Marketing Commons^™

Conceptualisations Of The Consumer In Marketing Thought, Ann-Marie Kennedy, Gene R. Laczniak

Marketing Faculty Research and Publications

Purpose

This paper seeks to gain an understanding of how different consumer conceptualisations in marketing may lead to negative outcomes. Every profession has its grand vision. The guiding vision for most marketing professionals is customer orientation. Of course, reality is more complex and nuanced than a single unified vision. Organisations tout their consumer-centric marketing decisions, in that they use consumer research to make operational decisions about products, prices, distribution and the like. However, marketers’ treatment of consumers is often far from the customer’s best interests. It is proposed that by understanding the different conceptualisations of the consumer over time, we …

2016-February-01-Aynsley Porchak, University Marketing And Communications, Est Tennessee State University

ETSU News

No abstract provided.

2016-February-01-Etsu To Offer Poetry Writing Workshop, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

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

Morehead State Press Release Archive, 1961 to the Present

Press releases for February of 2016.

Contagious Effects Of Customer Misbehavior In Access-Based Services, Tobias Schaefers, Kristina Wittkowski, Sabine Benoit, Rosellina Ferraro

Research Collection Lee Kong Chian School Of Business

Customer misbehavior in service settings is problematic for two reasons: (1) because of the direct damage it causes and (2) because of additional negative effects that arise from the contagion of such misbehavior. The authors extend existing theory of customer misbehavior by studying its contagious effect. The investigation focuses on access-based services, defined as transactions in which multiple consumers successively gain temporal, short-term access to a good, while legal ownership remains with the service provider (e.g., car sharing and fashion rentals). Due to the nature of these services, they are especially prone to indirect customer misbehavior, which is directed at …

2016-January-31-Emergency Alert Test, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Can Threatened Moral Self Make People Prefer Ecological Product?, Zhuomin Shi, Wanyi Zheng, Ning Yang

Asia Marketing Journal

Purpose: Social influence has a decisive role in shaping a person"s cognition and behavior. Chinese face consciousness, including moral component, is an important part of Chinese traditional culture, which influences people to implement moral behavior. With both eye-tracking technology and traditional questionnaire, this research aims to explore people"s moral psychology and the psychological processing mechanisms of Chinese face consciousness, as well as the impact of Chinese face consciousness on the preference for the ecological product.
Method and Data: 75 college and MBA students" eye movement data were collected when they read different kinds of moral materials, as well as data …

K-Pop Music Worldwide And Digital Marketing Role In Brazil, Patricia Portugal Marques De C, Sang Yong Kim

Asia Marketing Journal

K-Pop is hugely promoted offline/online in East Asia, while efforts to promote it elsewhere are kept to a minimum. Whilst addressing the role of digital marketing in the promotion of K-Pop in the Brazilian music industry this study aims to demonstrate that K-pop will provide its audience with a unique and engaging experience if it thinks globally and acts locally in its marketing and communication strategies. A survey of K-Pop’s world fan base was carried out online with 1,074 fans to determine the validity of the hypothesis. The results have demonstrated the need to adapt global and intercultural strategies to …

A Study On The Interaction Between Corporate Reputation And Negativity Framing On Consumer Evaluation Of Corporate Social Responsibility, Chungyeol Lee, Dae Ryun Chang, Nayeon Kim, Lee

Asia Marketing Journal

Do corporate social responsibility (CSR) initiatives lead to positive outcomes for companies? Although it is commonly accepted that CSR is a necessary component of modern marketing communication, the empirical evidence shows that that is not always the case. If CSR is sometimes not conducive to better marketing, it behooves firms to determine the right conditions that foster more effective CSR. It is in that vein that this study aims to add to the growing body of marketing and CSR literature through a series of experiments that examines the dynamics between prior attitude toward the company, the fit between the company …

The Past, Present, And Future Of Marketing Research In Asia, Jaihak Chung

Asia Marketing Journal

The lack of international research networks in Asia has been a major barrier in bridging scattered Asian academic societies. As a result, most researchers in Asia are not familiar with which journals they can access for their research, nor where they can submit their valuable research manuscripts. Asian Marketing Journal (AMJ) and the International Conference of Asian Marketing Associations (ICAMA), both of which are managed by Asian scholars for Asian scholars, are expected to take on such roles to make a significant contribution to Asian academic societies by encouraging them to study and share research topics that are more relevant …

Solving The Mystery Of Consistent Negative/Low Net Promoter Score (Nps) In Cross-Cultural Marketing Research, Sanjay Seth, Don Scott, Chad Svihel, Shigematsu

Asia Marketing Journal

This paper has identified some theoretical reasons and empirical evidence for negative scores that occur in Japan and Korea or unstable NPS scores that can be experienced. A psychological analysis of NPS results sheds light on the validity of the negative NPS scores that are often found in Japan and Korea. Usually customer experience surveys utilize a “single stimulus” such as the “company” or the “company’s products / services.” However, in the case of the “recommendation to friend” question of the NPS system there are two stimuli namely the “company product/service” and the influence of “friends.” Hence, the survey outcomes …

Distribution Channel, Matching, And Welfare Asymmetry In The Korean Insurance Industry, Yong-Ju Lee

Asia Marketing Journal

Based on the observation that insurance companies in Korea, unlike those in other financial sectors and those in other countries, dominantly use the agent-based push-type marketing strategy, this paper hypothesizes that difference in distribution systems originating from characteristics of financial products can lead to welfare asymmetry between financial institutions and customers, merely due to their financial matching. For this analysis, we employ a simple matching theoretic model, try to understand the welfare implications of distribution systems from a matching theoretic perspective, and analyze the bottom of negative perceptions of insurance industry. The proposed model suggests that this welfare asymmetry derives …

Asia Marketing Journal 제17권 제4호 목차

Asia Marketing Journal

No abstract provided.

Effects Of Exposure To Anthropomorphized Products On Social Behavior, Wade Wade, Dr. Ryan Elder

Journal of Undergraduate Research

This project was designed to investigate the effects of exposure to anthropomorphized products on the way that consumers treat other people. Researchers have shown that people starved of social connectedness will sometimes seek relationships with products or brands as a way of relieving social insecurity and the fear of death (Rindfleisch, Burroughs & Wong, 2009). Additional research has shown that people whose needs for social interaction have been satisfied are more likely to dehumanize distant others (Waytz & Epley, 2012). We thus reasoned that anthropomorphism of brands and products, while efficacious for improving the consumer’s sense of social connectedness, might …

2016-January-28-Coenzyme Heart Research, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-January-28-M.S.W. Information Session To Be Held In Kingsport, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-January-27-Five New Faculty Members Join Quillen College Of Medicine, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-January-27-Celebrating William Butler Yeats, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-January-26-‘Inhabitants: Creatures Of Imagined Worlds’ On Display At Slocumb, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-January-26-'Justice In Appalachia' Focus Of Latest Issue Of Magazine, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.