Marketing Commons^™

Sugardale Marketing Research - Group 5, Alex Gee, Greg Lewis, Carley Nastasi, Anna Nosek, Anna Pond

Williams Honors College, Honors Research Projects

Sugardale research findings for group 5

Sugardale Marketing Research Project, Brandon Gray, Xavier Zup, Alexis Rossilli, Robert Britton

Williams Honors College, Honors Research Projects

This is a marketing research project for Sugardale meat company. Our group will be conducting primary and secondary research in order to answer questions and achieve goals that will help the Sugardale meat company market to millennials.

The Effect Of Consumer-Based Authenticity On Attachment And Social Networks In Digital Context: Case Of Moroccan’S Terroir Products, Fatima E. Ouboutaib

Journal of Global Business Insights

The focus of this paper is to conceptualize and measure consumer-based authenticity as well as its effects on social networks (SN) and attachment. In addition, it explores the effect of consumer attachment. In order to address this focus, it suggests a framework for analyzing this relationship by using the Partial Least Squares Equation Modeling. This study utilizes applied quantitative research in the Moroccan context. The results showed that consumer-based authenticity represents a marketing tool that can influence purchase intention. The key contribution of this research is the feature of consumer authenticity that influences social network confidence. Consumers need to …

Virtual Reality Images As A Tool In Hotel Promotions: Is It Effective And Worth Investment?, Lisa Slevitch, Tilanka Chandrasekera, Luis Mejia Puig

ICHRIE Research Reports

This report examines how traditional photos compare to two different types of virtual reality (VR) images (static and 360°) when used as promotional tools for hotels. An experimental study by Slevitch et al.(2022), which utilized multiple types of measures, served as the foundation for the recommendations. The results showed that static VR images performed the same way as traditional photos, however the 360° VR images had a more positive impact on participants’ emotional responses and were more engaging than other images. This suggests that 360° VR images are better for hotel promotions, especially when initial impressions, such as interest and …

Pengaruh Nilai Esg Dengan Kebutuhan Modal Kerja: Analisis Perusahaan Listing Indonesia Periode 2015-2020, Vani Rahmita, Eko Rizkianto, Hendro Prabowo

Jurnal Manajemen dan Usahawan Indonesia

This study aims to analyze the effect of ESG score and its pillars (environmental, social, and governance score), as a proxy of sustainable companies, on working capital requirements (WCR) and cash conversion cycle (CCC) of Indonesian listing companies for the period 2015-2020. The ESG and pillar scores are obtained from the Thomson Reuters Refinitiv Eikon terminal. The research covers 29 non-financial listed companies in Indonesia in the six years with a total of 174 observations through the purposive sampling technique. This study finds that on average non-financial companies in Indonesia use a conservative working capital strategy which makes the company's …

Analisis Pengaruh Atribut Religius Dalam Konten Promosi Di Media Sosial Terhadap Behavioural Intention Konsumen Muslim, Rizkia Amalia Primaputri, Yeshika Alversia

Jurnal Manajemen dan Usahawan Indonesia

This study investigates the effect of religious-related attributes in social media promotion materials towards Muslim consumers’ behavioural intention, with consumer’s offensiveness mediating. Theories are applied to a case where Hanamasa Indonesia’s promotion materials were treated with skeptical e-WOMs since a customer revealed her experience was contrast to what appears visually and audibly on the restaurant’s social media posts. This quantitative study utilized 204 samples in a SEM (structural equation modelling) analysis and resulted: 1) visual attributes cause negative e-WOM indirectly, 2) consumer’s offensiveness mediates visual attributes on social media promotion materials to cause negative e-WOM, 3) consumer’s responsiveness mediates visual …

Analisis Pengaruh Risiko Kredit, Risiko Likuiditas, Serta Risiko Operasional Terhadap Kinerja Perbankan: Studi Kasus Pada Bank Umum Konvensional Yang Terdaftar Di Bursa Efek Indonesia Periode 2016-2020, Jihan Yunike, Imo Gandakusuma

Jurnal Manajemen dan Usahawan Indonesia

Researchers conducted research on banks in Indonesia to assess the effect of credit risk, liquidity risk, and operational risk on banking financial performance. Data is obtained from the IDX website and banks from 38 conventional commercial banks that met the criteria for the 2016-2020 period. Researchers used the fixed-effect model (FEM) to analyze the results of this study.The results of this study indicate that credit and operational risks have a significant effect on the company's financial performance. On the other hand, liquidity risk has an insignificant effect on the company's financial performance. The results can be used by the company's …

