Although gender is a salient variable in consumer research, researchers largely overlook whether, and how, it influences consumer response to indicators measuring latent variables. The authors therefore extend the framework of measurement equivalence assessment to the largely overlooked issue of...

In measuring latent variables, marketing research currently defines measurement as the assignment of numerals to objects. On this basis, marketing researchers utilize a multitude of avenues to measurement. However, the scientific concept of measurement requires the discovery of a specific...

While the managerial rationale for adopting customer relationship management (CRM) has been fairly well articulated in the literature, research on strategy development is scant. Moreover, reports of “CRM failures†in the popular business press have done little to inspire confidence. To...

Delivering what is promised has been defined in the service quality literature as the dimension of reliability. It has also been identified as the single most important dimension of service quality. The 1990s have witnessed extensive work in the marketing literature on the construct of market...

There are numerous financial metrics available in the academic and commercial world to estimate brand value. In the context of mergers and acquisitions, managers often use such metrics when purchasing or selling brands. However, the measurement of brand equity in a going-concern has received...