Marketing Commons^™

From Consumers To Makers: A Community-Based Model Of The Diy Food And Beverage Kit Ecosystem, Mark Mitchell, Richard Martin, Sheila Mitchell

Atlantic Marketing Journal

The market for do-it-yourself (DIY) food and beverage kits continues to expand as consumers seek experiences that combine convenience, learning, creativity, and participation. This conceptual paper proposes a four-community ecosystem model consisting of consumers, makers, marketers, and consumption communities. Drawing on value co-creation, prosumption, experiential consumption, and diffusion of innovation theories, the model suggests that participation in DIY production transforms consumers into makers, fosters a maker identity, and encourages engagement in product-category consumption communities. Through sharing experiences and outcomes, participants attract new consumers into the marketplace, creating a self-reinforcing cycle of growth. The framework extends value co-creation theory by explaining …

Brand Gravity And Instant Adoption: Consumer Visitation, Loyalty, And Trip Chaining Following The Entry Of A New National Coffee Chain, Mark J. Sciuchetti Jr., Jianping Huang

Atlantic Marketing Journal

This study examines how consumers adopt a strong national brand immediately after its entry into a small regional market. Using anonymized mobile location data from the first twenty-nine weeks of a new Starbucks location in Anniston, Alabama, the analysis evaluates weekly visitation, repeat behavior, visitor origin distance, trip chaining, and temporal demand. The store opened above its subsequent steady state, indicating activation of preexisting demand rather than a gradual diffusion process. Repeat visitors generated 82.6% of visits within the observation window, showing rapid movement from trial to habitual use. The entrant also exhibited a flatter distance decay gradient than adjacent …

Where Shoppers Look First: How Navigation Bar Design Shapes Visual Attention Online, James Coyle, Linh Nguyen, Lee Hillman

Atlantic Marketing Journal

Abstract

Despite the crucial role that a website navigation bar can play in affecting consumer behavior, there has been a lack of theory-driven studies to investigate how to most effectively design navigation bars. Grounded in cognitive fit theory and visual attention theory, this study investigates how the effects of navigation bar design and content can influence visual processing of an unfamiliar online retailer’s website. A total of 40 subjects participated in a controlled experiment in which we gathered eye-tracking data. We find that navigation bar placement strongly affects how quickly participants locate the navigation bar: an unexpected placement more than …

Reducing Cognitive Load To Strengthen Customer Engagement: The Strategic Role Of Digital Tools, Neda Mossaei, Maryam Tofighi

Atlantic Marketing Journal

This paper examines how advanced technological interfaces, particularly chatbots and augmented reality, influence customer engagement by reducing the cognitive effort required to interact with firms. As digital tools become increasingly embedded in everyday life, companies are leveraging these technologies to streamline communication, personalize experiences, and foster long-term relational outcomes. Guided by cognitive load theory, this study argues that minimizing mental effort in customer–firm interactions improve engagement by making interactions more seamless and intuitive. At the same time, relationship marketing theory emphasizes that reducing cognitive barriers can cultivate customer engagement, trust, and loyalty over time. Together, these perspectives suggest that implementing …

When Going Alone Feels Right: The Effect Of Solo Cues On Interest In Attending Cultural Events, Inyoung Lee, Sang-Hoon Kim

Asia Marketing Journal

With the rise of solo consumers, cultural event marketers face a challenge: how can events appeal to solo consumers without marginalizing group consumers? To address this question, the impact of solo cues in marketing communication is examined through the lens of role and script theory. Two experiments demonstrate that solo cues, which signal the inclusion of solo consumers among attendees, increase solo consumers' attendance interest but do not affect group consumers. For solo consumers, the impact of solo cues is driven by anticipated enjoyment and is particularly pronounced for events entailing a high (vs. low) level of social interaction, where …

Bridging The Intention-Behavior Gap In Adopting Zero-Waste Grocery Retail Store, Elizabeth Jacob, Salil Sahadevan

