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Featured researches published by Bryan Usrey.


Global Fashion Management Conference | 2018

INCENTIVIZED PRODUCT REVIEWS: HOW A BLOGGERS MOTIVES TO ACCEPT BRAND INCENTIVIZATION CAN IMPACT BLOG LOYALTY

Bryan Usrey; Maximilian H. E. E. Gerrath

As blogs continue to grow in importance, they have quickly become one of the largest and most established forms of non-traditional media (Onishi and Manchanda, 2012; Stephen and Galak, 2012). Due to this popularity, brands are striving to connect to consumers through the blogosphere. One of the most popular approaches is incentivization, whereby the brand incentivizes the blogger to write a review of a given product (Uribe, Buzeta and Velasquez, 2016; Hwang and Jeong, 2016). However, incentivization may pose significant risks for bloggers, who are perceived to be independent from corporate interests and a credible source of information. We employed three experimental studies to show that intrinsic, as compared to extrinsic, incentivization acceptance motives mitigate the negative effect of positive incentivized reviews on perceived independence, credibility and ultimately, blog loyalty. In our final experiment, we find that that followers who are attached to a blog are more likely to continue to browse, revisit and recommend the blog, regardless of incentivization acceptance motives.


Bridging Asia and the World: Global Platform for Interface between Marketing and Management | 2016

Green Emphasis: The Role of Green Product Communications in Influencing Performance Evaluations

Bryan Usrey; Dayananda Palihawadana; Charalampos Saridakis; Aristeidis Theotokis

Green products are often afflicted with a perceived performance liability, presenting marketing managers with a dilemma of how to motivate consumers to alter their consumption behavior, while acknowledging their negative inferences about green product performance. To address this problem, we develop green emphasis, defined as the prominence given to a firms’ environmental initiative in a green product communication appeal. By employing a green emphasis strategy, a firm makes prominent in a communication message either environmental attributes (Study 1 and 3), or uses assertive terminology (Study 2) to heighten issue importance. When a green emphasis strategy is used, the lack of performance-related extrinsic cues may reduce an individuals’ evaluation of a product’s performance ability. This relationship is mediated by autonomous motivation, which may be enhanced through the provision of information that is of interest and value to an individual (Deci & Ryan, 2000). Next, the moderating variable of performance criticality is examined, whereby the importance of the products’ performance ability is based on its associated category (Study 1) or purchase situation (Study 2). When a product belongs to a performance-critical category, or if situational involvement is heightened, the incongruent product information may heighten the negative impact of green emphasis. Finally, environmental attribute optionality (Study 3) is examined. When optional, the attribute is non-fundamental to the functioning of the base product (Ma, Gill, & Jiang, 2015). By making the environmental attribute an option, it is supposed that the incongruity between the attribute and perceived product performance is mitigated and localized, overcoming the negative effect of green emphasis.


Journal of Travel Research | 2018

Examining How Companies’ Support of Tourist Attractions Affects Visiting Intentions: The Mediating Role of Perceived Authenticity

Alessandro Biraglia; Maximilian H. E. E. Gerrath; Bryan Usrey


Archive | 2017

Optionally Green: The role of Green Attribute Optionality in Overcoming the Green Product Performance Liability

Bryan Usrey; Dayananda Palihawadana; Charalampos Saridakis; Aristeidis Theotokis


ACR North American Advances | 2017

20-D: False Positives: How Double-Sided Review Systems Affect Consumers’ Rating Valence

Antje Graul; Bryan Usrey


ACR North American Advances | 2017

20-L: Sell Out Without Losing Out: Overcoming the Harmful Impact of Incentivized Reviews

Maximilian H. E. E. Gerrath; Bryan Usrey


ACR North American Advances | 2017

Optionally Green: the Role of Green Attribute Optionality in Influencing Performance Evaluations

Bryan Usrey; Dayananda Palihawadana; Charalampos Saridakis; Aristeidis Theotokis


Bridging Asia and the World: Global Platform for Interface between Marketing and Management | 2016

FIRMS' INVOLVEMENT IN THE RESTORATION OF TOURIST ATTRACTIONS: THE ROLE OF PERCEIVED ALTRUISM AND AUTHENTICITY ON VISITING INTENTIONS

Alessandro Biraglia; Maximilian H. E. E. Gerrath; Bryan Usrey


ACR North American Advances | 2016

“The Review is Sponsored by”: The Effect of Sponsorship Disclosure on Blog Loyalty

Maximilian H. E. E. Gerrath; Bryan Usrey


ACR North American Advances | 2015

Fair Enough: Individuals’ Perceptions of Altruism of Csr Activities and Their Effect on Authenticity of Heritage Sites.

Alessandro Biraglia; Maximilian H. E. E. Gerrath; Bryan Usrey

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