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What brand do I use for my new product? : the impact of new product branding decisions on firm value
Kovalenko, Larisa; Sorescu, Alina; Houston, Mark B. - In: Journal of the Academy of Marketing Science 50 (2022) 2, pp. 338-365
Persistent link: https://www.econbiz.de/10012819760
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Marketing in the sharing economy
Eckhardt, Giana M.; Houston, Mark B.; Jiang, Baojun; … - In: Journal of marketing 83 (2019) 5, pp. 5-27
Persistent link: https://www.econbiz.de/10012176084
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Commentary: the twilight of brand and consumerism? : digital trust, cultural meaning, and the quest for connection in the sharing economy
Sundararajan, Arun - In: Journal of marketing 83 (2019) 5, pp. 32-35
Persistent link: https://www.econbiz.de/10012176112
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Consumer job journeys
Bettencourt, Lance A.; Harmeling, Colleen; … - In: Journal of service research 25 (2022) 3, pp. 347-370
Persistent link: https://www.econbiz.de/10013395966
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Platform exploitation : when service agents defect with customers from online service platforms
Zhou, Qiang; Allen, B. J.; Gretz, Richard T.; Houston, … - In: Journal of marketing 86 (2022) 2, pp. 105-125
Persistent link: https://www.econbiz.de/10013258793
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Halo or cannibalization? : how new software entrants impact sales of incumbent software in platform markets
Allen, B. J.; Gretz, Richard T.; Houston, Mark B.; … - In: Journal of marketing 86 (2022) 3, pp. 59-78
Persistent link: https://www.econbiz.de/10013258849
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Why customers build relationships with companies - and why not
Hennig-Thurau, Thorsten; Gwinner, Kevin P.; Gremler, … - In: Relationship marketing : gaining competitive advantage …, (pp. 369-391). 2000
Persistent link: https://www.econbiz.de/10001456734
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Kundenartikulationen im Internet : virtuelle Meinungsplattformen als Herausforderung für das Marketing
Hennig-Thurau, Thorsten; Hansen, Ursula - In: Die Betriebswirtschaft : DBW 61 (2001) 5, pp. 560-580
Persistent link: https://www.econbiz.de/10001617863
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Wenn Konsumenten verwirrt sind : empirische Analyse der Wirkungen eines vernachlässigten Konstruktes
Walsh, Gianfranco; Hennig-Thurau, Thorsten - In: Marketing : ZFP ; journal of research and management 24 (2002) 2, pp. 95-109
Persistent link: https://www.econbiz.de/10001675495