
David J. OrtinauUniversity of South Florida | USF · Department of Marketing
David J. Ortinau
Ph.D. in Marketing
About
67
Publications
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Introduction
Additional affiliations
August 1979 - June 2023
Publications
Publications (67)
There exists a vast literature on developing and designing scale measurements use in conducting marketing and consumer behavior academic research. Yet questions continue to be raised concerning the actual quality and relevancy of many of the scales designs in capturing quality data for investigating and testing proposed relationships between constr...
A number of well-known brands are not only loved by many consumers, but also hated by a sizeable portion of the population and are thus termed polarizing brands. Because digital media offers consumers nearly unlimited opportunities to voice their hate, managers can no longer ignore vocal haters. However, the current marketing literature offers few...
Marketing researchers, particularly in consumer behavior, rely increasingly on crowdsourcing and online panels as data sources. An examination of the top four journals in Marketing (Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research and Journal of the Academy of Marketing Science) from 2014 to 2018 indicates that 360...
Fact or fiction: The controversy behind the importance of data quality and external validity of research findings in academic marketing journals is justifiable.In recent years, there has been a growing concern regarding the roles that data quality and external validity of research findings play in the publishing process of academic based marketing...
Purpose
The authors explore complex adaptive systems (CAS) theory as an updated theoretical perspective for managing product returns that better matches the chaotic nature of recent consumer behaviors. CAS theory highlights the importance of agents who create and self-organize to help systems adapt in unpredictable environments.
Design/methodology...
Corroboration of empirical insights is critical to theory development, developing generalizations from empirical findings, verifying the validity and reliability of findings, delimiting the scope of empirical findings, and increasing scientific rigor. Despite the widely acknowledged role of replication, corroboration, and synthetization in building...
This chapter respectfully identifies and comments on a variety of service and leadership contributions made by Joseph F. Hair Jr. during his exceptional career as an educator, mentor, consultant, and leader that have significantly influenced the marketing discipline. His contributions to two globally respected organizations—Academy of Marketing Sci...
Managerial relevance of cross-cultural research.
Purpose
The purpose of this paper is to study how repeat customers utilize their established overall restaurant brand image (ORBI), overall restaurant loyalty, satisfaction and behavioral intentions (revisit, recommend) to reengage with a casual-dining restaurant brand.
Design/methodology/approach
The study design consists of a mixed-methods, tw...
With the existing insights on writing and publishing marketing journal articles and the discipline’s rapid expansion of publishing opportunities in new U.S. and international marketing journals, one intuitive prediction is marketing scholars’ publishing success of important scientific articles is rapidly becoming a more common occurrence. Yet, this...
The session presents a number of specific research methodological topics and issues that directly relate to conducting marketing and consumer behavior research and the impact on the value of the empirical and statistical insights reported in the marketing and consumer research studies. Using a combination of short presentations, expert panel insigh...
In recent years at “Meet the Journal Editors” sessions at academic conferences, many editors indicate that they desk reject 50% or higher manuscript submissions and have annual acceptance rates ranging between 7 and 18%, implying that journal reviewers provide editors with information that results in rejecting approximately 32–43% of the manuscript...
As advances in data collection methods and sources continue to grow with technology advances associated with the Internet, there are disturbing concerns relating to increases in what is termed “data fraud” activities within the processes of conducting marketing research. Recently, the term “data fraud” has replaced the past concept of data falsific...
With the existing insights on writing and publishing marketing journal articles and the discipline’s rapid expansion of publishing opportunities in new U.S. and international marketing journals, one intuitive prediction is marketing scholars’ publishing success of important scientific articles is rapidly becoming a more common occurrence. Yet, this...
Today’s as well as future young assistant marketing professors face growing pressures to publish their research in top tier marketing journals quickly upon graduating from their doctorate program. A fundamental question that needs exploring is “what Ph.D. program difficulties, issues, and pitfalls must doctorate students overcome in their learning...
