Marketing Commons^™

Two Essays On The Consumer Acculturation Process – A Need For And Development Of A Consumer Acculturation Measure, Kristina Marie Harrison

Theses and Dissertations in Business Administration

The United States is becoming increasingly multi-cultural and there are various new immigrant consumer groups that businesses try to reach through ethnic-based segmentation and targeting. Often, businesses offer accommodation strategies to their ethnic consumer groups through language or other cultural accommodation tactics. There are inconsistencies in the literature for the efficacy of ethnic-based targeting and accommodation strategies: often these do not have the desired results and there is evidence that ethnic identification may be fading over time for many immigrant groups.

There is evidence that acculturation may be a better predictor of consumer behavior such as preferences for brand, services, …

Underlying Factors Behind Generation Of Different Types Of User-Generated Content - Impact Of Individual And Brand/Product Level Factors In Generation Of Brand-Oriented Content And Community-Oriented Content, Kemal Cem Soylemez

Theses and Dissertations in Business Administration

Defined as groups of people who communicate with each other about brand and product via internet without restricted by geographical and ethnic origin constraints to accomplish collective goals, express mutual sentiments & commitments and entertainment, online brand communities are valuable source for marketing practitioners. Although content generation is heavily used in the literature, earlier studies assumes that user-generated content is monolith, and all aimed to brand. However, our experiences tell us that reality is far different from that. This study categorizes user generated content based on target audience, namely brand-oriented content and community-oriented content. Although both types of content are …

Customers’ Goal-Related Behavior In Loyalty Programs, Junzhou Zhang

Theses and Dissertations in Business Administration

Goal plays a vital role in the purposive behavior of consumers, and goal pursuit represents an important psychological mechanism under loyalty programs. The purpose of my dissertation is to understand loyalty program members’ goal pursuit behavior and uncover the underlying psychological mechanisms.

The first essay examined how success or failure to achieve a tier goal affects consumers’ subsequent goal pursuit behavior. Specifically, utilizing two lab experiments and 5,719 customers’ flight activities data from a major airline’s multi-tiered frequent flyer program, this essay studied the effect of goal completion magnitude on individuals’ effort toward achieving subsequent goals, and how goal type …