Business Commons^™

The Portrayal Of Native American Stereotypes: A Semiotic Analysis Of Sports Logos Overtime, May Aung, Jordana King, Kyle Kivimaki, Ryan Kolten, Scott Mccreary, Kevin O'Doherty, Alyssa Rodrigo

Association of Marketing Theory and Practice Proceedings 2010

Mascots and logos play a crucial role in the branding of sports teams. When establishing a logo, organizations want a sign or symbol that is meaningful and widely recognizable. This study examines the portrayal of Native American Indian stereotypes within sport team logos of the Cleveland Indians, the Atlanta Braves, the Washington Redskins, the Chicago Blackhawks, the Syracuse Orange, and the Illinois Illini over a 90 year period. The study consists of a semiotic analysis of six major sports team logos, their logo changes and a review of external factors over time. Practical implications as well as future research are …

Retiring Workers Could Present A Problem For Marketers, Even In A Recession, Eileen D. Weisenbach Keller, Doris M. Shaw

Association of Marketing Theory and Practice Proceedings 2010

Today's workforce is aging fast. The tacit knowledge held by those approaching retirement is necessary for firms to compete in the increasingly competitive marketplace. While some research has been devoted to how older workers view their retirement will impact the workplace, minimal attention has been given to how younger workers view this issue. As companies strive to remain market-driven, this paper examines how younger personnel view the impact of retirement on their employers and the impending brain drain. A discussion of implications for the marketing function within firms also is provided.

Brand Engagement And Consumer Innovativeness, Ronald E. Goldsmith, Leisa Reinecke Flynn, Felipe Korzenny

Association of Marketing Theory and Practice Proceedings 2010

Brand engagement describes the tendency of consumers to make the brands they buy part of their self- concept. This new insight into consumer behavior offers marketers many ways to create relationships with their customers. An unexplored aspect of brand engagement is how it is related to consumer innovativeness, the tendency to be among the first buyers of new products. The present study used survey data from 2399 adult U.S. consumers to show that brand engagement is positively related to consumer innovativeness. This finding suggests that in addition to promoting the features of new products likely to attract innovators, showing how …

Projecting Integrity: Online Branding For Nonprofits, Lisa Witzig, Perry Haan

Association of Marketing Theory and Practice Proceedings 2010

Internet usage has grown precipitously in the last decade, and the implications for marketing are deep and profound for nonprofit organizations. Web sites and online social networking are becoming increasingly important for nonprofits, and the concept of brand personality is another powerful marketing technique that enhances these organizations’ marketing strategies. This study examined the intersection of online branding, brand personalities, and nonprofit organizations, and assessed whether the presence of online branding techniques at a nonprofit’s Web site is associated with a donor’s perception of the nonprofit’s personality. The results of the study demonstrated that online branding is significantly important for …

Exploring B2b Brand Equity: Beyond The Traditional Models, Rick Mathisen, Michael Musante

Association of Marketing Theory and Practice Proceedings 2010

The original concept of brand equity was proposed by David Aaker in 1991. Subsequently Keller also proposed that concept of reseller brand equity. Brand equity in Aaker’s and Keller’s models was based on the value of the brand to the consumer. Little research or models have been proposed that address brand equity of B2B products. Yoo and Donthu tested a model of brand equity in the consumer market. The inputs were based on distribution intensity, store image, pricing, advertising and price deals. These were found to affect perceived quality, brand loyalty and brand associations consistent with the Aaker model. The …

An Investigation Of The Relationships Among Market Power, Industry Concentration And Industry Share, Rick Mathisen, Tom Miller

Association of Marketing Theory and Practice Proceedings 2010

In a previous study the authors investigated the relationship of market power to advertising investments, R&D investments and industry concentration. The findings revealed that although there was a positive correlation between market power and both advertising and R&D investments, there was a negative correlation to industry concentration.

The current study investigates the relationships between market power, industry concentration and industry share. Market power indicates the ability of a firm to have higher gross margins in a firm macro measure. Traditional market power measures at the micro level indicate the ability to increase the difference between price and marginal cost. This …

Budgeting In A Chaotic Economic Environment ... Factors Leading To Improvement, Nancy Coulmas

Association of Marketing Theory and Practice Proceedings 2010

Traditional budgets and budgeting processes have been identified as frustrating and inflexible. They are based on immovable targets and often lead to suboptimal attitudes and behaviors. When the budget process is performed in a chaotic economic environment, these negative aspects are exacerbated. This paper identifies and discusses actions that can be implemented to enhance the flexibility of budgets and their processes and to reduce the negative aspects involved.

Organizational Ethics: The Ethical Beliefs Of Marketing Managers In Trinidad And Tobago, Mohammed Y. A. Rawwas

Association of Marketing Theory and Practice Proceedings 2010

As a result of the recent corporate scandals involving Bernard Madoff, AIG, Enron, WorldCom, Tyco, Health- South, Martha Stewart, and the Wall Street analysts and the accounting firms (such as Arthur Andersen) that supported them, a growing concern has emerged about the quality of today's marketing managers' ethical beliefs. Epistemologists contend that belief is an ethical process that is susceptible to the intellectual virtue or vice of one's own life and personal experiences. Open-mindedness, curiosity, careful thinking, creativity, and intellectual courage are the foundations of epistemic virtues. Closed-mindedness, intellectual overconfidence, intellectual conformity, and wishful thinking are among epistemic vices. The …

A Study Of Market Segmentation In High-Tech Startup Ventures, Alan D. Lish

Association of Marketing Theory and Practice Proceedings 2010

Much has been written about the benefits of market segmentation. In fact, it provides the basis of most marketing strategies in larger firms. But while larger firms understand the benefits of market segmentation and put it into practice, many start-up firms seem to ignore or dismiss segmentation as an essential marketing strategy. This paper explores the practical use of market segmentation as it applies to high-tech start-ups, examines its use in those companies, and tries to determine if segmentation strategy is used by start-ups in other, non-traditional ways.

Successful Strategising Through Customer Exclusion, Edward Kasabov, Alex Warlow

Association of Marketing Theory and Practice Proceedings 2010

Marketing tends to emphasise retaining existing customers and generating customer satisfaction and loyalty. However, observation of the current practices of businesses suggests that such an over-emphasis on customer satisfaction may be misplaced. Many successful companies have developed competitive advantage by practicing ‘Exclusion Marketing’. This discussion defines Exclusion Marketing, explores its main tenets and ingredients, and demonstrates how by implementing such tactics modern businesses can reduce the cost of their products and services while offering high levels of service to ‘good’ customers, while eliminating and ‘excluding’ troublesome or non profitable clients. This discussion contributes to debates on the relationship between companies …