The Role of Product Wrongdoings on Brand Attitudes: A Comparison of Family and Non-Family Firms Public Deposited

http://ir.library.oregonstate.edu/concern/undergraduate_thesis_or_projects/4f16c5040

Descriptions

Attribute NameValues
Creator
Abstract or Summary
  • AN ABSTRACT OF THE THESIS OF Alexandra Martino for the degree of Honors Baccalaureate of Science in Management and Psychology presented on April 21, 2017. Title: The Role of Product Wrongdoings on Brand Attitudes: A Comparison of Family and Non-Family Firms. Abstract approved: Donald Neubaum Although the prevalence of family businesses in our current economy is rapidly increasing, there is very little research involving consumer perceptions of these firms. This study aims to study these consumer attitudes (i.e., trust, attitudes, and purchase intentions) towards family and non-family firms. This thesis also discusses how those wrongdoings affect the consumers’ levels of trust. Previous literature reported that consumers view brands as being capable of possessing emotions and morals (e.g., spokescharacters used in firm branding, anthropomorphized brands). This study builds on those findings to discuss how consumers’ attitudes towards these brands changed following an incidence of product wrongdoing. It presents a series of hypotheses, followed by the results from an online experimental survey used to explore these relationships. Key Words: Marketing, family business, brand attitudes Corresponding e-mail address: martinoa@oregonstate.edu
Resource Type
Date Available
Date Copyright
Date Issued
Degree Level
Degree Name
Advisor
Non-Academic Affiliation
Keyword
Rights Statement
Language
Replaces
Additional Information
  • description.provenance : Submitted by Alexandra Martino (martinoa@oregonstate.edu) on 2017-05-15T18:29:11Z No. of bitstreams: 1 MartinoAlexandraD2017.pdf: 321797 bytes, checksum: 82bc38e8acd6f8fb290b33b1508c1e9f (MD5)
  • description.provenance : Made available in DSpace on 2017-05-18T21:04:26Z (GMT). No. of bitstreams: 1 MartinoAlexandraD2017.pdf: 321797 bytes, checksum: 82bc38e8acd6f8fb290b33b1508c1e9f (MD5)
  • description.provenance : Approved for entry into archive by Steven Van Tuyl(steve.vantuyl@oregonstate.edu) on 2017-05-18T21:04:26Z (GMT) No. of bitstreams: 1 MartinoAlexandraD2017.pdf: 321797 bytes, checksum: 82bc38e8acd6f8fb290b33b1508c1e9f (MD5)

Relationships

In Administrative Set:
Last modified: 07/28/2017

Downloadable Content

Download PDF
Citations:

EndNote | Zotero | Mendeley

Items