Open Access. Powered by Scholars. Published by Universities.®

Business Commons™

Open Access. Powered by Scholars. Published by Universities.®

Marketing

Institution
Keyword
Publication Year
Publication
Publication Type
File Type

Articles 11071 - 11100 of 16692

Full-Text Articles in Business

2015-January-03-Joseph "J.T." Mcneil, University Marketing And Communications, East Tennessee State University Jan 2015

2015-January-03-Joseph "J.T." Mcneil, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Go to article

Building Relationships Through Integrated Online Media Platforms: Analysis Of Top 100 Global Brands, Wonsun Shin, Augustine Pang, Hyo Jung Kim Jan 2015

Building Relationships Through Integrated Online Media Platforms: Analysis Of Top 100 Global Brands, Wonsun Shin, Augustine Pang, Hyo Jung Kim

Research Collection Lee Kong Chian School Of Business

Many studies have examined organizations’ use of specific types of online media, but few studies have examined how organizations generate dialogues and develop relationships by using multiple online communication platforms. This study takes an integrated approach by examining how top global organizations incorporate brand Web sites, Facebook, and Twitter to cultivate relationships with stakeholders. Its findings suggest that those particular online media are used similarly, that is, more for information dissemination than user engagement and more for one-way than two-way communication. The findings also suggest that the types of products promoted can affect the way that organizations use different online …

Go to article

Dispersion Of Marketing Capabilities: Impact On Marketing’S Influence And Business Unit Outcomes, Michael T Krush, Ravipreet Sohi, Amit Saini Jan 2015

Dispersion Of Marketing Capabilities: Impact On Marketing’S Influence And Business Unit Outcomes, Michael T Krush, Ravipreet Sohi, Amit Saini

Department of Marketing: Faculty Publications

The marketing function of firms continues to evolve into many configurations, including the dispersion of marketing capabilities. This study evaluates the effects on the marketing function’s influence when marketing capabilities are dispersed across multiple boundaries. Using a sample of marketing executives, we study the effects of two forms of marketing capabilities dispersion: intra-organizational dispersion and inter-organizational dispersion. We examine the impact of these forms on marketing’s perceived influence within the firm. We also investigate marketing’s influence on customer responsiveness, along with three distal outcomes: marketing strategy implementation success, relationship portfolio effectiveness, and business unit performance. Our findings reveal that marketing’s …

Go to article

Being Good For Goodness Sake: The Influence Of Family Involvement On Motivations To Engage In Small Business Social Responsibility, Whitney O. Peake, Philip E. Davis, Marcus Z. Cox Jan 2015

Being Good For Goodness Sake: The Influence Of Family Involvement On Motivations To Engage In Small Business Social Responsibility, Whitney O. Peake, Philip E. Davis, Marcus Z. Cox

Faculty Publications

Small family and nonfamily firms are acknowledged to serve as important facilitators of social responsibility within their communities; however, both have received relatively little attention in the literature for these efforts or their motivation for undertaking them. Grounded in Enlightened Self-Interest (ESI) and intentions, we explore motivations for participation in socially responsible behaviors and the moderating effect of family involvement. We develop measures for small business social responsibility (SBSR), ESI, and SBSR intentions. Our analyses indicate positive direct effects exist for both SBSR intentions and ESI on engagement in SBSR. We find that family involvement strengthens the relationship between ESI …

Go to article

Required Donations: An Empirical Test Of Prospect Theory & Framing Of Per-Seat Contributions In Intercollegiate Athletics, Jason D. Reese, Brandon Brown, Gregg Bennett Jan 2015

Required Donations: An Empirical Test Of Prospect Theory & Framing Of Per-Seat Contributions In Intercollegiate Athletics, Jason D. Reese, Brandon Brown, Gregg Bennett

Faculty Publications

The purpose of this study was to examine how per-seat contributions are framed, and attempt to understand the effects of different price frames on consumer perceptions and behavior. In doing so, we apply prospect theory to explain how framing an outcome can change preferences and ultimately purchase behavior. The current study used an experimental design to determine which price frame most influences repurchase intentions, when considering three price tiers (e.g. low, moderate, high) determined in a pretest. Our results indicate the best way to increase purchase intentions when implementing per-seat contributions campaigns is to use the Combination price frame (i.e. …

Go to article

2015 Oklahoma Research Day Full Program, Northeastern State University Jan 2015

2015 Oklahoma Research Day Full Program, Northeastern State University

Oklahoma Research Day Abstracts

This document contains all abstracts from the 2015 Oklahoma Research Day held at Northeastern State University.

