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.

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. …

Legal Marketing Through The Decades: Pitfalls Of Current Marketing Trends, Tanya M. Marcum, Elizabeth A. Campbell

St. Mary's Journal on Legal Malpractice & Ethics

Historically, states did not place restrictions on advertising by professionals; it was not until the beginning of the twentieth century that jurisdictions began to enact prohibitions on marketing of professional services. Eventually, the U.S. Supreme Court recognized the right of professionals to advertise their services and has continued to define the right in the decades since. While lawyers have long advertised in traditional media, such as billboards and television, thanks to the exploding popularity of social media websites like Facebook and Twitter, the available platforms lawyers may use to market their services will continue to multiply.

New and creative approaches …

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 …

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 …

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 …

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

ETSU News

No abstract provided.

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 …

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

ETSU News

No abstract provided.

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 …

Alternatives Unlimited Inc. Property Service Application, Jalpa Dave, Pennie Nataliya, Neelakshi Bali

School of Professional Studies

The purpose of this project is to propose Property service application to be enforced for documenting and managing the work orders raised throughout the residencies. The company is looking into an application that would facilitate to track and monitor the maintenance request received in a systematic order and ensuring priority work request is resolved within the set time frame. The project is to enhance the property service's work more efficiently as this will provide a high level of charge for the occupants by providing quicker response to their requests. The Objectives set to achieve for this project are realistic and …

Investigating How Restaurant Week's Price Promotion Affects Diners' Online Perceptions, Jian Zhao

UNLV Theses, Dissertations, Professional Papers, and Capstones

Price promotion is being widely employed in the global restaurant industry. This exploratory study uses online user-generated content (UGC) to investigate how price promotion affects diners’ perceptions. The study uses secondary data extracted from a Chinese third-party review website, Dianping.com. The data was separated into Restaurant Week’s price promotion group and non-price promotion group for comparison. Structured content analysis and further chi-square tests were used to analyze qualitative data, and a two-way MANOVA was applied to analyze quantitative data. Empirical evidence shows that food, service, and environment are the top three determinant attributes for full-service restaurants, and they are not …

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

Morehead State Press Release Archive, 1961 to the Present

Press releases for May 2016.

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 …

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 …