Jatinder Jit Singh

The Role of Moral Intensity and Personal Moral Philosophies in the Ethical Decision Making of Marketers: A Cross-Cultural Comparison of China and the United States

This study uses cross-cultural samples from the United States and China to replicate previous empirical findings regarding the relationship among moral philosophies, moral intensity, and ethical decision making. The authors use a two-step structural equations modeling approach to analyze the measurement and structural models. The findings partially replicate those from previous studies and provide evidence that the measurement model is somewhat invariant across the two groups studied but the structural model is not. In addition, there is evidence that the relationship between personal moral philosophies (mainly relativism) and moral intensity varies across the two cultures. That is, whereas relativism is a significant predictor of moral intensity for the Chinese sample, it is not for the U.S. sample. However, idealism is a significant predictor of perceived moral intensity for both samples of marketing practitioners. Finally, perceived moral intensity is a significant, direct predictor of ethical judgments, and ethical judgments are a significant, direct predictor of behavioral intentions in both instances.

Key changes and challenges for brands in an uncertain environment

Purpose – Brands are facing key changes and challenges that need to be addressed from both the academic as well as the managerial perspectives. This paper aims to discuss some of them and revises the research agenda of the field of brand management.Design/methodology/approach – Conceptual implications are drawn from the analysis and discussion of the papers of this special issue, as well as from previous literature.Findings – In this global world in which brands are present in many different countries and operate in really diverse business sectors the classical brand management theories and many of their assumptions may need to be revised.Originality/value – The paper discusses the key challenges that brands are facing and encourages academics to use the rich diversity of methodologies that they have at their disposal and that can be extremely helpful to address the future research agenda of this field.

In Search of Eminence: A Personal Brand-Building Perspective on the Achievement of Scholarly Prominence in Marketing

In marketing, as in many other academic disciplines, new scholars are often taught a simple formula for the achievement of professional success: the single-minded pursuit of “A”-level journal publications. Although the goal of producing high-quality research that is ultimately published in top level journals is certainly worthwhile, the attainment of true prominence or “eminence” in the discipline may draw on a more complex formula. Anecdotal evidence suggests that the most prolific scholars may not always be the most eminent. Taking a personal brand-building perspective, this study examines a wide range of factors that may influence the attainment of scholarly eminence in the marketing discipline. Using a sample of 297 marketing academicians, this study finds that although a raw volume of publications influences eminence, publishing top-tier publications is even more significant. Perhaps most interestingly, this work highlights several different professional paths that can lead to scholarly eminence, including a tradeoff between publishing sole-authored pieces and “A”-level volume, and the eminence-enhancing effects of various professional activities. These findings suggest that a single-minded model of the path to scholarly eminence is supported but not necessarily complete.