Business Commons^™

소비자의 지각된 가치가 소셜커머스 이용의도에 미치는 영향, Kyung Tak Lee, Dong Mo Koo, Mi Jin Noh

Asia Marketing Journal

Social commerce is a more recent phenomenon and growing in number and size with the diffusion of social networking services. But it has not been studied as extensively. The purpose of this study is to investigate consumers` social commerce usage intention empirically. Using the theory of reasoned action suggested by Fishbein and Ajzen(1975), this study tests that perceived value created by social commerce affects social commerce usage intention. In this study, authors e identify to the conception of perceived value as a multidimensional construct, economic, psychology, and time value. This study is to analyze the effects of the value perceived …

고객보상 프로그램이 고객 유지에 미치는 효과, Ho Seong Jeon

Asia Marketing Journal

This study probes the effect of loyalty program on the customer retention based on the real transaction data(n=2,892) acquired from education service industry. We try to figure out the outcomes of reward program through more than 1 year-long data gathered and analyzed according to quasi-experimental design(i.e., before and after design). We adopt this kinds of research scheme in regard that previous studies measured the effect of loyalty program by dividing the customers into two group(i.e., members vs. non-members) after the firms or stores had started the program. We believe that it might not avoid the self-selection bias. The research questions …

번들가격할인 프레이밍과 메시지 프레이밍이 소비자의 번들구성제품에 대한 평가에 미치는 영향, So Jin Park

Asia Marketing Journal

This study investigate the interaction effects of bundle price discount framing and message framing on consumer`s attitude of bundle component. Although each effect of bundle price discount framing and message framing has been explored individually, few attempts have been made to invest them jointly. This study tests the interaction effects of bundle price discount framing and message framing on consumer`s evaluation of bundle component. Moreover, this research focuses on consumer`s evaluation of individual bundle component while the existing research on bundling primarily focused on consumer`s evaluation of the bundle. Prior research suggests that consumers are sensitive to the framing of …

모바일 쿠폰서비스의 특성이 소비자의 쿠폰이용의도에 미치는 영향과 자기해석의 조절효과에 관한 연구, Seong Min Jeong, Sang Hee Kim, Seong Do Cho

Asia Marketing Journal

The recent economic recession and price rise reduces excessive consumption as a whole. So companies take more interest in and use discount coupons as a means of sales promotion to reinforce their competitiveness. The combination of Internet and mobile communication technology leads to an explosive increase in the use of mobile Internet service, which promotes commercialization of mobile coupons. Nevertheless, there are absolutely insufficient researches on mobile coupons than those on paper ones. In this context, this study tries to consider intention of accepting and using mobile coupons. The innovated Technology Acceptance Model (TAM) was used to see factors of …

공급체인 리더의 관계적 행동이 리더의 리더십과 팔로워의 재무성과에 미치는 영향, Sang Deok Kim

Asia Marketing Journal

After more than 25 years of accumulated research evidence, there is little doubt that leadership behavior is related to a wide variety of positive individual and organizational outcomes. Indeed, leadership behavior has been empirically linked to increased employee satisfaction, organizational commitment, extra effort, turnover intention, organizational citizenship behavior, and overall employee performance. However, it is important to point out that although leadership behavior has been linked to a number of positive organizational outcomes, research regarding the antecedents of such behavior is limited. Especially there is little research dealing with the antecedents of inter-organizational leadership behavior. Supply chain leadership can be …

학습지향성과 시장지향성이 마케팅역량과 기업성과에 미치는 영향, So Hyoun Synthia Shin, Sung Ho Lee, Seo Il Chaiy

Asia Marketing Journal

The previous studies found the importance of market orientation (MO), learning orientation (LO), and marketing capabilities (MC) in driving firm performance (FP), but respectively. This research attempted to integrate the rather separate research streams of MO, LO, and MC in explaining FP. How MO and LO, as two critical constructs of organizations` cultural values, affect FP was examined with the mediating role of MC (composed of marketing planning capability (MPC) and marketing implementation capability (MIC)). Specifically, we derived specific conceptualizations on the effects of LO on FP through MO, MPC, and MIC as well as the effect of MO on …

