Marketing Commons^™

Empathy And Political Skill: Improving Salespeople’S Value Enhancing Behavior Performance, Megan C. Good, Charles H. Schwepker Jr.

Journal of Applied Marketing Theory

Little is known about the interface between empathy and political skill in sales. This study develops a model to reflect these characteristics and their impact on performance. Results from a study of 240 B2B salespeople contradict the a priori assumption that empathy may not be positively related to sales performance and challenge existing stereotypes that salespeople are not empathetic. Importantly, the findings show sellers employing empathy can generate enhanced outcomes. Also, this study extends our understanding that utilizing political influence spreads the benefit of empathy beyond the impact itself. Politically skilled B2B salespeople can better understand and display their empathy …

When Consumer Brand Advocacy Goes Bad: A Study Of Key Drivers Of Extreme, Negative Activism, Esta D. Shah, Julia E. Blose, Reagan C. Kilpatrick

Journal of Applied Marketing Theory

This paper uses an active, two-party political landscape in the U.S. as a testing ground to study the effects of an individual’s level of perceived political identification, fantasy proneness, and conspiracy mentality as possible antecedents of extreme, negative activism (e.g. attacking a police officer) undertaken to protect one’s brand community. Two independent, national surveys conducted one week prior to the November 2020 presidential election (N=481) and again in March 2021 after the presidential transition (N=465) allowed us to study the relationship between the three variables among U.S. citizens with liberal or conservative perceived political identifications, and measure likelihood to engage …

Catching The Unlikely Gambler : How And Why Gacha Games Appeal To Conscientious Consumers, Jingyi Zhang

Lingnan Theses (MPhil & PhD)

Gacha games, often featuring Japanese anime-style characters and designs, are characterized by their eponymous gacha mechanics, wherein players obtain random virtual items using in game currency purchasable with real-world money. While scoring significant market success, gacha games are frequently likened to gambling by critics due to their chance-based purchase system. Despite this gambling-like feature, here we identify a paradoxical attraction of gacha games for individuals high in conscientiousness, a trait typically linked to self-discipline and gambling aversion. Through five behavioral experiments involving actual gacha game players, we consistently found that higher conscientiousness correlates with increased gacha game engagement, as captured …

A New Look At Consumer Responses To Certain And Uncertain Rewards, Aihui Ding

USF Tampa Graduate Theses and Dissertations

Both certain rewards, which refer to incentives associated with a 100% probability of receipt, and uncertain rewards, which refer to incentives associated with probabilities of receipt that are less than 100%, are widely employed in marketing. Expected utility theory and prospect theory support the superiority of certain rewards over uncertain rewards. This research aims to investigate whether consumer aversion to uncertain rewards depends on the presence of consumer inference about firm immorality, which refers to the consumers’ belief that the firm could be engaging in unethical practices in promotions. Study 1 identifies two psychological mechanisms that explain why uncertain rewards …

Mediating Effect Of Mobile Banking Trust On Information And System Quality, Marko Van Deventer

Journal of Marketing and Consumer Behaviour in Emerging Markets

In the context of mobile banking services, trust emerges as a pivotal factor influencing both the acceptance and utilisation of these services, significantly shaping customers' confidence in their usage. Existing literature proposes that trust operates as a mediator in the connection between customers' perceptions of the quality of information and the overall system in mobile banking.

This study aimed to investigate whether trust acts as a mediating variable in the relationship between information and system quality within the mobile banking experiences of Generation Y customers in the South African banking sector. Employing a descriptive research design, the study distributed self-administered …

Social Media Marketing Strategies To Increase Revenue In The Health And Fitness Industry, Guy Danhoff

Walden Dissertations and Doctoral Studies

Health and fitness business owners are challenged with using effective social media marketing strategies to grab the attention of their target audience and engage them versus viable competitors. Small business owners in the health and fitness industry are concerned about leveraging social media strategies to improve business goal achievement. Grounded in the social exchange theory, the purpose of this qualitative multiple case study was to explore strategies that small business owners use for effective social media marketing to increase customer engagement. Participants were three small business owners of health and fitness businesses within Saint Charles County, Missouri who used social …

Navigating Consumption Streams: Toward A Utilitarian–Hedonic Perspective On Subscription Box Customer Journeys, Ishani Banerji, Aditya Gupta, Seth Ketron

