Marketing Commons^™

A Longitudinal Investigation Of Customer Cooperation In Services: The Role Of Appraisal Of Cooperation Behaviors, Junzhou Zhang, Chuanyi Tang, Lin Guo, Hangjun Xu

Department of Marketing Faculty Scholarship and Creative Works

The customer cooperation level in behavior change programs (e.g., weight‐loss programs, alcohol‐quitting programs, and debt management programs) is low, which leads to a low program success rate. To address this problem, this study draws on the goal‐driven behavior theory and develops a theoretical framework to explain how goal intention, and behavioral appraisal processes influence the subsequent cooperation behaviors, which, in turn, influence customers’ goal attainment. A two‐wave longitudinal survey was used to test the theoretical model. Results show that customers’ appraisals of the cooperation behaviors play a vital role in influencing customers’ cooperation behaviors. Three appraisal factors (self‐efficacy, instrumental belief, …

Men’S Cosmetics: Challenging Conventional Marketing Wisdom, Dae Ryun Chang

Asian Management Insights

The marketing of men’s cosmetics is challenging conventional wisdom in Asia.

Men and beauty seem to be two contradictory domains because we often rely on an outdated assumption that men only want to appear manly and nothing more. The reality for modern men, however, is significantly different from that perception.

2018-December-01-Model Railroad Clinic, University Marketing And Communications, East Tennessee State University

ETSU News

JOHNSON CITY — Model railroaders are invited to a free clinic co-hosted by the Carter Railroad Museum at East Tennessee State University and the Mountain Empire Railroaders at 6 p.m. on Tuesday, Dec. 18.

Shane Wilson, president of Scale Trains Inc., located in Benton, Tennessee, will lead the clinic held in Brown Hall, room 223, on the ETSU campus. In addition to discussing the production side of scale-model locomotives and train cars, he will take participants behind the scenes at ScaleTrains.com for an inside look at creating a model train company from scratch, as well as how model trains are …

2018-December-01-Next Olympic Hopeful, University Marketing And Communications, East Tennessee State University

ETSU News

JOHNSON CITY — Model railroaders are invited to a free clinic co-hosted by the Carter Railroad Museum at East Tennessee State University and the Mountain Empire Railroaders at 6 p.m. on Tuesday, Dec. 18.

Shane Wilson, president of Scale Trains Inc., located in Benton, Tennessee, will lead the clinic held in Brown Hall, room 223, on the ETSU campus. In addition to discussing the production side of scale-model locomotives and train cars, he will take participants behind the scenes at ScaleTrains.com for an inside look at creating a model train company from scratch, as well as how model trains are …

2018-December-01-Holiday Message, University Marketing And Communications, East Tennessee State University

ETSU News

Season’s Greetings and Happy Holidays to the students, faculty, staff, alumni and friends of East Tennessee State University!

Watch the video above to see what happened when Santa Bucky dropped in for a campus visit before finals week and hear a cheerful tune from ETSU’s a cappella ensemble Greyscale. Click http://bit.ly/SantaBucky to view photos of ETSU students, faculty and staff who visited with Santa Bucky!

ETSU will be closed for the holidays from Dec. 24-Jan. 1.  Offices will reopen on Jan. 2, and spring classes begin Monday, Jan. 14, 2019.

2018-December-01-Morgan Munsey, University Marketing And Communications, East Tennessee State University

ETSU News

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Meet Morgan Munsey

Morgan Munsey, a Church Hill native, is a senior computing major with a concentration in information technology who will graduate on Saturday, Dec. 15 (for complete information on ETSU's fall commencement ceremonies, visit https://bit.ly/2Er3J6u). She is a member of the Roan Scholars Leadership Program, which was established in 1997 by Louis H. Gump to attract the region’s most promising young leaders and develop each student’s unique leadership potential. In addition, she is creator of the program iGit—Involving Girls in Tech, and also holds the titles of Miss Historic Jonesborough 2017 and Miss Johnson City 2018. …

