Review of marketing research Volume 7

330 Pages·2010·3.053 MB·English

by  Naresh K Malhotra

REVIEW OF MARKETING
RESEARCH
REVIEW OF MARKETING
RESEARCH
Series Editor: Naresh K. Malhotra
REVIEW OF MARKETING RESEARCH VOLUME 7
REVIEW OF MARKETING
RESEARCH
EDITED BY
NARESH K. MALHOTRA
Nanyang Business School,
Nanyang Technological University, Singapore

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ISBN:978-0-85724-475-8
ISSN:1548-6435(Series)

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CONTENTS
LIST OF CONTRIBUTORS vii
EDITORIAL BOARD xi
INTRODUCTION: ANALYZING ACCUMULATED xiii
KNOWLEDGE AND INFLUENCING FUTURE
RESEARCH
A BACKWARD GLANCE OF WHO AND
WHAT MARKETING SCHOLARS HAVE
BEEN RESEARCHING, 1977–2002
John B. Ford, Douglas West, Vincent P. Magnini, 1
Michael S. LaTour and Michael J. Polonsky
DYNAMIC STRATEGIC GOAL SETTING:
THEORY AND INITIAL EVIDENCE
Mark B. Houston, S. Ratneshwar, Lisa Ricci and 19
Alan J. Malter

INTERNET CHANNEL CONFLICT:
PROBLEMS AND SOLUTIONS
Eric T. Anderson, Duncan Simester and 63
Florian Zettelmeyer
REFERRAL EQUITY AND REFERRAL
MANAGEMENT: THE SUPPLIER FIRM’S
PERSPECTIVE
Mahima Hada, Rajdeep Grewal and Gary L. Lilien 93
A CRITICAL REVIEW OF
QUESTION–BEHAVIOR EFFECT RESEARCH
Utpal M. Dholakia 145
v
vi CONTENTS
CONSUMER COGNITIVE COMPLEXITY AND
THE DIMENSIONALITY OF MULTIDIMENSIONAL
SCALING CONFIGURATIONS
Naresh K. Malhotra, Arun K. Jain, Ashutosh Patil, 199
Christian Pinson and Lan Wu
STRUCTURAL MODELING OF HETEROGENEOUS
DATA WITH PARTIAL LEAST SQUARES
Edward E. Rigdon, Christian M. Ringle and 255
Marko Sarstedt
PREVIOUS VOLUME CONTENTS 297
LIST OF CONTRIBUTORS
Eric T. Anderson Kellogg School of Management,
Northwestern University, Evanston,
IL, USA
Utpal M. Dholakia Jones Graduate School of Business, Rice
University, Houston, TX, USA
John B. Ford Department of Marketing, College of
Business and Public Adminstration,
Old Dominion University, Norfolk,
VA, USA
Rajdeep Grewal Marketing Department, The Pennsylvania
State University, University Park, PA,
USA
Mahima Hada Marketing Department, The Pennsylvania
State University, University Park, PA,
USA
Mark B. Houston Department of Marketing, Neeley School
of Business, Texas Christian University,
Fort Worth, TX, USA
Arun K. Jain SUNY at Buffalo, Buffalo, NY, USA
Michael S. LaTour Department of Marketing, College of
Businesss, University of Nevada, Las
Vegas, NV, USA
Gary L. Lilien Marketing Department, The Pennsylvania
State University, University Park, PA,
USA
Vincent P. Magnini Department of Hospitality and Tourism
Management, Pamplin College of Business,
Virginia Polytechnic Institution and State
University, Blacksburg, VA, USA
vii
viii LIST OFCONTRIBUTORS
Naresh K. Malhotra Nanyang Technological University,
Singapore and Georgia Institute of
Technology, Atlanta, GA, USA
Alan J. Malter Department of Managerial Studies,
Liautaud Graduate School of Business,
University of Illinois at Chicago,
Chicago, IL, USA
Ashutosh Patil Boston College, Chestnut Hill,
MA, USA
Christian Pinson INSEAD, Fontainebleau, France and
Universite´ Paris-Dauphine, Paris, France
Michael J. Polonsky Department of Marketing, School of
Management and Marketing, Deakin
University, Burwood, VIC, Australia
S. Ratneshwar Department of Marketing, Trulaske
CollegeofBusiness,UniversityofMissouri,
Columbia, MO, USA
Lisa Ricci The iSchool at Drexel, College of
Information Science & Technology, Drexel
University, Philadelphia, PA, USA
Edward E. Rigdon Department of Marketing, J. Mack
Robinson College of Business, Georgia
State University, Atlanta, GA, USA
Christian M. Ringle TUHH – Human Resource Management
and Organizations (HRMO), Hamburg
University of Technology, Hamburg,
Germany and Centre for Management and
Organisation Studies (CMOS), University
of Technology Sydney (UTS), Sydney,
NSW, Australia
Marko Sarstedt Institute for Market-based Management
(IMM), Ludwig-Maximilians-University
Munich, Munich, Germany
Duncan Simester Sloan School of Management, Cambridge,
MA, USA
List ofContributors ix
Douglas West Department of Marketing, School of
Business, Economics and Informatics,
Birkbeck, University of London,
London, UK
Lan Wu California State University, East Bay,
Hayward, CA, USA
Florian Zettelmeyer Kellogg School of Management,
Northwestern University, Evanston,
IL, USA