Business Commons^™

The Impact Of Country-Of-Origin On The Liability-Of-Foreignness In The Acceptance Of Products In The Global Marketplace, Natascha Loebnitz, Michael Harvey

Association of Marketing Theory and Practice Proceedings 2013

Upon entering a foreign market, multinational corporations (MNCs) encounter business environments that are far more diverse and complex that what they are attuned to experiencing in their home market. MNCs face inherent encumbrances due to spatial distance, unfamiliarity with the local environment, differential treatment by the host country, and costs imposed by the homecountry environment, pertaining to the construct liability of foreignness (LOF). While prior research empirically demonstrated LOF’s existence at firm level of analysis with respect to various costs (e.g. survival, revenue, labor lawsuits, profitability), surprisingly little empirical work has been conducted on marketing derived costs, particularly at the …

The Effects Of A Disaster’S Onset On The Humanitarian Aid Supply Chain, Micheal J. P. Dwyer

Association of Marketing Theory and Practice Proceedings 2013

Through the development of an illustrative model, this conceptual paper argues that the relative timeframe of the onset of a disaster – whether slow or sudden - is related to the form of the supply chain response of the humanitarian aid organization. Further, a proposed method for researching the interrelationship between the nature of a disaster and how it affects the formulation of the humanitarian aid supply chain is offered. Several contributing characteristics of humanitarian aid supply chains are identified and described within the context of the model. Finally, several potential avenues for future research are described including the efficiencies …

Online Learning: Best Practices And Online Technologies, Anita H. Whiting

Association of Marketing Theory and Practice Proceedings 2013

This session seeks to provide a forum for discussing online technologies and best practices in online learning. Session seeks to provide an opportunity for faculty to discuss what strategies have worked well in their online classes and what obstacles they have encountered while teaching online. Session will also foster discussion about online technologies that faculty prefer to use and the benefits they gain from these technologies. Overall, session will help faculty learn more about how to be successful in the online classroom.

Social Media In The Business Curriculum Panel, Pauline Ash Ray, Jenny Swearingen, Paul Wilkens

Association of Marketing Theory and Practice Proceedings 2013

Social Media has grown from an auxiliary chapter in a marketing text to an entire course in the curriculum, an undergraduate major, or a MBA specialty. The controversy now appears to be the extent of the coverage of the Social Media area. The challenge in examining social media’s role in the business curriculum is that there is a lack of empirical research on this subject. The purpose of this panel is to undertake an exploratory review of how social media has been utilized in the business curriculum of participants’ schools in response to the demands of the changing business landscape. …

Testing A Brand Personality Scale For Quick Service And Casual Dining Establishments, Michael Musante

Association of Marketing Theory and Practice Proceedings 2013

Managers have long recognized the value of establishing and maintaining a desired identity for their brands. The Brand Personality Scale has been recognized as a valid and reliable tool to help managers assess brand perceptions. The forty-two item scale, developed by Aaker, identifies five dimensions of brand personality. While considered generalizable, it has been suggested that the scale, and delineated personality dimensions, may not represent an ideal fit for all industries. The current study sought to propose and test a modified version of the brand personality scale that may be appropriate for the restaurant industry. As part of the research …

Differentiating Financial Service Brands Through The Multilayered Service Strategy (Mss): Some Insights Insights From The Resource Based View Of The Firm, Olutayo Otubanjo

Association of Marketing Theory and Practice Proceedings 2013

This paper examines how financial service organizations operating in the Nigerian banking industry can be effectively managed to achieve brand differentiation. In order to achieve this objective, a service brand model was reviewed and critiqued and a Multilayered Service Strategy (MSS) model was put forward as an effective model for service brand differentiation. Consequently, sixteen leading-edge marketing and communication practitioners were engaged to examine the effectiveness of the model through in-depth interviews. Findings from the analysis of data indicate that an effective differentiation of a service brand cannot be achieved through the adoption of a single business or organizational factor. …

The Relationship Between Investments In Intangible Resources And Liquidation For Financially Distressed Firms, Richard A. Heiens, Robert T. Leach, Paul D. Newsom

