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Articles 1 - 30 of 62
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In The Wake Of A Merger: Consumer Reactions To Service Failures, Melinda A. Mclelland, Ronald E. Goldsmith
In The Wake Of A Merger: Consumer Reactions To Service Failures, Melinda A. Mclelland, Ronald E. Goldsmith
Journal of Applied Marketing Theory
Customers are often overlooked during the merger process in both reality and the marketing literature. This research features an experiment with 431 U.S. consumers that assesses the impact of a service failure following a merger on a variety of consumer behaviors. Key results indicate that consumers are more likely to switch service providers if they experience a failure of any magnitude (major/minor) following a merger than if they experience the same failure in the absence of a merger. This finding emphasizes that firms involved in service mergers have to be extremely diligent about preventing customer defection and implement focused marketing …
The Influences Of Brand-Consumer And Cause-Congruence On Consumer Responses To Cause Related Marketing, Ronald E. Goldsmith, Zhu Yimin
The Influences Of Brand-Consumer And Cause-Congruence On Consumer Responses To Cause Related Marketing, Ronald E. Goldsmith, Zhu Yimin
Journal of Applied Marketing Theory
Cause Related Marketing (CRM) is a widely used type of brand alliance in which companies donate a portion of their sales to social causes with whom they ally. Researchers have studied many aspects of CRM to learn why these programs are effective and how to enhance their success. An overlooked component in CRM research is the extent to which consumers identify with the brand and with the cause. The present study presented 604 U.S. college students with CRM campaigns for two brands (M&Ms and Crest) partnered with the World Wildlife Fund to assess whether brand-cause congruence, brand-consumer congruence, cause-consumer congruence, …
Psychological Capital Intervention: A Potential Tool For Improving Organizational Commitment In Sales Organizations, Steven A. Schulz, Heather M. Schulz, Marsha Yeagley
Psychological Capital Intervention: A Potential Tool For Improving Organizational Commitment In Sales Organizations, Steven A. Schulz, Heather M. Schulz, Marsha Yeagley
Journal of Applied Marketing Theory
Given current challenges related to talent in sales organizations, the need for enhanced recruiting and retention of top-tier talent has never been more critical. Extant research has demonstrated the high cost of employee turnover and the importance of organizational commitment for the sales force. This report explores the potential of utilizing psychological capital (PsyCap) in sales organizations in order to gain a competitive advantage through increased organizational commitment. The authors found strong, positive relationships between PsyCap and organizational support, job satisfaction, and organizational commitment. Implications for academic researchers and a proposed intervention strategy for managers seeking to improve organizational commitment …
Brand Equity Perceptual Mapping: Competitive Landscapes And Consumer Segments In Brand Equity Space, Brian Parker
Brand Equity Perceptual Mapping: Competitive Landscapes And Consumer Segments In Brand Equity Space, Brian Parker
Journal of Applied Marketing Theory
This study advanced a technique to map brand metrics and theoretically derived diagnostics that depict the relative positions of competitive brand sets and audience segments in a perceptual consumer-based brand equity space. Survey research collected brand equity ratings for two sets of competitive brands (Nike, Converse, Reebok and Toyota, Nissan, Pontiac), used to construct a pair of twodimensional maps that illustrate the brands’ position on brand equity dimensions relative to competitors and demographic-based segments. Paired brand equity indicators resulted in eight map quadrant areas that characterize a brand positioned in that space. The mapping techniques facilitate the strategic application of …
Is Dynamic Pricing Viable For Small Market Collegiate Athletics?, Steve Chen, Kenneth Henderson, Cassandra Smith, Nicholas Mason
Is Dynamic Pricing Viable For Small Market Collegiate Athletics?, Steve Chen, Kenneth Henderson, Cassandra Smith, Nicholas Mason
Journal of Applied Marketing Theory
