Now showing items 1-5 of 5
How Customer-Centric Structures Leverage the Effects of Advertising and R&D on Brand Equity and Firm Performance
Academic research and marketing practice emphasize the role of advertising and R&D in building brand equity to achieve superior financial performance. Yet, prior research fails to consider that these marketing mix variables (advertising and R&D) may vary in their effectiveness depending on a firm's organizational structure. ...
Means versus Ends: The Roles of Implicit Theories and Maximizing versus Satisficing Orientations in Consumer Evaluations
This dissertation consists of two essays. The first essay investigates how consumers' implicit theories influence their sensitivity to reward points. This paper demonstrates that consumers' susceptibility to reward points differs depending on their implicit theory. Incremental theorists, who believe in changeability, are ...
Identity Regulation: Theory and Implications of Multiple-Identity Management
The present work provides a unified framework for identity research by synthesizing growing but isolated literature streams. Four themes arise from this synthesis. First, identities are collections of self-associated concepts that are stored in associative networks. Second, consumers seek to maintain cognitive consistency ...
Essays on optimal bidding strategies in sponsored search advertising auctions
In this dissertation, I model generalized second price (GSP) auction for keyword search to analyze the optimal bidding strategies of the participating advertisers. The results also apply to a more general setting where multiple goods are being auctioned off. The study in chapter 3 examines the bidding strategies of the ...
Unintended Consequences of Loyalty Initiatives
Firms launch loyalty initiatives (e.g., loyalty programs, relationship marketing investments) in the hopes of eliciting greater behavioral loyalty (e.g., less defection, more expansion). Extant research evaluates the direct effects of loyalty initiatives on customer performance without considering how they interact with ...