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Articles 1 - 30 of 34
Full-Text Articles in Marketing
Dynamic Control Systems, Yi Zheng
Dynamic Control Systems, Yi Zheng
Marketing Dissertations
As a fundamental managerial tool for sales management, sales controls have received researchers’ attention for a long time. However, current research on sales controls has mainly adopted a static perspective to examine the roles of sales controls. To overcome this limitation, I propose a new construct, dynamic sales control systems, to extend the static research on sales controls to a dynamic perspective. This dissertation includes two papers. Paper 1 focuses on dynamic control systems’ antecedents and boundary conditions and their impacts on sales team performance. In Paper 2, I have investigated the mediating mechanisms between dynamic control systems and sales …
Moondoggie's Ad, Mia Horvath
Moondoggie's Ad, Mia Horvath
Graphic Communication
I created a 2 minute ad for Moondoggies that defines the brands “attitude” as well as establishes its demographic, highlights the products they sell, and showcases the natural beauty of the region Moondoggies was founded in.
How Does Global-Local Identity Impact Consumer Decision-Making, Xiaodong Nie
How Does Global-Local Identity Impact Consumer Decision-Making, Xiaodong Nie
Marketing Dissertations
Globalization has exacerbated the birth of the sharing economy on a global scale, and it has made global–local identity essential in understanding consumer decisions. For example, an emerging literature has uncovered the effects of global–local identity on various consumer responses, including price sensitivity, preference for local/global products and brands, preference for eco-friendly products, and a tendency to use price as a signal of product quality. Extending the literature, this dissertation aims to advance the understandings of the effect of global-local identity on various consumer behavior. Specifically, in the first essay, consumers face the decision as to whether to choose a …
How Consumers Use And Propagate Information In Digital World, Meichen Dong
How Consumers Use And Propagate Information In Digital World, Meichen Dong
Marketing Dissertations
With the advent of technology and the emergence of social media, information-sharing amongst consumers has increased exponentially. Consumers now can discuss their purchases with different people in different formats, in person or online (Hennig-Thurau et al., 2010; Berger and Iyengar, 2013). Both researchers and marketers have acknowledged word of mouth (WOM) as a significant driver for consumption decisions (Akpinar & Berger, 2017). However, research regarding how consumer will use or share information in the digital world is still unclear.This dissertation research is trying to investigate the drivers of how consumers use, or share,information in digital environment – and how this …
Color Lightness And Inter-Item Hierarchy: When People Associate Darker Colors With Higher Hierarchical Items, Myungjin Chung
Color Lightness And Inter-Item Hierarchy: When People Associate Darker Colors With Higher Hierarchical Items, Myungjin Chung
Marketing Dissertations
While a rich collection of literature demonstrates the influence of packaging color on consumer decision making, little is known about how packaging color affects consumer behavior for bundled products. Bundled products are defined as two or more items in a single package for a special price. Often bundles consist of items with varying hierarchy: a higher-hierarchical product paired with a lower-hierarchical product (e.g., a fabric detergent and a fabric softener). I argue and show that there is a universal association between color lightness of the products’ packages and the perceived inter-item hierarchy, with darker packaging signifying a higher hierarchical product …
Better, Busier, Or Stressed Out? Exploring Social Media-Induced Technostress In A Sales Context, Hayam Qasem Alnakhli
Better, Busier, Or Stressed Out? Exploring Social Media-Induced Technostress In A Sales Context, Hayam Qasem Alnakhli
Marketing Dissertations
