Up Rooting: Sports Marketing Analytics And Attendance In Major League Baseball, Adam Merkle, Catherine Hessick, Britton Leggett, Kenneth O'Connor, Larry Goehrig

AMTP Proceedings 2020

Spurred by a continuous decline in Major League Baseball (MLB) ticket sales and attendance, this study examines external and internal factors affecting team financial performance. Using only secondary data, constructs for external factors (i.e. population, facility age, etc.), team offensive performance (i.e. at-bats, home runs, etc.), attendance, and revenue-based financial metrics were analyzed with PLS-SEM. The findings reveal external factors positively affect both attendance and team financials, but the relationship between a team’s offensive performance and team financials is fully mediated by attendance. The findings imply future sales growth may need to come from marketing strategies and promotional efforts beyond …

Is There A Roi For Being Ethical? The Impact Of Consumer Perceived Ethicality On Brand Equity, Arwen L. Matos-Wood

AMTP Proceedings 2020

Companies are increasingly focused on their environment and their impact on various stakeholders due to competitive and societal pressures. As their responsibilities expand, there is a risk to their reputation as well as their long term growth and profitability. As these pressures to be good stewards increase, companies are looking to better understand the impact on key metrics and key stakeholders. The purpose of this proposal is to study the effect of consumer perceived ethicality of a brand on brand equity at a corporate brand level.

The Impact Of Culture On Multinational Business Expansion: A Case Study Evaluating Merchandising In Asian 7-Eleven Franchises, Matthew H. Yang, Gallayanee Yaoyungyong

AMTP Proceedings 2020

While advances in technology (e.g., smart devices, mobile apps) and the growth of digital media (e.g., social media) have created new opportunities and enabled many businesses to successfully invest and expand globally, multinational corporations can still fail to thrive in another country due to misunderstanding local cultures, values, and expectations. To explore this issue, this case study investigates the impact culture has on a multinational corporation and investigates how the product lines change based on the location of the business. This case study focuses on 7-Eleven due to the vigorous growth of the company in Asia- China, Hong Kong, Japan, …

A Preliminary Examination Of Sponsorship Motivations And Leveraging In Motor Sports, Carol L. Bruneau

AMTP Proceedings 2020

Sports sponsorships have become an increasingly large investment for many organizations. IEG (2018) has forecast that in 2018, total global sponsorship spending would be approximately $65.8 billion, with US sponsors contributing $24.28 billion. Close to 70%, or almost $46 billion, of total sponsorship spending will be directed towards the sponsoring of sports events, leagues, teams and individual sports personalities. This paper is a exploratory examination of sponsorships in INDYCAR racing based on participant observation over nine years of viewing INDYCAR races live and on television. Four specific sponsorship examples will be discussed to highlight sponsors’ motivations for sponsorship and how …

Blockchain And The Transformation Of Branding, Sunil Erevelles, Brian Whelan, Padma Bulusu

AMTP Proceedings 2020

Blockchain and the Transformation of Branding

Sunil Erevelles

University of North Carolina at Charlotte

Brian Whelan

University of North Carolina at Charlotte

Padma Bulusu

University of North Carolina at Charlotte

ABSTRACT

Consumer trust in brands has reached critically low levels. While Big Data has allowed marketers to gain a rich and precise understanding of their consumers (Erevelles, Fukawa and Swayne 2016), the careless and sometimes improper use of Big Data in behavioral futures markets has resulted in a decline of trust in brands of organizations that have violated consumer trust. Driven by a trust crisis in consumer relationships with institutions …

Consumer Data Privacy In Marketing Research: A Study Of Value-Based And Cognate-Based Approaches, Selcuk Ertekin

AMTP Proceedings 2020

In this paper, we used Smith et al. (2011)’s classification of privacy definitions based on cognate-based and value-based approaches and reviewed the marketing literature for the past five years on consumer information privacy. We added an extra dimension to this classification by looking at whether the research has a regulatory emphasis or not. Our results indicate that there are plenty of research articles on cognate-based and non-regulatory underscoring research as well as value-based and regulatory emphasis articles. There is exigent need for more research on cognate-based, regulation focused and value-based, non-regulation focused accentuation.

