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Dass, Mayukh
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1

An approach to brand planning under high competitor set var..:

Dass, Mayukh ; Kumar, Piyush ; Acharya, Manaswini
Journal of Business Research.  182 (2024)  - p. 114798 , 2024
Link: https://doi.org/10.1016/..
 
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2

Using R-A theory and the optimal distinctiveness perspectiv..:

Newaz, Md Tarique ; Chandna, Vallari ; Dass, Mayukh.
Journal of Business Research.  167 (2023)  - p. 114192 , 2023
Link: https://doi.org/10.1016/..
 
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3

An exploration of ripple effects of advertising among major..:

Dass, Mayukh ; Reshadi, Mehrnoosh ; Li, Yuewu
Journal of Business Research.  169 (2023)  - p. 114299 , 2023
Link: https://doi.org/10.1016/..
 
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4

The time-varying effects of rhetorical signals in crowdfund..:

Moradi, Masoud ; Dass, Mayukh ; Arnett, Dennis.
Journal of the Academy of Marketing Science.  52 (2023)  2 - p. 370-398 , 2023
Link: https://doi.org/10.1007/..
 
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5

Differential effects of analytical versus emotional rhetori..:

Moradi, Masoud ; Dass, Mayukh ; Kumar, Piyush
Journal of Business Research.  154 (2023)  - p. 113361 , 2023
Link: https://doi.org/10.1016/..
 
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6

The influence of corporate social responsibility appeals (C..:

Choi, Sunhee ; Duhan, Dale F. ; Dass, Mayukh
Journal of Retailing.  99 (2023)  1 - p. 115-135 , 2023
Link: https://doi.org/10.1016/..
 
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7

Effective message framing strategies for crowdfunding succe..:

Moradi, Masoud ; Dass, Mayukh ; Zihagh, Fereshteh
Journal of Strategic Marketing.  , 2022
Link: https://doi.org/10.1080/..
 
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8

Forecasting purchase rates of new products introduced in ex..:

Dass, Mayukh ; Moradi, Masoud ; Zihagh, Fereshteh
Journal of Marketing Analytics.  11 (2022)  3 - p. 385-408 , 2022
Link: https://doi.org/10.1057/..
 
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9

Applications of artificial intelligence in B2B marketing: C..:

Moradi, Masoud ; Dass, Mayukh
Industrial Marketing Management.  107 (2022)  - p. 300-314 , 2022
Link: https://doi.org/10.1016/..
 
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10

Developed market partner's relative control and the termina..:

Pedada, Kiran ; Padigar, Manjunath ; Sinha, Ashish.
Journal of Business Research.  135 (2021)  - p. 295-303 , 2021
Link: https://doi.org/10.1016/..
 
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11

Re-examining market structures: Resource-Advantage theory a..:

Arnett, Dennis B. ; Dass, Mayukh ; Bhoumik, Kshitij
Journal of Global Scholars of Marketing Science.  31 (2021)  2 - p. 189-199 , 2021
Link: https://doi.org/10.1080/..
 
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12

On the Extendibility of Brands with Subordinate versus Basi..:

Topaloglu, Omer ; Kumar, Piyush ; Dass, Mayukh
Journal of Retailing.  97 (2021)  3 - p. 394-404 , 2021
Link: https://doi.org/10.1016/..
 
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13

The preservation of loyalty halo effects: An investigation ..:

Byun, Kyung-Ah (Kay) ; Duhan, Dale F. ; Dass, Mayukh
Journal of Business Research.  116 (2020)  - p. 163-175 , 2020
Link: https://doi.org/10.1016/..
 
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14

Understanding firms' relative strategic emphases: An entrep..:

Wang, Xinchun ; Dass, Mayukh ; Arnett, Dennis B..
Industrial Marketing Management.  84 (2020)  - p. 151-164 , 2020
Link: https://doi.org/10.1016/..
 
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15

A theoretical model of the formation and dissolution of eme..:

Pedada, Kiran ; Arunachalam, S. ; Dass, Mayukh
Journal of the Academy of Marketing Science.  48 (2019)  5 - p. 826-847 , 2019
Link: https://doi.org/10.1007/..
 
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