There have been frequent calls in the literature for a more comprehensive understanding of marketing impact on long-term firm performance (Dawes, Meyer-Waarden, & Driesener, 2015; Hanssens & Pauwels, 2016; Lodish & Mela, 2007; Webster & Lusch, 2013). Retail scanner data has been the principal source of...

To what extent does the number of response categories in a Likert-type scale influence the resultant data? Surprisingly little attention has been paid to the issue of whether the response category format has any influence on data characteristics such as the mean, coefficient of variation,...

Plagiarism is a significant and growing problem in higher education. This paper sets out 14 easily implementable tactics to reduce the incidence of plagiarism or reduce the chance of it being successfully attempted by students

New products are common in consumer goods categories, but their success is never guaranteed. The businesses that introduce new consumer products lack benchmarks about what success can reasonably be expected from their new products. To benchmark new product success, this study uses thousands of...

This study examines behavioral brand loyalty in a product category that, based on industry evidence, is expected to exhibit high loyalty: liquor (distilled spirits). The motivation for the study is to extend knowledge of the factors that underlie behavioral loyalty, including brand...

This study analyzes data on cigarette purchasing, using the IRI academic dataset. Major findings are: cigarette purchasing in this market exhibits a reverse-J, or ‘NBD (Negative Binomial Distribution)-like shape: many infrequent buyers and fewer frequent buyers, although this pattern may be...

This study examines the impact of actual price increases on customer retention in a services context, and how the effect of a price increase is moderated by both tenure and breadth of the customer's relationship. The study finds that tenure is associated with lowered customer sensitivity to...