Marketing Commons^™

Qualitative Marketing Research: The State Of Journal Publications, Maria Petrescu, Brianna Lauer

The Qualitative Report

Qualitative methods in marketing have become essential not only for their classical advantage in consumer behavior, but also for their benefits in dealing with big data and data Qualitative methods in marketing have become essential not only for their classical advantage in consumer behavior, but also for their benefits in dealing with big data and data mining. Research from International Data Corporation (IDC) shows that when it comes to online data, unstructured content accounts for 90% of all digital information. Under these circumstances, this study provides a literature review and analysis on the role and relation of qualitative methods with …

Nostalgia Makes Us More Patient, Singapore Management University

Perspectives@SMU

Want to make customers more willing to wait? Create a nostalgic experience for them, a new study by CUHK Business School suggests.

2017-September-08-Etsu President Authorized To Find Solution To Tuition Disparity Between Pharmacy Schools, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

The East Tennessee State University Board of Trustees unanimously passed a measure Friday allowing President Brian Noland to seek public funding opportunities to assist students attending the universitys privately funded Bill Gatton College of Pharmacy.

While the pharmacy colleges tuition is average compared to in-state privately funded institutions, tuition cost at the states only publicly funded pharmacy college, the University of Tennessee, is considerably less.

To further compound the matter, just this year, the University of Tennessees College of Pharmacy began offering a 75 percent tuition discount to all out-of-state students living within a 200-mile radius of their main campus …

1017-September-01-Board Of Trustees, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

1017-September-01-Gabe Hobbs, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

1017-September-01-Kari Albarado, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

2017-September-Breaking The Silence, A Survivor Art Show.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, Slocumb Galleries, and the Women's Resource Center with the Office of Professional Development proudly present: Breaking the Silence, A Survivor Art Show, curated by Ruth Taylor Read. Join us in a community celebration of survival and resistance against sexual violence with these resilient artists by joining in the work and education provided by the second annual Escape from Rape: A Cultural Change conference, on September 15, 2017 at The James and Nellie Brinkley Center.

Breaking the Silence features exhibited work from those in our community who have been affected by sexual violence. The …

2017 September, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for September of 2017.

Online And In-Store Compulsive Buying Among Metrosexuals, And Other Male Consumers, Michael L. Thomas, Lindsay Levine, Luther Denton, Kathleen Gruben

Journal of Applied Marketing Theory

This paper presents an exploratory study of compulsive buying behavior among male, and specifically metrosexual consumers who represent significant purchasing power, but have yet to be studied in both online and in-store environments. This research has significant importance for public policy, consumer behavior and marketing. The literature has largely ignored specifically male compulsive shopping behavior, and particularly how this behavior manifests itself in different shopping environments and among different subsets of male consumers. Research was gathered via an online survey of 193 males with special attention paid to acquiring equal representation of both urban (potential metrosexuals) and rural consumers. The …

The Role Of Cultural Traditions On Branding And Word-Of-Mouth: Keeping Mother’S Recipes Alive!, Sindy Chapa

Journal of Applied Marketing Theory

The purpose of this study was to explore the impact a cultural tradition has on a perceived-brand-relationship (PBR) and word-of-mouth (WOM) behavior in person and on social media. Based on the cognitive-motivational-related theory of emotions and the social identity theory, a model is proposed to explain the impact that a family tradition, such as cooking with selective products, has on Hispanic mothers. Using a research mixed-method approach, a construct was developed to measure attitudes toward cultural traditions. Further, an online survey was administered for hypotheses and model testing using SEM and Logistic Regression tests. The findings supported the proposed model …

Race Ethnicity And In-Store Mobile-Assisted Shopping In The Us, Kristine Johnson, Manuel C. Pontes

Journal of Applied Marketing Theory

Today, it is arguably important for retailers to incorporate digital technology as part of the in-store shopping experience. As such, this research examines specific elements of this process—the relationship between race, ethnicity, and consumer use of mobile coupons and digital barcodes to facilitate purchase decisions. Data were collected by telephone survey of a nationally representative sample of US adults. Results indicate minority (Non-White) adults are more likely than White adults to use their mobile phone in-store to purchase products with mobile coupons and to scan barcodes for product information. Individuals who use both social media and who own tablets or …

1017-September-01-Roginskaya Rdc Grant, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

The Hidden Costs Of Hidden Costs, Gene R. Laczniak

Marketing Faculty Research and Publications

This brief comment expands on the “long macro view” observation of Prof. Robert Lusch that human choices, including market choices, have massive and unseen costs. It is argued here that a central challenge for macromarketing scholars is to make transparent the hidden costs embedded in macromarketing systems and sub-systems so that their true complexity and heterogeneity are better understood. Distributive Justice demands such consideration.

