Marketing Commons^™

Great Expectations: Consumer-Brand Relationships And Their Influence On The Organizational Outcomes Of Brand Transgressions, Sabrina Viscomi

Atlantic Marketing Journal

The business landscape has shifted from simply delivering quality products and services to creating shared value. It does this by fulfilling consumers’ deeper needs and meeting their increasingly high expectations. Brand transgressions inhibit organizations’ ability to meet consumers’ demands, complicating the consumer-brand relationship. As a result, brands are often unprepared to deal with the consequences of transgressions, which can be costly. The purpose of this research is to explore the influence of prior consumer-brand relationships on the organizational outcomes of brand transgressions through the lens of social contract theory. This systematic review synthesizes 39 articles to derive five analytical themes: …

The Impact Of Insult Ad Reads On Podcast Listeners, Jason L. Snyder, Mark D. Cistulli

Atlantic Marketing Journal

Audio podcasts have grown in popularity. Forty-six million Americans tune into an average of six podcasts each week (Nielson, 2020) and ad revenues are projected to top $4 billion by 2024 (IAB, 2022). To enhance the appeal of ads, many podcasters use humor in their ad reads. Although humor can be effective (Weinberger & Gulas, 1992) and reinforce the parasocial relationship between podcaster and audience, are there times when that humor has negative consequences? In this study, we are concerned primarily with the use of insult advertising in which the podcaster uses humor that targes the brand/product being endorsed. Participants …

An Investigation Of The Association Between Tourist Pre-Trip Planning Time And Length Of Trip, Lodging Choice, Tourist Psychographics And Demographics: An Application Of Correspondence Analysis And Cramér’S V Effect Size, James E. Stoddard, George D. Shows

Atlantic Marketing Journal

When performing survey research it is normal to collect descriptive information such as income, gender, highest education attainment, and others. This information is used to categorize the collected research responses into groups. This nominal or ordinal data may also be used to find patterns in the collected data and suggest relationships. As an exploratory research method, it can suggest future research possibilities to confirm these relationships. This paper introduces the use of Correspondence Analysis (CA) as a research technique to suggest possible relationships using nominal or ordinal data, using collected research from a survey performed to measure tourist preferences in …

The Membership Business Model: Great For Business But What About Consumers?, Cara Peters, Bradley W. Brooks

Atlantic Marketing Journal

Membership business models are increasingly prevalent, as they appear to be beneficial to companies. However, questions exist about the benefits of the membership business model to consumers. This paper examines consumer perspectives on the membership business model in the context of customer complaints related to Savage X Fenty’s business practices. Data were collected via 692 complaints posted to the Better Business Bureau website and analyzed according to protocols for phenomenology. Eight themes emerged from the data, beginning with membership sign-up and ending with being charged after-the-fact. The themes captured the different frustrations that consumers experienced with Savage X Fenty’s membership …

Nation Branding Through Sports: The Impact Of Qatar’S Ownership Of Paris Saint-Germain (Psg) On Qatar’S Image By French Soccer Fans, Matthieu Bocquet, Vassilis Dalakas

Atlantic Marketing Journal

This study examined how French soccer fans perceive Qatar which owns French club Paris Saint-Germain (PSG). It compared perceptions of the country among PSG fans, fans of PSG’s rival club Olympique Marseille (OM), and fans of other French clubs. Furthermore, it examined how fans’ identification with PSG or its rival OM moderated their perceptions of Qatar. PSG fans had more favorable perceptions than the other fans and highly identified PSG fans had more positive perceptions than low-identification PSG fans. However, rival fans did not have more negative perceptions than the other fans and there was also no difference between highly …

Examining The Effectiveness Of Marketing Practices Of A Nonprofit Institution Of Higher Education: Internal Service Provider, Doreen E. Sams, Mary Kay Rickard, Kendra K. Evans

Atlantic Marketing Journal

Abstract - Quality education is the sum of Institutions of Higher Education’s (IHE) parts, including classroom instruction and internal services, that are key to a student’s success during and after college. The purpose of this study is to address an understudied sector in the nonprofit marketing literature (i.e., Institutions of Higher Education internal service providers). The current study extends Dakouan et al. (2019) work by examining the marketing efforts of an IHE’s career services center’s effectiveness in creating awareness and increasing attendance at career events. The study focuses on outbound marketing strategies addressing the research question “to what extent are …

