This study extends the paradigm of risk propensity and empirically investigates a higher-order risk propensity model. Past marketing research on risk propensity offers conflicting conceptualization and theorization. Additionally, past research viewed risk propensity as a first-order construct....

Current knowledge regarding the drivers of consumers' loyalty in service contexts remains limited as findings from extant studies differ; possibly because in service settings drivers of loyalty are context specific. This study contributes toward better understanding of the drivers of consumer...

Idea generation is a critical activity in new product development. This study investigates the effects of ideation team's cognitive depth (specialization) and breadth (diverse expertise) as well as goal constraint on the generation of new product ideas. Focusing on the determinants of new...

Extant literature suggests that a key problem with marketing is a lack of financial accountability, and a possible way of improving the situation is to use spreadsheets to inculcate marketing accountability among future marketing executives. This study attempts to enhance our understanding of...

This study empirically investigates the relationship between satisfaction with educational service augmenters and consumer loyalty within the context of the international student market. An enhanced state of consumer satisfaction, also labeled as delight, is captured by focusing on service...