Marketing Commons^™

Beyond Nutrition: Three Essays On The Effects Of Food Processing And Sustainability Labeling On Consumer Perceptions And Evaluations, Garrett J. Rybak

Graduate Theses and Dissertations

Recent consumer trends reveal increasing demand for greater product transparency including how products are processed, the types of ingredients used, and the impact on the environment. As a result, food marketers often use a combination of processing, nutrient content, and/or sustainability claims to convey specific information to consumers. Considering these developments, several questions arise about how these claims affect consumer evaluations of healthfulness, sustainability, disease risk, and intent to purchase while considering the unregulated and regulated nature of many of these claims.

In Essay One, we extend our understanding of consumer responses to package claims by comparing the direct and …

Monetizing Attention And Branding Strategy: Assessing The Effects Of Personal Branding On Amateur Athletic Compensation, Abby Christiansen

University Honors Theses

What role does branding play in the compensation issues faced by amateur athletes? How has the rise of influential online social personas legally impacted their case? This thesis explores the long-standing compensation issues that many amateur athletes have faced while under the control of the NCAA. It connects the social impact of online personal branding to some of the legal victories won by student athletes as they gain more freedom over their NIL (name, image, likeness) by detailing the importance of branding and its evolution into personal branding in a 21^st century economy. Many of the rules and regulations …

2022-July-29-Quillen College Of Medicine Class Of 2026, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (July 29, 2022) – East Tennessee State University’s Quillen College of Medicine welcomed 78 medical students in the Class of 2026 at a traditional White Coat Ceremony held at ETSU’s Martin Center for the Arts on July 29.

“This is a meaningful ceremony for our students and their families, and also for our faculty and staff as we have been awaiting and preparing for this new class for many months,” said Dr. Bill Block, ETSU vice president for clinical affairs and dean of Quillen College of Medicine. “For the past two years, we have been working to transform …

2022-July-28-Enjoy Retirement, University Marketing And Communication, East Tennessee State University

ETSU News

Congratulations to the following members of the East Tennessee State University family who retired in July. Thank you for your service!

Robert R. Beach, Jr. – Senior Lecturer, Economics and Finance, 11 years of service

James Bitter – Professor, Counseling and Human Services, 26 years of service

Deborah Dotson – Professor, Allied Health (Dental Hygiene), 36 years of service

Tammy Hayes – Assistant professor, Media and Communication, 27 years of service

Joel Hillhouse – Professor, Community and Behavioral Health/Associate Dean for Research, College of Public Health, 31 years of service

Thomas Laughlin – Associate Professor, Biological Sciences, 18 years of …

2022-July-26-Disability Independence Day, University Marketing And Communication, East Tennessee State University

ETSU News

Access ETSU is looking for students who would like to be BucMates (peer mentors). BucMates are the primary daily support for Access ETSU students in academic, vocational and social contexts. Any ETSU undergraduate or graduate students interested in accessibility, inclusivity, equity and disability justice are encouraged to apply, regardless of course of study. For more information, or to submit an application, visit Access ETSU's website. 

JOHNSON CITY – July 26 is recognized across the country as Disability Independence Day, but East Tennessee State University works every day to ensure that individuals with disabilities are given equal opportunities on campus …

Ethical Perceptions Of Ai In Hiring And Organizational Trust: The Role Of Performance Expectancy And Social Influence, Maria Figueroa-Armijos, Brent B. Clark, Serge P. Da Motta Veiga

Marketing & Entrepreneurship Faculty Publications

The use of artificial intelligence (AI) in hiring entails vast ethical challenges. As such, using an ethical lens to study this phenomenon is to better understand whether and how AI matters in hiring. In this paper, we examine whether ethical perceptions of using AI in the hiring process influence individuals’ trust in the organizations that use it. Building on the organizational trust model and the unified theory of acceptance and use of technology, we explore whether ethical perceptions are shaped by individual differences in performance expectancy and social influence and how they, in turn, impact organizational trust. We collected primary …

The Relationships Among Locus Of Control, The Impostor Phenomenon, And Math Anxiety In Business Majors, Tiffany L. S. Tovey, Stephanie Kelly, Wiley Brown

