2014-January-30-Dr. Brad Deweese Preparing Athletes For Winter Olympics,
2014
East Tennessee State University
2014-January-30-Dr. Brad Deweese Preparing Athletes For Winter Olympics, University Marketing And Communications, East Tennessee State University
ETSU News
No abstract provided.
Fantastic Collaboration Of Financial Services And Telecommunication,
2014
Asia Marketing Journal (AMJ)
Fantastic Collaboration Of Financial Services And Telecommunication, Seon Min Lee, Seung Woo Chun, Young Hyuck Joo, Yoo
Asia Marketing Journal
In May 2012, the collaboration of Hana Bank, top financial service company, and SK Planet, top telecommunication service provider, introduced a new credit card that was filled with all-in-one benefits into the market. Leveraging strong infrastructure of two companies, each top in its own industries, the awareness and preference of ‘Club SK Card’ brand rapidly increased to about 25% in less than one year. Moreover, this new card was enthroned in the most sold credit card of year 2012, accounting for a market share of 7.2% in the credit card market and more than 80% in the mobile credit card …
2014-January-30-Etsu College Of Business And Technology To Hold Career Fair 2014,
2014
East Tennessee State University
2014-January-30-Etsu College Of Business And Technology To Hold Career Fair 2014, University Marketing And Communications, East Tennessee State University
ETSU News
No abstract provided.
Willingness To Pay For Eco-Friendly Products,
2014
Asia Marketing Journal (AMJ)
Willingness To Pay For Eco-Friendly Products, Soon Hee Joung, Sun Wook Park, Yoon Jin Ko
Asia Marketing Journal
Environmental concern has been an important issue for a few decades, and the extent of consumer demand for eco-friendly consumption has been increased. This study seeks to investigate consumers` willingness to pay (WTP) a premium for eco-friendly cosmetics. This study evaluates how much more a consumer is willing to pay for eco-friendly cosmetics and examines significant factors influencing consumers` WTP for eco-friendly cosmetics. Consumers` WTP is measured using four different ecofriendly cosmetics: low-priced skin care cosmetics, low-priced makeup cosmetics, high-priced skin care cosmetics, and high-priced makeup cosmetics. This study uses the contingent valuation method (CVM) to estimate consumer`s WTP for …
Diversification Strategy Through Market Creation,
2014
Asia Marketing Journal (AMJ)
Diversification Strategy Through Market Creation, Jae Seok Jeong, Nam Jung Kim, Hyun Joo Lim, Kang, Jung Hoon Moon
Asia Marketing Journal
The purpose of this paper is to investigate upon a diversification strategy through market creation of CJ Group, which has contributed in positioning of the firm as one of the leading conglomerates in South Korea. With such objective, the background of CJ Group, followed by its business diversification strategies were explored, with reference to several case studies. The history of CJ Group began with establishment of CheilJedang Industrial Corporation in 1953, as the first domestic sugar producer and exporter of South Korea. The corporation gradually expanded its business ever since at both national and global level, to include the fields …
The Effect Of Regulatory Focus On The Link Between Purchase Behavior And Redemption Behavior,
2014
Asia Marketing Journal (AMJ)
The Effect Of Regulatory Focus On The Link Between Purchase Behavior And Redemption Behavior, Ji Yoon Kim
Asia Marketing Journal
Previous research on loyalty program has verified the factors that influence redemption behavior and the understanding of the mechanism of redemption behavior with academic and practical implications. However, these research has not proven boundary conditions in which the phenomena can be strengthened or weakened? that is, the moderating effect remains unclear. The inclusion of moderating variables can provide a more extensive understanding of the mechanism of this behavior from academic and managerial perspectives alike. Therefore, this current research proposes regulatory focus as a moderating variable, which has received scarce attention in the study of loyalty program behavior, especially individual characteristic …
