The paper consists of two essays, both associating customer sentiment with firm performance. The first essay investigates the power of User-Generated Content UGC) in explaining firm product and financial market performances. The second essay examines how brand equity can moderate a product recalls impact on the announcing firm and its competitors in the financial market. In the first essay, we utilize a high involvement durable product category i.e. automobiles) as our sampling framework, and our findings confirm UGCs predictive power and help resolve existing ambiguities in existing UGC research. We use a market share attraction model to investigate how UGC contribute to firms success in the product market. We also investigate the impact that UGC communications exert on the firms financial performance, by inspecting its influence on firm idiosyncratic stock returns, Overall, We find that UGC communications have a direct effect on firms success in the financial market. Furthermore, we find that for both the product and financial markets, long term owner reviews influence market responses more decisively than new owners reviews. For the second essay, we examine the role of customer-based brand equity in moderating the impact of a product recalls on the firms short-term abnormal stock returns. We construct a sample of all non-automobile) product recalls announced between January 2001 and December 2006 by three Government agencies, Dow Jones Newswire, and The Wall Street Journal and match these product recall events with firm-level customer-based brand equity measures from the EquiTrendc) database. Supporting previous studies we find that product recalls result in sizeable short-term negative abnormal stock returns for the announcing firms. More importantly the results suggest that strong brand equity attenuates the negative impact of these recalls for these firms, while potentially benefiting their competitors. By decomposing the brand equity into brand familiarity and brand quality, the study finds that brand quality is alleviating the focal firms from negative impact of a product recall, while brand familiarity is the driving force behind the benefits of a strong brand for competitors. Overall, these two studies advance marketing knowledge and our understanding of how market intelligence impacts the firms performance, both on the product and financial marketplaces.

This thesis uses quantitative and qualitative techniques to explore how fear appeal affects evaluation of new and status quo solutions. Specifically this study explores consumers’ perception of proprietary based Genetically Modified (GM) food versus open source GM food under a fear eliciting condition. Previous studies do not make use of a choice between efficacy messages offered in correspondence to the fear appeal. A qualitative approach is also generally absent from many of the fear appeals studies done to date. Results indicate that the inclusion of choice between efficacy messages under the duress of a fear appeal will affect how an individual perceives the efficacy messages. Qualitative results offer insight on why fear appeals are rejected with lack of choice and the role of humor when discussing fear inducing topic matter.

Gambling outcome expectancies (OE) are expectations about the outcomes of engaging in gambling. Research on gambling OE is in the nascent stage, and has been assessed with self-report measures only. Based on the conceptualization that gambling OE are representations within associative memory networks, which are automatically activated by situational cues, I assessed gambling OE using response time (RT) measures (Fazio et al., 1995). Specifically, automatic activation of negative (positive) gambling OE is inferred when brief exposure to the gambling concept facilitates responding to negative (positive) affect words. I proposed that RT measures of gambling OE would predict unique variance of gambling behaviour and gambling severity above and beyond self-report measures of gambling OE, and that exposure to a gambling video would facilitate the automatic activation of positive and negative gambling OE. The data provided mixed support for these hypotheses. I addressed contributions and limitations of the research and provided directions for future research on automatic activation of gambling OE.

In recent years, there has been increased prevalence of product-harm crises, emphasizing the importance of each company establishing proactive measures to mitigate the risk of long term reputational damage. The purpose of this study is to investigate the effects of response type and attributions of blame on corporate reputation. A survey of undergraduate business students was conducted, and the data analyses use confirmatory factor analysis and multiple regression. The findings of the study suggest that negative response situations “Denial” and “No Response” have important impacts on attributions of blame. Denial affects external locus i.e. level of blame towards other parties) and perceived stability of the situation. No Response affects internal locus ie. level of blame towards the company). These results suggest the potential for serious implications to corporate reputation if companies respond to crises in a negative manner.

The problem. The purpose of the study was to examine the impact of the diffusion of the Internet as it relates to Thai Internet consumers. This study provides a better understanding of consumer adoption of the Internet as a shopping medium for purchasing consumer products and services through the process of consumer acceptance of a new technology by focusing on extrinsic and intrinsic value perspectives. Method. Primary data were collected via a questionnaire, using a personal approach. The study surveyed 300 Thai consumers who resided in the metropolitan area of Bangkok. The majority of participants were graduate students and business employees, who were also current Internet users. Pearson correlation coefficient was used to measure the relationships among the key variables, including consumer characteristics, the perceived characteristics of Internet shopping, consumers attitude toward Internet shopping, and consumers purchase intention, in order to answer the research questions. Results. The research findings revealed that the respondents Internet experience duration of Internet usage and frequency of online purchase) had a positive relationship with innovation characteristics perceived usefulness, perceived ease of use, and perceived enjoyment). There was a positive relationship between Internet experience in the aspects of prior online purchase experience and perceived usefulness and perceived enjoyment. In contrast, the respondents internet experience in the area of frequency of online purchase was found to have negative relationship with perceived security risk. The correlated results supported the positive relationship between consumer innovativeness and consumer purchase intent regarding Internet shopping. Overall, innovation characteristics and consumer characteristics had a direct relationship with attitude toward Internet shopping and, in turn, influenced willingness to adopt the Internet as a shopping medium. The study also produced some original findings. Respondents who had purchased products or services online were less likely to believe that Internet shopping is useful. Some respondents with frequent Internet purchasing perceived the Internet as a complicated medium for shopping.

