Marketing Commons^™

2022-October-01-Jcrc To Hold Open House, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – The Johnson City Recovery Center (JCRC) and East Tennessee State University Department of Social Work invite the community to an open house for the new location of the JCRC on Friday, Oct. 28, from 3-5 p.m.

The JCRC is the first addiction recovery community center in the Tri-Cities. Currently, the JCRC hosts several recovery support groups, but once it is fully operational, it will host up to three different mutual aid groups daily, recovery coaching services, linkages to community resources, and recovery information and education groups. JCRC offers a safe, recovery-oriented environment to help bridge the gap …

2022-October-01-Meet Chassady Abernathy, University Marketing And Communication, East Tennessee State University

ETSU News

There was a time Chassady Abernathy, a first-year student majoring in Bluegrass, Old-Time and Roots Music, had not even heard of East Tennessee State University. 

Her dad, musician Barry Abernathy, played a show in Johnson City and immediately called his daughter to share his positive view of the school, as well as the bluegrass program led by Dan Boner.

She came for a visit and ended up loving what she saw.

“The Bluegrass program drew me to ETSU, as well as the location,” she said. “I love being in the mountains, and I love this area and the people …

2022-October-01-Plan Your Trip To The Mountains, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – If you haven’t already, go ahead and book your trip to the mountains of the Appalachian Highlands. 

Fall color is about to boom in the region’s highest elevations.  

“Any time over the next three weeks that you can sneak in a mountain drive, it should not disappoint,” said Travis Watson, the campus arborist at East Tennessee State University.

Fall at ETSU

Trees on ETSU’s campus have started the annual symphony of colors, and that’s true for a variety of spots in Johnson City and the surrounding area.  

“But don’t be fooled by these early changers,” said Watson. …

2022-October-01-Award-Winning Conductor Leading Department Of Music, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY - East Tennessee State University’s Department of Music, home to award-winning faculty and student ensembles, presents more than 200 events each year. 

Many are free. Others cost only what it takes to cover associated expenses.  

For Dr. Alan Stevens, named chair earlier this year, it is all part of building a community that “both accept students for who they are and challenges them to be better musicians and academics.” 

“The Department of Music is a thriving group of students and faculty,” he said. “I want to ensure that the Department of Music helps students to succeed both in …

2022-October-01-Etsu Hosting Tri-Cities Financial Aid Night, University Marketing And Communication, East Tennessee State University

ETSU News

Those who want to receive assistance filing the FAFSA should bring with them:

• An FSA ID. Creating an FSA ID at studentaid.gov/fsa-id/create-account/launch (one for the student and parent) before the event will make your time at Tri-Cities Financial Aid Night more efficient.
• Your Social Security number (it’s important that you enter it correctly on the FAFSA form).
• Your parents’ Social Security numbers if you are a dependent student.
• Your driver’s license number if you have one.
• Your Alien Registration number if you are not a U.S. citizen.
• 2021 federal tax information or tax returns including 2021 W-2 information, for yourself …

2022-October-01-Civil War Scholar Speaking At Etsu, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – The Bible played a crucial role in the Civil War. 

That’s the argument put forward by Dr. James P. Byrd, a Vanderbilt University professor who is coming to East Tennessee State University to speak about his book “A Holy Baptism of Fire: The Bible and the American Civil War” published by Oxford University Press.  “A Holy Baptism of Fire: The Bible and the American Civil War”
Dr. James Byrd

The event is scheduled for 7 p.m. on Thursday, Oct. 20, on the second floor of the D.P. Culp Student Center. 

His talk is free and open …

2022-October-01-Etsu Celebrating Hip-Hop History, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – The Black American Studies program and the Reece Museum, with support from the College of Arts & Sciences’ Office of Equity and Inclusion, the Department of Appalachian Studies and the Mary B. Martin School for the Arts, have partnered to present the second annual event series “Hip-Hop History: A Cultural Celebration.” Held at the Reece Museum in November, these events will celebrate and recognize “the melting-pot quality of Hip-Hop art and culture,” organizers said.  

