Business Commons^™

The Depiction Of Female Models In Sport Television Commercials In The United States By Degree Of Slenderness: An Appraisal, Robin T. Peterson, Bing Xu, Yam Limbu

Department of Marketing Faculty Scholarship and Creative Works

This manuscript narrates the results of an examination of the portrayal of the degree of slenderness of female models in sport marketing television commercials in the United States. A visual content analysis was employed to gather and to interpret the data. In turn, the analysis revealed that the commercials utilized substantial numbers of models who were inordinately slender, depicted these models more favorably than they did heavier models, and presented them in a fashion that pointed to superior social status and hierarchy positions.

Differences In Exchange Situations In Fast Moving Consumer Goods' Markets, Rose Leahy

Dept. of Marketing & International Business Publications

This paper explores the perceptions and the behaviour of consumers in Fast Moving Consumer Goods’ (FMCG) markets, with the objective of determining the nature of exchange in these markets. Adopting a qualitative approach to the research, ten focus groups were conducted among Irish consumers in FMCG markets. Emerging from the research are four dominant exchange situations that exist in FMCG markets. These exchange situations are classified as inconsistent transaction exchanges, distant committed exchanges, opportunistic interactive exchanges and reciprocal interactive exchanges. The dominant conclusion of this paper is that marketing strategies appropriate to these exchange situations need to be developed, …

What Makes Strategy Making Across The Sales-Marketing Interface More Successful?, Avinash Malshe, Ravipreet S. Sohi

Department of Marketing: Faculty Publications

Extant research on marketing strategy making (MSM) lacks process-based theoretical frameworks that elucidate how marketing strategies are made when sales and marketing functions are involved in the process. Using a grounded theory approach and data collected from (a) 58 depth interviews with sales and marketing professionals and (b) a focus group with 11 marketing professionals, we propose that MSM within the sales-marketing interface is a three-stage, multifaceted process that consists of Groundwork, Transfer and Follow-up stages. Our process-based model explicates the specific activities at each stage that are needed to develop and execute marketing strategies successfully, the sequence in which …

Legally Speaking--Legal Implications Of Reference Books For Publishers And Consumers, Bryan M. Carson

DLPS Faculty Publications

No abstract provided.

Opportunity Cost Neglect, Shane Frederick, Nathan Novemsky, Jing (Jane) Wang, Ravi Dhar, Stephen Nowlis

Research Collection Lee Kong Chian School Of Business

To properly consider the opportunity costs of a purchase, consumers must actively generate the alternatives that it would displace. The current research suggests that consumers often fail to do so. Even under conditions promoting cognitive effort, various cues to consider opportunity costs reduce purchase rates and increase the choice share of more affordable options. Sensitivity to such cues varies with chronic dispositional differences in spending attitudes. We discuss the implications of these results for the marketing strategies of economy and premium brands.

2009 December, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for December of 2009.

Don't Be Undersold!, Jan-Benedict E.M. Steenkamp, Nirmalya Kumar

Research Collection Lee Kong Chian School Of Business

"Aldi" is a word that strikes fear in the hearts of brand managers across Europe. A chain of low-budget retail stores with sales of $73.5 billion in 2008, Aldi invented what is commonly referred to as the hard-discount store, a format that is destroying between a quarter and a half trillion dollars in brand sales annually.Brand executives at major consumer packaged goods companies have mostly been caught off guard by this success, The authors' research identified four key misconceptions that explain why: (1) Hard discounters can succeed only in Europe; (2) they attract only the poor; (3) they offer inferior …

Baird, Henry Herring, 1902-1991 - Collector (Mss 279), Manuscripts & Folklife Archives

MSS Finding Aids

Finding aid only for Manuscripts Collection 279. Account books and other financial records related to Jenkins-Ryan Tobacco Company of Adairville, Kentucky. Also includes financial records associated with the farms and businesses operated by Thomas Henry Baird, Jr., as well as the 1941 monthly financial reports and a label from Scott Tobacco Company of Bowling Green, Kentucky.

Green Brand Extension Strategy And Online Communities, Heikki Karjaluoto, Patrali Chatterjee

Department of Marketing Faculty Scholarship and Creative Works

Purpose The purpose of this paper is to examine current and prospective consumer perceptions, purchase intent and parent brand evaluation due to green brand – line and category extensions by marketers of established (non-green) brands for products with high vs low perceived environmental impact. Design-methodology-approach The paper analyses responses to online surveys by 602 pet-owners at social networking websites. The quasi-experiment considered perceived environmental impact of core product, parent-brand user status, and green extension strategy (line vs category). Brand extension evaluation, purchase intent, and parent brand evaluation were then measured. Findings Results suggest that consumers are more likely to purchase …

Interactions Between Price And Price Deal, Kunal Swani, Boonghee Yoo

Marketing Faculty Publications

The purpose of this study was to examine the interactive effect of price and price deal. Specifically, we want to measure how consumers' behavioral intentions toward the brand are affected for a high-priced brand and a low-priced brand when a price deal is offered.

