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Processing Popup Ads And Print Ads: A Comparative Study Between American, Brazilian, And Argentinean Consumers, Gary H. Kritz, Hector R. Lozada
Processing Popup Ads And Print Ads: A Comparative Study Between American, Brazilian, And Argentinean Consumers, Gary H. Kritz, Hector R. Lozada
Association of Marketing Theory and Practice Proceedings 2014
As more and more companies become global business entities, it will be important to find out how traditional consumer behavior processes and relationships work in different countries. A comparison of the processing of a traditional print ad and popup ad are compared within and between the United States, Brazil, and Argentina. Very little research exists regarding traditional consumer behavior and advertising model outcomes in Brazil and Argentina. Since these two Latin American countries have become large economic powers in the global economy, it is important to study how these countries’ consumers react to existing models of consumption and advertising. Could …
Exploring Hotel Website Effectiveness By Hotel Class, Michael Musante
Exploring Hotel Website Effectiveness By Hotel Class, Michael Musante
Association of Marketing Theory and Practice Proceedings 2014
The internet is an increasingly important communication and distribution channel for hotels. More than ever before consumers are making reservation decisions strictly on their experience with the hotel website. Given this, it is critical for hotels pay close attention to the effectiveness of their online presentation. This premise would seemingly hold true for lodging facilities at all price point levels. The purpose of the study was to examine website effectiveness for hotels of various class levels. In the study, hotels were segmented based on level of accommodation using the “Star Rating” system. Each hotel website was evaluated on a number …
How Does Sarah Mclachlan Make Me Donate To The Spca? Emotional Intelligence And Emotionally Laden Persuasive Appeals, Rose Opengart, Michael Mccall
How Does Sarah Mclachlan Make Me Donate To The Spca? Emotional Intelligence And Emotionally Laden Persuasive Appeals, Rose Opengart, Michael Mccall
Association of Marketing Theory and Practice Proceedings 2014
In the last 50 years there has been a plethora of academic research around consumer behavior (Macinnis & Folkes, 2010). While there have been a variety of topics examined by researchers, many aspects of persuasion and its effects on consumers’ decisions are not fully understood. Given the prominence of advertising in the field of persuasion, it is not surprising that persuasion theories have received a great deal of attention in scholarly research (Shrum, Liu, Nespoli, & Lowrey, 2012). Marketing and persuasion research have examined the importance of reaching the emotions of customers. It is known that feelings-oriented factors influence consumer …
The Influence Of Descriptive Norms On Investment Risk, William J. Montford, Ronald E. Goldsmith
The Influence Of Descriptive Norms On Investment Risk, William J. Montford, Ronald E. Goldsmith
Association of Marketing Theory and Practice Proceedings 2014
This study examines the effect of descriptive norm messages (i.e., highlighting what others are doing) on intentions to increase investment risk. Evidence shows that alarming numbers of people nearing retirement insufficiently save for this next life stage. In addition, research finds that differences exist in investment risk tolerance between men and women, with many women investing too conservatively. This finding is of particular concern as women typically experience longer lifespans, thus relying on accumulated savings for longer periods of time. The present study extends work in financial marketing by examining the influences of social norms and peer influence, constructs shown …
Are We Really Going Green Part Three, Craig G. Harms
Are We Really Going Green Part Three, Craig G. Harms
Association of Marketing Theory and Practice Proceedings 2014
This paper is a second follow-up to “Green, Part One” and “Green Part Two.” In Part One the topic of Interrupted Time Series (ITS) is used to develop a multiple regression model to predict the usage of electricity at the author’s home. In the second paper a multiple regression model is developed to predict water usage in the home. The third paper is a follow-up paper after some of the data in the second paper was found to be spurious. This third paper not only cleans up the bad data, but looks at the proper usage of ITS versus a …
Communiversities: A Unique Outreach Opportunity For Business Schools, Renee Fontenot, Richard E. Mathisen
