Marketing Commons^™

The Augmenting Effects Of Artificial Intelligence On Marketing Performance, Jing Chen

Open Access Theses & Dissertations

This study explores the antecedents and consequences of firm's artificial intelligence (AI) adoption. Based on technology-organization-environment (TOE) framework and institutional theory, I propose that technological opportunism, top management support, customer orientation, and normative pressure are the main antecedents lead to firm's AI adoption. According to firm's different strategic types, this study added that prospectors are most likely to adopt AI, followed that analyzers, defenders, and reactors. In addition, enlightened by dynamic capability theory, I further propose that the intensity of AI adoption will enhance firm's marketing performance through improved dynamic selling capability, dynamic pricing capability, dynamic new product development capability, …

Bet You Can’T Eat Just One: Binge Eating Disorder Promotion In American Food Advertising, Debbie Danowski

Communication, Media & The Arts Faculty Publications

"Eat Like Andy“; "What Would You Do For A Klondike Bar?“ For well over a century, American food manufacturers have been competing for consumers’ attention through the use of catchy jingles, iconic characters and celebrities. At the same time, the products being advertised contain greater amounts of addictive ingredients, which encourage binge eating resulting in an unprecedented obesity epidemic. Combine this with the full-scale commercialization of the culture today“. Jhally identifies and the powerful impact of food advertisements becomes clear as does the need to evaluate these ads. As Kilbourne noted nearly a quarter of a century ago, the majority …

M-Pesa’S Failure In India: Why Couldn’T Vodafone Replicate Its Kenyan Success? An International Marketing Case Study (Addendum By Former And Current Executives At The Vodafone Group), Jackson Lott, Mona Sinha

The Kennesaw Journal of Undergraduate Research

Vodafone’s mobile wallet service, M-Pesa, was originally created in 2007 for Kenya and was extremely successful in providing millions with access to mobile-based financial services. Essentially, a mobile wallet service enables payments via digital money in the form of mobile airtime. According to industry estimates, the global mobile money market is expected to reach USD 112.3 billion in 2021, with a compounded annual growth rate of 39.6% since 2016. Vodafone launched M-Pesa in India in 2013, but by mid-2019 it had announced its plans to merge its mobile wallet business with an associate company or a third party. Clearly, Vodafone …

Toto: A Game Of Thrones In The U.S. -- An International Marketing Case Study, Rachael Amatriain, Mona Sinha

The Kennesaw Journal of Undergraduate Research

Toto is a 101-year-old, world-renowned Japanese manufacturer of high quality, innovative, state-of-the-art, and luxurious bathroom equipment such as, toilets, bidets, washlets, and ultraviolet sanitation equipment (“Our Founding Spirit,” n.d.). However, Toto has been unable to replicate its global success in the United States (U.S.) for several possible reasons (Roberts, 2017). First, by positioning its brand as an exclusive and luxurious manufacturer of high-end technology at a high price point, Toto only appeals to a limited, top-end, niche market, limiting its widespread adoption (Roberts, 2017). Second, Toto believes in environmental stewardship and makes sustainable products with a green supply chain (“Toto …

A Relationship Among Neighborhood Traits, Home Sales And Mortgage Fraud: The Atlanta Market Leading Into The Mortgage Crash Of 2008, M. Cary Collins, Ann Fulmer, Keith Harvey, Peter J. Nigro

Marketing Faculty Publications and Presentations

The U.S. Federal Bureau of Investigation (FBI) categorizes mortgage fraud as either fraud for property or fraud for profit. Fraud for profit, which includes the vast majority of cases, may involve several parties to the transaction, including professional agents such as brokers, appraisers, builders, title examiners, escrow officers, attorney, and lenders. Fraud for profit schemes usually include several purchase transactions where homes are quickly sold, with lenders and subsequent purchasers suffering the losses. Reports of mortgage loan fraud grew exponentially in the years leading up to the 2008 financial crisis, becoming one the fastest growing white-collar crimes in the United …

Brands Take A Stand For Good: The Effect Of Brand Activism On Social Media Engagement, Alexis A. Gray

Honors Theses and Capstones

Brands are entering an era where brand activism and corporate social responsibility strategies are holding a large influence on consumer purchase decision making, rather than the traditional brand product marketing. A major distribution outlet for the rising brand activism strategy is through social media, where users can directly interact with brands and other users surrounding major issues. Higher engagement with such activism campaigns suggests more consumer support for the brand, leading to higher sales performance potential. This study examines the influence of brand activism campaign qualities on social media engagement, specifically on the Twitter platform. Tweets for 8 different brands …

