Marketing Commons^™

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

Marketing Faculty Research

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.

Effect Of Price Reduction And Increased Service Frequency On Public Transport Travel, Inge Brechan

Journal of Public Transportation

A random effects meta-analysis of the results from 15 projects involving price reduction and 9 projects involving increased service frequency showed that both price reduction and increased service frequency generated public transport travels. On average, the increased service frequency projects generated more travels by public transport than the price reduction projects. In the increased service frequency projects the proportion of travels generated by the increased frequency was strongly influenced by the size of the frequency increase. In the price reduction projects, we did not find a significant effect of the size of the price reduction on the proportion of travels …

2017-March-Bfa Alumnus Megan G King Featured In Don't Smile Magazine.Pdf, College Of Arts And Sciences, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Megan G. King's project "Hispanic Appalachia", is currently being featured in the online magazine "Don't Smile". Her work is a representation of the growing Latino culture in the hills of East Tennessee. It hints at the changing social landscape of the area, the symbiotic relationship of the Latino and Appalachian cultures, and how both cultures have acclimated in a visual juxtaposition of the Appalachian heritage.

King is currently attending Syracuse University where she is pursuing a MFA in photography. To view the article please follow this link:
http://dont-smile.com/articles/2017/3/28/megan-king

The Impact Of Online Marketing On A Small Business, Mia Musso

Graphic Communication

No abstract provided.

2017-March-01-Caroline Drury, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Household Life Cycle As A Segmentation Approach For Major Professional Sports Teams, Jacob S. Watkins

Undergraduate Distinction Papers

As entertainment and leisure market offerings increase, major professional sports teams need different approaches to segmenting consumers. Household life cycle represents an approach to segmenting. Using data from one major professional sports team, the household life cycle is found to have a relationship with purchase of different season ticket packages. Major professional sports team managers should offer different types of ticket packages to different segments of the household life cycle.

Athleta: How Innovation Can Work With Marketing, Francesca Schorer

Graphic Communication

The purpose of this study was to benchmark the branding methods utilized by the athletic wear brand, Athleta, as compared to its competitors in the athletic apparel industry. Once the benchmark methods have been identified, I would recommend that Athleta implement them into their current marketing channels. There was in-depth research done upon the overall industry environment that Athleta is operating in, recent trends and innovations done by their competitors, and the innovations that are being done by Athleta itself. There were also multiple interviews conducted with an Athleta employee to gain deeper insight into the brand as well as …

Religion-Motivated Enterprises In The Marketplace: A Macromarketing Inquiry, Thomas A. Klein, Gene R. Laczniak, Nicholas J. C. Santos

Marketing Faculty Research and Publications

This exploratory essay identifies and examines a variety of religiously affiliated or inspired enterprises operating in otherwise secular marketplaces. While explicitly recognizing that some marketplace manifestations of religion can be controversial, even dysfunctional, it argues for the evident macromarketing relevance of this project. The approach for analyzing what this paper refers to as “religion-motivated enterprises” (RMEs) consists of (1) a nominal classification scheme to illustrate and categorize the diversity of RME examples; (2) some foundational principles shared among major faith traditions that provide a basis for an RME ethos; and (3) basic propositions that, with future empirical testing, may explain …

Mammography Among Utah Women, Susan R. Madsen, Elyse Barnes, Robbyn T. Scribner

Marketing and Strategy Faculty Publications

Breast cancer is one of the most commonly occurring cancers among U.S. women and the primary cause of cancer death among women in Utah. Yet, research has found that deaths from breast cancer can be substantially reduced if the tumor is discovered early, and mammography screening is the most effective method for the early detection. However, despite the advantages of mammography screening for reducing mortality, not all women receive screening according to recommended guidelines, and screening rates remain low among certain subpopulations of women. This is also true in Utah; in fact, a recent study showed Utah to be among …

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

Morehead State Press Release Archive, 1961 to the Present

Press releases for March of 2017.

Exchange And Refund Of Complementary Products, Yoonju Han, Sandeep R. Chandukala, Hai Che

Research Collection Lee Kong Chian School Of Business

A common dilemma a consumer faces during product return pertains to the decision of exchanging the product or obtaining a refund. This issue becomes even more salient for durable goods, when the initial purchase involves complementary products from different categories. This research examines consumer’s trade-off decision between returning and keeping complementary products by exploring various retail actions (using umbrella branded products (UBP)) and customer characteristics. We also investigate the trade-off between product exchange and refund when consumer returns a product. We find interesting extensions to past research wherein UBP are returned less and result in greater exchange than refund. Furthermore, …

2017-February-28-Polichnowski Hired, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Cross Cultural Study Of Food And Consumer Packaged Good Products In A New Market: Case Study In Thailand, Savanna Everett

Honors Theses

This study examines whether there are differences in consumers’ shopping behavior due to cultural orientation. The study uses comparing samples of American and Thai culture on two occasions. Theory suggests that these two cultural groups have dramatically different shopping practices. Thai, raised in a collectivist society that values price consciousness and sophistication in money handling, differ from Americans raised in an individualist society that traditionally do not have the same values (Ackerman and Tellis 2001).

We argue that differences in culture provide the most likely explanation for the differences in prices between the two types of super markets. The overall …

Cross Cultural Study Of Food And Cpg Products In A New Market: Case Study In The United States Vs Thailand, Mariel Dehn

Honors Theses

This study examines whether there are differences in consumers’ shopping behavior due to cultural orientation. The study uses comparing samples of American and Thai culture on two occasions. Theory suggests that these two cultural groups have dramatically different shopping practices. Thai, raised in a collectivist society that values price consciousness and sophistication in money handling, differ from Americans raised in an individualist society that traditionally do not have the same values (Ackerman and Tellis 2001).

We argue that differences in culture provide the most likely explanation for the differences in prices between the two types of super markets. The overall …

2017-February-23-Pushing To Win, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2017-February-23-Spring Major Concert, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2017-February-21-Darrell Fowler, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2017-February-20-Etsu, Uv Event, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2017-February-20-Mental Health First Aid, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2017-February-20-Retirement Planning Today, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.