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Reaching An Underserved Wine Customer: Connecting With The African American Wine Consumer, Rhonda Hammond, Sandra Sydnor, Eunjoo Kang

Hospitality Review

Marketing strategies addressing underserved African American wine customers’ needs that also positively impact producers’ and retailers’ clientele was the impetus for this exploratory, qualitative paper. African Americans demonstrate a thirst to elevate their education about and be more involved in the wine industry as evidenced by the proliferation of African American wine-tasting groups designed to help educate and expose their membership to a variety of wines. Moreover, compared to the average adult, African-American wine drinkers are 241% more likely to have spent $20 or more on a bottle of store bought wine (Arbitron, 2005). Despite African Americans’ representation as one …

Competitive Marketing Strategy: A Best Practices Examination Of Convention Hotels In San Francisco, Jennifer Hardy

Recreation, Parks, and Tourism Administration

The expansion of convention hotels in metropolitan areas has been steadily increasing in recent years. This expansion causes competition between hotels in the same market. The purpose of this study was to examine the best practices for competitive marketing strategies used by convention hotels in San Francisco. The hotels studied were: Westin St. Francis, Fairmont Hotel, Ritz-Carlton, and Four Seasons. These organizations were analyzed based on several questions developed by the researcher. Data were collected from organizational websites and social media pages. The results demonstrate that the companies use many similar marketing practices. In order to market themselves more competitively, …

A Reusable Wine Package That Also Serves As A Wine Rack, Mariah Cochiolo

Graphic Communication

The purpose of this study was to design and create a prototype of a reusable wine package that would be used primarily to transport a bottle of wine home, but also serve as a piece to build a wine rack when it reaches the consumer’s home.

This study investigated the factors to take into consideration when designing a wine package and coming up with a plan to build a product that met all those needs. One hundred questionnaires were sent to people over the age of twenty one to find out what they thought of the prototype and idea. The …

Customer Satisfaction Index Of Singapore 2013: Full Year Overview, Institute Of Service Excellence, Smu

Research Collection Institute of Service Excellence

The Customer Satisfaction Index of Singapore (CSISG) computes customer satisfaction scores at the national, sector, sub-sector, and company levels. Customer responses are derived from Singapore’s resident population and visiting tourists, primarily through face-to-face surveys. This study serves as a quantitative benchmark of the quality of goods and services produced by the Singapore economy over time and across countries. The fourth quarter results mark the end of measurement for CSISG 2013. Singapore’s 2013 national score is computed using the data collected during these four quarters.

2014 Spring Convocation Program, Office Of Communications & Marketing, Morehead State University.

Communications and Marketing Publications Archive

Spring convocation program held on January 8, 2014.

An Integrated Marketing Communications Plan For The Great American Comedy Festival, Johnny Carson Theatre, Norfolk, Nebraska, Adnormal Strategies, Emily Schaefer, Tony Nelson, Dominique Brown, Kary Benson, Mickey Mcconkey, Katheryn Schuller, Amanda Gammel, Max Wesely

College of Journalism and Mass Communications: Student Advertising Projects

EXECUTIVE SUMMARY Client: The Great American Comedy Festival

Campaign Purpose: In the summer of 2014, members of the Great American Comedy Festival approached our team of 8 advertising and public relation students with a specific task. The proposed task was to help increase attendance as well as raise awareness for future Great American Comedy Festivals. Our team’s mission is to present innovative ideas that will help our client generate an increase in attendance and to also provide them with beneficial tactics for future festivals.

Research: For our campaign, we accumulated various data through both secondary and primary research. Our secondary …

How Consumers’ Use Of Brand Vs. Attribute Information, Randle D. Raggio, Robert P. Leone, William C. Black

Marketing Faculty Publications

Prior research has identified that brands have a differential impact on consumer evaluations across various brand benefits. But no work has considered whether these effects are stable over time, or evolve in a consistent way. We address this question by decomposing consumer evaluations of brand benefits into overall brand and detailed attribute-specific sources in order to understand whether brand effects remain stable or evolve over time. With two unique datasets, the first containing cross-sectional data from Kodak across four different consumer goods categories, and another longitudinal dataset from the U.S. and Canada in the surface-cleaning category, covering seven brands over …

Beyond “Halo”: The Identification And Implications Of Differential Brand Effects Across Global Markets, Randle D. Raggio, William C. Black, Robert P. Leone

Marketing Faculty Publications

Purpose – The purpose of this paper is to investigate whether brands impact consumer evaluations in ways other than a consistent halo and the degree to which consumers use both overall brand information along with detailed attribute-specific information to construct their evaluations.

Design/methodology/approach – The authors decompose consumer evaluations of brand benefits into overall brand and detailed attribute-specific sources through a standard CFA approach. Data cover 55 brands in four product categories sold in nine global markets.

