Open Access. Powered by Scholars. Published by Universities.®
- Keyword
-
- Marketing (7)
- Management (2)
- Accountancy (1)
- Al Muniz (1)
- Alyssa J. Westring (1)
-
- American Marketing Association (1)
- Andrew Gallen (1)
- Axcess-Capon Teaching Competition (1)
- Behavior (1)
- Benevolence trust (1)
- Bernie Milano (1)
- Big Data (1)
- BlackRock Inc. (1)
- Brand Community (1)
- Brand activism (1)
- Bruce Newman (1)
- Business Program Rankings (1)
- Commitment transparency (1)
- Competence trust (1)
- Content analysis (1)
- Corporate social responsibility (CSR) (1)
- Craft Beer Marketing (1)
- Customer relationship (1)
- DePaul Institute for Housing Studies (1)
- Design (1)
- Diversity (1)
- Economics (1)
- Entrepreneurship (1)
- Erich Dierdorff (1)
- Experience economy (1)
- Publication
- Publication Type
Articles 1 - 14 of 14
Full-Text Articles in Business
Effectiveness Of Generative Ai In Craft Beer Promotional Campaigns For Small Breweries, Christopher Eastment, Jangwoo Jo
Effectiveness Of Generative Ai In Craft Beer Promotional Campaigns For Small Breweries, Christopher Eastment, Jangwoo Jo
ICHRIE Research Reports
The study explores the effectiveness of Generative AI, specifically Large Language Models (LLMs), in creating promotional campaigns for small breweries, with a focus on Burns Family Artisan Ales' Cold Spell IPA. It assesses the potential of LLMs in crafting narratives and marketing strategies, balancing creativity and relevance to the brand's identity. The research examines the LLM's capabilities in producing both textual and visual content, evaluating their alignment with marketing objectives and brand ethos. The findings reveal strengths in textual content creation but limitations in visual content, emphasizing the need for human oversight. The study contributes insights into integrating AI in …
Virtual Reality Images As A Tool In Hotel Promotions: Is It Effective And Worth Investment?, Lisa Slevitch, Tilanka Chandrasekera, Luis Mejia Puig
Virtual Reality Images As A Tool In Hotel Promotions: Is It Effective And Worth Investment?, Lisa Slevitch, Tilanka Chandrasekera, Luis Mejia Puig
ICHRIE Research Reports
This report examines how traditional photos compare to two different types of virtual reality (VR) images (static and 360°) when used as promotional tools for hotels. An experimental study by Slevitch et al.(2022), which utilized multiple types of measures, served as the foundation for the recommendations. The results showed that static VR images performed the same way as traditional photos, however the 360° VR images had a more positive impact on participants’ emotional responses and were more engaging than other images. This suggests that 360° VR images are better for hotel promotions, especially when initial impressions, such as interest and …
Moderating Effects Of Relationship Length And Contact Frequency On Customer Citizenship Behaviors, Laee Choi, Mi Ran Kim
Moderating Effects Of Relationship Length And Contact Frequency On Customer Citizenship Behaviors, Laee Choi, Mi Ran Kim
ICHRIE Research Reports
Studies show that contact frequency and relationship length impact co-creative and in-role behaviors with service providers. However, their influence on extra-role or customer citizenship behaviors (CCBs) remains unexplored. This study delves into the moderating role of relationship length and contact frequency within the CCB model. Utilizing an online survey (n = 665), the study unveils that perceived justice’s impact on affective commitment is not moderated by contact frequency, whereas the impact is stronger in short-term than in longer-term relationships. The perceived support-affective commitment-CCBs relationship is stronger in high contact than in low contact group. Similarly, the relationship is stronger for …
A Brand New Day: How Commitment Impacts Trust And Perceived Motivation Of A Firm’S Corporate Social Responsibility And Brand Activism Efforts, Tara-Ann Dugan
A Brand New Day: How Commitment Impacts Trust And Perceived Motivation Of A Firm’S Corporate Social Responsibility And Brand Activism Efforts, Tara-Ann Dugan
College of Business Theses and Dissertations
As consumers’ expectations for brands to “do good” continue to grow, companies are simultaneously increasing their corporate social responsibility (CSR) efforts and communication. Communicating on the “good” a company is doing may seem like it would yield a positive outcome; however, such is not always the case. Companies face the challenge of wanting to engage in CSR activities that address topical issues while simultaneously avoiding the perception of engaging in CSR efforts for self-serving reasons, a phenomenon referred to as “virtue signaling,” where the company’s prosocial efforts are perceived as primarily self-motivated. Furthermore, as companies engage in greater brand activism, …
Does Relevant Information Exchange Create Relationships Between Buyers And Sellers That Affect Sales?, Christopher Hansen
Does Relevant Information Exchange Create Relationships Between Buyers And Sellers That Affect Sales?, Christopher Hansen
College of Business Theses and Dissertations
