The Effects Of Shape-Taste Congruence On Product Evaluations,
2022
University of Massachusetts Boston
The Effects Of Shape-Taste Congruence On Product Evaluations, Jurui Zhang, Raymond Liu, Yufang Jin, Menglin Li
AMTP Proceedings 2022
The background design of a product presented online is important to attract consumers’ attention and further help them make proper judgments about the product. Although many studies have investigated factors of advertising background design, few focus on the effect of shape feature in the background on product evaluations. The present research investigates the influence of congruency between the shape in the background design and product taste perception on consumer product evaluations by using a pretest and three experiments. The results show that shape-taste congruency intensifies product evaluations with an increase evaluation of sweet-taste products and a decreases evaluation of sour-taste …
Developing Marketing Capabilities To Mitigate Perceived Cybersecurity Risk In Healthcare Organizations,
2022
Augusta University
Developing Marketing Capabilities To Mitigate Perceived Cybersecurity Risk In Healthcare Organizations, Manisha Mathur
AMTP Proceedings 2022
The effective delivery of health care relies on sharing electronic health records across multiple providers in the healthcare system. On the other hand, cybersecurity efforts mostly rely on centralizing sensitive and valuable data and securing devices, networks, and electronic systems. Hence, cybersecurity in healthcare is complicated due to the contradictory characteristics of healthcare delivery and cybersecurity. The firms’ unsuccessful attempts to prevent massive data breaches in the recent past have heightened cybersecurity risk perceptions of customers and cybersecurity-related marketing challenges and opportunities. Therefore, it is critical for marketers to step up and devise strategies and tactics to avert the negative …
The New Grocery Retail Journey: Stimuli And Mobile Influences On A Consumer’S Unplanned Shopping And Spending Behavior,
2022
Savannah State University
The New Grocery Retail Journey: Stimuli And Mobile Influences On A Consumer’S Unplanned Shopping And Spending Behavior, Dale A. Cake, Vikas Agrawal, Douglas Johansen, Wooyang Kim
AMTP Proceedings 2022
In the new digital age, knowing what new variables may be affecting unplanned shopping and spending in a grocery store environment has had little conclusive study academically, albeit is very important to academic theory, grocery store chain management and manufacturers. Many grocery shoppers are now utilizing mobile phones and other digital stimuli (via an app or website, pricing information, coupons, QR codes, or other information) in addition to traditional stimuli for product or promotional information during their in-store purchase phase. In past research, new in-store digital stimuli or mobile phone technology was shown to increase unplanned shopping and/or spending (Cake …
Destruction And Reconstruction Of Corporate Reputation In The International Business Network Context,
2022
Laurea University of Applied Sciences
Destruction And Reconstruction Of Corporate Reputation In The International Business Network Context, Nikolina Koporcic, Maria Ivanova-Gongne, Jan-Åke Törnroos, Olga Dziubaniuk
AMTP Proceedings 2022
The purpose of this study is to illustrate how a firm’s corporate reputation can be destroyed by the actions of business partners and other network actors, and what the company can do to reconstruct its reputation. The study case exemplifies the importance of reputation and close interactions with foreign business partners in developing countries. Secondary data of a Nordic-based MNC, Stora Enso, is collected, interpreted, and analyzed. We observed issues surrounding the reputation change of the MNC, while focusing on the actions of their business partners. The paper provides empirical insights into the process of reputation destruction and …
The Corporate Remedy Strategies For Product-Related And Business Ethical Misdeeds,
2022
SUNY at Fredonia
The Corporate Remedy Strategies For Product-Related And Business Ethical Misdeeds, Lei Huang
AMTP Proceedings 2022
Firms take various approaches to mitigate the negative impacts from the misdeeds and repair the damages of the consequences. The current study examines the moderation role of two types of misdeed, business ethics or product performance related, in the relationship between three major crisis remedy strategies and the purchase intentions for both current and potential consumers. The results from 440 participants suggest that a promptness apology is important for current consumers but not for potential consumers. More importantly, the response plan has less impact on the current consumers when a misdeed is business ethics related than product performance related while …
