Marketing Commons^™

Slogans As Persuasive Accelerants Of Electronic Word-Of-Mouth Communication: A Preliminary Conceptual Model, Theo Lynn, Pierangelo Rosati, Charles M. Wood

AMTP Proceedings 2022

Brands have been conceptualized as being made up of three different components: name, logo and slogan (Keller 1993, Dass, Kumar, Kohli, & Thomas, 2014). Slogans are short, memorable phrases that are often used to sign off on advertisements. They characterize a large proportion of brand advertising and are designed to attract consumer attention, crystallize brand positioning, increase advertising memorability, and improve brand affinity (Keller, 1993). Slogans have been part of our world for millennia, and a staple in the advertising world since its inception. Less complex messages – i.e., slogans – have been associated with improved advertising effectiveness (Lowrey 1998). …

Bitcoin: Bringing New Meaning To Purchasing Power & Bridging The Wealth Gap, Fabienne Cadet

AMTP Proceedings 2022

Bitcoin has emerged as a hot topic in our marketplace. Launched in 2009, Bitcoin is considered the first cryptocurrency, which is a virtual currency, devoid of any physical form. This paper takes a strategic approach to investigating Bitcoin usage. Additionally, the paper provides insight on the societal impact of Bitcoin. As its demand increases, it appears that Bitcoin is here to stay, therefore gaining a better understanding of this new form of currency and its impact on the market is crucial. The paper begins with background information on Bitcoin, followed by an overview of current Bitcoin users, which provides insight …

When The Going Gets Tough: Motivations Of Customer Helpers’ Further Green Helping Behavior Intentions, Estelle Van Tonder, Boitshepo Cl Mkhondo, Christo Bisschoff, Sam Fullerton

AMTP Proceedings 2022

Environmental conservation is a global concern. Consumers may contribute by persuading their reluctant peers to support green purchasing, but these influencers need to persevere when their advice is not followed. This study provides more insight into the cognitive, affective, and behavioral factors influencing further green helping behavior intentions. Survey data were collected from 452 green product supporters who previously advised someone about green purchasing behavior. Six hypotheses were tested using structural equation modeling and bootstrapping. Affective commitment toward fellow customers and green helping behavior in general influences further green helping behavior intentions. Subjective norm and perceived behavioral control only have …

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 – …

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 …

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 …

Social Word Of Mouth Valence And Role Of Moderators: An Integrated Model Of Consumer Decision Making, Angshuman Ghosh Dr, Sanjeev Varshney Dr, Shabbirhusain R.V. Dr

Journal of International Technology and Information Management

The study aimed at coming up with an integrated model of consumer decision making that captures the impact of social media word of mouth (SWOM) on consumers’ decision influencing variables including perceived risk, its impact on attitude towards the brand, and eventually on intention to purchase. The integrated model incorporates the impact of SWOM message valence along with moderating role played by various source and receiver level characteristics on the variables mentioned above. Two experiments with between-subject factorial designs were conducted for testing the hypotheses. The first study had 128 participants divided into eight groups and their responses were collected …

How Do Consumers In General Evaluate, Judge, And Act Toward Shoplifting? The Moderating Effects Of Personal Characteristics And Motives Shoplifting?, Juehui Shi, Ngoc (Cindy) Pham, Claudio Schapsis, Tofazzal Hossain, Arturo Z. Vasquez-Párraga

WCBT Faculty Publications

Despite the seriousness of shoplifting, consumers’ evaluations, judgements, and intentions toward shoplifting remain underexplored by scholars from business ethics, marketing, retailing, and consumer behavior. We propose a new shoplifting ethics model, which integrates Hunt and Vitell’s theory of ethics with Nadeau, Rochlen, and Tyminski’s typology of shoplifting, by incorporating the moderators of consumers’ personal characteristics (i.e., age, gender, marital status, income) and shoplifting motives (i.e., social, experiential, economic, emotional) onto the relationships among deontological evaluation, teleological evaluation, ethical judgment, and intention. Based on a two-by-two randomized experimental design, two shoplifting cases (i.e., swapping price tags, stealing products) are investigated in …

