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Articles 1 - 30 of 62
Full-Text Articles in Business
Psychological Capital Intervention: A Potential Tool For Improving Organizational Commitment In Sales Organizations, Steven A. Schulz, Heather M. Schulz, Marsha Yeagley
Psychological Capital Intervention: A Potential Tool For Improving Organizational Commitment In Sales Organizations, Steven A. Schulz, Heather M. Schulz, Marsha Yeagley
Journal of Applied Marketing Theory
Given current challenges related to talent in sales organizations, the need for enhanced recruiting and retention of top-tier talent has never been more critical. Extant research has demonstrated the high cost of employee turnover and the importance of organizational commitment for the sales force. This report explores the potential of utilizing psychological capital (PsyCap) in sales organizations in order to gain a competitive advantage through increased organizational commitment. The authors found strong, positive relationships between PsyCap and organizational support, job satisfaction, and organizational commitment. Implications for academic researchers and a proposed intervention strategy for managers seeking to improve organizational commitment …
Is Dynamic Pricing Viable For Small Market Collegiate Athletics?, Steve Chen, Kenneth Henderson, Cassandra Smith, Nicholas Mason
Is Dynamic Pricing Viable For Small Market Collegiate Athletics?, Steve Chen, Kenneth Henderson, Cassandra Smith, Nicholas Mason
Journal of Applied Marketing Theory
Sport organizations use dynamic ticket pricing (DTP) strategies to generate extra revenues. DTP is based on demand and occasions. This exploratory study reported the results of the online survey data collected from 48 mid-west college/university athletic directors and marketing managers. The participants shared responses regarding their perceptions of the use of DTP by regional and private smallmarket collegiate athletic programs. Specifically, the study examined the perceived benefits and shortcomings of DTP. Past experiences implementing the strategy are also discussed. The results concluded that the majority of respondents were receptive to DTP although they questioned whether the strategy could deliver excessive …
In The Wake Of A Merger: Consumer Reactions To Service Failures, Melinda A. Mclelland, Ronald E. Goldsmith
In The Wake Of A Merger: Consumer Reactions To Service Failures, Melinda A. Mclelland, Ronald E. Goldsmith
Journal of Applied Marketing Theory
Customers are often overlooked during the merger process in both reality and the marketing literature. This research features an experiment with 431 U.S. consumers that assesses the impact of a service failure following a merger on a variety of consumer behaviors. Key results indicate that consumers are more likely to switch service providers if they experience a failure of any magnitude (major/minor) following a merger than if they experience the same failure in the absence of a merger. This finding emphasizes that firms involved in service mergers have to be extremely diligent about preventing customer defection and implement focused marketing …
The Influences Of Brand-Consumer And Cause-Congruence On Consumer Responses To Cause Related Marketing, Ronald E. Goldsmith, Zhu Yimin
The Influences Of Brand-Consumer And Cause-Congruence On Consumer Responses To Cause Related Marketing, Ronald E. Goldsmith, Zhu Yimin
Journal of Applied Marketing Theory
Cause Related Marketing (CRM) is a widely used type of brand alliance in which companies donate a portion of their sales to social causes with whom they ally. Researchers have studied many aspects of CRM to learn why these programs are effective and how to enhance their success. An overlooked component in CRM research is the extent to which consumers identify with the brand and with the cause. The present study presented 604 U.S. college students with CRM campaigns for two brands (M&Ms and Crest) partnered with the World Wildlife Fund to assess whether brand-cause congruence, brand-consumer congruence, cause-consumer congruence, …
Brand Equity Perceptual Mapping: Competitive Landscapes And Consumer Segments In Brand Equity Space, Brian Parker
Brand Equity Perceptual Mapping: Competitive Landscapes And Consumer Segments In Brand Equity Space, Brian Parker
Journal of Applied Marketing Theory
