Marketing Commons^™

2017-January-11-Dr. Beth Anne Fox, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2017-January-09-Brain Change, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2017-January-07-Justice Turner, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Unpaid Care Work Among Utah Women, Susan R. Madsen, Robbyn T. Scribner

Marketing and Strategy Faculty Publications

Unpaid work, including childcare, eldercare, housework, and other tasks, is vitally important to the creation of strong families, communities, and nations; in fact, such domestic work has been called “the work that makes all other work possible.” According to the McKinsey Global Institute, the monetary value of women’s unpaid work is estimated to be $10 trillion each year, and women worldwide spend a significantly larger portion of their time than men performing this critical work. This happens for many reasons, including personal values and choices, cultural and social norms, unconscious biases, and specific economic and employment considerations. The global average …

Dynamite In Small Packages: The Engaged Elite As An Facebook Emerging Niche Market, Melanie Wiese, Gene Van Heerden, Tania Maree

The African Journal of Information Systems

Social networking sites, such as Facebook, have gained immense popularity as communication platform. Generation Y’ers have a strong need to engage and connect – both digitally, and in person. This paper examines the Facebook behaviour of Generation Y by means of a self-administered, campus-intercept survey of 383 university students. The purpose of this paper is to determine whether various clusters of Generation Y Facebook-users could be identified on the basis of their Facebook behaviour and usage. All multi-item constructs were subjected to an exploratory-factor analysis and a two-Step Cluster analysis. Three clusters, labeled ‘Engaged Elite’, ‘Neutral Masses’ and ‘Facebook Floaters’ …

The Status Of Women In Utah Politics: A 2017 Update, Susan R. Madsen, D. Candice Pierucci

Marketing and Strategy Faculty Publications

In 2014, the Utah Women & Leadership Project (UWLP) released four research and policy briefs on the status of women in Utah politics, education, nonprofits, and business. These were initially prompted by the Center for American Progress report titled “The State of Women in America: A 50-State Analysis of How Women Are Faring Across the Nation” that ranked Utah last in terms of women being in positions of decision making and leadership. Soon after, a series of other national reports also gave Utah poor rankings, and most used the following four criteria: 1) gender wage gap, 2) educational attainment, 3) …

Helping Marketing Strategists See The Bigger Picture, Singapore Management University

Research@SMU: Connecting the Dots

Professor Kapil Tuli studies the impact of marketing strategy on a company’s share price and financial risk.

See the papers:

• Customer satisfaction and stock returns risk
• The impact of brand quality on shareholder wealth
• The effect of CRM outsourcing on shareholder value: A contingency perspective

Studying The Logic Of Luxury, Singapore Management University

Research@SMU: Connecting the Dots

The SMU Centre for Marketing Excellence is partnering with Asia’s luxury sector to navigate trends that are changing the face of retail.

See the book: The essence of luxury: An Asian perspective: LVMH-SMU Luxury Research Conference 2016

Hedonic And Utilitarian Value And Patient Satisfaction: Perceptual Differences Between Patients And Providers, Kerri M. Camp, Kevin James, Krist Swimberghe, Barry J. Babin

Marketing Faculty Publications and Presentations

Healthcare is continually evolving to meet changing governmental regulations and a new emphasis on patient perceptions of quality care. Governmental mandates create a shift in focus from volume-based to value-based reimbursement for providers. The purpose of this article is to identify satisfaction drivers with particular emphasis on similarities and differences between the perceptions of hospital patients and providers. A combination of quality-based healthcare, stakeholder theory, and services literature points to key service outcomes including expectations, quality, value, and satisfaction. Multiple group structural equations modeling provides a vehicle for examining differences in relationships among these constructs between these two key stakeholders, …

A Social Network Perspective On Envy In Organizations, Theresa M. Floyd, Christopher M. Sterling

Management and Marketing Faculty Publications

This chapter seeks to examine the development and consequences of envy using a social networks perspective. The social network perspective considers that individuals are embedded in a web of relationships which significantly influence individual behavior (Borgatti, Mehra, Brass, & Labianca, 2009). Much of the activity that takes place inside an organization occurs within a structure of informal relationships. These relationships, although informal, often represent key communication-based interactions that allow employees to do their jobs. People often compare their levels of performance and awards attained to those of their coworkers. They gather this social comparison information through direct inquiry and third-party …

Employees’ Responses To An Organizational Merger: Intraindividual Change In Organizational Identification, Attachment, And Turnover, W. Sung, M. Woehler, J. Fagan, Travis J. Grosser, Theresa M. Floyd, G. Labianca

Management and Marketing Faculty Publications

The authors used pre-post merger data from 599 employees experiencing a major corporate merger to compare 3 conceptual models based on the logic of social identity theory (SIT) and exchange theory to explain employees’ merger responses. At issue is how perceived change in employees’ own jobs and roles (i.e., personal valence) and perceived change in their organization’s status and merger appropriateness (i.e., organizational valence) affect their changing organizational identification, attachment attitudes, and voluntary turnover. The first model suggests that organizational identification and organizational attachment develop independently and have distinct antecedents. The second model posits that organizational identification mediates the relationships …

Marketing Research Report: Lead Poisoning Dilemma In Scott County, Hoang Nguyen, Brendan Gould, Trace Timmons

2017-2018: Scott County, Iowa Health Department

Research was contracted from August-October 2017 by Augustana College students to examine opportunities for improving media engagement regarding the prevalent dilemma of lead poisoning within the Scott Community area. In particular, we conducted research to discover why Scott County residents are not testing their children for lead poisoning. The purpose of the research is to enhance Scott County Health Department’s media outlets in order to demonstrate the seriousness of this issue and hopefully persuade as many parents as possible into getting their children tested.

