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1.
Using a scenario technique, the study tests a core portion of Hunt and Vitell’s (1986) general theory of marketing ethics
in the context of a marketing research ethical dilemma. The results provide substantial support for the relationships proposed
in this part of the model. Two additional hypotheses are confirmed. First, ethical judgments to resolve the dilemma are found
to be jointly determined by deontological and teleological evaluations. Second, the relationship between ethical judgment
and intention to adopt an ethical alternative is attenuated when its implementation does not result in a preferred consequence.
Research limitations and recommendations are offered. 相似文献
2.
An examination of selected marketing mix elements and brand equity 总被引:46,自引:0,他引:46
Boonghee Yoo Naveen Donthu Sungho Lee 《Journal of the Academy of Marketing Science》2000,28(2):195-211
This study explores the relationships between selected marketing mix elements and the creation of brand equity. The authors
propose a conceptual framework in which marketing elements are related to the dimensions of brand equity, that is, perceived
quality, brand loyalty, and brand associations combined with brand awareness. These dimensions are then related to brand equity.
The empirical tests using a structural equation model support the research hypotheses. The results show that frequent price
promotions, such as price deals, are related to low brand equity, whereas high advertising spending, high price, good store
image, and high distribution intensity are related to high brand equity.
Boonghee Yoo (Ph.D., Georgia State University) is an assistant professor of marketing at St. Cloud State University. His research interests
include brand equity, cross-cultural scale development, service quality, retail productivity, Internet marketing, and marketing
methodology. He has published previously in theJournal of Retailing, theJournal of Business Research, theJournal of Business & Industrial Marketing, theJournal of Service Research, and theJournal of Marketing Channels.
Naveen Donthu (Ph. D., University of Texas, Austin) is a professor of marketing at Georgia State University. His research interests center
on research methodology, site selection models, comparative and outdoor advertising, brand equity, Hispanic consumer research,
cross-cultural issues, and customer satisfaction. His work has appeared in journals such asMarketing Science, theJournal of Marketing Research, theJournal of Consumer Research, theJournal of the Academy of Marketing Science, theJournal of Advertising, theJournal of Advertising Research, theJournal of Retailing, and theJournal of Business Research.
Sungho Lee (Ph.D., University of Illinois at Urbana-Champaign) is an assistant professor of marketing at the University of Seoul, South
Korea. His research focuses on understanding consumers’ cognitive processing of brand and price information, brand extension
and brand equity, and advertising-driven persuasion processes. He has published previously inAdvances in Consumer Research, Asia-Pacific Advances in Consumer Research, Academy of Marketing Science-World Marketing Congress,
Korean Marketing Review, andKorean Management Review. 相似文献
3.
Joseph O. Rentz 《Journal of the Academy of Marketing Science》1988,16(1):141-150
Generalizability theory, a broad-based psychometric model for assessing the dependability (reliability) of measures, is used
to assess several commonly used marketing measures. Classical reliability coefficients are reported for each measure and compared
to generalizability coefficients. Classical theory is shown to be inappropriate in some marketing contexts and the marketing
measures are found to be undependenable in some measurement situations. The comprehensiveness and flexibility of generalizability
theory is demonstrated. 相似文献
4.
Because of increasing ethical problems in business, organizations have tried to control these problems by institutionalizing
ethics, such as by creating new ethics positions and formulating codes of ethics. In this study, the authors develop a scale
for measuring the institutionalization of ethics in organizations and assess it for dimensionality, reliability and validity.
Two separate studies are conducted, both using samples drawn from an American Marketing Association practitioner population.
In Study 1, using a sample of 126 marketing practitioners, we performed exploratory factor analysis on 44 institutionalization
items resulting in two separate dimensions of the institutionalization of ethics construct: implicit and explicit institutionalization.
Using a national sample of 306 marketing practitioners in Study 2, we performed confirmatory factor analysis on these two
dimensions and investigated the effects of these dimensions on perceived importance of ethics, job satisfaction, esprit de
corps and organizational commitment. Implicit institutionalization had a significant direct affect on all four of these constructs.
On the other hand, explicit institutionalization significantly influenced only the perceived importance of ethics. 相似文献
5.
The authros examine from the perspective of marketing professionals the incidence of unethical research practices and the
influence of organizational factors as determinants of the incidence of unethical research practices. The results indicate
some degree of indicence of unethical research practices, particularly of those involving respondents. In addition, the results
suggest four organizational variables— extent of ethical problems within the organization, top management actions on ethics,
organizational role, and industry category—as determinants of the incidence of unethical research partices. 相似文献
6.
