All Stories

  1. The effect of startup marketing agility on new product creativity and new product performance: the moderating effect of technological turbulence

    Article • Marketing Intelligence & Planning, September 2024, Emerald

    Fortune Edem Amenuvor

  2. Examining the effect of brand coolness on communal brand connection and brand commitment: a mediation and moderation perspective

    Article • Marketing Intelligence & Planning, August 2023, Emerald

    Fortune Edem Amenuvor

  3. Understanding the Metaverse: A Review of Virtual Worlds and Augmented Reality Environments

    Article • Current Journal of Applied Science and Technology, August 2023, Sciencedomain International

    Fortune Edem Amenuvor

  4. The effect of SMEs’ dynamic capability on operational capabilities and organisational agility

    Article • South African Journal of Business Management, July 2023, AOSIS Open Journals

    Fortune Edem Amenuvor

  5. Internal marketing and salespeople's out-of-role behaviour: The mediating role of job satisfaction

    Article • European Research on Management and Business Economics, May 2023, Elsevier

    Fortune Edem Amenuvor

  6. Formal salesforce controls and service-sales ambidexterity: the moderating role of salespeople's grit

    Article • Marketing Intelligence & Planning, March 2023, Emerald

    Fortune Edem Amenuvor

  7. Emotional intelligence and boundary‐spanning behavior among door‐to‐door salespeople

    Article • Canadian Journal of Administrative Sciences / Revue Canadienne des Sciences de l Administration, January 2023, Wiley

    Fortune Edem Amenuvor

  8. Exploring customer stewardship behaviors in service firms

    Article • European Business Review, April 2022, Emerald

    Fortune Edem Amenuvor

  9. The Effect of Door-to-Door Salespeople’s Individual Sales Capabilities on Selling Behavior and Performance: The Moderating Effect of Competitive Intensity

    Article • Sustainability, March 2022, MDPI AG

    Fortune Edem Amenuvor

  10. Salesforce output control and customer-oriented selling behaviours

    Article • Marketing Intelligence & Planning, February 2022, Emerald

    Fortune Edem Amenuvor

  11. The influence of marketing communications strategy on consumer purchasing behaviour in the financial services industry in an emerging economy

    Article • Journal of Financial Services Marketing, October 2021, Springer Science + Business Media

    Fortune Edem Amenuvor

  12. Examining the relationship between customer bonding, customer participation, and customer satisfaction

    Article • Journal of Retailing and Consumer Services, September 2021, Elsevier

    Fortune Edem Amenuvor

  13. Examining the consequences of adaptive selling behavior by door-to-door salespeople in the Korean cosmetic industry

    Article • Asia Pacific International Journal of Marketing, August 2021, Emerald

    Fortune Edem Amenuvor

  14. Antecedents of adaptive selling behaviour: a study of the Korean cosmetic industry

    Article • Asia Pacific International Journal of Marketing, August 2021, Emerald

    Fortune Edem Amenuvor

  15. Formal salesforce control mechanisms and behavioral outcomes

    Article • Marketing Intelligence & Planning, June 2021, Emerald

    Fortune Edem Amenuvor

  16. Effects of Sales-Related Capabilities of Personal Selling Organizations on Individual Sales Capability, Sales Behaviors and Sales Performance in Cosmetics Personal Selling Channels

    Article • Sustainability, April 2021, MDPI AG

    Fortune Edem Amenuvor

  17. The Impact of Entrepreneurial Orientation on New Product Creativity, Competitive Advantage and New Product Performance in SMEs: The Moderating Role of Corporate Life Cycle

    Article • Sustainability, March 2021, MDPI AG

    Fortune Edem Amenuvor

  18. Brand Trust and Brand Loyalty: A Moderation and Mediation Perspective

    Article • Current Journal of Applied Science and Technology, November 2019, Sciencedomain International

    Fortune Edem Amenuvor

  19. Green Purchase Behavior: the Predictive Roles of Consumer Self-Determination, Perceived Customer Effectiveness and Perceived Price

    Article • International Journal of Scientific Research and Management (IJSRM), October 2019, Research and Analysis Journals

    Fortune Edem Amenuvor

  20. Customer Experience and Behavioral Intentions: The Mediation Role of Customer Perceived Value

    Article • International Journal of Scientific Research and Management (IJSRM), October 2019, Research and Analysis Journals

    Fortune Edem Amenuvor