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Crossing Borders And Breaking Barriers: A Strategic Analysis Of Chick-Fil-A'S Expansion Into The French Market, Avery Besson 2024 University of Arkansas, Fayetteville

Crossing Borders And Breaking Barriers: A Strategic Analysis Of Chick-Fil-A'S Expansion Into The French Market, Avery Besson

Marketing Undergraduate Honors Theses

This thesis explores the strategic considerations and potential challenges of Chick-fil-A, a prominent American fast-food chain, establishing itself in France. The study investigates the cultural, economic, and regulatory factors that may impact Chick-fil-A's entry strategy, aiming to provide a comprehensive understanding of the opportunities and obstacles the company may encounter in France. This research will examine Chick-fil-A’s previous attempts at expansion, analyze an American company that has successfully established themselves in France, and provide market entry strategies to Chick-fil-A to establish its presence in the French market successfully.


Hay: A Hedonic Study, Chester R. Broadbent 2024 Utah State University

Hay: A Hedonic Study, Chester R. Broadbent

All Graduate Reports and Creative Projects, Fall 2023 to Present

Hedonic price theory posits that the price of a product is influenced by the values consumers assign to its individual attributes. Hay is a versatile commodity with variation across several attributes helping to cater to diverse needs of consumers. A detailed analysis using hedonic regression techniques within hay pricing can help producers, stakeholders, and educators more fully understand the marginal values consumers place on diverse hay attributes. Previous studies focused on limited scopes within the hay industry or other sectors, allowing room for broader investigation. This study examines qualitative attributes impacting hay pricing, revealing significant influences from factors like location, …


Social Selling: My Experiences Through An Internship With Outside Life, Zariah Farris 2024 University of Arkansas, Fayetteville

Social Selling: My Experiences Through An Internship With Outside Life, Zariah Farris

Marketing Undergraduate Honors Theses

Last summer I had the opportunity to be a campus development associate intern with Outside Life, a company who crafts personalized ski trips for universities across the United States. This internship was virtual and taught me so many skills about how to communicate well while being fully digital and how to go through the the sales process virtually. With our sales being made without any in-person connections, I was introduced to social selling, a concept I discuss further in my thesis. I reviewed the timeline of what my internship and getting started with the company looked like. In my thesis …


The 4c Framework: Towards A Holistic Understanding Of Consumer Engagement With Augmented Reality, Philipp A. Rauschnabel, Reto Felix, Jonas Heller, Chris Hinsch 2024 The University of Texas Rio Grande Valley

The 4c Framework: Towards A Holistic Understanding Of Consumer Engagement With Augmented Reality, Philipp A. Rauschnabel, Reto Felix, Jonas Heller, Chris Hinsch

Marketing Faculty Publications and Presentations

Highlights

  • The 4C framework highlights four unique characteristics of AR: Consumer, Content, Context, and Computing Device.

  • Engagement with AR derives from an alignment of the 4 Cs.

  • The paper advances theory by using the lens of complexity theory to explain how to engage consumers in AR experiences.

  • The framework offers significant implications for managers and scholars.

  • It allows systematic approaches to assess, communicate, and develop AR applications across various disciplines.

Abstract

Augmented Reality (AR) is an emerging concept that impacts many disciplines, such as business, marketing, tourism, gaming, human–computer interaction, and manufacturing. Surprisingly, many scholarly and practical discussions overlook the …


Implementing And Marketing Diversity, Equity And Inclusion Practices And Resources: Creating The E‐Buzz!, Essraa Nawar, Kristin Laughtin-Dunker 2024 Chapman University

Implementing And Marketing Diversity, Equity And Inclusion Practices And Resources: Creating The E‐Buzz!, Essraa Nawar, Kristin Laughtin-Dunker

Digital Initiatives Symposium

Leatherby Libraries Librarians are committed to supporting and promoting diversity, equity, and inclusion for students, faculty, researchers, and staff. We demonstrate this commitment holistically through the provision of all resources and services in support of teaching, learning, and research. Our goal is to reduce obstacles to accessing diverse research resources, services, learning, and engagement through educational outreach in order to raise awareness of diversity related issues.

