Dr Peter Guenther MSc, PhD

Lecturer/Assistant Professor in Marketing Marketing (ULMS)

Publications

Selected Publications

  1. The complex firm financial effects of customer satisfaction improvements (Journal article - 2021)

2021

The complex firm financial effects of customer satisfaction improvements (Journal article)

Guenther, M., & Guenther, P. (n.d.). The complex firm financial effects of customer satisfaction improvements. International Journal of Research in Marketing. doi:10.1016/j.ijresmar.2020.10.003

DOI: 10.1016/j.ijresmar.2020.10.003

2020

Is advertising an underappreciated driver of sales growth in B2B markets? Theoretical perspectives and empirical evidence (Journal article)

Guenther, M., & Guenther, P. (2020). Is advertising an underappreciated driver of sales growth in B2B markets? Theoretical perspectives and empirical evidence. Industrial Marketing Management, 87, 76-89. doi:10.1016/j.indmarman.2020.02.019

DOI: 10.1016/j.indmarman.2020.02.019

2019

The value of branding for B2B service firms—The shareholders' perspective (Journal article)

Guenther, M., & Guenther, P. (2019). The value of branding for B2B service firms—The shareholders' perspective. Industrial Marketing Management, 78, 88-101. doi:10.1016/j.indmarman.2017.11.013

DOI: 10.1016/j.indmarman.2017.11.013

2018

Isolating the value-relevant part of advertising spending (Journal article)

Guenther, P., & Guenther, M. (2018). Isolating the value-relevant part of advertising spending. European Journal of Marketing, 52(7/8), 1625-1650. doi:10.1108/ejm-02-2017-0114

DOI: 10.1108/ejm-02-2017-0114

2015

It's the Strength of the Ties: How Multiplex Social Networks Among Frontline Employees Drive Service Performance (Conference Paper)

Guenther, M., Guenther, P., Bell, S. J., & Robins, G. L. (2015). It's the Strength of the Ties: How Multiplex Social Networks Among Frontline Employees Drive Service Performance. In Proceedings of the 16th Biennial World Marketing Congress Vol. XVI (pp. 149-155). Louisiana, United States: Academy of Marketing Science.