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- Purchase intention (3)
- Branding (2)
- Gender (2)
- Multicultural Marketing (2)
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- Ageing (1)
- Altruism; Egoism; Vignette Technique; Consumer Decision Process; Consumer Behavior; Evaluative Criteria; Choice Process (1)
- Anti-consumption (1)
- Boycotts (1)
- Brand audit (1)
- Brand fit (1)
- Brand love (1)
- Business discourse (1)
- Cancel culture (1)
- Cause-related marketing (1)
- Chinese American (1)
- Consumer Neuroscience (1)
- Consumer behavior (1)
- Consumer perceptions (1)
- Convenience store (1)
- Corporate Social Responsibility (1)
- Cultural Barriers (1)
- Culture (1)
- Demographics (1)
- Digital content marketing (1)
- Diversity initiatives (1)
- Dyadic (1)
- Esports (1)
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- FIMIX-PLS (1)
Articles 1 - 17 of 17
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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 …
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.
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 …
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 …
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.
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 …
Investigating Consumer Choice Criteria For Free Services, Samer Elhajjar, Shaheen Borna, Russ Wahlers
Investigating Consumer Choice Criteria For Free Services, Samer Elhajjar, Shaheen Borna, Russ Wahlers
Association of Marketing Theory and Practice Proceedings 2022
Behavioral sciences recognize the following steps in the consumer purchase decision process: recognition of a problem or a need, search for information, alternative evaluation, purchase decision, and post-purchase evaluation. There is a plethora of research related to the aforementioned consumer decision-making process. The unanswered question in the marketing literature is: what changes, if any, in the consumer's decision process will be observed if they can obtain the product free of charge. Results of our study indicate that when consumers are spending their money on themselves, they are very careful and want to get the most for their money. On the …
Event-Related Potentials Differentiate Gender-Based Responses To Brands, William J. Jones, Kelene A. Fercho, Lee A. Baugh
Event-Related Potentials Differentiate Gender-Based Responses To Brands, William J. Jones, Kelene A. Fercho, Lee A. Baugh
Association of Marketing Theory and Practice Proceedings 2022
Despite significant advances in scholarship at the intersection of gender and neuroscience, marketing scholars have failed to capitalize on these developments. This research seeks to fill a gap in the literature by examining brain-related responses to brands as a function of gender using event-related potentials (ERPs), which employs time-locked electroencephalographic (EEG) data. Thirty-three participants (17 female) made evaluations of clothing brands and clothing articles, individually and combined, while their preferences and brain-related data were recorded. Results reveal a gender-based dissociation in the time course of product-brand evaluations and offer new insights for gender selectivity theory.
Brand Love And Purchase Intention: Does A Sports Team Name Matter?, Kristy C. Grayson Dba, Katie Kamachi Phd, David Olsen Phd
Brand Love And Purchase Intention: Does A Sports Team Name Matter?, Kristy C. Grayson Dba, Katie Kamachi Phd, David Olsen Phd
Association of Marketing Theory and Practice Proceedings 2022
This study aims to explore the relationship between the construct of brand love, the strength of fan allegiance to a sport team brand name, fan past purchase behavior, and future purchase intention should a team change its controversial name. The overall research question that bounds this study is: How does consumer brand love and a change to a sport team name impact fan purchase behavior?
Facilitating The Choice Of College Major Using The Consumer Decision Process, Content Marketing, And Social Media, Julie M. Pharr
Facilitating The Choice Of College Major Using The Consumer Decision Process, Content Marketing, And Social Media, Julie M. Pharr
Association of Marketing Theory and Practice Proceedings 2022
This paper demonstrates how digital content and patterns of online engagement may be used at every stage of the consumer decision process to influence and inform the choice of college major. Implications and recommendations for college and departmental websites concerning how they can best assist prospective students in choosing a college major are highlighted throughout the paper. With its focus on process, this paper concretely shows how colleges and their academic departments can effectively leverage digital marketing and the consumer decision process to facilitate the college major choice process.
