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Two essays on consumer consensus on perceived quality
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Title
Two essays on consumer consensus on perceived quality
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Yayla
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Serdar
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1983-
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Serdar Yayla
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author
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Yeniyurt
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Sengun
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Sengun Yeniyurt
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Advisory Committee
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Rutgers University
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Graduate School - Newark
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theses
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2018
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2018-10
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2018
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xx
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eng
Abstract
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The concept of consensus has been investigated by scholars from various disciplines. However, in the area of marketing, few researchers have examined the role of consensus in the consumer decision-making process. Studies devoted the consumer consensus have produced conflicting results depending on the type of product examined. To shed light on its impact on the consumer decision-making process, I will investigate consumer consensus using a dataset comprised of 1144 brands over an 11-year time period.
This dissertation consists of two essays about consumer consensus on quality. In the first essay, I examine antecedents of the perceived quality discrepancy (PQD) which reflect the lack of consumer consensus on quality perceptions in a market. Moreover, the impact of PQD on brand-level sales and purchase intention scores is examined. Results indicated a negative relationship between PQD and perceived quality. Similarly, PQD has a negative impact on brand-level sales and purchase intention scores. In addition, advertising expenditures generate more revenues for brands that have higher PQD. Also, the negative impact of PQD on purchase intention is higher for the brands that have higher quality.
In the second essay, I examine the impact of PQD on perceived quality by time perspective. In this study, I aim to illuminate changes in quality perceptions in response to the consensus on quality. The results indicate that on average, a change in PQD can be fully realized after 1.84 years. Moreover, the short-term effect of PQD on perceived quality is higher for service brands and higher in the hedonic product categories than in the utilitarian categories. Results also indicate that the carryover duration can take as long as 2.51 years for products, while it can take as long as 1.98 years for services.
This dissertation consists of two essays about consumer consensus on quality. In the first essay, I examine antecedents of the perceived quality discrepancy (PQD) which reflect the lack of consumer consensus on quality perceptions in a market. Moreover, the impact of PQD on brand-level sales and purchase intention scores is examined. Results indicated a negative relationship between PQD and perceived quality. Similarly, PQD has a negative impact on brand-level sales and purchase intention scores. In addition, advertising expenditures generate more revenues for brands that have higher PQD. Also, the negative impact of PQD on purchase intention is higher for the brands that have higher quality.
In the second essay, I examine the impact of PQD on perceived quality by time perspective. In this study, I aim to illuminate changes in quality perceptions in response to the consensus on quality. The results indicate that on average, a change in PQD can be fully realized after 1.84 years. Moreover, the short-term effect of PQD on perceived quality is higher for service brands and higher in the hedonic product categories than in the utilitarian categories. Results also indicate that the carryover duration can take as long as 2.51 years for products, while it can take as long as 1.98 years for services.
Subject
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Topic
Management
Subject
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Topic
Consensus (Social sciences)
Subject
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Topic
Quality of products
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Rutgers University Electronic Theses and Dissertations
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ETD_9192
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electronic resource
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1 online resource (97 pages : illustrations)
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Ph.D.
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Includes bibliographical references
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by Serdar Yayla
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Graduate School - Newark Electronic Theses and Dissertations
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rucore10002600001
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doi:10.7282/t3-0ae9-f298
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ETD doctoral
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The author owns the copyright to this work.
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Yayla
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Serdar
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Permission or license
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2018-09-13 16:46:53
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Serdar Yayla
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Rutgers University. Graduate School - Newark
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Author Agreement License
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I hereby grant to the Rutgers University Libraries and to my school the non-exclusive right to archive, reproduce and distribute my thesis or dissertation, in whole or in part, and/or my abstract, in whole or in part, in and from an electronic format, subject to the release date subsequently stipulated in this submittal form and approved by my school. I represent and stipulate that the thesis or dissertation and its abstract are my original work, that they do not infringe or violate any rights of others, and that I make these grants as the sole owner of the rights to my thesis or dissertation and its abstract. I represent that I have obtained written permissions, when necessary, from the owner(s) of each third party copyrighted matter to be included in my thesis or dissertation and will supply copies of such upon request by my school. I acknowledge that RU ETD and my school will not distribute my thesis or dissertation or its abstract if, in their reasonable judgment, they believe all such rights have not been secured. I acknowledge that I retain ownership rights to the copyright of my work. I also retain the right to use all or part of this thesis or dissertation in future works, such as articles or books.
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2018-10-31
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2020-10-30
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Access to this PDF has been restricted at the author's request. It will be publicly available after October 30th, 2020.
Copyright
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Copyright protected
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Open
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Permission or license
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