Marketing Commons^™

2020 July, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for July of 2020.

Social Media In Business-To-Business Marketing And Sales: Review Of Literature & Research Recommendations, Daniel Bello Manjarrez

University Honors Theses

Social media usage in business to business marketing and sales has been steadily rising since its advent in the late 2000s. Similarly, research surrounding social media in this context has increased, with specific focus on its usage, influence, and adoption from B2B marketers and salespeople. This focus has resulted in gaps in the literature, especially when regarding small and medium B2B enterprises. This review of literature provides a systemic understanding of the research landscape by identifying the theory, methods, context, and results of twenty-one peer-reviewed business marketing articles concerning social media. This review also proposes five key recommendations to inform …

Fraud And Error Misstatements And Auditor Liability: The Moderating Role Of The Evaluator’S Auditing Knowledge, Thanyawee Pratoomsuwan, Orapan Yolrabil

DLSU Business & Economics Review

Although a restatement is usually assumed to result from fraudulent behavior, Plumlee and Yohn (2010) studied whether a restatement might be attributed to both errors in the corporation’s internal controls and intentional misrepresentation. Moreover, prior research supports the notion that investors, regulators, boards, and other stockholders differentiate between fraud and error (Hennes et al., 2008). This study provides a preliminary understanding of how undetected fraud and error misstatements affect auditor liability, given the same outcome severity. A 2x2 between-subject experiment was conducted using undergraduate accounting students to represent evaluators who have high levels of auditing knowledge and nonaccounting students to …

Exploring Customers' Reactions To Enforcement Of Fine Print, Sudipto Sarkar

Theses and Dissertations

The goal of this dissertation is to investigate the effects of enforcement and/or unenforcement of “Fine Print” on consumers’ reactions. “Fine Print” is defined as both the explicit and implicit conditions under which the product/service contract waives firm responsibility and accountability toward unsuccessful product/service experience, and outcome or lack of customer satisfaction with the same. Study 1 examined the interaction effects between “Fine Print” and “Company Size” on trust, satisfaction, repurchase intention, switching intentions, and word-of-mouth in a retailer context. The results revealed significant interaction effects between “Fine Print” and “Company Size” for satisfaction and repurchase intention, where satisfaction and …

An Analysis Of The Effects Of Foreign Ownership On The Level Of Tax Avoidance Across Philippine Publicly Listed Firms, Ailyn A. Shi, Francis R. Concepcion, Cheri Mae R. Laguinday, Trisha Amber T. Ong Hian Huy, Angelo A. Unite

DLSU Business & Economics Review

Tax avoidance schemes used by firms to lessen their tax burden have long attracted widespread concern in the Philippines, where poor tax collection due to tax leakages has contributed to chronic fiscal deficits in the country. In this regard, corporate governance mechanisms, such as the firm’s ownership structure, play a significant role in ensuring that management acts ethically and in the best interest of the firm’s owners. In this study, we examine the effect of foreign ownership on corporate tax avoidance for non-financial firms listed in the Philippine Stock Exchange (PSE) from 2009 to 2015. Using three different measures of …

Penalties And Some Counterfactuals To Beauty Premium: Evidence From A Job Search Simulation Experiment, Luisito C. Abueg, Patricia Gene O. Hubilla, Francheska M. Lozano, Patricia Isabel L. Valdivieso, Melissa Marri S. Valencia

DLSU Business & Economics Review

By utilizing Heckman’s two-stage selection model, this paper attempts to establish correlates between an individual’s physical attractiveness and the employer’s hiring decisions and wage allocations in an experimental labor market. Undergraduate students from De La Salle University Manila represented the sample for applicants. The findings show that, first, beauty premium is lower for men—more physically attractive male candidates have lower chances of getting hired, and subsequently acquire lower wages than more physically attractive women. Second, beauty premium does not differ between the sales and finance occupations. Third, the relationship between beauty and hiring probability comes from the employer’s personal bias, …

