Marketing Commons^™

Spillover Effect In Supplier Related Product Recall: The Impact Of Supplier Coo On Product Evaluations, Jianping Coco Huang, Jeffrey P. Radighieri

Research, Publications & Creative Work

Research has shown that supplier quality can lead to brand quality failures. However, what is not clear is whether a supplier’s country of origin (COO) plays a role in the evaluations of manufacturer brands after a recall is initiated. In this paper, through the lens of resource advantage (R-A) theory, we empirically examine whether a supplier’s COO hurts or helps the vehicle brand when a supplier is blamed during a vehicle recall event. R-A theory suggests that high brand quality can enhance competitive advantage for a firm. Through an experimental study, we find that high brand quality can override the …

On Effectuation And Networks: Three Essays On Their Mutuality, Jon Kerr

Theses and Dissertations (Comprehensive)

The notion of co-creating opportunities positions effectuation as both a network-driving and network-dependent phenomenon. On one hand, networks are products of relational interactions and, therefore, artefactual outcomes of effectual processes. On the other hand, it would seem that understanding networks and network processes is essential to understanding effectuation. Although past research acknowledges this mutuality, recent discourse highlights that our understanding of the relationship between effectuation and networks is far from complete. In this dissertation, I address this knowledge gap through three essays positioned at the interface of effectuation and network theory.

In the first essay, my systematic literature review synthesizes …

College Football 150-Year Anniversary (Cfb150): Branding A Sesquicentennial Within Sport, Carlton F. Robie

Honors Theses and Capstones

No abstract provided.

Csr Communication Strategies: How To Steer Away From Consumer Skepticism, Margaret M. Dauphinais

Honors Theses and Capstones

CSR Communication Strategies: How to Steer Away from Consumer Skepticism and Distrust

Analyzing The Social Media Presence Of Nike, Adidas, And New Balance Using Social Listening, Sean P. Fontaine

Honors Theses and Capstones

No abstract provided.

The Effect Of University Sales Education On The First After-College Sales Job, Ilya Feldman

Honors Theses and Capstones

This research investigates the relationship between the amount of sales education and the job performance of the recent UNH graduates on the first after-college sales job. The overarching hypothesis suggests that more sales education leads to better sales job performance. The results of the research found this correlation to be positive and significant. Also, this research found that job performance indicators that are affected the most significantly by the amount of sales education are confidence, passion, commitment, and on-target earnings. Moreover, it identifies the categories of sales education that were determined to be the most crucial in better first after- …

Earning Extra Credit Or Losing Extra Credit? A Classroom Experiment On Framing Incentives As Gains Or Losses, Vassilis Dalakas, Kristin Stewart

Atlantic Marketing Journal

This exploratory study examines if the way incentives are framed (gains versus losses) impacts how students respond to them. Sixty-two students in two sections of the same undergraduate Marketing course were offered the incentive of an optional final exam by answering correctly quiz questions throughout the semester. One section received the incentive as a gain (opportunity to earn an optional final exam if you get enough quiz points) whereas the other section received it as a loss (final is optional, but you may lose it if you don’t get enough quiz points). Consistent with the principles of loss aversion, framing …

A Guide For Early Career Success In Academic Research, Obinna O. Obilo, William B. Locander, David A. Locander

Atlantic Marketing Journal

Balancing the research, teaching, and service facets is important to achieving success in academia. Doctoral programs should prepare their students to successfully navigate and balance all three of these facets. We focus on the research facet in this study and draw from the experience of a panel of accomplished researchers within the discipline, to compile a set of guidelines for doctoral students and new faculty. Analyzing the qualitative results from the panel interviews, we find that to ensure success within the research facet, one must effectively manage three emergent focal distinctions; a relationship with: oneself, others, and with the work.

Customer Service Challenges In Omni-Channel Retailing—An Exploratory Study Of Vague Language In Retailer Customer Service Policies, Terence L. Holmes, Edward C. Brewer

Atlantic Marketing Journal

Retailers are interacting with customers via an ever-increasing number of touchpoints. The addition of social media and mobile devices to the traditional physical and virtual retail platforms has created an evolving consumer practice of using several such "touchpoints" in the course of a single purchase (the "omni-channel”). The difficulty of providing high levels of customer service has increased with the necessity of managing multiple channels under the retailer’s control and coordinating formally or informally with touchpoints not directly within the retailer’s own operations. Multiple sources of potentially conflicting information (e.g., order fulfillment) can lead to miscommunication, and thus poor service …

Using An Artificial Real-Time Response Audience In Online Sales Education To Improve Self-Efficacy In Sales Presentations: An Online Classroom Innovation, Nicole A. Flink, Desiree Cooper-Larsen

Atlantic Marketing Journal

Sales education research recently has turned its attention to using artificial intelligence (AI) technology, but much remains in our understanding of its use in the online and virtual sales education environment. AI can be useful to helping online students improve their sales presentations and vocal delivery skills. Examined through the lens of control value theory, this study is a pilot investigation into the effectiveness of using AI technology in the online classroom to help sales education students improve their vocal delivery skills in sales presentations. Based on a paired samples t-test, our results indicated that student use of AI technology …

Blockchain Technology And The Future Of Video Games, Is Presence Still Relevant?, Stef Nicovich, Jessica Scheld

Atlantic Marketing Journal

BlockChain technology has grown exponentially over the last several decades. Early on, cryptocurrency presented a substitute for hard currency as a way to purchase goods and services. Recently, cryptocurrency has entered the video game world. How cryptocurrency, which has value outside of a video game, may impact the virtual reality world, is an open question. Presence, or the state of being in an environment, will be affected by the ability to escape within video games as cryptocurrencies are used. As video games often provide a place to escape the real world, bringing the real world into the game may have …

The Counterfeit Conundrum: A Case Study To Examine The Best Way To Combat Counterfeit Consumption, Heather Kirkwood, Thomas Tanner, Ashutosh Dixit

Atlantic Marketing Journal

Estimated at more than $500 billion, counterfeits are a booming industry. The negative impacts can no longer be ignored. As evidenced by the industry growth, efforts to combat consumption of counterfeit products have largely failed. This case study examines the counterfeit industry and a campaign developed by the U.S. Customs and Border Protection Agency. It presents the reader the opportunity to contemplate viable solutions for ending counterfeit consumption.

