Business Commons^™

Re-Branding: The Case Of Southern Miss Athletics, Dennis Phillips, R. Doug Manning, Brian Crow, Dallas Branch, Ronald Dick

Association of Marketing Theory and Practice Proceedings 2016

In late July 2011, administrative trademark judges in the US Patent and Trademark Office ruled, in a 2-1 decision, that the University of Southern Mississippi would have to discontinue the use of its Golden Eagle logo because it was too similar in appearance to the University of Iowa Hawkeye (Hinton, 2011). Administrative trademark judge David Bucher wrote in his majority opinion that he backed Iowa's claim that there would be "the likelihood of confusion" in merchandise sales between the schools and the “the overall similarity in appearance of the marks on the goods, particularly in light of the use of …

Naming-Rights Sponsorship Outcomes And The Role Of Fan Connections To College Campuses And Stadia, Terry Eddy, Brendan Dwyer, Lamar Reams

Association of Marketing Theory and Practice Proceedings 2016

Despite the immense focus on revenue generation in college sport, only a small number of NCAA Division I institutions have come to agreements with naming-rights sponsors for their football stadia (Popp, Eddy, & McEvoy, 2015). The key underlying issue is that many institutions are concerned about the effect a corporately-named football stadium will have on key stakeholders, and whether this commercialization will be seen as an attack on tradition (Bentubo, 2007). However, fans’ attitudes toward naming rights relative to their perceptions of tradition and their attachment to college football stadiums are two areas which have received some attention in the …

Scm?, Stephen A. Lemay, Dave Mcmahon, Jeffery A. Periatt

Association of Marketing Theory and Practice Proceedings 2016

Supply chain management remains a young field, one that has struggled to define itself in the most literal sense. This research looks at some of the most available definitions of supply chain management, analyzes their content, and explains the essence of the definitional problem. It does not attempt to define supply chain management--that would be a bit like driving onto a crowded road while complaining about the traffic--but it does attempt to lay out the path or paths that need to be followed to arrive at a consensus definition.

Information’S Role In Supply Chain Integration Efforts Of The Indian Manufacturing Firm Under Environmental Uncertainty: The Supply Chain Flexibility Impact, Katrina Savitskie, Sandipan Sen, Sampath Ranganathan

Association of Marketing Theory and Practice Proceedings 2016

Managers recognize that supply chain management (SCM) practices can improve operational efficiency (Monczka and Morgan, 1998). Supply chain management initiatives, including better communication often result in more responsive organizations. Indian companies are trying to become more competitive following the liberalization of the Indian economy by employing new approaches like SCM to be more efficient and competitive (Saad and Patel, 2006). Therefore, our study examines the impact of environmental uncertainty on the firm’s information sharing abilities and the information quality available and its subsequent impact on supply chain integration, and ultimately, supply chain flexibility in India.

Given that the Indian small …

Business-To-Business Buying Behavior And The Price-Perceived Quality Paradigm, Joseph Chapman, Russell G. Wahlers

Association of Marketing Theory and Practice Proceedings 2016

This article gives an overview of the development of the price-perceived quality paradigm. The original price-perceived quality model is presented to show the impact of price on consumer behavior. An extended model is discussed which shows the impact of presenting two prices to consumers in a purchase situation as well as showing the impact of various promotions such as coupons and rebates on consumer behavior. Based on two tests of the extended model, a revised model was developed to address the shortcomings of the extended model. All the previous research on the price-perceived quality model has been based on consumer …

Price Bundling Opportunities For The Savannah, Ga Market, Mark Mitchell, Gregory Turner, Dennis Rauch

Association of Marketing Theory and Practice Proceedings 2016

The Savannah area offers an eclectic mix of attractions for visitors. Broadly speaking, the tourism portfolio can be divided into four clusters: Museums, Bus/Trolley Tours, Water Tours, and Ghost Tours. This manuscript examines the possibility of combining the Savannah attractions into a price bundle to offer a lower price to consumers. Doing so may help stimulate demand during off-peak seasons. And, it may further promote greater awareness (and attendance) at attractions during the peak season.

Consumer Warfare: The Effect Of Attitude Toward One’S Rival On Attitudes Toward Defensive Strategies, David J. Burns, Jennifer Hutchins, Rick Mathisen

Association of Marketing Theory and Practice Proceedings 2016

The use of warfare analogies in marketing is not something new, particularly in terms of competitive strategies. With the shifting of power down the marketing channel, however, the importance and the effectiveness of competition-centric strategies has declined. Instead, reflecting consumers’ new-found power and importance, a focus on strategies employed by consumers in the marketplace appears to be increasingly appropriate to effectively reach today’s and tomorrow’s consumers. Business leaders who best understand how consumers interact with and relate to each other may find themselves in the best competitive position in the 21st century. Burns and Warren (2008) introduced the concept of …

Determining The Influence Of Electronic Messages On Consumer Behavior Based On Perceived Source Trust And Credibility, Mackenzie Sawyer, Nick Sellers, Rhett Coleman, Jaejin Lee

Association of Marketing Theory and Practice Proceedings 2016

With the growing presence of the internet, it is difficult for consumers to separate valuable information from useless information, and for marketers to determine what information consumers deem valuable. This paper aims to discover which message source - Corporate, Social, or Independent - is most trustworthy in the eyes of consumers. Corporate sources include paid platforms such as the company’s website and social media channels managed by the company, social sources include reviews posted on social media platforms by unpaid users who are not directly associated with the company, and independent sources include reviews from online articles, specialized publications, discussion …

Mobile Payment Adoption In India: Role Of Attitude And Risks, Mona Sinha, Rajan Saxena, Hufrish Majra

Association of Marketing Theory and Practice Proceedings 2016

This paper examines the emergence of mobile payments as a payment alternative in India. Despite economic growth, marked improvement in social indicators, and rising incomes and savings rate, nearly 41% of the Indian population remained unbanked. Use of self-service technologies such as ATMs and Internet banking had limited success. Given the high penetration of mobile phones, mobile technology was being seen as a mode of transforming the banking sector and in particular payment mechanisms.

Most research on attitude towards technology and its adoption has been conducted in developed countries and their applicability to Indian consumers remained unclear. This paper offers …

The Influence Of Religion On The Marketing Concept: A Case Of Halal Culture, Soleman Mozammel, Perry Haan

Association of Marketing Theory and Practice Proceedings 2016

Religion is a major cultural variable that can affect the purchase behavior of consumers. This non-empirical paper examines how the Muslim concept of Halal influences consumers in the Middle East and Muslims all over the world. The paper reviews brief history of the marketing concept and consumer behavior. It then explains the role that cultural generally plays in the consumer decision making and marketing concept. The paper explains the basic concepts behind Halal culture. The paper makes recommendations to marketers for how to reach consumers who seek products that are Halal certified and Shariah-compliant. It also discusses how to compete …