A New In-Store Digital Landscape: Effect On Engagement, Innovativeness, And Unplanned Grocery Shopping Outcomes,
2018
Jacksonville University
A New In-Store Digital Landscape: Effect On Engagement, Innovativeness, And Unplanned Grocery Shopping Outcomes, Dale Cake, Vikas Agrawal, Douglas Johansen
AMTP Proceedings 2018
Digital technologies are having a profound effect on the path to purchase in a grocery retail environment. Secondary research data on shopping habits is used to analyze the relationship of consumer digital technology use, a consumer’s innovativeness, and consumer engagement with unplanned grocery shopping behavior within a grocery store environment. Findings indicate that all of three variables have a direct, significant effect on unplanned grocery shopping outcomes and that innovativeness has a direct effect on engagement. Future study will consider the impact of key market segments, shopping situations and digital technology types.
Understanding Differences In The Dimensions Of Brand Loyalty Among Generational Cohorts In The Carbonated Beverage Category,
2018
University of Technology, Jamaica
Understanding Differences In The Dimensions Of Brand Loyalty Among Generational Cohorts In The Carbonated Beverage Category, Neleen Leslie, Petula Senior
AMTP Proceedings 2018
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.
Growing Apart: Collectivism And Acculturation,
2018
Florida State University
Growing Apart: Collectivism And Acculturation, Sean Sawicki, Sindy Chapa
AMTP Proceedings 2018
Geert Hofstede’s cultural research serves as a guide to understanding how the different dimensions (collectivism/individualism, power distance, uncertainty avoidance, masculinity/femininity, indulgence, and short-/long-term orientation) vary between cultures and ethnicities. However, little research exists to show the relationship that exists between acculturation and these dimensions—specifically, with collectivism. Because Hispanics rank exceptionally high with collectivism, this research aims to explore the relationship between acculturation of Hispanics and collectivism. Suggestions as it pertains to findings as well as future research are included.
Gender And Cybersecurity: Consumer Awareness, Experience And Trust,
2018
Rowan University
Gender And Cybersecurity: Consumer Awareness, Experience And Trust, M. Olguta Vilceanu, Kristine Johnson
AMTP Proceedings 2018
In light of the growing epidemic of cyberattacks, it is important to understand how different groups within the general population connect information with attitudes and behaviors. Internet transactions become less of an option and more of a requirement for consumers and the workforce. This study explored the connection between awareness, experience, and trust with the goal of identifying communication strategies that will ultimately steer consumers toward healthy cyberbehaviors. Consumer trust in government and business organizations is the desired status quo for everyone. Awareness and experience are important modifying factors and both are addressable through strategic consumer communication campaigns. Understanding the …
A Framework For Using Customer Journey Mapping Alongside Digital Content Marketing To Build The College Brand,
2018
Tennessee Tech University
A Framework For Using Customer Journey Mapping Alongside Digital Content Marketing To Build The College Brand, Julie M. Pharr
AMTP Proceedings 2018
This paper illustrates how customer journey mapping can be applied in colleges and universities to facilitate content-rich branding. A customer journey map for higher education is created and illustrates how a student’s journey may be broken into phases of prepurchase, purchase, and postpurchase. Each stage is subdivided to show important touchpoints that occur in that stage. Touchpoints may be firm-initiated or customer-initiated, but research shows that customerinitiated touchpoints are becoming increasingly more numerous. The paper demonstrates how content-rich branding, through reliance on the use of relevant content, can be used to stimulate frequent positive customer-firm interactions. Customer journey analysis is …
Understanding A Mechanism To Enhance Perceived Quality And Brand Loyalty In Social Media: The Role Of Personalizatio,
2018
East Carolina University
Understanding A Mechanism To Enhance Perceived Quality And Brand Loyalty In Social Media: The Role Of Personalizatio, Tyler Shanahan, Trang P. Tran
AMTP Proceedings 2018
A growing number of researchers have examined the effects of personalized advertising in traditional media, but little has been developed to examine the effects of a personalized ad of a brand on social media (i.e., Facebook). The primary objectives of this research are (1) to develop a comprehensive model detailing the role personalization plays in the development of consumer perception about a specific brand; (2) test the hypothesized relationships via online survey and (3) understand the effects of personalized messages as it relates to consumer purchasing behaviours related to a particular brand. The model is tested using data collected from …
