Full Terms & Conditions of access and use can be found at http://www.tandfonline.com/action/journalInformation?journalCode=mmtp20 Journal of Marketing Theory and Practice ISSN: 1069-6679 (Print) 1944-7175 (Online) Journal homepage: http://www.tandfonline.com/loi/mmtp20 HYPOTHESES OF EQUIVALENCE AND THEIR TESTING Lawrence L. Garber Jr., Ünal Ö. Boya & Eva M. Hyatt To cite this article: Lawrence L. Garber Jr., Ünal Ö. Boya & Eva M. Hyatt (2018) HYPOTHESES OF EQUIVALENCE AND THEIR TESTING, Journal of Marketing Theory and Practice, 26:3, 280-288, DOI: 10.1080/10696679.2018.1450634 To link to this article: https://doi.org/10.1080/10696679.2018.1450634 Published online: 14 Jun 2018. Submit your article to this journal View related articles View Crossmark data