Matching Items (4)
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- All Subjects: Marketing
- All Subjects: Green Marketing
- Genre: Academic theses
- Creators: Kumar, Ajith
- Member of: ASU Electronic Theses and Dissertations
Description
This study investigates how well prominent behavioral theories from social psychology explain green purchasing behavior (GPB). I assess three prominent theories in terms of their suitability for GPB research, their attractiveness to GPB empiricists, and the strength of their empirical evidence when applied to GPB. First, a qualitative assessment of the Theory of Planned Behavior (TPB), Norm Activation Theory (NAT), and Value-Belief-Norm Theory (VBN) is conducted to evaluate a) how well the phenomenon and concepts in each theory match the characteristics of pro-environmental behavior and b) how well the assumptions made in each theory match common assumptions made in purchasing theory. Second, a quantitative assessment of these three theories is conducted in which r2 values and methodological parameters (e.g., sample size) are collected from a sample of 21 empirical studies on GPB to evaluate the accuracy and generalize-ability of empirical evidence. In the qualitative assessment, the results show each theory has its advantages and disadvantages. The results also provide a theoretically-grounded roadmap for modifying each theory to be more suitable for GPB research. In the quantitative assessment, the TPB outperforms the other two theories in every aspect taken into consideration. It proves to 1) create the most accurate models 2) be supported by the most generalize-able empirical evidence and 3) be the most attractive theory to empiricists. Although the TPB establishes itself as the best foundational theory for an empiricist to start from, it's clear that a more comprehensive model is needed to achieve consistent results and improve our understanding of GPB. NAT and the Theory of Interpersonal Behavior (TIB) offer pathways to extend the TPB. The TIB seems particularly apt for this endeavor, while VBN does not appear to have much to offer. Overall, the TPB has already proven to hold a relatively high predictive value. But with the state of ecosystem services continuing to decline on a global scale, it's important for models of GPB to become more accurate and reliable. Better models have the capacity to help marketing professionals, product developers, and policy makers develop strategies for encouraging consumers to buy green products.
ContributorsRedd, Thomas Christopher (Author) / Dooley, Kevin (Thesis advisor) / Basile, George (Committee member) / Darnall, Nicole (Committee member) / Arizona State University (Publisher)
Created2012
Description
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 opposed to simply correlational) relations among the brand associations, and differentiates between the predictive and the diagnostic directions within each link. Further, we determine a Bayesian network-based link strength measure, and apply it to a comparison of the strengths of the connections between different semantic categories of brand association descriptors, as well as between different strategically important drivers of brand differentiation. Finally, we apply a precise form of information propagation through the predictive and diagnostic links within the network in order to evaluate the effect of introducing new information to the brand concept network. This overall methodology operates via a factorization of the joint distribution of the brand association variables via conditional independence properties and an application of the causal Markov condition, and as such, it represents an alternative approach to correlation-based structural determination methods. By using conditional independence as a core structural construct, the methods utilized here are especially well- suited for determining and analyzing asymmetric or directional beliefs about brand or product attributes. This methodology builds on the pioneering Brand Concept Mapping approach of Roedder John et al. (2006). Similar to that approach, the Bayesian network-based method derives the specific link-by-link structure among a brand's associations, and also allows for a precise quantitative determination of the likely effects that manipulation of specific brand associations will have upon other strategically important associations within that brand image. In addition, the method's precise informational semantics and specific structural measures allow for a greater understanding of the structure of these brand associations.
ContributorsBrownstein, Steven Alan (Author) / Reingen, Peter (Thesis advisor) / Kumar, Ajith (Committee member) / Mokwa, Michael (Committee member) / Arizona State University (Publisher)
Created2013
Description
The marketing and development of solutions has become an increasingly important concept in both marketing practice and theory. Recent conceptual work has defined solutions as sets of products and services that allow customers to achieve customized outcomes. Although the definition of a solution is becoming clearer, the process through which solution value is generated is still opaque. The purpose of this study was to add clarity to both marketing theory and practice by examining the solution value co-creation process in depth. Service-dominant logic, the relational view, service value co-creation, and theories of organizational learning and knowledge were the basis for this examination. Social capital was also examined to determine how these important relational concepts are involved in solution development. The study was conducted in four separate phases using a multi-method approach of quantitative surveys, qualitative surveys, and depth interviews. A large, multinational educational firm provided the context for the study which included access to their solution sales force and customer base. Quantitative data was collected from 97 key informants across 182 different customer opportunities for both new and existing solution engagements. Qualitative data was also collected from 71 respondents to provide a mixed-method triangulation of how solution value is created. Overall, the study provided strong support to the idea that knowledge sharing between solution providers and their customers plays a pivotal role in the co-creation of solution value.
ContributorsSellman, Collin (Author) / Hutt, Michael (Thesis advisor) / Kumar, Ajith (Committee member) / Walker, Beth (Committee member) / Arizona State University (Publisher)
Created2011
Description
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 customers in social networks and user communities, and the relationships that customers have with the brand and with channel partners. To address these challenges, this paper examined the customer experience and its effects on loyalty and commitment through three research projects conducted in the consumer aviation market. The first and second studies examined these touchpoint experiences using archival data supplied by an avionics manufacturer. Results from these studies showed the importance of the customer experience in accounting for customer loyalty. The final study examined the role of identity in shaping the customer experience among aircraft owners through a series of depth interviews. Results from these interviews illustrated the importance of identity in shaping the customer experience, and provided insights into how individuals attempt to use their consumption experiences to reinforce a sense of identity
ContributorsLoveland, James (Author) / Hutt, Michael (Thesis advisor) / Kumar, Ajith (Committee member) / Walker, Beth (Committee member) / Arizona State University (Publisher)
Created2011