Marketing Commons^™

Remixing Business Models: Technology And The Future Of The Modern Music Industry, Ryan Brown

Honors Theses

The music industry has undergone significant changes throughout the past few decades. The primary basis of these changes is technology, which has impacted everything from finding artists to distributing music. However, record labels have been slow to adapt to these changes, which has led to serious problems such as illegal music downloading. Illegal downloading, also known as "music piracy," has radically changed the entire business and distribution structures within the music industry. Although lawsuits and other strategies have been undertaken to attempt to combat this particular issue, technology will continue to affect the music industry for the foreseeable future. Advances …

Investigating The Role Of Online Social Media In Consumer-Firm Relationships, Janna Cole

Honors Theses

Regarding the role of Web 2.0 in business activities, three primary areas of interest are under discussion: (1) how Web 2.0 tools should be integrated into firms' marketing strategies, (2) how Web 2.0 tools should be used to build or retain brand equity and create value with consumers, and (3) how the participation of brands in Web 2.0 influences consumers attitudes and behaviors, if at all. There are some overlaps between these subjects, particularly involving the role of consumers in appreciating or diminishing brands' reputations, as well as information gaps to be filled by further research as these technologies continue …

Connected Consumers: Cognizance Of Provision Networks In Mundane Consumption, Stephen T. Weaver

Marketing Dissertations

Many types of product meanings have been investigated in the consumer behavior literature, and these layers of meaning have been shown to influence consumer behavior. However, very little research has attempted to investigate product meanings having to do with provision networks, that is, the people, places, resources and processes involved in creating products and delivering them to the consumer. In addition, researchers in several fields have argued that consumers have lost an awareness of provision networks due to their increasing size and complexity in the modern economy. This research indicates that some consumers are indeed cognizant of the systems of …

Risk And Visibility In Global Supply Chains: An Empirical Study, Hung V. Nguyen

Marketing Dissertations

Working with international suppliers in global supply chains, manufacturing firms now are faced with substantial supplier risks which could be triggered by disruptions in either their suppliers or the supplier’s market. Reactive actions to the risks, however, have usually been shown to be inefficient and sometimes ineffective. In this dissertation, therefore, I develop a theoretical framework linking some key relationship-specific capabilities to supplier risk. My contention is that the capabilities, when developed, can help proactively mitigate the risk. Thus, the model in this study is grounded in the resource-based and the relational views.

In this study, the survey method has …

Recruiting For Higher Education: The Roles That Print, Web, And Social Media Play In The Decision Process For Prospective Students, Brandon X. Karcher

Department of Computer Graphics Technology Degree Theses

Recruiting in higher education is a process that has been an evolving process since it first began. The most traditional methods for recruiting have been through print, web, and campus visits. However, with new social media like Facebook, Twitter, and other services, many universities have adopted the new media for recruiting purposes. Social media, coupled with a more technologically adept population of prospective students forces universities and colleges to look at an increasing number of mediums for recruiting. There is a lack of literature that documents the usefulness of the newer social media outlets. This study was designed to determine …

Facebook Addiction: Factors Influencing An Individual's Addiction, Erica Sherman

Honors Thesis Program in the College of Management

Prior research has proved that an individual could be addicted to the Internet in general, but no research has been done specifically to social networking sites such as Facebook. This study investigates how factors such as personality, gender, procrastination, boredom and ones values may affect the amount of time they spend on Facebook, further concluding that they are either overly obsessive or not about the usage thereof. Further, this study tests whether those same factors influence and individuals likelihood of facing Facebook withdrawal or Facebook devotion. Prior research was conducted using scholarly articles that focused on personality types and Internet …

The Role Of Social Network Websites In Consumer-Brand Relationship, Hyejune Park

Doctoral Dissertations

This research explored the phenomenon of online social network in the context of consumer-brand relationship. The specific research objectives were: (a) to examine whether perceived benefits of a Brand’s Social Network Website (BSN) predict BSN relationship quality; (b) to investigate whether perceived benefits of BSN predict perceived relationship investment; (c) to examine if online social connection strengthens the relationship between perceived benefits of BSN and BSN relationship quality; (d) to examine if experience with BSN strengthens the relationship between perceived benefits of BSN and BSN relationship quality; (e) to investigate whether BSN relationship quality predicts brand relationship quality; (f) to …