The Relationships Between Prosocial Consumer Behavior, Consumer Resilience, Consumer Risk Taking Propensity And Consumer Hoarding During Covid-19,
2022
Appalachian State University
The Relationships Between Prosocial Consumer Behavior, Consumer Resilience, Consumer Risk Taking Propensity And Consumer Hoarding During Covid-19, Christy M. Cook, Pia A. Albinsson, James E. Stoddard
AMTP Proceedings 2022
The Relationships Between Prosocial Consumer Behavior, Consumer Resilience, Consumer Risk Taking Propensity and Consumer Hoarding During COVID-19
Transaction-Based Cause-Related Marketing: The Role Of Consumer Trust And Self-Congruity On Purchase Intention,
2022
Jacksonville University
Transaction-Based Cause-Related Marketing: The Role Of Consumer Trust And Self-Congruity On Purchase Intention, Dawn D. Hart, Doug Johansen
AMTP Proceedings 2022
The link between corporations, their socially responsible activities, and business performance has become irrefutable (Marconi, 2002). Companies grapple with how to successfully implement their socially responsible marketing activities (Marconi, 2002). Corporate social responsibility has various initiatives including corporate philanthropy, corporate statesmanship, through-the-firm giving, and profit motivated giving (Varadarajan & Menon, 1988). Cause-related marketing includes a profit motive (Varadarajan & Menon, 1988). Several studies find cause-related marketing efforts have the potential to affect consumers’ purchase intentions (Webb & Mohr, 1998).
Bank Consolidation And Its Effect On Service Quality,
2022
University of Alabama at Birmingham
Bank Consolidation And Its Effect On Service Quality, Thomas L. Powers, William S. Spears, Seongwon Choi
AMTP Proceedings 2022
The perceived quality of customer service plays a significant role in high involvement products and services. Previous research in the area of bank service quality suggests that as a bank is acquired the quality of service at the new larger bank does not equal what customers received at their old smaller bank. In addition, a newly consolidated bank may eliminate tailored services and create customer dissatisfaction due to higher fees, lower levels of service, and credit availability. Although prior research has focused on specific aspects of bank services, a contribution to the literature can be made by examining this topic …
Gamification Usage And Platform Loyalty In Esports Livestreams: An Analysis Of Unobserved Heterogeneity With Fimix-Pls And Ipma,
2022
Louisiana State University and Agricultural and Mechanical College
Gamification Usage And Platform Loyalty In Esports Livestreams: An Analysis Of Unobserved Heterogeneity With Fimix-Pls And Ipma, Yizhou Qian, Jeam Martinez, Robbie Matz
AMTP Proceedings 2022
Although gamification as a marketing strategy has been implemented by various domains, there is still a dearth of research on the use of gamification in social livestreams. In this study, we examined the relationships between technology acceptance model (TAM) variables, gamification usage, and loyalty toward a social livestreaming platform, where gamification was adopted to enhance the viewing of an esports event. Data from 396 viewers were analyzed using partial least squares structural equation modeling (PLS-SEM), finite mixture partial least squares (FIMIX-PLS), and importance performance map analysis (IPMA). To this end, our study underpinned the application and extension of TAM in …
Mothers With Empty Arms: Marketing, Stigma, And Bereaved Mothers,
2022
University of Wyoming
Mothers With Empty Arms: Marketing, Stigma, And Bereaved Mothers, Elizabeth A. Minton, Carissa Anthony, Cindy Xin Wang, Alexa Fox
AMTP Proceedings 2022
Despite over one-quarter of females suffering baby loss, there is virtually no research in marketing examining the devastating impacts of such loss from a consumer standpoint. There are incredible stigmas that overshadow these vulnerable consumers and understanding how marketing helps and hurts consumers post-loss in the marketplace is of critical importance. Through 30 in-depth interviews with bereaved mothers in the U.S. (specifically mothers who lost a baby during pregnancy or within one year after birth), this research builds off stigma theory to shed light on the consumer journey post-loss in an effort to bring these consumers what they desire – …
Awareness Marketing: Cause Marketing Without Contribution,
2022
University of Wyoming
Awareness Marketing: Cause Marketing Without Contribution, Elizabeth A. Minton, Frank Cabano
AMTP Proceedings 2022
Much research has examined the benefit of brands that participate in cause marketing initiatives and give a portion of proceeds or product to a charity. However, what has been lacking from this investigation is how consumers respond when brands raise awareness for a cause but do not take any further action to contribute resources to the cause – what we term awareness marketing. Through five studies, we examine awareness marketing specifically among the potentially divisive context of social justice causes. We show that consumers with higher levels of religiosity are more likely to support products marketed with awareness marketing, that …
