Marketing Commons^™

2015-January-13-Free Asthma Clinic Being Offered Twice A Month At Jcchc, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Why Do We Need More Women Leaders In Utah?, Susan R. Madsen

Marketing and Strategy Faculty Publications

Research has shown that most managers and top leadership teams do not fully realize the value of having women in key positions, and this is the case across all sectors, including business, government, political, nonprofit, K-12 and higher education, religious, and community. Depending on the entity, this may include women in both paid and unpaid roles ranging from positions such as supervisor, coordinator, and manager, to school principal, council member, CEO, and board director. Organizations will increasingly thrive when both men and women hold management and leadership roles. This is true for organizations in the U.S. and around the world, …

2015-January-12-Phlebotomy Training, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-January-09-Dr. Michelle Byrd Named Assistant Dean Of Students, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Consumer Perception Of Tactile Packaging: A Research Study On Preferences Of Soft Touch And Hi Rise Coatings In Cosmetic Packaging, Malcolm G. Keif Ph.D., Colleen Twomey, Andrea Stoneman

Journal of Applied Packaging Research

A choice-based conjoint study was conducted sampling 400 individuals to determine their preference for Soft Touch and raised tactile coatings, which are sometimes called Hi Rise or profile coatings. Soft Touch coatings have a velvety, warm feel to them, and Hi Rise coatings simulate embossing with a glossy appearance to them. Both are considered tactile coatings, engaging the sense of touch.

Demographic profile data, level of agreement about statements related to cosmetic packaging and packaging choice set selections were collected. The conjoint sets contained three attributes: design color, tactile coatings, and price.

Design choice was split. Approximately half of the …

2015-January-07-Acupuncture 101, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-January-07-Lifting The Dream, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-January-07-'Souvenir': Concert Of Chamber Music To Be Presented Sunday, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-January-06-University School To Host Open House Event, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-January-03-Joseph "J.T." Mcneil, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Building Relationships Through Integrated Online Media Platforms: Analysis Of Top 100 Global Brands, Wonsun Shin, Augustine Pang, Hyo Jung Kim

Research Collection Lee Kong Chian School Of Business

Many studies have examined organizations’ use of specific types of online media, but few studies have examined how organizations generate dialogues and develop relationships by using multiple online communication platforms. This study takes an integrated approach by examining how top global organizations incorporate brand Web sites, Facebook, and Twitter to cultivate relationships with stakeholders. Its findings suggest that those particular online media are used similarly, that is, more for information dissemination than user engagement and more for one-way than two-way communication. The findings also suggest that the types of products promoted can affect the way that organizations use different online …

Dispersion Of Marketing Capabilities: Impact On Marketing’S Influence And Business Unit Outcomes, Michael T Krush, Ravipreet Sohi, Amit Saini

Department of Marketing: Faculty Publications

The marketing function of firms continues to evolve into many configurations, including the dispersion of marketing capabilities. This study evaluates the effects on the marketing function’s influence when marketing capabilities are dispersed across multiple boundaries. Using a sample of marketing executives, we study the effects of two forms of marketing capabilities dispersion: intra-organizational dispersion and inter-organizational dispersion. We examine the impact of these forms on marketing’s perceived influence within the firm. We also investigate marketing’s influence on customer responsiveness, along with three distal outcomes: marketing strategy implementation success, relationship portfolio effectiveness, and business unit performance. Our findings reveal that marketing’s …

Being Good For Goodness Sake: The Influence Of Family Involvement On Motivations To Engage In Small Business Social Responsibility, Whitney O. Peake, Philip E. Davis, Marcus Z. Cox

Faculty Publications

Small family and nonfamily firms are acknowledged to serve as important facilitators of social responsibility within their communities; however, both have received relatively little attention in the literature for these efforts or their motivation for undertaking them. Grounded in Enlightened Self-Interest (ESI) and intentions, we explore motivations for participation in socially responsible behaviors and the moderating effect of family involvement. We develop measures for small business social responsibility (SBSR), ESI, and SBSR intentions. Our analyses indicate positive direct effects exist for both SBSR intentions and ESI on engagement in SBSR. We find that family involvement strengthens the relationship between ESI …

