Naresh Malhotra

Naresh Malhotra
Georgia Institute of Technology | GT

About

194
Publications
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Publications

Publications (194)
Article
Full-text available
Purpose This study aims to propose and empirically test new improved customer-based brand equity (CBBE) creation framework, which advocates marketing activities create CBBE through customer experience (CE). The proposed framework is in contrast to extant literature suggesting marketing activities directly create CBBE. Design/methodology/approach...
Article
In this article we discuss and analyze the critical issues related to common method variance (CMV) that are particularly relevant to advertising research and recommend best practices for assessing the effects of CMV in this domain. Specifically, we cover the development of CMV as a domain-specific methodological concern and the underlying sources o...
Article
The study evaluates the positive effect of long-term oriented marketing relationship on ethical conduct from the perspective of the service provider (i.e., the agent-firm), by integrating the relevant literature from relationship marketing, ethics, and long-term orientation domains. The paper proposes that service providers that build relationship...
Article
This research uses complexity theory to probe the relationship between competiveness and innovation in the marketing practises of large manufacturing firms that offer their branded products in a foreign market by engaging a network of local small- and medium-sized enterprises (SMEs) as resellers of their brand. A deductive, quantitative research ap...
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This study investigates the characteristics of local individuals who represent a brand to its resellers by first conceptualizing these characteristics by employing complexity theory and then testing the conceptualization. This research revealed that four characteristics ‘native’, ‘entrepreneurial’, ‘advisor’, and ‘compatible’ are the main ones that...
Chapter
The Academy of Marketing Science marketing educator code of ethics drafted by M. Joseph Sirgy (1996) is a welcome addition to the literature in ethics. In a commentary on this paper, the authors discuss the concepts of "Social responsibilities in relation to certain publics" and "Social responsibilities in relation to certain actions", as presented...
Article
Purpose: The purpose of this study is to investigate the impact of relational bonding on intention and loyalty and the mediating role of commitment foci in the service context. Design/methodology/approach: The study employed a cross-sectional and quantitative mail survey approach. Bank customers in New Zealand were surveyed, and multiple analytica...
Article
Purpose – The purpose of this study is to investigate the impact of relational bonding on intention and loyalty and the mediating role of commitment foci in the service context. Design/methodology/approach – The study used a cross-sectional and quantitative mail survey approach. Bank customers in New Zealand were surveyed, and multiple analytical...
Chapter
I love to teach and feel a call to teach. Teachers should have a passion to teach and communicate. Teachers should be fired-up, not burned out. Care and concern for the students are what motivate me and make teaching enjoyable. This is also important from a student’s perspective as knowing that you care precedes caring about what you know.
Chapter
Attitude, preference, and choice models in marketing still continue to be based on the multi-attribute paradigm despite the acknowledgement of affect (feelings and emotions) in brand attitude. Although voluminous work has been done in the area of affect, there has been a lack of research effort to unify the two streams within the attitudinal and ch...
Chapter
Integrating the expectancy-value and consistency approaches, a theory of acquisition motivation is presented. The theory considers acquisition behavior as determined by the resultant of approach and avoidance tendencies. These tendencies are further analyzed into a resultant extrinsic tendency and a resultant intrinsic tendency to acquire an object...
Article
Digital devices have taken over our lives today, but have seen little research in marketing domain. Literature on product design, though very rich, offers scant works that highlight the consumer's subjective understanding and perception, with most efforts rooted to the utilitarian-hedonic value paradigm. In order to measure design perception compre...
Article
The study examines the relationships between consumer trust (cognitive and affective), perceived value (utilitarian and hedonic), and loyalty behavioral intentions (repurchase and advocacy) in a two-dimensional (affect- and rational-based) consumer–service provider model. It provides an alternative theoretical representation of consumer behavior in...
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This conceptual work investigates the relationship between user-perceived product design and consumer-based brand equity. By integrating three independent and diverse theoretical perspectives, namely design value framework, means-end chains, and brand equity theory, we present a detailed literature review that relates consumer design perception to...
