Marketing Commons^™

Going Green: Carving A Niche In A Global Market, Ahmed Maamoun

Association of Marketing Theory and Practice Proceedings 2022

Companies that do well are described in accounting terms as being “in the black”. This is the accounting term for being profitable. The “black” shows up in the bottom line of the financial statement. Business practices that simultaneously benefit the business, society, and the environment help a firm become more sustainable. The triple bottom line refers to the economic, environmental, and social impacts of an organization. Here the company reaches out to its stakeholders rather than shareholders. However, the triple bottom line approach does not negate the drive for profits, it just does so in the context of also considering …

Love At First Touch: How Swiping Vs. Typing Changes Online Dating Decision-Making, Farhana Nusrat, Yaniu Huang, Cait Lamberton

Association of Marketing Theory and Practice Proceedings 2022

Online dating is one of the fastest-growing industries in the United States. Due to its increasing popularity, various dimensions of online dating have been studied in recent years. However, no research has explored how the type of digital platforms used impacts online dating. In this research, we investigate how the use of different platforms (computers vs. smartphones) can influence customers’ decision-making process in the context of online dating. Through multiple studies, we demonstrate that while using their computers (vs. smartphones) to evaluate dating profiles, customers will prioritize the inner attributes of the person (e.g., personality and compatibility). Moreover, the effect …

The Sport Marketing Portfolio Matrix: How Brand Relevance Aligns With Fan Behavior, Kirk D. Aiken, Richard M. Campbell, Ajay Sukhdial

Association of Marketing Theory and Practice Proceedings 2022

Many fan behavior studies leave applications for strategic sport marketing as afterthoughts. Likewise, studies of sport marketing practices often ignore the complexities of fan psychology. The purpose of this work is to propose a new model that accurately categorizes sport products, better recognizes fan behaviors, and provides sound guidance to sport marketers. The work applies the well-established theory of portfolio management (wherein, investors strive to receive higher returns with lower risks by managing an assortment of investments). Herein, sport fans are viewed as investors that “buy,” “hold,” and “sell” athletes and teams. From sport to sport and season to season, …

Spending All Your Money On Me: Influencer Marketing’S Impact On Engagement, Rebecca A. Vanmeter, Michael C. Peasley, Parker J. Woodroof

Association of Marketing Theory and Practice Proceedings 2022

Influencer marketing has been around for a few years and is rapidly approaching a $15 billion industry by 2022. In its nascency, the research is limited which investigates factors that substantiate the growth and popularity of advertising tools. In this study, we propose and explicate how two different types of influencers, namely mega- and macro-influencers, impact their audience's engagement with sponsored posts. Utilizing secondary data from more than 650 Instagram posts, our results suggest mega-influencers are able to mitigate the negative effect of utilizing various post attributes, including meta-tags and product prominence.

Social Media Influencers: Talk Is Not Cheap!, Antoinette Okono

Association of Marketing Theory and Practice Proceedings 2022

Social media influencers are digital opinion leaders who have amassed large followings on social media. Through their content and communication on social commerce platforms, and social networking sites, social media influencers can influence their audience's attitude towards brands and encourage purchase decisions. This paper explores the impact of social media influencers on the relationship between social commerce and purchase intention. Since the relationship between social commerce and purchase intention has been thoroughly examined by researchers, I discover through reviewing the literature how an independent entity can impact social media consumers' attitudes and purchase decisions. Specifically, I analyze the social commerce …

The Complexity Of Understanding Online Product Evaluation Expressions In The Chinese Cultural Context: How Ratings And Reviews Tell A Different Story, Mousumi Bose, Lei Ye

Association of Marketing Theory and Practice Proceedings 2022

Most online retail websites provide consumers the opportunity to elicit feedback about products and services through ratings and reviews. Extant research has suggested that product ratings and reviews may be reflective of consumers’ cultural views. Little research exists that discusses this lack of consistency between ratings and reviews beyond that suggested by Hofstede’s cultural typology. This research shows that although consumers may provide higher ratings, review texts provide a different perspective: consumers use reviews to provide negative feedback, however, with some tempering nuances.

