Open Access. Powered by Scholars. Published by Universities.®
- Discipline
- Keyword
-
- Corporate social responsibility (2)
- Acts of social goodwill (1)
- Anthropomorphism (1)
- Blogging (1)
- Brand evaluations (1)
-
- Branding strategy (1)
- CSR oversight and management; hierarchy-of-effects model; stakeholders; strategic guidance; CSR management performance system (1)
- Calorie intake (1)
- Co-creation behavior (1)
- Competitive intelligence (1)
- Consumer backlash (1)
- Consumer decision-making (1)
- Creativity (1)
- Customer engagement (1)
- Employee's ethics (1)
- Food diary (1)
- Green-washing (1)
- Health association task (1)
- Hypocritical ethical leadership (1)
- Identification (1)
- Lay implicit beliefs (1)
- Local-global identity (1)
- Marketing (1)
- Nutrition marketing (1)
- Persona (1)
- Price-quality judgement (1)
- Relationship marketing (1)
- Revenue (1)
- Service-Dominant logic (1)
- Social capital (1)
- Publication
- Publication Type
Articles 1 - 6 of 6
Full-Text Articles in Marketing
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 …
Why A Hierarchy-Of-Effects Model Is Still The Best Approach To Managing And Optimizing The Impact Of Corporate Social Responsibility Strategies, Keith B. Murray
Why A Hierarchy-Of-Effects Model Is Still The Best Approach To Managing And Optimizing The Impact Of Corporate Social Responsibility Strategies, Keith B. Murray
Marketing Department Faculty Journal Articles
Since the early calls for the use of a hierarchy-of-effects approach to assessing and then strategically guiding corporate management in its oversight of CSR endeavors by the enterprise, research related to CSR effects overwhelming shows many favorable social exchanges between CSR firms and relevant stakeholders. Given the attractiveness of CSR payoffs to the firm – but recognizing the resource costs also associated with CSR decisions – a renewed case is manifest for how corporate governance can better understand and optimize CSR efforts, all to the betterment of both the organization and its key stakeholders.
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, …