Business Commons^™

The Clothing Swap: Social, Sustainable, And Sacred, Mary M. Long, Deborah Fain

Atlantic Marketing Association Proceedings

While there is much focus on recycling household waste such as paper, plastic, and metal, there is less focused attention on the waste produced by clothing and textiles. As noted by Joung (2013), consumers dispose of clothes by recycling, donating to charities, or giving to friends and family. But when individuals are not motivated to do this or are unaware of recycling options, they simply discard unwanted clothing where it ends up in landfill sites.

Motives for recycling clothes can range from altruistic (e.g., donating to a clothing drive for the poor or victims of a natural disaster) to economic …

What Drives Conspicuous Consumption? - The Case Of Chinese Consumers, Y. Henry Xie

Atlantic Marketing Association Proceedings

Conspicuous consumption refers to a type of consumer behavior that people display wealth by spending a large proportion of their incomes on luxury products and services (Trigg, 2001). Different from other goods, the satisfaction that conspicuous goods provide buyers often comes from audience’s reaction, as opposed to product’s actual use (Wong, 1997). In other words, consumers exhibit certain conspicuous consumption behaviors due to their hopes to be seen more favorably in the greater social hierarchy (Podoshen, Li, & Zhang, 2011).

Can Scalability Be A Marketing Liability For Sustainability?, Dennis F. X. Mathaisel, Clare L. Comm

Atlantic Marketing Association Proceedings

A common principle of modern business marketing is that growth is good. It is usually thought that all businesses should market themselves with the goal of increasing their revenues and gaining market share. Scalability is developing products or services that people want and figuring out how to produce and promote many of them for lower costs while selling more of them (Dudnik 2010). It is the purpose of this paper to show that some businesses, especially small ventures with unique value propositions, should not necessarily seek to grow or scale up. There are numerous examples of new ventures failing for …

Taking The Plunge: Online Data Collection Using Mturk, L. Jean Harrison-Walker

Atlantic Marketing Association Proceedings

Mechanical Turk, an online crowdsourcing service created in 2005 by Amazon.com, is gaining in popularity among academics as a source of subjects for survey research. The initial attraction is based on access to a very large pool of participants who can be accessed online producing rapid response at low cost with minimal effort on the part of the researcher. For the uninitiated, however, the task of designing and running a research project on MTurk is rather daunting.

This paper begins with an introduction to MTurk. We review the language of MTurk and explain how a researcher goes about setting up …

The Role Of Corporate Social Responsibility Information In The Consumer-Brand Relationship, Lei Huang

Atlantic Marketing Association Proceedings

Given the increased interest and empirical research in corporate social responsibility (CSR) and irresponsibility (CSI), the interest of this paper is given to the impacts of corporate operational performance (COP) and corporate social performance (CSP) on consumer brand advocacy and brand trust. In this consumer-brand continuum, customers evaluate brand trustworthiness by two scopes: (1) the product or service the firm offers (i.e., product brand) that is usually associated with COP (Rust, Moorman, & Dickson 2002); and (2) the firm which provides the products and services (i.e., corporate brand) that is connected with CSP (Korschun, Bhattacharya, & Swain 2014). In addition, …

Chinese Consumers' Involvement In Wine Consumption And Their Willingness To Visit Wineries In California, Mahmood Hussain, Roblyn Simeon, Lutfus Sayeed

Atlantic Marketing Association Proceedings

This research fills a gap in wine tourism literature, taking into account the effects of consumers’ involvement in the pre-purchase stages on their willingness to visit wineries in California or in a foreign country. The theoretical framework presented in this paper provides support for a strong linkage between product involvement, consumption, and eventual propensity to visit a wine destination. As of this writing this paper constitutes the first of its kind econometric study of these effects.

Modification And Investment Intention In The Consumer-Possession Relationship, James D. Doyle

Atlantic Marketing Association Proceedings

The present-day automobile is at once a source of physical transportation, of course, but also an extension of self, a potential platform for self-expression and image enhancement, a source of social approval as well as psychological and physiological stimulation, and, perhaps, an object of beauty. This study examines motivations and antecedents of various vehicle-directed consumer behaviors, including modification and the intention of consumers to invest in their relationship with their vehicle. In this study, vehicle modification refers to the voluntary actions taken by a user or owner of a vehicle to differentiate the functional or aesthetic characteristics or performance of …

Fitting Consumer Needs To Perceived Product Value: The Example Of Apple Versus Samsung Products, Yi-Chia Wu, Arturo Vasquez-Parraga

Atlantic Marketing Association Proceedings

This study explores the fitting of consumer needs to product perceived value using the example of two lines of competitive products in the area of communication electronics, Apple products versus Samsung products. Five types of needs regarding digital communication and three types of related product value are evaluated for these two brands in order to know if product value differences have a distinctive effect on consumer needs.

This study focuses on the impact of perceived product values on certain consumer needs. We use Apple products and Samsung products to accomplish this.

Is Marketing Still Part Of Supply Chain Management, And Should Marketing Academics And Practitioners Care?, Stephen M. Rutner, C. David Shepherd

Atlantic Marketing Association Proceedings

Over the last twenty years, there has been a shift in emphasis in many colleges of business to incorporate Supply Chain Management (SCM). The questions of how to include this material and who are the responsible parties to deliver it impact the focus, depth and topics included in the SCM material. Since true SCM is boundary spanning in both academic and practitioner arenas, it is an important question to examine the role of Marketing in the overall process.

Over the past twenty years Supply Chain Management (SCM) has exploded as both an academic field of study and a critical competency …

A Perspective On Pharmaceutical Marketing Practices: Message Development, Media Selection, Medication Adherence And Health Literacy, Yvette L. Bonaparte

Atlantic Marketing Association Proceedings

According to the National Action Plan to Improve Health Literacy issued in 2010 by the U.S. Department of Health and Human Services, health literacy is a multi-faceted concept and has importance for multiple sectors. Stakeholders typically involved in the health literacy discussion include government, public health officials, practitioners and those concerned with health promotion (U.S. Department of Health and Human Services 2010). In addition to these stakeholders, there is the opportunity for the pharmaceutical industry to be an active participant in the health literacy discussion.

Given the variation in health literacy levels among the U.S. population and the impact of …