Education Commons^™

Do You Dare To Study Abroad? Examining Cross-Cultural Differences In The Role Of Covid-19 Post-Pandemic Stress On Study Abroad Intentions And Country Image Formation, Helena Allman, Hilmi A. Atadil, Harriette Bettis-Outland

Association of Marketing Theory and Practice Proceedings 2023

The purpose of this study is to explore the underlying dimensions of Covid-19 stress to determine the extent to which Covid-19 stress has an effect on students’ intentions to participate in future study abroad programs. The underlying stress factors that this work examines include traumatic stress, contamination fears, fears about economic consequences and past Covid illness experience. The paper addresses the cross-cultural differences in these factors’ effects on studying abroad intentions among young individualistic versus collectivistic consumers. The goal of this study is to develop a deeper understanding of Covid related stress phenomena among global young consumer cohorts. The results …

Antecedents And Consequences Of Conspicuous Sport Consumption, Yukyoum Kim, Sun Hwan Hwang, Marshall Magnusen

Journal of Applied Sport Management

Conspicuous consumption is when consumers acquire luxury goods and services to help publicly demonstrate their desired economic and social status. Even though conspicuous consumption can help individuals experience social distinction and a heightened sense of self-esteem, much still needs to be known about this occurrence in the context of sport. Accordingly, the focus of this study was to examine antecedents (i.e., Expertise and Self-esteem) and outcomes (i.e., Satisfaction and Subjective Well-being) of conspicuous consumption of upscale sport goods. An empirical study was conducted with cyclists (n = 393). The research model was analyzed using simultaneous equations analysis. Expertise was shown …

The Significance Of Sonic Branding To Strategically Stimulate Consumer Behavior: Content Analysis Of Four Interviews From Jeanna Isham’S “Sound In Marketing” Podcast, Ina Beilina

Student Theses and Dissertations

Purpose:
Sonic branding is not just about composing jingles like McDonald’s “I’m Lovin’ It.” Sonic branding is an industry that strategically designs a cohesive auditory component of a brand’s corporate identity. This paper examines the psychological impact of music and sound on consumer behavior reviewing studies from the past 40 years and investigates the significance of stimulating auditory perception by infusing sound in consumer experience in the modern 2020s.

Design/methodology/approach:
Qualitative content analysis of audio media was used to test two hypotheses. Four archival oral interview recordings from Jeanna Isham’s podcast “Sound in Marketing” featuring the sonic branding experts …

Effect Of Environmental Csr Initiatives On Potential Stakeholders’ Perception Of Non-Environmentally Friendly Sporting Events, Yong-Chae Rhee, Yukyoum Kim

Journal of Applied Sport Management

The protection of the natural environment is increasingly being perceived as a pillar of CSR. Although most professional sport organizations in the United States participate in some form of philanthropic activity, little research has examined how non-environmentally friendly sport organizations can effectively communicate their environmental initiatives. Two different CSR approaches (Environmental and Nationalistic) by NASCAR were exposed to potential stakeholders to examine the changes in the perception (Attitude, Reputation, Identification, and Perceived CSR) of the organization. We analyzed the MIMIC model to compare the means on the latent constructs. Environmental approach showed positive changes in potential stakeholders’ perception toward NASCAR. …

How To Attract Your Students To Your Games: The Difference Of Mediating Effect Of Psychic Income On The Relationship Between Points Of Attachment And Behavioral Attributes, Jinwook Chung, Yong-Chae Rhee, Wonyoung Kim

Journal of Applied Sport Management

The purpose of the current study was to examine the impact of the points of attachment with the mediating impact of college students’ psychic income on their attendance and word-of-mouth behavioral intentions. A total of 537 samples were collected from college students at a mid-sized southwest university in the United States. A CFA was conducted to evaluate the psychometric properties of the scales. The hypothesized model was tested using a SEM with AMOS 26 software. Additionally, a bootstrapping method was employed to determine the indirect effect of the mediating variable of psychic income on the relationship between points of attachment …

