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The Use of Secrets in Marketing and ...

Fedorenko, Ivan.

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The Use of Secrets in Marketing and Value Creation.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	The Use of Secrets in Marketing and Value Creation./
作者:	Fedorenko, Ivan.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2019,
面頁冊數:	123 p.
附註:	Source: Dissertations Abstracts International, Volume: 80-12, Section: A.
Contained By:	Dissertations Abstracts International80-12A.
標題:	Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=13883650
ISBN:	9781392160817

The Use of Secrets in Marketing and Value Creation.
Fedorenko, Ivan.

The Use of Secrets in Marketing and Value Creation. - Ann Arbor : ProQuest Dissertations & Theses, 2019 - 123 p.

Source: Dissertations Abstracts International, Volume: 80-12, Section: A.

Thesis (Ph.D.)--Bentley University, 2019.

This item must not be sold to any third party vendors.

Keeping secrets is common to both corporations and public organizations. However, secrets have, until recently, received little attention in the marketing literature. The research on secrecy, to date, has been focused on the appropriating value from innovation. The purpose of my dissertation is to explore how secrecy can be used to create value for consumers.Paper one integrates the existent research on secrecy to develop an overarching framework and categorize four common types of secrets: reputational secrets, trade secrets, managerial secrets, and marketing secrets. The drivers and consequences of secrecy are identified across all three levels of analysis: individual, organizational and macro level.Paper two develops a conceptual model of marketing secrets. It maintains a relational approach to model three types of relationships that can be augmented by secrecy: between a secretive brand and customers knowing the secret (insiders), brand and customers from whom the secret is hidden (outsiders), and between insiders and outsiders. Finally, paper three provides an empirical evidence through an explorative quasi-experiment and a series of laboratory studies in the context of the video games industry.Taken together, the three papers link the phenomenon of secrecy to the marketing literature on branding and consumer behavior. These studies contribute to the literature on consumer uncertainty, new product pre-announcements, and brand signaling. The practical implications include guidance on the use of secrecy in marketing campaigns.

ISBN: 9781392160817Subjects--Topical Terms:

536353
Marketing.
Subjects--Index Terms:

Identity

The Use of Secrets in Marketing and Value Creation.
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506 $a This item must not be sold to any third party vendors.
520 $a Keeping secrets is common to both corporations and public organizations. However, secrets have, until recently, received little attention in the marketing literature. The research on secrecy, to date, has been focused on the appropriating value from innovation. The purpose of my dissertation is to explore how secrecy can be used to create value for consumers.Paper one integrates the existent research on secrecy to develop an overarching framework and categorize four common types of secrets: reputational secrets, trade secrets, managerial secrets, and marketing secrets. The drivers and consequences of secrecy are identified across all three levels of analysis: individual, organizational and macro level.Paper two develops a conceptual model of marketing secrets. It maintains a relational approach to model three types of relationships that can be augmented by secrecy: between a secretive brand and customers knowing the secret (insiders), brand and customers from whom the secret is hidden (outsiders), and between insiders and outsiders. Finally, paper three provides an empirical evidence through an explorative quasi-experiment and a series of laboratory studies in the context of the video games industry.Taken together, the three papers link the phenomenon of secrecy to the marketing literature on branding and consumer behavior. These studies contribute to the literature on consumer uncertainty, new product pre-announcements, and brand signaling. The practical implications include guidance on the use of secrecy in marketing campaigns.
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653 $a Value creation
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