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Recent Submissions

  • A Multi-Method Examination of Partitioned Pricing 

    Abraham, Ajay Thomas (2015)
    This dissertation investigates the relationship between partitioned pricing (Morwitz, Greenleaf, and Johnson 1998) and dependent variables such as demand, preference, and attention. The first essay proposes a theoretical ...
  • Essays in Strategic Marketing 

    Healey, John (2015)
    Essay 1 focuses on purchasing behavior in the video game market, which can be conceptualized as a two-stage process where users first purchase a console and then purchase content for that console. Prior research on ...
  • THE ROLE OF SELF-BRAND CONNECTION IN BRAND PRIMING AND BRAND CO-CREATION CONTEXTS 

    Johnson, Heather Macrea (2014)
    This dissertation includes two essays that examine how self-brand connection influences brand-related behaviors in different contexts. Essay I investigates conditions under which brand primes can lead to decreased behavioral ...
  • ATTRIBUTION MODELING AND MARKETING RESOURCE ALLOCATION IN AN ONLINE ENVIRONMENT 

    Li, Hongshuang (2014)
    This dissertation contains one conceptual framework and two essays on the attribution modeling and marketing resource allocation in digital marketing. Chapter II presents the conceptual framework for attribution modeling ...
  • Online Social Influence 

    Zhang, Yuchi (2014)
    This dissertation studies the behaviors of consumers in an online, social context. In the first essay, we jointly model the drivers of social media rebroadcasting behavior. Our goal in this research is to propose a framework ...

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