European Journal of Marketing

John R. Rossiter

doi: 10.1108/03090561111167298pmid: N/A

Purpose – New measures in marketing are invariably created by using a psychometric approach based on Churchill's “scale development” procedure. This paper aims to compare and contrast Churchill's procedure with Rossiter's content‐validity approach to measurement, called C‐OAR‐SE. Design/methodology approach – The comparison of the two procedures is by rational argument and forms the theoretical first half of the paper. In the applied second half of the paper, three recent articles from the Journal of Marketing ( JM ) that introduce new constructs and measures are criticized and corrected from the C‐OAR‐SE perspective. Findings – The C‐OAR‐SE method differs from Churchill's method by arguing for: total emphasis on achieving high content validity of the item(s) and answer scale – without which nothing else matters; use of single‐item measures for “basic” constructs and for the first‐order components of “abstract” constructs; abandonment of the “reflective” measurement model, along with its associated statistical techniques of factor analysis and coefficient alpha, arguing that all abstract constructs must be measured as “formative”; and abandonment of external validation methods, notably multitrait‐multimethod analysis (MTMM) and structural equation modeling (SEM), to be replaced by internal content‐validation of the measure itself. The C‐OAR‐SE method can be applied – as demonstrated in the last part of the article – by any verbally intelligent researcher. However, less confident researchers may need to seek the assistance of one or two colleagues who fully understand the new method. Practical implications – If a measure is not highly content‐valid to begin with – and none of the new measures in the JM articles criticized is highly content‐valid – then no subsequent psychometric properties can save it. Highly content‐valid measures are absolutely necessary for proper tests of theories and hypotheses, and for obtaining trustworthy findings in marketing. Originality/value – C‐OAR‐SE is completely original and Rossiter's updated version should be followed. C‐OAR‐SE is leading the necessary marketing measurement revolution.

Edward E. Rigdon; Kristopher J. Preacher; Nick Lee; Roy D. Howell; George R. Franke; Denny Borsboom

doi: 10.1108/03090561111167306pmid: N/A

Purpose – This paper aims to respond to John Rossiter's call for a “Marketing measurement revolution” in the current issue of EJM , as well as providing broader comment on Rossiter's C‐OAR‐SE framework, and measurement practice in marketing in general. Design/methodology/approach – The paper is purely theoretical, based on interpretation of measurement theory. Findings – The authors find that much of Rossiter's diagnosis of the problems facing measurement practice in marketing and social science is highly relevant. However, the authors find themselves opposed to the revolution advocated by Rossiter. Research limitations/implications – The paper presents a comment based on interpretation of measurement theory and observation of practices in marketing and social science. As such, the interpretation is itself open to disagreement. Practical implications – There are implications for those outside academia who wish to use measures derived from academic work as well as to derive their own measures of key marketing and other social variables. Originality/value – This paper is one of the few to explicitly respond to the C‐OAR‐SE framework proposed by Rossiter, and presents a number of points critical to good measurement theory and practice, which appear to remain underdeveloped in marketing and social science.

Carmen Lopez; Manto Gotsi; Constantine Andriopoulos

doi: 10.1108/03090561111167315pmid: N/A

Purpose – The aim of this paper is to examine the influence of corporate image on shaping the image of its country of origin (hereafter country image). Design/methodology/approach – The authors develop a conceptual framework and a series of propositions, grounded on previous studies on country of origin (COO), image transfer, corporate and place branding. Findings – The framework proposes that the influence of corporate image on country image can be moderated by four individual (country familiarity, corporate familiarity, brand image fit and corporate brand category‐country brand image fit) and two corporate level variables (international visibility and market visibility). Research limitations/implications – A series of propositions is offered that aims to stimulate empirical research in this topical subject. Originality/value – Despite increasing acknowledgement of the influence that the image of corporations may exert on the image of their COO, this relationship has been under‐researched. This paper draws insights from theoretical and empirical studies to shed some light on this area. A framework is presented which transcends previous corporate image formation models by looking at the other way of the relationship between corporate image and country image.

