Measuring Marketing Productivity: Current Knowledge and Future Directions

By Roland T. Rust, T. Ambler, Gregory S. Carpenter, V. Kumar, Rajendra K. Srivastava. 2004

1,114 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management

View Paper: https://www.semanticscholar.org/paper/1c7b2961f480dd69028b53fadd45be1fd74af37c

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Citations in the corpus

The Impact of Brand Equity and Innovation on the Long-Term Effectiveness of Promotions (2008, background): “In examining the effects from promotional efforts, scholars are increasingly pointing to the value of understanding their long-term impact (e.g., Dekimpe and Hanssens 1999; Rust et al. 2004; Srivastava, Shervani, and Fahey 1998).”
Customer Satisfaction and Stock Prices: High Returns, Low Risk: (2006, background): “Bolton, Lemon, and Verhoef 2004; Fornell 1995, 2001; Fornell et al. 1996; Hogan, Lemon, and Rust 2002; Rust et al. 2004).”
The Effect of Customer Satisfaction on Consumer Spending Growth (2010, background): “In addition, recent research has emphasized the value of many marketing metrics to stock market analysts (e.g., Lehmann 2004; Rust et al. 2004).”
Effects of brand attitude and eWOM on consumers’ willingness to pay in the banking industry: Mediating role of consumer-brand identification and brand equity (2018, background): “The goal of advertising is to reinforce or enhance consumer perceptions and associations with the brand (Rust et al., 2004).”
Assessing the Impact of Customer Concentration on Initial Public Offering and Balance Sheet–Based Outcomes (2017, background): “Consistent with the literature on market-based assets (e.g., Srivastava, Shervani, and Fahey 1998) and customer equity of firms (Rust et al. 2004), strong relationships with customers and the corresponding benefits, such as reduced cost of marketing and access to valuable information and…”
Neglected Outcomes of Customer Satisfaction (2007, background): “In particular, researchers have examined theoretical and conceptual underpinnings of customer satisfaction (e.g., Fornell et al. 1996; Luo and Bhattacharya 2006; Oliver 1997; Rust et al. 2004).”
Assessing Performance Outcomes in Marketing (2016, background): “These outcomes are also observed and calibrated at a product-market level by individual firms, channel members, and/or industry analysts using measures such as unit sales, market share, and revenue premium (Rust et al. 2004).”
The Visual Asymmetry Effect: An Interplay of Logo Design and Brand Personality on Brand Equity (2018, positive): “Strong brands offer major advantages in the marketplace (Mizik 2014; Rust et al. 2004).”
Embedded Premium Promotion: Why It Works and How to Make It More Effective (2007, neutral): “ing accountability (Rust et al. 2004), EP promotions”
Linking Customer Management Effort to Customer Profitability in Business Markets (2004, background): “In consumer settings, scholars have proposed chain-link frameworks that culminate in profits (see Rust et al. 2004; Zeithaml 2000).”
Linking marketing capabilities with profit growth (2009, background): “Second, CRM capabilities underlie a firm's ability to create and manage close and strong customer relationships (Rust et al., 2004), which have been posited as a key market-based resource that should be linked with cash-flow growth (Srivastava et al., 1998).”