Marketing Commons^™

2023-March-01-Etsu Announces Entrepreneurial Competition, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – A “Shark Tank” style entrepreneurship competition offers East Tennessee State University students and faculty the unique opportunity to win seed money for their innovative ideas.   

The iBUCS Student Venture Pitch Competition, hosted by the College of Business and Technology, allows participants who enter the contest to develop a business plan and pitch that idea to a distinguished panel of judges. 

The iBUCS pitch competition empowers participants with a passion for start-ups to develop their idea into a pitch deck, or they can do so as part of a team. Up to $6,000 in cash awards is …

2023-March-01-Esports Head Coach Accepted Into Prestigious Course, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Class is in session for East Tennessee State University’s Varsity Esports team Head Coach Jeff Shell. Shell, who has led the team since November 2019, has been accepted into a course taught by Parth Naidu, an integral figure in the advancement of the gaming community. 

Naidu is the former head coach and general manager of Team SoloMid (TSM), the world’s largest professional esports organization. Naidu has since launched his own company, SIDO, a distinctive research and consultancy group. The company is focused on a long-term approach to esports with a goal of proving the possibility to create …

2023-March-01-Etsu Secures Respected Military Friendly Designation, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – After almost 12 years of active duty in the United States Marine Corps, Jake Berens wanted to pursue a career in medicine. 

The health sciences major, now the president of the ETSU Student Veterans of America, started classes at ETSU in January 2022.

Veterans Day Ceremony at ETSU

“The Office of Military and Veteran Services at ETSU consists of an incredible team of veterans whose passion has been instrumental in improving the veteran and military-affiliated student experience on campus,” he said. “The work that this office does is remarkable, and the value is impossible to measure for …

Harnessing The Power Of Video Ads, Linyi Li

Asian Management Insights

In digital advertising, video ads as a top-of-funnel function have a longer-lasting efect than display and search ads on a consumer's consciousness.

The High Tide Inn Rebrand, Caroline Turnbull

Graphic Communication

For my Senior Project, I found a small Inn in Maine that was just purchased by a new owner. The previous owner of The High Tide Inn was very old and had owned the Inn for a long time, running on word of mouth and the quaint charm of the location. Their website was not a priority and had not been updated in decades. It was not mobile friendly, up to date, or easy to navigate. The logo reflects a charming sign on the property, but does not translate well digitally. In addition to this, there is no vector file …

Dunites Wine Company: Digital Redesign, Alexandra Messner

Graphic Communication

This project is a digital redesign for Dunites Wine Company, a small San Luis Obispo wine brand. By improving their website usability and consistency, Dunites Wine Co. can generate excitement and awareness about their brand. The end deliverables will include photography, refreshed branding, and an updated website.

2023-March-01-Ben And Jerry's Co-Founder Speaking At Etsu Civility Week, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – East Tennessee State University will soon celebrate Civility Week, an intentional period of connection, conversation and reflection on the university community’s core values.

The event begins Thursday, March 23, and runs through Tuesday, April 4.

Among this year’s speakers is Jerry Greenfield, co-founder of Ben & Jerry’s Ice Cream. His best-selling book “Ben & Jerry’s Double-Dip: How to Run a Values-Led Business and Make Money, Too,” which he wrote with fellow Ben & Jerry’s co-founder Ben Cohen urges a values-led business that benefits communities.

Greenfield will speak at 6:30 p.m. on Tuesday, April 4, at the ETSU …

2023-March-01-Etsu Will Celebrate Disability Awareness With March Event, University Marketing And Communication, East Tennessee State University

ETSU News

East Tennessee State University will celebrate disability awareness in a special program on campus this week. 

The event is happening Friday, March 10, from 10 a.m.-4 p.m. in the D.P. Culp Student Center Cave. 

“We are thrilled to host this event as a way to bring awareness to students on campus with differing disabilities, as well as the services available on campus and potential career paths,” said Jacy Sims, president of the Rehabilitative Health Sciences student organization. 

Several organizations will be present to highlight accessibility and share stories. The public is welcome at this free event. 

