Business Commons^™

2015 February, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for February of 2015.

Asia Marketing Journal

Asia Marketing Journal

No abstract provided.

The Contingent Effect Of Marketing Alliances On Firm Profitability, Jongkuk Lee

Asia Marketing Journal

Forming interfirm collaborative relationships has become a key aspect of a firm’s marketing strategies to create value for customers and achieve greater firm performance. While empirical findings are mixed in previous studies, this study is an effort to identify boundary conditions for the benefits of marketing alliances. We investigate internal and environmental factors that may magnify or constrain the effect of marketing alliances on firm profitability. Given the complementary relationship between marketing and R&D activities, we focus on a firm’s R&D intensity as an internal factor that may magnify the value of marketing alliances for firm performance. For environmental factors, …

Sales People As Emotional Laborers, Jungkun Park, Weon Sang Yoo, Brian Rutherford

Asia Marketing Journal

Ever since Hochschild (1983) introduced the concept of emotional labor in the workplace, it has constantly interested researchers due to its impact on employees’ well-being as well as organizational outcomes. However, a thorough understanding of emotional labor and its relationship with various outcomes in sales people is not yet realized. In a systemic approach to the concept using quantitative methods is still necessary. The present study treats emotional labor as two factors (e.g. emotive dissonance and emotive effort). The psychological and behavioral outcomes of each sub-construct of emotional labor are investigated within a parsimonious framework. The findings suggest that emotional …

Event Valence Matters, Hyejin Lee, Jinhee Choi

Asia Marketing Journal

Previous research has revealed that people feel past target events are more distant when they recall more intervening events, event markers, that are both accessible in memory and perceived to be related to that target event (Zauberman, Levav, Diehl, and Bhargave 2010). This phenomenon was called the systematic effect of event markers (SEEM). In this research, we explore the moderating effect of the valence of the target event on SEEM and suggest the difficulty of recalling event markers as the possible mechanism. Study 1 shows that SEEM mainly occur when the valence of the target event is negative rather than …

A Case Study Of Hyundai Motors, Myounghwa Choi, Yoonseo Lee, Kay Ryung Koo, Lee

Asia Marketing Journal

As more companies become interested in global markets, it has become crucial for firms to create globalized brands whose positioning, advertising strategy, personality, looks, and feel are consistent across nations. The purpose of this study is to investigate the global branding strategy of the Hyundai Motor Company (hereafter HMC) in order to show how the company processes its branding strategy.
HMC, one of the leading global companies in the automobile industry, set up its brand identity as “Modern premium”, in alignment with their new slogan “New Thinking New Possibilities”, in 2011. The aim of the “Modern premium” concept was to …

Aekyung : Design Innovation On New Product Development, Changjo Yoo, Kyungdo Park, Yeonjin Cho

Asia Marketing Journal

Because of fierce competition, the importance of product design has been emphasized. In this case study of Aekyung, we mainly focus on this company’s efforts to incorporate design innovation into new product development process. Their efforts on innovative product design turn out to be rewarding as the sales and market share soar. Through this case, we try to identify what aspects of Aekyung’s efforts lead to the better and more innovative product design.

The Effect Of Congruency And Familiarity Of Background Music In Tv Advertising On The Music’S Role As A Retrieval Cue, Insuk Hwang, Hwa-Kyung Kim

Asia Marketing Journal

Assuming that not all background music in advertising function as effective retrieval cues for the advertised messages, this study proposes that we should be able to distinguish the retrieval cue effect of music from the simple ad exposure effect. This study tries to identify which specific characteristics of music are related to the retrieval cue effect. Our experiment focuses on congruency and familiarity of music as key characteristics of music which affect the effectiveness of the music’s role as a retrieval cue for the advertised messages.
We used four groups of subjects to test the retrieval cue effect of the …

2016-January-30-Bfa Alum Matthew Jessie's Photographs Featured In Several Publications.Pdf, College Of Arts And Sciences, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Art & Design photography alum Matthew J. Brown's project Orientation is currently featured in Ain't Bad Magazine. Brown's work examines institutional environments and the academic culture of East Tennessee State University. His photographs address how students, faculty and staff indirectly interact with, and conform to, a variety of campus spaces as well as depicting how the spaces are utilized and re-purposed.

For more information on the artist's work please follow this link:
http://www.aintbadmagazine.com/article/2016/01/30/matthew-j-brown/

2015-01-29-Etsu-Based Journal Shines Spotlight On Health Sciences Education, University Marketing And Communications, East Tennessee State University

Accent [newsletter]

No abstract provided.

2015-01-29-Etsu To Observe Black History Month, University Marketing And Communications, East Tennessee State University

Accent [newsletter]

No abstract provided.

2015-01-29-Dr. Heather Killmeyer, University Marketing And Communications, East Tennessee State University

Accent [newsletter]

No abstract provided.

2015-01-29-Music Department To Host Residency With Composer Alice Parker, University Marketing And Communications, East Tennessee State University

Accent [newsletter]

No abstract provided.

2015-01-29-Martin School Of Arts Announces Spring 2015 Season, University Marketing And Communications, East Tennessee State University

Accent [newsletter]

No abstract provided.

2015-01-29-Enjoy A Group Fitness Class Today!, University Marketing And Communications, East Tennessee State University

Accent [newsletter]

No abstract provided.

2015-01-29-Colorful Sculpture Installed In Sherrod Library, University Marketing And Communications, East Tennessee State University

Accent [newsletter]

No abstract provided.

2015-01-29-Faculty Co-Author Articles On Undergraduate Public Health Education, University Marketing And Communications, East Tennessee State University

Accent [newsletter]

No abstract provided.

2015-01-29-Human Resources Video Series Aims To Start Conversations, University Marketing And Communications, East Tennessee State University

Accent [newsletter]

No abstract provided.

2015-01-29-Meet Etsu's New Director Of Veterans Affairs, University Marketing And Communications, East Tennessee State University

Accent [newsletter]

No abstract provided.

2015-01-29-Study: Parental Education A Predictor Of Adolescent Obesity, University Marketing And Communications, East Tennessee State University

Accent [newsletter]

No abstract provided.

2015-January-29-Kilaru: Bioenergy, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-January-29-A Literary Activist, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Evaluating Educational Practices For Positively Affecting Student Perceptions Of A Sales Career, Shannon Cummins, James W. Peltier, Nadia Pomirleanu, James Cross, Rob Simon

Marketing & Entrepreneurship Faculty Publications

Despite demand for new graduates seeking a sales position, student reticence toward pursuing a sales career remains. While all students will not choose a sales career, diminishing the existence of sales-related misconceptions among the student population should establish sales as a viable career path for a larger number of students. We test six educational interventions in large Principle of Marketing classes from three different universities (n = 1,355) to help identify educational practices for reducing student reticence toward a career in sales. Our results show that while all six educational approaches raise students’ perceptions and interest in a selling …

2015-January-27-Etsu Among Hosts Of Free Community Health Forum, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-January-26-Etsu Public Safety Knows 'Seatbelts Are For Everyone', University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-January-24-Burns Night Dinner To Benefit Thomas G. Burton Scholarship, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-January-23-Natural History Museum To Host Darwin Day Observance, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-January-23-36th High School Honor Bands Festival Coming To Etsu, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-January-23-'Reinvention', University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-January-23-Pianist Spencer Myer To Perform At Etsu, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.