Marketing Commons^™

To Change Or Not To Change: How Regulatory Focus Affects Change In Dyadic Decision-Making, Jelena Spanjol, Leona Tam

Leona Tam

Successful innovation requires teams to embrace and enact change. However, team members often differ in their preferences for change. We examine how regulatory focus affects dyadic teams’ tendencies to enact change across an array of repeated brand management decisions. Understanding such tendencies is important, since the innovation process is characterized by a series of investment decisions typically made by teams, yet prone to significant biases. Regulatory focus theory provides a framework for understanding the dominant motivations driving decision-making during goal pursuit. It argues that individuals operate under either a promotion or prevention focus, influencing preferences for stability vs. change. We …

Antecedents And Consequences Of Channel Alienation: An Empirical Investigation Within Franchised Channels Of Distribution, Ivan Lapuka

USF Tampa Graduate Theses and Dissertations

Investigating an important overlooked phase of interorganizational relationship evolution, which is currently hypothesized to progress through five stages of awareness, exploration, expansion, commitment, and dissolution, this dissertation proposes that in the long road between commitment and dissolution, the quintessential interfirm relationship is likely to be characterized by aprolonged period of relationship alienation, which then becomes the immediate precursor to the dissolution stage.

The dissertation utilizes social learning theory, behavior constraint theory, and alienation theory to explain apathetic behaviors of franchisees. The principal proposition is that certain characteristics of the franchise system’s operating environment inadvertently condition franchisee estrangement and failure, and …

The Drivers Of A Successful Corporate Sponsorship And The Quantified Financial Impact: Applying The Attitudinal Triad Of Cognition, Affect, And Conation And Customer Lifetime Value To Corporate Sponsorships, David Nickell

Marketing Dissertations

While the volume of research on corporate event sponsorships as a marketing tool has increased markedly over the past decade, the results have done little to help marketers to justify sponsorship spending. Not only do marketers have little knowledge of a sponsored event’s financial return, they also struggle to demonstrate any impact on consumer behavior at all.

Using multi-wave survey data, we quantified the financial impact of a sponsorship. We predicted the number of new buyers based upon changed brand attitudes, consistent with a hierarchy of effects model. We then established the financial return on the sponsorship spending by estimating …

Entrepreneurial Career Choices Resulting From Influential Factors: Survey Of B.B.A. Management And Marketing Alumni., Caitlin Brooke Trent

Undergraduate Honors Theses

This research focused on East Tennessee State University (ETSU) Management and Marketing Alumni who graduated between 2003 and 2008. Based on the available literature and research on this topic, there was a limited amount of specific information as to the careers these alumni seek. As a means to gather data about the careers management and marketing alumni pursue, an online survey was used, which also supported three specified objectives. In summarized form these objectives are: non-corporate career choices and certain factors that influence entrepreneurship, B.B.A. Management and Marketing Alumni careers (or employment), and small and medium-sized enterprises (SMEs) or multinational …

Ua19/13 Athletic Marketing, Wku Archives

WKU Archives Collection Inventories

Records created by and about Athletic Marketing.

Ua19/16/5 Athletic Media Relations - Film/Video/Audio File, Wku Archives

WKU Archives Collection Inventories

Film, video and dvd's created by and about the Athletics Department. Files are arranged in the following sub-series:

1. Athletic Music
2. Athletics
3. Basketball, Mens
4. Basketball, Womens
5. Cheerleading
6. Coaches
7. Football
8. Golf
9. Halftime Shows
10. PSA's
11. Press Conferences
12. Sportsline

Eagle Lager: A Sorghum Success Story On Many Levels, Ian Mackintosh

INTSORMIL Presentations

In 1999 in Uganda we were faced with a static but highly competitive market.

Needed to grow our market and to do this we needed to make beer cheaper

It was felt that a suitable local ingredient would reduce the cost of manufacture and stimulate local agriculture and the economy as well as provide opportunities for growth and profit for the company.

