Feng, C. (., Botha, E., & Pitt, L. (2024). From HAL to GenAI: Optimizing chatbot impacts with CARE. Business Horizons, 67(5), 537-548. http://doi.org/10.1016/j.bushor.2024.04.012

Lam, J., Mulvey, M. S., Robson, K., & Pitt, L. (2024). Culture uncovered: B2B salesforce job reviews as windows into corporate values. Journal of Business and Industrial Marketing, 39(5), 1077-1091. http://doi.org/10.1108/JBIM-03-2023-0145

Robertson, J., Ferreira, C., Watson, R. T., McCarthy, I., Kietzmann, J., & Pitt, L. (2024). Assessing digital responsibility in a digital-first world: Revisiting the U-commerce framework. Organizational Dynamics, 53(2). http://doi.org/10.1016/j.orgdyn.2024.101044

Ferreira, C., Ferreira, C., Park, A., Kietzmann, J. H., Demetis, D., Demetis, D., Flostrand, A. D., Mccarthy, I. P., Pitt, L. F., Dabirian, A., & Dabirian, A. (2024). Cybercrime: Understanding the Current State of Literature and Issues Facing CISOs. IT Professional, 26(2), 83-89. http://doi.org/10.1109/MITP.2024.3375571

Ferreira, C., Robertson, J., Pitt, L., & Lord Ferguson, S. (2024). UNLOCKING STUDENT CREATIVITY WITH LEGO® SERIOUS PLAY: A CASE STUDY FROM THE GRADUATE MARKETING CLASSROOM. Marketing Education Review, 34(2), 153-163. http://doi.org/10.1080/10528008.2024.2337926

Robertson, J., Vella, J., Duncan, S., Pitt, C., Pitt, L., & Caruana, A. (2024). Beyond surveys: leveraging automated text analysis of travellers’ online reviews to enhance service quality and willingness to recommend. Journal of Strategic Marketing, 32(4), 516-535. http://doi.org/10.1080/0965254X.2023.2256738

Plangger, K., Marder, B., Montecchi, M., Watson, R., & Pitt, L. (2023). Does (customer data) size matter? Generating valuable customer insights with less customer relationship risk. Psychology and Marketing, 40(10), 2016-2028. http://doi.org/10.1002/mar.21866

Watson, R. T., Plangger, K., Pitt, L., & Tiwana, A. (2023). A Theory of Information Compression: When Judgments Are Costly. Information Systems Research, 34(3), 1089-1108. http://doi.org/10.1287/isre.2022.1163

Oc, Y., Plangger, K., Sands, S., Campbell, C. L., & Pitt, L. (2023). Luxury is what you say: Analyzing electronic word-of-mouth marketing of luxury products using artificial intelligence and machine learning. Psychology and Marketing, 40(9), 1704-1719. http://doi.org/10.1002/mar.21831

Hannah, D., Ferreira, C., & Pitt, L. (2023). From warrior to guardian: An autoethnographic study of how consumers think about and interact with the natural world. Psychology and Marketing, 40(7), 1344-1360. http://doi.org/10.1002/mar.21810

Berthon, P., Pitt, C., Park, A., & Pitt, L. (2023). When memes program the genes: What managers need to know about the emerging genetic revolution. Business Horizons, 66(4), 423-431. http://doi.org/10.1016/j.bushor.2022.10.007

Ferreira, C., Robertson, J., Chohan, R., Pitt, L., & Foster, T. (2023). The writing is on the wall: predicting customers' evaluation of customer-firm interactions using computerized text analysis. Journal of Service Theory and Practice, 33(2), 309-327. http://doi.org/10.1108/JSTP-04-2022-0100

Cheng, Z., Plangger, K., Cai, F., Campbell, C. L., & Pitt, L. (2023). Charting value creation strategies B2B salespeople use throughout the sales process: learning from social media influencers. European Journal of Marketing, 57(3), 718-744. http://doi.org/10.1108/EJM-11-2021-0922

Ferreira, C., Robertson, J., Reyneke, M., & Pitt, L. (2023). INSIDE-OUT: USING THE MARKETING CLASSROOM TO MIRROR DIVERSITY AND INCLUSION OF THE MARKETPLACE. Marketing Education Review, 33(1), 7-21. http://doi.org/10.1080/10528008.2022.2139624

Berthon, P. R., Lord Ferguson, S. T., Pitt, L. F., & Wang, E. (2023). The virtuous brand: The perils and promises of brand virtue signaling. Business Horizons, 66(1), 27-36. http://doi.org/10.1016/j.bushor.2021.10.006

Ferreira, C., Robertson, J., & Pitt, L. (2023). Business (un)usual: Critical skills for the next normal. Thunderbird International Business Review, 65(1), 39-47. http://doi.org/10.1002/tie.22276

Park, A., Treen, E., Pitt, L., & Chan, A. (2023). Brand stories in marketing: a bibliographic perspective. Journal of Strategic Marketing, 31(3), 635-654. http://doi.org/10.1080/0965254X.2021.1963312

Lord Ferguson, S., Flostrand, A., Lam, J., & Pitt, L. (2022). Caught in a vicious cycle? Student perceptions of academic dishonesty in the business classroom. International Journal of Management Education, 20(3). http://doi.org/10.1016/j.ijme.2022.100677

Sands, S., Campbell, C., Plangger, K., & Pitt, L. (2022). Buffer bots: The role of virtual service agents in mitigating negative effects when service fails. Psychology and Marketing, 39(11), 2039-2054. http://doi.org/10.1002/mar.21723

Robertson, J., Botha, E., Ferreira, C., & Pitt, L. (2022). How deep is your love? The brand love-loyalty matrix in consumer-brand relationships. Journal of Business Research, 149, 651-662. http://doi.org/10.1016/j.jbusres.2022.05.058

McMullan, K., McMullan, K., Laurell, C., Laurell, C., & Pitt, L. F. (2022). Managing the tensions in marketer-influencer relationships. Business Horizons, 65(5), 559-566. http://doi.org/10.1016/j.bushor.2021.09.003

Ferreira, C., Lam, J., Pitt, L., Caruana, A., & Brown, T. (2022). Contrasting compulsive behaviour: Computerized text analysis of compulsion narratives. Journal of Health Psychology, 27(8), 1942-1958. http://doi.org/10.1177/13591053211017207

Park, A., Berthon, P. R., Kietzmann, J. H., & Pitt, L. F. (2022). CRISPR: What Managers Need to Know About the Emerging Genetic Revolution. California Management Review Insights. https://cmr.berkeley.edu/2022/06/crispr-what-managers-need-to-know-about-the-emerging-genetic-revolution/

Wilson, M., Robson, K., & Pitt, L. (2022). Consumer subversion and its relationship to anti-consumption, deviant and dysfunctional behaviors, and consumer revenge. Psychology and Marketing, 39(3), 598-611. http://doi.org/10.1002/mar.21583

Ferreira, C., Hannah, D., McCarthy, I. P., Pitt, L., & Lord Ferguson, S. (2022). This Place Is Full of It: Towards an Organizational Bullshit Perception Scale. Psychological Reports, 125(1), 448-463. http://doi.org/10.1177/0033294120978162

Wilson, M., Paschen, J., & Pitt, L. (2022). The circular economy meets artificial intelligence (AI): understanding the opportunities of AI for reverse logistics. Management of Environmental Quality: An International Journal, 33(1), 9-25. http://doi.org/10.1108/MEQ-10-2020-0222

Watson, R. T., & Pitt, L. F. (2022). Transcendent service management. Journal of Service Management, 33(1), 1-8. http://doi.org/10.1108/JOSM-08-2021-0332

