Zobrazeno 1 - 10
of 18
pro vyhledávání: '"Omar Merlo"'
In today’s connected market, brands are more likely than ever to face negative press that can put their customer relationships to the test. Building and fortifying positive aspects of the brand-customer relationship (such as brand commitment, brand
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::9cb468310ff92faff0219151b306a945
http://hdl.handle.net/10044/1/102663
http://hdl.handle.net/10044/1/102663
Publikováno v:
Business Horizons.
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::e1bb7e35edb78ce44de799f17e3c7e11
https://doi.org/10.1016/j.bushor.2022.11.001
https://doi.org/10.1016/j.bushor.2022.11.001
Publikováno v:
Business Horizons. 61:73-84
While some organizations swear by the benefits of transparency and are eager to know how to implement it, many managers are still reluctant or even afraid to use it. Our research reveals that only a few innovative companies have taken steps to levera
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::93bda9692560958fa96b51d97347c679
https://doi.org/10.1016/j.bushor.2017.09.007
https://doi.org/10.1016/j.bushor.2017.09.007
Publikováno v:
Journal of Service Research. 18:451-467
Calls for increased transparency and reduced information asymmetry between service firms and their customers are getting louder in the marketplace. Yet, it remains unclear what exactly constitutes transparency in the eyes of customers and how, if at
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::98bdfba13e219c935818989a19ef83da
https://doi.org/10.1177/1094670515584331
https://doi.org/10.1177/1094670515584331
Publikováno v:
Journal of Service Research. 17:40-53
Evidence has shown that satisfied customers do not necessarily buy more of a company’s products and services, thus spurring researchers to look for a missing link between customer satisfaction and purchase behavior. Word of mouth (WOM) has been adv
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::52a4d2d9296a40e03fff529485a502be
https://doi.org/10.1177/1094670513490836
https://doi.org/10.1177/1094670513490836
Publikováno v:
Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era ISBN: 9783319118147
A considerable number of studies have focused on how to build and sustain strong and meaningful relationships with tourists, especially when the latter have an ever increasing number of choices and exhibit variety-seeking behavior. However, these stu
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::39587d8aa81f35129dfc32a66f6b4093
https://doi.org/10.1007/978-3-319-11815-4_91
https://doi.org/10.1007/978-3-319-11815-4_91
Autor:
Omar Merlo, Seigyoung Auh
Publikováno v:
Industrial Marketing Management. 41:861-873
While marketing continues to gain prominence as an orientation within the firm, concerns remain about the contributions of the marketing subunit. Given the current limited and conflicting evidence on the issue, this study responds to calls for resear
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::4613ef8769bf53d9aed345c9aa2d31de
https://doi.org/10.1016/j.indmarman.2011.09.021
https://doi.org/10.1016/j.indmarman.2011.09.021
Publikováno v:
Journal of Business Research. 65:446-452
This study examines whether or not marketing's influence in the firm is fundamentally a reputation issue. Based on a sample of 122 senior executives of Australian firms operating in a wide range of manufacturing industries, empirical findings show th
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::54e9537c1224e9ff37cd3cccd4179143
https://doi.org/10.1016/j.jbusres.2011.03.002
https://doi.org/10.1016/j.jbusres.2011.03.002
Publikováno v:
Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing ISBN: 9783319241821
Prior work emphasizes the role of satisfaction and positive word-of-mouth in affecting customer behavior. This research introduces customer input as an additional important mediating variable and driver of actual customer behavior. Specifically, we c
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::ca6a018f5dd074e3e65ef45fa8f81b14
https://doi.org/10.1007/978-3-319-24184-5_57
https://doi.org/10.1007/978-3-319-24184-5_57
Autor:
Omar Merlo
Publikováno v:
European Journal of Marketing. 45:1152-1171
PurposeBased on the widely held view that influence is exercised power, and in light of the suitability of power theory to studies of marketing's relative influence within the firm, this paper seeks to explore marketing's level of influence from a po
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::5ae9688e2d8abe8deb93c8f7a5e85c0a
https://doi.org/10.1108/03090561111137651
https://doi.org/10.1108/03090561111137651