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Marketing Theses and Dissertations
Theses/dissertations from 2023 2023.
How Feeling Like a Minority Affects Preferences for Autonomous Digital Interfaces , Ye Seul Kim
Theses/Dissertations from 2022 2022
Spillover Effects in Product Customization , Samuel Babu Sekar
Theses/Dissertations from 2021 2021
External and Internal Factors of Sports Sponsorship Selling Cycles in North American Professional Sports , Dan Kaufmann
Increasing Personal and Product Influence Through Background Auditory and Visual Cues , Zhihao Yu
Theses/Dissertations from 2020 2020
The Effects of Product Recalls on Competitors’ Market Value and Recalling Firm’s Reputation , Dong Liu
Corporate Brand Impact on Sales / Revenue Per Share , Brad A. Puckey
Competition in Upstream Humanitarian Supply Chain: Investigation of Food Banks , Iana Shaheen
Theses/Dissertations from 2019 2019
How Digital versus Non-Digital Modes of Food Ordering Influence Menu Healthfulness Perceptions and Food Choices , Annika Abell
Theses/Dissertations from 2018 2018
The Impact of Digital Marketing Decisions on Market Outcomes in Residential Real Estate , Denise Hunter Gravatt
Theses/Dissertations from 2017 2017
Hate is a Strong Word: The Influence of Hate-Acknowledging Advertising on Brand Outcomes , Lisa Monahan
The Effects of Loneliness on Consumers’ Digital Engagement with Social Media Ads , Yu Qin
Product Shadows and Ad Evaluations , Nazuk Sharma
Theses/Dissertations from 2016 2016
Understanding the Complexity of Product Returns Management: A Complex Adaptive Systems Theory Perspective , Jennifer Anne Espinosa
Branding Implications of Co-Created Social Responsibility , Alexander J. Kull
Theses/Dissertations from 2015 2015
How You Categorize Influences How Helpful You Are: The Effect of Categorization Mindset on Consumers’ Social Decisions , Hsiao-Ching Kuo
Theses/Dissertations from 2014 2014
Taken for Granted or Taken with Gratitude? An Examination of the Differential Effects of Donations of Time and Money on Consumers' Evaluation of Corporate Philanthropy , Ryan Langan
Essays on Consumer's Psychological and Behavioral Responses toward Social Coupons , Chinintorn Nakhata
Muscling Consumers to Optimal Option Differentiation: The Influence of Incidental Muscular Sensations on Option Differentiation , Courtney Szocs
Theses/Dissertations from 2012 2012
Essays on Mental Accounting and Consumers' Decision Making , Ali Besharat
Perceived Firm Transparency: Scale and Model Development , Jennifer Dapko
Theses/Dissertations from 2010 2010
Antecedents and Consequences of Channel Alienation: An Empirical Investigation within Franchised Channels of Distribution , Ivan Lapuka
Theses/Dissertations from 2009 2009
An Empirical Examination of the Dark Side of Relationship Marketing within a Business to Business Context , Brent L. Baker
Developing the Nomological Network of Perceived Corporate Affinity for Technology: A Three Essay Dissertation , David Earl Fleming
Theses/Dissertations from 2008 2008
Self-Directed Learning: Measures and Models for Salesperson Training and Development , Stefanie Leigh Boyer
Emotional Exhaustion and Its Role in Service Sabotage among Boundary Spanners , Diane R. Edmondson
Theses/Dissertations from 2007 2007
Essays on multiple identities and motivated consumption: Exploring the role of identity centrality on self-brand connections , Tracy R. Harmon
The impact of organizational climate variables of perceived organizational support, workplace isolation, and ethical climate on salesperson psychological and behavioral work outcomes , Robert J. Riggle
Theses/Dissertations from 2005 2005
The Effect of Perceived Entitativity on Implicit Image Transfer in Multiple Sponsorships , FrancoÌ?is Anthony Carrillat
Theses/Dissertations from 2004 2004
Relationship Advertising: Investigating the Strategic Appeal of Intimacy (Disclosure) in Services Marketing , Andrea Diahann Gaye Scott
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Our programs are full-time degree programs which officially begin in August. Students are expected to complete their program in five years. Typically, the first two years are spent on coursework, at the end of which students take a field exam, and then another three years on dissertation research and writing.
The Marketing program draws on computer science, economics, behavioral science, and psychological methods to focus on marketing problems faced by the firm and its management. Through a combination of discipline- and field-based methods, the curriculum enables students to master concepts and research skills directly relevant to business problems. Candidates must come to understand the point of view of practicing managers and be able to bring theory and careful research to bear in illuminating important business problems.