공동마케팅제휴에 있어 상호의존성과 갈등의 관계에 대한 연구, Ho Taek Yi, Young Wook Cho, Ju Young Kim

Asia Marketing Journal

Researchers in channel dyads have devoted much attention to relationship between interdependence (i.e. interdependence enymmetry and total interdependence) and conflict that promote channel performance. In social science, in spite of the inconsistent results in marketing practice, there are two contradictory theories explain the relationship between interdependence and conflict - bilateral deterrence theory and conflict spiral theory. The authors apply these theories to co-marketing alliance situation in terms that this relationship is also incorporated both company`s dependence, either from one company`s perspective or each partner about its respective dependence. Using survey data and archival data from 181 companies enlisted in a …

소비자 휴리스틱을 통한 인지적 발달 관점에서의 브랜드, Woon Bong Na, Roger Marshall, Young Seok Son

Asia Marketing Journal

The focus of this paper is to investigate cognitive development of brand heuristics in the mind of a young consumer as the consumer matures. This issue was examined by comparing the nature of the set of associations (that form the brand heuristic) given by consumers across four different age groups, with each age group representing a distinct stage of cognitive maturity. It is found that there are fundamental differences in the way the different age groups perceive the brand. The research method uses the novel approach of classifying the elicited associations into the three types of brand associations: attributes, benefits …

온라인 구전정보가 소비자 구매의도에 미치는 영향에 대한 실증연구, Chang Jo Yoo, Kwang Ho Ahn, Sung Whi Park

Asia Marketing Journal

Internet is having strong impact on the consumer`s decision making process. Information search has been done actively through internet today. The online reviews can be crucial information cue to evaluate the alternarive products. The online WOM(Word-Of-Mouth) effect depends on the characteristics of information sender, receiver, and WOM. This study is to examine the influence of the online word of mouth on the consumer purchase intention and the moderating role of product involvement, consumer regulatory focus and self-efficacy. Positive customer reviews on the products influence the purchase intention positively and negative customer reviews influence it negatively. Moderating role of involvement in …

열정 + 혁신 + 마케팅 = 신시장 창출 『풀무원 "자연은 맛있다"의 생라면 시장 개척 사례』, Kyoung Hee Chu, Doo Hee Lee, Seong Yeon Park, Yoo

Asia Marketing Journal

This case illustrates a story of passionate and innovative new market development by Pulmuone, a fresh food provider in Korea. The company has been successfully developing a new market by introducing a (non-frying) fresh ramen, ``Jayeonun Masitda - The Nature Is Tasty`` in the packaged ramen market dominated by fried ones. In this case, a detailed new market development process by Pulmuone will be investigated including; company overview, a new product development process, marketing strategy formulation, marketing mix implementation, market performance, and future directions. Pulmuone has been making efforts to create a new product category by marketing non-frying ramens since …

신한카드 브랜드구축을 위한 Imc전략, Kwang Ho Ahn, Chang Jo Yoo, Woon Yong Park

Asia Marketing Journal

Brand is the major enduring asset of a company and more valuable than the totality of specific products and facilities. Thus brands are powerful assets that must be carefully developed and managed. The company should design and implement marketing activities and marketing communication programs to build and grow the brand value. Strarbucks, Samsung Galaxy, and Nike brands get a price premium and generate strong customer loyalty. A power brand has high brand equity, which is the differential effect that brand knowledge has on consumer response to the marketing of that brand. Brand equity is created when brands have strong, favorable …

기아자동차 K5의 포지셔닝 성공사례, Ji Young Seo, Doo Hee Lee, Jong Ho Lee, Jeon

Asia Marketing Journal

The objective of this case study is to analyze how effectively KIA K5, which is a leading mid-size car brand, has positioned itself into the mid-size car market. Before KIA launched the K5, Sonata and SM5 were the leading brands in the mid-size car market. They had loyal customers who like their similar images. As many competitors keep launching new brands or new designs into the car industry, Sonata and SM5 were pressured to introduce new versions. But, the YF Sonata and the New SM5 failed to catch up with the new trends in the market. Whilst YF Sonata was …

Public Perception Study 2011: Mental Illness, Drug And Alcohol Abuse, Oscar T. Mcknight

Oscar T McKnight Ph.D.

