영문 브랜드네임의 중문 브랜드네임 전환 방식에 대한 중화권 소비자들의 브랜드 평가에 관한 연구, Ji Eun Lee, Joo Eon Jeon, Hsiao Chen Fei

Asia Marketing Journal

Brand names are often considered as a part of product and important extrinsic cues of product evaluation, when consumers make purchasing decisions. For a company, brand names are also important assets. Building a strong brand name in the Chinese commonwealth is a main challenge for many global companies. One of the first problem global company has to face is how to translate English brand name into Chinese brand name. It is very difficult decision because of cultural and linguistic differences. Western languages are based on an alphabet phonetic system, whereas Chinese are based on ideogram. Chinese speakers are more likely …

한국 인터넷사이트들의 산업별 경쟁유형에 대한 탐색적 연구, Yoon Seo Park, Yong Sik Kim

Asia Marketing Journal

Digital economy has grown rapidly so that the new business area called `Internet business` has been dramatically extended as time goes on. However, in the case of Internet business, market shares of individual companies seem to fluctuate very extremely. Thus marketing managers who operate the Internet sites have seriously observed the competition structure of the Internet business market and carefully analyzed the competitors` behavior in order to achieve their own business goals in the market. The newly created Internet business might differ from the offline ones in management styles, because it has totally different business circumstances when compared with the …

브랜드 자산의 이동을 통한 기업브랜드의 재구축, Sung Tae Hong, Woon Bong Na, Young Seok Son

Asia Marketing Journal

In case of Aju capital, it adopted a strategy to use a single brand not two separate brands after M&A was completed. In order to implement this strategy, it has endeavored to effectively process the work of shifting existing marketing infrastructure of DAEWOO capital, the mergee, spending enough transition time for the brand migration. In the process of merging, Aju capital picked the strategy to use the brand of mergee first, which is the Daewoo Capital brand, and then took a transition time for a while to converge to the single brand of Aju capital. Putting another way, even if …

지각된 쇼핑가치차원이 점포태도, 쇼핑과정에서의 정서적 경험, 점포충성도에 미치는 영향에 관한 연구, Kwang Ho Ahn, Ha Neol Lee

Asia Marketing Journal

In the past, retailers secured customer loyalty by offering convenient locations, unique assortments of goods, better services than competitors, and good credit policy. All this has changed. Goods assortments among stores have become more alike as national-brand manufacturers place their goods in more and more retail stores. Service differentiation also has eroded. Many department stores have trimmed services, and many discount stores have increased theirs. Customers have become smarter shoppers. They don`t pay more for identical brands, especially when service differences have diminished. In the face of increased competition from discount storess and specialty stores, department stores are waging a …

부정적 언론보도에 대한 기업의 대응시점 효과, Jong Chul Park, Woo Jun An, Han Jun Lee

Asia Marketing Journal

Product harm crises can distort long standing favorable equality perceptions, tarnish a company`s reputation, cause major revenue and market-share losses, lead to costly product recalls, and devastate a carefully nurtured brand equity. However, in spite of the devastating impact of product-harm crises, little systematic research exists to asses its marketing consequences. So, this study focuses on the negative publicity about companies and their products. Namely, this study presented how inclusion effect supported the relationship between negative publicity and consumers` response, market performance. According to the results, after negativity publicity was happened, it was appeared that the negativity image spread into …

The Economic Value Of A Sustainable Supply Chain, Robert Mefford

Finance

The economic rationale to operate a global supply chain in a sustainable manner is developed. Arguments are made based on marketing, finance, and production theories that by engaging in socially responsible behavior the firm will increase sales, decrease costs, reduce financial risk, and increase profits which ultimately will increase returns to the firm’s shareholders. A model is developed of the mechanism by which modern production methods such as lean production and quality management result in sustainable corporate behavior which, in the long run, translates into higher stock valuations. The production effects cause marketing and financial risk effects that are complementary, …

Brand Creation Vs. Acquisition In Portfolio Expansion Strategy, Randle D. Raggio, Yana Damoiseau, William C. Black

Marketing Faculty Publications

Purpose – This paper seeks to address the following question: What causes firms to choose brand creation vs brand acquisition for brand portfolio expansion?

