Marketing Commons^™

An Evaluation Of The Forecast Performance Of Dsge And Var Models: The Case Of A Developing Country, Shahzad Ahmad, Adnan Haider

Business Review

This paper estimates a DSGE model and three versions of VAR models (VARX, BVARX and BVAR) to analyze forecasting performance of these models in context of Pakistan. VAR models and a medium-scale DSGE model are estimated using quarterly data (1980Q4-2017Q2). Expanding window recursive out-of-sample forecasts for GDP growth, call money rate, CPI inflation and percent change in exchange rate are generated and compared over the period 2009Q1-2017Q2. Forecasting performance is analyzed by the comparison of bias and root mean squared errors (RMSE). Analysis of forecasting performance over 1-8 quarters forecast horizon reveals that BVAR model provides relatively better forecast in …

Emotional Intensity: An Additional Dimension To Understand Emotional Confidence And Purchase Intentions, Wajid Hussain Rizvi

Business Review

This paper explores the role of emotional intensity as a determinant of emotional confidence and purchase intentions. It analyzes the difference between low and high emotional confidence and emotional intensity groups in terms of their purchase intentions in the car buying context. Only valence and combined valence-intensity structural models were used to assess respective influences on emotional confidence. The results reveal that the combined impact of valence and intensity has a greater positive and significant influence on emotional confidence. Furthermore, groups with higher emotional confidence and higher emotional intensity show higher purchase intentions. This study contributes to a better understanding …

2019 January, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for January of 2019.

The Impact Of Fantasy Football On The Nfl Fan: Exploring Differences Between The Fantasy Football Participant And The Traditional Fan, Stefan Sleep, Scott Thompson, Michael L. Thomas

AMTP Proceedings 2019

Fans of the National Football League (NFL) often identify themselves not only with a specific team but also in terms of a broader social group, fantasy football participant. This research utilizes a social identity perspective and data collected from an online context to compare those fans with a team-specific identity to those who also actively participate in fantasy football. Our results show that fans often form a dual identity with the league and the team. This is an important consideration for managers, because while previous research shows that fantasy football participants may attend more games, social identity theory suggests that …

Employee-Based Brand Equity And Word-Of-Mouth Product Referrals., Kristy Grayson, Mee-Shew Cheung

AMTP Proceedings 2019

While the benefits of employee-based brand equity (EBBE) drive value to an organization, employees are often an over-looked asset in the overall marketing mix. Word of mouth (WOM) communications is one of the oldest and most trustworthy sources of advertising, yet little is known about the factors that influence employees to share WOM product referrals with their social network. Through a Grounded Theory approach, data suggests that employees who exhibit higher levels of EBBE behavior share product referrals within their social circle. Also, employees explore their personal and social identity while evaluating a referral decision. Further, they consider relationship and …

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 …

The Facts Behind Gmo Food, Wenbin Liu

Honors Theses and Capstones

No abstract provided.

Challenges International Students And Their Perceive Values At University Of New Hampshire, Win Phyu Phyu Aung

Honors Theses and Capstones

No abstract provided.

Professionalism Kills The Trading Star: Explaining Member Participation In Trading Communities, Sabine Benoit, Jens Hogreve, Christina Sichtmann, Nicola Bilstein

Research Collection Lee Kong Chian School Of Business

Trading communities provide non-commercial members with an online platform on which to exchange goods. Its success depends on member participation; however, little is known about its drivers. Based on literature we identify five drivers. To capture their impact over time,we test a latent growth curve model with longitudinal data, comparing the effects at an initial point of time with their impact on the growth of member participation over three subsequent periods. The results show that providers’ responsiveness and community identification have a positive effect on the initial level, but not on growth. Members’ enjoyment has no level effect, but a …

Perceived Product Creativity And Mental Contrasting: Desired Future On Consumers’ Product Replacement Decisions, Yong Seok Sohn, Kun Woo Yoo, Jin K. Han

Research Collection Lee Kong Chian School Of Business

Consumers often imagine what it would be like to own a new product. Does engaging in such thoughts on desired future impact consumers’ purchase intentions, and if so, what is the underlying process? This study sets out to investigate the posed questions by assessing self-regulatory strategies consumers employ upon pondering on a desired future. Based on Oettingen’s fantasy realization model, the authors take a comparative approach of two modes on desired future—mental contrasting and indulging—en route to purchase intentions. In mental contrasting, an individual juxtaposes a desired future with his/her present reality, whereas, indulging is simply envisioning a desired future. …

To Link Or Not To Link? Multiple Team Membership And Unit Performance, Eean R. Crawford, Cody J. Reeves, Greg L. Stewart, Stacy L. Astrove

Faculty Publications

Multiple team membership is common in today’s team-based organizations, but little is known about its relationship with collective effectiveness across teams. We adopted a microfoundations framework utilizing existing individual- and team-level research to develop a higher-level perspective on multiple team membership’s relationship with performance of entire units of teams. We tested our predictions with data collected from 849 primary care units of the Veterans Health Administration serving over 4.2 million patients. In this context, we found multiple team membership is negatively associated with unit performance, and this negative relationship is exacerbated by task complexity.

