Marketing Commons^™

From Socially Responsible Enterprises To Crypto-Anarchy: We Cover Quite A Range, Nikhilesh Dholakia, Deniz Atik, Delphine Godefroit-Winkel

Markets, Globalization & Development Review

No abstract provided.

Brand Equity Applied To The Fmcg Industry Before And During The Covid-19 Pandemic: A Case Study Of Private Label Products In Ireland, Javier Casanoves-Boix, Ana Cruz-Garcia, Sonia García-Lafuente

Dept. of Marketing & International Business Publications

Introduction: This study aims to examine the significance of brand equity in private label products in Ireland, focusing on the period before and during the covid-19 pandemic.

Methodology: The sample consisted of 412 citizens of Cork (Ireland) who normally consume this kind of products. Five-point Likert scales were used to measure the main elements of brand equity, based on the previous studies found in the literature. IBM-SPSS29 was used as a working tool.

Results and discussion: The results show a positive relationship between perceptions of all variables related to brand equity both before and during covid-19, with …

Vino Mundo: Introducing Wines Of The World To Costa Rica, Sarah Lee, Jacob Massoud, Chang Seob Yeo

Barowsky School of Business | Case Studies

Guillermo Aguilar, owner and founder of the Costa Rican restaurant Vino Mundo, turned off his computer and stood up from his chair. Sales at Vino Mundo had slowed down following the global pandemic, and Guillermo was exploring ways to revitalize his business. The ideas he had most recently considered included a new marketing strategy for the restaurant and creating an institute to educate Costa Ricans about wine and train individuals to become sommeliers. Guillermo left his office and then walked out to the restaurant’s patio to take in the beautiful panoramic views of San Jose. He had quite a few …

Convenience And Price: What Leads To Repurchase Intent?, Brittany Thierman

Theses, Dissertations and Capstones

This study strives to understand drivers of repurchase intent for service-based small businesses in terms of firm attributes and service conveniences. This study also examines the impact of customer satisfaction on repurchase intent in service-based small businesses. The theories used for this research are Economic Utility Theory and the Theory of Planned Behavior. This research aims to identify which factors are most important when starting the customer journey with a service-based small business, including signing up for the service, realizing the benefit, and the customer’s intention to repurchase. This research will compare firm attributes, including price discounts and service conveniences. …

The Role Of Masculine And Feminine Gender Enactment In Hospitality Leadership, Michelle Russen, Mary Dawson, Tiffany Legendre

Marketing Faculty Publications

Purpose: The stereotypical assumptions of what it means to be hegemonically masculine and to be a leader are aligned in current society, potentially creating role incongruity for anyone who does not fit into this definition. The purpose of this study is to investigate whether masculine and feminine leadership traits of men and women hospitality managers affect employees’ intention to trust leaders and organizational attractiveness.

Design/Methods/Approach: Explanatory mixed methods were employed. First, two experiments (study 1 = woman manager, n = 137; study 2 = man manager, n = 117) were conducted with current hospitality employees to test the interaction of …

Library Renovation Phase 2, Judy Schmitt

Library Faculty Works

No abstract provided.

"Reasonable [Cybersecurity] Measures" For Digital Trade Secrets: Lessons From Marketing, Raj Sachdev

Law Faculty Scholarship

The loss of digital trade secrets in marketing and beyond, often the source of competitive advantage, can have disastrous impacts on brands and companies. Bad actors want to get their digital hands on digital trade secrets, and other actors and factors may also cause a risk to their secrecy. The Defend Trade Secrets Act (DTSA) makes clear that “reasonable measures” must be taken to maintain the secrecy of a trade secret. Likewise, the Uniform Trade Secrets Act (UTSA) requires “reasonable steps.” However, in a digital age, the definition of what is “reasonable” is even more unclear than in offline settings. …

Factors That Impact Customer Loyalty As Examined In Integrated Marketing Communications Agencies, Terry L. Hapney Jr.