“Disability awareness is everybody’s …

2023-March-01-Etsu's Center For Cinema Hosting Events, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – The East Tennessee State University Center for Cinema will present “territoriality,” a weekend event consisting of film screenings and workshops. This marks the center’s third time employing film as a catalyst for conversation, education and action. 

On Friday, March 31, there will be three films shown at the Wallace Theatre, located at 215 E. Main St. in Johnson City, starting at 7 p.m. Jami Bennett’s “Ten by Ten,” Patrick Bresnan’s “Rabbit Hunt” and Nick Crockett’s “Timber!” will be screened. A panel discussion will follow the screenings to discuss food, place and culture. The discussion will be moderated …

2023-March-01-Etsu Trio Students Win State Competition, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Students from East Tennessee State University’s Upward Bound have impressively captured a state competition.  

ETSU students won the Tennessee TRIO Upward Bound Scholars Bowl and will now represent the state in the Southeastern Association of Educational Opportunity Program Personnel in late April. They will compete against state champions from Alabama, Florida, Georgia, Kentucky, Mississippi, North Carolina and South Carolina. 

The ETSU students are:  

• 
  
  Abby Rowland (Dobyns-Bennett High and captain)  
• Hope Conover (Hampton High)
• Cooper Curtis (Sullivan East High)
• Simon Eller (Hampton High)
• Aidan Lambert (Hampton High)  
• Tori Casbeer (Hampton High)
• Logan Brochu (Hampton High)  
• Diego Gomes-Ramos (Sullivan …

2023-March-01-Go Beyond Project Earth, University Marketing And Communication, East Tennessee State University

ETSU News

For more than a decade, the ETSU-Eastman Valleybrook Campus has been home to pioneering public health programs that were featured in a national journal, Wildnerness & Environmental Medicine.

The ETSU-Eastman Valleybrook campus, located on Pickens Road in Kingsport, houses the ETSU College of Public Health’s nationally award-winning Project EARTH curriculum and the Niswonger VILLAGE, the only public health simulation lab of its kind in the country that replicates how people live and work in low-resource settings. 

“When you think of higher education, you think of classrooms and office spaces,” said Harrison Ihrig, a graduate student in the ETSU …

2023-March-01-Etsu's Cybersecurity Team Achieving Success, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY - For years, experts have warned that cybersecurity should be taken seriously. East Tennessee State University students are doing just that.
 
The university’s cybersecurity team has earned a prestigious honor, placing third in the regional round of the 2023 Southeast Collegiate Cyber Defense Competition. The competition featured 33 teams, with only the top eight moving to the regional round.

ETSU's cybersecurity team

“Compliments to Dr. Biju Bajracharya and the team for their success to date. ETSU’s cybersecurity program is preparing students to meet the demands of the contemporary business environment and help organizations secure their valuable resources,” said …

2023-March-01-Meet Ethel Ngene, University Marketing And Communication, East Tennessee State University

ETSU News

“I’m very invested in rural health, in underserved populations, because I, for one, came from that background,” said Ethel Akuabata Ngene, who found what she was looking for at ETSU’s Gatton College of Pharmacy. “They are very invested in rural education and making sure that we are prepared to take up the challenges involved as pharmacists in rural environments or underserved populations.”

Ngene grew up in the small village of Akwuke, Nigeria, and was inspired by the dedication and sacrifice of her widowed mother, who went back to school to earn a bachelor’s degree and became a teacher to provide …

2023-March-01-In All She Does- Positivity, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – A partnership with Taylor Swift. Producing street art for Super Bowl 2020. Crafting murals and launching a viral #WhatLiftsYou social media campaign following the devastating school shooting in Parkland, Florida.   

Kelsey Montague, one of the best-known illustrators in the world, has taken her creative craft across the globe.  

Add East Tennessee State University and Johnson City to her portfolio.  

