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Full-Text Articles in Business
What's Love Got To Do With It? The Role Of Brand Love In Brand Community Experience, Phillip M. Hartley
What's Love Got To Do With It? The Role Of Brand Love In Brand Community Experience, Phillip M. Hartley
LSU Doctoral Dissertations
The work presented here explores and conceptually documents the consumer’s experience of brand communities—groups of people brought together by their mutual appreciation of a commercial brand. The relationships between individuals’ motives for joining, their participation, and the social and brand-related outcomes associated with such groups are tested. In addition, the role of Brand Love in the individual’s experience is assessed. The results of the research indicate that Participation may reduce the influence of a person’s original reasons for joining the community on the ultimate outcomes of membership. Further, a person’s degree of love for the underlying brand influences the likelihood …
A Typology Of Consumer Preference Parabolas, Jie Sun
A Typology Of Consumer Preference Parabolas, Jie Sun
LSU Doctoral Dissertations
This dissertation investigates choice scenarios where consumer preference is a non-linear function of determinant product attributes. Chapter One reviews the extant literature, identifies a number of research questions, develops a conceptual framework, and creates a propositional inventory; a central aspect of the conceptual framework is a proposed typology consisting of a two (mechanism: attribute tradeoff or target-attribute matching) by two (attributes: single or multiple) classification scheme. Two empirical essays test the conceptual model in a single attribute context (Chapter Two) and a multi-attribute context (Chapter Three). The purpose of the dissertation is to advance our understanding of the cognitive mechanisms …