Marketing Commons^™

Have Traditional Auction Houses Been Affected By Online Ones?: The Case Of Phillips And Paddle8, Heejae Chung

MA Projects

There is always a strong demand for high quality art and collectibles. With the analysis of the case study and the interviews with experts from different auction houses, this paper will show whether the traditional auction markets have been affected by online ones.

Phillips is taking a strong hold over the middle market. In particular, Phillips’ Contemporary art department is known for focusing on younger artists, which represents lower prices than other areas. To compare in a fair way in terms of price and genre of artworks, Phillips’ Contemporary Art Day Sales in New York from 2006 to 2016 will …

An Exploration Of The Smart Cities Concept: The Case For The Cork Region, Marguerite O'Connor

Theses

The term “Smart City” has gained a lot of attention from policy-makers, business leaders and citizens in recent years. The definition of what a smart city is differs depending on the city, region or individual that you ask but most definitions define it as local governments’ projects and initiatives that are implemented through some form of information and communication technologies, which are designed to enhance the quality of life for citizens and stakeholders whilst maintaining a sustainable future. This study aims to build an understanding of what the Smart cities concept actually means to Cork and the implications of Information …

Relationship Marketing In Fast Moving Consumer Goods Markets: The Consumers' Perspective, Rose Leahy

Theses

Relationship marketing has been dominant in marketing literature since the 1990s. Despite this, however, the relationship marketing concept has not yet acquired uncontested meaning and application, and consequently its core philosophy remains ambiguous. In particular, there is a lack of relationship theory building and testing in mass consumer markets. It is within this context that this thesis is positioned. Adopting the relationship marketing and social psychology literatures as a framework, this study explores relationship marketing in Fast Moving Consumer Goods (FMCG) markets from the consumers' perspective. Taking an interpretivist inductive approach, the study focuses on the applicability of relationship marketing …

Business Plan - Art Marketing, Michelle Yu

MA Projects

Michianna & Co. is an art marketing company focusing on promoting Chinese contemporary artists in the Western art market (mainly New York).

Examining The Relationship Between Customer Service, Efficiency And Financial Performance: An Application On The Egyptian Public Sector Banks, Madiha Metawie, Dalia Ahmed Elmosalamy

Business Administration

A sound, well-functioning banking system has an essential role in the economic development and sustained growth of any country. Egypt has faced two unexpected shocks; the global financial crisis at the end of 2008 and the recent 2011, January revolution. The Egyptian banking system in general and public banks in specific have shown resilience to the unexpected shocks in terms of solvency and liquidity. This study is important, examining the banking sector in an emerging Arab market that is rarely studied despite its growth potential and in a period of rapid political and economic changes. It tends to investigate empirically …

Examining The Effects Of Culture On Preference Of Social Cause In Cause-Related Marketing: A Cross-Cultural Study Of The United States And Chile, Alicia Helfrich

Undergraduate Honors Thesis Collection

Cause-related marketing is a common business practice that aims to align strategic goals of a for-profit company with the social needs of the stakeholders and occurs most frequently when a portion of a purchase is donated to a designated social cause. The utilization of cause-related marketing has been shown to increase purchase intention of consumers. The present study examines the impact that culture has on consumer’s preference of social cause in a cause-related marketing campaign by comparing two countries, the United States and Chile. The researchers predicted that people from Chile and those with an interdependent self-construal would be more …

The Impact Of Motivational Factors On Daily Fantasy Sports Participation, Brendan Phelan, Matthew O'Hern

Honors Theses and Capstones

Since the passing of the Unlawful Internet Gambling Act (UIGEA) in 2006, the fantasy sports world has had a tumultuous decade. Shortly after the passing of UIGEA, daily fantasy sports became marketable, and saw several years of tremendous growth. However, recent legal issues have clouded the industry, and lawmakers have questioned whether daily fantasy sports indeed fall under the exception granted by UIGEA as a “game of skill”, or whether the games are illegal gambling. This study is meant to look at what motivates fantasy sports participants, especially through this time of turmoil in the industry. It specifically looks at …

Pomegranate Juice Can Do That? Navigating The Jurisdictional Landscape Of Food Health Claim Regulation In A Post-Pom Wonderful World, Hilary G. Buttrick, Courtney Droms Hatch

