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Articles 1 - 30 of 66
Full-Text Articles in Business
How To Bridge Materialism And Ethical Behavior: Exploring The Influence Of Scarcity Appeal, Minjeong Kim
How To Bridge Materialism And Ethical Behavior: Exploring The Influence Of Scarcity Appeal, Minjeong Kim
Doctoral Dissertations
This paper explores the complex dynamics of consumer behavior, particularly focusing on materialistic individuals' propensity towards unsustainable consumption practices and their reluctance to engage with brands' purpose-driven initiatives. Drawing on existing literature, the study highlights strategies to minimize the detrimental effects of materialism on environmental concerns. It also aims to enhance ethical product preferences by examining consumers' consumption patterns. Materialistic consumers prioritize product acquisition for status display rather than practical utility. They often overlook the societal and environmental implications of their choices.
In response to this challenge, the research aims to investigate scarcity strategies as a means to incentivize materialistic …
Corporate Social Responsibility In Sport: The Illustrative Case Of The German Men’S Bundesliga, Denise Morawek
Corporate Social Responsibility In Sport: The Illustrative Case Of The German Men’S Bundesliga, Denise Morawek
Masters Theses
Corporate Social Responsibility (CSR) has become a pivotal aspect for companies and governments, exceeding mere risk management to create opportunities and enhance overall performance. While the concept of CSR in sports
is relatively recent, its significance is growing, especially in Germany’s sport industry. The Bundesliga, one of the world’s top football leagues, showcases a unique CSR landscape shaped by societal, economic, and political drivers. Societal motives reinforce regional identity, economic strategies target customer retention, and political actions, including governmental programs and football governing bodies’ initiatives, shape CSR endeavors. Germany’s distinctive 50+1 rule, albeit with exceptions, highlights the fan-centric model. The …
The Founding And Process Behind Neutral Zone Reaction, Jules B. Bergman
The Founding And Process Behind Neutral Zone Reaction, Jules B. Bergman
Chancellor’s Honors Program Projects
No abstract provided.
Improving Customer Experience Throughout The Customer Journey In The Big Data Era, Mohammad Saljoughian
Improving Customer Experience Throughout The Customer Journey In The Big Data Era, Mohammad Saljoughian
Doctoral Dissertations
My PhD dissertation focuses on how firms should adapt their strategies to improve customer engagement throughout customer journey. My first paper examines firm-customer conversations on social media. Many firms struggle with how to craft their messages in conversations with customers on social media, and the lack of guidance for interacting with customers is among the top social media challenges reported by firms. The problem is compounded by the fact that these conversations take place in different, simultaneous threads, each of which potentially requiring a different approach. This paper studies how firms can adapt their responses in individual social media conversations …
Playing The Game: Video Games And Video Game Streaming Platforms As Marketing Communication Channels, Roman Welden
Playing The Game: Video Games And Video Game Streaming Platforms As Marketing Communication Channels, Roman Welden
Doctoral Dissertations
While video games are generally viewed as a form of entertainment for a small subset of people, in reality they provide a channel for nearly 3.2 billion people to interact with others and offer multiple pathways for marketers to interact with consumers. Pair this alongside 140 million unique consumers who consumer nearly 24 billion hours of content on video game streaming platforms (VGSPs), such as Twitch, and there is a deep need for marketers to understand how to engage consumers in these environments. This dissertation provides a conceptualization of the video game ecosystem as well as the types of influencers …
The Unexplored Impacts Of Communication Elements In Marketing, Can Trinh
The Unexplored Impacts Of Communication Elements In Marketing, Can Trinh
Doctoral Dissertations
This dissertation includes two essays that examine how the use of different marketing communication approaches influences consumers. In the first essay, I propose that the use of human silhouettes, when compared to images of attractive human models, enhances marketing communication effectiveness by reducing the extent to which consumers experience self-threat when viewing an ad. In addition, I predict this effect holds for appearance-related products only and strengthens as consumers’ level of appearance-related self-esteem decreases. Five studies reported in this essay provide converging evidence in support of these expectations.