Oriental Brewery, Co. Ltd. Vitalizing Cass Brand Through Brand Portfolio Strategy,
2014
Asia Marketing Journal (AMJ)
Oriental Brewery, Co. Ltd. Vitalizing Cass Brand Through Brand Portfolio Strategy, Sung Tai Hong, Young Seok Son, Woon Bong Na
Asia Marketing Journal
The case study of OB shows dramatic market dynamics between leader brand vs. follower brand similar to Kirin vs. Asahi in Japan for two decades. Almost 20yrs ago, the brand status of OB was dramatically fallen because of the environmental pollution of subsidiary company and harsh competition of rivalry brand. But OB made a ground change in its brand strategy. OB departed from the pride in its past to bet on the new. OB decided to vitalize Cass brand through brand portfolio strategy. They deployed 3 phase articulated marketing plans; Phase I, Acquisition of Cass brand through M&A and strategic …
Successful Marketing Strategies In Emerging Markets,
2014
Asia Marketing Journal (AMJ)
Successful Marketing Strategies In Emerging Markets, Young Chan Kim, Jai Hak Chung, Hyung Sik Jung
Asia Marketing Journal
The global market is facing numerous changes nowadays, and also is the Southeast Asian market. Among those of some other regions, the Southeast Asian market is especially important to Korea for many reasons since it is one of the rapidly emerging markets, is geographically close to Korea, and has fair conditions for investigation. And in order to succeed in Southeast Asian markets, thorough examination about the countries is in need. This article catches a glimpse of the global market, the current status and changes of Southeast Asian markets, and Korean firms now doing business in these markets. Also, the article …
How Much Change Is Optimal When A Brand Is Newly Rebranded?,
2014
Asia Marketing Journal (AMJ)
How Much Change Is Optimal When A Brand Is Newly Rebranded?, Kyoung Hee Chu, Doo Hee Lee, Min Sun Yeu, Park
Asia Marketing Journal
There are many cases of rebranding and its numbers are growing. However, rebranding is still under research in the academic field, and there is no guideline on the effective way to change brand name. The objective of this paper is to integrate two inconsistent predictions from categorization theory and schema incongruity theory: a negative linear relationship (categorization theory) versus an inverted-U-shape relationship (schema incongruity theory) between brand name incongruity and consumer evaluation into one framework. Specifically, this study examines how the effect of incongruity between an existing brand name and a new brand name (hereafter called “brand name incongruity”) on …
2014-January-30-Museum To Offer Lecture By Dr. Audrey Depelteau On Climate Change,
2014
East Tennessee State University
2014-January-30-Museum To Offer Lecture By Dr. Audrey Depelteau On Climate Change, University Marketing And Communications, East Tennessee State University
ETSU News
No abstract provided.
Exploring The Role Of Preference Heterogeneity And Causal Attribution In Online Ratings Dynamics,
2014
Asia Marketing Journal (AMJ)
Exploring The Role Of Preference Heterogeneity And Causal Attribution In Online Ratings Dynamics, Wu Jin Chu, Min Jung Roh
Asia Marketing Journal
This study investigates when and how disagreements in online customer ratings prompt more favorable product evaluations. Among the three metrics of volume, valence, and variance that feature in the research on online customer ratings, volume and valence have exhibited consistently positive patterns in their effects on product sales or evaluations (e.g., Dellarocas, Zhang, and Awad 2007; Liu 2006). Ratings variance, or the degree of disagreement among reviewers, however, has shown rather mixed results, with some studies reporting positive effects on product sales (e.g., Clement, Proppe, and Rott 2007) while others finding negative effects on product evaluations (e.g., Zhu and Zhang …
Effects Of Storytelling In Advertising On Consumers` Empathy,
2014
Asia Marketing Journal (AMJ)
Effects Of Storytelling In Advertising On Consumers` Empathy, Myung Jin Park, Doo Hee Lee
Asia Marketing Journal
