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Number of items: 7.

Article

Samu, S and Wymer, W (2014) Cause marketing communications: Consumer inference on attitudes towards brand and cause. European Journal of Marketing, 48 (7/8). pp. 1333-1353.

Samu, S and Lyndem, P K and Litz, R A (2012) Impact of brand-building activities and retailer-based brand equity on retailer brand communities. European Journal of Marketing, 46 (11). pp. 1581-1601.

Carvalho, S W and Samu, S and Sivaramakrishnan, S (2011) The effect of country-related brand associations and product attributes on attitude toward unfamiliar foreign brands: A schema congruity perspective. Journal of International Consumer Marketing, 23 (2). pp. 135-150.

Samu, S and Krishnan, H S (2010) Brand related information as context: The impact of brand name characteristics on memory and choice. Journal of the Academy of Marketing Science, 38 (4). pp. 456-470.

Samu, S and Wymer, W (2009) The effect of fit and dominance in cause marketing communications. Journal of Business Research, 62 (4). pp. 432-440.

Bhatnagar, N and Samu, S (2009) The impact of smokers' group-membership and activist gender on tolerance for smoking, receptiveness and perceived susceptibility to anti-smoking messages, and likelihood of anti-smoking activism. Journal of Nonprofit and Public Sector Marketing, 21 (2). pp. 113-138.

Litz, R A and Samu, S (2008) Altruistic by association, altruistic for advantage? Buying groups and small firm community involvement. Nonprofit and Voluntary Sector Quarterly, 37 (4). pp. 646-667.

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