Giving Locally Or Globally? How The Destination Of Corporate Charitable Donations Shapes Consumer Brand Preferences,
2025
Associate Professor of Marketing, Central Connecticut State University, New Britain, CT USA
Giving Locally Or Globally? How The Destination Of Corporate Charitable Donations Shapes Consumer Brand Preferences, Ohjin Kwon, Young Jee Han, Hakkyun Kim
Asia Marketing Journal
We investigate how the geographic destination of charitable corporate donations influences brand preferences. We predict and find that consumers demonstrate a stronger preference for brands that engage in domestic donations as opposed to those that contribute to foreign causes. Additionally, we find that the preference for domestic donations is more pronounced among consumers exhibiting higher levels of nationalism and lower levels of residential mobility. Our research findings offer managerial implications for tailoring CSR strategies to resonate with specific consumer segments. We provide insights for companies aiming to optimize the impact of their philanthropic endeavors.
Saving Face While Earning Rewards: Reward-Both Referral Programs More Effectively Elicit Referrals For Experiential Purchases Than Reward-Me Programs,
2025
Assistant Professor of Marketing, Graduate School of International Studies, Ewha Womans University, Seoul, Korea
Saving Face While Earning Rewards: Reward-Both Referral Programs More Effectively Elicit Referrals For Experiential Purchases Than Reward-Me Programs, Hyunkyu Jang, Raj Raghunathan
Asia Marketing Journal
Companies offer rewards when an existing customer invites a new customer to try their product, but the recipient of the reward varies depending on the type of referral program. In Reward-Me programs, only the recommending customer is rewarded, while in Reward-Both programs, both the recommender and the recipient who acts on the recommendation are rewarded. We examined whether purchase type (material vs. experiential) moderates the impact of a reward program on referral likelihood. The results reveal that purchase type does moderate referral likelihood across the two types of reward programs: for material purchases, referral likelihood does not differ between the …
Hedonic And Utilitarian Products For The 21St Century: Classification Of Modern Product Categories,
2025
Associate Professor, College of Communication and Media, Montclair State University
Hedonic And Utilitarian Products For The 21St Century: Classification Of Modern Product Categories, Jin-A Choi, Sufyan M. Baksh, Hyuk Jun Cheong
Asia Marketing Journal
Consumer purchasing behavior varies according to the type of product being considered. Notably, these behavioral differences become more salient depending on whether a product fulfills a utilitarian function or offers hedonic gratification. The present study aims to develop a novel product classification model that categorizes contemporary goods and services based on the extent to which they possess hedonic or utilitarian value. Methodologically, the study employed a two-stage approach. In the first stage, to identify appropriate products for inclusion in the classification model, the researchers conducted focus group interviews, a comprehensive literature review, and an analysis of major retailers’ websites. In …
Customer Satisfaction And Shareholder Value In The Hospitality And Tourism Industry: The Moderating Role Of A Ceo’S Marketing Experience,
2025
Associate Professor of Marketing, School of Business Administration, Ulsan National Institute of Science and Technology (UNIST), 50 UNIST-gil, Eonyang-eup, Ulju-gun, Ulsan 44919, Korea
Customer Satisfaction And Shareholder Value In The Hospitality And Tourism Industry: The Moderating Role Of A Ceo’S Marketing Experience, Minchung Kim, Yonghee Kim
Asia Marketing Journal
Despite the long history of research examining the effects of firm-level customer satisfaction on shareholder value, the existing findings are mixed for the hospitality and tourism industry where customer satisfaction is particularly important for the success of firms. The inconsistent results require further examination of the shareholder value relevance of customer satisfaction. This study offers a comprehensive understanding of the topic by examining the effects of customer satisfaction not only on equity return but also equity risk, and identifying a key contingency. Using annual American Customer Satisfaction Index (ACSI) for publicly traded “restaurant”, “hotel”, and “airline” firms, this study finds …
Decoding Influence: Cosmetic Industry Strategies, Media Beauty Standards, And Their Mental Health Impact On Generation Z Consumers,
2025
Suffolk University
Decoding Influence: Cosmetic Industry Strategies, Media Beauty Standards, And Their Mental Health Impact On Generation Z Consumers, Tatiana Avila Velasquez
Undergraduate Theses and Capstone Projects
This research explores the complex relationship between cosmetic industry marketing strategies, media-driven beauty standards, and the mental health of Generation Z consumers. Utilizing both qualitative and quantitative methods, the study examines how frequent exposure to curated beauty ideals and persuasive advertising shapes self-esteem, confidence, and personal identity among young adults. Through surveys and in-depth interviews, the research highlights the evolving nature of cosmetic use, revealing how early engagement with beauty products often stems from social conditioning and personal insecurities. Participants describe a shift from using cosmetics as a means of concealment to embracing them for creative expression and self-care. However, …
Search Engine Marketing (Seo) – Discussion Board Assignment,
2025
City College of New York
Search Engine Marketing (Seo) – Discussion Board Assignment, Feygens Saint-Joy Jr
Open Educational Resources
Discussion board on SEO best practices and discovery.