An extensive base line study of the Ugandan agricultural sector was undertaken to determine what was “out there.”

It was clear that there was enormous potential but little else.

Sorghum seemed the logical starting point because there was …

Observational Study Of Retail Wine Venues In San Luis Obispo In Relation To Shelf Space And The Amount Of Wine Sold, J. (James) Calvin Mead

Agribusiness

This study was conducted in order to gain valuable information related to the retail wine industry and find similarities and differences in wine shelf space from store to store. All the stores were unique to some degree, but they also shared several aspects of the wine display. For example, some stores were similar in relation to the number of wine brands they offered, structure of the wine displays, prices of wines, types of promotions, types of packaging, number of sections based on varietals or countries, and overall ratings. Averages, frequencies, one-way analyses, multiple comparisons, and descriptive statistics were all calculated …

2010 December, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for December of 2010.

The Essential Structure Of Compulsive Buying: A Phenomenological Inquiry, Letty Workman

All Graduate Theses and Dissertations, Spring 1920 to Summer 2023

While many jokes and sales of specialty merchandise have been made that make light of consumers who frequently shop and buy (e.g., "When the going gets tough, the tough go shopping," or "I am a shopaholic"), for 18 million Americans suffering from compulsive buying, the process of shopping and buying has caused their lives to literally go out of control. The outcomes of this disease for individuals, families, and business are all negative. In a marketing era of social responsibility, if marketers either knowingly or unknowingly encourage increased consumption among compulsive buyers, potential negative outcomes stand to impact others well …

Use Of Social Media For College Athletic Events: Analysis And Implementation For The Cal Poly Women’S Basketball Program, Krista Lee Scarbrough

Journalism

No abstract provided.

Farmers' Markets In Kentucky: A Geospatial, Statistical, And Cultural Analysis, Elizabeth Ann Schmitz

Masters Theses & Specialist Projects

To assess what factors are driving the exponential growth of farmers’ markets in Kentucky, geospatial and statistical analysis of a database of 121 farmers’ markets was conducted. A statewide survey of market leaders and a case study of a single farmers’ market both identified reasons for growing support of farmers’ markets in Kentucky.

Market distribution, vendor levels, and gross sales were mapped against a backdrop of county urban classification, median household income, and education levels. Kruskal-Wallace analysis was used to identify if Kentucky’s rural, micropolitan, and metropolitan markets differ significantly in terms of their age, number of vendors, and market …

Regulatory Focus, Regulatory Fit, And The Search And Consideration Of Choice Alternatives, Michel Tuan Pham, Hannah H. Chang

Research Collection Lee Kong Chian School Of Business

This research investigates the effects of regulatory focus on alternative search and consideration set formation in consumer decision making. Results from three experiments yield two primary findings. First, promotion-focused consumers tend to search for alternatives at a more global level, whereas prevention-focused consumers tend to search for alternatives at a more local level. Second, promotionfocused consumers tend to have larger consideration sets than do preventionfocused consumers. Building on these two primary findings, it is additionally shown that whereas promotion-focused consumers attach relatively greater value to options chosen from hierarchically structured sets, prevention-focused consumers attach relatively greater value to options chosen …

Advertising In Online Social Networks: A Comprehensive Overview, Silvia Stockman

Honors Scholar Theses

This paper examines characteristics of online social networking sites and their implications on advertising. The application of well known interpersonal and mass communication theories to the field allows for an in-depth look at behavioral cues and responses. The interactivity inherent in sites like Facebook, MySpace, YouTube, and in other forums encourages advertisers to tap into engaging their consumers. Types of targeting and the success of word of mouth referrals are examined, as are many of the common stumbling blocks. To better understand the potential versus the problems, we conclude with an analysis of return on investment.

