Marketing Commons^™

What Women’S Networks And Groups Can Do To Strengthen The Impact Of Utah Girls And Women, Susan R. Madsen

Marketing and Strategy Faculty Publications

This idea sheet is based on a 2018 gathering of 65 leaders of women’s networks, groups, and organizations in Utah in many arenas. It provides an overview of opportunities to influence cultural attitudes in ways that are relevant in all settings, followed by specific ideas and solutions to advance and empower women and girls in more distinct environments.

Fresh Squeezed Fitness: A Case Study On The Marketing Of Orangetheory Fitness, Emma Schmidt

Recreation, Parks, and Tourism Administration

The fitness industry has grown immensely in the past decade as a form of health management. The industry has expanded to offer niche fitness facilities that cater to individuals’ specific needs and motivations. The purpose of this study was to examine the best marketing and branding practices utilized by Orangetheory Fitness. The research for this study was collected using a case study matrix, developed by the researcher, to evaluate Orangetheory Fitness’ marketing strategies. The study resulted in findings indicating the importance of technology advancement and brand differentiation pertaining to the success of Orangetheory Fitness. It is crucial for Orangetheory Fitness …

Project Renew Worcester, Danni Yue, Amy Zhang, Jing Han, Omid Ashrafi, Yiming Xu

School of Professional Studies

n The client for this capstone project is RENEW Worcester which is a fledgling solar power project whose main goals are to bring renewable energy in the form of solar power into local, primarily low-income communities and are committed to the mission of making the transition off of fossil fuels to clean, renewable power. Based in Worcester, Massachusetts, they are a local chapter of Co-op Power which is a consumer-owned sustainable energy cooperative (co-op) made up of numerous different local chapters all over the New England area as well as the state of New York. The problem that we will …

Differential Effects Of Local Identity And Global Identity On Two Important Aspects Of Consumer Behavior: Price-Quality Judgments And Creativity, Sijie Sun

Marketing Dissertations - Archive

Globalization has substantially influenced the world economy and also individuals. As a person with a cross-cultural background, it is fascinating to observe that different identities change individuals’ behavior. My dissertation focuses on cultural psychology and creativity with a specific focus on analyzing the effect of consumers’ local or global identity influences different aspects of consumer decision-making. In the first essay, consumers often rely on price to judge a product’s quality, especially when they do not have sufficient knowledge about attributes.However, how is such a tendency affected by consumers’ local-global identity, product type(e.g., services vs. goods; hedonic vs. utilitarian), and distribution …

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

ETSU News

As we enjoy the excitement of a new year, let’s take a moment to look back at 2018. In case you missed it, or want to remember the milestones and achievements celebrated by the ETSU community this year, take a look at the headlines below.

Be sure to share your favorite stories with friends and family, and on social media.  New audiology clinic opens in Elizabethton 

Seven athletes with ties to ETSU selected to compete in Winter Olympics

Open textbook network established

Dr. Brian Cross named a Fulbright Scholar

Gatton’s GenRx committee named best in nation for the third time …

2018-December-01-Archives Anniversary, University Marketing And Communications, East Tennessee State University

ETSU News

JOHNSON CITY – East Tennessee State University’s Center of Excellence for Appalachian Studies and Services (CASS) is marking the 40^th anniversary of the founding of its Archives of Appalachia.

During the past four decades, the Archives of Appalachia has acquired a world-class repository of more than 800 collections, 84,000 sound recordings and nearly 8,000 moving images, making it one of the world’s leading regional archives.

The Archives began in 1978 to promote an awareness of and appreciation for Appalachian culture and history.  Among its earliest collections was the Burton-Manning collection, an oral history archive of Appalachian folklore, manners and …

2018-December-01-Dr Beth Anne Fox Appointed Associate Dean Of The Quillen College Of Medicine, University Marketing And Communications, East Tennessee State University

ETSU News

Dr. Beth Anne Fox has been appointed Associate Dean of the Quillen College of Medicine and Chief of Staff for the Office of the Dean.  She was named to the current role by Interim Dean of Medicine Dr. William A. Block.

Dr. Fox is a 1998 graduate of Quillen and she completed her family medicine residency at ETSU in 2000.  She has served as a faculty member in the Department of Family Medicine for the past 15 years and currently holds the rank of Professor.  Her leadership roles in the department have included serving as Vice Chair and as Program …

2018-December-01-Renaissance Child Winter Enrichment, University Marketing And Communications, East Tennessee State University

ETSU News

JOHNSON CITY – Children in grades K-6 are invited to attend the Renaissance Child Winter Enrichment for a festival of winter fun from Wednesday-Friday, Jan. 2-4, 2019.