Required Donations: An Empirical Test Of Prospect Theory & Framing Of Per-Seat Contributions In Intercollegiate Athletics, Jason D. Reese, Brandon Brown, Gregg Bennett

Faculty Publications

The purpose of this study was to examine how per-seat contributions are framed, and attempt to understand the effects of different price frames on consumer perceptions and behavior. In doing so, we apply prospect theory to explain how framing an outcome can change preferences and ultimately purchase behavior. The current study used an experimental design to determine which price frame most influences repurchase intentions, when considering three price tiers (e.g. low, moderate, high) determined in a pretest. Our results indicate the best way to increase purchase intentions when implementing per-seat contributions campaigns is to use the Combination price frame (i.e. …

2015 Oklahoma Research Day Full Program, Northeastern State University

Oklahoma Research Day Abstracts

This document contains all abstracts from the 2015 Oklahoma Research Day held at Northeastern State University.

Perspectives On Organization Of The Marketing Function In Higher Education, Susan Tams

Theses, Dissertations and Capstones

The current study was initiated to assess the organization of the marketing function in institutions of higher education and to measure the perceptions of higher education marketing officials about various aspects of marketing. The study is a modified replication of a study by Michael W. Mulnix (1996) and employed the questions developed by Mulnix to measure perceptions of current practitioners. Several demographic questions were added about the respondents and their institutions. An updated study is useful because of three categories of change in higher education since 1996: a) changes in the way higher education conducts its operations; b) changes in …

Relational Behavior Of Leaders: A Comparison By Vocational Context, G. Ronald Gilbert, Robert C. Myrtle, Ravipreet S. Sohi

Department of Marketing: Faculty Publications

Organizational researchers widely acknowledge that positive relational behavior is associated with leadership effectiveness. In this exploratory study, we seek to extend previous research examining contextual factors that influence leadership style based on the characteristics of person–vocation fit. Using information derived from a 360° assessment that included one’s top managers, peers, and subordinates (N = 934), we find that leaders working in settings that attract Holland’s Social (S) types demonstrate more positive relational behavior than those who work in Realistic (R) type work settings. Our research also indicates that the relationship between leadership style and perceived effectiveness varies based on …

A Process Model Of Sport Fan Detachment, L. Martin, Michael M. Goldman

Sport Management

Within the field of sport marketing, scholarship to date has predominantly focused on the drivers of fan loyalty and allegiance, and the motivational aspects of fan behavior, at the expense of understanding the deterioration of the relationship between the sport consumer and sport team. Previous customer-brand relationship literature was integrated to propose and test a model of sport fan detachment. A qualitative study of lapsed season ticket holders was conducted to gain a deep understanding of the fan’s individual lived experience. The findings contribute a four-part sequential process of a breakdown trigger, iterative decline, disengagement incident, and exit phase, to …

Why Is The Crowd Divided? Attribution For Dispersion In Online Word Of Mouth, Stephen He, Samuel Bond

Faculty & Staff Scholarship

The widespread availability of online word of mouth (WOM) enables modern consumers to assess not only the opinions of others about products and services, but also the extent to which those opinions are consistent or dispersive. Despite longstanding calls for greater understanding of mixed opinions, existing evidence is inconclusive regarding effects of WOM dispersion, and theoretical accounts have relied primarily on the notion of reference dependence. Extending prior work, this research proposes an attribution-based account, in which consumer interpretation of WOM dispersion depends on the extent to which tastes in a product domain are perceived to be dissimilar, so that …

Defining A Filipino Heritage Brand In The Digital Age, Paz Esperanza T. Poblador

Center for Business Research and Development

How does an undefined yet strong heritage human brand compete in this rapidly-evolving, social-media crazed, digital-marketing driven business environment? The fiercely competitive arena of the fashion industry, where artisanal apparel tends to be so quickly commoditized by imitators and aggressive competition from top-of-mind global mass-produced brands, is where Filipina designer Patis Tesoro has been thriving and surviving as a passionate serial entrepreneur for over four decades now. Regarded as The Grand Dame of Philippine Fashion, she has done her fair share in uplifting homegrown arts and crafts by meticulously creating unique pieces of textile, clothing, home decor, and fine art, …