Good corporate reputation is one of the most valuable assets and causes a multitude of favorable impacts within different stakeholder groups. As a consequence, a lot of studies analyze the relationship between corporate reputation and financial performance. However, most of them raise the...

Die in der Marktforschungspraxis durchgeführten Datenanalysen beruhen im allgemeinen auf der stufenweisen Anwendung verschiedener Techniken zur Verdichtung der in den Daten enthaltenen Information und der Suche nach Einflußstrukturen. Üblich sind z.B. häufig die Kombiantion von...

Die Anwendung der Strukturgleichungsmethodologie im Marketing geht im allgemeinen von homogenen Daten bei der Analyse aus, sofern nicht apriori Informationen über Unterschiede in den Daten vorliegen. Latente Strukturen in den Daten bleiben jedoch meist unbeachtet. Dieser Beitrag befaßt sich...

In empirical applications of structural equation modeling researchers often assume that the sample under investigation is homogenous unless observed characteristics allow for a division of the sample into mutual exclusive homogenous subgroups. If such information is not available, unobserved...

The following research is guided by the hypothesis, that products chosen on a shopping trip in a supermarket are an indicator of the preference interdependencies between different products or brands. The bundle chosen on the trip can be regarded as an indicator of a global utility function. More...

The use of nonparametric methods, which posit fewer assumptions and greater model flexibility than parametric methods, could provide useful insights when studying brand choice. It was found, however, that the data requirement for a fully nonparametric brand choice model is so great that...