Marketing Commons^™

Specialty Food And Beverage: A Case Study Of Small Business Management, Barry Doyle, Arthur H. Bell, Dayle Smith

Finance

Specialty Food and Beverage is facing growing pains from its rapid expansion over the last decade and more. The case provides a summary of the challenges faced by the company in the areas of supply chain management, marketing plans, the creation of economic value, and the development of a long term strategy for profitable growth.

Sustainability Through Profitability: The Triple Bottom Line, Connie I. Reimers-Hild

Kimmel Education and Research Center: Presentations and White Papers

Today’s highly competitive, globalized world requires organizations and businesses to think differently about how they are going to stay in business. Businesses can no longer afford to focus on profits as their sole purpose for existence. Organizations must instead think about the “Triple Bottom Line” and its implications for their ability to grow their brand, customer loyalty and profits.

Farrell’S Nursery Company Limited Brand Identity Project, Peter Dee

Other resources

Peter Dee - Strategic Design and Marketing Consultant, was responsible for the design and development of the brand identity for the Farrell’s Nursery Company which was used on business cards, letterhead, signage and website.

Farrell’s unique plant nursery is always full of fresh ideas, inspiring plants and solutions for every garden. You'll find an extensive range of plants and people who provide expert advice and a range of associated services at all times of the year.

The Determinants And Measurement Of A Country Brand: The Country Brand Strength Index, Marc Fetscherin

Faculty Publications

Purpose: A strong country brand can stimulate exports, attract tourism, investments, and immigration. The purpose of this paper is to construct and present a country brand strength index (CBSI) which assesses the strength of a country brand based on objective secondary data.

Design/methodology/approach: By applying a company-based brand equity approach, we present a standardized country brand strength index.

Findings: Our results show that the countries with the strongest country brand are smaller, developed countries in Europe. Our proposed index leads to results similar to the widely used Anholt GfK Roper Nation Brand Index (NBI), which measures perceptions of a country …

Social Media Perceptions And Usage By Generation Y And Relevant Marketing Implications, Irene J. Dickey, William F. Lewis

Management and Marketing Faculty Publications

One of the most common ways in which Internet users connect and network with each other is through "social media." Social media is the content that is provided and maintained by the user on a website. It is clear that social media such as Facebook and LinkedIn are becoming increasingly pervasive in the lives of students, professionals and consumers. A literature review, as well as the results from our survey, reveals that not only have social networks evolved rapidly during the last few years, but so too have consumers’ behaviors. Subsequently, marketing strategies and tactics, and the potential for practitioners …

Brand Analyses Of U.S. Global And Local Brands In India: The Case Of Levi's, Vertica Bhardwaj, Archana Kumar, Youn Kyung Kim

Department of Marketing Faculty Scholarship and Creative Works

This study investigates differences between U.S. global and local brands in the Indian market. Attitudes toward American products and the brand equity of U.S. global and local casual apparel brand in the Indian market are examined. It is postulated that global and local brand influence brand equity, which is composed of brand image, brand awareness, emotional value, perceived quality, brand loyalty, and purchase intention. A total of 411 college students in India participated in the survey. Using repeated measures ANOVA, this study finds that Indian consumers perceive global and local brands differently based on brand equity.

Exploring Antecedents Of Consumer Resistance Towards Microgeneration Technologies In Ireland, Marius Claudy, Aidan O'Driscoll, Rosanna Garcia, Michael Mullen

Conference papers

The diffusion of microgeneration technologies like micro wind turbines provides great potential to reduce CO2 emissions, ease fossil fuel dependency and stabilize energy costs. The uptake of microgeneration technologies among home owners, however, remains low and they are often referred to as resistant innovations. Consumer resistance to innovations is a generally under-researched area and empirical evidence is scarce. The research presented in this study is based on a large scale study around micro wind turbines, which was conducted with home owners in the Republic of Ireland in 2009. The contribution of this study is twofold. Building on recent advances in …

The Sales Organisation: Influencer Or Mere Implementer Of Business Strategy? Investigating The Evolving Role Of Sales Strategy And Processes In Attaining Overall Business Objectives And Goals In International Markets, Sarah Browne, Katrina Lawlor, Pamela Sharkey Scott, Laura Cuddihy