Association of Marketing Theory and Practice Proceedings 2013

Working with a sample of manufacturing and non-manufacturing firms that filed for bankruptcy protection between 1980 and 2009, the current study examines the relationship between investments in intangibles and the likelihood that the bankrupt firm will either be reorganized or face liquidation. Results for the manufacturing sub-sample show that R&D is the only significant variable associated with liquidation. Over-investment in R&D appears to increase the likelihood of liquidation. Similarly, results for the non-manufacturing sub-sample show that over-investment in advertising appears to increase the likelihood of liquidation. Our conclusion is that firms that are forced to liquidate are often guilty of …

Brand Equity And Brand Equity Scale Developments: A Literature Review, Sally Baalbaki

Association of Marketing Theory and Practice Proceedings 2013

Brand equity is perhaps the most important marketing concept in both academia and practice (Christodoulides and de Chernatony, 2010; Keller and Lehmann, 2006). Academics want to understand how brand equity is measured and what it means for a company, while practitioners want to understand how to influence consumer decisions with respect to different brand purchases in order to increase their brand equity. The term came into use during the late 1980’s; and the importance of conceptualizing, measuring, and managing brand equity has grown rapidly in the eyes of practitioners and academics alike (e.g. Aaker, 1991, 1996; Aaker and Keller, 1990; …

Good Media Mix Strategies For Bad Times: Sequencing Optimizes, Marsha Loda, Barbara Carrick Coleman

Association of Marketing Theory and Practice Proceedings 2013

This paper summarizes an experiment which compares three commonly used marketing elements: advertising, Internet websites, and publicity. These elements are rated on two dependent variables: message acceptance (credibility and message strength), and message response (attitude and purchase intent). Direct effects of each variable are examined. Sequencing effects are also examined to see if it matters in what order potential customers encounter the marketing message. Results indicate that a website, used alone, can make a significant difference in message strength. However, to impact purchase intent, a multimedia campaign is necessary. The current study extends the authors’ 2005 research comparing only advertising …

Rethinking: The Understanding Of Learning And Assessment In The Millennial Generation, Joseph R. Stasio Jr.

Association of Marketing Theory and Practice Proceedings 2013

Much has been written and discussed about the challenges of educating members of the Millennial Generation. There is little agreement about which sentiment is more accurate; they are lazy, entitled and spoiled with little incentive to excel academically or they are different than other generations in learning styles and motivation. What does garner agreement is that changes in teaching approaches are warranted if improvement in learning is to be achieved. This paper explores some of these arguments and makes a case for a number of changes to achieve this end.

American Marketing Students’ Attitudes Towards Online Classes, Sam Fullerton

Association of Marketing Theory and Practice Proceedings 2013

A sample of 304 American marketing students from four regionally diverse universities provided insight regarding their attitudes towards online education. Positives included scheduling flexibility, opportunities to take more classes offered by their own and by other universities, and the elimination of time and cost constraints. Most disconcerting was the absence of studentteacher interaction. Traditional and hybrid offerings were generally deemed to be superior to those courses using the “delivered entirely online (DEO)” format. Students need to be made more aware of the advantages of online education from both an educational and a temporal perspective. A meaningful segment is comprised of …

Using Client Based Projects (Cbss) In Mba Marketing Programs To Bridge The Gap Between Theory And Practice, Lynn C. Dailey

Association of Marketing Theory and Practice Proceedings 2013

The ability to apply marketing knowledge is a key skill needed by marketing graduates. This is especially true in MBA education. Historically, academics have stressed theory while practitioners have stressed practice. Experiential learning can bridge the gap between theory and practice. One important form of experiential learning is having students participate in client based projects (CBP). Many professors are hesitant to take on CBPs because they appear to be time intensive and riskier to manage as opposed to traditional case studies; however, this paper shows a step by step process for implementing CBPs in the classroom that has been successfully …

Teaching Marketing Science With Sensitivity Analysis, Samuel Wathen, Michael Latta

Association of Marketing Theory and Practice Proceedings 2013

In the workplace, marketing managers routinely deal with decision making. The application of Marketing Science to business decision making requires critical thinking in the form of sensitivity analysis to avoid bad outcomes. This paper deals with building quantitative analysis models that must be tested with sensitivity analysis. Two examples, one an advertising mix decision and a second a price and quality tradeoff decision. These examples are offered as illustrations of applying critical thinking thorough sensitivity analysis to make good marketing decisions.