Scholarship and Professional Work - Business

Thirty years ago, the most the consumer expected out of his or her morning glass of juice was a little extra vitamin C. By 2010, the consumer expected a lot more. POM Wonderful’s pomegranate juice, for instance, promised to improve cardiovascular health, treat erectile dysfunction, and combat prostate cancer.¹ Those claims made orange juice look a little pathetic. Of course, those wild promises also landed POM Wonderful in hot water with the Federal Trade Commission (“FTC”) for misleading the public with scientifically unsubstantiated health claims.²

Modeling Of Healthcare Systems: Past, Current And Future Trends, Amr Arisha, Wael Rashwan

Conference papers

Increasing demand for healthcare services, due to changes in demographic shifts and constraints in healthcare funding, make it harder to manage effective, sustainable healthcare systems. Many healthcare modeling exercises have been undertaken with the aim of supporting the decision-making process. This paper reviews all of the 456 articles published by the Winter Simulation Conference over the past 48 years (1967-2015) on the subject of modeling and healthcare system simulation, and analyzes the relative frequency of approaches used. A multi-dimensional taxonomy is applied to encompass the modeling techniques, problem applications and decision levels reported in the articles. One of the most …

Poverty, Prosperity And The Challenges Of The Good Company, Michael John Naughton, Nicholas J. C. Santos

Marketing Faculty Research and Publications

The articles in this volume originate from papers delivered at the 9th International Conference on Catholic Social Thought and Management Education at De La Salle and Ateneo Universities in Manila, Philippines (February 26–28, 2015). The theme of the conference was “Poverty, Prosperity and the Purpose of Business” within the Catholic social tradition. In attendance were approximately 300 participants representing 22 countries from 80 Catholic colleges and universities. They came from disciplines in management, philosophy, finance, accounting, theology, marketing, economics, and others. There were also leaders from business, many of whom were from the Philippines, who brought their experiences to bear …

Legitimacy Of Local Food In The U.S. Market: Comparative Consumer Perspectives, Ali Asgari

Theses and Dissertations--Agricultural Economics

Measures of legitimacy have been described in terms of four legitimacy types, regulatory, normative, cognitive, and industry. This study provides one of the first and only empirical examinations of legitimacy, particularly with an application to local foods and sheds light on how consumers view various types of legitimacy related to local food. To apply the concept of legitimacy to local foods marketing, we take an empirical survey asking about consumer perspectives of local food, along with different shopping behavior questions.

Using cumulative logit models, results of the legitimacy models suggest that core consumers are more likely to place a high …

Male Breadwinner Ideology And The Inclination To Establish Market Relationships: Model Development Using Data From Germany And A Mixed-Methods Research Strategy, Michaela Haase, Ingrid Becker, Alexander Nill, Clifford J. Shultz Ii, James W. Gentry

Department of Marketing: Faculty Publications

A pattern found in many marketing systems, “male breadwinning,” is contingent upon overlapping and shared ideologies, which influence the economic organization and thus the type and number of relationships in those systems. Implementing a mixed-methods research methodology, this article continues and extends previous work in macromarketing on the interplay of markets, ideology, socio-economic organization, and family. A qualitative study illuminated the main ideologies behind male breadwinning and a model was developed to advance the theoretical analysis of the phenomenon of male breadwinning. An experiment in the form of a vignette study was subsequently designed and administered. The qualitative study and …

Finding The Sweet Spot Of Cause-Related Marketing: Consumer Response To Campaign Tactics, Katharine Michelle Howie

Electronic Theses and Dissertations

Cause-related marketing is an effective promotional tool that connects with consumers’ emotions and increases sales. Two essays are presented that explore how consumers respond to different marketing tactics. The first essay presents two studies that examine cause-related marketing (CRM) promotions that require consumers’ active participation. Requiring a follow-up behavior has very valuable implications for maximizing marketing expenditures and customer relationship management. Theories related to ethical behavior, like motivated reasoning and defensive denial, are used to explain when and why consumers respond negatively to these effort demands. The first study finds that consumers rationalize not participating in CRM by devaluing the …

Three Essays On Retail Branding, The Makings Of A Great Retail Brand: Antecedents, Outcomes, And Retailer Ad Spending Strategies, Chi Zhang

Electronic Theses and Dissertations

Brands are valuable intangible assets with long-term benefits. In the retail industry, branding is of particular importance because of the highly competitive nature of the industry. Even though many of the important branding principles apply, retail brands are distinct from product brands. This dissertation aims to clarify the nature and dimensionality of retail brand equity and explore the effect of retail advertising on its market and financial performance. In the first essay, the primary antecedents of retail brand equity are examined using both functional and experiential dimensions of retail brand association. The results illustrate the salient role of the consumer …

