Marketing Commons^™

Business Students' Personal Branding: An Empirical Investigation, Lee Allison, Philip J. Boutin, Kevin J. Cumiskey

EKU Faculty and Staff Scholarship

Personal branding is the process by which an individual actively tries to manage others’ impression of their skills, abilities and experiences (Johnson, 2017). It is the marketing of oneself to society (Lair, Sullivan, & Cheney, 2005; Peters, 1997; Shepherd, 2005). While the current job market is touted as being the best in years, employment opportunities for business aspirants in the U.S. economy changed little from 2017 to 2016 when comparing a United States Department of Labor annual report (“United States Department of Labor,” 2018). This suggests that new business graduates continue to face the harsh reality of a challenging environment …

More Than Music: A Case Study On The Marketing Of Outside Lands Music Festival, Emily Haworth

Recreation, Parks, and Tourism Administration

The evolution of marketing has shown a general progression towards experiential and digital marketing, and away from traditional marketing. Digital and experiential marketing are at the forefront of many company’s marketing strategies due to their ability to form lasting brand relationships with consumers. The purpose of this study was to examine the marketing techniques of the Outside Lands Music Festival and their draw on millennials. Research for this study was gathered using a case study guide established by the researcher, which highlighted the past experiential and digital marketing efforts of Outside Lands and their sponsors. The results of this study …

New Product Launch – Syngenta, Kendra C. Legge

Agricultural Education and Communication

Launching any type of new product poses a risk of failure. To ensure success, it is important to know the audience to which a company is launching a product. In Joshua Grossnickle’s book The Handbook of Online Marketing Research: Knowing Your Customer Using the Net he writes, “It's the first rule of business: Know your customer.” It is significant to not only know what makes up an effective product launch, but what the target customers believe make an effective product launch. The chemical company Syngenta is about to launch a new insecticide “Minecto Pro.” Direct feedback from customers about this …

Sexual Harassment: What Utahns Need To Know, Robbyn T. Scribner, Susan R. Madsen, Amber Thackeray

Marketing and Strategy Faculty Publications

Although workplace sexual harassment has likely been around since the conception of workplaces, and sexual harassment has been illegal in the U.S. for decades, it is safe to say that the issue has never received as much attention as it has since the autumn of 2017. High-profile instances of sexual harassment in visible industries such as entertainment, politics, the media, and the nation’s largest businesses have put this issue at the forefront of our national conversations surrounding gender and the workplace. The #metoo stories, shared by millions of women worldwide indicating that they had also experienced sexual harassment or sexual …

Living In A Gender-Binary World: Implications For A Revised Model Of Consumer Vulnerability, Kim Mckeage, Elizabeth Crosby, Terri Rittenburg

School of Business All Faculty Scholarship

Baker, Gentry, and Rittenburg’s (2005) model of consumer vulnerability outlines the personal, social, and structural characteristics that frame consumers’ experiences of vulnerability in the marketplace. Later applications and enhancements have expanded consumer vulnerability theory. While the theory has been applied in numerous settings, to date it has not been used to examine the ways that gender identity may intersect with market factors to produce vulnerability. Application in this setting also allows for the integration of various model enhancements, and the examination of vulnerability using a more complete formulation of the theory. Based on in-depth qualitative interviews and collages, along with …

2018-March-Art And Design Student And Alum To Exhibit Work At Wcu.Pdf, College Of Arts And Sciences, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Congratulations to student Lizzy Rees and alum Marie Porterfield Barry for being included in EXTRA Millennial Art Exhibit at Western Carolina University. EXTRA is a celebration of artwork created by a complex and introspective generation of artists. The exhibit will be on display at the Bardo Arts Center and will run from March 22 - April 6, 2018.

For more information on the exhibit please follow this link: http://www.chelseadobertkehn.com/extra

2018-March-Art For Change - Call For Entries.Pdf, College Of Arts And Sciences, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Art for Change work must be made by ETSU students or alumni. Call for submissions is open to all media and no theme, but inspired by the concept of 'Art for Change'. The selected works for purchase will be displayed on ETSU campus. Price must be listed for possible purchase award, maximum of $400.00 is preferable. Bring actual work to room 213 Ball Hall from March 23 - April 6, 2018, with completed entry forms and label the actual art work.

Please click on this link to download the entry form: Art for Change

2018-March-01-Ally Wells, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-March-01-Boone Dam Tour, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-March-01-University Health Center, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-March-Ceramics Professor Lindsay Rogers To Give Talk For Women's. Gender, And Sexuality Studies.Pdf, College Of Arts And Sciences, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Art & Design Ceramics professor Lindsay Rogers will be giving a talk on Wednesday, March 28, 2018 for the Women's Studies lecture series Women on Wednesdays. Rogers topic is Pottery, Food, and the Labor of Making Objects. The lecture will begin at 12:00pm in the Multicultural Center Presentation Room located in the DP Culp Center on the ETSU campus.