Utilizing Relationship Marketing And Partnership Development As Critical Elements For Developing And Transforming Leadership Programs And Courses: Best Practice, Howard F. Rudd Jr., Thomas Kent, Carrie A. Blair

Association of Marketing Theory and Practice Proceedings 2013

This paper utilizes some of the same literature of relationship marketing and partnership building as previous AMTP papers but applies these variables within the context of developing and transforming leadership programs and courses offered to undergraduate students. More specifically, the focus of this paper is on required and elective courses that are components of a leadership program including leadership and management development and human resource management. In addition, a most innovative noncurricular or extra-mural model program for leadership development that has already been replicated within another discipline on campus will also be examined as to its value added. Their use …

Marketing Faculty And Marketing Staff: Framework Of Shared Opportunity, Lynn W. Mcgee

Association of Marketing Theory and Practice Proceedings 2013

Marketing faculty and university marketing professionals are finding opportunities to collaborate that deepen research in marketing for higher education, enrich the marketing student experience and enhance marketing effectiveness at their institutions. This exploratory research brief draws on two advancement experts to describe the potential-- and the challenges--of research in higher education marketing, reviews a sample of published research to identify the types of published collaborations and uses a case study of a public comprehensive university to identify types of marketing faculty/staff collaboration. As faculty across all disciplines are asked to take more leadership in marketing their schools and departments, marketing …

Cognitive Dissonance And Online World Of Mouth, Kungpo Tao, Yan Jin

Association of Marketing Theory and Practice Proceedings 2013

A growing number of customers use online consumer review as a means to express their opinions about the purchasing experience or the products through online feedback forums. The online forum not only provides customers with a powerful communicative tool but also impacts potential customers’ intention to patronize a brand or its association by publishing compliments or complaints. It seems to be appropriate to explain the motivation of word of mouth (WOM) when customers tend to reduce post-purchase dissonance by engaging in selective exposure, attitude change, and spreading WOM. Online word of mouth (eWOM) is basically WOM communication through the Internet; …

How A Small Rural University Can Effectively Approach High School Students?, Jianfeng Wang, Liza Jussiaume, Arnaud Jaquier, Yasmine Fofana, Chuck Compton, James Davis, Stephanie Walker

Association of Marketing Theory and Practice Proceedings 2013

Nowadays many small rural universities or colleges are faced with the challenge of how to expand schools' student body. Given the limited budget, these schools need to make preliminary decisions on how to better reach high school students in order to achieve optimal enrollment goals. In this study, a survey was conducted to make an attempt at determining how a small rural university can effectively approach its anticipated target market. The objectives of this study are: 1. to determine how the target audiences hear about the university; 2. to determine who makes the final decisions regarding the target audience’s future …

The Effect Of Antecedent Mood On Customer Loyalty Intentions: A Mood-By-Gender Interaction, Michael L. Thomas, Lindsay Larson, Linda G. Mullen

Association of Marketing Theory and Practice Proceedings 2013

This study suggests that induced antecedent moods may, in a systematic manner, influence subsequent levels of loyalty intention within consumer scenarios. Furthermore, this research finds that there exists differential responses to induced mood states by gender, which fall in line with research on the underlying gender differences in cognitive processing, levels of risk aversion, motivation, and the experience of emotion while shopping. Past studies in this area have shown only a mild connection between induced antecedent mood state and loyalty intentions, which may be due in part to the issue of an emotion by gender interaction. This paper reinforces previous …

Influence Of Atypical Choices By Dissociative And Aspirational Reference Groups On Preferences Of Consumers Varying On Social Comparison Proneness, Magdoleen Ierlan

