Purpose – While previous research has shown a positive influence of a brand ally or a warranty, published research has not explored the effects of using multiple types of quality signals. The purpose of this paper is to explore the joint effect of a default‐independent signal (i.e. a brand...

<title>ABSTRACT</title> The authors introduce a model for estimating the amount of revenue a typical student will bring to an institution of higher education. The model uses event history analysis to analyze the length of time typical student will remain enrolled, accounting for the possibilities that the...

Purpose – The purpose of this paper is to investigate how brand equity levels influence the evaluation of continuous vs discontinuous innovation of new products and the moderating effects of consumer's product category knowledge (PCK). Design/methodology/approach – A 2×2 between-subjects...

Purpose – To develop and test a new model of relational exchange in marketing‐oriented non‐equity international strategic alliances. Design/methodology/approach – The model is tested using a sample of 97 matched dyads of US and Japanese firms in the electronics industry. The model was...

Explores the interval nature of semantic scale adjectives across three languages: English, Putonghua Chinese, and Japanese. Reports on a pilot study conducted among native speakers of each language using the techniques of magnitude scaling. Respondents rated an assortment of common adjectives by...

Several papers have been published demonstrating the positive effects a single, reputable ally has on evaluations of a focal brand. Interestingly, little research has been published examining the effects of multiple brand allies. We examine the effect of an alliance with two, one, or zero...

This comment uses the Democratic Party's nomination race from the 1924 U.S. Presidential election to develop a better understanding of Armstrong and Graefe's (2010) Biographical Index. Well-established causal indicators are necessary before actions are taken to nominate, select, or improve the...