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Articles 1 - 30 of 973
Full-Text Articles in Business
Can Marketing Transcend Entrenched Gender Biases?, Thinh Nguyen
Can Marketing Transcend Entrenched Gender Biases?, Thinh Nguyen
Markets, Globalization & Development Review
Through a feminist lens, Maclaran and Chatzidakis (2022) challenge conventional assumptions about gender, emphasizing its performative nature shaped by social practices rather than inherent traits. This commentary extends analyses of key themes such as gender performativity, the male gaze, and subject-object binaries within marketing. It critiques how marketing strategies reinforce existing power imbalances and systemic biases rooted in historical narratives. The writing also reflects on media interpretations of gender issues through films like 'Turning Red' and 'Barbie'. By contextualizing gendered marketing within broader societal frameworks, this writing contributes to ongoing dialogues in media studies, sociology, and gender studies, highlighting the …
Crossing Borders And Breaking Barriers: A Strategic Analysis Of Chick-Fil-A'S Expansion Into The French Market, Avery Besson
Crossing Borders And Breaking Barriers: A Strategic Analysis Of Chick-Fil-A'S Expansion Into The French Market, Avery Besson
Marketing Undergraduate Honors Theses
This thesis explores the strategic considerations and potential challenges of Chick-fil-A, a prominent American fast-food chain, establishing itself in France. The study investigates the cultural, economic, and regulatory factors that may impact Chick-fil-A's entry strategy, aiming to provide a comprehensive understanding of the opportunities and obstacles the company may encounter in France. This research will examine Chick-fil-A’s previous attempts at expansion, analyze an American company that has successfully established themselves in France, and provide market entry strategies to Chick-fil-A to establish its presence in the French market successfully.
Implementing And Marketing Diversity, Equity And Inclusion Practices And Resources: Creating The E‐Buzz!, Essraa Nawar, Kristin Laughtin-Dunker
Implementing And Marketing Diversity, Equity And Inclusion Practices And Resources: Creating The E‐Buzz!, Essraa Nawar, Kristin Laughtin-Dunker
Digital Initiatives Symposium
Leatherby Libraries Librarians are committed to supporting and promoting diversity, equity, and inclusion for students, faculty, researchers, and staff. We demonstrate this commitment holistically through the provision of all resources and services in support of teaching, learning, and research. Our goal is to reduce obstacles to accessing diverse research resources, services, learning, and engagement through educational outreach in order to raise awareness of diversity related issues.
In 2020, Library administration selected a Diversity and Outreach librarian that was charged with creating a comprehensive Diversity, Equity and Inclusion (DEI) and Outreach plan. As a result, a number of practices and initiatives …
Implementing And Marketing Diversity, Equity And Inclusion Practices And Resources: Creating The E‐Buzz!, Essraa Nawar, Kristin Laughtin-Dunker
Implementing And Marketing Diversity, Equity And Inclusion Practices And Resources: Creating The E‐Buzz!, Essraa Nawar, Kristin Laughtin-Dunker
Library Presentations, Posters, and Audiovisual Materials
Leatherby Libraries Librarians are committed to supporting and promoting diversity, equity, and inclusion for students, faculty, researchers, and staff. We demonstrate this commitment holistically through the provision of all resources and services in support of teaching, learning, and research. Our goal is to reduce obstacles to accessing diverse research resources, services, learning, and engagement through educational outreach in order to raise awareness of diversity related issues.
In 2020, Library administration selected a Diversity and Outreach librarian that was charged with creating a comprehensive Diversity, Equity and Inclusion (DEI) and Outreach plan. As a result, a number of practices and initiatives …
The Impact Of “Humorous” Ads Featuring Social Media Influencers On Perceptions Of The Influencer, Brand, And Purchase Intention, Jason L. Snyder, Robert Forbus
The Impact Of “Humorous” Ads Featuring Social Media Influencers On Perceptions Of The Influencer, Brand, And Purchase Intention, Jason L. Snyder, Robert Forbus
Atlantic Marketing Journal
The present study explored the use of humor in social media ads that featured both a product being advertised and a social media influencer (SMI). Using extant literature and the theory of planned behavior as guides, the goal of the study was to explore the role of perceived humorousness on consumer perceptions of the SMI, the ad, the brand, and consumer purchase intentions. The experiment (N = 292) exposed self-identified males living in the U.S. between the ages of 18 and 40 to one of two versions of an ad for a men’s grooming product. The ads were run …
Blockchain-Enabled Participatory Design In Marketing: A Collaborative Approach For Enhanced Customer Engagement, Brian Whelan Dr.
