Vicky L Thomas
Biographic Data
| ID | 1646750 |
|---|---|
| NAME | Vicky L Thomas |
| GIVEN NAMES | Vicky L |
| FAMILY NAME | Thomas |
| SIGNATURE | THOMAS V L |
| AFFILIATIONS | Old Dominion University |
| ORCID | 0000-0001-8832-703X |
| VERIFIED | Yes |
| TOTAL WORKS | 8 |
| TOTAL CITATIONS | 0 |
| WORKS AS AUTHOR | 8 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 1976 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 0 |
How Consumer-Brand Incidental Similarity Cues in Advertising Increase Self-Brand Connection and Brand Interest
Incidental similarity arises when two individuals share a trivial connection. Marketing research demonstrates that similarity between a consumer and a brand representative (e.g., salesperson, service associate) increases brand beneficial outcomes, specifically attitudes and purchase intentions. We propose that the elicitation of incidental similarity and its implications may not be exclusive to interpersonal relationships. Drawing on brand relati…
Explication of the Virtual Influencer Ecosystem
This manuscript provides a novel and formalized framework of the virtual influencer ecosystem. To do so, we first conducted a systematic literature review coupled with a thematic analysis whereby we profiled the literature, identified commonly employed theories, detailed a conceptual framework of the existing literature, and elaborated upon six themes within the literature. Building on these findings, we then provided a formal account of the virt…
Harnessing the Strengths of Computational Advertising and Experimental Methods to Enhance Research Design
Computational methods such as those used in computational advertising research are often considered at odds with experimental methods. This divergent view of these two paths has frequently led to researchers examining these methodologies in isolation. In this article, we take the view that each path has value and that the strengths of one can inform the other. To this end, we provide a guide to conducting research that focuses on four strengths i…
Examining consumer reactions to sincere brands’ gratitude expressions
This research investigates the use of advertised gratitude expressions by sincere brands. As sincere brands are well aligned with gratitude expressions, we theorize that a messaging strategy solely expressing gratitude fails to yield brand benefits beyond a message where gratitude is not expressed. However, sincere brands can reap more brand benefits when their advertised gratitude expression is perceived as effortful (e.g., thank you message cou…
Too Exciting to Care? When Expressing Gratitude Is a Detriment to the Brand
Brands regularly express gratitude to groups such as first responders, medical personnel, and teachers (i.e., third-party others). Drawing from the gratitude, branding, and persuasion knowledge literature, we theorize that consumer reactions to advertised gratitude expressions to third-party others depend upon brand positioning, operationalized through brand personality. We empirically demonstrate that when exciting brands express gratitude to th…
Turn the Other Cheek or an Eye for an Eye
The phenomenon of brands making sarcastic and sometimes rude comments regarding their competitors via social media is a relatively novel and unexplored behavior, and research in this area is scarce. How consumers perceive the use of humor in brand-to-brand dialogue may have meaningful managerial implications for companies and important theoretical implications for existing theory. Thus, to understand the dyadic relationship between two brands who…
Close Encounters of the AI Kind
Brand endorsers can contribute to a brand’s success or failure (in the case of endorser transgressions). Recent advancements in technology have produced new, nonhuman alternatives to traditional celebrity endorsers. These new endorsers rely on artificial intelligence (AI) to interact with and influence consumers. Two studies demonstrate that AI influencers can produce positive brand benefits similar to those produced by human celebrity endorsers.…
Developing Resources for Family Potential
No prominent works on this page.
Developing Resources for Family Potential
Turn the Other Cheek or an Eye for an Eye
The phenomenon of brands making sarcastic and sometimes rude comments regarding their competitors via social media is a relatively novel and unexplored behavior, and research in this area is scarce. How consumers perceive the use of humor in brand-to-brand dialogue may have meaningful managerial implications for companies and important theoretical implications for existing theory. Thus, to understand the dyadic relationship between two brands who…
Close Encounters of the AI Kind
Brand endorsers can contribute to a brand’s success or failure (in the case of endorser transgressions). Recent advancements in technology have produced new, nonhuman alternatives to traditional celebrity endorsers. These new endorsers rely on artificial intelligence (AI) to interact with and influence consumers. Two studies demonstrate that AI influencers can produce positive brand benefits similar to those produced by human celebrity endorsers.…
Examining consumer reactions to sincere brands’ gratitude expressions
This research investigates the use of advertised gratitude expressions by sincere brands. As sincere brands are well aligned with gratitude expressions, we theorize that a messaging strategy solely expressing gratitude fails to yield brand benefits beyond a message where gratitude is not expressed. However, sincere brands can reap more brand benefits when their advertised gratitude expression is perceived as effortful (e.g., thank you message cou…
Too Exciting to Care? When Expressing Gratitude Is a Detriment to the Brand
Brands regularly express gratitude to groups such as first responders, medical personnel, and teachers (i.e., third-party others). Drawing from the gratitude, branding, and persuasion knowledge literature, we theorize that consumer reactions to advertised gratitude expressions to third-party others depend upon brand positioning, operationalized through brand personality. We empirically demonstrate that when exciting brands express gratitude to th…
Harnessing the Strengths of Computational Advertising and Experimental Methods to Enhance Research Design
Computational methods such as those used in computational advertising research are often considered at odds with experimental methods. This divergent view of these two paths has frequently led to researchers examining these methodologies in isolation. In this article, we take the view that each path has value and that the strengths of one can inform the other. To this end, we provide a guide to conducting research that focuses on four strengths i…
How Consumer-Brand Incidental Similarity Cues in Advertising Increase Self-Brand Connection and Brand Interest
Incidental similarity arises when two individuals share a trivial connection. Marketing research demonstrates that similarity between a consumer and a brand representative (e.g., salesperson, service associate) increases brand beneficial outcomes, specifically attitudes and purchase intentions. We propose that the elicitation of incidental similarity and its implications may not be exclusive to interpersonal relationships. Drawing on brand relati…
Explication of the Virtual Influencer Ecosystem
This manuscript provides a novel and formalized framework of the virtual influencer ecosystem. To do so, we first conducted a systematic literature review coupled with a thematic analysis whereby we profiled the literature, identified commonly employed theories, detailed a conceptual framework of the existing literature, and elaborated upon six themes within the literature. Building on these findings, we then provided a formal account of the virt…
Business (6 works) · Psychology (6 works) · Advertising (5 works) · Digital Marketing and Social Media (5 works) · Computer Science (3 works) · Consumer Behavior in Brand Consumption and Identification (3 works) · Marketing (3 works) · Marketing (3 works) · Social Psychology (3 works) · Consumer Market Behavior and Pricing (2 works)