Marketing Commons^™

Counterfeits, Copying And Class, Ann Bartow

Law Faculty Scholarship

Consumers who want to express themselves by wearing contemporary clothing styles should not have to choose between expensive brands and counterfeit products. There should be a clear distinction in trademark law between illegal, counterfeit goods and perfectly legal (at least with respect to trademark law) "knockoffs," in which aesthetically functional design attributes have been copied but trademarks have not. Toward that end, as a normative matter, the aesthetic features of products should not be registrable or protectable as trademarks or trade dress, regardless of whether they have secondary meaning, just as functional attributes of a utilitarian nature are not eligible …

Finanzkapital And Consumers: How Financialization Shaped Twentieth Century Marketing, Nikhilesh Dholakia

College of Business Faculty Publications

Purpose – By tracing the history of the links of financialization to consumer behaviors and marketer actions in the twentieth century, this paper aims to show that consumer market phenomena are often shaped by the imperatives of finance.

Design/methodology/approach – The paper employs selective historical overviews, mainly focusing on the USA, of four tranches of the past century: the run up to the Great Depression; from post-Depression to the Second World War; the post-Second World War Bretton Woods system and its collapse in the 1970s; and the increasingly risk-charged last three post-Bretton Woods decades of the twentieth century.

Findings – …

Remixing Business Models: Technology And The Future Of The Modern Music Industry, Ryan Brown

Bridges: A Journal of Student Research

The music industry has undergone significant changes over the past decade. The growth of the Internet has caused record labels to reevaluate the ways in which they obtain revenue, market their products, and compensate their artists. However, the industry as a whole has been very slow to adapt to new technology, which has caused widespread industry problems such as music piracy and reduced revenues. In addition, new forums for showcasing new artists, such as YouTube and other social media outlets, have given new artists increasing power to market themselves and achieve success with a reduced reliance on the resources and …

A Resolution Model Of Consumer Irritation Consequences And Company Strategies: Social Networking And Strategy Implications, Sweta Thota

Marketing (Formerly Marketing and Law)

This paper utilizes the cognitive-neoassociationistic model, primacy and recency effects to propose superior memory for previously encountered irritating encounters. Since consumers do not forget irritating stimuli encountered in the past, this paper addresses the under-researched issue - how do consumers handle previously encountered irritations? The paper models its propositions on previous research on negative emotions (Nyer 1997) and suggests that consumers choose one of these paths to handle their irritation: taking no action, engaging in negative word of mouth (NWOM) behavior or complain to the company. Along this vein, the paper identifies three segments based on consumer responses to irritation: …

A Comparative Study Of Prospective Natural Gas For Vehicle (Ngv) Buyers' Behavior Intention In Thailand, Howard W. Combs, N. Likitsuwannakool, S. Chaipoopirutana

Faculty Publications

This study examines the prospects of how Natural Gas Vehicles (NGV) could gain more popularity, and more consumers, throughout Thailand. A survey of 500 potential consumers, comprising l00 respondents in each of the five separate regions, identified relevant geographic locations, demographic factors and their impact on behavior intention. The results of the study suggest that consumer’s behavioral intentions toward NGV are affected by factors pertaining to social influences and NGV attributes. Each group contains several sub-variables and is used in verifying its individual impact on consumer’s behavioral intention, while the differences in vehicle factors did not strongly affect the behavior …

A Structural Guide To In-Depth Interviewing In Business And Industrial Marketing Research, Elad Granot, Thomas Brashear Alejandro, Paulo Cesar Motta

Business Faculty Publications

Purpose – The authors aim to present a structural guide for data collection in a participant-oriented, B2B context. Design/methodology/approach – A three-stage interview process following the work of Seidman is presented, along with key issues on how to plan, structure, and execute a B2B interview-based hermenuetic ethnographic study. Research limitations/implications – The framework presented in this paper provides strong theoretical foundation for further theory development in global industrial marketing research and managerial cognition research. However, given the conceptual nature of the research, empirical scrutiny and further conceptual and empirical research are required. Originality/value – There is a serious gap in …

Price Dispersion In The Airline Industry: A Conceptual Framework And Empirical Analysis, Edward D. Gailey, Ashutosh Dixit, Thomas W. Whipple, Rajshekar G. Javalgi

Business Faculty Publications

Many businesses compete in multiple markets which can cause businesses to temper their price adjustments, affecting price dispersion. The authors propose a framework based on major characteristics of competition and market structure which influence price dispersion. The focus of this study is the U.S. airline industry analyzing data from 5,974 city pair routes. The results of this empirical analysis show that multi-market contact and the interaction of market concentration with multi-market contact have considerable effects on price dispersion. An understanding of these effects provides valuable insights for developing pricing strategies and extending the stream of research on price dispersion.

