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Multinomial Logit Models in Marketing - From Fundamentals to State-of-the-Art
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 whole article...).
Conducting Mediation Analysis in Marketing Research
Mediation analysis is frequently conducted in order to enrich our understanding of a focal causal relationship by examining its underlying mechanism. The main purpose of the authors is to provide an overview of what mediation analysis means, which approaches exist to establish mediation, and how to conduct mediation analysis with the state-of-the-art methodology (to the whole article...).

Functional Flexibility, Latent Heterogeneity and Endogeneity in Aggregate Market Response Models
Harald Hruschka addresses “Functional Flexibility, Latent Heterogeneity and Endogeneity in Aggregate Market Response Models which previous reviews have considered 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. The author recalls the main characteristics of several more frequently applied parametric market response functions (to the whole article...).

Multilevel Structural Equation Modelling in Marketing and Management Research
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. However, MSEM involves several challenges and is not frequently used. The authors therefore outline key methodological requirements, options, and challenges regarding MSEM and provide a systematic approach for its use (to the whole article...).

On Comparing Results from CB-SEM and PLS-SEM: Five Perspectives and Five Recommendations
The authors address main approaches: Covariance-based structural equation modeling (CB-SEM) and partial least squares structural equation modeling (PLS-SEM). Concerns about the limitations of the different approaches might lead researchers to seek reassurance by comparing results across approaches. But should researchers expect the results from CB-SEM and PLS-SEM to agree, if the structure of the two models is otherwise the same? Differences in philosophy of science and different expectations about the research situation underlie five perspectives on this question. The authors argue that the comparison of results from CB-SEM and PLS-SEM is misleading and misguided, capable of generating both false confidence and false concern. Instead of seeking confidence in the comparison of results across methods researchers should focus on more fundamental aspects of research design. Based on the discussion, the authors derive recommendations for applied research using SEM (to the whole article...).

The following article has been awarded as the BEST PAPER of 2016:

Do Multi-Currency Price Tags Bias Price Perceptions?
Retailers frequently use price labels that contain a product's price in different currencies and affix these labels to the product. By doing so, retailers can standardize their price labels across countries. The article investigates consumer responses to multi-currency price tags and shows that consumers integrate irrelevant information about the price in foreign currencies into their price perceptions (to the whole article...).

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