Findings – Halo effects are rare in global CPG markets. The authors identify the presence of differential brand effects in eight of nine …

An Analysis Of Nontechnical Game Theory On Laboratory Sales Trainees In Saudi Arabia, Akram Abdul Cader

International Journal of Applied Management and Technology

The purpose of this case study was to analyze 6 months of training application in a nontechnical game theory setting. Three laboratory sales trainees were studied using training reports that logged their strategic decisions and the amount of sales they obtained from their clients. A pure strategy game theory analysis was conducted on the decisions by the sales trainees. Two types of strategies were derived from the study: (a) allocentric and (b) egocentric. The egocentric strategies yielded higher personal payoffs, while the allocentric strategies yielded higher organizational payoffs. Training intervention was withheld during the 6-month period in order to allow …

The Influence Of Social Identity On Rural Consumers’ Intent To Shop Locally, Rachel A. Addis, Marko Grunhagen

New England Journal of Entrepreneurship

Rural consumers’ in- and out-shopping intention has been a research topic for many years. This study investigates the relationship between social identity and rural consumers’ intent to shop within their local community, along with a number of moderating demographic variables. Using a sample of respondents from the Midwest, this study found a significant and positive relationship between rural consumers who socially identify with people in their local community and their intent to inshop. The influence of several demographic moderators is also explored, and implications for practice and future re-search are discussed.

Status Of And Future Recommendations For Country-Of-Origin Research, Katie Post

Honors Projects

This research investigates whether country-of-origin (COO) cues have an effect on consumer purchase intentions, based on a review of prior literature published in the EBSCO and Summon databases. The findings of these articles show that COO cues do not, on their own, have an effect on consumer purchase intentions; but do have some effect on consumer attitudes/feelings toward the product. Future research has much to offer in terms of identifying whether COO cues have an effect on consumers’ purchase intentions for specific products, or specific types of products.

Brand Analyses Of Global Brands Versus Local Brand In Indian Apparel Consumer Market, Aniket Sengupta

Theses and Dissertations--Retailing and Tourism Management

The purpose of this study was to conduct brand analyses on global brands in comparison to local retailers in India taking into account the regional differences and Indian consumers’ affinity towards global brands. The study has derived its conceptual framework from previous work done by Lee, Knight, and Kim (2008) and Bhardwaj, Kumar and Youn-Kyung (2010) with some added attributes. Quantitative data included a sample of 194 subjects where the sampling was conducted randomly as well as the involvement of convenient method to analyze the brands in real-world scenario. The survey involved the questionnaire which was utilized in previous researches …

Mannequin Size On Consumers' Perception Of Self And Satisfaction With Fit, Amanda Cohen

Theses and Dissertations

This study examined the influencing factors that affect female's perceptions towards mannequins in retail environments. Data was collected using an online survey through the use of a snowball convenience technique. A total of 316 respondents were included. Using Pearson's r, the results indicated that the use of idealized mannequins in retail stores have a significant impact on social comparison, body dissatisfaction, and satisfaction of fit among female consumers. These results suggest that female consumers compare their bodies to those of mannequins and the larger the discrepancy between the size of the mannequin and the woman the more dissatisfied the woman …

Ratings Lead You To The Product, Reviews Help You Clinch It? The Dynamics And Impact Of Online Review Sentiments On Products Sales, Nan Hu, Noi Sian Koh, Srinivas K. Reddy

Research Collection Lee Kong Chian School Of Business

It is generally assumed that ratings are a numeric representation of text sentiments and their valences are consistent. This however may not always be true. Using a panel of data on over 4000 books from Amazon.com, we develop a multiple equation model to examine the inter-relationships between ratings, sentiments, and sales. We find that ratings do not have a significant direct impact on sales but have an indirect impact through sentiments. Sentiments, however, have a direct significant impact on sales. Our findings also indicate that the two most accessible types of reviews - most helpful and most recent - play …

The Curvilinear And Conditional Effects Of Product Line Breadth On Salesperson Performance, Role Stress, And Job Satisfaction, Jeff Johnson, Ravipreet S. Sohi

Department of Marketing: Faculty Publications

The impact of how product line breadth affects a salesperson is unclear in the existing literature. While numerous product lines can provide certain benefits to the salesperson, they may also have a dark side. This research examines the impact of number product lines handled by the salespeople on their performance, role stress, and job satisfaction. Based on role and schema theories, we test a series of curvilinear and conditional effects, using data collected from salespeople across multiple industries. Our analysis indicates non-linear relationships between number of product lines handled by the salesperson and salesperson performance and role stress. Further, these …

The Online Advertising And Tracking Industry: Technology, Business Model, And Market Structure, Henk Lm Kox

Henk LM Kox

This research note provides information on the Internet advertising and tracking industry: market structure, business model, targeting technologies, performance criteria, payment structures, main welfare aspects, and recent market trends.