Current Research in Marketing

NAME: Pierre Chandon

E-MAIL: pierre@marketing.wharton.upenn.edu

UNIVERSITY: Groupe HEC France

ADVISOR: Dr Gilles Laurent

TITLE:
Beyond Price reduction: 3 essays on the attention-getting effects of sales promotions at the point of purchase and at the point of consumption

EXPECTED DATE OF COMPLETION: June 97

TOPIC AREA: Consumer Behavior Sales promotions

THEORETICAL APPROACH: visual attention, memory and decision making

DATA COLLECTION: eye-movement experiment - scanner data

DATA ANALYSIS: Anova, PLS

FULL ABSTRACT:

NAME: Thomas Adams Burnham

E-MAIL: tomai@utxvms.cc.utexas.edu

UNIVERSITY: The University of Texas at Austin

ADVISOR: Dr. Vijay Mahajan

TITLE:
Using Switching Costs to Manage Customer Retention in Relationship Services

EXPECTED DATE OF COMPLETION: ?

TOPIC AREA: Services Marketing, Relationship Marketing

THEORETICAL APPROACH: TBD

DATA COLLECTION: mail survey

DATA ANALYSIS: TBD

FULL ABSTRACT:

NAME: Jamel-Eddine Gharbi

E-MAIL: Jamel-Eddine.Gharbi@hec.ca

UNIVERSITY: Ecole des Hautes Etudes Commerciales, University of Montreal

ADVISOR: Jacques Nantel

TITLE:
Consumers decision process on the Internet

EXPECTED DATE OF COMPLETION: June 1997

TOPIC AREA: Consumer behavior and electronic marketing

THEORETICAL APPROACH: Cognitive psychology

DATA COLLECTION: Experiment

DATA ANALYSIS: LISREL

FULL ABSTRACT:

NAME: Anne M. Lavack

E-MAIL: lavack@vax2.concordia.ca

UNIVERSITY: University of British Columbia

ADVISOR: Gerald J. Gorn/Charles B. Weinberg

TITLE:
Health Promotion Advertising Effectiveness as a Function of Advertising Attributes and Audience Characteristics"

EXPECTED DATE OF COMPLETION: February 1997

TOPIC AREA: social marketing; advertising

THEORETICAL APPROACH: Protection Motivation Model

DATA COLLECTION: content analysis; focus group; experiment

DATA ANALYSIS: ANOVA; miscellaneous multivariate

FULL ABSTRACT:

NAME: Tommy Holm Hansen

E-MAIL: thh@hdc.hha.dk

UNIVERSITY: The Aarhus School of Business

ADVISOR: Hans Skytte

TITLE:
Own Label Manufacturer - Retailer Relationships

EXPECTED DATE OF COMPLETION: 1st February 1999

TOPIC AREA: channels/distribution, branding/brand equity

THEORETICAL APPROACH: Political economy

DATA COLLECTION: Case studies based on interviews and observation

DATA ANALYSIS: I have not really decided yet.

FULL ABSTRACT:

NAME: Marilyn Healy

E-MAIL: healym@usq.edu

UNIVERSITY: University of Southern Queensland, Australia

ADVISOR: Dr Chad Perry

TITLE:
Australiam small business networks in international markets

EXPECTED DATE OF COMPLETION: 1998

TOPIC AREA: international/global; relationship marketing

THEORETICAL APPROACH: networks

DATA COLLECTION: case study

DATA ANALYSIS: NUDIST

FULL ABSTRACT:

NAME: Michael Weber

E-MAIL: mweber@eap.schamp.ccip.fr

UNIVERSITY: EAP European School of Management (Paris-Oxford-Berlin-Madrid)

ADVISOR: tutor at EAP Oxford & EDS Italia SpA

TITLE:
Database marketing and its application in the European food retail industry

EXPECTED DATE OF COMPLETION: March 1997

TOPIC AREA: relationship marketing, retailing, electronic marketing

THEORETICAL APPROACH: relationship vs. transaction focus, lifetime value

DATA COLLECTION: essays/interviews + one case study (Tesco Stores PLC)

DATA ANALYSIS:

FULL ABSTRACT:

NAME: David R. Fortin

E-MAIL: dfor8320@uriacc.uri.edu

UNIVERSITY: Univ of Rhode Island

ADVISOR: Dr Ruby Dholakia

TITLE:
Investigating the Interactivity Construct: A Determinant of Behavioral and Mangerial Processes for New Media

EXPECTED DATE OF COMPLETION: 1997

TOPIC AREA: electronic marketing, marketing research

THEORETICAL APPROACH: Theory of Cybernetics (Wiener 1950)

DATA COLLECTION: scale development, online data collection

DATA ANALYSIS: Structural Modeling

FULL ABSTRACT:

NAME: Niels Jakob Buch

E-MAIL: njb@business.auc.dk

UNIVERSITY: Department of Business Studies, Aalborg University

ADVISOR: Professor Carsten Stig Poulsen

TITLE:
Multimedia in Marketing Research

EXPECTED DATE OF COMPLETION: Jan 99

TOPIC AREA: marketing research, electronic marketing

THEORETICAL APPROACH: Human-Computer-Interaction, communication, computer science, psychology

DATA COLLECTION: experiment

DATA ANALYSIS: not decided yet!

