Marketing Commons^™

The Effect Of Airport Servicescape Features On Traveler Anxiety And Enjoyment, Vanja Bogicevic

USF Tampa Graduate Theses and Dissertations

The physical attributes of the service setting are critical differentiators among service providers that significantly influence customers' emotional responses. Following the changes in the airport industry and addressing the gap in the existing research, this study aims to investigate the relationship between physical servicescape elements, emotional responses of enjoyment and anxiety and word-of-mouth in the context of airport environment.

This study was conducted in three phases. The first phase incorporated an EFA conducted on a pilot study sample of 174 respondents that proposed a six-factor structure of airport service environment. In the second phase of the study, a self-administered online …

Bringing Sustainability Programs To Usfsp., Anna Lewis, Karin Braunsberger, Leon Hardy, Richard Ferner, David O'Neill, Sharon Joy Kleitsch, Frederick Bennett, Daphne Lambright, Debra T. Sinclair, Aaron Wasserman, Catherine Wonders, Kevin Blossfeld, Lauren Reilly, Usfsp Sustainability Work Group

USF St. Petersburg Campus Faculty Publications

No abstract provided.

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 …

Factors Prospective Students Consider When Selecting An Mba Program, Lorie Plyler Briggs

USF Tampa Graduate Theses and Dissertations

This paper adds to existing literature regarding MBA selection processes and helps identify and better understand the needs that motivate consumers to pursue an MBA degree. Through a series of qualitative, one-on-one interviews with 17 brand-new MBA students or prospective students, this research found that while many people have "always wanted" to earn the advanced degree, most have toyed with the idea of a graduate business degree for many years. The most frequent reasons that people cite regarding their decision to seriously consider an MBA at a large southern university centers around four desires. These are, not surprisingly, the desire …

Cause-Related Controversy: An Analysis Of Corporate Sponsor Response To The Susan G. Komen/Planned Parenthood Crisis, Christina Maria Cameron

USF Tampa Graduate Theses and Dissertations

ABSTRACT

This qualitative study advances crisis communication and relationship management application and theory by examining the crisis response strategies used by corporations during a time of crisis involving a nonprofit partner. A qualitative content analysis was performed on the Facebook pages of 57 companies that were corporate partners of Susan G. Komen in early 2012. Nineteen companies responded using their Facebook accounts during two crisis periods studied. The researcher argues that consideration must be given to additional contingent factors beyond those proposed by situational crisis communication theory. Contingent variables related to the corporations' relationship with the charity, including level of …

Chinese Consumers' Evaluation Of Domestic And Foreign Products: The Roles Of Country Of Origin And Product Usage Experience, Yuze Gao

USF Tampa Graduate Theses and Dissertations

Although COO has been a topic of central interest in international marketing research, most work has focused on consumers in western countries. The concept of product usage experience, though often implied in COO research, has yet to be investigated more directly and explicitly. The goal of the study is to examine the relationships among COO perceptions, product usage experience and purchase intention among Chinese consumers. The study examined two kinds of product usage experiences (usage variety and frequency) pertaining to products (products in general and laptop computers in specific) made in two countries (America and China). Empirical data gathered from …

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 …

Communicating During An Organizational Crisis: Using Facebook As A Relationship Management Tool, Vjollca Hysenlika

USF Tampa Graduate Theses and Dissertations

The purpose of this study was to determine how organizations communicate on Facebook during a crisis, from a relationship management perspective, and how their interactivity, responsiveness, and transparency affect their Fan page's relevance, importance, and appeal. In this study, the researcher conducted a controlled experiment to examine if a strategized Facebook Fan page that contained a high level of interaction, responsiveness, and transparency contributed to long-lasting relationships with fans or helped organizations recover/prevent a crisis. The researcher created eight different conditions (Facebook Fan Pages) presenting a crisis message, and recruited 200 students (25 participants per condition) from the University of …

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 …

The Effects Of Source And Product Characteristics On Persuasion., Karin Braunsberger

USF St. Petersburg Campus Faculty Publications

The purpose of this research was to test the "product and endorser feature congruence hypothesis." Thus, it was tested whether matching source expertise with credence attribute claims and source experience with experience attributes claims has a positive effect on consumers' cognitive responses as well as their attitudes toward the endorser and the ad. These effects were investigated for the following reasons: First, source expertise appears to have a significant impact on persuasion (McGuire 1969) and is distinguishable from source experience (Jacoby, Troutman, Kuss and Mazursky 1986). Thus, these constructs may have differential effects on persuasion. Second, credence and experience attributes …