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Choosing others.

Zamudio Michelsen, Cesar Armando.

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Choosing others.

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Choosing others./
作者:	Zamudio Michelsen, Cesar Armando.
面頁冊數:	140 p.
附註:	Source: Dissertation Abstracts International, Volume: 74-10(E), Section: A.
Contained By:	Dissertation Abstracts International74-10A(E).
標題:	Business Administration, Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3564654
ISBN:	9781303137297

Choosing others.
Zamudio Michelsen, Cesar Armando.

Choosing others. - 140 p.

Source: Dissertation Abstracts International, Volume: 74-10(E), Section: A.

Thesis (Ph.D.)--The University of Texas at Dallas, 2013.

The present dissertation studies the problem of "choosing others", such as finding an employer, a spouse or a business partner. Despite the ubiquity and importance of these choices, their study has been rather absent from the marketing literature. One reason is that these choices are infrequent---data is sparse in comparison to data on product choice. Another reason is that consumers and firms---or, more broadly, agents---choose and are chosen simultaneously. Preferences are interrelated, complicating their estimation.

ISBN: 9781303137297Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Choosing others.
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245 1 0 $a Choosing others.
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500 $a Source: Dissertation Abstracts International, Volume: 74-10(E), Section: A.
500 $a Advisers: Brian T. Ratchford; Ernan E. Haruvy.
502 $a Thesis (Ph.D.)--The University of Texas at Dallas, 2013.
520 $a The present dissertation studies the problem of "choosing others", such as finding an employer, a spouse or a business partner. Despite the ubiquity and importance of these choices, their study has been rather absent from the marketing literature. One reason is that these choices are infrequent---data is sparse in comparison to data on product choice. Another reason is that consumers and firms---or, more broadly, agents---choose and are chosen simultaneously. Preferences are interrelated, complicating their estimation.
520 $a We study three problems on choosing others. We first investigate how to measure joint utility when choosing others using hiring data from the job market for assistant professors in marketing. Our findings shed new light on the workings of this and other markets, and lead to important implications for policymakers.
520 $a Our next topic is the measurement of individual utility when choosing others. We theorize that agents should be assigned a different brand equity measure for each task they perform, as opposed to current practice, which uses a single summary measure. We develop a model that disentangles the joint utility of matches in job markets and social networks to test this conjecture. Our results enrich the way we think about brand equity: accounting for the "many facets" of brand equity produces useful insights in the form of brand maps.
520 $a Finally, we study the celebrity endorsements market. In this setting, the "match-up" hypothesis suggests that firms should partner with congruent celebrities. However, studies that test this hypothesis consider the effect of congruency on consumers' perceptions of celebrity endorsements alone. We instead focus on the joint utility of celebrities and firms, that is, on how they actually choose each other. We find that some congruent matches can be detrimental and that some incongruent matches can be valuable.
590 $a School code: 0382.
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650 4 $a Economics, Labor. $3 1019135
650 4 $a Statistics. $3 517247
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710 2 $a The University of Texas at Dallas. $b Management Science. $3 2095390
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