Purpose The purpose of this paper is to investigate consumer motivation to maintain brand
attachment when faced with brand transgressions. This study investigated consumer …

This study analyzes a hand-collected sample of 803 guerrilla marketing campaigns from
2007 to 2017 to examine the impact on abnormal share price performance. Using both event …

The prevalence of hybrid work arrangements, where some employees work from the office
while others work from home (WFH), has risen because of the COVID-19 pandemic. Using …

Purpose The present research aims to understand how and why flexible work arrangement (FWA)
policy use by co-workers affects policy non-users by investigating perceived changes …

This paper utilizes a large, hand‐collected dataset to observe for the first time the initial
wealth impact of an anticipated takeover bid on the target's rival. Distinguishing among …

It is a widely held notion that customer prioritization strategies (focusing efforts on the most
valuable customers) are profitable for firms. However, such increased focus consequently …

… Svetlana Davis Portfolio Svetlana Davis Portfolio Svetlana Davis, Lynn University …

The marketing literature suggests that the existence of a strong customer attachment to a
brand has the potential to bring increased profitability to that brand. While there is certainly the …