Although gender is a salient variable in consumer research, researchers largely overlook whether, and how, it influences consumer response to indicators measuring latent variables. The authors therefore extend the framework of measurement equivalence assessment to the largely overlooked issue of...

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...

While the managerial rationale for adopting customer relationship management (CRM) has been fairly well articulated in the literature, research on strategy development is scant. Moreover, reports of “CRM failures†in the popular business press have done little to inspire confidence. To...

Delivering what is promised has been defined in the service quality literature as the dimension of reliability. It has also been identified as the single most important dimension of service quality. The 1990s have witnessed extensive work in the marketing literature on the construct of market...

Conflict and rivalry are among the main reasons why human beings form groups and they determine what goes on within and between groups. However, why is threatening competition such a strong driver of brand community? How, where and why does rivalry or oppositional loyalty manifest itself within...

Evidence suggests that until 8 years of age most children are cognitively incapable of appreciating the commercial purpose of television advertising and are particularly vulnerable to its persuasive techniques. After this age most children begin to describe the 'selling' intent of advertising...