Marketing Commons^™

Cross Cultural Comparison Of Factors Driving Luxury Consumption, Claire Williams

Apparel Merchandising and Product Development Undergraduate Honors Theses

The global luxury market continued to grow to $313-318 billion in 2018 and the market is estimated to reach about $442 billion in sales by 2025 (Arienti, Levato, Kamel, & Montgolfier, 2018). Despite the rapid growth of the luxury market, factors influencing consumers’ perceptions and purchase intentions toward luxury brands remain under investigated. Researchers found consumers rely on extrinsic attributes such as country of origin (CoO) when purchasing luxury products. The mixed results of CoO effect in prior studies yield a need for further research. Therefore, the purpose of this study is to examine the effects of CoO and the …

Securing The Corporate Sustainability Advantage, Havovi Joshi

Asian Management Insights

The UN Global Compact is the largest sustainable business initiative in the world, with more than 70 local chapters that work with close to 10,000 companies, large and small, across the world. With 3,000 stakeholders, we are a true multi-stakeholder initiative. We were founded 19 years back by former UN Secretary-General, Kofi Annan, with a view to giving the organisation a human face. So Mr. Annan put forward Ten Principles relating to UN conventions—spanning human rights, labour, environment and anti-corruption. These principles constitute the foundation of what we think of as corporate sustainability, and all companies that join the UN …

Profit People And Planet, Havovi Joshi

Asian Management Insights

On behalf of the Editorial Board of Asian Management Insights, its authors and readers, I would like to thank our outgoing Editor-in-Chief, Dr Philip Zerrillo, who founded the magazine and invested signifi cant efforts to advance its profi le these past five years.

An Examination Of The Perception, Role And Impact Of Student-Led Clubs And Organizations On Student Development, Engagement And Success: A Small-Sample Study Of Extreme Users And Extreme Non-Users Using Service Innovation Methods, Bailey Coppedge

Honors Theses

The purpose of this study was, first, to research what involvement in student-led clubs and organizations (SLCOs) contributes to student development, engagement, and success. Second, to understand the perceptions that students at the University of Tennessee-Chattanooga have about SLCOs and their impact on the students’ development, engagement, and success. I posed three research questions: 1) What is the perception of SLCOs from the perspective of both uninvolved students and extremely involved students? 2) What drives students to become engaged in SLCOs? 3) What impact does involvement in SLCOs have on students’ development and success? My goal in conducting this research …

A Proposal And Potential Use-Case For The Transition From Gig City To Smart City, Andrew Cox

Honors Theses

Over the past decade, smart city concepts have been gaining attention from scholars, practitioners, and policy-makers in both developed and developing nations. A recent proliferation of publications has involved a multitude of disciplines, but have focused almost entirely on the potential for smart cities to change the way cities are managed, operated, and planned. However, there has been little published on the tangible benefits of a specific smart city initiative, nor many use-case studies following smart city initiatives. This paper aims to propose a transition from Gig City to smart city via technological advancement in the form of ICT to …

2019-May-Ucda Design Conference To Be Held At Etsu May 20-21.Pdf, College Of Arts And Sciences, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

The UCDA Design Education collobrative is a national summit that is designed for educators, chairs, and students, which continues an ongoing community specifically for graphic design educators with many opportunities for professional participation and development. The event will focus on the complexities of working with a community to solve design problems that address their needs and is seeking community collaborative projects that highlight successes, failures, best practices, and new models/conventions of working together in the classroom.

The design conference will be held in the Department of Art & Design at Ball Hall Monday, May 20 and Tuesday, May 21 from …

2019-May-Us News And World Report Ranks University School 9th Best High School In Tennessee, University School, East Tennessee State University, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Fashion Merchandising: An Augmented Reality, Naeha A. Sayed

Dissertations, Theses, and Capstone Projects

There is a continuous and constant transformation in the field of Augmented Reality (AR), both in the Retail, and the Manufacturing sector. It has started to influence everything from fashion runway shows to online shopping. Consumers dynamics have shifted in the fashion industry, the ways becoming more dominant than the old observant ones- the simple buying experience no longer satisfies them. Due to the emergence of the new digital platforms and technological enhancements, the consumers are looking for more- be it a more exciting buying experience or more user interaction or more enhanced products. This technological change starts with the …

Consumers’ Reactions To Multiple Instances Of Negative Publicity: The Role Of Publicity Domain Similarity, Berna Basar

Dissertations, Theses, and Capstone Projects

Although it is very typical for consumers to be exposed to multiple instances of negative publicity about a brand, existing research has focused on consumers’ reactions to one-time negative publicity instances. Given the important role of self-brand connection in consumers’ reactions to negative brand-related information, the current study investigates how consumers with different self-brand connection levels react to multiple instances of negative publicity in a single domain versus across different domains. Specifically, I suggest that consumers with high self-brand connection might be defense motivated, which in return, might result in justification of one-time instances unless consistency in behavior is signaled. …

The Evolution Of The Marketing And Branding Strategies For The National Parks, Blake Smith

Electronic Theses and Dissertations

Since the first national park Yellowstone was established, people from across the world have come to visit the natural wonders that our national parks have to offer. While much empirical research has been conducted concerning the marketing and branding strategies of non-profit organizations, government agencies, and tourism destinations; not much has been conducted on national parks. This research seeks to understand how our national parks have marketed and branded themselves over time and determine how marketing and branding will play a role in the development and conservation of the parks. This research was conducted utilizing in- depth methods such as …

Empirical Investigation Of Digital Strategies In Online Retail, Yong Chin Tan

Dissertations and Theses Collection (Open Access)

This dissertation examines digital strategies used by online retailers to engage customers and increase sales. The first essay investigates the impact of offering incentives to recapture lost sales from abandoned online shopping carts (i.e., customers adding items to their carts, but leaving without purchasing). Collaborating with an online fashion retailer, I conducted a randomized field experiment by manipulating the presence of incentives in recovery interventions. Findings reveal that incentives facilitate purchase conversion, but responsiveness to the incentives differs across various customer and cart characteristics.