Conference papers

This research will attempt to empirically examine the evolving nature of the sales organisation from a mere tactical support function of marketing, to a strategic capability in its own right and one that perhaps has a salient role to play in attaining overall objectives and goals pertaining to the business level strategy for international markets. The foundations of this research stem from multiple strands of literature including, strategic marketing, strategic management, selling and sales management and business internationalisation. This proposal attempts to locate this early stage research within these important and growing strands of literature and address the under researched …

The Effects Of The Country Of Brand And The Country Of Manufacturing Of Automobiles: An Experimental Study Of Consumers' Brand Personality Perceptions, Marc Fetscherin, Mark Toncar

Faculty Publications

Purpose: This paper offers a new perspective of country of origin effects on consumers’ brand personality perceptions of domestic and imported automobiles. It assesses the perceived similarities and differences between automobiles from two countries with respect to the country of origin of the brand (COB) and the country of manufacturing (COM) of that same brand.

Design/methodology/approach: An experimental design was used to investigate developed country consumers’ brand personality perceptions of three cars; a domestic car, a car manufactured in a developing country by a developing country manufacturer, and a car from developing country manufacturer that is manufactured in the developed …

What Appeals To The Wku Honors Student? A Promotion Mix Designed To Intrigue, Brittany T. Kittleman

Mahurin Honors College Capstone Experience/Thesis Projects

The presence of honors programs and honors colleges at universities is a growing trend in response to increased competition for high-caliber students. Public universities are finding that honors colleges can provide students with an affordable option that is equivalent to the educational experience of a private institution. There is minimal research regarding the promotion strategies of honors colleges, and regarding promotions that are most effective in attracting high-caliber students to universities with honors colleges. This thesis attempts to expand on this area of research by analyzing the factors, opportunities, and experiences that were most important to current honors students of …

Preservation And Renovation Of Historical Downtown Bowling Green: The Galloway Resort, Brandy Nicole Hill

Mahurin Honors College Capstone Experience/Thesis Projects

For the past 50 years, urban development such as suburbs, shopping malls, highways, and retail chains have impacted the way that Americans live their everyday lives. While it is nice to quickly accomplish that daunting to-do list, these developments have demolished the main streets and downtowns of America. No longer do residents enjoy scenic shopping days, coffee in the park or simply a stroll around the town. Thus resulting in downtown business establishments closing and buildings became condemned. The property around what used to be an area full of life, fun and excitement became dull, boring and underappreciated. For this …

Branding In China: Alternative Brand Strategiesbranding In China: Global Product Strategy Alternatives, Ilan Alon, Romie F. Littrell, Allan K.K. Chan

Faculty Publications

This article reviews and discusses issues in translation of international brand names to Chinese, and provides a framework for international brand managers who want to expand into China. Linguistic differences between Chinese and English are wide and deep, making translation of brand names difficult. Cultural context, pronunciation, written vs. oral language, and meaning of characters are just a few examples of such difficulties. We discuss four global-product-naming strategic alternatives available to country/brand managers, along with their usage, and give examples of brands utilizing the different approaches. The four approaches we discuss include (1) dual extension, (2) brand meaning extension, (3) …

Lululemon’S Commitment To The Environment: A Tangle Of Seaweed, Suppliers, And Social Responsibility, A. Erin Bass

Marketing and Management Faculty Proceedings & Presentations

It was the morning of Wednesday, November 14, 2007. The article on the front page of the New York Times Business Section read “‘Seaweed’ Clothing Has None, Tests Show.” The story asserted that one of Lululemon’s product lines, VitaSea, which purported to contain a seaweed fiber designed to release marine amino acids, minerals and vitamins into the skin upon contact with moisture, contained no such ingredient. Both Chip Wilson, Chairman and Founder of athletic wear retailer Lululemon, and Robert Meers, Lululemon’s CEO, were about to embark on their first damage-control mission since the company’s Initial Public Offering in July. This …

Do Animated Banner Ads Hurt Websites? The Moderating Roles Of Website Loyalty And Need For Cognition, Sweta Thota, Ji Hee Song, Val Larsen

Marketing (Formerly Marketing and Law)