The program requires a minimum of 13 semester-long doctoral courses. Students in the Marketing program are required to complete a year-long discipline sequence typically in microeconomics or psychology. They also complete courses in the areas of machine learning, computer science, statistics, research methods, academic field seminars, and two MBA elective curriculum courses. In addition to HBS courses, students often take courses at other Harvard Schools and MIT.
Research & Dissertation
Students in Marketing begin research in their first year typically by working with a faculty member. By their third and fourth years, most students are launched on a solid research and publication stream. The dissertation may take the form of three publishable papers or one longer dissertation.
Recent examples of doctoral thesis research include: The effects of brand extensions on the value of parent brands; Multi-method examination of the consumption of “knockoffs” of high status brands, and the counter-intuitive positive outcomes for consumer-brand relationships; Competitive analysis of pricing and quality decisions in industries with strictly complimentary products; The psychological effects of pricing, and how these affect consumers and firms; and "Choice amnesia," the motivated forgetting of difficult decisions.
Mengjie "Magie" Cheng
Ta-Wei "David" Huang
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Current HBS Faculty
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Current HBS Faculty & Students by Interest
Recent placement, emily prinsloo, 2023, ximena garcia-rada, 2021, serena hagerty, 2022, dafna goor, 2020, byungyeon kim, 2022, grant donnelly, 2018.
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international marketing.pdf
my phd thesis
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Karjongko Mekaring Jangka
Modeling and Optimization co2 corrosion penetration rate crude oil transportation process by pipeline
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Thesis's Persentation
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Abstract Today’s business operates in an environment of strong media, investor, regulatory, and public scrutiny, which requires strict adherence to CSR. This calls for a more pro-active role of governments, society, and business in a development process aimed at balancing economic growth and social responsibility. This master thesis is a review of eighty-four (84) articles on Business Ethics Quarterly (BEQ). The purpose of this analysis is to show how BEQ literature looks at the role of government and corporate social responsibility (CSR) in promoting corporate responsibility. This forms part of a broader research project undertaken at the Vrije Universitieit Brussel under the directions of Professor Dr. Nikolay Dentchev. The main purpose of the authors’ contribution to this research is to give a data-coding scheme of these articles under review by following a top down structure provided by Professor Dr. Dentchev. In developing this master thesis, we will first give a brief historical background of the concept corporate social responsibility. In addition, we will give a short review on the evolving understandings of CSR and some of the arguments that have been advanced for and against the notion of business engaging in CSR. After explaining the method we employed in writing this master thesis; we provided in-depth analyzes of our findings. Graphs and cross tabulations were used to support our findings and included the following analysis on (a) ‘keywords of the article’, (b) the orientation of the article, (c) geographical focus of the article, (d) parts where the role of government is mentioned in the article, ( e) the research strategy of the article, (f) business and society concept orientation of the article, (g) role of government in the article, (h) the level of government and , (I) government involvement in business and society issues. The findings show that the general attitude of the government about CSR and the role of the government vary between descriptive, instrumental, and exploratory, according to the interpretations of these authors. At the end of the review, the literature designates that BEQ journal are not extremely idealistic as some scholars seek to portray. Government should strengthen the existing laws to make them fully functional before thinking of regulating the activities of businesses
Caroline Nderitu
OxfordBrookes MbaThesis
Josephine O Alexander (Formerly Ola-Busari)
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Students are encouraged to demonstrate their research and analytical skills. This involves collecting and synthesising data so as to prepare a feasibility study for a company that assesses the company’s proposed entry into one new overseas country.
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Theses/Dissertations from 2009 PDF. An Empirical Examination of the Dark Side of Relationship Marketing within a Business to Business Context, Brent L. Baker. PDF. Developing the Nomological Network of Perceived Corporate Affinity for Technology: A Three Essay Dissertation, David Earl Fleming
Marketing: Selected Doctoral Theses ... The dissertation consists of four essays on the applications of machine learning methods to targeting and product development. The first essay addresses the problem of identifying customer needs from user generated content. Traditionally, market research relies on interviews and focus groups to identify ...
A study on social media marketing would be best founded upon an understanding of the concept of marketing as a whole before narrowing down to the concept of social media marketing. The practice of marketing has been around for millennia. Traditionally goods and services were sold in physical stores (shops). It rapidly
STUDY OF THE EFFECTIVENESS OF ONLINE MARKETING ON INTEGRATED MARKETING COMMUNICATION Dissertation submitted to Selinus University of Sciences and Literature, School of Business and Media in partial fulfillment of the requirements for the award of the degree of PHILOSOPHY DOCTORATE IN MARKETING Submitted by: SUNIL KUMAR DHARMAPPA Lagos, Nigeria
This dissertation investigates the implications of consumer inattention and uncertainty for firms' advertising and pricing decisions. The first chapter is an overview of the problems addressed in the dissertation and the main findings. The second chapter develops a theory -based, cost-effective method to estimate the demand for new
v table of contents 1. introduction of the dissertation 1 1.1 background of the dissertation 1 1.2 dissertation purpose 5 1.3 research questions 8 1.4 theoretical underpinning 8 1.5 research methodology 10 1.6 organisation of the dissertation 14 1.7 references 15 1.8 appendix 21 2. analysing export behaviour through managerial
A Thesis Presented to the Faculty of the Weissman School of Arts and Sciences ... Influencer marketing is a modern tactic used by brands to enhance their visibility to their target audience by using the services of influential people. The objective of this thesis is to quantify the impact of social media reviews on brand perception. ...
