You Don't Belong: Exploring Luxury Branding Strategy,
2022
University of Southern Mississippi
You Don't Belong: Exploring Luxury Branding Strategy, Lauren E. Beverly, Jamye Foster
Association of Marketing Theory and Practice Proceedings 2022
Luxury branding strategies create impressions of exclusivity which is transmitted into the brand’s products and retail spaces. Exclusivity is a necessary component to create consumer desire despite limitations of accessibility, time, effort, and pricing. A new population of aspirational shoppers, known as Chandlers, highly value exclusive brands as they increase perceptions of social status. This study will examine the impact of loud vs. discrete luxury branding on perceptions of brand status and browsing intentions, and the moderating impact of the Chandler effect.
Examining The Relationships Between Branding Factors And Likelihood Of Recommending: Determinants Of Net Promoter Score,
2022
Valparaiso University
Examining The Relationships Between Branding Factors And Likelihood Of Recommending: Determinants Of Net Promoter Score, Musa Pinar, Tulay Girard
Association of Marketing Theory and Practice Proceedings 2022
The study identifies the branding factors related to Net Promoter Score (NPS) that would predict the likelihood of recommending the two strategic business units of the company--convenience store and fuel. It investigates customer perceptions of branding factors of a convenience store/fuel station corporate chain and the relationships among them. The data were collected from the members of the company’s loyalty program. The results reveal that the company has been performing well in branding factors, where the loyalty program is perceived the highest, followed by friendly employees, likelihood to recommend fuel, satisfaction with fuel, and helpful employees. The correlation and regression …
Event-Related Potentials Differentiate Gender-Based Responses To Brands,
2022
Ramapo College of New Jersey
Event-Related Potentials Differentiate Gender-Based Responses To Brands, William J. Jones, Kelene A. Fercho, Lee A. Baugh
Association of Marketing Theory and Practice Proceedings 2022
Despite significant advances in scholarship at the intersection of gender and neuroscience, marketing scholars have failed to capitalize on these developments. This research seeks to fill a gap in the literature by examining brain-related responses to brands as a function of gender using event-related potentials (ERPs), which employs time-locked electroencephalographic (EEG) data. Thirty-three participants (17 female) made evaluations of clothing brands and clothing articles, individually and combined, while their preferences and brain-related data were recorded. Results reveal a gender-based dissociation in the time course of product-brand evaluations and offer new insights for gender selectivity theory.
“Just Hanging With My Friends”: U.S. Latina/O/X’S Perspectives On Parasocial Relationships In Podcast Listening During Covid-19,
2022
Texas A&M International University
“Just Hanging With My Friends”: U.S. Latina/O/X’S Perspectives On Parasocial Relationships In Podcast Listening During Covid-19, Arthur D. Soto-Vasquez, Olga Vilceanu, Kristine Johnson
Association of Marketing Theory and Practice Proceedings 2022
There is a need to delve into major subgroups among Latina/o/xs and identify emerging patterns in their understanding and consumption of new media. This study used six small-group interviews to explore the fluidity of parasocial dynamics with podcasts in the context of young Latina/o/x podcast listeners experiencing the COVID-19 lockdown. The conceptual acronym EASY (Engaged Experience, Accessible Authenticity, Socialization in Solitude, and Youth and YouTube) was developed to interpret pandemic listening amount Latina/o/x podcast users.