Sport organizations use dynamic ticket pricing (DTP) strategies to generate extra revenues. DTP is based on demand and occasions. This exploratory study reported the results of the online survey data collected from 48 mid-west college/university athletic directors and marketing managers. The participants shared responses regarding their perceptions of the use of DTP by regional and private smallmarket collegiate athletic programs. Specifically, the study examined the perceived benefits and shortcomings of DTP. Past experiences implementing the strategy are also discussed. The results concluded that the majority of respondents were receptive to DTP although they questioned whether the strategy could deliver excessive …
The Effect Of Antecedent Mood On Customer Loyalty Intentions: A Mood By Gender Interaction, Michael L. Thomas, Lindsay Levine, Linda Mullen
The Effect Of Antecedent Mood On Customer Loyalty Intentions: A Mood By Gender Interaction, Michael L. Thomas, Lindsay Levine, Linda Mullen
Journal of Applied Marketing Theory
This study suggests that induced antecedent moods may, in a systematic manner, influence subsequent levels of loyalty intention within consumer scenarios. Furthermore, this research finds that there exists differential responses to induced mood states by gender, which fall in line with research on the underlying gender differences in cognitive processing, levels of risk aversion, motivation, and the experience of emotion while shopping. Past studies in this area have shown only a mild connection between induced antecedent mood state and loyalty intentions, which may be due in part to the issue of an emotion by gender interaction. This paper reinforces previous …
Real Smiles Vs. Faked Smiles: How Emotional Labor Impacts Service Behaviors, Anita Whiting
Real Smiles Vs. Faked Smiles: How Emotional Labor Impacts Service Behaviors, Anita Whiting
Journal of Applied Marketing Theory
This study investigates how emotional labor impacts service behaviors. Unlike previous research which focuses predominantly on the customer’s experience during a service encounter, this paper focuses on service employees and their performance during the service encounter. In particular, this study looks at how the emotional labor strategies of surface acting and deep acting impact customer service, job performance, and job satisfaction. The results from the SEMPLS analyses show that (1) surface acting has a negative impact on customer service and job satisfaction and (2) deep acting has a positive impact on customer service, job performance, and job satisfaction. Overall, the …
Acquiring And Maintaining Premium Seat Customers In The “Big Four” Leagues, Peter J. Titlebaum, Ronald Dick, Kim Feldmann, Robert Davis
Acquiring And Maintaining Premium Seat Customers In The “Big Four” Leagues, Peter J. Titlebaum, Ronald Dick, Kim Feldmann, Robert Davis
Journal of Applied Marketing Theory
The sports industry in the United States will bring in an estimated $400 to $425 billion in 2011 (Plunkett Research, Ltd, 2011). Of the overall revenue, $10 billion is derived from premium seating. Unlike general admission and television revenue, income from premium seats is not usually shared with other teams in the league (Miller & Washington, 2010). Premium seating revenue makes a significant contribution to the overall revenue stream of sports organizations. In the 2010-2011 seasons, there were a total of 12,527 luxury suites across all the professional sports venues within the National Football League (NFL), National Basketball Association (NBA), …
Investigating The Nba Servicescape: Fan Involvement, Team Loyalty, Perceptions Of Atmospheric Music And Emotional Responses, Crystal Southall, Richard Southall
Investigating The Nba Servicescape: Fan Involvement, Team Loyalty, Perceptions Of Atmospheric Music And Emotional Responses, Crystal Southall, Richard Southall
Journal of Applied Marketing Theory
Within the domain of entertainment and leisure services, sport is a unique experiential service-product. Further, sport consumer behavior has changed dramatically, as advances in technology have decreased barriers to and increased the scope of sport consumption. Sport consumers can now watch live, delayed, or recorded sport events when and where they choose. Therefore, sport organizations must focus on sustainability through the creation of a competitive advantage in the staging of live sport events. Given that the NBA product is consumed within an increasingly stimulating consumptive landscape (Andrews, 2006), this study sought to examine the relationship between NBA fans’ involvement, home-team …
Adoption Of Social Media Marketing Among Professionals, Liana Moran
Adoption Of Social Media Marketing Among Professionals, Liana Moran
Honors College Theses
