Anita Goyal

Employment

• Indian Institute of Management Lucknow Associate Professor

Education

Education history is unavailable.

Projects & Funding

Projects & funding information is unavailable.

Publications (5)

• The relationship between brand engagement, brand loyalty, overall brand equity and purchase intention
  Journal of Strategic Marketing 2024 DOI: 10.1080/0965254X.2022.2149839
  +Save
• Communicating and Building Destination Brands With New Media
  2022 DOI: 10.4018/978-1-6684-6287-4.ch033
  +Save
• Maximizing customers' lifetime value using limited marketing resources
  Marketing Intelligence & Planning 2021 DOI: 10.1108/MIP-02-2021-0050
  +Save
• Do it yourself effect on restaurants – The pandemic effect: Driven by the fear appeal theory
  Journal of Hospitality and Tourism Management 2021 DOI: 10.1016/j.jhtm.2021.05.010
  +Save
• Communicating and Building Destination Brands With New Media
  2021 DOI: 10.4018/978-1-7998-7095-1.ch001
  +Save