Peter Guenther

Peter Guenther

University of Liverpool - Liverpool / United Kingdom
Business & Management / Marketing
AD Scientific Index ID: 5272418
person_outline Peter Guenther's MOST POPULAR ARTICLES
1-) Improving PLS-SEM use for business marketing researchP Guenther, M Guenther, CM Ringle, G Zaefarian, S CartwrightIndustrial Marketing Management 111, 127-142, 20231112023
2-) The value of branding for B2B service firms—The shareholders\' perspectiveM Guenther, P GuentherIndustrial Marketing Management 78 (April), 88-101, 2019642019
3-) Is advertising an underappreciated driver of sales growth in B2B markets? Theoretical perspectives and empirical evidenceM Guenther, P GuentherIndustrial Marketing Management 87 (May), 76-89, 2020252020
4-) The complex firm financial effects of customer satisfaction improvementsM Guenther, P GuentherInternational Journal of Research in Marketing 38 (3), 639-662, 2021212021
5-) Can B2B firms benefit from competitors\' advertising? A dynamic business environment perspective on an emerging communication formP Guenther, M GuentherIndustrial Marketing Management 102, 252-265, 2022182022