Udo R. Gottlieb; Mark R. Brown; Judy Drennan

doi: 10.1108/03090561111167324pmid: N/A

Purpose – The purpose of this paper is to develop and test an integrative services framework to investigate the role of perceived trade show effectiveness on overall trade show service outcome, conceptualised as the intention to purchase a related product after, rather than during, a show. Design/methodology/approach – Drawing on the services marketing and trade show literature, the authors test a model of trade show effectiveness with data collected from 592 attendees at a major automotive trade show in a large metropolitan centre. Findings – Results show that improving trade show visitors' perceived service quality positively affects visitor perceptions of trade show effectiveness. Furthermore, both trade show effectiveness and service quality directly influence future purchase intention. Research limitations/implications – Employing a services theoretical framework to evaluate trade show visitor experiences provides an alternative to the traditional marketing communications approach. By viewing such visits as service encounters, managers must inevitably consider the effects of service quality and service outcomes in determining the likely success of their shows. The study primarily focuses on one large consumer show and therefore does not constitute a complete, nor necessarily representative, sample of the trade show industry. Originality/value – The original contribution of the paper stems from the paucity of research conceptualising trade shows as services and the comparative lack of emphasis placed on visitors rather than exhibitors in the literature. The research not only has utility for trade show organisers but also provides necessary theory‐based research in the trade show domain.

Cristian Chelariu; Rodney Stump

doi: 10.1108/03090561111167333pmid: N/A

Purpose – The present study aims to contribute to the growing cross‐national body of literature on work‐family conflict (WFC) and family‐work conflict (FWC) issues by examining the interrelationship of these constructs with other variables in the context of a transitional economy. Design/methodology/approach – Data were collected using self‐report questionnaires distributed to retail salespeople in Hungary. Hypothesis tests were conducted using structural equation modeling. Findings – The results revealed that WFC is strongly related to job stress, while FWC is not, and that job stress fully mediates the effect of WFC on turnover intentions. It was also found that self‐efficacy, as a moderator, heightened the positive effect of WFC on job stress, but attenuated the effect of FWC. Research limitations/implications – Future research could examine both the deleterious and beneficial effects of role identity spillover and include additional psychological work outcomes beyond turnover intentions. Assessing the impact of collective efficacy in addition to individual self‐efficacy is also warranted in future studies conducted in transitional economies, especially those with collectivistic cultures. Social implications – The authors' evidence that WFC is more strongly related to job stress than FWC underscores the need for retailers to implement progressive policies to create supportive work environments, which can reduce WFC and FWC. The finding of the contingent effect of self‐efficacy also has important implications for recruiting and training practices of retailers operating in transitional economies. Originality/value – This study is among the first to compile the multiple theoretical rationales for the moderating effect of self‐efficacy and empirical evidence that it operates in opposite ways relative to WFC and FWC.

Marco Galvagno

doi: 10.1108/03090561111167441pmid: N/A

Purpose – Given the variety of approaches characterising the research area of anti‐consumption and consumer resistance, the purpose of this paper is to conduct a literature review to explore the structure of this interesting research domain and to better understand its origins, current state of development, and future trends. Design/methodology/approach – An author co‐citation analysis was performed using the SSCI of the Thomson‐ISI database. A sample of 48 authors was identified, and the co‐citation frequencies were analysed. Findings – The study reveals the former and present structure of the anti‐consumption and consumer resistance field of inquiry. Two levels of analysis, five areas of interest, and nine theoretical approaches were acknowledged. These results are useful in providing future direction, particularly in terms of the research gaps and the expected topical areas of interest. Research limitations/implications – Although quite rigorous, co‐citation analysis is subject to some limitations that can bias the results of the research: primarily, the inability to distinguish between good citations and bad citations. Originality/value – The study contributes to a clear‐cut representation of the field of anti‐consumption and consumer resistance. From an academic perspective, it provides clear tools for researchers to identify potential new directions as well as to locate their work within the field. It also provides a useful approach for new researchers, as they can identify the main approaches and areas of interest. From a practical point‐of‐view, it can serve as an introduction to the field for students and managers.

