Business Commons^™

2011 Ijbe Front Matter, Tamra Connor

International Journal for Business Education

1. Editorial Board
2. President's Letter
3. SIEC-ISBE International

A Fighting Chance: The Struggle Of A Historically Black College Athletic Program, James Satterfield

Journal of Applied Marketing Theory

The purpose of this study was to develop an understanding of the social dynamics surrounding a Historically Black College and University athletic department and its local community. Three focus group interviews were conducted, each with seven participants as well as semi-structured interviews. This study illuminates three themes that emerged through data collection and analysis: (1) Black Only, (2) Lip Service, and (3) No Tradition. These three themes emerged through data analysis and tell a specific story related to both the institution and the community.

The Nexus Of Payroll, Performance, Ticket Prices, And Attendance In Mlb, Sam Fullerton

Journal of Applied Marketing Theory

This study uses secondary data from the past ten seasons to explore key issues germane to Major League Baseball. Focusing on attendance, payroll, performance, and the cost of attending, several key relationships were identified. Huge disparities in spending are documented. Perhaps most importantly, there is a meaningful relationship between performance and attendance. Equally important is the concurrent relationship between performance and the team’s payroll. Other relationships were documented and suggestions are articulated. These suggestions include future research and managerial issues such as the implementation of a hard salary cap and a corresponding salary floor.

Service Quality Of The Chinese Ymca Of Hong Kong, Joyce Chan, Siu Yin Cheung, Jennifer Y. Mak

Journal of Applied Marketing Theory

Service quality is an essential element for managers and marketers to successfully compete in the sport and leisure industry. The present study is a first of its kind research study evaluating the service quality of the Chinese YMCA of Hong Kong. In this study, extensive customer research was conducted to investigate the members’ usage, expectations, perceptions, and satisfaction levels in the Recreation and Sport Department. Data were collected from 559 members. This study provides a channel to listen to the voice of the customers and assist the managers to improve the service quality by pinpointing areas that need managerial action.

Tomorrow’S Champions Of Sustainability: How Everyday Leaders Can Harness Grass Roots Momentum To Advance Adoption Of Ecologically Sound Practices In Sport And Event Management, Dorene Ciletti, John M. Lanasa, Diane P. Ramos, Richard E. Mathisen

Journal of Applied Marketing Theory

For more than a decade, we have appealed to corporations to consider sustainability. Leading companies have enjoyed positive media attention, improved bottom line profits and enhanced competitiveness through environmental management and social initiatives. Sustainability in the broader sense has become everyone’s job, and the momentum crosses age groups and economic strata. This paper focuses on the event organizer as ordinary leader, inspiring an engaged, accessible audience toward sustainability, and offers rationale for promoting socially and environmentally responsible event management. With a captive audience, ordinary leaders have an opportunity to model socially and environmentally responsible practices through effective education, communication, metrics …

Self, Social, Team, And Situational Factors Influencing Televised Sports Viewership, Donghun Lee, James Zhang, Ketra L. Armstrong, Soon Ho Kim

Journal of Applied Marketing Theory

This study examined personal, social, and team motives associated with the consumption of televised sports (CTS) while taking into consideration market constraints variables. Research participants (N = 304) were university students who responded to a questionnaire that consisted of four segments: (a) watching televised sports, (b) motives for watching televised sports, (c) situational constraints, and (d) demographics. Semi-structured interviews as an ad hoc study were conducted with additional 22 frequent viewers of televised sports to ensure inclusion of all relevant factors affecting CTS. Multiple regression analyses revealed that self, team, and social motives were significant factors (p < .05) related to CTS. Two situational factors (weather and ticket availability) were found to have a significant (p < .01) impact on the CTS. Findings from the interviews further revealed that four conceptual themes affected CTS: individual-related factors, team-related factors, event-related factors, and media features.

Value Of Professional Sport Teams In The Community: Reexamining The Measurement Properties Of The Community Impact Scale, Dae Hyun Kim, James J. Zhang, Yong Jae Ko

Journal of Applied Marketing Theory

The Community Impact Scale was developed by Zhang et al. (1996) to measure essential value dimensions of professional sports in the community. The original scale includes 45 items under eight factors (Community Solidarity, Public Behavior, Social Equity, Pastime Ecstasy, Health Awareness, Individual Quality, Excellence Pursuit, and Business Opportunity). To further ensure its usefulness for theoretical and practical applications, this study re-examined measurement properties of the scale through conducting a confirmatory factor analysis (CFA). Research participants (N = 349) were residents of three major metropolitan areas, who responded to a survey in various community settings. With some modifications and eliminations of …

부정적 언론보도에 대한 기업의 대응시점 효과, Jong Chul Park, Woo Jun An, Han Jun Lee

Asia Marketing Journal

Product harm crises can distort long standing favorable equality perceptions, tarnish a company`s reputation, cause major revenue and market-share losses, lead to costly product recalls, and devastate a carefully nurtured brand equity. However, in spite of the devastating impact of product-harm crises, little systematic research exists to asses its marketing consequences. So, this study focuses on the negative publicity about companies and their products. Namely, this study presented how inclusion effect supported the relationship between negative publicity and consumers` response, market performance. According to the results, after negativity publicity was happened, it was appeared that the negativity image spread into …

문화예술상품에 대한 소비자의 가치인식과 추구혜택에 관한 질적 연구, Young Sun Rhee, Eun Joo Shin

Asia Marketing Journal

This research attempted to present the efficiency of culture marketing to the organizations producing culture-art products and to the companies utilizing art and suggest the practical viewpoints to the culture and art policy agencies. The methodology used was to take an in-depth look at the consumer value cognition and benefits of culture-art products in contemporary consumption culture from a social context by conducting a total of 12 Focus Group Interviews, consisting of 58 males and females in their 10s~50s who can represent culture-art product consumers. The culture-art products refer to the artist`s spiritual, actual act of creating or to the …

