Business Commons^™

A Conceptual Framework For Valuating Airline Frequent Flyer Program Miles, Yi Gao

International Journal of Aviation, Aeronautics, and Aerospace

Frequent flyer programs of airlines have gradually evolved into a multi-billion dollar business over the years. Valuing frequent flyer program miles accurately and fairly has its practical implications both for airlines and members of frequent flyer programs. As a ground-breaking academic study dedicated to airline loyalty programs, this study aims to build a conceptual framework to guide the valuation of miles. Through comparing required miles for different award types with their equivalent cash prices, this study has successfully addressed the purchasing power of AAdvantage miles of American Airlines when they are used for award redemption. Not only can this study …

Homesense, Ashwaq Al Khalil, Brian Aebi, Mitesh Dedhia

Engineering and Technology Management Student Projects

HomeSense is a proposed new smart home monitoring solution by Honeywell Inc and will be part of the Resideo smart home brand. This marketing plan for HomeSense will describe the problem we are solving, the solution, our target market, our ideal customer, and go to market strategy.

Based on market research, we have identified the residential market to be the most suitable market to launch the product. Currently there are only two solutions in the residential market for utility monitoring and those are only focused on energy consumption. HomeSense provides additional capabilities beyond the existing solutions to the residential market …

Entrepreneurial Proposal: Virtufit, Hannah Link

Honors Senior Capstone Projects

No abstract provided.

The Impact Of Gender Diversity And Tokenism On The Attractiveness Of An Organization, Lilly Thuma

Undergraduate Honors Thesis Collection

The purpose of this study was to look at how variations in the gender diversity of the top management team of an organization will influence the perceived attractiveness and advancement opportunities job applicants see in the organization. College students reviewed a job posting that displayed three variations of gender diversity on the top management team (equal gender representation, all male gender diversity, and token female gender diversity), and either included or lacked a statement about the organization’s commitment to hiring a gender diverse work force. Participants reviewed the information about the job and then completed a questionnaire assessing the organization’s …

Performance Appeals, Environmental Knowledge, And Emotions For Green Advertising, Dooyoung Choi, Ha Kyung Lee

STEMPS Faculty Publications

This study aims to investigate the effect of the green performance appeals in an advertisement on purchase intentions, which are mediated by anticipated positive emotions (i.e., happiness and hope). This study also explores that the mediation model is moderated by individuals’ environmental knowledge. Three experimental conditions were utilized in which three types of green performance appeals (before, after, before–after appeal) were presented in the advertisement of a mock denim brand. Web-based online survey data (N = 201; Amazon MTurk) were analyzed by using ANOVA and PROCESS procedure using SPSS 23.0. The results of this study indicated that when the green-message …

Cognitive And Affective Scarcities And Relational Abundance: Lessons From The Confluence Of Extreme And Chronic Scarcities In Subsistence Marketplaces, Madhu Viswanathan

Marketing & Business Law Faculty Works

Research on subsistence marketplaces provides a number of insights about extreme and chronic resource scarcity as well as intangible scarcities in cognitive and affective realms. These insights have been developed from a variety of sources—quantitative and qualitative research, as well as education for communities and for students through a symbiotic academic-social enterprise. These insights are juxtaposed with extant work on scarcity in consumer research, to derive implications for future research and stimulate thinking on a broad variety of scarcities. Our holistic deep dive into extreme scarcity and its multiple dimensions from the perspective of consumer behavior has much to offer …

"Thanks For The Free Products! #Ad": The Effects Of The Number Of Followers And Sponsorship Disclosures On The Credibility Of Instagram Influencers, Allison Renee Cox

Theses and Dissertations

Instagram influencers regularly promote products for brands. Some influencers follow Federal Trade Commission rules on advertising disclosures, such as putting "ad" or "sponsored" in a visible line of text, whereas others do not. Disclosures alert users that they are viewing an ad. Many social media users view influencers as authentic, trusted information sources, so it is important they are aware when viewing paid ads. How disclosures affect source credibility remains unclear. This study used 2 x 2 factorial design to evaluate the roles of two possible credibility enhancing factors: number of followers and advertising disclosures. Instagram users (N = …

Saving The Earth One Diaper At A Time: How Diapers Became A Social Media Success Story, Michal Strahilevitz, Jason Graham-Nye, Rowan Parkinson

School of Economics and Business Administration Faculty Works

No abstract provided.