In 2020, Library administration selected a Diversity and Outreach librarian that was charged with creating a comprehensive Diversity, Equity and Inclusion (DEI) and Outreach plan. As a result, a number of practices and initiatives …


Exploring Entrepreneurial Intention And Subjective Beliefs: A Comparative Analysis Of General Education Schools And Commercial Schools, Julia Riess, Bettina Fuhrmann, Gerhard Geissler 2024 Vienna University of Economics and Business

Exploring Entrepreneurial Intention And Subjective Beliefs: A Comparative Analysis Of General Education Schools And Commercial Schools, Julia Riess, Bettina Fuhrmann, Gerhard Geissler

International Journal for Business Education

This study examines the entrepreneurial intentions of Austrian secondary school students, specifically comparing students from commercial schools with those from general education schools. We analyzed 2,329 data sets and found that subjective beliefs, primarily behavioral and control beliefs, significantly influence entrepreneurial intentions. In addition, demographic factors such as gender, language, acquaintance with entrepreneurs, and school type play a significant role in explaining the variance in entrepreneurial intentions.

Our detailed analysis shows that students from commercial schools have stronger entrepreneurial intentions and subjective beliefs. Particularly notable are the differences in behavioral beliefs, where students from commercial schools find all aspects of …


Literature Review Of Extended Reality Research In Consumer Experience: Insight From Semantic Network Analysis And Topic Modeling, Hansol Choi, Hyemi Lee 2024 Ewha Womans University, Seoul, South Korea

Literature Review Of Extended Reality Research In Consumer Experience: Insight From Semantic Network Analysis And Topic Modeling, Hansol Choi, Hyemi Lee

Asia Marketing Journal

Extended Reality (XR) technology, the umbrella term covering hyper-realistic technologies, is known to enhance consumer experience and is therefore developing rapidly and being utilized across various industries. Growing studies have examined XR technology and consumer experience; however, the literature has failed to fully explore hyper-realistic technology through a holistic perspective. To fill this gap, we analyzed 720 Korean and international articles through semantic network analysis and topic modeling and identified the literature on XR research in consumer experience. As a result, we extracted six main topics: “Tourism,” “Buying Behavior,” “XR Technology Acceptance,” “Virtual Space,” “Game,” and “XR Environment.” The results …


Observer Responses To Others' Charitable Donations: Effects Of The Donor Social Class-Donation Type Interaction, Shinhyoung Lee 2024 Assistant Professor of Marketing, Business School, Sookmyung Women's University, Seoul, South Korea

Observer Responses To Others' Charitable Donations: Effects Of The Donor Social Class-Donation Type Interaction, Shinhyoung Lee

Asia Marketing Journal

The social impact of observing others' charitable donations remains underexplored, with few studies examining the influence of donors' social class. Across three experiments, we investigated how the donor social class-donation type interaction influences the observers' perceived sacrificial costs or desire for a moral self-identity, which consequently affects their willingness to donate. The participants perceived higher costs when lower-class donors made monetary donations, but for time donations, they saw no difference in sacrificial costs by donor social class. Moreover, when the hourly wage was emphasized, the participants felt an increased desire for a moral self-identity from higher-class donors' monetary donations and …


Identifying The Actual Impact Of Online Social Interactions On Demand, Dong Soo Kim 2024 Assistant Professor of Marketing, Fisher College of Business, Ohio State University, Columbus, Ohio, USA

Identifying The Actual Impact Of Online Social Interactions On Demand, Dong Soo Kim

Asia Marketing Journal

Firms often engage in manipulating online reviews as a promotional activity to influence consumers' evaluation on their products. With the prevalence of the promotional activities, consumers may notice and discount the reviews generated by the promotional activities. Discounting the firm-generating reviews may cause systematic measurement errors in the valence variable and lead to a negative bias when estimating the effect of consumers' organic reviews on demand. To correct the bias, this study proposes including product-specific bias-correction terms representing the proportion of extreme reviews in analysis. For illustration, the proposed method is applied to a demand model for data of movies …


Crisis To Opportunity: The Role Of Consumer Awareness In Mergers And Acquisitions (M&As) During The Covid-19 Pandemic, Hojoon Jang, Junhee Seok, Jongdae Kim 2024 Doctoral Student, College of Business Administration, Seoul National University, Seoul, Republic of Korea

Crisis To Opportunity: The Role Of Consumer Awareness In Mergers And Acquisitions (M&As) During The Covid-19 Pandemic, Hojoon Jang, Junhee Seok, Jongdae Kim

Asia Marketing Journal

In the uncertainty fueled by the COVID-19 pandemic, mergers and acquisitions (M&As) have emerged as key strategic responses by firms. This study explores the impact of M&As on acquirers' firm value, utilizing a firm-level panel dataset from SDC Platinum. Empirical evidence recognizes the potential negative impact of transaction value in M&As and the pandemic's effect on market volatility that may occasionally exacerbate the adverse influence on acquirers' firm value. The findings indicate that effective marketing strategies, such as enhancing consumer awareness through increasing advertising expenditures, can counterbalance these influences, particularly during uncertain times. This study accentuates the importance of adaptability …


