Marketing Commons^™

Influence Of Social Motivations On Spectator Consumption Behavior Of A Formula One Grand Prix Event, Kevin K. Byon, Suk-Kyu Kim, Jae-Gu Yu, James J. Zhang, Chong Kim

AMTP Proceedings 2013

The purpose of this study was to examine the relationship between spectator motivation and sport consumption behavior in the context of F-1 events. Respondents were spectators from three Formula One (F-1) races held in Shanghai, China. Through a structural equation modeling analysis, Achievement Seeking and Salubrious Effects were found to be related to repurchase intentions. Three motivating factors (i.e., Achievement Seeking, Entertainment, and Catharsis) were also found to be associated with Word-of-Mouth intentions concerning F-1 events.

Supply Chain Management: Impact Of Customer Relationship Marketing On Performance Under Cooperation And Competition Strategies, Maria Eugenia Barua

Open Access Theses & Dissertations

The dissertation investigation proposes a modified supply chain management model that is grounded on marketing theory and the concept of production sharing. Specifically, the model challenges the traditional cooperation-conflict continuum of strategic marketing management with a new managerial approach based on a cooperation-competition continuum. I investigate the significance of the new model in explaining behaviors in the supply chain management and its performance. In addition, I investigate whether the proposed managerial continuum (cooperation-competition) is consistent with other behaviors including power, conflict, trust, and customer relationship marketing such that coordination and supply chain performance is enhanced.

The data collection from manufacturers, …

Online Book-Buying Behavior, Carolina Ziegler

Theses

Generally speaking, the Internet is directly influencing the buying decision-making process of the consumer. More than ask relatives and friends' opinions, current customers tend now to acquire information about products on search engines, social networks, blogs, or websites. Therefore, this research was set to develop a better overall understanding about online buying behavior.

The e-commerce is growing every year and the number of consumers willing to spend money on virtual transactions follows this tendency. In order to better understand this trend, the market for academic books was chosen as a reference to appreciate how consumers behave when buying a specific …

Madécasse: Competing With A 4x Fairtrade Business Model, Scott Marshall, Darrell Brown, Bex Sakarias, Min Cai

Business Faculty Publications and Presentations

Brett Beach and Tim McCollum, co-founders of Madécasse, spent two years as Peace Corps volunteers in Madagascar. During that time, they fell in love with the country and its people. Recognizing the need of the Malagasy for stable jobs and fair wages and the connection between poverty and environmental destruction, Brett and Tim discussed possibilities for a social enterprise in the country.

Madagascar presents a beautiful yet challenging place to operate a business. It has a wide range of flora and fauna, approximately 70% of which are found nowhere else on Earth and it produces coffee, vanilla, sugar, cotton, pepper, …

The Challenge Of Intervention To Monetarily Support Or Not Support The National Airline Carriers: A Case Of The Airline Industry In Eastern Europe, Dawna L. Rhoades, Tamilla Curtis

Management, Marketing and Operations - Daytona Beach

The airline industry has been considered a special case in national and international business virtually since its beginning. Because of this status, national governments have repeatedly intervened to support national carriers in order to prevent bankruptcy and failure. The nations of Eastern Europe are no exception to this rule and are currently considering additional intervention to support their carriers. This paper explores the rationale for intervention, particularly the suggested economic impact, using traffic and financial information from the Flightglobal database. The conclusion is that the case for intervention is weak at best and that the results may not justify the …

Will "Smarter" Marketing End Social Discrimination? A Critical Review, Frances Grodzinsky, Andra Gumbus, Stephen J. Lilley

School of Computer Science & Engineering Faculty Publications

Purpose - There are two claims made by the web marketing/advertising industry. 1) By collecting, managing, and mining data, companies serve consumer’s best interests and 2) by adopting sophisticated analytics web marketers avoid discriminations that disserve individuals. Although we share an interest in ending social discrimination, we are more circumspect about pronounced individualism and technological fixes. Despite its appeal, or perhaps because of it, we should not accept the claim at face value. In this paper we argue that social discrimination may not disappear under smarter marketing; more overt forms may wane only to be replaced by more subtle forms. …

The Impact Of Country-Of-Origin On The Liability-Of-Foreignness In The Acceptance Of Products In The Global Marketplace, Natascha Loebnitz, Michael Harvey

