Marketing Commons^™

Operating A Digital Marketing Agency Out Of China, Singapore Management University

Perspectives@SMU

Mobile Now has to contend with the Great Firewall of China but the opportunities for growth outweigh the technical obstacles

Reflective Practice Series: Selected Instructional Models Using Synchronous Video Conferencing Software, Martin W. Sivula

MBA Faculty Conference Papers & Journal Articles

With the vast array of resources available to instructors, one would think that instruction and teaching would yield success for all learners. Now, well into the 21^st century has much changed in the classroom? Certainly, movable desks and chairs, advanced audio and visual equipment, and a plethora of all types of technologies which might be able to enhance training and education. Over the last several decades research on individualized instruction, cognitive science, educational psychology, and multimedia instruction (to name a few) have permeated the literature on instruction. With all the research and the vast array of studies on improving …

2018-September-Gatton Launches Student Mentoring Program, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

In September, Gatton launched a new mentorship program designed to better connect its students with independent pharmacy owners. Second year student pharmacists interested in becoming independent community pharmacists were assigned independent pharmacy owners as their mentors. Beyond the development of crucial networking opportunities, mentors are scheduled to work one-on-one with their student mentees to develop important leadership and business skills. 

“Formally, the program is designed to last 24 months, but we anticipate the relationships will last a lifetime,” said Dr. Jeffrey Gray, program director and associate professor of pharmacy practice. Inclusion in the program was application based and highly competitive. …

2018-September-01-Global Representative, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-September-01-New Book, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-September-01-Online English Ranking, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-September-01-Psychology Ph.D. Reaccredited, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-September-Faculty Members Mindy Herrin And Andrew Scott Ross Chosen For This Year's Hunter Invitational.Pdf, College Of Arts And Sciences, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Faculty members Mindy Herrin and Andrew Scott Ross have been chosen to participate in the Hunter Invitation IV at the Hunter Museum in Chattanooga, Tennessee. This exhibition highlights some of the most significant artwork being created in the region. Each of the artists in the exhibition expands the boundaries of their chosen mediums through innovative approaches, techniques, and subjects. They were chosen over the course of a year, as Chief Curator Nandini Makrandi visited numerous studios around east and middle Tennessee, north Georgia, and north Alabama. 

Mindy Herrin is a metalwork artist and sculptor whose intricate works incorporate figures and …

Investors' Evaluations Of Price-Increase Preannouncements, Leon Gim Lim, Kapil R. Tuli, Marnik G. Dekimpe

Research Collection Lee Kong Chian School Of Business

Several firms preannounce their price increases with the expectation that such announcements will be evaluated favorably by investors. However, little is known about the actual effect they have on shareholder value. Accordingly, the authors present the first systematic empirical examination of investors' evaluations of 274 price-increase preannouncements (PIPs). Results show that whereas the average increase in abnormal returns following a PIP is 0.51%, almost 41% of the PIPs result in negative abnormal returns. To explore this heterogeneity, the authors propose a conceptual framework that focuses on three key pieces of information that investors can use when evaluating a PIP: information …

A Quantitative Descriptive Case Study On The Alzheimer's Nonprofit Marketing Methods, Stephaine Buffaloe

Doctoral Dissertations and Projects

The problem to be addressed was the deficiency of financial support, as a result of dwindling effectiveness of fundraising using traditional methods needed to meet the Alzheimer’s Association goal of finding a treatment by 2025. The purpose of this quantitative descriptive case study was to examine the current traditional marketing approaches of fundraising for the Alzheimer’s nonprofits. The significance of the study was finding that the survey participants preferred the traditional approach to the nontraditional approach. An entertainment event was the most favored approach. The implication on organizational change was that age, gender, and past donations to religious organizations were …

Gross National Happiness (Gnh): Linkages To And Implications For Macromarketing, Gene R. Laczniak, Nicholas J. C. Santos

Marketing Faculty Research and Publications

This theoretical commentary explores the concept of Gross National Happiness (GNH) and connects it with several central macromarketing concepts such as QoL, ethics, the common good, the purpose of market activity as well as the United Nations’ Sustainable Development Goals. The paper portrays GNH as a normative concept that captures collective well-being; it categorizes GNH, at least from the standpoint of Western moral philosophy, as most closely aligned with classical utilitarianism, and it distinguishes GNH from QoL on the basis of its predominantly aspirational and subjective orientation. It asserts that GNH can be seen as one manifestation of the common …

Motivations To Engage In Word Of Mouth From Non-Market Participants: A Study Using Automotive Business As The Field Of Investigation, Yao Han Kwan

Dissertations and Theses Collection (Open Access)

Word of mouth (WOM) can have significant impacts on businesses. Positive WOM can go a long way in helping to grow a brand while negative WOM may cause considerable damages. Managers have constantly attempted to actively manage WOM but often find it difficult to control. Extensive academic research has also been conducted in this field, with a significant amount of literature built up over the last few decades. The advent of the Internet, social media and consequently electronic WOM (eWOM) further intensified practice and research interest in this area.