In this dissertation the "salesperson-technology environment interaction model" is deployed to explore the stress experienced by salespeople while using social media for work. Even though social media has numerous benefits for salespeople, an increasing number of salespeople perceive technology use as a source of stress, (i.e., technostress). Since such technostress can decrease employees' well-being (Tarafdar et al., 2015), it is important to understand what creates it. Drawing on the transaction based-model of stress (Lazarus, 1984) this dissertation investigates the direct effect of social media technology use as an antecedent of technostress, examines the stress imposed by the use of social …
Two Essays On The Effect Of Power Distance Belief On Consumers’ Decision Making In The Retailing Context, Han Ma
Marketing Dissertations
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 impulsive buying, price-quality judgment, status consumption, and charitable behaviors. This dissertation aims to advance our knowledge of the effect of PDB on various consumer behaviors in the context of retailing. Specifically, Essay 1 explores the relationship between PDB and variety-seeking behavior. Using six studies with different operationalizations of PDB and variety seeking, I found the consistent result that high PDB consumers have a higher preference for the variety seeking …
Creating Sustainable Brands: How The Green 4 Ps Influence Consumers' Attitudes Toward Brands, Julia Dipersio
Creating Sustainable Brands: How The Green 4 Ps Influence Consumers' Attitudes Toward Brands, Julia Dipersio
Honors Capstone Projects - All
I study the important brand-building relationship between consumer characteristics and the green 4 Ps that has been neglected in the literature: how the green marketing mix can work simultaneously to influence a consumer’s attitude toward a green brand with the goal of understanding how a green brand image is created. This study considers Information Integration Theory and Social Judgment Theory to assess how attitudes can be formed through the green 4 Ps. I collected data through a Qualtrics online survey from 185 respondents. Subsequent regression analyses in SPSS revealed certain strong relationships between select consumer characteristics and a positive attitudinal …
Differential Effects Of Local Identity And Global Identity On Two Important Aspects Of Consumer Behavior: Price-Quality Judgments And Creativity, Sijie Sun
Marketing Dissertations
Globalization has substantially influenced the world economy and also individuals. As a person with a cross-cultural background, it is fascinating to observe that different identities change individuals’ behavior. My dissertation focuses on cultural psychology and creativity with a specific focus on analyzing the effect of consumers’ local or global identity influences different aspects of consumer decision-making. In the first essay, consumers often rely on price to judge a product’s quality, especially when they do not have sufficient knowledge about attributes.However, how is such a tendency affected by consumers’ local-global identity, product type(e.g., services vs. goods; hedonic vs. utilitarian), and distribution …
A Meta-Analytic Investigation Of The Relationship Between Anthropomorphism And Consumers’ Responses: Effects, Mechanism, And Boundary Conditions, Franklin G. Velasco
A Meta-Analytic Investigation Of The Relationship Between Anthropomorphism And Consumers’ Responses: Effects, Mechanism, And Boundary Conditions, Franklin G. Velasco
Marketing Dissertations
Almost one in three brands sold to adults and more than five in six brands sold to children use some form of anthropomorphic representation in promoting their products. Marketers probably hold an inherent belief that anthropomorphism increases consumer preference for their products. Extant research, however, offers no clear evidence to support this. Such mixed findings suggest that this is a prolific and complex problem that could benefit from a synthesis of research on the topic. In response to this call, this dissertation presents two essays applying the meta-analytic approach to understand where the inconsistency comes from and to identify the …
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, Stephen Bok
Marketing Dissertations
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 greater for food possessing unique lay belief associations. Essay two investigates ethical leadership in a social media context. The study primes hypocritical leadership and the impact on consumer perceptions of a company. Essay three studies outcomes to a CEO’s response addressing damaging social media information about a company. Moderators dampen the effect of perceived unethical leadership. Implications on marketing policies are discussed.