On Effectuation And Networks: Three Essays On Their Mutuality, Jon Kerr

Theses and Dissertations (Comprehensive)

The notion of co-creating opportunities positions effectuation as both a network-driving and network-dependent phenomenon. On one hand, networks are products of relational interactions and, therefore, artefactual outcomes of effectual processes. On the other hand, it would seem that understanding networks and network processes is essential to understanding effectuation. Although past research acknowledges this mutuality, recent discourse highlights that our understanding of the relationship between effectuation and networks is far from complete. In this dissertation, I address this knowledge gap through three essays positioned at the interface of effectuation and network theory.

In the first essay, my systematic literature review synthesizes …

Hard Work Beats Talent, Unless Talent Works Hard: Exploring The Relationship Between Self-Efficacy And Sales Performance, Mohammad Sakif Amin

Graduate Theses, Dissertations, and Problem Reports

Current research in sales suggests that salesperson self-efficacy, which is a person’s belief about his/her ability to achieve a desired level of performance in a given task, affects sales performance positively. The logic behind this positive effect is that people who exhibit a high level of self-efficacy have increased motivation and thus exert increased efforts towards completing a task. Research in psychology, however, suggests that there can be a downside to self-efficacy. Drawing on perceptual control and ego depletion theories, this dissertation explores two possible dark side effects of self-efficacy in a sales context: (1) decreased salesperson effort engendered by …

Three Essays On The Effect Of Pain-Of-Payment On Consumers' Financial Decisions, Farnoush Reshadi

Graduate Theses, Dissertations, and Problem Reports

In the past few years, we have witnessed a growing level of consumer debt. Although being in debt increases consumers’ stress and reduces their financial well-being, many consumers still take on high levels of debt and hold on to it even when they have financial resources to pay off the debt. Thus, it is of utmost importance to study factors that may influence consumers’ debt repayment. In this dissertation, I study consumers’ debt repayment behavior through the lens of the double-entry mental accounting theory (Prelec and Loewenstein 1998). This theory argues that consumers’ debt repayment behaviors are driven by pain-of-payment--negative …

Listening In: Investigating Social Media Activity In The Streaming Service Industry, Kara M. Macdonald

Honors Theses and Capstones

In this paper, we examine the social media activity surrounding three different brands (Hulu, Netflix, and Disney+) using two different and complimentary techniques. In Study 1, we use a popular social listening tool to examine quantitative data of different kinds including the share of voice of these brands as well as the major geographic markets and languages associated with these brands' social media activity. These are three of the biggest brands in the over-the-top (OTT) industry and all three of these companies offer streaming services that are highly popular with consumers around the world. To get a better sense of …

The Effect Of University Sales Education On The First After-College Sales Job, Ilya Feldman

Honors Theses and Capstones

This research investigates the relationship between the amount of sales education and the job performance of the recent UNH graduates on the first after-college sales job. The overarching hypothesis suggests that more sales education leads to better sales job performance. The results of the research found this correlation to be positive and significant. Also, this research found that job performance indicators that are affected the most significantly by the amount of sales education are confidence, passion, commitment, and on-target earnings. Moreover, it identifies the categories of sales education that were determined to be the most crucial in better first after- …

An Analysis Of The Asymmetric Effect Of Fiscal Policy On Economic Growth In Pakistan: Insights From Non-Linear Ardl, Ibrar Hussain, Muhammad Rafiq, Zahoor Khan

Business Review

This paper evaluates the current state of monetary and non-monetary rewards systems in place in the UK banking sector in an attempt to identify reasons for the preference of monetary rewards over non-monetary rewards. Data was collected from two banks, LLOYDS TSB and Royal Bank of Scotland. The selection of these two banks emanates from their recent bonus crises and the fact that they are both part nationalised, hence the need for a prudent reward system. Questionnaires were used to obtain data and the Evidence Based Reward Management (EBRM) methodology was used to highlight the effectiveness as well as the …

Project Management Maturity In Pakistan: An Empirical Investigation, Syed Ahsan Mustaqeem, Rameez Khalid, Syed Irfan Nabi

Business Review

This research assesses the current level of PMM in Pakistan, evaluates the gaps in the prevalent project management practices and formulates a framework to improve PMM level in Pakistan. 123 Pakistani organizations were assessed for their levels of PMM and project performance using standard project management maturity models. The average PMM level in Pakistan was found to be 2.32 (on the scale of 1 to 5) and only 24% of the projects carried out were found to be successful. This means that the prevalent project management practices are not yet fully institutionalized. Furthermore, project management training, use of project management …

Deciphering Brand Loyalty Through Brand Association And Emotional Confidence, Amber Gul Rashid, Wajid Hussain Rizvi, Huma Amir

