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Characteristics of successful employer brands

Moroko, Lara; Uncles, Mark D. - In: The journal of brand management : an international journal 16 (2008/09) 3, pp. 160-175

Persistent link: https://www.econbiz.de/10003790470

Employer branding and market segmentation

Moroko, Lara; Uncles, Mark D. - In: The journal of brand management : an international journal 17 (2009/10) 3, pp. 181-196

Persistent link: https://www.econbiz.de/10003930095

Capturing value from non-paying consumers' engagement behaviours : field evidence and development of a theoretical model

Groeger, Lars; Moroko, Lara; Hollebeek, Linda D. - In: Journal of strategic marketing 24 (2016) 3/4, pp. 190-209

Persistent link: https://www.econbiz.de/10011591911

Customer orientation : its surprising origins, tumultuous development and place in the future of marketing thought and practice

Duffy, Sarah; Bruce, Kyle; Moroko, Lara; Groeger, Lars - In: Australasian marketing journal 28 (2020) 4, pp. 181-188

Persistent link: https://www.econbiz.de/10012429450

Capturing Value from Non-Paying Consumers’ Engagement Behaviours : Field Evidence and Development of a Theoretical Model

Groeger, Lars; Moroko, Lara; Hollebeek, Linda - 2015

The emerging ‘customer engagement behaviour’ (CEB) literature predominantly discusses behaviours displayed by paying customers. However, the rise of free offerings, including free product trials, generates a need for re-examining the relevance of the existing paradigm based on paying...

Persistent link: https://www.econbiz.de/10014133737