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Building A Personal Brand Using Impression Management In Social Networks, Carlos Valdez, Jorge Villegas
Building A Personal Brand Using Impression Management In Social Networks, Carlos Valdez, Jorge Villegas
Association of Marketing Theory and Practice Proceedings 2022
As digital social networks become an integral part of career placement, advancement, and professional networks, young professionals are required to find ways to compete for the attention of potential and current employers. One of the theories that have been used across diverse areas from marketing scholars (Zamudio et al., 2013, Close et al., 2011; Noble et al., 2010) to fashion models (Parmentier et al., 2013) to understand self-promotion for professionals is personal branding. Recent articles like Swaminathan et al. (2020) have expressed the need to understand better how consumers are branding themselves in the hyperconnected world and what psychological consequences …
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
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 …
From Customizing Products To Possessive Bonds: The Role Of Consumer Involvement And Consumer Privacy Concern, Hua Chang, Lingling Zhang
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 Need For Non-Market Strategy: Epistemic Communities, Globesity And The Marketing Of Fast Food, Amit Mukherjee, Naz Onel
The Need For Non-Market Strategy: Epistemic Communities, Globesity And The Marketing Of Fast Food, Amit Mukherjee, Naz Onel
Association of Marketing Theory and Practice Proceedings 2022
Our preliminary research indicates the gradual coalescence of several disparate pressure groups into an epistemic community on the issue of curbing marketing practices in the quest for global obesity control. The epistemic community has converged on the WHO as the most receptive political venue and is engaged in information politics, symbolic politics, leverage politics, and accountability politics in its attempt to guide the WHO toward the path of a global regulatory regime on the marketing of fast food.
How Cultural Factors Affect Chinese Americans’ Attitudes Towards Seeking Mental Health Services, Arlene Q. Chen, Xinji Xiao, Yueting Wu, Xuan Zhang, Sindy Chapa
How Cultural Factors Affect Chinese Americans’ Attitudes Towards Seeking Mental Health Services, Arlene Q. Chen, Xinji Xiao, Yueting Wu, Xuan Zhang, Sindy Chapa
Association of Marketing Theory and Practice Proceedings 2022
Chinese Americans are the largest ethnic group among Asian Americans. However, the treatment rate for mental illness among Chinese Americans is much lower compared to other ethnic groups. Studies have been conducted on cultural barriers that prevent Asian Americans from seeking mental health treatment, but there is a lack of research on specific ethnic groups, such as Chinese Americans or Korean Americans because they are frequently grouped into homogenous clusters. This study will identify the cultural factors that influence Chinese Americans’ attitudes towards seeking mental health treatment and analyze how these factors affect their behaviors in seeking mental health treatment.
The Unintended Effects Of Tamper-Evident Packaging, Marissa Orlowski, Sarah Lefebvre, Laura Boman
The Unintended Effects Of Tamper-Evident Packaging, Marissa Orlowski, Sarah Lefebvre, Laura Boman
Association of Marketing Theory and Practice Proceedings 2022
Third-party food delivery (TPFD) services such as DoorDash, Uber Eats, and Grubhub introduces increased opportunities for contamination through the introduction of unknown variables between the restaurant and consumer. Across two studies, we examine the effect of tamper-evident food packaging closures in a TPFD context, revealing a negative effect of a tamper-evident seal on willingness to pay through decreased satisfaction. This negative effect is robust across both food and beverages. Finally, consumers’ perception of risk of illness (PRI) from TPFD moderates this effect.
