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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

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

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

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

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

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

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

Establishing brand equity among business-to-business referral sources in the emerging markets : the case of specialty medical practice

Kumar, V.; Cohen, Greg S.; Rajan, Bharath - In: Industrial marketing management : the international … 51 (2015), pp. 26-34

Persistent link: https://www.econbiz.de/10011422687

Valuing Customer Engagement : Strategies to Measure and Maximize Profitability

Kumar, V. - 2024 - 2nd ed. 2024.

1.Overview of Customer Engagement -- 2. Customer Valuation Theory -- 3. Customer Engagement Value -- 4. Brand: “What Do … You Think of Me?” -- 5. How Much are your Customers Worth? -- 6. When Brand Value Meets Customer Value -- 7. What’s the …

Persistent link: https://www.econbiz.de/10014475009

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