Marketing Commons^™

Branding The Unbrandable: A Solution To Rebranding The Mta, Sydney Mcginn

Honors College Theses

No abstract provided.

The Changing Face Of Pester Power, Margaret-Anne Lawlor

Articles

No abstract provided.

What Women’S Networks And Groups Can Do To Strengthen The Impact Of Utah Girls And Women, Susan R. Madsen

Marketing and Strategy Faculty Publications

This idea sheet is based on a 2018 gathering of 65 leaders of women’s networks, groups, and organizations in Utah in many arenas. It provides an overview of opportunities to influence cultural attitudes in ways that are relevant in all settings, followed by specific ideas and solutions to advance and empower women and girls in more distinct environments.

A Longitudinal Investigation Of Customer Cooperation In Services: The Role Of Appraisal Of Cooperation Behaviors, Junzhou Zhang, Chuanyi Tang, Lin Guo, Hangjun Xu

Department of Marketing Faculty Scholarship and Creative Works

The customer cooperation level in behavior change programs (e.g., weight‐loss programs, alcohol‐quitting programs, and debt management programs) is low, which leads to a low program success rate. To address this problem, this study draws on the goal‐driven behavior theory and develops a theoretical framework to explain how goal intention, and behavioral appraisal processes influence the subsequent cooperation behaviors, which, in turn, influence customers’ goal attainment. A two‐wave longitudinal survey was used to test the theoretical model. Results show that customers’ appraisals of the cooperation behaviors play a vital role in influencing customers’ cooperation behaviors. Three appraisal factors (self‐efficacy, instrumental belief, …

2018 December, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for December of 2018.

Normas Dominantes En Las Decisiones Éticas Y Actitudes De Los Estudiantes Universitarios: Teoría Y Prueba Empírica Obtenida En México, Miguel Sahagun, Arturo Z. Vasquez-Parraga

Marketing Faculty Publications and Presentations

Para que la fuerza laboral de un país se comporte de manera ética en el ejercicio profesional es necesario que durante su preparación educativa desarrolle una base ética sólida que le permita resolver dilemas éticos de manera correcta. Estudios previos demuestran que trabajadores no éticos usualmente fueron también estudiantes no éticos. El principal objetivo de este estudio fue conocer la orientación ética de los estudiantes universitarios en México y evaluar las diferencias de orientación entre los alumnos de postgrado y pregrado, y entre los alumnos de las carreras económico-administrativas e ingeniería. También se buscó medir las actitudes de los estudiantes …

What's In A Name? The Impact Of Subcategory Salience On Value Perception And Upgrade Intention For Multicategory Products, Jin K. Han, Seh-Woong Chung, Yong Seok Sohn

Research Collection Lee Kong Chian School Of Business

Despite many convergence products rapidly approaching market saturation, academic research yet lags behind with the focus still on the primary demand in the introduction stage. The authors close this gap by focusing on how the labeling of convergence products may impact on value perception and upgrade intentions for these products. Convergence products, which combine multiple categories of products into a single device, create a unique naming dilemma for manufacturers and retailers: Whether to opt for (a) a subordinate label—a lower‐level descriptor or name that embodies its subcategory elements (e.g., smartphone or Apple’s iPhone) or (b) a superordinate label—a higher‐level descriptor …

Student Perceptions Of The Online Customer Experience: A Phenomenological Investigation Of The Behavioral And Experiential Factors That Influence Online Student Retention, William Delaney

Doctoral Dissertations and Projects

The acquisition of the accounts blended and online students experienced formed the foundation for this phenomenological investigation. Emanating from the foundation, the findings of the phenomenological investigation suggested both experiential and behavioral factors influenced the blended and online students’ customer experience. The phenomenological investigation concluded that the mechanics of the blended and online students’ customer, experience effected the blended and online students’ persistence to complete the online program.

Men’S Cosmetics: Challenging Conventional Marketing Wisdom, Dae Ryun Chang

Asian Management Insights

The marketing of men’s cosmetics is challenging conventional wisdom in Asia.

