Marketing Commons^™

Maladaptive Influences Of Direct-To-Consumer Pharmaceutical Advertising On Preventive Health Care Engagement: The Moderating Role Of Age, Loneliness, And Health Anxiety, Sanjay Puligadda, Terry Damron

Atlantic Marketing Association Proceedings

No abstract provided.

Crime, Consumers, And Clustering: A Geomarketing Analysis Of Retail Behavior Across Urban Markets, Mark J. Sciuchetti Dr., Jianping Huang

Atlantic Marketing Association Proceedings

No abstract provided.

Geofencing In Action, Courtney E. Craven

Atlantic Marketing Association Proceedings

No abstract provided.

From Mercedes Benz Stadium To The Staples Center: A Cross-League Analysis Of Stadium Naming Rights Brand Affinity In Professional Sports, Darin White

Atlantic Marketing Association Proceedings

No abstract provided.

Tuning Up The Brand: Thematic Music And Consumer Perceptions In Online Retail, Victoria Passyn, Lisa Montgomery

Atlantic Marketing Association Proceedings

No abstract provided.

Acquiring Marketing Skills Through Experience Learning, Rui Aray Chen, Ceyhan Ck Kilic, Tara Whitson, Chris Y. Shao

Atlantic Marketing Association Proceedings

No abstract provided.

Sustainable Or Stylish? Exploring The Ev Adoption Gap In Marginalized Markets, George W. Stone, Kirsten Passyn, Joe Huscroft

Atlantic Marketing Association Proceedings

No abstract provided.

Blue Mind: Can Experiences Near The Ocean Inspire Transcendent Emotions That Lead To Consumer Creativity?, Christy Ashley, Jason D. Oliver

Atlantic Marketing Association Proceedings

No abstract provided.

Consumer Entitlement And Consumer Expectations, Tommy Hsu, Chris Y. Shao

Atlantic Marketing Association Proceedings

No abstract provided.

Emotion Is Dead, But Can Persuasion Survive? The Effect Of Ai-Generated Reviews In Digital Marketing On Consumer Trust, Jianping Huang, Mark J. Sciuchetti Dr.

Atlantic Marketing Association Proceedings

No abstract provided.

The Role Of Disclosure And Message Characteristics In Sponsored News Recognition, Attitude, And Click Intention: Research Questions And Methodological Approach, Cynthia B. Hanson

Atlantic Marketing Association Proceedings

No abstract provided.

How Website Trust Develops Across Websites Of Different Quality And How Product Involvement Affects That Development: A Visual Processing Perspective, James Coyle, Lee Hillman, Linh Nguyen

Atlantic Marketing Association Proceedings

No abstract provided.

Translation Quality As A Cue: Effects On Fair Price Perceptions And The Moderating Role Of Consumer Traits, Chiara Marinelli, Marco Balzano, Guido Bortoluzzi

Atlantic Marketing Association Proceedings

No abstract provided.

Bringing Career Conversations Into The (Virtual) Classroom: Making 1:1 Office Hours Mandatory In An Online Marketing Capstone, Dayna Reed

Atlantic Marketing Association Proceedings

No abstract provided.

Entrepreneurial Orientation And Performance Of Microfinance Cooperatives: Evidence From Tanzania, Grace Thomas Mori, Omari Khalifa Mbura

Business Management Review

Microfinance cooperatives (MFCs) play a key role in socio-economic development, predominantly in developing countries. However, studies focusing on the relationship between entrepreneurial orientation (EO) and the performance of MFCs are limited, particularly in Tanzania. This study was informed by the resource-based view to examine the influence of EO dimensions on the performance of MFCs in Tanzania. Specifically, the study focused on four dimensions of EO namely; innovativeness, proactiveness, risk taking, and competitive aggressiveness behaviours. Data were obtained from 299 stratified sampled managers of MFCs through the administration of a structured questionnaire. In testing this relationship, Partial Least Squares Structural Equation …

From Local Innovation To Global Impact: The Ncino Story, Fredrika J. Spencer

Atlantic Marketing Association Proceedings

No abstract provided.

Digital Platform Participation, Service Innovation, And Retailer Growth Performance, Xueqiang Chen

Dissertations and Theses Collection (Open Access)

The rapid expansion of the digital economy has fundamentally transformed how firms create and deliver value. As a core infrastructure of the digital economy, digital platforms are reshaping firms’ business activities and market interactions. For brand firms that rely heavily on channel systems, retailers play a dual role as both product distributors and critical interfaces with end customers. However, the rise of digital platforms has significantly altered the operating environment of retailers. While digital platforms provide new channels, they also require retailers to adapt by reconfiguring their business models and service offerings. Although digital platform participation has become increasingly common, …

The Impact Of Private Label Product Choice On Consumers' Hedonic Consumption Behavior, Xiaosong Wang

Dissertations and Theses Collection (Open Access)

The competitive landscape of the current retail market is changing rapidly, and private label products, as a unique product force, are playing a role in the fierce market competition. While extensive research has been conducted on why consumers purchase private label products, the behavioral outcomes of consumers’ private label choices have not been fully explored. Based on the business reality of private brand retailing in China, this study constructs a research model concerning the impact of private brand product choice on hedonic consumption behavior. Grounded in self-awareness theory, the paper proposes four scientific research hypotheses. Through seven empirical studies, it …

Who Still Goes To The Mall? Genz Vs. Millennials, Layla Dickerson

Posters - 2026

• Shopping malls are declining in popularity, especially among younger consumers

• Online shopping and changing preferences are reshaping retail habits

• Malls were once key social and shopping spaces

• Generational differences influence how people use malls today

• This study compares Gen Z and Millennials’ mall visitation behavior to understand the decline

The Power Of A Label: Examining Name Brand Purchase Behavior, Kaley Garcia

Posters - 2026

• Consumers are constantly comparing name brands and generic products.

• Brand names are often associated with quality, trust, and status.

• However, not all products are viewed the same when it comes to brand importance.

• Some people care more about price and function, especially for everyday items.

• This study looks at whether brand name actually influences buying decisions.

• It also explores if brand matters more for certain types of products.