University of South Florida Scholar Commons Graduate Theses and Dissertations Graduate School January 2012 Perceived Firm Transparency: Scale and Model Development Jennifer Dapko University of South Florida,
[email protected] Follow this and additional works at: http://scholarcommons.usf.edu/etd Part of the American Studies Commons, Communication Commons, and the Marketing Commons Scholar Commons Citation Dapko, Jennifer, "Perceived Firm Transparency: Scale and Model Development" (2012). Graduate Theses and Dissertations. http://scholarcommons.usf.edu/etd/4025 This Dissertation is brought to you for free and open access by the Graduate School at Scholar Commons. It has been accepted for inclusion in Graduate Theses and Dissertations by an authorized administrator of Scholar Commons. For more information, please contact
[email protected]. Perceived Firm Transparency: Scale and Model Development by Jennifer L. Dapko A dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy Department of Marketing College of Business University of South Florida Major Professor: Anand Kumar, Ph.D. Miriam Stamps, Ph.D. Sajeev Varki, Ph.D. Michael Coovert, Ph.D. Date of Approval: May 2, 2012 Keywords: transparency, consumer skepticism, disclosure, trust, purchase intention, firm reciprocity, negative information, marketing communications, marketing strategy Copyright © 2012, Jennifer L. Dapko Dedication This dissertation is dedicated to my mother, who knowingly taught me the value of education, and who unknowingly taught me the value of transparency. Acknowledgments There are two individuals who made this journey possible. To my husband, thank you for sacrificing in so many ways so that I could see this through. To my Dissertation Chair, Dr.