Incomplete Decisions On Reward-Based Crowdfunding Platforms: Exploring Motivations From Temporal And Social Perspectives, KwangWook Gang, Hoon S. Cha, Ilyoo B. Hong 2024 Department of Management, Perdue School of Business, Salisbury University, Salisbury, USA

Incomplete Decisions On Reward-Based Crowdfunding Platforms: Exploring Motivations From Temporal And Social Perspectives, Kwangwook Gang, Hoon S. Cha, Ilyoo B. Hong

Asia Marketing Journal

This study explores incomplete decision-making dynamics on reward-based crowdfunding platforms, focusing on temporal and social factors influencing backers' decisions. Utilizing the temporal aspect (i.e., pledging campaign phase) and social aspect (i.e., current pledged amount ratio) as stimuli within the stimulus-organism-response framework, our findings reveal that nearly 50.9% of respondents change their initial decisions, highlighting widespread incomplete information processing. Backers are more prone to altering decisions under heightened time pressure and display herding behaviors. Furthermore, backers exhibit an increased likelihood of changing decisions under heightened time pressure, coupled with a greater chance that the pledged goal amount will not be achieved. …


Zoomer Generation: Used Car Automobile Purchasing Behaviors, Scott E. Whitaker, Joe Spencer, Giovanni Calise 2024 Anderson University - South Carolina

Zoomer Generation: Used Car Automobile Purchasing Behaviors, Scott E. Whitaker, Joe Spencer, Giovanni Calise

Association of Marketing Theory and Practice Proceedings 2024

There is a growing trend of online automobile purchasing that is altering the relationship between consumers and automobile dealerships. Consumers are more informed and seek a larger variety of inventory and options when shopping for used vehicles. The online marketplace provides a viable alternative to local dealerships who have hereto dominated much of the market. This research shows the current generation of Zoomers is helping to drive this trend which has significant marketing implications toward the industry. There remains a gap in the academic body of knowledge examining this behavior in relation to large online purchases such as automobiles. This …


The Interplay Of Organic Label, Natural Imagery, And Domestic Country-Of-Origin Claim In Shaping Consumer Responses: Independent, Interactive, And Conditional Effects, David Bourdin, Phillip Frankhofer 2024 FHWien der WKW University of Applied Sciences

The Interplay Of Organic Label, Natural Imagery, And Domestic Country-Of-Origin Claim In Shaping Consumer Responses: Independent, Interactive, And Conditional Effects, David Bourdin, Phillip Frankhofer

Association of Marketing Theory and Practice Proceedings 2024

With sustainable consumption on the rise, firms are increasingly showcasing their environmental efforts. However, it is still unclear how effective different verbal and visual ‘green’ product cues are in influencing consumer preferences. Addressing this gap, this study examines the independent and interactive effects of an organic label, natural imagery, and a local origin claim on consumer responses to packaged milk. Furthermore, the role of three potential moderators (green product skepticism, consumer ethnocentrism, and environmental concern) is considered. A 2x4 experimental study was conducted with 178 consumers. Structural equation modeling results show that an organic label and natural imagery indirectly increase …


How Does Big Data Affect Organizational Financial Performance In Turbulent Markets? The Role Of Customer-Linking And Selling Capabilities, Omar S. Itani, Ashish Kalra, Amin Rostami 2024 The University of Texas Rio Grande Valley

How Does Big Data Affect Organizational Financial Performance In Turbulent Markets? The Role Of Customer-Linking And Selling Capabilities, Omar S. Itani, Ashish Kalra, Amin Rostami

Marketing Faculty Publications and Presentations

The information age provides vast opportunities for organizations to improve their efficiencies by relying on big data-AI empowered analytics (BDA). The purpose of this study is to address the critical question of how BDA-fit affects organizational financial performance, taking into consideration differences between markets and customer change caused by technology turbulence. Using data collected at the firm level and building on Task- Technology Fit Theory and Dynamic Capabilities Theory, empirical results indicate that BDA-fit is important to drive organizational financial performance through the development of customer-linking and selling capabilities. These results vary across markets, with BDA-fit having stronger effects on …


Interactions Between Societal, Social, And Social Media Marketing, Jessica Holden, Ismet Anitsal, Melek Meral Anitsal 2024 Missouri State University

Interactions Between Societal, Social, And Social Media Marketing, Jessica Holden, Ismet Anitsal, Melek Meral Anitsal

Association of Marketing Theory and Practice Proceedings 2024

This research explores the interactions among societal, social, and social media marketing concepts to provide clarity and distinction. These concepts are often confused, causing misunderstanding and misuse in practice. Societal, social, and social media marketing concepts need to be differentiated from one another and linked to the appropriate marketing tactics for them to be understood and utilized effectively in practice.