Destinations’ Recovery Marketing Campaigns In Response To Pandemics, Eli Avraham

ITSA 2022 Gran Canaria - 9th Biennial Conference: Corporate Entrepreneurship and Global Tourism Strategies After Covid 19

The Covid-19 pandemic has altered the paradigm of risk and recovery management but it is just one of many pandemics to have impacted destinations during the last two decades. This study examine how destination officials combated the image crises that followed SARS-2003, H1N1 Swine flu 2009-10, Zika 2016-17 and Covid-19. The literature dealing with combating pandemics has focused on the actual management of either a specific pandemic or regional aspects of a pandemic and less on the recovery marketing and image repair aspect. As a result, tourism academic literature has a shortage of image repair theoretical frameworks addressing multi-case health-related …

A Creative Perspective On The Tourism Industry In Romania, Alexandra Zamfirache

ITSA 2022 Gran Canaria - 9th Biennial Conference: Corporate Entrepreneurship and Global Tourism Strategies After Covid 19

The purpose of this scientific paper is to review various aspects of the negative impact of the COVID-19 outbreak on the tourism sector in Romania. The paper is based on research that combines a analysis of economic indicators, completed a qualitative research, based on in-depth interviews conducted on the population of Brasov on assessing the travel during the pandemic. Based on the results of research and exploratory research in the literature, we have listed in a concise manner several measures to make tourism cleaner, safer and more sustainable after this famous pandemic.

Can Digital Marketing On Instagram Help To Promote Sustainable Travel? Abstract, Jacques Bulchand-Gidumal Professor, Armin Brysch Professor

ITSA 2022 Gran Canaria - 9th Biennial Conference: Corporate Entrepreneurship and Global Tourism Strategies After Covid 19

The contribution of digitalization and digital platforms to tourism sustainability is a timely topic. In this research we analyze if a digital platform such as Instagram could contribute and be used as a tool to promote sustainability by destinations and by travelers. To this aim, we implement a methodology comprised of four steps: identifying the most recognized sustainable destinations in the world (i.e. Slovenia, New Zealand and Costa Rica), downloading and analyzing the last posts from the official accounts of the DMOs of these destinations, identifying the most frequently used hashtags related to sustainable tourism (#ecoturismo, #ecotourism, #sustainabletravel, #ecotravel and …

What Drives Satisfaction And Dissatisfaction Of Hotel Guests? An Exploratory Analysis Based On Tripadvisor, Carlos Díaz-Santamaría, Jacques Bulchand-Gidumal Professor, Santiago Melián-González

ITSA 2022 Gran Canaria - 9th Biennial Conference: Corporate Entrepreneurship and Global Tourism Strategies After Covid 19

Understanding the drivers of hotel guest satisfaction and dissatisfaction is basic for hotel managers. In this research, we use a large database of more than 30,000 reviews that were posted on TripAdvisor to investigate this issue. We use Power BI to assign a sentiment score to each review and to extract the main phrases from them. This allows us to create two datasets of words and phrases (one derived from the reviews of satisfied guests and one derived from the reviews of dissatisfied guests) in order to compare them. In order to compare both datasets, we perform a quantitative analysis. …

The Communication Methods Of The Receptionists And Their Influence On The Customers’ Retention: An Empirical Study On Private Hospitals In Libya, Yousf Ibrahim Aljoudimi

Journal of the Arab American University مجلة الجامعة العربية الامريكية للبحوث

Retention of customers is a focal point of any business, and following a certain retention policy expresses how effective the marketing strategy is. Although the previous studies-especially in the context of the services- focused on how retention is affected by several variables under purchasing behavior theory, they did not address the effect of the communication methods of the receptionists, which play a vital role when communicating directly/indirectly with the customers from the very beginning, during, end served, and retention stages. Therefore, this study is an attempt to bridge this research gap. The main aim of the current study is to …

How Review Valence Benefits Umrah Sales Performance: The Moderating Role Of Price, Muhamad Izaidi Ishak, Amran Harun

