Marketing Commons^™

The Future Of Name, Image, And Likeness In Advertising, Olivia E. Nuss

LSU Master's Theses

This study explores the unique intersection of the law and the theories of communication related to a student athlete’s ability to receive compensation based off their name, image, and likeness (NIL). The purpose of this study is to understand the future of NIL legislation application as it relates to emerging media and student-athletes’ privacy interests in order to better understand influencer marketing and the impact new legislation will have on student-athlete brand deals. Through a series of semi-structured, in-depth interviews, I explored industry trends in NIL as it relates to brand partnerships and advertising, focusing on key players, methods, and …

Attitudes, Purchases, And Usage Of Lingerie Among College Women: An Exploratory Investigation, Madison Craig

Honors Theses

No abstract provided.

Innovation And Competitiveness Of The Wood Furniture Industry In Kenya, Gilbert Osoro Ototo

LSU Doctoral Dissertations

The wood furniture industry in Kenya has been growing rapidly despite a decline in domestic timber supply. Although most furniture is made locally, a larger share is increasingly being imported from other countries, creating competition for domestic manufacturers. The government aims at shifting most of the demand to domestic producers to protect the sector and create jobs. However, lack of innovation has been cited as the main cause of diminishing competitiveness of the sector. Studies have shown that innovation plays a key role in creating new products, improving production processes, and establishing better business systems.

Innovation in the furniture sector …

Hopeless Ugly Food? Estimating Heterogeneous Treatment Effects Of Marketing Strategies On Consumer Attitude And Wtp Via Machine Learning Approaches, Ran Li

LSU Master's Theses

Around one-third of food produced for human consumption is wasted every year, partially caused by consumer's unwillingness to purchase ugly food. We explore opportunities to favorably support consumer's considerations for ugly food by analyzing survey responses from 1099 U.S. adults. We find that without any marketing strategies applied, a great discount has to be provided to sell ugly food. By using appropriate marketing strategies, consumer's attitudes and willingness to pay for ugly food can be changed positively. However, the effects of ugly food marketing attributes are heterogeneous among consumers with different attitudes towards ugly food. Consumers with negative attitudes towards …

The Importance Of Disclosing Cybersecurity Risks And Incidents In A Company’S 10-K, Anna Duplechin

Honors Theses

No abstract provided.

The Wood Pellet Industry In The United States South: An Exploratory Study Of Resident Environmental, Social, And Economic Perceptions, Mason Thomas Leblanc

LSU Master's Theses

This thesis research provides insight into the wood pellet manufacturing industry from the perspectives of residents in the US South, focusing on environmental, social, and economic constructs. The region is the largest producer and exporter of wood pellets in the world. The focus of previous research on wood pellets has focused on environmental, energy, and economic attributes. This study is the first of its kind to expand the research to investigate in-depth socio-economic dynamics and fill a general gap in knowledge of the relationship between the wood pellet industry and public supply-side issues in the region. Two rounds of a …

Measurement Of Visual Cues And Their Effects On Online Users: An Image Mining Approach, Shuya Lu

LSU Doctoral Dissertations

Textual marketing communication is effective in various contexts such as print advertising, user-generated content, and social media (Diamond 1968; Ludwig et al. 2013; Nam and Kannan 2014). However, visual marketing communication studies are limited in the context of print advertising (e.g., Hagtvedt and Brasel 2017). This dissertation includes two essays to examine the visual communication effectiveness online.

Essay 1 develops a conceptual framework to examine the visual-based brand perception (VBBP) and related concepts on social media. We propose that the VBBP is a co-creational process between a company and its consumers and exhibits three characteristics: i) a two-way communication that …

Multiformat Communication Strategies: A Conceptual Framework And Empirical Investigation Of Video Formats, Jordan Worth Moffett

LSU Doctoral Dissertations

Essay One was conducted to build a more complete view of bilateral, multiformat customer–firm communication. A review of communication theory builds a foundation for effective multiformat strategies across different exchange contexts (e.g., message complexity) and timing factors (e.g., relationship duration), while accounting for both positive and negative aspects of communication richness. Four perspectives on multiformat communication during exchange events suggest pertinent propositions and produce three parsimonious tenets. First, the authors propose a communication theory foundation for relationship marketing; second, they compile and synthesize extant research. Third, they identify six fundamental communication characteristics associated with different formats. Finally, they integrate insights …

Industriflo Business Plan, Charles Soileau

Honors Theses

No abstract provided.

