Marketing Commons^™

Spillover Effects Of Brand Alliance And Service Experience On Host Brands In Loyalty Program Partnerships, Gulfem Cigdem Kutlu

Marketing Theses & Dissertations

Three studies explored the consequences of loyalty program partnership on individual brands. The first study sought to determine what kinds of brand equity and category similarity would result in customers’ higher perceived attractiveness of and intention to join the loyalty program partnership. The study finds that higher category similarity increases both perceived attractiveness and joining intention towards a loyalty program partnership. When loyalty program partnership consisted of similar category businesses, individual brands also experienced changes to their brand equity levels. Low equity brands when partnered with high equity brands experienced a significant improvement in their brand equity levels. A high-high …

"The Magic Formula: Scent And Brand"- The Influence Of Olfactory Sensory Co-Branding On Consumer Evaluations And Experiences, Ceren Ekebas

Theses and Dissertations in Business Administration

This dissertation investigates the effect of co-branding efforts on consumers' responses when a sensory product is co-branded with the scent of another sensory product (sensory co-branded product). It aims to fill the gap in the literature by studying how olfactory attributes of co-branded products influence consumers' evaluations and experiences. Three experimental studies examine how these effects occur, and also analyze the influence of moderating factors that determine the magnitude of the effects.

Study 1 explored how branding strategies and different presentation methods of products (physical or denoted) interact to influence consumer evaluations and experiences. Findings showed that consumers evaluated sensory …

Measuring Consumer Expectations Of Salesperson Unethicality: A Scale Development, Amiee Mellon

Marketing Theses & Dissertations

This dissertation addresses how and what ethical expectations (prior to conducting business) affect customer trust of the salesperson. In order to do so, this dissertation achieves two things. First, a scale for measuring the consumer’s expectations of salesperson unethicality (CESU) is systematically developed and validated based on the existing ethics literature and previously developed scales. Second, the scale’s properties and potential application are examined through hypothesis testing regarding the effects of (1) word of mouth on brand equity and consumer’s expectations of unethicality, and the effects of (2) brand equity and consumer’s expectations of unethicality on trust of the salesperson. …

Three Essays On Opportunistic Claiming Behavior In A Services Setting: Customers And Front Line Employees Perspectives, Denis Khantimirov

Theses and Dissertations in Business Administration

This three-essay dissertation integrates the literatures on opportunistic claiming behavior, customer complaining and persuasion theories to examine the following research questions: (1) what factors influence frontline employee's perceived legitimacy of consumer complaints in a services setting? and (2) what drivers impact the consumer's propensity to make opportunistic claims?

More and more customers nowadays attempt to take advantage of service failures and claim what they can, rather than what they deserve given the service encounter circumstances. Given the narrow profit margins and fierce competition, the issue of opportunistic claiming behavior has become increasingly relevant over the past few years. Firms can …

Business And Marketing Education Doctoral Students' Perceptions Of Their Profession, Michael F. Kosloski, John Ritz

STEMPS Faculty Publications

The future of the business and/or marketing education profession is dependent upon its future leadership. Many of those leaders are currently engaged in or have recently graduated from related doctoral programs. This study examined 22 doctoral students/recent graduates preparing for a career in business and/or marketing education and solicited their opinions on the future of their profession. Participants were surveyed and asked to identify what they believe to be true about future focus of instructional content, methods of teacher preparation, their commitment to their profession, and their opinions regarding the future of business and marketing education. Participants were in general …