Marketing Commons^™

The Impact Of Line (Brand) Extension Strategies On Competition And In-Store Operational Performance In The China E-Commerce Environment, Er-Yung Stephen Chu

Dissertations and Theses Collection (Open Access)

Line (brand) extension activity in the western markets may have tempered during the last decade, and most of the academic research that has been done is based on traditional brick and mortar stores. With the rise of e-commerce, line extension became a growth tool for brands. The study starts with the classification of line extension strategic types, which gives different tiers of Chinese e-commerce firms a good reference, especially in the rapidly changing e-commerce environment. It also seeks to give guidance for different aspects of launching new line extensions. Using this guidance, future brands can make better estimations of brand …

Covid-19 And Hospitality Services: The Role Of Information Sources, Believability, Fear, And Behavioral Intentions, Shaniel Bernard, Imran Rahman, Sijun Liu, Luana Nanu

Journal of Global Hospitality and Tourism

Based on the Social Amplification of Risk Framework (SARF) and crisis decision theory, this study examined the influence of trust in different types of information sources on the believability of COVID-19 information (BCI). Furthermore, the influence of BCI on fearfulness and the corresponding influence of fearfulness on the intention to use hospitality services and stay at home are analyzed. Structural equations modeling, using data from 1,017 American consumers, successfully confirmed the significant influences of trust in media and government on BCI and the corresponding positive effect of BCI on fearfulness. Additionally, the negative effects of fearfulness on intentions to visit …

The Impact Of Terrorism On Risk Perceptions: An Analysis Of The Dutch Market Behavior And Attitudes Towards Egypt, Rami K. Isaac

Journal of Global Hospitality and Tourism

This research aims to gain a better understanding of the impact of terrorism on risk perceptions and attitudes of Dutch travel behavior towards Egypt. The research process involved an online self-administered method created with one of the leading research and web-based survey tools called Qualtrics. The questionnaire was filled in by 414 respondents. Findings indicate that (potential) Dutch tourists are less likely to take risks when traveling with children. For instance, people that usually travel with children state to avoid traveling to countries within the MENA region because of unrest related to terrorism. Over half of the sample size would …

Two Essays On The Role Of Empathy In Consumer Response To User-Generated Content, Mohammadali Koorank Beheshti

Theses and Dissertations in Business Administration

Empathy is known to be the basis of all human interactions and an essential component of human psychology. Empathy includes a cognitive component (perspective-taking) and an affective component (e.g., emotional contagion). The two essays of my dissertation investigate how each of these components of empathy affect consumer responses to user-generated content.

Essay 1: Although both price and online review ratings are important cues in consumers’ product quality judgment, most previous studies have treated price and review ratings as separate inputs into consumer decision-making. The current research shows that the two cues are intertwined, such that consumers’ perception of the same …

The Effects Of Consumer Loan Application Formats And Advertised Terms On Consumer Borrowing Decisions, Alicia M. Johnson

Graduate Theses and Dissertations

Consumers continue to demonstrate a willingness to accrue more debt. They are also more accepting of increased repayment risk via the acceptance of longer loan terms. Extant research on consumer borrowing consists primarily of experiments designed to assess consumer choices and understand how consumers evaluate loan attributes in relation to one another within consumer borrowing contexts (Kamleitner, Hoelzl, and Kirchler 2012; Ranyard et al., 2006). Thus, prior research examines consumer responses to loan information rather than the generation of loan parameters at the time of financing. With important implications for consumers, marketers of financial products, academic researchers, and federal regulators, …

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 …

Muslim-Friendly Medical Tourism, Noradiva Hamzah, Norlida H. M. Salleh, Izuli Dzulkifli, Tengku Wook

Journal of Global Hospitality and Tourism

Tourism has emerged as an important socio-economic activity as it is a promising sector in the global economy. In every industry, intellectual capital (IC) is a crucial knowledge-based asset. It has become the most potent element in the production of organizational wealth. This article intends to shed some light on the Islamic value (IV) dimension of Muslim-friendly medical tourism (MFMT). This study employed a case study approach on five hospitals. The data was collected through in-depth discussions, hospital tours, and interviews. Within-case analysis was conducted to analyze the data. This study found that the hospitals’ management highlighted that taqwa (piety) …

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