Click Or Skip? How Ad Format And Disclosure Shape Engagement And Purchase Intention,
2025
Gettysburg College
Click Or Skip? How Ad Format And Disclosure Shape Engagement And Purchase Intention, Emily M. Burke
Student Publications
As digital marketing continues to be the dominant channel for consumer engagement, understanding the factors that influence ad effectiveness is increasingly important. This study examined how advertisement format (image vs. video) and sponsorship disclosure (non-sponsored vs. sponsored) influence engagement and purchase intention among college students. Using a 2 x 2 experimental design within an online survey, 88 participants viewed one of four real social media ads and completed measures of engagement and purchase intention. Multiple regression results showed that video ads produced higher engagement and purchase intention than static image ads, whereas sponsored ads led to lower engagement and purchase …
Three Cheers For Print!,
2025
VP Demand Creation Services
Three Cheers For Print!, Jillian Lacross
AADEJ - The Communicator
This guest feature argues that print magazines are a worthwhile and necessary investment for associations, focusing on the three pillars of expectation, engagement, and experience. Print publications establish trust because they imply an inherent vetting process; affluent consumers trust print magazines the most, and print advertisements are significantly more trusted than social media ads. Print provides a respite from digital fatigue, with Worldmetrics finding that readers spend an average of 41 minutes engaging with a printed magazine, far exceeding the 3 to 7 minutes typically spent online. Printed materials enhance retention, recall, and emotional processing, strengthening the association's brand. Ultimately, …
2025 October,
2025
Morehead State University
2025 October, Morehead State University. Office Of Communications & Marketing.
Morehead State Press Release Archive, 1961 to the Present
Press releases for October of 2025.