“This partnership and collaborative exercise highlight the importance of Black Americans and their contributions to America, especially in Appalachia,” said Dr. Daryl A. …

The Role Of Green Brand Equity On Luxury Hotel Performance: The Mediating Role Of Green Image And Green Awareness, Iveren C. Bulya, Francis K. Eziokwu, Glory Aberekor

University of South Florida (USF) M3 Publishing

This study seeks to validate previous reports by demonstrating a connection between broad consumer views of green brand equity and environmental awareness and positive green brand image perceptions of luxury tourism. The purpose of this study is to clarify the mediating role of green image and green awareness in the relationship between green brand equity and luxury hotel performance. The result of this article is to verify the positive relationships between green brand equity and its two drivers – green brand image, green awareness which help to achieve hotel performance for luxury brands.

Marketing For Creative Literary Tourism: Cases And Opportunities, Ana M. Matias, Luis Cardoso, Maria L. Pato

University of South Florida (USF) M3 Publishing

In the context of Territorial Marketing, it is intended to present a prospective work on the management of destinations based on cultural heritage. We therefore seek to demonstrate the importance of literary heritage and the effective possibility of its touristic use in Portugal, in the context of cultural and creative tourism, leveraged by Cultural Marketing strategies for low-density regions. In what concerns methodology, the paper is based on an extensive literature analysis and case studies, also taking into account available secondary data concerning relevant policies and suggests new possibilities for diversifying tourism offer at literary sites, leveraging the sociohistorical background, …

Evaluation Of Restaurant Menus In The Marketing Of Turkish Cuisine: The World’S 50 Best Restaurants Discovery Turkey Example, Emre Ozturk, Goksel K. Girgin

University of South Florida (USF) M3 Publishing

The purpose of this study is to assess the websites of Turkish restaurants that are listed in The World's 50 Best Restaurants Discovery Turkey in terms of marketing Turkish food. The content analysis method, one of the qualitative research methods, was used to investigate the websites of the restaurants on the list for this reason. Websites should provide all the information that overseas guests may require, taking into account the depiction of Turkish cuisine and the importance of restaurants listed in an international ranking system to gourmet tourism. The websites of the restaurants have been found to have flaws in …

Ethical Branding In A Divided World: How Political Orientation Motivates Reactions To Marketplace Transgressions, Thomas Allard, Brent Mcferran

Research Collection Lee Kong Chian School Of Business

In today's marketplace, users (e.g., purchasers, influencers) are increasingly the “face” of brands to potential consumers, increasing the risk for brands should these users act poorly. Across seven studies, we document that political orientation moderates the desire for punishment toward users of ethical (vs. conventional) brands who commit moral transgressions. In response to identical marketplace transgressions, we observe that liberals punish ethical brand users less than conventional brand users. In contrast, conservatives punish the same users of ethical brands more than conventional brand users. We document that this bias stems from how people interpret the inconsistency between the ethical branding …

2022 October, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for October of 2022.

The Effect Of Csr Campaigns On The Consumer Behaviour Of Gen Zers, Aijalyn Gonzales

Honors Program Theses and Research Projects

As consumers become increasingly attuned to the practices of companies and their impact on society and the environment at large, Corporate Social Responsibility (CSR) has gradually become a major consideration for marketers. While it is believed that a demographic cohort growing in purchasing power and prominence, Generation Z, is the most sensitive to the perceived-CSR of a brand, some data suggests that their pragmatism and economic considerations may ultimately outweigh their sustainability concerns in a purchase decision.

This research aims to clarify much of the conflicting information about Gen Z’s primary considerations when shopping for products, specifically those in image-related …

The Disappearing Convenience Of Convenience Stores, Ramaswami, S.

Research Collection Lee Kong Chian School Of Business

The article describes post-Covid challenges to the convenience store format in Singapore, and the ways in which some of these challenges can be mitigated.