Mothers With Empty Arms: Marketing, Stigma, And Bereaved Mothers, Elizabeth A. Minton, Carissa Anthony, Cindy Xin Wang, Alexa Fox
Mothers With Empty Arms: Marketing, Stigma, And Bereaved Mothers, Elizabeth A. Minton, Carissa Anthony, Cindy Xin Wang, Alexa Fox
Association of Marketing Theory and Practice Proceedings 2022
Despite over one-quarter of females suffering baby loss, there is virtually no research in marketing examining the devastating impacts of such loss from a consumer standpoint. There are incredible stigmas that overshadow these vulnerable consumers and understanding how marketing helps and hurts consumers post-loss in the marketplace is of critical importance. Through 30 in-depth interviews with bereaved mothers in the U.S. (specifically mothers who lost a baby during pregnancy or within one year after birth), this research builds off stigma theory to shed light on the consumer journey post-loss in an effort to bring these consumers what they desire – …
The Corporate Remedy Strategies For Product-Related And Business Ethical Misdeeds, Lei Huang
The Corporate Remedy Strategies For Product-Related And Business Ethical Misdeeds, Lei Huang
Association of Marketing Theory and Practice Proceedings 2022
Firms take various approaches to mitigate the negative impacts from the misdeeds and repair the damages of the consequences. The current study examines the moderation role of two types of misdeed, business ethics or product performance related, in the relationship between three major crisis remedy strategies and the purchase intentions for both current and potential consumers. The results from 440 participants suggest that a promptness apology is important for current consumers but not for potential consumers. More importantly, the response plan has less impact on the current consumers when a misdeed is business ethics related than product performance related while …
An Examination Of Portrayal Of Disability In Brand Ads, Sphurti Sewak, Jayati Sinha
An Examination Of Portrayal Of Disability In Brand Ads, Sphurti Sewak, Jayati Sinha
Association of Marketing Theory and Practice Proceedings 2022
This research explores why marketers can utilize disabled models to their advantage. Although brand inclusivity has attracted some attention, much is still unknown. The current research addresses this gap by establishing that using disabled brand models can lead to higher customer-brand relationships and also explores when it could potentially backfire by establishing that the personal attitude towards disability could moderate this main effect. The findings will help brands to be more open to including diverse models that do not exactly fit “the ideal” and fighting the prevailing prejudice towards disabled people in society. Representing them in their advertisements and online …
Going Green: Carving A Niche In A Global Market, Ahmed Maamoun
Going Green: Carving A Niche In A Global Market, Ahmed Maamoun
Association of Marketing Theory and Practice Proceedings 2022
Companies that do well are described in accounting terms as being “in the black”. This is the accounting term for being profitable. The “black” shows up in the bottom line of the financial statement. Business practices that simultaneously benefit the business, society, and the environment help a firm become more sustainable. The triple bottom line refers to the economic, environmental, and social impacts of an organization. Here the company reaches out to its stakeholders rather than shareholders. However, the triple bottom line approach does not negate the drive for profits, it just does so in the context of also considering …
Professional Networking And Personal Branding With Linkedin During The Covid-19 Pandemic: Personality, Impression Management, And Dirtiness In Digital Contexts, Carlos Valdez, Leslie Connell, Christopher Leo, Jennifer Morin
Professional Networking And Personal Branding With Linkedin During The Covid-19 Pandemic: Personality, Impression Management, And Dirtiness In Digital Contexts, Carlos Valdez, Leslie Connell, Christopher Leo, Jennifer Morin
Association of Marketing Theory and Practice Proceedings 2022
The National Center for Education Statistics in the United States reported that the undergraduate program with the most graduates in 2016 were business programs with 372,000 degrees (National Center for Education Statistics, n.d.). According to Robinson (2018), the total enrollment of undergraduate business programs globally among universities accredited by the Association to Advance Collegiate Schools of Business (AACSB) from 2012 to 2017 reported a 10% increase. The popularity of the business college degree presents a unique challenge to recent business graduates of how to differentiate from other business graduates to achieve the desired job or promotion in the new COVID-19 …
Monetizing Student Projects: Advice For Marketing Educators, Zach Moore
Monetizing Student Projects: Advice For Marketing Educators, Zach Moore
Association of Marketing Theory and Practice Proceedings 2022
As resources become more scarce in colleges of business, it is increasingly important for faculty members to be creative to generate revenue for their programs. This paper provides several tips for using student projects to raise funds for student development.
