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Journal Articles

Gamification as an innovation: a tool to improve organizational marketing performance and sustainability of international firms

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Abhishek Behl, Vijay Pereira, Nirma Jayawardena, Achint Nigam, Sachin Mangla
Journal: International Marketing Review
International Marketing Review (2024) 41 (1): 107–137.
https://doi.org/10.1108/IMR-05-2022-0113
Published: 14 March 2023
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Journal Articles

Customer involvement and servitization in hybrid offerings: moderating role of digitalization and co-creation

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Abhishek Behl, Shampy Kamboj, Bijoylaxmi Sarmah, Vijay Pereira, Kirti Sharma, Hussain Gulzar Rammal, Elisa Arrigo
Journal: International Marketing Review
International Marketing Review (2023) 40 (4): 739–773.
https://doi.org/10.1108/IMR-11-2021-0325
Published: 17 January 2023
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Journal Articles

The role of advertising, distribution intensity and store image in achieving global brand loyalty in an emerging market

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Le Dang Lang, Abhishek Behl, Francisco Guzmán, Vijay Pereira, Manlio Del Giudice
Journal: International Marketing Review
International Marketing Review (2023) 40 (1): 127–154.
https://doi.org/10.1108/IMR-06-2021-0200
Published: 02 December 2022
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