It is a common strategy to use celebrity endorsers in marketing campaigns. However, scientific literature on the effective use of celebrity endorsers has mainly focused on the credibility and the attractiveness of the celebrity. This study examines another endorser characteristic, which, despite other fields of psychological research confirming its importance, has not received much attention wi...

At least since Schumpeter (1934 and 1942), researchers have been interested in identifying the dimensions of technology regimes that facilitate new firm formation as a mode of technology exploitation. Using data on 1,397 patents assigned to the Massachusetts Institute of Technology during the 1980–1996 period, I show that four hypothesized dimensions of the technology regime—the age of the tech...

In this research, the authors extend previous work in international marketing by analyzing the relationship among past performance, marketing strategy adaptation, and current period performance. The impact of internal (management) and external (market) forces on marketing mix adaptation and current export performance is also considered. A survey of over 500 export managers indicates that curren...

In financial decision making, perceived fairness can have substantial influence on individuals’ choices. In this paper, we investigate process and outcome dimensions that moderate perceived fairness for a variety of financial products. Our hypotheses draw from the existing fairness literatures in marketing, economics, and organizational behavior, and relate the fairness concepts from those exis...