AMTP Proceedings 2013

Upon entering a foreign market, multinational corporations (MNCs) encounter business environments that are far more diverse and complex that what they are attuned to experiencing in their home market. MNCs face inherent encumbrances due to spatial distance, unfamiliarity with the local environment, differential treatment by the host country, and costs imposed by the homecountry environment, pertaining to the construct liability of foreignness (LOF). While prior research empirically demonstrated LOF’s existence at firm level of analysis with respect to various costs (e.g. survival, revenue, labor lawsuits, profitability), surprisingly little empirical work has been conducted on marketing derived costs, particularly at the …

Learn What The Luxury Suite Customer Wants!, Peter Titlebaum, Jim Blair, Matthew Brown, Ronald Dick

AMTP Proceedings 2013

In the current difficult economy and global marketplace, there is more competition than ever for businesses to earn and retain sales from customers in each of their respective industries. That is no different in the sports and entertainment industry, particularly in luxury suite sales for stadiums, arenas, and ballparks. In many instances, companies are asking customers about their preferences in regards to current product offerings and about innovations within their company and industry. By listening to the voice of the customer, companies can increase sales, improve client relationships, add to current product offerings, create new and innovative products, and earn …

Tension And Energy: Components Of Arousal And Their Effect On Intention To Give, Robert E. Pitts, Julia E. Blose, Rhonda W. Mack

AMTP Proceedings 2013

In the current study we explore a multidimensional conceptualization of arousal to better understand the effect of donation appeals incorporating negative messages on intention to give. More specifically, an experiment is conducted to determine whether varying the level of message negativity has an impact on donor intentions to give where the mechanism by which intentions increase is examined. Using structural equation modeling, the relationship between message negativity, two dimensions of arousal (tension and energy) and intention to donate is estimated. We collected data using the background of an on-campus fund raising program for abused Afghani women held at a mid-size, …

Soccer Marketing In The United States, Brian Crow, Dennis Phillips, Dallas Branch, Greg Hutton

AMTP Proceedings 2013

Soccer is continuing to grow in popularity in the United States. According to the U.S. Soccer Federation, there are more than 4 million players in the US, more than double the number in 1990 (Belson, 2010). The Sports and Fitness Industry Association (formerly SGMA) has found that total participation in soccer had increased nearly 3% annually in 2011 (Physical Activity Council, 2011). According to another SFIA study, however, a shortage of facilities and emphasis on tournament and showcase events may result in potential future downturn in participation (Athletic Business, 2012). There is also a shifting emphasis from tournament and showcase …

Social Entrepreneurship That Truly Benefits The Poor: An Integrative Justice Approach, Nicholas J. C. Santos

Marketing Faculty Research and Publications

The phenomenal growth of social entrepreneurship over the last decade has ably demonstrated how technology, innovation, and an entrepreneurial spirit can afford better solutions to the vexing social and
environmental problems of our time than can traditional aid and charity-based efforts. In most cases, but not always, the poor and disadvantaged have benefited from the growth of social entrepreneurship. In order to ensure that social entrepreneurship does indeed benefit the poor, it is imperative that there be normative guidelines for fair and just engagement
with impoverished populations. A model that has been presented in the marketing and public policy literature …

Competitive Threats, Strategic Responses And Performance Of Brazilian B2b Firms, Syed H. Akhter, Paulo Fernando Pinto Barcellos

Marketing Faculty Research and Publications

Purpose – The economic realignment in Latin America has created two clusters, one stagnant in the north and the other growth-bound in the south. This study aims to focus on Brazil, the key player in the growth-bound southern cluster, and address three fundamental questions: how Brazilian executives in four B2B sectors (telecommunications, business equipment, steel, and transportation) viewed the internal competitive developments, how they strategically responded to these developments, and what were the marketing and financial outcomes of these strategies.

Design/methodology/approach – Data were obtained by interviewing top decision makers such as president, chief executive officer, and director of the …

Nigeria In Transition: Acculturation To Global Consumer Culture, Steven Lysonski, Srinivas Durvasula

Marketing Faculty Research and Publications

Purpose

The purpose of this paper is to investigate the extent to which young urban Nigerians in Lagos have become acculturated to global consumer culture and the impact of acculturation on consumer ethnocentrism and materialism.

Design/Methodology/Approach

A total of 165 young Nigerians living in Lagos completed a survey. The survey scales consisted of seven different dimensions of global consumer acculturation, ethnocentrism, materialism and demographics. All scales had strong reliabilities.

