The Burger King Revolution: How Las Vegas Bounced Back, 1983-1989,
2010
University of Nevada, Las Vegas
The Burger King Revolution: How Las Vegas Bounced Back, 1983-1989, David G. Schwartz
Library Faculty Research
Most who have considered Las Vegas history have concluded that not much happened in Las Vegas gaming between the openings of the original MGM Grand (1973) and Mirage (1989). In fact, several structural changes during the 1980s had already reversed a declining appeal. Responding to three crises—competition from Atlantic City, a national economic downturn, and the MGM Grand fire—Las Vegas casino operators began to draw more extensively on a middle-class mass market. Capitalizing on the “Burger King Revolution,” Strip casinos drew more gamblers who, on average, played less, and slot machines displaced table games as the industry’s leading revenue producer. …
Decomposing The Effects Of Organizational Memory On Marketing Implementation,
2010
California Polytechnic State University - San Luis Obispo
Decomposing The Effects Of Organizational Memory On Marketing Implementation, Stern Neill
Marketing
There is limited evidence to explain the effect of organizational memory on marketing implementation. This paper addresses this gap by identifying multiple components of organizational memory and examining how each affects marketing implementation. Organizational memory is a collective recollection of the past that is embedded within firm culture, procedures, and expertise. The findings demonstrate potential tradeoffs to linking versus locking into the firm’s past, particularly in turbulent environments. By decomposing organizational memory’s effects, this paper explains how organizational memory can both enable and constrain marketing implementation.
The Effects Of Perceived Brand Globalness On Consumer Responses To Brand Failures,
2010
Lingnan University
The Effects Of Perceived Brand Globalness On Consumer Responses To Brand Failures, Xue Gao
Lingnan Theses
Even big companies cannot guarantee their brands never ever fail customers. Recently the brand failures of Toyota taught us a vivid lesson that a brand takes decades to be built up but to be ruined overnight. Although, the advantages of building global brands are well recognized in literature, the superiorities of global brands in brand failure context are not yet studied. This study aims to investigate the effects of perceived brand globalness (PBG) on consumer affective and behavioral responses to brand failures. Global brands are perceived superior to local brands due to factors like higher quality perceptions and prestige feelings. …
Municipalities And University Athletic Departments: The Collaborative Funding Of Capital Improvement Projects,
2010
Clemson University
Municipalities And University Athletic Departments: The Collaborative Funding Of Capital Improvement Projects, James W. Satterfield, Tony Franklin, Jennifer Horace, April Flint, Mike Godfrey
AMTP Proceedings 2010
This panel takes three papers and details how municipalities and universities can collaborate, develop, and market policies that subsidize collegiate athletic capital improvement projects and improve both groups. Each paper uses either resource dependency theory or interpretive policy analysis as theoretical frameworks to explore how local governments and universities can add value to their environments, while improving the lives of their constituents. While this kind of community project is not new the difficulties rest in getting people to agree to an additional tax levy. Each paper on this panel communicates the multiple advantages and disadvantages associated with approving and marketing …
The Role Of Recovery Marketing To Recapture A Sport Market Over The Past Decade: From Travel And Tourism To Professional And Amateur Sport Business,
2010
Saint Leo University
The Role Of Recovery Marketing To Recapture A Sport Market Over The Past Decade: From Travel And Tourism To Professional And Amateur Sport Business, Eric C. Schwarz
AMTP Proceedings 2010
Recovery marketing can be defined as the actual or possible regaining, restoration, or improvement of something lost or taken away as a result of a significantly negative situation or event through the transfer of goods and services from producers to consumers. This article seeks to elaborate on the concept of recovery marketing historically and in terms of the sport industry, and how sport marketing efforts can be utilized in various situations to recuperate from negative scenarios. In addition, suggestions will be presented to aid sport marketing professionals in the creation of a recovery marketing plan for their organization.
Dimensions Of Event Quality Associated With High School Football Games: Scale Development,
2010
University of Georgia
Dimensions Of Event Quality Associated With High School Football Games: Scale Development, Kevin K. Byon, Matthew Ziemnik, Eddie Lam, James J. Zhang
AMTP Proceedings 2010
The current study was the first attempt to develop a scale that measures high school football event quality that could lead to sport consumption. With continued improvement of the scale, the EQS-HSF has great potential to be a valuable marketing tool to examine sport consumption behavior associated with high school football games.
