Marketing Commons^™

2022-October-01-Introducing Buckys Blend, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Since its founding in 1911 as a state normal school to educate teachers, East Tennessee State University’s overarching mission has been to improve the quality of life for the people of the region. It aims to give that mission a boost by “improving the quality of life for people in the mornings” with the introduction of a new specialty coffee, Bucky’s Blend.

Taking its name from the university’s beloved mascot and its slogan, “Roasted in the shadow of the mountains,” from the first line of ETSU’s alma mater, this new whole-bean coffee is manufactured by Doe River …

Have You Found What You’Re Looking For?: How Values Orientations Affect Pro-Social Change After Transformative Service Experiences, Anne Hamby, Justine Rapp Farrell

Marketing Faculty Publications and Presentations

Past research on transformative service experiences suggests that participating individuals may experience positive, as well as (unintended) negative well-being consequences. Most of this work has examined aspects of the service provider and the service experience as a causal factor, underemphasizing aspects of the participants in such experiences as a determinant. Implementing a longitudinal design in the context of a cross-country bike trip to benefit multiple sclerosis, the authors investigate how changes in participants' civic attitudes and skills, as well as perceived personal change and connection to the experience, may depend upon the participants' underlying values orientation. Emerging findings indicate that …

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 …

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 …

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.

The New World Of Philanthropy: How Changing Financial Behavior, Public Policies, And Covid-19 Affect Nonprofit Fundraising And Marketing, Eric Van Steenburg, Nwamaka A. Anaza, Ahmed Ashhar, Andres Barrios, Ashley R. Deutsch, Meryl P. Gardner, Preeti Priya, Abhijit Roy, Anu Sivaraman, Kimberly A. Taylor

Marketing Faculty Research and Publications

Evolving financial behavior, an unpredictable public policy atmosphere, and an unparalleled global pandemic have collaborated to disrupt nonprofit fundraising. The COVID-19 pandemic alone exacerbated consumer demands for nonprofit services while curtailing nonprofit organizations' ability to fundraise. Without fundraising, nonprofit organizations cannot achieve their mission or support their causes, leading to a precarious situation for societal well-being. Meanwhile, consumers are changing their financial behaviors, with younger generations often going cashless. At the same time, governments continue to change policies that affect nonprofit organizations. In keeping with the transformative consumer research movement, the present study provides a conceptual framework for the state …

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 …

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 …

Metaverse Beyond The Hype: Multidisciplinary Perspectives On Emerging Challenges, Opportunities, And Agenda For Research, Practice And Policy, Yogesh K. Dwivedi, Laurie Hughes, Abdullah M. Baabdullah, Samuel Ribeiro-Navarrete, Mihalis Giannakis, Mutaz M. Al-Debei, Denis Dennehy, Bhimaraya Metri, Dimitrios Buhalis, Reto Felix

Marketing Faculty Publications

The metaverse has the potential to extend the physical world using augmented and virtual reality technologies allowing users to seamlessly interact within real and simulated environments using avatars and holograms. Virtual environments and immersive games (such as, Second Life, Fortnite, Roblox and VRChat) have been described as antecedents of the metaverse and offer some insight to the potential socio-economic impact of a fully functional persistent cross platform metaverse. Separating the hype and “meta…” rebranding from current reality is difficult, as “big tech” paints a picture of the transformative nature of the metaverse and how it will positively …

Say It Like You Mean It: Linguistic Components Of Social Media Corporate Apologies And Their Effects On Consumer Outcomes, Laurel Johnston

Mahurin Honors College Capstone Experience/Thesis Projects

In order to meet increasing consumer demands and protect their reputations, brands must implement a combination of communication and service strategies on social media today. Corporate apologies are an effective crisis communication strategy to reduce online interactions that damage brand reputations. While the value of social media corporate apologies has been established in the literature, few studies have broken down the elements of apologies used in service interactions on social media platforms.

This study manipulated previously untested linguistic components of corporate apologies on Twitter to test their effects on perceived apology sincerity, forgiveness, purchase intentions, and brand advocacy. Results showed …

2022-October-01-Dr. Kevin Brooks Appointed As Mary V. Jordan Multicultural Center Director, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. – East Tennessee State University’s Mary V. Jordan Multicultural Center, located in the D.P. Culp Student Center, now has newly appointed leadership at the helm.

Dr. Kevin L. Brooks will serve as director of the Multicultural Center at ETSU and Student Access and Success following a national search for the position. His new role began in September.

“I believe that the Multicultural Center impacts the campus and community through its provision of programs that promote cross-cultural learning and awareness,” said Brooks. “My personal desire is that we as individuals, as a campus community and as citizens …

2022-October-01-Wets-Fm Launches Fall Fund Drive, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Nurturing a trusted relationship with its listeners, public radio is critical in American society because it generates a more informed public. 

That’s the perspective of Chad Barrett, who now leads WETS-FM on East Tennessee State University’s campus.

That viewpoint is what drives Barrett as the station prepares for its annual fall fund drive that begins Saturday, Oct. 8, and goes through Friday, Oct. 14. 

“Public radio is so important here in the Appalachian Highlands and across the United States,” said Barrett. “We share critical news stories, informed opinions and so much more.” 

Barrett would like to see …

2022-October-01-Introducing Buckys Blend - Bucwire, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Since its founding in 1911 as a state normal school to educate teachers, East Tennessee State University’s overarching mission has been to improve the quality of life for the people of the region. It aims to give that mission a boost by “improving the quality of life for people in the mornings” with the introduction of a new specialty coffee, Bucky’s Blend.

Taking its name from the university’s beloved mascot and its slogan, “Roasted in the shadow of the mountains,” from the first line of ETSU’s alma mater, this new whole-bean coffee is manufactured by Doe River …