Marketing Commons^™

Wear Your Heart On Your Sleeve: Exploring Moral Identity As A Moderator Across Csr Authenticity, Consumer Admiration, And Engagement In The Fashion Industry, Edward Jung, Suna La

Asia Marketing Journal

A rapidly shifting, hyper-sensitive modern fashion industry, coupled with an increasingly developing global environmental concern, has seen to an ever-imperative role for corporate social responsibility (CSR) to play in the successful operation of fashion companies. This study primarily investigates effective measures for successful CSR implementation in both corporate and consumer domains, looking at Patagonia, an exemplar company with an environmental mission, to understand the central contributions of active consumer engagement to the success of CSR initiatives. We explore consumer admiration as a concept necessary to elevate CSR practices from image maintenance to genuine engagement and advocacy, and how such admiration …

Vying With Ikea: Hanssem’S Competitive Advantage At Marketing Frontier, Sang Yong Kim, Seung Min Lee

Asia Marketing Journal

HANSSEM is a furniture company that leads the market of residential space in Korea. The goal of this case study is to focus on how HANSSEM copes with IKEA, the world"s largest furniture retailer after entering the Korean market in December 2014. IKEA’s entry into Korea is possible to destroy the existing orders in the retail industry and reduce the profit of incumbent local players by realigning industry relationships. However, HANSSEM achieved rapid growth with the largest market share in the furniture market through its internal capabilities.
The authors propose the main success factors in three ways: (1) residents-database including …

The Effect Of Consideration Set On Market Structure, Jun B. Kim

Asia Marketing Journal

We estimate a choice-based aggregate demand model accounting for consumers" consideration sets, and study its implications on market structure. In contrast to past research, we model and estimate consumer demand using aggregate-level consumer browsing data in addition to aggregatelevel choice data. The use of consumer browsing data allows us to study consumer demand in a realistic setting in which consumers choose from a subset of products. We calibrate the proposed model on both data sets, avoid biases in parameter estimates, and compute the price elasticity measures. As an empirical application, we estimate consumer demand in the camcorder category and study …

2020-July-30-Etsu College Of Nursing Presents Daisy Award To Nicholas Shortridge.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (July 30, 2020) – East Tennessee State University’s College of Nursing presented a DAISY Award to Nicholas Shortridge, a 2020 alumnus of ETSU’s Bachelor of Science in Nursing program.

Dr. Wendy Nehring, dean of the College of Nursing, presented the award to Shortridge in the presence of nursing faculty and staff, who joined the ceremony via zoom due to social distancing guidelines.

DAISY is an acronym for Diseases Attacking the Immune SYstem. The DAISY Foundation was formed in January 2000 by the family of J. Patrick Barnes, who died at age 33 of complications of idiopathic thrombocytopenic purpura …

2020-July-29-Meet Dr. Sara Brandon ('17), Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

(July 29, 2020)—Meet Dr. Sara Brandon (’17), from Tullahoma, TN, who serves as director of clinical pharmacy services at Community Health Systems. She completed her PGY1 Pharmacy Practice Residency at Maury Regional Medical Center/Lipscomb College of Pharmacy in Columbia, Tennessee, and her PGY2 Health System Pharmacy Administration Residency at Community Health Systems in Franklin. 

Describe your typical day:

SB: The best part about my job is that I don't have a typical day! My day is driven by the needs of the facilities and current projects. My general responsibilities involve development and update of clinical protocols and guidance based …

2020-July-29-Etsu Votes League Of Women Voters To Host Voting Info Session.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (July 29, 2020) – The Office of Leadership and Civic Engagement and ETSU Votes are partnering with the League of Women Voters of Northeast Tennessee to host a virtual meeting and interactive workshop titled Your Vote is Your Voice on Sunday, Aug. 2 at 2 p.m. to inform the public on the voting process in Tennessee. Attendees will learn about voting options and the tools available to Tennessee voters this year.

This is the first installment in a series of anticipated joint workshops that will take place this fall.

All citizens are welcome and strongly encouraged to attend …

2020-July-29-Etsu Librarian Publishes Book On Trauma-Informed Approach To Library Services.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (July 29, 2020) – An East Tennessee State University librarian has published a new book that focuses on applying the principles of trauma-informed care to the library setting.

