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...