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

Marketing Commons

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

5388 Full-Text Articles 4716 Authors 3688586 Downloads 195 Institutions

All Articles in Marketing

Faceted Search

5388 full-text articles. Page 7 of 157.

When Hippo Used Twitter To Manage Its Supply Chain, Singapore Management University 2017 Singapore Management University

When Hippo Used Twitter To Manage Its Supply Chain, Singapore Management University

Perspectives@SMU

The Indian snack brand inspired its customers to be advocates


God’S Will, The Matrix, And The Chinese Bamboo Tree, Singapore Management University 2017 Singapore Management University

God’S Will, The Matrix, And The Chinese Bamboo Tree, Singapore Management University

Perspectives@SMU

Suresh Shankar took the figurative red pill, went down the entrepreneurial rabbit hole and discovered the need to mesh the right-brain with the left


Exchange And Refund Of Complementary Products, Yoonju HAN, Sandeep R. CHANDUKALA, Hai CHE 2017 Indiana University - Bloomington

Exchange And Refund Of Complementary Products, Yoonju Han, Sandeep R. Chandukala, Hai Che

Research Collection Lee Kong Chian School Of Business

A common dilemma a consumer faces during product return pertains to the decision of exchanging the product or obtaining a refund. This issue becomes even more salient for durable goods, when the initial purchase involves complementary products from different categories. This research examines consumer’s trade-off decision between returning and keeping complementary products by exploring various retail actions (using umbrella branded products (UBP)) and customer characteristics. We also investigate the trade-off between product exchange and refund when consumer returns a product. We find interesting extensions to past research wherein UBP are returned less and result in greater exchange than refund ...


Online Students Demographics And Motivations To Enroll In Class, Weiling Zhuang, Viviane Billings 2017 Eastern Kentucky University

Online Students Demographics And Motivations To Enroll In Class, Weiling Zhuang, Viviane Billings

EKU Faculty and Staff Scholarship

Distance education traces its origins to mid-19th century Europe and the United States. With the development of infrastructure and technology, universities began to offer distance education via the internet to reach the prospective students, facilitate the learning process and accommodate their needs. With an increase in popularity and demand, the enrollment for online classes has been strong for the past ten years. According to Allen and Seaman (2013), there were 572,000 more online students in fall 2011 than in fall 2010 for a new total of 6.7 million students taking at least one online course. Another recent study ...


Building Sales People: Recommendations For The Development Of A Professional Sales Mentorship Program, Karen Hood Hopkins, Christopher D. Hopkins 2017 Eastern Kentucky University

Building Sales People: Recommendations For The Development Of A Professional Sales Mentorship Program, Karen Hood Hopkins, Christopher D. Hopkins

EKU Faculty and Staff Scholarship

Companies will constantly need people to sell something for them. As Grant Cardone, author of Sell or Be Sold: How to Get Your Way in Business and in Life, puts it, "Great salespeople are literally the engine of every economy in the world." This is evident as the Bureau of Labor Statistics reports that over 13.6 million Americans are in sales and related occupations.

Looking at specific industries; the real estate sector is projected to grow faster than any other sales sector over the next decade, according to the Department of Labor. With a 14 percent growth rate expected ...


Buchanan Hollow Nut Company Rebranding And Research, Lindsay Robson 2017 California Polytechnic State University, San Luis Obispo

Buchanan Hollow Nut Company Rebranding And Research, Lindsay Robson

Agricultural Education and Communication

A marketing plan was designed for Buchanan Hollow Nut Company (BHNC) in the summer of 2016 to redesign the company brand. Additionally, the author conducted research to determine if the implementation of bar codes and scanning would improve internal efficiency.

Utilizing the company’s owner, and famous artist, Sharleen Robson, the author created a tasteful watercolor design to update the logo for BHNC. Furthermore, by contacting the current packaging company, Legend Packaging Group, the author received estimated costs for adding a bar code to each product. These barcodes were then printed and added to the processing boxes in the storage ...