Green Advertising Using Sick-, Well-, And Healed-Appeals, Dooyoung Choi, Ha Kyung Lee

STEMPS Faculty Publications

The purpose of this study was to examine the effects of sick, well, and healed appeals while examining the interaction effect of the saliency of environmental issues in the fashion industry on consumer responses. A 3 x 2 experimental study was conducted with the appeals (sick vs. well vs. healed appeals) and the salience for environmental issues in fashion (low vs. high) as independents and positive and negative anticipated emotions as mediators, leading to purchase intentions. A total of 195 usable responses were collected through MTurk. While all appeals worked well with consumers with high saliency through anticipated positive emotions, …

A Theoretical Approach In Explaining The Impact Of Remittances On The Macroeconomy: Evidence From An Overlapping Generations Model For The Philippines, John Paolo R. Rivera

DLSU Business & Economics Review

Despite the constraints posed by the coronavirus pandemic on the global movement of migrant workers, cash remittance inflows remained to be a significant component of the Philippine economy. It still comprises a significant proportion of the economy’s gross domestic product and exceeds the influx of overseas development assistance and foreign direct investments. On top of the various empirical studies discussing the effects of remittances on the macroeconomy, I took the theoretical approach in explicating its impact on the macroeconomy. Through a micro-founded macro-model overlapping generations model, I trace the effects of remittances on the path of steady-state aggregate income, capital …

The Mediating Effects Of Perceived Value Between The Relationship Of Social Media Marketing And Purchase Intention, Tyron W. Yap

DLSU Business & Economics Review

The objective of this study is to test the mediating role of the dimensions of perceived value—conditional, epistemic, monetary, social, convenience, and emotional—between the relationship of social media marketing and purchase intention, in online hotel booking sites. Partial least square structural equation modeling (PLS-SEM) was employed to test all 19 hypotheses. Results revealed that social media marketing positively and significantly influences the dimensions of perceived value, as well as purchase intention. Also, convenience value and conditional value are positively and significantly related to purchase intention. In terms of the mediating effects, it was found that both convenience value and conditional …

Are Emotionally Stable Employees More Ready To Change? The Moderating Role Of Emotional Stability On The Effect Of Organizational Culture Types On Individual Readiness For Change, Aktsar Hamdi Tsalits, Gugup Kismono, Luksi Visita, Dian Eka Mayasari

DLSU Business & Economics Review

Organizational culture is suggested as a significant predictor of individual readiness for change (IRFC). However, few studies examining the effect of organizational culture types on individual readiness for change showed inconsistent results. This study aims to fill the gap, specifically by testing the moderating effect of emotional stability on the effect of perceived organizational culture types (clan and adhocracy) on individual readiness for change. We obtained 264 responses from employees who worked at the SM Company, one of the companies in Indonesia that performed a change in the company. Results of moderated regression analysis on the collected data indicate support …

Invited Perspective - Engaging Aspirations To Nurture Communities, Kentaro Toyama

Subsistence Marketplaces

For subsistence communities, the question is whether aspirations can be applied to motivate behavior that is, on the one hand consistent with people’s aspirations, but which might otherwise be difficult to elicit. Could poorer households be encouraged to save, to spend more on their children’s education, or to act against unhealthy social norms? A couple of examples suggest this is not only possible, but highly successful in contexts where other appeals fail.

Mechanism And Methods Of Early Prevention Of Bank Insolvency, Morgan Alexander Fox

DLSU Business & Economics Review

Early detection of the financial condition of commercial banks is especially relevant in modern conditions of economic turbulence related to the global COVID-19 pandemic. The article provides a brief overview of the applied methods in the early detection of financial problems and prevention of bank insolvency. This study also explains the use and purpose of systems such as CAMELS and multivariate analysis models.The article illustrates the necessity of the complex use of multivariate analysis models and averaging simulation results in obtaining the most reliable results.A mechanism is offered for organizing the process of early prevention of bank insolvency.When implementing this …

