Internal Marketing Implications Of Workplace Bullying: The Integration Of Multiple Perspectives,
2013
Augusta State University
Internal Marketing Implications Of Workplace Bullying: The Integration Of Multiple Perspectives, Mary F. Mobley, Michael C. Mobley, Richard Easley, Clinton Amos
AMTP Proceedings 2013
This special session will highlight marketing, behavioral, leadership, and legal perspectives of workplace bullying behavior and how such behavior can negatively affect an individual’s wellbeing and adversely impact an organization’s welfare. The discussion will be couched within an internal marketing framework with special emphasis on strategic implications. Behavioral aspects of those who bully and the impact that their behavior can have on their targets will be given special consideration. Also, various leadership issues that arise in workplace environments with respect to workplace bullying will be explored. Further, an overview of the legal ramifications of workplace bullying will be integrated into …
The Effects Of A Disaster’S Onset On The Humanitarian Aid Supply Chain,
2013
University of West Florida
The Effects Of A Disaster’S Onset On The Humanitarian Aid Supply Chain, Micheal J. P. Dwyer
AMTP Proceedings 2013
Through the development of an illustrative model, this conceptual paper argues that the relative timeframe of the onset of a disaster – whether slow or sudden - is related to the form of the supply chain response of the humanitarian aid organization. Further, a proposed method for researching the interrelationship between the nature of a disaster and how it affects the formulation of the humanitarian aid supply chain is offered. Several contributing characteristics of humanitarian aid supply chains are identified and described within the context of the model. Finally, several potential avenues for future research are described including the efficiencies …
Social Media In The Business Curriculum Panel,
2013
Thomas University
Social Media In The Business Curriculum Panel, Pauline Ash Ray, Jenny Swearingen, Paul Wilkens
AMTP Proceedings 2013
Social Media has grown from an auxiliary chapter in a marketing text to an entire course in the curriculum, an undergraduate major, or a MBA specialty. The controversy now appears to be the extent of the coverage of the Social Media area. The challenge in examining social media’s role in the business curriculum is that there is a lack of empirical research on this subject. The purpose of this panel is to undertake an exploratory review of how social media has been utilized in the business curriculum of participants’ schools in response to the demands of the changing business landscape. …
Testing A Brand Personality Scale For Quick Service And Casual Dining Establishments,
2013
Springfield College
Testing A Brand Personality Scale For Quick Service And Casual Dining Establishments, Michael Musante
AMTP Proceedings 2013
Managers have long recognized the value of establishing and maintaining a desired identity for their brands. The Brand Personality Scale has been recognized as a valid and reliable tool to help managers assess brand perceptions. The forty-two item scale, developed by Aaker, identifies five dimensions of brand personality. While considered generalizable, it has been suggested that the scale, and delineated personality dimensions, may not represent an ideal fit for all industries. The current study sought to propose and test a modified version of the brand personality scale that may be appropriate for the restaurant industry. As part of the research …
Online Learning: Best Practices And Online Technologies,
2013
Clayton State University
Online Learning: Best Practices And Online Technologies, Anita H. Whiting
AMTP Proceedings 2013
This session seeks to provide a forum for discussing online technologies and best practices in online learning. Session seeks to provide an opportunity for faculty to discuss what strategies have worked well in their online classes and what obstacles they have encountered while teaching online. Session will also foster discussion about online technologies that faculty prefer to use and the benefits they gain from these technologies. Overall, session will help faculty learn more about how to be successful in the online classroom.
The Relationship Between Investments In Intangible Resources And Liquidation For Financially Distressed Firms,
2013
University of South Carolina - Aiken
The Relationship Between Investments In Intangible Resources And Liquidation For Financially Distressed Firms, Richard A. Heiens, Robert T. Leach, Paul D. Newsom
AMTP Proceedings 2013
Working with a sample of manufacturing and non-manufacturing firms that filed for bankruptcy protection between 1980 and 2009, the current study examines the relationship between investments in intangibles and the likelihood that the bankrupt firm will either be reorganized or face liquidation. Results for the manufacturing sub-sample show that R&D is the only significant variable associated with liquidation. Over-investment in R&D appears to increase the likelihood of liquidation. Similarly, results for the non-manufacturing sub-sample show that over-investment in advertising appears to increase the likelihood of liquidation. Our conclusion is that firms that are forced to liquidate are often guilty of …
Good Media Mix Strategies For Bad Times: Sequencing Optimizes,
2013
Georgia Regents University
Good Media Mix Strategies For Bad Times: Sequencing Optimizes, Marsha Loda, Barbara Carrick Coleman
AMTP Proceedings 2013
This paper summarizes an experiment which compares three commonly used marketing elements: advertising, Internet websites, and publicity. These elements are rated on two dependent variables: message acceptance (credibility and message strength), and message response (attitude and purchase intent). Direct effects of each variable are examined. Sequencing effects are also examined to see if it matters in what order potential customers encounter the marketing message. Results indicate that a website, used alone, can make a significant difference in message strength. However, to impact purchase intent, a multimedia campaign is necessary. The current study extends the authors’ 2005 research comparing only advertising …
Understanding Online Brand Communities: Netnographic Study Of Apple Iphone Consumers,
2013
University of Guelph
Understanding Online Brand Communities: Netnographic Study Of Apple Iphone Consumers, May Aung, Keija Wu, Laila Rohani, Khalil Rohani
AMTP Proceedings 2013
This study extends the concept of brand communities. The netnography approach has been applied to two online brand communities, both central to Apple iPhone consumers. This study reveals two cultural manifestations with their own passions and communal norms not detected by previous research. This study, thus, enriches the conceptual understanding of brand communities. It also offers contribution toward understanding consumers of high technology brands, an area where few studies have been conducted to date.