Blockchain-Enabled Participatory Design In Marketing: A Collaborative Approach For Enhanced Customer Engagement, Brian Whelan Dr.
Association of Marketing Theory and Practice Proceedings 2024
Participatory Design (PD) is an inclusive approach to designing products, services or systems that actively involve the people who use, will use, or be impacted by the design process (Robertson and Simonsen, 2012). PD has been applied in many domains, including architecture, urban planning, product design, healthcare administration, software development, and community engagement, but its application in marketing has been limited. The goal of this paper is to illuminate potential applications for blockchain-enabled PD initiatives in marketing, and to stimulate further thinking about how its use can lead to deeper customer engagement.
Taking Pleasure In Distinction: Unlocking Specialty Coffee Preference, Ondrej Mitas, Danny D. Han, Belle Struijer, Lotte Willems, Thomas H. Chatwick
Taking Pleasure In Distinction: Unlocking Specialty Coffee Preference, Ondrej Mitas, Danny D. Han, Belle Struijer, Lotte Willems, Thomas H. Chatwick
Journal of Global Business Insights
Specialty coffee, comprising a tenth of the global coffee trade, is distinguished by its strict quality requirements and traceable origins. The diverse flavor profiles of specialty coffee raise demands on providers to serve individual taste preferences. Prior research has not sufficiently explored how to predict customer preferences for specific flavor profiles or how these preferences influence behavioral intentions such as revisiting or recommending a café. This study hypothesized that customer involvement, the extrinsic factors of coffee experience, and culinary risk-taking would predict flavor preference, which would in turn affect behavioral intentions. In an experiment involving 47 participants, individuals tasted and …
Marketing Management Of Online Negative Reviews Of Medical Services, Christopher Edward Feltes
Marketing Management Of Online Negative Reviews Of Medical Services, Christopher Edward Feltes
Doctoral Dissertations and Projects
Various internet platforms contain the ability to share information about medical services. These internet platforms include patient review websites, online forums, and social media websites. Some of the information that customers share are reviews of their negative medical experience. Much of the related research includes exploring the problem of online negative reviews of medical services from a medical professional perspective on how to manage the situation with the patient. This research project includes exploring the role of marketing professionals and the situation of customers producing online negative reviews of medical services. The general problem addressed is the detrimental impact of …
Coffee Cactus, Mackenzie Haneman
Coffee Cactus, Mackenzie Haneman
Graphic Communication
Coffee is one of the most well known and enjoyed drinks in the world. So many people go out to coffee shops to get work done, catch up with friends, or just to simply enjoy a local cup of coffee. Yet, many people find it difficult to bring that experience into the comfort of their own homes or have found tools that bring a personal and unique experience. Espresso machines, coffee tools, and unique terminology can be very intimidating for someone who is just starting to learn about coffee or wants to grow their own at home experience. The problem …
Generative Artificial Intelligence (Gai) In Hospitality And Tourism Marketing: Perceptions, Risks, Benefits, And Policy Implications, Usman Khan, Kashif Ali Khan
Generative Artificial Intelligence (Gai) In Hospitality And Tourism Marketing: Perceptions, Risks, Benefits, And Policy Implications, Usman Khan, Kashif Ali Khan
Journal of Global Hospitality and Tourism
This study investigates the integration of generative artificial intelligence (GAI) into hospitality and tourism marketing and its implications for industry professionals in the United States. This study employed a mixed methods approach, gathering qualitative insights from 20 professionals and quantitative data from a sample of 163 participants. The qualitative study revealed concerns about data privacy, customer trust, and ethical considerations regarding GAI implementation. However, participants acknowledged its potential to enhance personalization, engagement, and operational efficiency. The quantitative study supported these findings by showing a level of concern about risks but agreement on the benefits of GAI. Additionally, the participants were …
The Impact Of Sharing Economy Platforms On Tourism: Opportunities, Challenges, And Future Directions, Mehmet Bahar
The Impact Of Sharing Economy Platforms On Tourism: Opportunities, Challenges, And Future Directions, Mehmet Bahar
Journal of Global Hospitality and Tourism
The sharing economy is a socio-economic phenomenon where surplus goods and services, aided by technology, are shared mutually among those in need and providers, coming together to exchange these goods and services. Economic crises, environmental issues, changes in social life, and technological advancements have led to the emergence of the sharing economy as an alternative model to existing goods and services. In this regard, the tourism sector has also been affected by this change, offering new travel and holiday alternatives, competitive advantages to stakeholders, the creation of new income sources, and the establishment of a more sustainable approach. Consequently, this …
Leveraging Chatgpt For Writing In Scholarly Publications-Guidelines And Recommendations For Hospitality And Tourism Researchers, Faizan Ali
Journal of Global Hospitality and Tourism
In the ever-evolving landscape of global hospitality and tourism, the first issue of volume third of the Journal of Global Hospitality and Tourism embarks on an intellectual journey to explore pressing matters at the intersection of travel, management, culture, and inclusivity. This issue, encompassing a rich array of research papers and viewpoints, delves into multifaceted themes that resonate with the multifarious dimensions of our industry.