Customer Perspectives On Sales Strategies: A Relational Approach, Juliana Catherine White

LSU Doctoral Dissertations

Relationship marketing strategies have long been known to affect salespeople and the customers they serve. However, there is still much to learn about the mechanisms that drive such buyer-seller relationships. This research examines how a salesperson’s behavior, relational orientation, and individual disposition dynamically interact to influence customers in the business to business marketing environment. Data collected from the customers’ point of view reveal several unique salesperson competencies and strategies that affect the buyer-seller relationship. The final dataset (n = 206) included customers’ observations about their salesperson and perceptions of relationship quality. The key findings suggest that the perceived quality of …

An Academic Study Of Wian (What’S-In-A-Name?), Emily Hickman

Honors Theses

No abstract provided.

Identifying The Influences Of Psychological Factors On Fashion Customization, Sukyung Seo

LSU Master's Theses

As environmental concerns have been increasing and fashion market condition has been fierce and competitive ever before due to consumers’ ever-changing fashion tastes, customization has received growing attention considering as a solution to overcome those challenges. Despite the numerous attention, research on customization has been limited to only issues from business viewpoints whereas studies from consumers’ standpoints are little.

The purpose of the study was to examine how consumers’ psychological properties (i.e., self- promotion, need for uniqueness, self-expression, social identity, self-monitoring, and other-directedness) affect buying intention of customized apparel products mediated by perceptions of customization and extended-self. To achieve the …

Rescuing Relationships: Toward An Understanding Of Exchange Relationship Disruption And Recovery, Matthew Mark Lastner

LSU Doctoral Dissertations

Research investigating business-to-business (B2B) exchange supports the position that cultivating strong exchange relationships is vital to the long-term success of both parties involved in an exchange. However, while much is known about how exchange relationships are developed and organized to yield maximum benefits for buyers and sellers, very little research has been advanced to understand how B2B exchanges experience disruptive events and what impact disruptions have on the long-term health of these relationships. Across three essays, this dissertation utilizes a multi-method approach to examine the nature and impact of disruptive events on inter-firm exchange relationships to address this shortcoming in …

Wom Or Ewom, Is There A Difference?: An Extension Of The Social Communication Theory To Consumer Purchase Related Attitudes, Mcdowell Porter

LSU Doctoral Dissertations

While traditional word of mouth (WOM) and electronic word of mouth (eWOM) have both been shown to highly impact consumer behavior, there is a deficit in our knowledge of how they compare to one another. My dissertation research addresses the lack of empirical studies that compare WOM promotion in the form of face-to-face interaction to eWOM promotion in the form of computer-mediated communication, especially using Web 2.0 technologies. This research tests the assumption that WOM is superior to eWOM and, if so, how to extend eWOM to improve its performance against WOM. Essay One introduces a proposed conceptual framework to …

Self-Concept And Product Extension: Why Some Products “Wear In” While Others “Wear Out”, Carmen M. Hawkins

Honors Theses

No abstract provided.

The Role Of Motives And Decision Rules In Restaurant Tipping, Jacob Lee Hiler

LSU Doctoral Dissertations

The goal of this research is to address critical deficiencies in our understanding on how bill size, service quality, motives, and decision rules affect tipping behavior. This research uses social norm and equity theories to define the role of motives and decision rules used in determining tipping behavior. Additionally, it provides further evidence of other operant motives and decision rules through qualitative analysis. A conceptual framework and operational model are developed and empirically tested.

