Marketing Commons^™

2015-December-01-Giant Mastodont Skeleton Discovered At Gray Fossil Site, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Private Labels Related To Time & Risk Preferences, Darryn Taylor

Honors Theses

Purpose: This paper explores the linkages between demographics, time preferences, and risk preferences of private label food products.

Design/methodology/approach: More than 600 adults were surveyed on their perceptions of private labels, hedonic traits, and impulsive consumption along with their time and risk preferences.

Findings: Time preference and hedonic trait are relevant to consumer’s private label preferences.

Originality/Value: By developing measures on time and risk preferences relating to demographics, this thesis provides more detailed explanations of the consumer’s willingness to use private label brands. The scales that were developed for measuring time and risk preferences have not been previously used in …

Characteristics And Motivations Of Die-Hard Sport Fans, Ryan Smart, Steve Chen, Kenneth Henderson

Journal of Applied Marketing Theory

Past research has examined the die-hard fans’ characteristics, consumption behaviors, and attending motivation of avid sport fans. The study further evaluated those fans’ characteristics and motivation through a series of qualitative interview questions based on the conceptual frameworks of loyalty, fan motivation, fan identity, and “sport-as-religion.” The participants were 24 season-ticket holders of a Mid-west professional football team who also identified themselves as a fan of football, baseball, basketball, and hockey. Their fanship varied from collegiate to professional level teams of various locations. Results showed die-hard fans’ game-attending motivations were influenced by their family, popularity and performance of players, and …

Consumer Assessment Of New Creative Products Across China And The United States, Eva Teruzzi

Creative Studies Graduate Student Master's Theses

This cross-cultural research investigates how consumers assess creativity in new products and if their assessment impacts desire to own. Implicit and explicit scale-based measures were tested in China and the U.S. in online consumer samples and were positively correlated. Novelty, affect and importance dimensions of creative products were tested through Horn and Salvendy’s (2006, 2009) Product Creativity Measurement (PCM) scale. Findings point to a different role of novelty in determining desirability of creative new products across-cultures.In fact, novelty and affect are key to explain desire to own in China, while affect and importance are the drivers in the U.S. Affect, …

Assessment Of Orthodontic Patients' Preferences Regarding Treatment From General Dentists Or Orthodontists, Brian Robert Wilde

UNLV Theses, Dissertations, Professional Papers, and Capstones

This study evaluated how parents of prospective orthodontic patients choose between taking their child to a general dentist or an orthodontist for orthodontic treatment. It also looked at which factors influence patients’ satisfaction with the progress of treatment and likelihood to refer other patients to the practice. This study included two phases. The first phase was a qualitative assessment of the decision making process through conducting and analyzing focus groups. The second phase was the development and administration of a nationwide online survey regarding the topics covered in the focus groups. Influential factors in the decision making process fell into …

Gameday Food And Beverage: The Perspective Of College Football Fans, Brody J. Ruihley, Rob Hardin

Journal of Applied Marketing Theory

This study examines sport spectators’ food and beverage experience through the lens of service quality, targets of quality, and standards of quality in sport-based services. Both qualitative and quantitative data were collected from 1,495 adults attending at least one American college football game. Thematic analysis produced five themes of price, variety, quality, service, and amenities while comparison analysis found several demographic differences. Findings reveal food and beverage to be critical in overall experience at sporting events. The overwhelming majority of comments were negative and findings provide feedback as to how important this aspect of the game experience is.

The Dove® Campaign For Real Beauty: What’S Next For Inclusivity?, Kelly Indermill

Journalism

This study analyzes the Dove Campaign for Real Beauty, examining the brand’s overall implementation of the campaign, as well as its successes and failures. More than ten years after the launch of Dove’s first campaign, the advertising world has greatly evolved. In an ever-changing media world, Dove took the first step towards an attempt at an all-inclusive advertising campaign. This study examines the degree to which Dove’s innovative campaign set the bar for future advertisements. It demonstrates the importance of corporate social responsibility, brand management, inclusivity and the two-way symmetrical communication model.

How To Market Things That Are Harmful: An Exploration Of Destructive Consumption And Consumer Behavior, Jaylon Hines

University Honors Program

This study focuses on why consumers choose to engage in destructive and harmful consumption and how it can possibly aid businesses that engage in the selling of products that align with this category of goods, ideas, and services. Desired outcomes from this information are for these organizations to have more precise target market strategies, be able to practice advertising more efficiently, and to understand what types of products and industries have a higher competitive advantage. In order to explore and provide this information, the four P’s of marketing, the marketing environment, and cognitive processes were examined along with a quantitative …

2015-November-26-Etsu Faculty Member To Appear On 'Jeopardy!', University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-November-25-Brown And Holder To Speak At Fall Commencement Exercises, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-November-25-William L. Jenkins Forensic Center Earns Reaccreditation, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-November-25-'Banjo Romantika' To Screen Nationally On Pbs, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Marketing Your Library: Thinking Outside The Box, Marcia L. Dority Baker, Sandra B. Placzek

Marvin and Virginia Schmid Law Library: Faculty Publications

“Marketing” is a ubiquitous term applied to almost anything. Market your brand. Market your name. Market your product. Market your library. “Market your library” sounds a bit odd – maybe because in academia we don’t think we need to market our library. We’re a firmly established part of the institution. We may change over time, but it’s unlikely we’ll disappear, and any “marketing” we do probably will not result in more funding from our parent institution. But marketing, even in academia, is important because it helps advertise the value we bring to our institutions. We’ve been talking about Marketing a …

2015-November-24-Pharmacy Students To Talk With Community About Natural, Otc Medicines, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-November-24-Documentary On One Man’S Experience With Mental Illness To Be Screened, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-November-24-Etsu Starts New Internship Program At Animal Shelter, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-11-23-Brown, Holder To Speak At Fall Commencement Ceremonies, University Marketing And Communications, East Tennessee State University

Accent [newsletter]

No abstract provided.

2015-11-23-New Employees, University Marketing And Communications, East Tennessee State University

Accent [newsletter]

No abstract provided.

2015-11-23-Nursing Receives Funding For New Day Center, University Marketing And Communications, East Tennessee State University

Accent [newsletter]

No abstract provided.

2015-11-23-Thanksgiving 'Jeopardy!', University Marketing And Communications, East Tennessee State University

Accent [newsletter]

No abstract provided.