This dissertation synthesizes previous research from consumer research, psychology and applied economics to develop a conceptual model explaining the effects of perceived price and perceived brand on consumers' pre-purchase service expectations. This research also addresses the extent consumers'...

This dissertation research examines consumer skepticism and the possible mitigating effect of credibility on consumers' behavior in the marketplace. Of particular interest to this research is the interaction between the credibility of a set of information and consumers' skepticism toward a...

What factors lead to favorable consumer evaluations of extensions has been the important research issue in the area of brand extensions. Prior research findings of brand extensions imply that it is important to consider whether a brand has prior associations by which consumers perceive a fit...

Retail structure may be changing dramatically due to the diversified retail formats, increased size of retail stores, new technological developments, and the changes in consumer behaviors. It is important to understand these changes. If we can understand these changes better, we will know what...

Despite acceptance and attractiveness of discount retailing, no comprehensive patronage model for discount retailing has been developed. The primary purpose of this research was to develop a general model of retail patronage and to empirically test the relationships proposed in the model in the...