Meeting “The One” At Midnight Is Your Destiny: The Role Of Yuan In Use Of The Taiwanese Social Network, Dcard, Wen-Yueh Shu

Electronic Theses, Projects, and Dissertations

This study examines how Taiwanese college students understand the traditional, culturally Chinese concept of Yuan and its role in their use of a new and distinctive Taiwanese social networking site—Dcard. Particular attention is paid to the Dcard’s unique friending mechanism, which provides users the opportunity to connect (or not) with one, seemingly random new friend each day at midnight. Through thematic analysis of 15 semi-structured long interviews, the study finds that Dcard users understand Yuan as a multi-faceted concept pertaining primarily to interpersonal relationships (relationalism). Users perceive Yuan to influence relationships in a predetermined, causal fashion (fatalism), but they still …

An Exploratory Study Of How To Navigate Brand Management And Improve Sales Performance Through Control Policies, Pavuth Sriaranyakul

Dissertations and Theses Collection (Open Access)

The aim of this study was to examine the effects of alcohol and tobacco control policies on sales performance when two central elements of marketing, communication and promotion programs, are significantly restricted. The study took place in Thailand, which has some of the strongest tobacco control regulations in the world, along with moderately strong alcohol control regulations. Under these regulations, tobacco firms operate in a dark market, with near-total regulatory prohibition on advertising, promotion, and even the display of their products. Alcohol firms operate in a less restrictive or “grey” market, as they face restrictions on advertising and promotion content, …

Student Perceptions Of The Online Customer Experience: A Phenomenological Investigation Of The Behavioral And Experiential Factors That Influence Online Student Retention, William Delaney

Doctoral Dissertations and Projects

The acquisition of the accounts blended and online students experienced formed the foundation for this phenomenological investigation. Emanating from the foundation, the findings of the phenomenological investigation suggested both experiential and behavioral factors influenced the blended and online students’ customer experience. The phenomenological investigation concluded that the mechanics of the blended and online students’ customer, experience effected the blended and online students’ persistence to complete the online program.

2018 December, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for December of 2018.

An Overview Of A Failed Thesis, Avery Lewis

Undergraduate Honors Theses

An overview of a project based thesis that did not have the support or funding to be carried out to completion. The project was based around starting up a summer recruitment program for the East Tennessee State University Music Department. The program would consist of various summer events for high school students used to recruit for the department as well as encourage music and fine arts degrees.

Impact Of Culture On The Pursuit Of Beauty: Evidence From Five Countries, Shilpa Madan, Shankha Basu, Ng Lim, Elison Ai Ching Lim

Research Collection Lee Kong Chian School Of Business

Human beings have always coveted beautiful objects, but the desire to look good is reaching new heights worldwide. Although the pursuit of beauty appears universal, industry evidence suggests that it is particularly strong in Asia. This research examines the effect of culture on the pursuit of beauty. Three studies provide converging evidence that interdependent self-construal increases the likelihood of using appearance-enhancing products. Study 1 operationalizes culture through nationality and self-construal and shows that Easterners (more interdependent) are more likely to use appearance-enhancing products than Westerners (less interdependent). This use is driven by interdependents’ tendency to conform to societal norms, which …

The Transformation Of Globe Telecom, Havovi Joshi, Christopher Dula, Philip Zerrillo

Research Collection Lee Kong Chian School Of Business

Redefining telecommunications in the Philippines. Globe Telecom—a major telecommunications service provider in the Philippines—had a long, pioneering history in the communications business. Incorporated in 1935, it was the first international wireless communications company connecting the Philippines to the rest of the world.

