Marketing Commons^™

Mindset, Virtue Signaling And Volunteering, Corinne Novell, Steven Bauer, Alice Labban, Yingfan Zhu

Seaver College Research And Scholarly Achievement Symposium

Virtue signaling, or publicly showing off one’s good character or actions to others, has been studied in many contexts. This research expands on previous work and focuses on investigating the impact of fixed vs. growth mindsets on virtue signaling in a volunteering context. Mindsets, in the context of this research, are the beliefs people hold about the consistency of human’s personality as well as their moral characteristics. We hypothesize that given the different goal orientations of people with growth vs. fixed mindsets, the impact of obligatory virtue signaling on volunteer behavior will be stronger among people with a growth (vs. …

4 Art, Fashion, And The Human Condition, Fuat Firat

Marketing Faculty Publications

In this chapter, I wish to investigate the contemporary status and role of art and fashion together with the conditions that humanity faces resulting from modern constructions of art and fashion. I begin with the understanding that, as is the case with all concepts, art and fashion do not have a meaning that endures across all historical epochs or cultural contexts, even when they may possess some essences that make it possible to have a degree of continuity of popular conception across time and context. In each epoch and in every culture, however, they take on certain particularities imbued in …

Decoding The Dual Desire: Expressive And Impressive Motivations For Neo-Luxury Wearables, Maria Petrescu, Sheen Kachen, Costinel Dobre, Anca Milovan-Ciuta, Mihai Orzan

Publications

In today’s rapidly evolving consumer landscape, understanding the motivational drivers behind consumer interaction with brands and purchase intentions is paramount for effective marketing communications. This research dives deep into the impressive and expressive consumer motivations influencing attitudes and purchase intentions for neo-luxury smart wearables. By employing a blended methodology of qualitative conceptual mapping and quantitative fsQCA analysis on consumer survey data, we uncover the integral role of both hedonic (pleasure-seeking) and eudaimonic (meaning-seeking) motivations for the contemporary neo- luxury consumer. Our findings underscore that a harmonious interplay between these motivations can bolster purchase intentions, even mitigating potential deterrents like skepticism …

Value Of Gain In The Lamb Feeding Industry, Jay Parsons

Cornhusker Economics

Value of gain (VOG) is a term in the livestock feeding industry that refers to the average value of a pound of gain. It is the most appropriate revenue value to use in comparison to the cost of gain to determine profit margin.

Let's Drink! A Comparative Analysis Of The Marketing And Branding Strategies Of Cutwater Spirits And Los Sundays, Emma Lauren Wells

Experience Industry Management

With spirit consumption on the rise, it has become increasingly important for alcohol companies to craft a unique brand and strategically market themselves towards their target consumers in order to stand out amongst their competitors and drive their product sales. The selected alcohol companies for this study, Cutwater Spirits and Los Sundays, are both relatively new, yet well-known, alcohol brands. The purpose of this study was to examine the marketing and branding strategies of Cutwater Spirits and Los Sundays. Through comparative analysis and an instrument developed by the researcher, data were collected on the companies’ branding strategies including packaging, logo, …

Positive Liberty, Negative Liberty, And Marketing Regulations: A Holistic Analysis, Tony Yan, Michael R. Hyman

Global Business Leadership Faculty Publications

Marketing regulations are warranted when unfettered marketing practices compromise many people's positive and negative liberties. We elucidate these liberties’ multifaceted but interdependent connotations for societally justified marketing regulations from a novel framework integrating the social sciences, philosophy, history, and marketing. The limitations of unbalanced or less represented market or government regulation notwithstanding, overcoming marketing imbalances and enhancing personal and societal liberties via pluralistic, well-designed, enforceable, and multilateral regulations can advance a pluralistic democracy's diverse market-related interests. By informing companies and consumers about societally responsible liberties, well-regulated marketing can spur common goods creation.

“Together We Go Far”: Exploring The Motivational Dispositions Within Connected Fitness, Melissa Davies, Thomas Aicher, Brianna Newland, Eric Hungenberg

Journal of Applied Sport Management

This study examined the motivational profiles of connected fitness users to better position brands as they compete with the reopening of physical gyms and in-person classes. Using survey responses from 663 Peloton users, a K-cluster analysis was performed to identify three clusters of Peloton users (Wellness, Physique, and Social Performance), based on their motives for using the brand’s app. Findings suggest that connected fitness brands should leverage their ability to create social engagement and challenging opportunities to better their own past performance to differentiate themselves and retain users in a very cluttered and competitive marketplace.

Can Recyclable Packaging Enhance Consumers’ Willingness To Buy? The Mediating Role Of Corporate Social Responsibility Perception, Haifeng Shi

Dissertations and Theses Collection (Open Access)

The usage of recyclable packaging is a manifestation of corporate social responsibility and conforms to the trend of green and sustainable development. In recent years, with the rapid growth of the environmental awareness, consumers tend to choose more environmentally friendly and recyclable packaged products. Therefore, in order to better promote the usage of recyclable packaging, it is necessary to conduct in-depth research on why consumers choose recyclable packaging. Aiming to explore the impact of recyclable packaging on consumer behavior and its underlying mechanism, this study receives 314 questionnaire surveys all over the country, and adopts ANOVA and process model analyses …

10 The Illusion Of Democracy In Fashion Industry, Deniz Atik, Zeynep Ozdamar Ertekin

Marketing Faculty Publications

No abstract provided.

