Resource theory and the human capital argument remain the dominant theoretical perspectives for understanding household choice. Yet households in which wives earn more than their husbands do not reflect either one, possibly due to the assumption in these perspectives that all resources are...

The purpose of this article is to examine the uses of mixed method research designs published in the Journal of Business Research. This study involves a content analysis of 2072 articles published between 1990 and 2010 in the Journal of Business Research. Seventeen mixed method studies...

Marketers frequently position business concerns - whether brands, teams, or stores - as the non market-dominant entity (or the "underdog"). This article examines the motives for underdog support through in-depth interviews and a focus group. Findings suggest that underdog consumers support...

The cultural similarity hypothesis posits that differences between the home and host cultures for sojourners will relate directly to their difficulties adapting to the host culture. The personal fit perspective suggests that the individual's idiosyncratic response to the cultural environment...

This study investigates the effect which the psychological acculturation of American expatriates in Korea has on their commitment to the foreign operation and the parent company, based on the premise that the attitudinal and behavioral dimensions of acculturation are distinct [J. Berry (1990)...

Recent research has placed greater emphasis on relational as opposed to discrete marketing exchanges. Much of this research has focused on the affective aspects of relationships. We assert that relational exchange also has a cognitive side to it. Specifically, we address two fundamental...