Marketing Commons^™

2021-February-Zoom Meeting For Track And Field, University School, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

2021 February, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for February of 2021.

Joint Innovation Investment And Pricing Decisions In Retail Supply Chains With Customer Value, Jiali Qu, Benyong Hu, Chao Meng

Faculty Publications

In the retail industry, customer value has become the key to maintaining competitive advantages. In the era of new retail, customer value is not only affected by the product price, but it is also closely related to innovations, such as value‐added services and unique business models. In this paper, we study the joint innovation investment and pricing decisions in a retailer–supplier supply chain based on revenue sharing contracts and customer value. We first find that, in the non-cooperative game, equilibrium only exists in the supplier Stackelberg game. However, revenue sharing contracts cannot coordinate the supply chain in the non‐cooperative game. …

2021-February-01-Free Fafsa Help, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – East Tennessee State University officials encourage area residents to use virtual – and free – resources aimed at helping students and families complete the 2021-22 Free Application for Federal Student Aid (FAFSA).

“In a time of economic uncertainty for so many, it is more important than ever to complete the FAFSA accurately and quickly,” said Catherine Morgan, ETSU director of Financial Aid and Scholarships. “Families who choose not to file the FAFSA usually think they won’t qualify for aid. That is often not true, and the last thing you want to do is miss out on an …

2021-February-01-Women On Wednesdays, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – “Women and Authority in Nineteenth and Early Twentieth Century West Africa” is the focus of a free virtual talk by Dr. Constanze Weise at East Tennessee State University on Wednesday, March 3, at noon via Zoom.

This talk is part of the “Women on Wednesdays” lecture series sponsored by the ETSU Women’s Studies Program.

Dr. Constanze Weise

Weise, an assistant professor …

Place Branding As A Mode Of Urban Governance And Verticalisation: The Case Of Tokyo And New York, Z. Ruya Yuksel

Dissertations, Theses, and Capstone Projects

This thesis explores how place branding activities are amalgamated into the urban governance policies and how skyscrapers are weaved into this process by studying two of the top ten most vertical cities in the world: Tokyo and New York.

Fascination with building up towards the sky is nothing new. Yet what is new is that skyscrapers are becoming as part of place branding strategies which are seeping into urban governance practices. Concepts of place branding, urban development, spatial planning and governance are now being discussed and understood as significant elements of the same process where branding informs configurations and development …

Success Story: How Storytelling Contributes To Bts’S Brand, Courtney Lazore

Asia Marketing Journal

Good storytelling is at the heart of BTS as both a brand and a band. Modern brands know that story is no longer an option, but a requirement for keeping audiences engaged. With their consistent and creative reliance on story, BTS has transformed the K-Pop landscape, providing a framework for others in the industry that relies on open-structure narratives, sincerity, and active audience engagement, among other components. To investigate BTS’s storytelling strategies, this article breaks down how stories permeate BTS’s content, from music and videos to the Bangtan Universe and documentary films. The importance of transmedia storytelling and participatory audiences …

“Bangbangcon: The Live” - A Case Study On Live Performances And Marketing Strategies With The Korean-Pop Group “Bts” During The Pandemic Scenario In 2020, Cristina Freitas De Jesus

Asia Marketing Journal

In 2020, the unexpected pandemic scenario has led to a downfall of live concerts performances, after the government restriction for events and gatherings with a large number of people. The Korean-Pop (K-Pop) group BTS (Bangtan sonyeondan) also had their concert tour canceled in 2020. Therefore, the group came up with an innovative project to the music market, called “BangBangCon: The Live”, a live streaming paid concert held by the group, on June 14^th, which achieved a Guinness World Record for most viewers during a paid music concert, in a live streaming format. It’s important, then, to study this …

Asia Marketing Journal Vol.22 No.4 목차

Asia Marketing Journal

No abstract provided.

2021-January-31-All Socon Faculty And Staff Team, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Jan. 31, 2021) – Congratulations to Dr. Virginia Foley and Janet Stork on their selection to the All-Southern Conference Faculty and Staff Team!  

All-Southern Conference Faculty and Staff Team

The team is comprised of two representatives from each of the 10 SoCon member schools.  The honorees are selected by their respective institutions based on demonstrated service to the institution and contributions to campus life and the local community.  Faculty members selected have demonstrated strong contributions to teaching, research and/or service, while staff …

“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 …

2021-January-31-Inaugural Provost's Academy Scholars Selected, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Jan. 31, 2021) – Three distinguished members of the faculty at East Tennessee State University have been selected to the inaugural group of Provost’s Academy Scholars and will spend the next year focusing on special projects for the university and learning more about the services and responsibilities provided by the Office of the Provost.

Inaugural Provost's Academy Scholars

The scholars are Dr. …

Labour Of Love: Fan Labour, Bts, And South Korean Soft Power, Jasmine Proctor

Asia Marketing Journal

With the steady rise in global popularity of the Korean music group BTS, the South Korean government and surrounding industries have swiftly begun utilizing their image and international recognition for specific nation branding purposes. While K-pop soft power strategies are not novel to the South Korean state, what is new is the rapid speed at which BTS have become a beacon for South Korean culture, language, and symbolism in the international arena. However, few scholarly works have sought to investigate the role fans have played in this heightened position for the group as state representatives, with minimal research conducted into …

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 …

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 …

Bts From “N.O” To “On” And Beyond: Innovation In Effective Mental Health Messaging And Modelling, Sharon Blady

Asia Marketing Journal

Over seven years, BTS have organically embedded consistent mental health messaging and modelling of various mental health modalities, representing innovation within mental health discourse, within and outside the pop and K-pop culture and fandom. Their personal and artistic journeys have resulted in songs, imagery, and relationship dynamics within the group and within and between their fans ARMY, that organically model behaviours associated with mental health therapeutic modalities and normalize the discussion of mental health and well-being. This practice is vitally important in the effort to end stigma and encourage mental health well-being and recovery. BTS’s authenticity establishes empathy with their …

Connect, Bts: An Example Of Innovative Transmedia Branding To Rethink Spatiality And Meaning-Making, Stefania Piccialli

Asia Marketing Journal

This case study research analyzes the cross-artistic project Connect, BTS and its relationship to transmedia branding, meaning-making and spatiality. After an overview of the argument and a section on methodology, the reader will find the analysis of the case study. Thanks to the use of a qualitative approach, this examination of Connect, BTS unveils the ways in which this initiative becomes a location that allows a reconceptualization of space that fosters plurality, exchange, and subjectivity. Connect, BTS unites seemingly incompatible fields under one project, favoring the co-creation of meanings among different artists, BTS, ARMY (the group’s fans), business partners and …

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.

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 …

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 …