Business Commons^™

What Do We Know About Digital Attribution?, John B. Ford

Marketing Faculty Publications

(First paragraph) Digital attribution sounds rather simple in that it involves isolating advertising tactics and assessing their impact on consumer decision making. But in a complex digital environment, advertisers must navigate through a variety of consumer platforms and touch points to find the optimal vehicles and mechanisms to cost effectively have an impact on consumer choice. And, on each research occasion, the process has to be all but reinvented.

What Do We Know About Sports Sponsorships?, John B. Ford

Marketing Faculty Publications

(First paragraph) There is little doubt that a tie-in between a brand and a special event can be quite lucrative. Although past research often has shown that advertising typicality (how well an advertisement is seen to be representative of a particular product category) creates positive advertising effects, there are no known studies that have examined the level of typicality with respect to sporting events in particular.

Determinants Of Organic Cotton Apparel Purchase: A Comparison Of Young Consumers In The Usa And South Korea, Tae-Im Han

STEMPS Faculty Publications

The purpose of this research was to examine consumers from distinct cultural groups and identify similarities and differences in their green purchase behaviors. The sample consisted of consumers from the U.S.A. and South Korea and the theory of planned behavior was used as a theoretical framework to test the influence of diverse constructs on consumers' purchase intentions toward organic cotton apparel. For both countries, perceived behavioral control (PBC) and descriptive norms were strong predictors of purchase intentions and injunctive norms strongly influenced attitude formation. However, the study also found different results between the two groups. For example, while attitude was …

What Do We Know About In-Store Marketing?, John B. Ford

Marketing Faculty Publications

(First paragraph) Amazon has shocked the retailing world with its sophisticated data-analysis mechanisms, which examine every customer interaction and, in turn, create optimal changes in its marketing mix. The path to purchase will never be the same.

An Analysis Of The Impact Of Social Media Marketing On Individuals’ Attitudes And Perceptions At Nova Community College, Nya Gibson

OTS Master's Level Projects & Papers

Social media has become prominent in the 21st century. Companies are persistently looking for ways to utilize this new platform within their marketing strategies to increase business growth. Since social media is a networking and communication platform, it is important for companies to create a voice to humanize the business and maintain foot traffic. Although there are studies on how to use social media marketing within a business, there is minimal corroboration available of how social media marketing activities influence a consumer’s buying behavior. This study investigated the effects of social media on consumer attitudes of social media marketing and …

Two Essays On Value Co-Creation, Hangjun Xu

Marketing Theses & Dissertations

In the past few decades, customer co-creation has received a significant amount of attention in both practice and academics. Prahalad and Ramaswamy (2000) advocated co-opting customer competence as a competitive strategy. The purpose of this dissertation is to investigate how to engage customers and employees into the value co-creation process. This dissertation is composed of two essays. Essay 1 focuses on customer co-creation behaviors and Essay 2 examines employee co-creation behaviors.

Motivating customers to participate in the value co-creation process can help the firm achieve their long-term financial successes. However, the psychological mechanism underlying customer co-creation behavior is still not …

Numerical Framing And Emotional Arousal As Moderators Of Review Valence And Consumer Choices, Anh Dang

Marketing Theses & Dissertations

Online reviews are gaining importance in determining consumers’ purchase decisions since many consumers trust them as much as personal word-of-mouth. One aspect of reviews that has received great research attention is valence. Valence refers to consumers’ positive or negative evaluations of products. It can be reflected by star ratings or dichotomous choices such as recommendation rates and thumbs up or down rates. The effects of valence reported in previous studies have been equivocal at best. Therefore, the purpose of this dissertation is to identify factors that help reconcile these inconclusive findings.

The first essay examined emotional arousal (e.g., sad versus …

What Do We Know About Celebrity Endorsement In Advertising?, John B. Ford

Marketing Faculty Publications

An introduction is presented in which editor discusses various articles within issue on topics including source-credibility theory and its impact on brand performance for celebrity endorsements, celebrity in advertising can influence consumer perceptions and market value of celebrity endorsement.

Should Cookie Monster Adopt A Healthy Lifestyle Or Continue To Indulge? Insights Into Brand Icons, Altaf Merchant, Kathryn A. Latour, John B. Ford, Michael S. Latour

Marketing Faculty Publications

Developing a brand icon has been a way for marketers to humanize and forge relationships with consumers. Icon development takes time. During this time, marketers have to face how much they stay true and consistent with their icons and how much they allow their icons to adapt to cultural changes in the marketplace. Little is known about how consumers respond to changing icons, and even less is known about whether there may be certain consumer groups that are more or less receptive to such changes. Four experiments and qualitative interviews were undertaken to gain insights into these issues. People who …