Park, A., Park, A., Kietzmann, J., Pitt, L., & Dabirian, A. (2022). The Evolution of Nonfungible Tokens: Complexity and Novelty of NFT Use-Cases. IT Professional, 24(1), 9-14. http://doi.org/10.1109/MITP.2021.3136055

Key, T. M., Clark, T., Ferrell, O. C., Stewart, D. W., & Pitt, L. (2021). Re-institutionalizing marketing. AMS Review, 11(3-4), 446-453. http://doi.org/10.1007/s13162-021-00220-0

Ferguson, S. L., Pitt, C., & Pitt, L. (2021). Using artificial intelligence to examine online patient reviews. Journal of Health Psychology, 26(13), 2424-2434. http://doi.org/10.1177/1359105320913954

Feng, C. M., Park, A., Pitt, L., Kietzmann, J., & Northey, G. (2021). Artificial intelligence in marketing: A bibliographic perspective. Australasian Marketing Journal, 29(3), 252-263. http://doi.org/10.1016/j.ausmj.2020.07.006

Demsar, V., Sands, S., Campbell, C., & Pitt, L. (2021). “Unprecedented,” “extraordinary,” and “we're all in this together”: Does advertising really need to be so tedious in challenging times? Business Horizons, 64(4), 415-424. http://doi.org/10.1016/j.bushor.2021.02.007

Brown, T., Brown, T., Caruana, A., Caruana, A., Mulvey, M., Mulvey, M., & Pitt, L. F. (2021). Understanding the emotions of those with a gambling disorder: Insights from automated text analysis. Journal of Gambling Issues, 47, 121-142. http://doi.org/10.4309/jgi.2021.47.5

Toniolo-Barrios, M., & Pitt, L. (2021). Mindfulness and the challenges of working from home in times of crisis. Business Horizons, 64(2), 189-197. http://doi.org/10.1016/j.bushor.2020.09.004

Farshid, M., Lord Ferguson, S., Pitt, L., & Plangger, K. (2021). People as products: Exploring replication and corroboration in the dimensions of theory, method and context. Journal of Business Research, 126, 533-541. http://doi.org/10.1016/j.jbusres.2019.11.001

Sands, S., Beverland, M., Campbell, C., & Pitt, L. (2020). Strategically releasing control: Navigating the complexities of enabling category captains. Industrial Marketing Management, 90, 181-193. http://doi.org/10.1016/j.indmarman.2020.07.004

Key, T. M., Key, T. M., Clark, T., Clark, T., Ferrell, O., Ferrell, O., Stewart, D. W., Stewart, D. W., & Pitt, L. F. (2020). Marketing’s theoretical and conceptual value proposition: opportunities to address marketing’s influence. AMS Review, 1-17. http://doi.org/10.1007/s13162-020-00176-7

Robertson, J., Pitt, L., & Ferreira, C. (2020). Entrepreneurial ecosystems and the public sector: A bibliographic analysis. Socio-Economic Planning Sciences. http://doi.org/10.1016/j.seps.2020.100862

McCarthy, I. P., Hannah, D., Pitt, L. F., & McCarthy, J. M. (2020). Confronting indifference toward truth: Dealing with workplace bullshit. Business Horizons, 63(3), 253-263. http://doi.org/10.1016/j.bushor.2020.01.001

Toniolo–Barrios, M., Brasil, A., & Pitt, L. F. (2020). Nine Prolific Years: An Analysis of Publications in Mindfulness. Mindfulness, 11(5), 1077-1089. http://doi.org/10.1007/s12671-020-01321-w

Mishra, S., Mishra, S., Ewing, M. T., & Pitt, L. F. (2020). The effects of an articulated customer value proposition (CVP) on promotional expense, brand investment and firm performance in B2B markets: A text based analysis. Industrial Marketing Management, 87, 264-275. http://doi.org/10.1016/j.indmarman.2019.10.005

Kietzmann, J., & Pitt, L. F. (2020). Computerized content analysis of online data – opportunities for marketing scholars and practitioners. European Journal of Marketing, 54(3), 473-477. http://doi.org/10.1108/EJM-01-2020-0007

Flostrand, A., Pitt, L., & Kietzmann, J. (2020). Fake news and brand management: a Delphi study of impact, vulnerability and mitigation. Journal of Product and Brand Management, 29(2), 246-254. http://doi.org/10.1108/JPBM-12-2018-2156

Kietzmann, J., & Pitt, L. F. (2020). Artificial intelligence and machine learning: What managers need to know. Business Horizons, 63(2), 131-133. http://doi.org/10.1016/j.bushor.2019.11.005

Flostrand, A., Pitt, L., & Bridson, S. (2020). The Delphi technique in forecasting– A 42-year bibliographic analysis (1975–2017). Technological Forecasting and Social Change, 150. http://doi.org/10.1016/j.techfore.2019.119773

Brown, T., Park, A., & Pitt, L. F. (2020). A 60-year bibliographic review of the journal of advertising research perspectives on trends in authorship, influences, and research impact. Journal of Advertising Research, 60(4), 353-360. http://doi.org/10.2501/JAR-2020-028

Robson, K., Wilson, M., & Pitt, L. (2019). Creating new products from old ones: Consumer motivations for innovating autonomously from firms. Technovation, 88. http://doi.org/10.1016/j.technovation.2019.05.001

Robertson, J., McCarthy, I. P., & Pitt, L. (2019). Leveraging social capital in university-industry knowledge transfer strategies: a comparative positioning framework. Knowledge Management Research and Practice, 17(4), 461-472. http://doi.org/10.1080/14778238.2019.1589396

Berthon, P., Pitt, L., & Campbell, C. (2019). Addictive De-Vices: A Public Policy Analysis of Sources and Solutions to Digital Addiction. Journal of Public Policy and Marketing, 38(4), 451-468. http://doi.org/10.1177/0743915619859852

Pitt, C. S., Plangger, K. A., Botha, E., Kietzmann, J., & Pitt, L. (2019). How employees engage with B2B brands on social media: Word choice and verbal tone. Industrial Marketing Management, 81, 130-137. http://doi.org/10.1016/j.indmarman.2017.09.012

Ferreira, C. C., Lord Ferguson, S., & Pitt, L. F. (2019). Entrepreneurial marketing and hybrid entrepreneurship: the case of JM Reid Bamboo Rods. Journal of Marketing Management, 35(9-10), 867-885. http://doi.org/10.1080/0267257X.2019.1637921

Hannah, D., Parent, M., Pitt, L., & Berthon, P. (2019). Secrets and knowledge management strategy: the role of secrecy appropriation mechanisms in realizing value from firm innovations. Journal of Knowledge Management, 23(2), 297-312. http://doi.org/10.1108/JKM-09-2017-0389

Ewing, T., Heilgenberg, K., & Pitt, L. (2019). How to demotivate your top performers: Lessons from professional cricket. Business Horizons, 62(2), 149-155. http://doi.org/10.1016/j.bushor.2018.09.003

Berthon, P. R., & Pitt, L. F. (2019). Types of mindfulness in an age of digital distraction. Business Horizons, 62(2), 131-137. http://doi.org/10.1016/j.bushor.2018.10.003

Marder, B., Gattig, D., Collins, E., Pitt, L., Kietzmann, J., & Erz, A. (2019). The Avatar's new clothes: Understanding why players purchase non-functional items in free-to-play games. Computers in Human Behavior, 91, 72-83. http://doi.org/10.1016/j.chb.2018.09.006

