Marketing Commons^™

Alternative Modes Of Entry And Unexpected Events In Franchising, Alexander Rosado-Serrano, Antonio Navarro-García

Journal of Global Business Insights

Store-in-store franchising or corner franchising is the application of a franchise format within another business, such as big box retailers, supermarkets, and gas stations; and pop-up stores are temporary store formats opened in shopping malls or other venues for a short period. Despite the regular application of these strategies by franchisers, the academic literature on store-in-store franchising and pop-up stores is relatively limited. There is a particular need after the COVID-19 outbreak to construct new lenses through which to explore how these modes of entry adapt to the new environment of business interruptions and border closures. Motivated by this research ...

Muslim-Friendly Medical Tourism, Noradiva Hamzah, Norlida H. M. Salleh, Izuli Dzulkifli, Tengku Wook

Journal of Global Hospitality and Tourism

Tourism has emerged as an important socio-economic activity as it is a promising sector in the global economy. In every industry, intellectual capital is a crucial knowledge-based asset. It has become the most potent element in the production of organizational wealth. This article intends to shed some light on intellectual capital from the Islamic Value dimension towards Muslim-friendly Medical Tourism. This study employed a case study approach on five hospitals. The data was collected through in-depth discussions, hospital tours, and interviews. Within-case analysis was conducted in analyzing the data. This study found that, the hospitals’ management highlighted that taqwa to ...

Covid-19 And Hospitality Services: The Role Of Information Sources, Believability, Fear, And Behavioral Intentions, Shaniel Bernard, Imran Rahman, Sijun Liu, Luana Nanu

Journal of Global Hospitality and Tourism

Based on the Social Amplification of Risk Framework (SARF) and crisis decision theory, this study examined the influence of trust in different types of information sources on the believability of COVID-19 information (BCI). Furthermore, the influence of BCI on fearfulness and the corresponding influence of fearfulness on the intention to use hospitality services and stay at home are analyzed. Structural equations modeling, using data from 1,017 American consumers, successfully confirmed the significant influences of trust in media and government on BCI and the corresponding positive effect of BCI on fearfulness. Additionally, the negative effects of fearfulness on intentions to ...

Monetizing Attention And Branding Strategy: Assessing The Effects Of Personal Branding On Amateur Athletic Compensation, Abby Christiansen

University Honors Theses

What role does branding play in the compensation issues faced by amateur athletes? How has the rise of influential online social personas legally impacted their case? This thesis explores the long-standing compensation issues that many amateur athletes have faced while under the control of the NCAA. It connects the social impact of online personal branding to some of the legal victories won by student athletes as they gain more freedom over their NIL (name, image, likeness) by detailing the importance of branding and its evolution into personal branding in a 21^st century economy. Many of the rules and regulations ...

Just Between You And Me: Private Financial Transactions Signal Communal Traits And Enhance Others’ Willingness To Cooperate, Lennay Chapman

Dissertations, Theses, and Capstone Projects

Increasingly, consumers’ everyday interactions are facilitated by online platforms. One notable feature of many online platforms is that they give consumers the ability to interact privately or publicly. Interacting publicly (e.g., by sending a public payment) can reveal private information pertaining to two or more consumers; this is known as co-owned information. The present work examines disclosure decisions about co-owned information in the context of peer-to-peer financial transactions. We propose that choosing a private mode of transacting represents a socially mindful behavior, as it considers partners’ preferences and preserves their future ability to keep private or disclose the transaction ...

The Future Of Name, Image, And Likeness In Advertising, Olivia E. Nuss

LSU Master's Theses

This study explores the unique intersection of the law and the theories of communication related to a student athlete’s ability to receive compensation based off their name, image, and likeness (NIL). The purpose of this study is to understand the future of NIL legislation application as it relates to emerging media and student-athletes’ privacy interests in order to better understand influencer marketing and the impact new legislation will have on student-athlete brand deals. Through a series of semi-structured, in-depth interviews, I explored industry trends in NIL as it relates to brand partnerships and advertising, focusing on key players, methods ...