What's In A Name? The Impact Of Subcategory Salience On Value Perception And Upgrade Intention For Multicategory Products, Jin K. Han, Seh-Woong Chung, Yong Seok Sohn

Research Collection Lee Kong Chian School Of Business

Despite many convergence products rapidly approaching market saturation, academic research yet lags behind with the focus still on the primary demand in the introduction stage. The authors close this gap by focusing on how the labeling of convergence products may impact on value perception and upgrade intentions for these products. Convergence products, which combine multiple categories of products into a single device, create a unique naming dilemma for manufacturers and retailers: Whether to opt for (a) a subordinate label—a lower‐level descriptor or name that embodies its subcategory elements (e.g., smartphone or Apple’s iPhone) or (b) a superordinate label—a higher‐level descriptor …

2018-November-28-Mccall Appointment, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Nov. 28, 2018) – A graduate of the Bill Gatton College of Pharmacy at East Tennessee State University has been appointed to one of the highest pharmacy positions in Tennessee.

Gov. Bill Haslam requested Dr. Melissa McCall, of Kingsport, to serve on the Tennessee Board of Pharmacy for the next six years. McCall is a 2010 graduate of the Gatton College of Pharmacy’s inaugural class.

“I am honored and humbled to serve the state in this capacity and look forward to helping the Tennessee Department of Health fulfill its mission to protect, promote and improve the health and …

2018-November-28-Gatton Alumna Appointed To Tennessee Board Of Pharmacy, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Nov. 28, 2018) – A graduate of East Tennessee State University Bill Gatton College of Pharmacy has been appointed to one of the highest pharmacy positions in Tennessee.

Gov. Bill Haslam requested Dr. Melissa McCall, of Kingsport, to serve on the Tennessee Board of Pharmacy for the next six years. McCall is a 2010 graduate of the Gatton College of Pharmacy’s inaugural class.

“I am honored and humbled to serve the state in this capacity and look forward to helping the Tennessee Department of Health fulfill its mission to protect, promote and improve the health and prosperity of …

2018-November-27-Percussion Ensemble Concert, University Marketing And Communication, East Tennessee State University

ETSU News

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JOHNSON CITY (Nov. 27, 2018) – The East Tennessee State University Percussion Ensemble will present its Fall Concert on Sunday, Dec. 2, at 5:30 p.m. in the Mathes Hall auditorium.

The ensemble will perform a variety of literature under the direction of Dr. Matthew Geiger and Logan Ball.  The program features works by John Cage, Henry Cowell, Anders Åstrand and more contemporary composers.

This is the first ETSU Percussion Ensemble concert for Geiger, who joined the Department of Music faculty this fall following the retirement of longtime percussion director Dr. Rande Sanderbeck.

Geiger was a visiting assistant professor of …

2018-November-27-Women On Wednesdays, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Nov. 27, 2018) – “Infertility Finds All the Weak Spots: Effects of Infertility on Women’s Mental, Physical and Relational Functioning” is the topic Dr. Julia Dodd will address in East Tennessee State University’s “Women on Wednesdays” Lecture Series on Dec. 5 at noon at the Reece Museum.

This free public lecture is the last talk of the fall semester in the “Women on Wednesdays” series sponsored by the ETSU Women’s Studies Program.

Dodd will discuss the different effects experiencing infertility has on women’s mental, physical and relationship functioning as shown in results from a recent international, mixed-method study. …

The Influence Of Managerial Optimism And Self-Regulation On Learning And Business Growth Expectations Within An Emerging Economic Context, Stern Neill, Raghuvar Dutt Pathak, Barbara A. Ribbens, Terry W. Noel, Gurmeet Singh

Marketing

This paper examines psychological and behavioral mechanisms that underlie business growth expectations by examining how managerial optimism and self-regulatory focus influence learning behaviors. To empirically examine these relationships, the study situates in a resource-constrained business context by studying managers in two Pacific Island economies. Results indicate that a positive view toward gains encourages exploratory learning in unknown situations; whereas, a less optimistic disposition and avoidance are related to exploitative learning. This finding is consequential as managerial learning that leans toward development of new insights and possibilities is associated with greater business growth expectations versus learning that adheres to familiar and …

Media Guide And Strategic Plan, Ella Greer

Master of Arts in Professional Writing Capstones

An MAPW candidate composes a strategic plan and media guide for a local government office.