Professional Networking And Personal Branding With Linkedin During The Covid-19 Pandemic: Personality, Impression Management, And Dirtiness In Digital Contexts, Carlos Valdez, Leslie Connell, Christopher Leo, Jennifer Morin

AMTP Proceedings 2022

The National Center for Education Statistics in the United States reported that the undergraduate program with the most graduates in 2016 were business programs with 372,000 degrees (National Center for Education Statistics, n.d.). According to Robinson (2018), the total enrollment of undergraduate business programs globally among universities accredited by the Association to Advance Collegiate Schools of Business (AACSB) from 2012 to 2017 reported a 10% increase. The popularity of the business college degree presents a unique challenge to recent business graduates of how to differentiate from other business graduates to achieve the desired job or promotion in the new COVID-19 …

Online Brand Detraction In An Online Opinion Platform, Violetta Wilk, Claire Lambert, Stephanie Meek

Research outputs 2022 to 2026

While most studies focus on positive consumer-driven brand outcomes, this study set out to understand a negative consumer-driven brand outcome - online brand detraction (OBD). Through the lens of social exchange theory, OBD was operationalized and compared to its direct opposite manifestation - online brand advocacy (OBA). A big data, qualitative analysis, with a longitudinal approach was used to understand OBD in an online opinion platform (OOP). Four key dimensions of OBD were found: brand negativity, brand attack, negative brand knowledge and experience sharing, and virtual visual cues. These dimensions are polar opposites of OBA - a highly sought-after organic …

The Impact Of Verified (Unverified) Online Product Consumer Reviews On Consumer Product Attitudes, Kathryn Cort Dr., Roland Leak Dr.

Atlantic Marketing Journal

Customer product reviews are an integral component for companies conducting e-commerce, enabling them to stay connected and engaged with their consumers. However, more important these reviews are being utilized and incorporated into the marketing plans of companies. Companies can use a mixture of verified and unverified purchase badges in their displayed product reviews. This study finds that as customers are provided with this additional information to help form impressions about the products they are reviewing, customers' need for cognition ultimately determines how they utilize the presence or absence of these badges.

Fashion And Sustainability: Consumption And Shared Responsibility, Jie Gao Fowler, Timothy Reisenwitz, Rongwei Chu

Atlantic Marketing Journal

Indulgence in fashion has been indispensable in modern societies, as it is a crucial device for self-image and identity construction. With the advanced technology and globalization of production, the fashion industry has skewed towards fast fashion, making the latest trends available to mass consumers at affordable prices. This research aims to examine how Chinese consumers perceive sustainable consumption in the context of fashion. We endeavor to explore the factors that influence the engagement of sustainable consumption. This study aims not to argue whether sustainable fashion should mobilize or replace the current fashion system but to provide evidence on consumers' perception …

User Reviews And Their Relationship To The Online Sale Of Used Dvds, Dan Baugher, Chris Ramos

Atlantic Marketing Journal

Except for books, research on factors impacting the sale of low-priced used products is uncommon. This study examines the relationship between Netflix user reviews of DVDs and their sale on Amazon as used products. An Amazon account was created by the authors, and a broad mix of 121 used DVDs were sold between 10/15/2012 and 11/20/2015. Using a low-price strategy, all sold within 57 days of posting on the site with 17.4% selling on the first day. DVDs with lower user ratings (valence) (p < .001) and lower rating volume (p < .05) took longer to sell. Valence and volume were not correlated (p > .05). In an OLS regression that included valence, volume, price, and release date, …

Adoption And Diffusion Of At-Home Medical Tests, Savannah Campbell, Mark Mitchell, Jerome Christia, Melissa Clark

Atlantic Marketing Journal

The purpose of this study is to understand the at-home medical test market including the medical and regulatory requirements to create at-home medical tests, as well as the market factors that influence consumer adoption in the context of the COVID-19 pandemic. To address testing shortages of COVID-19 tests companies created at-home tests which were rapidly approved by the FDA, bringing at-home testing to the forefront.

History of at-home health testing is reviewed, the medical requirements for creating them, and how the pandemic has affected such testing. Tables are also included to demonstrate currently available tests and potential future tests. The …