Local Marketing: The Benefits And Drawbacks For Large Corporations With Respect To National Food Chains, Marisa Erin Bloch

Journalism

A majority of large corporations, with a special focus on national food chains, put all of their marketing on national and international levels. Most corporations tend to forget about the local aspect of business. The newsletter for California Pizza Kitchen San Luis Obispo was created in order to go against the normal ways of these large restaurant chains, in an attempt to reach out to the community. This paper addresses the need for large corporations, with respect to national food chains, to bring things to a local level. The focus of marketing on a local level is constantly overlooked because …

The Relationship Between Socioeconomic Status And Emotional Gratification For Consumers Who Purchase Overtly Branded (Overtly Designer) Goods, Sarah Siracusa

Fordham Business Student Research Journal

When examining the reasoning behind a consumer’s choice of luxury purchase, we rely largely on consumer psychology. One important psychological factor is the concept of needs. Consumers of different socioeconomic backgrounds have different needs, thus influencing what they choose to purchase. While past research has focused on intrinsic and extrinsic aspirations, and the relationship between aspiration and luxury brand preference in predicting luxury consumption, there has not yet been a study conducted focusing on the relationship between socioeconomic status and emotional gratification of purchasing overtly branded (overtly designer) goods in America. After surveying participants in three socioeconomic income groups, it …

The Consumption Of Concepts: The Hedonic And Utilitarian Effects Of Perceived Interactivity On The Consumption Of Digital Information, Colleen P. Kirk, Jennifer Thomas, Larry Chiagouris

Cornerstone 3 Reports : Interdisciplinary Informatics

No abstract provided.

The Long-Term Impact Of A Loyalty Program: An Evaluation From A Las Vegas Casino Hotel, Myongjee Yoo

UNLV Theses, Dissertations, Professional Papers, and Capstones

Loyalty programs are popular marketing strategies intended to attract, maintain, and enhance customer relationships. Despite the widespread usage of loyalty programs across various businesses, its effectiveness has not been well validated. Few empirical studies attempted to evaluate the value of loyalty programs but the findings have been conflicting with each other. Given the competitive climate of such a highly saturated competitive market of the hospitality industry, it is meaningful for hospitality marketers to evaluate the effectiveness of loyalty programs to increase customer retention and profitability. Therefore, the main purpose of this study was to examine the effectiveness of a hospitality …

2011 December, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for December of 2011.

Empirical Problems Using The Efficient Frontier To Find Optimal Weights In Asset Classes, Matthew Maher, Harry White, Phil Fry

Marketing Faculty Publications and Presentations

This study documents the transitory nature of "efficient" weights in six commonly employed asset classes, going beyond a simple stock and bond classes and using a 30 year data window. We review the literature on asset class diversification, including its failures during the recent credit crisis. Results show that asset class diversification benefits are inconsistent and, contrary to common academic wisdom before recent times, historical asset class covariances (even estimated with decades of data) are poor estimates of future values.

A Comparison Of Internet Marketing Methods Utilized By Higher Education Institutions, Joseph Clayton Mccoy

Graduate Theses and Dissertations

Use of Internet marketing techniques in higher education to attract prospective students is relatively new. While the research is recent, there are several studies that identify what is most valuable to students seeking information on college web sites. Higher education is now facing increasing competition from for-profit schools and reduced funding from typical sources. This study examines how two different Carnegie classifications use Internet marketing techniques and identifies if there is a difference in how much they use these techniques. Content techniques and search engine optimization (SEO) techniques were examined for 56 higher education institutions in this study. Of the …

The Role Of Identity In Disposal: Lessons From Mothers’ Disposal Of Children’S Possessions, Barbara J. Phillips, Trina Sego

Marketing Faculty Publications and Presentations

This study uses depth interviews with mothers about their disposal of children’s possessions to craft a new understanding of the role of identity in disposal. Our study asks: How does identity influence the disposal process of ordinary possessions? A disposal identity continuum of keepers and discarders emerged from the data. This new understanding suggests that disposal involves decisions regarding the match of possession to mother, partner, child, and family identities. When disposal identities lead to conflict between the actors in the disposal decision, decision makers use coping strategies such as subterfuge, avoidance, forced choice, and training/discussion. In addition, the disposal …

