Marketing Commons^™

Salesperson-Customer Dyads In The Casino Gaming Industry: How Sales Competencies And Relationship Lifecycles Influence Customer Satisfaction And Account Profitability, Alicia Lechtenberger

UNLV Theses, Dissertations, Professional Papers, and Capstones

Developing extraordinary relationships between sales personnel and customers is essential to corporate success. To meet the increasing demands of customers within the hospitality industry, corporations must ensure they pair customers with salespeople who are highly competent, possessing refined and adaptable skill sets that directly increase customer satisfaction and account profitability. Corporations spend billions of dollars annually on hiring and training salespeople; yet, salespeople often quit or miss their quota targets. Considering this industry-wide business problem, the purpose of this dissertation study was to determine how sales competencies influence customer satisfaction and account profitability while taking into consideration the duration of …

Negative Customer Reviews And The Online Decision-Making Process: The Role Of Construal Fit, Minji Kim

UNLV Theses, Dissertations, Professional Papers, and Capstones

Consumers seek out online reviews to aid their decision-making, particularly when purchasing products and services online. Given their power to influence consumer behavior, online reviews have been extensively studied in various settings. While much research has focused on what determines the performance of online reviews, limited research has focused on why a particular review receives more or less attention from consumers. This study aims to fill this knowledge gap by exploring how consumers with different mindsets respond to online reviews framed at different levels of construal. Applying the construal fit principle, this research predicts that consumers more fluently process online …

Two Essays On The Role Of Empathy In Consumer Response To User-Generated Content, Mohammadali Koorank Beheshti

Theses and Dissertations in Business Administration

Empathy is known to be the basis of all human interactions and an essential component of human psychology. Empathy includes a cognitive component (perspective-taking) and an affective component (e.g., emotional contagion). The two essays of my dissertation investigate how each of these components of empathy affect consumer responses to user-generated content.

Essay 1: Although both price and online review ratings are important cues in consumers’ product quality judgment, most previous studies have treated price and review ratings as separate inputs into consumer decision-making. The current research shows that the two cues are intertwined, such that consumers’ perception of the same …

The Rise Of American Food In China, Shiyan Wang

Master's Projects and Capstones

Over the years, American food has become more and more popular in China. Today, the Chinese are more open to trying new cuisines. To fully understand the forces that have catalyzed the growing presence of American foods in China, my research project demonstrates the complex web of factors that shape how American food businesses’ presence in China has changed over the last decade. Examining a diversity of sources, including existing trend data, my analysis focuses on the domestic and global factors that have facilitated the growing presence of American food restaurants in China. Using this research as a jumping off …

The Significance Of Sonic Branding To Strategically Stimulate Consumer Behavior: Content Analysis Of Four Interviews From Jeanna Isham’S “Sound In Marketing” Podcast, Ina Beilina

Student Theses and Dissertations

Purpose:
Sonic branding is not just about composing jingles like McDonald’s “I’m Lovin’ It.” Sonic branding is an industry that strategically designs a cohesive auditory component of a brand’s corporate identity. This paper examines the psychological impact of music and sound on consumer behavior reviewing studies from the past 40 years and investigates the significance of stimulating auditory perception by infusing sound in consumer experience in the modern 2020s.

Design/methodology/approach:
Qualitative content analysis of audio media was used to test two hypotheses. Four archival oral interview recordings from Jeanna Isham’s podcast “Sound in Marketing” featuring the sonic branding experts …

Keurig Dr. Pepper Internship: Development Of A Tool In A Big Data Environment To Uncover Risks And Opportunities, Lindsey Ross

Marketing Undergraduate Honors Theses

Selling and sales management professions permeate job application websites. Sales is often associated with a pushy used-car dealership and cold calling. These practices are necessary, but selling, especially in our increasingly consumerist society, has long influenced and is a part of almost all business professions. You could argue that almost every employed individual operates in some sort of sales function due to the current job landscape. Whether this includes working directly with the sale of a product or even selling one’s self to a company or client. Selling in the retail space is understandably the heartbeat of the company, especially …

“Tiktok Made Me Try It”: Social Media’S New Role In Marketing Strategies And Its Effect On Consumer Behavior, Preston Starkey

Management Undergraduate Honors Theses

This study investigates the impact that social media has on marketing strategies and consumer behavior. Social media has risen significantly in popularity over the past decade, and with the introduction of Social Media Influencers, brands have found a new market to promote their products. However, there is very little research conducted to show how social media users are engaging with the new marketing strategies and how it affects their purchasing behavior. This study begins by performing two case studies on brands that have successfully utilized social media to market their products: Crumbl Cookies and Chipotle Mexican Grill. This study then …

Predicting And Mitigating Reactance Impact On Attitude And Behavioral Intention, Matthew Ryan

