Business Commons^™

Measuring The Effectiveness Of Nba Marketing Techniques: A Comparison Between Small And Large Market Teams, Kyle Ronkartz, Ronald Dick, Christopher Atwater, Robert Baker, Craig Esherick

Association of Marketing Theory and Practice Proceedings 2018

“NBA teams use a variety of marketing techniques to try to increase game attendance.” (Dick and Turner 2007) Past studies have been done on comparisons of marketing techniques in different seasons (Dick and Sack, 2003), and the comparison of value between fans and marketing directors (Dick and Turner, 2007). Thus, this study is focused on comparing the difference in the value of marketing strategies between “small” market and “large” market teams in the NBA. This study will give us a better understanding on the difference in marketing techniques for “small” market teams compared to the “large” market teams.

Sports Logistics Outsourcing: A Conceptual And Qualitative Study In The Equine Industry, Stephen E. Genchev, Gordon Gray, Stacia Wert-Gray

Association of Marketing Theory and Practice Proceedings 2018

The equine industry, despite its considerable impact on the economy, remains overlooked in contemporary supply chain research. The current paper aims at narrowing the gap along two directions: First, the equine industry supply chain is conceptualized, and its main participants and relationships involved are identified. Second, the complex nature of these relationships is illustrated within the context of a specific strategic decision, outsourcing. For years, outsourcing was considered a formal transaction-cost economics decision with little or no consideration for additional factors. This limiting perspective provides the stimulus for the current study’s use of a qualitative approach to get a better …

Enhancing The Fan Experience In The Sport Industry, Christ Croft, Dennis Phillips, Brian Crow

Association of Marketing Theory and Practice Proceedings 2018

Much attention has been given lately to the term “fan experience”, often in the context of improved Wi-Fi connectivity, larger video boards, game-day smartphone apps, and entertainment during every stoppage of play (Muret, 2014; Kaplan, 2014). What is often overlooked in this focus on technology is the human element; namely, how game-day staff and team personnel interact with guests. These interactions can include security checkpoints, providing accurate information, crowd management, parking control, access control, and all other guest touchpoints. When staff members work in a culture of service, these guest interactions will reflect positively on your venue.

Gap Analysis For Student Attendance At Collegiate Athletic Events: A Demonstration Project Update, Michael Latta, Mark Mitchell

Association of Marketing Theory and Practice Proceedings 2018

The day after winning the 2016 NCAA College World Series, Coastal Carolina moved from the Big South Conference to the Sun Belt Conference. This move required a ‘step-up transition’ in Football from Football Championship Series (FCS) to Football Bowl Series (FBS) competition. This transition will require increased investment in student scholarships, facilities, and travel. And, the University must increase its average paid attendance for home football games by 50% more than its former stadium capacity. Researchers in the business school updated an earlier study of student attendance at collegiate athletic events in order to provide value-added and impactful information to …

Internal Services Brand Orientation: Comparing The Perspectives Of Managers, Employees, And Customers, Ceren Ekebas-Turedi, Musa Pinar, Paul Trapp, Tulay Girard

Association of Marketing Theory and Practice Proceedings 2018

Brand orientation plays an important role in creating competitive advantage. The success of a brand depends on the extent of the harmony between managerially advocated brand orientation, effective implementation of the brand orientation by staff, and appreciation of the brand orientation by customers. This requires brand orientation to be implemented during each touch point of the service delivery process, as the delivery of the brand is experienced by consumers in a process of co-creation with the service provider.

To have a successful brand orientation, it is necessary to examine the perceptions of management, contact personnel, and consumers to discover if …

Perceived Costs And Benefits Of Being A Resident In A Tourism Destination Location, Michael Musante

Association of Marketing Theory and Practice Proceedings 2018

Destination marketing is a form of tourism marketing that promotes a region or an event in order to increase the number of visitors. The underlying goal behind the efforts is the prospect of economic gains for the region. Destination marketing organizations such as tourism boards are taking on a more prominent role as they seek to promote a region as a vacation area, or more narrowly, promote a festival or special event.

While new guests to a region can result in increased employment opportunities and generate revenues for businesses, the influx of visitors can also lead to negative consequences. Within …

The Role Of Consumer Self-Concept, Gary R. Holmes, Clinton Amos, Lixuan Zhang

Association of Marketing Theory and Practice Proceedings 2018

The growing shift to niche strategies has created a need for context specific research to address issues faced by today’s marketing manager and to determine whether longstanding consumer self-concept issues are pertinent in niche markets. Regarding the context of retailing and the ability of retailers to serve the desires of individual self-identities, streams of research regarding consumer self-concept, store image, service quality, loyalty, and share of wallet have been prominent in research. However, to the best of our knowledge, these concepts have not been concurrently empirically examined in a niche market context. This study addresses this gap by examining the …

What Happens After You Are Shocked? An Investigation Of Emotional Response, Brand Attitude, Attitude Toward Ad And Purchase Intention Of Shock Advertising In Chinese Consumers, Shuo Yan, Sindy Chapa

Association of Marketing Theory and Practice Proceedings 2018

The goal of this paper is to validate the emotion toward the ad scale among Chinese consumers as well as test several well-accepted hypotheses in advertising literature in shock advertising setting. The results of our study suggested that emotion was correlated with attitude toward ad (Aad), the casual relationship between Aad and Attitude toward brand (Ab), and the correlation between Ab and purchase intention (PI). A validated emotion scale was also proposed to measure emotions after viewing ads in Chinese consumers. A 17-item feelings toward ads (emotion) scale was finalized by using EFA. Suggestions for future research were discussed.

