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A research framework for examining customer participation in value co-creation: applying the service dominant logic to the provision of living support services to oncology day-care patients
- Rehman, Muqqadas, Dean, Alison M., Pires, Guilherme D.
Conceptualising the effect of brand love on consumers' repurchase intentions for consumer products
- Suetrong, Prapatsorn, Pires, Guilherme D., Chen, Tom
Customer satisfaction with sommelier services of upscale Chinese restaurants in Hong Kong
- Lau, Tommy, Cheung, Man Lai, Pires, Guilherme D., Chan, Carol
Developing a conceptual model for examining social media marketing effects on brand awareness and brand image
- Cheung, Man Lai, Pires, Guilherme D., Rosenberger III, Philip J.
Driving COBRAs: the power of social media marketing
- Cheung, Man Lai, Pires, Guilherme D., Rosenberger III, Philip J., De Oliveira, Mauro Jose
Driving consumer-brand engagement and co-creation by brand interactivity
- Cheung, Man Lai, Pires, Guilherme D., Rosenberger III, Philip J., Jose de Oliveira, Mauro
Ethnic marketing ethics
- Pires, Guilherme D., Stanton, John
Ethnic marketing: accepting the challenge of cultural diversity
- Pires, Guilherme D., Stanton, P. John
Ethnic marketing: culturally sensitive theory and practice
Ethnic marketing: theory, practice and entrepreneurship
Exploring consumer–brand engagement: a holistic framework
Exploring synergetic effects of social-media communication and distribution strategy on consumer-based brand equity
- Cheung, Man Lai, Pires, Guilherme D., Rosenberger, Philip J.
Exploring the effect of social media marketing on consumer-brand engagement
Investigating the role of social media marketing on value co-creation and engagement: An empirical study in China and Hong Kong
- Cheung, Man Lai, Pires, Guilherme D., Rosenberger, Philip J., Leung, Wilson K. S., Ting, Hiram
Issues in consumer-based brand equity and agenda for future research
- Cheung, Man Lai, Pires, Guilherme D., Rosenberger III, Philip J., de Oliveira, Mauro Jose
Need for a linked-emic approach in domestic marketing
- Stanton, John, Pires, Guilherme D.
Revisiting ethnic marketing ethics
Revisiting the substantiality criterion: from ethnic marketing to market segmentation
- Pires, Guilherme D., Stanton, John, Stanton, Patricia
Revisiting the substantiality test: from ethnic marketing to market segmentation
The interaction of foreign direct investment with electronic commerce in less developed countries
- Pires, Guilherme D., Stanton, John, Salavrakos, Ioannis-Dionysios
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