Dora E Bock
Biographic Data
| ID | 9537418 |
|---|---|
| NAME | Dora E Bock |
| GIVEN NAMES | Dora E |
| FAMILY NAME | Bock |
| SIGNATURE | BOCK D E |
| AFFILIATIONS | Auburn University, Auburn, Alabama, USA |
| ORCID | 0000-0001-6161-1508 |
| VERIFIED | Yes |
| TOTAL WORKS | 2 |
| TOTAL CITATIONS | 0 |
| WORKS AS AUTHOR | 2 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2023 |
| LATEST PUBLICATION YEAR | 2023 |
| H-INDEX | 0 |
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…
No prominent works on this page.
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…
Advertising (2 works) · Business (2 works) · Consumer Behavior in Brand Consumption and Identification (2 works) · Gratitude (2 works) · Psychology (2 works) · Social Psychology (2 works) · Computer Science (1 work) · Cultural Differences and Values (1 work) · Digital Marketing and Social Media (1 work) · Internet privacy (1 work)