Asia Marketing Journal

Growing interest in sustainability within marketing has renewed attention to zero-waste retail, yet it remains largely niche. This study investigates the challenges limiting zero-waste retail adoption and explores consumer expectations through key stakeholder interviews and a large-scale consumer survey in India. Building on earlier work that focused primarily on individual barriers, it incorporates structural factors and the interconnected nature of these obstacles. Adoption of zero-waste shopping practices is constrained by emotional labor, cognitive overload, and systemic friction. Cultural norms favoring convenience and hygiene reinforce disposability, and the lack of conventional packaging creates logistical hurdles. In this connection, the study identifies …

Risk, Benefit, And Trust In Emotionally Intense Services: A Moderated Mediation Model Of Home-Based Palliative Care Adoption In China, Cong Zhuang, Wenfeng Wei, Kyung-Min Kim

Asia Marketing Journal

As aging populations expand across Asia, home-based palliative care remains underutilized despite its potential to preserve dignity and emotional well-being. This study examines adoption decisions under emotionally intense uncertainty by testing a moderated mediation model in which perceived risk reduces adoption intention through diminished perceived benefit, and trust conditions the risk–benefit appraisal link. A scenario-based experiment with 400 Chinese participants was analyzed using PROCESS Models 4 and 7 with bias-corrected bootstrapping. Results show that perceived benefit fully mediates the effect of perceived risk on adoption intention. Trust shows evidence of conditioning the association between perceived risk and perceived benefit; however, …

Bright Shadows, Fresh Appeal: How Shadow Brightness Shapes Perceptions Of Fresh Products, Jonghee Kum, Hyewon Cho, Hyejin Lee

Asia Marketing Journal

This study examines how shadow brightness (light vs. dark) influences consumer responses to fresh products across four studies. Studies 1a and 1b demonstrate that consumers evaluate fresh products with light shadows more favorably compared to those with dark shadows. Study 2 identifies the underlying mechanism, showing that light shadows increase perceived wholesomeness, which positively affects consumer responses. Study 3 tests a boundary condition, revealing that the positive impact of light (vs. dark) shadows is pronounced for uncooked products but reduced for cooked products. These findings contribute to a better understanding of the influential role of visual elements in shaping consumer …

Smart Tourism Technology And Sustainable Tourism: Creating Vivid Memories To Drive Tourists' Behavioural Intention, Hatane Semuel, Regina Jokom, Trixie Nova Bella Tandijaya, Sienny Thio

Asia Marketing Journal

This study examines the impact of smart tourism technology and sustainable tourism on tourists' behavioural intention, with vivid memory as a mediating variable. Earlier studies have investigated smart tourism technology and sustainability separately, but there is a lack of understanding of how these two perspectives interact with memory theory to influence tourist behaviour. To address this gap, a survey was conducted involving 742 tourists across four major Indonesian cities, and the data were analysed using path analysis with SmartPLS. The findings show that sustainable tourism directly and indirectly shapes behavioural intention, while smart tourism technology influences it only indirectly through …

The Afterlife Of Luxury: Triggers, Intentions, And Channel Preference In China's Resale Boom, Junfeng Shi, Dehua Xia

Asia Marketing Journal

This study examines the factors shaping Chinese consumers' intention to resell used luxury products and their preferences for resale channels, drawing on the extended Theory of Planned Behavior (TPB). Data were collected from 381 consumers via an online survey and analyzed using structural equation modelling with confirmatory factor analysis and regression. Results indicate that the primary motivation for reselling is the lack of need when items are no longer useful or suitable. Consumers' resale intentions are driven mainly by internal factors: attitudes, sense of duty, perceived benefits, and behavioral control, while external factors, such as subjective norms, have minimal impact. …

Learning The Trade-Off: Simulation-Based Sustainability Education In Marketing, Roisin Vize

