Marketing Commons^™

We Need Deep Theories Of Virtues: Four Principles For Advancing Research On Virtues In Positive Social Science, David S. Bright, Jason M. Stansbury, Bradley A. Winn

Marketing and Strategy Faculty Publications

This article aims to help Positive Social Science (PSS) researchers develop theories of virtues, whether of single, discrete virtues, or several virtues considered together. We argue that a weak virtue theory assumes a virtue consists of single constructs, whereas a deep virtue theory assumes a virtue is an integrated system of constructs. We briefly review indicators of weak theory in the PSS literature: definitional divergence, valence confusion, and conceptual incommensurability. Drawing from the field of Virtue Ethics, we suggest four essential attributes of a virtue that should guide the development of deep virtue theory. Any virtue is (1) holistic, in …

Grieving & Swiping: Online Dating As Consumers' Post-Breakup Resolution, Zeynep Ozdamar Ertekin, Salih Kural, İrem Taştan

Markets, Globalization & Development Review

This study explores the underlying motivations of consumers’ usage of online dating applications after the breakup of romantic relationships. The experiences of young-adult consumers who went through post-breakup grief are investigated through in-depth interviews. Findings resulted in twelve categories of motivations that participating consumers had regarding their usage of dating apps, in relation to managing the grief after breakup. Motivations are grouped under the categories of coping, updating, and desiring. Moreover, findings also demonstrated diverging pathways in using dating apps for emotional resolution. The study contributes to our understanding of dating app usage by highlighting important insights from consumers who …

From Socially Responsible Enterprises To Crypto-Anarchy: We Cover Quite A Range, Nikhilesh Dholakia, Deniz Atik, Delphine Godefroit-Winkel

Markets, Globalization & Development Review

No abstract provided.

Brand Equity Applied To The Fmcg Industry Before And During The Covid-19 Pandemic: A Case Study Of Private Label Products In Ireland, Javier Casanoves-Boix, Ana Cruz-Garcia, Sonia García-Lafuente

Dept. of Marketing & International Business Publications

Introduction: This study aims to examine the significance of brand equity in private label products in Ireland, focusing on the period before and during the covid-19 pandemic.

Methodology: The sample consisted of 412 citizens of Cork (Ireland) who normally consume this kind of products. Five-point Likert scales were used to measure the main elements of brand equity, based on the previous studies found in the literature. IBM-SPSS29 was used as a working tool.

Results and discussion: The results show a positive relationship between perceptions of all variables related to brand equity both before and during covid-19, with …

Vino Mundo: Introducing Wines Of The World To Costa Rica, Sarah Lee, Jacob Massoud, Chang Seob Yeo

Barowsky School of Business | Case Studies

Guillermo Aguilar, owner and founder of the Costa Rican restaurant Vino Mundo, turned off his computer and stood up from his chair. Sales at Vino Mundo had slowed down following the global pandemic, and Guillermo was exploring ways to revitalize his business. The ideas he had most recently considered included a new marketing strategy for the restaurant and creating an institute to educate Costa Ricans about wine and train individuals to become sommeliers. Guillermo left his office and then walked out to the restaurant’s patio to take in the beautiful panoramic views of San Jose. He had quite a few …

Convenience And Price: What Leads To Repurchase Intent?, Brittany Thierman

Theses, Dissertations and Capstones

This study strives to understand drivers of repurchase intent for service-based small businesses in terms of firm attributes and service conveniences. This study also examines the impact of customer satisfaction on repurchase intent in service-based small businesses. The theories used for this research are Economic Utility Theory and the Theory of Planned Behavior. This research aims to identify which factors are most important when starting the customer journey with a service-based small business, including signing up for the service, realizing the benefit, and the customer’s intention to repurchase. This research will compare firm attributes, including price discounts and service conveniences. …

The Role Of Masculine And Feminine Gender Enactment In Hospitality Leadership, Michelle Russen, Mary Dawson, Tiffany Legendre

Marketing Faculty Publications

Purpose: The stereotypical assumptions of what it means to be hegemonically masculine and to be a leader are aligned in current society, potentially creating role incongruity for anyone who does not fit into this definition. The purpose of this study is to investigate whether masculine and feminine leadership traits of men and women hospitality managers affect employees’ intention to trust leaders and organizational attractiveness.

