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Browsing Marketing Theses and Dissertations by Issue Date
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Smith, Larry Lacross
(University of Oregon, 1976)
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Marquardt, Adam Jefferson
(University of Oregon, 2007-08)
The purpose of this thesis is to determine in as
far as is possible, the types of baskets produced by the
Indians of Oregon, their distribution and their affinities
to those in adjacent areas.
The problem is complicated ...
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Marquardt, Adam Jefferson
(University of Oregon, 2007-09)
In the relationship marketing literature, our knowledge of business-to-business
buyer-seller relationship quality and its role in influencing seller brand equity remains
incomplete. This study develops a theory-grounded ...
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Whalen, Peter S., 1971-
(University of Oregon, 2008-09)
Marketing Planning is the most prescribed tool for "doing" marketing. The marketing plan's implementation schedule provides a roadmap for accomplishing a firm's stated marketing objectives. For over three decades researchers ...
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Sagara, Namika
(University of Oregon, 2009-12)
Numeric information is often presented to consumers in order to communicate important and precise information that is not well communicated through non-numeric information. The assumption of marketers, then, seems to be ...
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Parkman, Ian
(University of Oregon, 2010-06)
Design briefs outline the business objectives, corresponding design strategies and target markets for a product development project. Research has demonstrated that a variety of attributes influence consumer impressions of ...
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Chen, Johnny
(University of Oregon, 2010-09)
Prior research has tended to focus on rational (e.g., collective social action and cost-benefit factors) rather than emotional processes when predicting boycott intention. The current dissertation proposes that both processes ...
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Gurel Atay, Eda, 1980-
(University of Oregon, 2011-06)
Millions of dollars are spent on celebrity contracts each year by assuming that the benefits of using celebrities will exceed the costs. Accordingly, many researchers have studied the impact of celebrity endorsements on ...
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Andrews, Steven J., 1971-
(University of Oregon, 2011-06)
Rhetorical communication ("figures") in advertising are "artful deviations", analogous to bold or italicized text, which use style as their persuasive tool over message content. The present research built on theories of ...
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King, Jesse Stocker, 1982-
(University of Oregon, 2011-06)
This dissertation examines the role of affect in consumer judgments in two essays. The first essay explores the use of affect as a heuristic basis for judgments of the risks and benefits associated with new products. Current ...
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Lee, Christopher
(University of Oregon, 2014-09-29)
Marketing is about numbers but not necessarily just a number. From a big crowd to a half empty arena, adjectives carry numerical associations. The research within this dissertation builds on that idea while focusing on ...
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Armstrong Soule, Catherine
(University of Oregon, 2014-09-29)
The dissertation explores factors influencing consumers' payments in anonymous Pay-What-You-Want (PWYW) pricing contexts. Consumers often pay more than zero when given the opportunity to self-determine payments. However, ...
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Minton, Elizabeth
(University of Oregon, 2014-09-29)
This research provides a thorough review of the research on priming and marketing (essay 1) as well as empirically explores several unintended consequences of priming (essay 2) and the antecedents to priming effects (essay ...
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Koppenhafer, Leslie
(University of Oregon, 2014-10-17)
This dissertation examines how the inclusion of the social element in access-based consumption can influence affective and behavioral responses. The first essay builds upon the dimensions proposed by Bardhi and Eckhardt, ...
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Hanson, Sara
(University of Oregon, 2016-10-27)
Generating and maintaining participation in online communities is critical to their success. In this research, I investigate how the design of the reputation system can influence user participation. Specifically, I explore ...
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Wang, Xin
(University of Oregon, 2017-09-06)
Scant research on food advertising and purchase decisions has examined the moderating role of social constructs such as power. In this research, I investigate how consumers’ sense of power influences the persuasiveness of ...
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Xie, Hu
(University of Oregon, 2017-09-06)
How we communicate about brands and companies has changed. CEOs have come into the spotlight of brand communications but little marketing research offers holistic knowledge about CEOs as brand endorsers. This research ...
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Wardley, Marcus
(University of Oregon, 2017-09-06)
I propose two new theories to explain the consumption of aversive experiences: valence conversion and the hedonic equation. The principle of valence conversion asserts that discrete emotions that share a similar set of ...
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Reich, Brandon
(University of Oregon, 2019-01-11)
Applications of theories of interpersonal blame to consumer behavior have largely focused on understanding when consumers blame companies for their misbehavior. The current research moves beyond past work by shedding new ...
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Charlton, Aaron
(University of Oregon, 2019-09-18)
This dissertation addresses the topic of brand latitude, defined herein as a public entity’s capacity to deviate from category norms or to transcend the normal function of a brand without incurring adverse responses from ...
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