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LUBS5418M
LUBS5418M_Reading List

Marketing Research Consultancy Project, 2021/22, Semester 2
Bulent Menguc
b.menguc@leeds.ac.uk
Tutor information is taken from the Module Catalogue

LUBS5418M: Marketing Research Consultancy Project

Reading List

Optional textbooks

Field, Andy (2018). Discovering statistics using IBM SPSS statistics. London: Sage Edge.  

Field’s (2018) book provides the conceptual understanding of the analyses.

Verhoef, Peter, Edwin Kooge, and Natasha Walk (2016). Creating value with big data analytics. New York: Routledge.

Verhoef et al.’s (2016) book lists important customer metrics and discusses how to create value for clients by customer analytics.

Weeks 2 & 3: Conceptual models

Main effects (independent variables)

Vogel, V., Evanschitzky, H., & Ramaseshan, B. (2008). Customer equity drivers and future sales. Journal of Marketing72(6), 98-108.

Moderators

Ahearne, M., Gruen, T. W., & Jarvis, C. B. (1999). If looks could sell: Moderation and mediation of the attractiveness effect on salesperson performance. International Journal of Research in Marketing16(4), 269-284.

Luo, X., Tong, S., Lin, Z., & Zhang, C. (2021). The impact of platform protection insurance on buyers and sellers in the sharing economy: A natural experiment. Journal of Marketing85(2), 50-69.

Ou, Y. C., de Vries, L., Wiesel, T., & Verhoef, P. C. (2014). The role of consumer confidence in creating customer loyalty. Journal of Service Research, 17(3), 339-354.

Ou, Y. C., & Verhoef, P. C. (2017). The impact of positive and negative emotions on loyalty intentions and their interactions with customer equity drivers. Journal of Business Research80, 106-115.

Song, X., Jung, J., & Zhang, Y. (2021). Consumers’ preference for user-designed versus designer-designed products: The moderating role of power distance belief. Journal of Marketing Research58(1), 163-181.

Mediators

Ahearne, M., Gruen, T. W., & Jarvis, C. B. (1999). If looks could sell: Moderation and mediation of the attractiveness effect on salesperson performance. International Journal of Research in Marketing16(4), 269-284.

Bartikowski, B., & Walsh, G. (2011). Investigating mediators between corporate reputation and customer citizenship behaviors. Journal of Business Research64(1), 39-44.

Berry, C., Burtin, S., & Howlett, E. (2017). It’s only natural: The mediating impact of consumers’ attribute inferences on the relationships between product claims, perceived product healthfulness, and purchase intentions. Journal of the Academy of Marketing Science, 45(5), 698-719.

Chang, C. H. (2011). The influence of corporate environmental ethics on competitive advantage: the mediation role of green innovation. Journal of Business Ethics104(3), 361-370.

Moderators & mediators

Hagen, L. (2021). Pretty healthy food: How and when aesthetics enhance perceived healthiness. Journal of Marketing85(2), 129-145.

Peck, J., Kirk, C. P., Luangrath, A. W., & Shu, S. B. (2021). Caring for the commons: Using psychological ownership to enhance stewardship behavior for public goods. Journal of Marketing85(2), 33-49.

Weeks 4 & 5 & 6: Measurement development

Optional textbook: CH18 from Field (2018)

Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty? Journal of Marketing73(3), 52-68.

Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research18(1), 39-50.

Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing28(2), 149-165.

Hulland, J., Baumgartner, H., & Smith, K. M. (2018). Marketing survey research best practices: evidence and recommendations from a review of JAMS articles. Journal of the Academy of Marketing Science46(1), 92-108.

Ou, Y. C., Verhoef, P. C., & Wiesel, T. (2017). The effects of customer equity drivers on loyalty across services industries and firms. Journal of the Academy of Marketing Science45(3), 336-356.

Weeks 7 & 8: Moderators analysis

Optional textbook: CH9 and CH11 from Field (2018)

Please also reference the articles regarding moderators in weeks 1 & 2

Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology51(6), 1173.

Weeks 9 & 10: Mediation analysis

Optional textbook: CH9 and CH11 from Field (2018)

Please also reference the articles regarding mediators in weeks 1 & 2

Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology51(6), 1173.

MacKinnon, D. P., Lockwood, C. M., Hoffman, J. M., West, S. G., & Sheets, V. (2002). A comparison of methods to test mediation and other intervening variable effects. Psychological Methods7(1), 83-104.

Zhao, X., Lynch Jr, J. G., & Chen, Q. (2010). Reconsidering Baron and Kenny: Myths and truths about mediation analysis. Journal of Consumer Research, 37(2), 197-206.

This list was last updated on 11/01/2022