Revolutionizing The Market: Electronic Branding Strategies Within Ncaa Fbs Athletic Departments,
2010
University of South Carolina
Revolutionizing The Market: Electronic Branding Strategies Within Ncaa Fbs Athletic Departments, Coyte G. Cooper, Richard M. Southall, Matthew Cooper
AMTP Proceedings 2010
Increasing competition for the discretionary dollar of sport consumers has created an environment where sport organizations are forced to find strategies to differentiate themselves from the competition (Mullin, Hardy, and Sutton, 2007; Ross, 2007). One rapidly growing platform that sport organizations are now utilizing is e-branding. However, segments of the sport industry are in the infancy stages of developing long- standing practices for communication via new technology (de Chernatony & Christoudoulides, 2004). The purpose of this study was to explore the technologies that Division I FBS athletic departments (N = 64) implement to build their brand image with consumers. The …
Implementing The Customer Relationship Paradigm In Sports Marketing,
2010
University of South Carolina Beaufort
Implementing The Customer Relationship Paradigm In Sports Marketing, Lynn W. Mcgee
AMTP Proceedings 2010
With the increasing attention to services marketing, the paradigms that guide marketing practitioners are shifting. An emerging approach useful to sports marketing is the study of customer relationships and their role in marketing mix design. This qualitative study examines the process, benefits and costs of implementing the customer relationship paradigm in brand identity development. A new baccalaureate university introduced athletics—and needed a mascot, colors and visual identity. Gronroos’ model of external, internal and interactive marketing guided the process. The results demonstrated the benefits of the approach and identified the need for stronger concepts and measures in this emerging research.
Preparation For An International Sport Event: The Promotional Strategies Of 2009 Kaohsiung World Games,
2010
Morehead State University
Preparation For An International Sport Event: The Promotional Strategies Of 2009 Kaohsiung World Games, Steve Shih-Chia Chen, Ronald Dick, Ashley Mcnabb, Yin-Chu Tseng
AMTP Proceedings 2010
This study presented administrative and marketing-related information on Kaohsiung City’s preparation for the 2009 World Games. The presented information was allocated through an extensive literature review on secondary sources, personal interviews, and observations from fall of 2008 to summer of 2009. Promotional strategies and activities, projected financial and sales data, reports on constructions, and issues and challenges related to the Games were further analyzed. The study further discussed the “not-for-profit” approach that was practiced by many East Asian Countries to gain international recognition and promote patriotism while hosting a major sport event.
A Fighting Chance: The Struggle Of A Historically Black College Athletic Program,
2010
Clemson University
A Fighting Chance: The Struggle Of A Historically Black College Athletic Program, James W. Satterfield
AMTP Proceedings 2010
The purpose of this study was to develop an understanding of the social dynamics surrounding a Historically Black College and University and its local community. The following research questions helped guide this study. What is the perception of South University’s athletic program in the local community? And What is the Community's relationship with South University Three focus group interviews were conducted, each with seven participants as well as semi-structured interviews. It became clear through the course of focus groups and individual interviews that the sociological nature of the relationship between South University and its local community was institutionalized along racial …
Evidence Of Sustainability Communication In Major League Baseball: A Website Analysis,
2010
Duquesne University
Evidence Of Sustainability Communication In Major League Baseball: A Website Analysis, Dorene Ciletti, John Lanasa, Diane Ramos, Ryan Luchs, Junying Lou
AMTP Proceedings 2010
Based on a review of Major League baseball team websites, this study provides insight into team communication of sustainability principles and practices through an analysis of self-presented sustainability content. Websites for thirty-one (31) teams were examined for content. Elkington’s (1997) triple bottom line dimensions and Global Reporting Initiative (GRI) indicator codes and definitions were constructs for the model and aligned to social, environmental, and economic principles for categories of sustainability practices. Researchers found that while teams are including sustainability information to some extent, the majority highlight social issues on their home pages and subsequent pages; communication about environmental factors varies …
The Portrayal Of Native American Stereotypes: A Semiotic Analysis Of Sports Logos Overtime,
2010
University of Guelph
The Portrayal Of Native American Stereotypes: A Semiotic Analysis Of Sports Logos Overtime, May Aung, Jordana King, Kyle Kivimaki, Ryan Kolten, Scott Mccreary, Kevin O'Doherty, Alyssa Rodrigo
AMTP Proceedings 2010
Mascots and logos play a crucial role in the branding of sports teams. When establishing a logo, organizations want a sign or symbol that is meaningful and widely recognizable. This study examines the portrayal of Native American Indian stereotypes within sport team logos of the Cleveland Indians, the Atlanta Braves, the Washington Redskins, the Chicago Blackhawks, the Syracuse Orange, and the Illinois Illini over a 90 year period. The study consists of a semiotic analysis of six major sports team logos, their logo changes and a review of external factors over time. Practical implications as well as future research are …
The "Perfect" Service-Learning Class Project: Implications For The Seleb Scale,
2010
Youngstown State University
The "Perfect" Service-Learning Class Project: Implications For The Seleb Scale, Cynthia Anderson, Jane M. Reid, Mark Toncar
AMTP Proceedings 2010
A six-week public relations class held during the summer of 2009 conducted a very successful service- learning project. The students were able to raise money for charity, while showcasing their project on three local television stations as well as the local newspaper. Additionally, they communicated information about their event through social networking sites. Thus, this project became known as the "perfect" service- learning class project. The purpose of this article is to determine how the students participating in this service-learning project rated the items on the SELEB (Service Learning Benefits) scale, compared to less successful classes.
