Business Commons^™

The Role Of Social Marketing In Salt Reduction, Michael Barry

Theses

More people die from cardiovascular disease than any other cause in Ireland (Department of Health, 2013). A direct correlation exists between high salt intake and high blood pressure and ensuing cardiovascular diseases (He and MacGregor, 2010). This thesis focuses on the use of social marketing to educate people on the dangers of high salt intake with the eventual aim of making recommendations to aid in the reduction of high blood pressure. In-depth interviews were conducted with twelve leading personnel from salt reduction and social marketing fields. All interviewees reached similar conclusions suggesting that salt reduction as a health issue needs …

Analysis Of The Current Public Relations Practices Within The Irish Luxury Hotel Sector And The Importance Of These Practices To The Industry., Aoife Ducatta Lohse

Theses

The purpose of this study was to investigate the current knowledge, importance and application of public relations within Irish Luxury Hotels. Another aim was to find out how the public relations theories of relationship management, strategic management and communications are used in the sector.

The research methodology in this study used a mixed method approach. Quantitative research was used in the form of an online questionnaire and qualitative research was used in the form of semi-structured interviews. The online questionnaire was distributed to all luxury four star and five star properties with an online presence in Ireland with an aim …

Political Ideology And Consumer Preferences, Adam Farmer

Theses and Dissertations--Marketing and Supply Chain

Despite continued polarization along political party lines, it remains unclear how differences in political ideology impact the choices consumers make. The results of seven studies indicate that political ideology profoundly influences the way consumers think and behave. Liberals and conservatives are systematically drawn to distinct choice preferences where liberals prefer hedonic, novel, and desirable options, while conservatives prefer utilitarian, status quo, and feasible options. These findings are robust for multiple measures of political ideology across multiple choice sets. Differences in behavior are explained by the amount of deliberation used for a given decision. Liberals deliberate more than conservatives as they …

Evolutionary Motives And Consumer Food Choice In Romantic Relationships, William Robert (Rob) Richerson Iii

Theses and Dissertations--Marketing and Supply Chain

This research examines the evolutionary eating patterns of consumers when eating with those they are in relationships with, moving beyond eating decisions made in isolation or in the presence of strangers. Across three studies, unique patterns of consumption emerge when males and females are in different stages of romantic relationships. I demonstrate that the evolutionary motives of mate acquisition and mate retention drive eating patterns for relationship partners relative to their gender. I show that females match the eating habits of males at early stages in the relationship but are more independent later in the relationship, while males match eating …

Does Information And Communication Technology Improve Job Satisfaction? The Moderating Role Of Sales Technology Orientation, Yam Limbu, C Jayachandran, Barry J. Babin

Department of Marketing Faculty Scholarship and Creative Works

Empirical research concerning the role of information and communication technology (ICT) in shaping business-to-business salesforce job satisfaction remains relatively scarce. The authors propose and empirically test a causal model that theoretically represents structural relationships among factors comprising ICT and eventual salesperson job satisfaction. Study results indicate that ICT indirectly influences job satisfaction through salesforce administrative performance. While ICT infrastructure, training, and support positively relate to administrative performance, none of them influence outcome performance significantly. In addition, salesperson technology orientation moderates the effect of both ICT infrastructure and support on job satisfaction. Managerial insights and implications from the research are discussed.

Using Inoculation Messages To Protect “Stay In The Market” Beliefs During Financial Crises, Lindsay Lyles Dillingham

Theses and Dissertations--Communication

This paper focuses on the problem of collapsed “stay in the market” (SIM) beliefs during financial crises. The primary purpose of this investigation was to ascertain whether or not inoculation messages represent a viable communication strategy to preemptively protect SIM beliefs during forthcoming financial crises. Ancillary purposes of this study were to further investigate the role of print and video crises, explicit instructions regarding post-inoculation talk (PIT), and gain and loss frame inoculation messages on the inoculation process. This study used a between subjects factorial design (3 x 2 plus four additional conditions) to explore ten hypotheses. Data collected from …

The Impact Of Attitudinal Ambivalence On Weight Loss Decisions: Consequences And Mitigating Factors, Bui My, Courtney Droms, Georgiana Cracium

