Marketing Commons^™

2022-June-01-Spring 2022 Deans List, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – East Tennessee State University has announced the names of students who attained a grade point average qualifying them for inclusion in the dean’s list for spring 2022.

To receive this honor, undergraduate students must successfully complete a minimum of 12 hours of undergraduate coursework with no grade below ‘B-’ in any course taken, and a grade point average of at least 3.5 on a 4.0 scale. Students from the Bill Gatton College of Pharmacy must successfully complete a minimum of 12 hours and earn a grade point average of at least 3.5 or above with no grade …

2022-June-01-Surge Coming In Hope Scholarship Funding, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. – As families grapple with the cost of college, East Tennessee State University students will see a surge in their Tennessee HOPE (Lottery) Scholarship funding for the fall 2022 semester. In late April, the Tennessee State Legislature approved an $85 million increase in funding for the scholarship. Gov. Bill Lee recently signed the bill.

“This is wonderful news for our students,” said Dr. Sam Mayhew, associate vice president for Student Life and Enrollment at ETSU. “Students who receive the HOPE Scholarship have already put in tremendous work, and we are thrilled to see them receive additional funding.” …

2022-June-01-The Big Dig Returns To East Tennessee, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. – Hands On! Discovery Center and the East Tennessee State University Museum of Natural History are bringing back The Big Dig, an immersive paleontological experience for older teens and adults.

Big Dig is returning

“The Big Dig” is a one-of-a-kind, roll up your sleeves and get your hands dirty, paleontology experience that provides participants the opportunity to work alongside paleontologists and follow the process from beginning to end, from searching for fossils in the field to curating them in the museum collection. 

“This program allows visitors to get up close and personal with the Gray Fossil Site …

2022-June-01-University School Ranking, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. – University School, an innovative preparatory school located on East Tennessee State University’s main campus, has ranked among the top performing schools in the state of Tennessee, according to U.S. News and World Report's 2022 Best High Schools.

In coordination with North Carolina-based RTI International, a global nonprofit social science research firm, U.S. News reviewed nearly 24,000 schools at the national, state and local levels. Approximately 17,843 of those were evaluated and ranked based on multiple factors, including but not limited to performance on state-required tests, graduation rates and college preparation. 

“The Best High Schools …

A Measurement Model Of The Dimensions And Types Of Informal Organizational Control: An Empirical Test In A B2b Sales Context, Stacey L. Malek, Shikhar Sarin, Bernard J. Jaworski

Marketing Faculty Publications and Presentations

Sales organizations are replete with informal forms of organizational control. Despite this, marketing and management literature has primarily focused on the theoretical development and empirical testing of formal, managerial forms of control. One reason research on informal controls has lagged is a lack of comprehensive measurement scales. Specifically, existing measures of the three principal types of informal controls—self, social, and cultural—do not capture the full dimensionality of the constructs (i.e., information, reward, and punishment aspects of informal controls). The authors take steps to remedy this situation by (1) outlining nine distinct dimensional types of informal control based on organizational control …

Bibliometric Analysis Of Postgraduate Thesis Studying Regional And Local Themes In The Field Of Gastronomy, Neşe Kafa

Journal of Mediterranean Tourism Research

The rapid development of gastronomic tourism in recent years has led to numerous studies in the literature. Various studies discuss the topic of gastronomic tourism from different aspects. The study of such studies with the help of bibliometric analysis makes clear the course of development of the relevant literature and helps to determine the topics dealt with in this field and the target groups included in the research. These studies are important in identifying which topics are not covered in the literature and in suggesting research topics in this regard. The results showed that most of the researched theses were …

A Netnographic Review Of Dining Experiences Of Russian Tourists, Alper Bozbas, Tolga Gül

