Sales and Merchandising Commons^™

The Role Of Sense Of Community In Online Brand Social Networking Sites, Je Won Lyu

Doctoral Dissertations

This study was designed to explore the phenomenon of social commerce marketing in relation to consumer-brand relationship development. The specific research objective were as follows: (a) to identify multiple factors motivating consumers to have sense of community in the context of brand social networking sites; (b) to investigate the effects of general connection between consumers and the brand on developing a sense of online brand community in social networking site-based brand communities; (c) to examine potential outcomes of having a sense of online brand community in brand social networking sites such as brand commitment, advocacy, and loyalty; (d) to investigate …

At The Frontline Of Shopper Marketing: A Multi-Method Study Of In-Store Shopper Marketing Execution, Marcellis Maria Zondag

Doctoral Dissertations

Shopper marketing is an integrated marketing strategy increasingly used in the retail channel for Consumer Packaged Goods. The main characteristic of shopper marketing is close collaboration between retail channel partners with the objective to engage customers and potential customers prior to, during, and after shopping trips. The goal of shopper marketing is to create a mindset and physical store environment that facilitates shoppers’ purchasing decisions. The in-store manifestations of shopper marketing represent the culmination of the channel partners’ joint efforts and are crucial to the success of shopper marketing as a newly minted marketing strategy.

In-store shopper marketing may well …

Shopper Value: A Framework And Examination Of The Impact Of Importance, Shopping Context And Shopping Social Situation, Robert Paul Jones

Doctoral Dissertations

This dissertation is exploratory, examining a little studied part of retail, the shopper. Shoppers are defined as: actively engaged in the pursuit of a target purchase driven by a specific need requiring a solution. The objectives of this research are to clarify the differences between consumers and shoppers, justifying the need for further study. This research also seeks to develop a values based framework of shopper behavior in order to facilitate future research. An extensive review of the literature provides a foundation for the differences between shoppers and consumers. The theory of reasoned action provides the foundation for the shopper …