Open Access. Powered by Scholars. Published by Universities.®

Marketing Commons

Open Access. Powered by Scholars. Published by Universities.®

5,718 Full-Text Articles 5,777 Authors 4,711,246 Downloads 220 Institutions

All Articles in Marketing

Faceted Search

5,718 full-text articles. Page 168 of 173.

Power, Conflict, And Cooperation: The Impact Of Guanxi In Chinese Marketing Channels, Guijun Zhuang, Youmin Xi, Alex S. L. Tsang 2010 Hong Kong Baptist University

Power, Conflict, And Cooperation: The Impact Of Guanxi In Chinese Marketing Channels, Guijun Zhuang, Youmin Xi, Alex S. L. Tsang

Department of Marketing Journal Articles

This paper tests the impact of guanxi on behaviors among firms in a Chinese marketing channel. Guanxi is operationalized in this paper as emotional closeness and interactive state. We find that the emotional closeness between channel-boundary personnel of firms has a positive impact on their exercise of noncoercive power, a negative impact on their exercise of coercive power, and a negative impact on the perceived conflict between them. In addition, emotional closeness has an indirect but positive impact on perceived cooperation. Interactive state between the boundary personnel of two firms has a positive impact on a firm exercising noncoercive power ...


The Interactive Influence Of Country Of Origin Of Brand And Product Involvement On Purchase Intention, Gerard Prendergast, Alex S. L. Tsang, Cherry N. W. Chan 2010 Hong Kong Baptist University

The Interactive Influence Of Country Of Origin Of Brand And Product Involvement On Purchase Intention, Gerard Prendergast, Alex S. L. Tsang, Cherry N. W. Chan

Department of Marketing Journal Articles

Purpose – Globalization and outsourcing have decoupled country of origin into the country of origin of manufacture (COM) and the country of origin of the brand (COB). This study seeks to extend the work of Gurhan-Canli and Maheswaran and Lee et al. by investigating the interactive influence of COB and personal involvement with a product on purchase intention. Design/methodology/approach – A total of 168 young adults in Hong Kong were intercepted for mall interviews and presented with mock advertisements for personal computers ostensibly with brands originating in Japan and Korea. Their personal involvement with such products was measured using an ...


Regulatory Fit Can Be More Than A Feeling: Evidence Of Facilitated Processing For Prevention Fit In Investment Decision-Making Contexts, Ethan Pew 2010 University of Colorado at Boulder

Regulatory Fit Can Be More Than A Feeling: Evidence Of Facilitated Processing For Prevention Fit In Investment Decision-Making Contexts, Ethan Pew

Marketing Graduate Theses & Dissertations

We extend the literature on regulatory fit theory (Higgins 2000) by testing whether individuals who experience regulatory fit engage in facilitated processing. Research suggests that regulatory fit results in a state of "feeling right" about both the outcome and the decision process. When one's regulatory focus is sustained during goal pursuit, participants show greater willingness to pay for objects, provide higher brand attitude ratings (Avnet and Higgins 2006; Lee, Keller, and Sternthal 2010), and exhibit increased engagement in tasks (Higgins 2000). Prior work has been limited to these types of subjective assessments and has not examined information-processing implications.

We ...


Drivers Of Finished Goods Inventory In The U.S. Automobile Industry, Gerard. P. Cachon, Marcelo Olivares 2010 University of Pennsylvania

Drivers Of Finished Goods Inventory In The U.S. Automobile Industry, Gerard. P. Cachon, Marcelo Olivares

Operations, Information and Decisions Papers

Automobile manufacturers in the U.S. supply chain exhibit significant differences in their days of supply of finished vehicles (average inventory divided by average daily sales rate). For example, from 1995 to 2004, Toyota consistently carried approximately 30 fewer days of supply than General Motors. This suggests that Toyota’s well-documented advantage in manufacturing efficiency, product design, and upstream supply chain management extends to their finished-goods inventory in their downstream supply chain from their assembly plants to their dealerships. Our objective in this research is to measure for this industry the effect of several factors on inventory holdings. We find ...


