R. Brodie

Publications182
h-index46
Citations11,794
Highly Influential Citations888
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Customer Engagement
In today’s highly dynamic and interactive business environment, the role of “customer engagement” (CE) in cocreating customer experience and value is receiving increasing attention from business… Expand
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Consumer engagement in a virtual brand community: An exploratory analysis
Despite the extensive use of the term “engagement” in the context of brand communities, the theoretical meaning and foundations underlying this term remain underexplored in the literature to-date.… Expand
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Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation
In the last three decades, an influential research stream has emerged which highlights the dynamics of focal consumer/brand relationships. Specifically, more recently the ‘consumer brand engagement’… Expand
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The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective
Abstract Branding research has largely focused on consumer goods markets and only recently has attention been given to business markets. In many business markets the company's reputation has a strong… Expand
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Actor engagement as a microfoundation for value co-creation
The starting point for this research is that value co-creation is difficult to observe empirically, whereas actor engagement is observable and thus more likely to be designable and manageable.… Expand
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How Firms Relate to Their Markets: An Empirical Examination of Contemporary Marketing Practices
The authors examine 308 firms in the United States and four other Western countries to understand how different types of firms relate to their markets. Comparative analysis shows that though there is… Expand
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Understanding contemporary marketing: Development of a classification scheme
The term Relationship Marketing has been used in a multitude of ways to describe and define marketing in the contemporary environment. This has led to the term being loosely defined and applied in… Expand
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Investigating the service brand: A customer value perspective
Despite considerable interest in the nature and role of marketing using a service perspective [Vargo S., Lusch R. Evolving to a new dominant logic for marketing. J Mark 2004; 68 (1): 1-17] there is… Expand
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An investigation of marketing practice by firm size
Abstract In a review of the state of knowledge at the marketing/entrepreneurship interface, Muzyka and Hills (1993) posed the following question: “Just how well do existing marketing models and the… Expand
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IS E-MARKETING COMING OF AGE? AN EXAMINATION OF THE PENETRATION OF E-MARKETING AND FIRM PERFORMANCE
While the recent international surveys conducted by Barwise and Farley (2005) have led them to claim that e-Marketing (eM) is “starting to come of age,”rdquo; there has been little empirical research… Expand
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