Marketing Commons^™

2015-December-07-Etsu Faculty, Alumnus Included Among Grammy Nominees, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-December-02-Dr. Karl Joplin Receives Funding For Study Of Insect Diapause, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-December-02-Etsu To Host First Lego Qualifying Tournament, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-December-02-Class Of 1966 Members Needed To Serve As ‘Agents’ For Upcoming Reunion, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Capstone Revival, Mary Mesele, Ruochen Lu, Quilin Jiang

School of Professional Studies

The capstone project is a culminating experience whereby students choose to research a topic that is relevant in their field of study and have been highly regarded as important learning activities. The capstone allows students to use research, analytical, problem solving and evaluation skills they have learned in the course of the graduate program. McGill indicates the benefit of the completion of a capstone project not only in gaining knowledge in capstone but also in learning how to apply the knowledge gained in other courses in the major (McGill, 2012). Currently, COPACE (College of Professional and Continuing Education) has three …

2015 December, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for December of 2015.

Influencing Donor Decision-Making: An Examination Of Situational Determinants That Impact Donation, Floyd Kristopher

Marketing Dissertations - Archive

Research around donor decision-making has shown the importance of understanding why donors make decisions. However, much less research exists explaining how donors make decisions. Set against the backdrop of online websites and in the context of donation, this dissertation examines how web characteristics, as situational determinants, influence donor decisions. Situational determinants are influences that arise because of a specific situation where a consumer is using the product or brand; these are instances that extend beyond the basic tendencies or traits of the consumer (Belk 1974). This could be a behavioral setting, a space, or a time (Belk 1974); other situational …

Targeting The Weak: A Content Analysis Of Violence In Advergames, Arshak Papazyan

Undergraduate Honors Capstone Projects

With a rising trend of targeting children using various means of advertisement, the popularity of advergames has significantly increased. Although previous research suggests that negative content in advergames result in less favorable attitudes toward the game (Waiguny, et al., 2013), the presence of violence in advergames targeted to children aged three to ten years is significantly high. Despite the growing concern regarding violence in advergames and other means of advertisement targeted to children, research has not yet investigated the actual amount of violence in advergames. To shed light on this important issue, the present research discusses results of a descriptive …

The Impact Of Visual Cues And Service Behavior On The Consumer Retail Experience, Taylor Bjerk

Undergraduate Honors Capstone Projects

With product differentiation low in the retail industry, businesses need to create strong brand images and increase customer loyalty in order to remain competitive. Visual merchandising is one tool that businesses have to communicate their message in a compelling and strategic manner. Within the scope of visual merchandising there are a number of atmospherics, or cues, which include visual, tactile, and auditory, that can be used in conjunction with one another to influence consumer behavior. Service encounters also have a strong influence on the consumer retail experience and must be managed effectively to make sure their influence is positive. All …

Brand Engagement And Consumer Innovativeness, Ronald E. Goldsmith, Leisa R. Flynn, Felipe Korzenny

Journal of Applied Marketing Theory

Brand engagement describes the tendency of consumers to make the brands they buy part of their self-concept. This new insight into consumer behavior offers marketers many ways to create relationships with their customers. An unexplored aspect of brand engagement is how it is related to consumer innovativeness, the tendency to be among the first buyers of new products. The present study used survey data from 2399 adult U.S. consumers to show that brand engagement is positively related to consumer innovativeness. This finding suggests that in addition to promoting the features of new products likely to attract innovators, showing how the …

2015-December-01-Gatton College Of Pharmacy Celebrates 10th Anniversary, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-December-01-Faculty/Staff Professional Activities, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-December-01-Etsu Coaches, Students Featured In Anti-Tobacco Campaign, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Marketing Alaskan Seafood: Strategies With Brand Identification, Differentiation, And Promotions, Anna Jacobson

Journalism

Everyday the globe experiences changes with food. New methods in growing and harvesting are becoming approved, while others are frowned upon. People care more about where their food comes from than ever before. This research is to explore how Alaska seafood can successfully market their products in an ever-changing world. As challenges present themselves in the industry, opportunities are there as well.

This study sets out to explore marketing strategies for promoting a seafood brand. Through exploring current literature and interviewing experts to obtain data, conclusions will be drawn and analyzed. These findings will help to understand the best practices …

Beyond Amateurism: The Rebranding Of Major College Athletics, Dallas D. Branch Jr., Olin L. Adams, Marie Kraska

Journal of Applied Marketing Theory

For decades prior to NCAA v. Board of Regents, the brand of college athletics, even at the highest level, was amateurism. However, the last three decades of surging revenues and costs, as well as the current wave of litigation challenging amateurism, force decision makers in major college athletics to contemplate a future in which amateurism is banished or in retreat. In sum, the brand has outgrown amateurism. Major college athletics can survive a paradigm shift by selling the action in its games, the game day experience, and the traditions of the institutions.

Black And White Advertising In Fashion Magazines, Lauren E. Necaise

Honors Theses

This thesis consists of a quantitative analysis with respect to black and white advertising in select women’s fashion magazines. There were five research questions outlined.

A code sheet was created to obtain data with regard to factors including: number of black and white and total advertisements, product/service category, setting, advertisement size, percent of black and white of the ad, position, product/user, black and white visual and verbal (words/ information), emotional/intellectual appeal. This allowed the research questions to be answered. A qualitative analysis was also performed on repeat advertisements for products that used both color and black and white advertising with …

Consumer Trait And Situational Factor Determinants Of Technology Acceptance, Jon M. Martin

Journal of Applied Marketing Theory

This study examines the internal relationships of the basic technology acceptance model (TAM) constructs and TAM’s determinant relationships with external predictors from: a) demographics (age, gender, income, education, and ethnicity); b) psychographic tech readiness facets (optimism, innovativeness, discomfort, insecurity); c) situational factors (wait time and crowding). Analysis confirms the basic TAM model and suggests that the relationships of age, wait time, crowding, and optimism with TAM’s latent variables (perceived usefulness and perceived ease-of-use) appear valid and generalizable and have implications for self-service technology (SST) adoption research. Exploratory research that omits TAM’s moderating variables (perceived usefulness and perceived ease-of-use) and that …

2015-December-01-What Is That Strange Thing In The Parking Garage?, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Student Perception Of Barriers To Study Abroad, Jessica Walker

HIM 1990-2015

Studying abroad during the collegiate experience is an idea sought by the many high school seniors and college freshmen alike. The social, intellectual, and cultural benefits received from participating makes it a seemingly easy decision. Yet, lack of action plagues the nation as there exists a miniscule number of students who follow through with their desire to study abroad. Prior research exemplifies that students rely on the perceptions of their peers and family when approaching an unfamiliar subject. These perceptions result in concocted barriers that dissuade the student from participating in study abroad before they seek concrete information. There are …

In-Store Use Of Mobile Phones For Point-Of-Purchase Product Information Searches In The Us, Kristine Johnson, Manuel C. Pontes

Journal of Applied Marketing Theory

This research investigates how US consumers use mobile phones in-store to acquire product-related information used to assist with purchase decisions. Data were collected in early January 2013 by a telephone survey of a nationally representative sample of adults in the US. The data collection was sponsored by the Pew Foundation and made available for this research. Younger smartphone owners were significantly more likely to use their cell-phones to ask friends or family for product advice, to read product reviews online, and to engage in online price comparison while shopping. Women were significantly more likely than men to use their cell …