Business Review

This paper investigates the influence of emotional confidence and brand association on brand loyalty and whether there is a statistically significant difference in the brand loyalty of consumers having low or high emotional confidence. Data was collected outside fast food restaurants across Karachi using systematic sampling. Every fourth person exiting the restaurant was approached to fill a questionnaire. The data was analyzed using structural equation modelling. The results suggest that both brand association and emotional confidence have a statistically significant influence on brand loyalty. The variance explained in brand loyalty was higher when emotional confidence was included in the model. …

A Theories-In-Use Approach To Building Marketing Theory, Valarie A. Zeithaml, Bernard J. Jaworski, Ajay K. Kohli, Kapil R. Tuli, Wolfgang Ulaga, Gerald Zaltman

Research Collection Lee Kong Chian School Of Business

This article’s objective is to inspire and provide guidance on the development of marketing knowledge based on the theories-in-use (TIU) approach. The authors begin with a description of the TIU approach and compare it with other inductive and deductive research approaches. The benefits of engaging in TIU-based research are discussed, including the development of novel organic marketing theories and the opportunity to cocreate relevant marketing knowledge with practitioners. Next, they review criteria for selecting research questions that are particularly well-suited for examination with TIU-based research. This is followed by detailed suggestions for TIU research: focusing on developing new constructs, theoretical …

An Econometric Evaluation Of Localism And Other Potential Success Factors In California’S Craft Brewing Industry, Connor Sinclair

CMC Senior Theses

As growth of the American craft brewing industry slows and smaller firms account for a greater proportion of expansion, I test whether traits that are indicative of smaller firms have an effect on brewery success. I hypothesize that firms which utilize localist strategies such as geographical branding, use of local ingredients, charitable giving, and/or sustainable practices are more successful than others and therefore produced more barrels of beer in 2017. To test my hypothesis, I estimate ordinary least squares regressions with robust standard errors using data collected from the Brewers Association and the websites of 362 California craft breweries. I …

Anime And Manga Fandom In The 21st Century: A Close-Up View, Chiquan Guo, Chengyan Zeng

Marketing Faculty Publications and Presentations

Anime (animated films) and manga (comic books) fans are easily misunderstood and can even face prejudice. In fact, they are considered nerds or weirdoes in the eye of many people. This is an unfortunate happenstance for two simple reasons. First, it is a gross misperception of fans, which is fundamentally unfair to them. Second, with a growing fan base, this ever-expansive population presents ample opportunities for businesses. However, any biased view toward those fans may likely hinder marketers' efforts to serve them in an effective manner. We would like to show people what anime and manga fans are all about. …

Explaining Customer Loyalty To Retail Stores: A Moderated Explanation Chain Of The Process, Arturo Z. Vasquez-Parraga, Miguel Sahagun

Marketing Faculty Publications and Presentations

This chapter reassesses the process of how store customers become loyal to their stores; what are the core subprocesses generating customer store loyalty, and what contributing moderators enrich the final outcome. A new empirical research is designed to identify and test a parsimonious model of core relationships and moderators. The result is an explanation chain that incorporates relational variables, trust, and commitment to the traditional transactional one, customer satisfaction, and the moderating factors of the relational variables. The findings reveal that 1) customer commitment is the major contributor of explanation to true customer loyalty, significantly more than the contributed explanation …

Revisiting The Beneficiaries Of The Scotus Ruling Striking Down Paspa, Sam Fullerton, Ronald Dick, Michael Mccall

Association of Marketing Theory and Practice Proceedings 2020

A Supreme Court ruling in 2018 essentially rendered restrictions on sports gambling to run counter to states’ rights, thus in conflict with the Constitution of the United States. As a consequence, 13 states and the District of Columbia now have legalized sports gambling. Initial research into the consequences of this ruling identified 12 potential beneficiaries. Subsequent research entailing an assessment of new literature and a survey of executive opinion involving a number of marketing executives who work within the field of sports marketing expanded the findings from the earlier study. This extension of the preliminary study found 14 beneficiaries rather …

Factors Impacting One’S Self-Classification Into One Of The Five Categories Of A Typology Delineating Green (And Not So Green) Consumers, Sam Fullerton, Tammy Mccullough, Estelle Van Tonder

Association of Marketing Theory and Practice Proceedings 2020

A sample of 1,243 adult residents of the United States provided insight into an array of issues germane to sustainability. Upon completing a 65-question survey on sustainability, each respondent placed themselves in an eco-group that they felt best corresponded to their own behavior and attitudes towards the task of keeping the planet green for ourselves, and perhaps more importantly, for our posterity. The five groups ranged from the eco-destroyer to the eco-warrior. Within the survey, each respondent provided their opinions regarding seven multi-item scales that primarily addressed green issues; some scales addressed business behavior while others addressed issues such as …

The Big Era Of Podcasting: A Timely Examination Of Advertisements In Popular Podcasts, Kristine Johnson, Marilena O. Vilceanu, Erika P. Solis, Kailey C. Bertelson

Association of Marketing Theory and Practice Proceedings 2020

No abstract provided.

