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ASU Electronic Theses and Dissertations


This collection includes most of the ASU Theses and Dissertations from 2011 to present. ASU Theses and Dissertations are available in downloadable PDF format; however, a small percentage of items are under embargo. Information about the dissertations/theses includes degree information, committee members, an abstract, supporting data or media.

In addition to the electronic theses found in the ASU Digital Repository, ASU Theses and Dissertations can be found in the ASU Library Catalog.

Dissertations and Theses granted by Arizona State University are archived and made available through a joint effort of the ASU Graduate College and the ASU Libraries. For more information or questions about this collection contact or visit the Digital Repository ETD Library Guide or contact the ASU Graduate College at gradformat@asu.edu.


Subject
Date Range
2010 2019


The research titled “A Comparative Analysis of Museums in Paris, Barcelona, and Phoenix” critically reviews six museums in three culturally diverse countries. This research looks at features within marketing, space, and branding which may or may not differ depending on socio-cultural factors, histories, traditions, etc. in Spain, France, and the United States. A conclusion is formed around the identity of each museum through the variables of marketing, space, and branding. Dissertation/Thesis

Contributors
Weiler, Libby A., Bernardi, Jose, Fehler, Michelle, et al.
Created Date
2016

Branding and brand management have been top management priorities in the hotel industry. Some researchers have concluded that strong branding would be an efficient way for hotels and hotel chains to differentiate themselves from each other. Recent studies have focused on the establishment of a brand equity model and the relevant causal relationships of the model. Most of these studies have used types of desirability scales examining the importance of individual factors in measuring brand equity. However, they ignore the trade-offs that affect and characterize choice. Particularly, the personal decision process implied by the hierarchical brand equity model is absent. …

Contributors
Lee, Seung Hyun, Tyrrell, Timothy, Uysal, Muzaffer, et al.
Created Date
2014

Objective: It’s not well understood how youth perceive existing fruit and vegetable (FV) marketing materials available in schools. This ancillary study sought to assess the acceptability of FV marketing materials freely available to schools among adolescents in grades 6-12. Methods: Middle and high school adolescents (n=40; 50% female; 52.5% Hispanic) in the Phoenix, AZ area were asked to rank marketing materials (n=35) from favorite to least favorite in four categories: table tents, medium posters, large posters and announcements. Favorites were determined by showing participants two items at a time and having them choose which they preferred; items were displayed to …

Contributors
Pisano, Sydney Alexis, Bruening, Meg, Adams, Marc, et al.
Created Date
2019

This dissertation examines travelers’ innovation adoption and repurchase behaviors in the sharing economy. The central question is to what extent the tourism industry embraces service innovations in the sharing economy. Predicated upon behavioral reasoning theory, this research makes a contribution to the tourism study and diffusion of innovation literature, by exploring the influence of travelers’ reasonings in the innovation decision process. The dissertation follows a two-study format. The analysis contextualizes reasons for and against adoption, by incorporating appropriate constructs relevant to service innovations in social dining services (Study 1) and ride-sharing services (Study 2). An exploratory mixed methods approach is …

Contributors
Lee, Seojin, Lee, Woojin, Buzinde, Christine N., et al.
Created Date
2019

There have been multiple calls for research on consumers' responses to social issues, regulatory changes, and corporate behavior. Thus, this dissertation proposes and tests a conceptual framework of parents' responses to government regulations and corporate social responsibility (CSR) that address juvenile obesity. This research builds on Attribution Theory to examine the impact of government regulations and CSR on consumers' attitudes and their subsequent behavior. Three pilot studies and three main experiments were conducted; a between-subjects and randomized experimental design being used to capture the effects of regulations and corporate actions on product satisfaction, company evaluations, and behavioral intentions, while examining …

Contributors
Dumitrescu, Claudia State, Shaw Hughner, Renée, Schmitz, Troy G., et al.
Created Date
2013

Unrestricted Mexican exports of sugar into the U.S. is considered the most pressing issue facing the U.S. sugar industry. The goal of this dissertation is to analyze the trade of sugar between Mexico and the U.S. as well as analyze additional primary issues confronting the U.S. sugar industry. Chapters 1 and 2 provide an introduction to the U.S. sugar industry. Chapters 3 through 6 develop trade models which analyze sugar trade between Mexico and the U.S. The trade models estimate how NAFTA, USDA sugar forecast errors and Mexican ownership of twenty percent of the Mexican sugar industry each impact U.S. …

