Stephen A. Goodwin

The importance of brand equity to customer loyalty

Steven A. Taylor, Kevin Celuch, Stephen A. Goodwin · Journal of Product & Brand Management · 2004 · 409 citations

Business, Marketing, Marketing Management +15

One-Sided Versus Two-Sided Comparative Message Appeals for New Brand Introductions

Michael Etgar, Stephen A. Goodwin · Journal of Consumer Research · 1982 · 152 citations

Business, Marketing, Marketing Management +9

An Experimental Investigation of Comparative Advertising: Impact of Message Appeal, Information Load, and Utility of Product Class

Stephen A. Goodwin, Michael Etgar · Journal of Marketing Research · 1980 · 134 citations

Business, Marketing, Marketing Management +17

Student Engagement and Marketing Classes

Steven A. Taylor, Gary L. Hunter, Horace L. Melton et al. · Journal of Marketing Education · 2011 · 92 citations

Education, Higher Education, Marketing +13

Consumer Loyalty to Service Providers: An Integrated Conceptual Model

Gary J. Salegna, Stephen A. Goodwin · The Journal of Consumer Satisfaction, Dissatisfaction & Complaining Behavior · 2005 · 77 citations

Business, Marketing, Marketing Management +13