Beyond Higher Ed Marketing: Unsanctioned User Generated Conten,
2018
Georgia Southern University
Beyond Higher Ed Marketing: Unsanctioned User Generated Conten, Jordan Salvador, Lindsay R.L. Larson
AMTP Proceedings 2018
The impact of User Generated Content (UGC) on higher-education marketing is an entirely untouched area of marketing research, therefore the current study aims to better understand how widely disseminated this content is among students, how they perceive this content and its impact upon their university, as well as what kinds of students are drawn to participate in and consume this content. A sample of 238 university students at a large public institution were surveyed regarding their engagement with UGC content associated with their school, the reasons for their interest in this content, and the ways in which it may effect …
There’S Never Enough: A Taxonomy Of Online Retail Scarcity Cues,
2018
Mississippi State University
There’S Never Enough: A Taxonomy Of Online Retail Scarcity Cues, Tyler Hancock, Jennifer L. Stevens, Stacie F. Waites
AMTP Proceedings 2018
E-commerce continues to change the landscape of modern retail. Consider for instance that the majority of consumers (81%) now begin the decision making process with online searches (Morrison, 2014). Not only are more people researching products online, but consumers are increasingly purchasing those products online as well. This past November, the United States experienced its biggest online shopping day in history (Peterson, 2017). A record $6.59 billion was spent shopping online during Cyber Monday, a figure that is up 17% from 2016 (Rubin, 2017). Of course, perceived scarcity fuels the thrill of the hunt contributing to these enormous expenditures. A …
Measuring The Effectiveness Of Nba Marketing Techniques: A Comparison Between Small And Large Market Teams,
2018
George Mason University
Measuring The Effectiveness Of Nba Marketing Techniques: A Comparison Between Small And Large Market Teams, Kyle Ronkartz, Ronald Dick, Christopher Atwater, Robert Baker, Craig Esherick
AMTP Proceedings 2018
“NBA teams use a variety of marketing techniques to try to increase game attendance.” (Dick and Turner 2007) Past studies have been done on comparisons of marketing techniques in different seasons (Dick and Sack, 2003), and the comparison of value between fans and marketing directors (Dick and Turner, 2007). Thus, this study is focused on comparing the difference in the value of marketing strategies between “small” market and “large” market teams in the NBA. This study will give us a better understanding on the difference in marketing techniques for “small” market teams compared to the “large” market teams.
Sports Logistics Outsourcing: A Conceptual And Qualitative Study In The Equine Industry,
2018
University of Central Oklahoma
Sports Logistics Outsourcing: A Conceptual And Qualitative Study In The Equine Industry, Stephen E. Genchev, Gordon Gray, Stacia Wert-Gray
AMTP Proceedings 2018
The equine industry, despite its considerable impact on the economy, remains overlooked in contemporary supply chain research. The current paper aims at narrowing the gap along two directions: First, the equine industry supply chain is conceptualized, and its main participants and relationships involved are identified. Second, the complex nature of these relationships is illustrated within the context of a specific strategic decision, outsourcing. For years, outsourcing was considered a formal transaction-cost economics decision with little or no consideration for additional factors. This limiting perspective provides the stimulus for the current study’s use of a qualitative approach to get a better …
Enhancing The Fan Experience In The Sport Industry,
2018
University of Southern Mississippi
Enhancing The Fan Experience In The Sport Industry, Christ Croft, Dennis Phillips, Brian Crow
AMTP Proceedings 2018
Much attention has been given lately to the term “fan experience”, often in the context of improved Wi-Fi connectivity, larger video boards, game-day smartphone apps, and entertainment during every stoppage of play (Muret, 2014; Kaplan, 2014). What is often overlooked in this focus on technology is the human element; namely, how game-day staff and team personnel interact with guests. These interactions can include security checkpoints, providing accurate information, crowd management, parking control, access control, and all other guest touchpoints. When staff members work in a culture of service, these guest interactions will reflect positively on your venue.
