Kunter Gunasti

Washington State University

Assistant Professor

386 Todd Addition

Carson School of Business

Pullman, WA Whitman 99164

United States

  • Washington State University

SCHOLARLY PAPERS

18

DOWNLOADS

835

SSRN CITATIONS

13

CROSSREF CITATIONS

9

Scholarly Papers (18)

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1.

Impact of Gamification on Perceptions of Word-of-Mouth Contributors and Actions of Word-of-Mouth Consumers

Wang, L., Gunasti K., Shankar, R., Pancras, J. Gopal, R., Impact of Gamification on Perceptions of Word-of-Mouth Contributors and Actions of Word-of-Mouth Consumers, MISQ (Management information systems quarterly), Forthcoming
Number of pages: 31 Posted: 19 Oct 2020 Last Revised: 12 May 2022
Lei Wang, Kunter Gunasti, Ramesh Shankar, Joseph Pancras and Ram Gopal
Pennsylvania State University - Smeal College of Business, Washington State University, University of Connecticut - Department of Operations & Information Management, University of Connecticut - Department of Marketing and University of Warwick
Downloads 266 (157,393)

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gamification, word-of-mouth, badge, competence

2.

Original Brands in Competition Against High Quality Copycats

Nguyen, H., Gunasti, K. Original Brands in Competition Against High Quality Copycats, European Journal of Marketing, 2018, 52 (7/8), 1574-97.
Number of pages: 45 Posted: 20 Oct 2018 Last Revised: 01 Sep 2020
Hang Nguyen and Kunter Gunasti
Michigan State University and Washington State University
Downloads 105 (343,296)

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Brand Equity, Brand Identity

3.

Creating an Environment in Which Youths Are Encouraged to Eat a Healthier Diet

Goldberg, Marvin and Kunter Gunasti (2007) “Creating an Environment in Which Children and Youths are Encouraged to Eat a Healthier Diet,” Journal of Public Policy and Marketing, 26(2), 162-81.
Number of pages: 21 Posted: 06 Mar 2015
Marvin E. Goldberg and Kunter Gunasti
Pennsylvania State University - Department of Marketing and Washington State University
Downloads 87 (386,755)

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obesity, marketing, childhood obesity, health, public policy

4.

How and When Alphanumeric Brand Names Affect Consumer Preferences

Gunasti, Kunter and William T. Ross (2010) “How and When Alphanumeric Brand Names Affect Consumer Preferences,” Journal of Marketing Research, 47(Dec), 1177-1192
Number of pages: 16 Posted: 06 Mar 2015
Kunter Gunasti and William T. Ross
Washington State University and Pennsylvania State University - Department of Marketing
Downloads 77 (415,338)
Citation 7

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alphanumeric brand name, branding strategy, numeric processing, missing information, inference making, brand name heuristic, missing attribute, choice, preference

5.

How Inferences About Missing Attributes Decrease the Tendency to Defer Choice and Increase Purchase Probability

Journal of Consumer Research, Vol. 35, 2009
Number of pages: 15 Posted: 06 Mar 2015
Kunter Gunasti and William T. Ross
Washington State University and Pennsylvania State University - Department of Marketing
Downloads 65 (454,660)

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inference making, missing information, missing attribute, choice deferral, choice, preference, uncertainty, decision making

6.

How Competitor Brand Names Affect Within-Brand Choices

Gunasti, K., Devezer, B., How Competitor Brands Affect Within-Brand Choice. 2016, Marketing Letters. 27: 715, DOI:10.1007/s11002-015-9374-x
Number of pages: 23 Posted: 04 May 2015 Last Revised: 15 Nov 2016
Kunter Gunasti and Berna Devezer
Washington State University and University of Idaho
Downloads 46 (531,200)

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alphanumeric brand names; branding; numerical cognition; product attributes; context effects; choice; competition

7.

Consumer Reactions to Round Numbers in Brand Names

Gunasti, Kunter and Timucin Ozcan ” Consumer Reactions to Round Numbers in Brand Names,” 2016, Marketing Letters. 27(2): 309–322, DOI:10.1007/s11002-014-9337-7
Number of pages: 22 Posted: 06 Mar 2015 Last Revised: 15 Nov 2016
Kunter Gunasti
Washington State University
Downloads 40 (560,269)
Citation 3

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Round numbers, Brand names, Alphanumeric, Complete products, Numerical processing

8.

Is it the 'Alpha' or the 'Numeric'?: Consumers’ Evaluation of Letter versus Number Changes in Alphanumeric Brand Names

JOURNAL OF BRAND MANAGEMENT (Forthcoming)
Number of pages: 35 Posted: 10 Aug 2015
Selcan Kara, Kunter Gunasti and William T. Ross
University of Connecticut, Washington State University and Pennsylvania State University - Department of Marketing
Downloads 31 (609,505)
Citation 1

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Alphanumeric brand names, number cognition, letter cognition, alignability, Selective Accessibility Model, anchoring

9.

