Publications by Mulye, R

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Book Chapters (2)
Jayawickramarathna, W, Rahman, K, Mulye, R and Fry, T 2019, 'Profitability in the rural bottom of the pyramid markets (BOP) from a business perspective: Evidence from Sri Lanka' in Ramendra Singh (ed.) Bottom of the Pyramid Marketing, Emerald Group Publishing, Croydon, UK, pp. 165-188. 3  
Lee, M, Mulye, R and Stavros, C 2009, 'In-game advertising: effectiveness and consumer attitudes' in Nigel Pope; Kerri-Ann L. Kuhn; John J.H. Forster (ed.) Digital Sport for Performance Enhancement and Competitive Evolution: Intelligent Gaming Technologies, Information Science Publishing, Hershey, PA, USA, pp. 299-313. 347  
Journal Articles (6)
Saldanha, N, Mulye, R and Rahman, K 2018, 'Who is the attached endorser? An examination of the attachment-endorsement spectrum', Journal of retailing and consumer services, pp. 242-250. 69   2 0
Laud, G, Karpen, I, Mulye, R and Rahman, K 2015, '(In Press) The role of embeddedness for resource integration: Complementing S-D logic research through a social capital perspective', Marketing Theory, pp. 1-35. 83  
Laud, G, Karpen, I, Mulye, R and Rahman, K 2015, 'The role of embeddedness for resource integration: Complementing S-D logic research through a social capital perspective', Marketing Theory, vol. 15, no. 4, pp. 509-543. 144   28 Cited 9 times in Scopus9 5
Laud, G, Rahman, K and Mulye, R 2013, 'Fakes and Fashion: Understanding Counterfeit Crisis in the Middle East', Advances in Consumer Research, vol. 10, no. 1, pp. 90-94. 85  
Mulye, R, Westberg, K and Hay, A 2009, 'Using internet-enabled mobile phones to enhance large class student engagement: lessons learned', Journal of the World Universities Forum, vol. 2, no. 5, pp. 109-121. 374  
Mulye, R, Westberg, K and Hay, A 2009, 'Using internet-enabled mobile phones to enhance large class student engagement: lessons learned', Journal of the World Universities Forum, vol. 2, no. 5, pp. 109-122. 276  
Conference Papers (6)
Ha, H and Mulye, R 2014, 'The role of perceived policy effectiveness in explaining climate change mitigation policy support behaviour', in Mike Ewing, Lelde McCoy, Fiona Newton (ed.) Proceedings of the 2014 Biennial International Social Marketing Conference (AASM 2014), Melbourne, Australia, 17-18 July 2014, pp. 1-6. 221  
Laud, G, Mulye, R and Rahman, K 2011, 'Use of embedded brand community networks for brand co-creation', in Dr Martin MacCarthy, Dr Stephen Fanning and Kathryn France (ed.) Proceedings of the Australian & New Zealand Marketing Academy Conference ANZMAC 2011, Perth, Australia, 28-30 November 2011, pp. 1-9. 251  
Zaveri, M and Mulye, R 2010, 'Country of origin effect and employer attractiveness: A missing link', in Paul Ballantine and Dr Jorg Finsterwalder (ed.) Proceedings of the Australian and New Zealand Marketing Academy Conference 2010, Christchurch, New Zealand, 29 November - 1 December 2010. 263  
Westberg, K, Hallahan, T, Mulye, R, Schwartz, M and Stavros, C 2009, 'Challenges to implementing market orientation in the funds management industry', in Tojib, Dewi (ed.) Australian and New Zealand Marketing Academy Conference ANZMAC 2009, Monash University, 30 November - 2 December 2009, pp. 1-8. 455  
Kopanidis, F, Mulye, R and Fry, T 2008, 'A proposed conceptual model for investigating undergraduate student choice of programs and universities', in Sara Denize, Daniela Spanjaard, Neeru Sharma (ed.) Marketing: Shifting the Focus from Mainstream to Offbeat, Sydney, Australia, 1-3 December, 2008. 180  
Zaveri, M, Mulye, R and White, C 2008, 'Country of origin effect on job choice decisions', in Marketing: Shifting the Focus from Mainstream to Offbeat, Sydney, Australia, 1-3 December 2008. 196  
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