Marketing Commons^™

Role Of Sponsor-Selection In Marketing Communications Of New Local Hallmark Events: A Perspective Of Image Transfer, Jerred Jungi Wang, James J. Zhang

AMTP Proceedings 2019

With the rapid growth of sport popularity throughout the world, developing local hallmark events have become an emerging trend in many urban and suburban communities. Yet, the underdeveloped brand equity of new events makes marketing communications challenging. Built upon the balance theory, the schema theory, and the elaboration likelihood model, this study was designed to examine the image transfer from the sponsor-end to the event-end in the context of new local hallmark events while considering potential moderating effects of image fit (IF) and sport identification (SID) in this process.

The balance theory suggests that to achieve the cognitive consistency, people …

Push And Pull Factors Influencing The Level Of Participation Of Leisure Skiing In China, Xinghua Wang, James J. Zhang

AMTP Proceedings 2019

Traditionally, winter sports have very limited accessibility and popularity in China. In addition to the growing economy in China and increased affordability by Chinese consumers, obtaining the hosting rights for the 2022 Beijing/Zhangjiakou Winter Olympic Games has brought a heightened opportunity for China to build up facilities and related infrastructures, develop and provide programs, promote interests and participation, and advance business operations of winter sports. Although more people are participating in winter sports today, especially in skiing, many of the newly constructed facilities are often operated in financial deficit and relying on governmental subsidy. Understanding the reasons that cause and …

Examining The Relationship Between Top Social Media Influencers And Corresponding Brands, Sydney Matone

Honors College Theses

No abstract provided.

“Banner Blindness” In Relation To Motivational Reactivity And Emotional Expression In Banner Advertisements, George Provotorov

Honors College Theses

No abstract provided.

Antecedents And Consequences Of Self-Congruity: Replication And Extension, Eugene Cheng-Xi Aw, Leisa Reinecke Flynn, Han Xi Chong

Faculty Publications

Purpose

The purpose of this study is to propose and empirically test a framework encompassing self-congruity with its antecedents and consequences. This study also aims to test the mediating role of perceived value and its dimensions.

Design/methodology/approach

A questionnaire-based survey was conducted using a purposive sampling technique. In total, 310 useable responses were collected and data were analyzed using partial least square structural equation modeling.

Findings

A majority of hypotheses were supported. Avoidance of similarity and status consumption positively influenced self-congruity, replicating an earlier study. Self-congruity positively influenced overall perceived value and its dimensions, as well as revisit intention. Overall …

Using Drawings To Understand Perceptions Of Civic Engagement Across Disciplines: ‘Seeing Is Understanding’, Sharon Feeney, John Hogan

Articles

In this article, we wish to investigate if disciplinary differences exist among students when considering the topic of civic engagement. We use freehand drawing to create a learning environment in the classroom wherein students can seek to develop meaningful associations with civic engagement. The drawings examined here, produced by three different class groups, provide insights into how young adults perceive their society and their place in it, and thus communicate their understanding of civic engagement. Freehand drawing, in bypassing cognitive verbal processing routes, leads students to produce clearer and more holistic images. It allows them to put into visuals a …

The Moderation Effect Of Social Factors On Marketing Factors In Consumer Research, Xiaochuang Wu, Helen Chen, Xiaohong Li

Articles

Consumer research tends to isolate the impact of marketing and social factors. Little has been done to include both. This paper aimed to find out what would happen when these two sets of factors are included. Two models were built in this paper, Model I with the marketing factors only and Model II with both the marketing and social factors. Data was collected in Ireland among more than 1473 transition year students in a personal survey regarding their willingness to learn Chinese. Data were analysed by using structural equation modelling (SEM). Results showed the two social variables, acculturation and intergenerational …

Vinyl Advertisement In The Uni Bookstore Windows, Emma Wilker

Honors Program Theses

At my initial meeting with my client representative we discussed his interest in a perforated vinyl advertisement. We met at the UNI Bookstore so I could see these windows in person. The UNI Bookstore windows are divided into sections by thick bars. There are equalsized divisions vertically while horizontally they are divided into three sections: a large middle section and smaller top and bottom sections. He envisioned perforated vinyl on the middle sections of the windows, possibly all of the north facing windows and half of the east facing ones.