Investigating Metacognitive Fluency As A Judgment Cue In Choice Overload, Michael R. Ho

CGU Theses & Dissertations

Choice overload describes the finding that individuals report being less satisfied and defer choice more often when choosing from larger rather than smaller choice sets. Researchers have proposed various theoretical models to account for this phenomenon; however, these models have yielded conflicting results. Critically, little research has sought to identify the cognitive mechanism underlying choice overload. The present study reviews models of choice overload and offers a more parsimonious account of choice overload. More specifically, metacognitive fluency, or the subjective interpretation of choice difficulty, plays a critical role during choice and may account for conflicting results in current choice overload …

How The West Was Fun: Constructing The Western Tourism Experience In The Yellowstone Wylie Camps, 1880-1916, Jennifer E. Simpson

Graduate Student Theses, Dissertations, & Professional Papers

No abstract provided.

Creating, Metavoicing, And Propagating: A Road Map For Understanding User Roles In Computational Advertising, Yuping Liu-Thompkins, Ewa Maslowska, Yuquing Ren, Hyejin Kim

Marketing Faculty Publications

Over the past two decades, everyday users have become a prominent force in the advertising landscape. They actively participate in conversations with and about brands by creating, amplifying, and interacting with brand-related messages. These user activities generate large volumes of structured and unstructured data that advertisers can mine to understand consumer interests and preferences. In this article, we survey insights from the user-generated content literature through the computational advertising lens to offer a road map for future research. Specifically, we discuss three roles that users play—as creators, metavoicers, and propagators. For each role, we present key research areas that can …

Robots On Blockchain: Emergence Of Robotic Service Organizations, Nobuyuki Fukawa

Business and Information Technology Faculty Research & Creative Works

Radical changes in the technological environment have been forcing service providers to consider whether, if so, how to automate any aspects of their services with robots and other emerging technologies. Some service providers have been adopting robotic service assistants, and even creating organizations partially or fully automated by robots. However, some service providers have not been able to fully take advantage of RSAs’ benefits in a way that enhances customer service experiences. We review those challenges of RSAs and discuss the potential application of blockchain technology in governing a robotic service organization, the concept we propose in this study. …

Performance Appeals, Environmental Knowledge, And Emotions For Green Advertising, Dooyoung Choi, Ha Kyung Lee

STEMPS Faculty Publications

This study aims to investigate the effect of the green performance appeals in an advertisement on purchase intentions, which are mediated by anticipated positive emotions (i.e., happiness and hope). This study also explores that the mediation model is moderated by individuals’ environmental knowledge. Three experimental conditions were utilized in which three types of green performance appeals (before, after, before–after appeal) were presented in the advertisement of a mock denim brand. Web-based online survey data (N = 201; Amazon MTurk) were analyzed by using ANOVA and PROCESS procedure using SPSS 23.0. The results of this study indicated that when the green-message …

Strategic Plan Presentation: Boeing, Mary E. Fewer

Undergraduate Theses, Professional Papers, and Capstone Artifacts

After a thorough industry analysis and internal analysis of Boeing, it has been determined that Boeing should: pursue a nostalgic marketing plan where the company admits their recent mistakes and explains their solutions, focus on their market segment of defense contracts in light of both recent issues with Boeing's commercial airlines and impact of the airline industry due to COVID-19, and improve internal communications and human resource management by providing more transparent communication to Boeing staff and professional development programs with clear career paths.

Project - Smart Sole, Dharshanika Selvakumar, Garrette Stauffer, Dmitry Gryaznov, Elaina L. Gabriel, Waseem Khalaf

Engineering and Technology Management Student Projects

Smart Soles aims to further expand the realm of smart wearable technology with its smart insoles focused on biometric tracking and customized insole comfort. This product provides Dr. Scholl’s with a means to enter and capture much of the early market for smart insoles. Smart Soles is continuing Dr. Scholl’s history of foot products while adding technology to disrupt the stagnant and primitive insoles market. Company objective: Dr. Scholl’s main objective with Smart Soles is to enter and capture some of the smart wearables market by adding smart, biometric tracking insoles to its portfolio. Smart Soles will utilize Dr. Scholl’s …

Homesense, Ashwaq Al Khalil, Brian Aebi, Mitesh Dedhia

Engineering and Technology Management Student Projects

HomeSense is a proposed new smart home monitoring solution by Honeywell Inc and will be part of the Resideo smart home brand. This marketing plan for HomeSense will describe the problem we are solving, the solution, our target market, our ideal customer, and go to market strategy.

Based on market research, we have identified the residential market to be the most suitable market to launch the product. Currently there are only two solutions in the residential market for utility monitoring and those are only focused on energy consumption. HomeSense provides additional capabilities beyond the existing solutions to the residential market …