This study advanced a technique to map brand metrics and theoretically derived diagnostics that depict the relative positions of competitive brand sets and audience segments in a perceptual consumer-based brand equity space. Survey research collected brand equity ratings for two sets of competitive brands (Nike, Converse, Reebok and Toyota, Nissan, Pontiac), used to construct a pair of twodimensional maps that illustrate the brands’ position on brand equity dimensions relative to competitors and demographic-based segments. Paired brand equity indicators resulted in eight map quadrant areas that characterize a brand positioned in that space. The mapping techniques facilitate the strategic application of …
Investigating The Nba Servicescape: Fan Involvement, Team Loyalty, Perceptions Of Atmospheric Music And Emotional Responses, Crystal Southall, Richard Southall
Investigating The Nba Servicescape: Fan Involvement, Team Loyalty, Perceptions Of Atmospheric Music And Emotional Responses, Crystal Southall, Richard Southall
Journal of Applied Marketing Theory
Within the domain of entertainment and leisure services, sport is a unique experiential service-product. Further, sport consumer behavior has changed dramatically, as advances in technology have decreased barriers to and increased the scope of sport consumption. Sport consumers can now watch live, delayed, or recorded sport events when and where they choose. Therefore, sport organizations must focus on sustainability through the creation of a competitive advantage in the staging of live sport events. Given that the NBA product is consumed within an increasingly stimulating consumptive landscape (Andrews, 2006), this study sought to examine the relationship between NBA fans’ involvement, home-team …
Acquiring And Maintaining Premium Seat Customers In The “Big Four” Leagues, Peter J. Titlebaum, Ronald Dick, Kim Feldmann, Robert Davis
Acquiring And Maintaining Premium Seat Customers In The “Big Four” Leagues, Peter J. Titlebaum, Ronald Dick, Kim Feldmann, Robert Davis
Journal of Applied Marketing Theory
The sports industry in the United States will bring in an estimated $400 to $425 billion in 2011 (Plunkett Research, Ltd, 2011). Of the overall revenue, $10 billion is derived from premium seating. Unlike general admission and television revenue, income from premium seats is not usually shared with other teams in the league (Miller & Washington, 2010). Premium seating revenue makes a significant contribution to the overall revenue stream of sports organizations. In the 2010-2011 seasons, there were a total of 12,527 luxury suites across all the professional sports venues within the National Football League (NFL), National Basketball Association (NBA), …
The Effect Of Antecedent Mood On Customer Loyalty Intentions: A Mood By Gender Interaction, Michael L. Thomas, Lindsay Levine, Linda Mullen
The Effect Of Antecedent Mood On Customer Loyalty Intentions: A Mood By Gender Interaction, Michael L. Thomas, Lindsay Levine, Linda Mullen
Journal of Applied Marketing Theory
This study suggests that induced antecedent moods may, in a systematic manner, influence subsequent levels of loyalty intention within consumer scenarios. Furthermore, this research finds that there exists differential responses to induced mood states by gender, which fall in line with research on the underlying gender differences in cognitive processing, levels of risk aversion, motivation, and the experience of emotion while shopping. Past studies in this area have shown only a mild connection between induced antecedent mood state and loyalty intentions, which may be due in part to the issue of an emotion by gender interaction. This paper reinforces previous …
Real Smiles Vs. Faked Smiles: How Emotional Labor Impacts Service Behaviors, Anita Whiting
Real Smiles Vs. Faked Smiles: How Emotional Labor Impacts Service Behaviors, Anita Whiting
Journal of Applied Marketing Theory
This study investigates how emotional labor impacts service behaviors. Unlike previous research which focuses predominantly on the customer’s experience during a service encounter, this paper focuses on service employees and their performance during the service encounter. In particular, this study looks at how the emotional labor strategies of surface acting and deep acting impact customer service, job performance, and job satisfaction. The results from the SEMPLS analyses show that (1) surface acting has a negative impact on customer service and job satisfaction and (2) deep acting has a positive impact on customer service, job performance, and job satisfaction. Overall, the …
Adoption Of Social Media Marketing Among Professionals, Liana Moran
Adoption Of Social Media Marketing Among Professionals, Liana Moran
Honors College Theses