Communiversities: A Unique Outreach Opportunity For Business Schools, Renee Fontenot, Richard E. Mathisen
Association of Marketing Theory and Practice Proceedings 2014
Communiversities are a growing phenomenon in communities where public and private partnerships are formed to provide local economic growth and educational advancement. This research presents several case studies of communiversities in the United States and Canada. The individual communiversities are unique with respect to how they address the needs of local communities and the commitment of members of the partnership to serve the needs of the community. The term communiversity is derived from the partnership of educational institutions and local business and government entities to meet the unique needs of the city or area that they serve. The objective of …
Student Perceptions Of Internships: What Are The Perceived Benefits For The Interested Parties?, Sam Fullerton, Tammy Mccullough, Robert Twells, Carol L. Bruneau
Student Perceptions Of Internships: What Are The Perceived Benefits For The Interested Parties?, Sam Fullerton, Tammy Mccullough, Robert Twells, Carol L. Bruneau
Association of Marketing Theory and Practice Proceedings 2014
A sample of 259 marketing students from two universities provided their perceptions of the benefits associated with marketing internships. They agree that an array of benefits accrue to the student interns, the organizations for which the students serve in internship positions, the university, and the general student population at their own university. Among the benefits that are strongly acknowledged by the students are that an internship helps the student interns learn more about their chosen career path, that organizations benefit from the enthusiasm of an eager subset of workers, that successful internships help their university develop strong partnerships with the …
Adjuncts And Institutional And College Mission: Maintaining Distinctives In An Era Of Part-Time Faculty, David J. Burns, Yvonne Smith, Keith Starcher
Adjuncts And Institutional And College Mission: Maintaining Distinctives In An Era Of Part-Time Faculty, David J. Burns, Yvonne Smith, Keith Starcher
Association of Marketing Theory and Practice Proceedings 2014
In 1969, roughly 78 percent of the instructional faculty at colleges and universities were full time and tenured or on tenure track. By 2009, that percentage had declined to 33 percent. Given their part-time status, adjunct faculty members are commonly viewed as a supplementary workforce. Evidence suggests that this looser connection extends to the mission of the university. Today, institutional mission is becoming increasingly important to colleges and universities as higher education has become much more competitive. The competitive environment is forcing colleges and universities to focus more attention on segmentation and differentiating their missions from those of the competition. …
Exploring The Use Of Managerial Intuition In Retail Site Selection Decisions, Kendra Fowler
Exploring The Use Of Managerial Intuition In Retail Site Selection Decisions, Kendra Fowler
Association of Marketing Theory and Practice Proceedings 2014
This study empirically investigates the process by which retailers make site selection decisions. As Craig, Ghosh, and McLafferty (1984) note in a special edition of the Journal of Retailing devoted to locational analysis, “the choice of a store’s location is perhaps the single most important decision a retailer has to make… even slight differences in location can have a significant impact on market share and profitability” (pg. 5). Recent changes in the retail landscape make the continued study of retailer site selection a worthwhile pursuit (Mejia and Benjamin 2002, Wood and Reynolds 2013). Among the many variables included in contemporary …
Do We Have Zero Privacy In Transportation? An Exploratory Study Of Video Surveillance Systems, Michael Latta
Do We Have Zero Privacy In Transportation? An Exploratory Study Of Video Surveillance Systems, Michael Latta
Association of Marketing Theory and Practice Proceedings 2014
The extent of and ethics of video surveillance has moved the conversation about privacy and surveillance from the internet to the camera, from home to transportation systems, and from static to real time marketing analytics. The issue of privacy and surveillance is international in scope for transportation surveillance, since, like the internet, transportation knows no borders and there are no limits on transportation types where surveillance of the public can be done routinely. The extent of surveillance systems worldwide is not well documented. This exploratory study seeks to document the extent of surveillance video camera systems around the world used …