Chamber Of Commerce Membership: An Explanatory Model Of Member Organizations’ Normative, Continuance And Affective Commitment,
2022
University of Montana, Missoula
Chamber Of Commerce Membership: An Explanatory Model Of Member Organizations’ Normative, Continuance And Affective Commitment, Shawn Clouse, Simona Stan, Nader Shooshtari
Association of Marketing Theory and Practice Proceedings 2022
Organizations of different types (large or small, for profit or not) associate in order to gain benefits from working together such as advocacy in the local business community, business expertise, access to markets, and more efficient operations through better communication and collaboration that drive the effectiveness of their leadership and innovation. The purpose of this study is to contribute to a better understanding of the factors that drive member organizations’ commitment to membership in a local Chamber of Commerce. The research hypotheses look at how membership commitment is impacted by the chamber’s role in the community, member satisfaction, member organization …
Intention To Pursue A Sales Career: A Dyadic Study Of Students And Parents Extended Abstract,
2022
Grand Valley State University
Intention To Pursue A Sales Career: A Dyadic Study Of Students And Parents Extended Abstract, Joseph Little, Mark Kubik, Alexander King, Grant Weidman
Association of Marketing Theory and Practice Proceedings 2022
Typical career choice selection studies generally have been one sided focusing on students or parents independently. This dyadic study aims to analyze student and their parent influencers to determine what will be the strongest influencer of a student to pursue a career in sales. “Because the dyad is arguable the fundamental unit of interpersonal interaction and relations, family relations such as a parent and their child/student have a powerful dyadic component” (Kenny et al., 2006, p1). Therefore, understanding the influencers of this career choice selection may lead to interventions for increasing the number of students to pursue a career in …
Human Chefs Cook More Calories: The Impact Of Human (Vs. Robotic) Food Producer On Calorie Estimation,
2022
Drexel University
Human Chefs Cook More Calories: The Impact Of Human (Vs. Robotic) Food Producer On Calorie Estimation, Wenyan Yin, Yanliu Huang, Cait Lamberton
Association of Marketing Theory and Practice Proceedings 2022
This research explores how the production mode (human-made vs. robot-made) has an impact on calorie estimation for vice and virtue food. Across 3 studies, we find that healthy food is inferred to have more calories when it is produced by a robot than by a human whereas the effect is reversed for unhealthy food. Unhealthy food produced by a human is estimated to have more calories than the counterpart.
From Customizing Products To Possessive Bonds: The Role Of Consumer Involvement And Consumer Privacy Concern,
2022
Towson University
From Customizing Products To Possessive Bonds: The Role Of Consumer Involvement And Consumer Privacy Concern, Hua Chang, Lingling Zhang
Association of Marketing Theory and Practice Proceedings 2022
Despite the prevalence of customized products and service in the marketplace, little research has examined the impact of customization on consumers. The current research investigates the role of brand customization on consumers’ brand relationship and brand attitude. The findings from two experiments demonstrate that consumers with high involvement (vs. low) will have more positive brand relationship and brand attitude. In addition, consumer’s privacy concern moderates this relationship such that the identified positive effect exists only for those with a low privacy concern.
The Effect Of Diversity Initiatives By Brands On Consumer Perceptions,
2022
Mercer University
The Effect Of Diversity Initiatives By Brands On Consumer Perceptions, Dolph F. Nelson Iv, Laura Boman
Association of Marketing Theory and Practice Proceedings 2022
Over the course of the last few years, there has been an increase in the number of brands that are using their platforms to raise awareness for and support social justice causes/initiatives, such as gender equality in sports, Black Lives Matter, and #MeToo. Cause-related marketing (CRM), the broader terminology under which this practice falls under, has been the primary subject of prior research projects. Westberg (2004) suggests that consumers respond more favorably to CRM initiatives compared to sponsorship and sales promotion, and that there is some support that CRM initiatives help in increasing consumer attitudes of a brand. Other prior …
Impact Of Model Gender On The Effectiveness Of Advertisements Targeted At Older Viewers: An Analysis In The Context Of Ageing,
2022
Université Paris Sud
Impact Of Model Gender On The Effectiveness Of Advertisements Targeted At Older Viewers: An Analysis In The Context Of Ageing, Corinne Chevalier, Gaelle M. Moal
Association of Marketing Theory and Practice Proceedings 2022
