Business Commons^™

Interactions Between Price And Price Deal, Kunal Swani, Boonghee Yoo

Marketing Faculty Publications

The purpose of this study was to examine the interactive effect of price and price deal. Specifically, we want to measure how consumers' behavioral intentions toward the brand are affected for a high-priced brand and a low-priced brand when a price deal is offered.

Impact Of Mad Money Stock Recommendations: Merging Financial And Marketing Perspectives, Ekaterina Karniouchina, William L. Moore, Kevin J. Cooney

Business Faculty Articles and Research

This article relies on advertising and persuasive communications theories to uncover persistent variations in investor response to television stock recommendations targeting naive investors. The authors use an event study methodology to determine the size of the next-day abnormal market reaction to recommendations on Mad Money with Jim Cramer. Although viewers are actively looking for recommendations, the results show that any individual recommendation is still subject to many of the same communication challenges as traditional advertisements. A regression analysis finds that traditional advertising variables, such as message length, recency-primacy effects, information clutter, and source credibility, influence the size of the market …

Differential Reliance On Feelings In The Present Vs. The Future (Or Past): Affect As A Decision Making System Of The Present, Hanwen Hannah Chang, Michel Tuan Pham

Research Collection Lee Kong Chian School Of Business

We posit that compared to the cognitive system, the affective system of judgment and decision making is relatively more engaged in the present. Specifically, we hypothesize that even if their accessibility is held constant, affective feelings are weighted more heavily in consumer judgments and decisions set in the present than in equivalent judgments and decisions set in the future or in the past. Consistent with this proposition, results from six experiments show that (a) compared to a more distant future, a nearer future increases consumers’ relative preferences for options that are superior in terms of integral affect over options that …

Finance Flies High: How Unilever Redesigned The Finance Function To Build Brand Value And Drive Growth, Barbara M. Tarasovich, Bridget Lyons

WCBT Faculty Publications

Unilever's finance team played a key role in the success of their brands. The company achieved its fourth consecutive year of accelerating organic sales growth from less than 0.5% in 2004 to more than 7% in 2008, according to Jim Lawrence, Unilever's CFO. Its strategy is to focus on volume growth and strengthening the competitive position of the company's brands. In this article, the authors examine how the finance function at Unilever was redesigned to deliver the firm's strategic goals, including an emphasis on volume growth and competitive position of its brands. Beginning in 2005, the finance team at Unilever …

Benefits Of Continuing Professional Development In The Visual Communications Sector In Ireland, Con Kennedy

Other resources

This research is concerned with identifying the benefits of Continuous Professional Development for the Visual Communications sector in Ireland, with the aim of establishing what benefits exist for both the employee and employer. Research is undertaken to identify CPD programmes that currently exist in other industries in Ireland for the purpose of establishing commonalities and how this may apply to the Visual Communications sector. This is achieved through a combination of literature review, desk research, surveys of employees and employers in the Visual Communications sector and a number of semi-formal interviews with representatives from various industry sectors with established CPD …

Privacy Concern And Online Personalization: The Moderating Effects Of Information Control And Compensation, David G. Taylor, Donna F. Davis, Ravi Jillapalli

WCBT Faculty Publications

Firms have at their disposal an increasing amount of personal information about consumers gathered through various means. Studies find that personalizing online interactions improves customer relationships and increases desirable behaviors, such as positive word-of-mouth and increased purchase intent. However, other research suggests that the use of personal information stimulates privacy concern, which has a negative effect on behavior. This study examines potential moderators of the negative effects of privacy concern on behavioral intentions in the context of personalized online interactions. Results show that increasing perceived information control reduces the negative effect of privacy concern on behavioral intentions. In contrast, the …

Take Pride In America In Southern Nevada: Quarterly Progress Report, Period Covering April 6, 2009 – July 5, 2009, Margaret N. Rees

Anti-littering Programs

• Exploratory development of an adopt-a-block program was initiated to address the litter and desert dumping problems that exist in the urban-public land interfaces throughout Clark County began.
• Draft of SNAP recycling feasibility report was completed.
• Preliminary field data form was revised for GIS database project.
• Phase III media campaign began.
• Ten clean-up events were conducted this quarter.
• The team provided 534 cubic yards of roll-off space for clean-ups.

Delta Dental Of Arkansas Taking The Next Step, Larry R. Davis, Joan Brumm, R. Edward Bashaw

Faculty Publications -School of Business

Delta Dental of Arkansas, an affiliate of the Delta Dental Plans Association, had been a profitable provider of dental insurance since its inception in 1982 as a one - product company selling group dental policies to companies in Arkansas. With the retirement of its founding CEO in 2000 after 18 years of service, its board of directors crafted a new organizational structure, hired a new CEO from the outside, restructured the board, and redirected the focus of the organization. An external marketing firm employed by the company, following extensive research, encouraged the management of Delta Dental of Arkansas’ to develop …

Paul M. Klekner (B), Roger R. Schnorbus

Robins School of Business White Paper Series, 1980-2022

This is a fictitious case study, including the name of the restaurant and the people involved.

