There is a lack of consensus on what the international product adaptation (IPA) concept involves, and only a partial understanding of its outcomes. Our analysis of the IPA-performance link uncovers, for the first time, the multidimensional nature of IPA. We show how the operational approaches...

Partial least squares structural equation modeling (PLS-SEM) is a popular method of data analysis in marketing, information systems research, and related fields. Unfortunately, the literature on PLS-SEM contains a number of misstatements that ascribe characteristics to PLS-SEM that it does not...

Partial least squares structural equation modeling (PLS-SEM) is a popular method of data analysis in marketing, information systems research, and related fields. Unfortunately, the literature on PLS-SEM contains a number of misstatements that ascribe characteristics to PLS-SEM that it does not...

In the context of the on‐going debate regarding the relevance of the country of origin (COO) phenomenon and drawing from cue utilization theory as well as research on visual attention, we conduct three eye‐tracking experiments that investigate (a) whether consumers naturally detect COO...

Formatively-measured constructs (FMCs) are increasingly used in marketing research as well as in other disciplines. Although constructs operationalized by means of formative indicators have mostly been placed in exogenous positions in structural equation models, they also frequently occupy...

Formatively-measured constructs (FMCs) are increasingly used in marketing research as well as in other disciplines. Although constructs operationalized by means of formative indicators have mostly been placed in exogenous positions in structural equation models, they also frequently occupy...