The Effects Of Shape-Taste Congruence On Product Evaluations, Jurui Zhang, Raymond Liu, Yufang Jin, Menglin Li

Association of Marketing Theory and Practice Proceedings 2022

The background design of a product presented online is important to attract consumers’ attention and further help them make proper judgments about the product. Although many studies have investigated factors of advertising background design, few focus on the effect of shape feature in the background on product evaluations. The present research investigates the influence of congruency between the shape in the background design and product taste perception on consumer product evaluations by using a pretest and three experiments. The results show that shape-taste congruency intensifies product evaluations with an increase evaluation of sweet-taste products and a decreases evaluation of sour-taste …

Nostalgia As A Tactic For Marketers: The Use Of Retro Marketing To Entice Consumer Purchase, Cortnee Y. Bunch

Association of Marketing Theory and Practice Proceedings 2022

In marketing, nostalgia involves linking a product, service, or brand to the past to create an emotional connection. While it has existed in marketing positioning for some time, it has become a strategy that marketers can take advantage of through retro marketing. Retro marketing involves relaunching a product or service brand from an earlier period, by using familiar packaging or product designs, to evoke a nostalgic connection among consumers (Brown et al., 2003). Through the effective use of brand attitude, product experience, and brand preference, companies small and large can use retro marketing to create a competitive advantage and entice …

Supply Chain Resilience And Agility During Covid19: The Case Of Automobile Manufacturing, Leor Ben-Meir, Steve Lemay, Dave Mcmahon

Association of Marketing Theory and Practice Proceedings 2022

In this paper, we examine disruptions in the automobile manufacturing supply chain that resulted from the COVID19 pandemic. We explore the relationships between organizational resilience and agility and supply chain resilience and agility. We frame this exploration in terms of rare earth elements (REEs) and microchips, supplies that come from Tier 3 and Tier 4 in the automobile supply chain. We look at some adaptations made by Volkswagen to adapt to these disruptions but note that organizational resilience and adaptation does not always result in supply chain adaptation.

Investigating How Tacit Knowledge Management Inclination And Explicit Marketing Agendas Impact Business Success., Christine A. Makama

Association of Marketing Theory and Practice Proceedings 2022

The purpose of this paper is to develop and propose a framework that illustrates the relationship that exist between tacit knowledge management inclination, internal explicit marketing agendas and external explicit marketing agendas. Furthermore, the paper will also show how these variables act together to enhance business outcomes such as competitive advantage, growth and development, employee’s satisfaction, customers retention, loyalty, and satisfaction. Similarly, the conceptual framework would demonstrate how the assimilation between the variables extends and fill in the gap on conceptual and operational boundaries of existing models on explicit marketing agendas and how they help organizations attain success. And standing …

Determining Patient Satisfaction And Well-Being In Dental Healthcare: Expanding Theoretical Models Through Grounded-Theory Methods, Kristina M. Harrison

Association of Marketing Theory and Practice Proceedings 2022

This research involves examining the antecedents of patient satisfaction in dental healthcare while utilizing a grounded theory approach. We created a model of dental care patient satisfaction and well-being and found that past experiences, expectations, desires, emotions, sensations, co-creation behaviors, relational factors, level of involvement, and level of patient engagement impacts patient satisfaction, which subsequently impacts patient well-being. These findings contribute a theoretical model incorporating extant research on customer and healthcare satisfaction while also providing practical implications for dental service providers to implement in their practices. Future research can expand this study to include the point of view of dental …

Event-Related Potentials Differentiate Gender-Based Responses To Brands, William J. Jones, Kelene A. Fercho, Lee A. Baugh

Association of Marketing Theory and Practice Proceedings 2022

Despite significant advances in scholarship at the intersection of gender and neuroscience, marketing scholars have failed to capitalize on these developments. This research seeks to fill a gap in the literature by examining brain-related responses to brands as a function of gender using event-related potentials (ERPs), which employs time-locked electroencephalographic (EEG) data. Thirty-three participants (17 female) made evaluations of clothing brands and clothing articles, individually and combined, while their preferences and brain-related data were recorded. Results reveal a gender-based dissociation in the time course of product-brand evaluations and offer new insights for gender selectivity theory.