Understanding Student Perceptions Of Their Personal Branding In Higher Education, Musa Pinar, Tulay Girard

Association of Marketing Theory and Practice Proceedings 2020

Please see attached for an formatted extended abstract

Panel: Changing Expectations From Department Chairs In The Dynamic Environment Of Higher Education, Ismet Anitsal, Melek Meral Anitsal, Michael Latta, David J. Burns

Association of Marketing Theory and Practice Proceedings 2020

The dynamic environment of higher education defines and redefines roles of faculty and administrators. Department chairs have a unique position in colleges as they are part of the faculty as well as administrators. Expectations from department chairs include a long list of activities. They have to deal with a variety of tenured and tenure track faculty at different levels, such as instructors, senior instructors, assistant, associate, full professors, and per-course faculty (adjuncts). Students are another group for them to manage, including undergraduate, graduate students with different concentrations, majors and minors as well as transfer, study-away, study abroad students besides graduate …

Consumer Response To Foundations And Firms When Firms Own Or Sponsor A Foundation, Amanda Swift, Ismail Karabas

Association of Marketing Theory and Practice Proceedings 2020

No abstract provided.

Can Social Media Marketing Effects Be Sustained?, Manisha Mathur

Association of Marketing Theory and Practice Proceedings 2020

The social media strategies have changed the landscape of customer-firm associations. Yet, little is understood about the sustained effects of social media, particularly on firm performance. This research examines the extent to which social media plays a key role in the development of branding and marketing strategies that lead to sustained competitive advantage. We use econometric modeling to determine whether a brand’s performance remains stable with the extended implementation of social media marketing and how long the effect of social media is beneficial for a firm. The results yield significant implications for both marketing theory and practice.

The objective is …

Are Eco-Friendly Cars More Favorable? An Exploratory Study Of Attitude Toward Eco-Friendliness Among Multiethnic Consumers In The U.S., Meng Tian, Sindy Chapa, Michael Walsh, Nicholas Kjaerholt, Ailin Xia

Association of Marketing Theory and Practice Proceedings 2020

Between technological developments in the car industry and increasing interest in eco friendly products among consumers, eco-friendly cars are gradually entering consumers' sights. This study examines the factors that influence consumers’ attitudes toward the adoption of eco-friendly cars. This study conducted an online survey with a sample (N = 3,191) collected through a national panel (Dynata). The results demonstrate that consumers’ concern about environmental sustainability and attitude towards environmentally friendly products impact consumers’ attitudes toward eco-friendly cars. It was also found that consumer’s level of collectivism positively influence their attitude toward environmentally friendly products. Further, the results showed consumers’ attitudes …

The Effect Of Use Of Text Messaging On Soccer Fans’ Behavior (The Case Of Iranian Professional League-Persian Gulf League), Reza Mohammadkazemi Dr., Saeed Kardar Dr., Mahnaz Pouriz Ms.

Association of Marketing Theory and Practice Proceedings 2020

The purpose of study is to identify the effect of mobile marketing on the Top Iranian Football Clubs fans’ behavior in 2019-2020 season. The statistical population are the spectators who had signed up in the fan online system and had watched one of games in the stadium. As an accurate number of the statistical population could not be determined, a statistical population of 396 was considered based on the Morgan’s table. In this study, the author collects data on the behavioral loyalty, attitudinal loyalty, and mobile marketing using survey. The cross-sectional regression estimation used to analyze the data. The findings …

A Conservation Marketing Toolkit: Systematic Literature Mapping, Microtargeting Conservation Easements, And Conservation Corridor Prioritization, Hannah Josie Leonard

Graduate Student Theses, Dissertations, & Professional Papers

In a changing world with limited resources for conservation efforts, conservationists, wildlife managers, and land managers must look for creative ways to realize conservation goals. A new wave of conservationists is investigating how other disciplines, namely psychology and marketing, might improve our ability to understand and change conservation-related human behavior. In this thesis, I review existing applications of “conservation marketing” and apply a subset to advance two specific conservation challenges. In Chapter 1, I present a systematic mapping of the conservation marketing literature to understand the lay of the land in how conservationists have already applied marketing techniques to conservation, …