Measurement and Research Methods in International Marketing

Section I
Introduction: Measurement and Research Methods in International Marketing

Part I: Measurement Issues
Using Formative Measures in International Marketing Models: A Cautionary Tale Using Consumer Animosity as an Example
Difference Scores, Analysis Levels, and the (Mis)Interpretation of Cultural Distance
The Role of Response Formats on Extreme Response Style: A Case of Likert-Type vs. Semantic Differential Scales
A Multicountry Advertising Research Framework: Lessons Learned from Testing Global Consumer Culture Positioning

Part II: Measuring Marketing Efficiency: Techniques and Applications
Stochastic Frontier Estimation in International Marketing Research: Exploring Untapped Opportunities
Marketing Accountability: Applying Data Envelopment Analysis to Assess the Impact of Advertising Efficiency on Shareholder Value

Part III: Methodological Advances in International Marketing Research
The State of Methodological Practice in International Marketing Research
Assessing Heterogeneity in Customer Satisfaction Studies: Across Industry Similarities and within Industry Differences.

Multigroup Analysis in Partial Least Squares (PLS) Path Modeling: Alternative Methods and Empirical Results

Section II
Introduction to Section II: Regular Articles
Consumer Complicity Across Emerging Markets