Design/Methods/Approach: Explanatory mixed methods were employed. First, two experiments (study 1 = woman manager, n = 137; study 2 = man manager, n = 117) were conducted with current hospitality employees to test the interaction of …

Library Renovation Phase 2, Judy Schmitt

Library Faculty Works

No abstract provided.

"Reasonable [Cybersecurity] Measures" For Digital Trade Secrets: Lessons From Marketing, Raj Sachdev

Law Faculty Scholarship

The loss of digital trade secrets in marketing and beyond, often the source of competitive advantage, can have disastrous impacts on brands and companies. Bad actors want to get their digital hands on digital trade secrets, and other actors and factors may also cause a risk to their secrecy. The Defend Trade Secrets Act (DTSA) makes clear that “reasonable measures” must be taken to maintain the secrecy of a trade secret. Likewise, the Uniform Trade Secrets Act (UTSA) requires “reasonable steps.” However, in a digital age, the definition of what is “reasonable” is even more unclear than in offline settings. …

Factors That Impact Customer Loyalty As Examined In Integrated Marketing Communications Agencies, Terry L. Hapney Jr.

Theses, Dissertations and Capstones

Integrated Marketing Communications (IMC) agencies report high customer turnover, making it difficult for them to retain customers in the B2B realm. Relationship Marketing Theory informs this study, which centers on IMC firm growth from market share. Market share is a result of customer loyalty. There are factors that IMC agency leaders, such as CEOs and CMOs, can leverage to strengthen customer loyalty, including satisfaction, trust, quality, value, habit, engagement, attachment, image, and reputation. This study examines these concepts collectively for the first time in any context; it also examines them specifically in the IMC agency context for the first time. …

Shaping Strategy In The Digital Age: The Impact Of Consumer Electronic Word Of Mouth On Firm Strategic Emphasis, Brandon Holle, Hang T. Nguyen, Hieu V. Phan

Faculty Scholarship

This research explores how consumer electronic word of mouth (eWOM) influences a firm’s strategic emphasis, focusing on the distinct effects of positive and negative eWOM on value appropriation (e.g., advertising) versus value creation (e.g., R&D). Analyzing over 33 million social media posts covering 39 corporate brands from 2010 to 2020, the authors find that positive consumer eWOM influences firms to prioritize a strategic emphasis on value appropriation, while negative consumer eWOM is associated with a strategic emphasis on value creation. These effects are moderated by product category, market competition, and industry instability. Firms in hedonic categories have attenuated responses to …

Social Media Influencers’ Impact On Curated Subscription Purchases, Ker Xiong

Doctor of Business Administration Dissertations

Subscriptions gained popularity during the COVID-19 pandemic by ensuring that consumers would have access to their products without human contact. As consumers emerged from lockdown, marketers faced the challenge of whether consumers will continue to purchase subscriptions and how to attract customers now that in-store shopping has resumed. The purpose of this study is to investigate how user generated content (UGC), promotion, and trust impact the purchase intention of curated box subscriptions with social media influencers (SMI) serving as a moderating variable. The stimulus-organism-response (S-O-R) framework was used to model how UGC, promotion, and trust can impact curated subscription purchases …

2025, 2(21)

Journal of Marketing and Consumer Behaviour in Emerging Markets

Full Issue 2025, 2(21)

Dos Hemisferios: Rebranding Strategy For A Nascent Ecuadorian Wine Market, Jacob Massoud, Vafa Saboorideilami

Barowsky School of Business | Faculty Scholarship

The Ecuadorian winery, Dos Hemisferios, had started as a hobby in 1999 but quickly grew into a business and passion for the Wright family. After receiving an international award in 2009 for its cabernet sauvignon-malbec blend called Paradoja, the winery realized its potential and decided to expand its vineyards and production of wines. As part of the strategy to increase sales, Robert Wright, the Dos Hemisferios President, and his father, Guillermo Wright, developed a rebranding proposal for the next board of directors meeting. This rebranding initiative hinged on the belief that people in the Ecuadorian wine market did not know …

