Reimagining How Meaningfulness Can be Reconciled With Marketing
Download PDF: Ngo and Bagozzi (2024) Reimagining-how-meaningfulness-can-be-reconciled-with-marketing
Re-imagining Marketing Scholarship in the era of the UN Sustainable Development Goals
Ranjit Voola1, Jamie Carlson2, Fara Azmat3, Liem Viet Ngo4,
Kylie Porter5 and Ashish Sinha6
Abstract
The pandemic, rising inequalities, climate change, consumer mistrust of brands, organizations...
Re-imagining Marketing Scholarship in the era of the UN Sustainable Development Goals
Ranjit Voola1, Jamie Carlson2, Fara Azmat3, Liem Viet Ngo4,
Kylie Porter5 and Ashish Sinha6
Abstract
The pandemic, rising inequalities, climate change, consumer mistrust of brands, organizations...
The Mediating Role of Alliance Learning on Alliance Innovation: an Empirical Study
Authors: Liem Viet Ngo, Tania Bucci
Description
Firms increasingly enter into business alliances in an effort to manage the innovation process, and with a view to...
Building Brand Success via Marketing Orientation and Marketing-Based Capability: An Inside-out Approach
Authors: Liem Viet Ngo, Aron O’Cass
Description
Being market-oriented has been considered a key contributor of superior firm performance. A significant void exists in current models...
Delving Further into Service Branding: Exploring the Synergistic Roles of Service Brand Innovation and Service Brand Marketing Capabilities in Service Firms
Authors: Aron O’Cass, Liem Ngo
Description
This study primarily examines the brand performance impacts of service brand innovation and service brand marketing capabilities in service firms....
Key determinants of relationship value gap: a conceptual framework
Authors: Ngoc Thi Bich Luu, Jack Cadeaux, Liem Viet Ngo
Description
There exists a tension between buyer and seller firms on the difference between what they...
Turning lurkers into innovation agents
Abstract
Despite the general negative conception about lurkers in online knowledge-sharing practices, there is a growing body of literature that suggests the bright side of...