Business Programs In Study Abroad: A Reconsideration,
2010
Kennesaw State University
Business Programs In Study Abroad: A Reconsideration, Susan Carley, Randy S. Stuart, M. P. Dailey
AMTP Proceedings 2010
In acknowledgement of the importance of fostering a global perspective in their students, business educators stress the role that international study can play in increasing interpersonal skills and also broadening knowledge of global business practices. Traditionally offered as semester- or year- long programs, today’s study abroad programs are more often short-term in nature, raising questions about student outcomes of abbreviated study tours. This longitudinal study of students who participated over a nine-year period examines the benefits and limitations of short-term study tours. Results suggest that schools of business may want to think again about desired student outcomes and learning objectives …
Organizational Ethics: The Ethical Beliefs Of Marketing Managers In Trinidad And Tobago,
2010
University of Northern Iowa
Organizational Ethics: The Ethical Beliefs Of Marketing Managers In Trinidad And Tobago, Mohammed Y. A. Rawwas
AMTP Proceedings 2010
As a result of the recent corporate scandals involving Bernard Madoff, AIG, Enron, WorldCom, Tyco, Health- South, Martha Stewart, and the Wall Street analysts and the accounting firms (such as Arthur Andersen) that supported them, a growing concern has emerged about the quality of today's marketing managers' ethical beliefs. Epistemologists contend that belief is an ethical process that is susceptible to the intellectual virtue or vice of one's own life and personal experiences. Open-mindedness, curiosity, careful thinking, creativity, and intellectual courage are the foundations of epistemic virtues. Closed-mindedness, intellectual overconfidence, intellectual conformity, and wishful thinking are among epistemic vices. The …
Exploring B2b Brand Equity: Beyond The Traditional Models,
2010
Kennesaw State University
Exploring B2b Brand Equity: Beyond The Traditional Models, Rick Mathisen, Michael Musante
AMTP Proceedings 2010
The original concept of brand equity was proposed by David Aaker in 1991. Subsequently Keller also proposed that concept of reseller brand equity. Brand equity in Aaker’s and Keller’s models was based on the value of the brand to the consumer. Little research or models have been proposed that address brand equity of B2B products. Yoo and Donthu tested a model of brand equity in the consumer market. The inputs were based on distribution intensity, store image, pricing, advertising and price deals. These were found to affect perceived quality, brand loyalty and brand associations consistent with the Aaker model. The …
Why Hispanic Women Wear What They Wear,
2010
New American Dimensions, Los Angeles
Why Hispanic Women Wear What They Wear, Maria-Gracia Inglessis
AMTP Proceedings 2010
This paper is an exploration of how Hispanic women communicate their identity through clothing and how cultural values affect how they shop for clothes. Based on in-depth interviews with Hispanic women in Florida, this study demonstrates that Latinas retain overtime a set of values characteristic of the traditional Hispanic culture. This study also reveals that Hispanic women are high self-monitors and enjoy the experience of discovery when they shop. Specific implications for marketers are offered.
Rebates And Reward Programs: Conflicting Drivers,
2010
University of Montana
Rebates And Reward Programs: Conflicting Drivers, Michael Mccall, Clay Voorhees, Carol L. Bruneau, Aimee Dars Ellis
AMTP Proceedings 2010
Rebate programs and customer reward programs have evolved almost side by side within the hospitality, tourism, services and retailing sectors. Interestingly, they both share a common theme of delaying rewards for consumers. In each case consumers are motivated to purchase a good or service contingent upon a reward that is delayed until a later time. At present there has been little research that examines how these programs function together and whether when implemented in tandem that they might actually be in conflict. An online survey was completed by 68 members of a shopping blog that asked about their participation and …
Using Diffusion Of Innovation Theory To Help Predict The Adoption Of New Technologies In Retailing,
2010
Georgia Southern University
Using Diffusion Of Innovation Theory To Help Predict The Adoption Of New Technologies In Retailing, Richard Clodfelter
AMTP Proceedings 2010
New technologies are constantly being tested by retailers to determine their applicability to business operations. This paper examines diffusion of innovation theory and its applicability to assisting retailers in making decisions about the implementation of these new technologies. This paper concentrates on one form of biometric technology that is currently being tested by several retailers—fingerprint authentication at point-of-sale. The purpose of the paper is to identify components and processes, based on diffusion of innovation theory, that could be tested to better determine how consumers will react to the introduction and implementation of new technologies in retail stores.
Provider And Customer Response To The Service Environment: A Field Experiment,
2010
Youngstown State University
Provider And Customer Response To The Service Environment: A Field Experiment, Kendra Fowler, Eileen Bridges
AMTP Proceedings 2010
This research extends service theory by examining the relationship between providers and customers in an actual retail setting. Findings indicate that employee evaluations of the service environment improve in the presence of a pleasant, congruent ambient scent; providers are also more courteous and customers more friendly. Most importantly, provider mood states act as moderators of the relationships between the service environment and employee attitude as well as customer perceptions of employee behavior. Implications for managers include careful consideration of whether it is desirable to introduce ambient scent, and how to reduce the impact of negative employee mood states.