Theses, Dissertations and Capstones

Integrated Marketing Communications (IMC) agencies report high customer turnover, making it difficult for them to retain customers in the B2B realm. Relationship Marketing Theory informs this study, which centers on IMC firm growth from market share. Market share is a result of customer loyalty. There are factors that IMC agency leaders, such as CEOs and CMOs, can leverage to strengthen customer loyalty, including satisfaction, trust, quality, value, habit, engagement, attachment, image, and reputation. This study examines these concepts collectively for the first time in any context; it also examines them specifically in the IMC agency context for the first time. …

Shaping Strategy In The Digital Age: The Impact Of Consumer Electronic Word Of Mouth On Firm Strategic Emphasis, Brandon Holle, Hang T. Nguyen, Hieu V. Phan

Faculty Scholarship

This research explores how consumer electronic word of mouth (eWOM) influences a firm’s strategic emphasis, focusing on the distinct effects of positive and negative eWOM on value appropriation (e.g., advertising) versus value creation (e.g., R&D). Analyzing over 33 million social media posts covering 39 corporate brands from 2010 to 2020, the authors find that positive consumer eWOM influences firms to prioritize a strategic emphasis on value appropriation, while negative consumer eWOM is associated with a strategic emphasis on value creation. These effects are moderated by product category, market competition, and industry instability. Firms in hedonic categories have attenuated responses to …

“Swap What No Longer Serves”: An Exploration Of Zero Waste Fashion Communities Online And Irl, Rosemary Leger

Open Access Dissertations

As sustainability concerns grow within the fashion industry, consumer-based communities play a critical role in shaping more responsible consumption practices. This dissertation explores how individuals engage with zero-waste fashion both online and in physical practice, offering a deeper understanding of their motivations, behaviors, and visions for a more sustainable fashion future.

Through a two-study approach, this research investigates the communication and knowledge-sharing practices within digital zero-waste fashion communities and explores the experiences of individuals participating in offline zero-waste initiatives. Study 1 employs netnography to analyze online zero-waste fashion discourse, identifying how consumers exchange knowledge and promote sustainable practices in digital …

2025, 2(21)

Journal of Marketing and Consumer Behaviour in Emerging Markets

Full Issue 2025, 2(21)

Dos Hemisferios: Rebranding Strategy For A Nascent Ecuadorian Wine Market, Jacob Massoud, Vafa Saboorideilami

Barowsky School of Business | Faculty Scholarship

The Ecuadorian winery, Dos Hemisferios, had started as a hobby in 1999 but quickly grew into a business and passion for the Wright family. After receiving an international award in 2009 for its cabernet sauvignon-malbec blend called Paradoja, the winery realized its potential and decided to expand its vineyards and production of wines. As part of the strategy to increase sales, Robert Wright, the Dos Hemisferios President, and his father, Guillermo Wright, developed a rebranding proposal for the next board of directors meeting. This rebranding initiative hinged on the belief that people in the Ecuadorian wine market did not know …

An Evaluation Of Promotional Tools: Trends And Practices, Eve M. Umberger

Honors Projects

It is generally acknowledged that marketers achieve promotion objectives through the optimal use of Advertising, Sales Promotion, Direct Marketing, Personal Selling, the Internet, and Social Media. Nevertheless, there is a widespread misconception when it comes to comprehending what promotion entails. Moreover, the distinction between various promotional tools, including their individual merits and demerits, remains largely underappreciated. Thus, to address this knowledge gap, the current study employed secondary data along with qualitative interviews to examine the application and effectiveness of various promotional tools across different communication contexts. The findings present a rich analysis and description of specific promotional tools, including Advertising, …

Diverse Bodies, Inclusive Shopping? How Representation Of Body Diversity Shapes Consumer Experiences, Javier Alejandro Martinez

2025 Fall Honors Capstones Projects - Archive

This systematic literature review aims to summarize the prior research on the impact of body diversity representation on consumer behaviors in the fashion retailing industry. Deriving from 30 peer-reviewed research articles, we explore how body diversity representation in advertisements and product assortment affects consumer self-evaluation, shopping behaviors, and the nuances within the luxury fashion sector. Consistent with self-congruence theory, findings show that diverse and natural model representation improves body image and purchase intentions. In contrast, idealized portrayals and limited size options reinforce exclusivity, deepen social divides, and harm the self-esteem of excluded consumers, a model that is utilized in luxury …

