Marketing Commons^™

The Affordable Care Act And Its Impact On The Professional Tax Preparation Market In Kingsport, Tennessee, Robert S. Forney Jr.

Undergraduate Honors Theses

The objective of this study is to test whether the Affordable Care Act will have an effect on the professional tax preparation industry of Kingsport, Tennessee. To accomplish this objective, the researcher collected surveys concerning taxpayers’ initial reaction to the realization that the law affects their 1040. A two proportion test for equality was performed and failed to reject the idea that the ACA will have an effect on the tax preparation industry of Kingsport. Because this study failed to prove that the change in legislation causes a jump in clientele for the professional tax preparation market, the fight for …

The Johnson City Community Health Center: A Qualitative Analysis Of The Center's Strengths, Weaknesses, Opportunities, And Threats In Johnson City, Tennessee, Enrique A. Cruz Enriquez

Undergraduate Honors Theses

The Johnson City Community Health Center is one of over 1200 community health centers serving over 22 million patients across the United States. Community health centers primarily serve patients with low income or without health insurance, but most serve all the members of their communities. These centers provide many services and treat health problems in a holistic manner in order to improve the health of their communities and also allow the members of those communities to progress. The Johnson City Community Health Center is compared to successful CHCs from across the nation to determine if it has characteristics to be …

Stir, Alyssa Di Rienzo

Renée Crown University Honors Thesis Projects - All

The Syracuse University student body is overflowing with brilliance. Over the course of their four years on campus, many Syracuse students engage in truly amazing academic initiatives. Currently, there is no single resource that captures the stories and accomplishments of the university’s most talented students. I have set out to address this opportunity, by creating a website that celebrates and shares the stories of the Syracuse University students. ! I have created STIR, an online resource featuring video testimonials from outstanding Syracuse University students. The website has four main missions. First, to share the stories of Syracuse University talent with …

2014-May-01-Etsu Rotc Commissioning, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Get Schooled: A Visual Social Semiotic Analysis Of Target's Branding Using Instagram, Chelsea Bevins

Masters Theses

With new technology arising, brands must be able to adapt to them. This thesis will break down brand management, using David Aaker's framework, of the Target Corporation to see if they are using modern resource, Instagram effectively. This thesis will also look at how the theory of visual social semiotics, applied to communications, is used to decipher intended meaning. Brand management embodies a company and people are driven by what a brand portrays. People are driven by values, emotions and quality within a brand. People associate products with memories, celebrities, attributes and symbols. Brands are more than just a name. …

Consumer Evaluation Of Corporate Social Responsibility: New Insights From The Expectancy Confirmation/Disconfirmation Paradigm, Roberto Saldivar

Theses and Dissertations - UTB/UTPA

Consumer-centric corporate social responsibility studies have focused on consumer evaluation of CSR perceptions (Stanaland, Lwin, and Murphy 2011) without addressing the consumer’s CSR expectations (e.g. Russell and Russell 2010, Schuhwerk and Lefkoff-Hagius 1995, Sen and Bhattacharya 2001). This discovery motivates this study that utilizes the expectancy confirmation/disconfirmation paradigm (Erevelles and Leavitt 1992; Oliver 1985; Tse and Wilton 1988) to offer novel insights of consumers’ evaluations of CSR information and subsequent consequences in terms of customer satisfaction, referral, purchase intention and willingness to pay premium. Two studies, each with a unique design and sample, were developed to test 13 hypotheses. In …

Examining The Effects Of Casino Lottery Promotions, Maria Colin Magaña

UNLV Theses, Dissertations, Professional Papers, and Capstones

Casinos employ marketing and promotional activities to attract and retain customers within the competitive industry. Promotions awarding players thousands of dollars are not uncommon. To capitalize on this investment, the success of these promotional activities is crucial. The effectiveness of casino promotions has been scarcely examined within research. Only a few studies have directly examined the impact of casino lottery promotions (Lucas & Bowen, 2002; Lucas et al., 2006; Suh et al., 2014). Literature on promotional games can be used to fill the gap in knowledge regarding casino lottery promotions and to provide a starting point for future research. This …

2014 May, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for May of 2014.

Crowdfunding In Museums, Melanie R. Bump

Seton Hall University Dissertations and Theses (ETDs)

The successes of websites such as Kickstarter and Indiegogo have propelled the popularity of crowdfunding and have made it a viable mode of fundraising in museums. Museums have used crowdfunding to raise funds for a wide variety of purposes including purchasing property, construction, disaster recovery, exhibition production, educational programs, and artifact conservation. An increasing number of museums have launched campaigns through various crowdfunding websites, experiencing varying degrees of success. In order to use crowdfunding as an effective fundraising tool, it is important to understand all the factors that contribute to the overall achievement of a crowdfunding campaign.

