Online Vs. Face-To-Face Learners: An Exploratory Segmentation Of The Student Market,
2013
Georgia College & State University
Online Vs. Face-To-Face Learners: An Exploratory Segmentation Of The Student Market, Renée J. Fontenot, Richard Mathisen, Susan Carley, Randy Stuart
AMTP Proceedings 2013
This study compares the characteristics and motivational factors influencing educational decisions of online vs. face-to-face learners. Using a survey of undergraduate marketing students from colleges in the Southeastern U.S., demographic, attitudinal and learning style differences are examined to determine the roles they play in student selection of online vs. traditional classroom modes of educational delivery. Alternative approaches to segmentation of the student market are explored, as are implications for marketing education. Likert scales and open ended questions were used to determine student perspectives on various dimensions of online versus face-to-face courses. A cross section of students were surveyed including those …
Failure In Rural Entrepreneurial Marketing: The Otop Case In Thailand,
2013
University of Exeter
Failure In Rural Entrepreneurial Marketing: The Otop Case In Thailand, Edward Kasabov, Pitchaya Panupattanapong
AMTP Proceedings 2013
Marketing scholarship continues to theorise about the significance of marketing resources to firm-level success, and resources are commonly viewed as the source of competitive advantage (Day & Wensley, 1988; Aaker, 1989; Webster, 1992; O’Donnell et al., 2002; Morgan el at., 2009). Businesses which effectively and efficiently deploy and exploit their market-based assets are assumed to be better placed at attaining superior business performance (Morgan & Vorhies, 2005). However, the input of firm resources to competitive advantage has generally been theorised and empirically examined in the context of large companies. Less frequent are discussions about resources in small firms and entrepreneurial …
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 …
How A Small Rural University Can Effectively Approach High School Students?,
2013
Mansfield University of Pennsylvania
How A Small Rural University Can Effectively Approach High School Students?, Jianfeng Wang, Liza Jussiaume, Arnaud Jaquier, Yasmine Fofana, Chuck Compton, James Davis, Stephanie Walker
AMTP Proceedings 2013
Nowadays many small rural universities or colleges are faced with the challenge of how to expand schools' student body. Given the limited budget, these schools need to make preliminary decisions on how to better reach high school students in order to achieve optimal enrollment goals. In this study, a survey was conducted to make an attempt at determining how a small rural university can effectively approach its anticipated target market. The objectives of this study are: 1. to determine how the target audiences hear about the university; 2. to determine who makes the final decisions regarding the target audience’s future …
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 …
Differentiating Financial Service Brands Through The Multilayered Service Strategy (Mss): Some Insights Insights From The Resource Based View Of The Firm,
2013
Lagos Business School
Differentiating Financial Service Brands Through The Multilayered Service Strategy (Mss): Some Insights Insights From The Resource Based View Of The Firm, Olutayo Otubanjo
AMTP Proceedings 2013
This paper examines how financial service organizations operating in the Nigerian banking industry can be effectively managed to achieve brand differentiation. In order to achieve this objective, a service brand model was reviewed and critiqued and a Multilayered Service Strategy (MSS) model was put forward as an effective model for service brand differentiation. Consequently, sixteen leading-edge marketing and communication practitioners were engaged to examine the effectiveness of the model through in-depth interviews. Findings from the analysis of data indicate that an effective differentiation of a service brand cannot be achieved through the adoption of a single business or organizational factor. …
Relationship Of Demographic Traits And Situational Factor Determinants With The Tech Readiness Of Self-Service Consumers,
2013
Mount Olive College
Relationship Of Demographic Traits And Situational Factor Determinants With The Tech Readiness Of Self-Service Consumers, Jon M. Martin
AMTP Proceedings 2013
Over the past 20 years, self-service technology (SST) has become prevalent as a service delivery option. To ensure that SST options reach full potential, firms need to understand what customer traits and situational factors are related to the propensity to use SSTs. From a subset of data and independent determinants from an original dissertation model on SST adoption, this study uses linear regression to examine: H1) the relationship between: H1) consumers’ tech readiness (TR) and the consumer demographics of age (AG), gender (GN), income (IN), education (ED), and ethnicity (ET) (H1), and H2) the relationship between consumer’s tech readiness and …
Putting On A Happy Face: How Emotional Labor Impacts Frontline Service Employees,
2013
Clayton State University
Putting On A Happy Face: How Emotional Labor Impacts Frontline Service Employees, Anita H. Whiting
AMTP Proceedings 2013
This study investigates emotional labor and its impact on frontline service employees (FSE). Emotional labor is defined as the stress of regulating one’s emotional displays in response to display rules (Diefendorff and Gosserand 2003). FSE experience emotional labor as they regulate their inner or felt emotions in order to display the appropriate emotions to the customer. Displaying appropriate emotions to customers is very important to service organizations because it affects customer affect and evaluation of service quality (Pugh 2001). Unlike previous research which focuses mostly on the customer’s experience during a service encounter, this paper focuses on FSE and their …
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.