In the second essay, I investigate into how the use of puns …
Effects Of Economic Development Status And Eco-Product On Consumption Values: From The Perspective Of Us Consumers, Mostafa Zaman
Effects Of Economic Development Status And Eco-Product On Consumption Values: From The Perspective Of Us Consumers, Mostafa Zaman
Doctoral Dissertations
Consumers select a product based on numerous product characteristics. Numerous studies conducted earlier revealed that consumers in developing countries preferred products made in western or developed countries because their product quality is better than the quality of local products (Lee & Nguyen, 2017; Dao & Heidt, 2018; Rodrigo et al., 2019). Moreover, consumers are increasingly concerned about manufacturers’ environmental issues. Although ethical consumers believe that eco-products could save the environment, some consumers are not concerned about the eco-products and thus select products based on other product attributes (Joshi & Rahman, 2015). Hence, it becomes very challenging for retailers to select …
Wingcups: Product Launch Digital Marketing Strategy, Sean M. Dolan
Wingcups: Product Launch Digital Marketing Strategy, Sean M. Dolan
Chancellor’s Honors Program Projects
No abstract provided.
The Faceid Canine Door Business Plan, Oliver Maxwell Martins
The Faceid Canine Door Business Plan, Oliver Maxwell Martins
Chancellor’s Honors Program Projects
No abstract provided.
Artists On The Rise: An Exploration Of The Role That Brand Collaboration Prestige Plays In The Development Of Identification And Artist Attractiveness, Isabel Soldner
Chancellor’s Honors Program Projects
No abstract provided.
The Green Gap: How Consumers Value Sustainable Fashion, Alexandra K. Richey
The Green Gap: How Consumers Value Sustainable Fashion, Alexandra K. Richey
Chancellor’s Honors Program Projects
No abstract provided.
Fyre Festival: The Good, The Bad, The Ugly And Its Impact On Influencer Marketing, Loren Grace Gilbert, Courtney Childers, Brandon Boatwright
Fyre Festival: The Good, The Bad, The Ugly And Its Impact On Influencer Marketing, Loren Grace Gilbert, Courtney Childers, Brandon Boatwright
Chancellor’s Honors Program Projects
No abstract provided.
Influencer Versus Body Positive Marketing: Perceived Brand Personalities In The Eye Of The Target Consumer, Sarah N. Bowman
Influencer Versus Body Positive Marketing: Perceived Brand Personalities In The Eye Of The Target Consumer, Sarah N. Bowman
Chancellor’s Honors Program Projects
No abstract provided.
The High Rise Storage System, Justin H. Harmon
The High Rise Storage System, Justin H. Harmon
Chancellor’s Honors Program Projects
No abstract provided.
Boys That Blend: How Men In Makeup Can Affect Social Media Marketing Efforts, Matthew Meyers
Boys That Blend: How Men In Makeup Can Affect Social Media Marketing Efforts, Matthew Meyers
Chancellor’s Honors Program Projects
No abstract provided.
Evaluating The Impact Of The Chief Digital Officer On Firm Performance, Ashley Lauren Roepke
Evaluating The Impact Of The Chief Digital Officer On Firm Performance, Ashley Lauren Roepke
Chancellor’s Honors Program Projects
No abstract provided.
Ecocar Mobility Challenge Communications Plan, Whitney M. Brothers
Ecocar Mobility Challenge Communications Plan, Whitney M. Brothers
Chancellor’s Honors Program Projects
No abstract provided.
The Next Generation: Looking At Utk Students’ Potential Future Engagement With Gsmnp, Layla Marie Mosadegh
The Next Generation: Looking At Utk Students’ Potential Future Engagement With Gsmnp, Layla Marie Mosadegh
Chancellor’s Honors Program Projects
No abstract provided.
Yes, We Can Brewing Company, Madison Hailey Murphy
Yes, We Can Brewing Company, Madison Hailey Murphy
Chancellor’s Honors Program Projects
No abstract provided.
Veterinary Telemedicine Perception And Utilization Intention, Chandler Hawk
Veterinary Telemedicine Perception And Utilization Intention, Chandler Hawk
Chancellor’s Honors Program Projects
No abstract provided.
