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  Partner: UNT Libraries
 Decade: 2000-2009
 Degree Discipline: Marketing
 Collection: UNT Theses and Dissertations
An Analytical Model of the Determinants and Outcomes of Nation Branding

An Analytical Model of the Determinants and Outcomes of Nation Branding

Date: December 2009
Creator: Sun, Qin
Description: Nation as a brand represents the intangible assets of a country, encompassing various dimensions such as politics, economics, culture, history, and technology. However, much of extant work in nation branding has been limited to the empirical investigations of its positioning and implementation for specific countries, while other scholarly works in nation branding are conceptual. Various factors associated with nation branding are discussed in the literature, but there is no organizing mechanism to connect these factors to explore the dynamics underlying nation branding. To fill this gap, this dissertation attempts to identify the relevant factors underlying the deployment of nation branding, and to develop models to assess the association among these factors. Hunt and Morgan's resource advantage theory serves as the theoretical foundation of this dissertation's framework. After establishing panel data models that link the factors of building and developing the nation brand, the strategic implications of nation branding are discussed. Archival data were used for economic factors such as economic development, tourism, export, and inward foreign investment, and cultural, political, infrastructural, and geographical factors. The primary data were collected for qualitative factors perceived reputable brand and perceived reputable industry. The Anholt-GfK Roper's 2008 Nation Brands IndexSM was incorporated into the ...
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Commercial Motor Vehicle Driver Safety:  An Application of Ethics Theory

Commercial Motor Vehicle Driver Safety: An Application of Ethics Theory

Date: August 2009
Creator: Douglas, Matthew Aaron
Description: Safety is an important aspect of ethical, socially responsible logistics. Current U.S. motor carrier (MC) safety research topical coverage includes the effects of individual and environmental influences, carrier safety management, and regulatory compliance on carrier safety and driver fatigue/safety performance. Interestingly, little research on the subject of truck drivers' safety attitudes and behaviors exists and the underlying decision-making processes that guide drivers' safety-related behaviors have received little attention. Furthermore, researchers have not provided an integrated framework that explains individual, organizational, and regulatory factors' impact on drivers' safety decision-making and performance. Truck drivers' safety judgments, decisions, and actions must adhere to societal safety norms. To that end, ethical decision-making theory that draws from the deontological and teleological traditions in moral philosophy provides a theoretical foundation and integrated framework necessary to better understand drivers' safety decision-making processes. The current research sought to determine how drivers rely on safety norms and perceived consequences in forming safety judgments and behavioral intentions. Furthermore, the study was designed to explore how various factors (i.e., individual, organizational, and regulatory) influence drivers' safety decision-making processes. Specifically, the study sought to answer the broad question, "How do commercial motor vehicle drivers make safety-related decisions, and how do individual, organizational, ...
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The impact of gender effects on consumers' perceptions of brand equity: A cross-cultural investigation.

The impact of gender effects on consumers' perceptions of brand equity: A cross-cultural investigation.

Date: August 2008
Creator: Ye, Lei
Description: Despite a long-standing tradition to view gender as a unitary theoretical construct, there is an increasing approbation afforded to gender identity as a multifarious construct. Over and above physiological characteristics, gender identity is a psychological and a social construct. More than simply a biological classification, both gender and gender identity have been explored as portentous moderators of consumers' cognitive and emotive states, brand attributions and shopping behaviors. How might gender differences be manifested in building and sustaining brand relationships? This is the seminal question addressed in the present research. The overarching objective of this research is to address how the broadened conceptualization of gender impacts customer-based brand equity across U.S. and Chinese consumers. The focal populations of interest are related to markedly different levels of brand penetration in each a post-developed and transitional market setting. Furthermore, it provides a platform for investigating how gender identities may differ across two of the largest consumer buying groups in the global marketplace. Toward this goal, this research explores the multidimensionality of gender as a construct, and then empirically investigates how an extended view of gender may or may not impact consumer-based brand equity. Based on an integration of extant theories in gender identity ...
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Symbolic visuals in advertising: The role of relevance.

Symbolic visuals in advertising: The role of relevance.

