Setting Quality Expectations When Entering a Market: What Should the Promise Be?

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The effect of superstitious beliefs on performance expectations (2009, background): “Irrational beliefs.Performance expectations Consumer expectations play an important role in marketing because of their impact on initial purchase decisions, satisfaction judgments, and subsequent repurchase behavior (e.g., Kopalle and Lehmann 2006; Oliver 1980; Oliver and Bearden 1985).”
The Impact of Brand Quality on Shareholder Wealth (2011, unknown): “1 Managers are also likely to align their pricing and advertising strategy (e.g., charge higher prices and place advertisements in high quality media vehicles) to increase brand quality (see also Kopalle and Lehmann 2006).”
Me, myself, and I: influence of CEO narcissism on firms’ innovation strategy and the likelihood of product-harm crises (2017, background): “Similarly, marketing scholars who have investigated the antecedents of productharm crises have focused mainly on the role of firm incentives (Kashmiri and Brower 2016; Nagler 1993; Kopalle and Lehmann 2006; Luo et al. 2012), largely ignoring the possible role of CEOs’ personality traits.”
Mean-Centering Does Not Alleviate Collinearity Problems in Moderated Multiple Regression Models (2007, background): “It is common to see statements from marketing researchers such as, “we meancentered all independent variables that constituted an interaction term to mitigate the potential threat of multicollinearity” (cf. Kopalle and Lehmann 2006 ).”