Men and beauty seem to be two contradictory domains because we often rely on an outdated assumption that men only want to appear manly and nothing more. The reality for modern men, however, is significantly different from that perception.

What Do We Know About Digital Attribution?, John B. Ford

Marketing Faculty Publications

(First paragraph) Digital attribution sounds rather simple in that it involves isolating advertising tactics and assessing their impact on consumer decision making. But in a complex digital environment, advertisers must navigate through a variety of consumer platforms and touch points to find the optimal vehicles and mechanisms to cost effectively have an impact on consumer choice. And, on each research occasion, the process has to be all but reinvented.

The Transformation Of Globe Telecom, Havovi Joshi, Christopher Dula, Philip Zerrillo

Research Collection Lee Kong Chian School Of Business

Redefining telecommunications in the Philippines. Globe Telecom—a major telecommunications service provider in the Philippines—had a long, pioneering history in the communications business. Incorporated in 1935, it was the first international wireless communications company connecting the Philippines to the rest of the world.

Impact Of Culture On The Pursuit Of Beauty: Evidence From Five Countries, Shilpa Madan, Shankha Basu, Ng Lim, Elison Ai Ching Lim

Research Collection Lee Kong Chian School Of Business

Human beings have always coveted beautiful objects, but the desire to look good is reaching new heights worldwide. Although the pursuit of beauty appears universal, industry evidence suggests that it is particularly strong in Asia. This research examines the effect of culture on the pursuit of beauty. Three studies provide converging evidence that interdependent self-construal increases the likelihood of using appearance-enhancing products. Study 1 operationalizes culture through nationality and self-construal and shows that Easterners (more interdependent) are more likely to use appearance-enhancing products than Westerners (less interdependent). This use is driven by interdependents’ tendency to conform to societal norms, which …

The Influence Of Managerial Optimism And Self-Regulation On Learning And Business Growth Expectations Within An Emerging Economic Context, Stern Neill, Raghuvar Dutt Pathak, Barbara A. Ribbens, Terry W. Noel, Gurmeet Singh

Marketing

This paper examines psychological and behavioral mechanisms that underlie business growth expectations by examining how managerial optimism and self-regulatory focus influence learning behaviors. To empirically examine these relationships, the study situates in a resource-constrained business context by studying managers in two Pacific Island economies. Results indicate that a positive view toward gains encourages exploratory learning in unknown situations; whereas, a less optimistic disposition and avoidance are related to exploitative learning. This finding is consequential as managerial learning that leans toward development of new insights and possibilities is associated with greater business growth expectations versus learning that adheres to familiar and …

Should Donation Ads Include Happy Victim Images? The Moderating Role Of Regulatory Focus, Yael Zemack-Rugar, Sona Klucarova

Marketing & Entrepreneurship Faculty Publications

We examine how victim imagery interacts with ad messaging’s regulatory focus to determine the effectiveness of donation appeals. We predict and show that ads that combine a happy victim image with a promotion-focused message uniquely increase donation intentions. We demonstrate that this occurs because the combination of promotion-focused messaging, which makes gain goals salient, and a happy victim image, which signals gains are occurring, increases consumers’ perceived response efficacy. Four studies test the interaction of victim imagery and regulatory focus showing the predicted effect. We also test the mediating role of perceived response efficacy and rule out several alternative explanations. …

Recruiting Sales Students: The Value Of Professionals In The Classroom, Blake Nielson, Shannon Cummins

Marketing & Entrepreneurship Faculty Publications

It can be difficult for employers to recruit sales students because of the supply/demand gap. This is true despite increases in university sales education programs. This study investigates the impact of a sales organization representative giving an in-class presentation about student intent to pursue employment at the organization. The results indicate that a quality in-class presentation can improve students’ desire to work for the organization, but an average in-class presentation or shorter extracurricular presentation had no positive effect. These results imply that an in-class presentation should be taken seriously and done well in order to positively impact the recruitment process.