An Empirical Study Of Service Recovery Quality And Customer Retention, Kristen Bell Detienne, Joan Westwood

Faculty Publications

This article proposes and empirically tests an original model of service recovery. Customer loyalty significantly impacts a company’s profitability. Customer satisfaction influences customer loyalty, and perceived recovery quality affects satisfaction. Surveys were mailed to 1,476 customers of a large financial services firm. This study examined how customers’ perceptions of the quality of service recovery efforts differs among customer groups. Customer groups were formed according to differing levels of post-recovery customer loyalty in order to study the impact of perceived service recovery quality on customer loyalty. The results of the study indicate that high- and low-loyalty customer groups differ in their …

Moral Development In Business Ethics: An Examination And Critique, Kristen Bell Detienne, Carol Frogley Ellertson, Marc-Charles Ingerson, William R. Dudley

Faculty Publications

The field of behavioral ethics has seen considerable growth over the last few decades. One of the most significant concerns facing this interdisciplinary field of research is the moral judgment-action gap. The moral judgment-action gap is the inconsistency people display when they know what is right but do what they know is wrong. Much of the research in the field of behavioral ethics is based on (or in response to) early work in moral psychology and American psychologist Lawrence Kohlberg’s foundational cognitive model of moral development. However, Kohlberg’s model of moral development lacks a compelling explanation for the judgment-action gap. …

Factors Influencing Consumer Wine Choice: The Case Of Wine Tourism, Margaret Connolly

Books/Book Chapters

This research was undertaken to examine the relationship between the wine tourism activities of consumers and their subsequent wine choices. Exploratory research was undertaken giving specific attention to wine tourism, first, as a factor of influence on decision-making, second, on levels of consumer involvement and third on long-term consumer loyalty. A convenience sample of 12 wine consumers in Dublin participated in the study. Semi-structured in-depth interviews were used to gather the qualitative data used. The findings clearly establish links made by consumers between their wine tourism experiences and their subsequent wine purchase preferences. The findings highlight the importance of facilitating …

Digitally Engaged Consumers: A Multi-Level Perspective Of Higher Education Actors And Their Technology Readiness, Treasa Karney, Roisin Vize, Taeshik Gong

Conference papers

Advances in digital technology and innovation have fundamentally changed the way Higher Education (HE) communities, interact, consume and co-create value (Freberg and Merle 2016; Neier and Zayer 2015). However, differences have persisted between the potential of technology enabled learning and the less consistent realities of technology use within university learning and teaching (Henderson et al. 2015). Therefore, a key aim of this research is to examine how technology readiness of students influences their interaction, engagements, and value co-creation with staff. Through applying the lens of value co-creation, i.e. where value is co-created among actors through their active role of engagement, …

The Same But Different: Understanding Entrepreneurial Behaviour In Disadvantaged Communities, Thomas M. Cooney, Michelle Licciardi

Books/Book Chapters

While entrepreneurship is widely viewed as being equally accessible in all contexts, it could be questioned if potential or nascent entrepreneurs from minority and disadvantaged communities experience entrepreneurship in a similar manner to the mainstream population. This chapter examines immigrant, people with disability, youth, gay and unemployed communities to explore how their entrepreneurial behaviour might differ from the practices of mainstream entrepreneurs. What emerges is that marginalised communities can frequently find it difficult to divorce business from social living. This can have both positive and negative connotations for an entrepreneur, plus they face additional and distinctive challenges that mainstream entrepreneurs …

Entrepreneurship Book Of Vietnamese Cases, Thomas M. Cooney, Vũ Thế Dũng, Trần Hoàng Hải, Vũ Văn Thiệu, Lê Hà Như Thảo, Huỳnh Thị Kim Hà, Tạ Hùng Anh, Đinh Nguyễn Khánh Phương, Huỳnh Minh Nhựt

Books/Book Chapters

This publication ‘Entrepreneurship Book of Vietnamese Cases’ is part of the ‘Supporting Entrepreneurial Development in ICT in Vietnamese HEIs – ICTentr’ project, an initiative which aims to support the national goals of Vietnam to modernise higher education systems and improve skills in ICT through capacity development. The overall objective of this project is to provide ICT students with an entrepreneurial mindset, soft skills and a professional attitude when graduating from the university. The activities are targeted both to students and teachers involved in enhancing innovation. The project is coordinated by the University of Turku (UTU), Finland. The consortium is also …

A Comparative Analysis Of The Attitudes Of Rural And Urban Consumers Towards Cultured Meat, Elaine Shaw, Máirtín Mac Con Iomaire

Articles

Purpose – The purpose of this paper is to perform a comparative analysis on the attitudes of rural and urban Irish consumers towards cultured meat.

Design/methodology/approach – A mixed methods exploratory sequential design was used. This involved collecting qualitative data first, through group interviews, and using the results of these to design the questionnaires for the quantitative data collection, which was analysed using SPSS 24.0 ®.

Findings – Urban consumers were more receptive towards cultured meat and more concerned about the environmental impact of current meat production practices. Rural consumers were more concerned about the possible damaging effect cultured meat …

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 …

An Investigation Into How The Modes Of Persuasion And Valence Affect Perceptions Of Online Reviews, Clinton Amos, Skyler King, Anthony Allred

AMTP Proceedings 2019

Consumers ubiquitously rely on assessments provided by strangers when seeking knowledge or making consumption decisions. Whether buying a car or a toaster, or choosing a restaurant, most consumers would feel lost if they attempted to make these decisions without first seeking verification via an online review. Despite the importance of online reviews in consumers’ daily lives, research on the effectiveness of online reviews is still in elementary stages and questions remain regarding how online review content style affects consumer judgments. Correspondingly, little is known about how message construction (e.g., rhetorical strategies) affects consumer judgments. Using an experimental design, this paper …