Case studies: Digital Education

Digital transformation is reshaping higher education, yet gamified business simulations remain among its most widely used and least examined tools. This case study reports on the use of the HUBRO Sustainable Marketing Simulation, a Sage resource, in Marketing 1, a core first-year undergraduate module at TU Dublin. Sustainability in business education is typically reserved for final-year, postgraduate or elective modules. This intervention instead embedded Environmental, Social and Governance (ESG) principles and balancing the triple bottom line from the first year of a four-year degree. Across two cohorts, 51 teams of three to four students ran a fictional jetpack venture over …

The Efficient Market Hypothesis In Youth Entrepreneurship: Understanding, Application, And Contextual Factors — A Systematic Literature Review, Omari Khalifa Mbura Prof,, Binto M. Binto

Business Management Review

This systematic literature review explores how youth entrepreneurs understand and apply the Efficient Market Hypothesis (EMH) in their decision-making, and examines the contextual factors influencing the decision-making nexus. Guided by a post-positivist framework, the review synthesises extant literature across youth entrepreneurship, finance, and digital strategy to map emerging themes and identify knowledge gaps. It covered a sample of 38 peer-reviewed articles, selected in accordance with the PRISMA guidelines. Findings of the systematic literature review show that youth entrepreneurs' engagement with EMH is largely experiential and indirect, influenced by digital literacy, social learning, and the realities of rapidly changing market environments. …

Regional Creative Economy Resilience Index: An Analysis Of The Creative Industry's Role In Fostering National Economic Resilience According To Asta Cita, Dks Nugraha Nugraha, Ramadhania Mumtaz Keesa

Jurnal Vokasi Indonesia

Indonesia's creative economy has survived worldwide economic shifts, especially the COVID-19 epidemic. This industry now drives innovation, culture, and technology. No systematic technique exists to quantify the creative ecosystem's impact on regional economic resilience. The Regional Creative Economy Resilience Index (IRED) is a conceptual model based on Asta Cita 2024–2029's eight strategic missions. This article uses the Asta Cita framework to describe how the creative industry strengthens national economic resilience and advances the IRED idea as a data-driven research and policy tool. This qualitative-descriptive study synthesizes 20 periodicals (2020–2025), analyzes policy, and maps themes using Asta Cita. Source triangulation …

Faculty Development Courses On Ai: Introducing The Faculty Ai Capability Selection Framework, Dan R. Bradbury, Barbara Jo White, H. Kevin Fulk, Raymond Large

Southwestern Business Administration Journal

University faculty members are faced with how to best address pressing needs for building artificial intelligence (AI) skills.  Some of these needs are student-focused, as employers seek graduates with useful AI skills.  Faculty members, understanding how generative AI can impact the work they do, also face pressures to enhance their own skills and comfort using AI tools.  In this article, we consider AI capabilities that are impacting organizations’ expectations for new college graduates as well as AI capabilities changing the shape of faculty members’ work.  We propose the Faculty AI Capability Selection Framework as a means to guide the development …

Interpretive Flexibility And The Social Construction Of Generative Ai In Education: A Scot Analysis, Elham Mousavidin, Sujin K. Horwitz

Southwestern Business Administration Journal

The rapid rise of generative artificial intelligence (GenAI) tools has intensified discussions about their role in education. This study uses the Social Construction of Technology (SCOT) framework to explore how educational stakeholders interpret GenAI and how these interpretations influence its development and adoption. Through an interpretive literature review of research published between 2021 and 2025, we examine stakeholder perspectives using SCOT constructs, including relevant social groups, interpretive flexibility, technological frames, and controversies. Results identify three main interpretive tensions shaping current debates: transformational force versus transactional tool, cognitive augmentation versus cognitive atrophy, and digital empowerment versus digital enslavement. These tensions show …

Refereed Research - Indispensable Yet Not Fully Legitimate: Street Markets As Invisible Subsistence Infrastructure, Raji Srinivasan, Maria C. Merino