products. My dissertation consists of three essays that investigate novel aspects of this multi-product pricing approach. My first essay, analyzes the implications in optimal prices and profits of using the information contained in the definition of the feasible set in the estimation of the demand parameters.
1.1. Introduction to the topic of the PhD thesis 18 1.2. Structure and content of the PhD thesis 20 2. Overarching framework 23 2.1. The evolution of brand management 24 2.2. The currently prevalent approaches in brand management 29 2.3. An opportunity and a challenge for brands in the current environment 33 2.3.1.
brand relationships, and co-creation of value, which originate in relationship marketing and service-dominant (S-D) logic. The thesis considers brand extension acceptance criteria within the increasingly important paradigm of S-D logic (Vargo and Lusch 2004).
The effects of social media strategy. on consumer engagement are significant (Edosomwan, Prakasan, Kouame, Watson, & Seymour, 2011). Research findings suggest that social media strategy has a positive effect on organizational performance, with an increase in market share, sales growth, profits, and customer.
In my dissertation, I intend to study the impact of digital marketing on firms' pricing strategy as well as on consumers' intrinsic behaviors in the post-Internet era. In the first study, I examine a novel hybrid pricing model, featuring both online advertising and digital promotion. Endogenizing product prices as a decision variable, I ...
Using well-established theories from the sociological perspective of the organisational behaviour literature, this work proposes relevant questions for future research in this field.Journal of ...
Overall the study provides a brief overview of the impact of digital marketing communication on the consumer purchasing attitude and decision-making process for products and services. The study proves to be significant for brands in acquiring affordable means to interact with the customers and develop a strong customer base by providing the ...
In contrast, social media used by organizations for external communication often goes under the term social media marketing (SMM) and refers to marketing activities and communication conducted by ...
we use data to make important marketing decisions and improve customer experience has been revolutionized by AI. The objective of this thesis was to explore the impact of AI, especially on the marketing sector. This research focused on the implementation of AI, its risks, benefits and its impact on digital marketing and its future.
Marketing. The doctoral program in Marketing draws on a variety of underlying disciplines to research important marketing management problems centered on the immediate and future needs and wants of customers. Students in the marketing program work closely with faculty in the Marketing Unit and engage in a broad spectrum of disciplinary bases.
PDF | An assessment of digital marketing and brand performance in the context of Oman. | Find, read and cite all the research you need on ResearchGate ... Digital Marketing Dissertation. July 2020 ...
Establishing the antecedents and outcomes of service climate. Kotze, Theuns G. (University of Pretoria, 2021-07) The aim of this article-based thesis was to develop and test four structural models of the antecedents and outcomes of service climate on data collected from frontline employees, store managers, and customers nested in 70 ...
1) To help PhD candidates in writing scientifically correct PhD thesis. 2) To describe PhD thesis writing process. 3) To assist PhD candidates to understand what PhD means. 4. Methodology The methodology applied in this research was descriptive as it discusses and de-scribes the various parts of PhD thesis and explains the how to do of them in a
The thesis conveys three discrete, yet interconnected, studies embracing issues revolving ... patience, time and inspiration during the course of my PhD study. Without their genuine guidance and suggestions, this thesis could have been very hard to accomplish. I owe the University of Stirling and the Accounting and Finance Division a debt of ...
international marketing.pdf. Dr. Obaid Saad Alabdali. 1996. my phd thesis. See Full PDF Download PDF. See Full PDF Download PDF. Related Papers. A THESIS.pdf. Karjongko Mekaring Jangka. Download Free PDF View PDF. Modeling and Optimization co2 corrosion penetration rate crude oil transportation process by pipeline .
Timetable for Format Review for PhD Dissertations . REMEMBER: Students must be registered for dissertation (790A) before beginning the review and submission process. Prior to 1st Review, students should check to confirm prior degree(s) and correct dates appear. Detailed instructions are given in the last row, second column. SEMESTER REVIEW . SUBMIT
1.3 Purpose of the Research. This is a comparative study of online customer reviews and c elebrity endorsement on purchase. intentions of UPSA students. The necessity for the study arises from the ...