Browsing Dissertations & Theses by Title
Now showing items 20-33 of 33
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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 ... -
The Role of Emotions and Collective Satisfaction in the Customer Journey from Service Experience to Customer Engagement
Service providers serving business customers face some unique challenges in assessing and building customer satisfaction. These challenges arise when service providers have to deal with a team or a group of people within ... -
Three Essays on Expanded Relationship Marketing
(2018-04-09)Customer engagement has become a recent buzzword in marketing and has emerged as a hot topic among practitioners and academics. However, there is no consensus on how to define customer engagement. This has made it difficult ... -
Three Essays on Marketing and Public Policies: An Analysis of Social Condition on Consumer Health Associations and Perceived Hypocritical Corporate Social Responsibility on Company Outcomes
(2018-08-08)Over three essays this project reviews social conditioning and the influence on consumer decision-making. Essay one analyzes health associations between fruit and average daily caloric intake. The relative impact is ... -
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 ... -
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 ... -
TWO ESSAYS ON THE EFFECT OF POWER DISTANCE BELIEF ON CONSUMERS’ DECISION MAKING IN THE RETAILING CONTEXT
(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 ... -
UNDERSTANDING THE IMPACT SELF-SERVICE TECHNOLOGY (SST) HAS ON FRONT-LINE EMPLOYEES (FLES) IN A RETAIL SERVICE ENVIRONMENT
(2023-05-19)**Please note that the full text is embargoed until 05/15/2025** ABSTRACT: The widespread adoption of self-service technology (SST) has revolutionized how customers make decisions and dramatically shifted the roles of ... -
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 ... -
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 ... -
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. ...