Go to article

Perspectives On Organization Of The Marketing Function In Higher Education, Susan Tams Jan 2015

Perspectives On Organization Of The Marketing Function In Higher Education, Susan Tams

Theses, Dissertations and Capstones

The current study was initiated to assess the organization of the marketing function in institutions of higher education and to measure the perceptions of higher education marketing officials about various aspects of marketing. The study is a modified replication of a study by Michael W. Mulnix (1996) and employed the questions developed by Mulnix to measure perceptions of current practitioners. Several demographic questions were added about the respondents and their institutions. An updated study is useful because of three categories of change in higher education since 1996: a) changes in the way higher education conducts its operations; b) changes in …

Go to article

Relational Behavior Of Leaders: A Comparison By Vocational Context, G. Ronald Gilbert, Robert C. Myrtle, Ravipreet S. Sohi Jan 2015

Relational Behavior Of Leaders: A Comparison By Vocational Context, G. Ronald Gilbert, Robert C. Myrtle, Ravipreet S. Sohi

Department of Marketing: Faculty Publications

Organizational researchers widely acknowledge that positive relational behavior is associated with leadership effectiveness. In this exploratory study, we seek to extend previous research examining contextual factors that influence leadership style based on the characteristics of person–vocation fit. Using information derived from a 360° assessment that included one’s top managers, peers, and subordinates (N = 934), we find that leaders working in settings that attract Holland’s Social (S) types demonstrate more positive relational behavior than those who work in Realistic (R) type work settings. Our research also indicates that the relationship between leadership style and perceived effectiveness varies based on …

Go to article

A Process Model Of Sport Fan Detachment, L. Martin, Michael M. Goldman Jan 2015

A Process Model Of Sport Fan Detachment, L. Martin, Michael M. Goldman

Sport Management

Within the field of sport marketing, scholarship to date has predominantly focused on the drivers of fan loyalty and allegiance, and the motivational aspects of fan behavior, at the expense of understanding the deterioration of the relationship between the sport consumer and sport team. Previous customer-brand relationship literature was integrated to propose and test a model of sport fan detachment. A qualitative study of lapsed season ticket holders was conducted to gain a deep understanding of the fan’s individual lived experience. The findings contribute a four-part sequential process of a breakdown trigger, iterative decline, disengagement incident, and exit phase, to …

Go to article

Why Is The Crowd Divided? Attribution For Dispersion In Online Word Of Mouth, Stephen He, Samuel Bond Jan 2015

Why Is The Crowd Divided? Attribution For Dispersion In Online Word Of Mouth, Stephen He, Samuel Bond

Faculty & Staff Scholarship

The widespread availability of online word of mouth (WOM) enables modern consumers to assess not only the opinions of others about products and services, but also the extent to which those opinions are consistent or dispersive. Despite longstanding calls for greater understanding of mixed opinions, existing evidence is inconclusive regarding effects of WOM dispersion, and theoretical accounts have relied primarily on the notion of reference dependence. Extending prior work, this research proposes an attribution-based account, in which consumer interpretation of WOM dispersion depends on the extent to which tastes in a product domain are perceived to be dissimilar, so that …

Go to article

Defining A Filipino Heritage Brand In The Digital Age, Paz Esperanza T. Poblador Jan 2015

Defining A Filipino Heritage Brand In The Digital Age, Paz Esperanza T. Poblador

Center for Business Research and Development

How does an undefined yet strong heritage human brand compete in this rapidly-evolving, social-media crazed, digital-marketing driven business environment? The fiercely competitive arena of the fashion industry, where artisanal apparel tends to be so quickly commoditized by imitators and aggressive competition from top-of-mind global mass-produced brands, is where Filipina designer Patis Tesoro has been thriving and surviving as a passionate serial entrepreneur for over four decades now. Regarded as The Grand Dame of Philippine Fashion, she has done her fair share in uplifting homegrown arts and crafts by meticulously creating unique pieces of textile, clothing, home decor, and fine art, …