To Innovate Or Integrate: A Story Of Mergers And Acquisitions In The Video Game Industry, Charlie Geis, Dustin Rabin
To Innovate Or Integrate: A Story Of Mergers And Acquisitions In The Video Game Industry, Charlie Geis, Dustin Rabin
The Journal of Purdue Undergraduate Research
No abstract provided.
Sugardale Marketing Research - Group 5, Alex Gee, Greg Lewis, Carley Nastasi, Anna Nosek, Anna Pond
Sugardale Marketing Research - Group 5, Alex Gee, Greg Lewis, Carley Nastasi, Anna Nosek, Anna Pond
Williams Honors College, Honors Research Projects
Sugardale research findings for group 5
Keep It Simple? Effects Of Color And Age On Product Packaging, Saamiya R. Mohammed, Alex Robinson
Keep It Simple? Effects Of Color And Age On Product Packaging, Saamiya R. Mohammed, Alex Robinson
Undergraduate Research Posters
Packaging has always played a pivotal role in consumer decision-making. Specifically, the color of the visual elements placed on product packaging have garnered significant attention for their potential to influence consumer perceptions and behaviors. Color is believed to have emotional/psychological associations across cultural and societal contexts.
On the one hand, research has noted that the use of grayscale does not elicit an emotional response (Clarke and Costall, 2008) and this may be because they’re considered passive colors (Bottomley and Doyle, 2006). Conversely, Jacobs et. al (1991), found that black is associated with being expensive and powerful. Based on the conflicting …
Marketing Doctrines, A Resurrection Guide: Review Of The Art Of Strategic Marketing War: Pearls Of Wardom (2019) By Pete Jeans, Tugberk Kara
Marketing Doctrines, A Resurrection Guide: Review Of The Art Of Strategic Marketing War: Pearls Of Wardom (2019) By Pete Jeans, Tugberk Kara
Markets, Globalization & Development Review
No abstract provided.
Impact Of Covid-19 Pandemic On Marketing Of Education, Shreekant Joag
Impact Of Covid-19 Pandemic On Marketing Of Education, Shreekant Joag
Journal of Global Awareness
The COVID-19 pandemic forced many schools to partially or totally switch to remote communication methods for delivering education in the years 2020-2021. It is believed that forced compliance with unfamiliar and even unpreferred modes of behavior can have a profound and lasting impact on people’s attitudes and opinions toward the behavior itself because of first-hand exposure and experience. It is, therefore, possible that this experience with remote teaching and learning could have materially changed both instructors’ as well as students’ attitudes toward remote delivery of education. Such changed attitudes may predict their future choices and behavior.
This paper will present …
Social Media Marketing, Tyra M. Burton
Social Media Marketing, Tyra M. Burton
KSU Distinguished Course Repository
This Social Media Marketing course explores the many realms of social media and includes case studies, discussions, interactive exercises as well as articles from the current literature. We will examine the changing role of social media in the promotional marketing mix, the role of the consumer in social media, online communities, how social media impacts both marketing and consumer lifestyles, how to measure the ROI of social media, and the metrics of social media.
