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

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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.

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

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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…

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.

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

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Article
Publication date: 9 February 2010

Rabi S. Bhagat, Balaji Krishnan, Terry A. Nelson, Karen Moustafa Leonard, David L. Ford and Tejinder K. Billing

The purpose of this paper is to investigate the moderating roles of two distinct styles of coping and decision latitude on the relationship between three facets of role…

Abstract

Purpose

The purpose of this paper is to investigate the moderating roles of two distinct styles of coping and decision latitude on the relationship between three facets of role stress and psychological strain in six national contexts.

Design/methodology/approach

The objective of the research is to examine the relative predictive efficacies of three theory specific moderators in six countries which differ on the cultural dimension of individualism‐collectivism. The data are analyzed using moderated regression analysis.

Findings

The results show that problem‐focused coping is a better moderator in the individualistic countries and that emotion‐focused coping is a better moderator in the collectivistic contexts. None of the three moderators moderate the relationships in Germany and South Africa – the two countries which had scores in the mid‐range of the individualism‐collectivism continuum. Findings are discussed for their significance into the interplay of cultural variations and coping with work stress in predicting psychological strain or distress on the job.

Practical implications

Practical implications for managing human resources in various subsidiaries of multinational and global organizations are discussed.

Originality/value

This paper confirms existing theories and expands the authors’ understanding of role stress and psychological strain in different cultural contexts.

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Cross Cultural Management: An International Journal, vol. 17 no. 1
Type: Research Article
ISSN: 1352-7606

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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.

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.

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

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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.

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

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Article
Publication date: 9 February 2010

Ronald J. Burke

This paper aims to raise some important questions for cross‐cultural research on occupational stress and well‐being and sets the stage for the five papers in the special issue.

Abstract

Purpose

This paper aims to raise some important questions for cross‐cultural research on occupational stress and well‐being and sets the stage for the five papers in the special issue.

Design/methodology/approach

This paper reviews some previous literature on cross‐cultural understanding of occupational stress and well‐being, why such research is difficult to undertake, and summarizes the five original manuscripts that comprise this special issue.

Findings

Manuscripts in this special issue represent authors from several countries and report data collected from over a dozen countries. Some contributions attempt to replicate previous North American and European research findings in other countries while others undertake comparative studies of two or more countries.

Originality/value

It is important to undertake more cross‐cultural comparative research of the effects of occupational stress and well‐being to determine whether any boundary conditions exist for previous results based in North American and European samples. In addition, future research should include assessments of some national culture values.

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Cross Cultural Management: An International Journal, vol. 17 no. 1
Type: Research Article
ISSN: 1352-7606

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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.

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Book part
Publication date: 17 June 2020

Pantea Foroudi, Reza Marvi, Mohammad M. Foroudi, Sayabek Ziyadin and Solongo Munkhbat

Finding an efficient way for enhancing brand reputation by using social media among customers and business partners has long been the main purpose of every business…

Abstract

Finding an efficient way for enhancing brand reputation by using social media among customers and business partners has long been the main purpose of every business. However, due to micro and macro changes in the business field, strategies to find a way to improve brand reputation with business partners and customers have altered from transaction marketing to newer approaches such as employing a social media platform. However, not all brands make use of social media to enhance their reputation. The present study uses Apple as an example of the one of the best known brands which does not benefit from social media platforms as to the degree expected.

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Beyond Multi-channel Marketing
Type: Book
ISBN: 978-1-83867-686-5

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Article
Publication date: 3 February 2012

Abstract

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Cross Cultural Management: An International Journal, vol. 19 no. 1
Type: Research Article
ISSN: 1352-7606

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