Rainbow-Washing Away Customers: Does The Consumer’S Perception Of Rainbow-Washing Affect Purchasing Behavior?, Ashley N. Johns, Sindy Chapa, Nakima Brooks, Holly Coleman, Maya Dubois
Rainbow-Washing Away Customers: Does The Consumer’S Perception Of Rainbow-Washing Affect Purchasing Behavior?, Ashley N. Johns, Sindy Chapa, Nakima Brooks, Holly Coleman, Maya Dubois
Association of Marketing Theory and Practice Proceedings 2022
In this study, researchers will test to see the effects rainbow-washing has on consumers’ intent to purchase. Rainbow-washing is a new marketing technique in which companies implement different initiatives to appeal to the LGBTQ+ community while not genuinely investing in the community itself. To test if rainbow-washing is correlated to a consumer’s desire to purchase, a survey was distributed using nonprobability sampling to 38 participants. Of the sample, less than half identified as members of the target community (LGBTQ+). As a result, it was concluded there is no significance between consumer attitudes towards rainbow-washing and their intention to purchase. However, …
Examining The Relationships Between Branding Factors And Likelihood Of Recommending: Determinants Of Net Promoter Score, Musa Pinar, Tulay Girard
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 …
“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
“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.
The Relationships Between Prosocial Consumer Behavior, Consumer Resilience, Consumer Risk Taking Propensity And Consumer Hoarding During Covid-19, Christy M. Cook, Pia A. Albinsson, James E. Stoddard
The Relationships Between Prosocial Consumer Behavior, Consumer Resilience, Consumer Risk Taking Propensity And Consumer Hoarding During Covid-19, Christy M. Cook, Pia A. Albinsson, James E. Stoddard
Association of Marketing Theory and Practice Proceedings 2022
The Relationships Between Prosocial Consumer Behavior, Consumer Resilience, Consumer Risk Taking Propensity and Consumer Hoarding During COVID-19
Money, Medals, And Championships: Politically Driven Conspiracy Of Silence, Model Development; Implications To Diversity And Inclusion., Ania Izabela Rynerzewska
Money, Medals, And Championships: Politically Driven Conspiracy Of Silence, Model Development; Implications To Diversity And Inclusion., Ania Izabela Rynerzewska
Association of Marketing Theory and Practice Proceedings 2022
Athletic organizational image and reputation management often require careful consideration of values shared and enacted to create a flawless image with which many fans identify and often admire. However, under the cover of perfect brand image covered with medals, championship and glory, there is often a hidden world of abuse and active participation in silencing the victims to protect the image. This paper analyzes relatively recent cases of two sex scandals in sports: Jerry Sandusky case and Larry Nassar case. Both individuals held higher positions within their organizations’ network of supporters who participated in a conspiracy of silence. This paper …
Love At First Touch: How Swiping Vs. Typing Changes Online Dating Decision-Making, Farhana Nusrat, Yaniu Huang, Cait Lamberton
Love At First Touch: How Swiping Vs. Typing Changes Online Dating Decision-Making, Farhana Nusrat, Yaniu Huang, Cait Lamberton
Association of Marketing Theory and Practice Proceedings 2022
Online dating is one of the fastest-growing industries in the United States. Due to its increasing popularity, various dimensions of online dating have been studied in recent years. However, no research has explored how the type of digital platforms used impacts online dating. In this research, we investigate how the use of different platforms (computers vs. smartphones) can influence customers’ decision-making process in the context of online dating. Through multiple studies, we demonstrate that while using their computers (vs. smartphones) to evaluate dating profiles, customers will prioritize the inner attributes of the person (e.g., personality and compatibility). Moreover, the effect …
The Sport Marketing Portfolio Matrix: How Brand Relevance Aligns With Fan Behavior, Kirk D. Aiken, Richard M. Campbell, Ajay Sukhdial
The Sport Marketing Portfolio Matrix: How Brand Relevance Aligns With Fan Behavior, Kirk D. Aiken, Richard M. Campbell, Ajay Sukhdial
Association of Marketing Theory and Practice Proceedings 2022
Many fan behavior studies leave applications for strategic sport marketing as afterthoughts. Likewise, studies of sport marketing practices often ignore the complexities of fan psychology. The purpose of this work is to propose a new model that accurately categorizes sport products, better recognizes fan behaviors, and provides sound guidance to sport marketers. The work applies the well-established theory of portfolio management (wherein, investors strive to receive higher returns with lower risks by managing an assortment of investments). Herein, sport fans are viewed as investors that “buy,” “hold,” and “sell” athletes and teams. From sport to sport and season to season, …
Spending All Your Money On Me: Influencer Marketing’S Impact On Engagement, Rebecca A. Vanmeter, Michael C. Peasley, Parker J. Woodroof
Spending All Your Money On Me: Influencer Marketing’S Impact On Engagement, Rebecca A. Vanmeter, Michael C. Peasley, Parker J. Woodroof
Association of Marketing Theory and Practice Proceedings 2022
Influencer marketing has been around for a few years and is rapidly approaching a $15 billion industry by 2022. In its nascency, the research is limited which investigates factors that substantiate the growth and popularity of advertising tools. In this study, we propose and explicate how two different types of influencers, namely mega- and macro-influencers, impact their audience's engagement with sponsored posts. Utilizing secondary data from more than 650 Instagram posts, our results suggest mega-influencers are able to mitigate the negative effect of utilizing various post attributes, including meta-tags and product prominence.
