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Marketing Theses and Dissertations

Theses/dissertations from 2023 2023.

How Feeling Like a Minority Affects Preferences for Autonomous Digital Interfaces , Ye Seul Kim

Theses/Dissertations from 2022 2022

Spillover Effects in Product Customization , Samuel Babu Sekar

Theses/Dissertations from 2021 2021

External and Internal Factors of Sports Sponsorship Selling Cycles in North American Professional Sports , Dan Kaufmann

Increasing Personal and Product Influence Through Background Auditory and Visual Cues , Zhihao Yu

Theses/Dissertations from 2020 2020

The Effects of Product Recalls on Competitors’ Market Value and Recalling Firm’s Reputation , Dong Liu

Corporate Brand Impact on Sales / Revenue Per Share , Brad A. Puckey

Competition in Upstream Humanitarian Supply Chain: Investigation of Food Banks , Iana Shaheen

Theses/Dissertations from 2019 2019

How Digital versus Non-Digital Modes of Food Ordering Influence Menu Healthfulness Perceptions and Food Choices , Annika Abell

Theses/Dissertations from 2018 2018

The Impact of Digital Marketing Decisions on Market Outcomes in Residential Real Estate , Denise Hunter Gravatt

Theses/Dissertations from 2017 2017

Hate is a Strong Word: The Influence of Hate-Acknowledging Advertising on Brand Outcomes , Lisa Monahan

The Effects of Loneliness on Consumers’ Digital Engagement with Social Media Ads , Yu Qin

Product Shadows and Ad Evaluations , Nazuk Sharma

Theses/Dissertations from 2016 2016

Understanding the Complexity of Product Returns Management: A Complex Adaptive Systems Theory Perspective , Jennifer Anne Espinosa

Branding Implications of Co-Created Social Responsibility , Alexander J. Kull

Theses/Dissertations from 2015 2015

How You Categorize Influences How Helpful You Are: The Effect of Categorization Mindset on Consumers’ Social Decisions , Hsiao-Ching Kuo

Theses/Dissertations from 2014 2014

Taken for Granted or Taken with Gratitude? An Examination of the Differential Effects of Donations of Time and Money on Consumers' Evaluation of Corporate Philanthropy , Ryan Langan

Essays on Consumer's Psychological and Behavioral Responses toward Social Coupons , Chinintorn Nakhata

Muscling Consumers to Optimal Option Differentiation: The Influence of Incidental Muscular Sensations on Option Differentiation , Courtney Szocs

Theses/Dissertations from 2012 2012

Essays on Mental Accounting and Consumers' Decision Making , Ali Besharat

Perceived Firm Transparency: Scale and Model Development , Jennifer Dapko

Theses/Dissertations from 2010 2010

Antecedents and Consequences of Channel Alienation: An Empirical Investigation within Franchised Channels of Distribution , Ivan Lapuka

Theses/Dissertations from 2009 2009

An Empirical Examination of the Dark Side of Relationship Marketing within a Business to Business Context , Brent L. Baker

Developing the Nomological Network of Perceived Corporate Affinity for Technology: A Three Essay Dissertation , David Earl Fleming

Theses/Dissertations from 2008 2008

Self-Directed Learning: Measures and Models for Salesperson Training and Development , Stefanie Leigh Boyer

Emotional Exhaustion and Its Role in Service Sabotage among Boundary Spanners , Diane R. Edmondson

Theses/Dissertations from 2007 2007

Essays on multiple identities and motivated consumption: Exploring the role of identity centrality on self-brand connections , Tracy R. Harmon

The impact of organizational climate variables of perceived organizational support, workplace isolation, and ethical climate on salesperson psychological and behavioral work outcomes , Robert J. Riggle

Theses/Dissertations from 2005 2005

The Effect of Perceived Entitativity on Implicit Image Transfer in Multiple Sponsorships , FrancoÌ?is Anthony Carrillat

Theses/Dissertations from 2004 2004

Relationship Advertising: Investigating the Strategic Appeal of Intimacy (Disclosure) in Services Marketing , Andrea Diahann Gaye Scott

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Home > Business > Marketing > ETDs

Marketing Theses & Dissertations

The following theses and dissertations were awarded in Business Administration with a concentration in Marketing and since Fall 2016 are available in this collection. Backfiles of all dissertations (and some theses) have also been added.

In late Fall 2023 or Spring 2024, all theses will be digitized and available here. In the meantime, consult the Library Catalog to find older items in print.