Best Practices In Marketing And Creative Outreach For New Transportation Technologies,
2025
University of San Francisco
Best Practices In Marketing And Creative Outreach For New Transportation Technologies, William Riggs, Caillou Dasalla, Cayden Rooney, Vaasu Bhartia
Mineta Transportation Institute
Emerging transportation technologies—including electric vehicles (EVs), micromobility solutions, autonomous vehicles (AVs), hyperloop systems, and mobility-as-a-service (MaaS) platforms—are rapidly reshaping mobility patterns and urban environments. As these innovations gain traction, it becomes increasingly important to address concerns, communicate advantages, and foster trust across communities. This project examines marketing best practices for promoting emerging mobility solutions, synthesizing insights from scholarly research, industry standards, and case studies of successful campaigns. Emphasis is placed on the shift toward “snackable,” visually engaging content delivered through widely used social media platforms such as TikTok, Instagram, and Snapchat, which are increasingly central to reaching diverse audiences. The …
Defining Marketing In The Digital Age: An Opportunity To Advance Marketing Thought And Practice,
2025
University of Johannesburg
Defining Marketing In The Digital Age: An Opportunity To Advance Marketing Thought And Practice, Norman Mafuratidze, Marius Wait, Ilse Struweg
The Qualitative Report
Our study consolidates and refines diverse marketing definitions that have emerged over six decades to formulate a contemporary definition encapsulating the discipline’s current practices and theoretical advancements. We investigate how diverse conceptualizations of marketing can be synthesized into a modern definition that accurately reflects current practices and theoretical advancements while providing practical guidance. Using qualitative document analysis methodology, we conducted first- and second-cycle coding on existing marketing definitions from academic literature and industry publications, identifying recurring themes through thematic analysis. Our findings reveal that marketing can be effectively conceptualized through the DIVE framework (Dynamism, Interconnectivity, Value co-creation, and Exchange), positioning …
Effective Strategies For The Implementation Of Environmental Social And Governance Initiatives To Improve Brand Value,
2025
Walden University
Effective Strategies For The Implementation Of Environmental Social And Governance Initiatives To Improve Brand Value, Charity Ndisengei
Walden Dissertations and Doctoral Studies
Some business leaders lack effective strategies to develop and implement their organization’s environmental, social, and governance (ESG) initiatives to improve the value of the organization’s brand. Business leaders, in particular, are concerned with balancing the improvement of brand value while addressing stakeholder expectations and navigating regulatory complexities. Grounded in institutional and legitimacy theories, the purpose of this qualitative pragmatic inquiry was to explore effective strategies for the implementation of ESG initiatives to improve brand value. Participants included five senior leaders from the energy, nonprofit, technology, and consulting sectors who had implemented ESG initiatives. Data were collected through semistructured interviews and …
Consumer Behavior-Based Strategies Small Business Leaders Use To Increase Online Sales Revenues,
2025
Walden University
Consumer Behavior-Based Strategies Small Business Leaders Use To Increase Online Sales Revenues, Alexander Sakharov
Walden Dissertations and Doctoral Studies
Many small business leaders struggle to tailor online strategies that drive demand, limiting growth and differentiation in competitive digital markets. Business leaders must adopt data-informed, customer-centered approaches that align digital marketing efforts with consumer behavior and market expectations. Grounded in social exchange theory, the purpose of this qualitative pragmatic inquiry was to explore the online shopping marketing strategies that some small business marketing leaders use to increase demand for products and services. Data were collected through semistructured interviews with six small business leaders from Vancouver, British Columbia; Toronto, Ontario; and Seattle, Washington. The four main themes identified using thematic analysis …
Privacy And Peer-To-Peer Payment Apps,
2025
Saint Leo University
Privacy And Peer-To-Peer Payment Apps, Stephen L. Baglione, Louis A. Tucci
Journal of Global Business Insights
Apps for our smartphones are ubiquitous. Free apps usually require exchanging personal information. Mobile payments in the U.S. are expected to almost double by 2027. Peer-to-peer (P2P) payment apps are a subcategory of said apps. Venmo is a P2P payment app that gathers user data from their smartphone and publicizes user transactions. A between-subject survey shows respondents are concerned about privacy with P2P payment apps, even when only describing what the app does. Clusters are identified when examining involvement with P2P payment apps. The covariate online privacy was statistically significant; however, age, gender, and social media use were not statistically …