2017-September-01-Wind Whisperers, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

1017-September-01-Escape From Rape, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

Decomposing Time Effect On Valuation And Choice, Yan Meng

Dissertations, Theses, and Capstone Projects

Intertemporal choice, defined as tradeoffs consumers make between the costs of waiting and the benefits of larger reward size, is an important and ubiquitous effect in marketing. Individuals’ perception of time has been shown to impact intertemporal choice. Event markers are demarcations that cut time duration into intervals and make time discrete rather than continuous. Event markers impact individuals’ decision making, such that a large number of event markers make individuals perceive the future to be far away. Therefore, when faced with an intertemporal choice, they take a Small-Sooner (SS) reward rather than waiting for a Large-Later (LL) reward. The …

Mapping How Culture In New York City And London Influences Respectively The Iconic Fashion Brands Of Kors And Mcqueen: A Case Study, Carol Brathwaite

Dissertations, Theses, and Capstone Projects

This thesis is an explanatory case study that applies geographic information systems (GIS) data, biographical data, and other secondary data. It includes mainly qualitative data collection and analysis; furthermore, the study examines quantitative data on the cultural events offered within each city. Overall, this case study adopts a theoretical perspective. The two individual cases (based on a multiple, holistic case-study design framework) of fashion culture in New York City and London, as per Michael Kors and Alexander McQueen respectively, represent ‘confirmatory cases or presumed replications of the same phenomenon’ (Yin 2014:59). Each describes the house’s fashion aesthetics as well as …

The Near Future Of Marketing From The Consulting Perspective, Ronald E. Goldsmith, Luiz Moutinho

Journal of Applied Marketing Theory

How we see the future depends partly on our current perspective. A research-oriented visionary will detail what the future brings for researchers. A technology-oriented one describes the wonders of coming technologies. Marketing managers are likely concerned with future developments in their specific areas of responsibility (i.e., advertising and promotion, branding, or supply chain). Academics likely look for the hot new research topics. This article summarizes how several major consulting companies, e.g., McKinsey & Company, Strategy&, and Euromonitor International, view the near future on the premise that academic researchers often overlook such forecasts although they provide a unique perspective on what …

Reasons Why Small, Private Schools Should Start Football Programs, Ania Izabela Rynarzewska, Steven Mcclung

Journal of Applied Marketing Theory

College football programs are booming in popularity. College football benefits both fans and schools. Those benefits differ between small and large schools. This paper looked at reasons why small, private schools should start football program, Findings suggest a positive effect of fan identity, expectation of enjoyment and perceived importance of football to the school on intention to attend games and consume football related goods. Relationship between intentions to donate and enjoyment and importance were partially mediated by intentions to consume. Fan identity had no direct effect on intentions to donate. This study suggests that small-scale football programs can benefit students …

Supermarket Pricing Model Impact On Private Label Brands Versus National Brands Among Millennial Consumers, Jeff Hendrix

Journal of Applied Marketing Theory

Are national brands (NB) manufacturers at risk of losing sales to private label brands (PLB) in low quality variance categories, as the Millennial generation continues to outpace previous generational cohorts in absolute size and spending power? A quantitative examination of archival home scan panel data from over 100,000 U.S. households, investigated actual purchase data over a three-year period. Consumer metrics for Rice and Pasta category; trip conversion, buyer conversion, and loyalty served as dependent variables interacting with a multivariable grouping of independent variables; branding (NB vs. PLB), age cohort (Millennial vs. Generation X), and grocery pricing model format (Hi-Lo vs. …