Browsing Department of Marketing by Issue Date
Now showing items 1-20 of 34
-
The Value Of Customer Co-production In Developing New Products
(Marketing, 2007-08-23)The concept of customer co-production has been mentioned in the marketing literature on several occasions. The lack of a clear definition and the poor operationalization in previous literature stimulated the interest to ... -
Incorporating An Affective Component To A Cognitive Model Of Brand Switching Barriers
(Marketing, 2007-08-23)Customer retention is an important goal of business. It has been shown in a general model of brand switching that consumers utilize internal assessments of satisfaction and brand switching barriers to reach brand selection ... -
Viewing New Product Development Through The Real Options Lens: An Empirical Investigation Of The Market Reaction And The Role Of Contextual Factors
(Marketing, 2007-08-23)New product development is an important strategic decision for marketing managers. This study examined new product development related decisions by employing a real options framework. Specifically, new product development ... -
Part-list Cuing Effects In Advertising: When Exposure To Some Advertisements Impairs Recall Of Same-valenced Ads
(Marketing, 2007-08-23)This study represents the first empirical examination of the inhibitory effect of part-list cuing in emotional print advertisements. It was hypothesized that exposure to a subset of print advertisements as cues impairs ... -
Marketing Capability, Analyst Recommendations, And Firm Value
(Marketing, 2010-07-19)This dissertation consists of two essays to investigate the potential performance impact of marketing capability. The first essay focuses on the impact of marketing capability on analyst recommendations. It examines the ... -
Developing Structural Maps Of Sales Research Knowledge: Three Essays
(Marketing, 2011-10-11)The overall goal of the dissertation is to analyze the accumulated knowledge and explore research gaps in empirical sales research. Therefore, applying a structural map derived from a comprehensive synthesis of empirical ... -
When Are Super Bowl Advertisings Super? An Empirical Analysis Of The Economic Impact Of Super Bowl Advertising
(Marketing, 2011-10-11)This dissertation investigates the relationship between Super Bowl advertising and advertisers' market valuation. The first essay identifies several factors that influence the financial rewards of this media-placement ... -
Framing The Flu
(Marketing, 2012-04-11)Since Tversky and Kahneman's article on prospect theory in 1979, there have been many articles published on framing with mixed success in finding preference shifts and in which frame subjects are most persuaded. Framing ... -
Transforming Potential Into Performance: Essays On Optimizing Organization Success Through The Establishment And Control Of Marketing Climate
(Marketing, 2012-07-25)This dissertation consists of three essays investigating the existence, definition and potential impact of a marketing climate within organizations and the ability of Chief Marketing Officers (CMOs) to effectively use a ... -
The Impact Of Salesperson Listening: A Multi-faceted Research Approach
(Marketing, 2014-07-14)Relationships are based on communication between parties; an important aspect of communication that is necessary for building long-term relationships is listening (Ingram et al. 1992). In sales, researchers have posited ... -
The Effect Of Marketing Communication On Individuals' Gift-giving: Role Of Cause Type, Appeal Characteristics, And Donor Mindset
(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 ... -
Influencing Donor Decision-making: An Examination of Situational Determinants that Impact Donation
(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 ... -
Willing to Help, but Lacking Discernment: The Effects of Victim Group Size on Donation Behaviors
(2016-05-11)Researchers and practitioners in the nonprofit domain have long lamented the tendency of people to offer greater aid to a smaller number of victims, in essence de-valuing the lives of victims as the number of victims grows. ... -
AN ESSAY ON SALESFORCE AGILITY: IS THE CONCEPT WORTHY OF STUDY?
(2016-08-12)Sales force agility has been identified as an important issue for contemporary professional selling and sales management (Jones et al. 2005). However, up until now, marketing scholars have sparingly paid attention to the ... -
Exploring Engagement with Social Media Content
(2016-08-12)Engagement in the realm of social media is thought to be related to a number of positive brand and organizational outcomes and has emerged as a hot topic among marketing academics and practitioners alike. However, there ... -
Three Essays on the Role of Sales Strategy in Salesperson Performance
(2017-04-05)The importance of the sales force to implementing organizational strategy has been widely acknowledged in both the academic and practitioner literature. With organizations spending over $800 billion a year on their sales ... -
WHO AM I? CUSTOMER IDENTIFICATION: A QUANTITATIVE SYNTHESIS
(2017-04-26)Customer identification defined as ‘customer’s perceived oneness with a company/brand’ is receiving increased attention in marketing. Despite the critical role customer identification plays, there is a lack of comprehensive ... -
Essays on Donation and Helping Behavior
(2017-08-10)In 2015, individual donations were at a $264.58 billion high, accounting for about 72% of overall donations. The proportion of individual donations coming from crowdfunding has had a steep, increasing pattern. In 2015, for ... -
Maximizers
(2017-08-18)In decision making situations, maximizers are known to prefer choosing between larger sets of product options compared to satisficers. However, even with more options, maximizers often make worse decisions. This counterintuitive ... -
WHEN YOUR EXPERIENCE DEPENDS ON OTHERS: THE EFFECT OF GROUP-SERVICES ON CUSTOMER SATISFACTION
(2017-11-01)Previous research on customer-to-customer interactions studied the interactions between customers who are present in the same service environment. The interactions in these studies are not planned; they occur by chance, ...