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Articles 1 - 9 of 9
Full-Text Articles in Entire DC Network
Enhancing The Value Of Professional Experience In Undergraduate Education: Implications For Academic And Career Counseling, Jack Gault, Evan Leach, Marc Duey, Ted Benzing
Enhancing The Value Of Professional Experience In Undergraduate Education: Implications For Academic And Career Counseling, Jack Gault, Evan Leach, Marc Duey, Ted Benzing
Marketing Faculty Publications
Rising costs and competition for entry-level employment increasingly call into question the value of a university degree. Now more than ever, career counselors must identify key factors that enhance employability for graduating seniors. Existing research shows professional experience is vital to securing quality postgraduate employment but offers little insight into ways perceived value varies by experience characteristics. This study surveyed value perceptions of more than 600 U.S. hiring managers. Results revealed a significant preference for hiring undergraduates with off-campus professional experience relevant to their full-time position at graduation. An experience of 3 to 5 months duration was considered valuable.
What Do We Know About Digital Attribution?, John B. Ford
What Do We Know About Digital Attribution?, John B. Ford
Marketing Faculty Publications
(First paragraph) Digital attribution sounds rather simple in that it involves isolating advertising tactics and assessing their impact on consumer decision making. But in a complex digital environment, advertisers must navigate through a variety of consumer platforms and touch points to find the optimal vehicles and mechanisms to cost effectively have an impact on consumer choice. And, on each research occasion, the process has to be all but reinvented.
What Do We Know About Sports Sponsorships?, John B. Ford
What Do We Know About Sports Sponsorships?, John B. Ford
Marketing Faculty Publications
(First paragraph) There is little doubt that a tie-in between a brand and a special event can be quite lucrative. Although past research often has shown that advertising typicality (how well an advertisement is seen to be representative of a particular product category) creates positive advertising effects, there are no known studies that have examined the level of typicality with respect to sporting events in particular.
What Do We Know About In-Store Marketing?, John B. Ford
What Do We Know About In-Store Marketing?, John B. Ford
Marketing Faculty Publications
(First paragraph) Amazon has shocked the retailing world with its sophisticated data-analysis mechanisms, which examine every customer interaction and, in turn, create optimal changes in its marketing mix. The path to purchase will never be the same.
Prepublication Disclosure Of Scientific Results: Norms, Competition, And Commercial Orientation, Jerry G. Thursby, Carolin Haeussler, Marie C. Thursby, Lin Jiang
Prepublication Disclosure Of Scientific Results: Norms, Competition, And Commercial Orientation, Jerry G. Thursby, Carolin Haeussler, Marie C. Thursby, Lin Jiang
Marketing Faculty Publications
On the basis of a survey of 7103 active faculty researchers in nine fields, we examine the extent to which scientists disclose prepublication results, and when they do, why? Except in two fields, more scientists disclose results before publication than not, but there is significant variation in their reasons to disclose, in the frequency of such disclosure, and in withholding crucial results when making public presentations. They disclose results for feedback and credit and to attract collaborators. Particularly in formulaic fields, scientists disclose to attract new researchers to the field independent of collaboration and to deter others from working on …
What Do We Know About Celebrity Endorsement In Advertising?, John B. Ford
What Do We Know About Celebrity Endorsement In Advertising?, John B. Ford
Marketing Faculty Publications
An introduction is presented in which editor discusses various articles within issue on topics including source-credibility theory and its impact on brand performance for celebrity endorsements, celebrity in advertising can influence consumer perceptions and market value of celebrity endorsement.
Friends With Benefits: Social Coupons As A Strategy To Enhance Customers’ Social Empowerment, Sara Hanson, Hong Yuan
Friends With Benefits: Social Coupons As A Strategy To Enhance Customers’ Social Empowerment, Sara Hanson, Hong Yuan
Marketing Faculty Publications
Businesses often seek to leverage customers’ social networks to acquire new customers and stimulate word-of-mouth recommendations. While customers make brand recommendations for various reasons (e.g., incentives, reputation enhancement), they are also motivated by a desire for social empowerment—to feel an impact on others. In several multi-method studies, we show that facilitating sharing of social coupons (i.e., coupon sets that include one for self-use and one to be shared) is a unique marketing strategy that facilitates social empowerment. Firms benefit from social coupons because customers who share spend more and report greater purchase intentions than those who do not. Furthermore, we …
Buying Unicorns: The Impact Of Consumer-To-Consumer Branded Buy/Sell/Trade Communities On Traditional Retail Buying Behavior, Catherine Armstrong Soule, Sara Hanson
Buying Unicorns: The Impact Of Consumer-To-Consumer Branded Buy/Sell/Trade Communities On Traditional Retail Buying Behavior, Catherine Armstrong Soule, Sara Hanson
Marketing Faculty Publications
Branded buy/sell/trade (BBST) is a consumer-to-consumer (C2C) selling phenomenon that is both massive in scale and meaningful in its impact on consumer behavior and the traditional retailing landscape. Consumers buy, sell, and trade one focal brand’s products in these social media-hosted, consumer-initiated communities. This article introduces the phenomenon, differentiates it from other forms of C2C exchange, and explores relationships between members and the brand. Although brands may view these activities as a potential threat to retail sales, the effects are more complex and paradoxical. The authors present data collected from Facebook, in-depth interviews, and a survey. Findings suggest that buyer-sellers …
Should Cookie Monster Adopt A Healthy Lifestyle Or Continue To Indulge? Insights Into Brand Icons, Altaf Merchant, Kathryn A. Latour, John B. Ford, Michael S. Latour
Should Cookie Monster Adopt A Healthy Lifestyle Or Continue To Indulge? Insights Into Brand Icons, Altaf Merchant, Kathryn A. Latour, John B. Ford, Michael S. Latour
Marketing Faculty Publications
Developing a brand icon has been a way for marketers to humanize and forge relationships with consumers. Icon development takes time. During this time, marketers have to face how much they stay true and consistent with their icons and how much they allow their icons to adapt to cultural changes in the marketplace. Little is known about how consumers respond to changing icons, and even less is known about whether there may be certain consumer groups that are more or less receptive to such changes. Four experiments and qualitative interviews were undertaken to gain insights into these issues. People who …