Introducing Mixed Methods In Applied Business Research Training, Roslyn Cameron, Peter Miller 2010 Southern Cross University

Introducing Mixed Methods In Applied Business Research Training, Roslyn Cameron, Peter Miller

Southern Cross Business School

No abstract provided.


The Marketing Of Experience, Robert J. Kwortnik Jr. 2010 Cornell University

The Marketing Of Experience, Robert J. Kwortnik Jr.

Articles and Chapters

[Excerpt] In their provocative and prescient Harvard Business Review article, Pine and Gilmore (1998) declared, "Welcome to the Experience Economy." Indeed, "experience" has become essential to market exchange in many contexts, with consumers desiring an experience from even mundane service offerings (e.g., quick service restaurants [QSRs] and coffee shops; think Chipotle and Starbucks) and marketers striving to deliver novel experiences as a means to differentiate from the competition and, ultimately, attain customer loyalty (Pullman & Gross, 2003). So strong is the experience wave that a major U.S. "legacy airline" recently announced a search for a new position—VP of ...


Demand Management, Chris K. Anderson 2010 Cornell University

Demand Management, Chris K. Anderson

Articles and Chapters

[Excerpt] Pricing is one of the key drivers of firm profits. Revenue management (RM) is predicated on variable and responsive pricing actions in an effort to optimally match supply with demand. Historically, the matching of supply and demand via RM has been a process of rejecting lower valued demand or reserving capacity for higher yielding demand in the face of excess demand. More recently, RM has been taking a more active pricing role as supply has exceeded demand. The following is a commentary on the four chapters comprising Part VI, with some extensions and discussion of the future role of ...


A Sense Of Things To Come: Future Research Directions In Sensory Marketing, Ryan S. Elder, Nilufer Z. Aydinoglu, Victor Barger, Cindy Caldara, Hae Eun Chun, Chan Jean Lee, Gina S. Mohr, Antonios Stamatogiannakis 2010 Brigham Young University

A Sense Of Things To Come: Future Research Directions In Sensory Marketing, Ryan S. Elder, Nilufer Z. Aydinoglu, Victor Barger, Cindy Caldara, Hae Eun Chun, Chan Jean Lee, Gina S. Mohr, Antonios Stamatogiannakis

Articles and Chapters

The exciting exploration on sensory marketing presented in this book is just the foundation upon which to build future research. There are myriad unexplored questions and innumerable directions in which to take this research. Our goal in this chapter is not to provide an exhaustive array of these future directions, but rather to stimulate the reader into exploring new ideas. We present possible future directions for each sense individually (vision, audition, smell, touch, taste), and conclude with ideas for future research addressing the interplay among multiple senses within consumer behavior.


Lululemon’S Commitment To The Environment: A Tangle Of Seaweed, Suppliers, And Social Responsibility, A. Erin Bass 2010 University of Nebraska at Omaha

Lululemon’S Commitment To The Environment: A Tangle Of Seaweed, Suppliers, And Social Responsibility, A. Erin Bass

Marketing and Management Faculty Proceedings & Presentations

It was the morning of Wednesday, November 14, 2007. The article on the front page of the New York Times Business Section read “‘Seaweed’ Clothing Has None, Tests Show.” The story asserted that one of Lululemon’s product lines, VitaSea, which purported to contain a seaweed fiber designed to release marine amino acids, minerals and vitamins into the skin upon contact with moisture, contained no such ingredient. Both Chip Wilson, Chairman and Founder of athletic wear retailer Lululemon, and Robert Meers, Lululemon’s CEO, were about to embark on their first damage-control mission since the company’s Initial Public Offering ...


Sustainability Through Profitability: The Triple Bottom Line, Connie I. Reimers-Hild 2010 University of Nebraska-Lincoln

Sustainability Through Profitability: The Triple Bottom Line, Connie I. Reimers-Hild

Kimmel Education and Research Center - Presentations and White Papers

Today’s highly competitive, globalized world requires organizations and businesses to think differently about how they are going to stay in business. Businesses can no longer afford to focus on profits as their sole purpose for existence. Organizations must instead think about the “Triple Bottom Line” and its implications for their ability to grow their brand, customer loyalty and profits.


