Comparing groups with respect to hypothetical constructs requires that the measurement models are equal across groups. Otherwise conclusions drawn from the observed indicators regarding differences at the latent level (mean differences, differences in the structural relations) might be severly...

Data collected using multi-item Likert scales that contain reversed items often exhibit problems, such as unexpected factor structures and diminished scale reliabilities. These problems arise when respondents select responses on the same side of the scale neutral point for both reversed and...

Background: Companies often measure their customers' recommendation intention using the loyalty index based on the idea that a customer who has high loyalty and is committed to a brand has the confidence to recommend it to others. The psychological barrier is higher for recommendation intention,...

Discovering the preferences and the behaviour of consumers is a key challenge in marketing. Information about such topics can be gathered through surveys in which the respondents must assign a score to a number of items. In this article we suggest a strategy to analyze such data and achieve this...

Can negative publicity ever increase consumer choice, and if so, when? Three studies, using a combination of econometric analysis and experimental methods, delineate contexts under which negative publicity will have positive versus negative effects. While prior research have shown only downsides...