A Guide To Abductive Thematic Analysis, Jamie Thompson

The Qualitative Report

Thematic analysis is an increasingly popular method for analysing qualitative data within the social sciences. Current guides for conducting thematic analysis promote the method’s broad flexibility across research designs, which has resulted in criticism that the method lacks the rigour and structure necessary for credible academic research. Recognizing the challenges faced by qualitative scholars, I developed and present an 8-step prescriptive approach specific to abductive methodologies incorporating many concepts from seminal works in thematic analysis, and importantly maintaining the balance of theorising with empirical data, which is the core of abductive research.

Differences Between Brand Activism And Corporate Social Responsibility In Consumer Perception, Erika Marchiondo

Student Theses and Dissertations

The purpose of this thesis is to determine if there is a perceived difference among consumers between brand activism and corporate social responsibility. Taking a stand in social and political causes has become an unspoken requirement for major brands. Consumers are selective about purchasing from brands that do not adhere to ethical practices. Consumers are also demanding increased brand transparency about the philanthropical causes brands support. I want to determine how aware consumers are of acts of corporate social responsibility and brand activism, and if consumers are able to identify a fundamental difference between behaviors associated with the two terms ...

“Green” Marketing In The Apparel Industry: The Spectrum Of Veracity, Stephanie R. Keane

Honors Theses in Science, Technology, and Society

Apparel companies’ propensity for manipulation in their marketing of environmental initiatives contributes to immense environmental pollution from petrochemical textile material production. Public scrutiny pressures these businesses to adopt “green” initiatives to avoid losing devoted consumers. In some cases, these initiatives disguise the real operations of a company or claim benignity for the company when this is not the reality. Previous business ethics research analyzed the emergence of “greenwashing” in corporations and thus concluded that corporations market themselves as eco-friendly to portray commodification as sustainable. In the form of case studies, this paper scrutinizes four companies: Zara, Patagonia, Lululemon, and Pact ...

Buy-Online-Pickup-In-Store (Bopis) Business Strategy: A Multivarite Study Of Bopis Influencing Factors On Customer Satisfaction, Addison G. Smith

Honors Thesis

Purpose- The purpose of this study was to identify the attitudes consumers have towards buy-online-pickup-in-store (BOPIS) and its influence on customer satisfaction.

Design- Data were collected from 567 respondents and resulted in 476 usable responses. This paper uses multivariate regression and two separate multiple regression analyses to examine the differential effects of multiple constructs (i.e. perceived usefulness online, perceived ease of use online, trust online, hedonic values online, perceived usefulness pickup, perceived ease of use pickup, trust pickup and hedonic values pickup) on customer satisfaction within online ordering and physical pickup portions of BOPIS process.

Findings- The result of ...

The Impact Of Privacy Control On Users' Intention To Use Smart Home Internet Of Things (Iot) Services, Mingyung Kim, Bo Reum Choi

Asia Marketing Journal

Despite the diverse benefits of smart home Internet of Things (IoT) services, the biggest obstacle to the actual usage of those services is concern about privacy. However, little research has investigated the impact of privacy control on users’ intention to use smart home services. Based on communication privacy management theory and privacy calculus theory, this study investigates how privacy control options affect users’ perceived benefits and costs and how those perceptions affect individuals’ intentions to use smart home services by conducting an experiment. Our results showed that smart home privacy control options decreased perceived benefits and increased perceived costs. The ...

I Can’T Believe Online. A Study On How Negative Reviews Move Online Shoppers To Offline Channel, Hyo-Jeong Kim, Sang Man Han

Asia Marketing Journal

Despite the benefits of online shopping, we easily observe consumer behaviour when making purchases through offline channels. Why do they choose to go offline by taking the effort to go there? As a factor influencing decision-making, this study assumes that distrust of online shopping increases webrooming intentions that online consumers move to offline channels. Consumers check online reviews as well as seller information to increase their purchasing confidence. There are few studies on the effect of negative online reviews on consumers' purchasing decisions. Contrary to the pessimistic results of previous studies, the results of this study explain the mechanism by ...

Predicting Rfid Adoption Towards Urban Smart Mobility In Ulaanbaatar, Mongolia, Urandelger Gantulga, Burmaa Sample, Ariunsaikhan Tugsbat

Asia Marketing Journal

Smart city technologies such as transportation and parking systems make our daily lives more efficient and intelligent. However, it is impossible to implement a smart mobility system without analyzing the individual's behavior toward the new technology. This research study attempts to develop a framework for predicting smart mobility antecedents using SEM in primary data analysis. The Technology Acceptance Model (TAM) was the conceptual foundation for this study. To achieve the objectives of the study, one thousand five hundred and twelve effective questionnaires were collected and analyzed using Smart PLS 3.3. The results show that perceived usefulness, perceived ease ...

