Marketing Commons^™

Attribution Theory Makes Way For Dining Etiquette To Play A Role Within The Domain Of Relationship Marketing, Jennifer R. Bechkoff

AMTP Proceedings 2017

The purpose of this paper is to contribute to the development of the theory of relationship marketing, particularly in relation to the role dining etiquette plays within that domain. This conceptual paper consists of an analysis and elaboration of current markers and drivers in relationship marketing theory, and expounds on the importance of dining etiquette.

Dining etiquette is a set of social morays, norms, and customs that one adheres to while eating with company. It is a learned skill not everyone has honed. Could a salesman with poor dining etiquette be professionally disadvantaged if business is conducted over a meal? …

Examining Purchase Shares Of Private Label-Brands And Consumer Demographics: A Study In The United States And Turkey, Musa Pinar, Tulay Girard, Nilay Bıçakcıoğlu, İlayda İpek, Paul Trapp

AMTP Proceedings 2017

In recent years, private-label brands have become a well-established part of the global retail environment, often possessing significant market share. This study examines: (1) the proportion or percent (purchase share) of consumers’ monthly purchases for (a) private-label brands of grocery and household products in general and (b) the Great Value (Walmart, U.S.) and Migros (Turkey) private-label brands in particular; (2) the potential effects of gender, income, age, and household size on consumers’ monthly purchase shares of private-label brands; (3) if the effects of these demographic factors have similar associations in the U.S. and Turkey; (4) if consumer awareness, perceived quality, …

Managerial Short-Termism: An Integrative Perspective, Atanas Nikolov

AMTP Proceedings 2017

Due to the intangible nature and accounting treatment of marketing expenditures in the public corporation, such investments are prime candidates to being sacrificed on the altar of managerial short-termism. Usually termed marketing myopia or myopic management in general, the practice of underfunding marketing investments such as advertising has been linked to multiple negative outcomes in terms of firm performance and future firm value (Aaker 1991; Pauwels et. al 2004; Mizik and Jacobson 2007; Mizik 2010; Chapman and Steenburgh 2011). However, myopic management research in marketing suffers from numerous shortcomings. First, most authors focus on unique contexts under which myopic management …

Building A Model Of Consumer Warfare Theory, David Burns, Jennifer Hutchins, Rick Mathisen

AMTP Proceedings 2017

Consumer Warfare Theory was first proposed by Burns, Manolis and Warren. The original work hypothesized six strategies that consumers would pursue when a rival consumer purchased a product.

A study was conducted to assess the affect towards one’s rival that determines the strategies of product purchases. A model was hypothesized that reflected the strategies that rivals followed given the affect toward one’s rival.

The positive and negative affects were measured with multiple scales. The hypothesized strategies were also measured with multiple scales. The scales formed indicator variables for the constructs in the model.

Several models were evaluated to assess the …

Employee Retention In A Call Center, Angelica Pigman, Perry Haan

AMTP Proceedings 2017

One of the most important aspects of many businesses providing customer services are their call centers. These organizations employ millions of workers who are required to address customer queries and provide solutions to both existing and prospective clients. Customer service is looked at as key factor to keeping current customers. Worldwide, call centers comprise an ever-evolving and dynamic industry, yet researchers find that there is a high turnover rate among call center agents (Pierre & Tremblay, 2011). Facing customers and answering complicated queries are daunting tasks, this is made even more complicated by the fact that call center technology is …

Actor-Resource-Activity (Ara) Model For Studying Interactive Network Branding In Business Relationships, Nikolina Koporcic

AMTP Proceedings 2017

The purpose of this paper is to present Interactive Network Branding (IN-Branding) and discuss its main constituents through the actor-resource-activity (ARA) model of business relationships. As a theoretical background the paper presents traditional ARA model of the Industrial Marketing and Purchasing Group. In the same manner, the importance of IN-Branding for business relationship development is elaborated. The Pyramid of IN-Branding, as a new theoretical framework, advocates the merge between business network and corporate branding literature. The actor layer of IN-Branding pyramid is presented by individual human actors, the resource layer through their social network relationships, while activity layer is acknowledged …

Internationalizing U.S. Master’S Universities: Emerging Opportunities For Marketing Faculty, Lynn W. Mcgee, Inga Poetzl

AMTP Proceedings 2017

One of the faster growing sectors of higher education in the US over the past three decades has been the master’s university. Another fundamental trend over this period has been the consistent increase in expectations of students, parents and business employers that international experiences and competencies become part of the curriculum at the undergraduate level.

