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Bridging the marketing-finance divide : use of customer voice in managerial decision-making

Saxena, Deepak; Brady, Mairead; Lamest, Markus; … - In: Qualitative market research : an international journal 25 (2022) 3, pp. 361-382

Persistent link: https://www.econbiz.de/10013380482

A model of consumer engagement in a virtual customer environment

Claffey, Ethel; Brady, Mairead - In: Journal of customer behaviour 13 (2014) 4, pp. 325-346

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Examining consumers' motivations to engage in firm-hosted virtual communities

Claffey, Ethel; Brady, Mairead - In: Psychology & marketing 34 (2017) 4, pp. 356-375

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Technological Innovation and the Use of RFID at the Consumer Interface - A Three-Tiered Hierarchy of Benefits Perspective

Brady, Mairead - 2014

Radio Frequency Identification (RFID) has become one of the latest buzzwords in marketing, with the technology set to potentially create an Internet of Things which could revolutionize the way we live. However, RFID is not a new technology, and while it has been available commercially since the...

Persistent link: https://www.econbiz.de/10012709490

An empirical study of the impact of consumer emotional engagement and affective commitment in firm-hosted virtual communities

Claffey, Ethel; Brady, Mairead - In: Journal of marketing management : JMM ; journal of the … 35 (2019) 11/12, pp. 1047-1079

Persistent link: https://www.econbiz.de/10012178605

Teenagers' moral advertising literacy in an influencer marketing context

Sweeney, Emma; Lawlor, Margaret-Anne; Brady, Mairead - In: International journal of advertising : the review of … 41 (2022) 1, pp. 54-77

Persistent link: https://www.econbiz.de/10013167383