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Can Salespeople Use Social Media To Enhance Brand Awareness And Sales Performance? The Role Of Manager Empowerment And Creativity, Ashish Kalra, Omar S. Itani, Amin Rostami

Marketing Faculty Publications and Presentations

Purpose

Although research analyzing the consequences of salesperson social media use in driving sales behaviors and performance outcomes has proliferated in the recent past, there are significant research gaps in the domain. Grounded in task-technology fit theory, this paper aims to propose a conceptual framework that integrates between previously disjointed areas of research and analyzes the relationships between salesperson social media use, brand awareness, creativity, manager empowerment and company performance.

Design/methodology/approach

Survey responses were collected from a multi-industry sample of 158 business-to-business salespeople. Structural relationships were tested using partial least squares structural equation modeling.

Findings

The analysis shows that salesperson …

Social Media In The Financial Services Industry, Nathaniel Gibbs, Perry Haan

Association of Marketing Theory and Practice Proceedings 2014

Innovative strategies set a company apart from its competitors. Lindsay and Hopkins (2010) said strategy is making the most of a current situation and devising a plan for the future. Likewise, if banks and other financial organizations want to enhance their brands, reduce costs, increase customer satisfaction, boost innovation, increase revenue, and maintain their competitive positions, they need to embrace social media. Social networks are used by marketers to connect and communicate with customers (Mangold & Faulds, 2009). Organizations must be receptive and flexible to remain relevant in the business environment (Bouckenooghe, Devos, & Van den Broeck, 2009). The environment …

Using Exploratory Factor Analysis To Identify Star Players’ Effects On The Branding Process Of Professional Sports Teams, N. David Pifer, Jennifer Y. Mak, Won-Yul Bae, Jarrod Schenewark

Association of Marketing Theory and Practice Proceedings 2013

Given the extremely competitive nature of professional sports and the high levels of risk associated with exorbitant player salaries, it is important for management to examine the specific effects that star players can have on a sport franchise’s brand. Gladden and Milne (1999) provided an early framework for examining the relationship between marquee athletes and a team’s brand by developing a model to assess brand equity in professional sport. This model, based largely on previous work by Aaker (1991), listed the star player as a product-related antecedent capable of generating brand equity that could bring about national media exposure, merchandise …

Relationships Of Brand Awareness, Logo Associations And Prior Shopping Experience: A Pre-Test Study, Tulay Girard, M. Meral Anitsal, Ismet Anitsal, Zhenye Zhang

Association of Marketing Theory and Practice Proceedings 2013

Branding is instrumental in achieving success in today’s highly competitive markets. Successful brands are those that differentiate themselves from competition in the minds of consumers even though they satisfy the same needs. Brand name, logos, jingles, slogans, brand personalities/characters, URL of a web site, signs and packages, letterheads, business cards are some of the tools that companies and organizations use as part of their external branding efforts. Companies typically spend considerable sums in their logo design activities. Some of them even try to revive their brands by changing their logos over time. Despite the importance of this research topic, little …

Effects Of Market Orientation On University Brand Equity, Trang Phuc Tran, Charles Blankson

Association of Marketing Theory and Practice Proceedings 2013

Given the propensity of brand equity to act as a good information resource and performance evaluation system for market-oriented universities, the current study proposes that market orientation is positively correlated with brand equity in an academic institution where brand equity is operationalized by four dimensions: perceived quality, brand awareness, brand association, and brand loyalty. This study used open ended interviews to investigate brand equity concept in an educational environment. This method was designed to get individual observations of brand equity from the leaders of colleges and schools. Three Deans and Associate Deans were invited to participate in face-to-face open-ended discussions …

Vol. Viii, Tab 38 - Ex. 69 - Ninov Deposition (Rosetta Vice-President Strategic Research And Analysis), Nino Ninov

Rosetta Stone v. Google (Joint Appendix)

Exhibits from the un-sealed joint appendix for Rosetta Stone Ltd., v. Google Inc., No. 10-2007, on appeal to the 4th Circuit. Issue presented: Under the Lanham Act, does the use of trademarked terms in keyword advertising result in infringement when there is evidence of actual confusion?

Vol. Vi, Tab 38 - Ex. 33 - Email From Eric Eichmann, Eric Eichmann

Rosetta Stone v. Google (Joint Appendix)

Exhibits from the un-sealed joint appendix for Rosetta Stone Ltd., v. Google Inc., No. 10-2007, on appeal to the 4th Circuit. Issue presented: Under the Lanham Act, does the use of trademarked terms in keyword advertising result in infringement when there is evidence of actual confusion?

Vol. Vi, Tab 38 - Ex. 32 - Language Learning In The United States Of America, Rosetta Stone

Rosetta Stone v. Google (Joint Appendix)

Exhibits from the un-sealed joint appendix for Rosetta Stone Ltd., v. Google Inc., No. 10-2007, on appeal to the 4th Circuit. Issue presented: Under the Lanham Act, does the use of trademarked terms in keyword advertising result in infringement when there is evidence of actual confusion?