Unrequited: Asymmetry In Interorganizational Trust, Melissa E. Graebner, Fabrice Lumineau, Darcy Fudge Kamal

Business Faculty Articles and Research

Many studies of interorganizational relationships assume that trust between organizations is symmetric. In this essay, we explore the origins of this assumption and examine relevant quantitative and qualitative evidence from the literatures on strategy, marketing, supply chain management, and information systems. We conclude that no systematic evidence currently exists to support the assumption that interorganizational trust is typically symmetric. We explore how the possibility of asymmetry complicates interpretation of previous research on the effects of interorganizational trust. We encourage further research to identify conditions under which symmetry is likely, and offer a variety of strategies that scholars may use to …

Open Skies Agreement Between Brazil And The United States: Regulations, Alliances, Economic Impacts And A General Long Term Projection, Diego Alvim, Jose Simi, Mathias Gitahy, Rebecca Meadows

Graduate Student Works

This research has been developed based on the new United States and Brazil open skies agreement signed in 2018 with the goal to analyze regulations, alliances, economic impacts and a general long term projection. As a result, the model proposed indicates 14 potential new routes, 6 coming from São Paulo and Rio de Janeiro and 8 from other cities. The new routes create a new axis of air transport, with new direct flights programmed for the northeast, center-west and south regions. These new weekly frequencies allow an increase of 151 weekly frequencies between the two countries, going from the current …

2018 November, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for November of 2018.

Does Persistence Explain Esg Disclosure Decisions?, Garret A. Mcbrayer

Marketing Faculty Publications and Presentations

Advocates of an increased focus on environmental, social, and governance (ESG) initiatives have argued that increased ESG disclosure is a necessary first step. Given the limited regulatory requirements on ESG disclosure, manager preferences serve as a primary determinant of ESG transparency. Using data on ESG disclosure from Bloomberg, I examine the extent to which disclosure persistence on the behalf of firm management, as proxied by managerial tenure, affects firms’ ESG disclosure strategies. Overall, I find that ESG disclosure quality and ESG disclosure variability are reduced as management tenure increases. Further, I find that the replacement of a firm’s CEO interrupts …

Substance Use Disorders Among Utah Women, Robbyn T. Scribner, Susan R. Madsen

Marketing and Strategy Faculty Publications

Substance use disorders, including the opioid epidemic, have reached crisis levels throughout the United States, and Utah is no exception. In 2017, more than 72,000 Americans died from drug overdoses, a number that has doubled in the past decade. According to the Centers for Disease Control, 635 Utahns died from a drug overdose in 2016; that is 22.4 per 100,00 population, a rate that was above the national average of 19.8 and the 19th highest in the nation for that year. Although in Utah and the U.S. as a whole, men are more likely to die from a drug overdose, …

Social Media Technology Use And Salesperson Performance: A Two Study Examination Of The Role Of Salesperson Behaviors, Characteristics, And Training, Jessica Ogilvie, Raj Agnihotri, Adam Rapp, Kevin Trainor

Marketing Faculty Research and Publications

Extending the literature on sales technology, we use two studies to develop and test a model involving salesperson-customer shared technology tools, referred to as Social Media Technology (SMT). Specifically, we demonstrate the impacts of SMT in B2B sales contexts on customer relationship performance and objective sales performance through key mediating behaviors and characteristics. Empirical findings from two studies, cross-company and within-company data, demonstrate the effects of SMT on salesperson product information communication, diligence, product knowledge, and adaptability. Moderating effects suggest that the integration of SMT in the absence of training on the technology may not yield the best results. Findings …

Future Scenarios Of The Collaborative Economy: Centrally Orchestrated, Social Bubbles Or Decentralized Autonomous?, Julia A. Fehrer, Sabine Benoit, Lerzan Aksoy, Thomas L. Baker, Simon J. Bell, Roderick J. Brodie, Malliga Marimuthu

Research Collection Lee Kong Chian School Of Business

Purpose: The collaborative economy (CE), and within it, collaborative consumption (CC) has become a central element of the global economy and has substantially disrupted service markets (e.g. accommodation and individual transportation). The purpose of this paper is to explore the trends and develop future scenarios for market structures in the CE. This allows service providers and public policy makers to better prepare for potential future disruption. Design/methodology/approach: Thought experiments - theoretically grounded in population ecology (PE) - are used to extrapolate future scenarios beyond the boundaries of existing observations. Findings: The patterns suggested by PE forecast developmental trajectories of CE …

Law School News Tim Baxter '83 Elected Chair Of Rwu Board Of Trustees 10/29/2018, Edward Fitzpartick

Life of the Law School (1993- )

No abstract provided.