Date: August 2008
Creator: Holmes, Gary R.
Description: Relevance has been applied to various conditions in the marketing literature but no single definition has been developed. A single clear definition will be helpful to researchers investigating relevance in the marketing and consumer behavior fields. Confusion also exists in the literature regarding to what extent a symbolic visual in an advertisement is relevant. Many researchers are also calling for empirical evidence of a linkage between relevance and response through a theoretical measure of relevance. The central theory used in this dissertation is Sperber and Wilson's (1995) theory of relevance (TOR). TOR can help researchers and marketing managers by explaining how consumers may interpret visuals in advertising. TOR explains why some visuals thought to be unconnected with the product become relevant in advertising. This study makes the assertion that TOR has been underutilized and even ignored by some researchers in past marketing literature. Thus, TOR is used to provide greater explanatory power of consumers' interpretation and response to advertising visuals than what is currently realized by researchers and marketing managers. A reliable measure of relevance was developed using TOR as a foundation. Experiments were conducted to empirically test TOR and support was found for most aspects of the theory. This ...
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The Impact of Visceral Influences on Consumers' Evaluation of Weight Loss Advertising

The Impact of Visceral Influences on Consumers' Evaluation of Weight Loss Advertising

Date: May 2008
Creator: Amos, Clinton L.
Description: The weight loss industry has come under fire from the Federal Trade Commission (FTC) in recent years due to consumer claims that many firms, marketing weight loss products, are using advertisements in an attempt to deceive consumers. Illegitimate weight loss claims have created so much concern that a White Paper call-to-action to investigate misleading weight loss advertisements has been filed. Despite recent interest, little attention has been garnered concerning the understanding of why consumers respond to potentially misleading weight loss claims. Intuitively, an understanding of why consumers fall prey to weight loss claims may aid academics, practitioners, and policy makers as they make important decisions relative to the weight loss industry and its practices. This study fills that void by applying a theory of visceral influences (TVI) to the context of weight loss advertising. Loewenstein's TVI was developed to aid in explaining why consumers make decisions contrary to their long-term self-interest. Visceral influences are drive states that have a direct hedonic impact, have an effect on the relative desirability of various goods and activities, and consequently, have a strong influence over the decisions consumers make. Common visceral cues (cues associated with any reward linked to a visceral factor) include proximity ...
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Performance Implications of Multi-Channel Strategic Decisions by Incumbent Retailers: The Role of Order of Entry and Degree of Inter-Channel Coordination

Performance Implications of Multi-Channel Strategic Decisions by Incumbent Retailers: The Role of Order of Entry and Degree of Inter-Channel Coordination

Date: May 2008
Creator: Pentina, Iryna
Description: The rapidly intensifying adoption of the Internet channel for marketing and sales by incumbent bricks-and-mortar retailers underscores the importance of assessing the impact of the online channel strategies on firm performance in the dynamic competitive environment. At the time when store-based retailers increasingly dominate online sales the questions of when and how an incumbent retailer should adopt an online channel to achieve and sustain a competitive advantage are of utmost interest for both marketing scholars and practitioners. This dissertation investigates the role of two strategic decisions in affecting firm performance: (a) the order of adopting an online channel by incumbent retailers and (b) the degree of coordination between store and online sales channels. The resource-based view and the dynamic capabilities approach are used as theoretical foundations for the study. Following resource-based logic and applying a contingency perspective, this research proposes that firm-specific resource endowments determine the success of the order of online entry strategy for incumbent retailers. This dissertation utilizes the dynamic capabilities approach to propose that the strategy of inter-channel channel coordination leads to higher performance when core, unique dynamic capabilities pertaining to e-commerce are developed in-house, as opposed to being outsourced. By posing and answering the research questions ...
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An Empirical Examination of Service Dominant Logic: The Theory of the Network

An Empirical Examination of Service Dominant Logic: The Theory of the Network

Date: August 2007
Creator: Randall, Wesley Spencer
Description: Marketing scholars question the ability of the 4Ps to explain higher order phenomena in modern marketing. Scholars contend that marketing's historical framework, based in product centric economic theory, constrains the 4Ps ability to form a foundation for a general theory of marketing. The focus on value embedded in product fails to explain knowledge-based intangible sources of competitive advantage. In response to this concern a new dominant logic for marketing called service-dominant logic (S-D Logic) has been proposed. However, not all scholars are supportive of S-D Logic. Still nescient, S-D Logic lacks a theoretic model, operationalized constructs, and relationships between those constructs. This study addresses those deficiencies by: (1) generation of a grounded theory of a performance-oriented network; (2) empirical assessment of the S-D Logic literature; and (3) development of an inductively generated theory of S-D Logic to include constructs, relationships, outcomes, and hypothesis. This investigation provides an important set of research findings. The resultant service-oriented network theory suggests a theoretic structure for S-D Logic. Use of grounded theory provides a strong empirical foundation based in a leading edge multi-national market segment composed corporations and programs worth hundreds of billions of dollars. The analysis drew upon 44 field interviews and follow-up ...
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An empirical investigation of how perceived devaluation and income effects influence consumers' intended utilization of savings from coupon redemption.