Three Essays On Expanded Relationship Marketing, Ashish Kalra
Three Essays On Expanded Relationship Marketing, Ashish Kalra
Marketing Dissertations
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 for researchers to advance the theory of customer engagement and researchers have been unable to offer any specific managerial insights on how to enhance such behaviors. This dissertation addresses these gaps by systematically reviewing the customer engagement literature, offering a unified framework to advance theory, and subsequently developing managerially driven insights. In the first essay, we adopt relationship marketing theory and service-dominant logic to …
Blogging As Marketing: From Writing To Revenue, Matthew Headland
Blogging As Marketing: From Writing To Revenue, Matthew Headland
Williams Honors College, Honors Research Projects
This research paper explores the evolution of writing from a form of self-expression into a tactic to build community and to earn revenue in the form of web logs, or blogs. A history tracing blogging back to personal diaries and journals operates to set the context for the methods by which current day blogs create persona, community, and revenue. Through research conducted utilizing industry reports, academic texts, and professional blog articles, a thorough examination of 3 types of blogs outlines the methods of creating a successful blog and how each type of blog is monetized. Current trends in personal blogging, …
The Role Of Emotions And Collective Satisfaction In The Customer Journey From Service Experience To Customer Engagement, Azam Ghazal Ghahghaei
The Role Of Emotions And Collective Satisfaction In The Customer Journey From Service Experience To Customer Engagement, Azam Ghazal Ghahghaei
Marketing Dissertations
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 the client’s organization. Each of these individuals, depending on their role in the service provision, go through a unique customer journey and have a distinctive service experience. Imagine yourself in a situation with several bosses with different expectations and evaluations. Not only is it challenging to meet their expectations, but it is also hard to know if they are truly satisfied with you. This dissertation explores the …
Maximizers, Jeremy Morgan
Maximizers, Jeremy Morgan
Marketing Dissertations
In decision making situations, maximizers are known to prefer choosing between larger sets of product options compared to satisficers. However, even with more options, maximizers often make worse decisions. This counterintuitive phenomenon is known by researchers as the “Maximization Paradox.” This article explores how and when maximizers show more status quo bias. Additionally, I find that maximizers and satisficers respond to upward and downward counterfactual thinking different and maximizers are more likely to use processing fluency as evaluative information compared to satisficers.
When Your Experience Depends On Others: The Effect Of Group-Services On Customer Satisfaction, Ryan Rashad Abualsamh
When Your Experience Depends On Others: The Effect Of Group-Services On Customer Satisfaction, Ryan Rashad Abualsamh
Marketing Dissertations
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, or sometimes are even encouraged to occur, but never planned as part of the core-service. In this dissertation, we expand the body of literature in this domain to include planned customer-to-customer interactions in services that are called group-services. A group-service is designed to serve more than one customer participating in the same service, at the same time, and depending on customer interaction and collaboration with one another. This topic is …
Essays On Donation And Helping Behavior, Yashar Dehdashti
Essays On Donation And Helping Behavior, Yashar Dehdashti
Marketing Dissertations
In 2015, individual donations were at a $264.58 billion high, accounting for about 72% of overall donations. The proportion of individual donations coming from crowdfunding has had a steep, increasing pattern. In 2015, for instance, $34 billion of the individual donation came from crowdfunding sources, which has nearly doubled since 2014. This share was at about $5 billion in 2013 (Forbes 2015; www.GivingUSA.org 2017). The increasing use of the Internet and the growth in crowdfunding vehicles give rise to more increasing estimates of this share for the years to come. While it seems intuitive that sharing online crowdfunding campaigns on …
Three Essays On The Role Of Sales Strategy In Salesperson Performance, Eddie Inyang
Three Essays On The Role Of Sales Strategy In Salesperson Performance, Eddie Inyang
Marketing Dissertations
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 forces, when the activities of the sales force become uncoupled from organizational strategy, it results in direct and indirect costs to the firm. Despite the importance of the sales force to implementing organizational strategy, there have been scant empirical studies in the academic literature on the role of salespeople in implementing strategy. In this dissertation, three essays examine the performance outcomes of salesperson implementation of sales strategy, along …
