Current models of quality in the marketing discipline tend to have a producer orientation. Influences on quality outside the control of the firm, such as consumer perceptions or needs, are only addressed in a rudimentary manner. While quality is acknowledged as being determined by the consumer and akin to an attitude, ironically, literature on quality is not well grounded in relevant theory from psychology and related disciplines. This thesis presents an exploration of quality and its meaning within the context of assessing scholarly marketing articles. The objective of the study is to develop a new consumer- oriented model of quality to enhance understanding of the construct, enabling marketers to better influence consumers� assessment of quality. The academic marketplace involves articulate and experienced producers, channel members and consumers. An investigation of quality within the context of marketing�s scholarly articles therefore provides rich material for refining the quality construct. The first stage of the research addressed two research questions related to scholarly articles: RQ1: What intrinsic factors (article attributes) influence quality assessments? RQ2: What extrinsic factors (external to the article) influence quality assessments? The components of quality in scholarly articles were drawn from several sources: literature sources; journal editorial policies; key informant interviews; and analysis of the content and editorial boards of the top journals. Overall, results suggested a connection between consumers� assessments of quality and factors such as their belief structures, reference group norms, and consumption context. The empirical findings led to further investigation through literature analysis. Theories from psychology helped to explain the interplay of beliefs, attitudes and perceptions in quality assessments and suggest consumer characteristics (such as the rigidity of mental sets, or novelty seeking behaviour) that influence that interplay. On a theoretical level, the new quality model integrates theories of psychology with product-oriented aspects providing a multifaceted view of the quality construct. This is achieved by using the Theory of Planned Behaviour as the central framework, providing a robust depiction of quality assessment from a consumer perspective. Elements of quality from managerial models, such as product attributes and company image, are found to fit logically into the new structure. The new model also reveals connections with the philosophy and sociology of science and provides an enhanced understanding of the workings of academia and the dissemination of scholarly knowledge. There has previously been no comprehensive study of quality in academic articles, therefore on a practical level the model of quality supports authors in producing improved manuscripts, thus enabling faster review and dissemination of research within the discipline. Further research to refine and test the model is recommended.

The factors which influence consumers evaluations of brand extensions have been an important research issue in the area of brand extensions. Regardless of its importance, there is a lack of study in brand extensions in Asia, particularly in Thailand. / Based on the review of previous research of brand extensions and integration into the elements of the conceptual combination literature, a conceptual model for evaluating brand extensions, which is relevant to Thai consumers, is proposed. The consumers evaluations of brand extensions are examined using similar and dissimilar hypothetical extensions of two different brands. / There were two main stages in data collection process; the focus groups and questionnaire survey. The first stage, involving the focus groups, was conducted to select the product category, original brands and hypothetical extensions which were relevant to target respondents. The second stage, the questionnaire survey, was conducted to examine the consumers responses to brand extensions. Two thousand participants were surveyed on the four hypothetical extensions derived from two original brands across the proposed scale for the main study. The probability sampling with a simple random sampling method was selected for the main study. The usable response rate was eighty-one percent. Thus, a total of one thousand and six hundred usable questionnaires were obtained during one and a half months period. / The findings of this study extended the brand extensions research by examining consumers trust, affection on the original brand and rational and emotional perception of fit between the original brand and extensions which are relatively new in the brand extension literature. Three different brand extensions revealed that brand trust, brand affection, emotional perception of fit and rational perception of fit played a significant role in evaluating brand extensions which in turn had an impact on the likelihood of trying brand extensions. Among these factors, emotional perception of fit was found to have the most significant impact in influencing the overall evaluation. Hence, Thai consumers relied less on rational perception of fit than emotional perception of fit when evaluating brand extensions. This study also found that brand trust on the original brand was particularly important in evaluating similar brand extension. Moreover, brand affection played a role in this study as it had a direct influence on the likelihood of trying brand extensions for similar extensions. / The present study contributes by extending prior brand extension research about consumer evaluations of brand extensions in the Thai context. The consumers trust and affection towards the original brand and their perception of fit between the original brand and extension are important consideration in implementing successful brand extension strategy. The present study provides an increased understanding of how consumers evaluate brand extensions in the Thai context as well as providing useful managerial application to businesses and managers in Thailand. / Thesis (PhDBusinessAdministration)--University of South Australia, 2006

Thesis (MBusiness-Research)--University of South Australia, 2002.

This thesis is concerned with two measures of advertising effectiveness: ad likeability (L) and brand linkage and specifically how they relate to each other.

No description available.