International Journal for Business Education

The importance of quantitative literacy in business education cannot be overstated. A barrier to enhancing quantitative skills for many business majors is their math anxiety, an angst some individuals experience when working with numbers. This study explored the relationship between math anxiety, locus of control, and impostor phenomenon in business students. 220 business students (undergraduate and graduate) from a two moderately sized southeastern universities in the United States participated in an online survey that assessed these three phenomena. A linear regression was run to understand the relationships among the variables. The results indicated that more than one fifth of math …

Distinguishing Unpredictability From Uncertainty In Entrepreneurial Action Theory, Ryan W. Angus, Mark D. Packard, Brent B. Clark

Marketing & Entrepreneurship Faculty Publications

The traditional view that perceived and archival uncertainty measures are substitutable proxies for “true” environmental (entrepreneurial) uncertainty presumes an “all-seeing eye.” Adopting a representationalist epistemology, we distinguish environmental (objective) unpredictability from entrepreneurs’ subjective uncertainty, which has so far been theoretically confounded. It is, in fact, possible for an entrepreneur to be highly certain despite excessive unpredictability and vice versa. Theoretically distinguishing these constructs has fundamental implications for entrepreneurial action theory. For example, because intentional action is consciously originated, unpredictability influences action only indirectly, while uncertainty has direct effects. Outcomes, on the other hand, are directly affected by the complexity and …

2022-July-14-Etsu Early Voting, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (July 14, 2022) – East Tennessee State University’s early voting location will be in operation from noon to 7 p.m. on Monday, July 18, and from 9 a.m.-5 p.m. from Tuesday-Friday, July 19-22. It will be located in room 219 of the D.P. Culp Student Center. 

“Increased voter access for members of the university community has long been a goal of our team, and we were excited to see it realized this spring with the opening of our early voting site last April,” said Joy Fulkerson, director of Leadership and Civic Engagement. “Early voting …

2022-July-13-Meet Vanna Labi, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Meet Vanna Labi ('25), of Asheville, NC, who served a rotation at Ingles Pharmacy in Boones Creek with Preceptor Dr. Matt Craven.

What does your day look on your rotation experience? Along with Matt Gouge (‘23) who is on his APPE rotation, we assist in getting prescriptions ready, administer vaccines (mostly COVID boosters), and general workflow processes. Because our preceptor, Matt Craven is a Gatton grad (Class of 2011), we compare experiences and try to get all the tips we can out of him!

What is something unique about your rotation experience? Because this is a lower-volume pharmacy, we get …

Trans-Parasocial Relation Between Influencers And Viewers On Live Streaming Platforms: How Does It Affect Viewer Stickiness And Purchase Intention?, Jeeyeon Kim, Jui-Ting Liu, Sue Ryung Chang

Asia Marketing Journal

Live streaming has become one of the most important communication tools for influencers to synchronously interact with viewers. It is critical to understand the effect of the reciprocal and synchronously interactive relations built between influencers and viewers, so-called trans-parasocial relations, in the context of live streaming. In this study, we investigate how trans-parasocial relations impact viewers’ stickiness and purchase intention on live streaming platforms. Furthermore, we investigate fanship as a mediating factor in the relationship between trans-parasocial relations and viewers’ behaviors. Overall, the results reveal significant direct and indirect effects of trans-parasocial relations on viewers’ stickiness and purchase intention. Higher …

Food Insecurity In An Anthropogenic Age: An Analysis Into How Consumer Demand Will Shift During Crisis Events, Chloe G. Parsons, Christina Kuchmaner

Ursidae: The Undergraduate Research Journal at the University of Northern Colorado

Consumers in the United States may need to adjust their food demand due to food insecurity caused by climate warming events. Research has focused on how climate change impacts food supply chains and distribution; however, there was little research on how consumers responded to these changes. This study analyzed how consumers across the United States responded to food insecurity caused by crisis events (i.e. pandemics and climate change), how consumers shifted from grocery store vendors to local food vendors, and if migration or food miles may increase based on potential food shortages. One study was initiated through survey and a …