Despite decades of research and managerial precepts about WOM, the full …

2018 September, Morehead State University. Office Of Communications And Marketing

Morehead State Press Release Archive, 1961 to the Present

Press releases for September of 2018.

The Relationship Between Consumer Sentiment Towards Advertising And Ad Credibility, Ad Likeability, And Attention To Ads: The Case With Visual Metaphors, Vivek Madupu, Sampathkumar Ranganathan, Sandipan Sen

Journal of Applied Marketing Theory

Popularity of ads with visual metaphors are on the rise. The present study examined the relationship between consumer sentiment towards advertising and ad credibility, ad likeability, and attention towards ads when ads contain visual metaphors. Specifically, this study tested ads which are “A is like B’” (comparison for similarity) and replacement type (only either source or the target is present while the other is absent) metaphors. Sixty-four students from a regional university in the mid-west completed surveys. Our study results indicate that when sentiment towards advertising is high, consumers find ads more credible and pay more attention to ads. However, …

A Model For Perceived Destination Value And Tourists' Souvenir Intentions, Wei Wang, Gallayanee Yaoyuneyong, Pauline Sullivan, Brigitte W. Burgess

Journal of Applied Marketing Theory

This research explores the influence of value perception on tourists’ souvenir purchase decisions. A convenience sample of 380 respondents from a Southeastern U.S. university completed survey instruments regarding their destination, shopping venue, and souvenirs purchased. Results revealed significant positive influences between five value perceptions (functional, emotional, novelty, value for money, and social) and tourists’ souvenir purchase intentions. These results provide valuable marketing and strategic planning insights to destination retailers.

An Exploratory Study Of The Interaction Effects Of Student Service Employees' Job Resourcefulness And Organizational Support In A Campus Setting, Shawn Clouse, Simona Stan, Nader H. Shooshtari

Journal of Applied Marketing Theory

This paper investigates the interactive effects of student service employees’ job resourcefulness and organizational resource support on employees’ commitment and ability to provide high quality customer service, which in turn results in higher job satisfaction and performance outcomes. This exploratory study’s goal was to help campus managers improve service employee development practices. This study involved a survey sample of 98 student employees working in customer service roles at a mid-sized university campus recreation center. The study finds that job resourcefulness is the most important factor that positively determines student employees’ commitment to service quality and skill proficiency, along with job …

Understanding Differences In The Dimensions Of Brand Loyalty Among Generational Cohorts In The Carbonated Beverage Category, Neleen S. Leslie-Piper, Petula Senior

Journal of Applied Marketing Theory

This study explores generational differences in the antecedents of brand loyalty in the carbonated beverage category. Eight loyalty dimensions were examined across three generational cohorts: Millennials, Generation X and Baby Boomers. Results indicate partial support for the study hypothesis. Significant generational differences were only observed for some loyalty dimensions and in most of those cases, Baby Boomers recorded significantly higher scores than Millennials but were not significantly different than other groups. There were also very few differences between Millennials and Generation X.

The New In-Store Consumer: Digital, Engagement, Innovativeness Impact On Unplanned Grocery Shopping And Spending Behavior, Dale A. Cake, Vikas Agrawal, Doug Johansen

Journal of Applied Marketing Theory

Digital technologies are having a profound effect on the grocery retail environment worldwide. Marketers have been intrigued by potential for digital technologies to influence consumers at the point of purchase, yet little is known about how digital technologies impact consumer purchasing decisions. An exploratory PLS-SEM model is used to analyze U. S. panel data and the effect of in-store digital use, consumer innovativeness and engagement on unplanned grocery shopping behavior and spending. This study finds that consumer engagement, rather than in-store digital use, is found to be the key variable when it comes to predicting unplanned shopping and spending. Findings …

What Do We Know About Sports Sponsorships?, John B. Ford

Marketing Faculty Publications

(First paragraph) There is little doubt that a tie-in between a brand and a special event can be quite lucrative. Although past research often has shown that advertising typicality (how well an advertisement is seen to be representative of a particular product category) creates positive advertising effects, there are no known studies that have examined the level of typicality with respect to sporting events in particular.

When Humor Hurts: The Detrimental Effect Of Humor On Brand Attitudes After A Brand Transgression, Lama Lteif

Dissertations, Theses, and Capstone Projects

This work builds on extant research on humor and brand transgressions to demonstrate that the use of humor in brand communication strategies reduces brand attitudes after a transgression. A set of six studies, including a quasi-field study and a field study, show that the use of humor reduces brand trust after a transgression, which in turn, reduces brand attitudes.