Brand Love And Purchase Intention: Does A Sports Team Name Matter?, Kristy C. Grayson Dba, Katie Kamachi Phd, David Olsen Phd

Association of Marketing Theory and Practice Proceedings 2022

This study aims to explore the relationship between the construct of brand love, the strength of fan allegiance to a sport team brand name, fan past purchase behavior, and future purchase intention should a team change its controversial name. The overall research question that bounds this study is: How does consumer brand love and a change to a sport team name impact fan purchase behavior?

The Patient-Centric Blockchain, Sunil Erevelles, Maanasi Bulusu, Timea Honeycutt, Stephanie Seligman, Padma Bulusu

Association of Marketing Theory and Practice Proceedings 2022

A revolution is brewing in the healthcare marketplace. In the early nineties, the World Wide Web initiated a new era for the use of the Internet in the consumption of healthcare services. This eventually led to the Big Data movement (Erevelles et al. 2016), which initiated a non-linear transformation in healthcare analytics and developed into a dominant paradigm in the healthcare marketplace. However, the World Wide Web architecture was never designed to support a marketplace in healthcare or, for that matter, a marketplace of any other kind. It was primarily designed for the sharing of information and was even referred …

Facilitating The Choice Of College Major Using The Consumer Decision Process, Content Marketing, And Social Media, Julie M. Pharr

Association of Marketing Theory and Practice Proceedings 2022

This paper demonstrates how digital content and patterns of online engagement may be used at every stage of the consumer decision process to influence and inform the choice of college major. Implications and recommendations for college and departmental websites concerning how they can best assist prospective students in choosing a college major are highlighted throughout the paper. With its focus on process, this paper concretely shows how colleges and their academic departments can effectively leverage digital marketing and the consumer decision process to facilitate the college major choice process.

Is Sales Competition A Good Motivator Or A Bad Idea? The Underlying Mechanism Of Threat Appraisals, William J. Zahn Ph.D., Yi Peng, Willy Bolander, Bryan Hochstein, David Mathis

Association of Marketing Theory and Practice Proceedings 2022

The common logic for competition in sales organizations is simple: as salespeople compete with one another, the sales performance of the entire group should increase. Some prior research has supported this notion, while other studies suggested that competition may adversely affect employees. Our research finds both positions have merit, as a salesperson's perceptions of a competitive psychological climate (CPC) increase sales performance and turnover intentions. To explain this countervailing effect, we turn to cognitive appraisal theory to demonstrate that salesperson appraisal of the environment motivates their behavior. Specifically, salesperson threat appraisals act as a mediator between CPC to performance and …

Flipping The Online Classroom – Comparing The Effectiveness Of Two Teaching Modalities For Online Experiential Learning Activities, William J. Zahn Ph.D.

Association of Marketing Theory and Practice Proceedings 2022

Marketing educators recognize the importance of imparting theoretical marketing knowledge while also helping students acquire marketable skills through experiential learning. Experiential learning is active, reflective learning that encourages linking abstract lessons with concrete activities. Experiential education is learning by doing (Cowley, 2020; Frontczak, 1998),

Courses have shifted away from in-person lectures and moved online due to the Covid-19 epidemic (Thomason 2020). This shift has left an open question of the best way to include experiential learning in an online learning environment. In short, how can students best prepare for and learn from experiential learning without having face-to-face meetings with their …

Human Chefs Cook More Calories: The Impact Of Human (Vs. Robotic) Food Producer On Calorie Estimation, Wenyan Yin, Yanliu Huang, Cait Lamberton

Association of Marketing Theory and Practice Proceedings 2022

This research explores how the production mode (human-made vs. robot-made) has an impact on calorie estimation for vice and virtue food. Across 3 studies, we find that healthy food is inferred to have more calories when it is produced by a robot than by a human whereas the effect is reversed for unhealthy food. Unhealthy food produced by a human is estimated to have more calories than the counterpart.

