Browsing Marketing by Issue Date

Now showing items 21-35 of 35

    • 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 ...
    • 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 ...
    • TAKING THE PERSPECTIVE OF A SELLER AND A BUYER: IMPLICATIONS FOR PRICE ELICITATION AND PRICE FRAMING 

      Kim, Tom Joonhwan (2016)
      This dissertation consists of two essays which investigate how assuming the role of a seller or a buyer affects valuations in a price elicitation task (essay I) and how different presentations of an equivalent price affect ...
    • STRATEGIC MONETIZATION AND UPGRADING DECISIONS FOR MOBILE APPLICATIONS 

      Lee, Seoungwoo (2017)
      The mobile applications (apps) market has been growing steadily, propelled by rapid technological developments and consumer adoption of smartphones and tablet personal computers. In this dissertation research, I study app ...
    • Aspects of Online Reviews and their Effects on Consumer Decisions 

      Watson, Jared Joseph (2018)
      This dissertation examines different aspects of online reviews and their effects in consumer decisions. Online reviews are proliferating at a tremendous rate, with most consumers now stating that online reviews are the ...
    • Marketing in Mobile, Omni-Channel and Multi-Format Contexts 

      Gu, Xian (2019)
      This dissertation studies the marketing issues in mobile, omni-channel and multiformat contexts. In the first essay, while conventional wisdom indicates that apps have a positive impact on customer spending, I critically ...
    • Antecedents of Dishonest Consumer Behavior 

      Kang, In Hye (2019)
      Consumers engage in a wide range of dishonest behaviors, such as cheating or lying to companies for financial rewards. These dishonest behaviors are costly for companies and consumers. However, relatively little research ...
    • REPUTATION DYNAMICS IN MARKETING CONTEXTS 

      Ukanwa Zeiger, Kalinda Ukanwa (2019)
      This dissertation is an examination of the impact of dynamic consumer reputation effects on firm decision-making in the marketplace. Essay I is a study of the impact of firm interventions on competitive reputation building ...
    • DERIVING HAPPINESS FROM CONSUMPTION: TOWARDS AN UNDERSTANDING OF ENJOYMENT IN CONSUMER CONSUMPTION 

      Wu, Yuechen (2019)
      This dissertation includes three essays that investigate factors that influence how much enjoyment consumers derive from their various daily consumption. The first essay examines whether and when shared experiences are ...
    • STRATEGIC MERCHANT COMPETITION AND LARGE ASSORTMENT MANAGEMENT IN ONLINE MARKETPLACES 

      Kim, Min (2020)
      In this dissertation research, I study strategic merchant competitions on a retail deal platform and propose a new modeling approach for discovering consumer preference structures in online shopping environments with large ...
    • TWO ESSAYS ON USER-GENERATED CONTENTS IN MARKETING 

      Huh, Jin-Hee (2020)
      This dissertation studies two topics regarding user-generated content (UGC) in social media context. Due to its rapid proliferation, UGC has received much attention among both practitioners and researchers. Although past ...
    • HOW AND WHEN SIGNALING IMPACTS CONSUMPTION 

      Kim, Nicole You Jeung (2021)
      This dissertation includes three essays that investigate the impact of signals that certain consumption choices can send to other consumers. In particular, each essay focuses on how consumers’ consumption-related decisions ...
    • Essays on Digital Content Provision and Consumption 

      Wang, Chutian (2022)
      Consumption of digital content has become an inseparable part of consumers' lives today. As providers of digital content, media platforms continuously seek to pursue pricing and product design strategies that increase their ...