This study quantitatively and qualitatively tests the influence of sales-deployed relational marketing material using an ongoing information stream (OIS) of relevant literature, and measures the impact on a buyer’s likelihood to purchase in the future, the allocation of dollars to a purchase, and the development of relationship, trust, expertise, and reduction of uncertainty in decision making. The study produces generalizable results from a large cross-section sample of 400 buyers under specific conditions that included both imminent and no imminent sale conditions, and varying levels of deployment of the OIS. It was found that relevant information exchange by itself does not …
When Objective Price Information Is Not Available: Impact Of Unpublished Or Missing Prices On The Purchase Journey For High Costs, High Involvement Products, Thomas J. Dammrich
When Objective Price Information Is Not Available: Impact Of Unpublished Or Missing Prices On The Purchase Journey For High Costs, High Involvement Products, Thomas J. Dammrich
College of Business Theses and Dissertations
Every model of the consumer purchase journey includes an evaluation phase, during which consumers search for product attributes including price. While much has been written about search, knowledge uncertainty, and the role of price in continued search and purchase intent, very little, if any, empirical work has been done to understand the impact on the path to purchase when objective price is not available. This study undertakes a field experiment with random assignment in a natural setting to examine the impacts on consumer behavior related to continued search, lead generation and purchase intent when objective price is not available. The …
Millennials And The Experience-Driven Economy
Millennials And The Experience-Driven Economy
Business Exchange
Millennials expect brands to create authentic, customer-centric experiences for them, no matter whether they are looking for a place to live, eat, visit or shop. This article looks at how businesses are mining data and creating marketing plans and experiences to appeal to this younger demographic.
College News
Business Exchange
Forum Highlights the Value of Diversity in the Classroom and Boardroom; Marketing Professor Wins Teaching Accolades; DePaul Business Programs Earn Rankings
Thought Leaders: Faculty Who Shape Business Theory And Practice Through Research
Thought Leaders: Faculty Who Shape Business Theory And Practice Through Research
Business Exchange
Profiles of seven DePaul professors and the research they are conducting in areas as diverse as work-life balance and investor behavior: James D. Shilling, Real Estate Studies; R. David McLean, Investment Management; Kelly Richmond Pope, Accountancy; Andrew Gallen, Marketing; Alyssa J. Westring, Management; William Sander, Economics; and Misty Johanson, Hospitality Leadership.
Scholarly Pursuits: Business Insights From Driehaus Faculty Research
Scholarly Pursuits: Business Insights From Driehaus Faculty Research
Business Exchange
Lessons in Marketing from the "Obama Model"; Lack of Self-Awareness at Work Hurts Team Performance; Award-Winning Research Sheds Light on Shareholder Activism
Scholarly Pursuits: It Takes A Community To Raise A Brand
Scholarly Pursuits: It Takes A Community To Raise A Brand
Business Exchange
DePaul Marketing Professor Al Muniz's research on brand communities--people who, united by their loyalty to a particular brand, feel a responsibility to share brand narratives and offer support and solutions associated with the brand--has changed the marketing discipline. He is currently researching the LEGO brand community.
Faculty Focus: Marketing Professor Prepares Students To Embrace Big Data
Faculty Focus: Marketing Professor Prepares Students To Embrace Big Data
Business Exchange
Assistant Professor of Marketing Marina Girju is preparing students to find new and better ways to analyze and predict consumer behavior using big data.
Marketing Professor Builds Real-World Connections For Students And Alumni
Marketing Professor Builds Real-World Connections For Students And Alumni
Business Exchange
Associate Professor of Marketing Zafar Iqbal discusses his personal journey from his home in Pune, India to life as a DePaul professor in Chicago and his work spearheading educational exchange initiatives with Symbiosis International University in Pune. He is working on a large-scale research project to identify and categorize different types of marketing careers.
Achieving Change In Students' Attitudes Toward Group Projects By Teaching Group Skills, Lawrence Hamer, Robert O'Keefe
Achieving Change In Students' Attitudes Toward Group Projects By Teaching Group Skills, Lawrence Hamer, Robert O'Keefe
Publications – Dreihaus College of Business
Despite the many positive benefits which can be derived from group assignments, faculty members frequently report that students generally dislike being assigned to a group project. This paper reports a quasi-experiment which presented students with information about the relevance and importance of group skills during the time in which they were working on an assigned group project, and then measured the students' attitudes toward group projects. The reported study demonstrates that instructors can alter students' perceptions of group work by incorporating instruction about group skills into group assignments.