Theses/Dissertations from 2018 2018

Dissertation: Numerical Framing and Emotional Arousal as Moderators of Review Valence and Consumer Choices , Anh Dang

Dissertation: Two Essays on Value Co-Creation , Hangjun Xu

Theses/Dissertations from 2017 2017

Dissertation: The Role of Consumer Ethnocentrism on the Effects of Domestic vs Foreign Product Failure on Post Consumption Emotions and Complaint Behaviors , Kittinand Bandhumasuta

Dissertation: The Impact of Help-Self and Help-Others Appeals Upon Participation in Clinical Research Trials , Susan Lewis Casey

Dissertation: From Placebo to Panacea: Exploring the Influence of Price, Suspicion, and Persuasion Knowledge on Consumers’ Perception of Quality , Vahid Rahmani

Theses/Dissertations from 2016 2016

Dissertation: Valence or Volume? Maximizing Online Review Influence Across Consumers, Products, and Marketing , Elika Kordrostami

Dissertation: Buying Love Through Social Media: How Different Types Of Incentives Impact Consumers’ Online Sharing Behavior , Yueming Zou

Theses/Dissertations from 2015 2015

Dissertation: Spillover Effects of Brand Alliance and Service Experience on Host Brands in Loyalty Program Partnerships , Gulfem Cigdem Kutlu

Dissertation: Measuring Consumer Expectations of Salesperson Unethicality: A Scale Development , Amiee Mellon

Theses/Dissertations from 2011 2011

Dissertation: Judging Credence Service Based on Experience Service Evaluation: Moderating Effect of Ease of Assessing and Extrinsic Cues , Kungpo Tao

Theses/Dissertations from 2009 2009

Dissertation: Promotion Induced Competitive Effects: Two Essays , Rajeev Airani

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  1. Marketing Theses and Dissertations

    Theses/Dissertations from 2009. An Empirical Examination of the Dark Side of Relationship Marketing within a Business to Business Context, Brent L. Baker. Developing the Nomological Network of Perceived Corporate Affinity for Technology: A Three Essay Dissertation, David Earl Fleming.

  2. Online Marketing Strategies for Increasing Sales Revenues of Small

    This Dissertation is brought to you for free and open access by the Walden Dissertations and Doctoral Studies Collection at ScholarWorks. ... marketing strategies and challenges, online content strategies, and follow-up strategies. ... 2018). Background of the Problem Practical use of various online tools by business leaders leads to new ...

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    STUDY OF THE EFFECTIVENESS OF ONLINE MARKETING ON INTEGRATED MARKETING COMMUNICATION Dissertation submitted to Selinus University of Sciences and Literature, School of Business and ... twenty first century business environment (Preeti, 2018; Belch & Belch, 2004). Google (2007) argued that the proportion of people having access to the internet ...

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    This Dissertation is brought to you for free and open access by the Walden Dissertations and Doctoral Studies ... (Negoiţă et al., 2018). Marketing knowledge is critical to a business's success (Bacon & Schneider, 2019). However, many small business owners lack the marketing knowledge professional marketers possess (Bacon & Schneider, 2019 ...

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    Social media is a game-changer since it provides flexibility to communication at both personal and organizational levels. Using search icons in social media marketing, 10. companies increase rankings, sales, leads, and traffic of networking with their consumers.

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    organization's marketing capability is an effective strategic choice to create points of. difference from the competition (Ju, Jin, & Zhou, 2018). Agents and small business owners should target and adapt competitive strategies. such as building relationships with customers to gain a competitive edge. Agents.

  7. PDF AMAZON, E-COMMERCE, AND THE NEW BRAND WORLD

    in the Department of Business to be taken June 2018 . Amazon, E-commerce, and the New Brand World . Approved: _____ Lynn Kahle . This thesis evaluates the impact of e-commerce on brands by analyzing Amazon, the largest e-commerce company in the world. Amazon's success is dependent

  8. PDF Research in marketing strategy

    specific objectives: (a) to develop a framework through which to assess the current state of. research conducted within marketing strategy; (b) to illuminate and illustrate the "state of. knowledge" in core sub-domains of marketing strategy development and execution; and (c), to.

