Marketing Commons^™

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.

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 …

"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 …

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.

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 …

How To Create Your Online Ecommerce Store, Jamalia Henry

Honor’s College Freeman Research Journal

Toni Sorenson once said, "Weight loss doesn't begin with a dumb bell; it starts in your head with a decision." Starting a business begins with an idea but the decision is up to the person to bring it to reality. My thesis will discuss the beginning of a new journey in my life that I used as a route to create sustainable wealth; an outcome that transformed into a passion and business venture. In addition, discussing strategies and skills that will help one become an entrepreneur who may be in need of guidance.

"How to Start an Online Business" will …

Thinging : Powerful Objects., Tammy M. Burke

Electronic Theses and Dissertations

The works in "Thinging” are inspired by desire, the genuine and the false, systems of real and perceived values, the quest for immortality, the allure of things, our use of them to make ourselves, and imagining pasts and futures via objects. The following concepts are threaded through the work: cathexis, ritual as a value builder, collections, hoarding, display, object history, exchange, use, and sign values, and vibrant materiality. At the heart of my investigation is the quest to examine the origins of object power, and by what measures it can be evaluated: value from belief, market value, and something perhaps …

The House That Credit Built: How Advertising Shaped A Culture Of Borrowing In The Decade Of Prosperity., Morgan Folden

Electronic Theses and Dissertations

This thesis is an examination of the visual rhetoric of the advertisements in 1920s America that encouraged consumers to implement payment plans to purchase commodities. It begins with an analysis of a standard advertisement found in a popular subscription journal and describes the ad’s reliance on an editorial-style layout to appeal to the rationality of the viewer, a theme common among marketing schemes of the surrounding decades. It uses an art historical approach to provide a new lens in studying capitalist economics and the provocative issue of empowerment versus confinement in the general visual representation of American housewives. The latter …

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 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 …

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’ …

Social Identity And Regulatory Focus, Sangwoo Park, Dakyeong Heo, Dongwoo Shin

Asia Marketing Journal

To investigate the interplay between individual and collective self-regulations, the authors propose a dialectic process that describes the changes in the locus of self-regulations between individual self and collective self. The results from three studies display a strong support for the two sets of hypotheses drawn from the proposed process. Our findings demonstrate that consumers can move the locus of self-regulation from individual-self to collective-self when a social identity is activated (preliminary study and study1). Further examination of regulatory swing between individual and collective regulatory orientations revealed group identification as a key variable in determining the locus of self-regulation (study2). …

Submission Information Etc.

Asia Marketing Journal

No abstract provided.

Asia Marketing Journal Vol. 21 No. 1 목차

Asia Marketing Journal

No abstract provided.

Marketing U: Preparing Students To Succeed In The Job Search Process, Emily Guyon

Honors Program Theses and Projects

Despite the extensive careers services programs offered at secondary education institutions across the United States, students continue to underutilize the programs offered for career preparedness. The purpose of this research was to investigate what skills students were interested in learning more about related to the job search process and how they preferred to receive such information. It also examined if the graduate students in the Ricciardi College of Business at Bridgewater State University utilized Career Services, what resources they were interested in learning more about, and how they preferred these resources to be offered. The findings were consistent with previous …