Marketing Commons^™

Consumer Responses To Imported Products: The Product Adoption Process, Antecedents, And Consequences, Miguel Angel Sahagun

Theses and Dissertations - UTB/UTPA

When consumers adopt imported products, they may rely on a different adoption process than they do when adopting domestic products, primarily because imported products are developed under different positioning strategies in foreign markets that have different levels of development. Little is known about how the process of adopting imported products differs from that involved in adopting domestic products and to what extent the process influences consumer purchase intention. Several factors influence the adoption process of imported products. The main goals of this research are 1) explaining consumers' purchase intention for imported products, 2) examining the process consumers engage in when …

Religious Consumption: Inside The Minds Of Apple And Catholic Devotees, Yi-Chia Wu

Theses and Dissertations - UTB/UTPA

Cult-like phenomena have been researched widely in the fields of marketing, religion, sociology, and---more recently---in the field of neuroscience, where the exploration between individuals and brands through these lenses begins to offer glimpses into the relationship between brands and their devotees. Religion, a multidimensional influence on human behavior and decision-making, has been under-researched in the marketing discipline due to the sensitivity of religious topics and difficulties in measuring the impact of so potentially broad a field as "religion". This research narrows the topic and begins filling in the gap in the religion-brand relationship and explores what constitutes a cult-like allegiance …

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

Morehead State Press Release Archive, 1961 to the Present

Press releases for August of 2015.

Developing A Parasocial Relationship With Hotel Brands On Facebook: Will Millennials Differ From Genxers?, Yun Ying Zhong

UNLV Theses, Dissertations, Professional Papers, and Capstones

Facebook, particularly its brand page, is becoming one of the most powerful tool for relationship building and customer engagement for hospitality companies. As the social media marketing practices evolve in the hospitality industry, the industry starts to realize the importance of customer participation behaviors based on relationship quality rather than quantity of interactions and the rising significance of the Millennials generation.

To respond to this trend, this study pursues an empirical investigation of the antecedents for consumer-hotel brand relationship on Facebook, and the potential differences between Millennials and non-Millennials, particularly the GenXers. It also examines the potential varying relational consequences …

2015-07-31-Natural History Museum Showcases 'Trilobite Treasures', University Marketing And Communications, East Tennessee State University

Accent [newsletter]

No abstract provided.

2015-07-31-Learning Scientific Methods, In Class And In The Field, University Marketing And Communications, East Tennessee State University

Accent [newsletter]

No abstract provided.

2015-07-31-Dr. Judith Slagle: From Eastman To Honors College Dean, University Marketing And Communications, East Tennessee State University

Accent [newsletter]

No abstract provided.

2015-07-31-Hill Returns From Fulbright Experience In Japan, University Marketing And Communications, East Tennessee State University

Accent [newsletter]

No abstract provided.

2015-07-31-Dr. Tina Hudson, University Marketing And Communications, East Tennessee State University

Accent [newsletter]

No abstract provided.

2015-07-31-Re:Cycling Bicycles For Kids, University Marketing And Communications, East Tennessee State University

Accent [newsletter]

No abstract provided.

2015-07-31-Faculty Convocation, University Marketing And Communications, East Tennessee State University

Accent [newsletter]

No abstract provided.

2015-07-31-New Employees, University Marketing And Communications, East Tennessee State University

Accent [newsletter]

No abstract provided.

2015-07-31-Hicks Takes The Helm Of Clemmer College Of Education, University Marketing And Communications, East Tennessee State University

Accent [newsletter]

No abstract provided.

2015-07-31-Etsu Pride Week 2015: Family Forever, University Marketing And Communications, East Tennessee State University

Accent [newsletter]

No abstract provided.

The Conceptualization And Development Of Advertisement-Evoked Imagination Scale, Ike Janita Dewi, Swee-Hoon Ang

Asia Marketing Journal

This research aims to understand consumers’ imagination as a subjective experience which can be evoked by marketing stimuli. The characteristics and types of imagination are identified, upon which an imagination scale was developed. Results of the scale development suggest that there are four imagination types, namely, benefit-anticipatory imagination, emotional-bonding imagination, symbolic imagination, and mind-wandering imagination. The scale demonstrated reliability, as well stability for application across product types. The scale development also includes discussion on imagination-related but distinctive concepts of product symbolism and tendency to imagine.

Counting Up While Doing Tasks Makes You Feel More Difficult Than Counting Down, Hee-Kyung Ahn

Asia Marketing Journal

In this research, we explore whether mere exposure to external cues with vertical progress (e.g., moving upward or moving downward) can influence individuals’ persistence to complete focal tasks. Drawing on the theory of embodied cognition, we propose that, a moving-upward (vs. downward) cue activates the abstract concept of difficulty, which is associated with the physical experience of climbing uphill (vs. downhill). Due to this association between moving uphill and difficulty, merely exposing individuals to the moving-upward cue can induce greater feeling of difficulty and this greater difficulty, in turn, reduce individuals’ persistence, compared to exposing individuals to the moving-downward cue. …

The Impact Of Servicescape On Customer Experience Quality Through Employee-To-Customer Interaction Quality And Peer-To-Peer Interaction Quality In Hedonic Service Settings, Beomjoon Choi, Hyun Sik Kim

Asia Marketing Journal

This paper investigates how servicescape perception influences customer experience quality in hedonic service settings. In addition to the direct effect of servicescape quality on customer experience quality, the indirect effects of servicescape quality on customer experience quality via employee-to-customer interaction quality and peer-to-peer interaction quality are also investigated.
We collected data through a self-administered survey. The proposed relationships were tested using structural equation modeling. The results show that servicescape quality influences customer experience quality both directly and indirectly through employee-to-customer interaction quality and peer-to-peer interaction quality, and customer experience quality influences customer loyalty. Additionally, we find that the indirect path …

Priority Factors Of Service Recovery Strategy In Distribution Channel, Sang-Lin Han, Kyung Sik Jung, Myoung Soung Lee, Lee

Asia Marketing Journal

In this study, we tried to evaluate the relative importance and find out the differences in consumer perceptions regarding service recovery strategies and the service provider in the distribution industry by using AHP (Analytic Hierarchy Process) analysis method. Therefore in this study, we tried to systematize various recovery strategies which were considered very important during service failure process in the distribution industry and analyze the relative importance for each recovery strategy. We set hierarchy composed of four items of monetary, action-oriented, psychological, and assured level as primary selection criteria and a total of 16 items(indemnity, refund, gift, gift certificate, prompt …

Asia Marketing Journal 제17권 제2호 목차

Asia Marketing Journal

No abstract provided.

Advertising Distinctiveness And Consumer Memory In Competitive Ad Environments, Ryosuke Takeuchi

Asia Marketing Journal

It is becoming increasingly difficult for advertisers to reach target consumers because memory for an ad is inhibited in the presence of competing ads. While previous studies have focused on ad repetition as a factor that can reduce competitive interference, this study focuses on ad distinctiveness. We compare the effects of ad distinctiveness on recall for the ad and its competing ad in high competitive ad environments with those in relatively low competitive ad environments. Regarding the effect of ad distinctiveness on recall for the focal ad, the results show that when an advertiser makes its ad distinctive, recall for …