Browsing by Author "Cornwell, T. Bettina"

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Accounting for the Social Element in Access-Based Consumption

Koppenhafer, Leslie (University of Oregon, 2014-10-17)

This dissertation examines how the inclusion of the social element in access-based consumption can influence affective and behavioral responses. The first essay builds upon the dimensions proposed by Bardhi and Eckhardt, ...
Alternative Thinking about Starting Points of Obesity: Development of Child Taste Preferences

Cornwell, T. Bettina; McAlister, Anna R. (Elsevier, 2011-01)

Food marketers are at the epicenter of criticism for the unfolding obesity epidemic as societies consider banning advertising to children and taxing “junk” foods. While marketing’s role in obesity is not well understood, ...
Brand Latitude

Charlton, Aaron (University of Oregon, 2019-09-18)

This dissertation addresses the topic of brand latitude, defined herein as a public entity’s capacity to deviate from category norms or to transcend the normal function of a brand without incurring adverse responses from ...
Brand Mind Perception and Moral Judgments of Brand Behavior: How Perceived Leadership Influences Consumer Attitudinal Responses to a Brand's Wrongdoing

Xie, Hu (University of Oregon, 2017-09-06)

How we communicate about brands and companies has changed. CEOs have come into the spotlight of brand communications but little marketing research offers holistic knowledge about CEOs as brand endorsers. This research ...
Healthy Competition

Setten, Eric (University of Oregon, 2020-09-24)

My dissertation looks at how consumers view food and beverages either as a means to enjoy themselves as sports fans or as a means to improve physical performance as athletes. The first essay, “Eat to Win, Not to Lose,” ...
Shared Brand Equity

Cornwell, T. Bettina; Humphreys, Michael S.; Kwon, Youngbum (Taylor & Francis, 2022)

Many brand collaboration platforms—such as sponsorship, celebrity endorsement, influence rmarketing, product placement, cobranding, and human branding—build strong relationships between brands and contribute to the brand ...
Sponsorship-Linked Marketing: The Role of Articulation in Memory

Cornwell, T. Bettina; Humphreys, Michael S.; Maguire, Angela M.; Weeks, Clinton S.; Tellegen, Cassandra L. (Journal of Consumer Research, Inc., 2006-12)

Corporate sponsorship of events contributes significantly to marketing aims, including brand awareness as measured by recall and recognition of sponsor-event pairings. Unfortunately, resultant advantages accrue ...
The Theoretical Antecedents to Communication Primes: A Holistic Perspective with Public Policy Implications

Minton, Elizabeth (University of Oregon, 2014-09-29)

This research provides a thorough review of the research on priming and marketing (essay 1) as well as empirically explores several unintended consequences of priming (essay 2) and the antecedents to priming effects (essay ...