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 6 of 6 for “"brand evaluations"”.
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A model of consumer cognitive processes underlying memory-based brand evaluations
… of cognitive processes underlying memory-based brand evaluations is developed using recent theories of consumer behavior, social cognition and communication. A key postulate of the model is that consumers' processing goals at the time of encoding and their involvement levels at the time both of …
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Consumers’ Reactions to Multiple Instances of Negative Publicity: The Role of Publicity Domain Similarity
… multiple instances of negative publicity about a brand, existing research has focused on consumers’ reactions to one-time negative publicity instances. Given the important role of self-brand connection in consumers’ reactions to negative brand-related information, the current study investigates …
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Essays on How Consumers Respond to Positive Brand-to-brand Interactions
… are privy to a wide variety of content from brands and media figures (e.g., celebrities, content creators, athletes, influencers). I focus on investigating the effects of observing positive interactions between brands or human brands on consumer perceptions. In the first essay, across six …
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Product categorization and consumers' prior knowledge: implications for comparative advertising
… informativeness of the advertisement, extreme brand evaluations, confidence in evaluations and purchase intention. The results show that high as well as low familiarity consumers find the explicit comparative advertisements more informative than the noncomparative advertisements. High …
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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 effects of strategic corporate philanthropy on consumer perceptions: an experimental assessment
… an effective strategic option for corporate or brand image objectives, but ineffective for brand evaluation and purchase objectives. In addition philanthropy directed toward a particular segment also has a positive effect on consumers outside of that segment. Finally, philanthropy as a part of a …