The use of several distinct channel types by suppliers to serve a given product-market is rapidly becoming the dominant design. Such increasingly complex distribution systems present unique opportunities and problems for marketers, including how to most effectively manage the intrafirm, interchannel conflict resulting from channel coalitions competing with one another for resources, both internal (expenditures, personnel) and external (customers). Moreover, it is unclear whether conflict in a hybrid distribution system is ''good'' or ''bad'' for the supplier firm. We develop a theoretically-grounded conceptual model of the antecedents and consequences of hybrid channel conflict and offer several empirically testable research propositions, including a contingency framework for determining the functionality of hybrid channel conflict.
Marketing has benefitted tremendously by psychological theories of persuasion. Unfortunately marketers have not taken full advantage of the psychological perspectives upon instilling resistance to persuasion. The purpose of this paper is to provide a review and analysis of the extant research in psychology and marketing pertaining to resistance to persuasion. Directions for future research are also discussed.
PRINCIPALS analysis (principal components analysis by alternating least squares optimal scaling) provides an approach for improving the reliability and convergent and discriminant validity of measures used in marketing research. Given a set of items designed to measure a theoretical construct or conceptual dimension, PRINCIPALS rescales the original response categories of each item to interval-level measurement and maximizes their unidimensional communality. PRINCIPALS is complementary to the traditional approaches for improving the measurement quality of scales used in marketing. The authors present the transformation in the general form, then illustrate it in two attitude research examples. The stability of the results is also examined. In both examples the reliability and convergent and discriminant validity of measures based on the tripartite attitude model are substantially improved after PRINCIPALS rescaling.
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