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Full-Text Articles in Business
Digital Word-Of-Mouth And The Gender Implications, Deborah H. Lester, Andrew M. Forman, Dolly D. Loyd, Tyra A. Burton
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 …
Internal Marketing Implications Of Workplace Bullying: The Integration Of Multiple Perspectives, Mary F. Mobley, Michael C. Mobley, Richard Easley, Clinton Amos
Internal Marketing Implications Of Workplace Bullying: The Integration Of Multiple Perspectives, Mary F. Mobley, Michael C. Mobley, Richard Easley, Clinton Amos
Association of Marketing Theory and Practice Proceedings 2013
This special session will highlight marketing, behavioral, leadership, and legal perspectives of workplace bullying behavior and how such behavior can negatively affect an individual’s wellbeing and adversely impact an organization’s welfare. The discussion will be couched within an internal marketing framework with special emphasis on strategic implications. Behavioral aspects of those who bully and the impact that their behavior can have on their targets will be given special consideration. Also, various leadership issues that arise in workplace environments with respect to workplace bullying will be explored. Further, an overview of the legal ramifications of workplace bullying will be integrated into …
Differentiating Financial Service Brands Through The Multilayered Service Strategy (Mss): Some Insights Insights From The Resource Based View Of The Firm, Olutayo Otubanjo
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. …
Understanding Online Brand Communities: Netnographic Study Of Apple Iphone Consumers, May Aung, Keija Wu, Laila Rohani, Khalil Rohani
Understanding Online Brand Communities: Netnographic Study Of Apple Iphone Consumers, May Aung, Keija Wu, Laila Rohani, Khalil Rohani
Association of Marketing Theory and Practice Proceedings 2013
This study extends the concept of brand communities. The netnography approach has been applied to two online brand communities, both central to Apple iPhone consumers. This study reveals two cultural manifestations with their own passions and communal norms not detected by previous research. This study, thus, enriches the conceptual understanding of brand communities. It also offers contribution toward understanding consumers of high technology brands, an area where few studies have been conducted to date.