Comparative Study: The Impact Of The Sw3 Armband And Physical Activity Logbook In Promoting Physical Activity Adherence, Bernie Cunningham, Suzanne Kennedy, Joseph English, Humphrey Murphy

Irish Business Journal

The purpose of this study is to compare the impact of portable body sensing technology (SW3 Armband) to a traditional approach, a Physical Activity Logbook (PAL) in promoting physical activity adherence. Participant’s physical activity adherence levels were recorded over a six month period. The primary research involved a six month physical activity programme that commenced in October 2010 and finished in April 2011. Females (n=30) were recruited through a local newspaper and a radio advertisement. Participants were randomised to an Intervention Group (n=15) or a Control Group (n=15). To be eligible to participate in the study the following criteria applied: …

Fair Trade, Marketing And Consumer Behaviour, Brigit Derler, Vicky O'Rourke, Simon Stephens

Irish Business Journal

This paper examines different aspects of fair trade marketing. Firstly, secondary research examines the development, advantages and challenges of fair trade. Secondly, primary research explores consumer buying behaviour in Ireland and Austria in the fast moving consumer goods (FMCGs) market. Thirdly, the attitudes of consumers towards mainstreaming and clean-washing are explored. Phase one of the data collection involved one hundred and twenty consumer surveys. In phase two exploratory research using mixed modes collected data from nine suppliers of fair trade FMCGs. The findings suggest that the effects of mainstreaming are perceived to be predominantly positive. The research findings also suggest …

Advertising The Thin Ideal-The Effect On Women, Christine Murphy

Irish Business Journal

Debate on the thin ideal has been prevalent for many decades, however given the substantial increase in eating disorders and the omnipresent influence of the media the time is now ripe for decisive action in the area of women in advertising. Most research in this area has focused on the psychological impact of the thin ideal. The new research presented in this paper is important as it explores the marketing implications of the portrayal of women in the fashion and cosmetic industry. The success of this industry depends entirely on how receptive consumers are to the images portrayed. This paper …

Consumer Xenocentrism And Consumer Cosmopolitanism: The De-Velopment And Validation Of Scales Of Constructs Influencing Attitudes Towards Foreign Product Consumption, Steven James Lawrence

Wayne State University Dissertations

Like many other attributes, consumers exhibit varying degrees of preference with regard to foreign and domestic products. Some consumers have preferences for domestic products while other, seemingly similar, consumers prefer the foreign counterpart. Product quality differences aside, we aim to investigate the attitudinal constructs behind the varying preferences among consumers as they relate to foreign and domestic products.

The author created two new scales for the measurement of the consumer xenocentrism and consumer cosmopolitanism constructs. The consumer xenocentrism scale is intended to measure consumers' favorable orientations to products from outside their membership group. The consumer cosmopolitanism scale is designed to …

American Well: A Viral Solution, Rebecca Browning, Rodrigo Camargo, Thaisa Camargo, Basma Memon, Gary Salyers, Brent Spencer

Theses, Dissertations and Capstones

The case presents an overall look at American Well, its position within the telehealth market, and a look at the market and market affecting factors. The following analysis will be conducted using the information presented in the case and will identify strengths, weakness, strategies and provide discussions of special topics.

