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A Brand New Day: How Commitment Impacts Trust And Perceived Motivation Of A Firm’S Corporate Social Responsibility And Brand Activism Efforts, Tara-Ann Dugan
A Brand New Day: How Commitment Impacts Trust And Perceived Motivation Of A Firm’S Corporate Social Responsibility And Brand Activism Efforts, Tara-Ann Dugan
College of Business Theses and Dissertations
As consumers’ expectations for brands to “do good” continue to grow, companies are simultaneously increasing their corporate social responsibility (CSR) efforts and communication. Communicating on the “good” a company is doing may seem like it would yield a positive outcome; however, such is not always the case. Companies face the challenge of wanting to engage in CSR activities that address topical issues while simultaneously avoiding the perception of engaging in CSR efforts for self-serving reasons, a phenomenon referred to as “virtue signaling,” where the company’s prosocial efforts are perceived as primarily self-motivated. Furthermore, as companies engage in greater brand activism, …
Does Relevant Information Exchange Create Relationships Between Buyers And Sellers That Affect Sales?, Christopher Hansen
Does Relevant Information Exchange Create Relationships Between Buyers And Sellers That Affect Sales?, Christopher Hansen
College of Business Theses and Dissertations
This study quantitatively and qualitatively tests the influence of sales-deployed relational marketing material using an ongoing information stream (OIS) of relevant literature, and measures the impact on a buyer’s likelihood to purchase in the future, the allocation of dollars to a purchase, and the development of relationship, trust, expertise, and reduction of uncertainty in decision making. The study produces generalizable results from a large cross-section sample of 400 buyers under specific conditions that included both imminent and no imminent sale conditions, and varying levels of deployment of the OIS. It was found that relevant information exchange by itself does not …
When Objective Price Information Is Not Available: Impact Of Unpublished Or Missing Prices On The Purchase Journey For High Costs, High Involvement Products, Thomas J. Dammrich
When Objective Price Information Is Not Available: Impact Of Unpublished Or Missing Prices On The Purchase Journey For High Costs, High Involvement Products, Thomas J. Dammrich
College of Business Theses and Dissertations
Every model of the consumer purchase journey includes an evaluation phase, during which consumers search for product attributes including price. While much has been written about search, knowledge uncertainty, and the role of price in continued search and purchase intent, very little, if any, empirical work has been done to understand the impact on the path to purchase when objective price is not available. This study undertakes a field experiment with random assignment in a natural setting to examine the impacts on consumer behavior related to continued search, lead generation and purchase intent when objective price is not available. The …