Personal Selling: A Humanist Perspective, William R. Gruver, Timothy W. Sweeney
Personal Selling: A Humanist Perspective, William R. Gruver, Timothy W. Sweeney
Association of Marketing Theory and Practice Proceedings 2014
Association of Marketing Theory and Practice Proceedings 2014,
Market Orientation: Do Schools Care?, Trang Phuc Tran, Joan Hubbard
Market Orientation: Do Schools Care?, Trang Phuc Tran, Joan Hubbard
Association of Marketing Theory and Practice Proceedings 2014
The primary objective of the paper is to validate the concept of market orientation adapted from related literature and apply it into the academic institution. It also examines the effects of market orientation as a 2nd order factor on student satisfaction in an academic setting. The revised scale validated through both EFA and CFA has a good fit. And the empirical results show that the degree to which students are satisfied with their choice of the school depends significantly on how market oriented the school is. Through a structured process of scale refinement and validation, the revised MO model improves …
Is Environmental Concern In Advertising Related To The State Of The Economy? An Exploratory Study From The Wall Street Journal 2007-2011, Lindsay Larson, Luther T. Denton, Anni Rainio
Is Environmental Concern In Advertising Related To The State Of The Economy? An Exploratory Study From The Wall Street Journal 2007-2011, Lindsay Larson, Luther T. Denton, Anni Rainio
Association of Marketing Theory and Practice Proceedings 2014
This study is an attempt to determine the relationship between the prevalence of environmental cues in advertisements and the state of the U.S. economy. Advertisements sampled from the Wall Street Journal, a preeminent daily business news publication in the United States, were examined during the years 2007, 2009, and 2011 to determine this relationship. While few direct environmental appeals were found within the sample of advertisements, a variety of indirect environmental cues were utilized for analysis. The results show that there is a quadratic relationship between advertisers’ use of indirect environmental cues and the state of the economy, such that …
Consumer Alienation: Relationships With Marketplace Interaction Styles, David J. Burns
Consumer Alienation: Relationships With Marketplace Interaction Styles, David J. Burns
Association of Marketing Theory and Practice Proceedings 2014
Within today’s shopping environment where discretionary purchases are the norm, individuals’ purchasing activities are affected by the degree to which they interact with the marketplace. One factor which appears to affect the degree of interaction consumers have with the marketplace is the degree of consumer alienation experienced. When attempting to better understand consumer alienation, marketplace interaction styles (e.g., assertiveness and aggressiveness) appear to be an area of particular interest. Individuals with stronger feelings of alienation can logically be expected to possess marketplace interaction styles which differ from those of individuals who are less alienated from the marketplace. These relationships were …
Tech Readiness Optimism: Examining Its Significance In The Behavioral Intent To Use Ssts, Jon M. Martin
Tech Readiness Optimism: Examining Its Significance In The Behavioral Intent To Use Ssts, Jon M. Martin
Association of Marketing Theory and Practice Proceedings 2014
Extant research indicates a significant relationship between the optimism (OPT) of consumer technology readiness (TR) and the behavioral intent to adopt self-service technology (SST). Independent determinant regressions of the basic Technology Acceptance Model (TAM) indicate that tech optimism (OPT) combines with the consumer trait of age (AG) and the situational factors of wait time (WT) and crowding (CR) to explain 33% of the variance of the behavioral intention (BI) to adopt or use SST. When regressed independently with behavioral intention, tech optimism (OPT) (alone) explains over 20% of BI’s variance (Martin, 2012). This study further examines optimism (OPT) in an …
A Survey Of Employer Needs And Expectations From Business Programs At Higher Education Institutions, Tulay Girard, Krissa Weyant
A Survey Of Employer Needs And Expectations From Business Programs At Higher Education Institutions, Tulay Girard, Krissa Weyant
Association of Marketing Theory and Practice Proceedings 2014
