Marketing Commons^™

The Effects Of Product Recalls On Competitors’ Market Value And Recalling Firm’S Reputation, Dong Liu

USF Tampa Graduate Theses and Dissertations

Scholars have paid intensive attention to product recalls over the past two decades. Prior studies show that product recalls negatively affect the recalling firm’s sales, consumer-based brand equity, and firm value. However, less attention has been paid to the spillover effect of product recalls on the market value of the recalling firm’s competitors in the same industry, and the long-term effect of product recalls on firm reputation. The objective of this dissertation is to fill up these research gaps through two essays.

In Essay 1, I investigate factors affecting the spillover effect of a product recall on the firm value …

Mickey’S Mustard Awareness Campaign, Juan Garcia, Miguel Esquivel, Aryauna Barnes

Undergraduate Research Conference

Mickey’s Mustard has the potential to grow sales in both main regions of Texas and its place of origin, Ohio, by increasing awareness through different channels that include social media, word of mouth, and in store adverting, and seasonal events where mustard is highly present.

Women And Finances: What Utahns Need To Know, Robbyn T. Scribner, Susan R. Madsen

Marketing and Strategy Faculty Publications

Throughout much of history, women have been seen as an extension of their male relatives when it comes to finances; American women were not allowed to own property in their names until the mid-1800s, overt pay discrimination was legal until 1963, and women could not access credit on their own until 1974. Hence, it is only in the last half century or so that women in the US have been able to participate fully in the financial matters that affect their everyday lives. This holds true in Utah as well, yet Utah women’s lives in the 21st century look dramatically …

The Role Of Dumping And Anti-Dumping In U.S.-China Trade Relations, Xiangguo Zhang

Fordham Dissertations and Theses

After forty years of momentous growth, China has become the second largest global economic entity, only after the United States. The rapid development of Sino-American trade has been accompanied by increasing trade imbalance, frictions, and conflicts. Both countries have relied on the anti-dumping measures to protect their domestic industries. Grounded in both international trade theories and empirical evidence, this study conducts a systematic analysis of anti-dumping strategies by the U.S. and China, including their causes, processes, short-term outcomes and long-term consequences. The dissertation is divided into two main parts.

Part One provides an overview of the …

Social Media Influencer Marketing And Implementing The Return On Investment, Natalie E. Zacek

Selected Honors Theses

This thesis dives into the importance of social media marketing within a business. It starts off with a literature review that explains how much people use social media, how businesses have begun to recognize this trend, and how to turn this trend into a successful marketing strategy. This strategy can be demonstrated through online ads, influencer marketing, and a strong social media presence. The thesis will identify and examine all of these methods. The second part of this thesis is based on an online survey provided to the general public (over 18) in order to discover if the findings in …

2020-April-01-Future Operations Planning, University Marketing And Communication, East Tennessee State University

ETSU News

Dear ETSU Community, 

As the spring semester draws to a close and we finalize plans for our Virtual Commencement ceremony on May 9, advising and registration continues for our summer and fall terms.  Here in Tennessee and across the nation, conversations are also emerging about how businesses and government will begin the process of resuming operations at levels similar to how they were prior to the COVID-19 outbreak. 

The safety and health of the ETSU community remains our highest priority as we continue to closely monitor the COVID-19 pandemic. Faculty and staff will continue to work from remote locations through …

2020-April-01-Faculty And Staff Appreciation Week, University Marketing And Communication, East Tennessee State University

ETSU News

Everyday routines have changed dramatically for many ETSU employees working remotely, as well as those conducting essential responsibilities on campus. During these unprecedented times, the ETSU campus has developed a can-do attitude and remains dedicated to our mission – to improve the lives of the people in our region. 

During spring break, our faculty and staff worked tirelessly to move courses and campus resources online. This work did not go unnoticed. Thank you for what you do each day to motivate and engage students and colleagues, multi-task in a remote work environment that may be shared by many, and for …

2020-April-01-Live Town Hall With President Noland, University Marketing And Communication, East Tennessee State University

ETSU News

This Town Hall occurred in 2020. Click here to view a recording of the livestream. 