A Consumer Perspective On Managing The Consequences Of Chain Liability, Julia Hartmann, Sebastian Forkmann, Sabine Benoit, Stephan C. Henneberg

Research Collection Lee Kong Chian School Of Business

Consumers tend to hold a focal firm responsible for its suppliers' unsustainable practices (chain liability), suggesting that firms need effective responses that can mitigate negative consumer reactions. In applying psychological contract theory to investigate recovery efforts related to such chain liability, the current study addresses three broad focal firm responses: Do nothing, choose a nonsubstantive response that verbally clarifies its own and the supplier's roles in the incident, or substantively rectify the supplier's wrongdoing with sustainability-focused responses, such as termination, monitoring or development. With a vignette-based experiment, we examine consumer perceptions and behaviors in three stages: before the unsustainable supplier …

The Differential Effects Of Csr And Csi On Consumer Willingness To Pay: Implications For Service Providers And Retailers, Sabine Benoit, Julia Hartmann, Christina Sichtmann, Martin Wetzels

Research Collection Lee Kong Chian School Of Business

Service providers and retailers reselling branded have the discretion to set and adapt prices according to customers’ willingness to pay (WTP). Research often notes markup effects, such that WTP increases in response to corporate social responsibility (CSR) and markdown effects, lowering their WTP for corporate social irresponsibility (CSI). Theory suggests attitude changes to (negative) CSI are stronger than to (positive) CSR, but the extent and whether this difference holds for WTP and across various product types are unknown. Using experimental data, an incentive-compatible measure, and an actual purchase, this article reports on three studies that show that consumers mark up …

Innovation In The Sharing Economy: A Framework And Future Research Agenda, Sabine Benoit, Yonggui Wang, Lefa Teng, Daniel P. Hampson, Xia Li

Research Collection Lee Kong Chian School Of Business

The sharing economy (SE) has been variously described as a disruptive, discontinuous, and social innovation. Now, more than a decade since the emergence of seminal platforms such as Airbnb, and amid heightened competition and macroenvironmental pressures, service innovation has become a strategic priority. Our editorial essay is guided by three objectives. First, as a prelude to this Special Issue, we examine the current state of SE service innovation literature. Despite some important contributions, especially in relation to business model innovation, other salient types of service innovation remain underexplored. Second, we position the contributions of the 13 papers in this Special …

Misunderstood Menu Metrics: Side-Length Food Sizing Leads To Quantity Underestimation And Overeating, Thomas Allard, Stefano Puntoni

Research Collection Lee Kong Chian School Of Business

This research highlights consumers' failure to understand food sizing communicated using side-length metrics (e.g., 12-inch pizza, 8-inch cake, 2-inch cookie), which are ubiquitous in menus and online interfaces. A series of studies show that describing food size options using side-length metrics leads to food quantity underestimation and food intakes misaligned with consumers' objectives. This robust effect arises because of a linearization heuristic where people do not adequately adjust for the exponential difference in the surface area associated with linear changes in side-length metrics. Choice architecture interventions that replace side-length information with metrics varying linearly with quantities (e.g., surface area, numbers …

Artificial Intelligence, Consumers, And The Experience Economy, Hannah H. Chang, Anirban Mukherjee

Research Collection Lee Kong Chian School Of Business

The term Artificial Intelligence (AI) was first used by McCarthy, Minsky, Rochester, and Shannon in a proposal for a summer research project in 1955 (Solomonoff, 1985). It is widely and commonly defined to be “the science and engineering of making intelligent machines” (McCarthy, 2006). Recent technological advances and methodological developments have made AI pervasive in new marketing offerings, ranging from self-driving cars, intelligent voice assistants such as Amazon’s Alexa, to burger-making robots at restaurants and rack-moving robots inside warehouses such as Amazon’s family of robots (Kiva, Pegasus, Xanthus) and delivery drones. There is optimism, and perhaps even over-optimism, of the …

Using Machine Learning To Extract Insights From Consumer Data, Hannah H. Chang, Anirban Mukherjee

Research Collection Lee Kong Chian School Of Business

Advances in digital technology have led to the digitization of everyday activities of billions of people around the world, generating vast amounts of data on human behavior. From what people buy, to what information they search for, to how they navigate the social, digital, and physical world, human behavior can now be measured at a scale and level of precision that human history has not witnessed before. These developments have created unprecedented opportunities for those interested in understanding observable human behavior–social scientists, businesses, and policymakers—to (re)examine theoretical and substantive questions regarding people’s behavior. Moreover, technology has led to the emergence …