Marketing Commons^™

Facebook Addiction: Factors Influencing An Individual's Addiction, Erica Sherman

College of Management Honors Theses

Prior research has proved that an individual could be addicted to the Internet in general, but no research has been done specifically to social networking sites such as Facebook. This study investigates how factors such as personality, gender, procrastination, boredom and ones values may affect the amount of time they spend on Facebook, further concluding that they are either overly obsessive or not about the usage thereof. Further, this study tests whether those same factors influence and individuals likelihood of facing Facebook withdrawal or Facebook devotion. Prior research was conducted using scholarly articles that focused on personality types and Internet …

Identifying Barriers And Incentives Related To Attending The Performing Arts: An Examination Of First Year College Students, Laura J. Sweet

College of Journalism and Mass Communications: Theses

Young adults entering their first year of academic study beyond high school face seemingly limitless opportunities. For the first time, they’re on their own: deciding everything from when to eat to where to study and what to do in their free time. Campuses are rich with possibilities. From official student organizations and clubs, to impromptu pizza parties and dorm floor trivia contests, daily decisions create the experiences that shape the life to come. On many large campuses, alongside academic buildings are art galleries and performance spaces. Research shows that early exposures to the arts lead to increased engagement during student …

The Long-Term Impact Of A Loyalty Program: An Evaluation From A Las Vegas Casino Hotel, Myongjee Yoo

UNLV Theses, Dissertations, Professional Papers, and Capstones

Loyalty programs are popular marketing strategies intended to attract, maintain, and enhance customer relationships. Despite the widespread usage of loyalty programs across various businesses, its effectiveness has not been well validated. Few empirical studies attempted to evaluate the value of loyalty programs but the findings have been conflicting with each other. Given the competitive climate of such a highly saturated competitive market of the hospitality industry, it is meaningful for hospitality marketers to evaluate the effectiveness of loyalty programs to increase customer retention and profitability. Therefore, the main purpose of this study was to examine the effectiveness of a hospitality …

2011 December, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for December of 2011.

Logistics Outsourcing In Brazil And The U.S.: An Institutional Theory Perspective, Maria Barrenechea

Marketing Undergraduate Honors Theses

A crucial goal of manufacturers and retailers is to develop an efficient management of resources in order to ultimately achieve a strategic competitive advantage in the marketplace. Given the current global scenario, supply chain operations, such as the storage and transportation of materials from the shipper's facilities to the end customer, can become very complex and time consuming to manage in-house. Therefore, shippers are encouraged to outsource these logistics operations to third party experts known as 3PLs (third party logistics providers) that support the domestic and global transportation of goods safely, securely and cost-effectively. Moreover, as companies become more global, …

A Comparison Of Internet Marketing Methods Utilized By Higher Education Institutions, Joseph Clayton Mccoy

Graduate Theses and Dissertations

Use of Internet marketing techniques in higher education to attract prospective students is relatively new. While the research is recent, there are several studies that identify what is most valuable to students seeking information on college web sites. Higher education is now facing increasing competition from for-profit schools and reduced funding from typical sources. This study examines how two different Carnegie classifications use Internet marketing techniques and identifies if there is a difference in how much they use these techniques. Content techniques and search engine optimization (SEO) techniques were examined for 56 higher education institutions in this study. Of the …

Local Marketing: The Benefits And Drawbacks For Large Corporations With Respect To National Food Chains, Marisa Erin Bloch

Journalism

A majority of large corporations, with a special focus on national food chains, put all of their marketing on national and international levels. Most corporations tend to forget about the local aspect of business. The newsletter for California Pizza Kitchen San Luis Obispo was created in order to go against the normal ways of these large restaurant chains, in an attempt to reach out to the community. This paper addresses the need for large corporations, with respect to national food chains, to bring things to a local level. The focus of marketing on a local level is constantly overlooked because …

Modeling Multichannel Home Video Demand In The U.S. Motion Picture Industry, Anirban Mukherjee, Vrinda Kadiyali

Research Collection Lee Kong Chian School Of Business

The U.S. motion picture industry has become increasingly reliant on posttheatrical channel profits. Two often-cited drivers of these profits are cross-channel substitution among posttheatrical channels and seasonality in consumer preferences for any movie. The authors use a differentiated products version of the multiplicative competitive interaction model to investigate these two phenomena. They estimate the model using data from 2000 and 2001 on two posttheatrical channels in the U.S. market: purchase and rental home viewing channels. Contrary to expectations based on business press commentary, after controlling for seasonality and movie attributes, the authors find low cross-channel price and availability elasticity for …

The Influence Of Strategies Used To Communicate Sustainable Corporate Responsibility On Reputation Of A Major Airport, Benno D. Hoffmann

Walden Dissertations and Doctoral Studies

Self-presentation of a corporation as a citizen committed to sustainable corporate responsibility can, according to scholarly findings, help the organization improve its reputation among key stakeholders. The purpose of this case study was to explore the success of one major airport in aligning communication strategies to improve its reputation. The research question involved how effectively a major German airport communicated its commitment to sustainable corporate responsibility to its key stakeholders during 2005--2009. Of particular interest was how key stakeholders perceived the airport's stance towards the impacts of aircraft noise. Corporate documents, newspaper articles, and semistructured interviews comprised the data. Data …

Inaugural Conference For Positive Marketing, Linda Purcell

Conference for Positive Marketing

Inaugural Conference for Positive Marketing, November 4, 2011

Supporting Global Metals Markets: The Role Of The London Metals Exchange, Singapore Management University

Perspectives@SMU

The London Metals Exchange (LME) has seen its trading volumes continually expand of late, with 120.3 million lots traded in 2010, an increase of 7.4 per cent from 2009. This expansion is on the back of an increased interest in commodity trading and an expanded range of products, the latest being LME Cobalt and Molybdenum.