UNLV Theses, Dissertations, Professional Papers, and Capstones

At times messaging may be of an instructive nature that can be perceived as an attempt to threaten or limit an individual’s freedom. This freedom limitation can range from individual choice to physical requirements. How a message is framed, or positioned, is very important. In certain instances, even when the message has the best intentions, if framed incorrectly can have the opposite, or boomerang, effect on people. This state is known as psychological reactance. When invoked, consumers will act in a way that eliminates the threat of freedom to restore balance. Such a state can also lead to negative implications …

Harvesting Growth -- An Internship Thesis, Emma Conover

Marketing Undergraduate Honors Theses

During the Summer of 2021, I had the privilege to Intern with Harvest Group in Rogers, Arkansas. During this 12-week internship, I was placed in the Client Services division and was a part of a consumables team that served several clients. I gained invaluable experience from this internship and developed both personally and professionally.

Implementing A Micro-Business Internship Program In Dangriga, Belize, Shaadee Shojai

Management Undergraduate Honors Theses

Over the Summer, I was able to work with Peacework in Belize through the University of Arkansas. While I was unable to physically go to Belize due to the COVID-19 Pandemic, I feel that I was still able to learn about the culture, in both the casual and business workplace, as well as help the people of Dangriga. The goal of my project was to help consult with the Tourism Department of Dangriga to help develop their small business into businesses that were more appealing to tourists. Unfortunately, most people who own small businesses in Dangriga can’t support themselves with …

Crip Theory And Creative Briefs: Interpreting Disability In The Creative Process, Josh Loebner

All Dissertations

Brands, advertising agencies and other partners collaborate through curated phases to create marketing and advertisements, but within this process, how does the creative brief shape disability inclusion or exclusion? By moving the conversation from interpreting disability representation in an advertisement or finished marketing piece, to analyzing disability at the onset of the creative process, these insights present a critical contribution to scholarship on disability, marketing and consumer culture. Framed within crip theory, the research investigates how disability identity is—or is not—manifest in a creative brief within the creative process.

Much of marketing, advertising and disability studies scholarship centers on finished …

Event Planning: Understanding The Process Through Gained Experience And Research, Taylor M. Ansuini

Creativity and Change Leadership Graduate Student Master's Projects

Event Planning: Understanding the Process Through Gained Experience and Research

Event planning is a complex and challenging job as it requires a creative, driven individual who excels as a multitasker and problem solver. The focus of this master’s project is to engage in a deeper understanding and gain volunteer experience as part of an event planner’s team in preparation for a desired future career in the field. Both communication with and opportunities to work with local event planners assisted with accelerating experience and insight into the field of event planning. The outcomes of the project include insights into various volunteer …

Creation Of A Home Bakery: A Business Plan, Erika Prusak

Honors Projects

Nothing exemplifies business knowledge more than creation of a business plan, and subsequently, creation of a business. Both pull together business knowledge of marketing, management, accounting, business law, supply chain, and finance. Business knowledge is then tied together with the mentality needed of an entrepreneur to tackle challenges and thrive for the moments when everything works out perfectly. Completing a business plan will organize my ideas and help me see my business clearly. It will help me identifies areas that I need to research more as well as areas I cannot figure out until I start it. My business plan …

Managerial, Cultural, Intelligence, Marketing Agility, And Firm Innovation, Zhenzhu Lai,

Dissertations and Theses Collection (Open Access)

This dissertation aims to investigate the relationship between managerial cultural intelligence, marketing agility and innovation capability of foreign subsidiaries. Based on upper echelons theory (UET), I argue that managerial cultural intelligence facilitates marketing agility. Moreover, marketing agility is positively associated with innovation capability of foreign subsidiaries. Using two-wave survey data of 110 foreign subsidiaries in China, this study verified the theoretical model. It is found that managerial cultural intelligence is positively associated with marketing agility, and marketing agility is positively related to innovation capability of foreign subsidiaries. Organizational learning climate, market competition, market turbulence, and market complexity have positive moderating …

Covid-19 And Consumer Eating Patterns: Analysis Of The Impact On The Meal Kit Industry In The United States, Dorian Bizeau

Honors Program Theses

The purpose of this thesis is to analyze consumer eating patterns through the emergence of COVID-19, and explain the impact of the COVID-19 Pandemic on the Meal Kit industry. Through the utilization of qualitative and quantitative analysis, the paper will apply source material to the research question. The research question for this study is: “How did COVID-19's emergence impact the Meal Kit industry?” An overarching theme is social behaviors adaptation. Adaptations occurred as a result of COVID-19's emergence. The qualitative data suggests the behaviors correlated with the strengths and weaknesses of the Meal Kit industry. A key finding revealed in …