Article
Consumers are increasingly encouraged to take charge of high-stakes decisions such as those regarding medical treatments. However, the important inputs into overall evaluations of risky and important behaviors, such as undergoing medical therapy, are not well understood. The purpose of this research is to study the interplay of cognitive and affect...
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This review article provides reflections on the state of the art of research in conjoint analysis—where we came from, where we are, and some directions as to where we might go. We review key articles, mostly contemporary published since 2000, but some classic, drawn from the major marketing as well as various interdisciplinary academic journals to...
Chapter
This paper attempts to provide a comprehensive review and critique of previous international market segmentation research. The majority of empirical and conceptual research have focused on identifying global market segments through applying purely environmental bases (such as variables related to the geographic, political, economic, or cultural env...
Chapter
The purpose of this paper is to make some observations on the current state of the art in the topics covered in the marketing research track and to summarize the track. Some directions for future research in these areas are also identified.
Chapter
In their review of the developments in conjoint methods, Green and Srinivasan (1990) report that a large number of studies have addressed validity issues. Most of these studies have involved tests of cross-validity using holdout set of profiles. These studies have shown very high internal validity for conjoint models when holdout samples are used (...
Chapter
Despite criticisms regarding the effects of common method variance (CMV) in marketing research, there have been only a limited number of studies that directly assess the pervasiveness of CMV biases. This paper is an attempt to quantify the ubiquity of such effects in the marketing literature by employing a relatively new method called the marker-va...
Chapter
This paper employs the conjoint measurement methodology to examine the impact of social setting on preferences for restaurants. It is shown that those who go to restaurants with friends differ from those who go with family in terms of importance attached to different restaurant attributes and demographic characteristics. Some managerial implication...
Book
Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates fro...
Book
This volume includes the full proceedings from the 1985 Academy of Marketing Science (AMS) Annual Conference held in Miami Beach, Florida. It provides a variety of quality research in the fields of marketing theory and practice in areas such as consumer behaviour, marketing management, marketing education, and international marketing, among others....
Article
Full-text available
We examine consumer switching decisions in contractual service settings and contrast the drivers of actual switching with those of switching intent. We surveyed a panel of subscribers to all cell phone service providers in a market and recorded key marketing mix data. At four months intervals, we asked panel members about their switching intentions...
Article
An examination of consumer information search literature reveals that the effects of several antecedents (cost, price dispersion, knowledge, prior experience) on offline information search vary greatly in terms of the directions and magnitudes of the determinants' effect sizes, particularly indicating the possibility of inverted-U shaped relationsh...
Article
LISREL is considered one of the most robust software packages for Structural Equation Modeling with covariance matrices, while it is also considered complex and difficult to use. In this special issue of the Brazilian Journal of Marketing, we aim to present the main functions of LISREL, its features and, through a didactic example, reduce the perce...
Article
Full-text available
LISREL is considered one of the most robust software packages for Structural Equation Modeling with covariance matrices, while it is also considered complex and difficult to use. In this special issue of the Brazilian Journal of Marketing, we aim to present the main functions of LISREL, its features and, through a didactic example, reduce the perce...
Article
This research explores the determinants of the probability of having credit debt, as well as the determinants of the severity of credit card debt. Credit card debt includes revolving credit debt and petty installment loan. The severity of credit card debt was measured by the duration of revolving credit debt and the amount of petty installment loan...
Article
Each research domain carries the burden of examining the effects of common method variance (CMV) on published research within the domain. To focus on this concern in the context of the theory of planned behavior (TPB), this research empirically compares several methods of detecting the presence of and estimating the level of CMV in the TPB domain....
Article
Purpose ‐ The purpose of this paper is to conceptualize a model for fostering innovation in marketing by virtue of the competitiveness that is an outcome of the collaboration between international and local firms working together in emerging markets. Design/methodology/approach ‐ The authors use the case of an international brand and local firms in...
