Global ETD Search

121	An image and motivation study of Hong Kong tourists to mainland China Fung, Yuen Ming 01 January 1999 (has links) No description available. China Consumers' preferences Hong Kong Marketing Tourism
122	The effectiveness of underdog brand positioning : how inspiration drives low-control consumers' preference for underdog brands Tang, Yangyi 06 August 2020 (has links) Many marketers choose to position their brands as underdogs instead of top dogs in the marketplace. Research shows that underdog positioning may help marketers to create competitive advantages, although when and why consumers respond favorability to such positioning strategy is not fully understood. While a handful of studies found that underdog positioning is more effective than top-dog positioning for certain types of brands or consumers, little is known about how consumers'psychological state may influence their responses to underdog positioning. Existing literature on underdog positioning mainly attributes consumers' favorable responses to its ability to elicit empathy for the brand, neglecting the potential benefit that consumers can gain from their underdog support. To address these gaps, this thesis examines how personal control influences consumers' responses to underdog (vs. top dog) positioning. It was proposed that brands positioned as underdogs are preferred over those positioned as top dogs by consumers whose personal control is low because underdog positioning can inspire those consumers to restore their threatened control. Five experiments were conducted to test the hypotheses. Experiment 1 demonstrates that when consumers' personal control is low, consumers prefer brands positioned as underdogs over those positioned as top dogs. Experiment 2 uncovers the underlying mechanism of the observed effect: The relative preference for underdog positioning among low-control consumers occurs because the passion and determination exemplified in such positioning can inspire those consumers to cope with their loss or lack of control. In line with this mechanism, Experiment 3 provides supportive evidence that the acquisition of the brand positioned as an underdog, but not the acquisition of the brand positioned as a top dog, increases low-control consumers'feelings of control. The last two experiments show that low-control consumers' relative preference for underdog positioning is further moderated by both their shopping orientation and the causal attribution for their loss of control. The findings of this thesis contribute to the growing research on underdog positioning and customer inspiration, and the results have practical implications for marketers in terms of effectiveness of marketing communications.
123	The effectiveness of underdog brand positioning : how inspiration drives low-control consumers' preference for underdog brands Tang, Yangyi 06 August 2020 (has links) Many marketers choose to position their brands as underdogs instead of top dogs in the marketplace. Research shows that underdog positioning may help marketers to create competitive advantages, although when and why consumers respond favorability to such positioning strategy is not fully understood. While a handful of studies found that underdog positioning is more effective than top-dog positioning for certain types of brands or consumers, little is known about how consumers'psychological state may influence their responses to underdog positioning. Existing literature on underdog positioning mainly attributes consumers' favorable responses to its ability to elicit empathy for the brand, neglecting the potential benefit that consumers can gain from their underdog support. To address these gaps, this thesis examines how personal control influences consumers' responses to underdog (vs. top dog) positioning. It was proposed that brands positioned as underdogs are preferred over those positioned as top dogs by consumers whose personal control is low because underdog positioning can inspire those consumers to restore their threatened control. Five experiments were conducted to test the hypotheses. Experiment 1 demonstrates that when consumers' personal control is low, consumers prefer brands positioned as underdogs over those positioned as top dogs. Experiment 2 uncovers the underlying mechanism of the observed effect: The relative preference for underdog positioning among low-control consumers occurs because the passion and determination exemplified in such positioning can inspire those consumers to cope with their loss or lack of control. In line with this mechanism, Experiment 3 provides supportive evidence that the acquisition of the brand positioned as an underdog, but not the acquisition of the brand positioned as a top dog, increases low-control consumers'feelings of control. The last two experiments show that low-control consumers' relative preference for underdog positioning is further moderated by both their shopping orientation and the causal attribution for their loss of control. The findings of this thesis contribute to the growing research on underdog positioning and customer inspiration, and the results have practical implications for marketers in terms of effectiveness of marketing communications.
124	An exploratory investigation into the effects of unit pricing on food shopping behavior. Fishman, Ronald Fine 01 January 1973 (has links) (PDF) No description available. Consumers' preferences Food prices Price marks Supermarkets.
125	Consumer complaint behavior of new car owners : development and test of a theoretical model / Robinson, Larry M. January 1977 (has links) No description available. Business Administration Automobile ownership Consumers preferences
126	An investigation of the foreign product bias phenomenon in the United States and the implications for marketing strategies of imported products / Howard, Donald G. January 1984 (has links) No description available. Business Administration Commerce Consumers Consumers preferences
127	An Empirical investigation of multidimensional scaling and multidimensional unfolding to predict brand purchasing behavior / Moinpour, Reza. January 1971 (has links) No description available. Business Administration Purchasing Marketing research Consumers preferences
128	An empirical examination of attitudes and behavioral changes in the fashion adoption process / Lancioni, Richard A. January 1972 (has links) No description available. Business Administration Consumers preferences Consumers Fashion
129	An empirical investigation of the performance of situational multi-attribute attitude model in predicting consumer purchase behavior and in monitoring change / Miller, Kenneth Ernest January 1976 (has links) No description available. Business Administration Consumers preferences Consumers Motivation research
130	The predictive and descriptive efficacy of five evaluation models in diverse consumer decisional environments / Walton, John Reed January 1976 (has links) No description available. Business Administration Consumers preferences Grocery shopping

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