  9. PDF ENGAGING GENERATION Z THROUGH SOCIAL MEDIA MARKETING

    MARKETING Bachelor's thesis Business Management . Author (authors) Degree Time Alexandra Artemova Bachelor of Business Administration March 2018 Thesis title Engaging Generation Z through social media marketing Case: Hurja Media Oy 119 pages 11 pages of appendices Commissioned by

  10. PDF Marketing: Selected Doctoral Theses

    This dissertation investigates the implications of consumer inattention and uncertainty for firms' advertising and pricing decisions. The first chapter is an overview of the problems addressed in the dissertation and the main findings. The second chapter develops a theory -based, cost-effective method to estimate the demand for new

  11. PDF IMPROVING SUSTAINABILITY MARKETING IN RETAIL BUSINESS

    Spring 2018 ABSTRACT The global change has affected people's behavior and people have started to care more about the environment. This has increased the ... In the thesis, the 4P's and 4C's of marketing theory along with PESTEL analysis are used to gain a deeper understanding of sustainability marketing as a part of marketing. Also, basic ...

  12. PDF Artificial Intelligence In Marketing

    Artificial Intelligence In Marketing James Cannella Honors Thesis for Barrett, The Honors College at Arizona State University Spring 2018 . ... that can interact with the world akin to how humans do is far from reality as of 2018. AI in marketing today is unanimously narrow AI. As such, the form of AI covered in this paper is this

  13. PDF The phenomenon and rise of Influencer Marketing and

    This dissertation was written as a part of the MSc in e-Business and Digital Marketing at the International Hellenic University. ... marketing and advertising sphere, considering that the loss of global revenue due to blocked advertising was $21.8 billions during 2015, a figure that will most probably rise further, placing ...

  14. Marketing Theses & Dissertations

    Follow. Theses/Dissertations from 2018 PDF. Dissertation: Numerical Framing and Emotional Arousal as Moderators of Review Valence and Consumer Choices, Anh Dang PDF. Dissertation: Two Essays on Value Co-Creation, Hangjun Xu Theses/Dissertations from 2017 PDF. Dissertation: The Role of Consumer Ethnocentrism on the Effects of Domestic vs Foreign Product Failure on Post Consumption Emotions and ...

  15. PDF Marketing: Selected Doctoral Theses

    Author: Xinyu Cao (2018) Committee: Juanjuan Zhang (chair), Tony Ke, John Hauser Abstract: This dissertation investigates the implications of consumer inattention and uncertainty for firms' advertising and pricing decisions. The first chapter is an overview of the problems addressed in the dissertation and the main findings.

  16. (PDF) Influencer Marketing: An Exploratory Study to Identify

    The current study throws light on various aspects of influencer marketing that drive consumer behavior by using the theory of planned behavior (henceforth referred to as TPB) ( Ajzen, 1991 ) and ...

  17. (Pdf) Influence of Social Media Marketing on Consumer Buying Decision

    Social media marketing puts consumers back to the center of the business world and provides. marketers a new set of tools to interact with consumers and to integrate them into the brands. through ...

  18. PDF Digital Luxury Marketing

    Honors Thesis Dr. Ajay Sukhdial Dr. Lidan Xu . Digital Luxury Marketing 2 ... (Dargan, 2018). In the figure, the drive behind the purchase also varies between . Digital Luxury Marketing 5 ... Digital Luxury Marketing 9 McKinsey&Company (2018), predicts that by 2025 almost one-fifth on luxury sales will be

  19. PDF Artificial Intelligence in Digital Advertising

    thesis identify the research gap that exists within academic works and offers their suggestion for future research in the field of artificial intelligence adoption amongst ... one digital marketing channel (Herhold, 2018). In addition to that, as the companies realize the strategic importance of digital advertising, they are usually devoting ...

  20. PDF The Impact of Digital Marketing Practices on The Organizational

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  21. (PDF) Promotion as a form of Communication of the Marketing Strategy

    As a form of communication used to. inform, convince or remind t he public about. the goods, services, ima ge, and community. involvement of a person or organiz ation, promotion often has a ...

  22. Marketing Undergraduate Honors Theses

    Theses from 2018. Shop, Compra, 购买: Targeting the Multicultural Consumer, Evelyn Ballesteros. "Why the Anomaly that is Super Bowl Marketing is a Justifiable Investment", Anthony Cole Brothers. Are Accounting Firms Breaching the Age Discrimination Act with the Inclusion of Mandatory Retirement Provisions, Emily Haggard.

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  24. The State of Influencer Marketing Benchmark Report 2024

    In our Influencer Marketing Benchmark Report 2024, we surveyed 3000 marketing agencies, brands, and other relevant professionals to determine their views and build insight into their thoughts on the industry. ... Indeed, engagement for accounts with over a million followers (0.95%) is now less than half what it was in 2018 (1.97%). Average ...