영문 브랜드네임의 중문 브랜드네임 전환 방식에 대한 중화권 소비자들의 브랜드 평가에 관한 연구, Ji Eun Lee, Joo Eon Jeon, Hsiao Chen Fei

Asia Marketing Journal

Brand names are often considered as a part of product and important extrinsic cues of product evaluation, when consumers make purchasing decisions. For a company, brand names are also important assets. Building a strong brand name in the Chinese commonwealth is a main challenge for many global companies. One of the first problem global company has to face is how to translate English brand name into Chinese brand name. It is very difficult decision because of cultural and linguistic differences. Western languages are based on an alphabet phonetic system, whereas Chinese are based on ideogram. Chinese speakers are more likely …

제휴카드 할인프로그램이 외식업의 수익성에 미치는 영향, Young Sik Shin, Kyoung Cheon Cha

Asia Marketing Journal

Recently strategic alliance between business firms has become prevalent to overcome increasing competitive threats and to supplement resource limitation of individual firms. As one of allianced sales promotion activities, a new type of discount program, so called "Alliance Card Discount", is introduced with the partnership of credit cards and loyalty cards. The program mainly pursues short-term sales growth by larger discount scheme while spends less through cost share among alliance partners. Thus this program can be regarded as cost efficient discount promotion. But because there is no solid evidence that it can really deliver profitable sales growth, an empirical study …

한국 인터넷사이트들의 산업별 경쟁유형에 대한 탐색적 연구, Yoon Seo Park, Yong Sik Kim

Asia Marketing Journal

Digital economy has grown rapidly so that the new business area called `Internet business` has been dramatically extended as time goes on. However, in the case of Internet business, market shares of individual companies seem to fluctuate very extremely. Thus marketing managers who operate the Internet sites have seriously observed the competition structure of the Internet business market and carefully analyzed the competitors` behavior in order to achieve their own business goals in the market. The newly created Internet business might differ from the offline ones in management styles, because it has totally different business circumstances when compared with the …

지각된 쇼핑가치차원이 점포태도, 쇼핑과정에서의 정서적 경험, 점포충성도에 미치는 영향에 관한 연구, Kwang Ho Ahn, Ha Neol Lee

Asia Marketing Journal

In the past, retailers secured customer loyalty by offering convenient locations, unique assortments of goods, better services than competitors, and good credit policy. All this has changed. Goods assortments among stores have become more alike as national-brand manufacturers place their goods in more and more retail stores. Service differentiation also has eroded. Many department stores have trimmed services, and many discount stores have increased theirs. Customers have become smarter shoppers. They don`t pay more for identical brands, especially when service differences have diminished. In the face of increased competition from discount storess and specialty stores, department stores are waging a …

유한킴벌리의 빨아쓰는 키친타올 스카트(R) 출시전략, You Jae Yi, Dong Il Lee, Suk Joon Yang

Asia Marketing Journal

In 2005, Yuhan Kimberly found interesting points in the existing customers` U&A survey on the kitchen towel. The usage of Korean consumers is usually restricted to getting rid of the oil from the fans and the fried food. This usage limits could be the barrier to the diffusion of kitchen towel. Although consumers were worried about the hygiene situations about the dishcloth, they also percieved that the existing paper kitchen towels were short of something to soothe their inconveniences. As a result, the company made a decision to seek out the solution for the consumers` worries. The relative shortage of …

브랜드 자산의 이동을 통한 기업브랜드의 재구축, Sung Tae Hong, Woon Bong Na, Young Seok Son

Asia Marketing Journal

In case of Aju capital, it adopted a strategy to use a single brand not two separate brands after M&A was completed. In order to implement this strategy, it has endeavored to effectively process the work of shifting existing marketing infrastructure of DAEWOO capital, the mergee, spending enough transition time for the brand migration. In the process of merging, Aju capital picked the strategy to use the brand of mergee first, which is the Daewoo Capital brand, and then took a transition time for a while to converge to the single brand of Aju capital. Putting another way, even if …

Customer Relationship (Hubungan Konsumen) Mempengaruhi Loyalitas Pelanggan Im3, Three, Esia, Dan Flexi, Ignatius Heruwasto

Jurnal Manajemen dan Usahawan Indonesia

This research combines two important concepts, namely customer relationships (consumer relationships) and consumer loyalty. This research focuses on the customer relationship process at cellular providers IM3, Three, Esia, and Flexi, which are cellular providers that have superior products. Apart from cellular providers IM3, Three, Esia, and Flexi also have many competitors who are ready to compete to win consumers. .The reason underlying this research topic is that every provider, in retaining its consumers or customers, must have good relationships with customers at the same time as consumers so that they can increase and maintain customer loyalty. The aim of this …

Adrift In A Sea Of Information About Sustainable Seafood: The Maine Consumer Perspective, Catherine V. Schmitt

Maine Policy Review

The desire for a sustainable seafood industry that protects the environment and the future of fishing is certainly of interest to consumers, but even here there are conflicting standards, as Catherine Schmitt explores in this article.

Crown O’Maine Organic Cooperative, Leah Cook

Maine Policy Review

The article describes how Crown O’Maine Organic Cooperative has grown from a small venture marketing one Aroostook County family farm’s potatoes to a statewide distribution company for organic foods