An empirical investigation of how perceived devaluation and income effects influence consumers' intended utilization of savings from coupon redemption.

Date: August 2007
Creator: Barat, Somjit
Description: Coupons are one of the most popular and attractive tools of promotion. Redeeming coupons makes shoppers feel that they are doing something good for their family's budget, because coupons offer 'savings.' On the other hand, a coupon might have several negative effects on purchase behavior as well, which might 'devalue' the promoted product in the consumer's perception. But a review of the literature shows a lack of attention afforded to the above-mentioned aspects of coupon redemption. In addition, the consumer's coupon redemption behavior is moderated by several factors drawn from research in the fields of market pricing, economics and psychology, each of which have contributed to the current study in their own way. Finally, there does not exist any substantive research as to why coupon redemption rates have been on the decline, despite an increase in distribution of coupons. Therefore, this research not only fills existing gaps in the literature but also enriches it by synthesizing views from different academic disciplines. This dissertation concentrates on grocery products. Data is collected from about 2500 adults, primarily residing in the Dallas-Fort Worth area. The conceptual framework is based on the theory of reasoned action, which suggests that an individual's beliefs influence his/her ...
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An exploratory investigation of the effects of co-production and co-consumption on the characteristics and adoption of service innovations: the customer's perspective.

An exploratory investigation of the effects of co-production and co-consumption on the characteristics and adoption of service innovations: the customer's perspective.

Date: August 2007
Creator: Zolfagharian, Mohammadali
Description: Customers play an active role throughout the marketing process. This dissertation concerns itself with customer's co-creation of value for self (co-production) and for other customers (co-consumption) during service production and delivery. With the servuction system as its overarching framework, this study explains how changes in the customer's perceived co-production and co-consumption, caused by a service innovation, influence her perceptions of service innovation characteristics and modify her adoption behavior. It draws on a multidisciplinary body of knowledge and develops a conceptual framework and a set of substantive propositions. The empirical research was contextualized in three services: self check-out at grocery stores, Build-A-Bear stores, and meal assembly centers. It focused on members of Generations X and Y who were familiar with these services. The qualitative investigations and pilot study helped adapt the extant scales and construct new scales. In line with prior works, the focal service encounters were simulated through a series of consumption scenarios. The exploratory factor analysis in the pilot study and the confirmatory factor analysis in the main study indicated that the instruments were culturally informed, internally reliable, and construct-wise valid. The results indicate that co-production and co-consumption play important roles in explaining innovation characteristics and adoption decisions. More ...
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How componential factors and constraint enhance creativity in the development of new product ideas.

How componential factors and constraint enhance creativity in the development of new product ideas.

Date: August 2007
Creator: Hirunyawipada, Tanawat
Description: New product ideation is the transformation of a raw idea into a robust concept with consideration of fit and feasibility of technologies, customer benefits, and market opportunity. Although the ideation process often involves ambiguous processes, it is the most critical activity in new product development (NPD). As a creativity task, the ideation process is considered heuristic rather than algorithmic. However, managing the ideation process as either a completely heuristic or an entirely algorithmic procedure leads to just conventional outcomes. Rooted in cognitive psychology, this study proposes that ideation activities in NPD should be pursued as Simonton's "constrained stochastic behavior." An ideation task not only needs good componential factors but also requires constraint to frame the task by precluding unwieldy ideas while promoting high variability of ideas. Focusing on the inputs and attempting to strike a balance between algorithmic and heuristic ideation process may provide the mechanisms to manage the psychological perceptions with an aim to stimulate and orchestrate the ideation staff's cognitive efforts to generate the creative idea. To achieve this goal, new product idea creativity is considered as the ideas that could turn out to be products that are novel to and useful for customers, and appropriate to firms' ...
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