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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...

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