Join ETSU President Brian Noland for his next Virtual Town Hall on Tuesday, April 14, 2020, at 11:30 a.m. The town hall will be streamed on ETSU's Facebook page.

Send your questions to [email protected].

2020-April-01-Meet Dr Kevin Breuel, University Marketing And Communication, East Tennessee State University

ETSU News

When ETSU Health turned its attention to setting up a drive-through testing site to increase the availability of COVID-19 testing in the region in mid-March, Dr. Kevin Breuel and his laboratory team at ETSU Clinical Labs (ECL) played a pivotal role in making it happen.  

By working with outside reference labs, they were able to ensure that ETSU Health would get enough test collection kits to provide this vital service to the community. They also worked closely with the COVID leadership team to monitor and decrease turnaround time for test results.  

Read more about Breuel, who joined ETSU in 1991 …

2020-April-01-Mentor Services For Small Businesses, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (April 1, 2020) – The Tennessee Small Business Development Center (TSBDC) at East Tennessee State University has partnered with the College of Business and Technology’s Department of Management and Marketing to provide guidance, information, and resources to small businesses in our region amidst the COVID-19 crisis.

TSBDC is offering weekly free Zoom webinars to explain available Small Business Administration (SBA) funding and other financial assistance available.   More information is available on the TSBDC Facebook page.

“The College of Business and Technology and the Department of Management and Marketing are here to serve this region and we strongly …

How Stories In Memory Perpetuate The Continued Influence Of False Information, Anne Hamby, Ullrich Ecker, David Brinberg

Marketing Faculty Publications and Presentations

People often encounter information that they subsequently learn is false. Past research has shown that people sometimes continue to use this misinformation in their reasoning, even if they remember that the information is false, which researchers refer to as the continued influence effect. The current work shows that the continued influence effect depends on the stories people have in memory: corrected misinformation was found to have a stronger effect on people's beliefs than information that was topically related to the story if it helped to provide a causal explanation of a story they had read previously. We argue this …

The Influence Of Mating Motives On Reliance On Form Versus Function In Product Choice, Seyed Hamid Abbassi Hosseini

Theses and Dissertations in Business Administration

Through five experiments, this research examined and supported the central hypothesis that a casual mating motive promotes higher reliance on form in product evaluation and choice, whereas a committed mating motive promotes higher reliance on function. Particularly, compared to a committed mating motive, a casual mating motive was associated with the relative preference for product options superior in form attributes as opposed to options superior in function attributes (Study 1, Study 2, and Study 4). This research applied three different operationalizations of mating motives. In studies 1 and 5, contextual priming was used. Studies 2 and 3 employed chronic mating …

Diversity In Advertisements And Brand Perception, Aarica Z. Flowers, Charlotte Buckman, Madeleine C. Diprete, Caroline G. Regan

Student Publications

This research project examines the relationship between representation of diversity in marketing and brand perception. The debate about whether diversity in advertisements impacts how consumers perceive and purchase from brands is ongoing. Thus, this study examines whether companies are rewarded for representing diversity in their advertisements and punished for representation that is inappropriate or insensitive. We conducted an online survey among Gettysburg College students and elicited their beliefs about the importance of diversity in marketing campaigns. We found that consumers are more likely to buy from companies that represent more racial diversity in their advertisements. The same was found for …

The Moderating Effect Of Buying Impulsivity On The Dynamics Of Unplanned Purchasing Motivations, Jacob Suher, Wayne D. Hoyer

Business Faculty Publications and Presentations

Previous studies of in-store decision making have assumed that motivations for unplanned purchases are homogeneous throughout a shopping trip. In response to this assumption, the authors develop a conceptual framework to explain how consumers’ internal (i.e., intrinsic) and external (i.e., extrinsic) motivations for unplanned purchases actually vary during a shopping trip. Two field studies and five online experiments provide evidence that the personality trait of buying impulsivity predicts differences in whether a shopper initially focuses on internal motivations (e.g., “because I love it”) or external motivations (e.g., “because it is on sale”) for unplanned purchases at the beginning of a …

Doing Good When Times Are Bad: The Impact Of Csr On Brands During Recessions, Valerie Good

Peer Reviewed Articles

Purpose – This paper aims to determine what the brand performance consequences of corporate social responsibility (CSR) activities would be during times of recession for well-known brands.

