Marketing Commons^™

07. Marketing, University Of Central Oklahoma

Oklahoma Research Day Abstracts

No abstract provided.

Word Of Mouth And The Forecasting Of Consumption Enjoyment, Stephen He, Samuel Bond

Faculty & Staff Scholarship

The digital era has permitted rapid transfer of peer knowledge regarding products and services. In the present research, we explore the value of specific types of word-of-mouth information (numeric ratings and text commentary) for improving forecasts of consumption enjoyment. We present an anchoring-and-adjustment model in which the relative forecasting error associated with ratings and commentary depends on the extent to which consumer and reviewer have similar product-level preferences. To test our model, we present four experiments using a range of hedonic stimuli. Implications for the provision of consumer WOM are discussed.

Behind The W: Brand Ambassador Program, Diana Berkshire Hearit

Academic Leadership Academy

Increasing awareness of and appreciation for WMU, as understood and promoted through our brand, is part of the University’s Strategic Plan. WMU employs more than 3,000 faculty and staff – and each plays a key role internally and externally in promotion of that brand.

The Behind the W program was conceived as a way to bring clarity and consistency to the WMU brand and voice. It also was seen as a means to help increase faculty and staff understanding of their role in communicating the WMU story.

A “brand” is an amalgam of our reputation, our people, and our vision …

Brunswick Cafe, Coeur D'Alene, Idaho, Brunswick Cafe

The Raymond Earl Oetgen Menu Collection

No abstract provided.

El Adobe De Capistrano, San Juan Capistrano, California, El Adobe De Capistrano

The Raymond Earl Oetgen Menu Collection

No abstract provided.

San Clemente Inn, Breakfast Menu, San Clemente Inn

The Raymond Earl Oetgen Menu Collection

No abstract provided.

San Clemente Inn, San Clemente, California, Four Souvenier Versions Of Original Dinner Menu, San Clemente Inn

The Raymond Earl Oetgen Menu Collection

No abstract provided.

Red Onion, Rolling Hills Estates, California, Host International

The Raymond Earl Oetgen Menu Collection

No abstract provided.

Ivar's Acres Of Clams, Pier 54, Seattle, Washington, Ivar's Acres Of Clams

The Raymond Earl Oetgen Menu Collection

No abstract provided.

Hollywood Turf Club, The Track Of The Lakes And Flowers, Harry Curland Catering, The Hollywood Turf Club

The Raymond Earl Oetgen Menu Collection

No abstract provided.

Ua3/9/7 President's Office-Ransdell Correspondence, Wku Archives

WKU Archives Collection Inventories

Selected correspondence not duplicated in the Reading File. Contains incoming correspondence and responses.

Communicating Product Sustainability: Consumer Responses To Sustainability Labeling In A Retail Laboratory Environment, Siqi Feng

Inquiry: The University of Arkansas Undergraduate Research Journal

In effort to enhance sustainable development, manufacturers and retailers have collaborated to develop a standardized sustainability index based on supply chain life cycle information. However, it is unclear whether this index will help consumers make more sustainable purchases. Research conducted in a retail laboratory addresses consumer attitudes, purchase intentions, and product choices with and without a credible standardized sustainability index, and with or without provision of background sustainability information. Results from a pilot study and two mixed design experiments indicate that, on average, consumers focus more on brand equity than on sustainability levels when they make brand choices. While the …

Mobile Advertising And Its Acceptance By American Consumers, Kate E. Boudreau

Management

Mobile advertising creates opportunities for marketers to capture the attention of consumers on a one-to-one basis. However, there is little data proving the success of mobile advertising models. This study examined the drivers that influence consumer’s acceptance of SMS-based mobile advertisements and the differences in responses between two cultures, Finland and the United States. My questionnaire and conceptual model was taken from a study done in Finland in 2007. My results indicated that utility, context and trust are positively related to the acceptance of mobile advertising while sacrifice is negatively related. Control did not have a clear relationship to acceptance …

El Adobe De Capistrano, San Juan Capistrano, California, El Adobe De Capistrano

The Raymond Earl Oetgen Menu Collection

No abstract provided.

San Clemente Inn, Original Dinner Menu, San Clemente Inn

The Raymond Earl Oetgen Menu Collection

No abstract provided.

The Harbor Light, Oceanside Yacht Harbor, Oceanside, California, The Harbor Light

The Raymond Earl Oetgen Menu Collection

No abstract provided.

Ua42/1 Wku Winter Term Annual Report, Wku Summer Sessions & Winter Term

WKU Administration Documents

Annual report of WKU Winter Term course enrollments, college data, course sections and marketing.

Critical Success Factors In The Promotion Of Sustainable Rural Tourism By Destination Marketing Organisations: A Study Of Ballyhoura Fáilte, Louise Nugent, Siobhán Lynch

Irish Business Journal

With the Irish tourism industry maturing, destination marketing organisations (DMOs) must meet tourists’ changing expectations. For rural tourism destinations, the challenge lies in ensuring that they obtain a position of sustainability in the Irish tourism industry (Department of Arts, Heritage and Gaeltacht, 2011). Due to the highly volatile nature of the Irish rural tourism industry, treating rural tourism like any other product does not comply with the new approach to destination marketing management, which considers the resources available, the environment, the tourist, and the residents themselves (Buhalis, 2000; Pike, 2008). The aim of this study is to carry out a …

The Use Of Fear Appeals To Communicate Public Health Messages, Katie Mcsweeney, Simon Stephens

Irish Business Journal

This paper provides an insight into the use of fear appeals to communicate a public health message. A fear appeal is a means of persuasion that threatens the audience with a negative, physical, psychological, and/or social consequence that is likely to occur if they engage in a particular behaviour. This paper explores: the effectiveness of fear appeals; the impact gender and age have on the effectiveness of a fear appeals; and ethical concerns relating to fear appeal advertising. This study comprises a two stage data collection process: focus groups and depth interviews. Firstly, two focus groups were conducted. The participants …

Application Of Customer Lifetime Value Model In Make-To-Order Manufacturing, Oya I. Tukel, Ashutosh Dixit

Business Faculty Publications

PURPOSE: The applicability of the customer life time value (CLV) concept goes beyond consumer markets. Specifically, the purpose of this paper is to show how a make-to-order manufacturing company in a supply chain can set customer-focus manufacturing strategies using CLV. DESIGN/METHODOLOGY/APPROACH: Data from an integrated steel plant is used to calculate the life time value of customers based on the past value, the potential value, and their loyalty. The past value of a customer is based on the historical data and the future value of a customer is then forecasted. The loyalty index of a customer is determined by survey …