Marketing Commons^™

Understanding Insights For Building Marketing Strategies For Women's Volleyball, Merideth Jewell, Steve Chen, Kenneth Henderson

Celebration of Student Scholarship Poster Sessions Archive

No abstract provided.

The Relationship Between The Behaviors Of The Top 50 Most Endorsed Athletes In The World And The Monetary Value Of Their Endorsement Deals, Rogerio B. Ribeiro

Undergraduate Honors Theses

The top endorsed athletes in the world are most likely the ones who have the biggest impact on their sport. These athletes are usually among the best in their sport or they might have something special that creates a strong relationship between the athlete and his or her fans. It is possible to say that this relationship combined with their skills on and off of the fields, courts, or arenas is what makes these athletes special. Big companies all over the world feel attracted to these athletes and, as a result, they spend millions of dollars every year in order …

Nike Pulls Away: An Analysis Of Nike's "The Jogger" Advertisement And Other Marketing Strategies, Michael Sean Dingilian

Communication Studies

Over the course of the last 3 decades, Nike has been the most dominant sports company in the world. Rival companies like Reebok, Adidas, and Under Armour have all failed to equal to match Nike's popularity amongst athletes and the public. This project is an analysis of how Nike has remained on top for so many years through commercials like "The Jogger" and other marketing strategies.

2016-May-Etsu's Gatton College Of Pharmacy Graduates In Commencement Exercise, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY A commencement ceremony took place Friday morning for the 76 students making up the Class of 2016 in the Bill Gatton College of Pharmacy at East Tennessee State University.

During his address, Dean Larry Calhoun congratulated the new pharmacists and thanked them for choosing ETSU.

These students have made the Gatton College of Pharmacy their own and they are leaving it a better college than what it was when they came in, Calhoun said. You have left your mark here.

Class President Tiffany Ratliff, in her speech, noted how quickly four years have gone by.

A lot can …

2016-May-01-Student Honor Show Winners, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-May-Etsu's Gatton College Of Pharmacy Announces Spring 2016 Deans List, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY — East Tennessee State University’s Bill Gatton College of Pharmacy has announced the names of students who attained a grade point average qualifying them for inclusion in the dean’s list for the spring 2016 semester.    

Students who qualified for the dean’s list were enrolled in no fewer than 12 credit hours and achieved a semester grade point average of 3.5 or above on a 4.0 scale, with no grade lower than a B-minus.         

Those named to the Bill Gatton College of Pharmacy dean’s list are:

TENNESSEE:          

            Bluff City: Austin J. Roberts

            Bristol: Jennifer D. Weaver

            Chattanooga: Steven A. …

Connecting Through Smartphones: Cognitive, Social, Emotional Motivations, And The Experience Of Value Perceptions, Song-Yi Youn

Open Access Dissertations

Smartphones became a dominant medium for communication with the emergence of converging technology. Since smartphones enable people to access various services, and to interact with other people within mobile social networks, users have become highly involved with such devices. To understand motivational factors associated with using smartphone, this study was informed by perceived cognition (i.e., expected outcomes) and social influence (i.e., social identity) from a social cognitive perspective, which was expanded to incorporate the dimension of emotional attachment.

To develop its “motivational framework”, this study adopted social cognitive theory and attachment theory. This study also investigated the “experience of value …

Willing To Help, But Lacking Discernment: The Effects Of Victim Group Size On Donation Behaviors, Devin Lunt

Marketing Dissertations - Archive

Researchers and practitioners in the nonprofit domain have long lamented the tendency of people to offer greater aid to a smaller number of victims, in essence de-valuing the lives of victims as the number of victims grows. This is often referred to as Compassion Fade-a greater responsiveness among potential donors to individuals and small numbers of people in need, and lower sensitivity toward larger groups of victims (Markowitz et al. 2013) This dissertation consists of three essays exploring compassion fade and the specific biases that exemplify this phenomenon. The first essay provides a qualitative synthesis of the compassion fade domain …

Getting Hooked On Gnarly Rods, Cody A. Nelson

Marketing Undergraduate Honors Theses

At Gnarly Rods, our objective is to supply builders and fishermen alike with the quality gear, components, and service necessary to catch everything life has to offer. From providing rod building parts, to repairs, to fully customized fishing rods, we are the destination for all things in custom fishing. Conceptualized in 2015, Gnarly Rods will be based out of Springdale, AR, and started by Robert and Cody Nelson, a father and son pair as passionate for fishing as they are family and the influence the outdoors can have in life. As of now, we will be the only two employees …