Consumers' Attitudes Towards Traceability Of Food And Meat Products, Kulmani Rana

Honors Theses

The purpose of this research is to survey consumers on their support for Radio Frequency Identification tags on fruit and vegetable containers and their willingness to pay for traceability of meat products. Ironically, there is no single universally accepted definition of traceability. There is evidence that the US has fallen behind its major trading partners in terms of implementing a nationwide food traceability system. Researchers in the past have concluded that consumers' WTP for traceability increases significantly when bundled with additional assurances. There is real concern among consumers about implementation of traceability systems in food as well as meat products. …

Mandarin Oriental, Las Vegas: Building A Unique Brand In A Unique City, Garren Grieve

UNLV Theses, Dissertations, Professional Papers, and Capstones

A marketing plan tailored toward the Mandarin Oriental, Las Vegas. The hotel’s performance has struggled along with the other two hotels at MGM Resort’s CityCenter venue since its opening in December, 2009 with lower than expected business levels. Creative marketing that focuses on the strengths of the hotel and the Mandarin Oriental brand, specifically in Las Vegas will set the young hotel up for the best success in the future. A comprehensive approach to the marketing plan includes numerous internal and external factors that will enable senior management to make sound fact based business decisions. The marketing plan for the …

Sunrise, Sunset? Comparing The Las Vegas And Macao Gaming Markets In 2010, Jung-Eun Joyce Kim

UNLV Theses, Dissertations, Professional Papers, and Capstones

When The Mirage opened in 1989, it was the most expensive hotel-casino in history with a construction cost of $630 million. Along with eruption of its signature attraction, The Volcano, this high profile project started a tourism boom and started a trend of further developments of integrated mega-resorts. The Mirage set a new level of experience for Las Vegas strip. However, the global financial crisis that started in 2007 has since left Las Vegas with the highest foreclosure rate in the country and sent accompanying businesses and growth tumbling (Veiga, 2010). Gaming industry has long been thought to be recession …

Understanding American Customer Perceptions On Japanese Food And Services In The U.S, Hoon Lim

UNLV Theses, Dissertations, Professional Papers, and Capstones

The purpose of this study is to provide an appropriate approach for Japanese restaurant operators to identify the wants and needs of their American customers, and thereby assist restaurateurs in developing strategies that would best attract this market. There are many important attributes of Japanese food and services that affect the satisfaction and behavioral intentions of American customers. Japanese restaurant operators should recognize the perceptions of their American customers and monitor the factors affecting customer satisfaction and revisit intention. This effort will lead Japanese restaurants in the U.S. to improve their operational and marketing efficiency, and thereby increase profitability.

Elements Food Group Marketing Plan, Lacey Murillo

UNLV Theses, Dissertations, Professional Papers, and Capstones

This paper provides Elements Food Group with a detailed strategic marketing plan that will assist in increasing revenues and solidify the “Elements” brand within the greater Los Angeles area. Through extensive research into the local history of the Pasadena Playhouse District, the financial history of the Pasadena Playhouse building, and the past failures of the restaurant space attached to the playhouse a marketing plan was developed that provides a thorough analysis and understanding of how Elements Kitchen can increase revenues. Building a strong online marketing brand through multiple outlets paired with a guerilla- style marketing to the surrounding community will …

A Study On Eco-Friendly Merchandise In A Resort Retail Environment, Lindsey C. Patrick

UNLV Theses, Dissertations, Professional Papers, and Capstones

The purpose of this study is to determine consumer purchasing habits of ecofriendly apparel in a retail resort environment. In order to find the rationale behind purchasing decisions, this study measured sales and survey responses based on the choice of two tee shirt options, eco-friendly tee shirts and regular cotton tee shirts. The survey was given to all customers purchasing these tee shirts in order to determine specific demographic information as well as their personal opinions on eco-friendliness, and willingness to pay a premium for eco-friendly products. Due to a lack of previous research in this field, this study is …

Selling Knowledge: A Sociological Analysis Of Attorney Advertisement In Las Vegas, Giselle Velasquez