Bibliometric Analysis Of Tour Guide Performance: Trends, Influential Publications, And Emerging Research Themes,
2025
Nevsehir Haci Bektas Veli University
Bibliometric Analysis Of Tour Guide Performance: Trends, Influential Publications, And Emerging Research Themes, Aybuke Ozsoy, Nese Yilmaz
Journal of Global Business Insights
The quality of tours is significantly influenced by tour guides’ communication skills, regional knowledge, and storytelling abilities. Guide effectiveness depends on factors such as training, skill development, and professionalism in guest care. Given their pivotal role in shaping tour quality and experiences, the literature consistently highlights these effects. The present study aims to make a comprehensive contribution to the existing knowledge in the field by analyzing the academic literature on the performance of tour guides using bibliometric methods. Analysis reveals that the most cited publications on tour guide performance are found in tourism and management journals, such as Tourism Management. …
Less Is More! The Power Of Micro-Influencers: A Systematic Literature Review,
2025
The Scientific and Technological Research Council of Turkiye
Less Is More! The Power Of Micro-Influencers: A Systematic Literature Review, Emine Kuzoren, Irem Kiris, Ismail Erkan
Journal of Global Business Insights
This paper aims to review micro-influencer marketing literature to identify gaps and provide directions for future research. The authors critically assessed 99 articles that appeared in the Scopus database. As a common outcome of the findings and emerging models from studies in the literature, a comprehensive conceptual model is proposed to guide future research. It has been concluded that micro-influencers differ significantly from others in terms of their interaction power and perceived high credibility in social media marketing. Additionally, the findings clarify the uncertainty regarding the classification of social media influencers. The paper not only identifies influencers but also highlights …
Romania: ‘A Country Is Worth More Than Its Gold’: Activists Defeat Canadian Mining Goliath. In,
2025
Emerson College
Romania: ‘A Country Is Worth More Than Its Gold’: Activists Defeat Canadian Mining Goliath. In, Roxana Maiorescu
Emerson Authors, Researchers, & Creators
For 25 years, Romanians fought to preserve Rosia Montana, a region whose gold and silver amount to 20 billion euros. Their victory was delivered in 2024, as the International Center for Settlement of Investment Disputes in Washington, DC ruled against the Canadian company that aimed to explore the mine. This analysis sheds light on political instability, perceived government corruption, and foreign intrusion, all of which led to intense and monthslong protests that Romania hadn’t seen since its 1989 revolution, when it liberated itself from communism. This case represents a David vs. Goliath-like story, in which a handful of poor families, …
2025 September,
2025
Morehead State University
2025 September, Morehead State University. Office Of Communications & Marketing.
Morehead State Press Release Archive, 1961 to the Present
Press releases for September of 2025.
Temporal Patterns Of New Product Introductions And Ipo Value: The Importance Of Recency, Dispersion, And Asymmetry,
2025
Singapore Management University
Temporal Patterns Of New Product Introductions And Ipo Value: The Importance Of Recency, Dispersion, And Asymmetry, Suyun Mah, Rebecca J. Slotegraaf, Girish Mallapragada
Research Collection Lee Kong Chian School Of Business
A firm’s innovation activity is often judged by the number and type of new products it launches, but when these products are introduced may be equally important, especially before going public. This research investigates how the temporal pattern of new product introductions (NPIs) influences a firm’s initial public offering (IPO) value. The analysis uses data from 298 firms that went public between 2006 and 2023, and focuses on three patterns of timing: recency (how recently the latest product was launched before the IPO), dispersion (the degree to which NPIs before the IPO are spread out over time), and asymmetry (how …
Sound Decisions: The Impact Of Music Genre In Fashion Advertising On Consumer Perceptions And Purchase Intention,
2025
University of Arkansas-Fayetteville
Sound Decisions: The Impact Of Music Genre In Fashion Advertising On Consumer Perceptions And Purchase Intention, Cassandra Thomas
Graduate Theses and Dissertations
This study examines how music genre, brand type, and the perceived congruency between the two influences consumer perceptions of fashion advertising. Guided by Congruity Theory and Attitude Theory, this study employed a 3x3 experimental design in which 252 participants viewed one of nine advertisement conditions varying by music genre (pop, hip-hop, electronic) and brand type (activewear, fast fashion, luxury). A series of one-way ANOVAs, bivariate correlations, and regression analyses were conducted to interpret the effects of music genre, brand type, and perceived congruency on attitudes toward 1) the advertisement and brand, 2) credibility of the advertisement and brand, and 3) …
