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Evaluating the impact of social media activities on human brand sales
Saboo, Alok R.; Kumar, V.; Ramani, Girish - In: International journal of research in marketing : IJRM ; … 33 (2016) 3, pp. 524-541
Persistent link: https://www.econbiz.de/10011596859
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Diagnosing brand performance : accounting for the dynamic impact of product availability with aggregate data
Shah, Denish; Kumar, V.; Zhao, Yi - In: Journal of marketing research : JMR 52 (2015) 2, pp. 147-165
Persistent link: https://www.econbiz.de/10010526579
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Investigating how word-of-mouth conversations about brands influence purchase and retransmission intentions
Baker, Andrew M.; Donthu, Naveen; Kumar, V. - In: Journal of marketing research : JMR 53 (2016) 2, pp. 225-239
Persistent link: https://www.econbiz.de/10011485337
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Ritualization : a strategic tool to position brands in international markets
Sharma, Amalesh; Kumar, V.; Borah, Sourav Bikash - In: Journal of international marketing 25 (2017) 2, pp. 1-24
Persistent link: https://www.econbiz.de/10011709603
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Global customer engagement
Gupta, Shaphali; Pansari, Anita; Kumar, V. - In: Journal of international marketing 26 (2018) 1, pp. 4-29
Persistent link: https://www.econbiz.de/10011848792
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Managing customers for profit : strategies to increase profits and build loyalty
Kumar, V. - 2008 - 1. ed., 1. print.
customer profitability -- Managing loyalty and profitability simultaneously -- Optimal allocation of resources across marketing …
Persistent link: https://www.econbiz.de/10003497231
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Optimal customer relationship management using Bayesian decision theory : an application for customer selection
Venkatesan, Rajkumar; Kumar, V.; Bohling, Timothy - In: Journal of marketing research : JMR 44 (2007) 4, pp. 579-594
Persistent link: https://www.econbiz.de/10003569723
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Perceived risk, product returns, and optimal resource allocation : evidence from a field experiment
Petersen, J. Andrew; Kumar, V. - In: Journal of marketing research : JMR 52 (2015) 2, pp. 268-285
Persistent link: https://www.econbiz.de/10010526553
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Assessing the influence of economic and customer experience factors on service purchase behaviors
Kumar, V.; Umashankar, Nita; Kim, Kihyun Hannah; … - In: Marketing science : the marketing journal of the … 33 (2014) 5, pp. 673-692
Persistent link: https://www.econbiz.de/10010468408
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Customer engagement and marketing practice
Kumar, V. - In: Handbook of research on customer engagement, (pp. 4-19). 2019
Persistent link: https://www.econbiz.de/10013163341