The recent economic slowdown and changing nature of business environments have made it increasingly challenging and competitive for recent graduates to qualify for higher level positions. Higher education institutions continuously ask what employers are looking for in a newly graduated candidate. However, most do not exactly know the answers. Understanding the changing needs and expectations of employers has become a priority for higher education institutions to remain competitive in their markets. Academics also have to respond to these changes by understanding whether they prepare their students to meet the needs and expectations of employers. This exploratory study aims to understand …
Brand Engagement In Self Concept (Besc) Among Millennials In The United States, Neleen Leslie, Jaejin Lee
Brand Engagement In Self Concept (Besc) Among Millennials In The United States, Neleen Leslie, Jaejin Lee
Association of Marketing Theory and Practice Proceedings 2014
“We are what we have.” This argument was forwarded by Belk (1988) in his exploration of peoples’ use of material objects to form, reflect and reinforce their identities. This concept is one that continues to be explored today. This paper examines Brand Engagement in Self Concept (BESC), consumers’ tendency to include important brands in their self-concept. BESC has potential for furthering our understanding of consumer behavior as it provides even greater psychological insight into why and how consumers relate to brands. This will allow researchers and practitioners alike to better understand and predict consumer behavior in various contexts. This study …
Threatening Products And Threats To The Social Contract In Consumer Review Forums, Lindsay Larson, Luther T. Denton
Threatening Products And Threats To The Social Contract In Consumer Review Forums, Lindsay Larson, Luther T. Denton
Association of Marketing Theory and Practice Proceedings 2014
Suspicion regarding dishonest electronic word-of-mouth is a growing concern for online consumers. Individual consumers are occasionally seen acting as product review forum ‘watchdogs’ within the websites they visit; posting vigilante comments against reviews they perceive to be fraudulent. This study investigates consumer ‘watchdog comments,’ and the way in which ego-threatening product categories themselves may actually induce a prosecutorial mindset, leading to greater levels of suspicion towards positive online product reviews and the impulse to prosecute potential fraudsters. A content analysis of actual Amazon.com reviews and consumer commentary indicates that the occurrence of ‘watchdog comments’’ is more common within ego-threatening product …
Introducing The Super Consumer, Leisa Reinecke Flynn, Ronald E. Goldsmith
Introducing The Super Consumer, Leisa Reinecke Flynn, Ronald E. Goldsmith
Association of Marketing Theory and Practice Proceedings 2014
Who are our best consumers? One can imagine all sorts of businesses asking this question on a regular basis. The 80/20 rule, the heavy half, the high frequency and high spending consumers are traditionally the backbone of many successful brands or companies. Relationship marketing, a key element of modern marketing strategy, is the outgrowth of the interest in heavy users because of their importance in terms of revenue and potential word-of-mouth. However, who are these best consumers? The present study is motivated by a body of research on a constellation of consumer characteristics that reflect a unique consumption pattern we …
What Can Business Leaders Learn From Medical Misdiagnoses?, Mary F. Mobley, Micheal C. Mobley, James Grayson, Peter Basciano
What Can Business Leaders Learn From Medical Misdiagnoses?, Mary F. Mobley, Micheal C. Mobley, James Grayson, Peter Basciano
Association of Marketing Theory and Practice Proceedings 2014
Mistakes of diagnoses are often topics in medical schools, hospitals and medical practices. These errors can range from the minor and inexpensive to the harmful and costly. According to Johns Hopkins University researchers, devastating errors can lead to permanent damage or death for as many as 160,000 patients yearly. Diagnostic errors, however, may be becoming more preventable as many health-care providers are turning to a number of innovative strategies that are addressing the complicated web of errors, biases, and oversights. Included in innovative changes in medicine are the methods of managing patients’ records through electronic means. These modernizations are often …
Consumer Personality And Small Business Brand Loyalty, Perry Haan, Annette M. Wolf
Consumer Personality And Small Business Brand Loyalty, Perry Haan, Annette M. Wolf
Association of Marketing Theory and Practice Proceedings 2014
