Marketing Commons^™

Crossing Borders And Breaking Barriers: A Strategic Analysis Of Chick-Fil-A'S Expansion Into The French Market, Avery Besson

Marketing Undergraduate Honors Theses

This thesis explores the strategic considerations and potential challenges of Chick-fil-A, a prominent American fast-food chain, establishing itself in France. The study investigates the cultural, economic, and regulatory factors that may impact Chick-fil-A's entry strategy, aiming to provide a comprehensive understanding of the opportunities and obstacles the company may encounter in France. This research will examine Chick-fil-A’s previous attempts at expansion, analyze an American company that has successfully established themselves in France, and provide market entry strategies to Chick-fil-A to establish its presence in the French market successfully.

The 4c Framework: Towards A Holistic Understanding Of Consumer Engagement With Augmented Reality, Philipp A. Rauschnabel, Reto Felix, Jonas Heller, Chris Hinsch

Marketing Faculty Publications and Presentations

Highlights

• The 4C framework highlights four unique characteristics of AR: Consumer, Content, Context, and Computing Device.

• Engagement with AR derives from an alignment of the 4 Cs.

• The paper advances theory by using the lens of complexity theory to explain how to engage consumers in AR experiences.

• The framework offers significant implications for managers and scholars.

• It allows systematic approaches to assess, communicate, and develop AR applications across various disciplines.

Abstract

Augmented Reality (AR) is an emerging concept that impacts many disciplines, such as business, marketing, tourism, gaming, human–computer interaction, and manufacturing. Surprisingly, many scholarly and practical discussions overlook the …

Implementing And Marketing Diversity, Equity And Inclusion Practices And Resources: Creating The E‐Buzz!, Essraa Nawar, Kristin Laughtin-Dunker

Digital Initiatives Symposium

Leatherby Libraries Librarians are committed to supporting and promoting diversity, equity, and inclusion for students, faculty, researchers, and staff. We demonstrate this commitment holistically through the provision of all resources and services in support of teaching, learning, and research. Our goal is to reduce obstacles to accessing diverse research resources, services, learning, and engagement through educational outreach in order to raise awareness of diversity related issues.

In 2020, Library administration selected a Diversity and Outreach librarian that was charged with creating a comprehensive Diversity, Equity and Inclusion (DEI) and Outreach plan. As a result, a number of practices and initiatives …

Exploring The Effect Of Logos With Animals, Can Trinh

Association of Marketing Theory and Practice Proceedings 2024

Even though the use of logos that feature animals is prevalent (e.g., Porsche, Lamborghini, Hollister), there is a scant number of empirical works that examine the effect of such logos on marketing outcomes. This research represents a pioneering attempt to address this critical theoretical gap. We propose that logos that feature animals (i.e., animal logos) can influence product perceptions. Empirical evidence from two studies supports our propositions. The findings provide meaningful implications for both theory and practice.

How Does Big Data Affect Organizational Financial Performance In Turbulent Markets? The Role Of Customer-Linking And Selling Capabilities, Omar S. Itani, Ashish Kalra, Amin Rostami

Marketing Faculty Publications and Presentations

The information age provides vast opportunities for organizations to improve their efficiencies by relying on big data-AI empowered analytics (BDA). The purpose of this study is to address the critical question of how BDA-fit affects organizational financial performance, taking into consideration differences between markets and customer change caused by technology turbulence. Using data collected at the firm level and building on Task- Technology Fit Theory and Dynamic Capabilities Theory, empirical results indicate that BDA-fit is important to drive organizational financial performance through the development of customer-linking and selling capabilities. These results vary across markets, with BDA-fit having stronger effects on …

Embracing Digital Marketing Technologies And Increasing Student Engagement Through Marketing Agility And Reactance, Manisha Mathur

Association of Marketing Theory and Practice Proceedings 2024

This study aims to explore the role of marketing agility capability in facilitating students' acquisition of essential knowledge, skills, and abilities related to emerging technologies, as well as their active engagement with the course material. Utilizing Partial Least Squares Structural Equation Modeling of the data acquired from marketing students, this comprehensive inquiry yields valuable insights into the intricate dynamics of student responses to marketing technology within educational settings, emphasizing the pivotal role of nurturing digital fluency and marketing agility to enhance engagement and readiness for the professional arena.