Publications

Given persistent challenges faced by subscription box retailers in acquiring and retaining customers, there is an urgent need to understand decision-making and sources of value at each stage of the subscription box customer journey. As extant research has frequently focused on the customers' decision to subscribe, relatively little work has explored why they choose to continue or cancel their subscriptions. We contend that a way forward in understanding subscription box customer journeys is to adopt a utilitarian–hedonic perspective when looking at each stage of such journeys. We conduct phenomenological in-depth interviews with 26 subscription box customers and use the thematic …

The Impact Of Republican Ceo Ideology And Political Alignment On R&D Spending And Business Performance, Chiquan Guo, Md Noman Hossain, Mark Kroll, Ahmed M. Elnahas, Brandon Ater

Marketing Faculty Publications

Based on a sample of firms in the S&P 1500 index covering the years 1993 to 2016, we find that firms with Republican CEOs spend less on R&D compared to their Democratic counterparts. However, Republican CEOs ratchet up their R&D spending when a Republican is in the Oval Office. Furthermore, we find that R&D spending is negatively related to return on assets (ROA), which is indicative of the risky nature of R&D spending, but R&D is positively related to Tobin Q, a longer-term performance measure. As a consequence, when Republican CEOs manage under a Republican president, the …

2024 June, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for June of 2024.

Touch By Angels Café Rebrand, Hailey Choi

Graphic Communication

Touch By Angels, a local Korean-dessert café in San Luis Obispo, CA, specializing in bingsoo, taiyaki, and specialty teas, has struggled since its December 2023 opening to establish a cohesive visual identity across its B2C interaction spaces, including its website, social media pages, and on-site signage. This rebranding project aims to develop a comprehensive visual identity for Touch By Angels by enhancing its logo design, color palette, typography, and photography, revamping its social media, and on-site signage to create a unified and appealing brand image. The expected outcome is improved customer engagement, enhanced brand recognition, and business growth, positioning Touch …

Marketing Budgeting In The Upper Echelons, Junqiu Jiang

Dissertations and Theses Collection (Open Access)

Marketing professionals and academics frequently highlight the challenges of obtaining and protecting the marketing budget. However, prior academic research predominantly focusses on the optimal allocation of a given marketing budget, with little attention directed towards understanding the organizational process of securing approval for the marketing budget. Accordingly, this dissertation addresses this gap with two essays examining the marketing budgeting process by drawing on the theories-in-use (TIU) of both Chief Marketing Officers (CMOs) seeking approval for the marketing budget, and Chief Executive Officers (CEOs) approving the marketing budget. In Essay 1, I explore the objectives of both CMOs and CEOs …

Autonomous Stores: How Levels Of In-Store Automation Affect Store Patronage, Sabine Benoit, Birgit Altrichter, Dhruv Grewal, Carl-Philip Ahlbom

Research Collection Lee Kong Chian School Of Business

Autonomous stores operate without needing on -site staff present to support and monitor customers. This study seeks to determine which autonomous stores are most likely to succeed. By adapting convenience theory and drawing on secondary and qualitative data, the authors identify unique features of autonomous stores that constitute convenience dimensions: options for check -in (access convenience), staff support (assistance convenience), check -out (transaction convenience), and to allow customers to check their itemized baskets (verification convenience). Perceptions of convenience, autonomy, and safety explain the influences of unique store features. A conjoint experiment provides a test of the direct effects of each …

The Science Of Creating Brand Associations: A Continuous Trinity Model Linking Brand Associations To Learning Processes, Christilene Du Plessis, Serena D'Hooge, Steven Sweldens

Research Collection Lee Kong Chian School Of Business

The Continuous Trinity Model (CTM) of brand associations integrates 50 years of consumer learning research with recent conceptualizations of consciousness. Three types of brand associations are proposed at the representational level (expectations, meaning, and affect), corresponding to three types of learning at the process level (predictive learning, referential learning, and direct affect transfer). A core proposition derived from research on automaticity holds that the operating conditions of the learning processes vary on a continuum from mostly System 2 for predictive learning to mostly System 1 for direct affect transfer, with referential learning as a mix of the two. The CTM …

The Next 'Deep' Thing In X To Z Marketing: An Artificial Intelligence Driven Approach, Vincent Charles, Nripendra Rana, Ilias O. Pappas, Morten Kamphaug, Keng Siau, Kenth Engo-Monsen

