Dr. Earl Honeycutt, professor of business administration and marketing, has been notified that his article: “The Impact of Regional Affiliation on Consumer Perceptions of Relationships Among Marketing Constructs” was accepted at the Journal of Business Research (JBR). The JBR is highly respected and is rated as a “Top Ten” journal for the marketing discipline. Co-authors are Dr. Shawn Thelen at Hofstra University and Dr. John Ford at Old Dominion University. The abstract for the article is provided below:
“This research assesses the impact of consumer regional affiliation, within a single country, on relationships among marketing constructs. Secondary qualitative and quantitative data support the premise that decision-making models differ across Russian regional societies. Primary data collected from three Russian regions are employed to assess the invariance of relationships among marketing constructs presented in a structural equations model. Results indicate that perceived relationships among marketing constructs and the model’s overall explanatory power differ appreciably between regional societies. This implies that consumer choice models likely vary in effectiveness and behave differently across regions within a single country and that a single model can produce misleading results when data are gathered at a single location and then generalized to the country as a whole. These research findings underscore the importance of recognizing regional affiliation within a country on consumer behavior.”