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Social and Behavioral Sciences Commons™
Open Access. Powered by Scholars. Published by Universities.®
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- Athletic website (1)
- Austria (1)
- Cognitive age (1)
- Cosmetic procedures (1)
- Cultural Values (1)
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- Doctoral Shortage (1)
- Empathy (1)
- Faculty Recruitment/Retention (1)
- Importance-Performance Gap Analysis (1)
- Information sources (1)
- Interscholastic sports (1)
- Networking (1)
- Online streaming (1)
- Self-image (1)
- Social media advertising (1)
- Strategic Marketing (1)
- T.V. Commercial Drama (1)
- Tourism Marketing (1)
- Traditional advertising (1)
- University Brand Equity (1)
Articles 1 - 5 of 5
Full-Text Articles in Social and Behavioral Sciences
An Analysis On Engaging “Beauty Work”, Timothy Reisenwitz, Jie G. Fowler
An Analysis On Engaging “Beauty Work”, Timothy Reisenwitz, Jie G. Fowler
Atlantic Marketing Journal
This study attempts to compare non-invasive cosmetic procedures consumers who use a high amount of information sources with those who use a low amount of information sources in the information search stage of the decision-making process. The findings indicate that patients who use more cosmetic procedures information sources have lower cognitive ages. Patients who use less information have a greater attitude toward social media advertising and the traditional advertising of cosmetic procedures. Finally, patients who use more cosmetic procedures information have greater increases in self-image after the procedure than those patients who use less information. The findings contribute to marketing …
The Faculty Recruitment-Retention Connection: A Strategic Linkage Approach, Mary Mobley, Richard Easley
The Faculty Recruitment-Retention Connection: A Strategic Linkage Approach, Mary Mobley, Richard Easley
Atlantic Marketing Journal
The Association to Advance Collegiate Schools of Business (AACSB) is clear about the worsening shortage of doctoral qualified faculty. It is the proposition of this paper that business schools should consider evaluating and perhaps reinvigorating recruitment strategies in both the short- and intermediate-term, as well as developing marketing management strategies that will help alleviate business faculty shortages in the long-term. Strategic marketing guidance is set forth in this paper with a focus on the development and institutionalization of managerial linkages between recruitment-retention connections. Our major premise is that leadership robustness is needed relative to the construction and implementation of strategic …
Importance-Performance Gap Analysis Of The University Brand Equity Dimensions, Tulay Girard, Musa Pinar
Importance-Performance Gap Analysis Of The University Brand Equity Dimensions, Tulay Girard, Musa Pinar
Atlantic Marketing Journal
This study examines the gaps between the importance students place on brand equity dimensions and their perceptions of how well their university performs on each dimension. It also assesses if the brand equity dimensions differ based on student demographics including gender, class level, and their living arrangement. Data were collected from a university in the Midwestern U.S. from undergraduate students. The findings reveal significant gaps between the importance and performance perceptions of students, and that females, students living on campus, and freshman require special
Modeling Austrian Consumer Responses To A Vignette Television Commercial Drama For A Vacation Resort Destination, Ozcan Kilic, Michael Stoica, Andreas Nachbagauer, Darryl Miller
Modeling Austrian Consumer Responses To A Vignette Television Commercial Drama For A Vacation Resort Destination, Ozcan Kilic, Michael Stoica, Andreas Nachbagauer, Darryl Miller
Atlantic Marketing Journal
Abstract- This project involved the formulation and test of a model of Austrian consumers' cognitive and affective responses to a vignette television commercial drama for a vacation resort area, the Halkidiki region of Greece. Results indicate that response to the commercial was both cognitive and affective with sympathy and empathy, mediating the influence of verisimilitude on attitudes toward the ad and brand. These results were consistent with what was expected from a sample of consumers from a low power distance and moderate individualistic culture such as Austria. Results suggest that to promote tourism services effectively, a commercial's production value and …
Perceptions On Implementing A Comprehensive Athletic Website And Online Streaming Service For Kentucky High Schools, Steve Chen, Adrienne Hall, Anna K. Gdovka, Eric Street
Perceptions On Implementing A Comprehensive Athletic Website And Online Streaming Service For Kentucky High Schools, Steve Chen, Adrienne Hall, Anna K. Gdovka, Eric Street
Atlantic Marketing Journal
Student participation in interscholastic athletics reached record levels in 2019-20 for the third consecutive year in Kentucky (KHSAA, 2020). Sport marketers have strongly advocated social media as a powerful and effective tool to promote sporting events at all levels. However, existing studies rarely focus on the trend for promoting interscholastic sports through social media platforms. This study examined the potential of an interactive website and online streaming service focusing on interscholastic sports may provide to high schools in Kentucky. After evaluating more than 102 high school athletic websites, the authors found schools were in need to improve the current website …