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Brand attachment to specific technol...

McReynolds, Kevin V.

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Brand attachment to specific technology, means efficacy, and organizational commitment.

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Brand attachment to specific technology, means efficacy, and organizational commitment./
Author:	McReynolds, Kevin V.
Description:	144 p.
Notes:	Source: Dissertation Abstracts International, Volume: 71-04, Section: B, page: 2661.
Contained By:	Dissertation Abstracts International71-04B.
Subject:	Information Technology. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3397669
ISBN:	9781109697803

Brand attachment to specific technology, means efficacy, and organizational commitment.
McReynolds, Kevin V.

Brand attachment to specific technology, means efficacy, and organizational commitment. - 144 p.

Source: Dissertation Abstracts International, Volume: 71-04, Section: B, page: 2661.

Thesis (Ph.D.)--Capella University, 2010.

This study was exploratory in nature and examined the organizational commitment (dependent variable) impact of evangelistic marketing and training efforts. There was sufficient evidence from the practitioner press that many technology companies have adopted an evangelism marketing approach. This marketing method seeks to create attachments to technology among IT/IS professionals. For example, early Macintoshes were marketed more as a cause (fight against IBM or Big Brother) than as a product (Kawasaki, 1992). Another factor influencing IS/IT professionals' brand attachment was technology alignment.

ISBN: 9781109697803Subjects--Topical Terms:

1030799
Information Technology.

Brand attachment to specific technology, means efficacy, and organizational commitment.
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245 1 0 $a Brand attachment to specific technology, means efficacy, and organizational commitment.
300 $a 144 p.
500 $a Source: Dissertation Abstracts International, Volume: 71-04, Section: B, page: 2661.
500 $a Adviser: Cyd Strickland.
502 $a Thesis (Ph.D.)--Capella University, 2010.
520 $a This study was exploratory in nature and examined the organizational commitment (dependent variable) impact of evangelistic marketing and training efforts. There was sufficient evidence from the practitioner press that many technology companies have adopted an evangelism marketing approach. This marketing method seeks to create attachments to technology among IT/IS professionals. For example, early Macintoshes were marketed more as a cause (fight against IBM or Big Brother) than as a product (Kawasaki, 1992). Another factor influencing IS/IT professionals' brand attachment was technology alignment.
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650 4 $a Information Technology. $3 1030799
650 4 $a Psychology, Industrial. $3 520063
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710 2 $a Capella University. $b School of Business. $3 1018437
773 0 $t Dissertation Abstracts International $g 71-04B.
790 1 0 $a Strickland, Cyd, $e advisor
790 1 0 $a Hughes, Larry W. $e committee member
790 1 0 $a Kavli, Suzanne $e committee member
790 $a 1351
791 $a Ph.D.
792 $a 2010
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3397669