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Marketing

Marquette University

2004

Articles 1 - 6 of 6

Full-Text Articles in Business

Public Perceptions Of The Midwest’S Pavements: Policies And Tradeoffs In Pavement Improvement, Richard Robinson, David Kuemmel Oct 2004

Public Perceptions Of The Midwest’S Pavements: Policies And Tradeoffs In Pavement Improvement, Richard Robinson, David Kuemmel

Marketing Faculty Research and Publications

With the budget crisis plaguing so many states, pavement management will compete more vigorously for limited funds. Findings reported from a tri-state pooled-fund research project provide insights and guidelines for pavement improvement derived from the perceptions of the driving public. The Phase II responses from statewide surveys in Iowa, Minnesota, and Wisconsin address the topics of perceptions of the State Departments of Transportation (DOTs), pavement repair tradeoffs, and pavement evaluation. The results disclose specific public perceptions of priorities for spending limited highway funds. Implications for pavement management, policy, planning, as well as for marketing to garner additional funds are explored.

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Adherence Of Prime-Time Television Advertising Disclosures To The “Clear And Conspicuous" Standard: 1990 Vs. 2002, Mariea Grubbs Hoy, J. Craig Andrews Oct 2004

Adherence Of Prime-Time Television Advertising Disclosures To The “Clear And Conspicuous" Standard: 1990 Vs. 2002, Mariea Grubbs Hoy, J. Craig Andrews

Marketing Faculty Research and Publications

In 1990, one-fourth of all national television commercials contained disclosures, yet none of the disclosures adhered to all of the Federal Trade Commission's "clear and conspicuous" standard (CCS). As a result of marketplace changes and a 2001 Federal Trade Commission and National Advertising Division joint workshop, the authors anticipate an increase in the number of disclosures and greater adherence to the CCS. The authors find a significant increase in disclosure incidence; however, adherence declines or remains unchanged for most individual guidelines. Finally, the authors provide public policy implications and offer suggestions to increase adherence to the CCS.

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Is Globalization What It’S Cracked Up To Be? Economic Freedom, Corruption, And Human Development, Syed H. Akhter Aug 2004

Is Globalization What It’S Cracked Up To Be? Economic Freedom, Corruption, And Human Development, Syed H. Akhter

Marketing Faculty Research and Publications

This paper examines the effect of economic globalization on human development and argues that the relation between economic globalization and human development is mediated by economic freedom and corruption. Findings suggest that economic globalization affects economic freedom positively and corruption negatively. In turn, economic freedom has a positive effect and corruption has a negative effect on human development. All relations are in the hypothesized directions and significant. Research, business, and public policy implications as well as directions for future research are presented.

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Understanding Adolescent Intentions To Smoke: An Examination Of Relationships Among Social Influence, Prior Trial Behavior, And Antitobacco Campaign Advertising, J. Craig Andrews, Richard G. Netemeyer, Scot Burton, David Paul Moberg, Ann Christiansen Jul 2004

Understanding Adolescent Intentions To Smoke: An Examination Of Relationships Among Social Influence, Prior Trial Behavior, And Antitobacco Campaign Advertising, J. Craig Andrews, Richard G. Netemeyer, Scot Burton, David Paul Moberg, Ann Christiansen

Marketing Faculty Research and Publications

Telephone interviews were conducted with more than 900 adolescents aged 12 to 18 as part of a multimillion dollar, statewide, antitobacco advertising campaign. The interviews addressed two primary questions: (1) Do counter-advertising campaign attitudes directly affect antismoking beliefs and intent in a manner similar to those of conventional advertisements? and (2) Can advertising campaign attitudes have a stronger effect on beliefs and intent for adolescents with prior smoking behavior and for adolescents exposed to social influence (i.e., friends, siblings, or adult smoker in the home)? The authors' findings show that advertising campaign attitudes, prior trial behavior, and social influence all …

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Developing The Brand Equity Of Jesuit Higher Education, Gene R. Laczniak Apr 2004

Developing The Brand Equity Of Jesuit Higher Education, Gene R. Laczniak

Marketing Faculty Research and Publications

No abstract provided.

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Forging Relationships With Services: The Antecedents That Have An Impact On Behavioural Outcomes In The Life Insurance Industry, Srinivas Durvasula, Steven Lysonski, Subhash Mehta, Buck Peng Tang Jan 2004

Forging Relationships With Services: The Antecedents That Have An Impact On Behavioural Outcomes In The Life Insurance Industry, Srinivas Durvasula, Steven Lysonski, Subhash Mehta, Buck Peng Tang

Marketing Faculty Research and Publications

The extent to which service quality is linked to satisfaction, value and behavioural outcomes continues to be debated in the literature. This research investigated two models involving the linkages between service quality, satisfaction, perceived value, repurchase intention and willingness to recommend to others. The life insurance industry was chosen as the industry for investigation since it is virtually a pure service with little tangibility and high credence properties. Data were collected in Singapore in response to concerns about broadening understanding of these variables cross-culturally. Results of path analysis indicate that service quality has an indirect relationship with behavioural outcome measures …

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