UNLV Theses, Dissertations, Professional Papers, and Capstones

I analyze how Las Vegas attorneys represent themselves, their associates and clients in televised law firm commercials. I use attorney commercials as a case to explore cultural beliefs in media representations. Using an inductive method, I analyze the textual, visual, and aural symbols that appear most frequently in television commercials to interpret how law firm advertisements convey themes of attorney expertise, knowledge, ethnic and gender stereotyping. I introduce this study with a historical evaluation of the rise of advertisement in the United States. I continue discussing how the media is an important realm of discourse that affects people's identity. Using …

Hospitality And Destination Marketing's Role In Medical Tourism: A Call For Research, Dan Cormany

Faculty Publications

Like business travel, where the primary focus is on business and travel is the simply the conduit by which it is performed, medical tourism is a growing trend in which individuals journey to foreign countries primarily to secure specific medical procedures or health benefits. The medical tourist is a newly defined segment of the travel industry, and while still small in numbers, is growing rapidly. This paper seeks to identify research questions related to the hospitality elements that contribute to the medical tourism experience. The answers to these may aid hoteliers, tourism operations, and visitor bureaus better understand, service and …

The Main Determinants Of Bollywood Movie Box Office Sales, Marc Fetscherin

Faculty Publications

The Indian film industry produces more movies and sells more tickets than any other movie industry, with revenues second only to those of the US film industry. We employ a two-by-two research design using a set of multiple regression analyses for two different countries of destination for Bollywood movies for two dependent variables. By examining data and testing our hypotheses on a sample of 330 films, we identify effects related to brand, product, distribution and consumers on opening week as well as total box office sales both individually and collectively. Our results show that the categories of variables affecting Bollywood …

How To Achieve Customer Knowledge Retention., Philadelphia University

Philadelphia University, Jordan

No abstract provided.

Guiding Tourists To Their Ancestral Homes, Nina M. Ray, Gary Mccain

Nina M. Ray

Purpose: This paper introduces measures of the motivation of tourists who travel to their ancestral homes. A set of learning exercises is presented for students and managers to apply understanding of these motives to tourism strategies.

Design/Methodology/Approach: This paper provides a brief review of the literature of heritage tourism and the special segment that travel with genealogical objectives. Survey data on motives to seek out ancestors is provided with learning exercises to link motives to tourism planning.

Findings: Data on the importance of multiple motives is presented with analytical measures of their overall importance levels and of differences between U.S. …

Maintenance Of Latvian Business Language, Culture, And Community Through Heritage Tourism And The Internet, Gundars Kaupins, Nina M. Ray, Andris Berzins

Nina M. Ray

No abstract provided.

Emphasizing Foreign Language Use To International Marketing Students: A Situational Exercise That Mimics Real-World Challenges, Tracy L. Melin, Nina M. Ray

Nina M. Ray

An international marketing exercise consists of students orally providing an introduction in a chosen foreign language of what they, as potential salespeople, might say to a client in that country. Students speak (not read) their prepared statements to the class and are leniently, yet constructively, evaluated on language use and pronunciation and marketing credibility. The objective is to emulate a real business situation and to show students the challenges of working with different languages and cultures in international marketing and the imperfections of direct translation. Results of a student survey showed that a majority of students believed the exercise to …

Basque Studies: Commerce, Heritage, And A Language Less Commonly Taught, But Whole-Heartedly Celebrated, Nina M. Ray, Nere Lete

Nina M. Ray

No abstract provided.

Beyond Spanish For Business: Teaching Marketing Issues In The Spanish-Speaking World, Nina M. Ray

Nina M. Ray

No abstract provided.

Carnival Corporation & Plc, Ye Zhou

MBA Student Scholarship

Carnival Corporation & plc is a global cruise company and one of the largest vacation companies in the world. This paper researches the company by analyzing environmental factors, strategic position within the cruise industry and competitive advantages. After reviewing company's strategic history, this paper evaluates the effectiveness of the company's present strategies (Carnival Corporation and PLC, 2010b).