Article
Purpose ‐ The purpose of this paper is to analyze the 29 years of research published in International Marketing Review (IMR) since its inception. Design/methodology/approach ‐ A brief editorial history of the journal is chronicled, and its output is discussed. Special attention is focused upon journal content, authorship analysis, and methodologica...
Article
Purpose - This study draws on conflict management literature to examine service recovery by service organizations and its effect on the important marketing outcomes of customer perceptions of service quality (satisfaction, trust, attribution/praise, and value) which influences customer retention rate (loyalty) and thus firm profitability. Design/me...
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This study sought to examine the impact of volunteerism (motivation to help) on service-oriented organizational citizenship behavior (S-OCB) of salespeople as mediated by the positive and negative affectivity, and further how the involvement of salespeople in S-OCB would affect the customer loyalty toward the company. The context chosen for empiric...
Article
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Satyabhusan Dash IIM Lucknow Churchill (1979) proposed a detailed procedure for the development of better multi-item measures that has become popular. Recently, however, many scholars have challenged this dominant paradigm. They argue that, in many marketing contexts where the target construct has a precise and concrete definition, long multi-item...
Article
The study examines culture's role in the association of relationship quality with customer loyalty. Specifically, the association of relationship quality dimensions with loyalty was examined in a European high uncertainty avoidance culture (Turkey) and an Asian low uncertainty avoidance culture (Malaysia). Data were collected through a field survey...
Article
Purpose – The purpose of this paper is to integrate the distinctive streams of research on market orientation, quality orientation, and organizational mindfulness, and examine the mediating role of mindful marketing between market orientation and quality orientation, and their linkages to two emerging key outcomes: mindful consumption and value co-...
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From fantasy football to virtual professors, the Internet is a key concept in marketing education — and the learning process. This literature review and gap analysis investigates the recent publications concerning the Internet and marketing education in The Journal of Marketing Education. The authors provide an in-depth review of twenty-four papers...
Chapter
Review of Marketing Research, now in its ninth volume, is a well-established publication covering the important areas of marketing research with a more comprehensive state-of-the-art orientation. The chapters in this publication review the literature in a particular area, offer a critical commentary, develop an innovative framework, and discuss fut...
Article
It is a great honor to be selected as a marketing legend, and 117 of my refereed journal articles are published in nine volumes by Sage India as part of the Legend series. In this chapter, I discuss my preparation for an academic career and the trajectory my research has followed. I reflect on my research contributions to marketing by selectively s...
Article
With the help of a commercial bank in China, we studied consumer credit card debt behavior2 in correlation with demographics, attitude, personality, and credit card features factors. The study was conducted by using mail-in questionnaires, which were sent to credit card holders who was using or had used either revolving credit or petty installment...
Article
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By integrating the relationship marketing, customer (dis)satisfaction, complaint/praise and switching and loyalty streams of literature, the authors have developed an integrated model that explains customer switching, loyalty and indifference. They also have developed a causal framework and derived several hypotheses. Two separate studies attempt t...
Article
This chapter addresses one aspect of the broad issue of the psychological foundations of the dimensions of multidimensional scaling (MDS) solutions. Using empirical data from three independent studies, it is shown that the dimensionality of MDS solutions is negatively related to individual differences in the level of cognitive differentiation and i...
Article
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The spread of global culture is being facilitated by the proliferation of transnational corporations, the rise of global capitalism, widespread aspiration for material possessions, and the homogenization of global consumption. The extent of convergence of cultural values across nations has been debated by international marketing researchers. Howeve...
Article
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Traditionally, two approaches have been employed for structural equation modeling: covariance structure analysis and partial least squares. A third alternative, generalized structured component analysis, was introduced recently in the psychometric literature. The authors conduct a simulation study to evaluate the relative performance of these three...
Chapter
Review of Marketing Research, now in its seventh volume, is a fairly recent publication covering the important areas of marketing research with a more comprehensive state-of-the-art orientation. The chapters in this publication review the literature in a particular area, offer a critical commentary, develop an innovative framework, and discuss futu...
