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Full-Text Articles in Business
The Silent Language: The Effects Of Nonverbal Cues On Perception Of Brands In Online And Offline Contexts, Fatima M. Hajjat
The Silent Language: The Effects Of Nonverbal Cues On Perception Of Brands In Online And Offline Contexts, Fatima M. Hajjat
Doctoral Dissertations
Nonverbal cues are an essential part of message creation and interpretation, and are central to many socially meaningful outcomes in interactions in all different types of relationships. Most importantly, nonverbal communication can affect the establishment, maintenance and dissolution of relationships. The main purpose of this dissertation is to examine the effects of nonverbal cues on consumer-brand interactions in both face-to-face communications (FTFC) and computer-mediated communications (CMC). The first essay is dedicated to understanding how the employees’ speech rate affects impressions of the employee and the brand associated with the employee. In general, research has recognized the importance of frontline employees …
Exploring The Role Of Collective Narcissism In Sport Team Identification, Ben Larkin
Exploring The Role Of Collective Narcissism In Sport Team Identification, Ben Larkin
Doctoral Dissertations
Team identification is among the most widely studied concepts in sport fan behavior. This is largely due to the fact that highly identified fans exhibit drastically different and more avid consumption and purchase behavior compared to those low and/or moderate on team identification. Most notably, this has been manifested in a greater propensity to attend games, watch the team on television, and purchase team merchandise. While the study of team identification has focused both on its development and outcomes, one constant is that scholars have generally assumed team identification to take the form of a healthy and positive team attachment. …