Marketing Commons^™

07. Marketing, University Of Central Oklahoma

Oklahoma Research Day Abstracts

No abstract provided.

Imaginary Worlds: Using Visual Network Scales To Capture Perceptions Of Social Networks, Ajay Mehra, Stephen P. Borgatti, Scott M. Soltis, Theresa M. Floyd, Daniel S. Halgin, Brandon Ofem, Virginie Lopez-Kidwell

Management and Marketing Faculty Publications

Social networks are not just patterns of interaction and sentiment in the real world; they are also cognitive (re)constructions of social relations, some real, some imagined. Focusing on networks as mental entities, our essay describes a new method that relies on stylized network images to gather quantitative data on how people “see” specific aspects of their social worlds. We discuss the logic of our approach, present several examples of “visual network scales,” discuss some preliminary findings, and identify some of the problems and prospects in this nascent line of work on the phenomenology of social networks.

01. Accounting, University Of Central Oklahoma

Oklahoma Research Day Abstracts

No abstract provided.

05. Information Operations Management, University Of Central Oklahoma

Oklahoma Research Day Abstracts

No abstract provided.

06. Management, University Of Central Oklahoma

Oklahoma Research Day Abstracts

No abstract provided.

Read Poster - Dr. Ken Harmon, Provost And Vp For Academic Affairs, Amy Thompson

Library Marketing Materials

READ Poster, featuring Dr. Ken Harmon, Provost and Vice President for Academic Affairs and Professor of Accounting.

Book: Stumbling on Happiness, by Daniel Gilbert. New York: Knopf, 2006.

The Store-As-A-Brand Strategy: The Effect Of Store Environment On Customer Responses, Archana Kumar, Youn Kyung Kim

Department of Marketing Faculty Scholarship and Creative Works

Despite their significance within the apparel industry, retailers selling just their own brand of apparel (single-brand apparel retailers) have not been examined for the relationship between their store environment and customer responses. This study explores the effect of store environment on customers' internal evaluations and behavior toward single-brand apparel retailers. Further, to understand the store-as-a-brand strategy, this study examined whether customers have similar cognitive and affective perceptions toward the store versus merchandise. A mall intercept survey was conducted and a non-recursive structural equation model was employed to test the proposed hypotheses. This study found that social, design, and ambient cues …

Knowledge Needs Of Firms: The Know-X Framework For Marketing Strategy, Sreedhar Madhavaram, Andrew C. Gross, Radha Appan

Business Faculty Publications

In today’s knowledge-intensive economy, the acquisition, development, and management of knowledge are fundamental to the survival and growth of firms. Consequently, organizational knowledge has emerged as a potential source of competitive advantage for firms. Specific to the marketing context, research has long since recognized the role of knowledge in effective marketing. Therefore, through a systematic review of organizational knowledge research and the knowledge business environment, this paper (1) identifies different types of organizational knowledge required by firms and develops the know-x framework, (2) discusses exemplars of different types of marketing knowledge products that firms might require, (3) identifies and discusses …

Corporate Communication In The Twenty-First Century, Susan Laws

Other Graduate Scholarship

Corporate communication represents an evolving area of study within the increasing puzzle of global growth in the twenty-first century. The theoretical history of public relations originated in North America and the United Kingdom before the ubiquitous presence of technology and the internet. Since the 1950s, numerous approaches and models of corporate communication have emerged. The focus of this study is to contribute to the development of a new theory of corporate constructs of identity, image and reputation, formulating competitive advantage with strategy formulation, within the framework of the new political economy – these economies do not and cannot operate in …

The Effects Of Country Of Origin Image And Patriotism On Consumer Preference For Domestic Versus Imported Beef, Thong Meas

Theses and Dissertations--Agricultural Economics

Country of origin (COO) effect is a well-researched topic in the international marketing literature. It is well recognized that consumers are biased against imports, due to consumer ethnocentrism or patriotism tendency. However, the research on COO effects also suggests that consumers form certain image of origin countries (COO image) and favorable image, be it associated with the countries, their people, or general product quality, improves the evaluation and acceptance of foreign imports.

The publications related to COO effects which focus on consumer durables are abundant. However, the contrasting COO effects on food products are much less investigated. This study surveys …

Male Grooming: An Ethnographic Research On Perception And Choice Of Male Cosmetics, Sweta Thota, Stacy N. Hermosillo, Neilgoon N. Keyhani, Jennifer A. Walker

Marketing (Formerly Marketing and Law)

The purpose of this study is to explore male perceptions toward cosmetics and their product choice. Applying an ethnographic framework to this study, three males between the ages of 24-30 were interviewed through a series of 141 questions pertaining to their demographics, lifestyle, attitudes toward masculinity, skin care, grooming and cleaning behaviors. The results showed five overarching themes: (1) all of the participants had early experiences with personal care products, (2) the term masculinity was defined with terms such as "calm" and "practical", (3) all participants looked up to their fathers as their key role models, (4) all participants valued …

Get Your Head In The Game: Using Gamification In Business Education To Connect With Generation Y, Sonja Martin Poole, Elyria Kemp, Lauri Patterson, Kimberly Williams

Marketing (Formerly Marketing and Law)

Generation Y learners think and learn differently. They seek learning environments that are relaxed, flexible, interactive, and engaging. Gamification incorporates game mechanics to non-game contexts and has been found to motivate or incentivize students using rewards such as points, badges, and certificates. The purpose of this research is to investigate how utilizing gamification mechanics and customer engagement principles in college business courses can engage and foster learning among Generation Y students. Findings from this research suggest that using gamification techniques in the classroom can be an effective tool for enhancing student engagement and learning. Implications and future research are presented.

