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Marketing is a science in a development process. Some facts can demonstrate it: many of marketing principles are objectively supported, a lot of verifications have been done, diverse generalizations have been proposed an...

One of the problems which has plagued those attempting to predict the behavior of capital markets is the absence of a body of positive microeconomic theory dealing with conditions of risk. Although many useful insights c...

A critical element in the evolution of a fundamental body of knowledge in marketing, as well as for improved marketing practice, is the development of better measures of the variables with which ma...

The objective of carrying out this research work was to investigate the effect of chirality on stereospecific dissolution of omeprazole enantiomers from various marketed racemic omeprazole products. Omeprazole is used fo...

Sustainability challenges (Brundtland, 1987) often include significant social dimensions, particularly in integrating bottom-of-the-pyramid (BOP) or informal sellers into formal markets (Pels et al., 2022). This issue al...

The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the mar...

Structural equation modeling (SEM) has become a quasi-standard in marketing and management research when it comes to analyzing the cause-effect relations between latent constructs. For most researchers, SEM is equivalent...

Purpose – The authors aim to present partial least squares (PLS) as an evolving approach to structural equation modeling (SEM), highlight its advantages and limitations and provide an overview of recent research on the...