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Using a Customer-Level Marketing Strategy to Enhance Firm Performance: A Review of Theoretical and Empirical Evidence
Kumar, V.; Petersen, J.Andrew - In: Journal of the Academy of Marketing Science 33 (2005) 4, pp. 504-519
Persistent link: https://www.econbiz.de/10006149566
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The role of university research centers in promoting research
Kumar, V. - In: Journal of the Academy of Marketing Science 45 (2017) 4, pp. 453-458
Persistent link: https://www.econbiz.de/10011737446
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Research framework, strategies, and applications of intelligent agent technologies (IATs) in marketing
Kumar, V.; Dixit, Ashutosh; Javalgi, Rajshekar G.; … - In: Journal of the Academy of Marketing Science 44 (2016) 1, pp. 24-45
Persistent link: https://www.econbiz.de/10011434877
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Customer engagement in service
Kumar, V.; Rajan, Bharath; Gupta, Shaphali; Dalla … - In: Journal of the Academy of Marketing Science 47 (2019) 1, pp. 138-160
Persistent link: https://www.econbiz.de/10011996790
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Driving growth of Mwallets in emerging markets : a retailer's perspective
Kumar, V.; Nim, Nandini; Sharma, Amalesh - In: Journal of the Academy of Marketing Science 47 (2019) 4, pp. 747-769
Persistent link: https://www.econbiz.de/10012107310
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Accessing the influence of strategic marketing research on generating impact : moderating roles of models, journals, and estimation approaches
Kumar, V.; Sharma, Amalesh; Gupta, Shaphali - In: Journal of the Academy of Marketing Science 45 (2017) 2, pp. 164-185
Persistent link: https://www.econbiz.de/10011658048
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Synergistic effects of social media and traditional marketing on brand sales : capturing the time-varying effects
Kumar, V.; Paulich, Brianna JeeWon; Greene, Mallik - In: Journal of the Academy of Marketing Science 45 (2017) 2, pp. 268-288
Persistent link: https://www.econbiz.de/10011658080
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Getting more likes : the impact of narrative person and brand image on customer-brand interactions
Chang, Yaping; Li, You; Yan, Jun; Kumar, V. - In: Journal of the Academy of Marketing Science 47 (2019) 6, pp. 1027-1045
Persistent link: https://www.econbiz.de/10012153432
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Customer engagement : the construct, antecedents, and consequences
Pansari, Anita; Kumar, V. - In: Journal of the Academy of Marketing Science 45 (2017) 3, pp. 294-311
Persistent link: https://www.econbiz.de/10011684964
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Do loyal customers really pay more for services?
Umashankar, Nita; Bhagwat, Yashoda; Kumar, V. - In: Journal of the Academy of Marketing Science 45 (2017) 6, pp. 807-826
Persistent link: https://www.econbiz.de/10011779520