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Drivers of channel equity : linking strategic marketing decisions to market performance
Mathur, Manisha - In: The marketing review 13 (2013) 4, pp. 393-414
Persistent link: https://www.econbiz.de/10010346373
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Leveraging social media-based determinants to build customer-based brand equity of a retailer
Mathur, Manisha - In: The international review of retail, distribution and … 28 (2018) 5, pp. 554-575
Persistent link: https://www.econbiz.de/10011988220
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Digitalization's impact on work culture
Mathur, Manisha - In: Radical reorganization of existing work structures …, (pp. 97-115). 2018
Persistent link: https://www.econbiz.de/10011787244
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Quantifying the long-term effect of social media
Mathur, Manisha - In: International journal of internet marketing and … 12 (2018) 1, pp. 19-39
Persistent link: https://www.econbiz.de/10011859030
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Improving the value of the retailer brand through social media equity
Mathur, Manisha - In: The journal of brand management : an international journal 27 (2020) 5, pp. 508-530
Persistent link: https://www.econbiz.de/10012297815
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Building brand advocacy on social media to improve brand equity
Mathur, Manisha - In: International journal of electronic marketing and … 10 (2019) 2, pp. 150-172
Persistent link: https://www.econbiz.de/10012037002
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Where is the security blanket? : developing social media marketing capability as a shield from perceived cybersecurity risk
Mathur, Manisha - In: Journal of promotion management : innovations in … 25 (2019) 2, pp. 200-224
Persistent link: https://www.econbiz.de/10012179020
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Social-relational capabilities : strategic transformation of brand resources to increase brand equity
Mathur, Manisha - In: The international review of retail, distribution and … 34 (2024) 1, pp. 73-103
Persistent link: https://www.econbiz.de/10014558993
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Who pulls the strings : firm strategy or firm environment in controlling firm risk?
Mathur, Manisha - In: Journal of marketing analytics : JMA 10 (2022) 4, pp. 341-359
Persistent link: https://www.econbiz.de/10013463820
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Antecedents to the Justification of Norm Violating Behavior Among Business Practitioners
Vitell, Scott; Keith, Megan; Mathur, Manisha - In: Journal of Business Ethics 101 (2011) 1, pp. 163-173
Persistent link: https://www.econbiz.de/10009150431