Digital Commons Network^™

The Role Of Technology In Enabling Sales Support, Aaron D. Arndt, Jason Harkins

Marketing Faculty Publications

The purpose of this research is to develop a framework explaining how technology can enable sales support. Sales support technology is often used to assist salespeople with a variety of transaction activities, such as prospecting, communicating, scheduling appointments, and processing orders. Sales support technology can be categorized as automation and facilitative technology. Our framework explains when a technology is appropriate for a particular sales activity based on workload and customization. It also proposes who should use a technology based on orientation towards sales revenue or cost control goals. Then, we develop managerial recommendations and propose directions for future research.

What Tattoos Tell Customers About Salespeople: The Role Of Gender Norms, Aaron D. Arndt, Myron Glassman

Marketing Faculty Publications

This study looks at how the meaning of visible tattoos impacts customer ratings of salespeople. Given the prevalence of tattoos, sales managers can no longer have a "no tattoo" policy. As such, they must understand how customers view different types of tattoos on salespeople. To this end, we examine the meaning and appropriateness of highly masculine and highly feminine tattoos on salespeople in two industries, real estate and automobile sales. Overall, people with tattoos trust and are more willing to work with tattooed salespeople than people who do not have tattoos. Furthermore, salespeople with masculine tattoos are considered more masculine …

Effects Of Family Structure On Compulsive Buying: A Life Course Perspective, Andrew Baker, George P. Moschis, Edward Rigdon, Anil Mathur

Marketing Faculty Publications

No abstract provided.

When A Promotion Is Denied: The Effects Of Decision Stage On Perceptions Of Promotion And Price Fairness, Monika Kukar-Kinney, Lan Xia, Kent B. Monroe

Marketing Faculty Publications

Marketers frequently use promotions to enhance sales and increase consumers' perceptions of value. However, most promotions usually come with restrictions, such as time expiration, quantity or product model restriction, etc. In the present research, the effect of the stage in the purchase process when the consumer finds out about the restriction is investigated. The findings indicate that the later in the purchase process the consumer discovers the restriction, the greater is the perception that the effort invested into the purchase is wasted, consequently resulting in lower promotion and price fairness. This effect is mediated through the feeling of entitlement to …

Expressions Of Gratitude In Disaster Management: An Economic, Social Marketing And Public Policy Perspective On Post-Katrina Campaigns, Randle D. Raggio, Judith Anne Garretson Folse

Marketing Faculty Publications

In this article, the authors argue that in the wake of a major disaster, it is not only appropriate but also beneficial for governments to spend public funds to support official gratitude campaigns in response to outside assistance. These assertions are based on results of multiple studies on gratitude from both psychology and marketing that show that expressions of gratitude can offer both economic and social marketing benefits. Evidence demonstrates increased consumer willingness to purchase products produced in the devastated area and intentions to continue prosocial support through volunteerism and financial donations after receiving expressions of gratitude. Evidence also shows …

Brand Creation Vs. Acquisition In Portfolio Expansion Strategy, Randle D. Raggio, Yana Damoiseau, William C. Black

Marketing Faculty Publications

Purpose – This paper seeks to address the following question: What causes firms to choose brand creation vs brand acquisition for brand portfolio expansion?

Design/methodology/approach – A multilevel interdisciplinary conceptual model is developed with nine factors at three levels of influence: the market, firm, and brand portfolio. Using 125 brand acquisitions and creations for 22 firms between 2001 and 2007, the model is tested using logistic regression to determine which factors significantly influence brand portfolio expansion strategy and whether they encourage acquisition or creation.

Findings – Significant factors were found at the market and firm levels, with competitive intensity of …

Healthcare Performance Improvement And High Reliability: A Best Practice Methodology, Randle D. Raggio, Kerry Johnson, Carole Stockmeier, Clarence S. Thomas Jr.

Marketing Faculty Publications

Healthcare Performance Improvement (HPI) improves reliability in healthcare by helping organizations achieve and sustain high performance outcomes in safety, quality, and satisfaction. Safety is the core value of the healthcare organization. Yet safety – protection from harm – doesn’t just happen. HPI provides a method for reducing the Serious Safety Event Rate through translating safety from a core value to specific behavior expectations of leaders, staff, and physicians. The HPI method and techniques are based on the best practices of high-reliability organizations (such as nuclear power and aviation) that get it right in safety. While healthcare has focused on traditional …

Effects Of Business Internships On Job Marketability: The Employers’ Perspective, Jack Gault, Evan Leach, Marc Duey

Marketing Faculty Publications

No abstract provided.

Interactions Between Price And Price Deal, Kunal Swani, Boonghee Yoo

Marketing Faculty Publications

The purpose of this study was to examine the interactive effect of price and price deal. Specifically, we want to measure how consumers' behavioral intentions toward the brand are affected for a high-priced brand and a low-priced brand when a price deal is offered.

Postscript: Preserving (And Growing) Brand Value In A Downturn, Randle D. Raggio, Robert P. Leone

Marketing Faculty Publications

We have taken the opportunity provided by the current worldwide recession to further explore the implications of the relationship between brand equity and brand value that we proposed previously,^1,2 and our analysis reveals that companies have one of two strategic options for surviving. The “Just Good Enough” strategy maximizes current value, potentially hurting brand equity and appropriable value (or potential future value) in the process, while the “Altered Amortization” strategy offers an opportunity to chase current value while maintaining brand equity with current prospects and activating latent equity with potential prospects, which may increase appropriable value. Anything between these …

Chasing Brand Value: Fully Leveraging Brand Equity To Maximize Brand Value, Randle D. Raggio, Robert P. Leone

Marketing Faculty Publications

Both researchers and practitioners seek to understand how to leverage brand equity to create value. Adopting ‘the theoretical separation of brand equity and brand value’ framework originally proposed in the Journal of Brand Management by Raggio and Leone, this conceptual paper looks more closely at the brand value construct and the implications of the proposed theoretical separation. The authors argue that firms are continually attempting to ‘chase’ the appropriable value of their brands—defined as the theoretical maximum value that a brand could achieve if all brand equity were fully leveraged. Implications for developing measures of brand value are discussed.