Research Collection School Of Computing and Information Systems

The existing body of literature indicates a growing interest in research pertaining to the influence of artificial intelligence (AI) on marketing strategies, processes, and practices. However, further studies are required to fully unravel its complete potential and the implications it holds for practical application. The aim of this special issue on “The Next ‘Deep’ Thing in X to Z Marketing: An Artificial Intelligence-Driven Approach” is to explore the next frontiers and delve into the various facets of AI-driven marketing, shedding light on cutting-edge research and practical insights that can shape the future of the field. It also focuses on novel …

Sensing With Integrity: Responsible Sensor Systems In An Era Of Ai, David Eisenberg

Dissertations

Deep and machine learning now offer immense benefits for consumer choice, decision-making, medicine, mental health and education, smart cities, and intelligent transportation and driver safety. However, as communication and Internet technology further advances, these benefits have the potential to be outweighed by compromises to privacy, personal freedom, consumer trust, and discrimination. While ethical consequences for personal freedom and equity rise from these technological advances, the issue may not be the technology itself but a lack of regulation and policy that allow abuses to occur. A first study examines how emerging sensor-based technologies, limited to only accelerometer and gyroscope data from …

Exploring Co-Creation And Co-Destruction In The Lebanese Banking Sector During The Financial Crisis, Soumaya Kaakour, Alaaeldine Abbass Ali

BAU Journal - Creative Sustainable Development

This paper aims to comprehend co-creation/co-destruction value by studying in details the misbehavior incident between Lebanese private banks customers and frontline staffs during the financial crisis. The collected data includes 45 interviews in total, 20 frontline bank employees and 25 customers by structured interviews. The qualitative approach applied the thematic analysis (TA) to answer the research queries and A NVivo 11 software is applied to analyze the data coding. Findings indicated that co-creation exist when there is an effective communication between bank customers and frontline employees and when clients are delighted and feel valued while meeting his service. Co-destruction came …

3rd Sbs International Conference 2025: Innovation And Disruption: Business Success Through Ai, School Of Business Studies (Sbs)

Conference Proceedings

From the time that Clayton Christensen (1997) highlighted the concept of disruption due to innovation, and its impact on businesses and economies, practitioners and researchers have diverted their attention to the evil it casts and the opportunities it presents. Innovations and improvements in technologies have more often than not resulted in disruption of business models prevalent at that time. The three industrial revolutions have marked definitive shifts in performance and perspectives, and now the world awaits the outcome of the industrial revolution 4.0. Disruptions do not come only from revolutions. This is evident from the very recent incidence of the …

Sea Turtle Conservation At Tortuguero: A Case On How To Turn An Ecological Challenge Into A Collaborative Opportunity For Research, Education Outreach, And Business Development, Minh Q. Huynh, Jose Noguera, Roldán A. Valverde

Southwestern Business Administration Journal

This paper provides an overview of sea turtle research and conservation at Tortuguero. The conservation work began in 1950 and is still active. How did this effort to conserve sea turtles get started and how did this process help turn an ecological challenge into a global collaborative initiative? This case is not just about sea turtle conservation, but more importantly it is about approaching a complex problem from multiple perspectives and finding innovative ways to mitigate the problem. Though the focus is on sea turtles, the process, approach, and experience learned from this case can be adapted for guidance in …

Personalization: University Fundraising, Jasmine O'Neal, Akib Hossain, Yogesh Bhalerao

SMU Data Science Review

University fundraising campaigns, which are typically a multi-year endeavor, help institutions build a strong financial foundation to enable a unique student experience. At the heart of effective fundraising is having strong relationships and partnerships with certain audiences that provide the best donation opportunities. Generally, alumni networks and the local community makeup these audiences as strong fundraising bases. Therefore, universities have a significant responsibility in developing these relationships to gain deeper insights into their constituents' needs and interests. This enables them to tailor effective engagement strategies, thereby increasing the likelihood of meeting donation expectations. This research explores how machine learning techniques …

An Empirical Study Of Student Satisfaction At Selected Private Universities In Bangladesh, Mubina Khondkar, Abureza M. Muzareba

Journal of Educational Research and Practice

Satisfying students in higher education has proven to be a difficult task, although universities are striving to meet student needs and expectations. Private universities are trying to become more student-oriented and are seeking to understand students’ perceptions of higher education facilities. This research was designed to measure the gap between students’ expectations and perceptions of various aspects of private universities in Bangladesh. It uses a SERVQUAL framework and the Gaps Model of Service Quality. The population of students at private universities in Bangladesh is represented by a sample of 412 respondents from five top-tier private universities. Findings indicate that the …