Journal of Mediterranean Tourism Research

This study aims to conduct a nethnographic analysis of the dining experiences of Russian tourists who prefer Antalya as their destination, depending on their restaurant choices. The findings regarding the dining experiences within the scope of the study were obtained from restaurant reviews for 2019 on the TripAdvisor website. The research findings were obtained from 131 reviews written for ten restaurants operating in Antalya city centre, Side, Kemer and Alanya districts. The analysis of reviews are made in three dimensions; First-Hand Experience, Supportive Experience and Attractive Experience. According to the findings obtained from the comments, it can be said that …

E-Commerce Brand Design And Website Prototyping, Ashley J. Tuliau

Graphic Communication

MJ Swim is an e-commerce brand and website concept with a focus on customizable products and individualized sizing. Most online swimwear companies follow a fast-fashion business model which prioritizes mass production and offers affordable prices. However, aside from the many environmental consequences of this, fast fashion leaves large disparities in clothing quality, sizing accuracy, and product uniqueness. My primary goal was to create a dynamic website that would be flexible across a variety of devices and allow for optimal product customization. My secondary goal was to create a strong and inclusive brand identity that would thrive in a solely online …

Mother Lou Studio: Branding For A Handcrafted Jewelry Business, Amanda K. Hall

Graphic Communication

In the height of the pandemic I gained interest in jewelry-making. Needing a new hobby, I researched the many methods of making jewelry and soon began practicing the craft. Sand casting became a form of meditation, and I hope to gain more experience in silver smithing in the near future. For my senior project, I wanted to combine my personal, creative abilities with the skills I have learned through my Graphic Communication courses. This project showcases my design and business skills, while building a unique brand that will be a part of my future career.

Take Flight Music Festival Branding, Maxwell Bo Chen, Jake Oxenham

Graphic Communication

We created a branding and design campaign for the Take Flight music festival on campus. The project covered many aspects of event creation and marketing such as name, logo, content creation, social media, printed media, vendor outreach, and administration outreach. All these pieces had to work together to create a strong and cohesive brand image for this event which would help ensure a successful turnout and event overall.

Ramble: Travel Journal Application Concept, Christine Elizabeth Curulla

Graphic Communication

The purpose of this project is to provide an easier and more engaging way for study abroad students to document their experiences. I wanted to collect data on the effectiveness of student journaling while abroad, and identify ways to improve the process through a mobile application.

Ramble is a social app I designed that provides a new question or prompt each day to encourage more frequent, fun journaling while traveling, and connection with others at home and abroad. Ramble solves problems that accompany traditional journaling by making the journaling process more accessible and requiring less time from the user.

Advising 101 For The Growing Field Of Social Media Influencers, Stasia Skalbania

Washington Law Review

The Federal Trade Commission (FTC) protects consumers from unfair and deceptive business practices. In 2019, the FTC released the “Disclosures 101 for Social Media Influencers Guide” (herein referred to as the “2019 Influencer Guide”). The 2019 Influencer Guide outlines advertisers’ and endorsers’ specific responsibilities relating to the advertising and marketing of products on social media platforms. Despite the extensive information provided within the 2019 Influencer Guide, there is still great confusion regarding endorsement disclosure requirements, and many brands and influencers are not in compliance with FTC recommendations. This Comment provides guidance to brands and social media influencers on how to …

Visionaire Branding Company, Toni Joy Forsythe

Graphic Communication

It has been a goal of mine to one day launch my own branding and marketing agency, therefore this opportunity has allowed me to ideate what the agency would look like in terms of branding and business. I developed Visionaire Branding Company, a branding and marketing agency located in Central California. Creativity has always been at the forefront of my ambitions and Visionaire is a reflection of my passion for taking businesses to the next level and doing it with a vision.

Converting Horizontal Media For Vertical Platforms, Eric A. Hernandez

Graphic Communication

Today, most media is viewed on mobile phones and seen on a vertical screen. There are very few methods for converting horizontal media into vertical media for vertical platforms. This manual shows new ways to redesign horizontal content so that it looks better on vertical displays; I imagine watching things like the Super Bowl or the The Grammys on TikTok or Instagram with a new broadcast design that is more attractive.