Stefan Hoffmann

doi: 10.1108/03090561111167342pmid: N/A

Purpose – The paper aims to explore how idiosyncratic motives drive participation in consumer boycotts and how the motives of different adopters (e.g. innovators, laggards) differ. The study seeks to describe how boycott motives are embedded in the fields of consumer resistance and anti‐consumption. Design/methodology/approach – The paper applies a mixed‐method approach of qualitative and quantitative methods. Internet postings of 790 boycott supporters are analyzed by means of a content analysis. The relevance of different motives is examined via frequency analysis. Contingency analysis is applied to explore segment‐specific motives. Findings – Using the example of factory relocation, the study identifies several idiosyncratic motives that are contingent to the boycott cause. Additionally, it confirms that the motives of different adopters differ. Individuals who are personally affected or feel solidarity with those affected join the boycott relatively early whereas those who join later consider the pros and cons of the boycott more rationally. Research limitations/implications – Further research should apply quantitative research methods to ensure the stability of the findings. The external validity needs to be tested for different boycott types. Practical implications – Some consumers join boycotts because they feel solidarity with those affected by the actions of a company (resistance‐boycotter), whereas others generally criticize the free‐market economy and are generally prone to boycott any company (anti‐consumption‐boycotters). Companies need to ensure that both types of boycotters consider them socially responsible. Originality/value – This study provides evidence that boycott motives are case‐contingent. Additionally, this is the first study to demonstrate how motives for joining a boycott vary in the course of time.

Cristel Antonia Russell; Dale W. Russell; Peter C. Neijens

doi: 10.1108/03090561111167351pmid: N/A

Purpose – The paper focuses on resistance driven by animosity toward a country due to cultural, political, military and economic reasons. Previous research has linked animosity toward a given country to explicit judgments and purchases of products from that country, thus ignoring the possibility that latent ideological beliefs may reveal themselves behaviorally more subtly. This research focuses on implicit consumption expressions of country‐based consumption resistance. Design/methodology/approach – Cross‐sectional survey data were collected from French moviegoers in seemingly unrelated studies. In study one, respondents reported the movies they had watched at a movie theater over the past month and these movies were subsequently coded by country of origin. Animosity, ethnocentrism, and global openness were measured in study two. Finally, participants selected lottery tickets for either a French or foreign movie. This choice measure captures whether ethnocentric consumption tendencies emerge after animosity is made salient. Findings – Ideological resistance to the US expresses itself in the anti‐consumption of US movies. Further, when animosity toward the US is made salient, high animosity French respondents express an increased preference for domestic consumption choices, even though they are not generally ethnocentric. Originality/value – The focus on actual consumption data provides an externally valid test of both latent and explicit expressions of ideological resistance to a country in the form of consumption choices.

Peter Nuttall; Julie Tinson

doi: 10.1108/03090561111167360pmid: N/A

Purpose – This paper aims to contribute to the special issue theme by exploring the perceptions of anti‐consumption and resistant practices of adolescents by their peer group in the context of high school prom attendance. Design/methodology/approach – This paper employs a mixed methods approach involving 12 in‐depth interviews with those who had attended a high school prom in the last three years and open questions on a survey to adolescents. Findings – Four main perceptions of non‐attendance were identified: non‐choice, risk aversion, passive disengagement and intentional disengagement. Perceptions of anti‐consumption and resistance will have social implications for the non‐attendee/s but the extent to which non‐attendance is viewed negatively will also be moderated by existing social status of the non‐attendee/s. Originality/value – Possible causes for avoiding consumption have been previously considered, however, as yet unexplored are how those who do not consume are perceived by their peers and how this manifests itself in relation to group affiliation, attendees' perception of “self” and social norms.

Isabelle Chalamon

doi: 10.1108/03090561111167379pmid: N/A

Purpose – This paper aims to explore how consumer groups with limited resources and means of action are able to resist market pressures and how they are sometimes able to modify corporate practices. Design/methodology/approach – A case study was carried out in France concerning the mobilization of patients suffering from rare diseases. Two data sources are used: semi‐structured interviews and documentary sources. Findings – In this extreme context, the activists fight to expand the reach of existing market institutions so that those who do not have access to a treatment can finally benefit from the existence of a drug. In order to reach this goal, activists need to collaborate with the incumbents so that the system can be reformed from the inside. Resistance then becomes a productive act of power for the targeted firms. Originality/value – This paper emphasizes a case of minor resistance whose aim is not to radically change the market system but rather to propose moderate adjustments which would allow existing market institutions to extend their reach. It also underlines the cooperative and productive dimensions of certain acts of resistance. Finally, by highlighting a case of pro‐consumption resistance, this paper adds to the current debate on the distinction between resistance and anti‐consumption.