Now showing items 1-6 of 6
TOWARD AN UNDERSTANDING OF THE PRODUCT PLACEMENT EFFECT: CONSIDERING THE IMPACT OF BRANDED ARTIFACTS IN MEDIA
This dissertation is an effort to further understand the impact of product placement advertising on consumers in three essays. Essay 1, presents a meta-analysis of the product placement domain in effort to better understand ...
US-Based Hotel Brand Personality
Brand personality is integrated knowledge held by consumers about what a brand is and what a brand means to them. It is a critical notion to understand consumers' psychology with a brand such as brand attitude, attachment, ...
Entrepreneurial Innovation: Patent Rank and Marketing Science
This dissertation examines innovation from the Austrian-economic perspective of the entrepreneur utilizing patents as a proxy. For over 60 years, scholars in marketing, strategy, and economics have been looking for a way ...
THREE ESSAYS ON EMERGING ISSUES IN CHARITIES: THE GIFTING OF CHARITY, WHAT HAPPENS WHEN DONATIONS ARE REDIRECTED, AND THE IMPORTANCE OF FIT AND LINGUISTICS IN ENCOURAGING CONTRIBUTIONS.
This dissertation explores emerging trends in how consumers approach and experience charitable giving and expands on traditional charity research, which has typically considered how the type of charitable request and donor ...
Rebranding: Two Essays
This dissertation extends the limited extant research on rebranding. Despite the high costs and influential marketplace implications associated with rebranding, brand research has largely ignored this brand strategy and ...
The Effect of Marketing Strategy on Firm Financial Performance
This dissertation explores the effect of marketing strategy to influence firm financial performance. Specifically, I demonstrate through three related essays that different strategic marketing actions taken by a firm produce ...