Who Am I? Customer Identification: A Quantitative Synthesis, Omar S. Itani
Who Am I? Customer Identification: A Quantitative Synthesis, Omar S. Itani
Marketing Dissertations
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 work explicating the antecedents, outcomes, and possible boundary conditions of customer identification. The current study fills this gap in the literature by conducting a meta-analysis that synthesizes studies conducted over the past 25 years. The meta-analysis includes 167 independent samples (N = 87,538 customers) from which 24 antecedents and 7 outcomes of customer identification are identified and tested. Significant antecedents are grouped into two categories: company/brand antecedents and customer antecedents. Findings …
An Essay On Salesforce Agility: Is The Concept Worthy Of Study?, Shahriar Gias
An Essay On Salesforce Agility: Is The Concept Worthy Of Study?, Shahriar Gias
Marketing Dissertations
Sales force agility has been identified as an important issue for contemporary professional selling and sales management (Jones et al. 2005). However, up until now, marketing scholars have sparingly paid attention to the concept of sales agility. Marketers as well as salespeople are not quite informed about the term “salesperson agility” even though they sense the need for agility in order to deal with the changing business environment and customer requirements. Therefore, this dissertation explores sales agility in detail. First, in this dissertation, an extensive literature review is conducted to conceptually ascertain how agility might be different than adaptive selling, …
Exploring Engagement With Social Media Content, Holly Atwood Syrdal
Exploring Engagement With Social Media Content, Holly Atwood Syrdal
Marketing Dissertations
Engagement in the realm of social media is thought to be related to a number of positive brand and organizational outcomes and has emerged as a hot topic among marketing academics and practitioners alike. However, there is currently no consensus on exactly what constitutes this type of engagement. This lack of agreement and, hence, lack of a “social media engagement” measure, have made it difficult for academics to advance theory in this area and for researchers to test hypotheses concerning positive brand and organizational outcomes that may be related to this form of engagement. This dissertation directly addresses this gap …
Willing To Help, But Lacking Discernment: The Effects Of Victim Group Size On Donation Behaviors, Devin Lunt
Willing To Help, But Lacking Discernment: The Effects Of Victim Group Size On Donation Behaviors, Devin Lunt
Marketing Dissertations
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. This is often referred to as Compassion Fade-a greater responsiveness among potential donors to individuals and small numbers of people in need, and lower sensitivity toward larger groups of victims (Markowitz et al. 2013) This dissertation consists of three essays exploring compassion fade and the specific biases that exemplify this phenomenon. The first essay provides a qualitative synthesis of the compassion fade domain …
Influencing Donor Decision-Making: An Examination Of Situational Determinants That Impact Donation, Floyd Kristopher
Influencing Donor Decision-Making: An Examination Of Situational Determinants That Impact Donation, Floyd Kristopher
Marketing Dissertations
Research around donor decision-making has shown the importance of understanding why donors make decisions. However, much less research exists explaining how donors make decisions. Set against the backdrop of online websites and in the context of donation, this dissertation examines how web characteristics, as situational determinants, influence donor decisions. Situational determinants are influences that arise because of a specific situation where a consumer is using the product or brand; these are instances that extend beyond the basic tendencies or traits of the consumer (Belk 1974). This could be a behavioral setting, a space, or a time (Belk 1974); other situational …
The Impact Of Salesperson Listening: A Multi-Faceted Research Approach, Emily A. Goad
The Impact Of Salesperson Listening: A Multi-Faceted Research Approach, Emily A. Goad
Marketing Dissertations
Relationships are based on communication between parties; an important aspect of communication that is necessary for building long-term relationships is listening (Ingram et al. 1992). In sales, researchers have posited that salespeople's relationships with their customers are strengthened when salespeople consistently have effective listening skills (Ramsey and Sohi 1997; Marshall et al. 2003). Given the importance of listening in relationship building and the sales context, this dissertation examines salesperson listening from varying research approaches in three essays. First, a meta-analysis was conducted to synthesize existing empirical research on listening to empirically assess the research stream of salesperson listening. This meta-analysis …
The Effect Of Marketing Communication On Individuals' Gift-Giving: Role Of Cause Type, Appeal Characteristics, And Donor Mindset, Mehdi Tanzeeb Hossain