Shum, V., Park, A., Maine, E., & Pitt, L. F. (2019). A Bibliometric Study of Research-Technology Management, 1998–2017: An analysis of 20 years of RTM articles offers a perspective on trends and evolutions in the journal’s content and in the field of innovation management. Research Technology Management, 62(1), 34-43. http://doi.org/10.1080/08956308.2019.1541728

Pitt, L., Lord Ferguson, S., & Berthon, P. (2018). The transition from products to connected health: observations and avenues for future research. AMS Review, 8(3-4), 233-239. http://doi.org/10.1007/s13162-018-0127-x

Berthon, P. R., & Pitt, L. F. (2018). Brands, Truthiness and Post-Fact: Managing Brands in a Post-Rational World. Journal of Macromarketing, 38(2), 218-227. http://doi.org/10.1177/0276146718755869

Berthon, P. R., Treen, E., & Pitt, L. F. (2018). How truthiness, fake news and post-fact endanger brands and what to do about it. Marketing Intelligence Review, 10(1), 18-23. http://doi.org/10.2478/gfkmir-2018-0003

Treen, E., Pitt, L., Bredican, J., & Farshid, M. (2017). App service: How do consumers perceive the quality of financial service apps on smart devices? Journal of Financial Services Marketing, 22(3), 119-125. http://doi.org/10.1057/s41264-017-0029-2

Brown, T. E., Boon, E., & Pitt, L. F. (2017). Seeking funding in order to sell: Crowdfunding as a marketing tool. Business Horizons, 60(2), 189-195. http://doi.org/10.1016/j.bushor.2016.11.004

Pitt, L. F., & Treen, E. R. (2017). Understanding communication in disaster response: A marketing strategy formulation and implementation perspective. Journal of Public Affairs.

Blair, A. J., Atanasova, C., Pitt, L., Chan, A., & Wallstrom, Å. (2017). Assessing brand equity in the luxury wine market by exploiting tastemaker scores. Journal of Product and Brand Management, 26(5), 447-452. http://doi.org/10.1108/JPBM-06-2016-1214

Morrish, S. C., Pitt, L., Vella, J., & Botha, E. (2017). Where to visit, what to drink? A cross-national perspective on wine estate brand personalities. International Journal of Wine Business Research, 29(4), 373-383. http://doi.org/10.1108/IJWBR-03-2017-0011

Paschen, J., Pitt, L., Kietzmann, J., Dabirian, A., & Farshid, M. (2017). The brand personalities of brand communities: An analysis of online communication. Online Information Review, 41(7), 1064-1075. http://doi.org/10.1108/OIR-08-2016-0235

Mills, A. J., Watson, R. T., Pitt, L., & Kietzmann, J. (2016). Wearing safe: Physical and informational security in the age of the wearable device. Business Horizons, 59(6), 615-622. http://doi.org/10.1016/j.bushor.2016.08.003

Wang, E. (., Berthon, P., Pitt, L., & McCarthy, I. P. (2016). Service, emotional labor, and mindfulness. Business Horizons, 59(6), 655-661. http://doi.org/10.1016/j.bushor.2016.07.002

Treen, E., Atanasova, C., Pitt, L., Johnson, M., & Johnson, M. (2016). Evidence From a Large Sample on the Effects of Group Size and Decision-Making Time on Performance in a Marketing Simulation Game. Journal of Marketing Education, 38(2), 130-137. http://doi.org/10.1177/0273475316653433

Kietzmann, J., & Pitt, L. (2016). Using Simulations in the Marketing Classroom. Journal of Marketing Education, 38(2), 71-72. http://doi.org/10.1177/0273475316653542

Hannah, D., Treen, E., Pitt, L., & Berthon, P. (2016). But you promised! Managing consumers' psychological contracts. Business Horizons, 59(4), 363-368. http://doi.org/10.1016/j.bushor.2016.02.003

Wiid, R., Grant, P. S., Mills, A. J., & Pitt, L. F. (2016). No joke: Understanding public sentiment toward selling and salespeople through cartoon analysis. Marketing Theory, 16(2), 171-193. http://doi.org/10.1177/1470593115607940

Jurgens, M., Berthon, P., Edelman, L., & Pitt, L. (2016). Social media revolutions: The influence of secondary stakeholders. Business Horizons, 59(2), 129-136. http://doi.org/10.1016/j.bushor.2015.11.010

Robson, K., Plangger, K., Kietzmann, J. H., McCarthy, I., & Pitt, L. (2016). Game on: Engaging customers and employees through gamification. Business Horizons, 59(1), 29-36. http://doi.org/10.1016/j.bushor.2015.08.002

Dawson, G., Watson, R. T., Boudreau, M. C., & Pitt, L. F. (2016). A knowledge-centric examination of signaling and screening activities in the negotiation for information systems consulting services. Journal of the Association for Information Systems, 17(2), 77-106. http://doi.org/10.17705/1jais.00422

Robson, K., Kietzmann, J., & Pitt, L. F. (2016). APC Forum: Extending business values through wearables. MIS Quarterly Executive, 15(2), 167-177. https://aisel.aisnet.org/misqe/vol15/iss2/7/

Morrison, S., Pitt, L., & Kietzmann, J. (2015). Technology and financial services: Marketing in times of U-commerce. Journal of Financial Services Marketing, 20(4), 273-281. http://doi.org/10.1057/fsm.2015.18

Hall, D., Pitt, L., & Wallstrom, A. (2015). The secrets of secret societies: The case of wine. Business Horizons, 58(6), 651-658. http://doi.org/10.1016/j.bushor.2015.07.002

Pitt, L., Berthon, P., & Ferreira, J. (2015). The magic of secrets. Business Horizons, 58(6), 589-590. http://doi.org/10.1016/j.bushor.2015.05.011

Vigar-Ellis, D., Pitt, L., & Berthon, P. (2015). Knowing what they know: A managerial perspective on consumer knowledge. Business Horizons, 58(6), 679-685. http://doi.org/10.1016/j.bushor.2015.07.005

Vigar-Ellis, D., Pitt, L., & Caruana, A. (2015). Does objective and subjective knowledge vary between opinion leaders and opinion seekers? Implications for wine marketing. Journal of Wine Research, 26(4), 304-318. http://doi.org/10.1080/09571264.2015.1092120

Berthon, P., Pitt, L., Kietzmann, J., & McCarthy, I. P. (2015). CGIP: MAnaging consumer-generated intellectual property. California Management Review, 57(4), 43-62. http://doi.org/10.1525/cmr.2015.57.4.43

Robson, K., Pitt, L., & Berthon, P. R. (2015). "Yes, and...": What improv theater can teach service firms. Business Horizons, 58(4), 357-362. http://doi.org/10.1016/j.bushor.2015.02.002

Robson, K., Plangger, K., Kietzmann, J. H., McCarthy, I., & Pitt, L. (2015). Is it all a game? Understanding the principles of gamification. Business Horizons, 58(4), 411-420. http://doi.org/10.1016/j.bushor.2015.03.006

Vigar-Ellis, D., Pitt, L., & Caruana, A. (2015). Knowledge effects on the exploratory acquisition of wine. International Journal of Wine Business Research, 27(2), 84-102. http://doi.org/10.1108/IJWBR-09-2014-0038

Boon, E., Pitt, L., & Salehi-Sangari, E. (2015). Managing information sharing in online communities and marketplaces. Business Horizons, 58(3), 347-353. http://doi.org/10.1016/j.bushor.2015.01.008

