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Abstract

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Review of Marketing Research
Type: Book
ISBN: 978-0-7656-1306-6

Book part
Publication date: 13 July 2011

Balaji C. Krishnan and Jagdish N. Sheth

This article attempts to synthesize the contributions of Jagdish Sheth to the discipline. This is done by following the development of the field in various subdisciplines…

Abstract

This article attempts to synthesize the contributions of Jagdish Sheth to the discipline. This is done by following the development of the field in various subdisciplines such that one can observe the impact Sheth's thinking has had on the field. This is the career of an “accidental marketer” who started as a social scientist, got interested in buyer behavior, and made his mark in that field. Noticing similarities between organizational buyer behavior and individual buyer behavior, he ventured into that field too. As a visionary, he started developing theories in international marketing in the seventies, which was a popular area that time. Similarly, he published a handbook on Customer Relationship Marketing and worked in the area before it became a major area of emphasis. As a multifaceted person, he has contributed to the practitioners through books and consulting projects. However, this article focuses mainly on his academic contributions including his research, teaching/mentoring, and his philanthropic activities.

Details

Review of Marketing Research: Special Issue – Marketing Legends
Type: Book
ISBN: 978-0-85724-897-8

Article
Publication date: 1 September 2001

Balaji C. Krishnan and Michael D. Hartline

While the brand equity associated with tangible goods has received a great deal of attention in the literature, a basic understanding of the nature of brand equity for…

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Abstract

While the brand equity associated with tangible goods has received a great deal of attention in the literature, a basic understanding of the nature of brand equity for services has yet to emerge. Most of what is known about brand equity for services is based on theoretical or anecdotal evidence. In addition, the presumed differences in brand equity associated with search‐dominant, experience‐dominant, and credence‐dominant services has yet to be empirically examined. The objectives of this study are threefold: to empirically test whether brand equity is more important for services than for tangible goods, to test whether the presumed differences in brand equity for search‐, experience‐, and credence‐dominant services can be confirmed in an empirical examination, and to assess whether consumer knowledge of a product category has an effect on the importance of brand equity across product types. Contrary to suppositions in the literature, the results indicate that brand equity is more important for tangible goods than for services. In addition, the results do not support the presumed differences between service types as brand equity for search‐dominant services is more important than for both experience‐ and credence‐dominant services. The same pattern of results is achieved when consumer knowledge of each product category is included as a covariate.

Details

Journal of Services Marketing, vol. 15 no. 5
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 1 May 2006

Jill Gabrielle Klein, Richard Ettenson and Balaji C. Krishnan

This research has the purpose of exploring whether the construct of consumer ethnocentrism extends to contexts in which foreign products are preferred to domestic products.

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Abstract

Purpose

This research has the purpose of exploring whether the construct of consumer ethnocentrism extends to contexts in which foreign products are preferred to domestic products.

Design/methodology/approach

The study evaluates the psychometric properties of the consumer ethnocentrism scale (CETSCALE) in the transition economies of China and Russia using both student and non‐student samples. A valid and reliable six‐item version of the CETSCALE is developed based on these samples. The refined six‐item scale is then validated through a re‐analysis of Netemeyer et al.'s data collected in four developed countries.

Findings

Findings show that the scale can be used effectively in these transitional economies. A consistent pattern of support is found for the six‐item CETSCALE across eight samples from six countries.

Originality/value

The research provides practicing marketers as well as international researchers with a parsimonious six‐item CETSCALE that can be used in both developed and transition economies.

Details

International Marketing Review, vol. 23 no. 3
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 23 May 2008

Jane W. Licata, Goutam Chakraborty and Balaji C. Krishnan

This research seeks to examine how the expectation process and its components evolve over time and purchase experience.

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Abstract

Purpose

This research seeks to examine how the expectation process and its components evolve over time and purchase experience.

Design/methodology/approach

A longitudinal study was conducted over the period of one year using a sample of university students who were purchasing an undergraduate education. The sample was surveyed three times over the year. Structural equation analyses and regression were used to test various research hypotheses.

Findings

Key findings include confirming two significantly different levels of expectations: a lower, predictive “will” level and a higher normative “should” level. Expectation antecedents change in their degree of influence on expectations, weakening over time and service purchase experience.

Research limitations/implications

There is a need to extend the results to other service contexts.

Practical implications

The consumer's expectation formation process changes over service purchase experience, thus indicating a need to segment on experience with the service firm.

Originality/value

The application of an expectation formation process to a longitudinal study provides the first partnership of the theoretically‐based model and longitudinal methodology.

Details

Journal of Services Marketing, vol. 22 no. 3
Type: Research Article
ISSN: 0887-6045

Keywords

Book part
Publication date: 17 June 2020

Alireza Nankali, Maria Palazzo, Mohammad Jalali, Pantea Foroudi, Nader Seyyed Amiri and Gholam Heydar Salami

This chapter aims to identify integrated marketing communication (IMC) in the context of business to business to consumer (B2B2C) and empirically test a number of…

Abstract

This chapter aims to identify integrated marketing communication (IMC) in the context of business to business to consumer (B2B2C) and empirically test a number of hypotheses related to the selected constructs. A model of the IMC was tested in a survey conducted among stakeholders in the selected field. Professionals responsible for communication and branding activities need to evaluate the relative contributions of the IMC in the B2B2C perspective.

Book part
Publication date: 3 July 2018

Abstract

Details

Innovation and Strategy
Type: Book
ISBN: 978-1-78754-828-2

Book part
Publication date: 1 August 2017

Abstract

Details

Qualitative Consumer Research
Type: Book
ISBN: 978-1-78714-491-0

Book part
Publication date: 27 June 2016

Abstract

Details

Marketing in and for a Sustainable Society
Type: Book
ISBN: 978-1-78635-282-8

Book part
Publication date: 2 September 2014

Abstract

Details

Shopper Marketing and the Role of In-Store Marketing
Type: Book
ISBN: 978-1-78441-001-8

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