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Abstracts prior to volume 5(1) have been archived!

Issue 5(1), October 2010 -- Paper Abstracts
Girard  (p. 9-22)
Cooper (p. 23-32)
Kunz-Osborne (p. 33-41)
Coulmas-Law (p.42-46)
Stasio (p. 47-56)
Albert-Valette-Florence (p.57-63)
Zhang-Rauch (p. 64-70)
Alam-Yasin (p. 71-78)
Mattare-Monahan-Shah (p. 79-94)
Nonis-Hudson-Hunt (p. 95-106) 



JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS 


Mediation Testing in Marketing Analytics:
Replication and Extension of Germann et al, (2013)


Author(s): Yohannes Haile, Diane H. Parente

Citation: Yohannes Haile, Diane H. Parente, (2020) "Mediation Testing in Marketing Analytics: Replication and Extension of Germann et al, (2013)," Journal of Marketing Development and Competitiveness, Vol. 14, Iss. 2,  pp. 76-92

Aricle Type: Research paper

Publisher: North American Business Press

Abstract:

Marketing analytics deployment mediates analytics culture and analytic skills on firm performance. Top management advocacy has implications on analytical culture, analytical skills, data and IT resources with significant and substantive results. Top management advocacy through analytical culture and marketing analytics deployment fully and partially mediates firm performance.