Diy Pr: How Independent Music Artists Use Online Social Networks For Public Relations Purposes, Martina Lawless

Theses

Significance of the study: Independent musicians are a huge part of the Irish music industry and yet they are the part that do not have the backing of a record label. This means independent musicians need to look at cheap or even free ways to promote themselves to existing fans and potential new fans. With the emergence of social networks musicians both signed and independent have the tools necessary to engage in a new form DIY PR. The purpose of this study is to look at the different ways that social networks have helped musicians in recent years, but also …

An Exploration Of The Effects Of The Servicescape On Customer And Employee Responses In A Grocery Retail Context, Treasa Kearney, Joseph Coughlan, Aileen Kennedy

Articles

This research investigates the impact of the servicescape on the responses of both the customer and the employee within a retail grocery setting and is exploratory in nature. The paper has its theoretical underpinning in servicescape theory (Bitner, 1992; Homburg and Stock, 2004), physical work environment literature (Davis, 1984; Kuenzi and Schminke, 2009) and the Service Profi t Chain (SPC) (Heskett et al., 1994). Interviews with grocery retail store managers were carried out to contextualise the paper though the main research instrument is a large-scale survey of customers and employees. The fi ndings suggest that almost 50 per cent of …

Three Essays On The Marketing Strategies Of A Durable Goods Manufacturer, Ngan Ngoc Chau

Electronic Theses and Dissertations

When purchasing durable goods, consumers not only pay for current but also future consumption; consequently, forward looking behavior is an important consideration in durable goods markets. For example, anticipating that prices will go down in the future, consumers may delay the purchase today; such behavior has a significant impact on the firm’s marketing strategies. This dissertation investigates the impact of durability on two marketing strategies: new product introductions and supply chain design. The first part of this dissertation (Chapter 3) examines a durable goods manufacturer’s new product introduction strategy under different market environments where network effects and product compatibility are …

Working Paper Of Reflections In The Eyes Of A Dying Tiger: Looking Back On Ireland's 1987 Economic Crisis, Brendan O'Rourke, John Hogan

Books/Book Chapters

This work examines the discourses about previous Irish crises , in radio chat interviews with a former finance minister and an economists, during the current Irish economic crise.

The Wiki Way: Supporting Collaborative Learning, Kathleen Hughes

Conference papers

Skills in working in teamwork are demanded from graduates, and these are ever more likely to be over the internet. Horizon (2011) calls for this experience to be reflected in students’ project work. The use of Wikis has been posited as a tool for collaborative online knowledge creation, increasing students levels of engagement, and social constructivism (Wheeler and Wheeler, 2009: Lai and Ng, 2011). The use of wikis in student groups is still relatively new, however, and the need for investigation of its role in supporting group collaboration has been identified in literature (Bruen, et al., in Donnelly, Harvey and …

How Do Organisations Engage In Marketing Strategy Making? A Problemistic Search Perspective, Sarah Browne, Katrina Lawlor, Pamela Sharkey Scott, Laura Cuddihy

Conference papers

Despite the importance of marketing strategy making (MSM) we understand little of how strategy making actually occurs within organisations. Departing from the common focus - on the tools and techniques of strategy– we apply a strategy as practice (SAP) lens to our exploration of MSM. We adopt a problemistic search perspective and utilise an in-depth case study to explore individual’s interactions in developing strategic marketing initiatives. We uncover a three-stage pattern in solution search within MSM; identification of the problem situation and postponing response, to problem recognition and acceptance, to a collective problem solving stage, which we label pre implementation …

Decision Support Models For The External Variety Of Configurable Products, Erkan Isikli

Wayne State University Dissertations

The decision of what configurations of a product to offer is a difficult one for marketing and sales departments. In this study, we developed decision support models that can help decision makers when using operational models to manage external variety of configurable products. Our main objective is to reduce the number of product variants offered in a proper way so that inventory and demand models do not suffer from the curse of dimension. Due to its ability and flexibility, our framework can be employed under various marketing actions. We applied our framework to both qualitative and quantitative data.

Satisfaction With Airline Service Quality: Familiarity Breeds Contempt, Tamilla Curtis, Dawna L. Rhoades, Blaise P. Waguespack Jr.

Management, Marketing and Operations - Daytona Beach

The objective of this study is to investigate frequency-of-flight issues and the differences between frequent and non-frequent flyers’ levels of satisfaction and the importance attributed to overall airline service quality and select attributes. The results indicate that the level of satisfaction with overall airline quality and select attributes decrease the more passengers fly. Conversely, the level of importance attributed to airline amenities increased with flight frequency. Perceptions of airline quality may vary between different nationalities and different socioeconomic groups. Differences between the short- and long-haul flights, as well as domestic and international services could also exist. Airline managers need to …