Marketing Commons^™

Social Media Marketing: Facebook And The Effect Of Coupons On Customer Loyalty Among College Students, Ciara Pearce

Honors Program Theses

Research for this honors thesis involved social media marketing (SMM), which is the utilization of social media channels to engage with online communities by building and maintaining mutually beneficial relationships. SMM exists as a subset of the field of integrated marketing communications (IMC). The primary goal of IMC is to synchronize marketing communications from all platforms to create a consistent and strong message. The inclusion of social media marketing in corporate IMC plans is occurring more and more often, as participation in social media sites continues to rise. According to a study by the Pew Internet & American Life Project, …

Integrated Marketing Communications Plan For Hospiceadeasy, Megan Elizabeth Horn

Honors Program Theses

HospiceADEASY is an online store where hospices can purchase high-quality, pre-produced, customizable hospice promotional materials. Available materials include billboards, brochures, e-marketing materials, print advertisements, 30-second radio ads and 30-second TV ads. HospiceADEASY is operated by ME&V, a full-service marketing, advertising and fundraising agency. ME&V has a wealth of experience in hospice marketing, fundraising, higher education marketing, healthcare marketing and more. This plan sets out the steps HospiceADEASY should take to increase its sales and reach a wider audience. It covers all the bases from traditional direct mail advertising to new forms of online communications and can be implemented, in full …

Does An Academy Award Affect Stock Return?, Kelli M. Maltsbarger

CMC Senior Theses

This study examines the affect of winning an Academy Award on the stock price of parent companies.  On average, receiving an Oscar has no significant impact on the stock of parent companies during the few days surrounding the broadcast of the Academy Awards.  The findings of this study introduce questions of external interference and possible limitations on this type of research.  However, my study sheds light on future topics of investigation for analyzing the effects of televised award shows on the stock market.

Emotional Brand Attachment: Marketing Strategies For Successful Generation, Katie Bilotti

CMC Senior Theses

Modern society is structured around consumption. The climate of the current consumer culture is one of intense competition. In order to differentiate their brands and products, companies are beginning to focus on differentiating their brands on the basis of distinctive emotional, rather than functional, characteristics. Emotional brand attachment is defined as the bond that connects a consumer with a specific brand by involving feelings of affection, passion, and connection. When established, emotional brand attachment is a powerful tool for building brand equity and influencing the purchasing decisions of consumers. This paper explores the marketing tactics utilized by Dove brand and …

A Theory Of Mental Credit, Jason Soll

CMC Senior Theses

Many philosophical subjects attempt to analyze the basis of human welfare. Theories of desert, distribution of property, and happiness tend to dominate philosophical discourse. Mental credit, which is the mental acquisition of credit for one’s accomplishments and the satisfaction one derives from this credit, is absent from this discourse despite its underlying role in the way people think about their lives. Mental credit is an eternal cognitive good that deserves thoughtful attention and pious decisions for implementation. The following theory of mental credit seeks to serve as a unifying theory for the mental calculations that guide life’s most imperative decisions, …

Consumer Effects Of Environmental Impact In Product Labeling, Norm Borin, Douglas C. Cerf, R. Krishnan

Marketing

Purpose – The purpose of this paper is to investigate the impact of different levels of environmental information on key consumer metrics. More specifically, it aims to evaluate environmentally benign products against those that have negative environmental impacts.

Design/methodology/approach – Multiple product categories and messages that varied from strongly negative to strongly positive were used to test whether the accuracy/completeness of the information changes consumers’ view of green products.