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 …
Model Size In Magazine Advertising And Body Esteem Among Female College Students: The Moderating Role Of Bmi,
2013
Baylor University
Model Size In Magazine Advertising And Body Esteem Among Female College Students: The Moderating Role Of Bmi, James A. Roberts, Chloe' A. Roberts
AMTP Proceedings 2013
Weight and body concerns have reached epidemic proportions among female college students. Such high levels of body dissatisfaction can lead to disastrous results. Since the mass media is considered an important purveyor of the thin ideal, the present study investigated the impact model size in magazine advertising has on the body esteem of female college students. Because it is unlikely that all women will respond similarly to the models depicted in such ads, the present study tested the potentially moderating role of Body Mass Index (BMI) on the model size – body esteem relationship. As hypothesized, subject BMI did moderate …
Utilizing Relationship Marketing And Partnership Development As Critical Elements For Developing And Transforming Leadership Programs And Courses: Best Practice,
2013
College of Charleston
Utilizing Relationship Marketing And Partnership Development As Critical Elements For Developing And Transforming Leadership Programs And Courses: Best Practice, Howard F. Rudd Jr., Thomas Kent, Carrie A. Blair
AMTP Proceedings 2013
This paper utilizes some of the same literature of relationship marketing and partnership building as previous AMTP papers but applies these variables within the context of developing and transforming leadership programs and courses offered to undergraduate students. More specifically, the focus of this paper is on required and elective courses that are components of a leadership program including leadership and management development and human resource management. In addition, a most innovative noncurricular or extra-mural model program for leadership development that has already been replicated within another discipline on campus will also be examined as to its value added. Their use …
Transforming The Simple Moving Average Forecasting Technique Into A Judgmental Bootstrapping Approach,
2013
Handy Marketing, Egypt
Transforming The Simple Moving Average Forecasting Technique Into A Judgmental Bootstrapping Approach, Usama A. Saleh, Gamal Haikal
AMTP Proceedings 2013
The simple moving average forecasting technique (SMAFT) uses a naïve arithmetic measurement for smoothing time-series data for various situations purposes, such as sales prediction. This paper attempts to rectify the contextual procedure of SMAFT by transforming the method into a judgmental bootstrapping approach, combining the statistical techniques of the X - chart (x-bar) and the Hurwicz's Criterion. The proposed modeling approach generates a dual forecasting value, presented by the grand mean, x , of the x-bar chart and the expected weighted payoff of the Hurwicz's Criterion, which is used to improve the accuracy of the final forecast. This model will …
The Church Of Mac: An Initial Examination On The Loyalty Of Apple Customers,
2013
University of South Carolina
The Church Of Mac: An Initial Examination On The Loyalty Of Apple Customers, Caroline Pinson, Deborah J. C. Brosdahl
AMTP Proceedings 2013
The death of Apple’s CEO Steve Jobs left many in the business world wondering if Apple would also face a decline in health. However, the subsequent release and over-whelming demand of the new iPhone and iPad showed the world how much this product brand is loved by consumers. Yet what exactly makes Apple consumers loyal to Apple products with an array of similar, yet less expensive, products on the market? Understanding what makes Apple users loyal is important to all companies striving to replicate the kind of brand loyalty that Apple generates. Therefore, the purpose of this study is to …
The Effect Of Antecedent Mood On Customer Loyalty Intentions: A Mood-By-Gender Interaction,
2013
Georgia Southern University
The Effect Of Antecedent Mood On Customer Loyalty Intentions: A Mood-By-Gender Interaction, Michael L. Thomas, Lindsay Larson, Linda G. Mullen
AMTP Proceedings 2013
This study suggests that induced antecedent moods may, in a systematic manner, influence subsequent levels of loyalty intention within consumer scenarios. Furthermore, this research finds that there exists differential responses to induced mood states by gender, which fall in line with research on the underlying gender differences in cognitive processing, levels of risk aversion, motivation, and the experience of emotion while shopping. Past studies in this area have shown only a mild connection between induced antecedent mood state and loyalty intentions, which may be due in part to the issue of an emotion by gender interaction. This paper reinforces previous …