Go to article

Order Of Entry Into Foreign Countries By Us Multinationals Since 1965: Role Of Psychic Distance Over Time And Across Sectors, Suresh Singh Jan 2015

Order Of Entry Into Foreign Countries By Us Multinationals Since 1965: Role Of Psychic Distance Over Time And Across Sectors, Suresh Singh

Management and Marketing Faculty Publications

Observations of internationalizing manufacturing firms, in the late seventies, revealed that the order in which firms enter foreign countries is influenced by psychic distance (perceived closeness based on factors such as culture, language and development level). Since then, the world has undergone rapid globalization and services have replaced manufacturing as the dominant sector of the world economy. To ascertain whether (a) psychic distance is still relevant and (b) industry sector impacts the relationship between psychic distance and order of entry, this paper analyzed the order of entry into foreign countries by US multinationals in manufacturing and services sectors since 1965. …

Go to article

Out Of The Building, Into The Fire: An Analysis Of Cognitive Biases During Entrepreneurial Interviews, Tianxu Chen, Mark Simon, Ph.D., John Kim, Brian Poploskie Jan 2015

Out Of The Building, Into The Fire: An Analysis Of Cognitive Biases During Entrepreneurial Interviews, Tianxu Chen, Mark Simon, Ph.D., John Kim, Brian Poploskie

New England Journal of Entrepreneurship

A major source of failure for new ventures is the entrepreneurs’ misunderstanding of the product-market fit. Recently, researchers have suggested that to get a better understanding of the product-market fit, entrepreneurs should “get out of the building” and interview many customers. This approach, while advantageous, is not without drawbacks. This article presents a conceptual model that incorporates the characteristics of “getting out of the building” to conduct customer interviews, and the biases that can arise to influence the entrepreneurs’ misjudgment of the product-market fit. We provide recommendations to overcome these biases.

Go to article

The Medical Tourism Index: Scale Development And Validation, Marc Fetscherin, Renee-Marie Stephano Jan 2015

The Medical Tourism Index: Scale Development And Validation, Marc Fetscherin, Renee-Marie Stephano

Faculty Publications

Medical tourism is an estimated $100 billion dollar industry. Despite the increasing number of people, companies and countries involved in medical tourism, we know very little about the key drivers and how countries are perceived as medical tourism destinations. The purpose of this paper is to present the Medical Tourism Index, a new type of country-based performance measure to assess the attractiveness of a country as a medical tourist destination. We followed a rigorous multi-steps scale development procedure by using four empirical studies based on 4995 respondents. The MTI is a multidimensional construct with 4 dimensions (country, tourism, medical costs, …

Go to article

Are There Whiter Shades Of Pale In Marketing The Ivory Tower? An Examination Of Differentiation In Institutional Public Service Announcements Through Content Analysis, Elizabeth Anne Wolfe Jan 2015

Are There Whiter Shades Of Pale In Marketing The Ivory Tower? An Examination Of Differentiation In Institutional Public Service Announcements Through Content Analysis, Elizabeth Anne Wolfe

Theses, Dissertations and Capstones

This study explored the public service announcements (PSAs) produced by institutions of higher education that competed in the National Collegiate Athletic Association’s 2013-14 postseason football bowl games. Utilizing content analysis and survey results, the researcher examined the level of content distinction between and within institutional groups based on athletic conference, Carnegie classification, total student enrollment, and primary target audience. The researcher also investigated the role the PSAs played in marketing campaigns conducted by the institutions and the additional marketing strategies used in those campaigns. The analysis showed limited distinction between institutional groups and little to no distinction within groups. Further, …

Go to article

The Effects Of Facial Cues On Consumer Judgment And Decision-Making, Fan Liu Jan 2015

