Marketing Commons^™

2014-July-03-Etsu’S Bidwell Receives Grant To Study Effects Of Mercury Contamination, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-July-02-Etsu Physician To Speak On The Perils Of Summer, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-July-02-Nelson Fine Art To Host Exhibit On Appalachian Foodways, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Evolution Of Food Quality Demand In The Food Service Industry In China: The Case Of Duck, Rachel Alison Carnegie

Open Access Theses

Booming economic growth and rising consumer incomes have impacted food preferences and purchasing behavior in China. At the same time, several internationally publicized food safety incidents, particularly in the animal husbandry sector, have heightened awareness of and concern for food safety and quality in meat and dairy. Rising quality demand and safety concerns have been studied at length in the food retail sector, but also appear to be important in the food service industry. This research uses data from a survey of duck restaurant managers and consumers in Beijing, Shanghai, Chengdu, and Guangzhou to determine preferences and willingness to pay …

Consumer Brand Relationships Landscape, Marc Fetscherin, Daniel Heinrich

Faculty Publications

This article sheds light on the current state of research on consumer brand relationships (CBR) and presents two distinct taxonomies, respectively, theoretical frameworks that help to classify CBR research. First, the 'brand connection matrix' that classifies brand relationships into functional-based (low versus high) and emotional-based (low versus high) connections to brands. This framework leads us with a 2 × 2 matrix consisting of four quadrants, each of which are discussed. Second, the 'brand feeling matrix' classifies consumer's relationships with brands by grouping them into the strengths of relationships (weak versus strong) and the consumers' feeling toward the brand (positive versus …

Revisiting Marketing As Constructive Engagement: Linking Policies And Managerial Practices, Clifford J. Shultz

School of Business: Faculty Publications and Other Works

Policies that initiate or support responsible micromarketing institutions and practices can be some of the most important catalysts to socioeconomic development and sustainable peace and prosperity, particularly in distressed or devastated political economies. Such polices and the accordant positive marketing forces might be considered a form of constructive engagement. The consideration of constructive engagement, including the idea that managerial marketing can be complementary to macromarketing, is gaining currency among some macromarketers, and is explored in this presentation. The author discusses some evolving successful cases from fieldwork in developing, devastated, transitioning and/or recovering economies.

Sales Performance And Intuition – The Role Of Gut Feelings, David Locander

Doctoral Dissertations

This dissertation extends the dual theory of salesperson information processing by examining the relationship between salespersons' emotional intelligence (EI) and their preference for and use of decision-making styles (intuition and/or deliberation) in the selling process. This dissertation contains two studies, Study 1 employs a descriptive research design and Study 2 uses experimental manipulations to investigate the role that intuition and deliberation play within the sales process. Data for both studies come from a sample derived from a national online panel of business to business salespeople.

Study 1, using a survey approach, assesses two competing models and one post hoc model …

Editor's Note, Marites Tiongco

DLSU Business & Economics Review

No abstract provided.

May I Help You? How Stereotypes And Innuendoes Influence Service Encounters, Lauren Michelle Brewer

Doctoral Dissertations

"You only get one chance to make a good first impression." The dissertation focuses on marketing agents; among the most visible is the "service provider." Previous research establishes the important role of cognitive social schemata in determining the way consumers react to different types of marketing agents, including service providers. In the literature review, a classification schema is developed for service provider stereotypes derived from theory using social stereotypes. The development of the Service Provider Perception Framework (SPPF) creates a classification for the individual service provider along two main dimensions: competence and affect.