Brand Equity And Brand Equity Scale Developments: A Literature Review,
2013
Metropolitan State University of Denver
Brand Equity And Brand Equity Scale Developments: A Literature Review, Sally Baalbaki
AMTP Proceedings 2013
Brand equity is perhaps the most important marketing concept in both academia and practice (Christodoulides and de Chernatony, 2010; Keller and Lehmann, 2006). Academics want to understand how brand equity is measured and what it means for a company, while practitioners want to understand how to influence consumer decisions with respect to different brand purchases in order to increase their brand equity. The term came into use during the late 1980’s; and the importance of conceptualizing, measuring, and managing brand equity has grown rapidly in the eyes of practitioners and academics alike (e.g. Aaker, 1991, 1996; Aaker and Keller, 1990; …
A Calculated Model Of Linkedin Feature Usage Across Organizational Types: Large, Small, And Non-Profits,
2013
Anderson University
A Calculated Model Of Linkedin Feature Usage Across Organizational Types: Large, Small, And Non-Profits, Joe Spencer, Lisa Witzig, Marcella Gallegos
AMTP Proceedings 2013
Intensity of LinkedIn usage is examined by business type: Fortune 200, INC 200, and Fortune 200 Non-profit. The study of approximately 600 organizations finds, contrary to expectations, that non-profits and small businesses utilize the features of LinkedIn significantly less in intensity than large businesses. An eleven factor intensity model is presented and tested to evaluate intensity of usage among the three study groups. This study concludes that SMBs and non-profits need to better utilize the features of LinkedIn to better enable their organizational goals.
Nigerian Consumers And Their Purchase Intentions For Global Brands,
2013
Dominican University
Nigerian Consumers And Their Purchase Intentions For Global Brands, Al Rosenbloom, James Haefner, Olutayo Otubanjo
AMTP Proceedings 2013
This paper presents the research findings of a global brand study conducted in Nigeria. This empirical research sought to evaluate the relative contribution of the following five constructs on global brand purchase intent: country of origin, brand familiarity, brand linking, brand trust, and weak-strong perceptions of the brand’s masculinity-femininity associations. Step-wise regression models were used for the study’s ten brands. The regression models indicated that brand liking and brand trust were the most important predictors of global brand purchase intent in the studied sample of Nigerian consumers.
Extended Consumer-Brand Relationship Theory,
2013
University of Guelph
Extended Consumer-Brand Relationship Theory, May Aung, Kapil Gurbani, Samuel Hip Seng Lei
AMTP Proceedings 2013
This study examines online communities for two top brands: Apple iPhone and Blackberry smartphones. A number of online brand communities (online forums) such as the iPhone business affiliated website www.apple.com, iPhone consumers’ website www.everythingicafe.com, and the Blackberry consumers’ websites www.blackberry.com and www.crackberry.com were explored. This research extends the conceptual underpinnings of the existing consumer-brand relationship theory by incorporating the concept of sharing. This study offers insights for academia in the marketing and consumer behavior field as well as professionals in the high-technology industry.
National Brands Or Private Brands? A Regulatory Focus Perspective,
2013
SUNY Oneonta
National Brands Or Private Brands? A Regulatory Focus Perspective, Trang Phuc Tran, Joan Hubbard
AMTP Proceedings 2013
Drawing on existing literature, the current research is to investigate how regulatory focus moderates the influence of two aspects of message framing, i.e., attribute framing and risky choice framing, and their interactions on customer perception measured by four components: brand attitude, attitude toward the ad, purchase intention, and willingness to pay. A conceptual model was drawn to capture four hypothetical relationships: regulatory focus and attribute framing (H1), regulatory focus and brand type (H2), brand type and attribute framing (H3), and regulatory focus, brand type and attribute framing (H4). An experiment was conducted using 430 participants and a 2 (regulatory focus: …
American Marketing Students’ Attitudes Towards Online Classes,
2013
Eastern Michigan University
American Marketing Students’ Attitudes Towards Online Classes, Sam Fullerton
AMTP Proceedings 2013
A sample of 304 American marketing students from four regionally diverse universities provided insight regarding their attitudes towards online education. Positives included scheduling flexibility, opportunities to take more classes offered by their own and by other universities, and the elimination of time and cost constraints. Most disconcerting was the absence of studentteacher interaction. Traditional and hybrid offerings were generally deemed to be superior to those courses using the “delivered entirely online (DEO)” format. Students need to be made more aware of the advantages of online education from both an educational and a temporal perspective. A meaningful segment is comprised of …
Rethinking: The Understanding Of Learning And Assessment In The Millennial Generation,
2013
Merrimack College
Rethinking: The Understanding Of Learning And Assessment In The Millennial Generation, Joseph R. Stasio Jr.
