Anita Luo

Linking Brand Equity to Customer Equity

Robert P. Leone, Vithala R. Rao, Kevin Lane Keller et al. · Journal of Service Research · 2006 · 390 citations

Marketing, Customer Equity Research, Management +13

Modeling Customer Opt-In and Opt-Out in a Permission-Based Marketing Context

V. Kumar, Xi Zhang, Anita Luo · Journal of Marketing Research · 2014 · 140 citations

Marketing Analytics, Customer Satisfaction, Digital Marketing +17

Recovering Hidden Buyer–Seller Relationship States to Measure the Return on Marketing Investment in Business-to-Business Markets

Anita Luo, V. Kumar · Journal of Marketing Research · 2012 · 60 citations

Marketing Analytics, Business-to-business Research, Consumer Research +20

Assessing the Effect of Marketing Investments in a Business Marketing Context

V. Kumar, S. Sriram, Anita Luo et al. · Marketing Science · 2011 · 58 citations

Marketing Analytics, Consumer Uncertainty, Discrete State +17

Capturing dynamics in the value for brand recommendations from word-of-mouth conversations

Anita Luo, Andrew Baker, Naveen Donthu · Journal of Business Research · 2019 · 36 citations

Marketing Analytics, Marketing, Brand Equity +10