Contributors
Lewis, Karen Elizabeth, Schmitz, Troy, Grebitus, Carola, et al.
Created Date
2014

I compare the effect of anonymous social network ratings (Yelp.com) and peer group recommendations on restaurant demand. I conduct a two-stage choice experiment in which restaurant visits in the first stage are informed by online social network reviews from Yelp.com, and visits in the second stage by peer network reviews. I find that anonymous reviewers have a stronger effect on restaurant preference than peers. I also compare the power of negative reviews with that of positive reviews. I found that negative reviews are more powerful compared to the positive reviews on restaurant preference. More generally, I find that in an …

Contributors
Tiwari, Ashutosh, Richards, Timothy J, Qiu, Yueming, et al.
Created Date
2013

We apply a Bayesian network-based approach for determining the structure of consumers' brand concept maps, and we further extend this approach in order to provide a precise delineation of the set of cognitive variations of that brand concept map structure which can simultaneously coexist within the data. This methodology can operate with nonlinear as well as linear relationships between the variables, and utilizes simple Likert-style marketing survey data as input. In addition, the method can operate without any a priori hypothesized structures or relations among the brand associations in the model. The resulting brand concept map structures delineate directional (as …

Contributors
Brownstein, Steven, Reingen, Peter, Kumar, Ajith, et al.
Created Date
2013

Color as a communication medium plays an important role in conveying meaning. It has been identified as a major element in marketing and advertising, and has shown to influence consumer's emotions (Labrecque & Milne, 2012). Despite the large volume of color-centered research, the literature on the subject remains largely abstract and unreliable. Academic research on the impact of color on brand personality it is still in its early stages of investigation, and therefore fragmented and inadequate. The goal of this study is to identify and visually represent patterns of association between colors and specific brand personality traits. We hypothesized that …

Contributors
Toteva, Maya Georgieva, Branaghan, Russell, Gray, Rob, et al.
Created Date
2017

When consumers fail in their environmental, dieting, or budgeting goals, they may engage in a consumer confession about their goal-inconsistent behavior. This dissertation seeks to understand how confessions about consumer goal transgressions affect subsequent consumer motivation and behaviors. Results from a series of five experiments reveal that after reflecting about a past transgression, Catholics who confess (vs. do not confess) about the focal transgression are more motivated to engage in subsequent goal-consistent consumer behaviors. However, results reveal no such effects for Non-Catholics; Non-Catholics are equally motivated to engage in goal-consistent consumer behaviors regardless of whether or not they confessed. Catholics …

Contributors
Mathras, Daniele, Mandel, Naomi, Cohen, Adam B, et al.
Created Date
2015

Consumers can purchase local food through intermediated marketing channels, such as grocery stores, or through direct-to-consumer marketing channels, for instance, farmers markets. While the number of farms that utilize direct-to-consumer outlets keeps increasing, the direct-to-consumer sales remain lower than intermediated sales. If consumers prefer to purchase local food through intermediated channels, then policies designed to support direct channels may be misguided. Using a variety of experiments, this dissertation investigates consumer preferences for local food and their demand differentiated by marketing channel. In the first essay, I examine the existing literature on consumer preferences for local food by applying meta-regression analysis …

Contributors
Printezis, Iryna, Richards, Timothy J, Grebitus, Carola, et al.
Created Date
2018

Customers today, are active participants in service experiences. They are more informed about product choices, their preferences and tend to actively influence customer and firm related outcomes. However, differences across customers become a significant challenge for firms trying to ensure that all customers have a `delightful' consumption experience. This dissertation studies customers as active participants in service experiences and considers three dimensions of customer participation -- in-role performance; extra-role performance-citizenship and elective behavior; and information sharing -- as its focal dependent variables. This study is grounded in services marketing, customer co-production and motivation literatures. The theoretical model proposes that customer …

Contributors
Saxena, Shruti, Mokwa, Michael, Bitner, Mary Jo, et al.
Created Date
2011

This dissertation offers three essays that investigate consumers’ health-related food choices and behaviors from three different, yet complementary, angles. The first essay uses an eye-tracking experiment to examine consumers’ visual attention to the Nutrition Facts Panels for healthy and unhealthy products. In this essay, I focus on how involvement and familiarity affect consumers’ attention toward the Nutrition Facts panel and how these two psychological factors interact with new label format changes in attracting consumers’ attention. In the second essay, I demonstrate using individual-level scanner data that nutritional attributes interact with marketing mix elements to affect consumers’ nutrition intake profiles and …