Cross Cultural Study Of Food And Cpg Products In A New Market: Case Study In The United States Vs Thailand, Mariel Dehn 2017 Western Michigan University

Cross Cultural Study Of Food And Cpg Products In A New Market: Case Study In The United States Vs Thailand, Mariel Dehn

Honors Theses

This study examines whether there are differences in consumers’ shopping behavior due to cultural orientation. The study uses comparing samples of American and Thai culture on two occasions. Theory suggests that these two cultural groups have dramatically different shopping practices. Thai, raised in a collectivist society that values price consciousness and sophistication in money handling, differ from Americans raised in an individualist society that traditionally do not have the same values (Ackerman and Tellis 2001).

We argue that differences in culture provide the most likely explanation for the differences in prices between the two types of super markets. The overall ...


A Consumer-Behavior Perspective On Intimate Partner Violence, Debra Lynn Stephens, Ronald Paul Hill, James W. Gentry 2017 University of Portland

A Consumer-Behavior Perspective On Intimate Partner Violence, Debra Lynn Stephens, Ronald Paul Hill, James W. Gentry

Paul Hill

This research examines women’s experiences of and responses to intimate partner violence using the perspective of the extended self. From in-depth interviews with a demographically diverse group of women in the United States, the primary theme to emerge was that chronic abuse is experienced as the male partner’s ongoing campaign to incorporate the abused woman into his extended self, by appropriating or destroying the aspects of her that give her autonomy. The most important implication for agencies serving abused women is that many of their clients are faced with the daunting task of repairing or reconstructing their core ...


Foreign Exchange Rate Effect On International Gaming Demand: An Examination From An Upscale Las Vegas Casino, Myongjee Yoo, Ashok K. Singh, Kasra Ghaharian 2017 California State Polytechnic University - Pomona

Foreign Exchange Rate Effect On International Gaming Demand: An Examination From An Upscale Las Vegas Casino, Myongjee Yoo, Ashok K. Singh, Kasra Ghaharian

UNLV Gaming Research & Review Journal

Las Vegas has developed into one of the world’s top tourist destinations, and the international market has become a vital stream of the city’s revenue. The objective of this study was to understand the foreign exchange rate as a determinant for international gaming demand in the Las Vegas gaming industry. This study applied the econometric modeling method of panel data analysis to secondary data originated from a Las Vegas Strip casino property. This study attempted to validate the foreign exchange effect through empirical investigation. Results of this study showed that foreign exchange rate has an impact on international ...


The Role Of Positive Emotions In Experiential Decisions, Robert J. Kwortnik Jr., William T. Ross Jr. 2017 Cornell University School of Hotel Administration

The Role Of Positive Emotions In Experiential Decisions, Robert J. Kwortnik Jr., William T. Ross Jr.

Robert J. Kwortnik

This research examines how consumers experience decision making for experiential products such as vacations. We combine data from 1) ethnographic interviews, 2) online community discussion forums, and 3) an introspective vacation-planning task to explore the experience of emotion in the decision process and to develop a new model of decision making that extends extant decision theories. We find that consumers experience a variety of positive emotions as they plan vacations, from facilitative feelings that guide the plan to fantasy feelings consumed for pleasure. Positive emotions are most evident in reaction to imagery and when the consumer’s self identity is ...


Lexical Interference In Semantic Processing Of Simple Words: Implications For Brand Names, Judith E. Hennessey, Theodore S. Bell, Robert J. Kwortnik Jr. 2017 California State University, Northridge

Lexical Interference In Semantic Processing Of Simple Words: Implications For Brand Names, Judith E. Hennessey, Theodore S. Bell, Robert J. Kwortnik Jr.

Robert J. Kwortnik

This study provides evidence for a Stroop-like interference effect in word recognition. Based on phonologic and semantic properties of simple words, participants who performed a same/different word-recognition task exhibited a significant response latency increase when word pairs (e.g., POLL, ROD) featured a comparison word (POLL) that was a homonym of a synonym (pole) of the target word (ROD). These results support a parallel-processing framework of lexical decision making, in which activation of the pathways to word recognition may occur at different levels automatically and in parallel. A subset of simple words that are also brand names was examined ...