Modeling Multichannel Home Video Demand In The U.S. Motion Picture Industry, Anirban Mukherjee, Vrinda Kadiyali

Research Collection Lee Kong Chian School Of Business

The U.S. motion picture industry has become increasingly reliant on posttheatrical channel profits. Two often-cited drivers of these profits are cross-channel substitution among posttheatrical channels and seasonality in consumer preferences for any movie. The authors use a differentiated products version of the multiplicative competitive interaction model to investigate these two phenomena. They estimate the model using data from 2000 and 2001 on two posttheatrical channels in the U.S. market: purchase and rental home viewing channels. Contrary to expectations based on business press commentary, after controlling for seasonality and movie attributes, the authors find low cross-channel price and availability elasticity for …

Identifying Barriers And Incentives Related To Attending The Performing Arts: An Examination Of First Year College Students, Laura J. Sweet

College of Journalism and Mass Communications: Theses

Young adults entering their first year of academic study beyond high school face seemingly limitless opportunities. For the first time, they’re on their own: deciding everything from when to eat to where to study and what to do in their free time. Campuses are rich with possibilities. From official student organizations and clubs, to impromptu pizza parties and dorm floor trivia contests, daily decisions create the experiences that shape the life to come. On many large campuses, alongside academic buildings are art galleries and performance spaces. Research shows that early exposures to the arts lead to increased engagement during student …

Crafting A Career Using Cps And Foursight, Morgan E. Milovich

Creativity and Change Leadership Graduate Student Master's Projects

ABSTRACT OF PROJECT

Crafting a Career Using CPS and FourSight

The purpose of my project is to develop a case study of how I will use Creative Problem Solving (CPS) and an attention to my Foursight preferences to grow my existing craft business into a viable career, rather than having it as just a hobby.

By utilizing the CPS Thinking Skills Model and having a greater awareness of my Foursight preferences, I was able to move from a dream to a reality and come out the other end of this project with a fully functioning, profitable business rooted firmly in …

Eating With A Purpose:Consumer Response To Functional Food Health Claims In Conflicting Versus Complementary Information Environments, Courtney Droms, Rebecca Naylor, Kelly Haws

Courtney M. Droms

Marketers of food products have recently introduced a variety of “functional foods” that promise consumers improvements in targeted physiological functions. However, despite the proliferation of functional food health claims promising more than basic nutrition, little is known about consumer responses to these claims, particularly in information environments in which inconsistent information may be available about the efficacy of a particular functional ingredient.

The Influence Of Strategies Used To Communicate Sustainable Corporate Responsibility On Reputation Of A Major Airport, Benno D. Hoffmann

Walden Dissertations and Doctoral Studies

Self-presentation of a corporation as a citizen committed to sustainable corporate responsibility can, according to scholarly findings, help the organization improve its reputation among key stakeholders. The purpose of this case study was to explore the success of one major airport in aligning communication strategies to improve its reputation. The research question involved how effectively a major German airport communicated its commitment to sustainable corporate responsibility to its key stakeholders during 2005--2009. Of particular interest was how key stakeholders perceived the airport's stance towards the impacts of aircraft noise. Corporate documents, newspaper articles, and semistructured interviews comprised the data. Data …

Inaugural Conference For Positive Marketing, Linda Purcell

Conference for Positive Marketing

Inaugural Conference for Positive Marketing, November 4, 2011

Embedded Librarianship And Virtual Environments In Entrepreneurship Information Literacy A Case Study, Kelly Evans, Hal Kirkwood

Kelly Evans

No abstract provided.

Supporting Global Metals Markets: The Role Of The London Metals Exchange, Singapore Management University

Perspectives@SMU

The London Metals Exchange (LME) has seen its trading volumes continually expand of late, with 120.3 million lots traded in 2010, an increase of 7.4 per cent from 2009. This expansion is on the back of an increased interest in commodity trading and an expanded range of products, the latest being LME Cobalt and Molybdenum.