Sascha Vitzhum, Jim Browne (Interviewer) 2010 WGLT

Sascha Vitzhum, Jim Browne (Interviewer)

Interviews for WGLT

Jim Browne interviews Assistant Professor Sascha Vitzhum about virtual worlds, economics and marketing. (requires RealPlayer)


Branding In China: Alternative Brand Strategiesbranding In China: Global Product Strategy Alternatives, Ilan Alon, Romie F. Littrell, Allan K.K. Chan 2010 Rollins College

Branding In China: Alternative Brand Strategiesbranding In China: Global Product Strategy Alternatives, Ilan Alon, Romie F. Littrell, Allan K.K. Chan

Faculty Publications

This article reviews and discusses issues in translation of international brand names to Chinese, and provides a framework for international brand managers who want to expand into China. Linguistic differences between Chinese and English are wide and deep, making translation of brand names difficult. Cultural context, pronunciation, written vs. oral language, and meaning of characters are just a few examples of such difficulties. We discuss four global-product-naming strategic alternatives available to country/brand managers, along with their usage, and give examples of brands utilizing the different approaches. The four approaches we discuss include (1) dual extension, (2) brand meaning extension ...


The Determinants And Measurement Of A Country Brand: The Country Brand Strength Index, Marc Fetscherin 2010 Rollins College

The Determinants And Measurement Of A Country Brand: The Country Brand Strength Index, Marc Fetscherin

Faculty Publications

Purpose: A strong country brand can stimulate exports, attract tourism, investments, and immigration. The purpose of this paper is to construct and present a country brand strength index (CBSI) which assesses the strength of a country brand based on objective secondary data.

Design/methodology/approach: By applying a company-based brand equity approach, we present a standardized country brand strength index.

Findings: Our results show that the countries with the strongest country brand are smaller, developed countries in Europe. Our proposed index leads to results similar to the widely used Anholt GfK Roper Nation Brand Index (NBI), which measures perceptions of ...


The Effects Of The Country Of Brand And The Country Of Manufacturing Of Automobiles: An Experimental Study Of Consumers' Brand Personality Perceptions, Marc Fetscherin, Mark Toncar 2010 Youngstown State University

The Effects Of The Country Of Brand And The Country Of Manufacturing Of Automobiles: An Experimental Study Of Consumers' Brand Personality Perceptions, Marc Fetscherin, Mark Toncar

Faculty Publications

Purpose: This paper offers a new perspective of country of origin effects on consumers’ brand personality perceptions of domestic and imported automobiles. It assesses the perceived similarities and differences between automobiles from two countries with respect to the country of origin of the brand (COB) and the country of manufacturing (COM) of that same brand.

Design/methodology/approach: An experimental design was used to investigate developed country consumers’ brand personality perceptions of three cars; a domestic car, a car manufactured in a developing country by a developing country manufacturer, and a car from developing country manufacturer that is manufactured in ...


Branding America: Patriotic Products And Consumerism After September 11th, Lori Bindig, M. Bosau 2010 Sacred Heart University

Branding America: Patriotic Products And Consumerism After September 11th, Lori Bindig, M. Bosau

Communication and Media Arts Faculty Publications

Post-9/11 culture provided an opportunity for companies to rebrand themselves and their products as American. In doing so, they supported the president’s directive to consume, gave Americans a concrete way to express their support for their country, and made a tidy profit in the process.