Usage-Based Versus Measure-Based Unit Pricing: Is There A Better Index Of Value?, Robert J. Kwortnik Jr., Elizabeth H. Creyer, William T. Ross 2017 Cornell University School of Hotel Administration

Usage-Based Versus Measure-Based Unit Pricing: Is There A Better Index Of Value?, Robert J. Kwortnik Jr., Elizabeth H. Creyer, William T. Ross

Robert J. Kwortnik

In many product categories, unit prices facilitate price comparisons across brands and package sizes; this enables consumers to identify those products that provide the greatest value. However in other product categories, unit prices may be confusing. This is because there are two types of unit pricing, measure-based and usage-based. Measure-based unit prices are what the name implies; price is expressed in cents or dollars per unit of measure (e.g. ounce). Usage-based unit prices, on the other hand, are expressed in terms of cents or dollars per use (e.g., wash load or serving). The results of this study show ...


Service Loyalty: An Integrative Model And Examination Across Service Contexts, Xiaoyun Han, Robert J. Kwortnik Jr., Chunxiao Wang 2017 Sun Yat-sen University

Service Loyalty: An Integrative Model And Examination Across Service Contexts, Xiaoyun Han, Robert J. Kwortnik Jr., Chunxiao Wang

Robert J. Kwortnik

Marketing academics and practitioners generally agree that customer loyalty is vital to business success. There is less agreement on the factors that determine customer loyalty, particularly in service contexts. Research on the determinants of service loyalty has taken three distinct paths: 1) quality/value/satisfaction; 2) relationship quality; and, 3) relational benefits. In this research, the authors coalesce these paths to derive a model that links dimensions of customer loyalty (cognitive, affective, intention, and behavioral) with a system of determinants. The model is tested with data from varied services (airlines, banks, beauty salons, hospitals, hotels, and mobile telephone) and 3 ...


Red And Blue Voices: Effects Of Political Ideology On Consumers’ Complaining And Disputing Behavior, Donnel A. Briley, Kiju Jung, Ellen Garbarino, Jesse Wynhausen 2017 University of Sydney, Australia

Red And Blue Voices: Effects Of Political Ideology On Consumers’ Complaining And Disputing Behavior, Donnel A. Briley, Kiju Jung, Ellen Garbarino, Jesse Wynhausen

Donnel A Briley

Political ideology plays a pivotal role in shaping individuals’ attitudes, opinions, and
behaviors. However, apart from a handful of studies, little is known about how consumers’
political ideology affects their marketplace behavior. The authors used three large consumer
complaint databases from the Consumer Financial Protection Bureau, National Highway Traffic
Safety Administration, and Federal Communication Committee in conjunction with a countylevel
indicator of political ideology (the 2012 US presidential election results) to demonstrate
that conservative consumers are not only less likely than liberal consumers to report complaints
but also less likely to dispute complaint resolutions. A survey also sheds light on ...


Nostalgic Selling: The Louisville & Nashville Railroad And Its General Public Relations, Michael J. Landry 2017 Northeastern State University

Nostalgic Selling: The Louisville & Nashville Railroad And Its General Public Relations, Michael J. Landry

Atlantic Marketing Journal

This paper represents a case study of how to use historic events/artifacts in public relations and sales. It recounts how the Louisville & Nashville Railroad participated in the United States Civil War centennial celebrations by restoring a locomotive, the General, that was made famous in a daring raid conducted in that war. Using primary and secondary documents mainly from corporate archives including notes, operations manuals, public relations logs, measurements, corporate publications and oral history, the paper outlines the General’s iconic history, the purposes for its 1960s restoration to operation for the Civil War centennial, and the overarching marketing strategy ...


