Marketing Commons^™

Slocumb Galleries Director Karlota Contreras-Koterbay Instrumental In Establishing American Museum Of Philippine Art.Pdf, College Of Arts And Sciences, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Slocumb Galleries director Karlota Contreras-Koterbay is playing a leading role in establishing a new museum in California that will showcase the art of her people. A bi-national effort is under way to plan, build awareness and secure funding for a new American Museum of Philippine Art, which will be located in Los Angeles. Contreras-Koterbay, a native of the Philippines is a founding board member and vice president for curatorial programming for the American Museum of Philippine Art Foundation Inc.

This new facility will not only be a museum featuring several art galleries, but also a cultural center with an auditorium, …

Professor Emeritus Mike Smith Featured In Burnaway Magazine.Pdf, College Of Arts And Sciences, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Mike Smith has lived, taught, and photographed in and around Johnson City, Tennessee, for nearly 40 years. In the article "You're Not from Around Here: Mike Smith in East Tennessee", author Diana C. Stoll speaks about his ongoing body of work. She states, "dichotomy takes specific form: the animosities that are galvanizing our moment versus the undying spirit of place and humanity. While Smith is a photographer who has the artistry and the intelligence to take on all these things, it is, of course, the latter that endures."

To read more about Smith's work please follow this link to view …

International Olympic Committee Rule 40: Reasonable Protection For The Ioc Or Unfair Restriction To The Athletes?, Jeri L. Jones

Atlantic Marketing Journal

This paper explores the history, legality and ethical perspectives of the International Olympic Committee Rule #40 that was put into effect starting with the 2016 Olympic Games. Rule 40 was established to protect official Olympic sponsors from marketing campaign dilution and ambush marketing attempts from non-official brand sponsors. It was designed to prevent over-commercialization of the Olympic brand and to protect official Olympic sponsors’ substantial investment for exclusive marketing rights during the Games. It also however effectively prevents athletes from recognizing their own individual company sponsors and goes so far as to limit an athlete’s apparel during the Games, their …

The History And Evolution Of The Market For ‘Delebs’ (Dead Celebrities), Denver D'Rozario, Guang Yang

Atlantic Marketing Journal

In this paper, we survey the history behind the growing market for dead celebrities (‘Delebs’) in their role of creating secondary brand associations. According to some estimates, this market is now worth $2.25 billion in annual licensing and royalty revenues (CBC 2013). We begin, by defining key terms that are used in this market. Next, we do a survey and analysis of the major events that have given rise (intentionally or unintentionally) to this market. For ease of discussion, we discuss these historical events grouped by era. We follow this with a summary of the major events and trends that …

Revisiting Textbook Adoption Decisions: Are Students Finally Ready For E-Books?, Cheryl B. Ward, Diane R. Edmondson

Atlantic Marketing Journal

This study re-examines students’ attitudes and preferences to the four primary textbook types (hardback, paperback, loose leaf, and E-book). One hundred eighty-three students currently taking Principles of Marketing from a large public university in the southeastern United States completed the survey. Unlike the 2014 study, where students overwhelming preferred paperback textbooks, even when this textbook is at a higher price than other alternatives, the 2018 study found that the textbook choice depended on if an access code to publisher’s online course materials was required. When access codes were required, students preferred paperback textbooks, followed closely by E-books. When no access …

Impact Of Customer Engagement, Brand Attitude And Brand Experience On Branded Apps Recommendation And Re-Use Intentions, Nusser Raajpoot, Beth Ghilni-Wage

Atlantic Marketing Journal

Abstract

This paper seeks to understand the impact of customer engagement, brand attitude, and brand experience on branded apps recommendation and re-use intentions. Using structural equation modeling we test a causal model to establish the direct and mediated paths between constructs under study. We found that contrary to popular perceptions, customer engagement does not load directly on the recommendation or re-use intention suggesting that engagement on its own may not be sufficient to elicit recommendation or re-use intention. Other factors and contexts will be necessary to elicit recommendation etc. We also found that recommendation mediates the relationship between brand attitude …

Group Brands As An Innovative Pedagogical Tool: Using Marketing Theory In Real-World Collaborative Teaching, Cheryl A. Tokke

Atlantic Marketing Journal

This teaching and learning pedagogy paper demonstrates how group brands were used as interdisciplinary teaching tools in marketing, business, research, and social science classes by applying theories of branding, collaborative learning, affinity, and social identity in experiential learning. There were two primary reasons why this project was done. First, implementing a pedagogical tool would bring students together in a collaborative team over the period of a semester gaining a critically important business tool; the requirement of working in teams and networked relationships. Second, by enriching the curriculum of business marketing and social science courses through incorporating a semester long term-based …

Brand Linguistics: Study Of Sound Symbolism And Consumer Language Fluency On Brand Name Attitudes And Perceptions, Evita Subkowski

University Honors Program Senior Projects

Brand names can subtly evoke the practical qualities of a product as well as the positive emotions a company hopes that consumers will feel regarding its product. Because a brand name serves as an identifier for consumers to the product itself, effective branding has the potential to increase sales and customer loyalty. Brand names are essential because they are often the consumer’s first exposure to the product and for this reason they must be configured effectively. There is considerable research in this area that can guide companies toward more effective brand-naming strategies. Unfortunately, a key gap exists in this literature: …

Online Advertising And Consumer Behavior In Tunisia, Rabeb Hamdi, Romdhane Khemakhem

Atlantic Marketing Journal

The aim of this study was to present new mediating and moderating variables in the relationship between online advertising and purchase intention as well as visiting the store. Therefore, a qualitative study of 17 Tunisian Internet users was conducted (semi-structured interview). Results showed that the lifestyle change and the disposition to visit the store are the mediating variables between these consequences and electronic advertising (purchase intention and visiting the store). Furthermore, the involvement with the product is the moderating variable between e-advertising and lifestyle change, including disposition to visit the store.

