Marketing Commons^™

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 …

Ai Vs. Human Imagery In Advertising: Do Consumers Care?, Belyn Thompson

Posters - 2026

Artificial Intelligence (AI) is rapidly transforming digital marketing, with AI-generated images increasingly used in advertising and brand communication. While these visuals allow companies to reduce costs and experiment with creative ideas, it remains unclear how consumers perceive AI-generated content compared to human-created visuals. Advances in platforms such as DALL-E and Midjourney have made AI images more realistic and difficult to distinguish, raising questions about transparency and ethical disclosure in advertising. This study examines how AI-generated images and disclosure strategies influence consumer perceptions, including purchase intent, aesthetic appeal, and perceived realism across different product categories.

When The Jingle Isn't Human: How Ai-Generated Vs. Human Composed Sonic Branding Shapes Consumer Response, Zecong Ma, Hong-Hee Lee, Danielle Rangel

Posters - 2026

Sonic branding elements—such as sound logos and jingles—shape brand meaning by communicating cues that consumers process quickly and often implicitly (e.g., through affect, fit, and memory). Recent evidence suggests that even specific musical choices (like instrumentation in a sound logo) can shift perceived brand personality traits (e.g., sophistication, ruggedness), indicating that audio can function as a powerful identity signal rather than mere “background.” At the same time, generative AI is rapidly lowering the cost and increasing the speed of producing branded music, making AI-composed jingles a realistic and scalable tool for marketers. Yet consumer responses to AI-generated creative work are …

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.

Evaluating Current And Prospective Major League Soccer Marketing Strategies To Spanish Speakers In The United States, Larissa Lee

Honors Theses

This quantitative study identifies the relationship between Spanish-language marketing and Major League Soccer (MLS) fandom and support among consumers. Data were collected by administering a survey in both English and Spanish to ensure inclusivity and increase accessibility. A total of 497 responses were collected, and a series of simple linear regressions were conducted using SPSS to evaluate if MLS fandom and team support could be predicted by language preference for marketing campaigns, perceptions of current Spanish-language content availability, cultural representation, cultural inclusion, and demand for more Spanish-language content.

Results indicated statistically significant differences across all hypotheses. Regarding the dependent variable …

Corporate Social Responsibility And Consumer-Brand Relationships: An Investor-Oriented Integrated Framework, Ada V. Campbell

AMTP Proceedings 2026

This study examines the evolving landscape of Corporate Social Responsibility (CSR) within the European Union (EU) and the dynamics of the consumer–brand relationship (CBR), proposing an integrated theoretical framework for investor analysis. The EU's regulatory trajectory, marked by the transition from the Non-financial Reporting Directive (NFRD) to the Corporate Sustainability Reporting Directive (CSRD) and the introduction of the Corporate Sustainability Due Diligence Directive (CSDDD) alongside European Sustainability Reporting Standards (ESRS), signifies a paradigm shift towards mandatory, standardized, and audited sustainability disclosures. Concurrently, the strength of CBR, built on dimensions such as trust, self-connection, and commitment, profoundly influences consumer behavior, brand …

Integrating Leadership Development Into Sales Management Education: A Teaching Case Using Goleman’S Leadership Framework To Teach Coaching And Adaptive Leadership, George Talbert, Malcolm Talbert, Earl Honeycutt

AMTP Proceedings 2026

Sales management courses often emphasize operational responsibilities such as forecasting, territory design, hiring, compensation, and performance evaluation. While essential, these topics alone do not prepare students for the behavioral and emotional demands of leading people in dynamic selling environments. Employers increasingly expect early-career managers to motivate, develop, and retain talent under ambiguity. This teaching case presents a senior-level undergraduate sales management capstone that embeds leadership development into the core of the course using Daniel Goleman’s emotional intelligence-based leadership styles as the primary framework. The course positions coaching as a central, teachable competency and treats leadership as a set of context-dependent …