Attributes, Ethical Attitudes And Behaviors Of Tax Evaders In A Permissive Collection Society,
2013
American University of Beirut
Attributes, Ethical Attitudes And Behaviors Of Tax Evaders In A Permissive Collection Society, Yusuf M. Sidani, Abdul Jalil Ghanem, Mohammed Y. A. Rawwas
AMTP Proceedings 2013
Tax evasion remains a fascinating research topic, as it is more often committed by individuals considered by society to be “ethical.” The purpose of this study is to explore the various attitudes of tax evaders and examine them in relation to their personal moral philosophies. The results of the current study found that tax evaders possessed several attributes, and their personal moral philosophy attitudes (idealism or relativism) influenced their ethical behavior. Idealism was found to be negatively associated with self-interest tax evasion behavior while relativism had the opposite effect. Idealism was also found to be positively related to tax evasion …
The Face Of Fakes: U.S. Consumers And Counterfeit Fashion Products,
2013
University of South Carolina
The Face Of Fakes: U.S. Consumers And Counterfeit Fashion Products, Karen Edwards, Jason Carpenter
AMTP Proceedings 2013
Counterfeit products pose a serious threat to fashion product brand owners and to the world economy. While research on the demand side of counterfeiting has grown over the past two decades, few extant studies have been conducted among non-student consumers outside Asia and Europe and few studies have focused on product categories other than consumer electronic-related items. Using a sample of U.S. consumers (N=305), the current research investigates consumer attitudes in the context of fashion products. Findings suggest that gender and education are the two variables most frequently related to purchase intention for counterfeits, beliefs about counterfeit products, and ethicality. …
Examining Organizational Justice In The Context Of Lmx And The Effect Of Lmx On Trust And Job Performance,
2013
Sejong University
Examining Organizational Justice In The Context Of Lmx And The Effect Of Lmx On Trust And Job Performance, Yong-Ki Lee, Sally Kim, Mun-Hyun Son, Min-Seong Kim
AMTP Proceedings 2013
Services marketing and organizational behavior researchers have studied factors that have a positive influence on employees’ job performance. They viewed that the manager’s role in dealing with his/her subordinates is critical in producing the desired outcomes such as employee job performance. This study based on organizational justice and Leader-Member Exchange (LMX) theory, presents and tests a model, in which relationships among justice, LMX, trust, and job performance are examined. More specifically, the study examines the impact of organizational justice on the quality of LMX and the effect of LMX on employees’ attitudinal and behavioral aspects (trust and job performance). The …
The Role Of Empathy In The Benefits Sought From Volunteering,
2013
Xavier University
The Role Of Empathy In The Benefits Sought From Volunteering, David J. Burns
AMTP Proceedings 2013
Increasing needs for volunteers have led many nonprofit organizations to seek to understand the benefits sought by individuals from volunteering. This study examines empathy. Empathy is believed to be one of the causes of individuals engaging in helping or prosocial behavior, an activity which includes volunteering. What role does empathy play in the benefits sought by individuals from volunteering? The objective of this study is to examine this question. The relationship between empathy and benefits sought by collegiate business students from volunteering are explored. Individuals who possess relatively higher levels of empathy appear to be more likely to participate in …
Attitude Versus Involvement: Predicting Ethically And Socially Responsible Consumption Behavior,
2013
University of the Pacific
Attitude Versus Involvement: Predicting Ethically And Socially Responsible Consumption Behavior, Sacha Joseph-Mathews, Nicole Bieak-Kreidler
AMTP Proceedings 2013
Critics argue that the value gap (difference between what consumers say they care about and what they actually choose to purchase) suggests that ethical consumption is not as important as consumers imply. There is much talk about the ethical consumer “myth’ as consumers often claim to be interested in purchasing ethically and socially responsible products yet sales figures for green products often do not exceed 5% total product sales in any one category with organic fruits and vegetables being the one exception. Traditional models use consumer attitudes to the environment as a predictor of ethically and socially responsible consumption behavior …