While extant research has examined the effectiveness of banner ads, relatively little is known about the effect of animated banner ads on consumers’ attitudes and revisit intentions toward the host website and the brand advertised in the ad. This research contributes to and enhances our understanding of this topic by exploring and identifying consumer responses to animated banner ads on websites and then empirically testing a conceptual model. Results show that exposure to animated banner ads on a website results in consumer skepticism toward the website, which negatively influences their attitudes toward the website and the brand in the ad …

Ftc Guidelines On Endorsements And Online Consumer Reviews: Biasing Consumers' Intent To Buy, Alexander Cole

Inquiry: The University of Arkansas Undergraduate Research Journal

New FTC guidelines have been created to control improperly used endorsements with online consumer reviews. These guidelines state that bloggers and word-of-mouth marketers must disclose material connections if they are being endorsed in any way, and a paid endorsement is considered deceptive if it makes false or misleading claims. This study examines how this regulation may influence consumers’ attitudes and behaviors regarding online reviews. The present research tests whether: a) previously documented bias effects of negative and positive reviews still exist under new guidelines; b) the minimal FTC requirements are sufficient to properly inform consumers; and c) a more standardized …

Consuming At The Centre Of No-Where: Tweens And The Mediating Of Liminal Selves Through Metaconsumption, Kevina Cody

Conference papers

Despite the fact that ‘a consumer culture of childhood stands as a ubiquitous fixture in public life’ (Cook, 2004: p1), there are few theoretical accounts of young people’s specific negotiations and ‘styles of agency’ (James and Prout, 1996: p47) as they mediate the intricacies of their lived experiences and social contexts within contemporary consumer culture. Within the realm of children’s consumer culture theorists, Martens et al (2004: p161) contend that ‘relatively little is known about how children engage in practices of consumption or what the significance of this is to their everyday lives and broader issues of social organisation.’ Similar …

The Potential Implications Of Web-Based Marketing Communications For Consumers’ Implicit And Explicit Brand Attitudes: A Call For Research, Sreedhar Madhavaram, Radha Appan

Business Faculty Publications

Two developments in the last two decades frame the importance of Web-based marketing communications for firms. First is the phenomenal growth of the Internet as a viable commerce and communication option and second is the clear shift in attitude research toward recognizing the pervasive role of automatic processes in almost all the social psychological processes. Therefore, this article discusses the potential implications of Web-based marketing communications for consumers' implicit and explicit attitudes. In doing so, first, this article reviews the emergence of research on implicit attitudes, distinguishes implicit attitudes from explicit attitudes, and discusses research on explicit and implicit attitudes …

Indian Consumers' Brand Equity Toward A Us And Local Apparel Brand, Hyun Joo Lee, Archana Kumar, Youn Kyung Kim

Department of Marketing Faculty Scholarship and Creative Works

Purpose: The purpose of this study is to examine effects of gender, need for uniqueness, and attitudes toward American products on dimensions of brand equity for a US and local apparel brand in the Indian market. Design/methodology/approach: Three dimensions of brand equity are evaluated based on the respondents' shopping experience related to the selected US and local apparel brands. Data are collected from a convenience sample of college students in India. Findings: The empirical tests show that, for a US apparel brand, there are direct and indirect effects of Indian consumers' gender, need for uniqueness (NFU), and attitudes toward American …

Developing Complex, Business-To-Business Products: Issues And Implications, Sreedhar Madhavaram, Radha Appan

Business Faculty Publications

No abstract provided.

Absorptive Capacity And Failed Cross Border M&A, Ping Deng

Business Faculty Publications

Purpose – Chinese companies are increasingly using cross-border mergers and acquisitions (M&A) to source knowledge or strategic assets. For many, global acquisitions have proven to be highly problematic and value-destroying. The purpose of this paper is to address this critical acquisition failure issue from an absorptive capacity perspective. Design/methodology/approach – Guided by the framework that focuses on how acquiring a firm's weak absorptive capacity damages its ability to assimilate, integrate and apply external new knowledge, one high-profile Chinese failed acquisition: TCL acquisition of France's Thomson's TV business in 2004 is analyzed empirically. Findings – Acquisition performance of Chinese overseas M&A …