Social media marketing is the professional use of social media websites such as Facebook for marketing purposes. This thesis project examines the adoption patterns and factors behind the decision to use social media marketing among professionals. The researcher conducted in-depth interviews with business professionals from the real estate rental industry in Statesboro, Georgia, and analyzed the results and implications using thematic analysis. Everett Rogers’ diffusion of innovations theory provides the theoretical framework for the research with social media marketing being the innovation. The participants identified that observability, relative advantage and complexity/simplicity were major factors for adopting social media marketing. The …
Social Media Marketing Use In Georgia’S Institutions Of Higher Education, James Kelly
Social Media Marketing Use In Georgia’S Institutions Of Higher Education, James Kelly
Honors College Theses
The Internet and social media are changing the way that people interact with the world around them everyday. Individuals are able to learn more about the products they use, places they visit, and other people within their network by simply turning on their computer, smart phone, or tablet. Thanks to this great utility, institutions of higher education around the world are using social media to interact with and market themselves to faculty, students, and even prospective students. After all, universities are aiming to prove that their product can add value to the lives of stakeholders while providing them with benefits …
Communiversities: A Unique Outreach Opportunity For Business Schools, Renee Fontenot, Richard E. Mathisen
Communiversities: A Unique Outreach Opportunity For Business Schools, Renee Fontenot, Richard E. Mathisen
Association of Marketing Theory and Practice Proceedings 2014
Communiversities are a growing phenomenon in communities where public and private partnerships are formed to provide local economic growth and educational advancement. This research presents several case studies of communiversities in the United States and Canada. The individual communiversities are unique with respect to how they address the needs of local communities and the commitment of members of the partnership to serve the needs of the community. The term communiversity is derived from the partnership of educational institutions and local business and government entities to meet the unique needs of the city or area that they serve. The objective of …
Exploring Hotel Website Effectiveness By Hotel Class, Michael Musante
Exploring Hotel Website Effectiveness By Hotel Class, Michael Musante
Association of Marketing Theory and Practice Proceedings 2014
The internet is an increasingly important communication and distribution channel for hotels. More than ever before consumers are making reservation decisions strictly on their experience with the hotel website. Given this, it is critical for hotels pay close attention to the effectiveness of their online presentation. This premise would seemingly hold true for lodging facilities at all price point levels. The purpose of the study was to examine website effectiveness for hotels of various class levels. In the study, hotels were segmented based on level of accommodation using the “Star Rating” system. Each hotel website was evaluated on a number …
Are We Really Going Green Part Three, Craig G. Harms
Are We Really Going Green Part Three, Craig G. Harms
Association of Marketing Theory and Practice Proceedings 2014
This paper is a second follow-up to “Green, Part One” and “Green Part Two.” In Part One the topic of Interrupted Time Series (ITS) is used to develop a multiple regression model to predict the usage of electricity at the author’s home. In the second paper a multiple regression model is developed to predict water usage in the home. The third paper is a follow-up paper after some of the data in the second paper was found to be spurious. This third paper not only cleans up the bad data, but looks at the proper usage of ITS versus a …
Processing Popup Ads And Print Ads: A Comparative Study Between American, Brazilian, And Argentinean Consumers, Gary H. Kritz, Hector R. Lozada
Processing Popup Ads And Print Ads: A Comparative Study Between American, Brazilian, And Argentinean Consumers, Gary H. Kritz, Hector R. Lozada
Association of Marketing Theory and Practice Proceedings 2014
As more and more companies become global business entities, it will be important to find out how traditional consumer behavior processes and relationships work in different countries. A comparison of the processing of a traditional print ad and popup ad are compared within and between the United States, Brazil, and Argentina. Very little research exists regarding traditional consumer behavior and advertising model outcomes in Brazil and Argentina. Since these two Latin American countries have become large economic powers in the global economy, it is important to study how these countries’ consumers react to existing models of consumption and advertising. Could …