Association of Marketing Theory and Practice Proceedings 2013

Using Festinger and Tesser’s work on social comparison as the theoretical framework, this study investigates how consumer spending is influenced by atypical spending in comparative reference groups. Specifically, two experiments examine how and why consumers, who exhibit either high or low tendencies to compare themselves with others, will alter their spending when they observe their aspirational (i.e., more affluent) and dissociative (i.e., less affluent) reference groups spending money in ways that are atypical. To test the strength of the influence of these comparisons, participants are asked to make consumer decisions with regard to public products (those used in front of …

The Face Of Fakes: U.S. Consumers And Counterfeit Fashion Products, Karen Edwards, Jason Carpenter

Association of Marketing Theory and Practice Proceedings 2013

Counterfeit products pose a serious threat to fashion product brand owners and to the world economy. While research on the demand side of counterfeiting has grown over the past two decades, few extant studies have been conducted among non-student consumers outside Asia and Europe and few studies have focused on product categories other than consumer electronic-related items. Using a sample of U.S. consumers (N=305), the current research investigates consumer attitudes in the context of fashion products. Findings suggest that gender and education are the two variables most frequently related to purchase intention for counterfeits, beliefs about counterfeit products, and ethicality. …

Ethnicity’S Effect On Brand Loyalty Among American Consumers, Neelen Leslie, Felipe Korzenny

Association of Marketing Theory and Practice Proceedings 2013

The United States has one of the largest multicultural populations in the world. It is home to millions of people from varying countries, ethnicities and cultures. International migration over the years has established a foundation for what is now a cultural mosaic, comprised mainly of several generations of Americans born to people of varied ethnicities and cultures. This diversity presents a challenge for US marketers. The heterogeneity of this nation requires marketers to do more research and to cultivate an understanding of the various cultures at play in order to connect with their target consumers.

In this research, we attempted …

Relationship Of Demographic Traits And Situational Factor Determinants With The Tech Readiness Of Self-Service Consumers, Jon M. Martin

Association of Marketing Theory and Practice Proceedings 2013

Over the past 20 years, self-service technology (SST) has become prevalent as a service delivery option. To ensure that SST options reach full potential, firms need to understand what customer traits and situational factors are related to the propensity to use SSTs. From a subset of data and independent determinants from an original dissertation model on SST adoption, this study uses linear regression to examine: H1) the relationship between: H1) consumers’ tech readiness (TR) and the consumer demographics of age (AG), gender (GN), income (IN), education (ED), and ethnicity (ET) (H1), and H2) the relationship between consumer’s tech readiness and …

Attributes, Ethical Attitudes And Behaviors Of Tax Evaders In A Permissive Collection Society, Yusuf M. Sidani, Abdul Jalil Ghanem, Mohammed Y. A. Rawwas

Association of Marketing Theory and Practice Proceedings 2013

Tax evasion remains a fascinating research topic, as it is more often committed by individuals considered by society to be “ethical.” The purpose of this study is to explore the various attitudes of tax evaders and examine them in relation to their personal moral philosophies. The results of the current study found that tax evaders possessed several attributes, and their personal moral philosophy attitudes (idealism or relativism) influenced their ethical behavior. Idealism was found to be negatively associated with self-interest tax evasion behavior while relativism had the opposite effect. Idealism was also found to be positively related to tax evasion …

Digital Word-Of-Mouth And The Gender Implications, Deborah H. Lester, Andrew M. Forman, Dolly D. Loyd, Tyra A. Burton

Association of Marketing Theory and Practice Proceedings 2013

Consumers can now easily access data and exchange sentiments regarding products and services on an unprecedented scale, and often in real time, through digital connections. The Internet and mobile technologies have made sharing of information and opinions among consumers easier than ever. The capacity of online participants to inspire and transform perspectives has been touted to surpass the radical potency of television when it entered the consumer’s province during the 50’s. Men and women use social media sites to learn about new products, to become smarter shoppers and to feel good about a purchase they might have already made. College …

Examining Organizational Justice In The Context Of Lmx And The Effect Of Lmx On Trust And Job Performance, Yong-Ki Lee, Sally Kim, Mun-Hyun Son, Min-Seong Kim

