Overview

This latest volume of Review of Marketing Research, Marketing Accountability for Marketing and Non-Marketing Outcomes is divided in three parts: (1) measures of firm performance, (2) measures of social interaction, and (3) measures related to broader societal outcomes such as sustainability and quality of life. Measures of firm performance covered include the marketing implications of financial accounting, customer feedback metrics, drivers of brand equity, brand failure, market orientation capabilities, and multichannel attributions. Measures of social interaction encompass environmental and social performance, social networks, and attitudinal word-of-mouth drivers. The final chapter is devoted to measures related to societal outcomes and focuses on attractiveness of inner city for society. Each chapter presents thought-provoking discussions and new insights which will be relevant to researchers, professionals and students of marketing, branding and consumer behaviour

Full Product Details

Author:   V. Kumar (Indian School of Business, India) ,  David W. Stewart (Loyola Marymount University, USA) ,  Naresh K. Malhotra (Georgia Institute of Technology, USA)
Publisher:   Emerald Publishing Limited
Imprint:   Emerald Publishing Limited
Volume:   18
Weight:   0.573kg
ISBN:  

9781838675646

ISBN 10:   1838675647
Pages:   360
Publication Date:   27 September 2021
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

Part I. Measures of Firm Performance Chapter 1. An Integrative Framework for Marketing Accountability of Marketing and Non-Marketing Outcomes; V. Kumar and David W. Stewart Chapter 2. The Marketing Implications of Financial Accounting; Neil Thomas Bendle, Jonathan Knowles, and Moeen Naseer Butt Chapter 3. Customer Feedback Metrics for Marketing Accountability; Evert de Haan, Peter C. Verhoef, and Thorsten Wiesel Chapter 4. What Drives Brand Equity? A Comprehensive Study of Price and Volume Premiums; Jianjun (John) Zhu, Thomas S. Gruca, and Lopo L. Rego Chapter 5. Do Retailers Get Blamed When Manufacturer Brands Fail? The Case for Multi-Loci Attributions and Spillover Effects; Frank Germann, Ronald L. Hess, Jr., and Margaret G. Meloy Chapter 6. Linking Market Orientation Capabilities to Organizational Performance: A Research Framework and Empirical Test; Kåre Sandvik, Karoline U. D. Dahr, and C. Jay Lambe Chapter 7. Multichannel Data-driven Attribution Models: A Review and Research Agenda; Ben B. Beck, J. Andrew Petersen, and Rajkumar Venkatesan Part II. Measures of Social Interaction Chapter 8. Accountability beyond Profitability: Understanding the Impact of Marketing Actions on Environmental and Social Performance; Amalesh Sharma, Sourav Bikash Borah, Anirban Adhikary, and Tanjum Haque Chapter 9. A Social Network Research Paradigm for Marketing: A Review and Research Agenda; Aditya Gupta and Alok R. Saboo Chapter 10. The Unintended Consequences of Attitudinal Word-of-Mouth Drivers; Timothy L. Keiningham, Roland T. Rust, Bart Larivière, Lerzan Aksoy, and Luke Williams Part III. Measures Related to Social Outcomes Chapter 11. What drives Inner City Attractiveness for Society? The Role of Brick-and-Mortar Stores; Julian R. K. Wichmann, Thomas P. Scholdra, and Werner J. Reinartz

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Author Information

V. Kumar is the Distinguished Term Professor, and Senior Fellow, Indian School of Business, India; Distinguished Fellow, MICA, India; HUL Visiting Chair Professor, IIM Ahmedabad, India; and Distinguished Professor of Research, Welingkar, India. David W. Stewart is President’s Professor of Marketing and Business Law at Loyola Marymount University, USA. Naresh K. Malhotra was selected as a Marketing Legend in 2010 and his refereed journal articles were published in nine volumes by Sage with tributes by other leading scholars in the field. He is listed in Marquis Who’s Who in America continuously since 1997 and in Who’s Who in the World since 2000. In 2017, he received the Albert Nelson Marquis Lifetime Achievement Award from marquis Who’s Who. He has several top (number one) research rankings that have been published. He is a highly cited author with more than 60,000 Google Scholar Citations.

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