Summary
Contents
Written by a group of top American and international scholars, Networks in Marketing provides an overview of what networks are and how they are used in marketing management practices. This timely volume examines a variety of topics, including customer-to-customer and business-to-business networks, relationships as investment opportunities, and strategic alliances. It also looks at market dynamics, specifically brand switching and the structure of consumer networks. In addition to these major topics, a stellar cast of marketing scholars–Lou Stern, Robert Spekman, Joseph Galaskiewicz, and others–contributes mini chapters that reflect on their own research and expertise. The final chapter explores several advanced methodological issues and discusses directions for future research. Researchers and professionals in marketing, consumer behavior, relationship marketing, and methodologists will find the information provided in this volume valuable. This book may also be of interest to organizational networkers and traditional social network scholars.
Network Analyses of Hierarchical Cognitive Connections Between Concrete and Abstract Goals: An Application to Consumer Recycling Attitudes and Behaviors
Network Analyses of Hierarchical Cognitive Connections Between Concrete and Abstract Goals: An Application to Consumer Recycling Attitudes and Behaviors
In this chapter, we use network methods to analyze means-end chains from consumers regarding their attitudes toward recycling. Some of the recycling goals of these consumers (e.g., saving resources) are considered concrete means to more abstract goals (e.g., providing for future generations), and we explore the applicability of several network procedures to identifying hierarchical patterns in these relational ties. We compare the cognitive goal structures of recyclers and nonrecyclers with respect to their associative linkages.
Introduction
Bagozzi and Dabholkar (1994) studied consumers' attitudes toward recycling in a comparative test between ...
