VK Logo
Home About Contact CEBCM
  • Books
  • Publications
  • Grants
  • Honors
  • Recognitions
  • Service
  • Teaching
  • Mentoring
  • Research
  • Media
  • Videos

Evaluation of Substantive Issues in Marketing

  • All Publications
      Use the menu below to browse all of Dr. Kumar's publications.
    • Forthcoming
    • International Marketing
    • Development of New Methodology
    • Retailing / Marketing Communication / Scanner Data
    • Evaluation of Substantive Issues in Marketing
  • Assessing the Relative Impact of Major Sources of Innovation on the Brand Equity of a Firm: A Conceptual Framework and Propositions
    Authors: V. Kumar Ankit Anand Nandini Nim
    Published: 2018
    Published In: Review of Marketing Research
    Volume: 15   Issue: N/A   Pages: 103-146
    Additional Recommended Publications
  • Videos

    • Editors' Perspectives: V. Kumar on the Journal of Marketing 
    • Practice Prize Competition Presentations 
    • Legends in Marketing Ceremony
    • General Talks
    • Trailers for Talks
    • Media Interviews & Webinars

    More Vidoes

  • News about VK

    • AMA Award for Mentoring Named in Honor of V. Kumar
    • 2018 Georgia House of Representatives Recognition
    • 2017 GSU Top Professor
    • 2017 Donald R. Lehmann Award
    • 2017 S. Tamer Cavusgil Award
    More news

    About Dr. V. Kumar

    Dr. V Kumar, or VK as he is more popularly known in the academic and professional circles, is the Richard and Susan Lenny Distinguished Chair Professor in Marketing, the Executive Director of the Center for Excellence in Brand and Customer Management...
    Read more
    The Legends in Marketing series captures the essence of the most important contributions made in the field of marketing in the past hundred years. It reproduces the seminal works of the legends in the field, which is supplemented by interviews of the...
    Read more

    Videos

    GSU Provost remarks
    More videos
    • About VK
    • Contact
    • Social Coupon Calculator
    • Center for Excellence in Brand and Customer Management
    • Should You Fire Your Customers?
    • VKCLV
    • Books
    • Grants
    • Publications
    • Research
    • Service
    • Teaching
    • Mentoring
    • Videos
    • Download Vitae
    All site content © 2013 Dr. V Kumar unless otherwise noted.