In services design (particularly situations involving a …

The Effect Of Antecedent Mood On Customer Loyalty Intentions: A Mood By Gender Interaction, Michael L. Thomas, Lindsay Levine, Linda Mullen

Journal of Applied Marketing Theory

This study suggests that induced antecedent moods may, in a systematic manner, influence subsequent levels of loyalty intention within consumer scenarios. Furthermore, this research finds that there exists differential responses to induced mood states by gender, which fall in line with research on the underlying gender differences in cognitive processing, levels of risk aversion, motivation, and the experience of emotion while shopping. Past studies in this area have shown only a mild connection between induced antecedent mood state and loyalty intentions, which may be due in part to the issue of an emotion by gender interaction. This paper reinforces previous …

2014-July-01-Southern Conference, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Real Smiles Vs. Faked Smiles: How Emotional Labor Impacts Service Behaviors, Anita Whiting

Journal of Applied Marketing Theory

This study investigates how emotional labor impacts service behaviors. Unlike previous research which focuses predominantly on the customer’s experience during a service encounter, this paper focuses on service employees and their performance during the service encounter. In particular, this study looks at how the emotional labor strategies of surface acting and deep acting impact customer service, job performance, and job satisfaction. The results from the SEMPLS analyses show that (1) surface acting has a negative impact on customer service and job satisfaction and (2) deep acting has a positive impact on customer service, job performance, and job satisfaction. Overall, the …

Investigating The Nba Servicescape: Fan Involvement, Team Loyalty, Perceptions Of Atmospheric Music And Emotional Responses, Crystal Southall, Richard Southall

Journal of Applied Marketing Theory

Within the domain of entertainment and leisure services, sport is a unique experiential service-product. Further, sport consumer behavior has changed dramatically, as advances in technology have decreased barriers to and increased the scope of sport consumption. Sport consumers can now watch live, delayed, or recorded sport events when and where they choose. Therefore, sport organizations must focus on sustainability through the creation of a competitive advantage in the staging of live sport events. Given that the NBA product is consumed within an increasingly stimulating consumptive landscape (Andrews, 2006), this study sought to examine the relationship between NBA fans’ involvement, home-team …

Acquiring And Maintaining Premium Seat Customers In The “Big Four” Leagues, Peter J. Titlebaum, Ronald Dick, Kim Feldmann, Robert Davis

Journal of Applied Marketing Theory

The sports industry in the United States will bring in an estimated $400 to $425 billion in 2011 (Plunkett Research, Ltd, 2011). Of the overall revenue, $10 billion is derived from premium seating. Unlike general admission and television revenue, income from premium seats is not usually shared with other teams in the league (Miller & Washington, 2010). Premium seating revenue makes a significant contribution to the overall revenue stream of sports organizations. In the 2010-2011 seasons, there were a total of 12,527 luxury suites across all the professional sports venues within the National Football League (NFL), National Basketball Association (NBA), …

A Domino Effect From Fairness To Online Customer Loyalty, Tuyet Mai Nguyen, Phong Tuan Nham

DLSU Business & Economics Review

Distributive fairness, procedural fairness, and interactional fairness are often researched together in many previous studies. However, in order to explore the power of fairness, the second-order fairness needs to be created to find the way to customer loyalty. An online survey was developed and distributed in Vietnam. Seven hundred fifty-eight questionnaires were completed and analyzed using a two-step methodology (including confirmatory factor analysis and structural equation modeling). The results of the study showed that there is the domino effect to customer loyalty, which departs from fairness, with trust and customer satisfaction as two mediators.

The Philippine Cybercrime Prevention Act Of 2012: To Protect Or Destroy?, James Keith C. Heffron

DLSU Business & Economics Review

Relatively new breeds of technology-related felonies called “cybercrimes” have proven to be a bane to different sectors of society, especially to business. The glaring damaging effects that it has caused to different business industries cannot anymore be ignored. However, is the Philippines adequately protected? Are its present laws sufficient to tackle the prongs of this blight? On the contrary, are these laws too myopically focused on eliminating cybercrime that certain freedoms have been overlooked, or worse, compromised? The aim of this paper is to essentially give an overview of the current protection and its effects on our basic rights. A …

2014-July-01-Matthew Harrison, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-July-01-Etsu Physiologist Studying Role Of New Gene In Preventing Fatty Liver Disease, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-July-01-Andrew Malone, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-July-01-Kamolnick Publishes Work On ‘Fighting The War Of Deeds’ With Al-Qaeda, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.