Marketing Commons^™

Investigating The Effects Of Personalization On Brand Love: A Study Of Facebook, Trang P. Tran

AMTP Proceedings 2019

This paper investigates how personalized advertising affects customer brand relationship in social media. In particular, this paper develops and tests a conceptual model that captures the impact of perceived personalization on customer brand relationship through an online survey where respondents are free to describe a personalized ad they see on their Facebook.

Eight hypotheses are developed and tested using PLS-SEM. The results show that all hypotheses are accepted except for Hypothesis 7 (the effect of self-expressive brands on brand love). More specifically, the findings confirm that personalized advertising has an impact on consumer perceptions of a brand. Stated differently, as …

Retailers’ Use Of Partially Comparative Pricing In A Usage Category Context: An Exploratory Study, Ellen Campos Sousa

AMTP Proceedings 2019

Partially comparative price (PCP) happens when some products have a comparison price and other products have only the featured retailer’s price (Barone et al., 2004). It is common retailers promote advertisements with products from different product categories, but within the same usage category (e.g., products for Christmas, Mother’s Day, and a barbecue party). However, it is still unexplored how consumers evaluate the non-comparatively priced (NCP) products that belong to the same usage category as a CP product in an advertisement.

This research aims to fill this gap, proposing that items that are not naturally within the same product category may …

Strategic Leadership: Do Supply Chain Management Leaders Make Better Senior Executives?, Stephen M. Rutner, Rebecca A. Scott, William I. Norton, Jr.

AMTP Proceedings 2019

Starting in the 1990’s, various companies began to see Logistics and Supply Chain Management as tools to gain competitive advantage in the marketplace (Li et. Al., 2006). The rise of Supply Chain Management (SCM) as a critical element of various companies’ strategies raises the question of the abilities of various leaders. For most companies, there is an assumption that the senior leader(s) should be a person whose operational and tactical experiences are in the basic function the company performs (i.e., a manufacturing company would be best led by an engineer that progressed through the manufacturing process/floor/plant/etc.) However, the assumption that …

Service Print Advertisements: The Impact Of Brand Personality Perceptions, Attitudes, And Consumption Intentions, Lisa M. Sciulli

AMTP Proceedings 2019

The purpose of this research is to examine respondents’ perceptions regarding service print advertisements. Brand personality characteristics, attitudes towards the service, the ad itself, and subsequent consumption intentions for these services will be explored. Statistical positioning tools provide analytical evidence whereby identified attribute ratings may yield desired service offerings. Results will be further tested with multiple regression to reveal predictive capabilities of the findings with consumption intentions. An advertising framework for positioning strategies for service organizations is provided with theoretical and managerial implications.

Previous research suggests that before a service is purchased consumers look for cues to make assessments of …

Do Perceptions Of Businesses Differ Between Higher And Lower Counts Of Social Media Post Engagements?, Tally Shaw, Melinda A. Mclelland

AMTP Proceedings 2019

Social media is a popular marketing tool that directly connects businesses and consumers. This is a relatively new phenomenon, which requires more understanding on the part of marketers. Understanding how consumers respond to social media posts made by the business is vitally important to the continued success of businesses utilizing social media as part of their marketing efforts. Using social metrics such as “likes” and “shares”, businesses can both measure and influence consumer attitudes and behaviors. This study features an experiment that manipulates the effects of high versus low counts of Facebook likes/shares on Facebook timeline posts. This research extends …

Market Orientation Across Firm Performance Levels; Manager, Salesperson, And Customer Viewpoints, Thomas L. Powers, Dawn B. Valentine

AMTP Proceedings 2019

Market orientation and its impact on firm performance has been a topic of research interest for many years, yet research is still needed to extend this stream of literature in two important areas. Previous research has largely examined a company management perspective of market orientation, excluding the perspective of front line personnel, and that of customers. In addition, performance has been primarily assessed using subjective perceptions as opposed to objective measures. This study is intended to extend the literature beyond these traditional perspectives by examining market orientation from three different viewpoints including managers, salespeople, and customers as it relates to …

Exploring Self-Efficacy With An Emphasis On Direct Selling, Robert A. Peterson, Gerald Albaum, Victoria L. Crittenden

