Marketing Commons^™

Young People's Use Of Online Social Networking Sites :A Uses And Gratifications Perspective, Aine Dunne, Margaret-Anne Lawlor, Jennifer Rowley

Articles

Abstract Purpose – The purpose of this paper is to explore why young people use and participate in social networking sites (SNS) with specific reference to Bebo. Design/methodology/approach – A qualitative approach is employed in this study with a view to exploring the uses and gratifications that girls aged 12 to 14 years, both seek and obtain from the Bebo social networking site. The research was conducted in a school setting in Ireland. Findings – The findings indicate that the participants are actively using Bebo for their own personal motives and gratifications in terms of presenting and managing a certain …

Service Attributes Satisfaction And Actual Repurchase Behavior: The Mediating Influence Of Overall Satisfaction And Purchase Intention, Syed H. Akhter

Marketing Faculty Research and Publications

The study proposes that the effect of service attributes satisfaction on actual repurchase behavior is mediated by overall satisfaction and purchase intention. Data collected through a survey questionnaire were used to test the proposed model. Findings support the mediation hypothesis and show that service attributes satisfaction has a positive and significant impact on overall satisfaction; overall satisfaction has a positive and significant impact on purchase intention; and purchase intention has a positive and significant impact on actual repurchase.

Segmentation In Social Marketing: Insights From The European Union’S Multi-Country, Antismoking Campaign, Gianfranco Walsh, Louise M. Hassan, Edward Shiu, J. Craig Andrews, Gerard Hastings

Marketing Faculty Research and Publications

Purpose – In 2005, the European Union launched a four-year antismoking television advertising campaign across its 25 Member States. This study aims to evaluate the second and third years (2006 and 2007) of the campaign based on telephone interviews with over 24,000 consumers (smokers, non-smokers, and ex-smokers).

Design/methodology/approach – The study focuses on smokers and examines the potential for using segmentation and targeting in informing the campaign. Three important factors are used to identify clusters: attitude toward the campaign; comprehension of the campaign; and inclination to think responsibly about their smoking behaviour.

Findings – Cluster analyses identify three distinct and …

Diagnosing Service Quality In Retailing: The Case Of Singapore, Srinivas Durvasula, Steven Lysonski

Marketing Faculty Research and Publications

This paper examines the service quality perceptions of consumers towards retailers in Singapore. We applied SERVQUAL, a popular measure of service quality to a sample of 172 consumers to assess service quality perceptions, expectations and gaps in service quality. We first examined the dimensionality and reliability of this scale. Subsequently, analysis by various demographic groups revealed significant gaps in service quality; the gaps in quality were much higher for some service quality dimensions than for others. The implications of these results for Singapore retailers and retail entrepreneurs are then presented along with future research directions.

The Influence Of Time On Transactional Use Of The Internet: Buying, Banking, And Investing Online, Syed H. Akhter

Marketing Faculty Research and Publications

The major objective of this chapter was to test the effect of online time and adoption time on the frequency of transactional use of the Internet. Transactional use of the Internet includes activities such as buying products, banking, and investing online. Findings support the hypothesis that online time and adoption time positively and significantly influence the frequency of transactional use of the Internet. Theoretical and strategic implications and recommendations for future research are presented.

The Perks And Problems Of Being Department Chair, David J. Burns, Stephen S. Batory, John Lanasa, Chris Manolis

AMTP Proceedings 2010

Many faculty members find the opportunity to serve as chair of their department at a point of their career. How does the chair position differ from a faculty position? Of what should a faculty member be aware before agreeing to serve as chair? Is it possible to prosper in the chair’s position? This special session will involve a candid discussion if the chair’s position – its perks and its problems. Four marketing faculty, both present chairs and former chairs, will present a clear picture of the chair’s position, and will address such issues as chair selection and appointment, dealing with …

The Lighter Side Of Darkness: B-School Management And Succession, Lydia A. Mckinley-Floyd, Melvin T. Stith

AMTP Proceedings 2010

Few faculty members give much thought to joining the "Dark Side" of the academy--administration, preferring instead to be left alone to pursue their scholarly research, classroom instruction and professional affiliations. Yet at no time in our history has b-school leadership been more important. Facing multiple threats from global economic meltdown, for-profit online programs and global educational competition, traditional b-schools need to attract and maintain dynamic leaders who must identify innovative ways to reinvent, reposition, and reignite their faculty and programs for success in the 21st century while maintaining their heritage and values that alumni and other stakeholders come to expect. …

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.

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.