Opportunities for marketing faculty from master’s universities to add international perspectives to marketing courses have expanded over the past decade. The growth and re-shaping of faculty grant programs such as the Rockefeller, Rotary and Fulbright grants reflect this opportunity. In particular, the U.S. Fulbright Commission …

A Collaborative Logo Design Project For A Startup Therapeutic Medicine Company, Tulay Girard, Luke Hallman

AMTP Proceedings 2017

A logo design project was initiated in collaboration to serve the research, teaching, and service needs of the faculty, learning experience needs of the student, and the brand recognition need of a startup company. The company for which logo was developed and tested specializes in producing an herbal supplement for Type II diabetics that is naturally derived from plants and taken orally with a well-known Type II diabetes medication.

Most literature has focused on how to design effective logos but only a few studies have focused on the methods to develop and test the associations that logos represent. Therefore, the …

Selling Fear Across Ethnic Consumers: Modeling Emotional Arousal And Validating The Impact Of Galvanic Skin Responses In Advertising, Sindy Chapa, Olivia Bravo

AMTP Proceedings 2017

The purpose of this study is to explore how fear-appeal advertising impacts young adults in a multi-ethnic society. This study combines self-reported measures and a skin-galvanic psychological test to measure the impact that fear-appeal advertising has among ethnic groups. Using a one-ad experimental design, results shows significant differences among ethnic groups indicating that the levels of arousal evoked by a “fear-appeal” advertisement were highest across Asian Americans followed by Hispanic American, African-Americans, and then Non-Hispanic Whites. Overall, a proposed model reveals emotions outweigh attitudes toward the ad on the manipulation of fear-appeal advertising.

Chinese Mba Student Attitudes And Perceptions As They Relate To Personal Selling, Charles E. Pettijohn, Melissa S. Burnett, Linda S. Pettijohn

AMTP Proceedings 2017

In the United States entry-level sales positions are often filled by graduates from universities and colleges. However, a challenge faced by recruiters seeking these college graduates to fill sales positions has been that many college graduates have a negative perception of the role of the salesperson in today’s economy. Thus, many businesses discover that they have to overcome the biases and stereotypes held by students as they attempt to recruit exceptional individuals into sales positions. Given the growth and size of the Chinese economy, it seems that determining how Chinese students perceive the role of sales and their attitudes toward …

Contemporary Marketing, R Henry Migliore

Migliore Collection

No abstract provided.

The Influence Of Relationship Beliefs On Gift Giving, Dipankar Rai, Chein-Wei (Wilson) Lin, Junghwa (Jenny) Hong, George Kulick

Marketing Faculty Publications and Presentations

People have fundamental beliefs about what constitutes a good relationship, known as implicit theories of relationship, where some people have destiny beliefs whereas others have growth beliefs. People with destiny beliefs believe that potential partners are meant either for each other or not, whereas people with growth beliefs believe that successful relationships are cultivated and developed. This research shows that different implicit theories of relationship influence consumers’ gift choice to their significant others. We demonstrate, through two studies, that consumers with destiny beliefs prefer giving gifts that are more feasible in nature, whereas consumers with growth beliefs prefer giving gifts …

Salesperson Ambidexterity And Customer Satisfaction: Examining The Role Of Customer Demandingness, Adaptive Selling, And Role Conflict, Raj Agnihotri, Colin B. Gabler, Omar S. Itani, Fernando Jaramillo, Michael T. Krush

Marketing Faculty Publications

This research investigates the effects of sales-service ambidexterity on salesperson role perceptions, behaviors, and customer satisfaction. Using a business-to-business, salesperson-customer sample, we build and test a model which highlights both the positive and negative consequences of this simultaneous goal pursuit. Specifically, while sales-service ambidexterity positively impacts adaptive selling behaviors, it also increases perceptions of role conflict among salespeople. Customer demandingness moderates these relationships. Taken together, the results provide insights for firms on how to manage their sales force to optimize both sales and service outcomes based on characteristics of their salespeople and customers.