Design/methodology/approach – A multilevel interdisciplinary conceptual model is developed with nine factors at three levels of influence: the market, firm, and brand portfolio. Using 125 brand acquisitions and creations for 22 firms between 2001 and 2007, the model is tested using logistic regression to determine which factors significantly influence brand portfolio expansion strategy and whether they encourage acquisition or creation.

Findings – Significant factors were found at the market and firm levels, with competitive intensity of …

Towards A Decision Making Model For City Break Travel, Gerard Dunne, Sheila Flanagan, Joan Buckley

Articles

Purpose

The purpose of this paper is to examine the city break travel decision and in particular to develop a decision making model that reflects the characteristics of this type of trip taking.

Method

The research follows a sequential mixed methods approach consisting of two phases. Phase One involves a quantitative survey of 1,000 visitors to Dublin, from which city break and non city break visitor cohorts are separated and compared. Phase Two entails a qualitative analysis (involving 40 in-depth interviews) that specifically examines the decision making behaviour of city break visitors.

Findings

City break trips were shown to be …

A Servperf Model Of The Vietnamese Banking Industry, Quoc Cuong Nguyen, Sirion Chaipoopirutana, Howard W. Combs

Faculty Publications

Customer loyalty is an important factor which has a significant effect on the profitability of the firm. The cost of keeping an existing customer to stay with the firm is much lower than the cost of acquiring a new customer. The purpose of this research is to build and test a model of factors effecting customer loyalty in Vietnamese banking industry. The data was obtained by distributing questionnaire to 400 bank customers in Ho Chi Minh City, Vietnam and analyzed by structural equation modeling (SEM). The results indicated that customer loyalty is positively and significantly influenced by perceived service quality …

Access To Business Research Resources Through Academic Library Web Sites: A Survey, John C. Gottfried

DLPS Faculty Publications

This study is an examination of access to business research resources through academic library Web sites, including research databases, catalog services, research guides, and business librarians. The Web sites of 114 academic libraries serving top business programs in the United States were studied. Results reveal a wide range of access to business research databases among the schools studied (anywhere from 11 to 100 business databases available). Over 95% of the schools provided business research guides, and nearly all schools provided at least some contact information for business librarians.

Alzheimer’S Disease, Carol Watwood

DLPS Faculty Publications

Alzheimer’s disease is a common health issue mostly found in elderly persons. An overview of the disease and a list of reliable Web-based information sources suitable for a general audience are presented.

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

WKU Administration Documents

Annual report of the WKU Winter Term giving a summery of course enrollments, college data, course section information and marketing efforts.

Testing The Mean For Business Data: Should One Use The Z-Test, T-Test, F-Test, The Chi-Square Test, Or The P-Value Method?, Jiajuan (John) Liang, William S. Pan

Marketing and Quantitative Analysis Faculty Publications

Purpose – The overall purpose of this research is to discuss the relationship among the tests for population mean that are taught in the Business Statistics course for business majors. Design/methodology/approach – The approach to this study is to describe the types of business data according to one-sample, two-sample, and multi-sample cases first and then combine tests for categorical data with tests for continuous data into a unified format on testing the mean of a population. Under this unified format, we summarize the methodology on the topic of testing the mean in business statistics course. Findings – One of the …

Imsa360: Winter 2011, Imsa Fund

IMSA Fund Reports

In this issue of IMSA360, which doubles as the IMSA Fund for Advancement of Education’s 2011 annual report, we chronicle a journey none of us wanted but many of us now embrace. The tentacles of our ALS story and attention to “orphan diseases” stretch far and wide, supported by our donors, driven by our students, staff and community partners, and inspired by our Principal and Vice President for Academic Programs Dr. Eric McLaren. His story – our story – calls us to advance the human condition through education, research, advocacy and action. While we cannot dial back the clock and …

