Browsing by Author "6a767ba1-9b52-4867-842e-81bbbb684aa7"

Now showing items 1-2 of 2

    • Does language homophily affect migrant consumers’ service usage intentions? 
      Pezzuti, Todd; Pierce, Meghan E.; Leonhardt, James M. (Emerald, 2018)
      Purpose This paper investigates how language homophily between service providers and migrant consumers affects migrant consumers' intentions to engage with financial and medical service providers. Design/methodology/approach ...
    • Second person pronouns enhance consumer involvement and brand attitude 
      Cruz, Ryan E.; Leonhardt, James M.; Pezzuti, Todd (Elsevier, 2017)
      Online brand messaging, e.g., blogging or posting on social media platforms, has an important role in digital marketing strategy. Such messaging is largely text based and provides an opportunity for brands to interact ...