Marketing Commons^™

Sustainable Consumption Under Structural Constraint: Insights From Indigenous Communities On The Great Plains, Glen Marshall, Rand Wergin

Mountain Plains Business Conference

Resource-constrained communities, particularly Indigenous and remote communities, remain critically understudied in the business literature despite persistent socioeconomic challenges. This study employs a mixed-methods approach to explore barriers to sustainable consumption in these resource-limited contexts. It examines consumer attitudes toward sustainability and identifies key barriers to sustainable consumption. Understanding these barriers is crucial for entrepreneurs seeking profitable and socially beneficial ventures, as well as for policymakers designing social or economic initiatives. This research provides actionable insights for tribal governments, business professionals, policymakers, and others seeking to promote sustainable economic growth, community health, and positive externalities in underserved communities.

Consumer Response To Ai Technology In Beauty Product Marketing, Xiaoying Feng, Eunkyu Lee Dr, Liangbin Yang Dr

Mountain Plains Business Conference

This research investigates consumer interactions with AI-powered shopping assistance in skincare retailing. Skincare presents a compelling context where vast product selections intersect with consumers' diMiculty assessing skin conditions. AI technology can enhance decision quality through instant skin diagnosis and recommendations, but it requires understanding how consumers respond to such technology. Our multi-method approach combines focus groups, laboratory experiments, and field experiments using an AI-powered skin analysis system. Focus groups reveal positive responses to the technology's detailed diagnoses, with participants showing heightened sensitivity to visual information and social comparative metrics.

Our lab experiment (2×2 between-subjects design) examines how visual presentations and …

Cv: James Oakley (Marketing), James Oakley

Business Administration, Marketing, and Supply Chain Management Department Faculty Curricula Vitae

No abstract provided.

2025-October-14-The Memory Of Driver Chambers, University Advancement, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

Exploring Customer Satisfaction Drivers In The Automotive Sector: A Study Of Volkswagen In Chennai, Sridhar M, Karthik Rajan C S

Management Dynamics

This study examines the key drivers of customer satisfaction among Volkswagen car owners in Chennai, a major metropolitan market within India’s rapidly evolving automotive sector. As competition intensifies and consumer expectations shift, understanding the multidimensional aspects of satisfaction spanning product quality, performance, after-sales service, brand perception, and pricing has become essential for enhancing customer retention and loyalty. Employing a structured questionnaire administered to 100 Volkswagen customers, the study uses both descriptive and inferential statistical tools to identify significant satisfaction determinants. Findings reveal that while customers express high satisfaction with product performance and driving experience, concerns persist regarding service accessibility, mechanical …

A Meta-Narrative Of Consumer Journeys In Access-Based Consumption: A Case Of Fashion Rentals, Swapnil Saravade, Mohammad Ali Zolfagharian, Reto Felix, Lorena Garcia Ramon, Jacob Almaguer, Hazel Husne Dadanlar

Marketing Faculty Publications

Purpose – The current research aims to identify a meta-narrative that depicts a big picture of the consumer journey with access-based consumption (ABC). Specifically, this research reveals the points of engagement and disengagement with ABC, as well as the transitions between them.

Design/methodology/approach – A qualitative research methodology is applied wherein online reviews and blogs pertaining to Rent the Runway (RTR), an access-based fashion company that enables consumers to rent designer dresses and accessories, are analyzed. Specifically, individual textual narratives of users’ experiences with RTR are analyzed, and a meta-narrative is identified that depicts an overarching story of the …

Unveiling The Impact: Religious Destination Image And Its Role In Shaping Sustainable Tourist Behaviors, Sabari Shankar Ravichandran Dr

International Journal of Religious Tourism and Pilgrimage

Historically pivotal for local economies, religious tourism and pilgrimage tackles contemporary challenges such as overconsumption, climate change, and evolving tourist motivations, necessitating a focused commitment to sustainability. This study, utilising a sample size of 153 visitors to a religious site and Structural Equation Modelling, examines the influential role of religious destination image in shaping tourists’ sustainable behaviours. Significant correlations emerge between attributes of religious destination image—sacred site, spiritual attraction, and more—and sustainable tourist behaviours. Key findings encompass green transport use, regenerative behaviour, responsible cues, and waste consciousness as the most evident sustainable behaviours. Beyond academic realms, the research informs destination …

The Effect Of Customer Perception Of Service Failure And Recovery On Relationship Dissolution Behavior: Evidence In Airline Services, Jihyo Moon, Sang-Lin Han, Jong Won Lee

Asia Marketing Journal

Many previous studies have been conducted on service failure and recovery, but the existing preceding studies are mainly focused on positive behavioral intentions such as loyalty, word of mouth intention and recommendation intention. Therefore, there is relatively little interest in customers’ negative behavioral intentions.