The concept of “Customer Value” is becoming increasingly used in business strategies and marketing literature in recent years. Specifically, it suggests that providing a higher value to customers represents a key element in the success of companies through the positive impact that satisfaction and loyalty it brings. Therefore, a better fit, relative to competition, between customers desired value and the offer of the provider allows the provider to gain a “competitive advantage” on its rivals. However, for this competitive advantage to last, it is important to pay particular attention to changes in the desired value. In fact, the more dynamic the environment, the higher the risk that the clients needs and wants will change. Neglecting desired value change, especially when they are pronounced, can jeopardize the competitive advantage previously acquired, and can even threaten the survival of the company. On the other hand, to anticipate desired value change allows the company to react quicker than the competition in developing an offer adapted to future client needs. It is within this context that this study aims to expand our knowledge on the main factors that trigger customers desired value change CDVC). In this respect, if the CDVC is not a random phenomenon, it is therefore possible to determine some of the causes of those changes, so that we may better anticipate what customers will value next. We will study the CDVC within the context of business-to-business relationship between professional service providers in information technology and communication ITC) and their clients within the segment of the big enterprises in Quebec. This study develops a conceptual model concerning the antecedents of the CDVC, which we later test. The developing and testing of this model was done in two phases: one exploratory and the other descriptive. In this model, the desired value and its changes are conceptualized in three hierarchal levels desired attributes, desired consequences, and desired end-states). The exploratory phase of the research verifies this concept by showing that the attributes of an offer are desired because they bring consequences, through their usage or possession, which, in turn, results in achieving certain desired end-states goals, objectives, organisational values) wanted by the client organisation. When it comes to the desired value change, the results of the descriptive phase confirm the “top-down” process of changes in different levels of the hierarchy of the desired value. The “top-down” process suggests that the higher levels of the hierarchy influence the lower levels. Therefore, desired changes in the end-states trigger desired changes in the consequences, which trigger in turn desired changes in the attributes of the offer. Because the desired changes in the end-states trigger changes in the lower levels top-down), the conceptual model focuses on the antecedents of the desired end-states. We will evaluate four antecedents of the desired changes in the end-states: the internal organisational changes, the dynamism linked with the external environment, the level of performance and the intensity of tensions within the customer firm. We will also test customer dependency towards their main professional service provider in ITC as a moderating variable in the relationship between the intensity of tensions and the changes desired. Our study contributes to the understanding of CDVC by showing that the internal organisational changes, stimulated by a dynamic environment, trigger desired changes at the highest level of the hierarchy i.e., the desired end-state). Moreover, a level of financial performance that is below expectations has a tendency to make the customer think twice about the offer and to modify its desired outcome by the “consumption” of the offer. Finally, the model suggests that the CDVC can be seen as the consequence or coping) of an emotional response resulting from the interpretation of the context appraisal). In this sense, the internal organisational changes and weak financial performances create tension within the organisation and can influence the customer, if dependent on its main professional service provider in ITC, to change its desired end-state. By referring to our results, the managers must frequently evaluate the customer desired value. In order to facilitate this, the hierarchy of the desired value offers a conceptual framework to measure and analyze that concept. More importantly, the hierarchy shows that the desired value is not only found on the level of the offers attributes. Consequently, it becomes necessary to understand and evaluate the higher levels of the hierarchy when developing solutions. The importance of the higher levels is also explained by our results, which show that the desired changes in the end-state are the ones that trigger changes in the lower levels. These results suggest that managers that are able to measure changes on that specific level of the hierarchy must change and adapt their offer accordingly. Finally, our study shows that certain factors can influence a client to change its desired end-state: changes in the internal organisation, the level of performance, the clients level of dependency towards his provider and tensions felt in the client organisation. It is therefore suggested to do regular follow-ups on those elements within the client-base in order to anticipate desired value change and therefore to be proactive rather than reactive in the development of offers.