An Examination Of Portrayal Of Disability In Brand Ads,
2022
Florida International University
An Examination Of Portrayal Of Disability In Brand Ads, Sphurti Sewak, Jayati Sinha
AMTP Proceedings 2022
This research explores why marketers can utilize disabled models to their advantage. Although brand inclusivity has attracted some attention, much is still unknown. The current research addresses this gap by establishing that using disabled brand models can lead to higher customer-brand relationships and also explores when it could potentially backfire by establishing that the personal attitude towards disability could moderate this main effect. The findings will help brands to be more open to including diverse models that do not exactly fit “the ideal” and fighting the prevailing prejudice towards disabled people in society. Representing them in their advertisements and online …
Exploring The Impact Of Brands Roasting On Social Media,
2022
Florida International University
Exploring The Impact Of Brands Roasting On Social Media, Sphurti Sewak, William F. Humphrey Jr., Jayati Sinha
AMTP Proceedings 2022
Brands regularly post content on social media and look for consumer engagement through these posts. However, this research uncovers a novel domain that shows increased consumer engagement but decreased persuasion: when brands resort to roasting on Twitter. We find that the perceived inappropriateness of the roasting posts lead to lower brand preference when brands choose to roast on social media and tease apart the difference between B2B and B2C roasting. This research establishes that not everything that goes viral leads to a favorable offline behavior. Social media managers of brands can use the findings of this research by understanding why …
Empathy, Altruism, Csr, And Consumer Buycott Behavior During Covid 19: Lessons Learned,
2022
Mercer University
Empathy, Altruism, Csr, And Consumer Buycott Behavior During Covid 19: Lessons Learned, Ania Izabela Rynerzewska, Eliza Hetrick
AMTP Proceedings 2022
As Covid-19 became a global pandemic, life as businesses and consumers know it changed dramatically. Suddenly, in-person shopping became rare while social distancing and working remotely became common practice. The impact of Covid-19 reached beyond the obvious death toll and economic recession and contributed to a shift in what is considered relevant and what is secondary. This study analyzed the impact of consumer levels of altruism and empathy on interest in Covid-19 exacerbated topics like employee treatment, social justice, and the environment. Further, this study emphasized the importance of CSR efforts supporting current topics, which have been found to contribute …
Money, Medals, And Championships: Politically Driven Conspiracy Of Silence, Model Development; Implications To Diversity And Inclusion.,
2022
Mercer University
Money, Medals, And Championships: Politically Driven Conspiracy Of Silence, Model Development; Implications To Diversity And Inclusion., Ania Izabela Rynerzewska
AMTP Proceedings 2022
Athletic organizational image and reputation management often require careful consideration of values shared and enacted to create a flawless image with which many fans identify and often admire. However, under the cover of perfect brand image covered with medals, championship and glory, there is often a hidden world of abuse and active participation in silencing the victims to protect the image. This paper analyzes relatively recent cases of two sex scandals in sports: Jerry Sandusky case and Larry Nassar case. Both individuals held higher positions within their organizations’ network of supporters who participated in a conspiracy of silence. This paper …
Supply Chain Resilience And Agility During Covid19: The Case Of Automobile Manufacturing,
2022
University of West Florida
Supply Chain Resilience And Agility During Covid19: The Case Of Automobile Manufacturing, Leor Ben-Meir, Steve Lemay, Dave Mcmahon
AMTP Proceedings 2022
In this paper, we examine disruptions in the automobile manufacturing supply chain that resulted from the COVID19 pandemic. We explore the relationships between organizational resilience and agility and supply chain resilience and agility. We frame this exploration in terms of rare earth elements (REEs) and microchips, supplies that come from Tier 3 and Tier 4 in the automobile supply chain. We look at some adaptations made by Volkswagen to adapt to these disruptions but note that organizational resilience and adaptation does not always result in supply chain adaptation.