The general business problem of this study is fiftyone percent of all American small businesses fail within their first 5 years (Small Business Administration Office of Advocacy, 2013). The specific problem to be addressed in this proposed study is small businesses lack entrepreneurial knowledge of best marketing practices (McCartanQuinn & Carson, 2003; Cressy, 2006; Walsh & Lipinski, 2009) of the dynamic interplay of consumer personality and brand personality to fuel improved small business survival via improved consumer brand loyalty. Apparent within the problem is the necessity for small businesses to strategically manage the personology of their consumers for optimum marketing …
Investigating Consumer Perceptions Of Purchase Shares For Private-Label Brands And Demographics: A Study Of The Great Value Brand, Musa Pinar, Paul Trapp, Tulay Girard
Investigating Consumer Perceptions Of Purchase Shares For Private-Label Brands And Demographics: A Study Of The Great Value Brand, Musa Pinar, Paul Trapp, Tulay Girard
Association of Marketing Theory and Practice Proceedings 2014
Over the past several decades, private-label brands have emerged to have a strong presence on retailer shelves around the world, being especially prevalent in Europe (Queck 2009) and also becoming increasingly common in the United States (Gerlock 2013). For both retailers and consumers, the reasons behind the success of private-label brands are quite compelling. For retailers, private-label brands offer better margins than national manufacturer brands, greater negotiating power with manufacturer brands, and higher customer loyalty for the retailer (Ailawadi, Pauwels, & Steenkamp 2008). For consumers, these brands offer high quality at very competitive pricing relative to national manufacturer brands. The …
Building An Innovation Strategy, Elizabeth Cruickshank, Perry Haan
Building An Innovation Strategy, Elizabeth Cruickshank, Perry Haan
Association of Marketing Theory and Practice Proceedings 2014
This non-empirical paper describes the innovation strategy for Aetna, Inc. This company is a national managed care organization, and although it is already large in scope, it operates more like a government agency rather than an innovative organization (Schack, 2000). This paper will highlight the theories, or ingredients, of innovation strategy, followed by an explanation of how the theories support and help in the creation and application of the recommended innovation strategy for Aetna. This paper also describes the organizational design model that drives innovation, the processes that enable innovation, and the success factors necessary for people to develop and …
Influence Of Relationship Marketing Underpinnings On Egyptian Hotel Customer's Satisfaction And Loyalty, Ahmed I. Ghoneim, Amira S. Ahmed
Influence Of Relationship Marketing Underpinnings On Egyptian Hotel Customer's Satisfaction And Loyalty, Ahmed I. Ghoneim, Amira S. Ahmed
Association of Marketing Theory and Practice Proceedings 2014
This study seeks to examine relationship marketing as influenced by service provider's attributes and resulting in customer's satisfaction and loyalty within the Egyptian hotel industry. A conceptual model linking service provider's attributes to relationship marketing underpinnings and the latter to relational outcomes defined as customer's satisfaction and loyalty, was tested using structural equation modeling (SEM) on a sample of 279 hotel customers in Sharm El-Sheikh, Egypt. The results showed that service provider's competency significantly influences relationship marketing underpinnings. On the other hand, the influence of service provider's appearance on customer's perception of commitment and conflict is not supported. Further, relationship …
Moderating Effects Of Service Guarantee, Service Relationship, And Perceived-Risk On Customer Satisfaction, Kungpo Tao
Moderating Effects Of Service Guarantee, Service Relationship, And Perceived-Risk On Customer Satisfaction, Kungpo Tao
Association of Marketing Theory and Practice Proceedings 2014
Customer satisfaction has been one of the most frequently used terms in marketing. With the benefits of customer satisfaction, service providers can save more costs doing customer retention and advertising. Premium pricing, for example, is also the benefit derived from the service’s buffering effect. In service industry, service guarantee and building up service relationship with customers are very common and useful strategies to gain customer satisfaction. Due to the growing competitive industry, marketers have made efforts building the customer-service relationship in order to attract new customers and secure existing relationships with customers. After experienced a service delivery or consumption, customers …
