Marketing Commons^™

Antecedents And Outcomes Of Servant Leadership: Implications For The Salesforce, James Deconinck, Drew Carnes, Julie Johnson-Busbin

Atlantic Marketing Journal

The uniqueness of a salesperson’s job makes leadership especially important in professional selling. This study examined antecedents and outcomes of servant leadership. A model analyzing the relationship among moral identity, servant leadership, organizational justice, turnover intentions, and turnover was tested with a sample of 233 business-to-business salespeople and 76 sales managers via a multilevel structural equation model using MPLUS software. Moral identity was a direct antecedent of servant leadership. Servant leadership was both an indirect predictor of turnover through organizational justice and a direct predictor of turnover. Two direct hypotheses were not supported. Both interpersonal justice and procedural justice were …

Unveiling Risk Strategies In The Online Food Delivery Platforms: Evidence From Risk Disclosures And Reprisk Index, Maryam Mahdikhani, Jiyoon An, Arim Park

Atlantic Marketing Journal

Online Food Delivery Platforms (OFDPs) have faced unique challenges related to uncertainty and global risk in recent decades. To address these risks, this study utilized machine learning (ML) techniques, including Latent Dirichlet Allocation (LDA) and Word2Vec, to extract and cluster OFDP-related risk factors. The analysis was conducted using unstructured text data from the annual reports of two prominent OFDP companies—Delivery Hero (DH) and Grubhub (GH)—from 2017 to 2020. We also examined the multidimensional RepRisk Index (RRI) for these companies and developed a two-dimensional matrix to evaluate preparedness and responsiveness across various risk categories in the OFDP sector. The results indicate …

Sales Skill Development For Next Generation Of Accounting Professionals: From Accountant To Partner, Scott Cohen, Dena Breece, Michael Rodriguez, Chelsea Schrader

Atlantic Marketing Journal

With the exodus of accounting professionals due to retirement, firms are challenged to replace skilled employees with a newer generation, Millenials and Generation Z (CPA Practice Advisor, 2024). To bridge the gap, the authors explore how soft skills (communication and relationship management) are necessary for newer accounting professionals to not only fill the talent gap but also help them be promoted to senior-level positions in their firms. Using Human Capital Theory (HCT) as our foundation, a content analysis using responses from 30 accounting leaders found unique skills such as communication, presentation, and relationship building are crucial in the development of …

Do The Effects Of Ethnocentrism And Cosmopolitanism Depend On Countries-Of-Origins? An Empirical Study Of U.S. Consumers, Thomas Tanner, Jung Kim, Ronda Mariani

Atlantic Marketing Journal

Consumer ethnocentrism and cosmopolitanism have been shown to be instrumental factors for the evaluation and purchase of foreign products. Many prior studies have provided evidence that ethnocentric consumers have lower willingness to buy for products that originated from foreign countries, while cosmopolitan consumers have higher willingness to buy. However, prior research has been conducted in the research setting where only one foreign country is pit against home country. Therefore, it is not clear whether their direct impacts on animosity, product judgement, and willingness to buy will be homogeneous, regardless of countries-of-origin. In other words, do consumers hold the same degree …

Accepting Invasive Privacy Policies In Downloading Tiktok, Stephen Baglione, Louis A. Tucci

Atlantic Marketing Journal

Privacy is important but often neglected by app users. Our results show that the respondents are highly involved in online privacy and privacy for their data on social media. When asked anonymously, around five-fifths of respondents would not accept specific TikTok privacy statements. This did change for those with a TikTok account and those who were heavy app users. These results held for place of residence and gender. This confirms the privacy paradox. What was surprising is that 17 percent of respondents are willing to accept invasive privacy actions to use TikTok.

Applying Moral Foundations Theory To Examine Consumer Vulnerability: Evidence From Cash App, Atanas Nixon, Jiyoon An

AMTP Proceedings 2025

This study investigates how consumers' moral emotions can improve our understanding of their vulnerability in financial services from the perspective of Transformative Service Research (TSR). The study uses the U.S. Consumer Financial Protection Bureau's archive of consumer complaints about Cash App, a peer-to-peer payment platform, as the empirical context. The Moral Foundation Theory, which includes five dimensions of moral concerns (care/harm, fairness/cheating, loyalty/betrayal, authority/subversion, and purity/degradation), was applied to assess consumer vulnerability. Two analyses were conducted: spatial and discourse analyses. Whereas spatial analysis was used to examine aggregated levels of moral emotions across different states, discourse analysis was conducted on …

