Analyzing True Loyalty in the Middle Eastern Market: Brand Preference and Brand Insistence, Larry P. Pleshko, Richard A. Heiens
Association of Marketing Theory and Practice Proceedings 2019

An Investigation into the Impact of Advertising, Intangible Assets, and Goodwill, on Investor Holding Period Returns in the Retailing Industry, Richard A. Heiens, Robert T. Leach, Paul D. Newsom, Leanne C. McGrath
Association of Marketing Theory and Practice Proceedings 2015

The Relationship Between Investments in Intangible Resources and Liquidation for Financially Distressed Firms, Richard A. Heiens, Robert T. Leach, Paul D. Newsom
Association of Marketing Theory and Practice Proceedings 2013