Marketing Commons^™

Buying Behaviors Of Generation X Women On Fast Fashion Products: A Mixed Methods Study, Yiyue Fan

Department of Textiles, Merchandising, and Fashion Design: Dissertations, Theses, and Student Research

Fast fashion has changed the world’s fashion industry and consumer behavior extensively. Not only has the fast fashion provided “hot” products that capture the latest fashion trends from the catwalk, but has also allowed consumers purchase products with affordable prices (Su et al., 2016). Generation X is an important age group to study since it “bridged pre-digital and digital cultures, liberal and neo-conservative political swings, material abundance and economic hardship, social engagement” and has an important role in bridging baby boomers and the Millennials (Katz, 2017). A lot of literature is available about Millennials consumer buying behavior, but very little …

Become A Future-Focused Leader: Use Three Megatrends To Grow Your Rural Business, Connie Reimers-Hild, Alyssa Dye

Community Vitality Initiative Collections

No one can predict the future; however, rural entrepreneurs and business owners can use a future-focused leadership approach, which includes examining megatrends, to shape the future of their businesses. Megatrends are global shifts that influence society, the economy and the environment. This article discusses three megatrends shaping the future of rural businesses:

1) The Rise of the #GigEconomy

2) Living with Purpose and Meaning

3) The Decentralized Marketplace

The article also provides coaching tips for rural entrepreneurs on how to use megatrends to grow their businesses.

While many companies are struggling to keep up with the rapid rate of change, …

Deception In Cosmetics Advertising: Examining Cosmetics Advertising Claims In Fashion Magazine Ads / 化妆品广告中的欺骗:分析时尚杂志广告中的化妆品广告, Jie G. Fowler, Timothy H. Reisenwitz, Les Carlson

Department of Marketing: Faculty Publications

The FDA has only focused upon the physical safety of cosmetics and has ignored the significant reasonability of advertising claims. As such, the present article is intended to examine/ascertain the extent to which cosmetics claims contain deceptive content in fashion ads. Through a content analysis, the study reported herein revealed that cosmetics claims were not evenly distributed. To that end, the preponderance of the claims appeared to be described primarily by three categories (scientific, performance and subjective). The results also showed that more cosmetics claims were classified as deceptive than were deemed as acceptable. Close examination of these trends revealed …

Sustainability Through Profitability: The Triple Bottom Line, Connie I. Reimers-Hild

Kimmel Education and Research Center: Presentations and White Papers

Today’s highly competitive, globalized world requires organizations and businesses to think differently about how they are going to stay in business. Businesses can no longer afford to focus on profits as their sole purpose for existence. Organizations must instead think about the “Triple Bottom Line” and its implications for their ability to grow their brand, customer loyalty and profits.

Interest Domination As A Framework For Exploring Channel Changes In Transitional Economies, Debra Dahab, James W. Gentry, Ravipreet S. Sohi

Department of Marketing: Faculty Publications

Changes in political and economic power can affect channel structures and decisions. Western channel models may not be useful for understanding the process of change in Central and East European transforming economies. This discussion suggests that channels in transforming economies may be controlled by groups or networks of people with mutual interests, a phenomenon the authors call interest domination. The article examines interest domination by managers, Communist cadres, and other party elite in two transforming economies and describes how structural and behavioral components of command economies might be conducive to interest domination of marketing channels. Propositions for explaining the political, …