The factors which influence consumers evaluations of brand extensions have been an important research issue in the area of brand extensions. Regardless of its importance, there is a lack of study in brand extensions in Asia, particularly in Thailand. / Based on the review of previous research of brand extensions and integration into the elements of the conceptual combination literature, a conceptual model for evaluating brand extensions, which is relevant to Thai consumers, is proposed. The consumers evaluations of brand extensions are examined using similar and dissimilar hypothetical extensions of two different brands. / There were two main stages in data collection process; the focus groups and questionnaire survey. The first stage, involving the focus groups, was conducted to select the product category, original brands and hypothetical extensions which were relevant to target respondents. The second stage, the questionnaire survey, was conducted to examine the consumers responses to brand extensions. Two thousand participants were surveyed on the four hypothetical extensions derived from two original brands across the proposed scale for the main study. The probability sampling with a simple random sampling method was selected for the main study. The usable response rate was eighty-one percent. Thus, a total of one thousand and six hundred usable questionnaires were obtained during one and a half months period. / The findings of this study extended the brand extensions research by examining consumers trust, affection on the original brand and rational and emotional perception of fit between the original brand and extensions which are relatively new in the brand extension literature. Three different brand extensions revealed that brand trust, brand affection, emotional perception of fit and rational perception of fit played a significant role in evaluating brand extensions which in turn had an impact on the likelihood of trying brand extensions. Among these factors, emotional perception of fit was found to have the most significant impact in influencing the overall evaluation. Hence, Thai consumers relied less on rational perception of fit than emotional perception of fit when evaluating brand extensions. This study also found that brand trust on the original brand was particularly important in evaluating similar brand extension. Moreover, brand affection played a role in this study as it had a direct influence on the likelihood of trying brand extensions for similar extensions. / The present study contributes by extending prior brand extension research about consumer evaluations of brand extensions in the Thai context. The consumers trust and affection towards the original brand and their perception of fit between the original brand and extension are important consideration in implementing successful brand extension strategy. The present study provides an increased understanding of how consumers evaluate brand extensions in the Thai context as well as providing useful managerial application to businesses and managers in Thailand. / Thesis (PhDBusinessAdministration)--University of South Australia, 2006

The factors which influence consumers evaluations of brand extensions have been an important research issue in the area of brand extensions. Regardless of its importance, there is a lack of study in brand extensions in Asia, particularly in Thailand. / Based on the review of previous research of brand extensions and integration into the elements of the conceptual combination literature, a conceptual model for evaluating brand extensions, which is relevant to Thai consumers, is proposed. The consumers evaluations of brand extensions are examined using similar and dissimilar hypothetical extensions of two different brands. / There were two main stages in data collection process; the focus groups and questionnaire survey. The first stage, involving the focus groups, was conducted to select the product category, original brands and hypothetical extensions which were relevant to target respondents. The second stage, the questionnaire survey, was conducted to examine the consumers responses to brand extensions. Two thousand participants were surveyed on the four hypothetical extensions derived from two original brands across the proposed scale for the main study. The probability sampling with a simple random sampling method was selected for the main study. The usable response rate was eighty-one percent. Thus, a total of one thousand and six hundred usable questionnaires were obtained during one and a half months period. / The findings of this study extended the brand extensions research by examining consumers trust, affection on the original brand and rational and emotional perception of fit between the original brand and extensions which are relatively new in the brand extension literature. Three different brand extensions revealed that brand trust, brand affection, emotional perception of fit and rational perception of fit played a significant role in evaluating brand extensions which in turn had an impact on the likelihood of trying brand extensions. Among these factors, emotional perception of fit was found to have the most significant impact in influencing the overall evaluation. Hence, Thai consumers relied less on rational perception of fit than emotional perception of fit when evaluating brand extensions. This study also found that brand trust on the original brand was particularly important in evaluating similar brand extension. Moreover, brand affection played a role in this study as it had a direct influence on the likelihood of trying brand extensions for similar extensions. / The present study contributes by extending prior brand extension research about consumer evaluations of brand extensions in the Thai context. The consumers trust and affection towards the original brand and their perception of fit between the original brand and extension are important consideration in implementing successful brand extension strategy. The present study provides an increased understanding of how consumers evaluate brand extensions in the Thai context as well as providing useful managerial application to businesses and managers in Thailand. / Thesis (PhDBusinessAdministration)--University of South Australia, 2006

Thesis PlanB (M.S.)--University of Wisconsin--Stout, 2007. / Includes bibliographical references.

Thesis (Ph. D.)--University of Texas at Austin, 2007. / Vita. Includes bibliographical references.

Thesis (M.S.)--Oregon State College, 1959. / Typescript. Includes bibliographical references (leaves 41-42). Also available on the World Wide Web.