Drivers Of Brand Value, Estimation Of Brand Value In Practice, And Use Of Brand Valuation: Introduction To The Special Issue, Randle D. Raggio, Robert P. Leone

Marketing Faculty Publications

Brands constitute the largest asset for many firms, and brand valuations are increasingly being seen as an important performance metric both for companies and managers.¹ In addition, components of brand valuation models have been found to positively impact financial market performance, so it is critical that managers understand clearly what brand value is, and how they can create and appropriate (capture) as much of that value as possible.² Due to resource constraints, firms are forced at any given time to emphasize either value creation or value appropriation based on strategic priorities. Research shows that the stock market rewards …

Gratitude Works: Its Impact And The Mediating Role Of Affective Commitment In Driving Positive Outcomes, Randle D. Raggio, Judith Anne Garretson Folse

Marketing Faculty Publications

After studying the effects of Louisiana’s post-hurricane “thank you” campaigns, the researchers find expressions of gratitude significantly improve perceptions of Louisiana in the midst of its recovery. Through a national survey conducted November 2006, they find that those who saw or heard a thank you advertisement have more positive attitudes toward the state and its people, a greater willingness to pay a premium for its products, services and travel to the state, and spread positive word-of-mouth, thus justifying the use of public funds to support the campaign. The authors investigate the role of participation on the effectiveness of expressions of …

An Expanded Conceptualization And A New Measure Of Compulsive Buying, Nancy Ridgway, Monika Kukar-Kinney, Kent B. Monroe

Marketing Faculty Publications

Drawing on the theoretical foundation of obsessive‐compulsive spectrum disorder, this article develops an expanded conceptualization and new measure of consumers’ proclivity to buy compulsively. Compulsive buying is defined as a consumer’s tendency to be preoccupied with buying that is revealed through repetitive buying and a lack of impulse control over buying. This measure includes dimensions of both obsessive‐compulsive and impulse‐control disorders. By measuring income‐dependent items or consequences of compulsive buying separately from the compulsive‐buying scale, we develop a measure that has a strong theoretical foundation, well‐documented psychometric properties, and an ability to be applied to general consumer populations.

Direct-To-Consumer Marketing Of Predictive Medical Genetic Tests: Assessment Of Current Practices And Policy Recommendations, Yuping Liu, Yvette E. Pearson

Marketing Faculty Publications

This research reviews the current state of affairs in the fast-growing area of direct-to-consumer marketing of genetic tests. The authors identify the unique nature of genetic tests and the ensuing consumer vulnerability. They also present a comprehensive examination of the current legal environment and an empirical analysis of genetic testing companies' online marketing practices. On the basis of the analysis and review, they make a set of policy recommendations that consists of consumer education, physician intervention and education, and direct regulation of marketing activities, especially as they relate to the online medium.

When Retailers Have You By The Nose: The Influence Of Environmental Fragrancing On Patron Perceptions, And Intentions, Jack Gault

Marketing Faculty Publications

No abstract provided.

The Theoretical Separation Of Brand Equity And Brand Value: Managerial Implications For Strategic Planning, Randle D. Raggio, Robert P. Leone

Marketing Faculty Publications

During the past 15 years, brand equity has been a priority topic for both practitioners and academics. In this paper, the authors propose a new framework for conceptualizing brand equity that distinguishes between brand equity, conceived of as an intrapersonal construct that moderates the impact of marketing activities, and brand value, which is the sale or replacement value of a brand. Such a distinction is important because, from a managerial perspective, the ultimate goal of brand management and brand equity research should be to understand how to leverage equity to create value.

Development Of Variant Definitions For Stakeholder Groups With Regard To The Performance Of Public Transit In The United States, Jason Keith Phillips, Diane M. Phillips

Marketing Faculty Publications

No abstract provided.

Choosing A Landing Site For Wright Air & Space Center, Charles S. Gulas, Robert Premus, John P. Blair

Marketing Faculty Publications

The case provides a study of the interesting challenges involved in making a site selection decision. It can be used as a “how to” guide for businesses, non-profit organizations and communities seeking sites for recreational, educational, cultural or other sorts of facilities. The decision would require analysis of quantitative issues such as regional demographics as well as qualitative issues such as the “mommy factor.” This term, coined by a member of the board, refers to a set of factors that would make a location desirable to parents. Perhaps most important, lessons from the site selection process are applicable to other …

Undergraduate Business Internships And Career Success: Are They Related?, Jack Gault, John Redington, Tammy Schlager

Marketing Faculty Publications

No abstract provided.

Distinguishing Sales Professionals From Their Marketing Counterparts: An Empirical Inquiry, Patricia Knowles, Anusorn Singhapakdi

Marketing Faculty Publications

Sales and other marketing professionals were compared in terms of some of their demographic, socioeconomic, and psychographic characteristics. It was generally expected that sates professionals would be different from the other marketing professionals in the sample. Regarding demographic and socioeconomic characteristics, more sales than other marketing professionals were male and they were less affluent. They also had fewer years of business experience. In terms of their personal values and moral philosophies, sales professionals, despite a general consensus evidenced in many leading sales and sales management texts that they are different from other employees, are generally speaking, very similar.