The Regional Mall’S Persona Wish List: The Hedonist, The Influencer And The Local Champion, Thomas M. Hickman, Michael Stoica, David P. Price

Atlantic Marketing Journal

This study investigates three consumer archetypes (hedonist, influencer, and local champion) and their potential to influence mall revitalization. Results show that a belief in the importance of the mall leads to a more enjoyable shopping experience, a subsequent willingness to pay more for locally owned stores, a greater propensity to spend more at the mall, and to engage in positive word-of-mouth. Findings suggest that local champions and influencers are vital for bringing patrons back to shopping centers in the aftermath of the COVID-19 pandemic. It is argued that the mall and its tenants will benefit from co-marketing; the mall offering …

Strong Versus Weak Consumer-Brand Relationships: Matching Psychological Sense Of Brand Community And Type Of Advertising Appeal, Brittney C. Bauer

School of Business: Faculty Publications and Other Works

Consumer‐brand relationships vary with regard to their degree of psychological connection to the brand. Some individuals may have a weak connection to the brand (e.g., general consumers), while others may possess a strong connection to the brand (e.g., brand community members). Marketers have yet to distinguish between the types of advertising appeals that are most effective for these different individuals. Hence, this research utilizes construal level theory to posit that consumers with a stronger [weaker] psychological sense of brand community will think about the brand more concretely [abstractly] and be more persuaded by utilitarian [symbolic] advertising appeals. Three original experiments …

Mktg 666: Mktg 666 Research Methods 2 Seminar, Saim Kashmiri

GMAS Course Syllabi

No abstract provided.

2023-April-01-A Community Needs Excellent Exhibitions. Etsu Has Them., University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – East Tennessee State University received impressive accolades at this year’s Tennessee Association of Museums (TAM) conference.  

The ETSU Tipton and Slocumb Galleries won the Award of Excellence and were nominated for the prestigious Past Presidents Award for its “Black and Queer Appalachia” project at the conference.

The “Black and Queer Appalachia” project included two African American group exhibitions titled “Black Gaze,” which was co-curated by Lyn Govette and Lynn Bachmann and featured local Appalachian Highland artists. The project also featured “Y’All Don’t Hear Me: The Black Appalachia” curated by Kreneshia Whiteside-McGee, which highlighted 28 visual, literary and …

2023-April-01-An Ancient Tale That's Still Relevant, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – “Medea,” first performed in 431 B.C., is still relevant to modern audiences.  

The East Tennessee State University Department of Theatre and Dance will bring this captivating story of love, hate, revenge and murder to the stage later this month. 

Performances will be presented in the Bert C. Bach Theatre at the ETSU Martin Center for the Arts at 7:30 p.m. Thursday-Saturday, April 20-22. A 2 p.m. show is scheduled for Sunday, April 23. Purchase tickets here or call (423) 439-2787 for more information.

Medea begins April 20

“Take out the use of magic, and forget that this …

2023-April-01-Building A Campus Culture Of Civic Engagement, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – East Tennessee State University has received the “Voter Friendly Campus” designation for the fourth consecutive term.

The designation, first secured by ETSU in 2017, is given by Fair Election Center’s Campus Vote Project and NASPA – Student Affairs Administrators in Higher Education. This year, the initiative recognized 258 campuses in 38 states as being institutions that have planned and implemented practices that encourage their students to register and vote in the 2022 elections and in coming years.

The mission of the 2023 Voter Friendly Campus designation is to bolster colleges and universities’ efforts to help students overcome …

2023-April-01-Celebrating 100 Years Of Student Journalism, University Marketing And Communication, East Tennessee State University

ETSU News

Last week, East Tennessee State University’s student newspaper, the East Tennessean, celebrated its 100th anniversary. This milestone commemorated a century of journalistic excellence. The East Tennessean plays an important role in facilitating dialogue and engagement on our campus. Students decide what is covered, create content without faculty or administrative oversight, and strive to always provide impartial and thorough information. The newspaper has served as a springboard for hundreds of professional journalists working in the region and beyond, instilling generations of reporters with a sense of integrity, discernment, responsibility, and empathy.

The East Tennessean also is emblematic of the critical …

2023-April-01-Etsu Reports On 'State Of The University', University Marketing And Communication, East Tennessee State University

ETSU News

The vast majority of students, faculty and staff believe East Tennessee State University is living up to its mission, according to the results of the 2022 State of the University survey released today during the quarterly meeting of the university’s Board of Trustees. 96% of people surveyed said ETSU is fulfilling its charge to improve the quality of life for people in the region and beyond.  
 