Kietzmann, J., Pitt, L., & Berthon, P. (2015). Disruptions, decisions, and destinations: Enter the age of 3-D printing and additive manufacturing. Business Horizons, 58(2), 209-215. http://doi.org/10.1016/j.bushor.2014.11.005

Desautels, P., Berthon, P., Caruana, A., & Pitt, L. F. (2015). The impact of country connectedness and cultural values on the equity of a country's workforce: A cross-country investigation. Cross Cultural Management, 22(1), 2-20. http://doi.org/10.1108/CCM-12-2013-0184

Robson, K., Pitt, L., & West, D. C. (2015). Navigating the peer-review process: Reviewers’ suggestions for a manuscript: Factors considered before a paper is accepted or rejected for the journal of advertising research. Journal of Advertising Research, 55(1). http://doi.org/10.2501/JAR-55-1-009-017

Boon, E., Pitt, L., Ofek, N., & Ofek, N. (2015). “Deal of the day”: An analysis of subscriber purchase behavior. Tourism and Hospitality Research, 15(2), 105-114. http://doi.org/10.1177/1467358414567798

Bevelander, D. L., Page, M. J., Page, M. J., Pitt, L. F., & Parent, M. (2015, January). On a mission: Achieving distinction as a business school? South African Journal of Business Management, 46(2), 29-41. http://doi.org/10.4102/sajbm.v46i2.89

Bogers, M., McCarthy, I. P., & Pitt, L. (2015). Leveraging users as innovators: Managing the creative potential of individual consumers. Journal of Engineering and Technology Management - JET-M, 37, 3-5. http://doi.org/10.1016/j.jengtecman.2015.09.001

Tsao, H. Y., Campbell, C., Ma, J., & Pitt, L. (2014). Budget allocation to grow market share and maximize customer equity: The effect of inertial segment size. Journal of Marketing Analytics, 2(4), 205-217. http://doi.org/10.1057/jma.2014.16

Robson, K. E., Plangger, K. A., Kietzmann, J. H., McCarthy, I. P., & Pitt, L. F. (2014). Understanding gamification of consumer experiences. Advances in Consumer Research, 42, 352-356. http://proxy.lib.sfu.ca/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=100073033&site=bsi-live&scope=site

Beninger, S., Parent, M., Pitt, L., & Chan, A. (2014). A content analysis of influential wine blogs. International Journal of Wine Business Research, 26(3), 168-187. http://doi.org/10.1108/IJWBR-09-2013-0036

Chan, A., Pitt, L. F., & Nel, D. (2014). Let’s face it: Using Chernoff faces to portray social media brand image. Corporate Ownership and Control, 11(4 Continued 7), 609-615. http://doi.org/10.22495/cocv11i4c7p3

Lilford, N., Caruana, A., & Pitt, L. (2014). Psychometric properties of the feedback orientation scale among south african salespersons. Psychological Reports, 114(1), 126-133. http://doi.org/10.2466/08.03.PR0.114k12w5

Hannah, D., Parent, M., Pitt, L., & Berthon, P. (2014). It's a secret: Marketing value and the denial of availability. Business Horizons, 57(1), 49-59. http://doi.org/10.1016/j.bushor.2013.09.001

Chakrabarti, R., Barnes, B. R., Berthon, P., Pitt, L., & Monkhouse, L. L. (2014). Goal orientation effects on behavior and performance: evidence from international sales agents in the Middle East. International Journal of Human Resource Management, 25(2), 317-340. http://doi.org/10.1080/09585192.2013.826915

DesAutels, P., Salehi-Sangari, E., Berthon, P., Rabinovich, T., & Pitt, L. (2014). It is emergent: Five propositions on the relationship between creative consumers and technology. International Journal of Technology Marketing, 9(1), 72-85. http://doi.org/10.1504/IJTMKT.2014.058084

Tsao, H. Y., Pitt, L., & Campbell, C. (2014). Discriminating between behaviour using market data from panels. International Journal of Market Research, 56(1), 73-88. http://doi.org/10.2501/IJMR-2013-052

Vella, J., Caruana, A., & Pitt, L. F. (2014). Elements of a talent strategy for effective relationship building: A study among bank sales and service providers. Journal of Financial Services Marketing, 19(2), 118-131. http://doi.org/10.1057/fsm.2014.14

Mills, A. J., Robson, K., & Pitt, L. F. (2013). Using Cartoons to Teach Corporate Social Responsibility: A Class Exercise. Journal of Marketing Education, 35(2), 181-190. http://doi.org/10.1177/0273475313489558

Robson, K., Pitt, L., & Wallstrom, A. (2013). Creative market segmentation: Understanding the bugs in consumer behavior. Journal of Public Affairs, 13(2), 218-223. http://doi.org/10.1002/pa.1477

Pehlivan, E., Berthon, P. R., Pitt, L. F., & Chakrabarti, R. (2013). When outsourcing fragments: Customer creativity and technological transmutations. Production Planning and Control, 24(4-5), 284-293. http://doi.org/10.1080/09537287.2011.648541

Berthon, P., Robson, K., & Pitt, L. (2013). The theory and practice of advertising: Counting the cost to the customer. Journal of Advertising Research, 53(3), 244-246. http://doi.org/10.2501/JAR-53-3-244-246

Vella, J., Caruana, A., & Pitt, L. (2013). Organizational commitment and users' perception of ease of use: A study among bank managers. Journal of Management Development, 32(4), 351-362. http://doi.org/10.1108/02621711311326356

Berthon, P. R., & Pitt, L. F. (2012). Brands and burlesque: toward a theory of spoof advertising. AMS Review, 2(2-4), 88-98. http://doi.org/10.1007/s13162-012-0027-4

Wiid, R., Pitt, L., & Mills, A. J. (2012). Every story tells a picture: Lessons from cartoons on corporate governance. Business Horizons, 55(6), 543-550. http://doi.org/10.1016/j.bushor.2012.07.001

Halvorson, W., Bal, A., Pitt, L., & Parent, M. (2012). e-Marketing Ireland: Cashing in on green dots. Marketing Intelligence & Planning, 30(6), 625-633. http://doi.org/10.1108/02634501211262591

Mills, A. J., Pitt, L., & Sattari, S. (2012). Reading between the vines: Analyzing the readability of consumer brand wine web sites. International Journal of Wine Business Research, 24(3), 169-182. http://doi.org/10.1108/17511061211259170

Berthon, P. R., Pitt, L. F., Plangger, K., & Shapiro, D. (2012). Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy. Business Horizons, 55(3), 261-271. http://doi.org/10.1016/j.bushor.2012.01.007

Kietzmann, J. H., Silvestre, B. S., Mccarthy, I. P., & Pitt, L. F. (2012). Unpacking the social media phenomenon: Towards a research agenda. Journal of Public Affairs, 12(2), 109-119. http://doi.org/10.1002/pa.1412

Pitt, L. F. (2012). Web 2.0, social media and creative consumers-implications for public policy; introduction to the special edition. Journal of Public Affairs, 12(2), 105-108. http://doi.org/10.1002/pa.1411

Reyneke, M., Sorokáčová, A., & Pitt, L. (2012). Managing brands in times of economic downturn: How do luxury brands fare? Journal of Brand Management, 19(6), 457-466. http://doi.org/10.1057/bm.2011.53

Vella, J., Caruana, A., & Pitt, L. F. (2012). Perceived performance, equity sensitivity and organisational commitment among bank managers. Journal of Financial Services Marketing, 17(1), 5-18. http://doi.org/10.1057/fsm.2012.1

Pitt, L. F., Crittenden, V. L., Plangger, K. A., & Halvorson, W. (2012). Case teaching in the age of technological sophistication. Journal of the Academy of Business Education, 13(Spring), 77-94. http://proxy.lib.sfu.ca/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=85607942&site=bsi-live&scope=site