Modeling The Consumer Acceptance Of Retail Service Robots, So Young Song
Modeling The Consumer Acceptance Of Retail Service Robots, So Young Song
Doctoral Dissertations
This study uses the Computers Are Social Actors (CASA) and domestication theories as the underlying framework of an acceptance model of retail service robots (RSRs). The model illustrates the relationships among facilitators, attitudes toward Human-Robot Interaction (HRI), anxiety toward robots, anticipated service quality, and the acceptance of RSRs. Specifically, the researcher investigates the extent to which the facilitators of usefulness, social capability, the appearance of RSRs, and the attitudes toward HRI affect acceptance and increase the anticipation of service quality. The researcher also tests the inhibiting role of pre-existing anxiety toward robots on the relationship between these facilitators and attitudes …
Blinded By The Brand: Why And When Salesperson Brand Attachment Decreases Customer Purchase Intentions?, Lisa Lynn Beeler
Blinded By The Brand: Why And When Salesperson Brand Attachment Decreases Customer Purchase Intentions?, Lisa Lynn Beeler
Doctoral Dissertations
Prior research finds that the more attached salespeople are to a brand, the more effort they extend on behalf of the brand, thus improving sales performance. However, salesperson brand attachment may also have undesirable consequences only evident when viewed through the customers’ lens. Specifically, we argue that brand attachment has a “blinding effect” on salespeople, leading them to adopt inappropriate sales strategies that discourage customers from purchasing the brand. We explore these ideas using data collected from 20 exploratory interviews with salesperson-customer dyads and a field study that includes 153 salespeople and 98 matched customers. The data offer support for …
Attendance For The Knoxville Ice Bears And Elements That Have An Impact, Rebekah Jackson
Attendance For The Knoxville Ice Bears And Elements That Have An Impact, Rebekah Jackson
Chancellor’s Honors Program Projects
No abstract provided.
Take No For An Answer? Unpacking Persistence And Examining Its Impact On Salesperson Performance, Nawar Naim Chaker
Take No For An Answer? Unpacking Persistence And Examining Its Impact On Salesperson Performance, Nawar Naim Chaker
Doctoral Dissertations
Common wisdom suggests that persistence is a critical determinant of sales performance and, consequently, salespeople are often advised “don’t take no for an answer.” While the importance of persistence to sales success is seemingly unquestioned (albeit unexamined in the literature), anecdotal evidence suggests that the incremental business generated through salesperson persistence may be tempered – if not overshadowed – by its accompanying costs (e.g., time spent pursuing hesitant prospects). The goal of this research is thus to explore the impact of persistence on salesperson performance. Grounded in social influence theory, this study views sales persistence as a combination of influence …
Examining The Nature And Consequences Of Interfunctional Bias In A Corporate Setting, William Adam Powell
Examining The Nature And Consequences Of Interfunctional Bias In A Corporate Setting, William Adam Powell
Doctoral Dissertations
Interfunctional bias is examined in this dissertation as a potential barrier to interfunctional cooperation. Interfunctional cooperation is desirable in modern corporate organizations as a contributor to effective service delivery, operations planning, and sales performance. Interfunctional stereotyping, prejudice, and discrimination are hypothesized to relate positively, and together provide the bias-based theoretical basis through which barriers to interfunctional cooperation can be more thoroughly understood. Based on the extant literature in marketing and psychology, competing models of interfunctional bias are developed and hypothesized. In the first of three studies a questionnaire-based survey of supply chain employees’ perceptions of salespeople permitted the examination of …
Brand Positioning Vs. Employee Behavior, Kaitlin Day Waters
Brand Positioning Vs. Employee Behavior, Kaitlin Day Waters
Chancellor’s Honors Program Projects
No abstract provided.
Cell Phone Ethnography: Mixed Methods And The Brand Consumer Relationship, Robert Nathaniel Dove
Cell Phone Ethnography: Mixed Methods And The Brand Consumer Relationship, Robert Nathaniel Dove
Masters Theses
Overall, the goal of this study is to identify and differentiate the various motivations and cultural influences that can be used to explain consumer behavior. In doing so, this study hopes to facilitate the development of new and innovative marketing strategies, providing a new research design for the ethnographer’s toolkit. More importantly, this model can give shape to new constructs and new variables for further empirical testing in the field through quantitative and qualitative methods. By blending the two approaches, using qualitative interpretive anthropological analysis by field study with quantitative sentiment analysis adapted from market researcher Jeffery Breen’s (2012) methodology, …
The Four-Hour Film Festival, James Christopher Agan
The Four-Hour Film Festival, James Christopher Agan
Chancellor’s Honors Program Projects
No abstract provided.
Changing The Industry, Spotify, Seth A. Carver
Changing The Industry, Spotify, Seth A. Carver
Chancellor’s Honors Program Projects
No abstract provided.
#Sponsored: The Emergence Of Influencer Marketing, Steven Woods
#Sponsored: The Emergence Of Influencer Marketing, Steven Woods
Chancellor’s Honors Program Projects
No abstract provided.