For more information on the lecture series please follow this link: [email protected]

Consumers As Legitimating Agents: How Consumer-Citizens Challenge Marketer Legitimacy On Social Media, Ella Lillqvist, Johanna K. Moisander, A. Fuat Firat

Marketing Faculty Publications

Previous research has shown that consumers increasingly challenge the legitimacy of marketers and unsolicited marketing communication in online contexts. Based on a qualitative study, this article examines how and for what reasons consumers challenge marketer legitimacy—the perceived appropriateness of marketers and their activities—in the empirical context of Reddit, a popular social news and community website. The study suggests that consumers challenge or accept marketer legitimacy in online communities based on particular, community and situation specific, legitimacy criteria that reflect and reproduce the values and norms of the community. In doing so, it is argued, consumers play a role as …

A Simple Procedure To Correct For Attenuation Of Anova Statistics In Decision Sciences Research, Srinivas Durvasula, Manoj K. Malhotra, Subhash C. Sharma

Marketing Faculty Research and Publications

Studies in the field of Decision Sciences that employ multi-item rating scales to measure latent constructs have predominantly used ANOVA rather than Means and Covariance Structure Analysis (MACS) in order to investigate group mean differences. However, traditional statistics in ANOVA (e.g., t and F) attenuate when dealing with imperfect measures, which in turn potentially leads to incorrect interpretation of results in the form of accepting the false null hypothesis and/or underestimating the true effect size. To address this issue, we describe in this paper a new but simple procedure to disattenuate the ANOVA-based statistics for measurement error. Using previously published …

2018-March-Mfa Exhibition 'Undesirable Forms' On Display At Tipton Gallery.Pdf, College Of Arts And Sciences, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Undesirable Forms by MFA candidate Maria Risner will be on display at the Tipton Gallery through March 30th. The artists reception will take place Friday, March 23 from 6-8pm.

For more information on the artist and the exhibition please follow this link:
https://calendar.etsu.edu/EventList.aspx?view=EventDetails&eventidn=23768&information_id=89911&type=&syndicate=syndicate

2018-March-01-Kathryn Jenkins, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-March-2018 Bfa Senior Exhibition.Pdf, College Of Arts And Sciences, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

The ETSU Department of Art & Design and the Reece Museum proudly present ‘2018 BFA Senior Exhibition‘. The exhibition runs from March 12 to April 6, 2018. The public Gala Reception is on March 22, Thursday, from 5 to 7 p.m., with ETSU Associate VP for Student Engagement and Dean of Students Dr. Jeff Howard as guest of honor.

For more information on the exhibit and the artists please follow this link: https://calendar.etsu.edu/

2018-March-Alum Gediyon Kifle's Exhibit 'Finite Disappointment : Infinite Hope' Currently On Display At Reece Museum.Pdf, College Of Arts And Sciences, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Alum Gideyon Kifle, a Washington DC-based photographer, is currently exhibiting work at the Reece Museum. Kifle's photographs give tribute to the late Rev. Martin Luther King and his ongoing saga for justice and racial equality. The exhibition provides an innovative and educational retelling of historical narratives viewed from an African-American artist's perspective.

The exhibit entitled Finite Disappointment / Infinite Hope will be on display until March 23, 2018. For more information about the artist and the exhibit please follow this link: http://www.tadias.com/01/15/2018/spotlight-finite-disappointmentinfinite-hope-exhibit-by-gediyon-kifle-honors-dr-king/

Bringing Awareness Of Associated Students, Inc. Club Funding Opportunities To Cal Poly Clubs: Increasing Participation Through Public Relations, Abby Lee Cavanaugh

Journalism

The following study investigates the strategies and tactics that are most important when developing and implementing a public relations campaign geared towards university students. It analyzes the best practices of researching, creating and evaluating awareness programs. This study serves as the basis for the “Bringing Awareness of Associated Students, Inc. Club Funding Opportunities to Cal Poly Clubs: Increasing Participation Through Public Relations” campaign. In this campaign, Associated Students, Inc (ASI) Club Services is seeking to increase awareness and participation in its club funding program. The campaign includes a situation analysis, SWOT analysis, goals, objectives, target audience, media, strategies, tactics, evaluation, …

Consuming Digital Technologies To Enact Identities: An Exploratory Study Among Mothers, Meera Venkatraman

Journal of Applied Marketing Theory

This manuscript explores mothers’ consumption of digital technologies to enact their individual, relational, and familial identities. Using multi-method qualitative research techniques including phenomenological interviewing, image- based auto-elicitation, and home visits, it finds mothers purposefully consume digital technologies to negotiate, construct, and enact identities. Specifically, mothers use a repertoire of four appropriation strategies: mastering, partnering, domesticating, and avoiding. Mastery is a multi- year project in which mothers enroll in digital educational programs, qualify, and create new professional identities. In domestication, mothers assert themselves on technology managing their inclusion/exclusion in the time and spaces of family life, thereby enacting parental identities. In …

Going Off Course: A Case Study On The Marketing Strategy Of Patagonia, Jamie Elizabeth Drawbridge

Recreation, Parks, and Tourism Administration

In recent years, society has seen a shift in marketing practices from traditional to non-traditional strategies in order to stand out amongst competitors and connect with customers. This is especially true of the outdoor gear industry. With participation in outdoor recreation on the rise, companies in the outdoor gear industry must come up with marketing strategies as active as its consumers. The purpose of this study was to examine the marketing strategy of Patagonia. The research for this study was conducted using a case study matrix, created by the researcher, in order to evaluate Patagonia’s marketing strategy. This study found …