Tomorrow’S Fans Gone Today: Assessing Constraints To Student Attendance At College Football Games, Jason Simmons, Nels Popp, Chad Mcevoy, Steven Howell

Journal of Applied Sport Management

The purpose of this study was to assess constraints to student attendance at college football games. Surveys were distributed on and around six college campuses (2 “Power 5”, 2 “Group of 5”, 2 FCS) during a college football game. Using intercept sampling, students not in attendance at the game were asked to rate the extent to which 33 constraints affected their decision not to attend. Results revealed differences in constraints based on conference tier affiliation, frequency of game attendance, and timing of decision not to attend. Implications for practitioners are discussed. Subscribe to JASM

Retrenchment In Higher Education: Public Perceptions And Marketing Implications, Oscar T. Mcknight, Ronald Paugh, Jamie Waltz, Jordan Mcknight

Oscar T McKnight Ph.D.

Many institutions in higher education are actively engaged in the retrenchment process; that is, eliminating, redacting or restructuring administrators, staff, faculty, programs and services in order to achieve financial stability. This research examined public perceptions of retrenchment by conducting a series of modified Delphi groups. Results suggest a public awareness and belief that retrenchment will not impact academic or experiential quality. Presented is REDUCE – a retrenchment strategy and process for university administrators and marketing professionals.

Using Perceptual Maps For Career And College Counseling, Oscar T. Mcknight, Kerri Carmichael, Gregory Pollock

Oscar T McKnight Ph.D.

Perceptual mapping is a modeling technique used in business to visually display relationships and perceptions of customers. In business, perceptual maps are often called product positioning maps. Conceptually, perceptual maps foster a better and deeper understanding of products and services in terms of public perception or actual outcomes. In short, marketers attempt to position products, product line, and brand or company type relative to their competition or competency. For counselors, this process facilitates open and honest discussion relative to personal expectations and goals. This presentation reviews how to interpret and use a Perceptual Map given a multiple variable (axis) system; …

First Generation And Non-First Generation Pre-College Students' Expectations And Perceptions About Attending College, Terence Hicks

Terence Hicks, Ph.D., Ed.D.

No abstract provided.

Increasing College Football Attendance: An Exploratory Study Of Fan Typology, Oscar T. Mcknight, Ronald Paugh, Jordan Mcknight, Wenhui Jin

Oscar T McKnight Ph.D.

No sport enjoys more popularity in the USA than football. However, not every college can fill their stadium. This study examined spectator typology and college football attendance. Four typologies emerged as well as a chronology of expectations for game events. Presented is PUNT a sport marketing strategy to increase football game attendance.

Using The Fcb Grid To Evaluate A Failed Mental Health Levy: The Marketing Implications Of Stigma, Oscar T. Mcknight, Ronald Paugh, Steffi Liotta, Wenhui Jin

Oscar T McKnight Ph.D.

This research found that using the FCB Grid to develop and evaluate a mental health levy campaign has merit. Likewise, stigma has both positive and negative impact on a mental health levy. Introduced is the ‘STIGMA’ planning model to help mental health professionals pass a public mental health levy.

Marketing To Helicopter Parents: Hovering Headache Or Untapped Economic Resource, Oscar T. Mcknight, Ronald Paugh, Aaron Mcknight, Heidi Parker

Oscar T McKnight Ph.D.

Too often helicopter parents are deemed bothersome to professionals in higher education. However, this research indicates that helicopter parents are a niche market. Thus, incorporating the helicopter parent into a university's offical target marketing campaign appears warranted and necessary given the current economic climate.

First Generation And Non-First Generation Pre-College Students' Expectations And Perceptions About Attending College, Terence Hicks

Faculty Working Papers from the School of Education

No abstract provided.

Mass Customization And Permission Marketing: An Exploratory Study Of Higher Education, R Bitar, Oscar T. Mcknight, Ronald Paugh

Oscar T McKnight Ph.D.

No abstract provided.

Pest Testing Consumer Behavior In Higher Education: A Perceptual Identity Audit With Bite, Oscar T. Mcknight, Ronald Paugh

Oscar T McKnight Ph.D.

No abstract provided.