Business Commons^™

Tourist Responses To Tourism Experiences In Saudi Arabia, Faisal Mohammed Aldakhil

FIU Electronic Theses and Dissertations

A decade ago, the Kingdom of Saudi Arabia (KSA) was not perceived to be a popular tourism destination except for religious purposes, the government of KSA has been proactive in recent years building new destinations, changing longstanding policies, focusing on tourism and hospitality education, and renovating its image to attract domestic and international tourists. Tourism contributed to almost 9% of the Kingdom’s GDP in 2018, around 65 billion dollars (WTTC, 2019). The purpose of this paper is to understand the sentiment that tourists have regarding the new tourism campaigns in KSA, to have transparent feedback about the experiences and services …

Three Essays On Music And Consumer Behavior: The Impact Of Music Type On Product Evaluation And Purchase Intent, Gregory G. Maloney

FIU Electronic Theses and Dissertations

Music is omnipresent in consumer environments and is classifiable by multi-dimensional measures of affect. This research explores the relationship between affect perceived within music, and how the resulting affective state created by music influences product evaluations.

Three essays explore the relationship between affect valence and purchase intent, the moderating influence of music arousal, and the effect of positive affect cues perceived in products. Four studies provide supporting evidence that music influences product evaluations in the same direction as the music affect valence. Experienced affect in the listener mediates the relationship between music affect and product evaluations, and arousal moderates the …

Self-Brand Connection Effects On Consumers Goal Pursuit Behavior, Ahmed Mohammed Alradadi

FIU Electronic Theses and Dissertations

While many marketers spend a considerable amount of their advertising dollars communicating the association between their brands and consumers’ goals, and although it is well established that consumers gravitate toward brands that represent images and ideals they desire to achieve (Chen, Wan & Levy, 2017), existing research is largely silent regarding when and how brands help versus hurt consumer goal pursuit. Thus, we need a greater understanding regarding when and how consumer use of brands to assist in goal pursuit is detrimental versus beneficial. Furthermore, the outcome of the consumer’s brand-assisted goal pursuit is likely to affect their relationship with …

Emoji Marketing: Strengthening The Consumer Brand Relationship And Its Downstream Effects, Tessa Marcela Garcia-Collart

FIU Electronic Theses and Dissertations

Brands communicate and engage directly with their consumers using online communications that often contain emojis. While recent research has examined some of the implications of emojis within marketing contexts, a question still remains regarding the role of emojis in the consumer-brand relationship, and how this digital language can create stronger connections with consumers. In this research, I find that emojis increase perceptions of the brand as a human, thereby enhancing consumer-brand connections with favorable downstream consumption consequences such as word of mouth, click through rates, brand attitudes, willingness to pay, and purchase behaviors.

Findings from this research contribute to marketing …