Marketing Commons^™

만족도와 재구매 간 관계에 있어서 상황적 영향의 조절효과에 관한 연구, Min Hoon Lee, Young Won Ha

Asia Marketing Journal

Although there have been many studies regarding the inconsistency between consumers` attitudes and behavior, prior research has almost exclusively focused on the relationship between the attitude before behavior and the initial behavior. Relatively little research has been conducted on consumer satisfaction after purchase and post-purchase behavior. This research proposed that the relationship between satisfaction and post-purchase behavior is moderated by consumers` psychological characteristics such as need for cognitive closure(NCC) and temporal self-construal(SC). The need for cognitive closure refers to individuals` desire for a firm answer to a question and an aversion toward ambiguity. We assumed the need for cognitive closure …

기업의 사회적 책임이 기업 이미지에 미치는 영향, Seong Jin Kim, Jong Keun Kim

Asia Marketing Journal

Previous researches have proven that corporate social responsibility(adhere CSR) is positively related to corporate performance. But Most of CSR related researches have several limitations. One of limitations is that those researches treated CSR as unidimensional construct. Almost researchers in the area of CSR concepts insisted that CSR is consist of multi dimensions. Carroll`s four dimensions of CSR have been utilized by numerous academicians. Carroll asserted that CSR is composed of four dimensions: economic, legal, ethical, and philanthropic responsibility. But Carroll`s dimensions were revised as three dimensions by Schwartz and Carroll, because ethical and philanthropic responsibility are not mutually exclusive. If …

고객시민행동의 주요 선행 및 결과 변수에 관한 연구, Mi Young Park, Jeong Eun Park, Sung Ho Lee

Asia Marketing Journal

The role of customers in product, service production and delivery is getting more important. Especially, customers` progressive participation in service circumstance bring to success of service delivery and improve service quality. Recently, the studies related to Customer Citizenship Behavior (CCB) which leaves to the discretion of customer is conducting in marketing area. However, the prior study concentrates on antecedents of CCB but it mixed antecedents of CCB and customer participation behavior. Also, there is insufficient related to the consequence of CCB in long-term relationship between service organization and customer. This study examines the effect of customer citizenship behavior on long-term …

한국 시장에서 상영한 한국영화와 외국영화의 3단계 성과와 군집행동(Herding Behavior)현상의 분석, Min Hi Hahn, Hyun Mo Kang, Dae Seung Kim

Asia Marketing Journal

This article analyzes film performances in the Korean movie market utilizing three-stage models that incorporate available information in three different stages of the movie life cycle, i.e., at the time of its release, at the end of the first week, and at the end of its life cycle. Based on the premise that the performance of a movie is affected principally by factors of scale, evaluation, and competition, we attempted to ascertain the effects on these factors on performances, and how they differ in different stages. Also, by analyzing domestic and foreign movies released in Korea separately, we were able …

마케팅과 Ethnography, Chang Jo Yoo

Asia Marketing Journal

This article challenges necessity of interdisciplinary studies between anthropology and marketing for more effective applications of ethnography in marketing fields. Anthropologist, Yong Sook Lee recently submitted an article about "application of ethnography in marketing fields" to open plaza at Korean Journal of Marketing. While she provides anthropologist` perspectives about applications of ethnography in marketing fields, this article attempts to enhance the marketers` understanding about ethnography by providing marketers`s perspectives about the same issues.

컬러 불일치가 브랜드 태도에 미치는 영향, Sang Eun Lee, Sang Yong Kim

Asia Marketing Journal

In this research, through experiments, we show that incongruity of color between mediums has positive influence on brand attitude in terms of integrated management of brand. We also present that self-image congruence of `brand-consumer` has moderating effect on such influence of color incongruity. Mediums were limited to the ones that magnifying visual influence in order only to observe influence of color. With the same reason, visual factors other than color were coherently set or held constant and we chose brands with either low familarity or no previous knowledge. As a result, we find that brand attitude by the incongruity of …

마케팅 연구에서의 문화인류학적 접근의 활용, Yong Sook Lee

Asia Marketing Journal

No abstract provided.

Healthcare Performance Improvement And High Reliability: A Best Practice Methodology, Randle D. Raggio, Kerry Johnson, Carole Stockmeier, Clarence S. Thomas Jr.

Marketing Faculty Publications

Healthcare Performance Improvement (HPI) improves reliability in healthcare by helping organizations achieve and sustain high performance outcomes in safety, quality, and satisfaction. Safety is the core value of the healthcare organization. Yet safety – protection from harm – doesn’t just happen. HPI provides a method for reducing the Serious Safety Event Rate through translating safety from a core value to specific behavior expectations of leaders, staff, and physicians. The HPI method and techniques are based on the best practices of high-reliability organizations (such as nuclear power and aviation) that get it right in safety. While healthcare has focused on traditional …

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 …

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 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 …