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Full-Text Articles in Business
A Meta-Analytic Investigation Of The Relationship Between Anthropomorphism And Consumers’ Responses: Effects, Mechanism, And Boundary Conditions, Franklin G. Velasco
A Meta-Analytic Investigation Of The Relationship Between Anthropomorphism And Consumers’ Responses: Effects, Mechanism, And Boundary Conditions, Franklin G. Velasco
Marketing Dissertations
Almost one in three brands sold to adults and more than five in six brands sold to children use some form of anthropomorphic representation in promoting their products. Marketers probably hold an inherent belief that anthropomorphism increases consumer preference for their products. Extant research, however, offers no clear evidence to support this. Such mixed findings suggest that this is a prolific and complex problem that could benefit from a synthesis of research on the topic. In response to this call, this dissertation presents two essays applying the meta-analytic approach to understand where the inconsistency comes from and to identify the …
The Effects Of Strategic Corporate Philanthropy On Consumer Perceptions: An Experimental Assessment, Joe M. Ricks, Jr.
The Effects Of Strategic Corporate Philanthropy On Consumer Perceptions: An Experimental Assessment, Joe M. Ricks, Jr.
LSU Doctoral Dissertations
There are many objectives for corporate philanthropic activity beyond altruism. Financial gain, increased image, and thwarting negative publicity have been suggested as potential objectives for corporate giving. This dissertation develops a 2X2 classification schema as a framework for empirical investigation and managerial decision making. Additionally this dissertation examines current models of corporate philanthropy and develops a new model for the use of philanthropy in crisis management using stakeholder theory. Finally it presents experimental assessments of various types of philanthropy based on the classification schema. Philanthropic activity is assessed in the context of two controlled experiments. The first experiment examines the …