The Significant Role Of Seo In Effective Web Marketing, Ramtin Ranjpour

Association of Marketing Theory and Practice Proceedings 2024

With the ever-rising popularity of online shopping, the power of web marketing has become more essential than ever. And search engine optimization (SEO) plays a huge role in web marketing. This paper is a critical literature review that goes over the important scholarly and non-scholarly works of influential experts in SEO. It serves as a fun and engaging introduction for anyone interested in learning about SEO, specifically about its importance, benefits, top strategies, rivals, and how it can be combined with other marketing methods. The hope is that it helps individuals and small business owners with their web marketing and …

Confidence In Personal Style: A Self-Empowered Path Toward Sustainable Clothing Consumption?, Catherine A. Roster

Association of Marketing Theory and Practice Proceedings 2024

This study examined the impact of clothing style confidence on sustainable clothing behaviors. An Internet survey was conducted with a valid sample of 560 U.S. residents equally split by gender between the ages of 25 to 65 purchased from Prolific. Five sub-dimensions of the Clothing Style Confidence scale (i.e., style longevity, aesthetic perceptive ability, creativity, appearance importance, and authenticity) were predicted to positively influence four dependent variables: clothing care and maintenance, purchase of environmentally friendly apparel, likelihood of clothing rental, and interest in upcycled clothing. PLS-SEM was used for data analysis. For both males and females, higher style confidence was …

Whose Opinions Do We Trust? Some Thoughts On Online Product Ratings And Consumer Decision Making, David Ackerman, Barbara Gross, Jing Hu

Association of Marketing Theory and Practice Proceedings 2024

User-generated reviews play a crucial role in assessing market offerings and informing consumers’ purchase decisions. This study applies extant theory to examine the influence of online product ratings and reviews on consumers. The findings from experiments suggest that the impact of online ratings is heightened for higher-priced products in comparison to their lower-priced counterparts during both the information search and product evaluation stages of consumer decision making. Results also indicate that consumer ratings on social media may have more of an impact on consumers than do the ratings of experts. Consumers demonstrated a greater purchase intention for products that received …

The Dance Of Longevity: Rhythms Of Maturity In Mnes Subsidiary Management, Mehdi Rasouli Ghahroudi, Sundar Balakrishnan

Association of Marketing Theory and Practice Proceedings 2024

We investigate the factors influencing the sustainability of subsidiaries and their effective management in host countries over the long term. We explore the impact of subsidiary mandates on longstanding subsidiaries in comparison to younger counterparts, validating our hypotheses through the analysis of data from 1,463 Japanese subsidiaries operating in 26 developing and developed countries. Our findings reveal that efficiency and strategic asset-seeking subsidiaries are more likely to maintain longer operations in the host market. Additionally, we contribute to the literature by applying the resource-based view and institutional theory to promote the longevity of subsidiaries. Our results underscore the necessity of …

Interactions Between Societal, Social, And Social Media Marketing, Jessica Holden, Ismet Anitsal, Melek Meral Anitsal

Association of Marketing Theory and Practice Proceedings 2024

This research explores the interactions among societal, social, and social media marketing concepts to provide clarity and distinction. These concepts are often confused, causing misunderstanding and misuse in practice. Societal, social, and social media marketing concepts need to be differentiated from one another and linked to the appropriate marketing tactics for them to be understood and utilized effectively in practice.

Relationship Marketing And Collegiate Affinity Credit Cards: An Analysis Of Eleven Years Of Cfpb Data (2009 – 2020), Neleen S. Leslie-Piper

Association of Marketing Theory and Practice Proceedings 2024

Deregulation and increased market information have made competition fierce in today's market. Service marketers have sought to increase their competitive advantage by focusing on branding and social benefits to augment the functional benefits provided by the services they offer (Fock, Woo, and Hui, 2003). Financial services represent one such industry. Banks have, in recent decades, partnered with organizations with strong membership or supporter bases to create specialized products, including credit cards that are offered exclusively to various organizations. The primary goal of affinity marketing is to capitalize on the relationship between the affinity organization and its members for the promotion …

Medical Tourism In The Post-Covid Era: Cultural Differences In Attitude Formation, Helena F. Allman, Anton P. Fenik, Hilmi A. Atadil

Association of Marketing Theory and Practice Proceedings 2024

Rising health care costs in the United States have been historically shown to increase the U.S. consumers’ interest in medical tourism. The number of uninsured people in the United States is still astronomically high compared to other advanced economies around the world. As a result, medical tourism was on the rise for decades prior to Covid. The pandemic introduced certain stressors and higher levels of risk associated with both the travel and medical treatment services. While the majority of the U.S. population now has some kind of Covid immunity, the long term mental effects of Covid stress in everyday decision …

Picture Perfect Or Symbolic Backfire? Assessing The Detrimental Effects Of Brand Emoji Use On Consumers’ Brand Attitudes, Michael Sciandra, Nazuk Sharma