Until now, marketing research has focused on creating customer value through the management of the partners involved within a relationship. However, in a dynamic and competitive context, the needs of a client may be changed to adapt to the environment within which the specific company evolves. Consequently, the changes will have an impact on the client as well as on his business partners. This study aims to fill the gap existing in marketing research in terms of the impact of the Customer Desired Value Change CDVC) on strategic choices and relationship. In the dynamic context of professional services in Information and Communication Technology ICT) we carry out an empirical study involving 400 executives from the largest enterprises in Quebec to measure the impact of such changes on the relationship between a client and his main service provider. Based on the work of Flint and al. 2002), the suggested model deals with the impact of the change of the value desired by a client on the interaction strategies and the resulting dependency in a B2B context. We measure the CDVC using the “moyens et des fins” theory, developed from qualitative interviews. This theory conceptualizes the value according to three hierarchical levels: changes in attributes, consequences, and final values seeked by a client in an offer from his main service provider. Further analysis allowed for a validation of the CDVC measures and both dimensions of the interaction strategies. First, collaboration is explained by the level of communication and coordination existing between a client and his service provider. Second, the creation of long-term relationships is measured by the level of trust the client has in his service provider and his desire to continue this relationship. The structural relations therefore allow us to test the impact of CVDC on the interaction strategies in a B-to-B context. Finally, we examine the impact of the interaction strategies on the clients perception of his dependency level regarding his main service provider. Our results show that only more abstract levels of the desired value, where the frequency of changes in the customer desired value is lower, have an impact on both interaction strategies. Moreover, within a partnership, everyone strives to benefit as much as possible. Both the client and the service provider want to come out on top. A client will therefore adapt his strategy according to his needs so as to increase profitability but also improve the security and the satisfaction of his clients. However that client has to make sacrifices to get what he wants from the service provider: if a company gets involved in a long-term policy and a long-term collaboration, our results confirm that it will become more dependant on its partner.

Laptop vendors are constantly looking for new ways to differentiate themselves. The commodization of this market precipitates a deeper view into what drives a consumer purchase of one brand over another. Do certain demographic profiles exist that are more likely to purchase a particular brand? Do certain product or brand attributes serve as the final decision criteria in the purchase process? What is compelling between laptop brands to drive selection? Results support the premise that relationships exist and that consumers are more likely to purchase one brand over another based on age, education level, gender or technical competence. The likely selection of a laptop brand can also be associated with a particular product or brand attribute. A better understanding of the laptop consumer enhances a vendors ability to properly segment and market the message to the right audience, increasing the likelihood of purchase. Implications for laptop vendors and recommendations for them as well as future research are presented.

This dissertation builds upon the proposition that marketplace resources represent input for consumers’ hopes and examines empirically the process of hope-building through a brand community. Relying on the framework of hope as a process, the dissertation unfolds how consumers hoping to accomplish a weight loss goal deploy membership in Weight Watchers brand community to build hope. Findings reveal that membership in the Weight Watchers brand community contributes to agency thoughts and pathway thoughts towards reaching the goal. Being part of this brand community positively affirms members to continue with effort when they encounter dietary failures. At the same time, through Weight Watchers group meetings members exchange useful information for overcoming roadblocks in weight loss journey. Most importantly, lay theories or implicit beliefs about the self and the world that members hold affect the ways in which membership in the Weight Watchers brand community sustains hope. Entity theorists depend heavily on the community to furnish external impetus to persist in the difficult task of weight loss, while incremental theorists approach the community from a functional perspective of learning the tools that will help master the task and pursue a weight loss goal independently over the long term.

Factors influencing Major League Baseball fans brand loyalty is important because these fans bring significant financial benefits to the industry every year, and stimulate economic growth in the United States. An intercept and quota sampling plan resulted in a sample of 285 Florida Marlins fans and 213 Tampa Bay Devil Rays fans for this comparative and correlational study. The purpose was to test for an explanatory relationship among fans characteristics, influencing factors, and the loyalty of fans to a winning team and to a losing team. Comparative and multiple regression analyses tested hypothesized relationships among fan characteristics, brand association attributes, benefits, and attitudes and brand loyalty using the Team Association Questionnaire Gladden & Funk, 2002). Cronbachs alphas and exploratory factor analyses estimated reliability and established validity of the measures for this study. Three dimensions of brand association attributes, benefits, and attitudes) were significant explanatory variables of brand loyalty. However, fan characteristics did not influence fans loyalty. Attitudes influenced fans associating with a team, suggesting short term strategies for this rational component of sports fans behavior. However, “implementing short-term tactics does not necessarily guarantee long-term and consistent revenue streams” Gladden & Milne, 1999, p. 21). Fans might support a team because the team has a winning record, super star players, a renowned head coach, or an attractive stadium. However, this dimension is insufficient to explain why the fans also strongly support a team when these factors are not present. Findings supported the dimension of “benefits” and how it plays a role in explaining irrational sport fans behavior and the loyalties of fans of both winning and losing teams. Sports provide fans with a temporary escape from their daily routines. Sport teams also provide a platform for fans to identify with the team, to associate themselves with the same peer groups, or to share memories with one other. For the dimension of attitudes, the affective reaction of fans was also an important factor influencing brand loyalty. Structural equation modeling in future studies may further clarify relationships in hypothesized models involving fan characteristics, brand association attributes, benefits, and attitudes and brand loyalty.