Scholarship and Professional Work - Business

This research takes a new look at individuals' attitudes and intentions towards losing weight. Study 1 examines the relationship among those interested in losing weight and individual self-evaluative ambivalence on attitude towards trying to achieve a weight loss goal and the intentions to achieve the weight loss goal. For Study 2, a between-subjects experimental design, where attitudinal ambivalence and prior outcome feedback were manipulated and self-efficacy was measured, is conducted to examine attitude towards eating healthier and intention to change eating behaviours. Findings across the two studies show that attitudinal ambivalence about the self and the individual's abilities and motivation …

Internationalization Dilemma For Brazilian Firms: China Vs. The Greater Mercosur Region, Syed H. Akhter, Marcilio Machado

Marketing Faculty Research and Publications

Purpose

The purpose of this paper is to explore, using the conceptual frameworks of psychic distance and resource-based view, how Brazilian firms resolve strategic dilemma. Brazilian firms face a strategic dilemma about whether to diversify and exploit the rapidly growing markets of China or to protect and expand the established markets of the Greater Mercosur region. The strategic responses of Brazilian business to business firms are examined within the context of internationalization decisions.

Design/methodology/approach

The paper takes a qualitative approach to study the decisions taken by Brazilian firms to deal with the strategic dilemma arising from competitive developments in domestic …

Read Poster - Vaughn Williams, Director Of Athletics, Amy Thompson

Library Marketing Materials

READ Poster, featuring Vaughn Williams, Director of Athletics at Kennesaw State University.

Book: The Servant: A Simple Story About the True Essence of Leadership, by James C. Hunter. Rocklin, CA: Prima Publishing, 1998.

Low-Income Consumers In Brazil: Nuances Of A Market That Can No Longer Be Ignored, Luiz Antonio Slongo, Carlos Sergio Valdez Saldanha, Syed H. Akhter

Marketing Faculty Research and Publications

The main goal of this paper is to better understand the low income Brazilian market, supported by two basic concepts: price unfairness and perceived product value. In order to meet the research objective a qualitative approach, based on two methodological procedures – observation and in-depth interviews –, was used. The findings indicate that small neighborhood retailers, despite lacking adequate physical infrastructure and management skills, play an important role in meeting the needs of low-income consumers. They offer convenience, personalized services, easy and uncomplicated credit (on an informal basis), and a product mix that matches the needs and desires of their …

Is Neuromarketing Ethical? Consumers Say Yes. Consumers Say No, Jason Flores, Arne Baruca, Robert Saldivar

Marketing Faculty Publications (Archived)

Advancements in the development of neuroscience have created the capacity for neuroscientific methods to be applied to marketing science and ultimately marketing practice. As a relatively nascent subfield in marketing, neuromarketing applies neuroscientific methods to study consumer reactions to specific marketing related stimuli. This study analyzes the use of neuromarketing by for-profit and non-profit organizations from an ethical perspective based on consumers’ point of view. The implications of consumers’ ethical judgments are also explored. The empirical evidence indicates that consumers perceive the use of neuromarketing-based marketing tactics by for-profit organizations to be unethical, yet the same tactics are considered ethical …

Marketing An Established Institutional Repository: Marquette Libraries’ Research Stewardship Survey, Rose Fortier, Emily Laws

Library Faculty Research and Publications

Purpose

The purpose of this paper is to discuss the results of Marquette University Libraries’ survey measuring faculty knowledge and attitudes about the institution’s repository, for the purposes of creating a marketing plan for the institutional repository (IR).

Design/methodology/approach

The paper adopts a quantitative approach through the use of a survey.

Findings

Like many other endeavors to measure faculty engagement with the IR, the investigators discovered that faculty knowledge of the IR is not universal. Moreover, the perceived values and motivators for faculty use of the IR were also not surprising, with faculty viewing online dissemination of their work to …

Smart Phone Purchasing Habits Among The University Of New Hampshire Students, Alexa Lomonaco

Honors Theses and Capstones

College students are more connected to technology now than ever, especially because a smart phone that has all of the capabilities of a computer is right in their pockets. This study delves into why students at the University of New Hampshire purchase their smart phones, how they use their smart phones, and how to better market toward profitable segments. The two segments found were the technology buffs, who are smart phone experts and are constantly on their devices, and the practical users who mainly use their smart phones for texting and calling. The results from the study showed that students …

The Impact Of Salesperson Listening: A Multi-Faceted Research Approach, Emily A. Goad

