Search Results - person:"Luo, Anita"

Capturing dynamics in the value for brand recommendations from word-of-mouth conversations

Luo, Anita; Baker, Andrew M.; Donthu, Naveen - In: Journal of business research : JBR 104 (2019), pp. 247-260

Persistent link: https://www.econbiz.de/10012105018

Co-managing brand equity and customer equity

Luo, Anita; Lehmann, Donald R.; Neslin, Scott A. - In: Handbook of research on customer equity in marketing, (pp. 363-381). 2015

Persistent link: https://www.econbiz.de/10010483476

Modeling customer opt-in and opt-out in a permission-based marketing context

Kumar, V.; Zhang, Xi Alan; Luo, Anita - In: Journal of marketing research : JMR 51 (2014) 4, pp. 403-419

Persistent link: https://www.econbiz.de/10010399715

Recovering hidden buyer-seller relationship states to measure the return on marketing investment in business-to-business markets

Luo, Anita; Kumar, V. - In: Journal of marketing research : JMR 50 (2013) 1, pp. 143-160

Persistent link: https://www.econbiz.de/10009715239

Recovering Hidden Buyer-Seller Relationship States to Measure the Return on Marketing Investment in Business-to-Business Markets

Luo, Anita; Kumar, V - In: Journal of marketing research : JMR 50 (2013) 1, pp. 143-142

Persistent link: https://www.econbiz.de/10010084372

Assessing the effect of marketing investments in a business marketing context

Kumar, V.; Sriram, S.; Luo, Anita; Chintagunta, Pradeep K. - In: Marketing science : the marketing journal of the … 30 (2011) 5, pp. 924-940

Persistent link: https://www.econbiz.de/10009384003

Assessing the Effect of Marketing Investments in a Business Marketing Context

Kumar, V.; Sriram, S.; Luo, Anita; Chintagunta, Pradeep K. - In: Marketing Science 30 (2011) 5, pp. 924-940

Recent research has empirically characterized the buyer-seller relationship as dynamically evolving from one discrete state to another. Conventional wisdom would suggest that a customer in a higher relationship state that has a higher transaction value would also have greater lifetime value to...

Persistent link: https://www.econbiz.de/10010990396

Assessing the Effect of Marketing Investments in a Business Marketing Context

Kumar, V.; Sriram, S.; Luo, Anita; Chintagunta, Pradeep K. - In: Marketing science : the marketing journal of the … 30 (2011) 5, pp. 924-941

Persistent link: https://www.econbiz.de/10009343963