The Effects Of Facial Cues On Consumer Judgment And Decision-Making, Fan Liu

Electronic Theses and Dissertations

This dissertation investigates the roles of facial cues in consumer behavior. Specifically, the research examines the effect of facial structural resemblance, facial expressions, and other perceptual cues—in both individual and group settings—on consumer judgment and decision-making. Essay 1 examines the influence of facial resemblance on consumers* product purchase likelihood. This effect is moderated by consumers* mental construal, such that the effect of increased facial resemblance on product purchase likelihood occurs among consumers with high-level construals but not among those with low-level construals. Results of three experimental studies show that increased facial resemblance among team members enhances the perceived entitativity of …

Go to article

Realignment Strategies In The Us Retail Industry During A Recessionary Time Dominant Themes, Trends, And Propositions, Manveer Mann, Sang Eun Byun, Yishuang Li Jan 2015

Realignment Strategies In The Us Retail Industry During A Recessionary Time Dominant Themes, Trends, And Propositions, Manveer Mann, Sang Eun Byun, Yishuang Li

Department of Marketing Faculty Scholarship and Creative Works

Purpose – The purpose of this paper is to examine the range of realignment strategies employed by retailers in the USA in response to the 2008 economic recession. Design/methodology/approach – Following the grounded theory approach, National Retail Federation News Briefs published between 2008 and 2011 were analyzed by sorting them into thematic categories and comparing trends in strategic decisions during the recession (2008-2009) and after the recession (2010-2011). Based on the emergent categories, propositions were developed to provide theoretical explanations of the findings. Findings – The authors found five thematic categories of realignment strategies: promotional, organizational, price, operational, and product …

Go to article

Digital Dreams: A Study Of Consumer Gaming Habits Among College Students, Judah Chezick Jan 2015

Digital Dreams: A Study Of Consumer Gaming Habits Among College Students, Judah Chezick

Honors Capstones

Capstone submitted as a graduation requirement for the BSU Honors Program.

Go to article

Creating A Business Plan For Thin Air Reflections, Savanah Thompson Jan 2015

Creating A Business Plan For Thin Air Reflections, Savanah Thompson

Honors Capstones

Capstone submitted as a graduation requirement for the BSU Honors Program.

Go to article

Attitude Of Chinese Students Towards Solar Pv Rooftop System Adoption, Steven E. Spicer, Yaqin Sun Jan 2015

Attitude Of Chinese Students Towards Solar Pv Rooftop System Adoption, Steven E. Spicer, Yaqin Sun

Undergraduate Review

With rising environmental concerns, China is more interested in Photovoltaic (PV) generation than ever before. Challenged by international trade limitations following antidumping investigation, and excess inventory following overproduction of panels and components in the last five years, China is actively expanding its domestic PV market, specifically the roof-top residential system. The motivation of this research is to understand the potential domestic market by examining the first hand data collected at Chinese universities. This research investigates students’ major concerns, prior experience, awareness, knowledge and attitude toward solar PV system. The results indicate 1) There is a promising future for solar PV …

Go to article

Marketing Ethics And Csr In Marketing: Research Challenges For The Next Decade, Gene R. Laczniak Jan 2015

Marketing Ethics And Csr In Marketing: Research Challenges For The Next Decade, Gene R. Laczniak

Marketing Faculty Research and Publications

No abstract provided.

Go to article

Culture And Chocolate Consumption In China: A Case Study Of The Launch Of A Brazilian Brand, Syed H. Akhter, Marcilio Machado Jan 2015

Culture And Chocolate Consumption In China: A Case Study Of The Launch Of A Brazilian Brand, Syed H. Akhter, Marcilio Machado

Marketing Faculty Research and Publications

No abstract provided.

Go to article

Mobile Security Tips To Help You Be Safe!, Connie Hancock, Glenn Muske Jan 2015

Mobile Security Tips To Help You Be Safe!, Connie Hancock, Glenn Muske

Community Vitality Initiative

No abstract provided.

Go to article

Finding The Time To Create A Social Media Strategy, Connie Hancock, Glenn Muske Jan 2015

Finding The Time To Create A Social Media Strategy, Connie Hancock, Glenn Muske

Community Vitality Initiative

No abstract provided.