Paul Klekner graduated first in his class from the Culinary Institute of America (CIA) in 1998; his fellow students named him the chef most likely to succeed in the future. After graduation, he and his wife, Sarah, moved back to his home in Richmond, Virginia where he was employed as a chef at several restaurants including Bottega and Old Original Bookbinders. In 2003, he decided to open his own restaurant, Rogerios, in the Tobacco Row section of Richmond. With an inheritance of $300,000 he …

Understanding Gender Differences In Online Experience And Internet Advertising, Seema Harryginsingh

Honors College Theses

The purposes of this article is to first review the literature on gender differences in advertising then explore areas that are important in today’s online environment including differences in the various areas of online experience and behavior such as shopping, privacy issues, internet usage, use of website, and new media and user generated content considerations. I will also look at online advertising particularly, online video ads and banner ads. I will attempt to show through research that there are differences that exist among the genders, which also translate to the online environment and specifically in the various areas of experience …

Collins, Ellen (Fa 176), Manuscripts & Folklife Archives

FA Finding Aids

Finding aid and full-text scan of paper (Click on “Additional Files” below) for Folklife Archives Project 176. Paper: "Finding Folklore in Magazine Ads," written by Ellen Collins for a Western Kentucky University folk studies class. "Parents Magazine" photographs referenced.

Using Information Processing To Build A Private Label Brand In Big Emerging Markets, Rachel K. Smith, R. Edward Bashaw

Faculty Publications -School of Business

One of the most visible retailing phenomena of the past two decades has been the increase in sales of private labels (PL), or retail brands. Driven by retail consolidation, attractive margins, consumer sophistication, supply chain efficiencies, merchandising strategies, and pricing, PL offer a wider assortment of price and merchandise options for both retailer and consumer. An important part of the overall merchandising mix in the U.S. and Europe for decades, PL have only recently begun to make inroads in other parts of the world. Using the information processing theory, this paper outlines how retailers in three big emerging markets should …

Indian Business Through Film, Collaborative Project

Dyson College- Seidenberg School of CSIS : Collaborative Projects and Presentations

This entry adheres to the use of the quad chart template to provide a succint description only of the current research project undertaken by the participants. It provides for the following information

1. Participants and Affiliations 2. Overall Project Goals 3. Illustrative picture 4. Specific research/artistic/pedagogic foci

Shifting Media Uses And Gratifications Among Singaporean Teens And University Students: A Future Ripe For Mobile Applications, Carrie La Ferle, Steven M. Edwards

Temerlin Advertising Institute Research

An exploratory study examining the various opportunities and challenges facing advertisers wanting to reach the teen and young adult segments of the future was undertaken in Singapore. Media patterns from traditional channels to the Internet and mobile phones were assessed to provide a context for the study. Beyond frequency of use, actual online and mobile phone activities were assessed. In the case of mobile phones, everything from talking on the phone and text messaging to receiving advertisements were examined. Implications for advertisers are discussed.

Supreme Seafoods, Thomas Cooney

Case studies

Fintan Barrett’s four year old daughter would often turn to him while playing and exclaim “what to do, Daddy?” Indeed, this very question of what to do next had frequently swirled around his own head as he considered the options that were now available to him and his business Supreme Seafoods. Some commentators had described the recent economic crisis as ‘a perfect storm’ and that analogy was particularly apt for someone operating in the fish industry. Although Fintan’s family had worked in the fishing industry for many generations, whether out at sea or processing and selling fish on land, the …

Chasing Brand Value: Fully Leveraging Brand Equity To Maximize Brand Value, Randle D. Raggio, Robert P. Leone

Marketing Faculty Publications

Both researchers and practitioners seek to understand how to leverage brand equity to create value. Adopting ‘the theoretical separation of brand equity and brand value’ framework originally proposed in the Journal of Brand Management by Raggio and Leone, this conceptual paper looks more closely at the brand value construct and the implications of the proposed theoretical separation. The authors argue that firms are continually attempting to ‘chase’ the appropriable value of their brands—defined as the theoretical maximum value that a brand could achieve if all brand equity were fully leveraged. Implications for developing measures of brand value are discussed.