“A Trauma-Informed Approach to Library Services” by Rebecca Tolley was published this month by American Library Association (ALA) Editions. Tolley is a professor and librarian in ETSU’s Charles C. Sherrod Library.

Trauma-informed care, which originated in the fields of health and social services, can provide empathetic service, positive patron encounters and a more trusting workplace to the library setting, according to Tolley.

“The idea for this book cropped up as …

2020-July-28-Positive Eating Program Pioneers New Ways To Help Children Via Telehealth.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (July 28, 2020) – As the health care community began transitioning to telehealth services for many types of appointments during the COVID-19 crisis, Dr. Teresa Boggs was uncertain how well telehealth would work for the Positive Eating Program at East Tennessee State University.

ETSU’s Positive Eating Program is designed for children with behavioral and sensory-based feeding challenges. It is housed at The Language Center at Nave, located in Elizabethton and managed by ETSU’s Department of Audiology and Speech-Language Pathology.

Prior to COVID-19, parents or guardians brought their children (typically ages 1-7) to the clinic setting, where supervised graduate …

2020-July-28-Face Covering Policy.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – (July 28, 2020) A new policy at East Tennessee State University requires all students, faculty and staff as well as visitors to campus to wear a face covering.

The policy is effective immediately and requires that face coverings be worn in classrooms and other public spaces as well as in outdoor areas where a physical distance of six feet cannot be maintained between persons.

ETSU President Dr. Brian Noland announced today that he has approved the policy and that it will remain in effect until further notice.  “The health and safety of all members of the ETSU …

2020-July-27-Important Observations.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – (July 27, 2020) Dr. Jane Broderick, a professor in the Department of Early Childhood Education in East Tennessee State University’s Clemmer College, is co-author of From Children’s Interests to Children’s Thinking: Using a Cycle of Inquiry to Plan Curriculum, recently published by the National Association for the Education of Young Children (NAEYC).

Broderick co-authored the book with Dr. Seong Bock Hong, a faculty member at the University of Michigan-Dearborn.

Written primarily for preschool and early childhood teachers as well as preschool directors, From Children’s Interests to Children’s Thinking: Using a Cycle of Inquiry to Plan Curriculum …

2020-July-27-Reece Museum Announces Results For Pandemic Initiative.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (July 27, 2020) – The results are in for a competitive effort to build a collection of artwork focused on the COVID-19 pandemic.

The Reece Museum and Mary B. Martin School of the Arts at East Tennessee State University, community supporters Bravissima! Women Sponsoring the Arts!, and others joined in an initiative to purchase artwork created in 2019 or 2020 for a “Local Art in the Age of the 2020 Global Pandemic” special collection which will be housed in the Reece Museum’s Permanent Collection.

The idea for the initiative began when Reece Museum staff discussed how to capture …

Theme And Authenticity: Experiencing Heritage At The Venetian, Marta Soligo, Brett Abarbanel

International Gaming Institute Faculty Research

Purpose This article analyzes the concepts of experience economy and promotion of authenticity at The Venetian Hotel and Casino in Las Vegas by exploring the resort's tangible and intangible heritage use in design and marketing strategies. Design/methodology/approach This qualitative study conducts a content analysis of marketing material, historical documents, and site observations. Findings Visitors' active involvement, combined with The Venetian's use of tangible and intangible heritage, is used in creating an authentic themed experience. In addition, our study suggests that authenticity constitutes a key concept for today's hospitality industry. Research limitations/implications This study centers on a single case study, and …

Understanding Mental Health Services And Help-Seeking Behaviours Among College Students In Vietnam, Ngoc C. Pham, Yuanqing Li, Tofazzal Hossain, Claudio Schapsis, Huan H. Pham, Michael Minor

Marketing Faculty Publications

OBJECTIVE

Mental health is a significant topic, especially in the context of the COVID-19 pandemic. While there is higher prevalence, there is less attention, to mental health problems among Asian college students, so the authors decided to investigate the effectiveness and efficiency of mental health services and help-seeking behaviors in Vietnamese universities. By conducting this study, the authors hoped to contribute to current literature on the factors that contribute to professional mental health help-seeking behavior of college students in Vietnam and to suggest strategies to reduce possible barriers that prevent them from looking for professional medical help.

