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The Influence Of Sponsorship Engagement On Brand Loyalty: An Analysis Of The On-Site And Social Media Activational Communications., Achyut Kulkarni
The Influence Of Sponsorship Engagement On Brand Loyalty: An Analysis Of The On-Site And Social Media Activational Communications., Achyut Kulkarni
Electronic Theses and Dissertations
The purpose of this study was to investigate the influence of sponsorship engagement (enacted via sponsorship activations) on consumers’ responses to sponsors’ activational communications. Specifically, this study aimed at examining if interaction and engagement with their team’s sponsors’ activational communication on-site, as well as on social media, influenced loyalty towards the sponsors. The study utilized service-dominant (S-D) logic as the theoretical framework. The S-D logic perspective recognizes that consumer behavior is centered on the interactive experiences between a consumer and an object, in this case the sponsor, and that a level of consumer interest and/or personal relevance with respect to …
Consumers' Perceptions Towards Sustainability: A Cross-Cultural Analysis, Mertcan Tascioglu
Consumers' Perceptions Towards Sustainability: A Cross-Cultural Analysis, Mertcan Tascioglu
Electronic Theses and Dissertations
Sustainability has become a subject of increasing concern to academics and practitioners in recent years. Increasing consumer demand for socially responsible products encouraged supply chains to put increasing emphasis on sustainability. In adapting sustainability practices consumers play a very important role for supply chains. Thus this dissertation examines consumers’ perceptions towards sustainability practices. Although most previous research has examined environmental sustainability practices, the social dimension of sustainability has received little attention. This dissertation attempts to explore both environmental and social sustainability and their effects on consumer perceptions in different cultural contexts and price levels. Two scenario based experiments are utilized. …
Essays On Consumer Charity, Joseph Thomas Paniculangara
Essays On Consumer Charity, Joseph Thomas Paniculangara
Electronic Theses and Dissertations
Two essays comprise this doctoral dissertation on consumers and their charitable donations. The overall objective is to investigate the role of psychological distance in charitable donations, with each essay dealing with a different moderator of this relationship. In the first essay, I study the interactive effect of social distance and processing mode (affect vs. cognition). Specifically, people tend to donate more if they use their emotions rather than cognition as diagnostic inputs for decision making, especially when donor and recipient are separated by greater social distance. This may be because affect-driven and cognition-driven donors are influenced by different goals. Affect-driven …