Jetty, Gabriella Plue

Graphic Communication

In recent years, the intersection of environmental consciousness and consumer behavior has catalyzed the emergence of innovative brands committed to sustainability. Among these is Jetty, a sun care brand that epitomizes the ethos of environmental stewardship while meeting the needs of outdoor enthusiasts, particularly surfers. By blending the principles of eco-friendliness with high-performance sun protection, Jetty not only addresses the immediate concerns of sun exposure but also aligns with broader initiatives aimed at coral reef conservation. This paper delves into the inception, development process, marketing strategies, and theoretical underpinnings of the Jetty project, while also reflecting on potential avenues for …

A Review Of The Business Capstone: Working With An Education Program, Hanna Tran

University Honors Theses

This review thesis walks through the business capstone process which is a hands-on experience with a local business client. The business client, Company A, is an arts and education program that has reached out to the School of Business's capstone class to help them improve their reach to potential customers and find alternative funding other than student tuition and donations. To achieve these goals, our group conducted several analyses and thorough research combined with our existing business education. Our findings and final recommendations are shown in presentations and a final report that the business client can utilize for their future …

2024 March, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for March of 2024.

Taking Pleasure In Distinction: Unlocking Specialty Coffee Preference, Ondrej Mitas, Danny D. Han, Belle Struijer, Lotte Willems, Thomas H. Chatwick

Journal of Global Business Insights

Specialty coffee, comprising a tenth of the global coffee trade, is distinguished by its strict quality requirements and traceable origins. The diverse flavor profiles of specialty coffee raise demands on providers to serve individual taste preferences. Prior research has not sufficiently explored how to predict customer preferences for specific flavor profiles or how these preferences influence behavioral intentions such as revisiting or recommending a café. This study hypothesized that customer involvement, the extrinsic factors of coffee experience, and culinary risk-taking would predict flavor preference, which would in turn affect behavioral intentions. In an experiment involving 47 participants, individuals tasted and …

Marketing Management Of Online Negative Reviews Of Medical Services, Christopher Edward Feltes

Doctoral Dissertations and Projects

Various internet platforms contain the ability to share information about medical services. These internet platforms include patient review websites, online forums, and social media websites. Some of the information that customers share are reviews of their negative medical experience. Much of the related research includes exploring the problem of online negative reviews of medical services from a medical professional perspective on how to manage the situation with the patient. This research project includes exploring the role of marketing professionals and the situation of customers producing online negative reviews of medical services. The general problem addressed is the detrimental impact of …

The Impact Of Social Media On Customer Behavior – Evidence From Lebanon, Nada Jabbour Al Maalouf, Jean Elia, Chadia Sawaya, Fawzy Boutros

Arab Economic and Business Journal

Purpose: This study investigates the impact of social media advertising on customer behavior; specifically its impact on customer decision-making through social proof, customer perceptions of brands, and customer loyalty. No studies tackled this topic in Lebanon and this gap was the main motive behind this study.

Method: A quantitative deductive method was employed and a questionnaire was sent to Lebanese customers to achieve the objective of the study. The final sample obtained is 147.

Findings: The findings revealed a positive correlation between social media usage, customer decision-making, customer attitudes and perceptions toward brands, and customer loyalty. The study's findings …

Consumers' Acceptance To Buy And Dispose Of Recycling Textile Products, Roa Alsayed

Theses and Dissertations

The textile industry is the second most polluting worldwide, following food manufacturing. It is one of the industries that is rarely scrutinized in the Middle East and North Africa (MENA) region. This work analyzes the fashion industry from the perspective of consumer attitudes towards the purchase and disposal of clothing, and their behavior with regards to old garments. The study was conducted in Saudi Arabia and Egypt, two countries that achieved similar results in the fashion industry. The methodology is divided into three phases. First, the manuscript begins with a review of topics such as sustainability, consumer behavior in the …

Using Dark Triad Personality To Understand And Moderate Jay Customer Behavior In Hospitality, Scott M. Widmier, Prachi Gala, Iason Koufodontis

AMTP Proceedings 2024

Jay Customers are customers who act in a thoughtless or abusive way, causing problems for the firm, its employees, and other customers. Currently, the only way to identify Jay Customers is by their actions when it is already too late to prevent the negative consequences. This research tested and confirmed the use of Dark Triad personality (Narcissism, Machiavellianism, and Psychopathy) to identify individuals prone to Jay Customer behavior prior to its manifestation. Dark Triad personalities have distinctive characteristics that can be used to identify them along with a growing body of research on prescriptive actions to dissuade their disruptive behaviors. …

Editorial: Towards An Emerging Science Of Customer Loyalty To Retail Stores: Explanation, Drivers, And Frameworks, Arturo Z. Vasquez-Parraga, Miguel Sahagun, Fabio Musso

Marketing Faculty Publications

No abstract provided.

Affective, Cognitive, Behavioral Appeals In A Parasocial Breakup With Podcast Hosts Of Radiolab, M.O. Vilceanu, Kristine Johnson

AMTP Proceedings 2024

This is the first study to investigate parasocial breakups in the context of long-term podcast listening. Radiolab, which is produced by WNYC in New York, is an award-winning program that reaches millions of people. Starting as a radio show in 2002 and later offering a podcast format in 2007, show creators and former hosts, Robert Krulwich and Jad Abumrad, entertained audiences with their journalistic investigations of science-related topics while later incorporating societal and political content in the program. Yet similar to successful long-running television programs, Radiolab has undergone host changes. Today, the official hosts are Latif Nasser and Lulu Miller, …

2024-February-12-Donors Welcomed To Carillon Society, University Advancement, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.