2009 November, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for November of 2009.

2009 November-December, Morehead State University. Office Of Athletics.

Morehead State Athletics Press Release Archives

Morehead State Athletics press releases from November to December of 2009.

Sp720-Value-Added Agriculture, Direct Marketing And Agritourism In Tennessee - A Summary Of 2007 Census Of, The University Of Tennessee Agricultural Extension Service

Marketing, Finances and Value-Added Agriculture

The United States Department of Agriculture (USDA) conducts a census of agriculture every five years. The most recent census was conducted in 2007 and results were released in February 2009. Over time, the census has included more and more questions related to marketing and alternative enterprises and now provides information related to various components of value-added agriculture.

The Center for Profitable Agriculture, the department within UT Extension that assists farmers in analyzing and developing value-added enterprises, generally defines value-added farm enterprises as those activities involving processing, packaging and marketing farm commodities and farm resources. Value-added agriculture allows the farmer to …

Buy Now, Regret Later: Rationalising The Irrational For Shopaholics, Knowledge@Smu

Knowledge@SMU

Why do we buy things that we don't need? One explanation is that it nourishes our consumerist cravings; that inexplicable sense of satisfaction that comes with the ownership of familiar items, but in a different colour, design, brand, smell, taste – things we tell ourselves to celebrate each euphoric ring on the cash register. What follows, however, are questions of doubt that plague even the most seasoned of shopaholics: Can I afford this? Can I really find good uses for this? Can this new car really fix my hair loss? According to a new study by SMU marketing professor Jane …

Marketing Strategy And Wall Street: Nailing Down Marketing’S Impact, Dominique M. Hanssens, Roland T. Rust, Rajendra K. Srivastava

Research Collection Lee Kong Chian School Of Business

No abstract provided.

Customer Satisfaction And Stock Returns Risk, Kapil R. Tuli, Sundar G. Bharadwaj

Research Collection Lee Kong Chian School Of Business

Over the past decade, several studies have argued that customer satisfaction has high relevance for financial markets because it has a significant impact on stock returns. However, little attention has been given to understanding the impact of customer satisfaction on the risk of stock returns. The finance literature suggests that investors that judge performance only in terms of returns place more resources than warranted in risky opportunities, forgo profitable opportunities, and apply misguided performance evaluations. Accordingly, this study develops, tests, and finds empirical support for the hypotheses that positive changes (i.e., improvement) in customer satisfaction result in negative changes (i.e., …

Regulatory Exposure Of Deceptive Marketing And Its Impact On Firm Value, Martha Myslinski Tipton, Sundar G. Bharadwaj, Diana C. Robertson

Research Collection Lee Kong Chian School Of Business

Research linking marketing to financial performance has predominantly focused on how marketing assets and actions add value. The authors argue that it is equally important to understand how marketing decisions can reduce firm value. Prior research has indicated that negative events vary greatly in their indirect costs to the firm. On the basis of established theory and in-depth interviews with practitioners, the authors identify a set of factors that can explain the heterogeneity in the magnitude of indirect costs associated with negative marketing-related events. Specifically, they address how the regulatory exposure of deceptive marketing, which carries no direct cost to …

Reinventing The Branch: An Empirical Assessment Of Banking Strategies To Environmental Differentiation, Thomas Allard, Barry Babin, Jean-Charles Chebat, Martine Crispo

Research Collection Lee Kong Chian School Of Business

The present study investigates the effects of two atmospheric differentiation strategies currently used by banks: co-locating with a hedonic business vs. refurbishing through an upscale environment. We assessed the potential moderating effects of congruency between the retail environment and the type of services. Using a Structural Equation Model based on 300 bank visit intercepts, we found significant differences between modern branch concepts and the traditional one in their influence on customers’ retail experience. More specifically, the type of atmospheric strategy moderates the relationship between retail environment and customers’ affect and the relationship between affect and approach behavior. Also, the mediating …

Impact Of Mad Money Stock Recommendations: Merging Financial And Marketing Perspectives, Ekaterina Karniouchina, William L. Moore, Kevin J. Cooney

Business Faculty Articles and Research

This article relies on advertising and persuasive communications theories to uncover persistent variations in investor response to television stock recommendations targeting naive investors. The authors use an event study methodology to determine the size of the next-day abnormal market reaction to recommendations on Mad Money with Jim Cramer. Although viewers are actively looking for recommendations, the results show that any individual recommendation is still subject to many of the same communication challenges as traditional advertisements. A regression analysis finds that traditional advertising variables, such as message length, recency-primacy effects, information clutter, and source credibility, influence the size of the market …

Innovation And Commoditization: Asian Cross Border Sourcing Practices, Sudhi Seshadri

Research Collection Lee Kong Chian School Of Business

What constitutes better sourcing performance? The question is gaining prominence from recent work in the resource based view of the firm where interest in functional performance is growing. The paper addresses this question by investigating several dimensions of sourcing practices. Two main performance priorities are captured by supply innovation and supply commoditization, and we develop several hypotheses involving these constructs. The paper reports on our survey research with Asian purchasing managers; scales that measure supply innovation and commoditization; and the estimates of a path analytic model to test our hypotheses and provide relative effect sizes. The results contribute to a …

Maine's Seafood Industry: From The Outside Looking In, Catherine V. Schmitt

Maine Sea Grant Publications

How did Maine fare at this year's Boston Seafood Show? What can Maine learn about seafood marketing from other states? This article reviews the history of seafood marketing in Maine and profiles current efforts to develop value-added products and enhance sustainability through community supported fisheries. The story originally appeared in the Fall 2009 issue of Maine Food & Lifestyle magazine and is offered here in its entirety.