In today’s society where SNS is very developed, customers’ complaints or retaliatory actions can be spread to other customers without time and space limitations, which can have a great negative impact on the company’s image. In this respect, it is a very important task for service companies to examine the impact of service failure and recovery …

The Effect Of National Brand Failure On Micro-National Image And Attitudes Toward Other Brands: The Moderating Role Of Ethnocentrism, Lingge Jia, Seong Do Cho

Asia Marketing Journal

This study examines the effect of failures by prominent Korean brands on Korea’s micro-level national image and other Korean brands among Chinese consumers, focusing on technological capability and design dimensions, and the moderating role of consumer ethnocentrism. Data was collected through surveys that presented scenarios of varying degrees of brand failures and analyzed using AMOS and Hayes Process Macro. Results reveal that typical brand failures negatively affect perceptions of Korea’s micro-national image, particularly in terms of technology capability and design. Additionally, higher levels of ethnocentrism amplify the negative effect of brand failures on the design dimensions of Korea’s image. However, …

Giving Locally Or Globally? How The Destination Of Corporate Charitable Donations Shapes Consumer Brand Preferences, Ohjin Kwon, Young Jee Han, Hakkyun Kim

Asia Marketing Journal

We investigate how the geographic destination of charitable corporate donations influences brand preferences. We predict and find that consumers demonstrate a stronger preference for brands that engage in domestic donations as opposed to those that contribute to foreign causes. Additionally, we find that the preference for domestic donations is more pronounced among consumers exhibiting higher levels of nationalism and lower levels of residential mobility. Our research findings offer managerial implications for tailoring CSR strategies to resonate with specific consumer segments. We provide insights for companies aiming to optimize the impact of their philanthropic endeavors.

Saving Face While Earning Rewards: Reward-Both Referral Programs More Effectively Elicit Referrals For Experiential Purchases Than Reward-Me Programs, Hyunkyu Jang, Raj Raghunathan

Asia Marketing Journal

Companies offer rewards when an existing customer invites a new customer to try their product, but the recipient of the reward varies depending on the type of referral program. In Reward-Me programs, only the recommending customer is rewarded, while in Reward-Both programs, both the recommender and the recipient who acts on the recommendation are rewarded. We examined whether purchase type (material vs. experiential) moderates the impact of a reward program on referral likelihood. The results reveal that purchase type does moderate referral likelihood across the two types of reward programs: for material purchases, referral likelihood does not differ between the …

Hedonic And Utilitarian Products For The 21St Century: Classification Of Modern Product Categories, Jin-A Choi, Sufyan M. Baksh, Hyuk Jun Cheong

Asia Marketing Journal

Consumer purchasing behavior varies according to the type of product being considered. Notably, these behavioral differences become more salient depending on whether a product fulfills a utilitarian function or offers hedonic gratification. The present study aims to develop a novel product classification model that categorizes contemporary goods and services based on the extent to which they possess hedonic or utilitarian value. Methodologically, the study employed a two-stage approach. In the first stage, to identify appropriate products for inclusion in the classification model, the researchers conducted focus group interviews, a comprehensive literature review, and an analysis of major retailers’ websites. In …

Customer Satisfaction And Shareholder Value In The Hospitality And Tourism Industry: The Moderating Role Of A Ceo’S Marketing Experience, Minchung Kim, Yonghee Kim

