Marketing Commons^™

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]

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 …

The Impact Of Bilingual Labeling In The U.S. On Package And Product Evaluation, Mahesh Gopinath, Myron Glassman, Prashanth Nyer

Journal of Applied Marketing Theory

This paper explores the effect of bilingual (English-Spanish) product packaging on the perceptions of U.S. consumers toward the package and the product inside. Two experimental studies show that 1) products in bilingual packages are seen as targeting Hispanics living in the U.S., 2) package characteristics and the product itself are rated lower when the product is in a bilingual package versus an English-only package, especially among highly ethnocentric subjects, and 3) of the three bilingual formats tested (English on two sides with Spanish on the other two; an English paragraph followed by a Spanish paragraph on the same side; and …

An Examination Of Motivation And Identification Of Football Fans, Jennifer Y. Mak, Carina King, Jinmoo Heo

Journal of Applied Marketing Theory

This study examined the fans motivation to attend the National Football League (NFL) games and how it relates to fan identification. Data from 158 fans who attended regular season games in a Midwestern city in the United States were analyzed using regression to determine the degree to which fan identification could be explained by motivation factors. It was found that self-esteem, entertainment, escape, and eustress explained 40.1% of the variance in fan identification. Understanding that fans have different levels of identification and different types of motivations will enable sport marketers can better tailor strategies to more effectively reach target markets.

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/

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 …

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

Morehead State Press Release Archive, 1961 to the Present

Press releases for March of 2018.

Examining Differences Among Primary And Secondary Rivals: Are Fan Perceptions, Behavioral, And Consumption Intentions Influenced By Degree Of Rivalry?, Cody T. Havard, Lamar Reams

Journal of Applied Marketing Theory

The current study investigated how the relevance of a rival influences perceptions and behavioral intentions toward the rival and favorite team. In particular, fans of intercollegiate athletics reported their (1) perceptions of a rival team, (2) willingness to consider committing anonymous acts of aggression toward rival participants and fans, and (3) likelihood to consume their favorite team when playing either a primary and secondary rival team. Results indicated that fans were less likely to support their primary rival when playing another team than when their secondary rival was playing another team, believed fans of the primary rival team behaved more …

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 …

Regulatory Focus And Risk Factors In Travel Planning, Michael Musante, David Bojanic

Journal of Applied Marketing Theory

Pending publication

How Do Small Business Innovate And Improve Competitiveness, Anirban Mukherjee, Hannah H. Chang

Research Collection Lee Kong Chian School Of Business

No abstract provided.