Design/methodology/approach – Based on signaling theory, this paper investigates if CSR activities serve to signal higher brand value for consumers via perceptions of better quality and greater differentiation, specifically during recessions. This study incorporates a representative longitudinal sample of known US firms for the analyses, which is accomplished through generalized method of moments estimations.

Findings – The findings empirically demonstrate that CSR initiatives during recessions are actually associated with increased perceptions of brand …

2020-April-01- 2020 Deans Distinguished Awards, University Marketing And Communication, East Tennessee State University

ETSU News

Every year, the faculty advisory committee and the Dean select faculty members to be recognized for their outstanding contributions to the College of Medicine in teaching, research, and service. This year’s recipients were Dr. Reid Blackwelder, Dr. Mark Young, and Dr. Ken Ferslew.

Dr. Reid Blackwelder, Professor and Chair of Family Medicine, received the Dean’s Distinguished Award for Teaching.

Since 2000, Dr. Blackwelder has received 37 ETSU/Quillen teaching honors and awards. Throughout his time at Quillen, he has also been frequently recognized for his strong commitment to humanism and patient-centered care in medicine and has been recognized at the …

2020-April-01-Etsu Health To Transition Drive-Through Covid-19 Testing Site To Health Department, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (April 1, 2020) – With an increase in regional COVID-19 testing capacity, ETSU Health will close its drive-through COVID-19 testing site, located at 325 North State of Franklin, effective April 1, 2020. While the drive-through site will no longer be open, ETSU Health will continue to administer COVID-19 testing in its clinics.

“The local health department has just opened their drive-through testing sites in Washington County and the surrounding counties,” said Dr. Jonathan Moorman, chief of the Division of Infectious Diseases at East Tennessee State University’s Quillen College of Medicine. “These new sites are open to the public …

2020-April-01-Our Covid-19 Story, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – The Archives of Appalachia at East Tennessee State University is asking local residents to document their personal experiences of living through the COVID-19 pandemic here in the region.

The Center for Appalachian Studies and Services, which includes the Archives of Appalachia, will collect materials during the duration of the COVID-19 crisis and permanently house them within the center.

“Our project, ‘Telling Your Story: Documenting COVID-19 in East Tennessee,’ will chronicle how the people of our region journeyed through these unprecedented times,” said Dr. Jeremy Smith, director of the Archives of Appalachia.  “We want to hear from our …

Three Essays On The Roles Of Review Valence And Conflict In Online Relationships, Ran Liu

Theses and Dissertations in Business Administration

In the context of online marketing, product reviews and online relationships have played essential roles in determining consumer's decision making. The three essays examine how valence and volume of online reviews affect consumers' perceived relationships with a firm, as well as the boundary effect of the causal link. Previous literature has been focusing on the direct effects of word-of-mouth (WOM) on consumers' short-term purchase decisions and treating WOM solely as an outcome of a relationship. Consequently, the role of online reviews has been underestimated by contemporary literature and how electric WOM (eWOM) changes consumers' perception with an exchange partner is …

Two Essays On Consumer Envy, Murong Miao

Theses and Dissertations in Business Administration

Consumer envy, which is a two-faceted emotion (benign versus malicious), could change consumer behavior in different ways. Although research on envy is abundant in the psychology field, little attention has been paid to envy in marketing research. This dissertation composes of two essays. Based on Social Comparison Theory (SCT), these two essays examine the envy mechanism in driving consumer behavior using different contexts (social media behavior and counterfeit luxury consumption).

Essay one examines the relationship between envy and consumer’s intention to conduct different social networking sites (SNSs) activities. To test the hypothesized relationships, four experiments were conducted. Experiments 1, 2, …