Three Essays On Digital Marketing, Xia Liu

LSU Doctoral Dissertations

This dissertation is primarily interested in finding out how marketing can play a more strategic role in helping firms to improve performance in the Digital Age. It contains three essays on digital marketing. The unifying theme is figuring out how the marketing department can benefit from the informational value of (big) data and advanced analytics and thus improve customer and business performance. The first essay develops a scale for measuring marketing information capability. The scale has passed rigorous tests standards. The second essay empirically examines the antecedents, moderators and consequences of marketing information capability. The antecedents include cross-functional coopetition between …

The Hidden Layer Of Buyer-Seller Relationships, Stephanie Marie Mangus

LSU Doctoral Dissertations

Using social capital theory (SCT), this research conceptualizes trusted advisor relationships (TAR) and empirically tests the implications of such intense relationships on important performance outcomes. Essay 1 was conducted to offer an in-depth analysis of the conceptualization of trusted advisor relationships. A hermeneutical phenomenological approach was used to interpret the data derived from fourteen in-depth interviews with professional salespeople and their business-to-business (B2B) clients. These data supported the development of a conceptual model and definition of TARs. Essay 2 was conducted to explore the measurable components of trusted advisor relationships and solidify an operationalization of the construct for used in …

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 …

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 …

Paradoxes And Consumer Decision-Making, Carolyn Popp Garity

LSU Doctoral Dissertations

Consumers often find themselves faced with conflicting evaluations in which they identify both positive and negative aspects of a purchase or consumption experience. A paradox occurs when the individual is aware of the conflicting evaluations and experiences tension as a result. While there are strong potential implications of paradox, marketing research has been slow to study consumption paradoxes. As a result, many deficiencies exist in the literature, including no consensus as to the definition of consumer paradox, insufficient quantitative measurement, and limited knowledge of the antecedents and consequences of paradox. This dissertation was conducted to address these shortcomings. Essay one …

Online Reviews And Consumers' Willingness To Pay: The Role Of Uncertainty, Yinglu Wu

LSU Doctoral Dissertations

Empirical studies of online reviews have found that valence (average rating) has a consistently positive impact on consumers’ willingness to pay (WTP), but volume does not. Although two studies tried to explain this phenomenon using different perspectives (Wu and Ayala, 2012; Sun, 2012), neither study can fully accommodate the consumer behaviors observed by the other. This dissertation adopts a theoretical framework that can explain the consumer behaviors observed in both studies as well as the varying influence of review volume at the individual level. Specifically, several studies were conducted to investigate the relationship between bidirectional online seller reviews (e.g., the …

Examining Customer Felt Gratitude And Indebtedness In Exchanges: Their Conceptualizations, Causes And Consequences, Dora Elizabeth Schmit

LSU Doctoral Dissertations

Although gratitude has been termed the second most frequently experienced positive emotion (Fredrickson 2009), marketing research has only recently started to explore the role of gratitude in customer relationships. As a result, many deficiencies exist in the literature, including the distinction between this emotion and indebtedness. Further and related to this issue, little is known about gratitude’s conceptualization, antecedents and consequences. This dissertation was conducted to address these deficiencies and extend knowledge concerning customer felt gratitude and indebtedness. Essay one was conducted to offer in-depth insight to the conceptualizations of customer felt gratitude and indebtedness. A hermeneutical interpretive approach was …

The Good, The Bad And The Unintended: The Role Of Negative Self-Conscious Emotions In Marketing, Kathrynn Pounders

LSU Doctoral Dissertations

Negative self-conscious (SC) emotions are important to examine in the field of consumer behavior. These emotions have been identified as drivers of social behavior; each day consumers make decisions and form attitudes and thoughts based on the negative self-conscious emotions they experience. Thus, these emotions are a common occurrence in the marketplace, making them particularly relevant to examine in the consumption experience. The purpose of this dissertation is to build a framework to identify how each one of these emotions function in the consumption experience. Specifically, five objectives are addressed: 1) Introduce and identify why negative SC emotions are important …

Conceptualizing The Consumer-Brand Relationship As A Truly Dyadic Process, Jamye Foster