DESIGN

For this …

The Firm-Perceived Contingencies To Political Strategy, Jessica Zeiss, Les Carlson

AMTP Proceedings 2020

Because assumptions that firm decisions to manage external politics revolve around traditional resources and capabilities (e.g., capital, technology) impede environmental management theories, this research explores additional antecedents, i.e., perceived uncertainty, firm political infrastructure. Study One qualitative data support ideas related to management as a matter of a firm’s perceptually constructed environment among deterministic firms. Study Two quantitative data find a strategic choice firm orientation is developed through management structures (e.g., specialized staff, routines), despite post-hoc analyses confirming both firm types operate in similar environments. Combined, these studies disconfirm traditional resources as a driver of firm political activity. Moreover, Study Two …

Empirical Evidence Of The Marketing And Corporate Political Activity Interface In Firm Strategy, Jessica Zeiss

AMTP Proceedings 2020

This qualitative research seeks to shed light on the manner in which marketing and corporate political activity (CPA) interface through senior-level managers acting as key informants. Relying on transcendental phenomenology (n = 41) and grounded theory (n = 402) methods, respectively, Study One uncovers a set of activities difficult to distinguish as either marketing or politics, i.e., legitimacy branding, with Study Two invalidated legitimacy branding as a traditional political strategy. Legitimacy branding’s key characteristics –1) branded reputations, 2) nonmarket targets, 3) for proactive control – position it as marketing-based CPA. While such strategy is generally consistent with previous findings, they …

2020-July-24-August 3 Opening.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – (July 24, 2020) University School will begin its 2020-21 academic year on Monday, Aug. 3 and will be on full-remote status.  The school will continue with remote operations through Sept. 18, which is the end of the first quarter.

“In recent weeks we have witnessed the trajectory of the COVID-19 virus rise both locally and across the nation,” said Dr. Brian Partin, director of University School.  “Our school year launches in just over 10 days, and we do not see this situation drastically improving by that time.

“This has been a very difficult decision but the safety …

Profiting From Protecting Small Business Borrowers: Take That To The Bank!, Jerome D. Williams, Sterling A. Bone, Glenn L. Christensen, Alexandra Tebbs

Marketing and Strategy Faculty Publications

While small businesses represent a significant portion of the economy, there is mounting evidence that the playing field is not level for these firms in access to capital. Based on 10 years of matched-paired mystery shopping tests in banks to investigate bank lending practices and customer experience, the results demonstrate that in almost every instance, minorities were treated more poorly than their White counterparts. However, the authors acknowledge the controversy surrounding this issue, as some question the need for government action to push banks in this direction. Before offering evidence of the impact race can have on the treatment of …

2020-July-23-Pop-N-Doc Discussion To Focus On Documentary John Lewis Good Trouble.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (July 23, 2020) – The East Tennessee State University Office of Leadership and Civic Engagement and Center for Teaching Excellence will host a special event in the “Pop-n-Doc” virtual film discussion series to focus on a film documenting the life of the late Civil Rights legend and Congressman John Lewis.

Participants will watch the film “John Lewis: Good Trouble” on their own and then take part in a discussion to take place on Thursday, July 30, at 5:30 p.m. via Zoom.

This film chronicles Lewis’ 60-plus years of social activism and legislative action on civil and voting rights, …

2020-July-22-College Of Public Health Celebrates A Decade Of Global Health Collaboration.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (July 22, 2020) – For the past 10 years, East Tennessee State University’s College of Public Health has been part of a global health collaboration that has improved the quality of life for citizens in underserved communities around the world. In 2009, the global health nonprofit Hope Through Healing Hands launched the Frist Global Health Leaders (FGHL) Program, which provides volunteer services and builds self-sustaining caregiver capacity in underserved communities. ETSU’s College of Public Health has been a partner from the beginning. 

Global Outreach

2020-July-22-Etsu Pharmacy School Welcomes New Postgraduates.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

Bill Gatton College of Pharmacy postgraduates

JOHNSON CITY (July 22, 2020) – East Tennessee State University Bill Gatton College of Pharmacy welcomes new residents and a research fellow who will be furthering their postgraduate pharmacy training in various practice settings over the next year.

Alumna Dr. Kennedy Gambill (’19), of Sparta, North Carolina, matched as a Postgraduate Year 2 (PGY2) Ambulatory Care Pharmacy Resident. She completed her PGY1 pharmacy …