Subsistence Marketplaces

Street markets are key provisioning systems across the Global South, supplying fresh food, employment, and retail access absent formal infrastructure. Yet despite street markets’ functional indispensability to millions of low-income consumers, their legitimacy is chronically contested, affirmed by vendors and communities yet challenged by planners, developers, and state authorities who apply formal-economy criteria in evaluating them. We theorize this as a legitimacy paradox and ask what structural mechanisms sustain it? Using composite vignettes grounded in fieldwork, we theorize three mechanisms. First, visibility without recognition: street markets are hyper-visible yet excluded from cognitive templates of legitimate, formal retail. Second, asymmetric essentiality: …

From Consumer Experience To Brand Meaning: Teaching Brand Management Through Lonergan’S Generalized Empirical Method (Gem), Nicole Kirpalani

San Jose - Lonergan Chair in Catholic Philosophy

Teaching marketing involves more than helping students learn disciplinary concepts and frameworks. It also involves developing processes of inquiry that prepare students to analyze complex situations, interpret evidence, exercise judgment, and make thoughtful professional decisions. As marketing practice continues to evolve, marketing education must similarly reconsider how courses, assignments, and learning experiences prepare students for professional practice (Grewal et al., 2025). Lonergan’s Generalized Empirical Method (GEM) offers one framework for structuring this process of inquiry. Lonergan, writing as a philosopher, theologian, and educator, initially described the underlying pattern of conscious operations as the transcendental method. In his later work, he …

People Orientation And Thing Orientation In Business Majors: Implications For Assessing The Impacts Of Cross-Functional Business Program Curricula, Todd J. Hostager, David A. Christopher, Kristy J. Lauver, Christopher Knowles

International Journal for Business Education

Background/Introduction/Purpose:  Prior research documented significant differences in people orientation and thing orientation (PTO) based on type of major and sex.  This study examines a set of measures for helping business programs to assess whether they are producing graduates equipped to consider both people and things when making decisions, regardless of their major or sex.

Methods/Design:  Students in a strategic management capstone course spent a single 75-minute session responding to a brief new venture pitch by identifying what types of additional information they would need to decide whether to invest in the business.  Three Likert-scaled options gauged the extent to participant …

The Influence Of Entrepreneurial Marketing On Sustainable Competitive Advantage In Tanzanian Smes: A Lower-Order Dimensional Analysis, Omari Khalifa Mbura

Business Management Review

Although entrepreneurial marketing is increasingly recognised as multidimensional, limited understanding remains of whether its individual behaviours exhibit equivalent relationships with competitive advantage, particularly when behaviours associated with the same broad dynamic-capability process are considered separately. This study examines the associations between five lower-order dimensions of entrepreneurial marketing (EM)—proactiveness, innovativeness, resource leveraging, customer intensity and value creation—and sustainable competitive advantage (SCA) among food-processing small and medium-sized enterprises (SMEs) in Dar es Salaam, Tanzania. Guided by Dynamic Capability Theory (DCT), cross-sectional survey data from 255 SMEs were analysed using partial least squares structural equation modelling (PLS-SEM) in the SEMinR package in R. …

How Philadelphia Markets Itself As A Fifa 2026 Host City: A Social Media Strategy Analysis, Taylor C. Mickley, Kelly G. Barr, Lali Odosashvili

ICHRIE Research Reports

With the 2026 FIFA World Cup around the corner, host cities are competing for global attention on social media. This study analyzed 543 Instagram posts from three host cities: Philadelphia and New York/New Jersey from the USA and Monterrey, Mexico. Posts were collected between August and December 2025 during the FIFA World Cup qualifying period for North and Central America and the Caribbean. Content was classified by category and format, and engagement was measured through reactions, comments, reposts, and shares. The findings challenge a common assumption: cities that posted the most did not generate the most engagement. Commercial content such …