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open access

Intellectual Capital (IC) and Customer Value in a Retailing Context

Intellectual Capital (IC) is the intellectual capability of an organization; it drives the usage of other productive resources and adds value to the business structure. Although the expanding literature on IC has enhanced our understanding, the effects of IC with relation to consumers have not been explored in the marketing literature. Thus, this study fills this void by approaching the notion of IC from a customer perspective. Customer value also has attracted extensive attention in recent yea… more

Date: August 2015

Creator: Jeon, Sua

Item Type: Thesis or Dissertation

Partner: UNT Libraries

open access

Fashion-brand Experiences in Multi-channel Retailing: Impacts of Experience Dimensions and Experience Types on Brand Resonance

The brand behind the garment is what gives the product popularity, relevance to the consumer, and overall profitability. As time passes, markets are becoming flooded with more brands that inherently provide the commodities. As a result, fashion marketers must put more time and investment into stipulating ways for which their brand can reach a select target consumer and enhance repeat purchase intentions with their competitive differentiations. As their efforts engage, an experiential perspectiv… more

Date: December 2011

Creator: Evans, Leslie J.

Item Type: Thesis or Dissertation

Partner: UNT Libraries

open access

Corporate Social Responsibility and Brand Equity: Insights to Global, Luxury, and Co-Creation Brand Building Strategies

Given the growing number of socially conscious and ethical consumers, brands have been taking a strategic approach to corporate social responsibility (CSR) by integrating socially responsible activities into the brand's core value proposition in order to remain relevant in the marketplace and drive brand equity. Extant research on CSR has investigated its effect on various consumer behavior outcomes. However, from a brand-building perspective, there is still a lack of understanding on how to ef… more

Date: May 2020

Creator: Muniz, Fernanda

Item Type: Thesis or Dissertation

Partner: UNT Libraries

The Effect of Online Consumer Reviews and Brand Equity on the Consumer Decision Making Process

This research aims to investigate the (1) review effects on consumer decision making process, (2) effects of negative reviews on brand equity, and (3) consumers' likely response to a brand's request for reviews. The objective of the first essay is to investigate the nature of the relationship between skepticism and consumer decision making in an online behavior context. Its second objective is to know whether people's belief on their abilities or their hedonic principle moderates the relationsh… more

Date: December 2021

Creator: Ahmad, Fayez

Item Type: Thesis or Dissertation

Partner: UNT Libraries

Increasing the Effectiveness of Location-Based Advertising

Location-based ads are defined as any ads that are sent by an identified source to consumers' mobile devices when they are around the advertised product/store. Although mobile ad spending is said to have accounted for 68% of all digital ad spending in 2020, knowledge of how businesses can use mobile and location-based technology to reach their customers effectively is limited. Thus, the purpose of this three-essay format dissertation is to review the literature on LBA and identify the gaps in t… more

This item is restricted from view until September 1, 2027.

Date: August 2022

Creator: Thapa, Sajani

Item Type: Thesis or Dissertation

Partner: UNT Libraries

Linguistic Racism in the Marketplace

Linguistic racism is faced by non-native customers due to their different language style when they go through the service exchange process. Despite its prevalence and importance, there is a dearth of research about linguistic racism in the marketing literature, especially from consumers' perspectives. This dissertation thus aims to address this gap by focusing on consumers' cognitive and affective responses as a result to their linguistic racism experiences when they interact with service emplo… more

This item is restricted from view until August 1, 2025.

Date: July 2023

Creator: Malik, Aaminah Zaman

Item Type: Thesis or Dissertation

Partner: UNT Libraries

open access

Brand Management Capability and Brand Performance

Brands are intangible assets that provide companies with the potential to extract higher rents or prices from customers. However, only few organizations are able to build and sustain brands over a long period of time. Brand management capability - the organization's ability to build and sustain brands becomes important for achieving sustainable competitive advantage. Despite the importance of brand management capability to organizations, majority of the brand management literature has primaril… more

Date: August 2016

Creator: Iyer, Pramod P

Item Type: Thesis or Dissertation

Partner: UNT Libraries

open access

The Evolution of Brand Co-Creation: Models and Exploration of Stakeholders' Motivations

Co-creation is an emerging phenomenon that occurs when two or more parties work together to create value. Co-creation, which is a key component to service dominant logic, is present in business to business, business to consumer, and consumer to consumer processes. This dissertation will focus on the business to consumer (and consumer to business) co-creation relationship. Much of the current business to consumer co-creation literature is qualitative in nature, with quantitative work just now be… more

