营销研究中的宗教信仰量表

IF 3.7 3区 管理学 Q2 BUSINESS
Elizabeth A. Minton
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引用次数: 2

摘要

目的本文旨在识别学术营销文章中宗教信仰量表的使用情况,并比较不同宗教信仰量在预测营销和消费者行为结果方面的有效性。设计/方法/方法对前20种营销期刊上的文章(n=397)进行了回顾,并进行了一项后续研究,比较了22种宗教信仰量表对18个营销变量的预测。发现大多数量表来自预先存在的来源(64.3%),只有20%是多维的,超过58%只用于一篇期刊文章。在后续研究中,从宗教信仰量表预测营销变量的可能回归只有22.5%是显著的。研究局限性/含义这项研究受到期刊和所选因变量的限制。其影响包括使研究主题多样化,扩大出版渠道,减少作者生成量表的使用,增加多项目和多维度测量的使用,在方法和概念上复制研究结果,并对文化背景进行改编。实际含义营销人员将受益于使用预先存在的量表,确保使用包含样本主要宗教信仰的适当项目的多项目测量来衡量宗教信仰,并考虑多维度测量来最好地指导营销战略决策,如目标市场定义。原创性/价值这是第一项比较宗教信仰量表在营销中的使用的研究。这为营销文献提供了关键价值,突出了提高研究实践一致性的策略,以提高研究结果的可比性和准确性。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Religiosity scales in marketing research
Purpose This paper aims to identify religiosity scale usage in academic marketing articles and compare the effectiveness of different religiosity scales in predicting marketing and consumer behavior outcomes. Design/methodology/approach Articles (n = 397) in the top 20 marketing journals are reviewed and a follow-up study is conducted that compares 22 religiosity scales in predicting 18 marketing variables. Findings Most scales are from preexisting sources (64.3%), only 20% are multi-dimensional and over 58% are used in only one journal article. Only 22.5% of possible regressions in the follow-up study predicting marketing variables from religiosity scales were significant. Research limitations/implications This research is limited by the journals and dependent variables chosen. Implications include diversify research topics, expand publication outlets, decrease use of author-generated scales, increase use of multi-item and multi-dimensional measures, replicate findings methodologically and conceptually and make cultural context adaptations. Practical implications Marketers would benefit from using preexisting scales, ensuring that religiosity is measured using a multi-item measure that contains appropriate items for the dominant religious beliefs of the sample, as well as consider multi-dimensional measures to best guide marketing strategy decisions, such as target market definition. Originality/value This is the first research study to compare the use of religiosity scales in marketing. This offers key value to the marketing literature by highlighting tactics to take to improve consistency in research practices to increase the comparability and accuracy of findings.
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来源期刊
CiteScore
6.90
自引率
13.60%
发文量
126
期刊介绍: The EJM is receptive to all areas of research which are relevant to marketing academic research, some examples are: ■Sustainability and ethical issues in marketing ■Consumer behaviour ■Advertising and branding issues ■Sales management and personal selling ■Methodology and metatheory of marketing research ■International and export marketing ■Services marketing ■New product development and innovation ■Retailing and distribution ■Macromarketing and societal issues ■Pricing and economic decision making in marketing ■Marketing models
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