Marketing Commons^™

Eco-Label Certification: A Case Study Of The Campeche Shrimp Fishery, Mexico, Antonio Di Cintio, Luis Bourillón Moreno

Gulf and Caribbean Research

The Marine Stewardship Council (MSC) eco—label certifies that seafood comes from a sustainable source. The use of this eco—label lags behind in the developing world, where ecosystem approaches to fishery management have not yet been widely implemented. However, the Food and Agriculture Organization under its REBYC—II LAC project is addressing ecosystem concerns within the shrimp trawl fisheries of a number of developing countries in Latin America and the Caribbean by helping them to improve management of the negative ecosystem impacts by modifying their gear to reduce by—catch and habitat damage. This study investigates how the potential improvements identified by the …

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

Morehead State Press Release Archive, 1961 to the Present

Press releases for January of 2017.

Small Business Marketing Strategies For The First 5 Years, Shiina Pai

Walden Dissertations and Doctoral Studies

Small businesses have an integral role in the U.S. economy and represent 99.7% of all employers in the United States; however, approximately 50% of small business start-ups fail within the first 5 years. Developing and implementing a well-formulated marketing strategy is critical to the success of business because a marketing strategy provides long-term benefits for a company's financial performance and increases the survival rate. The objective of this case study was to explore the marketing strategies that small retail business owners use to sustain their businesses for the first 5 years. The population was 5 successful retail-based small business owners …

Marketing Strategies To Enhance Profitability Among International Oil And Gas Service Companies, Hesameddin Zafari

Walden Dissertations and Doctoral Studies

A significant drop in oil price in 2014 resulted in enormous pressure on marketing managers of international oilfield service companies to address new market expectations. In such competitive conditions, some marketing managers lack strategies to leverage profitability during downturns. The purpose of this multiple case study was to explore strategies that senior marketing managers of international oilfield service companies in the Middle East successfully used to enhance sales performance, revenues, and profits during periods of declining oil prices. Theory of market segmentation, targeting, and positioning formed the conceptual framework for this study. Data were collected through semistructured interviews of 5 …

Social Media Strategies To Increase Professional Membership Association Dues Income, Robert J. Spangler

Walden Dissertations and Doctoral Studies

Social media strategies can play an important and specific role in nonprofits by increasing membership dues income. However, insufficient data exists supporting effective strategies for social media in professional membership associations, potentially

affecting both business managers within those associations and the stakeholders they represent. The purpose of this qualitative single case study was to explore social media strategies that nonprofit marketing professionals used to increase professional

membership association dues income. The sample included 7 nonprofit marketing professionals in a New Jersey-based professional membership association. Social exchange theory and social influence theory formed the conceptual framework. Data

collection occurred using semistructured …

Two Essays On Marketing Capabilities, Hamed Mehrabi

Theses and Dissertations (Comprehensive)

A critical decision for any firm involves allocating investment to different types of marketing activities. One argument is that firms should invest resources in both explorative and exploitative activities to develop ambidexterity. Considering the extensive theoretical and practical implications of ambidexterity, several research gaps exist in this area provide opportunities for both theoretical and practical contributions. In this dissertation, I identify and explore three important research opportunities.

First, based on one argument regarding ambidexterity, firms should pursue exploration and exploitation in a balanced manner. This is even though there is little evidence confirming that being ‘out of balance’ actually hurts …

Three Essays On Dynamic Capabilities In The Context Of Innovation, Networks And Entrepreneurship, Ken (Yongjian) Chen

Theses and Dissertations (Comprehensive)

A recent study by McKinsey & Company (Benson-Armer, Otto and Webster 2015) found that half the executives they survey rate capability building as one of their firms’ top three priorities. This research also concludes that building capabilities in the domains of strategic marketing and entrepreneurship represents an urgent task in capability management. The importance of capability development and management is also recognized by leading strategic marketing and entrepreneurship scholars (e.g. Moorman and Day 2016; Day and Schoemaker 2016; Teece 2012). These authors suggest that managers demand new ways to help firms compete in today’s fast-changing environment. Dynamic capabilities are considered …

Wom Or Ewom, Is There A Difference?: An Extension Of The Social Communication Theory To Consumer Purchase Related Attitudes, Mcdowell Porter

LSU Doctoral Dissertations

While traditional word of mouth (WOM) and electronic word of mouth (eWOM) have both been shown to highly impact consumer behavior, there is a deficit in our knowledge of how they compare to one another. My dissertation research addresses the lack of empirical studies that compare WOM promotion in the form of face-to-face interaction to eWOM promotion in the form of computer-mediated communication, especially using Web 2.0 technologies. This research tests the assumption that WOM is superior to eWOM and, if so, how to extend eWOM to improve its performance against WOM. Essay One introduces a proposed conceptual framework to …

Style For Life: A Fashion Blog Analysis, Lynley-Love Jones

Honors Theses

Social media usage has drastically increased and has made interacting with a much larger number of people from around the world possible. Because social media has allowed increased interaction, blogging has been able to capitalize on this by building brand awareness and exposure in the market with more people as a result. This has also helped fashion blogging become a huge part of the fashion industry, with it now being viewed as a respectable facet of the industry. These people have become hugely influential in the fashion world, having been deemed the title of product influencers. Consumers become invested in …

Investigating The Effects That Alcohol Consumption Has On The Impulse Buying Behaviors Of College Students, Christian J. Kerrigan

Honors College Theses

This paper looks at the relationships between alcohol consumption and the impulse buying behaviors of college students. The first section of the study looks at what categories of products are most commonly purchased whilst each student is under the influence of alcohol. The criteria for classing something as an impulse purchase in this section is that you can’t have previously planned on buying the product, and/or you end up spending more than you initially intended, whilst you are under the influence. We found that food, more alcohol, and gifts for others were the top three categories in this section. The …

The Contributors, Marites Tiongco

DLSU Business & Economics Review

No abstract provided.