Framing The Flu, Jennifer Lynn Mcmillen

Marketing Dissertations - Archive

Since Tversky and Kahneman's article on prospect theory in 1979, there have been many articles published on framing with mixed success in finding preference shifts and in which frame subjects are most persuaded. Framing has been a source of much research and debate in extant literature, regarding whether the effect even exists and if it does, what accentuates or mitigates the effects found. Using the flu as the context, this article incorporates sad versus happy moods and emotional versus rational appeals to highlight when the most persuasive frame changes and to provide practitioners a more complete picture on the most …

Increasing Organ Donation In Ireland : Social Marketing And Infrastructural Improvements., Ronan O'Sullivan

Theses

There were over 600 patients on the organ waiting list in Ireland in November 2010. This is a substantial increase on the 414 patients on the waiting list in 2008. Ireland also witnessed a dramatic decline in the number of donors from 90 donors in 2009 to 58 donors in 2010. This thesis focuses on investigating the current state of organ donation in the Republic of Ireland, with the eventual goal of recommending alterations to improve the system. In depth- interviews were conducted with eleven leading personnel from the fields of organ donation and social marketing in Ireland as well …

Physician Decision Criteria Regarding Omega-3 Dietary Supplements, Warren P. Lesser

Walden Dissertations and Doctoral Studies

American Heart Association officials and other expert cardiologists recommend omega-3 (n-3) dietary supplementation for the secondary prevention of cardiovascular disease, a prevalent health problem in the United States. Physicians' lack of understanding of possible n-3 preventive health benefits results in underprescribing n-3 dietary supplements and lower n-3 dietary supplement product sales. N-3 dietary supplement marketers do not understand physician n-3 prescribing decision criteria enough to optimize high-impact communication to physicians to increase n-3 dietary supplement product use. The purpose of this phenomenological research study was to improve n-3 marketers' understanding of how physicians reach decisions to prescribe or recommend products …

Developing Structural Maps Of Sales Research Knowledge: Three Essays, Chien-Chung Chen

Marketing Dissertations - Archive

The overall goal of the dissertation is to analyze the accumulated knowledge and explore research gaps in empirical sales research. Therefore, applying a structural map derived from a comprehensive synthesis of empirical studies, researchers can efficiently and effectively identify constructs' positions in nomological networks and then explore new research directions. The dissertation includes three complementary essays. Essay 1 creates a structural map of constructs in a nomological network generated by meta-analysis and analyzed by social network analysis. Key constructs, bivariate relationships, missing links, and constructs' positions in nomological networks are identified. Essay 2 then detects moderator effects among constructs and …

The Negotiation And Consumption Of Mediated Masculinities In The Artistry Of The Male Self, Deirdre Duffy

Books/Book Chapters

Much research has been conducted to date considering the construction of identity in many disciplines. However this essay explores Irish men’s construction of their identity in tandem with their lived existence in the social world. The interrelations and influences of their family, friends, peers and the media, ultimately human interdependency itself, all serve as potential cues upon which young men borrow to craft their own masculine identity.

Constructing And Disciplining The Working Body: Organisational Discourses, Globalisation And The Mobile Worker, Marian Crowley-Henry, Paul Donnelly

Books/Book Chapters

We consider the ethical treatment of people working in organizations along the relativism/absolutism continuum. Work is a dominant activity in people’s lives and a core part of people’s identities. In it is the managerial realm of Human Resource Management where the focus on the working body primarily resides. The construction and disciplining of the working body is theoretically and empirically explored in this chapter. Do organizations construct and discipline their workforce as a means to their organizational ends (as resources), or do they treat them as means in themselves (as humans)? We trace organizational discourses that emphasize resources rather than …