In the second essay, I explore how retailers can leverage Augmented Reality (AR), a technology that …

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

Morehead State Press Release Archive, 1961 to the Present

Press releases for May of 2019.

Beyond The Castle: An Analysis Of The Strategic Implications Of Disney+, Jordan Sturgill

Undergraduate Honors Theses

The Walt Disney Company has been incomparably successful in a wide array of product and experience markets. In the fall of 2019, Disney will launch a new branded streaming service, Disney+. This research will examine and analyze, by means of SWOT and PEST analyses, the marketing strategy and managerial implications for Disney+ as well as the internal and external conditions facing the company that may affect, either directly or indirectly, the platform’s success.

Building A Music Festival: Understanding Media Industry Lore, Madeline Edgmon

UNLV Theses, Dissertations, Professional Papers, and Capstones

Music festivals have become culturally salient within the new age of consumer participatory culture. Festivals fundamentally warrant a rite of passage by providing consumers a unique, all-encompassing experience. This critical media industry study examines the music festival industry and its’ usage of lore as industry held logics based off of perceptions of consumer wants and desires that calcify within the industry (Havens and Lotz, 2012). I contend three substantial and emergent lore in the music festival industry identified include millennials, experience economy, and prosumer culture. In addition, this thesis explores industry lore as various textual representations across social and physical …

"Can I Work With Your Group?" Assessing Preferences Among The Washington University In St. Louis Undergraduate Community Towards International Students In Classroom Group Formation, Marisa Ippolito, Aneesha Bandarpalle, Hank Michalski

Senior Honors Papers / Undergraduate Theses

Group formation is an integral component of the contemporary higher education experience. This begs the question of how students form groups: which aspects are most important, and what determines people’s preferences for group members. Specific incidents have indicated that some students, particularly international students, are not sure if they will be welcome when asking to join a class group. In this study, undergraduate business students were surveyed to understand their preferences when selecting group members, using conjoint analysis to analyze the results. Overall, (i) results show that the most important factor for people’s preferences is if a potential group member …

The Effect Of Rating Dispersion On Purchase Of Experience Goods Based On The Korean Movie Box Office Data, Lian Chen, Kang Jun Choi, Jae Young Lee

Asia Marketing Journal

Online platforms often provide rating information to customers to relieve the uncertainty they encounter when purchasing experience goods. Prior research has focused mostly on the roles of rating volume and the valence of an average rating among the various possibilities. However, less frequently investigated is the effect of rating dispersion, which may be associated with uncertainty regarding how well a product fits a customer’s personal preference, on new trials of experience goods. In this study, we examine the effect of rating dispersion on new trials of experience goods and identify the conditions which intensify or reduce the effect. Empirical analyses …

Genesis Standing Alone As A Luxury Sedan Brand In The U.S. Market, Hyerin Ryu, Sunkyu Jun

Asia Marketing Journal

A decade has passed since the first generation of Genesis was launched in the U.S. with the plaque of Hyundai-Genesis. Genesis Motors was separated from Hyundai Motor in 2015, and has struggled to have the Genesis stand alone in the competitive U.S. luxury sedan market. The present case study aims to find challenges facing the Genesis, which Hyundai has positioned as a luxury sedan competing against conventional luxury brands such as BMW, Mercedes-Benz, and Lexus; evaluate Genesis Motors’ strategic response to meet these challenges; and explore an alternative positioning strategy. Specifically, the present case study addresses barriers against the Genesis’ …

The Effect Of Inclusion Versus Exclusion On Consideration Set Size, Sarah Heeju Lee, Se-Bum Park

Asia Marketing Journal

A great deal of research has explored individuals’ attempts to simplify choices by constructing a consideration set. This research aims to investigate which construction strategy, either inclusion or exclusion, is more likely to be adopted and how the adoption of a particular construction strategy can affect consideration set size while identifying the moderating role of chronic indecisiveness in the construction process. The findings of Study 1 indicate that individuals are more likely to adopt an inclusion strategy to reduce a consideration set to a more manageable size, and that an exclusion strategy results in a larger consideration set. In Study …

The Effects Of Variety And Visual Cue On Perceived Quantity And Consumer Attitude Toward Participation Into Sales Promotion Events, Changhyun Lee, Youngchan Kim

Asia Marketing Journal

Most studies on how people perceive a given quantity of items were conducted with visual cues exclusively and only offered spatial area based explanations, such as spatial estimation and perceptual grouping theories. This article establishes how people perceive a given quantity when only a written description is provided without any visual cues. Across two studies we show that variety decreases perceived quantity when a variety cue is given, while variety increases perceived quantity when a visual cue is not given. This is because people tend to rely heavily on spatial areas when a visual cue is present and because people …

Submission Information Etc.

Asia Marketing Journal

No abstract provided.