Association of Marketing Theory and Practice Proceedings 2024

As consumers spend more time within digital environments, social media continues to be a critical tool for marketers. One of the most unique forms of communication specific to digital environments is the emoji. The marketing literature has identified numerous positive outcomes associated with marketers’ use of emojis, including strengthening persuasive appeals for social media influencers, increasing consumers’ feelings of positive affect, and bolstering engagement with branded communications. While brands use of emojis can offer benefits, it is critical to question if emoji usage always leads to favorable outcomes for marketers. Therefore, the goal of this research is to investigate when …

Conflicted Positioning: Product Positioning When Market Segments Have Conflicting Risk Goals, Richard Flight

Association of Marketing Theory and Practice Proceedings 2024

ABSTRACT

In some product and service categories concern for physical risk as a result of the product or service rendered is an inherent barrier to purchase. Meanwhile, the same perceived danger attracts thrill seekers who want (or need) a sense of adventure. In this exploratory research, the question of motive for and emotions associated with learning how to fly a plane are explored. When prompted risk is cited oftentimes as both a deterrent to engage in the activity and a motive to pursue it. This presents product and brand managers with the question of how to simultaneously assuage risk-related fear …

Consumers' Brand Loyalty Towards Small Family-Owned Businesses, Christo A. Bisschoff Prof, Christoff Botha Prof, Marco Van Schoor Mr, Doret Botha Prof

Association of Marketing Theory and Practice Proceedings 2024

Family-owned businesses constitute a substantial portion of the workforce and GDP in South Africa and, with limited work opportunities in the public sector, play a significant role in job creation. As a result, family enterprises significantly influence South Africa's economy. This study aims to understand consumer loyalty towards family-owned businesses as brands by investigating family-owned businesses in the small mining town "Stilfontein" in the North-West Province, South Africa. Qualitative data collection involved semi-structured interviews with customers of family businesses to gather insights into brand loyalty. The identified themes and sub-themes highlight the importance of community bonds, personalized services, product quality, …

Examining Corporate Social Responsibility (Csr) And Employees In Convenience Store Business And Their Impact On Net Promoter Score (Nps), Musa Pinar, Faruk Guder, Tulay Girard

Association of Marketing Theory and Practice Proceedings 2024

In the realm of a convenience store business, this study aims to examine: 1) the customer perceptions of CSR activities, employee behavior, and value congruity; 2) the potential impact of respondent demographics on CSR activities, employee behavior, value congruity, and the likelihood of recommending convenience stores and fuel businesses; 3) the relationships between the CSR activities, employee behavior, and value congruity, and 4) the impact of CSR activities and gender on the likelihood of customer recommendation of the brand. Based on 2000 surveys from the loyalty members, the study found that CSR activities, employee behaviors, and value congruity are important …

Experts-Driven Design: A Framework For Measuring Social Influence In Online Social Networks, Shyamala N. Chalakudi, Dildar Hussain Dr., Gnana Bharathy Dr, Dakshinamurthy Kolluru Dr

Association of Marketing Theory and Practice Proceedings 2024

In our interconnected and ever-changing social landscape, influence is pivotal in molding individuals’ decisions, perspectives, and behaviors. Measuring Social Influence (SI) in Online Social Networks (OSNs) faces significant gaps, notably needing more integration with human behaviors. Our literature review has unveiled twelve psychological theories rooted in human behavior that are fundamental for assessing SI in OSNs. We have further elucidated how human behaviors interact in shaping the influence potential of social media users through exploratory interviews with experts from consulting, industry, and academia. Our study culminated in developing a novel framework designed to encompass the intricacies that not only nurture …

Consumer Decision-Making Constructs: Differences Among Generational Cohorts, Heather M. Meyer Ph.D., Chloe Murphy

Association of Marketing Theory and Practice Proceedings 2024

The goal of this study is to extend prior research by examining generational differences in consumer behavior. Most consumer decision-making models describes five main stages: 1) problem recognition, 2) information search, 3) alternative evaluation, 4) purchase, and 5) post-purchase. Although various scales can be utilized in order to measure each stage of this process, the authors decided to focus on a promotion-focus scale for problem recognition, an information acquisition scale to measure information search, a quality-consciousness scale and a price-consciousness scale to measure alternative evaluation, a confused by over-choice scale and a compulsive buying scale to measure purchase, and a …

Zoomer Generation: Used Car Automobile Purchasing Behaviors, Scott E. Whitaker, Joe Spencer, Giovanni Calise

Association of Marketing Theory and Practice Proceedings 2024

There is a growing trend of online automobile purchasing that is altering the relationship between consumers and automobile dealerships. Consumers are more informed and seek a larger variety of inventory and options when shopping for used vehicles. The online marketplace provides a viable alternative to local dealerships who have hereto dominated much of the market. This research shows the current generation of Zoomers is helping to drive this trend which has significant marketing implications toward the industry. There remains a gap in the academic body of knowledge examining this behavior in relation to large online purchases such as automobiles. This …