Books and journals Case studies Expert Briefings Open Access
Advanced search

Interpreting interrelations across multiple levels in HGLM models : An application in international marketing research

Burcu Tasoluk (Faculty of Management, Sabanci University, Istanbul, Turkey)
Cornelia Dröge (Department of Marketing, The Eli Broad Graduate School of Management, Michigan State University, East Lansing, Michigan, USA)
Roger J. Calantone (Department of Marketing, The Eli Broad Graduate School of Management, Michigan State University, East Lansing, Michigan, USA)

International Marketing Review

ISSN: 0265-1335

Publication date: 22 February 2011

Abstract

Purpose

–

Although the use of data from different levels is very common in international marketing research, the practice of employing multi‐level analysis techniques is relatively new. The paper aims to provide an application of a specific case of multi‐level modelling – where the dependent variable is dichotomous, which is often the case in marketing research (e.g. whether a consumer buys the brand or not, whether he/she is aware of the brand or not, etc.)

Design/methodology/approach

–

A hierarchical generalized linear model is employed.

Findings

–

Since this is a technical paper, the authors would like to emphasize the process rather than the empirical findings. In summary, the paper: provides a brief theoretical overview of Hierarchical Linear Modeling and Hierarchical Generalized Linear Modeling; illustrates the application of the method using the domains of consumers within countries and a dichotomous dependent variable; focuses on interpretation of log‐odds results; and concludes with practical issues and research implications.

Originality/value

–

The main value of this research is to demonstrate how to employ multi‐level models when the dependent variable is dichotomous. Multi‐level techniques are quite new in international marketing research, although nested data structures are relatively common in our field. This is a technical paper that guides the researchers as to how to apply and interpret the results when modeling such data with a dichotomous dependent variable.

Keywords

  • Multilevel marketing
  • Marketing models
  • International marketing

Citation

Tasoluk, B., Dröge, C. and Calantone, R.J. (2011), "Interpreting interrelations across multiple levels in HGLM models : An application in international marketing research", International Marketing Review, Vol. 28 No. 1, pp. 34-56. https://doi.org/10.1108/02651331111107099

Download as .RIS

Publisher

:

Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

Please note you do not have access to teaching notes

You may be able to access teaching notes by logging in via Shibboleth, Open Athens or with your Emerald account.
Login
If you think you should have access to this content, click the button to contact our support team.
Contact us

To read the full version of this content please select one of the options below

You may be able to access this content by logging in via Shibboleth, Open Athens or with your Emerald account.
Login
To rent this content from Deepdyve, please click the button.
Rent from Deepdyve
If you think you should have access to this content, click the button to contact our support team.
Contact us
Emerald Publishing
  • Opens in new window
  • Opens in new window
  • Opens in new window
  • Opens in new window
© 2021 Emerald Publishing Limited

Services

  • Authors Opens in new window
  • Editors Opens in new window
  • Librarians Opens in new window
  • Researchers Opens in new window
  • Reviewers Opens in new window

About

  • About Emerald Opens in new window
  • Working for Emerald Opens in new window
  • Contact us Opens in new window
  • Publication sitemap

Policies and information

  • Privacy notice
  • Site policies
  • Modern Slavery Act Opens in new window
  • Chair of Trustees governance statement Opens in new window
  • COVID-19 policy Opens in new window
Manage cookies

We’re listening — tell us what you think

  • Something didn’t work…

    Report bugs here

  • All feedback is valuable

    Please share your general feedback

  • Member of Emerald Engage?

    You can join in the discussion by joining the community or logging in here.
    You can also find out more about Emerald Engage.

Join us on our journey

  • Platform update page

    Visit emeraldpublishing.com/platformupdate to discover the latest news and updates

  • Questions & More Information

    Answers to the most commonly asked questions here