Purpose – The objective of this article is to determine the usage and application of logistic regression analysis in the marketing literature by comparing the market positioning of prominent marketing journals. Design/methodology/approach – In order to identify the logistic regression...

Purpose – This research study aims to examine the practicality and application of a customer‐based brand equity model, based on Aaker's well‐known conceptual framework of brand equity. Design/methodology/approach – The study employed structural equation modelling to investigate the...

This descriptive study was conducted to develop an understanding of consumers' attitudes and adoption of Internet banking among sophisticated consumers. Based on a random sample of academicians, demographic, attitudinal, and behavioral characteristics of Internet banking (IB) users and...

Based on a survey of 1014 passengers of five European airlines, this paper reveals differences between passengers on the Turkish domestic airline and those on four foreign airlines on the same flight destinations with respect to demographic profiles, behavioral characteristics, understanding of...