Marketing Commons^™

Is Bts Different? Shared Episodes On Sns As A Good Indicator For Celebrity Endorsed Ad Effects, Kyunghee Bu, Whoe Whun Kim

Asia Marketing Journal

This study examines the effects of celebrity endorsed advertising from a new perspective of the prior research that emphasizes the matchup between the brand and the celebrity. Due to the recent sharing experiences of the celebrity and their fans on SNS, it is hypothesized that the shared stories would impact viewers’ responses that are often expressed in their likes, dislikes, shares and comments on SNS. In this study, the episodic type of advertising is hypothesized to have more favorable and active responses from viewers than the typical celebrity image-focused ads would have. By crawling and analyzing viewers’ responses on YouTube …

The Power Of Nostalgia In Creating Lovemarks For Brands, Sandy Philip

Theses and Dissertations

Brand loyalty is a destination that most brands exert tedious attempts to achieve. Nostalgia, on another note, is encountered by most people worldwide in different contexts. Despite the vast research on nostalgia, little is known about the effect of nostalgia in creating authentic Lovemarks for historic places. Previous literature granted a clear and detailed understanding of the Lovemarks concept and the different forms and effects of nostalgia in various settings. To investigate the relationship between Lovemarks and Nostalgia, this study discerns the factors of Lovemarks in historical (Hotels, Restaurants, and Cafes) HORECA in Egypt to test their relation with Nostalgia …

Who Buys Our Brand? The Influence Of Consumption Values And The Congruity With Brand Benefits On Brand Identification, Trust And Loyalty, Sol Namkung, Seong-Yeon Park

Asia Marketing Journal

This paper explores how the positive effect achieved when consumption value matches brand benefit can increase brand loyalty. Prior research on consumption value mainly focused on perceived value; these studies omit consumers’ views of consumption value. Therefore, this study examines the effect of congruence between consumption values (functional, emotional, social, and ethical value) and perceived brand benefits (enabling, enticing, symbolic, and socially responsible benefits) on consumers’ brand identification, trust, and loyalty. We find a positive effect on brand identification and brand trust when a consumer’s value is similar to a brand benefit, particularly between functional value and enabling benefit, and …

“They’Re Worth My Investment”: Cultivating Intimacy Through Fan-Lead Financial And Support Initiatives Among Bts Fans, Tvine Donabedian

Asia Marketing Journal

This research outlines the motivations behind the fan-lead marketing and promotional endeavours undertaken by musical group BTS’s fan community, also known as ARMY. In highlighting the reciprocity in intimacy between the group and their fans, I argue that ARMY’s desire to elevate BTS is embedded within structures of affect, despite the financial nature of the benefits the group and their company may reap. These fan-lead initiatives represent efforts towards a common goal, where success, whether it comes in the form of money or not, is a gift of gratitude and a show of mutual understanding from fans to BTS. Based …

The Editorial For The Special Session Papers Of Icama-Kas 2020 International Conference: Bts As A Paradigm Changer In Martech And/Or Innovation, Sungho Lee, Kyunghee Bu, Jaehwan Kim, Ji Hee Song

Asia Marketing Journal

No abstract provided.

2021-January-30-Drop-In Covid-19 Testing, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Jan. 30, 2021) – East Tennessee State University is providing free drop-in COVID-19 testing at various campus locations for students, faculty and staff two days a week through the end of April.

The initiative is an effort to increase access for asymptomatic testing. No appointment is necessary and testing locations include Sherrod Library, D.P. Culp Student Center, Governors Hall and Basler Center for Physical Activity (CPA). Free drop-in testing is available on Tuesdays and Thursdays from 10 a.m. to 2 p.m. Locations, dates and times are subject to change. An up-to-date schedule is available at etsu.edu/covidtesting.

Members …

2021-January-29-Amerigroup Etsu Announce New Scholarship For Nursing Students, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (Jan. 29, 2021) –  Driven by a commitment to improve healthcare in rural and distressed areas of Tennessee, Amerigroup Tennessee has created a new scholarship opportunity at East Tennessee State University’s College of Nursing.