A Review Of Two Decades Of Research On Language In International Management (1997 - 2022) - Supplemental Material, Yung-Hwal Park, Kevin Lehnert
A Review Of Two Decades Of Research On Language In International Management (1997 - 2022) - Supplemental Material, Yung-Hwal Park, Kevin Lehnert
Other Faculty Publications
This research reviews over two decades of research on language within international management. This comprehensive review codes and summarizes 263 articles, highlighting the impact of language in various strategic areas of management: language policy; HRM and organizational behavior; internationalization; HQ-subsidiary relationship; knowledge sharing; corporate reporting and governance; and mergers and acquisitions (M&A) and inter-firm strategic collaboration. This study also highlights two major needs within the discipline (internal vs. external focus of language and level of analysis – individual, group and organizational), and addressed the call for a broader future research agenda.
The Psychological Motivations Of Attendees To Engage And Share Their Event Experiences, Denise Matoushek
The Psychological Motivations Of Attendees To Engage And Share Their Event Experiences, Denise Matoushek
Theses
Social media usage, content creation and consumption has increased steadily throughout the years. This facet has impacted the event industry and their audiences’ expectations of immersive and high-end digital opportunities with the goal of memory capturing and user generated content. In addition to providing digital event opportunities, meeting audiences on their psychological level when in attendance at events heightens the likelihood of revisits, word-of-mouth, and social media sharing. The two main psychological aspects to study are that of belonging and internal motivation. In the event field, belonging is the feeling or association to a community of peers and internal motivation …
Sports Marketing And Branding Among Gen Z And Their Digital Associations, Jordan C. Basso
Sports Marketing And Branding Among Gen Z And Their Digital Associations, Jordan C. Basso
Student Publications
This study addresses the intersection between sports marketing and branding among Generation Z, investigating the challenges, opportunities, and evolving dynamics in the digital realm. The problem at hand revolves around the intricate web of issues faced by athletes and stakeholders, including the implementation of Name, Image, and Likeness (NIL) rules, ethical considerations, and the transformative impact of social media. Background information was gathered from peer-reviewed literature. Using a qualitative research method, five participants from diverse sporting backgrounds provided insights through interviews. The participants were asked questions in a semi-formal setting about their personal experiences, background and understanding, education on these …
The Effect Of Consumer-Based Authenticity On Attachment And Social Networks In Digital Context: Case Of Moroccan’S Terroir Products, Fatima E. Ouboutaib
The Effect Of Consumer-Based Authenticity On Attachment And Social Networks In Digital Context: Case Of Moroccan’S Terroir Products, Fatima E. Ouboutaib
Journal of Global Business Insights
The focus of this paper is to conceptualize and measure consumer-based authenticity as well as its effects on social networks (SN) and attachment. In addition, it explores the effect of consumer attachment. In order to address this focus, it suggests a framework for analyzing this relationship by using the Partial Least Squares Equation Modeling. This study utilizes applied quantitative research in the Moroccan context. The results showed that consumer-based authenticity represents a marketing tool that can influence purchase intention. The key contribution of this research is the feature of consumer authenticity that influences social network confidence. Consumers need to …
Adaptation Of Small And Medium-Sized Enterprises In The Food Sector During The Pandemic: Position The Brand As Part Of The Community, Hardian E. Nurseto, Nila A. Windasari, Prasanti W. Sarli
Adaptation Of Small And Medium-Sized Enterprises In The Food Sector During The Pandemic: Position The Brand As Part Of The Community, Hardian E. Nurseto, Nila A. Windasari, Prasanti W. Sarli
Journal of Global Business Insights
This study explains how small and medium-sized enterprises (SMEs) in the food sector adapted during the pandemic. In-depth, semi-structured, hybrid interviews were conducted with fifteen SME owners in the food sector in Bandung, Indonesia. The study describes five business adaptation strategies using service-dominant logic (S-DL) and structural-functionalism theory: (a) relationship adaptation with suppliers and landlords, (b) employee adaptation, (c) product and sales adaptation, (d) operations adaptation, and (e) promotion adaptation. Findings show a holistic view of actor involvement in the business adaptation process linked to altruism, in which the business and all actors (i.e., suppliers, landlords, customers, employees, government, online …
Effect Of The Intensity Of Instagram Usage As A Social Media Tool On Conspicuous Consumption, Duygu Firat
Effect Of The Intensity Of Instagram Usage As A Social Media Tool On Conspicuous Consumption, Duygu Firat
Journal of Global Business Insights
As internet usage grew, social media sites proliferated, and consumers began to use them more frequently. On social media, people share their daily lives, but they also express what they want to symbolize. This sharing includes conspicuous buying or consumption, presenting both opportunities and challenges for organizations. Therefore, the aim of this research was to investigate how the intensity of Instagram’s usage as a social media platform affects conspicuous consumption. The data was gathered through a questionnaire administered to Instagram users (N = 230). Partial least squares structural equation modeling (PLS-SEM) determined the effect of the intensity of Instagram’s …
Yala Designs Marketing Strategy, Anna Buckley
Yala Designs Marketing Strategy, Anna Buckley
Finance Undergraduate Honors Theses
This paper dives into the complexities of a sustainable pajama company's social media marketing strategy. This paper also analyzes the strategies of competitors and market leaders in an attempt to formulate suggested strategies based off their success.
