Research outputs
Selected research outputs
- The complex firm financial effects of customer satisfaction improvements (Journal article - 2021)
- Consequences of Marketing Asset Accountability—A Natural Experiment (Journal article - 2024)
2026
Advertising in business markets
Guenther, M., & Guenther, P. (2026). Advertising in business markets. In A. Lindgreen, T. Fotiadis, C. Pardo, C. A. Di Benedetto, D. Folinas, & P. Naudé (Eds.), The Sage Handbook of Industrial Marketing. London: Sage Publications Limited.
2025
PLS-SEM and reflective constructs: A response to recent criticism and a constructive path forward
Guenther, P., Guenther, M., Ringle, C. M., Zaefarian, G., & Cartwright, S. (2025). PLS-SEM and reflective constructs: A response to recent criticism and a constructive path forward. INDUSTRIAL MARKETING MANAGEMENT, 128, 1-9. doi:10.1016/j.indmarman.2025.05.003
Influencer Marketing Effectiveness in the Business-to-Business Market: Abstract
Cartwright, S., Guenther, M., Guenther, P., Liu, H., & Haenlein, M. (2025). Influencer Marketing Effectiveness in the Business-to-Business Market: Abstract. In Academy of Marketing Science 2025. Montreal, Canada.
Propensity score modeling for business marketing research
Guenther, P., Guenther, M., Misra, S., Koval, M., & Zaefarian, G. (2025). Propensity score modeling for business marketing research. Industrial Marketing Management, 127, 14-28. doi:10.1016/j.indmarman.2025.03.006
Advertising in business markets – The obscured bottom-line effect and need for appropriate analytics
Guenther, P., Guenther, M., Rahman, M., Koval, M., & Iurkov, V. (2025). Advertising in business markets – The obscured bottom-line effect and need for appropriate analytics. Industrial Marketing Management, 126, 185-196. doi:10.1016/j.indmarman.2025.02.003
When Brand Activism Threatens Consumers’ Identity: An Investigation of System-Threat Activism
Liao, Q., Byrom, J., Guenther, M., & Song, J. F. (2025). When Brand Activism Threatens Consumers’ Identity: An Investigation of System-Threat Activism. In American Marketing Association (AMA) Winter Conference. Phoenix, AZ, US.
2024
Consequences of Marketing Asset Accountability—A Natural Experiment
Guenther, P., Guenther, M., Lukas, B. A., & Homburg, C. (2024). Consequences of Marketing Asset Accountability-A Natural Experiment. JOURNAL OF MARKETING, 88(5), 24-45. doi:10.1177/00222429241236142
2023
Improving PLS-SEM use for business marketing research
Guenther, P., Guenther, M., Ringle, C. M., Zaefarian, G., & Cartwright, S. (2023). Improving PLS-SEM use for business marketing research. INDUSTRIAL MARKETING MANAGEMENT, 111, 127-142. doi:10.1016/j.indmarman.2023.03.010
2022
Can B2B firms benefit from competitors' advertising? A dynamic business environment perspective on an emerging communication form
Guenther, P., & Guenther, M. (2022). Can B2B firms benefit from competitors' advertising? A dynamic business environment perspective on an emerging communication form. Industrial Marketing Management, 102, 252-265. doi:10.1016/j.indmarman.2022.01.016
2021
The complex firm financial effects of customer satisfaction improvements
Guenther, M., & Guenther, P. (2021). The complex firm financial effects of customer satisfaction improvements. INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING, 38(3), 639-662. 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
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
2019
The value of branding for B2B service firms—The shareholders' perspective
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
An Abstract: When and How do Chief Marketing Officers Drive Firm Performance? CMO Characteristics, Managerial Marketing Capability, and Firm Value Creation
Deutschmeyer, I., Guenther, P., Guenther, M., & Kleinaltenkamp, M. (2019). An Abstract: When and How do Chief Marketing Officers Drive Firm Performance? CMO Characteristics, Managerial Marketing Capability, and Firm Value Creation. In Developments in Marketing Science Proceedings of the Academy of Marketing Science (pp. 151-152). doi:10.1007/978-3-030-02568-7_45
2018
Isolating the value-relevant part of advertising spending
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
2016
IT'S THE STRENGTH OF THE TIES: HOW MULTIPLEX SOCIAL NETWORKS AMONG FRONTLINE EMPLOYEES DRIVE SERVICE PERFORMANCE
Guenther, M., Guenther, P., Bell, S. J., & Robins, G. L. (2016). IT'S THE STRENGTH OF THE TIES: HOW MULTIPLEX SOCIAL NETWORKS AMONG FRONTLINE EMPLOYEES DRIVE SERVICE PERFORMANCE. In LOOKING FORWARD, LOOKING BACK: DRAWING ON THE PAST TO SHAPE THE FUTURE OF MARKETING (pp. 149-155). Retrieved from https://www.webofscience.com/