Truth And Consequences In The Global Village, Val Larsen, Sweta Thota

Marketing (Formerly Marketing and Law)

Almost everyone agrees that businesses have a moral obligation to be honest. Less emphasized is the fact that customers, the co-creators of value, are likewise obliged to be honest. Customer dishonesty like business dishonesty creates deadweight economic losses. Marketers can improve the moral infrastructure of society and eliminate these deadweight losses if they bring the moral accountability of the gemeinshaftlich village to the gesellschaftlich global economy. Customers can be made accountable through an expansion of credence markets that measure integrity and that compel the dishonest to bear the costs of their own misbehavior. The feasibility of expanding credence markets is …

Horizon House Restaurant, International Airport, Houston, Texas, Houston International Airport

Airline Menus

No abstract provided.

Pan American Airlines "Happy Landings!" Breakfast Menu, Pan American Airlines

Airline Menus

No abstract provided.

A Socio-Marketing Analysis Of The Concept Of Cute And Its Consumer Culture Implications, Elad Granot, Thomas Brashear Alejandro, La Toya M. Russell

Business Faculty Publications

Cute has become the favored language of (the predominantly female) popular consumer culture. This paper examines the roots of “cute” and its evolution with reference to its relevance to marketers. We follow the cultural appropriation of Japan’s “Kawaii” by the Western “cute”, and introduce a social, marketing-oriented description and analysis of the concept. We present its socio-cultural, experiential, symbolic, and ideological relevance to consumption in general, and to consumer culture theory in particular. This examination steers clear of scientific generalizations prevalent in consumer behavior research and aims, instead, to illuminate the cultural dimensions of the consumption cycle, and allow a …

Influence Of Congruity In Store-Attribute Dimensions And Self-Image On Purchase Intentions In Online Stores Of Multichannel Retailers, Vishag Badrinarayanan, Enrique P. Becerra, Sreedhar Madhavaram

Business Faculty Publications

Online stores of multichannel retailers continue to lag pure internet retailers with reference to consumers' shopping intentions and sales. This study develops and tests a framework in which (a) trust and attitude (conceptualized as a second-order construct with hedonic and utilitarian dimensions) influence purchase intentions, (b) congruity between the multichannel retailer's land-based and online stores (conceptualized as a second-order constructs made up of seven dimensions: aesthetic appeal, navigation convenience, transaction convenience, atmosphere, service, price orientation, and security) influences trust in and attitude toward the online store, and (c) congruity between consumers' self-image and perceived image of the online store influences …

Regulatory Focus As A Predictor Of Attitudes Toward Partitioned And Combined Pricing, Kiljae Lee, Jungsil Choi, Yexin J. Li

Business Faculty Publications

Partitioned pricing is a widely used pricing strategy, but little is known about the buyer characteristics that influence its effectiveness. The current research contributes to the pricing literature by investigating the impact of regulatory focus on the perceived attractiveness of partitioned and combined pricing. In four studies, we hypothesized and found support for the idea that promotion focused individuals perceive partitioned prices to be more attractive than combined prices, while prevention focused individuals do not differentiate between the two pricing types. Our results also show that regulatory focus influences consumers' information processing style, which in turn leads to important differences …

Relationship Marketing Strategy: An Operant Resource Perspective, Sreedhar Madhavaram, Elad Granot, Vishag Badrinarayanan

Business Faculty Publications

Marketing's evolution toward a new, service-dominant (S-D) logic requires the focus of marketing to be on the intangible, dynamic, operant resources. Therefore, in this paper, we examine the relationship marketing (RM) strategy from an operant resource perspective that focuses on how operant resources can influence RM-based strategy success. Specifically, we identify network competence, alliance competence, internal market orientation, and customer response capability as operant resources that have been empirically verified to have positive influences on firms. Next, we identify market relating capability and knowledge management capability as operant resources that need further conceptual and empirical investigation. Furthermore, based on our …

Ua68/1/3 Potter College Of Arts & Letters Dean, Assistant Deans, Committees Publications, Wku Archives

WKU Archives Collection Inventories

Publications created by the Potter College of Arts & Letters Dean, regarding the administration of Potter College.

Contact was a Potter College newsletter about funding opportunities, including grants, for faculty projects and research in the 1970s.

The Forum was a Potter College newsletter for faculty to share information about professional activities and discuss intellectual items of interest in the 1970s.

Potter College Potpourri was a newsletter for faculty, staff, and students that was available in print and online in the late 1990s. It included recent happenings, a frequently asked questions section, and brief departmental updates.

Arts & Letters is the …