Science Diplomacy With Swissnex China: A Swiss Nation Brand Initiative, Flavia Schlegel, Olivier Jacot, Marc Fetscherin

Faculty Publications

Switzerland has a long tradition of expertise in the fields of science, research and education, with “science diplomacy” (SD) now assuming an important role for innovation economies. Past experience shows that international scientific cooperation can have valuable outcomes for the involved countries and complements traditional foreign policy and diplomacy. In Switzerland, a worldwide network of science and technology outposts under the auspices of the Swiss State Secretariat for Education and Research (SER) in cooperation with the Federal Department of Foreign Affairs (FDFA) was established in 2000. The very swissnex network around the world defines one of those established science diplomacy …

Assessing Event Quality Of High School Football Games: Development Of A Scale, Kevin Byon, Matthew Ziemnik, Eddie T. C. Lam, James J. Zhang

Journal of Applied Marketing Theory

The purpose of this study was two-fold: (a) to identify the dimensions of event quality associated with high school football games and (b) to develop a scale, Event Quality Scale of High School Football (EQS-HSF) that measures event quality of high school football games. Applying a random cluster sampling method, participants were adult spectators (N = 404) from three high school football home games. Following the scale development procedures suggested by Churchill’s (1979), a total of 25 items under six factors (Game Attractiveness, Event Setting, Economic Consideration, Social Opportunity, Exciting Atmosphere, and Enjoyment Experience) were written and validated through qualitative …

2011 November, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for November of 2011.

Editors’ Comments For Jamt Volume 2, Number 2, Richard E. Mathisen, Mike Musante

Journal of Applied Marketing Theory

We welcome you to the current issue of the Journal of Applied Marketing.

The objective of Journal of Applied Marketing Theory is to provide a forum for academic research that advances marketing knowledge as well as present insight for marketing managers. The focus of the journal is the publication of academic research that offers a link from theory to practice. The journal seeks to publish articles that expand our understanding of marketing issues while also providing value to marketing practitioners. In support of this philosophy, we have emphasized that manuscripts published in the journal provide summaries that present clear transitions …

The Five-Factor Consumer Behavior Model For Intercollegiate Football Tickets Consumption, Jennifer Y. Mak, Siu Yin Cheung

Journal of Applied Marketing Theory

Collegiate football ticket sales supply over 20% of the athletic department revenues (NCAA, 2008) and are an important part of the income stream, as pre-sold season tickets are guaranteed income. The purpose of this study was to examine the theoretical constructs of a five-factor consumer behavior model for intercollegiate football tickets consumption. The participants were spectators of a NCAA Division IA football annual player draft game (n=201). Around half of the participants were current season ticket holders (54.2%) and married (49.2%). Confirmatory Factor Analysis (CFA) was utilized to analyze the factorial validity of the five-factor consumer behavior model for intercollegiate …

Social Marketing As A Catalyst For Building New Relationships Between Sport Practitioners And Academicians, Eric C. Schwarz, Dallas Branch

Journal of Applied Marketing Theory

Social marketing, conceptualized by Kotler and Zaltman (1971) as a means to promote social objectives and causes more effectively, has the potential to be the catalyst for addressing the disparity and creating positive perceptions. Social marketing is a significant means to address communication, conceptualization, and intellectual gaps between groups, which often results in clarifying differences in product and value outcomes; and the need for change and shifts in paradigms associated with practitioner-academician interaction (Hanna, 2001). Primary and secondary research conducted showed that there is fragmentation within the sport industry between academicians and practitioners, resulting in a large intellectual gap. It …

An Experimental Approach To Testing Imc Effects On Consumer Attitudes, Behavioral Intentions And Recall, John M. Mcgrath

Journal of Applied Marketing Theory

The objective of this study is twofold: to build upon the thin body of academic experimental research in the field of Integrated Marketing Communications (IMC), and to provide practitioners with methods they can use to test the effectiveness of marketing communication campaigns. On the first account, significant results were observed for attitude toward the ad (Aad), but only for a subset of the sample. Despite this, the experiment provides a framework for future academic studies of IMC effects and suggests specific ways that methods can be refined in future experiments. On the second account, the study’s design suggests opportunities for …