Marketing Commons^™

Take It Back: Dynamic Consumer Goals In Retail Customer Service Transactions, Courtney Droms

Scholarship and Professional Work - Business

Product returns and exchanges are an important part of a consumer’s postpurchase decision-making process and have economic and psychological consequences. Based primarily on a participant observation research, a conceptual model is developed that portrays two distinct process paths that occur during return transactions. The analysis incorporates previous research regarding goal-directed behavior and role and script theories in understanding the complexity of a return transaction. Consumers are identified as having both economic and social goals, and the change catalysts promoting shifts in goal focus as well as the interplay between these goals are represented in the model.

Marketing At The Base-Of-The-Pyramid With Fairness And Equity, Nicholas J C Santos

Marketing Faculty Research and Publications

No abstract provided.

The Impact Of Nutrition Information Delivery Methods On Restaurant Consumers' Attitudes And Behavior, Jiaqi Zhu

Open Access Theses

Zhu, Jiaqi. M.S., Purdue University, December 2013. The Impact of Nutrition Information Delivery Methods on Restaurant Consumers' Attitudes and Behavior. Major Professors: Barbara A. Almanza, Carl A. Behnke.

Obesity is a major public health threat. It not only creates challenges for those who are obese and overweight, but also brings an economic burden to the whole society. One important contributing factor for obesity is food eaten away from home, which accounts for more than 40% of American's food budget. Although chain quick-service restaurants are required by law to post calorie information on menus and menu boards, the efficacy of menu …

Marketing And Outreach In Law Libraries: A White Paper, Amanda Runyon, L. Cindy Dabney, Carol A. Watson, Liz Mccurry Johnson, Emily Lawson, Shira Megerman, Jamie Summer, T.J. Striepe, Michele Thomas

Articles by Maurer Faculty

In recent years, libraries have turned to marketing and outreach to better educate library users about services and resources while gaining an understanding of their needs. Marketing and outreach are relatively new concepts in academic law libraries, and librarians tasked with these functions have found resources and examples of this type of work to be lacking. Though focused on academic law libraries, the article identifies the challenges facing all law libraries, explains why libraries need marketing and outreach plans, and provides examples of marketing and outreach successes.

Decision Making In Web Survey Participation Of Undergraduate Students, Weimiao Fan

Legacy Theses & Dissertations (2009 - 2024)

With the popularity of the Internet, web surveys have become increasingly prevalent. Upon the arrival of an email invitation for a web survey, individuals may make four decisions about participating in the web survey: (a) to open the e-mail or not, (b) to click the link to the web survey or not, (c) to start to answer any question or not, and (d) to complete all web survey questions or not. However, little is known about how individuals make these decisions, what variables are associated with each of these decisions respectively, and if individuals make each of these decisions quickly …

Stuck Like Glue: The Formation Of Product Attachments Among Salespeople, Erin Gillespie

Electronic Theses and Dissertations

Determining why salespeople put forth more effort than others is of particular interest to sales researchers. Identifying factors that influence the intensity of effort is an important area of research. This research proposes that salesperson product attachment is a key factor in determining effort levels. Expectancy theory has been frequently used to support the use of quotas in that salespeople engage in behaviors that will be perceived by them as most likely to yield valued rewards. Thus, according to this theory, salespeople will place the most effort on products that are expected to yield the best results in regards to …

Buddy Up Program Evaluation: Creating An Overall Lifestyle Change, Kathryn Hansen

Senior Honors Theses and Projects

No abstract provided.

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 …

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 …

Electronic Word Of Mouth: The Effects Of Incentives On E-Referrals By Senders And Receivers, Jan Ahrens, James R. Coyle, Michal Ann Strahilevitz

School of Economics and Business Administration Faculty Works

No abstract provided.

Evidence-Based Marketing Strategies To Increase Student Membership In A Professional Association, Laura Aldrich

All Graduate Theses, Dissertations, and Other Capstone Projects

Membership acquisition and attrition is vital to the survival and growth of a voluntary professional association. The percentage of social work students who are members of social work voluntary professional associations is low (Attinson & Glassberg, 1983). The purpose of this project is to understand the acquisition and attrition of students in order to develop marketing strategies to increase student membership. Voluntary professional associations value student members because they are the future of the profession and the association (NASW, 2013). Student membership in a voluntary professional association is important for students as this participation provides students with opportunities for socialization …

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 …

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 …

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 …

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 …

The Impact Of Availability Of Vegetarian Menu Items On Consumers' Behavioral Intention, Mengwei Yue

Open Access Theses

Yue, Mengwei. M.S., Purdue University, December, 2013. The Impact of Availability of Vegetarian Menu Items on Consumers' Behavioral Intention. Major Professor: Douglas C. Nelson.

The purpose of this study is to find out how the availability of vegetarian menu items affects customers' behavioral intention using the theory of planned behavior and the impact vegetarian-friendly menus have on vegetarian as well as non-vegetarian customers when they make their restaurant selections. This paper also discussed the implications for a vegetarian lifestyle on the food service industry and menu development in restaurants. Seven hypotheses related to the relationship among attitudes, subjective norms, perceived …

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 …