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Michael A. Merz, Ph.D.

Affiliations: 
2008 University of Hawai'i at Manoa, Honolulu, HI 
Area:
Marketing Business Administration
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"Michael Merz"
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Dana L. Alden grad student 2008 University of Hawai'i at Manoa
 (Affect transfer from multiple product categories: The case of comparative brand extension advertising and the moderating role of self -construal.)

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Publications

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He Y, Merz MA, Alden DL. (2008) Diffusion of Measurement Invariance Assessment in Cross-National Empirical Marketing Research: Perspectives from the Literature and a Survey of Researchers Journal of International Marketing. 16: 64-83
Merz MA, He Y, Alden DL. (2008) A categorization approach to analyzing the global consumer culture debate International Marketing Review. 25: 166-182
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