The Nexus Of Payroll, Performance, Ticket Prices, And Attendance In Mlb, Sam Fullerton

AMTP Proceedings 2010

This study uses secondary data from the past ten seasons to explore key issues germane to Major League Baseball. Focusing on attendance, payroll, performance, and the cost of attending, several key relationships were identified. Huge disparities in spending are documented. Perhaps most importantly, there is a meaningful relationship between performance and attendance. Equally important is the relationship between performance and the team’s payroll. Other relationships were documented and suggestions are articulated. These suggestions include future research and managerial issues such as the implementation of a hard salary cap.

Sporting Change: Greening The Ballpark, Steve Greenberg, Anthony Taormina, Robert Sroufe

AMTP Proceedings 2010

Sustainable construction achieves the dual aim of reducing building carbon emissions while reducing lifecycle maintenance and long-term operating costs of the facility. This exploratory research aims to address the gap between the growing development of commercial LEED real estate buildings and sports and entertainment venues, while developing a framework for LEED Certification in New Ballparks. Medlar Field at Lubrano Park, located in State College, Pennsylvania, opened in 2006 as the first LEED certified stadium in the world. Sustainable design features include automatic plumbing fixtures, a gray water system, automatic lighting, public transportation hubs, and use of recycled and local construction …

Does The Degree Of Internationalization Moderate The Market Orientation-Performance Relationship?, Ed Bruning

AMTP Proceedings 2010

This study examines the moderating effect of foreign market expansion orientation on the market orientation-performance relationship. It is argued the traditional notion of market orientation overlooks a number of realities that occur in foreign markets that lead to effects on market orientation. A sample of Canadian businesses is analyzed using moderator regression analysis. The findings support the contention that foreign market expansion orientation moderates the relationship as expected.

Tthe Effect Of Acculturation On Franchise Relationships, Sally Baalbaki

AMTP Proceedings 2010

Buyer-seller relationships and franchisee-franchisor relationships, have been studied excessively in the past. One of the causes of the growing importance of research on franchising has been the increased reliance on the service sector in many developed countries. However, the role of the franchisee has not been adequately studied in the literature outside of the buyer-seller relational framework, and especially not in conjunction with the concept of acculturation. Interpersonal relationships are critical in a service industry, offering an important reason to undergo a study of culture and acculturation within this industry, specifically from the franchisee perspective. The purpose of this research …

Student Evaluations Of Academic Integrity And Business Behaviors In Private And Public Universities, Stephen S. Batory, Anne H. Batory, Dean Frear

AMTP Proceedings 2010

This article investigates the potential influence of college environment on student attitudinal and behavioral development. The influence of academic integrity issues is compared between students attending private and public universities. Student attitudes toward ethical business behaviors and academic issues such as the likelihood of academic dishonesty detection, the perceived effects of academic cheating, peer norms and past behavior are examined. The two groups report a very different pattern of responses. Students at private universities report lower cheating, plagiarizing, and committing other acts of dishonesty compared to students in public universities. Students in private universities are more aware of students being …

Expert To Matrix Learning: A Comparison Of Graduate Versus Undergraduate, Renee Fontenot

AMTP Proceedings 2010

The process use of expert-to-matrix learning is explained and then exampled across undergraduate principles of marketing classes and a graduate foundations of marketing course. Through expert-to-matrix learning students practice teamwork, presentation, and critical thinking skills. The technique is an example of cooperative learning, where students discuss concepts, seek explanations, and develop a common response to objectives that they present to others. They gain positive learning benefits like empowerment and responsible association. Matrix learning maximizes performance, morale, and well being of students. Teams are evaluated on the thoroughness and quality of their shared understanding of daily course objectives through class presentations. …

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.

Customer Compliance Through Automated Marketing In Higher Education Practice, Edward Kasabov

AMTP Proceedings 2010

The Marketing Concept, Relationship Marketing Concept, and associated conceptions of customer orientation and customer centricity have been imported into pedagogy. Using empirical findings about Customer Compliance through Automated Marketing, we argue that Higher Education institutions can successfully supplant the currently dominant customer-centric thinking with the successful practices of what we refer to as ‘customer compliance’ businesses (CCBMs). The CCBM philosophy and strategies defy traditional theories of dealing with customers and especially with dissatisfied customers during service recovery and complaint management. CCBM philosophy and success can be replicated by academic institutions as well. We provide specific advice on the application of …

Service-Learning Partnerships In Marketing Education: A Case Study In A Sales Management Course, Doris M. Shaw

AMTP Proceedings 2010

Marketing educators often collaborate with the business community to prepare students for the real world. Another option for doing so is via service-learning partnerships that tie nonprofit agencies to particular college courses over a period of time. This article describes how such a partnership was incorporated into a sales management course. Following a review of service learning literature, this manuscript will discuss how the partnership was developed and implemented, learning outcomes, and future considerations.

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, 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 …