東華大學圖書館 |

語系: 繁體中文

說明(常見問題)

回圖書館首頁

手機版館藏查詢

登入

回首頁

切換: 標籤 | MARC模式 | ISBD

The Impact of Marketing Cues on Perc...

Hussain, Namra,

FindBook

Google Book

Amazon

博客來

The Impact of Marketing Cues on Perceived Price Unfairness, Brand Evaluation and Brand Addiction: Three Essays /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	The Impact of Marketing Cues on Perceived Price Unfairness, Brand Evaluation and Brand Addiction: Three Essays // Namra Hussain.
作者:	Hussain, Namra,
面頁冊數:	1 electronic resource (185 pages)
附註:	Source: Dissertations Abstracts International, Volume: 85-12, Section: B.
Contained By:	Dissertations Abstracts International85-12B.
標題:	Home economics. -
電子資源:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=31148646
ISBN:	9798382818436

The Impact of Marketing Cues on Perceived Price Unfairness, Brand Evaluation and Brand Addiction: Three Essays /
Hussain, Namra,

The Impact of Marketing Cues on Perceived Price Unfairness, Brand Evaluation and Brand Addiction: Three Essays /Namra Hussain. - 1 electronic resource (185 pages)

Source: Dissertations Abstracts International, Volume: 85-12, Section: B.

Marketing cues play a significant role in influencing consumers' behavior, such as brand narrative strategies and pricing cues. These cues, on one hand, facilitate consumer brand relationships and positive consumption patterns but can also generate negative consequences, such as compulsive buying behavior and irritability. Further, some marketing tactics can be interpreted as deceitful acts by marketers which may result in perceptions of price unfairness or worse, increased complaint behavior. Accordingly, the three essays focus on consumer-brand relationships and the impact of marketing cues and tactics on consumers' attitudes, brand evaluation, and willingness to pay intention behaviors in the context of brand advertisements.The first essay investigates the antecedents and consequences of brand addiction in light of the consumer-brand relationship literature. The construct, brand addiction, is still in its nascent stage, where the existing conceptualizations remain sporadic and fragmented. The paper takes a developmental approach to introduce a comprehensive framework by incorporating key pre-proposed constructs, additional potential antecedents as well as consequences to the model under the lens of interpersonal and experiential theories. The study tests the negative consequences of the construct but also acknowledges the important positive role that the construct can play in consumer well-being.Essay two draws on the deception literature and social identity theory to analyze the impact of pricing cues on consumers' behavior. Specifically, the paper analyzes the mediating role of perceived price unfairness under two contradicting mindsets: Conscious-oriented and social consumer-oriented mindsets. It is hypothesized that under the first mindset condition, complaint behavior is bolstered while willingness to pay behavior is attenuated based on the conscious awareness attitude. However, drawing on social identity theory, the opposite is hypothesized for social-oriented mindsets. In other words, consumers in this condition may be less likely to complain and more willing to pay based on their perceived belongingness to a certain status group.Finally, the third paper analyzes marketing cues under the lens of the narrative literature. Specifically, the paper examines the role of top-dog and underdog narrative persuasion tactics used as brand promotional cues through consumer-brand identification and their impact on brand evaluation. Further, the role of product involvement and three generational cohorts is investigated to provide marketers with insightful guidance on the better utilization of these narratives when targeting a particular consumer group or promoting a product for the brand.

English

ISBN: 9798382818436Subjects--Topical Terms:

551902
Home economics.
Subjects--Index Terms:

Brand addiction

The Impact of Marketing Cues on Perceived Price Unfairness, Brand Evaluation and Brand Addiction: Three Essays /
LDR:04262nmm a22004453i 4500 001 2431572
005 20250616055530.5
006 m o d
007 cr|nu||||||||
008 261011s2024 miu||||||m |||||||eng d
020 $a 9798382818436
035 $a (MiAaPQD)AAI31148646
035 $a AAI31148646
040 $a MiAaPQD $b eng $c MiAaPQD $e rda
100 1 $a Hussain, Namra, $e author. $3 3820449
245 1 0 $a The Impact of Marketing Cues on Perceived Price Unfairness, Brand Evaluation and Brand Addiction: Three Essays / $c Namra Hussain.
264 1 $a Ann Arbor : $b ProQuest Dissertations & Theses, $c 2024
300 $a 1 electronic resource (185 pages)
336 $a text $b txt $2 rdacontent
337 $a computer $b c $2 rdamedia
338 $a online resource $b cr $2 rdacarrier
500 $a Source: Dissertations Abstracts International, Volume: 85-12, Section: B.
500 $a Advisors: Jasso, Michelle Committee members: Baca Blaugrund, Erin; Steiner, Robert L.; Lavoie, Raymond.
502 $b Ph.D. $c New Mexico State University $d 2024.
520 $a Marketing cues play a significant role in influencing consumers' behavior, such as brand narrative strategies and pricing cues. These cues, on one hand, facilitate consumer brand relationships and positive consumption patterns but can also generate negative consequences, such as compulsive buying behavior and irritability. Further, some marketing tactics can be interpreted as deceitful acts by marketers which may result in perceptions of price unfairness or worse, increased complaint behavior. Accordingly, the three essays focus on consumer-brand relationships and the impact of marketing cues and tactics on consumers' attitudes, brand evaluation, and willingness to pay intention behaviors in the context of brand advertisements.The first essay investigates the antecedents and consequences of brand addiction in light of the consumer-brand relationship literature. The construct, brand addiction, is still in its nascent stage, where the existing conceptualizations remain sporadic and fragmented. The paper takes a developmental approach to introduce a comprehensive framework by incorporating key pre-proposed constructs, additional potential antecedents as well as consequences to the model under the lens of interpersonal and experiential theories. The study tests the negative consequences of the construct but also acknowledges the important positive role that the construct can play in consumer well-being.Essay two draws on the deception literature and social identity theory to analyze the impact of pricing cues on consumers' behavior. Specifically, the paper analyzes the mediating role of perceived price unfairness under two contradicting mindsets: Conscious-oriented and social consumer-oriented mindsets. It is hypothesized that under the first mindset condition, complaint behavior is bolstered while willingness to pay behavior is attenuated based on the conscious awareness attitude. However, drawing on social identity theory, the opposite is hypothesized for social-oriented mindsets. In other words, consumers in this condition may be less likely to complain and more willing to pay based on their perceived belongingness to a certain status group.Finally, the third paper analyzes marketing cues under the lens of the narrative literature. Specifically, the paper examines the role of top-dog and underdog narrative persuasion tactics used as brand promotional cues through consumer-brand identification and their impact on brand evaluation. Further, the role of product involvement and three generational cohorts is investigated to provide marketers with insightful guidance on the better utilization of these narratives when targeting a particular consumer group or promoting a product for the brand.
546 $a English
590 $a School code: 0143
650 4 $a Home economics. $3 551902
650 4 $a Statistics. $3 517247
653 $a Brand addiction
653 $a Complaint behavior
653 $a Consumer-brand relationship
653 $a Generational cohorts
653 $a Price unfairness
690 $a 0338
690 $a 0310
690 $a 0386
690 $a 0463
710 2 $a New Mexico State University. $b Marketing. $e degree granting institution. $3 3820450
720 1 $a Jasso, Michelle $e degree supervisor.
773 0 $t Dissertations Abstracts International $g 85-12B.
790 $a 0143
791 $a Ph.D.
792 $a 2024
856 4 0 $u https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=31148646