FULL ABSTRACT:

NAME: Kristof De Wulf

E-MAIL: Kristo.Dewulf@rug.ac.be

UNIVERSITY: University of Ghent, Belgium

ADVISOR: Prof. Dr. H. Commandeur, Prof. Dr. J. Hoekstra

TITLE:
The relationship between database marketing and customer loyalty

EXPECTED DATE OF COMPLETION: July 1999

TOPIC AREA: direct marketing, relationship marketing

THEORETICAL APPROACH: not clear yet

DATA COLLECTION: not clear yet

DATA ANALYSIS: not clear yet

FULL ABSTRACT:

NAME: C. "Jay" Lambe

E-MAIL: cjl5a@virginia.edu

UNIVERSITY: The Darden School, University of Virginia

ADVISOR: Robert E. Spekman

TITLE:
Alliances and Sustainable Competitive Advantage

EXPECTED DATE OF COMPLETION: 6/97

TOPIC AREA: strategy/marketing management, business-to-business/industrial

THEORETICAL APPROACH: a resource-based view of the firm, and social exchange theory

DATA COLLECTION: mail survey

DATA ANALYSIS: structural equation modeling using either LISREL or EQS

FULL ABSTRACT:

NAME: Jaana Tahtinen

E-MAIL: jtahtine@cc.oulu.fi

UNIVERSITY: University of Oulu, Finland

ADVISOR: Kimmo Alajoutsij

TITLE:
Dissolution of Triad Networks A Study of Tailored Software Acquisition

EXPECTED DATE OF COMPLETION: fall 97 (licentiate thesis)

TOPIC AREA: relationship marketing / networks , b-to-b

THEORETICAL APPROACH: networks theory, social psych.

DATA COLLECTION: qualitative case study with interviews, archive materials etc.

DATA ANALYSIS:

FULL ABSTRACT:

NAME: Joanne Silverstein

E-MAIL: jlsilver@mailbox.syr.edu

UNIVERSITY: Syracuse University

ADVISOR: Robert Benjamin

TITLE:
Attributes and dimensions of online business

EXPECTED DATE OF COMPLETION: December 1996

TOPIC AREA: Electronic marketing and relationship marketing

THEORETICAL APPROACH: Naturalistic inquery

DATA COLLECTION: Constant comparative analysis of semi-structured interviews

DATA ANALYSIS: Qualitative using Qualog software

FULL ABSTRACT:

NAME: Shobha Ganapathy

E-MAIL: shobha@fpmlan.iimahd.ernet.in

UNIVERSITY: Indian Institute of Management, Ahmedabad, India

ADVISOR: Prof. Abraham Koshy

TITLE:
Consumer Evaluation of Brand Extensions: The Process and Moderating Role of Involvement.

EXPECTED DATE OF COMPLETION: October 1997

TOPIC AREA: Branding/ Brand Equity

THEORETICAL APPROACH: Semantic Generalisation, Categorisation and Typicality theories in psychology.

DATA COLLECTION: Experiment

DATA ANALYSIS: Regression, ANOVA

FULL ABSTRACT:

NAME: Eli Jones

E-MAIL: eli-jones@TAMU.edu

UNIVERSITY: Texas A&M University

ADVISOR: Paul Busch

TITLE:
The Role of Perceived Market Orientation on the Relationships Between the Customer Orientation and Job Attitudes of Salespeople

EXPECTED DATE OF COMPLETION: March, 1997

TOPIC AREA: Sales/Sales Management

THEORETICAL APPROACH: Intrinsic Motivation, Market Orientation, Social/Organizational Support theories

DATA COLLECTION: Mail Survey

DATA ANALYSIS: Regression, LISREL

FULL ABSTRACT:

NAME: Sophie CHANGEUR

E-MAIL: dociae5@romarin.univ-aix.fr

UNIVERSITY: I.A.E. Aix-en-Provence, University of Aix-Marseille III (France)

ADVISOR: Professor Dwight MERUNKA

TITLE:
Definition and Measure of Brand Territory

EXPECTED DATE OF COMPLETION: December 1997

TOPIC AREA: Brand Equity, New Product Development

THEORETICAL APPROACH: Cognitive Psychology, Brand Extension and brand equity research

DATA COLLECTION: Exploratory (Depth interview then questionnaire survey)

DATA ANALYSIS: Do not know yet

FULL ABSTRACT:

NAME: Catherine de la fouchardiere

E-MAIL: oses@univ-paris1.fr

UNIVERSITY: universit de Paris 1 Pantheon Sorbonne

ADVISOR: Dr Pierre Gregory

TITLE:
Efficiency of sales promotion : the example of bundle promotion

EXPECTED DATE OF COMPLETION: December 1998

TOPIC AREA: sales promotion, sales/sales management

DATA COLLECTION: experiment

DATA ANALYSIS: SPSS (chronological series, Rangers test)

FULL ABSTRACT: