Marketing Commons^™

Determinants Of Ongoing Participation In A Masters-Level Sport: The Impact Of Internal Attributes And Experiences With The Organization, Nicole S. Vowles, Clayton L. Daughtrey, Mick Jackowski

Association of Marketing Theory and Practice Proceedings 2017

This research aims to empirically determine which factors best explain ongoing participation in a masters-level sport. Ongoing participation, a form of customer loyalty, is critical in many non-profit service industries where organizations have limited resources available to attract new customers.

The objective of this research leads to the inclusion of a breadth of variables. Several internal factors are hypothesized to play a role in ongoing membership, including the source of motivation, perceived ability in the sport, identification with the organization, level of participation, and personal attributes such as age, gender, and family stage. External factors that are hypothesized to influence …

Too Nice To Be Dominant: How Brand Warmth Impacts Perceptions Of Market Dominance, Jennifer L. Stoner, Carlos J. Torelli

Association of Marketing Theory and Practice Proceedings 2017

Consumers are unaware of brands’ market dominance. This is important given that even misperception as a market leader has been shown to lead to positive evaluations from consumers. We hypothesize that when consumers are lacking direct knowledge about a brand’s market dominance, brand image is used as a cue for inference making: specifically, a brand with a warm, kind, and generous image will be in conflict with perceptions of market dominance, which are perceived as an embodiment of power. Thus high warmth brands will be perceived as less market dominant than low warmth brands.

In study 1, we use real …

Supermarket Pricing Model Impact On Private Label Brands Versus National Brands Among Millennial Consumers, Jeffrey Hendrix, Vinny Caraballo

Association of Marketing Theory and Practice Proceedings 2017

National Brands (NBs) and private label brands (PLBs) play a vital role in manufacturing and retailing strategies. Market share growth of PLBs over the past few decades continues to level the playing field; altering go-to-market strategies for both NB and PLB manufacturers and retailers. A quantitative examination compared purchase data between NB versus PLB using panel data from 100,000 households. Consumer metrics; trip conversion, buyer conversion, and dollar loyalty served as dependent variables interacting with a multivariate grouping of branding (NB vs. PLB), grocery pricing model (Hi-Lo vs. EDLP vs. Hybrid) and age-cohort (Millennial vs. Generation X). A MANOVA provided …

Race Ethnicity And In-Store Mobile-Assisted Shopping In The Us, Kristine Johnson, Manuel C. Pontes

Association of Marketing Theory and Practice Proceedings 2017

This research primarily investigates the relationship between race ethnicity and consumer use of mobile phones in-store to facilitate purchase decisions. Data were collected by a telephone survey of a nationally representative sample of US adults between January 5 and January 8, 2012. The data collection was sponsored by the Pew Foundation and made available for this research. The data were analyzed with the software R and its survey package that allow researchers to incorporate the sampling weights to estimate population statistics, standard errors, and confidence intervals.

The independent variables were demographic variables (race ethnicity, gender, and household income) and behavioral …

Online Survey Respondents’ Reactions To Required Questions, Jeffrey S. Gutenberg, Seongbae Lim

Association of Marketing Theory and Practice Proceedings 2017

One of the most common errors committed by “amateur” online survey questionnaire designers is the improper use of “required” questions, where the survey respondent is not allowed to continue in the survey unless the question is answered. The problem with this design feature is that if a valid choice is not offered, the survey respondent must either give an incorrect answer to proceed, or terminate the survey. In order to get an empirical sense of how survey-takers respond to such situations, two studies were conducted, both employing 600+ members of a commercial online panel. Respondents were asked their opinion of …

Attribution Theory Makes Way For Dining Etiquette To Play A Role Within The Domain Of Relationship Marketing, Jennifer R. Bechkoff

Association of Marketing Theory and Practice Proceedings 2017

The purpose of this paper is to contribute to the development of the theory of relationship marketing, particularly in relation to the role dining etiquette plays within that domain. This conceptual paper consists of an analysis and elaboration of current markers and drivers in relationship marketing theory, and expounds on the importance of dining etiquette.

Dining etiquette is a set of social morays, norms, and customs that one adheres to while eating with company. It is a learned skill not everyone has honed. Could a salesman with poor dining etiquette be professionally disadvantaged if business is conducted over a meal? …

For One Or Many? Recommendation Targeting And Consumer Advice Integration, Michael Sciandra

Association of Marketing Theory and Practice Proceedings 2017

As consumers, many of our most important decisions are not made in isolation. Rather, it is common for individuals to pursue, evaluate, and rely on advice from other individuals. While research on advice usage from multiple or individual advisors has been investigated, no research has looked at advice integration when the advice is offered to an individual or group. This is an important consideration of advice as online review sites (e.g. Yelp, Expedia, and Foursquare) and social media platforms (e.g. Twitter and Facebook) now make it easy for consumers to make general recommendations targeted at a large number of individuals. …

Consuming Digital Technologies And Enacting Identities: Mothers In Mundane Daily Life, Meera Venkatraman

Association of Marketing Theory and Practice Proceedings 2017

This manuscript examines mothers’ consumption of digital technologies to enact their individual, relational, and familial identities. Using phemenological interviews it finds mothers purposefully consume digital technologies to negotiate, construct, and enact identities. Specifically, mothers use a repertoire of four appropriation strategies: mastering, partnering, domesticating, and avoiding. Mastery is a multi-year project in which mothers enroll in digital educational programs, qualify, and create new professional identities. In domestication, mothers assert themselves on technology managing their inclusion/exclusion in the time and spaces of family life, thereby enacting parental identities. In contrast, partnering is collaborative; mothers consume those functionalities of technologies that help …

Student Success Is Impacted By Not Attending Gateway Quantitative Classes: A Pilot Study, Michael Latta, James Solazzo, Dennis Rauch

Association of Marketing Theory and Practice Proceedings 2017

Universities are charged with equipping the next generation of graduates with the skills and knowledge to benefit both the businesses they will work in. Analytics are the skills needed by both for profit and non-profit operating businesses. For example, in August of 2013, Forbes printed a post on the Forbes Insights blog by Daniel Keherer titled ‘Analysis Shows Jump in Marketing Analytics Jobs.’ The Definitive Guide to Marketing Metrics and Analytics (Dholakia, 2015) has been freely made available by Marketo. Harvard Business School Press has also published a book titled ‘Competing on Analytics: The New Science of Winning,’ by Harris …

The Mars Sales Management Simulation: 10+ Years Later, Joseph Chapman, Russ Wahlers

Association of Marketing Theory and Practice Proceedings 2017

The authors discuss the MARS Sales Management Simulation (MARS) based on over 10 years of experience using the simulation in a sales management course. Over the years, the authors have tried a variety of ways of incorporating the MARS game into the sales management course and have written this paper to share their insights. This paper presents an overview of the MARS Sales Management Simulation, how to incorporate MARS into a sales management course, additional sales management assignments that relate to information from the MARS Simulation, advantages of using the simulation, disadvantages of using the simulation, some possible guidelines for …

What Are The Expectations And Opportunities For Full Professors Different Than Associate And Assistant Professors?, Tulay Girard, Ismet Anitsal, Meral Anitsal, David Burns, Michael Latta, Michael Mccall

Association of Marketing Theory and Practice Proceedings 2017

Most higher education institutions provide assistant and associate professors with clear expectations in teaching, research, and service areas. However, once the faculty members are promoted to the rank of Professor, the expectations do not seem to be clearly known or stated. This session aims to highlight some of the expectations and opportunities that may be available to the faculty promoted to the rank of full professor presented by a panel of experienced full professors from different types of universities.

Brand Promotions Via Social Media Advocacy: Strategic Implications For Improving Brand Equity, Manisha Mathur

Association of Marketing Theory and Practice Proceedings 2017

Social media is all about consumer networks and consumer relations that challenge marketers to leverage social media as a means to develop and improve their connections with consumers. Despite the opportunities available through social media marketing activities, understanding customers and their behavior, and incorporating that information in marketing strategy formulation is critical to successful strategy implementation. This study takes a significant leap forward in this direction. Theoretically grounded in two different fields-the field of sociology in combination with the field of relationship marketing, this study develops a conceptual model of optimizing social media characteristics of customers. The current study uses …

Fulbright Scholars Program Workshop, Steve Litvin

Association of Marketing Theory and Practice Proceedings 2017

In this workshop, College of Charleston Professor and Fulbright Ambassador Steve Litvin will share his Fulbright experiences and discuss how a Fulbright can work for you. Scholars such as Steve return to their campuses with new perspectives on their fields and fresh ideas for further international engagement. Participants will learn about the benefits of Fulbright and the impact it can have personally and professionally. The Fulbright Ambassador Program trains and utilizes a select group of Fulbright Scholar alumni from the full spectrum of U.S. academic disciplines, higher education institutions, and geographic regions to serve as representatives for the Fulbright Scholar …

“Contemporary Breadlines”: A Field Study Of Fast-Food Drive-Thru Service Delivery, Jon M. Martin

Association of Marketing Theory and Practice Proceedings 2017

This study focuses upon US fast-food drive-thru delivery, assesses its cycle times, identifies its common delays and inefficiencies, and proposes solutions for improvement. The author, having become a live-alone bachelor since 2012 admittedly has routinely been a regular fast-food consumer, and as a researcher has over the past 4 years convenience-tallied this field study of fast-food drive-thru delivery. The average drive-thru wait time for these fast-food establishments was .81 minutes with average processing times of 3.6 minutes for a total average of 4.45 minutes with an average standard deviation of 2.1 minutes. This data suggests statistically (assuming a normal distribution) …

How Third Party Observers Respond To Overheard Service Failures: Implications For Frontline Service Employees And The Firm, Ismail Karabas, Jeff Joireman, Shinhye Kim

Association of Marketing Theory and Practice Proceedings 2017

Frontline service employees and unhappy customers have generally been the main focus of the service failures research. It is established that service failures are difficult to prevent and are costly to a firm. Therefore, effective service recoveries have been proposed such as apology or compensation. The recent research extended the service failures literature by focusing on a broader audience during service failures: third party observers in the servicescape. The current work investigates the degree to which overhearing another customer’s interaction with a service employee following a service failure will impact third party observers’ evaluations of the service employees and the …

Winning Off The Field: How Social Media Analytics Measure The Sports Industry, Ryan Mcgarvey, Peter Titlesbaum

Association of Marketing Theory and Practice Proceedings 2017

Since Facebook became available to the public, social media (SM) has become the most popular online activity. Currently, 91% of adults are active SM users. Of this 91% of adults on SM, more than 20% of their time online is spent on networking sites like Facebook and Twitter (Weiguo and Gordon, 2014). These powerful tools connect people around the world and show no signs of slowing down.

SM has become a popular online activity for individuals, especially for those involved in business. SM is seen as a tool to aid businesses in spreading their own message, at little to no …

Traditional Vs. Online Universities: Who Is Using Social Media Marketing?, Lisa Witzig, Joe Spencer, Katlyn Myers

Association of Marketing Theory and Practice Proceedings 2017

The use of online social communities for online universities seems a topic where usage can be taken for granted. This paper provides an analysis of social media usage by traditional and online universities and compares their activity levels. The paper analyzes the social media activities of the top 53 undergraduate and top 53 graduate online programs as compared to their traditional programs. Despite the need to engage through these social media sites, online universities in general and online graduate-level programs in particular are not taking advantage of these sites to build communities and deepen relationships with students and alumni as …

I Love My Team! Factors Leading To A Relationship With A Sports Team., Carly Odom, Jamye Foster, Melanie Bruce

Association of Marketing Theory and Practice Proceedings 2017

What makes people connect with a particular sports team? Sports marketing research typically focuses on the sport specific elements of loyalty (geography, family history, social interactions), and general marketing research also considers the emotional component. Going a step further, and examining the factors within the larger relationship context could improve our understanding of why people connect with certain sports teams. Therefore, the purpose of this research is to examine the impact of specific factors (socialization, proximity, attitude toward the team, and self-image congruence) on the initiation of a relationship with a sports team – which includes both the (1) development …

The Development Of Nba In China: A Glocalization Perspective, Jerred Junqi Wang, Liangjun Zhou, Xiaoying Chen, James J. Zhang

Association of Marketing Theory and Practice Proceedings 2017

The growing sport industry and 1.3 billion potential consumers in China have been garnering tremendous attention from more and more overseas professional sport leagues. Comparatively, the National Basketball Association (NBA) has had remarkable success in the Chinese market. From the perspective of sport competition or marketing operations, the NBA’s achievement in China provides a model for other overseas sport leagues. This case study was organized by summarizing the developmental history of NBA in China, analyzing its current promotional practices, investigating into its marketing strategies, and extrapolating practical references for other sport leagues aiming to penetrating into the Chinese marketplace.

In …

Community Sport Service Provision, Resident Satisfaction, And Participation, Liangjun Zhou, Xiaoying Chen, Beth A. Cianfrone, Jerred Junqi Wang, Nathan David Pifer, James J. Zhang

Association of Marketing Theory and Practice Proceedings 2017

Advocating for the “gold medal strategy”, China has made great advancements in elite sports; however, the significant achievement in elite sports has not translated into the development of mass sport participations. To form a stronger foundation of a sport pyramid, more attention should be directed to community sports and promoting healthy lifestyles. The purpose of this study was to examine the impact of community sport service provisions on participants’ satisfaction and in turn on their sport participation behavior. In the current study, the public sport service in community includes sport facilities, sport organizations, sport programs, fitness test, and volunteer services …

The Reason(S) Small, Private Schools Start Football Programs, Ania I. Rynarzewska, Steven R. Mcclung

Association of Marketing Theory and Practice Proceedings 2017

The number of college football programs in the United States currently totals 774, which is an all-time high. It’s clear there is a demand for football as there are 128 schools in 10 conferences at the highest level FBS and 125 schools participating at the second highest level, FCS. Both of these subdivisions are required to provide scholarships for players, making these two levels the most expensive for universities to offer (NCAA.com, ND).

There are a number of reasons that schools establish and fund football programs. At the highest level, there is a lot of money through media rights and …

Rethinking Business Segmentation: A New Conceptual Model And Perspective, Herbert Brotspies, Art Weinstein

Association of Marketing Theory and Practice Proceedings 2017

Segmenting business markets is challenging but potentially highly rewarding. An in-depth understanding of how to segment markets is necessary to guide the best decisions leading to profitable targeting. Business markets are changing rapidly due to new technology and a more complex business environment. Current segmentation frameworks are not sufficient to guide business-to-business (B2B), business-to-business-to-business (B2B2B) and business-to-business-to-consumer (B2B2C) marketing analyses and decisions.

This paper introduces a new six-cell business market segmentation conceptual model building on two key dimensions – product use by intermediaries in their marketing to their customers (B2B2B and B2B2C) and product standardization. Examples are developed showing how …

Product Line Extension: Does Upward Line Extension Hurt Or Benefit Competitive Advantage? The Case Of Honda’S Acura, Nissan’S Infiniti, And Toyota’S Lexus Brands, Abhay Shah

Association of Marketing Theory and Practice Proceedings 2017

Caldieraro, Kao, and Cunha Jr. (2015) report that when a company extends its product line (and brand name) upwards to premium products, it hurts the company’s overall demand, market share, and competitive advantage. However, evidence from the auto industry contradicts their findings. The three most successful line extensions in the luxury segment in the auto industry are Honda’s Acura, Toyota’s Lexus, and Nissan’s Infiniti. Line extensions are categorized as follows: extensions where a firm extends its brand horizontally (similar quality) or vertically (upward or downward) using the current brand name, and line extensions, where a firm extends its product line …

An Assessment Of Engagement, Self-Pacing And Learning In A Flipped Marketing Classroom: An Exploratory Study, James R. Shock, Jill K. Maher

Association of Marketing Theory and Practice Proceedings 2017

This study examines the possible impact of engagement and self-pacing on student learning in a flipped classroom environment. Survey responses from 33 students were used in this exploratory study. Results indicate that engagement and self-pacing showed significance, impacting self-reported learning. This preliminary study suggests a flipped classroom improves student learning in marketing. It is expected that a larger sample size with improved measures will uncover other relationships within the flipped classroom model.