Science Diplomacy With Swissnex China: A Swiss Nation Brand Initiative, Flavia Schlegel, Olivier Jacot, Marc Fetscherin

Faculty Publications

Switzerland has a long tradition of expertise in the fields of science, research and education, with “science diplomacy” (SD) now assuming an important role for innovation economies. Past experience shows that international scientific cooperation can have valuable outcomes for the involved countries and complements traditional foreign policy and diplomacy. In Switzerland, a worldwide network of science and technology outposts under the auspices of the Swiss State Secretariat for Education and Research (SER) in cooperation with the Federal Department of Foreign Affairs (FDFA) was established in 2000. The very swissnex network around the world defines one of those established science diplomacy …

2011 November, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for November of 2011.

The Five-Factor Consumer Behavior Model For Intercollegiate Football Tickets Consumption, Jennifer Y. Mak, Siu Yin Cheung

Journal of Applied Marketing Theory

Collegiate football ticket sales supply over 20% of the athletic department revenues (NCAA, 2008) and are an important part of the income stream, as pre-sold season tickets are guaranteed income. The purpose of this study was to examine the theoretical constructs of a five-factor consumer behavior model for intercollegiate football tickets consumption. The participants were spectators of a NCAA Division IA football annual player draft game (n=201). Around half of the participants were current season ticket holders (54.2%) and married (49.2%). Confirmatory Factor Analysis (CFA) was utilized to analyze the factorial validity of the five-factor consumer behavior model for intercollegiate …

Assessing Event Quality Of High School Football Games: Development Of A Scale, Kevin Byon, Matthew Ziemnik, Eddie T. C. Lam, James J. Zhang

Journal of Applied Marketing Theory

The purpose of this study was two-fold: (a) to identify the dimensions of event quality associated with high school football games and (b) to develop a scale, Event Quality Scale of High School Football (EQS-HSF) that measures event quality of high school football games. Applying a random cluster sampling method, participants were adult spectators (N = 404) from three high school football home games. Following the scale development procedures suggested by Churchill’s (1979), a total of 25 items under six factors (Game Attractiveness, Event Setting, Economic Consideration, Social Opportunity, Exciting Atmosphere, and Enjoyment Experience) were written and validated through qualitative …

Editors’ Comments For Jamt Volume 2, Number 2, Richard E. Mathisen, Mike Musante

Journal of Applied Marketing Theory

We welcome you to the current issue of the Journal of Applied Marketing.

The objective of Journal of Applied Marketing Theory is to provide a forum for academic research that advances marketing knowledge as well as present insight for marketing managers. The focus of the journal is the publication of academic research that offers a link from theory to practice. The journal seeks to publish articles that expand our understanding of marketing issues while also providing value to marketing practitioners. In support of this philosophy, we have emphasized that manuscripts published in the journal provide summaries that present clear transitions …

An Integrated Model Of Media Satisfaction And Engagement: Theory, Empirical Assessment And Managerial Implications, Russ Merz

Journal of Applied Marketing Theory

Media satisfaction theorists suggest that satisfaction with media vehicles is linked to audience loyalty, greater vehicle usage, and other media related behaviors. More recently, similar claims are made by media engagement theorists regarding levels of newspaper readership and receptivity to advertising messages. The dilemma for media managers charged with making decisions about how best to manage and strengthen customer relationships through the delivery of high quality business operations is which model to choose. To date no study has examined the relative effects of customer satisfaction and engagement resulting from business operations onto the future intentions of media audiences. This study …

An Experimental Approach To Testing Imc Effects On Consumer Attitudes, Behavioral Intentions And Recall, John M. Mcgrath

Journal of Applied Marketing Theory

The objective of this study is twofold: to build upon the thin body of academic experimental research in the field of Integrated Marketing Communications (IMC), and to provide practitioners with methods they can use to test the effectiveness of marketing communication campaigns. On the first account, significant results were observed for attitude toward the ad (Aad), but only for a subset of the sample. Despite this, the experiment provides a framework for future academic studies of IMC effects and suggests specific ways that methods can be refined in future experiments. On the second account, the study’s design suggests opportunities for …

Social Marketing As A Catalyst For Building New Relationships Between Sport Practitioners And Academicians, Eric C. Schwarz, Dallas Branch

Journal of Applied Marketing Theory

Social marketing, conceptualized by Kotler and Zaltman (1971) as a means to promote social objectives and causes more effectively, has the potential to be the catalyst for addressing the disparity and creating positive perceptions. Social marketing is a significant means to address communication, conceptualization, and intellectual gaps between groups, which often results in clarifying differences in product and value outcomes; and the need for change and shifts in paradigms associated with practitioner-academician interaction (Hanna, 2001). Primary and secondary research conducted showed that there is fragmentation within the sport industry between academicians and practitioners, resulting in a large intellectual gap. It …

소비자 휴리스틱을 통한 인지적 발달 관점에서의 브랜드, Woon Bong Na, Roger Marshall, Young Seok Son

Asia Marketing Journal

The focus of this paper is to investigate cognitive development of brand heuristics in the mind of a young consumer as the consumer matures. This issue was examined by comparing the nature of the set of associations (that form the brand heuristic) given by consumers across four different age groups, with each age group representing a distinct stage of cognitive maturity. It is found that there are fundamental differences in the way the different age groups perceive the brand. The research method uses the novel approach of classifying the elicited associations into the three types of brand associations: attributes, benefits …