Campbell, C. L., Berthon, P. R., Pitt, L. F., McCarthy, I., & Plangger, K. (2012). Making a face: Graphical illustrations of managerial stances toward customer creativity. Australasian Marketing Journal, 20(1), 9-15. http://doi.org/10.1016/j.ausmj.2011.10.009

Newton, F. J., Ewing, M. T., & Pitt, L. F. (2012). The Intra- and inter-personal dynamics associated with consuming sensitive products: Understanding the consumption of erectile function aids using dimensional qualitative research. Psychology and Marketing, 29(1), 1-14. http://doi.org/10.1002/mar.20502

Vella, J., Caruana, A., & Pitt, L. F. (2012). The effect of behavioural activation and inhibition on CRM adoption. International Journal of Bank Marketing, 30(1), 43-59. http://doi.org/10.1108/02652321211195695

Reyneke, M., Pitt, L. F., & Berthon, P. (2012). Fine wines and Facebook: Ignore social sties at your peril. Strategic Direction, 28(6), 14-15. http://doi.org/10.1108/02580541211224058

Steyn, P., Pitt, L., & Chakrabarti, R. (2011). Financial services ads and viewer response profiles: Psychometric properties of a shortened scale. Journal of Financial Services Marketing, 16(3-4), 210-219. http://doi.org/10.1057/fsm.2011.23

Berthon, P., Pitt, L. F., Plangger, K. A., & Lee, M. (2011). The rise and rise of the smartphone app: How is IT doing? Cutter Benchmark Review, 11(8), 5-20.

Pitt, L., Berthon, P., & Robson, K. (2011). Deciding when to use tablets for business applications. MIS Quarterly Executive, 10(3), 133-139. https://aisel.aisnet.org/misqe/vol10/iss3/5/

Berthon, P., Campbell, C., Pitt, L., & McCarthy, I. (2011). Creative consumers: Awareness, attitude and action. Journal of Consumer Marketing, 28(7), 500-507. http://doi.org/10.1108/07363761111181482

Sattari, S., Pitt, L. F., & Caruana, A. (2011). How readable are mission statements? An exploratory study. Corporate Communications: An International Journal, 16(4), 282-292. http://doi.org/10.1108/13563281111186931

Berthon, P., Pitt, L., & Desautels, P. (2011). Unveiling videos: Consumer-generated ads as qualitative inquiry. Psychology and Marketing, 28(10), 1044-1060. http://doi.org/10.1002/mar.20427

Pitt, L. F., & Watson, R. T. (2011). The case for cases: Writing and teaching cases for the emerging economies. Information Technology for Development, 17(4), 319-326. http://doi.org/10.1080/02681102.2011.604080

Crittenden, V. L., Crittenden, W. F., Pinney, C. C., & Pitt, L. F. (2011). Implementing global corporate citizenship: An integrated business framework. Business Horizons, 54(5), 447-455. http://doi.org/10.1016/j.bushor.2011.04.006

Halvorson, W., Crittenden, V. L., & Pitt, L. (2011). Teaching Cases in a Virtual Environment: When the Traditional Case Classroom is Problematic. Decision Sciences Journal of Innovative Education, 9(3), 485-492. http://doi.org/10.1111/j.1540-4609.2011.00322.x

Reyneke, M., Berthon, P. R., Pitt, L. F., & Parent, M. (2011). Luxury wine brands as gifts: ontological and aesthetic perspectives. International Journal of Wine Business Research, 23(3), 258-270. http://doi.org/10.1108/17511061111163078

Wiid, R., Pitt, L. F., & Engstrom, A. (2011). Not so sexy: Public opinion of political sex scandals as reflected in political cartoons. Journal of Public Affairs, 11(3), 137-147. http://doi.org/10.1002/pa.401

Tsao, H. Y., Berthon, P., Pitt, L. F., & Parent, M. (2011). Brand signal quality of products in an asymmetric online information environment: An experimental study. Journal of Consumer Behaviour, 10(4), 169-178. http://doi.org/10.1002/cb.327

Pehlivan, E., Berthon, P., & Pitt, L. F. (2011). Ad bites: Towards a theory of ironic advertising. Journal of Advertising Research, 51(2), 417-426. http://proxy.lib.sfu.ca/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=61870879&site=bsi-live&scope=site

Pitt, L. F., & Berthon, P. (2011). Just when you thought it was safe to go back into the Web: Marketing meets Web 2.0, social media, and creative consumers. Business Horizons, 54(3), 181-183. http://doi.org/10.1016/j.bushor.2010.12.002

Campbell, C., Pitt, L. F., Parent, M., & Berthon, P. R. (2011). Understanding consumer conversations around ads in a Web 2.0 world. Journal of Advertising, 40(1), 87-102. http://doi.org/10.2753/JOA0091-3367400106

Reyneke, M., Pitt, L., & Berthon, P. R. (2011). Luxury wine brand visibility in social media: An exploratory study. International Journal of Wine Business Research, 23(1), 21-35. http://doi.org/10.1108/17511061111121380

Pitt, L. F., Parent, M., Junglas, I., Chan, A., & Spyropoulou, S. (2011). Integrating the smartphone into a sound environmental information systems strategy: Principles, practices and a research agenda. Journal of Strategic Information Systems, 20(1), 27-37. http://doi.org/10.1016/j.jsis.2010.09.005

Botha, E., Farshid, M., & Pitt, L. (2011, January). How sociable? An exploratory study of university brand visibility in social media. South African Journal of Business Management, 42(2), 43-51. http://doi.org/10.4102/sajbm.v42i2.494

Pitt, L. F., Parent, M., Steyn, P. G., Berthon, P., Money, A., & Money, A. (2011). The social media release as a corporate communication tool for bloggers. IEEE Transactions on Professional Communication, 54(2), 122-132. http://doi.org/10.1109/TPC.2011.2121610

Campbell, C., Pitt, L. F., Parent, M., & Berthon, P. (2011). Tracking back-talk in consumer-generated advertising: An analysis of two interpretative approaches. Journal of Advertising Research, 51(1), 224-238. http://doi.org/10.2501/JAR-51-1-224-238

Pierre, B., Pierre, B., Pitt, L., Chakrabarti, R., Berthon, J. P., Simon, M., & Simon, M. (2011). Brand worlds: From articulation to integration. Journal of Advertising Research, 51(SUPPL. 1), 182-194. http://doi.org/10.2501/JAR-51-1-182-194

Steyn, P., Ewing, M. T., van Heerden, G., Pitt, L. F., & Windisch, L. (2011). From whence it came: Understanding source effects in Consumer-Generated advertising. International Journal of Advertising, 30(1), 133-160. http://doi.org/10.2501/IJA-30-1-133-160

Chan, A., Pitt, L., & Mills, A. (2011). How readable are environmental policy statements? an exploratory study within the it industry. Corporate Ownership and Control, 8(3 C), 258-267. http://doi.org/10.22495/cocv8i3c2p2

Botha, E., Lilford, N., & Pitt, L. (2011, January). South African management literature over the past fifteen years: Content analysis of the three top South African management journals. South African Journal of Business Management, 42(4), 89-98. http://doi.org/10.1080/09571264.2016.1173534

Pitt, L. F., Sattari, S., & Bevelander, D. L. (2010). Are business school mission statements readable? Evidence from the top 100. Journal of Strategic Management Education, 6(4), 1-16. http://www.senatehall.com/strategic-management?article=400

