Marketing Commons^™

Students' Consumption Of Healthy Food Items Using A Social Marketing Intervention, Kayla Autumn Dalton

Masters Theses

This study was an analysis of student eating habits in an "all-you-care-to-eat" dining center at a mid-size, four year, Midwest residential institution. The present, quantitative study was replicated based off a study conducted in 2008 at a similar Midwest university by Diana Poovey Duncan. The present study examined college students' (n = 218) eating habits and consumption patterns over a nine-week study period. Participants were solicited to take the pre-intervention survey in person with incentives during the second week of the study while a post-intervention survey was sent electronically during the seventh week only to those whom provided an …

2013 January, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for January of 2013.

2013 Web Features, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Web features for 2013.

The Rise And Fall Of Bread In America, Amanda Benson

Honors Theses - Providence Campus

Over the last century bread has gone through cycles of acceptance and popularity in the United States. The pressure exerted on the American bread market by manufacturers’ advertising campaigns and various dietary trends has caused it to go through periods of acceptance and rejection. Before the industrialization of bread making, consumers held few negative views on bread and perceived it primarily as a form of sustenance. After its industrialization, the battle between the manufacturers and the neighborhood bakeries over consumers began. With manufacturers, such as Wonder Bread, trying to maximize profits and dominate the market, corporate leaders aimed to discourage …

The Use Of Celebrity Endorsements As A Public Relation, Kate Power

Theses

A huge part of public relations in todays world is based around celebrity and their endorsements of brands, products, services and causes. The use of celebrity endorsement has become such a vital and trusted public relation tactic by so many PR practitioners to create a communication vessel between brand and consumer. This type of engagement between brands and their target audiences has become increasingly important to the Public Relations world for building long lasting and enduring relationships with these consumers and targeted audiences.

The aim of this research is to discover if celebrity endorsement makes an impact within public relations …

Lucky Cement: A Price Leader In The Karachi Stock Exchange Due To Their Marketing Breakthrough In To The South Asian Markets, Aman U. Saiyed, Muhammad Asadullah

Business Review

Cement is one of the most significant commodities in the area of physical development of infrastructure. As the South Asian economies develop and more and more demands are made on the infrastructure, cement will emerge as the key marketable commodity in this part of the world. In the past 10 years the cement industry in Pakistan added capacity at a rapid pace. They made large profits on the back of high demand. Lately, they have experienced decline in sales and profits. To avoid the volatility of the domestic markets, some cement manufacturers have looked overseas. Lucky Cement Limited, as one …

A Typology Of Consumer Preference Parabolas, Jie Sun

LSU Doctoral Dissertations

This dissertation investigates choice scenarios where consumer preference is a non-linear function of determinant product attributes. Chapter One reviews the extant literature, identifies a number of research questions, develops a conceptual framework, and creates a propositional inventory; a central aspect of the conceptual framework is a proposed typology consisting of a two (mechanism: attribute tradeoff or target-attribute matching) by two (attributes: single or multiple) classification scheme. Two empirical essays test the conceptual model in a single attribute context (Chapter Two) and a multi-attribute context (Chapter Three). The purpose of the dissertation is to advance our understanding of the cognitive mechanisms …

Working For A Higher Purpose: A Theoretical Framework For Commitment To Organization-Sponsored Causes, John B. Bingham, Bret W. Mitchell, Derron G. Bishop, Natalie J. Allen

Faculty Publications

We explicate the theoretical foundations of employee commitment to organization-sponsored causes—voluntary, socially responsible practices or programs espoused by an organization—as targets of employee commitment. Although scholarly interest in organization-sponsored causes is increasing, little is understood about the mechanisms for employee involvement in organization-sponsored causes, since the motives and context for participation may differ significantly from participation in such causes outside of work. We propose that commitment to organization-sponsored causes can be conceptualized in terms of affective and normative mindsets and suggest that these mindsets, both separately and in combination, influence employees' behavioral support for the cause. We also draw upon …