The Curious Case Of Japanese Denim, Aaron Francis Ward

Japanese Society and Culture

From its humble beginnings as wholly utilitarian workwear in the 19^th century, to its modern rise to high-fashion, the ubiquity of denim, particularly in the form of jeans, has had a fascinating journey in its little-over-150-year history (Beazley, 2015). Of note has been the recent rise in popularity of Japanese denim. Since the end of the Second World War, Japan seems to have had an insatiable demand for Americana (Marx, 2023). Yet, if considered in the sociohistorical context of Japanese-American relations, this ought to be highly improbable. The current paper examines the sociological nature of Japanese denim from semiotic …

Sustainability Orientation, Sustainability Implementation, And Brand Image In Service Firms, Vafa Saboorideilami, Sandeep Jagani

Barowsky School of Business | Faculty Scholarship

This paper uses legitimacy theory and cognitive dissonance theory to explore the relationship between sustainability orientation, sustainability implementation, and brand image in the service sector. Specifically, we examine the mediating role of implementation—the translation of strategic intent into actionable practices—on customers' perceptions. Using multilevel analyses of 31 US service firms and a survey of 6891 customers, we find that sustainability implementation is a strong positive predictor of brand image. However, sustainability orientation alone has a negative direct effect on brand image, suggesting that stated commitments without corresponding action can harm perceptions. Crucially, sustainability implementation positively mediates the relationship between orientation …

The Pragmatic Engagement Arc, Nathaniel Ahrens

Electronic Theses and Dissertations

We don’t just buy tangible items anymore; we buy services that foster deeper and deeper relationships between ourselves and the companies that provide them. Even classic manufacturing companies have begun to consider the interaction with their customers as ongoing relationships beyond a goods exchange. Researchers in the field of consumer engagement view this relationship through consideration of intangible operant resources that generate value. The goal of this methodological study was to apply the methodology of educational criticism and connoisseurship to the field of consumer engagement. This approach allowed for consideration of the consumer-brand relationship without relying on discordant value-laden categories …

The Impact Of Artificial Intelligence On Fashion And Retail Efficiency: A Strategic Analysis, Andrew Burnstine, Raouf Ghattas

Faculty and Staff Publications & Presentations

No abstract provided.

Integrated Marketing And Impact To Consumer Loyalty And Customer Satisfaction, Richard A. Sizemore

Doctoral Dissertations and Projects

This dissertation explored how the lack of an effective marketing strategy can result in the loss of consumer loyalty and customer satisfaction when a grocery retailer takes an omnichannel approach. The researcher used a flexible, single case study to explore the potential when a grocery retailer offers services for in-store and virtual platforms when an integrated marketing strategy is not used resulting in the loss of brand equity. The researcher was guided by two critical questions and two sub questions to set the limitations, assumptions and delimitations to understand a contemporary issue. The literature review, which contained over 110 peer-reviewed …

Exploring Homogeneity In Today's Cultural Expression, Roderick Hunt

Digital Laboratory: Publisher of Internet Journal

This article examines the increasing cultural homogeneity driven by the internet's global reach and accessibility. Roderick Hunt—an educator, brand expert, and fashion designer—integrates writing into his creative practice and brand ethos. Through his label, Uniform Journal, he merges ideas and products, emphasizing both form and function. In a Q&A discussion, Hunt explores how the internet has influenced contemporary cultural practices and challenges the notion of originality in an era of digital interconnectedness.

Ddx219.1 Social Media Analysis And Marketing Strategy Example 1, Sae University College

Exemplars

This project was created to explore how different social media platforms facilitate distinct forms of audience interaction. The student applied this understanding to develop a targeted social media marketing strategy for a chosen creative project. It is exemplary work due to its clear analysis of platform-specific engagement techniques, thoughtful strategy development, and strong alignment between content, platform, and audience. The work demonstrates both critical thinking and practical application of social media marketing principles.

Ddx219.1 Social Media Analysis And Marketing Strategy Example 2, Sae University College

Exemplars

This project was created to explore how different social media platforms facilitate distinct forms of audience interaction. The student applied this understanding to develop a targeted social media marketing strategy for a chosen creative project. It is exemplary work due to its clear analysis of platform-specific engagement techniques, thoughtful strategy development, and strong alignment between content, platform, and audience. The work demonstrates both critical thinking and practical application of social media marketing principles.