Exploring The Effects Of Linguistic Elements Of Social Media Corporate Apologies On Consumer Responses, Laurel Johnston

Association of Marketing Theory and Practice Proceedings 2022

In the current landscape of social media, consumers bring product and service failure complaints directly to brands daily. Whether such complaints are routine or hold potential for great consequence, social media’s viral nature means any brand-to-consumer interaction could become a public crisis if handled incorrectly. Corporate apologies are an effective strategy to mitigate negative audience sentiment and reduce online interactions that damage brand reputation. This study will manipulate previously identified but largely untested linguistic components of corporate apologies on Twitter, including personal greetings and closures and directives, to test their effects on consumers’ perceived apology sincerity, forgiveness, purchase intentions, and …

Defining Health Care Marketing, Gary Futrell

Association of Marketing Theory and Practice Proceedings 2022

A review of the leading textbooks published for health care marketing courses shows that they do not adequately define the disciple. This paper promotes the use of the two-word form of health care and defines health care marketing as the activity, set of institutions, and processes for creating, communicating, delivering, & exchanging any good, service, or idea; performed to restore, maintain, or enhance the well-being of an individual or population. This paper fills a gap in the literature by providing linguistic and practical justification for using the two-word form of health care and connects the modern wellness paradigm of health …

Developing Marketing Capabilities To Mitigate Perceived Cybersecurity Risk In Healthcare Organizations, Manisha Mathur

Association of Marketing Theory and Practice Proceedings 2022

The effective delivery of health care relies on sharing electronic health records across multiple providers in the healthcare system. On the other hand, cybersecurity efforts mostly rely on centralizing sensitive and valuable data and securing devices, networks, and electronic systems. Hence, cybersecurity in healthcare is complicated due to the contradictory characteristics of healthcare delivery and cybersecurity. The firms’ unsuccessful attempts to prevent massive data breaches in the recent past have heightened cybersecurity risk perceptions of customers and cybersecurity-related marketing challenges and opportunities. Therefore, it is critical for marketers to step up and devise strategies and tactics to avert the negative …

Attendance Of International Students At U.S. Colleges And Universities, Nader H. Shooshtari

Association of Marketing Theory and Practice Proceedings 2022

U.S. colleges and universities have traditionally been lauded as a Mecca for attracting international students. Touted as offering the best higher education in the world, international students from around the world have traditionally flocked to U.S. educational institutions. This influx brought opportunities for international students while providing U.S. higher education institution additional revenue and a diverse student body. Beginning with the Trump Administration’s inward tilt, the welcome mat for international students was removed and the COVID pandemic added to the uncertainty and difficulty of accepting international students to U.S. and indeed much of the western countries that traditionally served as …

The Perils Of Using Self-Deprecating Humor: Customer Evaluations Of The Firm After A Service Failure, Hyunju Shin, Lindsay R. Levine

Association of Marketing Theory and Practice Proceedings 2022

The current study investigates the firm’s potential use of self-deprecating humor in response to a service failure and examines resulting consumer evaluations. This study utilizes two scenario-based experiments conducted in the contexts of online retailing and restaurant service. The findings indicate that self-deprecating humor leads to customers’ negative evaluations of the company by decreasing forgiveness intentions toward the company. The mechanism which explains low forgiveness intentions is found to involve heightened perception of dishonesty. Moreover, when perceived benignness of the failure is low (vs. high), self-deprecating humor has a stronger adverse effect on perceived dishonesty. This study suggests that firms …

Chinese’ Impulsive Shopping Behavior In A Post-Pandemic Era: Exploring The Impact Of Long-Term Orientation On Self Control, And Utilitarian And Hedonic Shopping Values, Pei Wang, Sindy Chapa

Association of Marketing Theory and Practice Proceedings 2022

Based on previous premises, the present study proposed a model that aims to understand consumers’ impulsive shopping behavior in China. This study takes into consideration the cultural core value of long-term orientation of Chinese consumers to explore the moderating role of hedonic value, utilitarian value, and self-control on impulsive buying behavior. An online survey was employed using a convenience national sample in China. A total sample of 237 was collected and used to test the proposed model and hypotheses. Theoretically, the study provides an alternative model that explains the role of hedonic value, utilitarian value, and self-control on impulsive online-buying …

Bitcoin: Bringing New Meaning To Purchasing Power & Bridging The Wealth Gap, Fabienne Cadet