The Impact Of Service System Design And Flow Experience On Customer Satisfaction In Online Financial Services, Xin David Ding, Paul Jen-Hwa Hu, Rohit Verma, Don G. Wardell 2010 University of Houston

The Impact Of Service System Design And Flow Experience On Customer Satisfaction In Online Financial Services, Xin David Ding, Paul Jen-Hwa Hu, Rohit Verma, Don G. Wardell

Articles and Chapters

Prior research examines customer satisfaction in retailing and e-commerce settings, yet online financial services have received little research attention. To understand customer satisfaction with this fast-growing service, this study investigates the role of flow experience, a sensation that occurs as a result of significant cognitive involvement. The study examines how service system characteristics affect the cognitive states of the flow experience, which determines customer satisfaction. The flow construct and total experience design suggest a structural model that is empirically tested using responses from a large sample of online investors. In support of the model and most of the hypotheses it ...


Sneakerheads And Custom Kicks: Insights Into Symbolic Mass Customization, Michael D. Giebelhausen, Stephanie Lawson 2010 Cornell University School of Hotel Administration

Sneakerheads And Custom Kicks: Insights Into Symbolic Mass Customization, Michael D. Giebelhausen, Stephanie Lawson

Articles and Chapters

This chapter presents an exploratory study involving a group of athletic shoe enthusiasts and their feelings towards customized footwear. These "sneakerheads" demonstrate their infatuation with sneakers via activities ranging from creating catalogs of custom shoes to buying and selling rare athletic footwear online. The key characteristic these individuals share is that, for them, athletic shoes are a fundamental fashion accessory stepped in symbolism and meaning. A series of in-depth interviews utilizing the Zaltman Metaphor Elicitation Technique (ZMET) provide a better understanding of how issues such as art, self-expression, exclusivity, peer recognition, and counterfeit goods interact with the mass customization of ...


Coke Is It: How Stories In Childhood Memories Illuminate An Icon, Kathryn A. LaTour, Michael S. LaTour, George M. Zinkhan 2010 Cornell University

Coke Is It: How Stories In Childhood Memories Illuminate An Icon, Kathryn A. Latour, Michael S. Latour, George M. Zinkhan

Articles and Chapters

This paper builds on consumer storytelling theory and childhood memory research by proposing that earliest childhood memory stories are useful for developing brand myths and providing relevance to iconic brands. This article investigates consumers' childhood memories with Coca-Cola and finds that memories from early childhood are more predictive and insightful for understanding current brand attitudes than memories coming from adolescence. A focus group is unable to elicit memories from as early in life as the childhood memory session. In addition, the memories elicited by the group interviewer are not as relevant and meaningful to participants. When participants read experiences coming ...


Use Of A Multi-Tiered Framework To Analyze Commercial, Cause And Social Marketing Strategies In Sport, Nancy L. Lough, Jennifer R. Pharr 2010 University of Nevada, Las Vegas

Use Of A Multi-Tiered Framework To Analyze Commercial, Cause And Social Marketing Strategies In Sport, Nancy L. Lough, Jennifer R. Pharr

Environmental & Occupational Health Faculty Publications

Marketing can be described as commercial, cause-related or social depending on the locus of benefit, the objective / outcomes desired and the focus of exchange. Social marketing has been described as the application of marketing technologies designed to influence the voluntary behavior of a target audience to improve personal and societal welfare (Andreasen 1995). Increasingly sport organizations have been engaging in social marketing which has a unique set of objectives and outcomes. To date, few studies have appeared in which the use of social marketing strategies were examined in sport. As a result, the purpose of this paper is to identify ...


The Burger King Revolution: How Las Vegas Bounced Back, 1983-1989, David G. Schwartz 2010 University of Nevada, Las Vegas

The Burger King Revolution: How Las Vegas Bounced Back, 1983-1989, David G. Schwartz

Library Faculty Publications

Most who have considered Las Vegas history have concluded that not much happened in Las Vegas gaming between the openings of the original MGM Grand (1973) and Mirage (1989). In fact, several structural changes during the 1980s had already reversed a declining appeal. Responding to three crises—competition from Atlantic City, a national economic downturn, and the MGM Grand fire—Las Vegas casino operators began to draw more extensively on a middle-class mass market. Capitalizing on the “Burger King Revolution,” Strip casinos drew more gamblers who, on average, played less, and slot machines displaced table games as the industry’s ...


Digital Commons powered by bepress