Montague finished painting a mural at the university earlier this week. Located near the Ballad Health Athletic Center (Mini-Dome) and the parking garage, the navy and gold mural features design elements unique to both ETSU and the region: …

The Future Of Private Label Markets: A Global Convergence Approach, Katrijn Gielens, Marnik G. Dekimpe, Anirban Mukherjee, Kapil R. Tuli

Research Collection Lee Kong Chian School Of Business

Private-label (PL) shares are characterized by considerable heterogeneity across both countries and categories, not only in their current level, but also in the rate at which they are growing. This creates ambiguity about their remaining growth potential. To offer insights into the likely long-run PL shares, we take a forward-looking perspective by means of a convergence model. We apply the model to two unique datasets that together span more than 50 countries, both emerging and developed, across more than70 CPG categories. We find evidence of partial PL convergence: even though PL shares will become more similar, part of the currently …

A Cross-Cultural Analysis Of Ridesharing Intentions And Compliance With Covid-19 Health Guidelines: The Roles Of Social Trust, Fear Of Covid-19, And Trust-In-God, Md Nazmus Sakib, Fuad Hasan, Md Al-Emran, Reto Felix

Marketing Faculty Publications

Ridesharing services such as Uber and Lyft have been substantially affected by the ongoing COVID-19 pandemic. Drawing on social capital theory, the current research investigates how social trust relates to three types of trust in compliance with COVID-19 guidelines and consumers' ridesharing intentions. Analyzing data from two economically and culturally distinct countries, the results suggest that social trust positively affects trust in platform companies' compliance with COVID-19 guidelines (TPC), but not (or to a lesser extent) trust in drivers' (TDC) and other riders (TRC) compliance with COVID-19 guidelines in both the United States and Bangladesh. Importantly, TPC, TDC, and TRC …

2023-March-01-Dr. Holly Wei Awarded 'Book Of The Year' By American Journal Of Nursing, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – East Tennessee State University’s Dr. Holly Wei earned a 2022 Book of the Year Award from the American Journal of Nursing (AJN), considered the profession’s premier journal.

The leadership textbook titled “Visionary Leadership in Healthcare: Excellence in Practice, Policy, and Ethics” was the first-place winner in in AJN’ “Nursing Management and Leadership” category. Wei is a professor and associate dean for Research and Scholarship at ETSU’s College of Nursing. She co-authored the book with Dr. Sara Horton-Deutsch, director of the University of San Francisco and Kaiser Permanente Partnership.

The award-winning book challenges nurse leaders to look to …

2023-March-01-This Charismatic Critter Evolved A Unique Lifestyle, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Take a stroll through a desert in western North America, and you might spot a tiny hopping rodent with enormous ears. Kangaroo rats and kangaroo mice are well-adapted for life in dry habitats, but their distant ancestors were not.  

Now, thanks to a new fossil discovered in Oregon, researchers have a clearer picture of how and why these charismatic critters evolved their unique lifestyle. 

This fossil was identified as a new species in a study published in the journal PeerJ. Dr. Joshua Samuels, associate professor in the East Tennessee State University Department of Geosciences and curator at …

Sophisticated Vs. Rugged: Examining Gendered Brand Communication Styles And Social Media Engagement, Joanne T. Cao, Jamye Foster, Gallayanee S. Yaoyuneyong, Lacey K. Wallace

Faculty Publications

Advertising and marketing managers understand that not all brands need to be on social media, but what is not clearly understood is consumers’ engagement expectations for brands that are on social media. Therefore, this study investigates the impact of brand personality, specifically sophisticated and rugged brands, and gendered communication styles on consumers’ expectations of social media engagement. A scenario-based experiment is performed to test the hypotheses using a mock brand. The main study consisted of a Qualtrics consumer panel, and a MANOVA was utilized to examine three components of social media engagement (consumption, contribution, and creation) on the two brand …

2023-March-01-Etsu, Bristol Motor Speedway Hosting Breaking Into Sports, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – In partnership with East Tennessee State University’s Sport Management Program, Bristol Motor Speedway will host a “Breaking Into Sports” event later this month. 

“This networking event benefits both students and organizations,” said Dr. Amanda “Amy” Greene, associate professor of sport management in the Department of Sport, Exercise, Recreation and Kinesiology. “Providing students an opportunity to get out of the classroom and meet professionals is a vital part of building connections within the sport industry.”

Event is March 29

This hands-on-learning event has generated past success for students.  

“I met one of the ETSU athletic administrators at …