Rob Morgan
Rob Morgan
Professor of Marketing, University of Alabama
Verified email at
Cited by
Cited by
The commitment-trust theory of relationship marketing
RM Morgan, SD Hunt
Journal of marketing 58 (3), 20-38, 1994
The comparative advantage theory of competition
SD Hunt, RM Morgan
Journal of marketing 59 (2), 1-15, 1995
Customer engagement: Exploring customer relationships beyond purchase
SD Vivek, SE Beatty, RM Morgan
Journal of marketing theory and practice 20 (2), 122-146, 2012
The resource-advantage theory of competition: dynamics, path dependencies, and evolutionary dimensions
SD Hunt, RM Morgan
Journal of marketing 60 (4), 107-114, 1996
Handbook of relationship marketing
A Parvatiyar, JN Sheth
Sage Publications, 1999
Relationship-based competitive advantage: the role of relationship marketing in marketing strategy
RM Morgan, S Hunt
Journal of business research 46 (3), 281-290, 1999
Organizational commitment: one of many commitments or key mediating construct?
SD Hunt, RM Morgan
Academy of management journal 37 (6), 1568-1587, 1994
The role of existing knowledge in new product innovativeness and performance
BK Brockman, RM Morgan
Decision sciences 34 (2), 385-419, 2003
Relationship marketing in the era of network competition
SD Hunt, RM Morgan
Marketing management 3 (1), 18, 1994
A generalized multidimensional scale for measuring customer engagement
SD Vivek, SE Beatty, V Dalela, RM Morgan
Journal of Marketing Theory and Practice 22 (4), 401-420, 2014
Resource-advantage theory: a snake swallowing its tail or a general theory of competition?
SD Hunt, RM Morgan
Journal of Marketing 61 (4), 74-82, 1997
Differential effects of preferential treatment levels on relational outcomes
R Lacey, J Suh, RM Morgan
Journal of service research 9 (3), 241-256, 2007
Relationship marketing and marketing strategy: The evolution of relationship marketing strategy within the organization
RM Morgan
Handbook of relationship marketing, 481-504, 2000
Customer advocacy and the impact of B2B loyalty programs
R Lacey, RM Morgan
Journal of business & industrial marketing, 2009
The moderating effect of organizational cohesiveness in knowledge use and new product development
BK Brockman, RM Morgan
Journal of the Academy of Marketing Science 34 (3), 295-307, 2006
Теория приверженности и доверия в маркетинге взаимоотношений
РМ Морган, ШД Хант
Российский журнал менеджмента 2 (2), 73–110-73–110, 2004
Patronage and loyalty strategies: understanding the behavioral and attitudinal outcomes of customer retention programs
RM Morgan, TN Crutchfield, R Lacey
Relationship marketing, 71-87, 2000
Joint venture stability and cooperation: Direct, indirect and contingent effects of resource complementarity and trust
GD Deitz, M Tokman, RG Richey, RM Morgan
Industrial Marketing Management 39 (5), 862-873, 2010
The commitment-trust theory of marketing relationships
R Morgan, S Hunt
Journal of Marketing 58 (3), 20-38, 1994
Advertising agency compensation: An agency theory explanation
DF Spake, G D'souza, TN Crutchfield, RM Morgan
Journal of Advertising 28 (3), 53-72, 1999
The system can't perform the operation now. Try again later.
Articles 1–20