Article
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In this article we discuss the relative presence of business-to-business (B2B) research in the marketing literature. We concur that B2B research is underrepresented in marketing literature and business school curricula. Avenues for remedy, improvement, and future research are presented.
Article
The purpose of this article is to theoretically and empirically analyze relationship marketing (RM), customer satisfaction, and customer loyalty from an Asian perspective. A field survey of bank customers in Malaysia was conducted using a questionnaire. The data were factor-analyzed to determine the key dimensions of RM. The resulting dimensions we...
Article
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The authors build upon the effort by Lichtenthal, Mummalaneni, and Wilson (2008)19. Lichtenthal , D. J. , Mummalaneni , V. and Wilson , D. T. 2008. The essence of business marketing theory, research, and tactics: Contributions by The Journal of Business-to-Business Marketing. Journal of Business-to-Business Marketing, 15(2): 91–179. [Taylor & Fr...
Article
Generalized structured component analysis has been proposed as an alternative to partial least squares for path analysis with latent variables. In practice, observed and latent variables may often be hierarchically structured in that their individual-level scores are grouped within higher-level units. The observed and latent variable scores nested...
Article
Despite recurring concerns about common method variance (CMV) in survey research, the information systems (IS) community remains largely uncertain of the extent of such potential biases. To address this uncertainty, this paper attempts to systematically examine the impact of CMV on the inferences drawn from survey research in the IS area. First, we...
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There is an increasing gap between the insights from modern economic and strategic theory, and the current judicial policy to evaluate predatory pricing cases. Marketing insights, data collection, and analysis methods can uniquely aid decision-making in the courts and lead the way for a contemporary antitrust approach. The contributions and limitat...
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This paper presents an overview of the research in sensory and information overload in psychology and marketing. Several implications of this research for public policy, managerial decision making and for the behavior of consumers are discussed.
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The authors advance the understanding of predatory pricing through an examination of the Supreme Court's elements for proving allegations of such conduct in the marketplace. On the basis of recent research in economics, marketing, and other fields and a 2001 U.S. Department of Transportation report, the authors offer several insights into understan...
Article
Purpose – The purpose of this paper is to help marketing research “earn a seat at the table” where managers and researchers make decisions. Design/methodology/approach – The paper describes approaches that can lead to the integration of marketing research with marketing decision making. Findings – Marketing research needs to earn a seat at the ta...
Article
This article offers an assessment of the current state of the literature in consumer well-being and quality of life and illustrates the challenges facing researchers in this area with comments on the articles by Sirgy and Lee, Marshall and Meiselman, and Peterson. The author also offers some directions for future research.
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Although much research has examined conscious use, which involves deliberate evaluation and decision making, we know less about automatic use, which occurs spontaneously with little conscious effort. The objective of this study is to compare two contrasting views in the literature on the nature of automatic use, namely, the habit/automaticity persp...
Article
Purpose – The purpose of this article is to summarize the output and content of International Marketing Review (IMR) during its first 21 years. Design/methodology/approach – The output of IMR is first analysed to measure its stability and maturity. The focus is then shifted to the content of articles published in IMR, followed by a detailed analysi...
Article
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Atlanta, Georgia. Dr. Malhotra has published over 85 papers in major refereed journals, has received several best paper awards, and is the author of two marketing research textbooks. Dr. Malhotra volunteers on the board of eight journals. Recently, he served as a special session editor for Marketing Education Review's edition focusing on technology...
Article
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Purpose – Despite the rapid growth and internationalization of services, marketers of services realize that to successfully leverage service quality as a global competitive tool, they first need to correctly identify the antecedents of what the international consumer perceives as service “quality.” This paper aims to examine the differences in perc...
Article
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Although initial use is an important indicator of information system (IS) success, it does not necessarily lead to the desired managerial outcome unless the use continues. However, compared with the great amount of work done on IS adoption, little systematic effort has gone into providing insight into continued IS use over time. The objective of th...