Utah Women's Postsecondary Education Roundtable, Susan R. Madsen

Marketing and Strategy Faculty Publications

Utah must harness the power of education for its residents, as the state’s future economic success and high quality of life rests squarely upon having an educated population. Increasing the number of Utah residents completing a postsecondary certificate or degree is a powerful strategy for maximizing the quality of life in Utah. An educated population increases both the social and economic capital of the state. Cultivating an educated populace requires creating a college-going culture and assuring that both women and men earn postsecondary certificates and degrees to the maximum extent possible.

Spalding Laundry & Dry Cleaning Company - Louisville, Kentucky (Sc 3272), Manuscripts & Folklife Archives

Manuscript Collection Finding Aids

Finding aid and scan (Click on "Additional Files" below) for Manuscripts Small Collection 3272. Undated solicitation letter (ca. 1933) from Spalding Laundry & Dry Cleaning Co., Louisville, Kentucky, for its Daily Infant Laundry Service. Includes a booklet for recording infant weight and height and providing diet guidelines for the first twelve months. The letter bears the National Recovery Administration’s “blue eagle” symbol.

What Male Allies Can Do To Strengthen The Impact Of Utah Women In Workplace Settings, Susan R. Madsen

Marketing and Strategy Faculty Publications

This idea sheet is based on a 2018 gathering of 25 professional men at various stages in their careers, all of whom have committed to supporting and advancing women professionally. Understanding that male engagement is critical in reducing workplace gender imbalances, these suggestions focus on what men can do in professional settings to create awareness, rethink systems, build capacity (in both women and men), foster developmental relationships, and advocate for necessary cultural change.

Imsa360: Fall 2018, Imsa Fund

IMSA Fund Reports

Buoyed from the energy and success of hosting the 14th Annual International Student Science Fair (ISSF) this past summer and outside recognition by niche.com as the #1 Public High School, the 2018-2019 Academic year is moving at a robust pace.

Excerpt: From the President

Congruence Between Course Modality And Professor Communication: A Study Of Pedagogical Impact Using Sales Techniques, Cindy B. Rippé, Suri Weisfeld-Spolter, Shannon Cummins, Yuliya Yurova

Marketing & Entrepreneurship Faculty Publications

Purpose of the Study: Given the similarities between influencing others when teaching and when selling, this work explores student perceptions of selling techniques used by professors. This work investigates faculty instructional methods informed by the prospecting and follow-up sales process’s steps to positively affect student perceptions, and to attract and retain students in online and traditional formats. Selling efforts are developed, described, and examined to see how prospecting and follow-up can be used to increase course learning, retention, and subsequent course enrollment.

Method/Design and Sample: The study used a 2 (Professor Communication Type: Face-to-face vs. Virtual) by 2 …

2018 October, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for October of 2018.

The Impact Of The Miles Trade Business In The Brazilian Airline Industry, Daniela De Araujo Pereira, Evandro Magno Vianna Goncalves, Fabricio Benato Jeronimo, Renato Luiz Furquim De Mendonca Bellomo

Graduate Student Works

This study analyzes the impact of the Miles Trade business in the Brazilian airline industry. This is linked some factors: economy recession, cultural traces, legal flaws and new technologies that led to the creation and growth of the Miles Trade business in Brazil. The impacts over airlines are related to loyalty weakening between customers and airlines and revenue dilution due to the lower prices of air tickets sold in miles. This project analyzes the qualitative impacts using the SWOT analysis, Porter’s 5 forces, Cause and Effect Diagram and the quantitative impacts comparing public available information about the Miles Trade business …