The Influence Of Descriptive Norms On Investment Risk, William J. Montford, Ronald E. Goldsmith
The Influence Of Descriptive Norms On Investment Risk, William J. Montford, Ronald E. Goldsmith
Association of Marketing Theory and Practice Proceedings 2014
This study examines the effect of descriptive norm messages (i.e., highlighting what others are doing) on intentions to increase investment risk. Evidence shows that alarming numbers of people nearing retirement insufficiently save for this next life stage. In addition, research finds that differences exist in investment risk tolerance between men and women, with many women investing too conservatively. This finding is of particular concern as women typically experience longer lifespans, thus relying on accumulated savings for longer periods of time. The present study extends work in financial marketing by examining the influences of social norms and peer influence, constructs shown …
How Does Sarah Mclachlan Make Me Donate To The Spca? Emotional Intelligence And Emotionally Laden Persuasive Appeals, Rose Opengart, Michael Mccall
How Does Sarah Mclachlan Make Me Donate To The Spca? Emotional Intelligence And Emotionally Laden Persuasive Appeals, Rose Opengart, Michael Mccall
Association of Marketing Theory and Practice Proceedings 2014
In the last 50 years there has been a plethora of academic research around consumer behavior (Macinnis & Folkes, 2010). While there have been a variety of topics examined by researchers, many aspects of persuasion and its effects on consumers’ decisions are not fully understood. Given the prominence of advertising in the field of persuasion, it is not surprising that persuasion theories have received a great deal of attention in scholarly research (Shrum, Liu, Nespoli, & Lowrey, 2012). Marketing and persuasion research have examined the importance of reaching the emotions of customers. It is known that feelings-oriented factors influence consumer …
Consumer Empowerment: The Framework, Sanam Akhavannasab, Danilo C. Dantas, Sylvain Senecal
Consumer Empowerment: The Framework, Sanam Akhavannasab, Danilo C. Dantas, Sylvain Senecal
Association of Marketing Theory and Practice Proceedings 2014
There is mounting evidence that consumers possess more power now than they ever have before. Stories such as “United Breaks Guitars” (Tripp and Grégoire 2011) are regularly reported in the press as illustrative examples of this phenomenon. In our era of user-generated content, consumer power is an important issue for any business. For instance, an increasing number of companies are using social media monitoring tools to keep track of online conversations. However, the marketing literature on consumer empowerment is limited (Hunter and Garnefeld 2008; Kucuk 2009; Pranić and Roehl 2012). Generally adopting a conceptual approach (e.g., Kucuk, 2009); consumer empowerment …
Is Environmental Concern In Advertising Related To The State Of The Economy? An Exploratory Study From The Wall Street Journal 2007-2011, Lindsay Larson, Luther T. Denton, Anni Rainio
Is Environmental Concern In Advertising Related To The State Of The Economy? An Exploratory Study From The Wall Street Journal 2007-2011, Lindsay Larson, Luther T. Denton, Anni Rainio
Association of Marketing Theory and Practice Proceedings 2014
This study is an attempt to determine the relationship between the prevalence of environmental cues in advertisements and the state of the U.S. economy. Advertisements sampled from the Wall Street Journal, a preeminent daily business news publication in the United States, were examined during the years 2007, 2009, and 2011 to determine this relationship. While few direct environmental appeals were found within the sample of advertisements, a variety of indirect environmental cues were utilized for analysis. The results show that there is a quadratic relationship between advertisers’ use of indirect environmental cues and the state of the economy, such that …
Exploring The Use Of Managerial Intuition In Retail Site Selection Decisions, Kendra Fowler
Exploring The Use Of Managerial Intuition In Retail Site Selection Decisions, Kendra Fowler
Association of Marketing Theory and Practice Proceedings 2014
This study empirically investigates the process by which retailers make site selection decisions. As Craig, Ghosh, and McLafferty (1984) note in a special edition of the Journal of Retailing devoted to locational analysis, “the choice of a store’s location is perhaps the single most important decision a retailer has to make… even slight differences in location can have a significant impact on market share and profitability” (pg. 5). Recent changes in the retail landscape make the continued study of retailer site selection a worthwhile pursuit (Mejia and Benjamin 2002, Wood and Reynolds 2013). Among the many variables included in contemporary …