Submission To Ireland’S Electoral Commission- An Coimisiún Toghcháin’S Consultation On Education And Public Engagement Strategy, Brendan K. O'Rourke, Ewan Macdonald, Richard Woodward

Other Resources

An Coimisiún Toghcháin’s establishment and its work is very welcome in a world where democracy is being buffeted by many forces that are undermining it. There is a lack of trust and trustworthiness in the media (O’Neill, 2018). The public sphere is being fractured in the splintering niches of media (Nechushta,2024), in the filter bubbles, echo chambers & behavioural manipulations of the online world (Nguyen, 2020; Zuboff, 2022) and in the increasingly homosocial interactions of most people’s everyday face-to-face encounters. This submission uses, in addressing some of the main issues in democratic participation, the concept of the ‘endarkenment’ danger in …

Uncovering Libraries Instagram Engagement, Kenneth Saito

Library Research Scholars Program Spring 2025

The Binghamton University Libraries utilizes its Instagram platform to engage its audience to share information regarding its resources and services. Current research suggests elements such as color grading, scenic backgrounds, and maintaining a proper online social media presence affect how Instagram users engage with content. However, additional elements such as audience type and how they engage with content may factor into the Libraries’ reach on their platform. This project seeks to identify how the Libraries Instagram platform can maximize engagement based on their audience needs and identified interaction behavior. A literature review determined that a qualitative survey is the best …

Effect Of Trade Openness On Food Security In Economic Community Of West African States Region, Yahaya Umar Isah, Ikubor, Ofili Jude, Bernard, O. A., Zakari Saheed S., Ayodeji, S.

DLSU Business & Economics Review

This study investigates the impact of trade openness on food security in the ECOWAS trade zone. The study relied on the system GMM approach to analyze the impact of trade openness on overall and disaggregated components of food security in the ECOWAS trade zone during the period 2014 and 2021. Annual time series data were sourced from the Food and Agriculture Organization, World Bank Metadata base, and World Integrated Trade Solution. Major findings from the study reveal that trade openness has a significant positive impact on overall food security indicators. However, trade openness has not significantly impacted food availability and …

The Global Value Chain Effects Of Rcep: Estimating The Impact On The Philippines, Caesar B. Cororaton

DLSU Business & Economics Review

This paper extends the global CGE model results of Cororaton (2022) by disaggregating further the RCEP trade creation effects on the Philippines into global value chain (GVC) impacts. The GVC analysis indicates that the trade agreement in RCEP results in higher Philippine exports of US$ 2.8 billion in 2031, of which the increase in Philippine domestic value added is US$ 2.4 billion, significantly higher than the foreign value added of US$ 403 million. Electronic products contribute 67% of the value added generated within the Philippines. The increase in the import contents of Philippine exports is only US$ 413 million. Furthermore, …

Does Ethical Ideology Really Matter In Consumer Responses To Corporate Wrongdoing? The Effects On Trust And Word-Of-Mouth Recommendations, Grzegorz Zasuwa, Alicja Węgierak

Journal of Marketing and Consumer Behaviour in Emerging Markets

The purpose of this study is to better understand how the ethical ideologies of consumers influence their responses to perceived corporate social irresponsibility (CSI), focusing on trust and word-of-mouth (WOM) recommendations. Data were collected through a survey involving 627 car owners in Poland, using a real-life case of CSI concerning a major car manufacturer fined for misleading consumers about diesel emissions. The analysis employed partial least squares structural equation modelling (PLS-SEM). The results indicate that moral idealism amplifies the negative effects of CSI on WOM, while moral relativism produces neutrality towards CSI. Specifically, it appears that highly idealistic individuals are …

Age Segmentation In The Life Coaching Industry: A Needs-Based Approach, Timothy Reisenwitz

Atlantic Marketing Journal

Life coaching is the second-fastest-growing industry in the world. Most previous research has used a results-based approach with relatively small sample sizes. The current research uses a needs-based approach to identify whether older or younger consumers are better candidates for a life coaching session or program. A hard-copy questionnaire used existing scales based on industry indicators to identify viable life-coaching clients. A multivariate analysis of covariance (MANCOVA) was used to analyze the data, with gender as the covariate or moderating variable. Results showed that younger consumers are generally better candidates for life coaching, while gender was only significant for one …