2020-February-25-Goitse Come Here, University Marketing And Communication, East Tennessee State University

ETSU News

Irish quintet Goitse to perform at ETSU

Band brings 'unique blend of Irish music' to the stage

JOHNSON CITY (Feb. 25, 2020) – Friends often stay in touch after college, while others travel disparate paths that do not intersect again. The award-winning quintet Goitse was forged in the creative crucible of the University of Limerick’s Irish World Academy of Music and Dance, and since their academy days, has continued collaborating musically, becoming what Roots Magazine calls “a powerful force” in Irish music worldwide.

“One day in our first year, Áine McGeeney was asked by a member of faculty to put …

2020-February-25-Students To Host Carnival For A Cause To Benefit Crumley House, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Feb. 25, 2020) – Four student organizations at East Tennessee State University are collaborating to host “Carnival for a Cause” to benefit Crumley House, a local nonprofit brain injury rehabilitation center. This event kicks off Brain Injury Awareness Month.

The ETSU Honors College Student Council (HCSC), Allied Health Student Association (AHSA), Physical Therapy Club (PT Club) and American Medical Student Association (AMSA) collaborated on the fundraiser, which will be held Saturday, March 7, from 1-4 p.m. at the field adjacent to ETSU’s Wayne G. Basler Center for Physical Activity (CPA). In the case of inclement weather, the carnival …

2020-February-25-Something To Smile About, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Feb. 25, 2020) – What began as a regional continuing education (CE) event at East Tennessee State University to help dental professionals deliver better care to children who have sensory processing disorders is now reaching a national audience.

This month, which is National Children’s Dental Health Month, a self-study CE course co-written by ETSU professors Dr. Dobbie Dotson and Dr. Michelle Johnson, and Milligan College professor Dr. Christy Isbell, was published in two national peer-reviewed continuing education journals.

The course, which appeared in Dimensions of Dental Hygiene and Decisions in Dentistry, is titled “Caring for children with sensory …

The Relationship Between Privacy Notice Formats And Consumer Disclosure Decisions: A Quantitative Study, Alexys Mercedes Carlton, David Cross

Publications

In the Data Era, the future success of many businesses will heavily depend on the business’ ability to collect and process consumer personal information. Business leaders must understand and implement practices that increase consumer trust to influence their willingness to disclose their information. The problem addressed by this study is many consumers do not trust online service providers with their personal information, and as a result, have refrained from engaging in online activities. The purpose of this quantitative correlational study was to understand how consumers use privacy notices when deciding to share their personal information with online businesses. A sample …

2020-February-24-Renaissance Child Spring Enrichment, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Feb. 24, 2020) – Children in grades K-6 are invited to attend the Renaissance Child Spring Enrichment Workshop at East Tennessee State University from Monday-Friday, March 16-20.

The five-day workshop, sponsored by the Office of Professional Development, will meet 8 a.m. to 4:45 p.m. in Sam Wilson Hall. This creative experience includes STEM activities, arts and crafts and an exciting field trip.

Each child should bring a bag lunch and wear “mess-friendly” clothing. Space is limited and offered on a first-come, first-served basis. The cost is $160 for the week.

To register, call 423-439-8084, email [email protected] or visit …

2020-February-24-Etsu Bands Concert Emotions, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Feb. 24, 2020) – East Tennessee State University’s Wind Ensemble and Concert Band will perform in concert on Tuesday, March 3.

In “Emotions,” each ensemble will present a concert program on the theme of emotions, including love, joy, laughter, sadness and more.  The program will feature such works as Leonard Bernstein’s “Overture to ‘Candide,’” “Song for Lyndsay” by Andrew Boysen Jr. and David Maslanka’s “Give Us This Day.”

The Wind Ensemble is conducted by Dr. Christian Zembower, professor and director of bands in the ETSU Department of Music. The ETSU Concert Band is conducted by Dr. Joe D. …

2020-February-24-Light From Light, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Feb. 24, 2020) – Like the rivers and forests of East Tennessee, where the film is set, “Light From Light,” reviewers say “runs deep.” Yet no matter how deep, dark and impenetrable things may seem in those uncharted areas, this unconventional ghost story is truly light-filled.

On Monday, March 2, at 7 p.m. in East Tennessee State University’s Martha Street Culp Auditorium in the D.P. Culp Student Center, Mary B. Martin School of the Arts will present a screening of the 2019 narrative film “Light From Light” as part of the South Arts Southern Circuit Tour of Independent …

A Qualitative Assessment Of Airline Passenger Satisfaction, Kaetlyn Blocker, Brent D. Bowen, Erin Bowen, Andrea Irish

Student Works

Each year, airline passengers respond to the Airline Passenger Survey providing feedback of their experiences with major domestic (U.S.) airlines. The Airline Passenger Survey analyzes responses to a varied set of questions. This specific study is limited to the single open-ended question within the survey. This question is optional, but allows an opportunity to share any issues, concerns, and/or complaints regarding their own air travel experiences. There is no limitation on the number of words submitted. Through the application of a thematic coding scheme, results show what the highest concerns of airline passengers have been the last two years.