“Our entire campus community is deeply committed to making our communities — and our world — a better place to live,” ETSU President Dr. Brian Noland said. “I do not think it would be …

2023-April-01-Curating A Career- Meet Kreneshia Whiteside-Mcgee, University Marketing And Communication, East Tennessee State University

ETSU News

East Tennessee State University goes beyond the ordinary by providing an innovative, hands-on approach to learning filled with opportunities beyond textbooks and classrooms. 

“Art is a vulnerable and expressive medium that creates conversations that need to happen. Change, love, and hope – that is what I hope for.”

We see evidence of those limitless possibilities in our ETSU alumni, like Kreneshia Whiteside-McGee. “What really drew me to the campus is the sense of community and approachability. I was able to discover who I was as a person.”

Her expansive curation portfolio showcases how she elevates the artwork of creatives to …

2023-April-01-Inaugural Center For Pharmacy Education, Outreach And Advocacy Conference To Be Held May 8, University Marketing And Communication, East Tennessee State University

ETSU News

Ballad Health and East Tennessee State University Bill Gatton College of Pharmacy are hosting the inaugural conference for the Center for Pharmacy Education, Advocacy and Outreach on May 8 at Bristol Regional Medical Center in Bristol, Tennessee.

The free event, aimed at pharmacists and pharmacy technicians, will focus primarily on the topics of substance use disorder (SUD) and the opioid epidemic. Continuing education credit is also being offered for each presentation during the program.  

Check-in will take place between 8:30-9 a.m., with the conference starting at 9 a.m. in the Monarch Auditorium. A free boxed lunch will be provided with …

2023-April-01-Etsu Music Names New Co-Director Of Chamber Music Festival, University Marketing And Communication, East Tennessee State University

ETSU News

The ETSU Department of Music announces that Knoxville Symphony Orchestra Concertmaster William Shaub has been named co-director of the ETSU Chamber Music Festival. 

  

After two seasons of the festival that have demonstrated “exceptional success” in drawing talented students and renowned faculty, organizers said, Shaub will replace Dr. Sean Hawthorne, who helped found the festival with Dr. David Kovac in 2019. The move is designed to help propel the Chamber Music Festival to even greater national recognition. 

  

In addition to serving as concertmaster of the Knoxville Symphony Orchestra, Shaub serves as a frequent guest concertmaster all around the world. But he …

2023-April-01-Jazz Ensemble Preparing To Dazzle, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – The East Tennessee State University Jazz Ensemble will present their spring concert titled “Mixed Bag” at 7:30 p.m. on Saturday, April 29, in the Grand Hall of the ETSU Martin Center for the Arts. 

“Instead of presenting a particular genre of music like our Latin Music and Fusion Music concerts of the past, we decided to feature a variety of musical styles on this performance for a change of pace,” said Martin Walters, director of Jazz and Contemporary Music Studies at ETSU. “We are very excited to feature so many of our talented students as soloists …

2023-April-01-Recognized For An Exceptional Year, University Marketing And Communication, East Tennessee State University

ETSU News

Spring on any college campus is bustling with excitement as students attend end-of-semester events, finish their courses and look forward to commencement. East Tennessee State University’s campus is no different, with the feeling of celebration in the air.  

On Tuesday, April 18, ETSU’s Department of Student Activities and Organizations (SAO) hosted its 21st annual Summit Awards.  

The event, held in the D.P. Culp Student Center ballroom, recognized and celebrated students, faculty, staff and various campus programs for their achievements outside the classroom, on campus, and throughout the community.  

The ceremony recognized award recipients in several categories including Student Organization Awards, …

2023-April-01-They Roam The Courtroom And Get Skills For Later, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – For the students involved in East Tennessee State University’s Mock Trial team, the experiences and hands-on learning opportunities are immense.  

“It has been more than I could ever imagine,” said team member Caleb Vaughn, a political science and theater and dance major.  

ETSU’s Mock Trial team – formed only a year ago – is already receiving national attention. 

The group won the Spirit of American Mock Trial Association (AMTA) Award, an accolade given to the team that best exemplifies the ideals of college mock trial, including civility, fairness and professionalism, at an AMTA regional tournament …