Today’s blog was written by Dr. Claudia Groß, of the TIAS School for Business & Society, The Netherlands, www.tias.edu/
Dr. Groß has written a summary of the article she and Professor William Keep, of the College of New Jersey Business School, which was published in the Journal of Marketing Management in 2025.
A link to the full article, which is behind a paywall, is here: https://www.tandfonline.com/doi/full/10.1080/0267257X.2025.2578617
To read the summary, click here.