Social media marketing is the professional use of social media websites such as Facebook for marketing purposes. This thesis project examines the adoption patterns and factors behind the decision to use social media marketing among professionals. The researcher conducted in-depth interviews with business professionals from the real estate rental industry in Statesboro, Georgia, and analyzed the results and implications using thematic analysis. Everett Rogers’ diffusion of innovations theory provides the theoretical framework for the research with social media marketing being the innovation. The participants identified that observability, relative advantage and complexity/simplicity were major factors for adopting social media marketing. The …
Social Media Marketing Use In Georgia’S Institutions Of Higher Education, James Kelly
Social Media Marketing Use In Georgia’S Institutions Of Higher Education, James Kelly
Honors College Theses
The Internet and social media are changing the way that people interact with the world around them everyday. Individuals are able to learn more about the products they use, places they visit, and other people within their network by simply turning on their computer, smart phone, or tablet. Thanks to this great utility, institutions of higher education around the world are using social media to interact with and market themselves to faculty, students, and even prospective students. After all, universities are aiming to prove that their product can add value to the lives of stakeholders while providing them with benefits …
The Influence Of Descriptive Norms On Investment Risk, William J. Montford, Ronald E. Goldsmith
The Influence Of Descriptive Norms On Investment Risk, William J. Montford, Ronald E. Goldsmith
Association of Marketing Theory and Practice Proceedings 2014
This study examines the effect of descriptive norm messages (i.e., highlighting what others are doing) on intentions to increase investment risk. Evidence shows that alarming numbers of people nearing retirement insufficiently save for this next life stage. In addition, research finds that differences exist in investment risk tolerance between men and women, with many women investing too conservatively. This finding is of particular concern as women typically experience longer lifespans, thus relying on accumulated savings for longer periods of time. The present study extends work in financial marketing by examining the influences of social norms and peer influence, constructs shown …
How Does Sarah Mclachlan Make Me Donate To The Spca? Emotional Intelligence And Emotionally Laden Persuasive Appeals, Rose Opengart, Michael Mccall
How Does Sarah Mclachlan Make Me Donate To The Spca? Emotional Intelligence And Emotionally Laden Persuasive Appeals, Rose Opengart, Michael Mccall
Association of Marketing Theory and Practice Proceedings 2014
In the last 50 years there has been a plethora of academic research around consumer behavior (Macinnis & Folkes, 2010). While there have been a variety of topics examined by researchers, many aspects of persuasion and its effects on consumers’ decisions are not fully understood. Given the prominence of advertising in the field of persuasion, it is not surprising that persuasion theories have received a great deal of attention in scholarly research (Shrum, Liu, Nespoli, & Lowrey, 2012). Marketing and persuasion research have examined the importance of reaching the emotions of customers. It is known that feelings-oriented factors influence consumer …
Communiversities: A Unique Outreach Opportunity For Business Schools, Renee Fontenot, Richard E. Mathisen
Communiversities: A Unique Outreach Opportunity For Business Schools, Renee Fontenot, Richard E. Mathisen
Association of Marketing Theory and Practice Proceedings 2014
Communiversities are a growing phenomenon in communities where public and private partnerships are formed to provide local economic growth and educational advancement. This research presents several case studies of communiversities in the United States and Canada. The individual communiversities are unique with respect to how they address the needs of local communities and the commitment of members of the partnership to serve the needs of the community. The term communiversity is derived from the partnership of educational institutions and local business and government entities to meet the unique needs of the city or area that they serve. The objective of …
Exploring Hotel Website Effectiveness By Hotel Class, Michael Musante
Exploring Hotel Website Effectiveness By Hotel Class, Michael Musante
Association of Marketing Theory and Practice Proceedings 2014