An Exploration Of Omnichannel Marketing Through Fifa 16, Virginia N. Roman

Marketing Undergraduate Honors Theses

According to Forbes, Omnichannel marketing is a marketing strategy that engages consumers over multiple channels, a strategy reflecting the change in how consumers are willing to engage with companies. EA Sports is a branch of Electronic Arts, an entertainment software company that in the fiscal year of 2015 had a GAAP net revenue of $4.5 billion. EA Sports produces sports related video games including the Madden NFL, Rory McIlroy PGA Tour, and FIFA. Omnichannel marketing is the next frontier and the video game industry is on the rise. At the crossroads of these two is FIFA 16, this year’s installment …

Evaluating The Perception Of Luxury Brands In Today's Marketplace And The Impact Of The Digital Age On These Brands, Mary M. Turner

Marketing Undergraduate Honors Theses

“In spite of the global recession, luxury seems to be everywhere. Luxury is a term that is routinely used in our everyday life: a promise of decadence and a dream of an exclusive lifestyle, a key component of marketing management and a tagline in commercials and advertising campaigns…However, what does luxury really mean? The only consensus on the meaning of luxury is that there is little consensus” (Hennigs et al. 3). For an industry that once presented itself as so exclusive and definitive, it is hard to believe there is such uncertainty in defining this market. Much of this ambiguity …

Entertainment In The 21st Century: Is An Independent Networked Multimedia Production And Promotion Firm A Viable Business Option In The Modern Entertainment Industry?, Alex Mcgowen

Marketing Undergraduate Honors Theses

“Artists are being stifled by the ‘major label’ stance that exclusively demands what’s ours is ours and can only be handled by us. It should be more about creative freedom” (Monstercat Manifesto). Over the past fifteen years, we have witnessed how the internet has changed how entertainment is distributed and consumed. This has led to a change in behavior from major entertainment production firms, and has given way to the surge of independent labels and production houses. Now, entertainers can lead successful careers by reaching their audience through digital platforms, successfully decreasing production and distribution costs. Consumers can find an …

The Indulgence And Restraint Cultural Dimension: A Cross-Cultural Study Of Mongolia And The United States, Rentsenkhand Enkh-Amgalan

Undergraduate Honors Theses

This research focuses on one of the least studied cultural dimension, “indulgence versus restraint” (IVR) and how it affects consumer behavior, international marketing, and global business operations in the U.S. and Mongolia. This project is the first research on IVR in Mongolia since the country is rarely studied and there is no available data for this cultural dimension. Samples of undergraduate business students (as consumers) from both countries were studied through surveys. The findings support that Mongolians and Americans are different regarding the “indulgence” cultural dimension. This paper has a significant contribution to the cross-cultural literature regarding the indulgence cultural …

Modeling Mobile Website Usability, J Matt Hamil

Honors Theses

Smartphones have become a prevalent part of today’s society. Smartphone users have begun using their phones to make purchases on the mobile web. This study focused on usability characteristics of mobile websites of large retail companies. The aim of this study was to conduct quantitative analyses building upon previous usability research both in the e-commerce and m-commerce realm. A sample population was obtained from a convenience sample recruited from a social media and email campaign. Respondents were asked to visit an assigned website and find three products for a friend, family member, or significant other. The data were analyzed quantitatively …

Becoming Our Parents: A Proposed Investigation Into Family Influence In Consumer Behavior, Katie E. Bowman

Honors Theses

Relationships between children and parents have been studied for years across multiple disciplines. Family ties affect countless decisions made throughout the world, making this study relevant to multiple researchers. The need to understand these family influences is particularly important within the business world. Because sales are the goal, being able to comprehend why a consumer purchases one product over the rest of its competition is crucial. This paper is focused specifically on the relationships between parents and their children and how that relationship affects the consumer behavior of the children. These relationships are being studied through intergenerational consumer patterns including …

Emotions Involved In Shopping At The Airport, Alexis D. Tymkiw

Honors Theses

This paper examines the emotional motivations that drive consumers to shop at airport retailers. Airport retailing is a rapidly growing segment as airports continue to expand retail areas and the number of passengers increase each year. With larger retail areas, airports are beginning to resemble shopping areas. However, with higher prices and consumers experiencing time and space constraints, the airport is a very unique shopping environment. This paper explored two unique emotional motivations for shopping at airports: (1) to escape the stress of travel and (2) to eliminate boredom. Analysis of the in-depth interviews led to the development of four …

2016-May-01-James Fey, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

More Ethical – Thai Or American Business Behavior?: Ethical Business Practices And Differences Between Cultures, Michelle Carlson

Marketing Undergraduate Honors Theses

The study and comparison of cross cultural business ethics was conducted specifically in the countries of Thailand and the United States. To study these two countries’ business ethics, a survey was conducted in each country, analyzed, and compared to one another. The research was conducted on a Micro Empirical scale. This approach by definition “hypothesizes the existence of general norms or values and then gathers and analyzes data with a view of determining the extent to which these norms or values prevail in the group surveyed” (Koehn & Leung, 2004). Thailand and the United States are hypothesized in this study …

2016-May-01-Abdul Alhindi, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016 May, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for May 2016.