Evaluation Of A Marketing Strategy Based On The Concept Of Virtual Energy Audit, Goutham Kumar Reddy Challa

Graduate Theses, Dissertations, and Problem Reports (ETD)

With the growing world population and efforts to bring better energy access to the people, energy needs of the world are expected to grow in the coming years. Given the limited availability of non-renewable resources, there has been a mounting consensus among the users and the stakeholders to utilize the available energy in the most efficient way by implementing various methods like use of advanced technologies, source reduction, behavioral changes, etc. Energy efficiency in general is considered as a win-win scenario for all the users and/or stakeholders involved as it not only lowers the base load for power generating companies, …

Theoretical Model Testing With Latent Variables, Robert Ping

Marketing Faculty Publications

Topics include improving Average Variance Extracted (AVE), estimating a latent variable with only two indicators, and speeding up the "weeding" (itemizing) of a measure so it is consistent ("fits the data"), is valid and reliable, yet has more than 3 indicators.

The Introduction Of The Philosophy Of Sufficiency Economy And Its Application To Consumer Context, Sasawan Heingraj, Suwakitti Amornpan

Marketing Faculty Publications

Thailand was one of the potential causes of the 1997 East Asian economic recession due to its lack of readiness in dealing with globalization. In fact, globalization can generate double-edged effects on a country’s economic condition. While it can mitigate global inequality and poverty, it can also be considered as the determinant of trade imbalances, income inequality, and deterioration of natural resources. In order to enhance a balanced and sustainable development at society and country level, we believe that the well-being of each individual should be taken into consideration. This article introduces the concept of Philosophy of Sufficiency Economy (PSE) …

Scenario Economic Impact & Marketing Implications For South Texas Saltwater Fishing Tournaments, Yeong Nain Chi, Marvin Lovett

Marketing Faculty Publications

The main purpose of this study is to employ scenario analysis to estimate the economic impact of the expenditures of anglers who participate in saltwater fishing tournaments in Port Isabel/South Padre Island, Texas. Secondly, this study discusses the implications for initiating, maintaining, and/or expanding marketing communications, including event marketing and event sponsorships, to promote saltwater fishing tournaments in South Texas. This study also evaluates impacts on adjacent areas, identifies potential uses for economic impact information, and provides justification for investment and support of programs related to the growing needs of saltwater recreational fisheries management. To accomplish this study, the IMPLAN …

The Brand Relationship Of Cult-Like Following: Developing Scales Of Measurement In Apple And Catholic Devotees, Yi-Chia Wu, Michael Minor

Marketing Faculty Publications

The purpose of this research aims to fill in the gap in the religion-brand relationship, and explores what constitutes a cult-like allegiance to a brand, by examining subjects’ relationship to the Apple brand, comparing survey response by subjects who were “devotees” versus “indifferents” to Catholicism and to Apple. This paper uses Ninian Smart’s (1989)“Seven Dimensions of Religion” as a theoretical framework to develop scales of measurement among Apple and Catholic devotees. The contribution of this research is the development of Catholic and Apple scales. The Catholic scale extracted three factors and the Apple scale generated four factors in CFA.

Cross-Docking: A Proven Ltl Technique To Help Suppliers Minimize Products' Unit Costs Delivered To The Final Customers, Vahid Ghomi

Electronic Theses and Dissertations

This study aims at proposing a decision-support tool to reduce the total supply chain costs (TSCC) consisting of two separate and independent objective functions including total transportation costs (TTC) and total cross-docking operating cost (TCDC). The full-truckload (FT) transportation mode is assumed to handle supplier→customer product transportation; otherwise, a cross-docking terminal as an intermediate transshipment node is hired to handle the less-than-truckload (LTL) product transportation between the suppliers and customers. TTC model helps minimize the total transportation costs by maximization of the number of FT transportation and reduction of the total number of LTL. TCDC model tries to minimize total …

The Role Of Brand Love: Application Of The Hierarchy Of Effects Model, Dooyoung Choi, Tae-Im Han

STEMPS Faculty Publications

Understanding the attributes that build consumer loyalty is particularly critical to fashion companies due to the prevalence of alternatives in the market with low switching costs. The significance of this study is extending the knowledge on the role of brand love using the hierarchy of effects model in the context of fashion consumer behaviors. A questionnaire in which participants provided self-reported responses was created to measure the constructs. A two-step approach, a measurement and a structural model was used for the statistical analysis. The results indicated that consumers who know more about the fashion brands are more likely to have …

