Marketing Commons^™

The Role Of Consumer Gender Identity And Brand Concept Consistency In Evaluating Cross-Gender Brand Extensions, Laura Rose Frieden

USF Tampa Graduate Theses and Dissertations

Cross-gender brand extensions are a developing and valuable strategy that has quickly grown to become a vital component of strategic communications management. The goal of this study is to gain a greater insight on what makes for a successful cross-gender brand extension. In order to expand upon the Basic Model of Brand Extension Evaluation (Doust & Esfahlan, 2012), this study examines how marketing factors, more specifically product positioning, combined with consumer gender roles and brand concept, affect how consumers evaluate cross-gender brand extensions. In the past gender and brand concept have been studied within cross-gender brand extension research. Yet, the …

Essays On Mental Accounting And Consumers' Decision Making, Ali Besharat

USF Tampa Graduate Theses and Dissertations

This dissertation is structured in the form of two empirical essays, each investigating one type of irrational decision caused by mental accounting. The first essay, titled "Managing the Cost of Multiple Debt Accounts: A Behavioral Perspective", explores why many people pay off credit cards' with the lowest rate first when rationally speaking they should repay the debt with the highest rate most quickly. This essay suggests that irrationality emerges when people seek to close `mental accounts' associated with their credit cards and reduce the total number of outstanding loans rather than decrease the amount of total debt among all credit …

Perceived Firm Transparency: Scale And Model Development, Jennifer Dapko

USF Tampa Graduate Theses and Dissertations

In the last few years alone, calls for transparency by consumers have grown louder. No longer are consumers willing to sit back and allow firms to make `closed door' decisions that benefit the company (and its executives) at the expense of consumers and society. This dissertation begins to answer the call for a greater understanding of transparency from both practitioner and academic perspectives. In particular, this dissertation focuses on systematically developing a succinct definition of perceived firm transparency, developing a valid measure of transparency, and empirically testing antecedents and consequences of transparency.

Two studies were conducted to develop the transparency …

Antecedents And Consequences Of Channel Alienation: An Empirical Investigation Within Franchised Channels Of Distribution, Ivan Lapuka

USF Tampa Graduate Theses and Dissertations

Investigating an important overlooked phase of interorganizational relationship evolution, which is currently hypothesized to progress through five stages of awareness, exploration, expansion, commitment, and dissolution, this dissertation proposes that in the long road between commitment and dissolution, the quintessential interfirm relationship is likely to be characterized by aprolonged period of relationship alienation, which then becomes the immediate precursor to the dissolution stage.

The dissertation utilizes social learning theory, behavior constraint theory, and alienation theory to explain apathetic behaviors of franchisees. The principal proposition is that certain characteristics of the franchise system’s operating environment inadvertently condition franchisee estrangement and failure, and …