An Evaluation Of A New Investors-Based System Information Application In The Indonesian Stock Exchange, Berto Usman, Willy Abdillah, Ruth Yendra Indriyatmi

DLSU Business & Economics Review

This study investigates the implementation of AKSes Application at the Indonesian Central Securities Depository (KSEI), adopting the Information System Success Model developed by DeLone and McLean, (2003). This model employs system quality (SYSQUAL), information quality (IQ), services quality (SERVQ), system use (SU), and user satisfaction (US) so as to evaluate the effectiveness and successful model of AKSes application. In particular, we empirically tested the relationship among the employed dimensions, in which we investigated the variance in SU and US as the dependent variables. Using a quantitative study with survey design, we used primary data that was collected by circulating questionnaires …

Examining Chronic And Transient Poverty Using The Community-Based Monitoring System (Cbms) Data: The Case Of The Municipality Of Orion, Alellie Borel Sobreviñas

DLSU Business & Economics Review

With poverty reduction as the government’s primary goal, monitoring the poverty situation of households or individuals is deemed necessary. In the Philippines, several local government units (LGUs) have adopted the Community-Based Monitoring System (CBMS) as a local poverty monitoring tool. This study used the constructed CBMS panel data for the municipality of Orion in Bataan province covering the period 2006, 2009, and 2012 to identify chronic and transient poor households based on the duration of poverty. A comparison between chronic and transient poor households revealed differences in their characteristics. For instance, chronic poor were generally found to have bigger household …

The Philippine Ukay-Ukay Culture As Sustainable Fashion, Hazel T. Biana

DLSU Business & Economics Review

Wang et al. (2019) proposed a sustainable fashion index model that aims to measure the sustainability of fashion companies. The model is interesting because of its underlying theory, which provides necessary dimensions and variables that make the fashion industry and its activities sustainable. This paper aims to employ these dimensions and variables as theoretical concepts to evaluate the sustainability of Philippine ukay-ukay culture. Ukay-ukay is a term used both for the act of shopping by digging up piles of used or pre-loved clothes until one makes a good find. It also refers to retailers of secondhand clothes and accessories in …

Intuitive Pricing By Independent Store Managers: Challenging Beliefs And Practices, Sabine Benoit, Mario Kienzler, Christian Kowalkowski

Research Collection Lee Kong Chian School Of Business

Independent store managers-who constitute a substantial portion of the retailing sector-often have limited resources with which to practice the formalized, data-driven pricing processes prescribed in the literature. On that basis, this article addresses how independent convenience store managers arrive at prices and whether their practices are effective. To begin with, 33 interviews with independent convenience store managers identified six common beliefs and ten practices underlying managers' intuitive decision making. Based on point-of-sale survey data from 1,504 customers of two convenience store chains at petrol stations, a second study compared market-oriented managerial beliefs with actual customer price perceptions and buying behaviors. …

Cultivating Cooperatives: Benefits And Challenges Of Co-Ops And Recommendations For Maine’S Emerging Aquaculture Industries, Phoebe Walsh

All Theses And Dissertations

Two emerging Maine industries, kelp (Saccharina latissimi and Saccharina angustissima) and Atlantic sea scallop (Placopecten magellanicus) aquaculture, have enormous market, environmental, and social potential but are faced with challenges of small scale and limited operations, inadequate infrastructure, market visibility, and limited expertise. Because many industries, particularly the dairy industry, have benefited from the use of cooperatives (co-ops) to aggregate an extremely perishable product, quickly process and effectively market and distribute, this research explores the cooperative model as a potential tool for the nascent scallop and kelp industries. Aquaculture co-ops are new in Maine. The first, the …

Developing Consumer-Based Service Brand Equity (Cbsbe): An Airline Industry Perspective, Sarker Md Moniruzzaman

Student Works (2020-2029)