Something Of Value: A Value Proposition Exercise For The Marketing Classroom, Rebecca Dingus, Alexander Milovic

Marketing Faculty Research and Publications

Gone are the days of transactional marketing, and here to stay are increased expectations for marketers to act as trusted advisors while providing value customized specifically to each customer. Accordingly, marketers must clearly identify the competitive advantage of their products or services, and they need to be sure this competitive advantage is valuable in the eyes of the customer. This paper focuses on teaching students to adopt such a perspective when developing customer-focused solutions, as well as to train them on creating an actual value proposition. An exercise is presented, with data demonstrating its effectiveness for teaching value propositions.

The Upside Of Showrooming: How Online Information Creates Positive Spill-Over For The Brick-And-Mortar Retailer, Brian I. Spaid, Bonnie O'Neill, Terence T. Ow

Marketing Faculty Research and Publications

The ubiquitous nature of mobile internet devices (i.e., smartphones and tablet computers) has led to an increase of their use within the retail environment as a shopping assistive technology. Consumers use them for a variety of shopping-related tasks, the most significant of which is researching product information. The use of these devices has clearly impacted how consumers shop, but what is not clear is how these devices affect shopper satisfaction, trust in the retailer and subsequent shopper intentions. The purpose of this paper is to better understand these relationships and extend existing research on the use of mobile internet devices …

What Supports Are Needed To Encourage And Assist Community Festivals And Events To Succeed And Grow? An Empirical Study., Helen Mcdwyer

Theses

Abstract: Communities are motivated to host festivals and events for a myriad of reasons. They generate important economic and social benefits for an area with increased visitor numbers, increased local spending and greater community cohesion. Festival and event tourism is an important segment of the overall tourism product in Ireland, particularly in an area such as Kerry where there is a heavy reliance on tourism. Many festivals and events in Kerry are organised by community and voluntary groups and yet these groups are increasingly pressurised to increase the professionality of their offering to compete for regional funding and sponsorship. Changes …

Regulatory Changes, Board Monitoring And Earnings Management In Nigerian Financial Institutions, Ishaq Ahmed Ishaq Ahmed Mohammed, Ayoib Che-Ahmad, Mazrah Malek

DLSU Business & Economics Review

This paper explores the heterogeneity of board of directors and shareholders involvement in the audit committee in addressing the question of whether the board of directors and audit committee shareholders are effective in suppressing earnings management after the implementation of 2011 revised Code of Corporate Governance in Nigeria. The paper utilized data generated after the implementation of the new Code. It examines explicitly board effectiveness and audit committee shareholder chairman on earnings management in Nigerian financial institutions. The study utilizes a dynamic panel data model of the generalized method of moment (GMM) in analyzing the data. The empirical results suggest …

Enhancing Consumer Engagement In An Online Brand Community Via User Reputation Signals: A Multi-Method Analysis, Sara Hanson, Lan Jiang, Darren Dahl

Marketing Faculty Publications

Generating and maintaining consumers’ engagement in online brand communities is critical for marketing managers to enhance relationships and gain customer loyalty. In this research, we investigate how the type of signal used to indicate user reputation can enhance (or diminish) consumers’ community engagement. Specifically, we explore differences in perceptions of points (i.e., point accrual systems), labels (i.e., descriptive, hierarchical identification systems), and badges (i.e., descriptive, horizontally-ordered identification systems). We argue that reputation signals vary in the degree to which they can provide role clarity—the presence of user roles that deliver information about expected behaviors within a group. Across several studies, …

Society Or The Environment? Understanding How Consumers Evaluate Brand Messages About Corporate Social Responsibility Activities, Sara Hanson, Lan Jiang, Jun Ye, Nagesh Murthy

