The purpose of this dissertation is to investigate how product experiences with a new product affect consumers attitudes toward the brand, the products country of origin (CO), and the other brands competing in the same market place. The dissertation is composed of two essays. Using direct...

This article shows how methods for the analysis of moment structures based on latent variates can be used to investigate theories hypothesizing interactive effects of exogenous constructs on endogenous constructs. Building on the work of Kenny and Judd, the authors discuss the specification of...

Investigating a perceptual process in the first essay and evaluative processes in the second essay, this research examines the consumer-brand relationship from a dual perspective (inside-out and outside-in), showing how individual differences in consumers influence how they perceive and evaluate...