Cancel Anytime! How Easy Cancellation Options Enhance Purchase Intentions For Services That Require Long-Term Commitments, Sohyeon Park, Kacy Kim, Seolwoo Park, Yung Kyun Choi, Sukki Yoon
Cancel Anytime! How Easy Cancellation Options Enhance Purchase Intentions For Services That Require Long-Term Commitments, Sohyeon Park, Kacy Kim, Seolwoo Park, Yung Kyun Choi, Sukki Yoon
Marketing Department Faculty Journal Articles
The authors recognize that an uncertain environment associated with prolonged pandemic conditions have made consumers reluctant to make long-term contractual commitments in various retail contexts. Hypothesizing that retailers might offer cancellation options to motivate consumers to undertake long-term commitments, the authors conduct two studies in which cancellation messages accompany ads for an online language course and a gym membership. Findings indicate that retailers can alleviate the pressures associated with long-term commitment decisions and can heighten purchase intentions by providing cancel options for consumers who register for services requiring long-term but not short-term commitments. Perceived goal achievability is identified as an …
Battaglini Winery: Marketing Collateral Development & Rebranding, Lexi L. Battaglini
Battaglini Winery: Marketing Collateral Development & Rebranding, Lexi L. Battaglini
Graphic Communication
The Battaglini Winery is a small family-run winery located in Sonoma County. The winery has no existing brand guidelines and any marketing collateral in current use has outdated information and design elements. The purpose of this project is to provide the winery with cohesive and refreshed brand guidelines while using these guidelines to generate relevant marketing materials for consumers.
Maintaining Institutional Memory For Non-Commercial College Radio Fundraising, Samantha K. Riordan
Maintaining Institutional Memory For Non-Commercial College Radio Fundraising, Samantha K. Riordan
Journalism
This paper outlines how to run a non-commercial, non-profit radio station fundraising program, commonly called a Pledge Drive. Cal Poly’s radio station, KCPR 91.3, hosts an annual Pledge Drive in the spring. KCPR staff, specifically the fundraising manager and marketing director, lead the KCPR team in raising funds that support our operations for the upcoming year. This paper will detail the strengths of past fundraising drives and potential improvements to fundraising drives in the future while addressing the question of: How do college radio stations create continuity in non-commercial radio fundraising to ensure success amid changing economic conditions and the …
Brand On The Run: The Effects Of Internal And External Stakeholder Communication Of Corporate Rebranding Efforts, Abby Vandiver
Brand On The Run: The Effects Of Internal And External Stakeholder Communication Of Corporate Rebranding Efforts, Abby Vandiver
Honors Theses
A company’s most valuable asset is its brand. Not just limited to its name and logo, a brand is loosely defined as the identity of an organization. A strong brand identity can create strong customer loyalty. Changing even a part of this identity can cause confusion and ultimately revenue loss. This study examined how business owners and marketers communicate with their stakeholders when they decide a rebrand is necessary. After researching current literature on this topic, businesses in Oxford, Mississippi which have undergone a rebrand in the last decade were recruited to answer questions. Ten organizations participated either through interview …
A Marketing Analysis On Disney Cruise Line, Erin Bradley
A Marketing Analysis On Disney Cruise Line, Erin Bradley
Honors Theses
The objective of this thesis is to discuss the SWOT analysis and PEST analysis of Disney Cruise Line and to provide recommendations. The SWOT analysis involves identifying the company's strengths, weaknesses, opportunities, and threats, while the PEST analysis focuses on analyzing external factors that could impact the company's success such as political economic, sociocultural, and technological factors. The SWOT analysis highlights the opportunities for the company to expand into new destinations, form partnerships and acquisitions, and capitalize on industry growth, while also identifying the threats of competition, changing consumer preferences, and economic downturns. The strengths of the company include its …