IM Papers Coming Soon
This section contains information about articles which are already reviewed, accepted and waiting for publication in next issues of the journal.
Descriptive analytics: its power to test the applicability of cross-national scales in exploratory studies
Srinivas Durvasula, Professor and Edward A. Brennan Chair in Marketing, Marquette University, USA
Abstract. Conventional methodology for validating measures in consumer research relies on structural equation modeling. But, this procedure requires a fairly large sample size and a clear conceptualization of the relationship between individual items and various scale dimensions. Neither of these requirements may be met in exploratory cross-national studies. Hence, this paper addresses scale validation issues in exploratory cross-national research where sample size is a major concern. Specifically, it uses cross-national data on the vanity measure as an exemplar and a battery of descriptive analytics to show how to assess scaling assumptions, reliability, and dimensionality of consumer behavior measures. The scale validation procedure we describe in this paper has implications for researchers who use multi-item rating scales as measures of consumer behavior constructs.
Improving a graduate Marketing Management course: a case study with input from students
Khalid M. Dubas, Dr., Professor of Marketing, University of Mount Olive, NC, USA
Abstract. The authors develop a conceptual model of student's course satisfaction based on several factors that influence course learning outcomes and student's satisfaction. This model provides a general framework to guide course design and to influence students' course outcomes. A Marketing Management course is a part of a typical MBA program. This paper presents ideas for enhancing the design and teaching of such a course in an online setting based on teaching experience at MBA programs at several universities in the USA. Suggestions are also presented for improving team productivity and the quality of team output in an online setting. As a case study, the authors discuss a graduate Marketing Management course that was taught at a private US university in spring 2016. The authors discuss the design, teaching and strategies for enhancing student learning outcomes in this course. Suggestions by students to improve this course are also presented.
Role of consumer personality and involvement in understanding customer experience
Bikram Jit Singh Mann, Ph.D., Associate Professor, the University Business School, Guru Nanak Dev University, India
Abstract. The objective of this study is to understand customer experience which is a construct made up of experiential elements created by the organization such as product, service scope, and brand and that of consumer's personal values and preferences. When the experiential element interacts with the consumer construct, it starts an involvement process that makes the consumer evaluate the product (as a measure) on hedonic and utilitarian dimensions. The product/brand, when used, elicits emotions that lead to purchase intention behavior which is presented in the structural model. The authors have followed Tan, Foo and Kwek (2004) nested model approach in order to achieve the best fitting model for testing their hypothesis.