Kathleen Seiders Glenn B. Voss Andrea L. Godfrey Dhruv Grewal 《Journal of the Academy of Marketing Science》2007,35(1):144-156
As customers have demanded greater convenience in service exchanges, researchers have responded by incorporating the convenience
construct into their conceptual models and empirical studies, but a comprehensive, formally validated measure of convenience
remains lacking. This study conceptualizes service convenience as a second-order, five-dimensional construct that reflects
consumers’ perceived time and effort in purchasing or using a service. Service convenience dimensions are salient at different
stages of the purchase decision process. Given this conceptualization, the study presents the development and validation of
the SERVCON scale, a comprehensive instrument for measuring service convenience. The five dimensions are independent within
a nomological network that illustrates distinct antecedent and consequent effects, and the results reinforce the multidimensional
representation, offering insight into the distinctive relationships between each service convenience dimension and its antecedents,
such as competitive intensity, and consequences, such as repurchase behavior. The findings help researchers and managers understand
a fully conceptualized convenience construct and facilitate the measurement of convenience in future empirical studies. 相似文献
7.
Shelby Hunt 《Journal of the Academy of Marketing Science》1990,18(2):173-177
The article “An Empirical Investigation of a General Theory of Marketing Ethics” by Mayo and Marks constitutes a major effort
at testing the theory of marketing ethics developed by Scott Vitell and me (1986). Mayo and Marks (hereafter, “M&M”) deduce
several key research hypotheses from the theory, test those hypotheses using a marketing research scenario, and conclude:
“The core relationships in Hunt and Vitell’s model appear to capture much of the decision-making processes that marketing
managers employ in resolving an ethical dilemma.” Although no single empirical study ever provides a definitive test of a
theory, their encouraging findings will likely prompt further empirical studies. The objective of this commentary is not to
criticize the design of M&M’s research, for there is no such thing as a perfect research design. All efforts to test empirically
a theory will necessarily involve significant amounts of interpretive creativity and there are always trade-offs to be made.
Rather, the objective here is to (1) review certain exemplary aspects of the M&M research design, (2) suggest some alternative
interpretations and procedures for future researchers in this area to consider, and (3) show how some of the issues in their
article relate to more fundamental philosophy of science concerns. 相似文献
8.
Customer evaluation of retail salespeople utilizing the SOCO scale: A replication,extension, and application 总被引:1,自引:0,他引:1
Gene Brown Robert E. Widing Ronald L. Coulter 《Journal of the Academy of Marketing Science》1991,19(4):347-351
Measuring retail salesperson performance is a critical, though relatively neglected research issue. We suggest that the SOCO
scale may be an appropriate tool for measuring salesperson performance from the buyer’s perspective. Therefore, a replication
of the SOCO scale was undertaken by having consumers evaluate retail salespeople. The SOCO scale items were slightly modified
to fit the consumer sample and retail focus of the study. In addition, the number of points on the SOCO response scale was
also reduced and the verbal anchors modified to better suit the needs of telephone surveys. Despite these changes, the properties
of the scale were found to be strikingly similar to those reported in prior studies. It was recommended that retailers adopt
the SOCO scale to measure salesperson performance. 相似文献
9.
Kelly D. Martin Jean L. Johnson Joseph J. French 《Journal of the Academy of Marketing Science》2011,39(4):574-591
Institutional theory implies that normative societal expectations create pressures for organizations to respond acceptably
to important institutional constituents. Although the role of the institutional environment on marketing has been studied,
the organizational mechanisms by which firms respond to societal pressures remain under-investigated. We suggest that an important
determining factor involves organizational identity, which drives firm response to societal norms and facilitates its quest
for legitimacy. Accordingly, this study contributes to organizational theory in marketing by casting identity as the focal
mechanism in the firm’s response to the institutional environment. Marketing ethics and CSR issues frame this research given
natural synergies with institutional and organizational identity theories and evidence that increasingly, firms must respond
to societal expectations involving ethics in their marketing practices. Using game theoretical models and economic experiments,
we find that the influence of the institutional environment emerges through firm identity, affecting resource allocation to
ethical product augmentation. 相似文献
10.
吴长亮 《河南商业高等专科学校学报》2010,23(4):64-66
景区营销中最常使用的是各种大众媒体,但是对于成本低、效果好的人际传播渠道使用较少。人际传播学中的意见领袖理论、信息把关人理论和创新扩散理论都能在景区营销中发挥重要作用。对于景区营销来说,人际传播是不可忽视的一条信息渠道,潜在游客最多使用的和最信赖的就是这条信息渠道。 相似文献
11.