Native Advertising: A Close Look At An Emerging Advertising Unit, David Kamerer

School of Communication: Faculty Publications and Other Works

This study is a content analysis of a random sample of in-feed native ads, as curated by the Sharethrough Native Advertising Leaderboard. A native ad is paid content that looks like organic content and is served in the same feed. Native ads can earn premium CPMs for publishers, while giving advertisers a “lean in” format that online readers may actually enjoy. What are these native ads like? They utilized a mixture of assets including text (almost all), photos (an average of five), videos (almost half had one or more), interactive elements (20 percent) and GIFs. Only 75 percent of ads …

Beauty Brand Versus New Media: How Have Communications Tactics Changed Within A Large Cosmetic Brand & How Have They Incorporated New Media Pr Tactics, Ruth Walsh

Theses

This research study aims to investigate and analyse what is working in the cosmetic PR industry for beauty brands; bloggers; and beauty consumers. There has been limited research conducted into this important topic and less so into the PR tactics used by large cosmetic brands. This thesis first examines that said limited scope of literature that relates to the cosmetic PR industry but not well and it further examines the viewpoints of well-known PR professionals. From this research, a triangulation approach to data collecting was outlined and conducted that included two interviews with beauty industry experts; a PR professional, a …

Network Carriers’ Strategic Decision With Low Cost Carrier Entry, Tamilla Curtis

Publications

Good decisions require that each decision-maker accurately predicts the strategic moves of the other parties. Dealing with prospective low-cost carrier (LCC) entrants is critical for global network airlines. This research focused on two main issues. First, it investigates competitive reaction by established US airlines when they face an LCC entrant in the less congested, small-sized US regional airports. Second, it examines which of the market indicators are most likely to influence airline fares out of small regional airports with the LCC entry. While the first stage of research demonstrated mixed results and did not discover any patterns in airline behaviour …

Ways Of Depicting: The Presentation Of One's Self As A Brand, Lelia Green, Richard Morrison, Andrew Ewing, Cathy Henkel

Research outputs 2014 to 2021

The research question animating this article is: 'How does an individual creative worker re-present themselves as a contemporary - and evolving - brand?' Berger notes that the "principal aim has been to start a process of questioning" (5), and the raw material energising this exploration is the life's work of Richard Morrison, the creative director and artist who is the key moving force behind The Morrison Studio collective of designers, film makers and visual effects artists, working globally but based in London. The challenge of maintaining currency in this visually creative marketplace includes seeing what is unique about your potential …

Taxation, Debt And Relative Prices In The Long Run: The Irish Experience., Vahagn Galstyan, Adnan Velic

Articles

This paper investigates the effects of public debt and distortionary labour taxation on the long-run behaviour of Irish relative non-traded goods prices. We highlight that higher public debt, acting through higher taxes, has an equivocal impact on the relative supply of non-traded goods and, correspondingly, relative prices. Our empirical analysis for Ireland suggests that taxes and public debt play significant roles in the long run, comoving negatively with the relative price of non-tradables. Accordingly, shifts in public debt and taxation bear implications for the country’s international price competitiveness.

Ambivalent But Not Indifferent: Consumer Motivations To Seek Versus Avoid Professional Advice, David Lewis

Theses and Dissertations (Comprehensive)

An under-explored dimension of consumer decision-making is the motivation for seeking professional advice. While extant research in marketing describes some antecedents to seeking advice (e.g. complexity, risk), it is not known how these factors combine to influence consumer intentions to seek advice. Given the general consumer reluctance to obtain professional advice, the current research examines the factors that influence the motivations to seek advice. Professional financial advice is selected as the empirical context to investigate this issue.

The first of two studies involved exploratory qualitative research and revealed the factors affecting the motivation to seek advice. It was observed that …

Product Packaging, Pester Power, & Preschoolers, Casie Prible

Online Theses and Dissertations

The purpose of this thesis is to lay the groundwork that could lead to future research by exploring the pester power of preschoolers in reference to product packaging and grocery shopping and with regard to gender, age, and birth order. Preschoolers can act as powerful persuaders on parental spending, specifically through the use of nagging, pestering, or aggressive behaviors. Marketers often employ techniques such as using child-oriented packaging to attract a child to certain products in order to motivate a desire for purchase and thus affecting the buying decisions of parents. This study analyzes preschoolers (2 to 5 years-of-age) in …

Neural Networks In Strategic Marketing: Exploring The Possibilities, Kristen Bell Detienne, David H. Detienne

Faculty Publications

A review of the literature indicates that few studies have used artificial neural networks (ANNs) for data analysis in business and marketing research, even though there are many benefits to the use of ANNs. Therefore, this article discusses neural networks (NNs) that can be used in addition to or as an alternative to linear regression for data analysis in strategic marketing. The function and layout of NNs make them ideal for research dealing with nonlinear, incomplete, unspecified, or ‘fuzzy’ data and offer several advantages over linear regression. Unfortunately, in many marketing studies, the information being modeled is far from flawless …

A Consumer-Based Brand Equity Model For The Luxury And Upscale Hotel Sector, Hairong Shan

Theses: Doctorates and Masters

Luxury and upscale hotels, in common with businesses in other service industries and more broadly, seek to develop a strong brand that will contribute to a long-term competitive advantage. However, research on consumer-based brand equity in luxury and upscale hotels is limited. Therefore, the current research, based on fundamental theories of brand equity development established in the packaged goods and the service industries including hotels, has developed a consumer-based brand equity model for the luxury and upscale hotel sector.

A mixed methods research design was employed. A qualitative study was first conducted using focus groups with the data being content …