Marketing Department

Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude

Article reports development and validation of a parsimonious, generalizable scale measuring the hedonic and utilitarian dimensions of consumer attitudes toward product categories and different brands within categories. Results suggest that the hedonic and utilitarian constructs are two distinct dimensions of brand attitude.

Sponsor: Oklahoma State University and Washington State University.

PIs: Kevin E. Voss, Ph.D.,

Washington State University: Eric R. Spangenberg

Concordia University (Montreal, Canada): Bianca Grohmann

The Marketing - Human Resource Interface: Superior Performance for the Small Business

The conceptual model suggests that small business managers possess both customer focus and employee focus. Both human resource management practices and customer management practices are hypothesized to have direct effects on customer satisfaction, which ultimately has a direct effect on firm performance.

Sponsor: Oklahoma State University

PIs: Kevin E. Voss, Gary L. Frankwick, Goutam Chakraborty,

The Effect of Multiple Brand Alliances on Consumer Attitudes Toward New Unknown Brands.

Examine proposition that consumer attitudes and purchase intentions for new unknown brand will improve as number of well-known perceived brand allies increase. Results fail to support hypotheses. Results suggest a process view of understanding how brand alliances effect consumer evaluations of primary brands is needed to complement existing state theories.

Sponsor: Oklahoma State University

PIs: Kevin E.Voss, Bashar Gammoh

What do customers consider important in B2B web sites?

Seven factors that customers consider important in a business-to-business Website were identified. Results revealed that organization is the most important factor in a Website. Managerially useful differences were found in the importance ratings of these factors for those who use the Web for purchasing versus those who use the Web for nonpurchase activities.

Sponsor: Oklahoma State University.

PIs: Goutam Chakraborty, Vishal Lala, David Warren

Can a Marketing Product Classification System Predict Dot.com Retail Success and Failure?

This study examines a model that identifies failure points and forecasts dot.com success and failure. The results of the study indicate that consumers are very willing to purchase “shopping products” online. The study concludes with some intriguing and important implications for Dot.com retail managers and researchers.

Sponsor: Oklahoma State University.

PI(s): Goutam Chakraborty

Weber State University: Anthony Allred

Determinants, Effects and Moderators of Country Image

Tested the impact of country image on consumers’ attitudes and behaviors. It revealed the effect of country image on willingness to purchase is fully mediated by the effect of country image on consumers’ feelings toward the product and perceptions of the quality of the product.

Sponsor: Oklahoma State University.

PIs: Goutam Chakraborty, Vishal Lala,

Weber State University: Anthony Allred

The Loneliness of the Long Distance Employee: Development of the Workplace Isolation Scale

Workplace Isolation (WIS) is a two-dimensional construct that represents individuals’ perceptions of isolation from others at work and perceived isolation from both colleagues and the company’s support network. This research develops and validates a self-report scale for measuring two facets of workplace isolation: isolation from colleagues and from the company.

Sponsor: Direct Selling Education Foundation, Washington, D.C.

PIs: Greg W. Marshall

University of South Florida: Charles E. Michaels, Jay P. Mulki