Business Commons^™

The Impacts Of Contextual Cues On The Effects Of Brand Extension, Bob Wu, Joseph W. Chang

Association of Marketing Theory and Practice Proceedings 2010

Brand extension strategy represents one of the most frequently used branding strategies. The degree of success in this stimulus generalization process depends on the perceived fit between the existing parent product and the extension product. In this article, we examine whether a brand extension initiated by a foreign (vs. domestic) company is construed differently by consumers and consequently whether it affects factors used to judge the fit between the parent brand and the extension brand. A 3 (foreign vs. U.S. vs. control) x 2 (anti-cavity toothpaste vs. pain relievers) between subjects factorial design was used for the study.

The present …

Spirituality: A Multidimentional Construct And Its Implications For Marketing, Emna Zouari

Association of Marketing Theory and Practice Proceedings 2010

The present paper deals with the spiritual value that controls the brain activity of many thinkers as well as with the various definitions and characteristics tied up with it. The ultimate scope throughout this essay is to point out the multi-facets aspect of spirituality. Indeed, spirituality encompasses a personal, interpersonal, and transpersonal context. It revealed thus to be a multidimensional construct, entailing four dimensions namely meaningfulness of life (the goal of one’s living), interconnectedness with people (the various relationships that one nourishes with others), transcendence (feeling of an inexplicable supernatural and divine power) and self-renewal (the relationship with one’s self)

Brand Engagement And Consumer Innovativeness, Ronald E. Goldsmith, Leisa Reinecke Flynn, Felipe Korzenny

Association of Marketing Theory and Practice Proceedings 2010

Brand engagement describes the tendency of consumers to make the brands they buy part of their self- concept. This new insight into consumer behavior offers marketers many ways to create relationships with their customers. An unexplored aspect of brand engagement is how it is related to consumer innovativeness, the tendency to be among the first buyers of new products. The present study used survey data from 2399 adult U.S. consumers to show that brand engagement is positively related to consumer innovativeness. This finding suggests that in addition to promoting the features of new products likely to attract innovators, showing how …

Practitioner Implications On Sample Frame For Single Language Products, Joe Schwartz

Association of Marketing Theory and Practice Proceedings 2010

When a marketing research project is undertaken in a single language the potential for bias through misrepresentation of those who do not speak the language is always an inherent risk. That bias can greatly increase in a market with a significant population that does not speak that language. In practice there are a small number of U.S. markets that can be significantly impacted when addressing this concern. The author identifies the conditions under which this bias can be so great as to skew results. The author extends this to show how the bias can be a significant factor in marketing …

Gift Cards And Gift Giving: Research Notes From The Field, Melek Meral Meral Anitsal, Ismet Anitsal, Sara E. Taylor

Association of Marketing Theory and Practice Proceedings 2010

Gift cards are rapidly emerging as a trend in the retail marketplace. However, this emerging phenomenon of consumers’ preference of gift cards has not been explored thoroughly yet. The objective of the current study is to understand consumer reactions to gift cards in terms of their impact in gift giving and gift receiving relationships. Specifically, this research seeks to answer the following research objectives: (1) How gift givers and receivers perceive gift cards; (2) What roles of gift cards play in gift giving rituals; and (3) What meanings gift cards communicate for receivers and givers.

Business Literature: A Cross-Disciplinary Approach To Marketing Education, Nancy L. Bush

Association of Marketing Theory and Practice Proceedings 2010

This paper looks at a course for marketing majors developed to examine literature in

several areas of the business disciplines that are relevant to marketing professionals-to- be. The Association to Advance Collegiate Schools of Business (AACSB) and potential

employers have increasingly suggested that the integration of learning rather than functional silo-oriented learning is the preferred andragogy for business schools, providing students with soft skills as well as technical expertise that are needed for the contemporary employment environment. In examining the then existing traditional General Education Requirements (GER) for Wingate University, the faculty assembly considered ways to increase such cross disciplinary …

Product Placement And Its Influence On Children, Simon Hudson, Charlene Elliott

Association of Marketing Theory and Practice Proceedings 2010

Despite the growing body of research concerning the practice of product placement, a notable research gap exists pertaining to the influence of product placement on children, and its link to childhood obesity. This study will provide an insight to the influence of product placement on children. Its objective is to analyze the placement of food and beverage products on children of various ages. An experimental approach will be taken whereby child-respondents will be divided into groups and each group will see the same television clip but with different placements (digitally inserted) of various types of food and beverages. All groups …

Why Do Shoppers Shop?, Ronald E. Goldsmith, Leisa Reinecke Flynn, Ronald A. Clark

Association of Marketing Theory and Practice Proceedings 2010

The purpose of the present study was to assess the relationships between three potential motivators of shopping behavior with a measure of attitude toward shopping. Data from 306 US student consumers were collected via an online survey. Reliable and valid scales operationalized the constructs. The results showed that shopping appears to be motivated in part by a desire for status, by materialism, and by brand engagement in self-concept. The results also showed women like to shop more than men do and that the relationships among the variables differed between men and women, suggesting that each gender is motivated to shop …

A Logo Selection Method, Tulay Girard, Michelle Pope

Association of Marketing Theory and Practice Proceedings 2010

Many companies and sports teams have revised their logos over time in efforts to reposition their brand image. Still, the need for establishing a reliable method to guide this important decision still persists. This study offers an empirical method for selecting logos for companies and/or brands by testing the perceptions of consumers using 16 bi-polar personality traits adapted from the literature. The data were collected from undergraduate marketing students for demonstration purposes. The paper proposes that the perceptions for a logo of multiple samples from the same target population will be the same. The findings support the proposition. Implications and …

Fitting X-Bar Chart To The Traditional Transaction Surveys Analysis, Usama A. Saleh

Association of Marketing Theory and Practice Proceedings 2010

Traditional transaction surveys such as service feedback cards (SFCs) are widely embraced by different service organizations to measure a service quality or to assess customer satisfaction with specific transactions. This paper pursues to apply the statistical quality control technique of -chart (X-bar) to analyze the scaled collected data of these SFCs. The proposed method establishes the control limits to what is being measured for meeting the managerial objectivity of monitoring, controlling, or improving a service performance.

Sample Frames Vs. Data Quality: When Research Panels Are From A Client And A Research Firm, Michael Latta

Association of Marketing Theory and Practice Proceedings 2010

Clients, academics, and marketing research practitioners are concerned about sample frames and their relationships to data quality. In addition, clients sponsoring marketing research surveys are concerned about data collection period length. Typically, brand managers pressure research suppliers to quickly find solutions to the research problem. This study provides real world data on a survey among 504 female consumers. Two sample frames were involved: 1) a Volunteer Access Panel (VAP) and 2) a Non-Volunteer Access Panel (NVAP). The use of two sample frames reduced the field time for the client, provided lower costs, and added value in meeting rapid response requirements.