Market Orientation: Do Schools Care?, Trang Phuc Tran, Joan Hubbard
Market Orientation: Do Schools Care?, Trang Phuc Tran, Joan Hubbard
Association of Marketing Theory and Practice Proceedings 2014
The primary objective of the paper is to validate the concept of market orientation adapted from related literature and apply it into the academic institution. It also examines the effects of market orientation as a 2nd order factor on student satisfaction in an academic setting. The revised scale validated through both EFA and CFA has a good fit. And the empirical results show that the degree to which students are satisfied with their choice of the school depends significantly on how market oriented the school is. Through a structured process of scale refinement and validation, the revised MO model improves …
Consumer Alienation: Relationships With Marketplace Interaction Styles, David J. Burns
Consumer Alienation: Relationships With Marketplace Interaction Styles, David J. Burns
Association of Marketing Theory and Practice Proceedings 2014
Within today’s shopping environment where discretionary purchases are the norm, individuals’ purchasing activities are affected by the degree to which they interact with the marketplace. One factor which appears to affect the degree of interaction consumers have with the marketplace is the degree of consumer alienation experienced. When attempting to better understand consumer alienation, marketplace interaction styles (e.g., assertiveness and aggressiveness) appear to be an area of particular interest. Individuals with stronger feelings of alienation can logically be expected to possess marketplace interaction styles which differ from those of individuals who are less alienated from the marketplace. These relationships were …
Adjuncts And Institutional And College Mission: Maintaining Distinctives In An Era Of Part-Time Faculty, David J. Burns, Yvonne Smith, Keith Starcher
Adjuncts And Institutional And College Mission: Maintaining Distinctives In An Era Of Part-Time Faculty, David J. Burns, Yvonne Smith, Keith Starcher
Association of Marketing Theory and Practice Proceedings 2014
In 1969, roughly 78 percent of the instructional faculty at colleges and universities were full time and tenured or on tenure track. By 2009, that percentage had declined to 33 percent. Given their part-time status, adjunct faculty members are commonly viewed as a supplementary workforce. Evidence suggests that this looser connection extends to the mission of the university. Today, institutional mission is becoming increasingly important to colleges and universities as higher education has become much more competitive. The competitive environment is forcing colleges and universities to focus more attention on segmentation and differentiating their missions from those of the competition. …
Brand Engagement In Self Concept (Besc) Among Millennials In The United States, Neleen Leslie, Jaejin Lee
Brand Engagement In Self Concept (Besc) Among Millennials In The United States, Neleen Leslie, Jaejin Lee
Association of Marketing Theory and Practice Proceedings 2014
“We are what we have.” This argument was forwarded by Belk (1988) in his exploration of peoples’ use of material objects to form, reflect and reinforce their identities. This concept is one that continues to be explored today. This paper examines Brand Engagement in Self Concept (BESC), consumers’ tendency to include important brands in their self-concept. BESC has potential for furthering our understanding of consumer behavior as it provides even greater psychological insight into why and how consumers relate to brands. This will allow researchers and practitioners alike to better understand and predict consumer behavior in various contexts. This study …
An Exploratory Research On The Use Of Social Media, Raven Clark, Melek Meral Anitsal, Ismet Anitsal
An Exploratory Research On The Use Of Social Media, Raven Clark, Melek Meral Anitsal, Ismet Anitsal
Association of Marketing Theory and Practice Proceedings 2014
Peering years into the future may seem bit hubris, but in today’s uncertain society there seems to always be room for change. Ignoring short and long-term trends of social media could be damaging to a company whose main source of reaching their target market is through social media. Consumers are using social media as part of their daily routine, so why shouldn’t companies try and reach their customers through this platform? Can companies actually keep up with the changing trends demanded by the consumers? How do consumers feel about their social media being used as an advertising strategy for companies? …
