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Filtering by: Creator Bee, Colleen Committee Member Cluver, Brigitte

Exploring the Consumer Green Gap: Consumer Attitudes and Intentions Related to Sustainable Product Consumption

Creator:

Geldert, Brionna R.

Abstract:

Green consumerism is an important issue among marketers due to the prevailing green gap (Tseng, 2016). A consumer’s green gap is the distance between the stated importance of protecting the environment and actual behavior (Tseng, 2016). This study strives to understand factors affecting consumer motivations and decisions related to sustainable...

Resource Type:

Honors College Thesis

Full Text:

. APPROVED: _____________________________________________________________________ Colleen Bee
Building brand equity for unfamiliar Asian brands' entry into global markets

Creator:

Song, Sarah Sungsook

Abstract:

The purpose of this study is to fill a critical gap in brand equity literature by proposing and empirically testing a brand equity process model for unfamiliar Asian brands. Cue utilization theory (Easterbrook, 1959) and impression formation theory (Asch, 1946) were integrated to explain how extrinsic and intrinsic cues shown...

Resource Type:

Dissertation

Full Text:

memories with you, and make sure to pass on that legacy to my future students. Dr. Colleen Bee, Dr