AMTP Proceedings 2019

Self-efficacy, the confidence that one has in his or her capabilities to achieve a goal, is one of the most widely studied constructs in personal selling and sales management research. With few exceptions, self-efficacy has been studied as antecedent to sales performance. The present study differs from prior marketing-related studies of self-efficacy in that it explores whether a direct selling experience can enhance business/professional self-efficacy and personal life self-efficacy. In other words, in the present study self-efficacy is treated as consequent to a direct selling experience. An online survey was conducted in which a nationally representative sample of 495 current …

Perceptions Of Service Profession-Status Stereotyping: Comparisons Of Turkish And American Millennials, Musa Pinar, Coleen Wilder, Tulay Girard, Sinan Nardali

AMTP Proceedings 2019

Employment opportunities in the service industry have created jobs for both genders and raises the question about how these jobs are influenced and evaluated regarding occupational stereotyping based on prestige and gender (Gottfredson, 1981). For example, Oswald (2003) found that high prestige male occupations were rated significantly higher than high prestige female occupations. Likewise, low prestige male occupations were rated significantly higher than low prestige female occupations, which is indicative of occupational status stereotyping. A relatively small number of studies have been carried out after new service occupations were created from advancements in technology and demographic changes (Belt et al., …

When Not Belonging Means Bad News For The Planet: How A Low Sense Of Belonging Diminishes The Value Of Sustainable Products, Ainslie E. Schultz, Kevin P. Newman, Scott A. Wright

AMTP Proceedings 2019

Consumers increasingly report feeling disconnected from others. They live farther from family, belong to fewer social groups and are more likely to live alone than ever before (Pew Research Center 2015). A low sense of belonging is an aversive state for consumers, since relationships provide access to survival benefits such as resources and protection (Buss 1990). Consumers often use sustainable products to help them experience belonging since these products are typically more expensive than non-sustainable products and can signal that one is a good, cooperative group member who is willing to incur individual costs to maintain a group resource (e.g., …

Exploring Financial Literacy Of Independent Musicians In The Gig Economy, Benjamin O. Milam, Jamye Foster

AMTP Proceedings 2019

The purpose of this study is to gain insight into the elements of the career of independent musicians. Specifically, how they overcome, or fail to overcome, the challenges of a gig economy through knowledge and ability to properly allocate scarce financial resources. The research questions posed are as follows: Does higher financial literacy allow independent musicians to sustain and improve their career in the gig economy? How do independent musicians use financial literacy to sustain their career? How does industry experience affect ability of independent artists to effectively allocate financial resources? To answer these research questions, relevant literature is first …

The Impact Of Brand Love, Brand Attachment, And Electronic Shopping Experience Satisfaction (Eses) On Consumer Willingness To Write Reviews, Michelle Le, Joanne T. Cao, Gallayanee Yaoyuneyong

AMTP Proceedings 2019

The purpose of this study is to examine the willingness of a consumer to write an online review in relation to their love for a brand, their attachment to a brand, and their satisfaction with shopping online for that brand. There are limited empirical studies that investigate the impact of Brand Love, Brand Attachment, and Electronic Shopping Experience Satisfaction (eSES) on online reviews. Brand Love is the extent of emotional attachment that a content consumer feels for a certain brand or trade name whereas Brand Attachment measures the degree or strength to which consumers connects themselves with a brand. Lastly, …

Reverse And Questionable Responses Using The Kano Method In International Surveys, Michael Latta

AMTP Proceedings 2019

New product development has become an international exercise. One method of designing products is the Kano Method. Although not as popular as discrete choice or conjoint, the Kano Method is being used internationally to design products and services. The question process is not as straight forward as discrete choice or conjoint, and that raises questions of utility of the Kano Method when used internationally. This study shows results vary across countries dramatically.

The Relationship Between Retail Store Types And Consumer Price Expectations, Sua Jeon

AMTP Proceedings 2019

As consumers hold distinct belief about competing retailers, there has been considerable development in the way brands are managed in the field of retailing and firms are making significant efforts to create ever richer and more differentiated store identities (Beristain and Zorrilla 2011). Given the abundant choices of retail formats and diverse product categories and brands available to consumers, retailers use every means available to survive and compete (Kumar et al. 2017).