Differentiated positioning becomes increasingly difficult when brand salience weakens. Also, the daily increase in new media use and information load has led to a social climate that regards advertising stimuli as spamming. For these reasons, the focus of advertisement-related communication is shifting from persuading consumers through the direct delivery of information to an emphasis on appealing to their emotions using matching stimuli to enhance persuasion effects. Recently, both academia and industry have increasingly shown an interest in storytelling methods that can generate positive emotional responses and attitude changes by arousing consumers` narrative processing. The purpose of storytelling is to elicit …
Is Corporate Rebranding A Double-Edged Sword? Consumers` Ambivalence Towards Corporate Rebranding Of Familiar Brands,
2014
Asia Marketing Journal (AMJ)
Is Corporate Rebranding A Double-Edged Sword? Consumers` Ambivalence Towards Corporate Rebranding Of Familiar Brands, Grace Ing Phang
Asia Marketing Journal
Corporate rebranding has been evident in the qualitative corporate rebranding studies as an imposed organizational change that induces mixed reactions and ambivalent attitudes among consumers. Corporate rebranding for the established and familiar corporate brands leads to more ambivalent attitudes as these companies represent larger targets for disparaging information. Consumers are found to hold both positive and negative reactions toward companies and brands that they are familiar with. Nevertheless, the imposed change assumption and ambivalent attitude, in particular corporate rebranding, have never been widely explored in the quantitative corporate rebranding studies. This paper aims to provide a comprehensive empirical examination of …
Mpc,
2014
Asia Marketing Journal (AMJ)
Mpc, Yong June Kim, Hak Kyun Kim
Asia Marketing Journal
MPC is a specialized CRM company providing one-stop service through contact centers and has built a No. 1 “MPC Brand" in the industry. Founded in 1991, MPC has expanded into CRM solutions and services by launching businesses with database marketing. On Dec. 12, 2005, MPC became listed as the first company in the CRM industry on KOSDAQ. Now, MPC reserves 2,932 seats nationwide. MPC provides inbound/outbound services through various channels, such as phone and e-mail, and analyzes operating results in various aspects to improve services and make suggestions. MPC offers specialized training based on analyses of customers` requirements. Also, MPC …
2014-January-28-Basler Chairholder Mary Jane Jacob To Speak On ‘Process As Practice’,
2014
East Tennessee State University
2014-January-28-Basler Chairholder Mary Jane Jacob To Speak On ‘Process As Practice’, University Marketing And Communications, East Tennessee State University
ETSU News
No abstract provided.
2014-January-27-Etsu’S Dr. Robert Sawyer Announced As Co-Recipient Of Hoffman Prize,
2014
East Tennessee State University
2014-January-27-Etsu’S Dr. Robert Sawyer Announced As Co-Recipient Of Hoffman Prize, University Marketing And Communications, East Tennessee State University
ETSU News
No abstract provided.
2014-January-26-Etsu Congratulates Alumnus Justin Stanton On Grammy Success,
2014
East Tennessee State University
2014-January-26-Etsu Congratulates Alumnus Justin Stanton On Grammy Success, University Marketing And Communications, East Tennessee State University
ETSU News
No abstract provided.
2014-January-24-Dr. Joe Bidwell Named Chair Of Biological Sciences,
2014
East Tennessee State University
2014-January-24-Dr. Joe Bidwell Named Chair Of Biological Sciences, University Marketing And Communications, East Tennessee State University
ETSU News
No abstract provided.
2014-January-24-Etsu To Screen Film ‘The Iran Job’,
2014
East Tennessee State University
2014-January-24-Etsu To Screen Film ‘The Iran Job’, University Marketing And Communications, East Tennessee State University
ETSU News
No abstract provided.
2014-January-24-‘Earthen Bodies: Ceramics As Sculptural Form’ On Display At Tipton Gallery,
2014
East Tennessee State University
2014-January-24-‘Earthen Bodies: Ceramics As Sculptural Form’ On Display At Tipton Gallery, University Marketing And Communications, East Tennessee State University
ETSU News
No abstract provided.
