Marketing Commons^™

Brand Evaluations Across Age Cohorts And Ethnic Groups: Convergence In The Youth Segment?, Michael P. Levens

Atlantic Marketing Journal

Research indicates a general consensus that ethnicity does influence consumption behavior, consumer experience, marketing response and media selection. It is, however, unclear as to the extent of that influence and the nature of the difference from segmenting consumers on some other criteria such as needs. Businesses have approached ethnic marketing in different ways ranging from a targeted effort at distinct ethnic markets to a more multi-cultural theme that is shared across many different groups. Today’s youth are often considered to view the world from a diverse perspective such that youth and diversity are often considered synonymous. An assessment of brand …

Online Product Search And Purchase Behavior Of Generation Y, Dawn B. Valentine, Thomas L. Powers

Atlantic Marketing Journal

The purpose of this paper is to determine whether gender differences exist in online product search and purchase behaviors. A survey of 116 undergraduate college students with questions regarding the types of products researched and purchased over the Internet, the type of information they looked for when researching the products, reasons for not purchasing products online, and reasons for returning products purchased over the Internet. While both male and female college students use the Internet to research and purchase products, the findings indicate that they differ significantly in the types of products they research and purchase online, the kinds of …

The Strategic Importance Of Customer Value, Donovan A. Mcfarlane

Atlantic Marketing Journal

This paper examines the importance of customer value as a strategic approach to doing business in the 21^st century hypercompetitive marketplace and marketspace. The author examines the customer value theory of Professor Art Weinstein as a valid and plausible conceptual framework for strategically positioning an organization through market orientation to design and deliver superior customer value as a competitive advantage. Citing examples of new economy companies that have effectively propelled themselves to the forefront of the competition through the delivery of superior customer value, the author argues that customers are not simply just consumers or buyers of goods and …

"Do You Know Me?" The 'Doodling' Of Iconic Mink, Milk, Booze, And Fruit Campaigns, Linda A. Ferguson

Atlantic Marketing Journal

Anyone who has paid attention to advertising for the past several decades is familiar with five iconic campaigns: Blackglama mink “What becomes a legend most?”; American Express “Do you know me?”; Absolut vodka “Bottle”; Fluid Milk Processor Board “Got Milk?”; and Apple computer “Think Different.” These smart, successful, and long-running campaigns share an important characteristic: they rely on the audience to have a certain level of cultural literacy in order to interpret them. However, an advertiser in today’s digital world can no longer take cultural literacy for granted. Yesterday’s common experiences in all facets of life are being replaced by …

Non-Verbal Customer-To-Customer Interaction In Retail Setting: An Investigation Of Indirect Effects Of Perceived Customer Similarity On Important Marketing Outcomes, Nusser Raajpoot, Anita Jackson, Jean Lefebvre

Atlantic Marketing Journal

Abstract

The purpose of this paper is to empirically examine the causal effects of similarity among customers in retail mall settings on four outcome variables: intent to stay, satisfaction, word-of-mouth generation and repurchase intention. Using structural equation modeling, we tested both direct and mediated effects. Results indicate significant direct influence in the direct model and significant indirect influence in the mediated model. The study suggests that similarity with other customers has a significant influence on outcome variables. Therefore, mall managers should measure and monitor consumers’ perceptions of similarity and enhance these similarities whenever appropriate and feasible. To our knowledge, this …

Revisiting Cognitive Dissonance Theory:Pre-Decisional Influences And The Relationship To The Consumer Decision-Making Model, Paul J. Costanzo Dr.

Atlantic Marketing Journal

This paper examines pre-decisional dissonance as a motivating factor in consumer decisional-making. A review of the marketing literature found the majority of research studies were limited to post-decisional influences. Several studies including measures of pre-decisional activity linked the construct to post-decision situations. The author provides evidence regarding the popularity and resurgence of research on cognitive dissonance theory and asserts that researchers in the field of consumer behavior may gain a better understanding of consumer decision-making when studying pre-decisional consonance and dissonance as separate entities and independent of post-decisions.

An Exploratory Investigation Into The Budget Allocation Of Mexican Male Sojourners In The U.S., Willie Nichols, Marko Grünhagen

Atlantic Marketing Journal

Mexican male sojourners make up a large, distinct consumer segment that has been present in the United States for decades, but have not been extensively studied from a business perspective with respect to their budget allocation decisions. The result is that this consumer segment may have been underserved due a lack of understanding and research. This paper examines the budget allocation process of these sojourners, exploring their patterns of sending remittances and the extent of their expenditures, providing grounds for future studies focusing on how to better serve this segment.

The Numbers Behind Celebrating More Birthdays: An Analysis Of The American Cancer Society’S Relay For Life, Eva Mahan

Honors Projects in Management

Despite all of the medical technological advances society has experienced, and is still experiencing, there has not been an ultimate cure for cancer found. Non-profit organizations like the American Cancer Society have been working for 100 years to raise funding and awareness for this issue and although great progress has been made since their founding in 1913, there is still more work that needs to be done to make cancer a disease of the past. This study first focuses on the structure of non-profit organizations, their role in society, and the techniques and procedures they follow when looking for donors. …

Is Advertising To Teenagers Ethical? Media’S Influence On Body Image And Behavior, Stephanie Lemire

Honors Projects in Marketing

An examination of the ethics involved in advertising to adolescents. Specifically, a content analysis and survey research was conducted dealing with how television commercials and magazine advertisements targeted towards males ultimately affect female body image and behavior. The content analysis consisted of Axe Body Spray advertisements, as well as Sports Illustrated: Swimsuit Edition. Findings of survey research include increased body monitoring as a result of exposure to advertisements. Implications and future opportunities are discussed.

2013-April-22-Leading Voices In Public Health Lecture Series Thursday,April 25, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2013-April-18-'Wink' Smith In Performance And 'Winkshop', University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2013-April-18-Student Honor Show, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2013-April-16-Farmers Market’S First ‘Farm Talk’ Features Discussion On Contaminant-Free Gardening, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Behavioral Intervention To Reinforce Correct Youth Employee Behavior At A Nonprofit Boy Scout Summer Camp: A Case Study, Joshua Kallen

Honors Theses

A reinforcement plan was implemented to improve employee adhesion to set parameters in performance at a 24-hour employment scenario. The reinforcement plan successfully negated the extinction effects of the contingency across the 4 week quasi-experimental period which showed improvement compared to qualitative baseline data. These findings suggest that the reinforcement plan, rather than punishment contingencies, is a more effective tool for encouraging employee participation in activities which participation is aversive.

2013-April-15-Spring Jazz At The Culp, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2013-April-12-Toms One Day Without Shoes, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2013-April-12-Researcher Builds A Trojan Horse To Battle Cancer, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2013-April-12-We Shall Not Be Moved, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2013-April-12-Natural History Museum Plans Earth Day, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2013-April-11-Actor Ben Vereen To Appear At Etsu, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.