Intention To Pursue A Sales Career: A Dyadic Study Of Students And Parents Extended Abstract, Joseph Little, Mark Kubik, Alexander King, Grant Weidman
Intention To Pursue A Sales Career: A Dyadic Study Of Students And Parents Extended Abstract, Joseph Little, Mark Kubik, Alexander King, Grant Weidman
Association of Marketing Theory and Practice Proceedings 2022
Typical career choice selection studies generally have been one sided focusing on students or parents independently. This dyadic study aims to analyze student and their parent influencers to determine what will be the strongest influencer of a student to pursue a career in sales. “Because the dyad is arguable the fundamental unit of interpersonal interaction and relations, family relations such as a parent and their child/student have a powerful dyadic component” (Kenny et al., 2006, p1). Therefore, understanding the influencers of this career choice selection may lead to interventions for increasing the number of students to pursue a career in …
The Effect Of Diversity Initiatives By Brands On Consumer Perceptions, Dolph F. Nelson Iv, Laura Boman
The Effect Of Diversity Initiatives By Brands On Consumer Perceptions, Dolph F. Nelson Iv, Laura Boman
Association of Marketing Theory and Practice Proceedings 2022
Over the course of the last few years, there has been an increase in the number of brands that are using their platforms to raise awareness for and support social justice causes/initiatives, such as gender equality in sports, Black Lives Matter, and #MeToo. Cause-related marketing (CRM), the broader terminology under which this practice falls under, has been the primary subject of prior research projects. Westberg (2004) suggests that consumers respond more favorably to CRM initiatives compared to sponsorship and sales promotion, and that there is some support that CRM initiatives help in increasing consumer attitudes of a brand. Other prior …
Communicating Temporary Brick-And-Mortar Store Closures During Covid-19 Lockdowns In The Uk, Zsofia Toth, Tristan Emerson, Nikolina Koporcic, Sally Mckechnie, Muzna Shehzad
Communicating Temporary Brick-And-Mortar Store Closures During Covid-19 Lockdowns In The Uk, Zsofia Toth, Tristan Emerson, Nikolina Koporcic, Sally Mckechnie, Muzna Shehzad
Association of Marketing Theory and Practice Proceedings 2022
This research examines how retail businesses from central England’s Midlands region communicated temporary closure of their brick-and-mortar stores via shop window messages during the first two Covid-19 lockdowns in 2020. These closure notices represent important forms of crisis communication for businesses, which display various levels of information, emotional language, or functional intent, and offer signposts for business continuity. 417 shop window closure notices were photographed - 167 and 250 from the first and second periods of lockdown respectively. In order to analyse the data, a multimodal social semiotic framework was employed, allowing the study to examine the language, design and …
Anti-Consumption: A Preliminary Examination Of A Set Of Social Considerations That Impact A Consumer’S Decision To ‘Punish’ Marketers Deemed To Be Engaging In Irresponsible Behavior, Tammy Mccullough, Ania Izabela Rynarzewska, Sam Fullerton
Anti-Consumption: A Preliminary Examination Of A Set Of Social Considerations That Impact A Consumer’S Decision To ‘Punish’ Marketers Deemed To Be Engaging In Irresponsible Behavior, Tammy Mccullough, Ania Izabela Rynarzewska, Sam Fullerton
Association of Marketing Theory and Practice Proceedings 2022
A sample of 175 students from two universities provided insight regarding the rationale for engaging in anti-consumption behavior. A review of the literature identified myriad reasons why consumers engage in personal boycotts. This study examines 12 of these reasons: environmental concerns, political stance, religious orientation/affiliation, country-of-origin (COO), attitudes towards the LGBTQ community, the size of the marketer, the use of disliked celebrity endorsers, the use of offensive marketing tactics (e.g. advertising), animal cruelty including the use of live animal testing, perceived violations of basic human rights, employing a nonunionized workforce, and employment-related discrimination based on the gender, age, race, religion, …
Gamification Usage And Platform Loyalty In Esports Livestreams: An Analysis Of Unobserved Heterogeneity With Fimix-Pls And Ipma, Yizhou Qian, Jeam Martinez, Robbie Matz
Gamification Usage And Platform Loyalty In Esports Livestreams: An Analysis Of Unobserved Heterogeneity With Fimix-Pls And Ipma, Yizhou Qian, Jeam Martinez, Robbie Matz
Association of Marketing Theory and Practice Proceedings 2022
Although gamification as a marketing strategy has been implemented by various domains, there is still a dearth of research on the use of gamification in social livestreams. In this study, we examined the relationships between technology acceptance model (TAM) variables, gamification usage, and loyalty toward a social livestreaming platform, where gamification was adopted to enhance the viewing of an esports event. Data from 396 viewers were analyzed using partial least squares structural equation modeling (PLS-SEM), finite mixture partial least squares (FIMIX-PLS), and importance performance map analysis (IPMA). To this end, our study underpinned the application and extension of TAM in …