Relationship Marketing And Collegiate Affinity Credit Cards: An Analysis Of Eleven Years Of Cfpb Data (2009 – 2020), Neleen S. Leslie-Piper 2024 John Carroll University

Relationship Marketing And Collegiate Affinity Credit Cards: An Analysis Of Eleven Years Of Cfpb Data (2009 – 2020), Neleen S. Leslie-Piper

Association of Marketing Theory and Practice Proceedings 2024

Deregulation and increased market information have made competition fierce in today's market. Service marketers have sought to increase their competitive advantage by focusing on branding and social benefits to augment the functional benefits provided by the services they offer (Fock, Woo, and Hui, 2003). Financial services represent one such industry. Banks have, in recent decades, partnered with organizations with strong membership or supporter bases to create specialized products, including credit cards that are offered exclusively to various organizations. The primary goal of affinity marketing is to capitalize on the relationship between the affinity organization and its members for the promotion …


Embracing Digital Marketing Technologies And Increasing Student Engagement Through Marketing Agility And Reactance, Manisha Mathur 2024 Georgia Southern University

Embracing Digital Marketing Technologies And Increasing Student Engagement Through Marketing Agility And Reactance, Manisha Mathur

Association of Marketing Theory and Practice Proceedings 2024

This study aims to explore the role of marketing agility capability in facilitating students' acquisition of essential knowledge, skills, and abilities related to emerging technologies, as well as their active engagement with the course material. Utilizing Partial Least Squares Structural Equation Modeling of the data acquired from marketing students, this comprehensive inquiry yields valuable insights into the intricate dynamics of student responses to marketing technology within educational settings, emphasizing the pivotal role of nurturing digital fluency and marketing agility to enhance engagement and readiness for the professional arena.


Conflicted Positioning: Product Positioning When Market Segments Have Conflicting Risk Goals, Richard Flight 2024 Coastal Carolina University

Conflicted Positioning: Product Positioning When Market Segments Have Conflicting Risk Goals, Richard Flight

Association of Marketing Theory and Practice Proceedings 2024

ABSTRACT

In some product and service categories concern for physical risk as a result of the product or service rendered is an inherent barrier to purchase. Meanwhile, the same perceived danger attracts thrill seekers who want (or need) a sense of adventure. In this exploratory research, the question of motive for and emotions associated with learning how to fly a plane are explored. When prompted risk is cited oftentimes as both a deterrent to engage in the activity and a motive to pursue it. This presents product and brand managers with the question of how to simultaneously assuage risk-related fear …


Whose Opinions Do We Trust? Some Thoughts On Online Product Ratings And Consumer Decision Making, David Ackerman, Barbara Gross, Jing Hu 2024 California State University, Northridge

Whose Opinions Do We Trust? Some Thoughts On Online Product Ratings And Consumer Decision Making, David Ackerman, Barbara Gross, Jing Hu

Association of Marketing Theory and Practice Proceedings 2024

User-generated reviews play a crucial role in assessing market offerings and informing consumers’ purchase decisions. This study applies extant theory to examine the influence of online product ratings and reviews on consumers. The findings from experiments suggest that the impact of online ratings is heightened for higher-priced products in comparison to their lower-priced counterparts during both the information search and product evaluation stages of consumer decision making. Results also indicate that consumer ratings on social media may have more of an impact on consumers than do the ratings of experts. Consumers demonstrated a greater purchase intention for products that received …


Examining Corporate Social Responsibility (Csr) And Employees In Convenience Store Business And Their Impact On Net Promoter Score (Nps), Musa Pinar, Faruk Guder, Tulay Girard 2024 Valparaiso University

Examining Corporate Social Responsibility (Csr) And Employees In Convenience Store Business And Their Impact On Net Promoter Score (Nps), Musa Pinar, Faruk Guder, Tulay Girard

Association of Marketing Theory and Practice Proceedings 2024

In the realm of a convenience store business, this study aims to examine: 1) the customer perceptions of CSR activities, employee behavior, and value congruity; 2) the potential impact of respondent demographics on CSR activities, employee behavior, value congruity, and the likelihood of recommending convenience stores and fuel businesses; 3) the relationships between the CSR activities, employee behavior, and value congruity, and 4) the impact of CSR activities and gender on the likelihood of customer recommendation of the brand. Based on 2000 surveys from the loyalty members, the study found that CSR activities, employee behaviors, and value congruity are important …


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