Article
The affect (feelings and emotions) and attitude (evaluative judgment based on brand beliefs) streams of research are combined to propose an integrated model of attitude and choice. The essence of the proposed model is based on the interaction effect between affect and cognition. The predictive validity of the proposed model is tested and compared t...
Article
The affect (feelings and emotions) and attitude (evaluative judgment based on brand beliefs) streams of research are combined to propose an integrated model of attitude and choice. The essence of the proposed model is based on the interaction effect between affect and cognition. The predictive validity of the proposed model is tested and compared t...
Article
The objective of this study is to provide insights into how the predictive power for computer-recorded system usage can be improved. Based on 386 responses from actual users of an information system, we examine the predictive power for system usage according to the scales of the predictors used, namely, intention and past use. First, we show that t...
Article
This paper offers a commentary on some of the salient issues related to attitude and affect. It also serves as an introduction to the special issue by summarizing and integrating the articles that appear in the issue.
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The lack of consumer confidence in information privacy has been identified as a major problem hampering the growth of e-commerce. Despite the importance of understanding the nature of online consumers' concerns for information privacy, this topic has received little attention in the information systems community. To fill the gap in the literature,...
Article
High technology companies increasingly meet the demand for rapid innovation by building on the work done by other firms. Many high technology firms use technology transformation, adding their own Intellectual Property (IP) to others' platform technologies to create their own breakthrough innovations or new technologies. Transformation examples can...
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This article highlights several aspects pertaining to the marketing of technology-oriented products and services of which managers need to be aware in order to survive and succeed in competitive markets. The authors present a conceptual framework for the marketing of technology-oriented products encompassing the strategic options available to techn...
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Although several aspects of the internationalization process have been addressed in the literature, there is a lack of a unified theoretical framework that explains the internationalization process, entry modes, and timing strategies. This article synthesizes several foundational theories on modes of global entry and offers a conceptual framework o...
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This paper considers the applications and implications of Internet technology in an essential aspect of any marketing curriculum: Marketing Research education. A review of relevant literature on the use of technology and the Internet in marketing education is presented and current and potential issues are discussed from evaluation, strategic, and i...
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This article offers a perspective on the integration of technology in marketing education. We highlight the importance of the topic, define technology and discuss the various issues confronting marketing educators. To provide an introduction to this special issue, we classify and summarize the various articles that appear. We conclude with some tho...
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The authors introduce cognitive continuum theory (CCT) as a theoretical framework to examine the effect of consumer shopping tasks and retail information display properties on consumer perceptions of experiential value. In this empirical investigation, the nature of a consumer’s shopping task is found to exert a direct influence on consumer percept...
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This paper proposes a broad framework of relationship marketing using the stakeholder approach. Drawing from Peck et al. (1999) framework and proposing several modifications, the authors identify the following relational groups-supplier markets, customer markets (channels), customer markets (end users), competitor markets, external influence market...
Article
In international marketing research, the researchers are often required to prespecify the salient attributes of a product or service. However, research that prespecifies attributes imposes cultural bias on the results, whereas research that does not specify attributes is open to culturally biased interpretations. The purpose is to present a way of...
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Given the focus of the special issue, the present paper combines both the academic and the practitioner perspectives to highlight several issues and emerging trends that will shape the role of marketing research in the new millennium. These include a redefinition of the marketing researcher, the on-going nature of marketing research, qualitative re...
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Behavioral intention models are assumed to be universally applicable; however, recent criticisms have questioned their application among non-Western subjects. It is argued that models that posit constructs that represent and measure the cultural nature of evaluative and normative latent constructs will best model intention formation in a culture. T...
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An experiential value scale (EVS) reflecting the benefits derived from perceptions of playfulness, aesthetics, customer “return on investment” and service excellence is developed and tested in the Internet and catalog shopping context. This study evaluates the psychometric properties of the EVS in both samples and tests the hypothesized hierarchica...