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Building customer-brand relationships through customer brand engagement

Kumar, Vikas - In: Journal of promotion management : innovations in … 26 (2020) 7, pp. 986-1012

Persistent link: https://www.econbiz.de/10012287157

Enhancing participation intentions in online brand communities

Kumar, Vikas - In: Marketing intelligence & planning 40 (2022) 7, pp. 898-913

Persistent link: https://www.econbiz.de/10013393592

A contextual study of the exercise of personal agency by mobile phone use

D'Souza, Darryl; Kumar, Vikas; Judge, Miriam; O'Regan, … - In: Strategic change : SC ; briefings in entrepreneurial finance 21 (2012) 5/6, pp. 285-298

Persistent link: https://www.econbiz.de/10009625552

Engaging luxury brand consumers on social media

Kumar, Vikas; Khan, Imran; Fatma, Mobin; Singh, Amrinder - In: Journal of consumer marketing 39 (2022) 1, pp. 121-132

Persistent link: https://www.econbiz.de/10013165321

Adoption of Mobile Wallets in India : An Analysis

Mittal, Saurabh - 2018

Usage of mobile phones in emerging economies presents unique opportunities to businesses. Mobile phones provide innovative solutions to online payments and in-store purchases. The acceptance of mobile payments also helps the marketers in promoting their offerings. The analysis of spends by...

Persistent link: https://www.econbiz.de/10012910568

Insight is power : understanding the terms of the consumer-firm data exchange

Krafft, Manfred; Kumar, Vikas; Harmeling, Colleen; … - In: Journal of retailing 97 (2021) 1, pp. 133-149

Persistent link: https://www.econbiz.de/10012514585

Perceived brand authenticity and social exclusion as drivers of psychological brand ownership

Kumar, Vikas; Kaushal, Vikrant - In: Journal of retailing and consumer services 61 (2021), pp. 1-10

Persistent link: https://www.econbiz.de/10012581919

Impact of marketing-mix, culture and experience as moderator to purchase intention and purchase decision for online music product in Indonesia

Kusumawati, Reni Diah; Oswari, Teddy; Yusnitasari, … - In: International journal of business innovation and … 25 (2021) 4, pp. 475-495

Persistent link: https://www.econbiz.de/10012612794

Engaging customers through brand authenticity perceptions : the moderating role of self-congruence

Kumar, Vikas; Kaushik, Arun Kumar - In: Journal of business research : JBR 138 (2022), pp. 26-37

Persistent link: https://www.econbiz.de/10013197775

Web analytics applications, opportunities and challenges to online retail in India

Kumar, Vikas; Ayodeji, Ogunmola Gabriel - In: International journal of services and operations … 41 (2022) 4, pp. 463-485

Persistent link: https://www.econbiz.de/10013257550