Understanding The Competitive Environment Of Nonprofit Organizations: A Resource-Advantage Theory Approach, Omer Topaloglu, Robert E. Mcdonald
Understanding The Competitive Environment Of Nonprofit Organizations: A Resource-Advantage Theory Approach, Omer Topaloglu, Robert E. Mcdonald
Association of Marketing Theory and Practice Proceedings 2014
Competition in the nonprofit sector has dramatically intensified in the past two decades as a result of the increased number of nonprofit organizations (NPOs), decreased and diffused governmental support, and entry of for-profit companies into markets that are traditionally the domain of nonprofits. In an attempt to enhance the understanding of the nonprofit competition, the authors adapt a general theory of competition to commercial nonprofits, those that generate external benefits by commercial activities. Applying resource-advantage (R-A) theory, a dynamic theory of competition adapted from the business literature, we discuss how these entities can leverage their various resources in order to …
Exploring Impact Philanthropy, Altruistic, Hedonic, And Egoistic Motivations To Support Animal Causes, Clinton Amos, Gary R. Holmes, Anthony T. Allred
Exploring Impact Philanthropy, Altruistic, Hedonic, And Egoistic Motivations To Support Animal Causes, Clinton Amos, Gary R. Holmes, Anthony T. Allred
Association of Marketing Theory and Practice Proceedings 2014
Due to unpredictable economic turbulence, it is imperative that nonprofit organizations understand and implement segmentation practices to better target donors to maintain continual growth in donations. While such strategies are well implemented in for-profit arenas, non-profit organizations still lag behind in the implementation of segmentation and targeting practices. The targeting of donors by nonprofit organizations tends to be unfocused and sporadic at best. Early research on the practice of segmenting potential donors suggest that nonprofit firms should resist profiling their existing donors based upon demographic characteristics alone and should rely on examining demographic variables in relation to meaningful motivational forces. …
Rugby As A Growth Model For College Marketing, Nicolas P.E Whitrow, Justin M. Hickey, James W. Satterfield, Michael G. Godfrey
Rugby As A Growth Model For College Marketing, Nicolas P.E Whitrow, Justin M. Hickey, James W. Satterfield, Michael G. Godfrey
Association of Marketing Theory and Practice Proceedings 2014
The purpose of this paper is to suggest a model for institutions to structure their rugby program in order to grow the brand name of an educational institution. The strategy outlined in the paper promotes the use of the sport of rugby union to reach foreign markets that are otherwise not tapped. The international branding of U.S colleges generates source of funding and institutional recognition. A suggested model that could be transposed to other non-school sponsored sports in order to reach the intended market, is preceded by a brief outline and examination of the current common structuring that institutions use …
The Transformation Of The Supply Chain Manager, Dave Mcmahon, Stephen A. Lemay, Jeffery A. Periatt
The Transformation Of The Supply Chain Manager, Dave Mcmahon, Stephen A. Lemay, Jeffery A. Periatt
Association of Marketing Theory and Practice Proceedings 2014
This research examines the transformation of the job of supply chain manager. This involves an analysis of the activities of this position, the competencies needed, what the job requires, and the training that is needed. Suggestions on how to develop and provide training are discussed. This research was funded by CSCMP.
Atmospheric Music In The Nba Servicescape: Fan Involvement, Team Loyalty, Consumer Attitudes And Emotional Responses, Crystal Southall, Richard M. Southall
Atmospheric Music In The Nba Servicescape: Fan Involvement, Team Loyalty, Consumer Attitudes And Emotional Responses, Crystal Southall, Richard M. Southall
Association of Marketing Theory and Practice Proceedings 2014
Within the domain of entertainment and leisure services, sport is a unique experiential service-product. Further, sport consumer behavior has changed dramatically, as advances in technology have decreased barriers to and increased the scope of sport consumption. Sport consumers can now watch live, delayed, or recorded sport events when and where they choose. Therefore, sport organizations must focus on sustainability through the creation of a competitive advantage in the staging of live sport events. Given that the NBA product is consumed within an increasingly stimulating consumptive landscape (Andrews, 2006), this study sought to examine the relationship between NBA fans’ involvement, home-team …