The Effects of Compensatory Inferences for Attributes on the Choice of Incomplete Product Options

Journal of Business Research, Vol. 68, 2015
Number of pages: 9 Posted: 06 Mar 2015
Kunter Gunasti and William T. Ross
Washington State University and Pennsylvania State University - Department of Marketing
Downloads 30 (615,611)

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Inference making, Decision making, Prompted inference, Incomplete options, Missing information, Compensatory inferences

10.

Effects of Search, Experience, and Credence Attributes versus Suggestive Brand names on Product Evaluations

Gunasti, K., Kara, S. and Ross, Jr, W.T. (2020), "Effects of search, experience and credence attributes versus suggestive brand names on product evaluations", European Journal of Marketing (forthcoming) https://doi.org/10.1108/EJM-12-2017-0972
Number of pages: 42 Posted: 19 Oct 2020
Kunter Gunasti, Selcan Kara and William T. Ross
Washington State University, University of Connecticut and Pennsylvania State University - Department of Marketing
Downloads 27 (634,632)

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suggestive brand names, search, credence, experience attributes, placebo effects

11.

Is a $200 Nordstrom Gift Card Worth More or Less Than a $200 Gap Gift Card? The Asymmetric Valuations of Luxury Gift Cards

Gunasti, K., Baskin, E. Is a $200 Nordstrom Gift Card Worth More or Less than a $200 GAP Gift Card? The Asymmetric Valuations of Luxury Gift Cards, Journal of Retailing, 2018, December, 94(4), 380-392.
Number of pages: 37 Posted: 20 Oct 2018 Last Revised: 01 Sep 2020
Kunter Gunasti and Ernest Baskin
Washington State University and Saint Joseph's University
Downloads 24 (655,515)

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Gift Cards, Valuation

12.

How Language Affects Consumers’ Processing of Numerical Cues

Kara S.*, Gunasti K.*, Ross W., Duclos R., How Language Affects Consumers’ Processing of Numerical Cues, Journal of Consumer Behavior, *equal contribution, Forthcoming
Number of pages: 32 Posted: 19 Oct 2020
Selcan Kara, Kunter Gunasti and William T. Ross
University of Connecticut, Washington State University and Pennsylvania State University - Department of Marketing
Downloads 15 (723,746)

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language, numerical cognition, brands, international marketing, consumer behavior, numbers

13.

The Role of Scale-Induced Round Numbers and Goal Specificity on Goal Accomplishment Perceptions

Gunasti, K, Ozcan, T. (2019) "The Role of Scale-Induced Round Numbers and Goal Specificity on Goal Accomplishment Perceptions," Marketing Letters, 30, June, 207–217
Number of pages: 21 Posted: 08 Feb 2020 Last Revised: 01 Sep 2020
Kunter Gunasti and Timucin Ozcan
Washington State University and Rollins College
Downloads 7 (794,608)

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goals, round numbers, scale, measurement, precise numbers

14.

The Asymmetric Effects of Positive or Negative Experiences with an Extension on Low- vs. High-Equity Parent Brands: A Microtheoretical Notion

Number of pages: 45 Posted: 16 Nov 2016
Kunter Gunasti and Hans Baumgartner
Washington State University and Pennsylvania State University
Downloads 7 (794,608)

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15.

How associations between products and numbers in brand names affect consumer attitudes: introducing multi-context numbers

Ozcan T., Gunasti K., How Associations Between Products and Numbers in Brand Names Affect Consumer Attitudes, Journal of Brand Management, 2019, 26, 179-194. doi.org/10.1057/s41262-018-0125-1
Number of pages: 43 Posted: 15 Mar 2022
Timucin Ozcan and Kunter Gunasti
Rollins College and Washington State University
Downloads 6 (803,925)

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Numerical processing  Numerical cognition  Brand extensions  Product extensions  Product category fit  Brand names  Alphanumeric

16.

The Conflict Between Partnership and Fairness in the Decision of Whom to Help

Journal of Business Ethics (2022)
Number of pages: 49 Posted: 06 Apr 2022
Mauricio Palmeira and Kunter Gunasti
University of South Florida - College of Business Administration and Washington State University
Downloads 2 (844,388)

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Help, advice, fairness, partnership, organizational justice.

17.

Impact of Community Feedback on User Generated Content: Empirical Evidence from an Online Community and Experiments

Posted: 08 Jul 2021
Ramesh Shankar, Lei Wang, Kunter Gunasti and Hongfei Li
University of Connecticut - Department of Operations & Information Management, Pennsylvania State University - Smeal College of Business, Washington State University and Chinese University of Hong Kong

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peer feedback, knowledge management, user-generated content, randomized experiment, panel data analysis

18.

My Brand Identity Lies in the Brand Name: Personified Suggestive Brand Names

Kara S., Gunasti K., Ross W., ‘My Brand Identity Lies in the Brand Name: Personified Suggestive Brand Names, Journal of Brand Management, 2020, June, 27 607-621
Posted: 19 Oct 2020
Selcan Kara, Kunter Gunasti and William T. Ross
University of Connecticut, Washington State University and Pennsylvania State University - Department of Marketing

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suggestive brand name; personified brand; brand connection; experiments; identity-related brand consumption; brand name