Zeitschrift Marketing Logo


...

Marketing ZFP – Journal of Research and Management publishes four issues and 16-20 peer-reviewed articles per year. As subscriber you find fulltext access (PDF) and search function to the complete archive of all issues on elibrary.vahlen.de.

Please find detailed information on the current issues below:

ISSUE 3/2017

On Comparing Results from CB-SEM and PLS-SEM: Five Perspectives and Five Recommendations
Edward E. Rigdon, Marko Sarstedt and Christian M. Ringle
The authors discuss differences and results of covariance-based structural equation modeling (CB-SEM) and partial least squares structural equation modeling (PLS-SEM) (to the Management Summary).

Functional Flexibility, Latent Heterogeneity and Endogeneity in Aggregate Market Response Models
Harald Hruschka
Previews reviews have considered functional flexibility, latent heterogeneity and endogeneity in aggregate market response models either incompletely or not at all. Ignoring these issues could lead to biased estimates of the effects of marketing variables and finally erroneous implications for marketing decision making (to the Management Summary).

Multinominal Logit Models in Marketing - From Fundamentals to State-of-the-Art 
Ossama Elshiewy, Daniel Guhl and Yasemin Boztuğ
Analysing choice behaviour has a long tradition in marketing research. Such an analysis provides valuable insights for researchers interested in understanding consumer behaviour and practitioners who aim to optimise their marketing-mix efforts. From this background, this paper gives an overview of the most important aspects when it comes to analysing brand choice using multinomial logit models (to the Management Summary).

Multilevel Structural Equation Modelling in Marketing and Management Research
Johannes Hirschmann and Bernhard Swoboda
Multilevel (or mixed linear) modelling either simultaneously test hypotheses at several levels of analysis. Advances in MSEM enable the specification of latent variables, which are more common in marketing than the manifest variables used in hierarchical linear modelling (HLM), and open new conceptual possibilities (to the Management Summary).

Conducting Mediation Analysis in Marketing Research
Carsten L. Demming, Steffen Jahn and Yasemin Boztuğ
Multilevel (or mixed linear) modelling either simultaneously test hypotheses at several levels of analysis. Advances in MSEM enable the specification of latent variables, which are more common in marketing than the manifest variables used in hierarchical linear modelling (HLM), and open new conceptual possibilities (to the Management Summary).



WEB APPENDICES

Web Appendices referring to some of the articles can be found here:

Web Appendix Elshiewy/Guhl/Boztug (Marketing 3-2017)
Web Appendix Demming/Jahn/Boztug (Marketing 3-2017)

Current Issue

Marketing-3-2017-Cover

Share:

...