Matching Items (2)
Filtering by
- Genre: Masters Thesis
- Creators: Branaghan, Russell
Description
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 of this study show that: (1) Brand loyalty strengthens a consumer's emotion bond with a targeted brand through its product carrier. Emotion is seen as a predictor for brand loyalty based on consumer proportionality and conformity of expression. (2) Cognitive experience is not necessary nor a sufficient condition to build brand loyalty. Emotion and culture will be crucial in constructing brand loyalty without cognition. Cultural differences will affect brand loyalty, especially regarding attitudinal loyalty. (3) Different cultures share different ways of emotional expression. Based on the scope, limitations, and results of this research, Chinese consumers appear to be more sensitive in their emotional feelings of the iPad's design than American consumers.
ContributorsQu, Yonghao (Author) / Takamura, John (Thesis advisor) / Shin, Dosun (Committee member) / Branaghan, Russell (Committee member) / Arizona State University (Publisher)
Created2012
Description
ABSTRACT
This study examines the ways in which employees experience moral emotions that violate employee treatment and how employees co-construct moral emotions and subsequent expressions of dissent. This qualitative study consisted of 123 full-time employees and utilized open-coding, content analysis, constant comparison analysis, and concept mapping. The analysis revealed that employees expressed dissent laterally as a series of sensemaking processes, such as validation of feelings, moral assessments, and assessing the fear of moral transgressions. Employees also expressed dissent as a series of risk assessments that overlapped with the ways in which employees made sense of the perceived infraction. Employees' lateral dissent expression manifested as a form of social support which occasionally led to co-rumination. Employees expressed dissent upwardly when seeking a desired action or change. Circumvention was utilized as a direct reflection to the type and degree of moral transgression related to the person responsible for the mistreatment. Results indicated that experiencing moral emotions that led to expressing dissent with a designated audience was determined by where employees were situated in the cyclical model of communicating moral emotions and in relation to the co-construction of both the infraction related to employee mistreatment and the experience of moral emotions. Results contribute to the existing body of literature on dissent and emotions. A discussion synthesizing the findings and analysis is presented, in addition to the implications for future research.
KEYWORDS: Emotion, Dissent, Moral Emotions, Sensemaking, Risk-Assessment, Social Support, Co-Rumination
This study examines the ways in which employees experience moral emotions that violate employee treatment and how employees co-construct moral emotions and subsequent expressions of dissent. This qualitative study consisted of 123 full-time employees and utilized open-coding, content analysis, constant comparison analysis, and concept mapping. The analysis revealed that employees expressed dissent laterally as a series of sensemaking processes, such as validation of feelings, moral assessments, and assessing the fear of moral transgressions. Employees also expressed dissent as a series of risk assessments that overlapped with the ways in which employees made sense of the perceived infraction. Employees' lateral dissent expression manifested as a form of social support which occasionally led to co-rumination. Employees expressed dissent upwardly when seeking a desired action or change. Circumvention was utilized as a direct reflection to the type and degree of moral transgression related to the person responsible for the mistreatment. Results indicated that experiencing moral emotions that led to expressing dissent with a designated audience was determined by where employees were situated in the cyclical model of communicating moral emotions and in relation to the co-construction of both the infraction related to employee mistreatment and the experience of moral emotions. Results contribute to the existing body of literature on dissent and emotions. A discussion synthesizing the findings and analysis is presented, in addition to the implications for future research.
KEYWORDS: Emotion, Dissent, Moral Emotions, Sensemaking, Risk-Assessment, Social Support, Co-Rumination
ContributorsKamrath, Jessica K (Author) / Kassing, Jeffrey W. (Thesis advisor) / Waldron, Vincent R. (Committee member) / Meân, Lindsey J. (Committee member) / Arizona State University (Publisher)
Created2015