Marketing Dissertations - Archive

Relationships are based on communication between parties; an important aspect of communication that is necessary for building long-term relationships is listening (Ingram et al. 1992). In sales, researchers have posited that salespeople's relationships with their customers are strengthened when salespeople consistently have effective listening skills (Ramsey and Sohi 1997; Marshall et al. 2003). Given the importance of listening in relationship building and the sales context, this dissertation examines salesperson listening from varying research approaches in three essays. First, a meta-analysis was conducted to synthesize existing empirical research on listening to empirically assess the research stream of salesperson listening. This meta-analysis …

Market Orientation: Do Schools Care?, Trang Phuc Tran, Joan Hubbard

AMTP 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 …

Introducing The Super Consumer, Leisa Reinecke Flynn, Ronald E. Goldsmith

AMTP 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 …

Brand Engagement In Self Concept (Besc) Among Millennials In The United States, Neleen Leslie, Jaejin Lee

AMTP 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 …

Who Killed John Wanamaker?, Marvin Lovett, Gerardo A. Miranda

Marketing Faculty Publications

Retailing has grown and continues to contribute significantly to the economy of the Unit-ed States, as well as to most other economies around the world. The study of retailing, as an academic field, continues to grow and evolve. The study of retail history and of its contributors provides beneficial insight. Retail commerce began to flourish in the United States well over a century ago. This study attempts to provide insight into the absence of an original and significant contributor to the field of retailing and marketing, John Wanamaker. In fact, John Wanamaker has been referred to as the “Father of …

Advertising Higher Education In Romania, Anca C. Micu, Madalina Moraru

WCBT Faculty Publications

Romania, a former communist country in Eastern Europe, saw the iron curtain lifted in 1989, and started at that time the transition to a free market economy. The past couple of decades encompass extraordinary changes in the economic structure and environment, with state monopolies being dissolved and private companies entering the market and competing in western manner. The Romanian conversion from central planning to a market-oriented economy provides a fascinating laboratory for research in economic theory and practice (Hefner and Woodward 1999). With the advent of a free market economy and a competitive environment, advertising exited its dormant communist stage …

The Significance Of Social Media And Website Use In The Promotion Of Regional Festivals, Áine B. Organ

Theses

The purpose of this thesis is to demonstrate the significance of social media and the use of website in the planning of an event. In any industry, communication is vital to the development process. This communication is especially important in the event planning industry. Communication with suppliers, civil servants, clients and general publics is an element of every event. Promotion falls under the communication process. This promotion can be done via: press releases; fliers; posters; word of mouth; traditional media and social media. Social media is a growing importance in relation to the promoting of events.

Those who have worked …

Is Neuromarketing Ethical? Consumers Say Yes. Consumers Say No, Jason Flores, Arne Baruca, Robert Saldivar

WCBT Faculty Publications

Advancements in the development of neuroscience have created the capacity for neuroscientific methods to be applied to marketing science and ultimately marketing practice. As a relatively nascent subfield in marketing, neuromarketing applies neuroscientific methods to study consumer reactions to specific marketing related stimuli. This study analyzes the use of neuromarketing by for-profit and non-profit organizations from an ethical perspective based on consumers’ point of view. The implications of consumers’ ethical judgments are also explored.

The empirical evidence indicates that consumers perceive the use of neuromarketing-based marketing tactics by for-profit organizations to be unethical, yet the same tactics are considered ethical …

Social Media Strategy: The Keys To Successfully Penetrating Online Communities, Joshua Patrick Conroy

Senior Honors Theses and Projects

The proliferation of social media usage has made engagement with social networks a marketing imperative. The effectiveness of any marketing effort is largely dependent on the quality and implementation of its strategy. Social media generates an intense amount of interest as a marketing platform because of its low cost and wide reach. However, this study finds that leveraging social media may be far more effective as a public relations asset than as an advertising platform. This study in no way deals with the effects of paid advertising on social media, but focuses instead on utilizing social media for unpaid marketing …

How Do Consumers Use Social Shopping Websites? The Impact Of Social Endorsements, Pei Xu

Theses and Dissertations--Business Administration

Social endorsements are user-generated endorsements of products or services, such as “likes” and personal collections, in an online social platform. We examine the effect of prior social endorsements on subsequent users’ tendency to endorse or examine a product in a social shopping context, where a social platform connect consumers and enable a collaborative shopping experience. This research consists of two parts. In part I, we identify two ways prior social endorsements can affect subsequent user behavior: as a crowd endorsement, which is an aggregate number of endorsements a product receives for anyone who comes across the product, and as …