Marketing Play Book: Shoreline Orthopaedics, Rio Weikum

Honors Projects

This campaign book is comprised of essential information for conducting a successful campaign for our client, Shoreline Orthopaedic located in Holland, Michigan. For the purpose of this campaign, both primary and secondary research were conducted in order to gain crucial information that would form Shoreline's marketing strategies, tactics, and objectives. Primary research was conducted in order to get a better understanding of the attitudes, perceptions, beliefs, and needs of the patients at Shoreline. Secondary research was conducted to gain marketing information on other orthopedic practices, the best marketing strategies to implement in the digital world, and information about our target …

Diverse Effects Of Diversity: Disaggregating Effects Of Diversity In Global Virtual Teams, Vas Taras, Daniel Baack, Dan Caprar, Douglas Dow, Fabian Froese, Alfredo Jimenez, Peter Magnusson

Marketing Faculty Publications

Global Virtual Team (GVT) member diversity provides many advantages but also poses many challenges. Diversity comes in different forms that each has different effects on GVT dynamics and performance. Past research typically explored the effect of only one type of diversity at a time. Using multi-source, multi-wave data from 5728 individuals working in 804 consulting project GVTs, the present study is unique in that it explores and compares the effects of different forms of team member diversity on different aspects of GVT effectiveness in a single sample. It proposes a refined theoretical model that differentiates between the effects of personal …

Children And Online Privacy Protection: Empowerment From Cognitive Defense Strategies, J. Craig Andrews, Kristen L. Walker, Jeremy Kees

Marketing Faculty Research and Publications

At present, very little is known about what might encourage children and teens to limit access to their private information online and to restrict what they share on social media and video sites. Federal and state agencies face challenges encouraging companies to help children, teens, and parents protect their information online. The authors extend previous cognitive defense research by examining (1) effects beyond advertising as applied to information privacy online; (2) not only children’s/teens’ beliefs and knowledge, but also their online privacy decisions; (3) multiple age categories; (4) multiple cognitive defense strategies (educational video, quiz with feedback, or absence of …

2019-December-01-Etsu Hosts Sssp Meeting, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Bfa Alum Megan G King Interviewed In Groovy Contemporary.Pdf, College Of Arts And Sciences, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Congratulations to BFA Alum Megan G. King for her interview with Groovy Contemporary Magazine. King is currently pursuing a MFA at Syracuse University after receiving a BA in Spanish, as well as a BFA in Studio Art from East Tennessee State University in 2013.

King’s work incorporates embroidery, quilting, vernacular imagery, collage, and her own photography. She consistently explores social landscapes, marginalization, and relationships between history and the present. King’s previous work has been featured by numerous publications including Oxford American’s Eyes On the South, NPR’s CodeSwitch, and Politico Magazine.

To read the interview please visit this link: https://www.groovycontemporary.com/featured-artists#/megan-g-king/

Graphic Design Alum Shelby Maiden Accepted To Courtauld Institute Of Art In London.Pdf, College Of Arts And Sciences, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Maiden received a BFA degree in Graphic Design with a minor in English literature this Spring. As a Fine and Performing Arts Scholar, she took advantage of study abroad and research opportunities made available through the Honors College. She was named student of the year for Graphic Design and will move to London in the fall to attend The Courtauld Institute of Art to pursue her passion to study art history with the goal of eventually working in a museum. 

For more information on Maiden please follow this link: 
https://www.etsu.edu/news/2018/05-may/profile_maiden_shelby.aspx

Arts And Athletics Team Up For Homecoming Project.Pdf, College Of Arts And Sciences, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Student artists Hannah Oakes, Ashlyn York, and Katie Murphy, with guidance from Professor Christian Rieben, will be painting on a large canvas, that will measures 5x8 feet, at the Buccaneers homecoming football game. The three students will paint, in real time, their artistic impression of a Saturday football game at the new William B. Greene, Jr. Stadium this Saturday. They will begin working on the piece 30 minutes prior to kickoff at approximately 3 p.m., with a goal of completing the work by halftime.

For more information on the project please follow this link:
http://www.etsubucs.com/football/news/2017-18/14307/arts-and-athletics-team-up-for-homecoming-project/

Destructive Selling: An Empirical View From The Perspective Of University Level Business Students, Dennis Bristow, Rajesh Gulati, David Titus, Garth Harris, Zhan Wang

Atlantic Marketing Journal

Preliminary evidence indicates that salespeople working in a variety of industries hold the perception that destructive selling (defined as the intentional use of unethical tactics including lying, misrepresenting product/service performance, misleading the client, spreading rumors about the competition, etc. by professional salespeople) does occur in the professional selling discipline. A rich history of related research provides further evidence that university students exhibit negative perceptions and attitudes towards professional selling. In the work reported in this manuscript, the authors employed the survey research method to empirically study the perceptions held by university level pre-business and business students regarding the presence of …

2019 December, Morehead State University. Office Of Communications And Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for December of 2019.

Day Worker Center: Employer And Client Engagement, Anayeli Avalos

Capstone Projects and Master's Theses

The Day Worker Center of Santa Cruz County is a component of the Community Action Board (CAB), a non-profit organization that has been providing services to eliminate poverty. CAB offers the program, administrative, and fiscal oversight to the Day Worker Center. The County of Santa Cruz is facing a high rate of unemployment, which is affecting the community. What contributes to the problem is low awareness of community knowledge about employment services. Also, the undocumented community that finds it hard to trust services because they think they can get deported. In addition, the issue can cause consequences such as health …

2019-November-30-Trombone/Piano Duo To Perform, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.