Marketing Commons^™

The Appropriateness Of Outlier Exclusion Approaches Depends On The Expected Contamination: Commentary On André (2022), Daniel Villanova

Marketing Faculty Publications and Presentations

In a recent article, André (2022) addressed the decision to exclude outliers using a threshold across conditions or within conditions and offered a clear recommendation to avoid within-conditions exclusions because of the possibility for large false-positive inflation. In this commentary, I note that André’s simulations did not include the situation for which within-conditions exclusion has previously been recommended—when across-conditions exclusion would exacerbate selection bias. Examining test performance in this situation confirms the recommendation for within-conditions exclusion in such a circumstance. Critically, the suitability of exclusion criteria must be considered in relationship to assumptions about data-generating mechanisms.

Digital Marketing Science, Stephanie Cobian

Title III Professional Development Reports

Marketing involves implementing diverse strategies to promote products and services, strengthen market presence, and attain business success. It combines advertising expertise, sales proficiency, and efficient product delivery. While traditional channels like print, TV, and radio remain relevant, the internet has transformed marketing through digital approaches. Digital marketing utilizes websites, social media, search engines, and applications, enabling interactive communication and incorporating customer feedback. It revolutionizes how businesses engage with consumers in a two-way interaction.

Online Or In-Store - Shopper Channel Preference Study - 2023, Dinesh K. Gauri

Marketing Faculty Publications and Presentations

As channels converge, consumers have many choices for shopping. Understanding how consumers shop is important for retailers looking to customize their product and service offerings. This report of US Shoppers provides key insights on the current trends in selecting the channels for shopping.

Revisiting The Impact Of Divisional Affiliation On Secondary Market Ticket Prices In The National Football League, Yohan Lee, Moonsup Hyun, Stephen Shapiro, Alan Morse

Journal of Applied Sport Management

With the emergence of demand-based ticket pricing, professional sport organizations and marketers will benefit from a thorough understanding of pricing in the demand-driven secondary market. Ticket pricing studies often take divisional affiliation as a control variable; little research has focused on and examined the importance of divisional affiliation for secondary market ticket prices. Different from work indicating consumers’ preference for divisional games, this study revealed that higher ticket prices (i.e., consumer demand) accompanied non-divisional games. Additionally, the number of years between the away team’s visit to the home team’s stadium and the away team’s current winning percentage each played a …

Brand Extension Evaluation In Esports: A Case Study Of The Nba And Nba2k League, Glynn M. Mcgehee, Beth A. Cianfrone, Jackson Sears

Journal of Applied Sport Management

Professional sport leagues have created esport leagues and teams, which serve as brand extensions (e.g., NBA and NBA 2K League). These brand extensions can benefit the professional sports team brand by reaching various audiences in a different product category. The purpose of this study was to examine a traditional sport entity’s (NBA franchise) esport brand extension (NBA 2K League team). In partnership with an NBA team and the affiliated NBA 2K esports team, a survey of 195 individuals assessed the brand extension on several variables, including extension awareness, perceived quality, image fit, categorical fit, innovativeness, and authenticity of the extension. …

2023-July-Faculty And Staff At Aacp Pharmacy Education 2023, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Our faculty and staff showcased their expertise at the American Association of Colleges of Pharmacy's (AACP) Pharmacy Education 2023 annual meeting, held at the Gaylord Rockies in Aurora, Colorado, July 22-25. Multiple faculty and staff presented their expertise at the conference with over a dozen from the college attending.

Presentation:

“Remediation Renovation: Creating Your Toolkit Using Strategies and Lessons Learned from Three Programs,” Dr. Katelyn Alexander, Director of Experiential Education, who spoke along with faculty from two other colleges.

Posters:

"An Early Intervention Approach to Improving Pharmacy Student Success," Dr. David Stewart, Professor and Interim Associate Dean of Assessment and …

2023-July-01-A Leader In Rural Health, University Marketing And Communication, East Tennessee State University

ETSU News

East Tennessee State University continues to expand its long-standing presence as a leader in rural health research, earning millions of dollars in competitive grant awards and conducting research that impacts national, state, and Appalachian rural health issues. 

“The past year has certainly been a busy and productive year for rural health research at ETSU,” said Michael Meit, Director of ETSU’s Center for Rural Health Research, part of the College of Public Health. “We have hired new faculty and staff to address all the needs, and we are working on 10 to 12 projects at any given time.” 