Wallström, Å., Steyn, P., & Pitt, L. (2010). Expressing herself through brands: A comparative study of women in six Asia-Pacific nations. Journal of Brand Management, 18(3), 228-237. http://doi.org/10.1057/bm.2010.45

Bal, A. S., Campbell, C. L., Payne, N. J., & Pitt, L. (2010). Political ad portraits: A visual analysis of viewer reaction to online political spoof advertisements. Journal of Public Affairs, 10(4), 313-328. http://doi.org/10.1002/pa.366

Steyn, P., Pitt, L., Strasheim, A., Boshoff, C., & Abratt, R. (2010). A cross-cultural study of the perceived benefits of a retailer loyalty scheme in Asia. Journal of Retailing and Consumer Services, 17(5), 355-373. http://doi.org/10.1016/j.jretconser.2010.03.017

Berthon, P., Crittenden, V., Desautels, P., & Pitt, L. (2010, September). Get the most out of green it. Industrial Management (Norcross, Georgia), 52(5), 14-18. https://www.iise.org/details.aspx?id=21932

Berthon, P., Pitt, L., Halvorson, W., Ewing, M., & Crittenden, V. (2010). Advocating avatars: The salesperson in second life. Journal of Personal Selling and Sales Management, 30(3), 195-208. http://doi.org/10.2753/PSS0885-3134300301

Brown, T. J., Dacin, P. A., & Pitt, L. F. (2010). Corporate image and reputation in B2B markets: Insights from CI/ARG 2008. Industrial Marketing Management, 39(5), 709-711. http://doi.org/10.1016/j.indmarman.2010.02.008

Berthon, P., & Pitt, L. (2010). Efficiency, effectiveness, emergence: The three stages of designing for consumers. Business Horizons, 53(4), 419-425. http://doi.org/10.1016/j.bushor.2010.02.005

Steyn, P., Wallström, Å., & Pitt, L. (2010). Consumer-generated content and source effects in financial services advertising: An experimental study. Journal of Financial Services Marketing, 15(1), 49-61. http://doi.org/10.1057/fsm.2010.3

Pitt, L., Parent, M., Berthon, P., & Steyn, P. G. (2010). Event sponsorship and ambush marketing: Lessons from the Beijing Olympics. Business Horizons, 53(3), 281-290. http://doi.org/10.1016/j.bushor.2010.01.002

Ghazisaeedi, M., Pitt, L. F., & Steyn, P. G. (2010). Believing the bloggers: Implications of consumer skepticism for public relations. Asia-Pacific Public Relations Journal, 11(2), 79-91. https://www.pria.com.au/journal/area?command=record&id=84&cid=30

Steyn, P., Salehi-Sangari, E., Pitt, L., Parent, M., & Berthon, P. (2010). The Social Media Release as a public relations tool: Intentions to use among B2B bloggers. Public Relations Review, 36(1), 87-89. http://doi.org/10.1016/j.pubrev.2009.09.005

Tsao, H. Y., Pitt, L., & Campbell, C. (2010). Analysing consumer segments to budget for loyalty and promotion programmes and maximize market share. Journal of the Operational Research Society, 61(10), 1523-1529. http://doi.org/10.1057/jors.2009.117

Coudounaris, D., Kvasova, O., Leonidou, L. C., Pitt, L. F., & Nel, D. (2009). Fifteen good years: An analysis of publications in management international review. Management International Review, 49(5), 671-684. http://doi.org/10.1007/s11575-009-0008-5

Caruana, A., Pitt, L. F., Berthon, P., & Page, M. (2009). Differentiation and silver medal winner effects. European Journal of Marketing, 43(11), 1365-1377. http://doi.org/10.1108/03090560910989939

Bal, A. S., Pitt, L., Berthon, P., & DesAutels, P. (2009). Caricatures, cartoons, spoofs and satires: Political brands as butts. Journal of Public Affairs, 9(4), 229-237. http://doi.org/10.1002/pa.334

McMullan, K., Rehal, P., Read, K., Luo, J., Wu, A. H., Pitt, L., Papania, L., & Campbell, C. (2009). Selling the Canadian Forces' brand to Canada's youth. Marketing Intelligence & Planning, 27(4), 474-485. http://doi.org/10.1108/02634500910964047

Bäckström, L., Pitt, L., Campbell, C., & Nel, D. (2009). Personal acquaintances and salespeople in financial services: Differences between customers and friends. Journal of Financial Services Marketing, 14(1), 26-39. http://doi.org/10.1057/fsm.2009.5

Pitt, L. F., Chan, A., Nel, D., Nel, D., & Van Heerden, G. (2009). Global text project: new horizons in textbook marketing. Marketing Intelligence & Planning, 27(3), 297-307. http://doi.org/10.1108/02634500910955218

Berthon, P., Pitt, L. F., & Campbell, C. (2009). Does brand meaning exist in similarity or singularity? Journal of Business Research, 62(3), 356-361. http://doi.org/10.1016/j.jbusres.2008.05.015

Reddy, M., Terblanche, N., Pitt, L., & Parent, M. (2009). How far can luxury brands travel? Avoiding the pitfalls of luxury brand extension. Business Horizons, 52(2), 187-197. http://doi.org/10.1016/j.bushor.2008.11.001

Berthon, P., Pitt, L., Parent, M., & Berthon, J. P. (2009). Aesthetics and ephemerality: Observing and preserving the luxury brand. California Management Review, 52(1). http://doi.org/10.1525/cmr.2009.52.1.45

van Heerden, G., Salehi-Sangari, E., Pitt, L. F., & Caruana, A. (2009). Do B2B bloggers believe blogs? PR insights on blogger skepticism. Asia-Pacific Public Relations Journal, 10(Nov), 123-132. http://www.pria.com.au/journal/area?command=record&id=66&cid=12

Pitt, L. F., Watson, R. T., Berthon, P., Piccolo, G., & Engstrom, A. (2009). E-commerce, Web 2.0 and entrepreneurship: Opportunities in the U-Space. International Review of Entrepreneurship, 7(1), 5-20. http://www.senatehall.com/entrepreneurship?article=317

Pitt, L. F., Papania, L., & Hall, J. K. (2009). Flying West to get to the East: Service innovation at YVR. Publisher Unknown.

Opoku, R. A., Caruana, A., Pitt, L., Berthon, P., Wahlstrom, A., & Nel, D. (2009). Online communication of brand personality: A study of MBA programs of top business schools. Journal of General Management, 35(3), 47-64. http://doi.org/10.1177/030630700903500105

Tsao, H. Y., Lin, P. C., Pitt, L., & Campbell, C. (2009). The impact of loyalty and promotion effects on retention rate. Journal of the Operational Research Society, 60(5), 646-651. http://doi.org/10.1057/palgrave.jors.2602564

Pitt, L. F., Nel, D., & van Heerden, G. (2009). Web 2.0 and the open source movement: Liberating textbooks. International Review of Entrepreneurship, 7(1), 33-56.