Institution-Based Trust And Covid-19 Compliance Across Countries, Liz Wang

AMTP Proceedings 2026

Trust is central to public health compliance, yet most social marketing models still focus on individual-level drivers such as attitudes and norms. This study examines institution-based trust (IBT) as a moderator of citizens’ intentions to comply with COVID-19 prevention guidelines within a TRA model, using online survey data from US, UK, Australia, and Taiwan collected during the pandemic. Results show that IBT moderates both the attitude–intention (ATT–BI) and subjective norm–intention (SN–BI) relationships and suggest that high- and low-IBT contexts activate different mechanisms—legitimacy-based versus self-protective routes—to compliance. The paper outlines research and managerial implications for social marketing theory and practice.Institution-Based …

A Comprehensive Marketing Plan For Calvary Christian Academy, Emily Piwowarski

Senior Honors Theses

Marketing strategies have been implemented by companies for years. The outline of a marketing plan requires businesses to do extensive research on the industry they plan to enter, including evaluating the political, environmental, social, technological, economical, and legal factors that are affecting it. This research helps to form the marketing mix–the product, price, promotion, and place strategies-–which determine what the business will offer the industry and how it will make this offer. A business will then use marketing tactics to reach its target audience. Tactics that have risen along with the advancement of technology are social media marketing and search …

Craft, Connection, And Code: Consumer Culture In The Age Of Intelligent Technology, Monisha Gupta Dr, Elizabeth C. Alexander

AMTP Proceedings 2026

Contemporary consumption is increasingly characterized by a paradoxical convergence of technological acceleration and cultural re-materialization. Intelligent technologies—artificial intelligence (AI), algorithmic personalization, automation, and data-driven platforms—now structure how consumers search, evaluate, and engage with markets. At the same time, there has been a visible resurgence of interest in craft, making, and effortful consumption practices, including knitting, pottery, woodworking, home fermentation, and other forms of manual production. These practices emphasize tactile engagement, skill acquisition, time investment, and embodied knowledge, standing in apparent contrast to the frictionless efficiency promoted by intelligent systems

The Role Of Short-Form Video Content Strategy In Campaign Performance In Service Operations, Arianna Yates, Aileen Olivares

Posters - 2026

Short-form video content, particularly Instagram Reels, has become central to digital marketing strategies aimed at increasing engagement and campaign effectiveness. As consumer attention spans decline, marketers increasingly rely on visually engaging, concise, and interactive content formats. Prior research highlights the importance of content characteristics in shaping engagement outcomes. However, limited empirical evidence exists on which specific attributes most strongly influence performance in short-form video contexts. This study examines how call-to-action (CTA), audio type, and authenticity influence engagement rates in Instagram Reels.

Mktg 200: Marketing (Syllabus), Shawn Harnish Ph.D.

School of Business

This syllabus was developed by SUNY Geneseo Professor Shawn Harnish during the spring 2026 semester.

Course Objectives

After completion of the course students will be able to:

1. Comprehend the environment within which the marketing firm operates

2. Analyze the role of marketing information system and marketing research (CG1)

3. Understand what influences the buying behavior of consumers and organizations

4. Apply market segmentation, targeting and positioning techniques

5. Analyze elements of the marketing mix; product and service, pricing, distribution and promotion

6. Comprehend the effects of globalization on a firm’s marketing decisions and understand the basic principles of international …

Precision Or Invasion? Mapping The Personalization Paradox, Shyamala N. Chalakudi, Gnana Bharathy

Journal of Applied Marketing Theory

AI-driven personalization has transformed consumer engagement, yet existing research offers no systematic way to determine when personalization shifts from helpful to intrusive. Current research and models explain privacy concerns or expectancy violations but do not measure the point at which personalization triggers user discomfort, creating the personalization paradox. This study introduces the Discomfort Threshold Assessment & Measurement (DTAM) framework, a conceptual model that identifies and evaluates this threshold by integrating Dual Process Theory, Expectation Violation Theory, and Privacy Calculus Theory. DTAM distinguishes between affective discomfort reactance and cognitive discomfort reactance and outlines how these constructs could, in future empirical studies, …