The …

Managing The Creative Frontier Of Generative Ai: The Novelty-Usefulness Tradeoff, Anirban. Mukherjee, Hannah H. Chang

Research Collection Lee Kong Chian School Of Business

In this paper, drawing inspiration from the human creativity literature, we explore the optimal balance between novelty and usefulness in generative Artificial Intelligence (AI) systems. We posit that overemphasizing either aspect can lead to limitations such as hallucinations and memorization. Hallucinations, characterized by AI responses containing random inaccuracies or falsehoods, emerge when models prioritize novelty over usefulness. Memorization, where AI models reproduce content from their training data, results from an excessive focus on usefulness, potentially limiting creativity. To address these challenges, we propose a framework that includes domain-specific analysis, data and transfer learning, user preferences and customization, custom evaluation metrics, …

Impact Of Socioeconomic Values Collaboration On Performance In Franchising, Vivek K. Dubey, Joseph M. Matthes, Amit Saini

Marketing Faculty Research and Publications

Franchises exist within cultures and societies that establish distinct socioeconomic beliefs, values, opportunities, and threats, all of which can affect firms’ operational success. Disagreements between franchisees and franchisors about such social or economic issues potentially disrupt their cooperative equilibrium, whereas collaborations that prioritize shared socioeconomic values may facilitate successful long-term relationships. Using primary data, gathered through a survey of U.S. franchisees, the authors test a proposed model of franchisee performance. The structural equation modeling results reveal that socioeconomic values–based collaborations indirectly enhance performance, through their effects on customer relationship management cooperation and franchisor idiosyncratic investment. Control of local marketing mix …

Women’S Empowerment And Gender Equality In Philippine Agriculture: The Role Of Education And Public Policy, Agnes R. Quisumbing, Hazel J. Malapit

DLSU Business & Economics Review

This paper draws on previous work undertaken as part of the Gender, Agriculture, and Assets Project Phase Two (GAAP2), the CGIAR Research Program on Agriculture for Nutrition and Health (A4NH), and the CGIAR Research Program on Policies, Institutions, and Markets (PIM). Funding support for this study was provided by the Millennium Challenge Corporation (MCC) [Grant number: MCC-16-GRA-0007], Bill & Melinda Gates Foundation (BMGF) [Grant number: INY-008977], and A4NH. This work would not be possible without the collaboration of the Philippines Compact Development Team (CDT), led by Josef Yap, who provided helpful comments at various stages of this research project. Celia …

Risk For Thai Children From The Covid-19 Pandemic: Quantitative Analysis, Amornrat Apinunmahakul, Sasatra Sudsawasd, Prasopchoke Mongsawad

DLSU Business & Economics Review

The impacts of the Covid-19 pandemic on Thai children’s educational outcomes are examined based on a two- step analysis. First, the economic impact of the pandemic on household income is quantified by incorporating simulated

macroeconomic variables from the CGE model into a household-level data set. Next, these microsimulation results, along with the Thailand Multiple Indicator Cluster Survey data, are examined to identify the negative impact on children’s educational outcomes, using a binary logistic model. The result confirms the negative impact of Covid-19 on household incomes in all income classes. Unfortunately, households with children are hit harder than others in the …

Language And Economic Behavior Among Filipino Bilinguals: Two Studies In Honor Of Tereso S. Tullao, Jr., Gerardo L. Largoza, Emmanuel M. Garcia

DLSU Business & Economics Review

We report the results of two studies motivated by Tereso S. Tullao, Jr.’s conviction, first articulated nearly four

decades ago, that language matters in economic decision-making. In Study 1, following Chen (2013), we estimate a fixed- effects logit model on Wave 6 of the World Values Survey, and find that speakers of Cebuano (a “tenseless” language that only weakly distinguishes between present and future), are more likely to save than speakers of Tagalog (whose grammar clearly distinguishes between present and future). In Study 2, we conduct a large-scale dictator game experiment among 480 low- income students and find an unusual …

A Pedagogical Note On Linear Regressions, Andrew Adrian Yu Pua

DLSU Business & Economics Review

No abstract provided.

