Degree Department

The Effect of Online Consumer Reviews and Brand Equity on the Consumer Decision Making Process

This research aims to investigate the (1) review effects on consumer decision making process, (2) effects of negative reviews on brand equity, and (3) consumers' likely response to a brand's request for reviews. The objective of the first essay is to investigate the nature of the relationship between skepticism and consumer decision making in an online behavior context. Its second objective is to know whether people's belief on their abilities or their hedonic principle moderates the relationship between a person's skepticism toward online reviews and their reliance on online reviews. The objective of the second essay is to explore whether negative online reviews that focus on service quality specific dimensions have a different effect on a service organization's perceived brand equity. Its second objective is to analyze the role of emotional contagion in the relationship between negative reviews related to various service quality dimensions and its effect on perceived brand equity. The main objective of the third essay is to know whether consumers are more likely to write an online review for a brand when the request comes from a higher equity brand. This essay also investigates how message trust and persuasion knowledge influence the relationship between a brand's request …
Date: December 2021
Creator: Ahmad, Fayez
System: The UNT Digital Library
Exploring the Complex Exchange Relationships in Direct Selling Channels (open access)

Exploring the Complex Exchange Relationships in Direct Selling Channels

This dissertation research explores the factors that influence direct selling agents' sales performance and job satisfaction. In the direct selling channels, the agents not only sell the products to customers. They may concurrently perform a "distributor" role as a stand-alone entity composed of their own sales network. This dissertation research features two essays. The first essay investigates how direct selling agents' perceptions of control and sense of belonging relate to PO. This essay further explores how PO influences job performance and job satisfaction. Results suggest that perception of control and sense of belonging fuel PO. Furthermore, leader-member exchange mediates the relationship between PO and sales performance, as well as PO and job satisfaction in direct selling networks. The second essay introduces a new construct (relational incongruity) and discusses how complex sales environments and direct selling agents' organizational structures influence the relational incongruity in their organization and its ensuring effect on sales performance and job satisfaction. The results indicate that organizational complexity is positively related to relational incongruity. However, customer complexity has a negative impact on relational incongruity. Relational incongruity in direct selling agents' organizations has negative effects on job satisfaction but has no effects on sales performance. Epistemic curiosity undermines …
Date: December 2021
Creator: Geng, Guanyu
System: The UNT Digital Library