Perceptual inaccuracies in marketing relationships

This dissertation sheds light on the perceptual inaccuracies in marketing relationships, a recently flourishing research stream. While perceptual inaccuracies have been investigated in a wide area of research such as social psychology, behavioral decision and organizational behavior, marketing literature's interest in the topic is relatively new. Despite being few in number, studies in this domain demonstrate significant financial and relational consequences. The dissertation consists of two essays that delve into this open-ended and interesting area of perceptual inaccuracies in marketing. Essay 1 consists of an integrative and critical review of the current knowledge about perceptual inaccuracies in marketing relationships. We analyze antecedents of these inaccuracies, identify misperceived constructs and related downstream consequences and moderators. With a focus on salesperson-customer dyads, we provide a synthesis of existing research, develop an emergent conceptual framework and identify several research gaps. Drawing from various theories such as relationship lifecycle, social perception, and the behavioral decision theory, we suggest ways of reconciling inconsistent findings and develop propositions that could guide future perceptual inaccuracy research. Essay 2 investigates perceptual differences between consumers and subsidiary managers regarding a global brand's standardization level in a subsidiary market. Results reveal that emerging market consumers perceive global brands as less standardized than they are. A perceived standardization gap exists concerning the product characteristics and positioning. Antecedents and consequences of the "standardization gap" are analyzed using triadic data obtained from managers, consumers, and advertisements in an emerging market. Perceived credibility, quality, and prestige of the brand are related to the size of standardization gaps. Importantly, positioning standardization gaps decrease emerging market consumers' attitudinal brand equity, their willingness to pay, and the brand's market share in the subsidiary market. Overall the dissertation advances and enriches the understanding of perceptual inaccuracies in marketing by focusing on two different domains: salesperson- customer and international marketing. It particularly suggests that both researchers and practitioners should take into account perceptual inaccuracies, their antecedents and consequences as they may have remarkable outcomes for marketing relationships.