Has Anything Changed? Comparing Student Perceptions Of Academic Integrity: 2006-2016, Anne Heineman Batory, Stephen S. Batory

Association of Marketing Theory and Practice Proceedings 2017

Academic integrity issues continue to challenge colleges and universities around the world. After a review of the relevant literature, the authors conclude that additional research is needed to understand and monitor academic integrity within institutions of higher education. This study explores student perceptions concerning academic integrity concepts and behaviors in two time frames ten years apart. In this comparative study, student attitudes toward academic situations, faculty behavior, and business decisions are assessed in 2006 and again in 2016. In general the two groups reported a similar overall pattern of responses. However, the students now perceive academic dishonesty as a non-acceptable …

An Analysis Of Marketing Student Perceptions Of Proper Organizational Behaviors, Charles E. Pettijohn, Gary R. Holmes

Association of Marketing Theory and Practice Proceedings 2017

As the millennial begins to make the exodus from universities to the workplace a critical question relates to their preparation – “do millennials have an understanding of the attitudes, values and behaviors (the organizational citizenship behaviors – OCBs) necessary to succeed in the business environment?” The millennial generation is often perceived as ill-prepared to enter the traditional workplace by virtue of the fact that this generation has been perceived as being insulated from the demands consistent with full-time employment. Thus, the purpose of this research was to empirically assess millennials’ perceptions of the importance of specific OCBs and the likely …

“Are We Having Fun Yet?”: What Factors Influence Senior-Level Managers To Have Fun At Work?, Anthony Scardillo

Association of Marketing Theory and Practice Proceedings 2017

Contrary to belief, employees are NOT having fun yet. In fact, 73% of all employees are dissatisfied with their jobs (Crabtree, 2013). The reasons are many, but the underlying reason is that they are not having any fun! (Clark, 2009; Ford, McLaughlin, & Newstrom, 2003a; Kinjerski & Skrypnek, 2006). We believe that a fun and engaging workplace impacts employee engagement, morale, productivity and safety (Bedeian & Armenakis, 1998; Boyatzis, Smith, & Beveridge, 2012; 2013). We also believe that creating a fun atmosphere at work is accomplished only when management has fun (Bolton, Houlihan, & Renee Baptiste, 2009; CHI, CHUNG, & …

Examining Purchase Shares Of Private Label-Brands And Consumer Demographics: A Study In The United States And Turkey, Musa Pinar, Tulay Girard, Nilay Bıçakcıoğlu, İlayda İpek, Paul Trapp

Association of Marketing Theory and Practice Proceedings 2017

In recent years, private-label brands have become a well-established part of the global retail environment, often possessing significant market share. This study examines: (1) the proportion or percent (purchase share) of consumers’ monthly purchases for (a) private-label brands of grocery and household products in general and (b) the Great Value (Walmart, U.S.) and Migros (Turkey) private-label brands in particular; (2) the potential effects of gender, income, age, and household size on consumers’ monthly purchase shares of private-label brands; (3) if the effects of these demographic factors have similar associations in the U.S. and Turkey; (4) if consumer awareness, perceived quality, …

Building A Model Of Consumer Warfare Theory, David Burns, Jennifer Hutchins, Rick Mathisen

Association of Marketing Theory and Practice Proceedings 2017

Consumer Warfare Theory was first proposed by Burns, Manolis and Warren. The original work hypothesized six strategies that consumers would pursue when a rival consumer purchased a product.

A study was conducted to assess the affect towards one’s rival that determines the strategies of product purchases. A model was hypothesized that reflected the strategies that rivals followed given the affect toward one’s rival.

The positive and negative affects were measured with multiple scales. The hypothesized strategies were also measured with multiple scales. The scales formed indicator variables for the constructs in the model.

Several models were evaluated to assess the …

Employee Retention In A Call Center, Angelica Pigman, Perry Haan

Association of Marketing Theory and Practice Proceedings 2017

One of the most important aspects of many businesses providing customer services are their call centers. These organizations employ millions of workers who are required to address customer queries and provide solutions to both existing and prospective clients. Customer service is looked at as key factor to keeping current customers. Worldwide, call centers comprise an ever-evolving and dynamic industry, yet researchers find that there is a high turnover rate among call center agents (Pierre & Tremblay, 2011). Facing customers and answering complicated queries are daunting tasks, this is made even more complicated by the fact that call center technology is …