The role of privacy management in brand protection and brand value

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dc.contributor.advisor Jutla, Dawn
dc.creator McLeod, Elizabeth-Anne
dc.date.accessioned 2017-10-27T14:19:24Z
dc.date.available 2017-10-27T14:19:24Z
dc.date.issued 2017
dc.identifier.other HD69 B7 M35 2017
dc.identifier.uri http://library2.smu.ca/handle/01/27168
dc.description xxii, 357 leaves : colored illustrations ; 29 cm
dc.description Includes abstract and appendices.
dc.description Includes bibliographical references (leaves 293-317).
dc.description.abstract There are more privacy issues and concerns with the use of a growing number of invasive technologies. This research determines if there is a role that privacy management plays on brand protection and brand value. An extensive literature review was conducted and a proposal for a new privacy-brand model, with hypotheses connecting 4 constructs: privacy practices (PP), brand protection (BP), experienced harms (EH), and brand value (BV) was proposed and then enhanced with the privacy concerns (PC) construct. A preliminary survey was conducted to capture up-to-date privacy concerns from experts in security and privacy. The findings informed a formal survey instrument, Privacy Management Survey, which included both new and existing scales for the constructs that were subsequently validated. Study 1 contributes major themes for privacy concerns related to private information, using NVivo to analyze the qualitative data: (1) unauthorized access (2) misuse, particularly financial information, which is the area that is most harmed in identity theft (3) unauthorized disclosure (4) huge scope of privacy loss, and (5) need for better privacy protections. Two versions of the privacy-brand models were studied: one without privacy concerns (study 2) and one with privacy concerns (study 3). The constructs for all models were extracted using principal components analysis in SPSS, and their relationships confirmed using structural equation modeling in AMOS. The Privacy Management Survey was widely deployed to collect empirical data (N = 315) and (N = 205 holdout sample) to test the hypotheses of the privacy-brand model related to an organization. This work contributes a new model connecting privacy practices, experienced harms, privacy concerns, brand protection, and brand value to the management, management information systems, marketing and risk literatures. Empirical testing of the hypotheses has confirmed that privacy management plays a significant role in brand protection and brand value. en_CA
dc.description.provenance Submitted by Greg Hilliard (greg.hilliard@smu.ca) on 2017-10-27T14:19:24Z No. of bitstreams: 1 McLeod_Elizabeth-Anne_PHD_2017.pdf: 8444980 bytes, checksum: 1168cf4d02a359740d02c5eccac355cd (MD5) en
dc.description.provenance Made available in DSpace on 2017-10-27T14:19:24Z (GMT). No. of bitstreams: 1 McLeod_Elizabeth-Anne_PHD_2017.pdf: 8444980 bytes, checksum: 1168cf4d02a359740d02c5eccac355cd (MD5) Previous issue date: 2017-06-14 en
dc.language.iso en en_CA
dc.publisher Halifax, N.S. : Saint Mary's University
dc.subject.lcc HD69.B7
dc.subject.lcsh Brand name products -- Management
dc.subject.lcsh Brand name products -- Valuation -- Management
dc.subject.lcsh Data protection
dc.subject.lcsh Privacy, Right of
dc.title The role of privacy management in brand protection and brand value en_CA
dc.type Text en_CA
thesis.degree.name Doctor of Philosophy in Business Administration (Management)
thesis.degree.level Doctoral
thesis.degree.discipline Management
thesis.degree.grantor Saint Mary's University (Halifax, N.S.)
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