otherwise require human intervention. There has been a tremendous increase in the use of this tool and no sign that this will change, in the near future. The purpose of this study is to analyse the challenges and opportunities of AI regarding rapid technological change. Therefore, a survey was created (143 participants) based on this theme, focusing on different perspectives by gender and nationality. Chi-square tests were performed, and through the results we concluded that there is an apparent association between gender and being informed about AI. Further support exists for the null hypothesis that there is no association between gender and being against AI. Additionally, we concluded that Portuguese, Spanish, and Italian individuals, in general, align with their perception of technological change and development (the Portuguese perhaps being humbler). Finally, more in-depth research is warranted in the AI era on whether the female gender will perhaps continue to be victim of a lack of self-confidence in the work environment and possibly feeling the “impostor syndrome”.

Understanding Internal Marketing Orientation in Higher Education

Carla Brás — 2025-04-24

This paper studies the internal marketing orientation (IMO) within a Portuguese public university, applying a validated multidimensional model comprising informal information creation, formal information creation, information dissemination, and responsiveness. Using a questionnaire-based survey which was distributed to the entire population of teaching staff, non-teaching staff and researchers at a Portuguese university, and based on a sample of 67 respondents, the study combines descriptive analysis, regression modelling, and cluster analysis to identify patterns in internal communication. The findings confirm the internal consistency of IMO dimensions and show that formal information creation significantly predicts information dissemination, while both dissemination and informal information creation positively influence perceptions of responsiveness. Using cluster analysis, we identify three distinct staff profiles (Disconnected, Ambivalent, and Engaged) with different perceptions of internal marketing. The positive effects of formal communication on dissemination are only observed among the Engaged group, suggesting that alignment with the institution moderates the impact of internal marketing efforts. These results suggest that the university should move beyond one-size-fits-all communication models and adopt differentiated, group-specific strategies. By combining psychometric measurement with staff segmentation, the study provides methodological and strategic contributions to internal marketing research and practice in university settings.