Consumers' Perceptions Towards Sustainability: A Cross-Cultural Analysis, Mertcan Tascioglu
Consumers' Perceptions Towards Sustainability: A Cross-Cultural Analysis, Mertcan Tascioglu
Electronic Theses and Dissertations
Sustainability has become a subject of increasing concern to academics and practitioners in recent years. Increasing consumer demand for socially responsible products encouraged supply chains to put increasing emphasis on sustainability. In adapting sustainability practices consumers play a very important role for supply chains. Thus this dissertation examines consumers’ perceptions towards sustainability practices. Although most previous research has examined environmental sustainability practices, the social dimension of sustainability has received little attention. This dissertation attempts to explore both environmental and social sustainability and their effects on consumer perceptions in different cultural contexts and price levels. Two scenario based experiments are utilized. …
Business Faculty Perceptions: Exploring The Underlying Factors Of Ethics As A Core Institutional Value, Anne H. Batory, Stephen S. Batory, Grace Xiao
Business Faculty Perceptions: Exploring The Underlying Factors Of Ethics As A Core Institutional Value, Anne H. Batory, Stephen S. Batory, Grace Xiao
Association of Marketing Theory and Practice Proceedings 2014
Institutions of higher education continue to be challenged by the complexity of academic integrity. In this study, faculty from over 50 different U.S. universities shared their perceptions toward academic integrity issues such as student, administration and faculty behavior. At universities where ethics is considered a core value, the faculty perceives the academic environment as one that values honesty, where dishonest behaviors receive adequate punishment, and where students are held responsible for their behaviors. The study contributes to the body of research as perceived by business faculty on the academic integrity environment underlying the education of future business practitioners. Implications for …
A Student Inventory Simulation Evaluating Changing Demand Variation And Customer Service, Craig G. Harms
A Student Inventory Simulation Evaluating Changing Demand Variation And Customer Service, Craig G. Harms
Association of Marketing Theory and Practice Proceedings 2014
This paper presents the pedagogy of an Excel student simulation that allows the user to change various costs and demand variation and experiment with the effects of those changes on a set of customer service levels. Unlike merely reading about inventory control and the importance of customer service, students can actually experience the results of experimenting with a variety of service levels and the effects on shortages. Track: Marketing Education
Building An Innovation Strategy, Elizabeth Cruickshank, Perry Haan
Building An Innovation Strategy, Elizabeth Cruickshank, Perry Haan
Association of Marketing Theory and Practice Proceedings 2014
This non-empirical paper describes the innovation strategy for Aetna, Inc. This company is a national managed care organization, and although it is already large in scope, it operates more like a government agency rather than an innovative organization (Schack, 2000). This paper will highlight the theories, or ingredients, of innovation strategy, followed by an explanation of how the theories support and help in the creation and application of the recommended innovation strategy for Aetna. This paper also describes the organizational design model that drives innovation, the processes that enable innovation, and the success factors necessary for people to develop and …
Do We Have Zero Privacy In Transportation? An Exploratory Study Of Video Surveillance Systems, Michael Latta
Do We Have Zero Privacy In Transportation? An Exploratory Study Of Video Surveillance Systems, Michael Latta
Association of Marketing Theory and Practice Proceedings 2014
The extent of and ethics of video surveillance has moved the conversation about privacy and surveillance from the internet to the camera, from home to transportation systems, and from static to real time marketing analytics. The issue of privacy and surveillance is international in scope for transportation surveillance, since, like the internet, transportation knows no borders and there are no limits on transportation types where surveillance of the public can be done routinely. The extent of surveillance systems worldwide is not well documented. This exploratory study seeks to document the extent of surveillance video camera systems around the world used …