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Organizational Behavior and Theory Commons™
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Full-Text Articles in Organizational Behavior and Theory
Marketing Activity Influences On Brand Attractiveness & Loyalty, Keiondre' Mcallister
Marketing Activity Influences On Brand Attractiveness & Loyalty, Keiondre' Mcallister
McNair Scholars Research
While selecting a specific brand could seem simple, many variables are considered. Consumers must trust that the chosen brand meets their needs by providing value. Value differs for everyone; however, four value pillars within the value creation pyramid could explain which value attracts the consumer most to a brand. These value elements will be explored to explain consumer preferences.
Fairness-Trust-Loyalty Relationship Under Varying Conditions Of Supplier-Buyer Interdependence, Thani Jambulingam, Ravi Kathuria, John R. Nevin
Fairness-Trust-Loyalty Relationship Under Varying Conditions Of Supplier-Buyer Interdependence, Thani Jambulingam, Ravi Kathuria, John R. Nevin
Business Faculty Articles and Research
Relationship marketing plays a significant role in supply chain practice and academic studies. Using the resource advantage theory within the relationship marketing framework, we studied the mediating role of trust as a governance mechanism in the fairness-loyalty relationship under different types of interdependence structure between suppliers (wholesalers) and buyers (retailers). Our findings, based on data from retail pharmacies, demonstrate that only under conditions of symmetric independence, trust, as a governance mechanism, completely mediate the relationship between fairness and loyalty. Under conditions of both perceived independence (i.e., lack of interdependence) and asymmetric buyer dependence, however, trust does not mediate but fairness …
Microeconomics Of Brand Loyalty: Learning, Switching, And Uncertainty, Ronia Ahmed Moustafa Hawash
Microeconomics Of Brand Loyalty: Learning, Switching, And Uncertainty, Ronia Ahmed Moustafa Hawash
Archived Theses and Dissertations
In a world of competition, loyalty to a particular brand has a significant role in the behaviour of economic agents and the outcome of markets. The objective of this thesis is to examine the microeconomics of brand loyalty from three dimensions: consumer learning by using markets with switching costs, and uncertainty in product quality. The various methodologies used are based on extensions, modeling, and integrative analysis of some works in the literature, most notably those of Klemperer, Pepall, Thisse, Gabszewicz, Schwartz and Wilde, and Tirole. Brand loyalty arising from the above mentioned perspectives is tackled via three models. The first …