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Unlocking social media success : how prosumers drive brand engagement through authentic conversations with consumers

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The effect of retail shelf position on private-label brand evaluations

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Marketing and AI: Shaping the Future Together : Proceedings of the 2024 AMS Annual Conference, Coral Gables, FL, USA, May 22-24

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Examining the Effects of Design, Technology, and Service Innovation on New Product Performance: The Mediating Roles of Marketing and Process Innovation -- Should Advertisers Avoid Negative News? Advertising Effects of Negative Affect, News Site Credibility, and Applicability between Article and...

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Data-driven budget allocation of retail media by ad product, funnel metric, and brand size

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When does word of mouth versus marketing drive brand performance most?

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Speak up! brands’ responsiveness matters : consumer reactions to brand communications in the early stages of a crisis

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Analyzing brand strategy on an international scale : the sponsorship performance cycle in formula one racing

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Marketing capabilities, strategy, and performance in international small- and medium-sized enterprises

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Are there generalizable patterns in line extension performance?

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