The Impact Of Gender And Agentic-Communal Orientations On Consumer Skepticism About Corporate Social Responsibility, Kevin P. Newman, Rebecca K. Trump

Association of Marketing Theory and Practice Proceedings 2018

Companies are increasingly emphasizing corporate social responsibility (CSR). However, consumers are often skeptical of the sincerity of companies’ CSR claims, particularly when the claim comes directly from the company. This research examines how the gender and genderrelated characteristics of a company’s spokesperson can alleviate CSR skepticism. Study 1 finds that consumers are less skeptical of a company’s CSR claim when it is made by a female (vs. male) spokesperson. Study 2 expands on this by finding that female consumers are less skeptical of a company’s CSR efforts when they are promoted by a communal spokesperson. In contrast, male consumers are …

Community Behind “In Return For An Honest Review”, Ania Izabela Rynarzewska

Association of Marketing Theory and Practice Proceedings 2018

With prevalence of online shopping, consumer reliance on consumer generated reviews increased tremendously over the last 22 years. It was Amazon.com, an online retailer who started consumer generated review in 1995. It has since been a major success and source of consumer trust. However, over the years, Amazon.com, academics and the news media noticed an increase of fake reviews whose purpose is to motivate consumers into purchasing a product based on those fictitious reviews. Amazon.com has been on a spree to catch numerous fake reviewers and fake review providers while academic research focused on how to recognize fake reviews, distributions …

Toward A Better Understanding Of Organic Products Consumption: The Key Role Of Consumers’ Involvement, Nataly Levesque, Frank Pons, Mahshid Omid

Association of Marketing Theory and Practice Proceedings 2018

Food consumption is at the base of human needs and represents an important part of our everyday life (Gottschalk & Leistner, 2013). Furthermore, the organic food market is probably the most promising sector of the global food industry (Tarkiainen & Sundqvist, 2009). However, the gap, often mentioned in the literature, between positive attitude towards organic products and actual behavior regarding these products still represents a major issue. Thus, in this paper, we propose to address this issue using an extended version of the Theory of Planned Behavior to explain parts of this gap and to highlight the crucial role played …

#Fomo: How The Fear Of Missing Out Drives Consumer Purchase Decisions, Michelle Van Solt, Jessica Rixom, Kimberly Taylor

Association of Marketing Theory and Practice Proceedings 2018

The fear of missing out (FOMO), defined as “a pervasive apprehension that others may be having rewarding experiences from which one is absent” (Przybylski et al., 2013), has been seen as a motivator for individuals to take action. This paper focuses on consumers’ experiential purchase decisions motivated by FOMO. More specifically, we explore the situational factors that can lead to higher levels of FOMO including the social group (i.e., close vs. distant) and type of experiences (i.e., ordinary vs. extraordinary). We also distinguish FOMO from anticipated regret. Given that there is little empirical consumer research on FOMO, it is important …

A Framework For Using Customer Journey Mapping Alongside Digital Content Marketing To Build The College Brand, Julie M. Pharr

Association of Marketing Theory and Practice Proceedings 2018

This paper illustrates how customer journey mapping can be applied in colleges and universities to facilitate content-rich branding. A customer journey map for higher education is created and illustrates how a student’s journey may be broken into phases of prepurchase, purchase, and postpurchase. Each stage is subdivided to show important touchpoints that occur in that stage. Touchpoints may be firm-initiated or customer-initiated, but research shows that customerinitiated touchpoints are becoming increasingly more numerous. The paper demonstrates how content-rich branding, through reliance on the use of relevant content, can be used to stimulate frequent positive customer-firm interactions. Customer journey analysis is …

Custom Windows Patching Methodology - Comparative Analysis, Brent Michael Henderson

Electronic Theses and Dissertations

Windows Server Update Services has been a common mainstay among organizations with a heavy footprint of Windows operating systems since it was originally released as Software Update Services in 2002. While the product has grown in scope, the primary allure remains the same: WSUS offers organizations greater control over the patches that are released to their environment and saves bandwidth by allowing a centralized device to download and offer patches to internal clients rather than having each of those clients download the content they require from the Internet. Unfortunately, the product has a structural limitation in that it lacks the …

Digital Forensic Tools & Cloud-Based Machine Learning For Analyzing Crime Data, Majeed Kayode Raji

Electronic Theses and Dissertations

Digital forensics is a branch of forensic science in which we can recreate past events using forensic tools for legal measure. Also, the increase in the availability of mobile devices has led to their use in criminal activities. Moreover, the rate at which data is being generated has been on the increase which has led to big data problems. With cloud computing, data can now be stored, processed and analyzed as they are generated. This thesis documents consists of three studies related to data analysis. The first study involves analyzing data from an android smartphone while making a comparison between …