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WHO AM I? CUSTOMER IDENTIFICATION: A QUANTITATIVE SYNTHESIS
(2017-04-26)
Customer identification defined as ‘customer’s perceived oneness with a company/brand’ is receiving increased attention in marketing. Despite the critical role customer identification plays, there is a lack of comprehensive ...
Three Essays on Expanded Relationship Marketing
(2018-04-09)
Customer engagement has become a recent buzzword in marketing and has emerged as a hot topic among practitioners and academics. However, there is no consensus on how to define customer engagement. This has made it difficult ...
Service that Sells: Examining Women's Tendency to Purchase Appearance-Enhancing Products from Gay Male Sales Associates
(2017-08-02)
Previous findings indicate that heterosexual female customers are more comfortable working with gay male—relative to straight male or female—sales associates in retail departments where apparel and beauty products are sold. ...