Browsing Department of Marketing by Author "Yang, Zhiyong"
Now showing items 1-6 of 6
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A META-ANALYTIC INVESTIGATION OF THE RELATIONSHIP BETWEEN ANTHROPOMORPHISM AND CONSUMERS’ RESPONSES: EFFECTS, MECHANISM, AND BOUNDARY CONDITIONS
Velasco, Franklin G; 0000-0002-6561-6741 (2018-08-08)Almost one in three brands sold to adults and more than five in six brands sold to children use some form of anthropomorphic representation in promoting their products. Marketers probably hold an inherent belief that ... -
DIFFERENTIAL EFFECTS OF LOCAL IDENTITY AND GLOBAL IDENTITY ON TWO IMPORTANT ASPECTS OF CONSUMER BEHAVIOR: PRICE-QUALITY JUDGMENTS AND CREATIVITY
Sun, Sijie (2018-12-06)Globalization has substantially influenced the world economy and also individuals. As a person with a cross-cultural background, it is fascinating to observe that different identities change individuals’ behavior. My ... -
The Effect Of Marketing Communication On Individuals' Gift-giving: Role Of Cause Type, Appeal Characteristics, And Donor Mindset
Hossain, Mehdi Tanzeeb (Marketing, 2014-07-14)In two essays, this dissertation focuses on an important domain of research in marketing: how marketing communications affect individuals' donation. For example, Globalgiving provides a myriad of projects for potential ... -
HOW DOES GLOBAL-LOCAL IDENTITY IMPACT CONSUMER DECISION-MAKING
Nie, Xiaodong (2021-08-05)Globalization has exacerbated the birth of the sharing economy on a global scale, and it has made global–local identity essential in understanding consumer decisions. For example, an emerging literature has uncovered the ... -
Influencing Donor Decision-making: An Examination of Situational Determinants that Impact Donation
Floyd, Kristopher (2015-12-08)Research around donor decision-making has shown the importance of understanding why donors make decisions. However, much less research exists explaining how donors make decisions. Set against the backdrop of online websites ... -
TWO ESSAYS ON THE EFFECT OF POWER DISTANCE BELIEF ON CONSUMERS’ DECISION MAKING IN THE RETAILING CONTEXT
Ma, Han; 0000-0002-6556-382X (2019-05-09)Power distance belief (PDB) refers to the extent to which individuals expect and accept inequality and hierarchy. Recently studies have revealed that PDB impacts numerous aspects of consumer-related behaviors, such as ...