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Revisiting the satisfaction-loyalty relationship : empirical generalizations and directions for future research

Kumar, V.; Pozza, Ilaria Dalla; Ganesh, Jaishankar - In: Journal of retailing 89 (2013) 3, pp. 246-262

Persistent link: https://www.econbiz.de/10009781857

Interaction orientation and firm perfomance

Ramani, Girish; Kumar, V. - In: Journal of marketing 72 (2008) 1, pp. 27-45

Persistent link: https://www.econbiz.de/10003642959

Defining, measuring, and managing business reference value

Kumar, V.; Petersen, J. Andrew; Leone, Robert P. - In: Journal of marketing 77 (2013) 1, pp. 68-86

Persistent link: https://www.econbiz.de/10009725654

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

Driving profitability by encouraging customer referrals : who, when, and how

Kumar, V.; Petersen, J. Andrew; Leone, Robert P. - In: Journal of marketing 74 (2010) 5, pp. 1-17

Persistent link: https://www.econbiz.de/10009237718

Creating a measurable social media marketing strategy : increasing the value and ROI of intangibles and tangibles for Hokey Pokey

Kumar, V.; Bhaskaran, Vikram; Mirchandani, Rohan; Shah, … - In: Marketing science : the marketing journal of the … 32 (2013) 2, pp. 194-212

Persistent link: https://www.econbiz.de/10009736695

Customer Engagement Marketing

Palmatier, Robert W. (ed.); Kumar, V. (ed.); … - 2018

This book provides a synthesis of research perspectives on customer engagement through a collection of chapters from thought leaders. It identifies cutting-edge metrics for capturing and measuring customer engagement and highlights best practices in implementing customer engagement marketing...

Persistent link: https://www.econbiz.de/10012396394

Customer engagement marketing

Palmatier, Robert W. (ed.); Kumar, V. (ed.); … - 2018

Persistent link: https://www.econbiz.de/10011671138

The role of marketer-generated content in customer engagement marketing

Meire, Matthijs; Hewett, Kelly; Ballings, Michel; Kumar, V. - In: Journal of marketing 83 (2019) 6, pp. 21-42

Persistent link: https://www.econbiz.de/10012176245

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