Sports Marketing Field Trips: Student Expectations, Perceived Benefits, And Proactivity,
2018
Eastern Michigan University
Sports Marketing Field Trips: Student Expectations, Perceived Benefits, And Proactivity, Sam Fullerton, Tammy Mccullough, Robert Twells
AMTP Proceedings 2018
A sample of 191 sports marketing students responded to a survey that focused on issues germane to attending sports marketing field trips. The results indicate that there is an understanding that these types of events are important to those seeking a career in the sports marketing industry. This study examines expectations on the part of two segments: students who attended at least one event and students who attended none of the five field trips scheduled for the 2016-17 academic year. The results indicate that the primary reason students did not attend is a scheduling conflict. It also delineates the benefits …
Gap Analysis For Student Attendance At Collegiate Athletic Events: A Demonstration Project Update,
2018
Coastal Carolina University
Gap Analysis For Student Attendance At Collegiate Athletic Events: A Demonstration Project Update, Michael Latta, Mark Mitchell
AMTP Proceedings 2018
The day after winning the 2016 NCAA College World Series, Coastal Carolina moved from the Big South Conference to the Sun Belt Conference. This move required a ‘step-up transition’ in Football from Football Championship Series (FCS) to Football Bowl Series (FBS) competition. This transition will require increased investment in student scholarships, facilities, and travel. And, the University must increase its average paid attendance for home football games by 50% more than its former stadium capacity. Researchers in the business school updated an earlier study of student attendance at collegiate athletic events in order to provide value-added and impactful information to …
Virtual Reality, A New Channel In Sports Consumption,
2018
Mercer University
Virtual Reality, A New Channel In Sports Consumption, Ania Izabela Rynarzewska, Steven Mcclung
AMTP Proceedings 2018
The purpose of this study is (1) to determine factors that affect virtual reality adoption by sports fans, and (2) to evaluate consumer expectations related to the introduction of virtual reality. Based on the Technology Acceptance Model, modified for the purpose of this study, it was predicted that sports related information consumption via different media will affect consumer expectations of sports related information accessibility after adoption. Further, attitudes toward virtual reality were predicted to positively affect the likelihood of adoption. Results suggest that attitude toward virtual reality, frequency of sports related information consumption, and expected improvements to information consumption after …
Indoor Sport Facility Feasibility Study: Assessment, Value And Demand,
2018
Ken State University
Indoor Sport Facility Feasibility Study: Assessment, Value And Demand, Mark Lyberger, Laurence M. Mccarthy, Brian H. Yim
AMTP Proceedings 2018
A sport management organization proposed to build an indoor sport facility in a town close to a major urban area. The potential investors and stakeholders required that a feasibility study be conducted before an investment decision was made. The study examined the proposed facility through a traditional economic feasibility study and a market analysis to understand the market, possible future market demands, and potential growth opportunities. Included in the study are the key components and data analysis which led to a positive investment report.
Comic Relief: The Impact Of Humorous Response In Service Recovery On Brand Perceptions,
2018
Georgia Southern University
Comic Relief: The Impact Of Humorous Response In Service Recovery On Brand Perceptions, Lindsay R.L. Larson, Hyunju Shin
AMTP Proceedings 2018
While the use of humor appeals has been long researched in the area of advertisement, its role in service recovery is all but non-existent. Using humor during a time of service failure could help a firm diffuse tension with the surprise of eliciting a laugh; however it could also backfire and be perceived as inappropriate. The current study investigates the potential for humor to be utilized in responding to a service failure scenario, and the moderating role of individual differences in need for humor. In a scenario-based experiment, 183 participants were exposed to either a humorous or non-humorous email from …
Influence Of Online Consumer Reviews On Brand Choice,
2018
Singapore Management University
Influence Of Online Consumer Reviews On Brand Choice, Patricia Lui
Research Collection Lee Kong Chian School Of Business
Social interaction encourages consumers toshare information in the digital age. Many consumers use online reviews of products and services to supporttheir brand choice. The concept ofreference group explains how peers can influence consumer purchasedecisions. Peers can exert influence onconsumers in the forms of informational, utilitarian and value-expressiveinfluences. This proposed study aims atexamining how these three forms of reference group influence would affectconsumers in using online consumer reviews when making a brand choice decision. It also explores the role of brand trust onthe brand choice. This paper serves thepurpose of providing a conceptual framework for developing further research.
Real-Time Inbound Marketing: A Use Case For Digital Banking,
2018
Singapore Management University
Real-Time Inbound Marketing: A Use Case For Digital Banking, Alan Megargel, Venky Shankararaman, Srinivas K. Reddy
Research Collection School Of Computing and Information Systems
Over the years banks have been strategically using digital technologies to help transform various aspects of their business. In recent times, this strategy has evolved into one of digital augmentation of the bank’s processes, products and channels. This allows for reaching out to customers and partners through digital platforms, for example; the addition of mobile apps for customers to access and perform service transactions. Marketing continues to play a major role in supporting the expansion of business and increasing revenue for the bank. Marketing has evolved from mass direct targeting to more personalised, face-to-face and real-time targeting. In the digital …
John Lee Hancock, The Founder (2016),
2017
University of Rhode Island
John Lee Hancock, The Founder (2016), Alejandro Hazera
Markets, Globalization & Development Review
No abstract provided.
Sofia Coppola, Lost In Translation (2003),
2017
Meiji University
Sofia Coppola, Lost In Translation (2003), Masaaki Takemura
Markets, Globalization & Development Review
No abstract provided.
