Business Commons^™

Revisiting The Beneficiaries Of The Scotus Ruling Striking Down Paspa, Sam Fullerton, Ronald Dick, Michael Mccall

Association of Marketing Theory and Practice Proceedings 2020

A Supreme Court ruling in 2018 essentially rendered restrictions on sports gambling to run counter to states’ rights, thus in conflict with the Constitution of the United States. As a consequence, 13 states and the District of Columbia now have legalized sports gambling. Initial research into the consequences of this ruling identified 12 potential beneficiaries. Subsequent research entailing an assessment of new literature and a survey of executive opinion involving a number of marketing executives who work within the field of sports marketing expanded the findings from the earlier study. This extension of the preliminary study found 14 beneficiaries rather …

Consumer Response To Foundations And Firms When Firms Own Or Sponsor A Foundation, Amanda Swift, Ismail Karabas

Association of Marketing Theory and Practice Proceedings 2020

No abstract provided.

Can Social Media Marketing Effects Be Sustained?, Manisha Mathur

Association of Marketing Theory and Practice Proceedings 2020

The social media strategies have changed the landscape of customer-firm associations. Yet, little is understood about the sustained effects of social media, particularly on firm performance. This research examines the extent to which social media plays a key role in the development of branding and marketing strategies that lead to sustained competitive advantage. We use econometric modeling to determine whether a brand’s performance remains stable with the extended implementation of social media marketing and how long the effect of social media is beneficial for a firm. The results yield significant implications for both marketing theory and practice.

The objective is …

Are Eco-Friendly Cars More Favorable? An Exploratory Study Of Attitude Toward Eco-Friendliness Among Multiethnic Consumers In The U.S., Meng Tian, Sindy Chapa, Michael Walsh, Nicholas Kjaerholt, Ailin Xia

Association of Marketing Theory and Practice Proceedings 2020

Between technological developments in the car industry and increasing interest in eco friendly products among consumers, eco-friendly cars are gradually entering consumers' sights. This study examines the factors that influence consumers’ attitudes toward the adoption of eco-friendly cars. This study conducted an online survey with a sample (N = 3,191) collected through a national panel (Dynata). The results demonstrate that consumers’ concern about environmental sustainability and attitude towards environmentally friendly products impact consumers’ attitudes toward eco-friendly cars. It was also found that consumer’s level of collectivism positively influence their attitude toward environmentally friendly products. Further, the results showed consumers’ attitudes …

Factors Impacting One’S Self-Classification Into One Of The Five Categories Of A Typology Delineating Green (And Not So Green) Consumers, Sam Fullerton, Tammy Mccullough, Estelle Van Tonder

Association of Marketing Theory and Practice Proceedings 2020

A sample of 1,243 adult residents of the United States provided insight into an array of issues germane to sustainability. Upon completing a 65-question survey on sustainability, each respondent placed themselves in an eco-group that they felt best corresponded to their own behavior and attitudes towards the task of keeping the planet green for ourselves, and perhaps more importantly, for our posterity. The five groups ranged from the eco-destroyer to the eco-warrior. Within the survey, each respondent provided their opinions regarding seven multi-item scales that primarily addressed green issues; some scales addressed business behavior while others addressed issues such as …