The internet is an increasingly important communication and distribution channel for hotels. More than ever before consumers are making reservation decisions strictly on their experience with the hotel website. Given this, it is critical for hotels pay close attention to the effectiveness of their online presentation. This premise would seemingly hold true for lodging facilities at all price point levels. The purpose of the study was to examine website effectiveness for hotels of various class levels. In the study, hotels were segmented based on level of accommodation using the “Star Rating” system. Each hotel website was evaluated on a number …
Are We Really Going Green Part Three, Craig G. Harms
Are We Really Going Green Part Three, Craig G. Harms
Association of Marketing Theory and Practice Proceedings 2014
This paper is a second follow-up to “Green, Part One” and “Green Part Two.” In Part One the topic of Interrupted Time Series (ITS) is used to develop a multiple regression model to predict the usage of electricity at the author’s home. In the second paper a multiple regression model is developed to predict water usage in the home. The third paper is a follow-up paper after some of the data in the second paper was found to be spurious. This third paper not only cleans up the bad data, but looks at the proper usage of ITS versus a …
Processing Popup Ads And Print Ads: A Comparative Study Between American, Brazilian, And Argentinean Consumers, Gary H. Kritz, Hector R. Lozada
Processing Popup Ads And Print Ads: A Comparative Study Between American, Brazilian, And Argentinean Consumers, Gary H. Kritz, Hector R. Lozada
Association of Marketing Theory and Practice Proceedings 2014
As more and more companies become global business entities, it will be important to find out how traditional consumer behavior processes and relationships work in different countries. A comparison of the processing of a traditional print ad and popup ad are compared within and between the United States, Brazil, and Argentina. Very little research exists regarding traditional consumer behavior and advertising model outcomes in Brazil and Argentina. Since these two Latin American countries have become large economic powers in the global economy, it is important to study how these countries’ consumers react to existing models of consumption and advertising. Could …
An Exploratory Research On The Use Of Social Media, Raven Clark, Melek Meral Anitsal, Ismet Anitsal
An Exploratory Research On The Use Of Social Media, Raven Clark, Melek Meral Anitsal, Ismet Anitsal
Association of Marketing Theory and Practice Proceedings 2014
Peering years into the future may seem bit hubris, but in today’s uncertain society there seems to always be room for change. Ignoring short and long-term trends of social media could be damaging to a company whose main source of reaching their target market is through social media. Consumers are using social media as part of their daily routine, so why shouldn’t companies try and reach their customers through this platform? Can companies actually keep up with the changing trends demanded by the consumers? How do consumers feel about their social media being used as an advertising strategy for companies? …
Sports Events Attended By Americans: What And Why?, Sam Fullerton, Tammy Mccullough, Larry G. Neale
Sports Events Attended By Americans: What And Why?, Sam Fullerton, Tammy Mccullough, Larry G. Neale
Association of Marketing Theory and Practice Proceedings 2014
A sample of 956 consumers who had attended a spectator sports event provided insight into what sport they last witnessed as part of the live audience. The data were collected in a major market with all four North American leagues plus major and mid-major collegiate sports and an abundance of minor league and other recreational sports. The respondents also identified the primary motive for attending. They also provided their age and gender. The results identified 41 different sports and 34 unique motives for attending. Age and gender were shown to be related to several, but far from all, of the …
The Impact Of Soccer Regulations On European Soccer Organizations’ Marketing Tactics, Halee Harrison, Marko Grünhagen
The Impact Of Soccer Regulations On European Soccer Organizations’ Marketing Tactics, Halee Harrison, Marko Grünhagen
Association of Marketing Theory and Practice Proceedings 2014
This paper highlights important changes in soccer regulations that have shaped the sport into what it is today, and marketing approaches that are used within soccer organizations and how they are impacted by these regulations. Important regulations, such as the seminal Bosman Ruling and the Financial Fair Play regulation, are examined, the growth and importance of sponsorships within European soccer organizations is discussed. The growth of Internet marketing and the impact of future advances in technological regulations on the game of soccer are outlined.