Contributors
Xie, Yi, Richards, Timothy, Mandel, Naomi, et al.
Created Date
2018

In this research, I focus on service conversations in professional services. For most Business-to-Business or Business-to-Consumer professional services, the service conversation is an important part of the service experience and is critical to solutions co-creation as well as customer satisfaction. In this research, I examine service conversation sequences at the micro-level and explore two important research questions: (1) how do I explain the dynamics of moment-by-moment Customer Participation in Service Conversations (CPSC)? and (2) how do the temporal and process dynamics of CPSC relate to customer satisfaction and solution compliance? From a dynamic context perspective, I develop a conceptual framework …

Contributors
Wang, Si, Binter, Mary Jo, Ostrom, Amy L., et al.
Created Date
2013

In order to be competitive in the hotel market, more and more hotels have proposed various types of "wow" services to inform customers' impressions of the hotel in a positive way. Many customers consider these services excellent, and they often exceed their expectations. However, some "wow" services only generate the effect of amazement instead of meeting customers' needs and wants. Applying the notion of the Zone of Tolerance (ZOT: the range between customers' desired and adequate levels of service expectations) to the unique services provided by the Hotel Royal Chiao Hsi Spa in Taiwan, this research study explores hotel customers' …

Contributors
Chiu, Chien-Fen, Lee, Woojin, Larsen, Dale, et al.
Created Date
2013

Consumers search before making virtually any purchase. The notion that consumers engage in costly search is well-understood to have deep implications for market performance. However to date, no theoretical model allows for the observation that consumers often purchase more than a single product in an individual shopping occasion. Clothing, food, books, and music are but four important examples of goods that are purchased many items at a time. I develop a modeling approach that accounts for multi-purchase occasions in a structural way. My model shows that as preference for variety increases, so does the size of the consideration set. Search …

Contributors
Allender, William, Richards, Timothy J, Park, Sungho, et al.
Created Date
2013

Industrial design is the practice of creating solutions by studying people and businesses. Originally centered on development of goods, industrial design uses methods rooted in human behavioral study, human factors, and strategic problem solving. As our economy and professional practice shift away from manufacturing towards a service-dominant landscape, industrial design must align its profession to formally include service design. The small service business setting is a microcosm in which the value of design and branding in business is magnified. This research reinforces design's ties with services marketing and business and is dedicated to finding solutions for the backbone of our …

Contributors
Grimes, Lynelle Marie, Takamura, John, Peck, Sidnee, et al.
Created Date
2012

The aim of this study is to conduct the empirical tests on consumer's emotional responses of product design and the relationship between emotion and consumer's attitudinal loyalty to identify if there exists potential relationship links between these two factors together by following certain regulation. This study also seeks to compare Brand Loyalty of Apple products across two different cultures - China and US to see if there are any differences regarding their brand loyalty construction and expression. The emotional responses on product design were also studied in order to reveal potential emotional design issues between the two different cultures. Results …

Contributors
Qu, Yonghao, Takamura, John, Shin, Dosun, et al.
Created Date
2012

Although it is commonly assumed that consumers eat more and find food to be more attractive when hungry, surprisingly little research has looked at how robust this effect might be and what could moderate it. Building on theories of hunger and self-control, this research examines which types of foods (hedonic or utilitarian) are more attractive and likely to be consumed by hungry consumers. Across a series of six experiments I find that when hungry and under reduced cognitive capacity, consumers find hedonic foods more attractive and consume them in larger quantities. However, when hungry and with high cognitive capacity, consumers …

Contributors
Ringler, Christine, Morales, Andrea C, Nowlis, Stephen M, et al.
Created Date
2012

Understanding the customer experience, which requires a thorough knowledge of all touchpoints that can result from the way that a product is marketed, sold, and used has recently been identified as a research priority by the Marketing Science Institute. Although recent research has examined some aspects of the customer experience, research has yet to examine the way in which the full spectrum of touchpoint experiences may drive particular marketing performance metrics. Significant challenges to this line of research are the complex network of relationships that competing firms have forged with channel partners, the relationships that focal customers have with other …

Contributors
Loveland, James M., Hutt, Michael, Kumar, Ajith, et al.
Created Date
2011