Monique BellCalifornia State University, Fresno | Fresno State · Department of Marketing & Logistics
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Citations since 2017
3 Research Items
While organizational values’ implications for firm effectiveness and employee outcomes have been studied extensively in management literature, the question of how organizational values influence marketing outcomes remains under-researched. Our research applies stakeholder theory to propose that an expanded organizational values framework is needed...
Corporate social responsibility (CSR), which refers to business practices and corporate resource contributions that help improve societal well-being (Kotler & Lee, 2005), and its impact on a country’s bottom line have attracted increased scholarly interest over the years as corporations recognize the communities in which they operate as significant...
Growth among multilingual consumers in the United States requires service marketers to consider service language use. While the limited research to date asserts that multilingual consumers prefer service in their native language, these studies do not consider contextual factors, including social influence. The current research investigates the mode...
The phenomenon of consumer multilingualism requires service marketers to consider the impact of service language on service evaluations. While prior research shows that multilingual consumers prefer service in their native language, this research establishes the moderating role of social presence on the relationships between service language and se...
Although spokesperson accent is one important communication component in changing consumers' attitude toward advertising and brand, academic research in the marketing literature has not yet put much importance in its multitude of theoretical and practical implications. The current paper conceptualizes a multidimensional construct of the advertiseme...
Given the significant increase in the number of ethnic consumers, firms attempt to utilize various marketing communication strategies and tactics to promote their brands to these ethnically diverse groups. Similarly, many marketers are striving for brand crossovers by introducing ethnic offerings to new audiences. This research focuses on one such...
Marketers often do not present prices in ways that permit easy comparisons or calculations. For many consumers, situations that involve numbers and computations lead to math anxiety. Results of three studies show that math‐anxious consumers tend to avoid alternatives that require price computations. Interestingly, such consumers find relief from ma...
Recently, a number of firms have structurally integrated the distinct yet related functions of marketing and public relations (PR), under the leadership of a single corporate-, or C-level, executive. Such actions, as well as turf wars between the functions over social media ownership and related stakeholder management conflicts, have reignited the...