Social Media Influencers: Talk Is Not Cheap!, Antoinette Okono
Social Media Influencers: Talk Is Not Cheap!, Antoinette Okono
Association of Marketing Theory and Practice Proceedings 2022
Social media influencers are digital opinion leaders who have amassed large followings on social media. Through their content and communication on social commerce platforms, and social networking sites, social media influencers can influence their audience's attitude towards brands and encourage purchase decisions. This paper explores the impact of social media influencers on the relationship between social commerce and purchase intention. Since the relationship between social commerce and purchase intention has been thoroughly examined by researchers, I discover through reviewing the literature how an independent entity can impact social media consumers' attitudes and purchase decisions. Specifically, I analyze the social commerce …
The Complexity Of Understanding Online Product Evaluation Expressions In The Chinese Cultural Context: How Ratings And Reviews Tell A Different Story, Mousumi Bose, Lei Ye
The Complexity Of Understanding Online Product Evaluation Expressions In The Chinese Cultural Context: How Ratings And Reviews Tell A Different Story, Mousumi Bose, Lei Ye
Association of Marketing Theory and Practice Proceedings 2022
Most online retail websites provide consumers the opportunity to elicit feedback about products and services through ratings and reviews. Extant research has suggested that product ratings and reviews may be reflective of consumers’ cultural views. Little research exists that discusses this lack of consistency between ratings and reviews beyond that suggested by Hofstede’s cultural typology. This research shows that although consumers may provide higher ratings, review texts provide a different perspective: consumers use reviews to provide negative feedback, however, with some tempering nuances.
Business Faculty’S Communication Strategies For Students During The Covid-19 Pandemic, Sohyoun Shin
Business Faculty’S Communication Strategies For Students During The Covid-19 Pandemic, Sohyoun Shin
Association of Marketing Theory and Practice Proceedings 2022
The crisis caused by the COVID-19 virus has far-reaching effects in the field of higher education. College faculty have been challenged by the abrupt changes, but still have to deliver the lessons and help students achieve the learning goals as well as pay attention to the impact of the pandemic on students’ wellbeing and socio-emotional development. It is essential to conduct a qualitative research to understand experienced business faculty’s communication strategies and suggest instantly applicable advices for other business instructors from a crisis communication perspective as well as through an instructional strategy lens. This extended abstract includes the results of …
The Effects Of Shape-Taste Congruence On Product Evaluations, Jurui Zhang, Raymond Liu, Yufang Jin, Menglin Li
The Effects Of Shape-Taste Congruence On Product Evaluations, Jurui Zhang, Raymond Liu, Yufang Jin, Menglin Li
Association of Marketing Theory and Practice Proceedings 2022
The background design of a product presented online is important to attract consumers’ attention and further help them make proper judgments about the product. Although many studies have investigated factors of advertising background design, few focus on the effect of shape feature in the background on product evaluations. The present research investigates the influence of congruency between the shape in the background design and product taste perception on consumer product evaluations by using a pretest and three experiments. The results show that shape-taste congruency intensifies product evaluations with an increase evaluation of sweet-taste products and a decreases evaluation of sour-taste …
Nostalgia As A Tactic For Marketers: The Use Of Retro Marketing To Entice Consumer Purchase, Cortnee Y. Bunch
Nostalgia As A Tactic For Marketers: The Use Of Retro Marketing To Entice Consumer Purchase, Cortnee Y. Bunch
Association of Marketing Theory and Practice Proceedings 2022
In marketing, nostalgia involves linking a product, service, or brand to the past to create an emotional connection. While it has existed in marketing positioning for some time, it has become a strategy that marketers can take advantage of through retro marketing. Retro marketing involves relaunching a product or service brand from an earlier period, by using familiar packaging or product designs, to evoke a nostalgic connection among consumers (Brown et al., 2003). Through the effective use of brand attitude, product experience, and brand preference, companies small and large can use retro marketing to create a competitive advantage and entice …
You Don't Belong: Exploring Luxury Branding Strategy, Lauren E. Beverly, Jamye Foster
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.