Applications are currently being accepted for the Amerigroup Rural Medicine Scholarship (ARMS), which will be awarded in the fall of 2021 to three students in ETSU’s Master of Science in Nursing-Family Nurse Practitioner (MSN-FNP) concentration. Valued at $52,000 per student, the scholarship will cover all tuition and fees.

Recipients of the scholarship will agree that upon graduation, they will aim to fulfill a …

2021-January-29-Faculty Couple Celebrate New Editions Of Bestselling Textbooks, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Jan. 29, 2021) – As faculty members at East Tennessee State University, Dr. A. Lynn Williams and Dr. James Bitter, who have been married for 38 years, have supported each other through many career milestones.

Last fall, the couple had the opportunity to simultaneously celebrate an important accomplishment in academia: the publication of new editions of their bestselling textbooks in their respective fields.

Bitter is a professor in the Department of Counseling and Human Services in ETSU’s Clemmer College. The third edition of his textbook, “Theory and Practice of Couples and Family Counseling,” was published in October 2020 …

2021-January-28-Fall 2020 Deans List, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

2021-January-26-Rebecca Tolley, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Jan. 26, 2021) – Where are gaps of trauma-informed care (TIC) in libraries, and how can those gaps be closed to create a safe and nurturing space for all who patronize them?

Rebecca Tolley

Rebecca Tolley from the Charles C. Sherrod Library at East Tennessee State University will explore this topic in “How Libraries Should Adopt Trauma-Informed Principles” in a free public talk on Wednesday, Feb. 3, at noon via Zoom (https://etsu.zoom.us/j/94781719253). …

2021-January-26-Meet Taylor Owen, University Marketing And Communication, East Tennessee State University

ETSU News

(Jan. 26, 2021) Taylor Owen spends most of his time at East Tennessee State University in a uniform. 

Whether it is his ROTC uniform or his College of Nursing scrubs, both are visible reminders of Owen’s priorities and his goal when he graduates in December 2022.

As a member of ETSU’s ROTC program, Owen will commission into the U.S. Army Nursing Corps as a second lieutenant upon graduation.

“My overall goal is to provide the highest level of care to our nation’s soldiers and their families, as well as any injured or ill civilians in areas where I may be …

2021-January-26-College Of Nursing Among Best Online Programs, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Jan. 26, 2021) –  East Tennessee State University’s College of Nursing is ranked nationally among U.S. News & World Report’s 2021 Best Online Programs.

ETSU ranked No. 16 among the “Best Online Master’s in Nursing Administration Programs” and No. 75 among the “Best Online Master’s in Nursing” programs.

“These rankings are a testament to our dedicated, well-prepared faculty and their expertise in their teaching areas,” said Dr. Myra Carew, associate dean for the ETSU College of Nursing. “Not only did we move up in our ranking this year for our Master of Science in Nursing (MSN), but for …

2021-January-25-Noland On New Video Series With Sander Mike Smith, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – (Jan. 25, 2021) The latest episode of From the Locker Room video series features an interview with ETSU President Dr. Brian Noland.

From the Locker Room launched in 2020 and is hosted by Dr. Richard Sander, Director of the Center for Global Sport Leadership at ETSU, and Coach Mike Smith.  An ETSU graduate, Smith is former head coach of the Atlanta Falcons and has been named NFL Head Coach of the Year on several occasions.

The series focuses on leadership and coaching at the professional and collegiate level.  In episode nine, which is being released today, Sander …

2021-January-25-New Partnerships, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – (Jan. 25, 2021) President Brian Noland announced today the launch of the ETSU Research Corporation and that the board has appointed David Golden as the chief executive officer of the ETSU Research Corporation.