The Development Of Insights On Priority Audiences And Awareness Messages For Child Lead Poisoning, Andrew Kladiva, Austin Whelan

2017-2018: Scott County, Iowa Health Department

The purpose of this project is to assist the Scott County Health department (SCHD) in gaining further insights into public opinion regarding child lead poisoning by investigating the public knowledge of lead poisoning and more specifically how knowledgeable members of Scott County are of the issue. To assist the SCHD to develop a marketing campaign regarding how to increase the perceived importance and knowledge of child lead poisoning for the average Scott County resident, we conducted research to explore why a large percentage of the population in Scott County doesn’t know about the dangers of lead poisoning. Some of our …

Lead Poisoning Awareness Final Report For Scott County Health Department, Andrew Kladiva, Austin Whelan, Amanda Whelan

2017-2018: Scott County, Iowa Health Department

The following study looks to address the public knowledge of lead poisoning and more specifically how knowledgeable members of Scott County are of the issue. We were approached by Scott County Health Department to assist them in developing an idea on how to increase the perceived importance and knowledge of child lead poisoning for the average Scott County resident. We conducted research to determine why a large percentage of the population in Scott County doesn’t know about the dangers of lead poisoning. Some of our hypotheses were low awareness, lack of education on the subject, and differing opinions among age …

Successful Implementation Of Pharmacy Retail Store Loyalty Reward Programs, Cristina D. Reinert, Jill A. Murray

International Journal of Applied Management and Technology

Loyalty reward programs are utilized within various industries as a key marketing strategy. A successfully implemented loyalty reward program benefits both the consumer and the company. The purpose of this multicase study was to explore strategies that pharmacy retail managers use to deliver loyalty reward programs. The theory of planned behavior was used as the conceptual framework to guide the study. Mobile technology, customer involvement, brand management, and tier-based rewards were the themes that emerged during data analysis. The findings are of interest to pharmacy retail managers and marketers because they are instrumental in implementing a successful loyalty reward program.

Project Cems: Cost Efficient Marketing Strategies For Small Businesses, Wendy Brown Dellinger

Education Dissertations and Projects

The goal of any organization is to find cost efficient marketing strategies to promote their business. Project CEMS provided a template for the partnering organization to utilize for the improvement of their customer service and public image. This marketing plan consisted of four distinct yet coinciding stages, each focusing on the goals of the project. In Stage I, an interactive website was built to provide potential clientele with essential company information. During Stage II, high impact and detail oriented presentation packets were created. The focus of Stage III was on customer care which included correspondence, branded promotional items, satisfaction survey, …

Consumers' Perceptions Of Voluntary And Involuntary Deconsumption: An Exploratory Sequential Scale Development Study, Kranti K. Dugar

Electronic Theses and Dissertations

This exploratory sequential mixed methods study of scale development was conducted among baby boomers in the United States to render conceptual clarity to the concepts of voluntary and involuntary deconsumption, to explore deconsumption behavior under the tenets of the attribution theory of motivation, and to examine the components, structures, uses, and measurement properties of scales of voluntary and involuntary deconsumption. It was also an attempt to reiterate the importance of the baby boomer segment(s) for marketing practitioners based on growth, economic viability, and the power of influence, and to establish a deep understanding of the deconsumption processes, which could enable …

A Study Of The Influence Of Branded Messages On Non-Branded Food Items When Presented To 10 To 14-Year-Old Children, Cassandra J. Chinn

Theses, Dissertations and Capstones

Children are more likely to create bonds with foods based on the environmental, socioeconomic and familial influences in their lives during early development stages. They gravitate to foods that are familiar to them and that are positioned with familiarity, creating an opportunity for branded food items to create more of a space in their psyche as part of their identity. Current research looks to reposition those energy-dense foods (commodity vegetables) that can often times be left unbranded, to see if immediate interest in the food items changes. Results found no significance to confirm nor deny a positive correlation in interest …

Communicating You Are Worth It In A Noisy Marketplace, Paul Redfern, Keri Rursch, Jamie Yates

Communications & Marketing

This paper provides guidance and specific examples of common elements needed for communicating the value proposition of liberal arts colleges to prospective students and families. In an environment where the worth of a college degree is questioned daily by the public and the mainstream media, this paper demonstrates how strategies that are distinctive, rooted in research and complementary to the institutional brand are imperative for communicating the worth of an institution. The paper suggests tactics to develop the key partnerships needed and provides metrics for how leaders can assess their value proposition initiatives.

Ua1f Wku Spirit & Symbols, Wku Archives

WKU Administration Documents

Bibliography of sources related to WKU Spirit, symbols, mascots, logos and school colors.