LSU Doctoral Dissertations

The consumer-brand relationship (CBR) has gained interest in recent years, but as currently conceptualized, it is limited to a parasocial relationship where the role of the brand is not acknowledged. In order to better understand the CBR, we have to ask several key questions: (1) What is the CBR? (2) What are consumer-brand interactions (CBIs)? And (3) How can we measure CBIs? The objective in Essay 1 is to develop a better understanding of the conceptual foundation of the CBR. This was accomplished through extensive review of relevant literature, which highlighted the need to consider the CBR as a truly …

Essays On Three Price Judgments: Price Fairness, Price Magnitude, And Price Expectation, Sandeep Bhowmick

LSU Doctoral Dissertations

This dissertation addresses three important price judgments: price fairness, price magnitude, and price expectation. Developed over three chapters, the main objective of this research is to determine underlying differences in these three price judgments. These differences are based on conceptualizing price fairness as a combination of affective and cognitive components, whereas price magnitude and price expectation reflect different cognitive aspects of price judgment. Chapter 1 provides a literature review and identifies several research questions related to these three price judgments; Chapters 2 and 3 provide testable hypotheses and conduct three pretests and two experiments to test the hypotheses. Using structural …

The Effect Of Supraliminal Goal Primes On Brand Preference: The Mediating Roles Of Implicit And Explicit Attitudes, Nobuyuki Fukawa

LSU Doctoral Dissertations

The dissertation investigates how supraliminal goal primes affect brand preference through explicit attitude and implicit attitude and whether the effect of supraliminal goal primes and/or mood on brand preference is mediated by cognitive load. Chapter 1 develops a conceptual framework and provides a theoretical background. Chapter 2 investigates how supraliminal goal primes and/or mood affect preference (Study 1), implicit attitude (Study 2) and explicit attitude (Study 3) in the context of luxury vs. frugal brand consumption. Chapter 2 also investigates whether the effect of goal primes and/or mood on preference is mediated by cognitive load. Chapter 3 considers whether, under …

Temporal Reframing Of Prices: A Conceptual Framework, Mazen Jaber

LSU Doctoral Dissertations

Research on consumer’s response to pricing tactics has been plentiful and is still ongoing. One strategy that research has sought to explain and endorse is pennies-a-day (Gourville, 1998), where the cost of a product is expressed as a small ongoing expense. This dissertation tests two competing theories that may explain the effect of PAD on consumer participation intentions. The first theory, marketing exchange (Bagozzi, 1975) predicts different effects across exchange type; in particular, generalized exchange (charity) and restricted exchange (consumer products and services). The second theory, mental budgeting (Heath and Soll, 1996) predicts different effects across expense type; this study …

The Definition, Creation, And Evolution Of Buyer-Seller Relationships, Anna Maria Walz

LSU Doctoral Dissertations

The theoretical and practical importance of relational exchange is well known. However, customers are often annoyed at companies’ relationship building attempts. In addition, the literature has three core problems: (1) the relational concept is not well defined; (2) little research has accounted for relationship dynamics; and (3) relational constructs’ conceptualizations have become ambiguous. The purpose of this dissertation is to build an integrative and comparative framework that not only delineates relationship stages, but also identifies the unique roles of all relational forms (e.g., firm-firm). Specifically, three research questions are addressed: (1) How is a relationship defined? (2) How is a …

Brand Portfolio Management And The Role Of Brand Acquisitions, Yana Kuzmina

LSU Doctoral Dissertations

This dissertation is the first study to propose and empirically test a framework outlining factors that influence the choice of brand acquisitions versus brand creations in a brand portfolio expansion strategy. Drawing on research on make-or-buy decisions, a multilevel interdisciplinary conceptual model was developed, identifying three potential levels of influence: the market, the firm, and the brand portfolio. Twenty-two firms were selected from the ACSI sample of firms, and secondary data sources were utilized to collect data for the variables in the analysis. The model was tested using logistic regression. The results revealed that factors at the market and firm …