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Students’ values influence their choice of academic degrees that direct future careers. The purpose of this paper is to investigate measuring personal values by testing the relevance of the original nine personal values in the List of Values (LOV) scale in the situation-specific context of higher education in relation to student's educational choices in pursuing particular career pathways.

The study involved two stages of iterative analysis of data from undergraduate students (N=304) at an Australian university for the purpose of constructing a personal values importance scale (PVIS). The paper assesses construct dimensionality, and convergent and discriminate validities of PVIS.

Results suggest a two-factor PVIS scale of internal and external values is a valid and reliable psychometric diagnostic tool leading to better understanding of choice behaviour in an educational context. Business students reported both internal and external values as important; however, science, engineering and technology, and design and social context students perceived internally oriented values more aligned to their programme choice.

This research provides new insights into measuring the values influencing the programme choices with a career focus towards particular fields. It allows educational institutions to make more informed decisions for attracting and retaining those students most suited to the educational and career paths they choose. Marketing and educational implications are discussed.

This research offers a psychometrically rigorous measurement instrument valid in an education context.

Although social networking sites (SNS) are providing marketers a lot of information, it is also providing consumers with the ability to present their virtual identities, limiting the benefit of such information. The purpose of this paper is to understand how marketers can segment virtual consumers.

A review of the literature is first conducted. Followed by a survey method, data from 258 consumers were analyzed using a combination of scales including best-worst scaling. Classes and other demographics, behavioral and psychographic covariates were determined using latent-class analysis.

Findings show there exist three different segments based on values: self-conservers, social entertainers, and achievers. The results show how SNS consumers differ in their motivation to use social media, even when there is similarity in the uses (virtual behaviors) of SNS.

Analyzing behavior of virtual consumers can be limited by the fact that they are presenting their virtual identity. Psychographic metrics should be the focus of future research when dealing with online consumers, values and motivations provide a better way as they are more consistent than the virtual behavior.

Practitioners should look for more ways to integrate SNS segments with traditional segments, values-segmentation can aid in this. Additionally, practitioners should maximize the information access benefits of SNS by focussing also on underlying motives to certain behaviors on SNS.

This research value is derived from the fact that it is the first to perform values-segmentation on SNS. The results show that it is reliable and necessary when segmenting consumers on SNS.

As one of the first studies in this field, the purpose of this paper is to explore the effect of personal values on job performance and job satisfaction across different jobs. Further, it aims to identify personal value types that are positively, or negatively, related to behavioural and attitudinal outcomes in different job categories.

Based on a sample of 270 participants across several job categories including finance, accounting, marketing, sales, HR (human resources), operations and information technology (IT), this research explores the relationship between personal values, job performance and job satisfaction across the listed job categories. Ordinary least square (OLS) stepwise-regression and partial least square (PLS) regression were used in analysing the results.

Findings showed that for some of the jobs examined, different types of personal values were associated with different worker outcomes.

This research study identifies sets of personal values that are suited to some jobs more than others in terms of job performance and job satisfaction outcomes. Moreover, this research demonstrates the importance of controlling for job categories in future research models that investigate the links between values, performance and satisfaction.

Cross‐cultural research in marketing has been dominated by survey‐based quantitative approaches; however, the assumption of prior validity required for the adoption of the survey approach to values in cross‐cultural research has yet to be established. This paper aims to review the literature and outlines the problems of the survey‐based approach to cross‐cultural values research. These criticisms relate both to the choice of the method and its execution. The paper outlines the multiplicative effects of these problems, that threaten the validity of the survey methodology in this context, and suggests a methodological alternative.

This paper reviews and synthesises the relevant literature on conceptual and methodological issues pertinent to the survey approach to values research in a cross‐cultural context.

A review of the literature suggests numerous methodological problems that threaten the validity and reliability of the survey approach to cross‐cultural values research. This review exposes a methodological gap that can be filled by a qualitative approach to the study of values in cross‐cultural research. In particular, the paper advocates means‐end methodology as offering significant strengths and addressing several of the weaknesses of the survey‐based approach to cross‐cultural values research.