The Role Of Consumer Gender Identity And Brand Concept Consistency In Evaluating Cross-Gender Brand Extensions, Laura Rose Frieden

USF Tampa Graduate Theses and Dissertations

Cross-gender brand extensions are a developing and valuable strategy that has quickly grown to become a vital component of strategic communications management. The goal of this study is to gain a greater insight on what makes for a successful cross-gender brand extension. In order to expand upon the Basic Model of Brand Extension Evaluation (Doust & Esfahlan, 2012), this study examines how marketing factors, more specifically product positioning, combined with consumer gender roles and brand concept, affect how consumers evaluate cross-gender brand extensions. In the past gender and brand concept have been studied within cross-gender brand extension research. Yet, the …

Factors Prospective Students Consider When Selecting An Mba Program, Lorie Plyler Briggs

USF Tampa Graduate Theses and Dissertations

This paper adds to existing literature regarding MBA selection processes and helps identify and better understand the needs that motivate consumers to pursue an MBA degree. Through a series of qualitative, one-on-one interviews with 17 brand-new MBA students or prospective students, this research found that while many people have "always wanted" to earn the advanced degree, most have toyed with the idea of a graduate business degree for many years. The most frequent reasons that people cite regarding their decision to seriously consider an MBA at a large southern university centers around four desires. These are, not surprisingly, the desire …

Cause-Related Controversy: An Analysis Of Corporate Sponsor Response To The Susan G. Komen/Planned Parenthood Crisis, Christina Maria Cameron

USF Tampa Graduate Theses and Dissertations

ABSTRACT

This qualitative study advances crisis communication and relationship management application and theory by examining the crisis response strategies used by corporations during a time of crisis involving a nonprofit partner. A qualitative content analysis was performed on the Facebook pages of 57 companies that were corporate partners of Susan G. Komen in early 2012. Nineteen companies responded using their Facebook accounts during two crisis periods studied. The researcher argues that consideration must be given to additional contingent factors beyond those proposed by situational crisis communication theory. Contingent variables related to the corporations' relationship with the charity, including level of …

Chinese Consumers' Evaluation Of Domestic And Foreign Products: The Roles Of Country Of Origin And Product Usage Experience, Yuze Gao

USF Tampa Graduate Theses and Dissertations

Although COO has been a topic of central interest in international marketing research, most work has focused on consumers in western countries. The concept of product usage experience, though often implied in COO research, has yet to be investigated more directly and explicitly. The goal of the study is to examine the relationships among COO perceptions, product usage experience and purchase intention among Chinese consumers. The study examined two kinds of product usage experiences (usage variety and frequency) pertaining to products (products in general and laptop computers in specific) made in two countries (America and China). Empirical data gathered from …

The Road To Damascus Leads To One Infinite Loop: An Introspective Adventure Into Apple Computer Customer Evangelism, Nathalie S. Collins

Research outputs 2013

This paper draws on a literature review, conceptual development and an introspective narrative to explore “quintessence” and Customer Evangelism (CE). Quintessence, a mystical connection between the customer and a product, elevates a profane product experience to the sacred. This paper argues that the quintessential moment, the root of the Customer Evangelism conversion experience, awakens or redirects a propensity toward evangelistic behaviour. As the moment of conversion, quintessence is as pivotal as it is mystical. Tourism entities can attempt to nurture a seemingly religious experience, and for some entities quintessence is an unexpected by-product. An introspective narrative, through one of the …

Towards A Folk Taxonomy Of Popular New Media Marketing Terms, Nathalie S. Collins, Jamie Murphy

Research outputs 2013

Word of Mouth and Brand Community Marketing terms have emerged to describe particular people and their effectiveness in promoting messages, particularly with the emergence of social media. The development of the terms and their use are concurrent in academic literature, industry literature and popular culture. Furthermore, it is common for these terms to converge, borrowing meanings, connotations and subtexts. This paper explores five key community marketing terms−Geek, Maven, Alpha User, Evangelist and Fanboy−and develops term classifications and relationships into a folk taxonomy. Tourism and hospitality practitioners and academics can use the taxonomy for word of mouth activities and research.