Drivers Of Brand Value, Estimation Of Brand Value In Practice, And Use Of Brand Valuation: Introduction To The Special Issue, Randle D. Raggio, Robert P. Leone

Marketing Faculty Publications

Brands constitute the largest asset for many firms, and brand valuations are increasingly being seen as an important performance metric both for companies and managers.¹ In addition, components of brand valuation models have been found to positively impact financial market performance, so it is critical that managers understand clearly what brand value is, and how they can create and appropriate (capture) as much of that value as possible.² Due to resource constraints, firms are forced at any given time to emphasize either value creation or value appropriation based on strategic priorities. Research shows that the stock market rewards …

Gratitude Works: Its Impact And The Mediating Role Of Affective Commitment In Driving Positive Outcomes, Randle D. Raggio, Judith Anne Garretson Folse

Marketing Faculty Publications

After studying the effects of Louisiana’s post-hurricane “thank you” campaigns, the researchers find expressions of gratitude significantly improve perceptions of Louisiana in the midst of its recovery. Through a national survey conducted November 2006, they find that those who saw or heard a thank you advertisement have more positive attitudes toward the state and its people, a greater willingness to pay a premium for its products, services and travel to the state, and spread positive word-of-mouth, thus justifying the use of public funds to support the campaign. The authors investigate the role of participation on the effectiveness of expressions of …

Advertising Connoisseurs: Children's Active Engagement With And Enjoyment Of Television Advertising, Margaret-Anne Lawlor

Articles

The literature pertaining to advertising and children has tended to focus on how advertising affects children at cognitive, attitudinal and behavioural levels. A key element of the debate has been the extent to which children understand advertising as a mode of commercial communication, and the potential associated outcomes such as advertising scepticism and pester power. This paper adopts a different approach by exploring the extent to which television advertising can constitute a resource for a child's own use and enjoyment. As part of an interpretive study of a group of Irish children aged seven to nine years which explores their …

Ua12/4 Stall Street Journal, Vol. 1, Wku Health Services

WKU Archives Records

Broadsides developed by WKU Health Services to convey public health information in students in bathroom stalls. Incomplete run.

Promoting Consumerism In West Germany During The Cold War: An Agency Perspective, Frauke Hachtmann

College of Journalism and Mass Communications: Faculty Publications

This historical study attempts to explore how advertising, from the perspective of the J. Walter Thompson (JWT) Agency, contributed to the development of consumerism in West Germany during the Cold War (roughly the early 1950s until the late 1980s). The article describes how West Germany rebuilt its economy and eventually developed into the largest exporting country in the world. It also illustrates how advertising as an institution contributed to a functioning consumer society and chronicles the agency’s development in the U.S. and expansion to Germany. Finally, it explores the agency’s insights into consumer behavior in West Germany during the Cold …

Pets In Print Advertising - Are We Seeing More Of Rover And Fluffy? A Content Analysis Of Four Popular Magazines, Charles M. Mayo, Donna T. Mayo, Marilyn M. Helms

Faculty and Research Publications

This content analysis of advertising in four popular magazines investigates whether the role of pets-specifically dogs and cats-has changed as they have grown in popularity and power in American culture. Analysis of print advertisements from 1994 and 2004 suggests that although the frequency with which household pets appear in print advertisements has declined slightly, portrayals of "Rover" and "Fluffy" have changed to reflect society's growing fascination with and devotion to our furry family members.

Consumer Generated Media: Evolving Marketing Opportunity For Consumer Engagement, Irene J. Dickey, William F. Lewis

Management and Marketing Faculty Publications

This paper examines consumer-generated media (CGM), also called user-generated Web sites or social media, and the evolving and broad consumer behaviors associated with it. CGM websites have evolved rapidly during the last few years, but so have consumer behaviors and subsequently marketing tactics and future potential opportunities. Marketers should be aware of the characteristics of this type of website and understand how they are being used by consumers and other practitioners. CGM sites are primarily used by consumers to connect with others for many reasons. This connectivity, also called engagement, appears to be an opportunity for marketers to connect with …

Price Dispersion With Directed Search, Gabriele Camera, Cemil Selcuk

Economics Faculty Articles and Research

We present a model that generates empirically plausible price distributions in directed search equilibrium. There are many identical buyers and many identical capacity-constrained sellers who post prices. These prices can be renegotiated to some degree and the outcome depends on the number of buyers who want to purchase the good. In equilibrium all sellers post the same price, demand is randomly distributed, and there is sale price dispersion. Prices and distributions depend on market tightness and on the properties of renegotiation outcomes. In a labor market context, the model generates a strong empirical prediction. If workers can renegotiate the posted …

In The Mood For A Commercial Break? A Model Of Consumer Response To Television Commercials During Sensitive News, Anca C. Micu, Esther Thorson, Michael Antecol

WCBT Faculty Publications

Marketers decided to pull over $100 million worth of commercials from network, cable, local and syndicated TV outlets on the United States market in the first 48 hours of the 2003 Iraq war. Given this loss to advertisers and media, we looked at how consumers respond to commercials during wartime. Would they change their attitude towards products that are advertised during war coverage? Would they consider advertising during such coverage inappropriate? Consistent with previous mood theory study findings, the results suggest a positive relationship between the mood generated by the interest in the program content and support for advertisements during …

Ua94/6/1 Student / Alumni Personal Papers Western Kentucky University Small Collections, Wku Archives

WKU Archives Collection Inventories

Small collections of personal papers and oral histories relating to the Western Kentucky University.