The competitive challenges facing airline companies such as consolidation, merger, acquisition and passengers’ dynamic buying behaviour require sound branding strategies that may help organisations survive and thrive effectively. Although contemporary brand equity models have been acknowledged and tested in the service branding context, they are not quite adaptable to the airline sector. A critical review of the literature also confirms that earlier models are more appropriate for product-dominant brands, as they ignore the crucial roles of direct service experience, which is the nucleus of service organisations. Besides, the two essential elements of brand asset (i.e., brand consistency and perceived value) …

Customer Experience In Tourism: A Review Of Definitions, Components, And Measurements, Maksim Godovykh, Asli D. A. Tasci

Faculty Scholarship and Creative Works

Considered as a more competitive advantage than price, product, or quality, the concept of experience has received increasing attention in different disciplines. However, the pathway for handling experience has not been clearly set forth due to divergent conceptualizations and insufficient measures of customer experience. This study critically analyzes empirical and conceptual literature on experience, provides a holistic definition of experience, proposes an experience model with four main components (emotional, cognitive, sensorial, and conative), and suggests using a combination of several measures to capture the totality of tourism experience at pre-visit, onsite, and post-visit stages. These suggestions provide important implications for …

Relationship Marketing And Intercollegiate Sport Promotion, Alison Fridley

Graduate Theses and Dissertations

The first article, a case study on a NCAA Division I Power Five university in the southeastern United States, employed a case study framework, explored target markets and exposure techniques through both the planned behavior theory and social identity theory theoretical lenses. This study aimed to better understand how university students and booster club members identify as a social group. The data emerged into four distinct themes, including communication, social interaction, connection, and hospitality. The findings suggested booster club members are primary fans and help the team generate fan interest. The importance of sociability was clear and the implications for …

Consumer Food Socialization In The School And Home, Ashley Deutsch Cermin

Graduate Theses and Dissertations

Consumer socialization literature has focused on individual socialization agents and their isolated effects. However, as John (1999) pointed out, children do not grow up in a social vacuum. Instead, the multitude of agents socializing children find their narratives interacting and their effects continually shaped and co-created. To understand how school-age children learn about food, I interrogate the complexity of socialization in three essays.

In the first essay, I take an ethnographic approach to investigate the interactive effect peers and adults, namely service workers, have on children’s food socialization in a public-school lunchroom. By combining a Loseke’s (2007) layered narrative model …

Market Coverage, Franchise Ownership, And Outlet Survival, Jingbo Zhang

Graduate Theses and Dissertations

This dissertation investigates the relationships between market coverage, franchise ownership, and franchise outlet survival rate.

In the first essay, I develop a spatial market coverage measure by integrating geocodes of outlets across five fast-food franchise systems. This spatial market coverage builds upon one navigation system algorithm by utilizing geographic coordinates. This measure can be applied by entrepreneurs to examine their geographic coverage and address issues of market oversaturation and lack of coverage.

In the second essay, I extend the spatial market coverage and examine how this spatial market coverage and franchise ownerships affect franchise outlet survival rate, which has not …

Negative Reviews, Positive Impact: Consumer Empathetic Responding To Unfair Word Of Mouth, Thomas Allard, Lea H. Dunn, Katherine White

Research Collection Lee Kong Chian School Of Business

This research documents how negative reviews, when perceived as unfair, can activate feelings of empathy toward firms that have been wronged. Six studies and four supplemental experiments provide converging evidence that this experienced empathy for the firm motivates supportive consumer responses such as paying higher purchase prices and reporting increased patronage intentions. Importantly, this research highlights factors that can increase or decrease empathy toward a firm. For instance, adopting the reviewer's perspective when evaluating an unfair negative review can reduce positive consumer responses to a firm, whereas conditions that enhance the ability to experience empathy-such as when reviews are highly …

Water Avengers And Their Endgame, David M. Boje

Markets, Globalization & Development Review

No abstract provided.

Arch Woodside, The Complexity Turn (2017), Ash Zareian

Markets, Globalization & Development Review

No abstract provided.

Jeffrey Sachs, A New Foreign Policy: Beyond American Exceptionalism (2018), Jonas Ecke

Markets, Globalization & Development Review

No abstract provided.