Analysis And Application Of The Vector Marketing Corporation Business Model, Tyler Nabel Yasa

Honors Theses

Vector Marketing Corporation, an established direct sales company, has strong sales and recruiting programs. The goal of this research is first, to analyze the effectiveness of Vector's sales and recruiting programs and second, to assess variations of the application of the Vector business model to other businesses. For easier comparison and analysis, Vector's business model was divided into nine segments. This business model was then applied to the operations processes of Goodwill, Amway Global, and Andrews University School of Business Administration (SBA). While findings indicate useful applications for all three businesses, the strongest results pointed to Amway Global and Andrews …

Outsourcing Of Customer Relationship Management: Implications For Customer Satisfaction, Michael Graf, Bodo B. Schlegelmilch, Susan M. Mudambi, Stephen Tallman

Management Faculty Publications

If knowledge about customers is a central driver of strategic marketing success and customer relationships lie at the heart of a firm’s competitive advantage, why do many firms outsource aspects of customer relationship management (CRM)? This paper addresses this question by developing a conceptual model based on transaction costs economics (TCE), tests it with a cross-industry sample of managers, and draws out the implications for theory and practice. TCE-based antecedents explain most, but not all, CRM outsourcing decisions, with the resource-based value of the firm (RBV) and real options theory offering potential explanations for relationship between CRM outsourcing and technical …

What Impact Does Cause-Related Marketing Have On Professional Sports Teams?, Christina Damore

Honors Theses

In today's competitive business climate, firms must find new and innovative ways to differentiate their brand from others in their field. American Express Credit Card Company discovered such a marketing tool in 1981 when they sponsored the Statue of Liberty Restoration Project by donating a predetermined percentage of their card sales. The purpose of the sponsorship was twofold: American Express wished to increase card usage as well as support a cause to gain an overall better corporate image. In the end, American Express experienced a 28% increase in card usage and was able to donate $1.7 million to the Statue …

Amazon.Com: Offering Everything From A To Z, Stephanie Lang, Logan Tinder, Jarett Zimmerman, Jeffrey S. Harrison

Robins Case Network

Amazon’s focus on customer service has led to an impressive record of growth and profitability. However, late in 2012, the company posted a quarterly loss. This asks whether the company may be sacrificing profits in the interest of growing rapidly. It also explores the incredibly competitive environment Amazon faces.

Evaluating The Impact Of A New Casino Loyalty Program On Gaming Volume, Ji Hye Min

UNLV Theses, Dissertations, Professional Papers, and Capstones

Using two years secondary data gathered from a Las Vegas hotel and casino, the effectiveness of a new casino loyalty program is examined on both daily slot coin-in and table game drop. Based on a theoretical model advanced to estimate the effects of a new loyalty program, simultaneous multiple regression analysis with Autoregressive Moving Average (ARMA) terms is used to analyze the data. The results indicate that the loyalty variable significantly increases slot coin-in at a rate of $302,455 per day, while table game drop is not significantly affected by the introduction of the new loyalty program. The coin-in increase …

Self-Image Congruence With Communication Channels And Its Impact On Reward Program Loyalty, Orie Berezan

UNLV Theses, Dissertations, Professional Papers, and Capstones

Loyalty programs have become products in and of themselves. They need to maintain member loyalty in order to survive. It is proposed that communication has a larger impact on program loyalty than previously thought. This study utilizes structural equation modeling (SEM) to evaluate the influence of communication typologies and dimensions on hotel reward program loyalty via self-image congruence, service quality, satisfaction, and trust. Moreover, this dissertation presents a communication identity model, which focuses on promoting hotel reward program loyalty via self-congruence with communication channels.

Newly discovered significant paths were found between: communication style and self-congruence with communication channels; self-congruence with …