Publications

Selected publications

The complex firm financial effects of customer satisfaction improvements (Journal article - 2021)
Consequences of Marketing Asset Accountability—A Natural Experiment (Journal article - 2024)
The value of branding for B2B service firms—The shareholders' perspective (Journal article - 2019)
Improving PLS-SEM use for business marketing research (Journal article - 2023)

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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

DOI: 10.1016/j.indmarman.2025.05.003
: Journal article

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

DOI: 10.1016/j.indmarman.2025.03.006
: Journal article

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

DOI: 10.1016/j.indmarman.2025.02.003
: Journal article

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

DOI: 10.1177/00222429241236142
: Journal article

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

DOI: 10.1016/j.indmarman.2023.03.010
: Journal article

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

DOI: 10.1016/j.indmarman.2022.01.016
: Journal article

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

DOI: 10.1016/j.ijresmar.2020.10.003
: Journal article

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

DOI: 10.1016/j.indmarman.2020.02.019
: Journal article

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

DOI: 10.1016/j.indmarman.2017.11.013
: Journal article

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). Springer International Publishing. doi:10.1007/978-3-030-02568-7_45

DOI: 10.1007/978-3-030-02568-7_45
: Chapter

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

DOI: 10.1108/ejm-02-2017-0114
: Journal article

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 Unknown Conference (pp. 149-155). Springer International Publishing. doi:10.1007/978-3-319-24184-5_36

DOI: 10.1007/978-3-319-24184-5_36
: Conference Paper