Event-Related Potentials Differentiate Gender-Based Responses To Brands,
2022
Ramapo College of New Jersey
Event-Related Potentials Differentiate Gender-Based Responses To Brands, William J. Jones, Kelene A. Fercho, Lee A. Baugh
AMTP Proceedings 2022
Despite significant advances in scholarship at the intersection of gender and neuroscience, marketing scholars have failed to capitalize on these developments. This research seeks to fill a gap in the literature by examining brain-related responses to brands as a function of gender using event-related potentials (ERPs), which employs time-locked electroencephalographic (EEG) data. Thirty-three participants (17 female) made evaluations of clothing brands and clothing articles, individually and combined, while their preferences and brain-related data were recorded. Results reveal a gender-based dissociation in the time course of product-brand evaluations and offer new insights for gender selectivity theory.
Determining Patient Satisfaction And Well-Being In Dental Healthcare: Expanding Theoretical Models Through Grounded-Theory Methods,
2022
University of Southern Mississippi
Determining Patient Satisfaction And Well-Being In Dental Healthcare: Expanding Theoretical Models Through Grounded-Theory Methods, Kristina M. Harrison
AMTP Proceedings 2022
This research involves examining the antecedents of patient satisfaction in dental healthcare while utilizing a grounded theory approach. We created a model of dental care patient satisfaction and well-being and found that past experiences, expectations, desires, emotions, sensations, co-creation behaviors, relational factors, level of involvement, and level of patient engagement impacts patient satisfaction, which subsequently impacts patient well-being. These findings contribute a theoretical model incorporating extant research on customer and healthcare satisfaction while also providing practical implications for dental service providers to implement in their practices. Future research can expand this study to include the point of view of dental …
Brand Love And Purchase Intention: Does A Sports Team Name Matter?,
2022
Utah Tech University
Brand Love And Purchase Intention: Does A Sports Team Name Matter?, Kristy C. Grayson Dba, Katie Kamachi Phd, David Olsen Phd
AMTP Proceedings 2022
This study aims to explore the relationship between the construct of brand love, the strength of fan allegiance to a sport team brand name, fan past purchase behavior, and future purchase intention should a team change its controversial name. The overall research question that bounds this study is: How does consumer brand love and a change to a sport team name impact fan purchase behavior?
Intention To Pursue A Sales Career: A Dyadic Study Of Students And Parents Extended Abstract,
2022
Grand Valley State University
Intention To Pursue A Sales Career: A Dyadic Study Of Students And Parents Extended Abstract, Joseph Little, Mark Kubik, Alexander King, Grant Weidman
AMTP Proceedings 2022
Typical career choice selection studies generally have been one sided focusing on students or parents independently. This dyadic study aims to analyze student and their parent influencers to determine what will be the strongest influencer of a student to pursue a career in sales. “Because the dyad is arguable the fundamental unit of interpersonal interaction and relations, family relations such as a parent and their child/student have a powerful dyadic component” (Kenny et al., 2006, p1). Therefore, understanding the influencers of this career choice selection may lead to interventions for increasing the number of students to pursue a career in …