Given the increasing number of papers submitted to marketing journals and the growing desires of individuals and institutions from emerging nations to enter the academic mainstream, the session focuses on how culture and socialization influence motivation to publish in mainstream marketing journals. Through discussions, we will explore the factors...
Few would argue that current doctorate students face numerous challenges and difficulties on their road to becoming assistant marketing professors. This journey is becoming even more demanding when considering continuous influence of globalization evident in the discipline due to (1) international students studying in the USA, (2) international app...
With the existing insights on writing and publishing marketing journal articles and the discipline’s rapid expansion of publishing opportunities in new US and international marketing journals, one intuitive prediction is marketing scholars’ publishing success of important scientific articles which is rapidly becoming a more common occurrence. Yet,...
With the existing insights on writing and publishing marketing journal articles and the discipline’s rapid expansion of publishing opportunities in new US and international marketing journals, one intuitive prediction is marketing scholars’ publishing success of important scientific articles is rapidly becoming a more common occurrence. Yet this tr...
It is nearly impossible for all consumers to like a brand. However, there is evidence suggesting that when a large portion of consumers hate a brand, that negative emotion can be hazardous to a brand’s success. Abercrombie and Fitch’s 17 % quarterly drop in earnings after announcing the brand would not be available in sizes larger than size 10 demo...
Today’s as well as future young assistant marketing professors face growing pressures to publish their research in top-tier marketing journals quickly upon graduating from their doctorate program. A fundamental question that needs exploring is the following: “What Ph.D. program difficulties, issues, and pitfalls must doctorate students overcome in...
From a historical perspective, the methodologies used to collect and analyze various types of data structures in marketing research have undergone a number of popular trend changes from personal interviews and simple frequency, cross-tabulation, and correlation analysis procedures to complex experimental designs and advanced statistical analysis (A...
With the existing insights on writing and publishing marketing journal articles and the discipline’s rapid expansion of publishing opportunities in new U.S. and international marketing journals, one intuitive prediction is marketing scholars’ publishing success of important scientific articles is rapidly becoming a more common occurrence. Yet, this...
In increasingly competitive and complex retailing environments, the overall brand image, or a customer’s expression of their global attitudinal impressions of the brand, represents a critical construct with many close associations with key performance indicators and metrics (e.g., satisfaction, loyalty, etc.). Although prior research highlights the...
The current research investigates three legendary beliefs related to sample definition and the selection of contextual target populations: the representativeness of samples, the willingness of research participants, and the homogeneity of samples. After identifying several current trends related to the use of college-students as data sources, data...
The present study empirically investigates data quality of cognitive responses. Cognitive response researchers using qualitative techniques generally ask selected respondents to write down their cognitions, feelings about, or behaviors toward particular experimental stimuli in an unstructured format (see Wright, 1973). Once these cognitive response...
This study focuses on differences in preference and usage behavior toward various banking methods between male and female consumers of retail banking services. It is based on survey data drawn from customers of a large commericial bank in a major metropolitan city in the southeastern United States. The findings indicate significant differences in p...
With the recent introduction of numerous technology based discontinuous innovations in consumer markets, it is not surprising to find the failure rate among this type of innovation excessive by most standards. Research suggests that managements’ inability to understand, predict and manage the diffusion of technology is a contributing factor to the...
With the existing insights on writing and publishing marketing journal articles and the discipline’s rapid expansion of publishing opportunities in new U.S. and international marketing journals, one intuitive prediction is marketing scholars’ publishing success of important scientific articles is rapidly becoming a more common occurrence. Yet, this...
Using an attitude orientation, the study focuses on the direct assessment of preference and usage behavior differences toward selected banking methods among consumers who socially perceive themselves as either a blue collar-oriented individual or a white collar person. The findings indicate significant preference pattern differences as well as isol...
With the competitive and complex nature of today’s general retailing environment, researchers and practitioners see the links between retail image, loyalty metrics, and financial performance metrics (e.g., profitability) as critical to better understand how customers form a retail image (Kumar and Shah 2004; Pan and Zinkhan 2006). Despite the growi...