The paper synthesises the literature on methodological issues in cross‐cultural values research, bringing together disparate criticisms which reveal the range of unresolved problems with the empirical, survey‐based approach to cross‐cultural values research; the paper also offers a suggestion for an alternative methodological approach. The means‐end approach is increasingly being used in various research areas; this paper highlights its appropriateness in a cross‐cultural context, as an alternative to predefined and culturally determined measures that limit our understanding of cross‐cultural values. Means‐end addresses many of the specific weaknesses of the survey method identified in the literature review. This discussion of methodological issues has implications for the field of cross‐cultural research more generally and suggests a critical re‐assessment of cross‐cultural methods is needed.

Cultural differences in moral judgements are generally recognized by marketing ethicists. Attempts to investigate the issue of cross‐cultural ethical differences by comparing US marketers and Thai marketers with respect to their professional and personal values. A self‐administered questionnaire was used as the data collection technique. Results indicate that US marketers are significantly different from Thai marketers based on the combination of professional and personal values.

The study focused on the Chilean olive oil market. The purpose of this paper is to determine the incidence of psychographic variables in the purchasing frequency of this product in an emerging market.

A face-to-face survey was applied to a stratified sample in the Biobío Region (Chile). The food neophobia scale (FNS) and list of values (LOV) were used simultaneously to measure psychographic variables. A multinomial logit model was estimated to determine the relationship between olive oil purchasing frequency and psychographic variables.

Results suggest that psychographic variables can explain olive oil purchasing frequency in the Chilean market. For a new food product, neophilia and the values of external and hedonistic dimensions can explain the higher purchasing frequency of the product. Just as in other research studies, the combined use of psychographic and sociodemographic variables performed well in segmenting a new food market.

Results should be interpreted for the purchasing behavior of a new food in the context of an emerging market. Future research should expand the geographic zone to apply the survey and incorporate other variables such as ethnocentrism or ethnic identity.

Most available research studies have investigated separately the incidence of both variables in food consumption in developed, cosmopolitan and intercultural markets. This is the first approach in jointly applying the psychographic variables FNS and LOV in an emerging market and using olive oil as a case study.

The purpose of this paper is to identify underlying personal values that determine the mall shopping behaviour of Chinese consumers and to propose shopping intention as an additional mediator that enhances the value‐behaviour link.

A self‐administered web‐based survey with convenience sampling was used to collect the data. A structural equation modeling technique was used to test the proposed model.

Chinese mall shoppers' behaviours were found to be explained by value orientations which were both similar and different from their counterparts in the West. While Western mall shoppers are more likely to be directed by social affiliation and self‐actualising values in previous studies, Chinese mall shoppers are more likely to be influenced by self‐transcendence and self‐enhancement (similar to self‐actualising) values in the present study. Additionally, shopping intention was found to improve the predictive power of consumers' attitude toward mall attributes in terms of shopping frequency and money spent in the mall.

The main limitation of this study is related to measurement error, derived from using simplified instruments to measure personal values. In addition, both personal values and attitudes are abstract constructs, which are difficult to measure; therefore this may also contribute to a larger error variance.

The results of this study are especially beneficial for mall developers and retailers for crafting effective positioning strategies and guiding their communication strategies in the China market.

The proposed model makes a theoretical contribution by testing a Western theory in a non‐Western context. In addition, the proposed model helps researchers better understand the value‐behaviour relationship in a more comprehensive framework.

Universities are increasingly encountering high levels of national and international competition. In order for universities to continue with their business success and expansion, they have relied on developing and maintaining a differentiated brand identity by improving their branding strategy. The purpose of this paper is to examine the antecedents of students’ identification with the brand of public universities in Iran.

Sampling was done in multiple stages. In the first stage – using stratified sampling – students were recruited from distinct degree programs and universities based on the Iranian national demographic proportions. In the second stage, convenient sampling was used within each degree program category. For data collection, the interviewer distributed questionnaires among students regardless of age and gender. The number of questionnaires distributed in each university (i.e. the sample size in each university) was determined using the number of students in the country and percentage of students at each university.