Berthon, P., Pitt, L., Cyr, D., & Campbell, C. (2008). E-readiness and trust: Macro and micro dualities for e-commerce in a global environment. International Marketing Review, 25(6), 700-714. http://doi.org/10.1108/02651330810915592

Berthon, P., Pitt, L. F., & Watson, R. T. (2008, December). From genesis to revelations: The technology diaspora. Communications of the ACM, 51(12), 151-154. http://doi.org/10.1145/1409360.1409389

Prinsloo, M., Tudhope, L., Pitt, L., & Campbell, C. (2008). Using demographics to predict smoking behavior: Large sample evidence from an emerging market. Health Marketing Quarterly, 25(3), 289-301. http://doi.org/10.1080/07359680802081936

Berthon, P., Pitt, L., Nel, D., Salehi-Sangari, E., & Engstrom, A. (2008). The biotechnology and marketing interface: Functional integration using mechanistic and holographic responses to environmental turbulence. Journal of Commercial Biotechnology, 14(3), 213-224. http://doi.org/10.1057/jcb.2008.12

Tudhope, L., Prinsloo, M., Pitt, L., Barnes, B. R., & Barnes, B. R. (2008). Diabetes knowledge and physician compliance: Evidence of links in a large South African sample. Journal of Medical Marketing, 8(2), 169-176. http://doi.org/10.1057/palgrave.jmm.5050136

Berthon, P., Pitt, L., & Campbell, C. (2008). Ad lib: When customers create the ad. California Management Review, 50(4), 6-30. http://doi.org/10.2307/41166454

Berthon, P., Pitt, L., Berthon, J. P., Campbell, C., & Thwaites, D. (2008). e-Relationships for e-Readiness: Culture and corruption in international e-B2B. Industrial Marketing Management, 37(1), 83-91. http://doi.org/10.1016/j.indmarman.2007.06.014

Steyn, P. G., van Heerden, G., Pitt, L. F., & Boshoff, C. (2008, January). Meet the bloggers: Some characteristics of serious bloggers in the Asia-Pacific region, and why PR professionals might care about them. Public Relations Quarterly, 52(3), 39-44.

Berthon, J., Pitt, L. F., Abratt, R., & Nel, D. (2008). Icon and markor: Links and performance in South African firms. Journal of Applied Management and Entrepreneurship, 13(1), 15-34. http://hdl.handle.net/10536/DRO/DU:30017341

Pitt, L. F. (2008). Paul Erdos, Kevin Bacon and I: In praise of co-authorship. International Journal of Advertising, 27(2), 331-336.

Terblanche, N., Pitt, L., Nel, D., & Wallstrom, A. (2008). Corporate governance and business ethics: Pictures of the policies. Corporate Ownership and Control, 6(2 B CONT. 1), 246-254. http://doi.org/10.22495/cocv6i2c1p8

Pitt, L. F., & Schlegelmilch, B. (2008). Juggling Janus - Strategy for general managers in an age of paradoxical trends. Journal of General Management, 33(3), 69-84. http://doi.org/10.1177/030630700803300305

Pitt, L., & McCarthy, I. (2008). Connecting product innovation management and marketing. Journal of Commercial Biotechnology, 14(3), 197-200. http://doi.org/10.5912/jcb242

Pitt, L. F., & Prinsloo, M. (2008). Addressing information shortages in emerging markets: A case study from South Africa. Effective Executive, 28-34.

Pitt, L. F., Berthon, P., Piccoli, G., & Watson, R. T. (2008). IS Executives: Organizational focus, customer creativity, and supplier relationships. Cutter Benchmark Review, 8(8), 5-13.

van der Merwe, R., Pitt, L., Barnes, B. R., Berthon, P. R., & Salehi-Sangari, E. (2008). Finding the hidden value in SME networks. International Journal of Enterprise Network Management, 2(2), 145-166. http://doi.org/10.1504/IJENM.2008.016596

Strasheim, A., Pitt, L., & Caruana, A. (2007). Psychometric properties of the schlinger Viewer Response Profile (VRP): Evidence from a large sample. Journal of Advertising, 36(4), 101-114. http://doi.org/10.2753/JOA0091-3367360408

Shapiro, D., Russell, B. I., & Pitt, L. F. (2007). Strategic heterogeneity in the global mining industry. Transnational Corporations, 16(3), 1-34. https://unctad.org/en/Docs/iteiit20074a1_en.pdf

Berthon, J. P., Opoku, R. A., Pitt, L. F., & Nel, D. (2007). Brand management and strategic performance: Some evidence from South Africa. Journal of African Business, 8(2), 27-40. http://doi.org/10.1300/J156v08n02_03

Berthon, P., & Pitt, L. F. (2007). Managing the creative consumer conundrum. Advances in Consumer Research, 34, 209-212. http://acrwebsite.org/volumes/13438/volumes/v35/NA-35

Pitt, L. F., & Krzystofiak, F. J. (2007). Taking the tablet: An introspective persxpective on using pen-based computing in the executive case class. Journal of Executive Education, 6(1), 33-40. https://digitalcommons.kennesaw.edu/jee/vol6/iss1/3/

Chakrabarti, R., Berthon, P., Watson, R. T., & Pitt, L. F. (2007). Quality management in business relationships: The role of brands in an open source environment. Total Quality Management and Business Excellence, 18(8), 947-955. http://doi.org/10.1080/14783360701351043

Opoku, R. A., Abratt, R., Bendixen, M., & Pitt, L. (2007). Communicating brand personality: Are the web sites doing the talking for food SMEs? Qualitative Market Research, 10(4), 362-374. http://doi.org/10.1108/13522750710819702

Pitt, L. F., & Watson, R. T. (2007). A Reply: An ecosystem perspective on privacy. Journal of Consumer Affairs, 41(2), 365-374. http://doi.org/10.1111/j.1745-6606.2007.00085.x

Ghazisaeedi, M., Pitt, L. F., & Kamal Chaharsooghi, S. (2007). A conceptual model for the internet's impact on marketing in Iran. Direct Marketing: An International Journal, 1(3), 125-145. http://doi.org/10.1108/17505930710779315

McCarthy, I. P., Pitt, L., Campbell, C., van der Merwe, R., & Salehi-Sangeri, E. (2007). Exploiting the business opportunities in biotech connections: The power of social networks. Journal of Commercial Biotechnology, 13(4), 245-257. http://doi.org/10.1057/palgrave.jcb.3050063

Caruana, A., Pitt, L. F., Berthon, P., & Berthon, J. P. (2007). Psychometric properties of the brand personality scale: Evidence from a business school. Psychological Reports, 100(3 I), 789-794. http://doi.org/10.2466/PR0.100.3.789-794

Pitt, L., Salehi-Sangari, E., Berthon, J. P., & Nel, D. (2007). The "ICON" archetype: Its influence on customer orientation and innovation in South African firms. Marketing Intelligence & Planning, 25(2), 157-174. http://doi.org/10.1108/02634500710737942

Berthon, P. R., Pitt, L. F., McCarthy, I., & Kates, S. M. (2007). When customers get clever: Managerial approaches to dealing with creative consumers. Business Horizons, 50(1), 39-47. http://doi.org/10.1016/j.bushor.2006.05.005

Pitt, L. F., & Papania, L. (2007). In the words: Managerial approaches to exploring corporate intended image through content analysis. Journal of General Management, 32(4), 1-16. http://doi.org/10.1177/030630700703200401

Pitt, L. F., Berthon, P., Prinsloo, M., & Nel, D. (2007). Do I like my ICON? Determining preferences for firms' mode of strategic focus. International Journal of Technology Marketing, 2(1), 1-18. http://doi.org/10.1504/IJTMKT.2007.011583

Pitt, L. F., Berthon, P. R., Watson, R. T., Wynn, D., & Strasheim, A. (2007). Open to all: A postmodern perspective on product development and brands in an open-source environment. International Journal of Technology Marketing, 2(4), 316-330. http://doi.org/10.1504/IJTMKT.2007.015748

Pitt, L. F., Barnes, B. R., Chakrabarti, R., Palihawadana, D., Ewing, M., & Leong, E. (2007). The internet's impact on B2B sales management: Some Australian evidence. International Journal of Technology Marketing, 2(4), 348-363. http://doi.org/10.1504/IJTMKT.2007.015750

Pitt, L. F., Opoku, R., Hultman, M., Abratt, R., & Spyropoulou, S. (2007). What I say about myself: Communication of brand personality by African countries. Tourism Management, 28(3), 835-844. http://doi.org/10.1016/j.tourman.2006.06.003

van der Merwe, R., Berthon, P., Pitt, L. F., & Barnes, B. (2007). Analyzing 'theory networks': Identifying the pivotal theories in marketing. Journal of Marketing Management, 23(3/4), 181-206. http://doi.org/10.1362/026725707X196332

Pitt, L. F., Prinsloo, M., & Berthon, J. (2007). Market orientation and mode of focus: A study of South African firms. Bestuursdinamika [Management Dynamics], 16(1), 20-33. https://journals.co.za/content/mandyn/16/1/EJC69720

Pitt, L. F., & Berthon, P. (2007, January). Ambiguedad de la publicidad [The ambiguity of advertising]. Leadership Magazine, 11(September), 17-18.