This three-day camp is sponsored by the Office of Professional Development in East Tennessee State University’s School of Continuing Studies and Academic Outreach.

Campers will participate in a variety of holiday arts and crafts, games and winter fun enrichment activities.  The camp includes a trip to Ober Gatlinburg on Thursday to see the holiday lights and to ice skate.

Campers may be dropped off at ETSU’s Sam Wilson Hall at 8 a.m. and …

2018-December-01-Seven Habits, University Marketing And Communications, East Tennessee State University

ETSU News

JOHNSON CITY – This past summer, East Tennessee State University faculty member Dr. Deborah Harley-McClaskey got an unexpected phone call.

“It was from Sean Covey, the author of ‘Seven Habits of Highly Effective College Students’ and President of FranklinCovey Education,” recalls Harley-McClaskey, an associate professor in the Clemmer College. “He and his staff wanted to know if I would consider interviewing to be the co-author of the next edition of his book – I was completely blown away.”

“The Seven Habits of Highly Effective College Students” is a widely-taught textbook derived from Stephen R. Covey’s global bestseller “The Seven Habits …

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 …

Normas Dominantes En Las Decisiones Éticas Y Actitudes De Los Estudiantes Universitarios: Teoría Y Prueba Empírica Obtenida En México, Miguel Sahagun, Arturo Z. Vasquez-Parraga

Marketing Faculty Publications

Para que la fuerza laboral de un país se comporte de manera ética en el ejercicio profesional es necesario que durante su preparación educativa desarrolle una base ética sólida que le permita resolver dilemas éticos de manera correcta. Estudios previos demuestran que trabajadores no éticos usualmente fueron también estudiantes no éticos. El principal objetivo de este estudio fue conocer la orientación ética de los estudiantes universitarios en México y evaluar las diferencias de orientación entre los alumnos de postgrado y pregrado, y entre los alumnos de las carreras económico-administrativas e ingeniería. También se buscó medir las actitudes de los estudiantes …

2018-December-01-2019 Grammy Nominees, University Marketing And Communications, East Tennessee State University

ETSU News

JOHNSON CITY – Two individuals with ties to East Tennessee State University are among the nominees for the 2019 Grammy Awards.

Dr. Ted Olson, a professor in the Department of Appalachian Studies, and co-producer Richard Martin received a nomination for Best Album Notes for “4 Banjo Songs, 1891-1897: Foundational Recordings of America’s Iconic Instrument” by the late Charles A. Asbury.  This album features the first-ever release of minstrel-era banjo recordings, played by an African American veteran of the minstrel stage, and Olson says some of the recordings in this release are probably the oldest extant recordings of banjo music. …

2018-December-01-Asking What If, University Marketing And Communications, East Tennessee State University

ETSU News

JOHNSON CITY – During the past year, faculty members in the Department of Biomedical Sciences at East Tennessee State University’s Quillen College of Medicine were awarded $6.7 million in new extramural funding.

The grant proposals were funded by agencies such as the National Institutes of Health, American Heart Association, American Foundation for Suicide Prevention, and the Swiss National Science Foundation and will support research studies in the areas of heart disease, neurological and psychiatric diseases, infectious diseases and cancer.

“This is an era in which earning extramural support for research projects has become increasingly competitive, and the success our department …

2018-December-01-Reunion Agents, University Marketing And Communications, East Tennessee State University

ETSU News

JOHNSON CITY – Members of the East Tennessee State University Class of 1969 and Golden Fifties Club who are interested in serving as class reunion agents for the 2019 Spring Weekend are being sought by the ETSU National Alumni Association.

These agents will be asked to encourage their classmates to attend the spring reunion on May 3-4, 2019.  Planning begins Jan. 10.

ETSU President Brian Noland will host the 1969 reunion class and Golden Fifties Club – comprised of ETSU alumni who graduated 50 or more years ago – during the Spring Weekend.

The weekend includes a brunch, tours of …

Are Accounting Firms Breaching The Age Discrimination Act With The Inclusion Of Mandatory Retirement Provisions, Emily Haggard

Marketing Undergraduate Honors Theses

Age is just a number. This phrase has been murmured time after time in history. From famous movie scenes, song lyrics, pages in books, and wisdom from mothers, everyone has heard this at least once in their lives. Some joke that age only matters in wine and cheese. Some argue that age is all a limitation that the mind gives you. People are taught to never ask a woman how old she is, and as a society we celebrate certain ages such as twenty-one and sixteen, yet shun and deny those such as thirty and fifty. There are rules for …

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 …

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.

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.

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 …