Marketing in the Metaverse: Conceptual understanding, framework, and research agenda
KG Barrera, D Shah - Journal of Business Research, 2023 - Elsevier
A hyper-connected digital universe referred to as the 'metaverse'bears the promise of
fundamentally changing how consumers, brands, and firms will transact and interact in a …
fundamentally changing how consumers, brands, and firms will transact and interact in a …
Evolving brand boundaries and expectations: looking back on brand equity, brand loyalty, and brand image research to move forward
Purpose This paper aims to critically review the most cited literature published from 2000 to
2020 in 24 top-ranked marketing journals on the three most studied branding concepts of …
2020 in 24 top-ranked marketing journals on the three most studied branding concepts of …
Influencer marketing: When and why gen Z consumers avoid influencers and endorsed brands
Consumer avoidance of brands and influencers is a widespread phenomenon, especially
among Generation Z (Gen Z); however, influencer marketing literature lacks clarity about …
among Generation Z (Gen Z); however, influencer marketing literature lacks clarity about …
Corporate sociopolitical activism and firm value
Stakeholders have long pressured firms to provide societal benefits in addition to generating
shareholder wealth. Such benefits have traditionally come in the form of corporate social …
shareholder wealth. Such benefits have traditionally come in the form of corporate social …
Commentary: Brand activism in a political world
C Moorman - Journal of public policy & marketing, 2020 - journals.sagepub.com
I started The CMO Survey in 2008 with the mission to collect and disseminate the opinions of
top marketers in order to predict the future of markets, track marketing excellence, and …
top marketers in order to predict the future of markets, track marketing excellence, and …
Marketing agility: The concept, antecedents, and a research agenda
Changes in the way customers shop, accompanied by an explosion of customer touchpoints
and fast-changing competitive and technological dynamics, have led to an increased …
and fast-changing competitive and technological dynamics, have led to an increased …
Signaling green! firm ESG signals in an interconnected environment that promote brand valuation
Today's interconnected environment is characterized by ESG (environmental, social, and
corporate governance), networks of people, organizations, and devices that are …
corporate governance), networks of people, organizations, and devices that are …
Close encounters of the AI kind: Use of AI influencers as brand endorsers
Brand endorsers can contribute to a brand's success or failure (in the case of endorser
transgressions). Recent advancements in technology have produced new, nonhuman …
transgressions). Recent advancements in technology have produced new, nonhuman …
Social media in marketing research: Theoretical bases, methodological aspects, and thematic focus
The widespread use of social media as a marketing tool during the last decade has been
responsible for attracting a significant volume of academic research, which, however, can be …
responsible for attracting a significant volume of academic research, which, however, can be …
[HTML][HTML] A global perspective on the marketing mix across time and space
The marketing mix (MM) is an integral part of a firm's marketing strategy sitting at the nexus
between a company and the marketplace. As such, it evolves together with the marketplace …
between a company and the marketplace. As such, it evolves together with the marketplace …