Consignment Auctions: A Proposed Optional Channel For Reverse Logistics, Marvin Lovett

Marketing Faculty Publications

This paper addresses the proposed utilization of the C.A.L.M. Method-The Consignment Auction Liquidation Marketing Method of Mass Product Distribution-as an optional secondary market channel for reverse logistics requirements. This nontraditional method of product distribution was initiated over twenty years ago and can provide business organizations a further option for reverse logistic needs. Consignment auctions depend on securing good sources of merchandise sold at their auctions. Many business organizations including retailers, wholesalers, manufacturers and entrepreneurs often have excess and returned merchandise and can benefit from additional secondary market channel options to meet their reverse logistics needs. A review of both reverse …

Marketing Tips For Small-Scale, Local Honey Bee Keepers In Northwest Arkansas, Samuel L. Goll, Michael P. Popp, Jennie S. Popp, Donald C. Steinkraus

Discovery, The Student Journal of Dale Bumpers College of Agricultural, Food and Life Sciences

The objective of this thesis was to gain market information for beekeepers regarding different honey bee products and to provide information about economic feasibility when produced on a small, local scale. Since cost-of-production information about operating an apiary is widely available, the focus of this work was on gaining marketing knowledge. One of the objectives of the surveys was to develop a better sense of what potential resellers of honey bee products considered locally produced. Another objective was to determine preferences for honey bee product packaging as well as bee pollination services. Using that feedback, a marketing plan for different …

Give Me A Formula Not The Concept! Student Preference To Mathematical Problem Solving, Manveer Mann, Mary C. Enderson

STEMPS Faculty Publications

Purpose of Study: The purpose of this study was to assess student preference for procedural (formula-driven) versus conceptual (concept-driven) approaches to solve mathematical problems. Additionally, we evaluated differences in preferences among students who performed above average and those who performed at or below average on simple arithmetic problems.

Methods/Design and Sample: We used a single-factor (Instructional Approach: conceptual vs. procedural) between-subjects experiment. Instructional approach was manipulated using short embedded instructional videos. Students evaluated each approach on a five-point scale.

Results: We found that students (above-average and average/below-average) preferred the procedural approach to the conceptual approach. Interestingly, however, although students preferred …

Strategies For Implementing Advertisements In The Green Industry, Ashley Deal Castle

Walden Dissertations and Doctoral Studies

After a growth in sales of 30% from 2007 to 2010, green product market sales declined 2% from 2010 to 2014 in the United States. Business leaders need to incorporate sustainable business practices and use green messaging within advertisements and marketing campaigns to assure that present needs do not compromise the ability of future generations to meet their needs. This qualitative case study explored marketing strategies that business leaders in the green advertising industry use to increase the sale of green products. The social cognitive theory was the conceptual framework used in this study. In-depth interviews with 5 purposively selected …

The 2016 Jesuit Task Force Report On ‘Justice In The Global Economy:’ Analysis, Implications And Actions For Jesuit Business Schools, Gene R. Laczniak, Nicholas J C Santos

Marketing Faculty Research and Publications

No abstract provided.

The Papal Encyclical Laudato Si’: A Focus On Sustainability Attentive To The Poor, Ann-Marie Kennedy, Nicholas J. C. Santos

Marketing Faculty Research and Publications

This article seeks to reflect upon Laudato Si’, the papal encyclical on ecology and sustainable development, and uncover its apparent philosophical and practical approach to the environment. It begins with a discussion of paradigms of thought that outline the new ecological paradigm (NEP) suggested in the ecological literature, thereby helping to situate the ecosophy of Laudato Si’ within current thought. As we will show, Laudato Si’ differs from the NEP by linking the poor to our approach to sustainability and in its consideration of integral ecology. Specific principles for sustainability in business are then identified and strategic approaches are recommended, …

2017-University School Alumni Featured In Niswonger Scholars Directory, University School, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Three of our University School Alumni were recently featured in the 2017 Niswonger Scholars Directory:

So very proud of our Bucs, past, present, and future! Go, Bucs, Go!