The Effect Of Marketing Communication On Individuals' Gift-Giving: Role Of Cause Type, Appeal Characteristics, And Donor Mindset, Mehdi Tanzeeb Hossain
Marketing Dissertations
In two essays, this dissertation focuses on an important domain of research in marketing: how marketing communications affect individuals' donation. For example, Globalgiving provides a myriad of projects for potential donors to form their own donation "portfolio". However, research till date has put up little effort in identifying the potential differences between such causes which may influence donors' portfolio decision making process. To address this issue, the first essay breaks down the donation objects/causes into two components--namely environment-focused (e.g., ozone layer depletion) and humanitarian-focused (e.g., poverty)--and examines the differential effects of individuals' holistic/analytic thinking style on environmental/humanitarian gift-giving. Six studies …
Transforming Potential Into Performance: Essays On Optimizing Organization Success Through The Establishment And Control Of Marketing Climate, David Catlett
Marketing Dissertations
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 marketing climate to optimize the performance of their organizations. The first essay is a conceptual work and focuses on the structure, composition and integration of organizational culture and climate. A comprehensive analysis is completed of the substantial recent research of a wide variety of internal organizational factors that contribute to or influence organizational culture and climate, including the existing measures of market orientation, learning orientation, creativity, innovation, organizational structure, …
Developing Structural Maps Of Sales Research Knowledge: Three Essays, Chien-Chung Chen
Developing Structural Maps Of Sales Research Knowledge: Three Essays, Chien-Chung Chen
Marketing Dissertations
The overall goal of the dissertation is to analyze the accumulated knowledge and explore research gaps in empirical sales research. Therefore, applying a structural map derived from a comprehensive synthesis of empirical studies, researchers can efficiently and effectively identify constructs' positions in nomological networks and then explore new research directions. The dissertation includes three complementary essays. Essay 1 creates a structural map of constructs in a nomological network generated by meta-analysis and analyzed by social network analysis. Key constructs, bivariate relationships, missing links, and constructs' positions in nomological networks are identified. Essay 2 then detects moderator effects among constructs and …
When Are Super Bowl Advertisings Super? An Empirical Analysis Of The Economic Impact Of Super Bowl Advertising, Jin-Woo Kim
When Are Super Bowl Advertisings Super? An Empirical Analysis Of The Economic Impact Of Super Bowl Advertising, Jin-Woo Kim
Marketing Dissertations
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 strategy. Specifically, I examine the impact of each ad's featured characters and appeals, and the product benefits promoted, on abnormal stock returns for sponsoring companies that appear in Super Bowl ads. Event study results show that Super Bowl advertising from 2004 to 2008 is positively related to abnormal stock returns for advertisers. Cross-sectional regression analyses indicate that market value of Super Bowl advertisers is positively related to likeable characters, emotional appeals, and approach …
Framing The Flu, Jennifer Lynn Mcmillen
Framing The Flu, Jennifer Lynn Mcmillen
Marketing Dissertations
Since Tversky and Kahneman's article on prospect theory in 1979, there have been many articles published on framing with mixed success in finding preference shifts and in which frame subjects are most persuaded. Framing has been a source of much research and debate in extant literature, regarding whether the effect even exists and if it does, what accentuates or mitigates the effects found. Using the flu as the context, this article incorporates sad versus happy moods and emotional versus rational appeals to highlight when the most persuasive frame changes and to provide practitioners a more complete picture on the most …
Marketing Capability, Analyst Recommendations, And Firm Value, Tien Wang
Marketing Capability, Analyst Recommendations, And Firm Value, Tien Wang
Marketing Dissertations
This dissertation consists of two essays to investigate the potential performance impact of marketing capability. The first essay focuses on the impact of marketing capability on analyst recommendations. It examines the direct and relative effect of marketing capability on analyst recommendation metrics. The moderating effect of market competition on this capability-recommendation link is also tested. The result supports that marketing capability not only has a positive direct impact but also a stronger effect, relative to financing capability, on analyst recommendations for the firm. Furthermore, the direct effect of marketing capability on analyst recommendations is nonlinear. Pursuing an extremely high level …