An Evaluation Of Promotional Tools: Trends And Practices, Eve M. Umberger

Honors Projects

It is generally acknowledged that marketers achieve promotion objectives through the optimal use of Advertising, Sales Promotion, Direct Marketing, Personal Selling, the Internet, and Social Media. Nevertheless, there is a widespread misconception when it comes to comprehending what promotion entails. Moreover, the distinction between various promotional tools, including their individual merits and demerits, remains largely underappreciated. Thus, to address this knowledge gap, the current study employed secondary data along with qualitative interviews to examine the application and effectiveness of various promotional tools across different communication contexts. The findings present a rich analysis and description of specific promotional tools, including Advertising, …

Anime And Luxury Fashion: Studio Ghibli And Loewe's Unorthodox Brand Merchandizing, Theodore Gournelos, David Marutschke

Communication & Theatre Arts Faculty Publications

While they might seem counterintuitive to traditional concepts of “luxury,” collaborations between luxury and anime brands are a growing pattern reflecting the growth of both industries for key demographics. This paper argues that luxury brands use these collaborations to establish brand relevance and cultural connection while also positioning themselves advantageously against other brands in an increasingly social and online environment. Through a qualitative and quantitative content analysis of Instagram posts and user comments from Studio Ghibli and the Spanish luxury brand Loewe regarding their three product collaborations, we argue that there is a significant amount of room for differentiation in …

Diverse Bodies, Inclusive Shopping? How Representation Of Body Diversity Shapes Consumer Experiences, Javier Alejandro Martinez

2025 Fall Honors Capstones Projects - Archive

This systematic literature review aims to summarize the prior research on the impact of body diversity representation on consumer behaviors in the fashion retailing industry. Deriving from 30 peer-reviewed research articles, we explore how body diversity representation in advertisements and product assortment affects consumer self-evaluation, shopping behaviors, and the nuances within the luxury fashion sector. Consistent with self-congruence theory, findings show that diverse and natural model representation improves body image and purchase intentions. In contrast, idealized portrayals and limited size options reinforce exclusivity, deepen social divides, and harm the self-esteem of excluded consumers, a model that is utilized in luxury …

Selling Trust: The Evolution Of Relationship Selling In The Investment Industry, Kaden N. Kroslak, Frederik Beuk

Williams Honors College, Honors Research Projects

This honors research project examines how relationship selling in the investment industry, especially within registered investment advisory firms, has evolved over time. Advisor-client relationships are being shaped by technology, analytics, regulations, and a frenzy of information. This literature review explores whether the stated factors of technology, credibility, regulations, information access, and fiduciary duty, caused change in how investment advisors create, maintain, and grow client relationships within the context of trust. The project styling, in form of a literature review analyzes peer-reviewed studies on financial technology, artificial intelligence, psychological approaches, and regulatory systems. The outcome is a paper which helps fill …

Submission To Ireland’S Electoral Commission- An Coimisiún Toghcháin’S Consultation On Education And Public Engagement Strategy, Brendan K. O'Rourke, Ewan Macdonald, Richard Woodward

Other Resources

An Coimisiún Toghcháin’s establishment and its work is very welcome in a world where democracy is being buffeted by many forces that are undermining it. There is a lack of trust and trustworthiness in the media (O’Neill, 2018). The public sphere is being fractured in the splintering niches of media (Nechushta,2024), in the filter bubbles, echo chambers & behavioural manipulations of the online world (Nguyen, 2020; Zuboff, 2022) and in the increasingly homosocial interactions of most people’s everyday face-to-face encounters. This submission uses, in addressing some of the main issues in democratic participation, the concept of the ‘endarkenment’ danger in …

Uncovering Libraries Instagram Engagement, Kenneth Saito

Library Research Scholars Program Spring 2025

The Binghamton University Libraries utilizes its Instagram platform to engage its audience to share information regarding its resources and services. Current research suggests elements such as color grading, scenic backgrounds, and maintaining a proper online social media presence affect how Instagram users engage with content. However, additional elements such as audience type and how they engage with content may factor into the Libraries’ reach on their platform. This project seeks to identify how the Libraries Instagram platform can maximize engagement based on their audience needs and identified interaction behavior. A literature review determined that a qualitative survey is the best …