Browsing Dissertations & Theses by Title
Now showing items 30-33 of 33
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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 ... -
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, ... -
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 ... -
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. ...