The results showed support for the hypothesized positive relationship between brand identification and the antecedent factors including prestige, interorganizational and intraorganizational competition. On the other hand, the results showed no significant relationship between brand identification and the antecedent factors including distinctiveness and memorable experience. Outcomes (i.e. word-of-mouth, active engagement and loyalty) of brand identification were also tested and their relationships with brand identification are supported.

This study was conducted in the higher education sector in one cosmopolitan Iranian city (i.e. Tehran) to which Iranians from other cities travel to for studying. Thus, the results of this survey include a variety of sub-cultures. In the future, a study that incorporates all major metropolitan cities of Iran may increase the generalizability of the findings. Unrelated to the purpose of this study, a future research study may extend the currently studied geographical dimensions and examine the antecedents of students’ identification with the brand of public universities across different nations using a cross-cultural approach.

A study of the antecedents of students’ identification with the university brand can provide a guide for universities to manage their brand and marketing strategies. Managers of higher education institutions can take important steps in establishing a link between students and university brands. Managers can highlight interorganizational competitions. The authors recommended universities publicize and honor students’ success in academic competitions on the university website, via ceremonies dedicated to the student winners, and using print banners that identifies their name and achievement, among other mediums. Additionally, competitions can be promoted among students through professors and motivational speeches from recognized leaders.

Results revealed that brand prestige of public universities positively affects students’ identification. This study highlights the importance of national and international rankings of universities and the sensitivity of students to such rankings. Undoubtedly, this is evident in Iranian students’ behavior in selecting their university. Additionally, this study showed that brand distinctiveness of public universities does not significantly affect students’ identification with the university brand. Further examination is recommended to help explain this finding and a cross-cultural comparison will assist in this endeavor.

This study aims to examine issues of talent management (TM) in events. Specifically, it investigates the triangular relationship that exists amongst temporary event workforces, event employment businesses (EEBs) and event organisers (EOs).

A mixed method design was used including a quantitative survey of UK temporary event workers (TEW) to examine their characteristics and motivations to work at events; a qualitative survey with (EOs) to understand the reasons for using TEW and (EEBs) and interviews with EEBs to understand their challenges in delivering best-fit between TEW and EOs.

This study sheds light on the complex relationships amongst temporary event workforces, EOs and event employment businesses. Findings show TEW who display high levels of affective commitment towards their employment organisation and possess the characteristics of extraversion and contentiousness, are highly motivated to work at events. EOs suggest their operational restrictions (such as limited resources, time and expertise) are fuelling the need to use EEBs to source staff with the right skills and attitudes. In turn, these recruiters demonstrate they play an active role in reconciling the often-conflicting needs of EOs and TEW.

This study extends knowledge and understanding on TM in events by providing insights into the characteristics of TEW as a growing labour market segment in the event sector. Significantly, the study contributes to a better understanding of the critical role that EEBs play in the construction, development and management of talent in events.

This paper aims to identify the key antecedents and moderators that influence consumers' willingness to purchase environmentally friendly products.

A convenience sampling method was employed. A total of 600 self‐administered questionnaires were distributed during lectures in a large Australian university. In total, 256 useable Australian consumer responses were collected and used for analysis.

The results show that the three antecedents of ecoliteracy, interpersonal influence and value orientation have strong correlations with attitudes towards environmentally friendly products. Consumers with favourable attitudes towards environmentally friendly products are more likely to purchase environmentally friendly products. Perceived product necessity moderates the relationship between attitudes toward environmentally friendly products and the willingness to purchase environmentally friendly products.

Longitudinal studies can be conducted in the future. Other possible moderating factors such as product involvement or pricing can also be explored. A wider range of behavioural indicators can be used to capture a more accurate measurement of environmentally oriented behaviours.

Consumer education about the environment is crucial for consumers to form a more favourable mindset towards environmentally friendly products. Communication initiatives that highlight various environmental support campaigns and environmentally conscious product strategies are some of the ways to encourage purchasing behaviour.

The study empirically examines the antecedents and consequences of attitudes towards purchasing green products in an Australian context. Furthermore, the study uses day‐to‐day necessity products as the product category.