Empathy, Altruism, Csr, And Consumer Buycott Behavior During Covid 19: Lessons Learned, Ania Izabela Rynerzewska, Eliza Hetrick
Empathy, Altruism, Csr, And Consumer Buycott Behavior During Covid 19: Lessons Learned, Ania Izabela Rynerzewska, Eliza Hetrick
Association of Marketing Theory and Practice Proceedings 2022
As Covid-19 became a global pandemic, life as businesses and consumers know it changed dramatically. Suddenly, in-person shopping became rare while social distancing and working remotely became common practice. The impact of Covid-19 reached beyond the obvious death toll and economic recession and contributed to a shift in what is considered relevant and what is secondary. This study analyzed the impact of consumer levels of altruism and empathy on interest in Covid-19 exacerbated topics like employee treatment, social justice, and the environment. Further, this study emphasized the importance of CSR efforts supporting current topics, which have been found to contribute …
Supply Chain Resilience And Agility During Covid19: The Case Of Automobile Manufacturing, Leor Ben-Meir, Steve Lemay, Dave Mcmahon
Supply Chain Resilience And Agility During Covid19: The Case Of Automobile Manufacturing, Leor Ben-Meir, Steve Lemay, Dave Mcmahon
Association of Marketing Theory and Practice Proceedings 2022
In this paper, we examine disruptions in the automobile manufacturing supply chain that resulted from the COVID19 pandemic. We explore the relationships between organizational resilience and agility and supply chain resilience and agility. We frame this exploration in terms of rare earth elements (REEs) and microchips, supplies that come from Tier 3 and Tier 4 in the automobile supply chain. We look at some adaptations made by Volkswagen to adapt to these disruptions but note that organizational resilience and adaptation does not always result in supply chain adaptation.
The Application Of Kahneman’S Concepts To Marketing Police In Ontario, Canada, Pritpal Thind, Steve Lemay, Dave Mcmahon
The Application Of Kahneman’S Concepts To Marketing Police In Ontario, Canada, Pritpal Thind, Steve Lemay, Dave Mcmahon
Association of Marketing Theory and Practice Proceedings 2022
Marketing concepts are rarely applied to policing, although for most modern societies it is an essential function and part of the social contract between governments at all levels and the publics they serve. In this paper, we look specifically at how marketing concepts apply to policing in Ontario, Canada. We frame our examination with concepts like the halo effect, the availability effect, and other ideas outlined by Kahneman (2013).
Investigating How Tacit Knowledge Management Inclination And Explicit Marketing Agendas Impact Business Success., Christine A. Makama
Investigating How Tacit Knowledge Management Inclination And Explicit Marketing Agendas Impact Business Success., Christine A. Makama
Association of Marketing Theory and Practice Proceedings 2022
The purpose of this paper is to develop and propose a framework that illustrates the relationship that exist between tacit knowledge management inclination, internal explicit marketing agendas and external explicit marketing agendas. Furthermore, the paper will also show how these variables act together to enhance business outcomes such as competitive advantage, growth and development, employee’s satisfaction, customers retention, loyalty, and satisfaction. Similarly, the conceptual framework would demonstrate how the assimilation between the variables extends and fill in the gap on conceptual and operational boundaries of existing models on explicit marketing agendas and how they help organizations attain success. And standing …