The current research provides a framework for understanding how centrality impacts people's choice of brands and related brand connectedness. Motivated by the need to validate their self-image, individuals use brands to express and confirm their identities. The authors hypothesize that greater centrality of the identity to the self strengthens the...
This special issue of the Journal of Business Research on scientific advancements in consumer–retailer relationships within online and offline retail environments include nine high quality research studies originally presented at the twelfth Society for Marketing Advances Retail Strategy and Patronage Behavior Symposium in 2009. The articles cover...
The current study introduces the concept of ethnic compatibility to explain differences between strong and weak Hispanic identifiers' evaluation of print advertising. The findings challenge the effectiveness of multicultural advertisements that are intended to reach multiple ethnic groups simultaneously by featuring various ethnicities' models toge...
Background:
The perpetual search for ways to improve pediatric health care quality has resulted in a multitude of assessments and strategies; however, there is little research evidence as to their conditions for maximum effectiveness. A major reason for the lack of evaluation research and successful quality improvement initiatives is the methodolo...
The article discusses various complex and interrelated quality issues mediating reviewers' expectations and standards. Authors must meet or exceed reviewers' and editors' expectations of providing convincing arguments and support of the importance and relevancy of the research topic and questions, evidence of scientific rigorousness, and meaningful...
Five articles were selected from studies presented at the Ninth Society for Marketing Advances Retailing Research Symposium. The following article introduces their themes and main findings, along with the process of selection.
Marketing Research, 4/e takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. This new edition was written to meet the needs of students through additional coverage of qualitative methods, emphasis on applied research projects as well as cases st...
Cognitive response coding is relevant for researchers who collect cognitive responses from individuals in the form of answers
to open-ended questions or as thoughts produced while exposed to advertising messages. Coding of these cognitive responses
is normally completed by a panel of two to four independent judges. This article is the first to empi...
The research questions of this study were to what extent are deliverable mail questionnaires addressed to the wrong prospective respondent returned unopened to the researcher vs. completed by someone other than the persons they were mailed to? Thus, the purpose was to investigate the existence of a prospective respondent integrity behavior factor a...
After a decade, years of battling acquired immunodeficiency syndrome (AIDS), the spread of this disease still represents one of the most important issues facing health care officials today. Even though many individuals have changed their sexual behavior since becoming aware of AIDS, a group of high-risk young adults has not. The authors explore the...
Describes the development of a behavior- or activity-based scale for assessing retail sales force performance. The scale development process follows the paradigm developed by G. A. Churchill (see record
1980-20197-001). Topics discussed in scale development include initial selection of performance-related items, items analysis and purification, sc...
The article focuses on demonstrating how importance-performance analysis can serve as an easily applied technique for reducing the difficulties in translating faculty-course performance results into meaningful actions. A specific faculty-course evaluation example which uses an extended version of the technique is offered. Important insights are pre...
One unique group of consumers which has recently attracted the attention of many marketing professionals is the yuppie (young urban professional) market segment. Yet little is known or understood about this segment's service needs, preferences, and behavior or about the marketing strategies necessary to attract this type of consumer to various type...
With the recent introduction of numerous technology-based discontinuous innovations in consumer markets, it is not surprising to find the failure rate among this type of innovation excessive by most standards. Research indicates that the present models of diffusion theory may be inappropriate because of the fact that they were developed for continu...
Students' expectancy beliefs and actual course performance rating belief behaviors were investigated empirically using a longitudinal research framework. The findings clearly indicate students significantly change their. expectancy beliefs toward the course evaluative criteria. These change patterns were found to have direct impact on course perfor...
Using a consumer-oriented framework and discriminant analysis, the author contrasts users and nonusers of the preventive comprehensive annual physical examination in terms of their demographic characteristics, opinions, and behavior toward health care treatments. Assessments are made of these consumers' awareness and knowledge of the emergency medi...
Traducción de: Marketing research Incluye bibliografía e índice