Titlebook: Marketing in Transition: Scarcity, Globalism, & Sustainability; Proceedings of the 2 Colin L. Campbell Conference proceedings 2015 Academy

公理

Determinants of Service Quality in Cross Cultural Research: A Meta- Analytic Perspectivetested due to the lack of sufficient number of studies. Cronin and Taylor (1992) used the same items to propose a new scale for measuring service quality- SERVPERF. They suggested it to be a more robust method for testing service quality. Both scales have been subject to criticism by researchers for

Individual

The Attitudinal Response to Alternative Brand Growth Strategies: The Moderating Role of Brand Stretc be potentially higher (than if they should make the move alone). Hence, the purpose of the current study is 1) to experimentally test the attitudinal responses to a brand pursuing either the extension or alliance strategy, and 2) assess the extent to which this effect is moderated by the length of