Date: August 2017

Creator: Kennedy, Eric (Marketing professor)

Item Type: Thesis or Dissertation

Partner: UNT Libraries

open access

Goodbye Seems to be the Hardest Word: Investigating Why, When, and How to Delete Brands

Branding dates back to centuries ago when traders were trying to distinguish their products from others in order to promise a higher quality to their consumers. Today, brands are considered as intangible resources that can have a significant contribution to the firm performance. Based on the Resource-Based Theory (RBT), valuable, rare, inimitable, and non-substitutable brands are strategic resources that create superior value and play a key role in achieving a sustainable competitive advantage … more

Date: August 2016

Creator: Davari, Arezoo Sadat

Item Type: Thesis or Dissertation

Partner: UNT Libraries

open access

The Embarrassment Paradox: Encouraging Compensatory Consumption in Morality-Laden Contexts

This research introduces the unique context of immoral inaction—situations in which consumers have the opportunity to engage in virtuous behaviors but opt against doing so. Through five studies I demonstrate that in such contexts, embarrassment—a negatively valenced self-conscious moral emotion evoked by the perception that one's behavior is worthy of judgment by others—interacts with the use of approach-motivated coping strategies to lead consumers to engage in prosocial compensatory behaviors… more

Date: August 2020

Creator: Bennett, Andrea Rochelle

Item Type: Thesis or Dissertation

Partner: UNT Libraries

open access

Consumer Perception of Brand Equity Measurement: a New Scale

Brand equity is perhaps the most important marketing concept in both academia and practice. The term came into use during the late 1980s; and the importance of conceptualizing, measuring, and managing brand equity has grown rapidly in the eyes of practitioners and academics alike. This has resulted in several often-divergent view-points on the dimensions of brand equity, the factors that influence it, the perspectives from which it should be studied, and the ways to measure it. Many different d… more

Date: May 2012

Creator: Baalbaki, Sally Samih

Item Type: Thesis or Dissertation

Partner: UNT Libraries

open access

Regulatory Orientation, Message Framing and Influences of Fit on Customer Behaviors

Existing literature on consumer behavior has argued that an individual’s regulatory orientation interacts with message framing. If there is a match between regulatory orientation (promotion versus prevention) and message framing, this results in positive attitudes toward a given advertisement. Conversely, if there is a mismatch, the effect is opposite, i.e., attitudes toward that advertisement are less positive and less favorable. This research extends the term of compatibility by examining ho… more

Date: August 2012

Creator: Tran, Trang Phuc

Item Type: Thesis or Dissertation

Partner: UNT Libraries

open access

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

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 migh… more

Date: August 2008

Creator: Ye, Lei

Item Type: Thesis or Dissertation

Partner: UNT Libraries

open access

Investigating E-servicescape, Trust, E-WOM, and Customer Loyalty

Old Spice cleverly used a handsome actor to play the Old Spice Man character for a Super Bowl commercial in 2010. After the game, this Old Spice commercial was viewed more than 13 million times on YouTube, a social media video-sharing site. This viral marketing campaign, also known as electronic word-of-mouth (E-WOM), propelled the Old Spice brand into the forefront of consumers’ minds, increased brand awareness, and inspired people to share the video links with their family, friends, and co-wo… more

Date: August 2014

Creator: Tran, Gina A.

Item Type: Thesis or Dissertation

Partner: UNT Libraries

Brand Rivalries and Their Effect on Consumer Choices

This dissertation extends our understanding of how rivalries are formed, what their antecedents are, and how and why they influence consumer choices. Furthermore, the psychological processes underlying the rivalry effects and the moderating effects of temporal focus are uncovered.

Date: August 2020

Creator: Alvarado Karste, Juan Diego

Item Type: Thesis or Dissertation

Partner: UNT Libraries

open access

Creating Value by Enhancing Innovative Capability: the Role of Absorptive Capacity and Institutional Framework

Innovations as a source of economic wellbeing and social prosperity has been well researched, albeit primarily done in the context of developed economies. However, of late, interest in the effect of innovation on economic performance and quality of life has been renewed as the world observes the rise of emerging economies, and at the same time, the prolonged recession in the more developed economies (i.e. North America and European countries). There has been a marked increase in the quantity an… more

Date: August 2014

Creator: Suryandari, Retno Tanding

Item Type: Thesis or Dissertation

Partner: UNT Libraries