“Before Alone Or (Well) Accompanied”? The Use Of Projective Marketing Techniques, Alyce C. Campos, Thaísa B. P. Do Nascimento, Frederico H. De Oliveira, Luiz Henrique De B. Vilas Boas, Daniel C. De Rezende

The Qualitative Report

Projective techniques, widely used in marketing research, encourage interviewees to talk about other people so that researchers can discover deep feelings and circumvent psychological prejudices. The present study analyzes empirical publications that involve the use of projective techniques in marketing. For this, two specific objectives were defined: to analyze if the publications are using only projective techniques or are being combined with other techniques and to identify which types of projective techniques are being used. The results were divided into bibliographic analysis and semantic analysis. In the first one, the evolution of the publications per year and the periodicals that …

2020-February-21-The River And The Wall, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Feb. 21, 2020) – “The River and the Wall,” an award-winning documentary by conservation filmmaker Ben Masters, will be screened at East Tennessee State University on Saturday, Feb. 29, at 7 p.m. in the D.P. Culp Student Center’s Martha Street Culp Auditorium.

The free public screening is sponsored by American Variety Radio host Court Lewis and the ETSU Department of Sustainability in cooperation with Fin and Fur Films.

The film follows Masters, along with National Geographic explorer Filipe DeAndrade, ornithologist Heather Mackey, river guide Austin Alvarado and conservationist Jay Kleberg on a two-and-a-half-month journey down 1,200 miles of …

Best Practices For The Collection Of Feedback From Campus Constituents Utilizing Campus And Community Partners, Maggie Mason Smith, Jessica L. Serrao, C. Lili Klar, Deanna Mcentire, Anne Grant, Gabriel Israel

Collaborative Librarianship

The Clemson Libraries Campus Feedback Task Force was created to collect feedback from a broad sample of campus constituents. This article outlines the Task Force’s approach and how the group effectively succeeded at the given charge. Seven Libraries employees, each with diverse expertise and a collaborative and supportive mentality, worked together to break down tasks and assign responsibilities based on members’ strengths, identifying and relying on outside partners as needed. This article will discuss the importance of collaboration within a library Task Force on a project that required skills in online and face-to-face campus interactions by examining the composition of …

2020-February-20-Hooper Named Associate Dean Of Research And Scholarship At Etsu College Of Nursing, University Marketing And Communication, East Tennessee State University

ETSU News

Dr. Vallire Hooper

JOHNSON CITY (Feb. 20, 2020) – Dr. Vallire Hooper has been named Associate Dean of Research and Scholarship and Director of the PhD program at East Tennessee State University’s College of Nursing.

“I am very excited to have Dr. Hooper join our faculty and serve as Associate Dean for Research and Scholarship,” said Dr. Wendy Nehring, dean of the College of Nursing. “She brings excellent experience in successful grant writing and sustained scholarship. I believe that she can be instrumental in taking our college to the next level in scholarship and research funding.”

For the last nine …

2020-February-20-Three Emerging Writers, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Feb. 20, 2020) – “Three Emerging Writers” – poets J. Scott Brownlee, Kristin Robertson and Matthew Wimberley – will visit East Tennessee State University on Monday, March 2, to work with university students and to give a free public poetry reading.

The reading will begin at 4 p.m. in the Reece Museum.  Each writer will present a 20- to 30-minute reading, and the public will have the opportunity to interact with each poet during a Q&A and book-signing. 

The “Three Emerging Writers” series is a popular and well-attended program featuring public poetry and fiction readings and class visits …

2020-February-19-Carter Railroad Museum Heritage Day, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Feb. 19, 2020) – For the first time ever, East Tennessee State University’s George L. Carter Railroad Museum will hold its monthly Heritage Day about America’s railroading industry on Saturday Feb. 29, leap day.

During this free event, several of the Heritage Day layouts will focus on the simpler days of American railroads. Normally operating less than 200 miles of track, short lines were just what the name implies, railroad companies that ran local and rural train movements. Some companies operated alone while others were owned by corporations that invested in them to access specific areas. These operations …