Findings

Nigerians were acculturated to a large degree in terms of cosmopolitan tendency, exposure to marketing activities of multinationals, English language usage, social interactions, and global mass media exposure. However, openness …

Analyzing The Presence Of Marketing In Campus Recreation Departments, Amy Gibson

MPA/MPP/MPFM Capstone Projects

The University of Kentucky’s Campus Recreation department is currently operating without professional marketing personnel to promote the programs and services the facility offers. With the university expanding campus housing for incoming students, the question of how activity spaces will accommodate and reach out to these students is certainly one to consider.

I conducted this research with the aim of analyzing the importance of marketing in Campus Recreation facilities and to see if marketing efforts have an effect on facility usage by participants. The department began conducting surveys in 2010 to assess its programs and services in order to determine student …

Top 10 Law School Home Pages Of 2012, Roger V. Skalbeck, Matthew L. Zimmerman

Georgetown Law Faculty Publications and Other Works

For a fourth consecutive year, every website home page of every ABA-accredited law school is evaluated and ranked based on objective criteria. The goal is to identify well-executed sites adopting best practices. For the 2012 report, twenty-six elements are evaluated across these three categories: Design Patterns and Metadata, Accessibility and Validation, & Marketing and Communications. For 2012, there are four new elements, two prior elements have been combined, and one element was dropped.

For 2012, forty-six schools now use the HTML5 doctype, which is up from thirteen in 2011 and just one in 2010. Eighteen schools achieve perfect scores in …

The Effects Of Social Media On Fashion Consumption, Sydney Mccarthy

Honors Theses

The fashion industry, like most business in general, has been heavily impacted in recent years by the introduction of online social media. Social media has changed the way in which people not only communicate, but also how firms advertise and reach their consumer. The purpose of this research was to explore the ways social media impacts fashion consumption, specifically among the female, college-age demographic. Secondary research was used in the initial stages of the process to gather information prior to conducting primary research. Both qualitative and quantitative research was then conducted. The primary method for collecting qualitative data was personal …

Technology Readiness In A B2b Online Retail Context: An Examination Of Antecedents And Outcomes, Roisin Vize, Joseph Coughlan, Aileen Kennedy, Fiona Ellis-Chadwick

Articles

This paper develops and empirically tests a model that examines the role of Technology Readiness (TR) in the Business-to-Business (B2B) context. It examines how the antecedents of TR affect the construct, and how the construct affects evaluations of a complex credence based B2B service. The research investigates how the retailers’ TR impacts their evaluation of web solution service providers (WSSPs). It responds to previous research calls by extending the TR construct from the business-to-consumer (B2C) perspective that is traditional in the extant literature into the B2B domain. The key findings of a survey conducted with 133 firms in the retail …

How Minority Sporting Organisations In Ireland Are Promoting And Growing Their Sports Using Social Media: A Public Relations Perspective., Peter Lucey

Theses

The aim of this research study was to explore how minority sports organisations in Ireland are using social media to effectively grow and promote their sport. The researcher has analysed how these organisations are currently making use of social media and how it has benefited them in their operations. Relevant secondary literature was studied in depth along with the primary research methods that were used for this study. The research methodology used by the researcher constituted elements of both quantitative and qualitative analyses. Interviews and questionnaires made up the main research tools in addition to an action research approach as …

How Social Media Networking Is Supporting Customer Engagement And Brand Awareness: A Pr Perspective In An Irish Context., Miriam O'Regan

Theses

The primary purpose of this thesis is to investigate the phenomenon of social media networking in the Irish organisational context. The study examines how Irish organisations are utilising social media networking as a communication platform. The research assesses the aspects of phenomenon that provide organisational advantages in Public Relations. Therefore, aim of the study is to identify how social media networking is influencing customer engagement and brand awareness.

The first research phase comprises of an extensive literature review of key academic sources of secondary research including reports, articles and publications. This review cultivates a range of sources with insight into …

Sales Manager Support: Fostering Emotional Health, Motivation And Customer-Orientation In Salespeople, Elyria Kemp, Aberdeen Leila Borders, Joe M. Ricks

Faculty Articles

Purpose – The purpose of this paper is to examine the role of sales manager support in promoting the subjective well-being of salespeople as well as the function of the sales manager in cultivating positive, motivating and productive environments. Design/methodology/approach – An exploratory assessment of the relationship between sales manager support and emotional health in salespeople was conducted by interviewing sales professionals from diverse industries. The insight offered from these individuals, in conjunction with prior literature, provided the basis for the development of a conceptual model that elucidates the impact of sales manager support on the emotional well-being of salespeople …