This thesis describes …

The Role Of Self-Concept In Consumer Behavior, Marisa Toth

UNLV Theses, Dissertations, Professional Papers, and Capstones

Understanding the influences underlying consumption has become an increasingly important goal for marketers. This study examined the role of self-concept in consumer behavior, specifically product evaluation. The influences of various dimensions of the self-concept are examined in regard to four product dimensions: public luxury, public necessity, private luxury, and private necessity. Differences due to variations in individual levels of self-monitoring are also measured. Overall, results showed that the more conspicuous a product is (higher on luxury/public dimensions) the greater the relationship between evaluation and ideal self-images (ideal self and ideal social self) for both high and low self-monitors.

Building Social Media Through Teamwork: Dividing And Conquering When Budgets And Time Stand In The Way, Johannah Lowder, Joshua Waltman

Faculty Publications and Presentations

No abstract provided.

Revenue Management In A Multi-Channel Environment: The Effect Of Pricing Strategies On Perceived Fairness, Lan Jiang

UNLV Theses, Dissertations, Professional Papers, and Capstones

The rapid development of technology has made the hotel booking process become easier and more convenient, but it has also made hotel revenue management practices become more complex. Researchers have noticed the issues caused by perceived fairness. Yet, only a few studies have examined the impact of the pricing strategies over perceived fairness. Furthermore, no previous research study has examined Best rate guarantee (BRG), rate disparity, and rate frame together and investigated the interaction effects among these strategies on perceived fairness.

This study aims to examine the potential effects of three revenue management pricing strategies (BRG, rate (dis)parity, and rate …

2014-April-30-Bluegrass, Old Time, Country And Celtic Bands To Perform At Down Home, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-April-30-Doretha Benn, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-April-30-Deadline Nearing For Carter Railroad Museum Train Excursion, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-April-30-'Rhinos: Then And Now' Focus Of Talk At Natural History Museum, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-April-30-‘Vocal-Ease: Spring Jazz At The Millennium’ To Feature Lyons, Keating, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

The Application Of The Goal-Gradient Hypothesis And The Temporal Construal Theory To Customer Loyalty Programs - Goal Gradient Hypothesis And Temporal Construal Theory, Tae Ho Song, Wooli Ko

Asia Marketing Journal

The goal-gradient hypothesis states that the tendency to approach a goal increases with the increasing proximity of the goal (Hull 1932). It was initially supported with an evidence of animal experiments and since then, several papers have investigated the goal-gradient hypothesis in humans. Although there are some evidences related to the goal-gradient hypothesis in human behaviors, none of previous studies can properly explain its underlying mechanism, and what``s more, they were not able to suggest useful managerial applications in human behaviors. From these perspectives, this work points out that there are some theoretical weaknesses to apply the goal-gradient hypothesis into …

Facebook Users In United Arab Emirates, Somkiat Mansumitrchai, Choo Hui Park, Candy Lim Chiu

Asia Marketing Journal

This study examined the use of Facebook in United Arab Emirates. There were two objectives of this study. The first purpose was to identify the motive for the use of Facebook among people in U.A.E. This study conducted the survey using both qualitative and quantitative methods. One hundred eighty-three working people were used from the survey. Thirty-five questions identified from the interviews were used for the questionnaire design in quantitative method. Factor analysis showed six factors namely usefulness, usage, reliability, making new friends, ethical issue and openness of information. The total variance explained by all the factors was fifty-two percent. …

The Impacts Of Changes In Brand Attributes On Financial Market Valuation Of Korean Firms, Hee Tae Lee, Byung Do Kim

Asia Marketing Journal

The earlier studies have verified that brand values have significant impact on financial values such as stock return and stock price to justify marketing costs for brand building. Except for Mizik and Jacobson (2008), however, little research has addressed what kinds of brand components composing brand values have a significant relationship with financial values. As a follow-up research of Mizik and Jacobson (2008), this research focuses on what kinds of relationships exist between the unanticipated change of each brand asset component and stock return, one of the financial values. The authors selected six brand asset components from the Korea-Brand Power …