The objective of my dissertation is to view referrals from the perspective of the supplier firm. Referrals influence potential customers to purchase (or not) from a specific supplier firm (e.g., Apple Inc.). Thus, referrals affect the supplier firms cash flow; and, in the first essay I argue...

Investigating a perceptual process in the first essay and evaluative processes in the second essay, this research examines the consumer-brand relationship from a dual perspective (inside-out and outside-in), showing how individual differences in consumers influence how they perceive and evaluate...