The Sea Turtle As A Marketing Symbol For The Anti-Plastics Movement, Hannah Chiu

Pitzer Senior Theses

The anti-plastic straw movement uses the sea turtle to bring an empathetic symbol to broaden the scope of the plastics problem in the ocean, giving the public a powerful visual image for the first time in the history of the anti-plastics movement. In this thesis, I build on existing conversations on charismatic megafauna and flagship species, to explore the emerging anti-plastic straw movement and its use of the sea turtle as a symbol. I also provide an analysis of the imagery and comments on social media sites of green marketing companies and non-governmental organizations. These social media sites, such as …

Exploring The Effects Of Mindfulness In Marketing: Mindfulness, Ethics, Emotional Labor And Service Quality, Emma (Junhong) Wang

2019

Mindfulness, i.e., nonjudgmental, present-centered awareness and attention, finds its roots in ancient spiritual traditions, and is most systematically articulated and emphasized in Buddhism. Although arguably relevant to a variety of practices, mindfulness research is sparse in marketing literature. In particular, there is a shortage of empirical research on the application of mindfulness in marketing (Ndubisi, 2014). This dissertation follows a three-paper model to begin to address this shortage in marketing literature. Paper one uses the Service-Dominant Logic of Marketing and Moral Development Model as theoretical lens to discuss how mindfulness could be a viable approach to fostering ethical marketing behaviors. …

The Use Of Secrets In Marketing And Value Creation, Ivan Fedorenko

2019

Keeping secrets is common to both corporations and public organizations. However, secrets have, until recently, received little attention in the marketing literature. The research on secrecy, to date, has been focused on the appropriating value from innovation. The purpose of my dissertation is to explore how secrecy can be used to create value for consumers. Paper one integrates the existent research on secrecy to develop an overarching framework and categorize four common types of secrets: reputational secrets, trade secrets, managerial secrets, and marketing secrets. The drivers and consequences of secrecy are identified across all three levels of analysis: individual, organizational …

Consumer Embarrassment – A Meta-Analytic Review And Experimental Examination, Alexander H. Ziegler

Theses and Dissertations--Marketing and Supply Chain

This dissertation consists of two essays that discuss the influence of embarrassment on consumers. In the first essay, I examine consumers’ coping responses to embarrassment in a meta-analytic review. In essay two, I utilize an experimental approach to investigate the impact of embarrassing encounters on unrelated consumers who merely observe the situation.

In the first essay, the meta-analysis is guided by findings in the literature that demonstrate embarrassment can both promote and detract from consumer well-being. However, despite being investigated for decades, little is known about how consumers cope with embarrassing situations, and when and why consumers respond in positive …

Best Of Both Worlds: Blending Logic To Expand The Customer Value Model, Adam Merkle

AMTP Proceedings 2019

The goods-dominant model of customer value involves a ratio of benefits received in exchange for sacrifices given. Service-dominant logic suggests a different view with the idea that all value is co-created by the customer. But value measurement challenges persist, and definitions of co-creation vary. These problems arise, in part, because goods-dominant thinking about value is largely set aside in the application of SD logic. Yet, the classic goods-dominant customer value model can be blended, joined, and advanced with theoretical principles from SD logic such as co-creation.

Firms no longer rely on simple product quality improvements or additional service benefits to …

Developing Scale Of Tourists’ Attitude Toward Culture Souvenirs, Wei Wang, Gallayanee Yaoyuneyong, Pauline Sullivan, Brigitte Burgess

AMTP Proceedings 2019

A variety of scales exist related to culture, but the literature lacked a scale measuring Attitude Toward Cultural Souvenirs (ATCS). The purpose of this study was to fill this literature gap by developing and testing a scale to measure ATCS. The scale development approach recommended by Churchill (1979) and Netemeyer, Bearden and Sharma’s (2003), which uses theory to guide the conceptualization and development of measurement items, was adopted. The resulting scale proves to be robust and reliable across cultures. Beyond the theoretical value of scale development, the current study broadens the literature by adding findings on attitudes towards cultural souvenirs. …

Content Analysis Of A Collegiate Athletic Twitter Account: Practical Applications For Promotion And Attendance Increase, Steve Shih-Chia Chen

AMTP Proceedings 2019

Twitter global usage has increased as a source of information during the past decade. This study explores different types of Twitter messages sent by a collegiate athletic department and analyzes the impact of these messages on attendance at home athletic events during the NCAA football season. The data examines five message categories: interactivity, content, promotional, information sharing, and noise. Noise accounts for any message that is not related to the studied sport season. Results suggest that while noise is prevalent, messages pertaining to the studied sport are impactful. The types of messages sent by a college athletic department can impact …