Consumer Practical Wisdom: Toward A Conceptual Clarification Of An Emergent Consumer Culture, manel masmoudi 2017 Faculty of Economics and Management of Sfax, Tunisia

Consumer Practical Wisdom: Toward A Conceptual Clarification Of An Emergent Consumer Culture, Manel Masmoudi

Atlantic Marketing Journal

This article is a continuation of the previous works related to the new rationalization and control tendencies in purchasing behavior and consumption. More precisely, it is enrolled in the perspective of the contribution to a better understanding of the postmodern consumer wisdom which continues to be met more frequently in outlets.

Since there is a lack of research on consumer wisdom conceptualization, we attempt in this article to present a conceptual framework used to delineate this concept in consumer behavior. To achieve this objective, we adopted an interdisciplinary theoretical framework. Then, we compared the concept to some others considered as ...


The Cross-Platform Consistency Of Online User Movie Ratings, Dan Baugher, Chris Ramos 2017 Pace University, Lubin School of Business

The Cross-Platform Consistency Of Online User Movie Ratings, Dan Baugher, Chris Ramos

Atlantic Marketing Journal

Online movie ratings are often used in studies of Internet word-of-mouth, but the cross-platform consistency of such ratings has not been well established. Mean user ratings were obtained for 500 movies using the rating systems in place on Netflix and IMDb. Mean volume was 1,480,931 (SD = 2,636,388) and 104,746 (SD = 193,532) on the Netflix and IMDb sites, respectively, suggesting the movies were visible, but also variable in visibility. Volume was moderately correlated (r = .724, p ≤ .001). Mean user ratings on the Netflix and IMDB sites averaged 3.57 (SD = .37) and 3.84 (SD ...


Job Shadowing Experiences As A Teaching Tool: A New Twist On A Tried And True Technique, Fred H. Mader, Deanna R. D. Mader, Elizabeth C. Alexander 2017 Marshall University

Job Shadowing Experiences As A Teaching Tool: A New Twist On A Tried And True Technique, Fred H. Mader, Deanna R. D. Mader, Elizabeth C. Alexander

Atlantic Marketing Journal

This article reports an innovative twist on the use of the job shadowing experience as a means not only to provide real-world exposure for the student, but also as a way to generate real-time data from the professionals to be utilized as a basis for class discussion. Reaction from both students and professionals has been overwhelmingly positive.


Field Trip! Assessing Business Student Interest In Plant Tours And Their Product Categories, Mark Mitchell, Gregory Turner, Robert Montgomery, Mark Hartley 2017 Coastal Carolina University

Field Trip! Assessing Business Student Interest In Plant Tours And Their Product Categories, Mark Mitchell, Gregory Turner, Robert Montgomery, Mark Hartley

Atlantic Marketing Journal

Business educators are challenged daily to provide fresh ideas in the classroom and to use new methods to stimulate active learning. One option is to use manufacturing plant tours, company museums, and company visitor centers to supplement traditional classroom activities. This manuscript details this growing type of tourism (known as Consumer Experience Tourism) and identifies the product categories of greatest interest to today’s students in Business and Economics. Business educators are encouraged to more fully embrace this under-utilized resource to promote active student learning and to select those destinations of greatest interest to their particular student audiences.


Controlling And Informational Planned Behavior: Self-Determination Theory And The Theory Of Planned Behavior, Jonathan P. Leavell 2017 Charlotte Metro FCU

Controlling And Informational Planned Behavior: Self-Determination Theory And The Theory Of Planned Behavior, Jonathan P. Leavell

Atlantic Marketing Journal

The purpose of this non-empirical paper is to explore the theoretical value of introducing constructs of self-determination theory (SDT) into the framework of the theory of planned behavior (TPB). Deci’s and Ryan’s (1985) formulation of SDT maintains an intrinsic focus while much of Ajzen’s (1985) TPB framework maintains an extrinsic focus. The incorporation of constructs based on an internal locus of causality may enhance the predictive power of TPB. Applications for practitioners and opportunities for further research are presented.


Digital Commons powered by bepress