Marketing Commons^™

2015-April-01-Ashley Cavender, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Innovation And Leadership: When Does Cmo Leadership Improve Performance From Innovation?, Adam J. Bock, Andreas B. Eisengenrich, Dmitry Sharapov, Gerard George

Research Collection Lee Kong Chian School Of Business

Ensuring that organizational innovation generates value increasingly requires effective marketing management. Prior studies, however, report conflicting effects of chief marketing officer (CMO) leadership on how well the firm exploits innovation. These inconsistencies may be associated with firm-level innovation effort, customer focus, and industry type. We analyze archival data from 587 interviews with global CEOs to explain the effect of CMO leadership on outcomes of organizational innovation. CMO leadership of the firm's primary innovation mode is positively associated with product-market innovation effort but not marginal revenue from innovation. CMO leadership also moderates the relationship between customer focus and innovation revenue. Predictive …

Money, Time, And The Stability Of Consumer Preferences, Leonard Lee, Michelle P. Lee, Marco Bertini, Gal Zauberman, Dan Ariely

Research Collection Lee Kong Chian School Of Business

Consumers often make product choices that involve the consideration of money and time. Building on dual-process models, the authors propose that these two basic resources activate qualitatively different modes of processing: while money is processed analytically, time is processed more affectively. Importantly, this distinction then influences the stability of consumer preferences. An initial set of three experiments demonstrates that, compared with a control condition free of the consideration of either resource, money consideration generates significantly more violations of transitivity in product choice, while time consideration has no such impact. The next three experiments use multiple approaches to demonstrate the role …

2015-April-01-Kinesiology, Sport And Recreation Management Department Receives Awa, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Do Payment Types Affect Consumer Preferences?, Arvind Agrawal

Marketing & Entrepreneurship Faculty Proceedings & Presentations

Through a survey-based experimental study, we assess the influence of payment type (credit and debit cards) on consumer purchase intentions. We find that consumer use of credit cards stimulates intention to purchase whereas the use of debit cards lessens consumer intention to purchase. We test the influence of payment type on consumer intention across three purchase situations – buy a TV (control condition), buy a TV plus accessories (buy more condition), and buy a more expensive TV (upgrade to better quality condition). Consumers using credit cards demonstrate positive purchase intentions when faced with a decision to “buy more” and when …

A Critical Analysis: Infusion Of Social Media And Traditional Media Strategies And Tactics In The Recipe For Success For Local, Main Street Usa Restaurants, Tori Partykevich

Senior Honors Projects

Restaurants can benefit greatly from carefully constructed public relations efforts. A strong plan and a dedicated use of both traditional and new media can help restaurants grow their business. It can be much more difficult for local, mom & pop restaurants to gain the attention that will boost their business than for large corporate chain companies who already have a well-known name. A positive public image of a restaurant is vital to its success and public relations strategies can help this to be achieved.

A solid social media presence, community involvement, local newspaper advertisements, special offers and public events can …

2015-April-01-University School Hosts "Pickin In The School-Yard" April 11, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Scholarly Pursuits: It Takes A Community To Raise A Brand

Business Exchange

DePaul Marketing Professor Al Muniz's research on brand communities--people who, united by their loyalty to a particular brand, feel a responsibility to share brand narratives and offer support and solutions associated with the brand--has changed the marketing discipline. He is currently researching the LEGO brand community.

2015 Ijbe Front Matter, Tamra Connor

International Journal for Business Education

1. Editorial Board
2. President's Letter
3. SIEC-ISBE International

Evaluating E-Relationship Marketing Features On Hotel Mobile Apps, Xiaolin Lu

UNLV Theses, Dissertations, Professional Papers, and Capstones

The advent of technology has changed the course of marketing in both the academic and the business field. Given the increasing number of mobile transactions, hotel companies have launched mobile applications (apps) as an alternative e-relationship marketing (e-RM) channel. This study modified a progressive five-level e-relationship building model. The model was employed to evaluate e-RM features of the top 10 hotel companies’ mobile apps. The results indicated that these hotel companies maintained e-RM feature sophistication at the lower levels (Basic and Reactive), but relatively speaking, they did not utilize e-RM features extensively at the higher levels (Accountable, Proactive and Partnership). …

Three Essays On Opportunistic Claiming Behavior In A Services Setting: Customers And Front Line Employees Perspectives, Denis Khantimirov

Theses and Dissertations in Business Administration

This three-essay dissertation integrates the literatures on opportunistic claiming behavior, customer complaining and persuasion theories to examine the following research questions: (1) what factors influence frontline employee's perceived legitimacy of consumer complaints in a services setting? and (2) what drivers impact the consumer's propensity to make opportunistic claims?

More and more customers nowadays attempt to take advantage of service failures and claim what they can, rather than what they deserve given the service encounter circumstances. Given the narrow profit margins and fierce competition, the issue of opportunistic claiming behavior has become increasingly relevant over the past few years. Firms can …

I Follow My Heart And We Rely On Reasons: The Impact Of Self-Construal On Reliance On Feelings Versus Reasons In Decision Making, Jiewen Hong, Hannah H. Chang

Research Collection Lee Kong Chian School Of Business

Results from six experiments support the hypothesis that an accessible independent self-construal promotes a greater reliance on feelings in making judgments and decisions, whereas an accessible interdependent self-construal promotes a greater reliance on reasons. Specifically, compared to an interdependent self-construal, an independent self-construal increases the relative preference for affectively superior options as opposed to cognitively superior options (experiments 1A and 1B) and strengthens the effects of incidental mood on evaluations (experiment 2). Further, valuations of the decision outcome increase when independent (interdependent) consumers adopt a feeling-based (reason-based) decision strategy (experiment 3). Finally, these effects are moderated by decision focus (whether …

2015-March-31-Men Invited To ‘Walk A Mile In Her Shoes’ To Support Violence Prevention, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-March-31-Dr. Brian Maxson Receives Fellowship To Study In Florence, Italy, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-March-31-Executive Briefing To Feature "Number One Leadership Thinker", University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-March-31-Vocal Jazz Quartet New York Voices To Perform At Etsu, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-March-31-Zack Sholes, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-March-31-‘Take Back The Night’ Events Planned, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-March-31-Etsu Teaming Up With Men’S Health Network To ‘Save The Doodads’, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-March-30-Etsu To Present Story Of Emmett Till, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.