Quality Of Growth And Poverty In Low Income Countries: The Role Of Manufacturing, Raul V. Fabella, Sarah Lynne S. Daway-Ducanes, Geoffrey M. Ducanes

DLSU Business & Economics Review

Both the Millennium Development Goals (MDGs) which ended in 2015, and its replacement the Sustainable Development Goals (SDGs) of the United Nations which will end in 2030, target the eradication of poverty. The 2020 Covid pandemic has seriously worsened poverty incidence in many low income countries, and recovering lost ground is paramount. As low income economies try to establish a new normal, they need to aim not only for higher overall economic growth but also for a higher quality of economic growth for improved inclusion outcome. Higher quality means more inclusion per unit growth. We discuss how for the same …

The Effects Of Economic Fluctuations On Health Care Expenditures Of Iranian Households Using The Dsge Model, Hamid Reza Izadi

DLSU Business & Economics Review

The health sector is a very important field that has attracted policymakers’ attention due to its high importance. Such importance is more understandable when we know that health improvement results in human capital enhancement through the accumulation of health capital. Given existing economic shocks, the effectiveness of the health and Care services sector has led to changes in household expenditures and consumption patterns, especially those on health and care; and this can cause long-term damage to the household, and the economy in general. Considering that health is both a consumer and an investment commodity, any negative economic shock that leads …

Examining The Inclusiveness Of Philippine Growth From 1991 To 2015: The Role Of Household Human Capital Inequality And Source Of Growth, Geoffrey M. Ducanes

DLSU Business & Economics Review

Defining inclusive growth as growth that has benefited the households who have the lowest human capital levels, this study examines the inclusiveness of economic growth in the Philippines in the past two decades. Combining information from the Labor Force Survey and Family Income and Expenditures Survey for various years, including a panel of 6,500 households from 2003 to 2009, this study classifies households into ordered groups based on human capital level, then compares the performance of the various groups in terms of various employment, income, and expenditure outcomes over time. It finds the evidence to be mixed, although the weight …

Best Practices For Implementing Experimental Research Methods, Jennifer L. Stoner, Reto Felix, Ashley Stadler Blank

Marketing Faculty Publications

Experimental research methods have a long history across a number of different disciplines—including consumer research. Although experiments are just one of many alternative research methods, experiments are notable because they are the best way to establish causation. This makes experiments a powerful tool when researchers need to show cause and effect relationships. In this article, we provide best practices for implementing experimental research methods in consumer studies. Specifically, we discuss several important topics researchers need to consider when designing experiments, including developing hypotheses, operationalizing the variables (manipulated or measured), deciding on the research design (between-subjects, within-subjects, or mixed), selecting the …

2023-July-01-Etsu's Center For Rural Health Research Releases Rd Annual Report, University Marketing And Communication, East Tennessee State University

ETSU News

Since its founding in 2019, East Tennessee State University’s Center for Rural Health Research in the College of Public Health has secured more than $12 million in funding from national, state and regional partners to research issues that impact our communities.

Over the past year, CRHR has added eight additional funding sources totaling $1.5 million. This is highlighted in the center’s third annual report, which was released this month.

A collaboration between Ballad Health and ETSU, with support from the state, the center was formally announced by Governor Bill Lee in 2019, as part of his efforts to improve the …

Public Services Quarterly Marketing Column Index, 2013-2023, Katy Kelly

Roesch Library Faculty Publications

Public Services Quarterly (PSQ) is a journal published by Taylor & Francis focused on public services issues in academic libraries. The PSQ Marketing Column features essays about a variety of creative and innovative marketing strategies used to highlight collections or promote services in all types of libraries. Its purpose is to provide real examples of how libraries are using marketing and outreach techniques in interesting ways. The column offers practical insight from libraries engaged with marketing. In addition to marketing, the column also features essays on successful programs and events that promote the library.

Katy Kelly at the University of …

The Impact Of Proportional Remittances On The Macroeconomy: Analysis From An Overlapping Generations Model For The Philippines, John Paolo Rivera

DLSU Business & Economics Review

The discourse on micro-foundations linking microeconomic and macroeconomic principles to establish relationships in macroeconomic models have been increasing, one of which is through an Overlapping Generations Model. From its standard form, it has been extended to incorporate migration and remittances. We contribute to the discussion by introducing proportional remittances in the model and trace its effects on the trajectory of aggregate income, consumption, capital stock, and factor prices. Calibration results showed that increases in proportional remittances induce higher aggregate income, consumption, and capital accumulation paths, albeit varying degrees with respect to the elasticity of substitution between current and future consumption. …