This study investigated the extent to which rules proposed by Tong and Brennan (2007) for estimating standard errors of estimated variance components held up across a variety of G theory designs, variance component structures, sample size patterns, and data types. Simulated data was generated...

Purpose – This study examines the nature of consumers’ perceptions of the value they derive from the everyday experiential consumption of mobile phones and how mobile marketing (m-marketing) can potentially enhance these value perceptions. Methodology – Q methodology is used to examine how...

Establishing the applicability of multi-item measures is important for making valid inferences when testing theories cross-nationally. Typically, researchers have relied upon the tenets of classical measurement theory (CT) using confirmatory factor model invariance testing to conclude that a...

The major objective of this study is to test two alternative models in order to investigate whether customer value and satisfaction represent two theoretically and empirically distinct concepts. We address the core research themes of our study using a survey. This paper contributes to marketing...

To compare the generalizability of online and mail surveys in a cross-national service quality study, the authors use G-theory and find a comparable level of generalizability, though online surveys benefited from considerably lower costs. This article contributes to the current comparison of the...