Monetizing Social Media In The Sport Industry--Or Not?, Dallas Branch Jr., Jason Falls
Monetizing Social Media In The Sport Industry--Or Not?, Dallas Branch Jr., Jason Falls
Association of Marketing Theory and Practice Proceedings 2014
One of the vexing issues for sport marketers is how one can develop marketing strategies and programs to utilize social media in order to "monetize" this effort. No one can argue the other 5 of 6 business drivers of social media marketing" (Falls, personal communications, 2013). These 5 include the following: Enhance Branding and Awareness Protect Brand Reputation Facilitate Customer Service Build Community Facilitate Research and Development However, when it comes to the sixth driver--"Drive Sales/Leads", sport organizations have found it difficult to affect their ability to "monetize" social media marketing efforts in this regard. It is this inability or …
Personal Selling: A Humanist Perspective, William R. Gruver, Timothy W. Sweeney
Personal Selling: A Humanist Perspective, William R. Gruver, Timothy W. Sweeney
Association of Marketing Theory and Practice Proceedings 2014
Association of Marketing Theory and Practice Proceedings 2014,
Understanding The Competitive Environment Of Nonprofit Organizations: A Resource-Advantage Theory Approach, Omer Topaloglu, Robert E. Mcdonald
Understanding The Competitive Environment Of Nonprofit Organizations: A Resource-Advantage Theory Approach, Omer Topaloglu, Robert E. Mcdonald
Association of Marketing Theory and Practice Proceedings 2014
Competition in the nonprofit sector has dramatically intensified in the past two decades as a result of the increased number of nonprofit organizations (NPOs), decreased and diffused governmental support, and entry of for-profit companies into markets that are traditionally the domain of nonprofits. In an attempt to enhance the understanding of the nonprofit competition, the authors adapt a general theory of competition to commercial nonprofits, those that generate external benefits by commercial activities. Applying resource-advantage (R-A) theory, a dynamic theory of competition adapted from the business literature, we discuss how these entities can leverage their various resources in order to …
Brand Equity Perceptual Mapping: Competitive Landscapes And Consumer Segments In Brand Equity Space, Brian T. Parker
Brand Equity Perceptual Mapping: Competitive Landscapes And Consumer Segments In Brand Equity Space, Brian T. Parker
Association of Marketing Theory and Practice Proceedings 2014
This study put forward a theoretically based set of brand equity perceptual maps that depict competitive brand sets and consumer segments in four-dimension brand equity space. Survey research collected brand equity ratings for two sets of competitive brands (Nike, Converse, Reebok and Toyota, Nissan, Pontiac), used to construct a pair of two-dimensional maps that illustrate the brands’ position on brand equity dimensions relative to competitors and demographic-based segments. Paired brand equity indicators resulted in eight map quadrant areas that characterize a brand positioned in that space. The mapping techniques facilitate the strategic application of multidimensional brand equity constructs and their …
Building An Innovation Strategy, Elizabeth Cruickshank, Perry Haan
Building An Innovation Strategy, Elizabeth Cruickshank, Perry Haan
Association of Marketing Theory and Practice Proceedings 2014
This non-empirical paper describes the innovation strategy for Aetna, Inc. This company is a national managed care organization, and although it is already large in scope, it operates more like a government agency rather than an innovative organization (Schack, 2000). This paper will highlight the theories, or ingredients, of innovation strategy, followed by an explanation of how the theories support and help in the creation and application of the recommended innovation strategy for Aetna. This paper also describes the organizational design model that drives innovation, the processes that enable innovation, and the success factors necessary for people to develop and …
Student Perceptions Of Internships: What Are The Perceived Benefits For The Interested Parties?, Sam Fullerton, Tammy Mccullough, Robert Twells, Carol L. Bruneau
Student Perceptions Of Internships: What Are The Perceived Benefits For The Interested Parties?, Sam Fullerton, Tammy Mccullough, Robert Twells, Carol L. Bruneau
