The primary motivation of this dissertation is to identify how trends in lifestyle branding have influenced, and been influenced by, peer-to-peer marketing communications[...]

In the first essay of my dissertation, I draw on agency theory and marketing strategy and develop a set of hypotheses that explore whether the investment horizon of insti[...]

This research examines the implications of two critical areas in services marketing: suggestive selling and service recovery performed by frontline personnel. In this f[...]

Meaning is all around us each and every day. Psychological meaning focuses on the factors that underlie the meaning an individual derives from and ascribes to a particul[...]

The use of humor in consumer communication is on the rise. However, research examining the efficacy of humor in advertising has been inconsistent. Both in the psychology [...]

This work explores the implications of two recent phenomena in the area of marketing, namely the increased popularity of subtracted or absent ingredients and the heighten[...]

The recent growth of online customer communication and digital product development and adoption has begun to transform the world economy, as computer technology is increa[...]

With the growth of the Internet, both managers and academics are interested in learning how Web design affects consumers overall judgments and contributes to the achievem[...]

Visual designs are increasingly utilized by consumers to make determinations about offerings in the marketplace, yet, the fields understanding of the role of visual desig[...]

My dissertation focuses on effective management of Business-to-Business (B2B)relationships for better supplier innovation performance and customer engagement. I examine t[...]

The growing popularity of online auctions and the availability of rich and detailed biddingdata have spawned many new empirical researches in auctions that were not possi[...]

This dissertation focuses on three marketplace activities and their associated consumer behaviors: a) onground "o-dating", b) electronic "e-dating", and c) Valentines Day[...]

In contributing to this emerging stream of consumer culture literature, the purpose of my dissertation is to explore the intersection between consumption practices and id[...]

For the past several years, there has been an increasing trend of a phenomenon in which firms decide to change their identities by redeploying their corporate or product [...]

In this dissertation I provide a critical review of past literature on uncertainty and risk in consumer research, and discuss opportunities for new cross-paradigm researc[...]

Whether interacting with friends, searching for information, or relaxing, consumers are increasingly turning to social media tools to fulfill a variety of needs. Research[...]

With the rise of social media, consumers are increasingly interacting with their peer consumers in online brand and product enthusiast communities. As this online consume[...]

A visual image is characterized by two key components: 1) content (what is depicted) and 2) manner (how it is depicted). This dissertation proposes that when the content [...]

On September 30th of 2004, Merck & Co. Inc. made the rather surprising announcement that it was withdrawing Vioxx due to its increased cardiovascular risk. The withdr[...]