Purpose – The ethicality of using audience segmentation in social marketing contexts has typically been framed within either a consequentialist or non-consequentialist perspective, leading to a hitherto intractable debate. This paper seeks to shed new light on this debate using two alternative...

Purpose – The purpose of this paper is to provide insight into the temporal development of the customers' psychological state, described by a multitude of constructs, throughout the whole decision‐making process in a service context in order to derive ideas for customer‐focused...

Purpose This paper aims to critically comment Rossiter’s “How to use C-OAR-SE to design optimal standard measures” in the current issue of EJM and provides a broader perspective on Rossiter’s C-OAR-SE framework and measurement practice in marketing in general. Design/methodology/approach...

Purpose: Psychometric analyses of self-administered questionnaire data tend to focus on items and instruments as a whole. The purpose of this paper is to investigate the functioning of the response scale and its impact on measurement precision. In terms of the response scale direction, existing...

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...

Purpose – This paper seeks to explore how moderation can and should be modeled in cross‐national/cultural contexts. A multi‐national study of consumer involvement is utilized to demonstrate proper methods for modeling the different types of moderation. Design/methodology/approach – Using...

Purpose – This paper aims at contributing to the conceptual and methodological advancement of international marketing research. Design/methodology/approach – The theory of social representations is utilized to study what the representatives of a certain culture think of objects and products;...

Purpose – Extant international marketing enquiry has been widely criticised for lacking scope and ambition. Typically, empirical investigations have involved single market studies employing quantitative methods and survey techniques. Consequently, researchers have been challenged to embrace...