Advertising efficiency relies partly on the viewer’s identification to the model used in the ad and model gender facilitates the identification process. Relying on gerotranscendance theory (Tornstam, 2009), we assume that gender identification is not as important to seniors as it used to be when they were younger and that the gender of the model will have no effect on variables of the persuasion process. The results of a survey on 512 seniors aged 60 to 85 reveals that the model’s gender has little impact on the perception of ads by senior viewers. However, matching product gender and model gender …
Saving Face: Comparing The Effects Of Endorsement Marketing Strategies On Millennial Americans,
2022
Florida State University
Saving Face: Comparing The Effects Of Endorsement Marketing Strategies On Millennial Americans, Alessandra Noli, Sindy Chapa, Daniela Castillo, Tim O'Hara, Anna Dean, Tyler Trobert
Association of Marketing Theory and Practice Proceedings 2022
The rapid boom of social media in the 21st century has positioned it as a key instrument in the realm of marketing. Social media has also given rise to a new kind of endorser: the influencer. The present study tested the effects of expert influencers vs traditional celebrities on brand attitude and purchase intentions of makeup products, within a cohort of millennials. Results showed respondents tended to favor the expert influencer in terms of perceived expertise, brand attitude and purchase intention. This has important implications for marketers when it comes to deciding upon an endorser for their brand, with …
Attendance Of International Students At U.S. Colleges And Universities,
2022
University of Montana College of Business
Attendance Of International Students At U.S. Colleges And Universities, Nader H. Shooshtari
Association of Marketing Theory and Practice Proceedings 2022
U.S. colleges and universities have traditionally been lauded as a Mecca for attracting international students. Touted as offering the best higher education in the world, international students from around the world have traditionally flocked to U.S. educational institutions. This influx brought opportunities for international students while providing U.S. higher education institution additional revenue and a diverse student body. Beginning with the Trump Administration’s inward tilt, the welcome mat for international students was removed and the COVID pandemic added to the uncertainty and difficulty of accepting international students to U.S. and indeed much of the western countries that traditionally served as …
Chinese’ Impulsive Shopping Behavior In A Post-Pandemic Era: Exploring The Impact Of Long-Term Orientation On Self Control, And Utilitarian And Hedonic Shopping Values,
2022
Florida State University
Chinese’ Impulsive Shopping Behavior In A Post-Pandemic Era: Exploring The Impact Of Long-Term Orientation On Self Control, And Utilitarian And Hedonic Shopping Values, Pei Wang, Sindy Chapa
Association of Marketing Theory and Practice Proceedings 2022
Based on previous premises, the present study proposed a model that aims to understand consumers’ impulsive shopping behavior in China. This study takes into consideration the cultural core value of long-term orientation of Chinese consumers to explore the moderating role of hedonic value, utilitarian value, and self-control on impulsive buying behavior. An online survey was employed using a convenience national sample in China. A total sample of 237 was collected and used to test the proposed model and hypotheses. Theoretically, the study provides an alternative model that explains the role of hedonic value, utilitarian value, and self-control on impulsive online-buying …
Communicating Temporary Brick-And-Mortar Store Closures During Covid-19 Lockdowns In The Uk,
2022
University of Durham
Communicating Temporary Brick-And-Mortar Store Closures During Covid-19 Lockdowns In The Uk, Zsofia Toth, Tristan Emerson, Nikolina Koporcic, Sally Mckechnie, Muzna Shehzad
Association of Marketing Theory and Practice Proceedings 2022
This research examines how retail businesses from central England’s Midlands region communicated temporary closure of their brick-and-mortar stores via shop window messages during the first two Covid-19 lockdowns in 2020. These closure notices represent important forms of crisis communication for businesses, which display various levels of information, emotional language, or functional intent, and offer signposts for business continuity. 417 shop window closure notices were photographed - 167 and 250 from the first and second periods of lockdown respectively. In order to analyse the data, a multimodal social semiotic framework was employed, allowing the study to examine the language, design and …
Does The Sponsorship Of Sports Entities By Gambling Organizations Conform To The Set Of Benefits As Conceptualized In The Model Of Sports Sponsorship?,
2022
Eastern Michigan University
Does The Sponsorship Of Sports Entities By Gambling Organizations Conform To The Set Of Benefits As Conceptualized In The Model Of Sports Sponsorship?, Sam Fullerton, Michael Mccall, Ronald Dick
Association of Marketing Theory and Practice Proceedings 2022