International Journal of Religious Tourism and Pilgrimage

The influence of online consumer reviews on a firm’s sales performance has not yet been investigated in the field of Umrah. In addition, the literature does not explain how price moderates the relationship between online consumer reviews and a firm’s sales performance. Thus, the research objective of this paper is to examine the influence of Umrah online consumer reviews, specifically review valence, on Umrah operator sales performance, with Umrah package price acting as the moderator. 82 Malaysian Umrah operators were involved in this study. The secondary data for Umrah online consumer reviews were collected from Google Maps reviews, which matched …

Value Co-Creation In Buy Online Pickup In-Store (Bopis), Elizabeth H. Manser Payne, Addison G. Smith

Mountain Plains Journal of Business and Technology

The purpose of this study is to identify consumer attitudes toward buy online pickup in-store (BOPIS). This study examines how value perceptions change as consumers progress in the online ordering and physical pickup processes within the BOPIS channel. We use a multivariate regression and two separate multiple regression analyses to examine the differential effects of multiple constructs on BOPIS customer satisfaction. As consumers start the process by engaging with the retailer online, perceived usefulness and hedonic value online play a critical role in customer satisfaction. Consumer attitudes change as they pick up their order at the store where the degree …

How Do Brand Communication And Brand Personality Shape Consumer Loyalty?, Emilija Heleta Švrakić, Maja Arslanagić-Kalajdžić

Economic and Business Review

The concept of brand personality plays a crucial role in brand literature as consumers tend to anthropomorphize brands by attributing human characteristics to them. The creation of a brand personality that resonates with consumers leads to greater customer satisfaction and loyalty over the long term. This study investigates the mediating potential of brand personality dimensions, specifically Competence and Sophistication, in the relationship between brand communication (both controlled and uncontrolled) as an antecedent and brand loyalty as an outcome. Using a sample of 340 users of a cosmetic brand, we employed structural equation modeling to analyze the data. Our results indicate …

Relationship Between Customer Expectations And Financial Performance Of Food Industry Businesses In A Customer Satisfaction Model, Petr Suchanek, Maria Kralova

Economic and Business Review

Research on customer satisfaction in repeat purchases shows that the relationship between customer expectations and customer satisfaction can be inverse to what is commonly reported. This also has an impact on the financial performance of an enterprise, which is therefore directly influenced by customer expectations. The goal of this paper is to determine whether customer satisfaction affects customer expectations and whether these expectations have a direct impact on the financial performance of an enterprise. The variables representing factors of customer satisfaction, including customer expectations, are measured using a customer survey. Business financial performance (BFP) was measured using the ROA, ROE, …

Making Then Meaning, Ben Denzer

Masters Theses

This is an artist talk contained within a book. It is 816 pages and 49 minutes long. Closed captions run across the spreads. A video of this talk can be watched on bendenzer.com/making-then-meaning

At RISD, I’ve been prompted to expand the scope and tools of my practice and to reflect on questions of meaning in my work.

I spend my days making things, but I’ve never really had good answers to questions of why I make the things I make, or what their meaning is. I don’t think there are simple answers to these questions.

I think meaning comes from …

How Are Senior Citizens Capable To Cope With The World Of Digital Natives?, Hely Westerholm, Pirjo Takanen-Körperich

International Journal for Business Education

This study discusses the continuously growing threat to the senior citizens*), later called seniors, who can be isolated from the society if their digital competences and experiences are too poor in today’s digital world. It has been noted that to cope with one’s pursuits seniors need to actively construct and maintain their capabilities in ways that are flexible in the world of the digital devices, in response to the changing vicissitudes of life. Thus, the claim above illuminates the issue that the ability to learn from experiences is highly valued in the digital world.

The seniors are obliged to closely …

The Role And Impact Of The Communications Department And Investor Relations Functions On The Process Of Privatization, Iulia Erhan

Student Theses and Dissertations

Current market conditions, and the heavy responsibilities placed on publicly traded companies by investors and regulators alike, have led many publicly traded companies to consider going private. The going-private decision, however, involves a complex set of actions and strategies. This paper analyzes the privatization process and the role that the Communication and Investor Relations departments play throughout the transaction. Its initial focus will be on communication with employees, including communication that facilitates the executive team’s decision-making activity related to employee retention. It will be followed by a review of the range of external communications, such as the going-private transaction announcement, …

Moondoggie's Ad, Mia Horvath

Graphic Communication

I created a 2 minute ad for Moondoggies that defines the brands “attitude” as well as establishes its demographic, highlights the products they sell, and showcases the natural beauty of the region Moondoggies was founded in.