Purpose – Higher-order factor models have recently been dismissed as a ‘misleading’, ‘meaningless’, and ‘needless’ approach for modeling multidimensional constructs (Lee and Cadogan, 2013; L & C, 2013 hereafter). The purpose of this paper is to show that – in contrast to L & C’s...

Values lie at the heart of an individual’s belief system, serving as prototypes from which attitudes and behaviors are subsequently manufactured. Attitudes and behaviors may evolve over time, but values represent a set of more enduring beliefs. This study examines the influence of values on...

The export‐pricing literature is characterized by a distinct lack of sound theoretical and empirical works. Of the marketing decision variables, pricing has received the least attention in research despite the continued identification of this issue as an important problem area for firms...

Extensions as forms of new product development strategy have been discussed to a great extent during the last decade, however, there have been limited reviews of the literature. This article reassesses the work on brand and line extensions and integrates it into a conceptual framework. The...

Purpose – To investigate empirically the impact of brand extensions on brand personality, using Aaker's scale to measure the latter. Design/methodology/approach – Experimental study manipulating extension fit (good/poor fit), controlling for brand familiarity and including a control group....

Purpose – The purpose of the paper is to explore empirically the overall relative effectiveness of alternative positioning strategies from a consumer perspective. Design/methodology/approach – Two studies (within‐ and between‐subjects design) are conducted aimed at evaluating the...

While a number of research studies have examined the factors determining the extent of use of marketing research information by managers, there is only scant empirical evidence on the link between marketing research activity and company performance. Aims to examine the ature of marketing...

A review of the literature suggests that traditional segmentation variables (socio‐demographics) and personality indicators are of limited use for characterizing the green consumer. Explores the extent to which variables, specific to environmental consciousness, are better able to explain...