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Michael A Merz
San José State University - San José / United States
Business & Management / Marketing
AD Scientific Index ID: 1647140
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Michael A Merz's MOST POPULAR ARTICLES
1-)
The evolving brand logic: a service-dominant logic perspectiveMA Merz, Y He, SL VargoJournal of the academy of marketing science 37 (3), 328-344, 200912222009
2-)
How valuable are your customers in the brand value co-creation process? The development of a Customer Co-Creation Value (CCCV) scaleMA Merz, L Zarantonello, S GrappiJournal of Business Research 82, 79-89, 20182902018
3-)
The industrial brand personality scale: Building strong business-to-business brandsU Herbst, MA MerzIndustrial marketing management 40 (7), 1072-1081, 20111402011
4-)
A categorization approach to analyzing the global consumer culture debateMA Merz, Y He, DL AldenInternational Marketing Review 25 (2), 166-182, 20081402008
5-)
Diffusion of measurement invariance assessment in cross-national empirical marketing research: perspectives from the literature and a survey of researchersY He, MA Merz, DL AldenJournal of International Marketing 16 (2), 64-83, 2008882008
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