One recent study produced a model that was structured based upon the benefits derived by four parties that are impacted by a sponsor’s decision to engage in the sponsorship of a sports entity. These sports entities may be a team, a league, an organization, an athlete, an event, or a sports venue. The interactions among the four categories of beneficiaries resulted in 12 discrete linkages. A total of 159 potential benefits, some tangible and some intangible, were documented. A second study examined the impact of a recent SCOTUS ruling that declared the Professional and Amateur Sports Protection Act (PASPA) to …
Exploring The Impact Of Brands Roasting On Social Media,
2022
Florida International University
Exploring The Impact Of Brands Roasting On Social Media, Sphurti Sewak, William F. Humphrey Jr., Jayati Sinha
Association of Marketing Theory and Practice Proceedings 2022
Brands regularly post content on social media and look for consumer engagement through these posts. However, this research uncovers a novel domain that shows increased consumer engagement but decreased persuasion: when brands resort to roasting on Twitter. We find that the perceived inappropriateness of the roasting posts lead to lower brand preference when brands choose to roast on social media and tease apart the difference between B2B and B2C roasting. This research establishes that not everything that goes viral leads to a favorable offline behavior. Social media managers of brands can use the findings of this research by understanding why …
Statistics-Based Anomaly Detection And Correction Method For Amazon Customer Reviews,
2021
New Jersey Institute of Technology
Statistics-Based Anomaly Detection And Correction Method For Amazon Customer Reviews, Ishani Chatterjee
Dissertations
People nowadays use the Internet to project their assessments, impressions, ideas, and observations about various subjects or products on numerous social networking sites. These sites serve as a great source of gathering information for data analytics, sentiment analysis, natural language processing, etc. The most critical challenge is interpreting this data and capturing the sentiment behind these expressions. Sentiment analysis is analyzing, processing, concluding, and inferencing subjective texts with the views. Companies use sentiment analysis to understand public opinions, perform market research, analyze brand reputation, recognize customer experiences, and study social media influence. According to the different needs for aspect granularity, …
The Evolution Of The Internet And Social Media: A Literature Review,
2021
Technological University Dublin
The Evolution Of The Internet And Social Media: A Literature Review, Charles Alves De Castro, Isobel O'Reilly Dr, Aiden Carthy
Articles
This article reviews and analyses factors impacting the evolution of the internet, the web, and social media channels, charting historic trends and highlight recent technological developments. The review comprised a deep search using electronic journal databases. Articles were chosen according to specific criteria with a group of 34 papers and books selected for complete reading and deep analysis. The 34 elements were analysed and processed using NVIVO 12 Pro, enabling the creation of dimensions and categories, codes and nodes, identifying the most frequent words, cluster analysis of the terms, and creating a word cloud based on each word's frequency. The …
Analisis Pengaruh Cues Terhadap Trust, Attitude, Dan Online Shopping Intention Di Instagram,
2021
Departemen Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Indonesia
Analisis Pengaruh Cues Terhadap Trust, Attitude, Dan Online Shopping Intention Di Instagram, Larasati Chandra Githa Purnamaningrum, Yeshika Alversia
Jurnal Manajemen dan Usahawan Indonesia
The purpose of this research is to determine the cues (signals/clues) in Instagram posts which are attractiveness, popularity and argument quality that can affect trust which will affect attitudes towards shopping using Instagram, and thus affect purchase intentions of Indonesian local beauty products through Instagram. The sample used in this study are active Instagram users aged 17 years and over who follow one of Indonesia’s local beauty brands in Instagram, and have not made purchases from the local beauty brand that they are followed. There were 226 respondents in this study and used pur- posive sampling. The research questionnaire was …
Analisis Perilaku Ewom Opini Vaksinasi Dengan Pendekatan Theory Of Planned Behavior,
2021
Universitas Paramadina
Analisis Perilaku Ewom Opini Vaksinasi Dengan Pendekatan Theory Of Planned Behavior, Benni Ahdiyana Pamungkas, Adman Nursal
Jurnal Manajemen dan Usahawan Indonesia
Ajzen’s theory of planned behavior (TPB) has been proven in many fields to predict human be- havior. Discussion of eWOM behavior based on the theoretical approach, to the author’s knowledge, has not been widely found. This study aims to examine six hypotheses to analyze eWOM behavior by TPB approach. This research methode is survey. Sampling uses a non-probability method with judgmental techniques. The unit sample is 165 respondents who already know or post a vaccination opinion twibbon on Facebook. The questionnaire is the measurement instrument in this research. The study reveals that three hypotheses were rejected and the other three …
