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
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.