This study examined the public perception of mental illness, drug and alcohol abuse. Field-interviews with participants occurred "on the street" with no difficulty. Participants offered ten general recommendations to professionals developing programs for mental illness, drug or alcohol abuse. The public stressed the professional responsibilities of physicians, pharmacists, counselors and teachers to prevent drug abuse.

Identifying Social Influence In Networks Using Randomized Experiments, Sinan Aral, Dylan Walker

Business Faculty Articles and Research

The recent availability of massive amounts of networked data generated by email, instant messaging, mobile phone communications, micro blogs, and online social networks is enabling studies of population-level human interaction on scales orders of magnitude greater than what was previously possible.1'2 One important goal of applying statistical inference techniques to large networked datasets is to understand how behavioral contagions spread in human social networks. More precisely, understanding how people influence or are influenced by their peers can help us understand the ebb and flow of market trends, product adoption and diffusion, the spread of health behaviors such as smoking and …

Growing In Asia: P&G Turns To Market Research, Singapore Management University

Perspectives@SMU

“Create excitement in the market with new products; entice the competitors to play, and together, we can grow the market,” said Medhee Jarumaneeroj, the 'influencer marketing & external relations leader' for Procter & Gamble (P&G) Asia's male grooming outfit. Speaking at the Marketing Excellence Speaker Series, a monthly talk organised by SMU's Centre of Marketing Excellence, Jarumaneeroj expressed excitement about Asia as a huge growth market for the American multinational.

Growing In Asia: P&G Turns To Market Research, Knowledge@Smu

Knowledge@SMU

There are many ways to grow a business in a competitive market. For Procter & Gamble, the parent company of renowned brands such as Gillette, Olay and Pampers, strategic innovation through market research is crucial. To succeed in Asia, however, the company will have to get creative, says Medhee Jarumaneeroj, P&G Asia's male grooming marketing and external relations lead at a SMU Centre of Marketing Excellence lecture.

Electric Power Transmission And Distribution Equipment, David A, Petina, Michael Murphy, Andrew C. Gross

Business Faculty Publications

The U.S. electrical grid must be upgraded, and there is a strong debate about the characteristics of the next-generation electrical network. However, slow growth of electricity usage, among other factors, means that the demand for transmission and distribution (T&D) equipment is growing slowly also. Within the T&D equipment sector, switchgear and transformers are still the dominant segments, but sales of meters are growing rapidly in response to increased demands for security, safety, and connectivity. Six firms hold about 40 percent of the T&D equipment market share, selling to electric utilities, nonutility industrial firms, commercial firms, and residential customers. Foreign trade …

2011 October, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for October of 2011.

Intercultural Accommodation Of Ethnic Minority Consumers: An Empirical Examination Of The Moderating Effects In Service Encounters, Sarah Mady

Theses and Dissertations in Business Administration

The current study proposed a model of intercultural accommodation and nine emergent hypotheses grounded in three theories: Accommodation Theory, Distinctiveness Theory and the Elaboration Likelihood Model. The study expected that the offering of a service in the minority consumer's language and by an ethnically-similar service provider will lead to favorable service quality perceptions, in the absence of any intervening variables. Ethnic minority consumers were also expected to differ in their perceptions of service quality when intercultural accommodation efforts were or were not offered given a number of intervening variables. The proposed model and the nine hypotheses were assessed via a …

Total Rewards Compensation: A Viable Solution, Patrick Wesley Smith

UNLV Theses, Dissertations, Professional Papers, and Capstones

Total rewards customer loyalty programs represent a viable solution for domestic gaming operators in today’s current economic environment. Total rewards customer loyalty programs provide domestic gaming operators with an unparalleled tool in understanding, identifying, and realizing their customer’s desires. The design of total rewards customer loyalty programs provides domestic gaming operators with the ability to remain fluid and allows quick adaptation to ever changing market conditions. Research suggests that total rewards customer loyalty programs provide domestic gaming operators with a viable financial solution that provides equitable value to customers alike. This paper will analyze the structure of customer loyalty programs …

Targeting A Niche Market In Las Vegas Gaming Industry, Sookyung Yeo

UNLV Theses, Dissertations, Professional Papers, and Capstones

Purpose

The purpose of this paper is to analyze the most profitable Chinese group in the Las Vegas gaming market in order to develop a customized marketing strategy for the group.