Marketing Faculty Publications

This research examines how and why consumers evaluate brand messages about corporate social responsibility (CSR) activities differently. Insights from secondary data suggest that brands may prioritize environmental activities over social activities, and vice versa, depending on the type of company. Using a field experiment and surveys, we explore whether consumers’ attitudes toward these brand decisions follow company priorities. We find that consumers perceive brands that sell goods and communicate messages about environmental sustainability activities more positively than services companies, while consumers perceive brands that provides services and communicate messages about social sustainability activities more positively than goods companies. We show …

2019-Alumni Reunion For Uh Class Of 2009, University School, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Upcoming Reunion

Class of 2009 Reunion!!!! The Class of 2009 will be having their 10-year reunion at Yee-Haw Brewing, on Saturday, May 18th, at 2:00 p.m.  Please go to the registration link below for 2009 grads and sign up for the reunion!

https://forms.gle/wwd7zHEVDkHDh9Xk8 

If you have any questions, please contact Liz Russo, [email protected] 

How Motherhood Affects Professional Golf Careers, Kelly Price-Rhea

ETSU Faculty Works

Dr. Kelly Price analyzes the evidence on how becoming a mother can impact an LPGA player's productivity, performance, and earnings.

2019-January-Alum Jill Childress Chosen As Windgate Fellow.Pdf, College Of Arts And Sciences, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

BFA alum, Jill Childress, has been awarded the Windgate Fellowship from the Center for Craft Creativity and Design. This fellowship is one of the most prestigious awards in the nation for undergraduate students focusing in craft-based media. With only 10 fellowships awarded per year, each recipient receives $15,000 in funding. Childress will be using the Windgate Fellowship award to continue her undergraduate exploration of bread/dough, baking, and its overlap with clay & ceramics. 

For more information on the artist and the fellowship please follow this link: https://www.centerforcraft.org/grants-and-fellowships/windgate-fellowship#recent-fellows

2019-August-Global Experiences, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

On a trip this summer to Uganda, Gatton’s student group, led by Dr. Susie Crowe, learned very quickly that the resource-limited country didn’t have access to the same healthcare resources that they were used to having.

“The hospitals were frequently out of medications,” said Crowe, director of experiential education. “As pharmacists, we had to make other recommendations, like changing an antibiotic to something that was available, or reallocate resources or medications.” 

While working with limited resources was a major challenge, the students soon understood how much they were learning from the experience. 

“We hold a lot of knowledge that can …

2019-Student Posters At Ashp Midyear Clinical Meeting 2019, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

The following East Tennessee State University Bill Gatton College of Pharmacy students had posters accepted at ASHP Midyear Clinical Meeting 2019:

• Danielle Casaus ('20), "Residency driven value beliefs among student pharmacists"
• Danielle Eskens ('20), "The Legionella quandary: is empiric coverage for hospital and healthcare-associated pneumonia warranted?"
• Austin Gardner ('20), "Possible drug-induced pancreatitis in a patient receiving cyclophosphamide, vincristine, and prednisone chemotherapy"
• Taylor Gregory ('20), "Pharmacogenomics guided dosing of tyrosine kinase inhibitors in a patient with renal cell carcinoma"
• Mariah Huskey ('21), "Stability of ampicillin in normal saline following refrigerated storage and 24-hour pump recirculation"
• Remonica Jackson ('21), "Comparative stability of …

2019-Notes From The Field- Emily Perez Does Appe Rotation In Infection Diseases At Jcmc, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Meet Emily Perez, who did a May 2019 APPE Rotation in Infectious Diseases with Dr. Paul Lewis at Johnson City Medical Center.

Looking back, what made you decide to pursue the rotation?

EP: Honestly, I love everything infectious disease related! I see myself working as an ID clinical pharmacist in the future, so I wanted to give myself every opportunity to learn from a specialist in a clinical setting. 

What was your favorite part of the rotation?

EP: My favorite part of the rotation was seeing all of the different activities that an ID clinical pharmacist is involved in and …