Let All Voices Be Heard: Creating An Engaging And Inclusive Asynchronous Qr Classroom, Ruby A. Daniels, Kathryn Appenzeller Knowles

Numeracy

With the shift to remote teaching, many instructors used Zoom for synchronous work. However, this presented issues (fatigue, turning cameras off, inequitable technical hurdles) that motivated quantitative reasoning (QR) instructors to look for asynchronous alternatives. A common technique has been text-based online discussions, which can be difficult for students to find engaging. This mixed method study (N = 41) describes an inclusive video alternative, specifically for teaching QR and quantitative fluency skills, which was piloted in two asynchronous sections and one hybrid section of the same course. Students posted their video responses, watched their classmates’ videos, and wrote short …

Strategic Assessment Of Factors That Create A Resistance To Change During The Implementation Of Enterprise Resource Planning (Erp) Systems. The Case Of Lebanese Organizations, Marwan Azouri, Atef Harb, Lina Bou Chaaya, Claud Akoury

Arab Economic and Business Journal

Resistance to change can be found in all organizations, but it is almost always an essential measure to be considered and analyzed in detail, so it will be relevant to demonstrate what are the main causes to resist the change during the implementation of a new Enterprise Resource Planning (ERP) system in order to avoid it and find optimal solutions for it. We will be comparing our study to several previous studies that have been conducted in different countries such as Yemen and Malaysia. Our study roughly employs the same factors utilized in these previous studies. Our objective will also …

China: The Next Big Market For Soft-Branded Hotels?, Elisa Ka-Yan Chan

Perspectives@SMU

A wave of deal-making in China’s hotel investment sector is expected to encourage more independent hotels to rebrand as chain affiliates

Shopping Marketing Tactics That Drive Purchases, Dinesh K. Gauri

Marketing Faculty Publications and Presentations

Technology is reshaping the retail experience. In the fight for market share, how effective are traditional marketing tactics and technology offerings at attracting shoppers?

The Forces Changing U.S. Shopping Behavior, Dinesh K. Gauri

Marketing Faculty Publications and Presentations

The future of retail is all about catering to the consumer. To survive retail’s newest challenge, retailers must understand what’s shaping consumer demand.

The Effect Of Brand Crises On Endorser Reputation And Endorsement Portfolios, Clark D. Johnson, Brittney C. Bauer, Mark J. Arnold

School of Business: Faculty Publications and Other Works

We often hear about a brand dropping a celebrity after the endorser has negative publicity. However, endorsers are not the only ones who are responsible for negative news; many brands also generate negative publicity as well. The growing frequency of brand crises and the demonstrated relationship between brand‐ and endorser‐reputation begs the question: What impact might a severe brand crisis have on a celebrity endorser's reputation and endorsement portfolio? Study 1 finds that negative publicity only impacts the brand's moral reputation if internal locus attributions are made. In turn, moral reputation positively impacts attitudes toward the brand, endorser, and other …

2022-July-01-'Filling The Gaps' In Health Care, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. – East Tennessee State University has been awarded $400,000 in federal funding to expand services in two ETSU Health College of Nursing primary care clinics in Hancock County.

The Rural Expansion Program for At-risk Communities to Promote Health Outcomes through the Integration of Mental Health and Enabling Services (REACH ME) project is led by Dr. Kim Ferguson, assistant professor in the College of Nursing. It will address the critical need for the integration of mental health and enabling services in the provision of comprehensive care to children, youth, families and the community.

Dr. Kim Ferguson, assistant professor …

2022-July-01-'Fl3tch3r Exhibit' Housed At Etsu Celebrating Th Anniversary, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. – The international “FL3TCH3R Exhibit: Social & Politically Engaged Art” at East Tennessee State University’s Reece Museum faithfully continues to represent the spirit of social and political movements of the country and world. The 2022 exhibition runs Oct. 3-Dec. 9. 

The 2022 juror will be Wesam Mazhar Haddad, a conceptualizer, creative and art director, designer and the founder and curator of the New Jersey-based annual intercontinental poster competition known as Poster Stellars. 

Haddad is a social poster designer and has won over 70 global awards. Haddad’s universal visuals “evoke an everlasting siren that touches every single human …