Have You Restructured For Global Success?, Nirmalya Kumar, Phanish Puranam

Research Collection Lee Kong Chian School Of Business

The organizational structures of many multinational corporations are inadequate to the task of capitalizing on opportunities in emerging markets. Locating customer-facing processes in each country-and even using transnational structures that exploit location-specific advantages-just doesn't cut it anymore. So argue Kumar and Puranam, of London Business School. The authors show how the growth of China and India as lead markets and as talent pools, coupled with advances in technology, enable companies to optimize their organizations by segmenting R&D both vertically and horizontally, thereby creating T-shaped structures.The greatest challenge of the T-shaped structure is managing integration across countries. The solution is to …

Is Simpler Always Better? Consumer Evaluations Of Front-Of-Package Nutrition Symbols, J. Craig Andrews, Scot Burton, Jeremy Kees

Marketing Faculty Research and Publications

Consumers of packaged goods products in the United States recently have faced an onslaught of front-of-package (FOP) nutrition symbols and icons, including the controversial “Smart Choices” single summary indicator. In a between-subjects experiment with 520 adult consumers, the authors compare effects of the Smart Choices (SC) icon, the more complex Traffic Light–Guideline Daily Amounts (TLGDAs) icon, and a no-FOP icon control for a nutritionally moderate food that qualifies for the SC icon. Drawing from principles of heuristic processing and halo effects, the authors predict and find that the SC icon can lead to positive (and potentially misleading) nutrient evaluations and …

Hyper Norms: Searching For A Global Code Of Conduct, Gene R. Laczniak, Ann-Marie Kennedy

Marketing Faculty Research and Publications

As organizations continue to increase their level of operations across international borders, their ethical conduct becomes a greater social concern. A global code of ethics allows organizations to follow one code for all countries rather than creating and administering multiple separate codes. Currently, there are several thoughtful global codes of ethics developed by different stakeholders. This paper provides an analysis of some of the major global codes of ethics available to multinational corporations. Their shared norms are identified and synthesized into three Hyper Norms that can both aid marketing organizations in formulating their core principles and be applied to research …

Designated Market Areas: Using Zip Codes As A Marketing Tool, Norma P. Nickerson, Jake Jorgenson

Institute for Tourism and Recreation Research Publications

This report converts zip codes of nonresident visitors to Montana into 210 Designated Market Areas and provides an investigation of four population segments. The first analysis looks at DMA representation divided by visitors’ primary reason for being in Montana with vacationers as the primary focus. The second section looks at repeat and first time vacationers to Montana. Finally, the zip codes of vacationers who spent at least one night in a selected travel region or CVB county were chosen for further analysis.

2011 September, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for September of 2011.

Global Brand Alignment: Finding And Guarding 'The Force', Knowledge@Smu

Knowledge@SMU

Branding, done right, can bolster the bottom-line and even turn a floundering company's fortunes around. Running a good brand campaign can, however, be tricky - especially when it involves connecting with audiences all around the world. Sharing their experiences with localising world renowned names, industry practitioners at the Brand Finance Singapore Forum 2011 treaded the tight rope between strong brand guardianship and adaptability.

The Impact Of Brand Quality On Shareholder Wealth, Sundar G. Bharadwaj, Kapil R. Tuli, Andre Bonfer

Research Collection Lee Kong Chian School Of Business

This study examines the impact of brand quality on three components of shareholder wealth, stock returns, systematic risk and idiosyncratic risk. The study finds that brand quality enhances shareholder wealth as unanticipated changes in brand quality are positively associated with stock returns and negatively related to changes in idiosyncratic risk. However, unanticipated changes in brand quality can also erode shareholder wealth as they have a positive association with changes in systematic risk. The study introduces a contingency theory view to the marketing-finance interface by analyzing the moderating role of two factors that are widely followed by investors. The results show …

Analysis Of Chinese Dry Bulk Ship Operators' Operation Mode And Strageties Basis On Voyage Estimation, Jinlong Ke

World Maritime University Dissertations

No abstract provided.

Research On The Volume Forecasting And Economic Benefit Analysis Of Developing Inland Water Container Transport In Ningbo Section Of Hang Yong Canal, Di Wu

World Maritime University Dissertations

No abstract provided.