Global ETD Search
Search theses and dissertations gathered from participating repositories worldwide. Every result links back to the library that holds it. No account is needed.
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Showing 1 to 16 of 16 for “"brand attitudes"”.
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An Experimental Investigation of the Effects of Price Promotions on Brand Attitudes: An Attribution Theory Perspective
It was also found that brand attitudes improved after a one week time lag, suggesting that if there are negative effects as a consequence of the brand's promotional activity, the negative effects dissipate within a one week time period (so long as the promotional activity does not continue).
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The Impact of Brand Attitude on Chinese Students’ Private University Choice in the Context of Social Media
… investigated the main influencing factors of brand attitudes in Chinese private universities. At the same time, the study discussed how to actively use social media tools to enhance the brand marketing capability of private universities. Purpose: The purpose of this study is to gain a deeper …
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Visuals, inferences, and consumers' biased information seeking
… selective exposure, and whether inferences and attitudes toward a newly encountered brand can mediate such visual biasing effects. I examine an underexplored dimension of confirmation bias in which newly developed inferential beliefs and brand attitudes are induced only by visual cues. The …
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Branded entertainment in emotional scenes: excitation transfer or direct affect transfer?
… context of a movie scene on the embedded brand? How might arousal level or valence of the scene influence brand attitudes and purchase intentions? Marketing practitioners take a lot of factors into consideration when placing brands (e.g., celebrity, length of time, type of placement, plot …
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Self-endorsing effect of brand filters: How the self, self-congruity, and perceived self-expressiveness lead to persuasion
I investigated the self-endorsing effect of brand filters on brand attitudes, purchase intentions, sharing intentions, and whether self-congruity and perceived self-expressiveness mediate the relationship between these variables. I conducted two laboratory experiments each with two conditions …
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In My Football Era: Exploring the Impact of Parasocial Interactions in Shaping Football Viewership and Attitudes Among Swifties
… interaction on the development of endorsed brand attitudes by looking at the effects of parasocial interactions between Taylor Swift fans who were influenced to watch her appearances at NFL games during the 2023-2024 season. Using the Dual Entertainment Path Model (Hung, 2014) as a framework …
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Mitigate Negative Effects in Spillover Crises
<p>When two brands are perceived as closely associated with each other due to industry membership, negative perceptions of and emotions towards the brand in crisis may transfer to another brand, known as negative spillover effects. Negative spillover effects of one brand's crisis can often lead to …
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Through the looking glass: a semiotic analysis and experimental test of pace and angle effects in television advertising
… that tested for pace and angle effects on brand learning and brand attitudes. The semiotic analysis built upon the work of C.S. Peirce, Christian Metz, Gerard Genette, and Herbert Zettl. Using our normal experience of time and space as a kind of deep structural baseline, it formally defined …
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Social Media and the Mediating Role of Perceived Authenticity in Covert Celebrity Endorsement: Influencing Factors
… authenticity and its impact on the promoted brand in covert social media marketing. To examine consumer behaviour, the Persuasion Knowledge Model and Attribution Theory were integrated, and a theoretical framework was then developed. In total, 653 social media users were recruited to …
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Influence of internal communication on employees’ brand outcomes
Internal branding studies indicate that organizations are pointing to effective internal communication as an influential factor in business success in ensuring the delivery of the brand promise by their employees, particularly the customer-interface employees. Internal communication satisfaction …
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Sexual Orientation: A Peripheral Cue in Advertising?
… involvement (high or low), and participants' attitudes towards homosexuality (high, medium, or low) on White heterosexual participants' attitudes toward the couple, attitudes toward the advertisement, attitudes toward the brand, attitudes toward the product, purchase intentions, and recall. …
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Question-order effects in market research: An information processing approach
… attribute rating question on a later overall brand evaluation in a marketing survey. The mechanisms which underlie such effects for respondents varying in product category knowledge are described using an information processing perspective. Two studies were conducted, including a laboratory …
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THE TIES THAT BIND: SOCIAL COMPARISON’S INFLUENCE ON CONSUMER ATTITUDES AND BEHAVIORAL INTENTIONS
… that consumers purchase and conspicuously use brands, not only for their functional benefits, but also for their psychological benefits. These psychological benefits can include reaffirmation of one’s status or group membership and increased self-esteem. Although previous research shows that …
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The Effect of Methodological and Personal Factors on Attitude-Behavior Consistency
… it was argued that the relationship between brand attitudes and purchase behavior was affected by two methodological factors and one personal factor. More specifically, this researcher postulated that attitude measurement (i.e., via magnitude estimation or category scaling), the …
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The Role of Communication in Marketing Brand Identity Change: A Case Study of the UAE SMEs
… a dominating form of business. Most research in branding is related to big organizations and there is little research about brand change management in SMEs. Thus, brand change management has recently become a subject of interest in the UAE SMEs, due to the rapidly transforming business …