Asia Marketing Journal

Despite the long history of research examining the effects of firm-level customer satisfaction on shareholder value, the existing findings are mixed for the hospitality and tourism industry where customer satisfaction is particularly important for the success of firms. The inconsistent results require further examination of the shareholder value relevance of customer satisfaction. This study offers a comprehensive understanding of the topic by examining the effects of customer satisfaction not only on equity return but also equity risk, and identifying a key contingency. Using annual American Customer Satisfaction Index (ACSI) for publicly traded “restaurant”, “hotel”, and “airline” firms, this study finds …

Best Practices In Marketing And Creative Outreach For New Transportation Technologies, William Riggs, Caillou Dasalla, Cayden Rooney, Vaasu Bhartia

Mineta Transportation Institute

Emerging transportation technologies—including electric vehicles (EVs), micromobility solutions, autonomous vehicles (AVs), hyperloop systems, and mobility-as-a-service (MaaS) platforms—are rapidly reshaping mobility patterns and urban environments. As these innovations gain traction, it becomes increasingly important to address concerns, communicate advantages, and foster trust across communities. This project examines marketing best practices for promoting emerging mobility solutions, synthesizing insights from scholarly research, industry standards, and case studies of successful campaigns. Emphasis is placed on the shift toward “snackable,” visually engaging content delivered through widely used social media platforms such as TikTok, Instagram, and Snapchat, which are increasingly central to reaching diverse audiences. The …

Search Engine Marketing (Seo) – Discussion Board Assignment, Feygens Saint-Joy Jr

Open Educational Resources

Discussion board on SEO best practices and discovery.

Click Or Skip? How Ad Format And Disclosure Shape Engagement And Purchase Intention, Emily M. Burke

Student Publications

As digital marketing continues to be the dominant channel for consumer engagement, understanding the factors that influence ad effectiveness is increasingly important. This study examined how advertisement format (image vs. video) and sponsorship disclosure (non-sponsored vs. sponsored) influence engagement and purchase intention among college students. Using a 2 x 2 experimental design within an online survey, 88 participants viewed one of four real social media ads and completed measures of engagement and purchase intention. Multiple regression results showed that video ads produced higher engagement and purchase intention than static image ads, whereas sponsored ads led to lower engagement and purchase …

Three Cheers For Print!, Jillian Lacross

AADEJ - The Communicator

This guest feature argues that print magazines are a worthwhile and necessary investment for associations, focusing on the three pillars of expectation, engagement, and experience. Print publications establish trust because they imply an inherent vetting process; affluent consumers trust print magazines the most, and print advertisements are significantly more trusted than social media ads. Print provides a respite from digital fatigue, with Worldmetrics finding that readers spend an average of 41 minutes engaging with a printed magazine, far exceeding the 3 to 7 minutes typically spent online. Printed materials enhance retention, recall, and emotional processing, strengthening the association's brand. Ultimately, …

2025 October, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for October of 2025.

Decoding Influence: Cosmetic Industry Strategies, Media Beauty Standards, And Their Mental Health Impact On Generation Z Consumers, Tatiana Avila Velasquez

Undergraduate Theses and Capstone Projects

This research explores the complex relationship between cosmetic industry marketing strategies, media-driven beauty standards, and the mental health of Generation Z consumers. Utilizing both qualitative and quantitative methods, the study examines how frequent exposure to curated beauty ideals and persuasive advertising shapes self-esteem, confidence, and personal identity among young adults. Through surveys and in-depth interviews, the research highlights the evolving nature of cosmetic use, revealing how early engagement with beauty products often stems from social conditioning and personal insecurities. Participants describe a shift from using cosmetics as a means of concealment to embracing them for creative expression and self-care. However, …

Reasons Behind Public Refusal To Vaccinate During The Covid-19 Epidemic In Egypt: A Structural Equation Modeling Approach., Hossam A. Deraz Dr., Mariam Elhendy

Business Administration

This study seeks to investigate the reasons behind the public's refusal to get the COVID-19 vaccine in Egypt. Specifically, we investigated how the social norms, health belief model, country of origin, and belief in conspiracy predict the refusal of Egyptians to receive the vaccine, as well as how attitudes toward vaccination may mediate the relationships among these variables. The educational distribution of the frame of the sample may suggest that individuals with higher education levels are more likely to exhibit vaccination refusal behaviours. By using structural equation modelling, the 442 collected questionnaires reflect that both perceived conspiracy and perceived severity …