Open Access. Powered by Scholars. Published by Universities.®
- Institution
- Publication
- Publication Type
Articles 1 - 4 of 4
Full-Text Articles in Business
Why Do U.S. Consumers Purchase Ethnically Disparate Products?, Jong Han Hyun
Why Do U.S. Consumers Purchase Ethnically Disparate Products?, Jong Han Hyun
Doctoral Dissertations
The purpose of this dissertation is to investigate why U.S. consumers approach products that are ethnically disparate. The study purpose is addressed by developing a framework which investigates the consumption values consumers seek in ethnically disparate products. In addition, factors that antecede the different consumption values are proposed based on theories and literature that are believed to be relevant to the context. The findings suggest that the intention to purchase ethnically disparate products is influenced by multiple consumption values (social value, emotional value, epistemic value). Furthermore, attitude towards the ethnic culture, cultural value discrepancy, and diversity seeking are suggested to …
Retrenchment In Higher Education: Public Perceptions And Marketing Implications, Oscar T. Mcknight, Ronald Paugh, Jamie Waltz, Jordan Mcknight
Retrenchment In Higher Education: Public Perceptions And Marketing Implications, Oscar T. Mcknight, Ronald Paugh, Jamie Waltz, Jordan Mcknight
Oscar T McKnight Ph.D.
Many institutions in higher education are actively engaged in the retrenchment process; that is, eliminating, redacting or restructuring administrators, staff, faculty, programs and services in order to achieve financial stability. This research examined public perceptions of retrenchment by conducting a series of modified Delphi groups. Results suggest a public awareness and belief that retrenchment will not impact academic or experiential quality. Presented is REDUCE – a retrenchment strategy and process for university administrators and marketing professionals.
Using The Involvement Construct To Understand The Motivations Of Customers Of Casual Dining Restaurants In The Usa, Bharath M. Josiam Ph.D., Alexandria C. Kalldin M.S., Jennifer L. Duncan M.S.
Using The Involvement Construct To Understand The Motivations Of Customers Of Casual Dining Restaurants In The Usa, Bharath M. Josiam Ph.D., Alexandria C. Kalldin M.S., Jennifer L. Duncan M.S.
Hospitality Review
The purpose of this study was to investigate the motivations that push consumers to dine out and restaurant attributes that pull diners to a specific restaurant. Surveys were administered to a convenience sample of 559 respondents at a large university in the Southwest of the USA. Crosstabs, ANOVA, Correlations, Factor Analysis and Multiple Regression were employed to explore differences and relationships between variables. Findings identified a profile of diners at casual restaurants. Using the involvement construct, the push-pull motivational framework, and the hedonic and utilitarian motivational framework, results of this study indicate two primary reasons behind the decision to dine …
Social Media Marketing Strategies To Engage Generation Y Consumers, Christopher Tingley
Social Media Marketing Strategies To Engage Generation Y Consumers, Christopher Tingley
Walden Dissertations and Doctoral Studies
Consumers of the Generation Y cohort, also referred to as Millennials, include approximately 75 million Americans who have significant purchasing power. These consumers access social media on a daily basis, but they often ignore advertisements that are targeted to them. Previous studies on social media marketing to Generation Y consumers have focused on consumer input but lacked data from marketing professionals. The purpose of this phenomenological study of social media marketers in the United States was to determine successful strategies to engage Generation Y on social media. The study's conceptual framework was attitude toward the ad. The data were gathered …