Valuating Brand Equity And Product Related Attributes In The Context Of The German Automobile Market, Marc Fetscherin, Mark Toncar

Faculty Publications

The concept of consumer-based brand equity has been discussed widely in the literature and there are a wide variety of both quantitative and qualitative measures used to assess it. For the most part, previous research has studied the way a brand and product attributes are perceived in a consumer’s mind and the empirical data used in most studies is based on self-reported survey data. In this research, objective data from the largest German Automobile Association, including actual prices, objective quality ratings of product attributes and market share of brands are used to estimate their effect on the actual price set …

2009 October, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for October of 2009.

Differential Reliance On Feelings In The Present Vs. The Future (Or Past): Affect As A Decision Making System Of The Present, Hanwen Hannah Chang, Michel Tuan Pham

Research Collection Lee Kong Chian School Of Business

We posit that compared to the cognitive system, the affective system of judgment and decision making is relatively more engaged in the present. Specifically, we hypothesize that even if their accessibility is held constant, affective feelings are weighted more heavily in consumer judgments and decisions set in the present than in equivalent judgments and decisions set in the future or in the past. Consistent with this proposition, results from six experiments show that (a) compared to a more distant future, a nearer future increases consumers’ relative preferences for options that are superior in terms of integral affect over options that …

Guiding Tourists To Their Ancestral Homes, Nina M. Ray, Gary Mccain

Marketing Faculty Publications and Presentations

Purpose: This paper introduces measures of the motivation of tourists who travel to their ancestral homes. A set of learning exercises is presented for students and managers to apply understanding of these motives to tourism strategies.

Design/Methodology/Approach: This paper provides a brief review of the literature of heritage tourism and the special segment that travel with genealogical objectives. Survey data on motives to seek out ancestors is provided with learning exercises to link motives to tourism planning.

Findings: Data on the importance of multiple motives is presented with analytical measures of their overall importance levels and of differences between U.S. …

Seeking Emotion Enhancement Or Uncertainty Resolution? A Dual-System Approach To Examining Post-Purchase Information Search, Hanwen Hannah Chang, Cecile Cho, Leonard Lee

Research Collection Lee Kong Chian School Of Business

Product information search is typically assumed to follow the recognition of a purchase need and to occur before decision making. Once a sale transaction is completed, searching for information (e.g. price) on the purchased product seems futile and even irrational. Real-life observation and prior research (e.g. Russo and Leclerc 1994), however, suggest that such post-purchase search behavior is pervasive among consumers despite having no apparent consequence.

2009 September-October, Morehead State University. Office Of Athletics.

Morehead State Athletics Press Release Archives

Morehead State Athletics press releases from September to October of 2009.

Investigating The Factors Impacting Retailers Evaluations Of Web Solution Providers, Roisin Vize, Aileen Kennedy, Joseph Coughlan, Fiona Ellis-Chadwick

Conference papers

Relationship marketing has emerged as a central tenet in the B2B literature (Athanasopoulou, 2009). Research indicates that firms will be more successful if they build long term, mutually supportive relationships with their business customers (Rauyruen and Miller, 2007). Retailers are responding to ever increasing competitive challenges by building collaborative relationships with customers, suppliers and service providers. Increasingly SME retailers have been adopting third party web services to help them leverage the technical expertise and knowledge required to become more strategic in their e-business ventures (Ray and Ray, 2006). Such arrangements rely on relational exchange characterized by high levels of trust …

Trade Equilibrium, Jobs, & Stimulus, Narendra C. Bhandari

Faculty Working Papers

As long as the U.S. continues to have huge trade deficits, the American jobs would continue to be off-shored and no net new jobs can be created. Spending billions of American stimulus dollars would end up stimulating foreign economies. It would be like taking wealth from the American workers and giving it to their foreign counterpart.

Traditional techniques such as tax cuts for the rich (fiscal policies), lower interest rates (monetary policies), and “buy American” (patriotic appeals) have failed to solve the problems.

In order to spur its economy and jobs, the U.S. “must” adopt, as its “mission,” bringing parity …

Benefits Of Continuing Professional Development In The Visual Communications Sector In Ireland, Con Kennedy

Other resources

This research is concerned with identifying the benefits of Continuous Professional Development for the Visual Communications sector in Ireland, with the aim of establishing what benefits exist for both the employee and employer. Research is undertaken to identify CPD programmes that currently exist in other industries in Ireland for the purpose of establishing commonalities and how this may apply to the Visual Communications sector. This is achieved through a combination of literature review, desk research, surveys of employees and employers in the Visual Communications sector and a number of semi-formal interviews with representatives from various industry sectors with established CPD …