 “With all of the many opportunities in our region to establish partnerships, innovate, and help drive prosperity, I feel strongly that ETSU should play an even greater role in this effort,” said ETSU President Dr. Brian Noland.  “As such, today I am happy to announce that we are repurposing the ETSU Research Foundation and launching the ETSU Research Corporation with David Golden as our …

2021-January-25-Opening Victory, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – (Jan. 25, 2021) East Tennessee State University’s varsity esports team won its season opener in League of Legends 2-0 against the College of Charleston on Saturday.

The Bucs came out strong in game one with an early engage at the three-minute mark from Aaron “l Know Who” Hayes on Galio, assisted by Caleb “50cal Taco” Marks to deliver a double kill over to Zachary “Elo Vertigo” Marks. Caleb “50cal Taco” Marks took top lane at 7:50 securing the third a kill for the Bucs. The College of Charleston responded with a fight in the bottom lane, trading …

Flavor Fatigue: Cognitive Depletion Influences Consumer Enjoyment Of Complex Flavors, Diogo Hildebrand, Dan Rubin, Rhonda Hadi, Thomas Kramer

Publications and Research

Surprisingly, little research has examined how consumer responses to specific flavor characteristics of food are formed or how they may fluctuate situationally. We address this lacuna in the literature on the hedonic appreciation of food by demonstrating that enjoyment along one important gustatory dimension, flavor complexity, varies with the degree to which consumers are mentally depleted. Specifically, showing that gustatory sensations are more cognitively demanding than previously thought, findings from three studies evince that cognitive depletion reduces consumer enjoyment of complex-flavored (but not simple-flavored) foods via a reduction in pleasure that otherwise can be derived from complex flavors. We establish …

2021-January-22-Nsca Scholarship Recipient, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – (Jan. 22, 2021) Sungwon Chae, a doctoral student in the Clemmer College at East Tennessee State University, is the recipient of the National Strength and Conditioning Association (NSCA) Minority Scholarship.

The $2,000 scholarship provided by the NSCA Foundation is designed to encourage minorities ages 17 and older to enter the field of strength and conditioning.

Chae is currently in his first year of pursuing a Ph.D. degree in sport physiology at ETSU where his research focus is on resistance training and athlete monitoring.  He is currently assisting the ETSU Weightlifting Team as a sport scientist.

A native …

2021-January-22-Public Safety Earns Tennessee Law Enforcement Accreditation, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Jan. 22, 2021) – The Tennessee Law Enforcement Accreditation (TLEA) Program has granted a third accreditation status to the Department of Public Safety at East Tennessee State University.

To achieve accreditation with TLEA, an agency voluntarily submits to a three-year process of enhancing its professionalism and effectiveness utilizing 160 law enforcement standards and participating in a thorough on-site assessment. The standards evaluate the agency’s policies, which address a variety of areas including organizational, operational and budget management practices. The program is intended to encourage cooperation, recognize professional standing, develop professional services and ensure public safety throughout the State …

2021-January-21-Good Citizen Award, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – (Jan. 21, 2021) Olivia Ares, a senior at University School, is the winner of the Good Citizens Scholarship Contest hosted by the John Sevier-Sarah Hawkins Chapter of the National Society Daughters of the American Revolution.

In addition to being the chapter winner, Ares is also the Appalachian District winner and will be part of the state competition.

For the competition, Ares prepared an essay on a topic related to American heritage.

At University School, Ares is president of the Green Club and is also a member of the soccer team.  Within the community, she has volunteered and …

2021-January-21-Tendaya Technology Joins Etsu Innovation Lab, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Jan. 21, 2021) – The East Tennessee State University Innovation Lab is starting off 2021 with a new member, Tendaya Technology.

Founder Dr. Mutombo J. Muvundamina and a team of five advisors provide contract research, product development and manufacturing. Its mission is to develop and commercialize novel materials for applications in green energy technology and medical technology platforms with specific focuses on polymeric membrane materials for use in high-capacity batteries for various applications, polymeric materials for use in biomedical-related applications and adhesives and composite polymer film/adhesive for utilization in various applications, particularly electronic and energy storage.

Muvundamina has …