Association of Marketing Theory and Practice Proceedings 2013

Services marketing and organizational behavior researchers have studied factors that have a positive influence on employees’ job performance. They viewed that the manager’s role in dealing with his/her subordinates is critical in producing the desired outcomes such as employee job performance. This study based on organizational justice and Leader-Member Exchange (LMX) theory, presents and tests a model, in which relationships among justice, LMX, trust, and job performance are examined. More specifically, the study examines the impact of organizational justice on the quality of LMX and the effect of LMX on employees’ attitudinal and behavioral aspects (trust and job performance). The …

Attitude Versus Involvement: Predicting Ethically And Socially Responsible Consumption Behavior, Sacha Joseph-Mathews, Nicole Bieak-Kreidler

Association of Marketing Theory and Practice Proceedings 2013

Critics argue that the value gap (difference between what consumers say they care about and what they actually choose to purchase) suggests that ethical consumption is not as important as consumers imply. There is much talk about the ethical consumer “myth’ as consumers often claim to be interested in purchasing ethically and socially responsible products yet sales figures for green products often do not exceed 5% total product sales in any one category with organic fruits and vegetables being the one exception. Traditional models use consumer attitudes to the environment as a predictor of ethically and socially responsible consumption behavior …

An Examination Of British Charity Shop Shoppers, Robert Montgomery, Ariana Murray

Association of Marketing Theory and Practice Proceedings 2013

An increasing number of nonprofit organizations are developing charity shops to raise resources to support their charitable efforts. The United Kingdom currently has 9000 charity shops that take in annual revenues of 300 million British Pounds. Such stores seek donated merchandise . . . sell it . . . and use the proceeds to support philanthropic endeavors. As such, achieving a better understanding of charity shop shoppers can enhance performance of the charity shop which will, in turn, provide greater resources for helping others. The purpose of this study is to examine the processes by which charity shop shoppers: (1) …

Tension And Energy: Components Of Arousal And Their Effect On Intention To Give, Robert E. Pitts, Julia E. Blose, Rhonda W. Mack

Association of Marketing Theory and Practice Proceedings 2013

In the current study we explore a multidimensional conceptualization of arousal to better understand the effect of donation appeals incorporating negative messages on intention to give. More specifically, an experiment is conducted to determine whether varying the level of message negativity has an impact on donor intentions to give where the mechanism by which intentions increase is examined. Using structural equation modeling, the relationship between message negativity, two dimensions of arousal (tension and energy) and intention to donate is estimated. We collected data using the background of an on-campus fund raising program for abused Afghani women held at a mid-size, …

Gerald Sandusky And Penn State Child Sex-Abuse Scandal: A Case Of Administrative Non-Action Leading To A Severe Crisis., Ania Izabela Rynarzewska

Association of Marketing Theory and Practice Proceedings 2013

Penn State/Sandusky scandal was one of the most controversial and publicized cases of 2011 and 2012. A high profile university football coach sexually abused 10 boys over period of 16 years. A problematic part of this case is that the university administration knew about coach’s behavior but did nothing to stop it. Sandusky was sexually abusing minors predominantly on the premises of The Penn State University over a period of 16 years. On June 22, 2012 Sandusky was found guilty of 45 of 48 counts of sex abuse of 10 boys while on October 9 he was sentenced to 30-60 …

Model Size In Magazine Advertising And Body Esteem Among Female College Students: The Moderating Role Of Bmi, James A. Roberts, Chloe' A. Roberts

Association of Marketing Theory and Practice Proceedings 2013

Weight and body concerns have reached epidemic proportions among female college students. Such high levels of body dissatisfaction can lead to disastrous results. Since the mass media is considered an important purveyor of the thin ideal, the present study investigated the impact model size in magazine advertising has on the body esteem of female college students. Because it is unlikely that all women will respond similarly to the models depicted in such ads, the present study tested the potentially moderating role of Body Mass Index (BMI) on the model size – body esteem relationship. As hypothesized, subject BMI did moderate …