This study provides useful managerial insights into the roles of price expectations in consumer purchase decisions in different product categories along with both national or store brands. With …

Dynamics Of Business Decision Making: Understanding The Role Of Emotions, Nikolina Koporcic, Miika Nietola

AMTP Proceedings 2019

In recent years, there has been a need for deeper understanding of the cumulating knowledge in different science disciplines about human emotions in decision making. Indeed, many traditional economic theories operate with the preconception of utility maximization, which partly contradicts with the recent findings in behavioral economics and neurosciences. In other words, science has shown that we can make suboptimal business decisions under the influence of changing emotional states. Moreover, traditional economic literature has often highlighted the strict division between rational decision making and the effective dimensions of the human mind. This conceptual article therefore challenges these conceptions by exploring …

Is Marketing Science Really Scientific?, Michael Latta, Ismet Anitsal, Michael Mccall, Stephen A. Lemay

AMTP Proceedings 2019

Thirty-five years ago, there was a special issue of the Journal of Marketing in Fall, 1983 concerning whether marketing is a science and what role theory plays in a marketing science. In that issue the following articles concerned with the definition of Marketing and its role in business appeared:

• Shelby Hunt asked the question of whether a general theory of marketing is even possible and what such a theory would be like if such a theory existed.
• Robert Bartels noted that marketing has been defined as having theory and practice, specialization and generalization, as well as established interests and global …

Social Media Listening: Revealing The Indirect Effects Of User Generated Content (Ugc) On Product Adoption, Nga Ho-Dac, Ian Clark Sinapuelas

AMTP Proceedings 2019

Industry studies suggest social media listening espouses several advantages. Evidence from academic research however is lacking and the need to investigate its impact especially in the context of product development is needed. This research explores how UGC influences market outcomes indirectly via its impact on product development. Building on current findings from empowerment-product demand and new product adoption research, we propose that product improvements building on consumer social media conversations are more likely to succeed. Using a system of equations modeling in the open source software context, we verify that increasing forum posts lead to a greater number of codes …

The Social Media Magnet: A New Paradigm In Inbound Marketing Instruction, Kyle A. Huggins, J. Elliot Cunningham

AMTP Proceedings 2019

Social media has changed the marketing environment in ways that traditional marketers could have never imagined just a decade ago. It has rapidly provided a mechanism to communicate on a one-to-one level, allowing marketers to tailor specific messages and content towards a fine-tuned segment of customers. Multiple philosophies on best practices in this digital landscape have provided various methodologies for targeting these customers. During this time of change, these practices have led to the refinement of digital services, including behavioral advertising, search engine optimization, pay per click, content marketing, social media marketing, and organic inbound marketing, among specialized others. In …

Firms Beware! Your Response Matters, Nicole Dilg Beachum

AMTP Proceedings 2019

On April 9, 2017, security personnel dragged a doctor off United Airlines Flight #3411 when he refused to give up his seat on an overbooked flight. Another passenger videotaped the entire incident, sharing it on social media. The video went viral on Twitter with over 87,000 shares and more than 6.8 million views in less than 24 hours. The following day, the CEO of the company responded to the public’s criticism in a statement and internal email to the company (that later went public). His remarks included an apology, but he also attempted to justify how the encounter was handled, …

The Effectiveness Of Celebrity Endorsement On Purchase Behavior: Do Celebrities Raise The Bar?, Delancy Bennett, Yana Andonova, Nwamaka A. Anaza

AMTP Proceedings 2019

Research on the interplay between celebrity endorsers, high-low pricing, and quality has not been examined in the literature. This raises the question of whether celebrity endorsement can compensate for the effect of low prices on consumer quality perceptions. Across two studies, one using archival data and one using an experiment, we find evidence that the presence of celebrity endorsers can offset the effect that a low price has on consumer quality perceptions. Further, willingness to purchase is higher for a low-priced product endorsed by a celebrity. These findings have implications for marketing theory and practice.

Can Fantasy Football Consumers Rely On Player Projections Found On Internet Websites?, David Bojanic, Joel Hillner, Michael Musante

AMTP Proceedings 2019

The popularity of fantasy sports has continued to grow over the past two decades, becoming a multi-billion-dollar industry. While the traditional leagues utilize a one-time draft process with subsequent waivers, daily fantasy sports (DFS) involves picking a new team(s) every week. As a result, traditional leagues require participants to predict the long-term (season) value of a player, whereas DFS requires participants to optimize the team value of players on a weekly basis. Therefore, the average DFS participant places a high premium on weekly player projections by “so-called” experts found on fantasy football websites. The purpose of this paper is to …