Linking Managerial Capital With Explorative Strategy And Growth In China, Stern Neill, Minhua Wu, Terry W. Noel

Marketing

Purpose –This study aims to consider the effect of managerial capital (psychological, intellectual and social) on business strategy and growth. Per upper echelon theory, managerial capital enables high-level managers to drive firm performance in uniquely personal ways. The authors test the effects of managerial capital on a manager’s dominant regulatory focus (promotion and prevention balance) and whether having an explorative strategy mediates the relationship between dominant regulatory focus and the percentage of business unit growth expected from new lines of business.

Design/methodology/approach – Survey data from a sample of 211 Chinese executives were used to assess measurement and test …

2022-June-01-Brooke Hornberger, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. – As a junior at Jefferson County High School, Brooke Hornberger traveled to Johnson City for a speech and debate tournament at East Tennessee State University. 

Hornberger fell in love with the beauty of the campus and felt a special connection to the Department of Communication and Performance. 

Now an award-winning member of the university’s speech and debate team, Hornberger’s high school trip to ETSU proved fateful.  

“I did not know it at the time, but the speech and debate team was a gateway to my love for communication research,” she said. “I was so overwhelmed …

2022-June-01-Meet The Newest 1911 Society Members, University Marketing And Communication, East Tennessee State University

ETSU News

Named in commemoration of the year when ETSU was founded, the 1911 Society recognizes the university’s most notable graduates from undergraduate, graduate and professional programs. The selection committee evaluates applicants on academic achievement; sustained service; honors, awards, recognitions, publications and presentations; demonstrated leadership; work experience, such as study abroad, internships, externships and clinicals; and personal narratives.

The 1911 Society was established in 2020. Honorees receive special recognition and tartan stoles to wear during Commencement. Their contributions and accomplishments will be showcased on the 1911 Society wall located on the third floor of the D.P. Culp Student Center.

Pamela Avendaño-Rubi

2022-June-01-Enrolling For Fall 2024, University Marketing And Communication, East Tennessee State University

ETSU News

To be successfully enrolled for fall 2024, all ETSU students must take certain steps, including registering for courses and confirming your registration. Failing to take these steps could slow your path to graduation, or you could be dropped from your courses.  

ETSU staff are here to help. Remember: 

All students must register for classes, and the ETSU Registrar’s Office has guidance to help you stay on track for graduation. Registration for fall opens Monday, April. 1. Here are some tips:

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  Before registering for classes, utilize Degree Works in GoldLink. This program helps you track your degree progress …

Branding In Motion: How Animation And Branding Intersect To Support Nonprofits In Need, Shannon M. Steed

University Honors Theses

Nonprofits often don’t receive the kind of attention needed to garner a wide audience. Especially during the pandemic when the world has largely gone online, it can be a challenge for many of these organizations to adapt to the fast-paced digital landscape. This is largely due to a lack of access to resources and modern design practices to create more community visibility. This thesis is an exploration of how thoughtful design can bring these nonprofit events a new life. I created design systems for two nonprofit events, each with a digitally-focused approach and a focus on deeply considering the audience. …

Two Studies Exploring The Effects Of Ageing Cohorts And Channel Usage On The Antecedents And Consequence Of Customer Satisfaction, Yongchang Chen

Dissertations and Theses Collection (Open Access)

A rapidly ageing customer base, and an acceleration in the adoption of self-service technologies (SST) are two major trends which are set to have an increasing impact on how companies manage and satisfy customers. While there has been a rich body of work studying the effects of ageing and SST usage on customers, research on how they might affect cumulative satisfaction appears to be limited. The ageing literature tends to focus on cognition and decision-making processes, while SST research tends to be narrowly focused on SST evaluation and adoption. Our understanding on how ageing affects how satisfied customers are with …