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ERIC Number: ED514246
Record Type: Non-Journal
Publication Date: 2010
Pages: 144
Abstractor: As Provided
Reference Count: 0
ISBN: ISBN-978-1-1096-9780-3
Brand Attachment to Specific Technology, Means Efficacy, and Organizational Commitment
McReynolds, Kevin V.
ProQuest LLC, Ph.D. Dissertation, Capella University
This study was exploratory in nature and examined the organizational commitment (dependent variable) impact of evangelistic marketing and training efforts. There was sufficient evidence from the practitioner press that many technology companies have adopted an evangelism marketing approach. This marketing method seeks to create attachments to technology among IT/IS professionals. For example, early Macintoshes were marketed more as a cause (fight against IBM or Big Brother) than as a product (Kawasaki, 1992). Another factor influencing IS/IT professionals' brand attachment was technology alignment. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page:]
ProQuest LLC. 789 East Eisenhower Parkway, P.O. Box 1346, Ann Arbor, MI 48106. Tel: 800-521-0600; Web site:
Publication Type: Dissertations/Theses - Doctoral Dissertations
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A