AMTP Proceedings 2013
Much has been written and discussed about the challenges of educating members of the Millennial Generation. There is little agreement about which sentiment is more accurate; they are lazy, entitled and spoiled with little incentive to excel academically or they are different than other generations in learning styles and motivation. What does garner agreement is that changes in teaching approaches are warranted if improvement in learning is to be achieved. This paper explores some of these arguments and makes a case for a number of changes to achieve this end.
Teaching Marketing Science With Sensitivity Analysis,
2013
Coastal Carolina University
Teaching Marketing Science With Sensitivity Analysis, Samuel Wathen, Michael Latta
AMTP Proceedings 2013
In the workplace, marketing managers routinely deal with decision making. The application of Marketing Science to business decision making requires critical thinking in the form of sensitivity analysis to avoid bad outcomes. This paper deals with building quantitative analysis models that must be tested with sensitivity analysis. Two examples, one an advertising mix decision and a second a price and quality tradeoff decision. These examples are offered as illustrations of applying critical thinking thorough sensitivity analysis to make good marketing decisions.
Using Smartpls In Online Loyalty Assessment,
2013
Wesleyan College
Using Smartpls In Online Loyalty Assessment, Ali Dehghan, John Duggar
AMTP Proceedings 2013
Because of the low cost, fast expansion of the Internet and increasing demand for innovative educational systems, online learning is becoming popular and attractive (Zhang, Zhao, Zhou, and Jr, 2004). As of 2009, almost 12 million out of 20.4 million post-secondary students, within the United States, took at least one online course and this number will reach 22 million by 2014 (Nagel, 2009). The explosion of the use of online learning systems in higher education, allows students to leave the online programs quite easily (Tham and Werner, 2005). Therefore, educational institutions should try to retain their existing students. Thus, student …
A Comparison Of Faculty Perceptions Of Academic Integrity In Private And Public Universities,
2013
Wilkes University
A Comparison Of Faculty Perceptions Of Academic Integrity In Private And Public Universities, Anne H. Batory, Stephen S. Batory
AMTP Proceedings 2013
Public and private institutions of higher education are challenged by academic integrity. In this study, faculty from over 100 U.S. private and public universities shared their perceptions of academic integrity issues such as academic dishonesty detection, awareness of punishments, the faculty as role models, personal values and the ethical image of administrative units. Results indicate perceptions differed by type of institution but not gender or teaching experience. Administrative units were influenced in public universities (but not private) by teaching experience. The results contribute to an understanding of the academic integrity environment underlying the performance of business education. Implications for research …
Effects Of Market Orientation On University Brand Equity,
2013
SUNY Oneonta
Effects Of Market Orientation On University Brand Equity, Trang Phuc Tran, Charles Blankson
AMTP Proceedings 2013
Given the propensity of brand equity to act as a good information resource and performance evaluation system for market-oriented universities, the current study proposes that market orientation is positively correlated with brand equity in an academic institution where brand equity is operationalized by four dimensions: perceived quality, brand awareness, brand association, and brand loyalty. This study used open ended interviews to investigate brand equity concept in an educational environment. This method was designed to get individual observations of brand equity from the leaders of colleges and schools. Three Deans and Associate Deans were invited to participate in face-to-face open-ended discussions …
Marketing Faculty And Marketing Staff: Framework Of Shared Opportunity,
2013
University of South Carolina - Beaufort
Marketing Faculty And Marketing Staff: Framework Of Shared Opportunity, Lynn W. Mcgee
AMTP Proceedings 2013
Marketing faculty and university marketing professionals are finding opportunities to collaborate that deepen research in marketing for higher education, enrich the marketing student experience and enhance marketing effectiveness at their institutions. This exploratory research brief draws on two advancement experts to describe the potential-- and the challenges--of research in higher education marketing, reviews a sample of published research to identify the types of published collaborations and uses a case study of a public comprehensive university to identify types of marketing faculty/staff collaboration. As faculty across all disciplines are asked to take more leadership in marketing their schools and departments, marketing …