Association of Marketing Theory and Practice Proceedings 2014
A sample of 259 marketing students from two universities provided their perceptions of the benefits associated with marketing internships. They agree that an array of benefits accrue to the student interns, the organizations for which the students serve in internship positions, the university, and the general student population at their own university. Among the benefits that are strongly acknowledged by the students are that an internship helps the student interns learn more about their chosen career path, that organizations benefit from the enthusiasm of an eager subset of workers, that successful internships help their university develop strong partnerships with the …
Consumer Alienation: Relationships With Marketplace Interaction Styles, David J. Burns
Consumer Alienation: Relationships With Marketplace Interaction Styles, David J. Burns
Association of Marketing Theory and Practice Proceedings 2014
Within today’s shopping environment where discretionary purchases are the norm, individuals’ purchasing activities are affected by the degree to which they interact with the marketplace. One factor which appears to affect the degree of interaction consumers have with the marketplace is the degree of consumer alienation experienced. When attempting to better understand consumer alienation, marketplace interaction styles (e.g., assertiveness and aggressiveness) appear to be an area of particular interest. Individuals with stronger feelings of alienation can logically be expected to possess marketplace interaction styles which differ from those of individuals who are less alienated from the marketplace. These relationships were …
Developing And Reassessment Of Consumer Based Brand Equity Model In Sport (Case Study Of Soccer Clubs In Iranian Premier League), Mahdi Bigdely, Habib Honari, Rahman Aqayi, Mahdi Aghazadeh
Developing And Reassessment Of Consumer Based Brand Equity Model In Sport (Case Study Of Soccer Clubs In Iranian Premier League), Mahdi Bigdely, Habib Honari, Rahman Aqayi, Mahdi Aghazadeh
Association of Marketing Theory and Practice Proceedings 2014
The main purpose of this study was to develop a valid and reliable model for evaluation of brand equity in sport teams in Iran. In this research, considering the importance and vital role of brand equity in sport teams and infancy of brand equity topic, Ross (2008) model of spectator based brand equity in sport was reassessed and after evaluating it, new Spectator Based Brand Equity in Sport model was proposed of sport teams Iran.
The Impact Of Social Media On The Advertising Competitiveness Of Small Businesses, Cale Robert Hall
The Impact Of Social Media On The Advertising Competitiveness Of Small Businesses, Cale Robert Hall
Association of Marketing Theory and Practice Proceedings 2014
Every business, from the largest enterprise to the smallest start-up, faces the continual challenge of staying in touch with their customers and continually earning their trust and business. Social media is the catalyst that is continually changing customer relationships and making them more interactive, open and collaborative. Today’s customers have more choices than ever before in terms of how they choose to learn about new products, services, and gain insights into areas of interest. For marketers to be successful, they need to realize that their customers; preferences are changing quickly, and that agility over formal, often static processes from a …
Consumer Empowerment: The Framework, Sanam Akhavannasab, Danilo C. Dantas, Sylvain Senecal
Consumer Empowerment: The Framework, Sanam Akhavannasab, Danilo C. Dantas, Sylvain Senecal
Association of Marketing Theory and Practice Proceedings 2014
There is mounting evidence that consumers possess more power now than they ever have before. Stories such as “United Breaks Guitars” (Tripp and Grégoire 2011) are regularly reported in the press as illustrative examples of this phenomenon. In our era of user-generated content, consumer power is an important issue for any business. For instance, an increasing number of companies are using social media monitoring tools to keep track of online conversations. However, the marketing literature on consumer empowerment is limited (Hunter and Garnefeld 2008; Kucuk 2009; Pranić and Roehl 2012). Generally adopting a conceptual approach (e.g., Kucuk, 2009); consumer empowerment …