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Full-Text Articles in Business
Marketing Innovation And Firm Performance Research Model, Research Hypotheses, And Managerial Implications, Robert P. Cascio
Marketing Innovation And Firm Performance Research Model, Research Hypotheses, And Managerial Implications, Robert P. Cascio
Electronic Theses and Dissertations
This research conceptualizes and develops a scale for the marketing innovation construct for the purpose of furthering research in marketing strategy. This marketing innovation construct and its associated strategic activities are clearly distinguished from product and process innovation, better enabling researchers and practitioners to identify new and updated paths from innovation to firm performance. Marketing innovation is defined as the degree of novelty in the implementation of three core business processes: (1) product development management, (2) supply chain management, and (3) customer relationship management, as identified in the Srivastava, Shervani & Fahey (1999) framework. Results from qualitative interviews indicate marketing …
Good Guys Don't Always Finish Last: The Moderating Role Of Brand Extension Fit On Product Evaluations Based On Corporate Ability (Ca) And Corporate Social Responsibility (Csr) Associations, Zachary Scott Johnson
Good Guys Don't Always Finish Last: The Moderating Role Of Brand Extension Fit On Product Evaluations Based On Corporate Ability (Ca) And Corporate Social Responsibility (Csr) Associations, Zachary Scott Johnson
Electronic Theses and Dissertations
Termed corporate associations, consumer corporate brand perceptions influence evaluations of new products made by consumers. Corporate associations are conceptualized as falling within two categories (Brown and Dacin 1997): a corporation may develop a reputation for Corporate Ability (CA) by developing quality products or for Corporate Social Responsibility (CSR) through its corporate commitment to societal obligations. Past research suggests that product-related CA associations lead to more favorable product evaluations than CSR, which is a contextual association that is less product-related. However, past research has been limited to line extensions, which are evaluated in a piecemeal cognitive process. Unlike line extensions, evaluations …
Essays On Consumer Charity, Joseph Thomas Paniculangara
Essays On Consumer Charity, Joseph Thomas Paniculangara
Electronic Theses and Dissertations
Two essays comprise this doctoral dissertation on consumers and their charitable donations. The overall objective is to investigate the role of psychological distance in charitable donations, with each essay dealing with a different moderator of this relationship. In the first essay, I study the interactive effect of social distance and processing mode (affect vs. cognition). Specifically, people tend to donate more if they use their emotions rather than cognition as diagnostic inputs for decision making, especially when donor and recipient are separated by greater social distance. This may be because affect-driven and cognition-driven donors are influenced by different goals. Affect-driven …
A Consumer-Based Brand Equity Approach To Detect Perceived Incongruity And Its Impact Upon Consumer Perceptions, Stefan Linnhoff
A Consumer-Based Brand Equity Approach To Detect Perceived Incongruity And Its Impact Upon Consumer Perceptions, Stefan Linnhoff
Electronic Theses and Dissertations
An analysis of the retail market environment reveals two striking trends - remarkable growth of private brands, exerting increased pressure on national brands, and the increased market share of discounters and mass merchandisers stirring market competition with other retail types. These trends press the question - how do different product brand images interact with the variant images of different retailers? In order to thoroughly address, a comprehensive multiple mediator model was devised and empirically tested, tapping into three literature streams: the psychological, sociological and business literature on incongruity; studies on Consumer-Based Brand Equity (CBBE; Keller 1993); and works on Retailer …