Brand Analyses Of Global Brands Versus Local Brand In Indian Apparel Consumer Market, Aniket Sengupta

Theses and Dissertations--Retailing and Tourism Management

The purpose of this study was to conduct brand analyses on global brands in comparison to local retailers in India taking into account the regional differences and Indian consumers’ affinity towards global brands. The study has derived its conceptual framework from previous work done by Lee, Knight, and Kim (2008) and Bhardwaj, Kumar and Youn-Kyung (2010) with some added attributes. Quantitative data included a sample of 194 subjects where the sampling was conducted randomly as well as the involvement of convenient method to analyze the brands in real-world scenario. The survey involved the questionnaire which was utilized in previous researches …

Direct-To-Consumer Advertising Of Drugs And Patients' Health Care Seeking Behaviors, Patricia Elaine Kennedy-Tucker

Walden Dissertations and Doctoral Studies

Known as direct-to-consumer advertising (DTCA), pharmaceutical companies in the United States are permitted to advertise prescription drugs directly to consumers. The purpose of this quantitative study was to determine if an association exists between DTCA and health care-seeking behaviors. The theoretical framework for this study involved social learning theory, information integration theory, and prospect theory. The research questions identified if exposure to DTCA (a) is associated with physician office visits, (b) influences a patient/physician conversation regarding a prescription, (c) influences requesting a prescription, and (d) has an impact on patients' ratings of the overall interaction with the physician. Data were …

The Proliferation Of Augmented Reality Applications: Exploring Consumer Adoption And Marketing Applications, Stephen O'Mahony

Theses

In the contemporary landscape, human behaviour is characterised by digitally mediated interactions. Computing power has simultaneously enhanced and miniaturised to the extent that contemporary consumer devices demonstrate power equivalent to or greater than that of personal computers of recent memory. At the same time, network connectivity has proliferated to ubiquitous levels. In this landscape, the concept of augmented reality (AR) has emerged as a way to visualise the pervasive virtual information woven into the physical environment as a result of ubiquitous connectivity, facilitated by ever-increasing device sophistication. However, research on the phenomenon has remained predominantly technical in nature; outside of …

Consumer Personality And Small Business Brand Loyalty, Perry Haan, Annette M. Wolf

AMTP 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 …

A Systemic Analysis Of The Defection Process In The Small Parcel Logistic Industry, Darrell J. Gualco

Doctoral Dissertations

The study of customer-initiated defection from one provider of services to another has been studied extensively in the business-to-consumer market. The reason to study defection patterns and analytics is to allow businesses to identify and control antecedents to defection that in turn will generate increased customer loyalty, market share, and profitability. Keaveney's study of defection was the starting point for understanding the key criteria individuals used to switch their purchasing criteria.

This research adds to existing defection theory by addressing the narratives of eight individuals who switched their vendor relationship in the small-parcel package industry. Prior to this research, no …

Developing A Framework For Sustainable Manufacturing Strategies Selection, Lanndon A. Ocampo, Eppie Estanislao–Clark

DLSU Business & Economics Review

Manufacturing organizations adopt sustainability manufacturing in their attempt to address the triple-bottomline (TBL): environmental stewardship, economic growth, and social well-being. This study was conducted in order to characterize the programs adopted by a manufacturing firm with respect to the TBL and in the end, recommend a framework that could be utilized by decision-makers in the firm as they start to pursue a more sustainable strategy. This paper utilized the case study of a prime multinational semiconductor firm that promotes sustainability among their corporate initiatives.The semiconductor industry was chosen because of its prominence in sustainability efforts worldwide. Weaknesses of the current …

The Hidden Layer Of Buyer-Seller Relationships, Stephanie Marie Mangus

LSU Doctoral Dissertations

Using social capital theory (SCT), this research conceptualizes trusted advisor relationships (TAR) and empirically tests the implications of such intense relationships on important performance outcomes. Essay 1 was conducted to offer an in-depth analysis of the conceptualization of trusted advisor relationships. A hermeneutical phenomenological approach was used to interpret the data derived from fourteen in-depth interviews with professional salespeople and their business-to-business (B2B) clients. These data supported the development of a conceptual model and definition of TARs. Essay 2 was conducted to explore the measurable components of trusted advisor relationships and solidify an operationalization of the construct for used in …