Bryan Lukas

Controlling for spurious moderation in marketing: A review of statistical techniques

A Daryanto, BA Lukas

Journal article  |  2022  |  Journal of Business Research

Studies in marketing rarely control for spurious moderation, which occurs when unmeasured nonlinear terms affect researchers’ mode..

Discount venture brands: Self-congruity and perceived value-for-money?

TL Baker, S Chari, A Daryanto, J Dzenkovska, K Ifie, BA Lukas, G Walsh

Journal article  |  2020  |  Journal of Business Research

Grocery retailers have begun to target price conscious consumers with a new type of budget brand, called discount venture brands. ..

Supporting New Product Launches With Social Media Communication and Online Advertising: Sales Volume and Profit Implications

Richard L Gruner, Arnd Vomberg, Christian Homburg, Bryan A Lukas

Journal article  |  2019  |  JOURNAL OF PRODUCT INNOVATION MANAGEMENT

The question of how important firms’ investments in digital communication formats are for the commercial success of new products r..

BRAND PORTFOLIO ARCHITECTURE AND FIRM PERFORMANCE: THE MODERATING IMPACT OF GENERIC STRATEGY

Amanda Spry, Bryan A Lukas

Conference Proceedings  |  2016  |  LOOKING FORWARD, LOOKING BACK: DRAWING ON THE PAST TO SHAPE THE FUTURE OF MARKETING

Even a casual observation of brand portfolio architecture used in marketing practice shows that different firms operating in the s..

Potential Dimensions of Customer Co–Creation

M Theilacker, BA Lukas, CC Snow

Book Chapter  |  2016

Customer co-creation—the active involvement of customers in a firm’s new product development (NPD) processes—has been shown to imp..

Service-Dominant Orientation: Measurement and Impact on Performance Outcomes

Ingo O Karpen, Liliana L Bove, Bryan A Lukas, Michael J Zyphur

Journal article  |  2015  |  JOURNAL OF RETAILING

A firm's ability to offer better service and to co-create valuable customer experiences is critically important to achieving compe..

Sequential vs Simultaneous Rollouts: Contingent Effects of Product Innovativeness and Order of Entry

NM Hazrul, BA Lukas, GJ Whitwell

Conference Proceedings  |  2015

The issue of whether to launch new products sequentially or simultaneously to multiple foreign markets has received little attenti..

Customer Participation and Knowledge Level: How Will it Affect the Delivery of the Health Care Offering?

GTM Hult, BA Lukas

Book Chapter  |  2015

This paper focuses on customer participation and customer knowledge as strategic marketing tools in the development and delivery o..

Firm-hosted online brand communities and new product success

Richard L Gruner, Christian Homburg, Bryan A Lukas

Journal article  |  2014  |  JOURNAL OF THE ACADEMY OF MARKETING SCIENCE

Many firms use online brand communities to support the launch of their new products. This study proposes a typology of firm-hosted..

The halo model of origin images: Conceptualisation and initial empirical test

Alexander Josiassen, Bryan A Lukas, Gregory J Whitwell, A George Assaf

Journal article  |  2013  |  JOURNAL OF CONSUMER BEHAVIOUR

National origin has gained importance as a marketing tool for practitioners to sell their goods and services. However, because ori..