Findings – The results show that consumer perception of product quality, value, and purchase intentions does not differ significantly between products with positive environmental messages and those without any message. Products …

The Effect Of Word-Of-Mouth On The Purchase Of Genuine And Counterfelt Luxury Brands : The Roles Of Attitude Functions, Wei Wang

Lingnan Theses

This research aims to investigate the effect of word-of-mouth (WOM) on the purchase of genuine and counterfeit luxury brands with a focus on the roles of attitude functions, product type, valence of WOM, and brand popularity. It consists of two experimental studies. Study 1 examines the effect of WOM on the purchase of luxury brands and attempts to investigate the mediating role of attitude functions in the relationship between WOM and purchase intentions for luxury brands, with regard to different product types and valence of WOM. Study 2 compares the effects of WOM communications with traditional advertising on the purchase …

The Internationalization Of Emerging Market Multinationals : Effects Of Host And Home Country Institutional Facotrs, Yuanyuan Zhang

Lingnan Theses

As we all know, economic globalization and internationalization have sparked off countless studies and arguments in the past years. Some of the conventional theories about the internationalization of firms, however, are repeatedly challenged when they are applied to the less developed countries. The internationalization of firms from less developed countries has been a topic of growing interest in the international business and economics literature. In our study, we consider the influence of institutions from both the host and home country on entry modes of Chinese firms expanding overseas. Based on a sample of 314 China’s MNCs, the results support our …

The Role Of Income And Employment On School Participation Rate In Pasay City And Eastern Samarthe Role Of Income And Employment On School Participation Rate In Pasay City And Eastern Samar¹, Tereso S. Tullao Jr, John Paolo R. Rivera

DLSU Business & Economics Review

The Philippines committed itself to the United Nations’ Millennium Development Goals (MDG), one of which is the universal access to primary education by 2015. To address the goal, supply factors and demand factors must be considered. Supply factors refer to the ability of the government to provide resources to finance elementary education. Demand factors refer to the variables affecting household’s decision to demand educational services such as income, education cost, and demographic characteristics of the households: age structure and family characteristics. This study explored the extent to which household income and household head employment status influence elementary school participation rate …

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

Morehead State Press Release Archive, 1961 to the Present

Press releases for January of 2011.

The Good, The Bad And The Unintended: The Role Of Negative Self-Conscious Emotions In Marketing, Kathrynn Pounders

LSU Doctoral Dissertations

Negative self-conscious (SC) emotions are important to examine in the field of consumer behavior. These emotions have been identified as drivers of social behavior; each day consumers make decisions and form attitudes and thoughts based on the negative self-conscious emotions they experience. Thus, these emotions are a common occurrence in the marketplace, making them particularly relevant to examine in the consumption experience. The purpose of this dissertation is to build a framework to identify how each one of these emotions function in the consumption experience. Specifically, five objectives are addressed: 1) Introduce and identify why negative SC emotions are important …

Effective Customer Relationship Management Of Health Care: A Study Of Hospitals In Thailand, Howard W. Combs, B. Laohasirichaikul, S. Chaipoopirutana

Faculty Publications

This article investigates the effects and the relative importance of the four perceived service quality dimensions on corporate image, customer satisfaction, and customer loyalty. To obtain results, factor analysis and multiple regression techniques are applied to data collected from 500 Thai outpatients of the five largest private hospitals in Bangkok. The findings indicate that the four dimensions significantly affect corporate image, customer satisfaction, and customer loyalty. More specifically, the doctor concern dimension is the most important factor affecting customer satisfaction and customer loyalty. The tangibles dimension is the most important factor affecting corporate image.

Creating Online Brand Value Through Online Discussion Site, David Czerwinski, M Merz, U Herbst

Faculty Publications

This paper discusses the implications of the new evolving Service-Dominant (S-D) logic in marketing on brand value creation. Furthermore, it introduces the concept of online brand value and examines whether online discussion sites constitute a means for firms to co-create, together with a firm's customers, online brand value. Moreover, a conceptual framework of online discussion sites is proposed. Finally, the results of an exploratory empirical analysis of two discussion sites are presented. The findings provide initial support for the hypothesis that online discussion sites can be used to create online brand value. Moreover, the findings suggest that firm-generated discussion sites …

Adaptive Appointment Systems With Patient Preferences, Wen-Ya Wang, D. Gupta

Faculty Publications

Patients' satisfaction with an appointment system when they attempt to book a nonurgent appointment is affected by their ability to book with a doctor of choice and to book an appointment at a convenient time of day. For medical conditions requiring urgent attention, patients want quick access to a familiar physician. For such instances, it is important for clinics to have open slots that allow same-day (urgent) access. A major challenge when designing outpatient appointment systems is the difficulty of matching randomly arriving patients' booking requests with physicians' available slots in a manner that maximizes patients' satisfaction as well as …