Perceived Believability Of Televised Green Advertising, Linda Jo Warren

AMTP Proceedings 2016

Consumers are typically skeptical and cynical of advertising claims for products and generally disbelieve most advertised information. Believability of advertisers’ claims is crucial for consumer adoption of products, but consumers’ environmental imagination should be assessed to enhance believability of green marketing claims. Consumer belief in an advertised product is nearly essential to prompt the consumer to purchase. This paper examines the perceptions of consumers and their believability of specifically green versus non-green televised advertisements. The FTC considers not only a product in its rulings, but also the packaging, formulations and disposal of the product. Consumer belief of advertising relating demographic, …

“Money Worlds” And Well-Being: An Empirical Test Of Tatzel’S Model Of Consumer Styles Based On Money Dispositions And Materialism With Extension To Other Consumer Behavior Variables, Leisa Reinecke Flynn, Ronald E. Goldsmith, Michael Brusco

AMTP Proceedings 2016

Miriam Tatzel (2002) has proposed a comprehensive theory of “money worlds and well-being” comprised of four prototypes of consumer behaviors based on whether consumers are high or low on materialism and simultaneously tight or loose with money. These four prototypes (Value Seekers, Non-Spenders, Big Spenders, and Experiencers) are proposed to differ strikingly along a variety of values, attitudes, and behaviors. Three earlier studies have reported tests or the model, but none specifically tried to confirm empirically the four types of consumers. The present study uses data from 1016 U.S. student consumers to test empirically the proposed typology and the proposed …

Do Houses Have Brands?, Melanie Eva Bruce

AMTP Proceedings 2016

Brands have been shown to create identity, and theories of branding are used to explain purchase decisions. The importance of consumers’ creation of identity through consumption has important implications for housing. While traditionally reflected as a rational economic decision, the real estate purchase decision has been shown to incorporate much more (Marsh & Gibb, 2011). Research, by Beer et al. (2007), showed that housing is increasingly being used both as a location for, and object of, higher level consumption.

Self-congruity theory proposes that consumers attempt to preserve or enhance their self-image by selecting brands with ‘images’ they believe are congruent …

Online And In-Store Compulsive Buying Among Metrosexuals And Other Male Consumers, Michael Lee Thomas, Luther Trey Denton Iii, Lindsay R. Larson, Kathleen Gruben

AMTP Proceedings 2016

This paper presents an exploratory study of compulsive buying behavior among males, specifically metrosexual consumers. These men represent significant purchasing power, but to date they have not been studied in both online and in-store environments. The current research has significant importance for public policy, consumer behavior and marketing. The literature has largely ignored male compulsive shopping behavior, especially how this behavior manifests itself in different shopping environments and among different subsets of male consumers. For the current research, data was gathered via an online survey of 193 males. The study discusses both online and in-store compulsive buying by various product …

The Impact Of Shadowing Within A University Sales Program, Linda G. Mullen, Lindsay R.L. Larson

AMTP Proceedings 2016

Oftentimes sales faculty seek to build real-world opportunities into their coursework that will allow students to observe first-hand the material presented in the classroom. While these kinds of experiential learning projects are assumed to be beneficial to sales classes, research on the actual benefits derived from these opportunities is limited. The current paper describes a 7-step shadowing opportunity for students within a University Sales program, and reports findings with quantitative and qualitative assessment data. Over five academic semesters between 2012 through 2015, 131 students within an advanced sales course at a Southeastern University were each asked to locate and shadow …

Opportunity Loss And Opportunity Cost: Consequences Of Not Attending Class, Michael Latta, Henry Lowenstein

AMTP Proceedings 2016

Business Schools are charged with equipping the next generation of marketing professionals with the skills and knowledge to benefit both the businesses they work in and the country at large. Regional accrediting bodies such as the Southern Association of Colleges and Schools (SACS) and international bodies like the Association to Advance Collegiate Schools of Business (AACSB) review teaching practices in an effort to improve educational effectiveness at the Business School level. This movement, known as Assurance of Learning, is practiced in Business Schools everywhere. This paper explores the effect of students’ skipping classes in a capstone Marketing Strategy course on …