Berthon, P., & Pitt, L. F. (2007, January). Ambiguedad de la publicidad. Leadership Magazine, 4(11), 16-18.

Pitt, L. F., Watson, R. T., Berthon, P., Wynn, D., & Zinkhan, G. (2006). The penguin's window: Corporate brands from an open-source perspective. Journal of the Academy of Marketing Science, 34(2), 115-127. http://doi.org/10.1177/0092070305284972

Armstrong, J., Pitt, L. F., & Berthon, P. (2006). From production to performance: Solving the positioning dilemma in the dental practice. Journal of the American Dental Association, 137(September), 1283-1288.

Berthon, P., Hulbert, J. M., & Pitt, L. (2005). Consuming technology: Why marketers sometimes get it wrong. California Management Review, 48(1). http://doi.org/10.2307/41166330

Lam, J., Robson, K. E., Plangger, K. A., Kietzmann, J. H., McCarthy, I. P., & Pitt, L. F. (2022). Play, games and gamification: Possibilities for customer loyalty. In Keeling, D. I., de Ruyter, K., & Cox, D. (Eds.), Handbook of Research on Customer Loyalty (pp. 173-188). Edward Elgar Publishing (UK). https://www.e-elgar.com/shop/gbp/handbook-of-research-on-customer-loyalty-9781800371620.html

Robertson, J., McCarthy, I. P., & Pitt, L. F. (2021). Building sustainable entrepreneurial ecosystems: A mediated model of university–industry collaboration, knowledge creation, and the entrepreneurial environment. In Fernandes, C., Ramirez-Pasillas, M., & Ferreira, J. J. (Eds.), Universities, Entrepreneurial Ecosystems, and Sustainability (pp. 107-132). Walter de Gruyter GmbH. http://doi.org/10.1515/9783110670219-007

Plangger, K. A., McCarthy, I. P., Kietzmann, J. H., Robson, K. E., & Pitt, L. F. (2019). Dynamic Game Plans. In Tuncdogan, A., Lindgreen, A., Volberda, H., & van den Bosch, F. (Eds.), Strategic Renewal: Core Concepts, Antecedents, and Micro Foundations (pp. 15). Routledge (UK). https://www.taylorfrancis.com/books/e/9780429609206/chapters/10.4324/9780429057861-18

Pitt, L. F., Napoli, J., & Van Der Merwe, R. (2017). Managing the franchised brand: The franchisees' perspective. In Balmer, J. M. T., Powell, S. M., Kernstock, J., & Brexendorf, T. O. (Eds.), Advances in Corporate Branding (pp. 59-71). Palgrave Macmillan Ltd (UK). http://doi.org/10.1057/978-1-352-00008-5_4

Bal, A. S., Campbell, C. L., & Pitt, L. F. (2012). Viewer reactions to online political spoof videos and advertisements. In Close, A. G. (Ed.), Online Consumer Behavior: Theory and Research in Social Media, Advertising and E-tail (pp. 185-208). Taylor & Francis Ltd. http://doi.org/10.4324/9780203123911-18

Watson, R. T., Berthon, P., & Pitt, L. F. (2011). From Instrumentality to Emergence in Information Systems. In Galliers, R. D., & Currie, W. L. (Eds.), The Oxford Handbook of Management Information Systems: Critical Perspectives and New Directions. Oxford University Press. http://doi.org/10.1093/oxfordhb/9780199580583.003.0030

Holbrook, M. B., Hulbert, J. M., Pitt, L. F., & Berthon, P. (2011). Brand manifold: Managing the temporal and socio-cultural dimensions of brands. In Uncles, M. D. (Ed.), Perspectives in Brand Management. Tilde University Press.

McCarthy, I. P., Pitt, L. F., & Berthon, P. (2010). Service customization through dramaturgy. In Fogliatto, F. S., & da Silveira, G. J. C. (Eds.), Mass customization: Engineering and managing global operations (pp. 43-64). Springer-Verlag (UK). http://doi.org/10.1007/978-1-84996-489-0_3

Pitt, L. F. (2009). Real decisions at betfair.com. In Solomon, M. R., Marshall, G. W., Stuart, E. W., Barnes, B. R., & Mitchell, V. (Eds.), Marketing: Real People, Real Decisions (1st European Edition). Financial Times, Prentice-Hall.

Morris, M. H., Davis, B., Mills, A. J., Pitt, L. F., & Berthon, P. (2007). Opportunity and entrepreneurial marketing. In Sethna, Z., Jones, R., & Harrigan, P. (Eds.), Entrepreneurial marketing, global perspectives. Emerald Group Publishing Ltd.

Pitt, L. F. (2007). Opportunities in the network age. In Watson, R. T. (Ed.), Information systems. The University of Georgia Press.

Robson, K. E., & Pitt, L. F. (2018). People of Walmart: Targeting the World’s Largest Retailer and Its Customers. .

Robson, K. E., & Pitt, L. F. (2018). Internet vigilantism and Ashley Madison: Rebranding after a cyberattack. . http://doi.org/10.4135/9781526438348

Robson, K. E., & Pitt, L. F. (2017). Sherlock the beagle: Viral advertising success of public relations disaster? . http://doi.org/10.4135/9781473997813

Berthon, P., Pitt, L. F., Kietzmann, J. H., & McCarthy, I. P. (2015). CGIP: Managing consumer generated intellectual property. Case ID:HBS Case No. CMR600..

Pitt, L. F., Mills, A. J., Nguyen, P., Wu, J., & van Alphen-Sato, A. (2011). Marketing $#*! My dad says. .

Pitt, L. F., Mills, A. J., Kong, B., Novianty, D., Ghavami, S., & Kim, Y. (2011). Old spice: The man your man could smell like. .

Pitt, L. F., & Boshoff, C. (2010). Marketing for managers: A practical approach (3rd Edition). Juta & Company Ltd.

Halvorson, W., Parent, M. M., & Pitt, L. F. (2009). Selling green dots in second life. Case ID:Ivey 9B09A033..

Parent, M. M., Pitt, L. F., & Morrison, S. (2009). The power of persuasion: An exercise in creating persuasive advertising. Case ID:Ivey 9B09A001..

Schindehutte, M., Morris, M. H., & Pitt, L. F. (2008). Rethinking marketing: The entrepreneurial imperative. Pearson Education Inc.

Deighton, J., Pitt, L. F., Dessain, V. M., Beyersdorfer, D., & Sjoman, A. (2007). Marketing Chateau Margaux. Case ID:HBS No. 507-033..