Editorial: Asia Marketing Journal Makes Outstanding Achievements In 2021, Ji Hee Song

Asia Marketing Journal

No abstract provided.

Creating A Healthy Rural Ecosystem For Community Vitality: Developing Rural Community Business Research, Karalyn Kutzer, Dr. Emily Newell

Thinking Matters Symposium

The objective of this project is to create a model of and mechanism for statewide, systematic data collection to support workforce development pathways for P-20 students in rural Maine to ensure the long-term vitality and success of these communities. Businesses, as sites of financial and social capital development, can be more thoughtfully calibrated to local workforce needs in these communities. However, data is not currently made available to businesses and community leaders that would allow them to make thoughtful decisions about how to use community resources and time in order to create these partnerships. Businesses and economic growth in rural ...

Covid-19 And The Subsequent Change On Buyer Behavior, Chloe J. Chadwick Miss

Honors Capstones

The purpose of this Honors Capstone research project is to gain insight and understanding into how buyer behavior may or may not have changed after by the COVID-19 Pandemic through the perspectives of sales professionals, marketing professionals, and consumers themselves. This research project compared data from literary based research, 1:1 interviews, and three unique mass surveys dispersed on LinkedIn to gather information from multiple touch points. There were limitations to this research given the Pandemic is ongoing and there continues to be adjustments to this global phenomenon. Additionally, data collection from interviews and surveys was strictly voluntary and survey ...

Strength Of Weak Ties Theory And College-University Marketing: A Case Study Of Etsu's Clemmer College, Sarah Nobles

Electronic Theses and Dissertations

As scholarly institutions enter a new era of hyper-competition, seeking innovative ways to engage with student populations has become central to social media marketing efforts. Developing strategies and tactics to interact with existing student populations presents new challenges for marketing departments, as well as the stakeholders who are often asked to provide user-generated content. Strong ties among stakeholder relationships can enhance communication with effective outcomes; however, it is the weak ties that may have the most impact. This study draws on existing literature regarding Strength of Weak Ties Theory and faculty and student surveys in East Tennessee State University’s ...

A Descriptive Study Of College Students’ Preferences Toward Rhetorical Devices In Advertisements, Rachel Beyer

Agricultural Economics and Agribusiness Undergraduate Honors Theses

Advertisements are specifically created to convince people of the importance to either buy a product or subscribe to an ideal. Companies are the primary users of advertisements, where advertisements are designed to increase profitability (Roberts, 2020). The advertising industry in America is quite large. Food is a diversified and competitive industry, this competition in the food industry causes companies to be dependent on consumer preference and knowledge (UC Davis Nutrition Department, 2020). With Generation Z on the rise, there should be an increased focus on their preferences and needs in all industries, including the food industry (Southgate, 2017). The purpose ...

Implementing A Micro-Business Internship Program In Dangriga, Belize, Shaadee Shojai

Management Undergraduate Honors Theses

Over the Summer, I was able to work with Peacework in Belize through the University of Arkansas. While I was unable to physically go to Belize due to the COVID-19 Pandemic, I feel that I was still able to learn about the culture, in both the casual and business workplace, as well as help the people of Dangriga. The goal of my project was to help consult with the Tourism Department of Dangriga to help develop their small business into businesses that were more appealing to tourists. Unfortunately, most people who own small businesses in Dangriga can’t support themselves ...

A Seminar For Student Leaders To Engage And Retain Members In Student-Led Organizations, Luke Mcpherson

Honors Theses

The challenge of attracting and maintaining members in student-led organizations (SLO) inspired this thesis. Current research literature was used to create a presentation for student leaders. The presentation applied marketing principles as well as best practices suggested by the research. Interviews with four student leaders and two administrators involved in student activities were conducted to interact with the research. Their insights suggested that the strongest factor in attracting students was social, whether personal invitation or a sense of belonging to the group. The strongest deterrent to participation was a perception that the benefits did not outweigh time commitments to school ...