This study evaluates progress in developing a definition of marketing. A survey of marketing educators, managers, scholar-experts
and students was conducted to determine elements important in a definition of marketing, a ranking of popular definitions
of marketing and an evaluation of the definitions based on relevant criteria. All categories of respondents ranked the 1985
AMA definition of marketing as the definition that best represents the discipline of marketing. 相似文献
12.
Lyn S. Amine 《Journal of the Academy of Marketing Science》1993,21(1):71-77
In a 1991 article by Wills, Samli, and Jacobs, a new approach to international marketing strategy development was presented.
Two micro constructs, involvement and learning theory, and two macro constructs, cultural context and the diffusion process,
were linked in an integrative matrix summarizing various tactics for promoting and distributing a VCR around the world, within
the bounds of a global marketing strategy. This comment sharpens the focus and extends the thrust of their work. It examines
their proposed research agenda, clarifies certain constructs, and suggests a reformulated approach to theory development.
It also proposes an approach to segmenting the world market for VCRs, incorporating four levels of felt involvement and two
rates of product learning. Finally, suggestions for future research are outlined.
She received a Ph.D. in International Marketing from Bradford University Management Centre, England, and is bilingual in English
and French. She has taught in England, France, and Morocco, and has published in theJournal of the Market Research Society, Journal of the Operational Research Society, Journal of the Academy of Marketing Science,
Journal of Business Research, International Marketing Review, Advances in International Marketing, International Journal of
Advertising, European Journal of Marketing, and theJournal of Business and Industrial Marketing. 相似文献
13.
John Bowen 《Journal of the Academy of Marketing Science》1990,18(1):43-49
A theme emerging in the services marketing literature indicates that services marketers should look beyond their own industry
boundaries to gain marketing insight. A number of conceptual typologies for grouping services have been developed. However,
none of these conceptualizations have been studied empirically.
This article presents an empirically based taxonomy, developed through cluster analysis of consumer's perceptions of services.
The results of the study offer several insights into strategic marketing for service marketers. 相似文献
14.
I. Fredrick Trawick John E. Swan Gail W. McGee David R. Rink 《Journal of the Academy of Marketing Science》1991,19(1):17-23
A survey of purchasing professionals was conducted to investigate the effect of perceived unethical salesperson behavior on
intentions to choose a supplier. Results suggest that as salesperson behavior is perceived as more unethical, the purchaser
is less likely to choose the firm that the salesperson represents. This result is due to norm violations influencing intentions
in two ways: (1) through externally controlled rewards or punishments (e.g., harming the purchaser’s career), and (2) through
internally self-bestowed rewards or punishments (e.g., feeling bad for not doing the “right” thing). 相似文献
15.
Adel I. El-Ansary 《Journal of the Academy of Marketing Science》1974,2(2):316-321
Marketing is a youthful discipline. Therefore, it has experienced accelerated growth and change in its conception and framework.
The emergence of social and societal marketing is illustrative of the changes endured. Because of its recent development,
Lazer and Kelley indicated that social marketing is ill-defined and the definitive statement on it is yet to be written. 相似文献
16.
17.
Lynn O’Reilly M.S. Margaret Rucker Ph.D. Rhonda Hughes M.A. Marge Gorang M.A. Susan Hand 《Journal of the Academy of Marketing Science》1984,12(3):53-76
The study of one type of second-order market, personal sales, indicated that various consumer attitudes and merchandising
strategies were related to utilization of this market. Similarities and differences between this market and other second-order
markets were also noted. 相似文献
18.
Martin L. Bell 《Journal of the Academy of Marketing Science》1986,14(1):13-20
The traditional schemes for the classfication of goods and services do not adequately incorporate the marketing characteristics
of services. However, rather than pose a separate classification scheme for services, the author proposes a broadened classification
approach to include both goods and services. Some marketing strategy implications of this classification approach are discussed. 相似文献
19.
20.
Linking cause-related marketing to sales force responses and performance in a direct selling context
Brian V. Larson Karen E. Flaherty Alex R. Zablah Tom J. Brown Joshua L. Wiener 《Journal of the Academy of Marketing Science》2008,36(2):271-277
The influence of a firm’s cause-related marketing efforts on sales representative attitudes and behavioral performance is
investigated. Results from a field study indicate that the influence of a representative’s construed customer attitude toward
the cause campaign on selling behavioral performance is mediated through cognitive identification and selling confidence.
Further, the influence of construed customer attitude toward the campaign on selling confidence is moderated by cognitive
identification such that the effects are stronger for salespeople with lower levels of identification with the company. The
authors discuss the implications of the research and offer directions for further research.
相似文献
Joshua L. WienerEmail: |