2025-March-14-Etsu Administrator Earns State Pharmacy Award For Student Advocacy, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (March 14, 2025)—Steve Ellis, Assistant Dean of Student Affairs at East Tennessee State University Bill Gatton College of Pharmacy, is the first non-pharmacist ever to earn the Tennessee Society of Student Pharmacists Student Advocacy Award from the Tennessee Pharmacists Association (TPA). Ellis was honored with the award on Tuesday, Feb. 25, in Nashville during TPA’s Pharmacy Day on the Hill.
 

The TSSP Student Advocacy Award is traditionally been presented annually to a professor, preceptor, or pharmacist who has demonstrated devotion to the success of student pharmacists through a commitment of life-long leadership which directly encouraged, inspired and …

The Impact Of Visual Brand Identity On Consumer Response In Rebranding: A Case Study Of Burger King, Andressa De Ungaro Dos Santos

USF Tampa Graduate Theses and Dissertations

This case study investigates consumer perceptions of rebranding through the lens of visual brand identity (VBI) and brand associations, focusing on Burger King’s recent rebranding. Using the Aaker Model as the theoretical framework, the study analyzes how brand awareness and associations influence consumer responses to visual identity changes. The research involves two focal areas in which comparative study will be applied by: (1) analyzing rebranding awareness by evaluating media coverage of Burger King’s new branding; (2) examining consumer-brand relationships through social media interactions to understand responses to the rebranding and to measure emotional and associative responses to visual elements. Through …

Do Universities Choose The Right Strategies For X Engagement? The Case Of Six Universities In Thailand, Mathupayas Thongmak

Higher Learning Research Communications

Objective: The purpose of this study is to understand how Thai public universities engage their stakeholders on X (the social media platform previously known as Twitter). This article answers the following research questions: 1) What are the X message strategies of six public universities? 2) Do they choose the most effective strategies to drive X engagement in terms of favorites and reposts?

Method: Data was automatically collected using anX analytic tool, and the potential variables were extracted semi-automatically using tools appropriate to text mining, sentiment analysis, word cloud, and so on. Posts from six universities in Thailand were investigated.

Results: …

Strategies To Obtain Working Capital For Small Businesses, Solomon Ambili Atamaya

Walden Dissertations and Doctoral Studies

The inability to obtain working capital can affect small business continuity, especially in the long term. Small business owners must be able to access working capital or else risk business survival through liquidity shortages, lost customers, and falling profitability. Grounded in the pecking order theory, the purpose of this qualitative multiple-case study was to explore the strategies employed by small business owners to obtain working capital for business continuity beyond five years. The participants were eight small business owners in Maryland who had successful strategies to obtain working capital for business continuity beyond five years. Data were collected through semistructured …

The Role Of Artificial Intelligence In Transforming Physical And Online Fashion Retail: Enhancing Experiences, Driving Sustainability, And Fostering Innovation, Andrew Burnstine

Faculty and Staff Publications & Presentations

This study explores the transformative role of artificial intelligence (AI) in revolutionizing the fashion industry, with a focus on enhancing consumer experiences, promoting sustainability, and driving innovation in retail. It examines AI applications in personalized recommendations, virtual try-ons, and supply chain optimization, while also addressing societal implications. Sustainability is a central theme, highlighting how AI minimizes overproduction, enables circular fashion, and encourages conscious consumerism. Case studies, such as Nike’s AI-powered retail stores and Lynn University’s Surreal Fashion Show, demonstrate practical applications and innovations during the COVID-19 pandemic. This research synthesizes insights from reports by The Business of Fashion and McKinsey …

Antecedents Of Brand Authenticity In Cause-Related Sport Marketing Campaigns, Keevan Statz, Brian Gordon

Journal of Applied Sport Management

Cause-related sport marketing (CRSM) has been a popular managerial technique over the last two decades. There is a common perception that for CRSM to be effective, consumers must perceive the sponsoring brand to be authentic in its actions. Minimal empirical research has analyzed the antecedent factors that lead consumers to perceive a brand as authentic in CRSM. Using multiple linear regression, six antecedent factors’ impact on brand authenticity were tested. Perceptions of the brand’s motives and brand transparency were found to have a statistically significant impact on brand authenticity.