Association of Marketing Theory and Practice Proceedings 2022

Bitcoin has emerged as a hot topic in our marketplace. Launched in 2009, Bitcoin is considered the first cryptocurrency, which is a virtual currency, devoid of any physical form. This paper takes a strategic approach to investigating Bitcoin usage. Additionally, the paper provides insight on the societal impact of Bitcoin. As its demand increases, it appears that Bitcoin is here to stay, therefore gaining a better understanding of this new form of currency and its impact on the market is crucial. The paper begins with background information on Bitcoin, followed by an overview of current Bitcoin users, which provides insight …

Destruction And Reconstruction Of Corporate Reputation In The International Business Network Context, Nikolina Koporcic, Maria Ivanova-Gongne, Jan-Åke Törnroos, Olga Dziubaniuk

Association of Marketing Theory and Practice Proceedings 2022

The purpose of this study is to illustrate how a firm’s corporate reputation can be destroyed by the actions of business partners and other network actors, and what the company can do to reconstruct its reputation. The study case exemplifies the importance of reputation and close interactions with foreign business partners in developing countries. Secondary data of a Nordic-based MNC, Stora Enso, is collected, interpreted, and analyzed. We observed issues surrounding the reputation change of the MNC, while focusing on the actions of their business partners. The paper provides empirical insights into the process of reputation destruction and …

The Lonely Reason Impeding Compliance With Covid-19 Prevention Guidelines, Ainslie E. Schultz, Kevin P. Newman

Association of Marketing Theory and Practice Proceedings 2022

To reduce transmission of the 2019 coronavirus (COVID-19), the US Center for Disease Control recommends that all individuals follow a series of prevention guidelines (e.g., wearing a mask, physical distancing, and vigilant handwashing). However, some individuals have been unwilling to comply with them. In this research, we use reciprocal altruism theory to investigate the role of loneliness in compliance with COVID-19 prevention guidelines. Specifically, we find that lonely (vs. non-lonely) consumers report less willingness to comply with these guidelines. Process evidence demonstrates that this occurs because lonely individuals experience a lower sense of obligation to reciprocate. Importantly, the negative impact …

Does The Sponsorship Of Sports Entities By Gambling Organizations Conform To The Set Of Benefits As Conceptualized In The Model Of Sports Sponsorship?, Sam Fullerton, Michael Mccall, Ronald Dick

Association of Marketing Theory and Practice Proceedings 2022

One recent study produced a model that was structured based upon the benefits derived by four parties that are impacted by a sponsor’s decision to engage in the sponsorship of a sports entity. These sports entities may be a team, a league, an organization, an athlete, an event, or a sports venue. The interactions among the four categories of beneficiaries resulted in 12 discrete linkages. A total of 159 potential benefits, some tangible and some intangible, were documented. A second study examined the impact of a recent SCOTUS ruling that declared the Professional and Amateur Sports Protection Act (PASPA) to …

Exploring The Impact Of Brands Roasting On Social Media, Sphurti Sewak, William F. Humphrey Jr., Jayati Sinha

Association of Marketing Theory and Practice Proceedings 2022

Brands regularly post content on social media and look for consumer engagement through these posts. However, this research uncovers a novel domain that shows increased consumer engagement but decreased persuasion: when brands resort to roasting on Twitter. We find that the perceived inappropriateness of the roasting posts lead to lower brand preference when brands choose to roast on social media and tease apart the difference between B2B and B2C roasting. This research establishes that not everything that goes viral leads to a favorable offline behavior. Social media managers of brands can use the findings of this research by understanding why …

Business Faculty’S Communication Strategies For Students During The Covid-19 Pandemic, Sohyoun Shin

Association of Marketing Theory and Practice Proceedings 2022

The crisis caused by the COVID-19 virus has far-reaching effects in the field of higher education. College faculty have been challenged by the abrupt changes, but still have to deliver the lessons and help students achieve the learning goals as well as pay attention to the impact of the pandemic on students’ wellbeing and socio-emotional development. It is essential to conduct a qualitative research to understand experienced business faculty’s communication strategies and suggest instantly applicable advices for other business instructors from a crisis communication perspective as well as through an instructional strategy lens. This extended abstract includes the results of …