Go to article

Essays On The Implications Of Specialty Review Websites’ Electronic Word-Of-Mouth (Ewom) On Firm Value And Consumer Perceptions, Robert Allen King Jan 2015

Essays On The Implications Of Specialty Review Websites’ Electronic Word-Of-Mouth (Ewom) On Firm Value And Consumer Perceptions, Robert Allen King

Electronic Theses and Dissertations

No abstract provided.

Go to article

Peering Into The Future: Three Essays On The Nascent Phenomenon Of Collaborative Consumption, Rebeca Dellegrazie-Perren Jan 2015

Peering Into The Future: Three Essays On The Nascent Phenomenon Of Collaborative Consumption, Rebeca Dellegrazie-Perren

Electronic Theses and Dissertations

The primary objective of this dissertation is to examine the theoretical and practical implications of the collaborative consumption phenomenon for individuals, businesses and society. To accomplish this goal, a research approach at three levels of analysis is used to explore how market institutions and consumer practices negotiate a social order that combines the social domain of peers with the economic domain of market exchange. The first essay of the dissertation approaches this objective from a macro level to examine how social order is produced and sustained through the systemic interactions of service firms and peers. This essay provides a framework …

Go to article

Essays On Sales Force Career Incentives, Somnath Banerjee Jan 2015

Essays On Sales Force Career Incentives, Somnath Banerjee

Electronic Theses and Dissertations

This dissertation uses game theoretic models in a principal-agent framework to study how firms optimally manage long term career related incentives for their sales people. When sales people put sales effort they face incentives not only from short term incentives like commissions and bonuses but also from long term rewards associated with progression in their career. In particular, sales people are often motivated to get promoted and avoid being laid off, to get selected to managerial positions and to form stronger relationships with customers so that they can bargain for higher wages in the future, respectively. Three different essays examine …

Go to article

Social Media Marketing Strategies To Engage Generation Y Consumers, Christopher Tingley Jan 2015

Social Media Marketing Strategies To Engage Generation Y Consumers, Christopher Tingley

Walden Dissertations and Doctoral Studies

Consumers of the Generation Y cohort, also referred to as Millennials, include approximately 75 million Americans who have significant purchasing power. These consumers access social media on a daily basis, but they often ignore advertisements that are targeted to them. Previous studies on social media marketing to Generation Y consumers have focused on consumer input but lacked data from marketing professionals. The purpose of this phenomenological study of social media marketers in the United States was to determine successful strategies to engage Generation Y on social media. The study's conceptual framework was attitude toward the ad. The data were gathered …

Go to article

Aligning Sales Promotion Strategies With Buying Attitudes In A Recession, Paulin Adjagbodjou Jan 2015

Aligning Sales Promotion Strategies With Buying Attitudes In A Recession, Paulin Adjagbodjou

Walden Dissertations and Doctoral Studies

Some managers lack an effective strategy for aligning sales promotion strategies with consumers' buying attitudes in a recession. The intent of this comparative design was to determine the most effective sales promotion strategy for sales improvement and business sustainability during a recession. The theories of (a) sales promotions, (b) consumer behavioral metrics, (c) price reductions, and (d) strategy in a competitive environment represented the theoretical framework that grounded and complemented this research. Using a confidential paper-based survey and random sampling method, preference data were obtained from 287 consumers in retail stores located in a city in the southern United States. …

Go to article

Exploring Consumers' Experiences With Corporate Greenwashing, Mark Emerson Wood Jan 2015

Exploring Consumers' Experiences With Corporate Greenwashing, Mark Emerson Wood

Walden Dissertations and Doctoral Studies

Greenwashing means the advertisement of goods and services that are alleged to be of benefit to the environment, and is a phenomenon that persists as an advertising tactic in corporate marketing. Research has found that consumers are distrustful of greenwashing, as many claims of eco-friendly products have been shown to be false. This crisis of confidence recalls scandals of the past decade related to insider trading, price fixing, and lack of corporate social responsibility placing the brand equity of major corporations at risk. Given a limited understanding among corporate leaders of consumers' experiences with greenwashing, the purpose of this phenomenological …

Go to article

First Prev Next Last