Business Commons^™

Online Advertising And Consumer Behavior In Tunisia, Rabeb Hamdi, Romdhane Khemakhem

Atlantic Marketing Journal

The aim of this study was to present new mediating and moderating variables in the relationship between online advertising and purchase intention as well as visiting the store. Therefore, a qualitative study of 17 Tunisian Internet users was conducted (semi-structured interview). Results showed that the lifestyle change and the disposition to visit the store are the mediating variables between these consequences and electronic advertising (purchase intention and visiting the store). Furthermore, the involvement with the product is the moderating variable between e-advertising and lifestyle change, including disposition to visit the store.

Group Brands As An Innovative Pedagogical Tool: Using Marketing Theory In Real-World Collaborative Teaching, Cheryl A. Tokke

Atlantic Marketing Journal

This teaching and learning pedagogy paper demonstrates how group brands were used as interdisciplinary teaching tools in marketing, business, research, and social science classes by applying theories of branding, collaborative learning, affinity, and social identity in experiential learning. There were two primary reasons why this project was done. First, implementing a pedagogical tool would bring students together in a collaborative team over the period of a semester gaining a critically important business tool; the requirement of working in teams and networked relationships. Second, by enriching the curriculum of business marketing and social science courses through incorporating a semester long term-based …

The Role Of Social Media And Social Networking As Marketing Delivery Systems For Preventive Health Care Information, Joe Cangelosi, David Kim, Ken Griffin, Ed Ranelli

Atlantic Marketing Journal

The use of social media and social networking (SM&N) is prevalent in health care. Through social media, individuals can access information to enhance their overall health and well-being. Given that prevention is crucial to a long healthy life, as well as restraining escalating health care costs, this study offers insights into the types of social media and networking platforms that health care consumers consider most important, especially with regard to obtaining Preventive Health Care Information (PHCI). Further, it goes on to identify the demographics of persons who consider social media and social networking platforms as most important. This research used …

Impact Of Customer Engagement, Brand Attitude And Brand Experience On Branded Apps Recommendation And Re-Use Intentions, Nusser Raajpoot, Beth Ghilni-Wage

Atlantic Marketing Journal

Abstract

This paper seeks to understand the impact of customer engagement, brand attitude, and brand experience on branded apps recommendation and re-use intentions. Using structural equation modeling we test a causal model to establish the direct and mediated paths between constructs under study. We found that contrary to popular perceptions, customer engagement does not load directly on the recommendation or re-use intention suggesting that engagement on its own may not be sufficient to elicit recommendation or re-use intention. Other factors and contexts will be necessary to elicit recommendation etc. We also found that recommendation mediates the relationship between brand attitude …

International Olympic Committee Rule 40: Reasonable Protection For The Ioc Or Unfair Restriction To The Athletes?, Jeri L. Jones

Atlantic Marketing Journal

This paper explores the history, legality and ethical perspectives of the International Olympic Committee Rule #40 that was put into effect starting with the 2016 Olympic Games. Rule 40 was established to protect official Olympic sponsors from marketing campaign dilution and ambush marketing attempts from non-official brand sponsors. It was designed to prevent over-commercialization of the Olympic brand and to protect official Olympic sponsors’ substantial investment for exclusive marketing rights during the Games. It also however effectively prevents athletes from recognizing their own individual company sponsors and goes so far as to limit an athlete’s apparel during the Games, their …

The History And Evolution Of The Market For ‘Delebs’ (Dead Celebrities), Denver D'Rozario, Guang Yang

Atlantic Marketing Journal

In this paper, we survey the history behind the growing market for dead celebrities (‘Delebs’) in their role of creating secondary brand associations. According to some estimates, this market is now worth $2.25 billion in annual licensing and royalty revenues (CBC 2013). We begin, by defining key terms that are used in this market. Next, we do a survey and analysis of the major events that have given rise (intentionally or unintentionally) to this market. For ease of discussion, we discuss these historical events grouped by era. We follow this with a summary of the major events and trends that …

Revisiting Textbook Adoption Decisions: Are Students Finally Ready For E-Books?, Cheryl B. Ward, Diane R. Edmondson

Atlantic Marketing Journal

This study re-examines students’ attitudes and preferences to the four primary textbook types (hardback, paperback, loose leaf, and E-book). One hundred eighty-three students currently taking Principles of Marketing from a large public university in the southeastern United States completed the survey. Unlike the 2014 study, where students overwhelming preferred paperback textbooks, even when this textbook is at a higher price than other alternatives, the 2018 study found that the textbook choice depended on if an access code to publisher’s online course materials was required. When access codes were required, students preferred paperback textbooks, followed closely by E-books. When no access …

Destructive Selling: An Empirical View From The Perspective Of University Level Business Students, Dennis Bristow, Rajesh Gulati, David Titus, Garth Harris, Zhan Wang

Atlantic Marketing Journal

Preliminary evidence indicates that salespeople working in a variety of industries hold the perception that destructive selling (defined as the intentional use of unethical tactics including lying, misrepresenting product/service performance, misleading the client, spreading rumors about the competition, etc. by professional salespeople) does occur in the professional selling discipline. A rich history of related research provides further evidence that university students exhibit negative perceptions and attitudes towards professional selling. In the work reported in this manuscript, the authors employed the survey research method to empirically study the perceptions held by university level pre-business and business students regarding the presence of …