The Effectiveness Of Food Tourism Branding: The Case Of Kinsale, The Gourmet Food Capital Of The South., Lisa O'Riordan

Theses

Kinsale is a small fishing village in West Cork. During the summer months, the population increases from three thousand to over twelve thousand, due to the influx of tourists. This may be attributed, in no small way, to Kinsale’s reputation as the gourmet capital of Ireland. Kinsale has been at the core of Ireland’s food circles for many years, and has successfully branded itself as a food tourism destination.

Despite Ireland’s long association with agriculture, food tourism is a relatively unknown concept in the country. Food tourism includes visiting food producers, attending food festivals, restaurants and specific locations for food …

The Marketing Of Toys To Children In Ireland: The Parents' Perspective, Derarca O'Shea

Theses

Children, as a target audience are increasingly attractive to marketers for many reasons. Firstly, children represent an important demographic to marketers, they have their own purchasing power; they influence their parents buying decisions and are the adult consumer of the future (McNeal, 1999). Secondly, the children’s market is ever expanding and marketers see opportunities to reap the rewards by targeting their products at children in an effort to increase sales. Thirdly, children between the ages of 2-11 see more than 25,000 advertisements a year on television alone and until the age of eight years, children do not understand advertisements’ persuasive …

A Study Of The Pr & Marketing Tactics Used In The Gaming Industry., David Hurley

Theses

The gaming industry in Ireland has changed greatly in the last 20 years. The way in which we communicate has also changed greatly in this time due to technological advancements. This advanced technology has greatly changed the way in which the gaming industry works, as there has been a massive increase in popularity in recent years thanks to the advent of online gaming.

This study aims to examine and gain an understanding of the public relations and marketing tactics being promoted by both game developers and the organisations that supply them. It also assesses the overall impact the gaming industry …

On The Value Relevance Of Retailer Advertising Spending And Same-Store Sales Growth, Kapil Tuli, Anirban Mukherjee, Marnik G. Dekimpe

Research Collection Lee Kong Chian School Of Business

In response to recent calls to study factors that determine a retailer's stock price, this study draws on signaling theory to examine the impact of two key marketing metrics that are widely disclosed by retailers to investors, advertising spending and growth in same-store sales (COMPS), and highlights the moderating role of various firm- and sector-specific factors. Using a stock-response model estimated on a sample of 1,646 observations for 257 retailers, the authors find that the value relevance of advertising spending and COMPS depends on the financial condition of, and the competitive pressures faced by, the retailer. In addition, the positive …

Kids, Toys And Fast Food: An Unhealthy Mix?, Claire Lambert, Richard Mizerski

Research outputs 2011

Increasingly the fast food industry is scrutinised for marketing toy premiums towards young children. Toy premiums are claimed to lure young children to consume unhealthy meal offerings, pester parents, encourage materialism and ultimately lead to a rise in childhood obesity. Numerous studies have commented on the use of toy premiums as a marketing technique, but little research has been conducted on the actual effectiveness of toy premiums targeted to children on consumer purchase behaviour at the point of purchase. This study, investigates the use of a child targeted toy premium (Snoopy) by a fast food company (McDonald’s), and its effect …

Psychological Contracts And Loyal Boosterism: Giving Dance Training Institutions A Lift Through Word Of Mouth Promotion, Alicia Stanway

Research outputs 2011

As the dance industry in Australia is well connected with industry networks, the value of word of mouth promotion and peer recommendation (operationalised as loyal boosterism) is paramount; however empirical evidence of this notion is relatively unexplored. This paper explores the relationship between relational psychological contracts, perceptions of psychological contract breach and loyal boosterism in the context of the dance training industry. The findings indicate that dancer’s who report higher relational contracts with their training organisation and experience lower levels of perceived contract breach, are more likely to engage in loyal boosterism behaviour. These findings highlight those relational contracts (containing …