Business Commons^™

Tolerance Of Noise In The University Library, Harold Ogden, Hammaad Subhani, Lydia Schreier, Marie Deyoung

AMTP Proceedings 2014

In modern civilization, noise has become a problem in many situations. Traffic noise has been seen to reduce level of health and quality of life (Dratva et. al. 2010). Background noise has been seen to reduce learning ability (Lukits 2012). Even at low levels, noise has been identified as a source of distraction, irritation and low productivity (HR Focus 2006). This study examined the degree to which various sources of noise are a problem to university library users. Preliminary exploratory investigation was conducted with secondary research, as well as informal consultation with library staff, informal discussion with undergraduate classes and …

The Impact Of Multi-Dimensional Sport Service Quality On Game Attendance Associated With Professional Sports: A Case Of Major League Baseball Spectator, Kevin K. Byon, Younghwan Choi, Brian H. Yim

AMTP Proceedings 2014

The purpose of this study was to examine the effects of the four-factor sport service quality model on future game attendance associated with Major League Baseball (MLB) spectators. Based on the extensive review of literature, four factors of sport event quality model was developed, which included: (a) ticket services, (b) game amenities, (c) venue services, and (d) venue accessibility. Data (N = 266) were collected from spectators of a MLB team. Confirmatory factor analysis (CFA) and structural equation modeling (SEM) were utilized to estimate the measurement model and the hypotheses. The SEM revealed that ticket services, venue services, and venue …

The Impact Of Soccer Regulations On European Soccer Organizations’ Marketing Tactics, Halee Harrison, Marko Grünhagen

AMTP Proceedings 2014

This paper highlights important changes in soccer regulations that have shaped the sport into what it is today, and marketing approaches that are used within soccer organizations and how they are impacted by these regulations. Important regulations, such as the seminal Bosman Ruling and the Financial Fair Play regulation, are examined, the growth and importance of sponsorships within European soccer organizations is discussed. The growth of Internet marketing and the impact of future advances in technological regulations on the game of soccer are outlined.

Developing And Reassessment Of Consumer Based Brand Equity Model In Sport (Case Study Of Soccer Clubs In Iranian Premier League), Mahdi Bigdely, Habib Honari, Rahman Aqayi, Mahdi Aghazadeh

AMTP Proceedings 2014

The main purpose of this study was to develop a valid and reliable model for evaluation of brand equity in sport teams in Iran. In this research, considering the importance and vital role of brand equity in sport teams and infancy of brand equity topic, Ross (2008) model of spectator based brand equity in sport was reassessed and after evaluating it, new Spectator Based Brand Equity in Sport model was proposed of sport teams Iran.

Structural Relationship Among Loss Aversion, Emotion, And Sport Consumption: The Case Of Ncaa Men’S Basketball Tournament Bracketology, Brian H. Yim, Kevin K. Byon, Thomas A. Baker

AMTP Proceedings 2014

The NCAA Men’s Division I Basketball Championship, known to fans as March Madness, is one of the most popular annual sporting events in the United States. Despite its economic impact on the sports industry, relative few studies have examined phenomena surrounding the March Madness bracket. Some (e.g., Kaplan &Garstka, 2001; McCrea &Hirt, 2009) have focused on how to make accurate predictions for the tournament. However, sports marketers need to understand why and how participants make decisions when filling out their brackets, and no studies have investigated this behavior. To fill this void, the current project was conducted to explain the …

Monetizing Social Media In The Sport Industry--Or Not?, Dallas Branch Jr., Jason Falls

AMTP Proceedings 2014

One of the vexing issues for sport marketers is how one can develop marketing strategies and programs to utilize social media in order to "monetize" this effort. No one can argue the other 5 of 6 business drivers of social media marketing" (Falls, personal communications, 2013). These 5 include the following: Enhance Branding and Awareness Protect Brand Reputation Facilitate Customer Service Build Community Facilitate Research and Development However, when it comes to the sixth driver--"Drive Sales/Leads", sport organizations have found it difficult to affect their ability to "monetize" social media marketing efforts in this regard. It is this inability or …

Sports Events Attended By Americans: What And Why?, Sam Fullerton, Tammy Mccullough, Larry G. Neale

AMTP Proceedings 2014

A sample of 956 consumers who had attended a spectator sports event provided insight into what sport they last witnessed as part of the live audience. The data were collected in a major market with all four North American leagues plus major and mid-major collegiate sports and an abundance of minor league and other recreational sports. The respondents also identified the primary motive for attending. They also provided their age and gender. The results identified 41 different sports and 34 unique motives for attending. Age and gender were shown to be related to several, but far from all, of the …

Sports Fantasy Camps: Opportunities For Amtp Members, Mark Mitchell, Gregory Turner

AMTP Proceedings 2014

Sports Tourism is one of the fastest growing areas of the global travel and tourism industry. More organizations are providing more immersive experiences for a growing (and increasingly diverse) fan base by developing Sports Fantasy Camps. This manuscript provides an overview of such Camps and broader Sports Experience Tourism in the area around the Coastal South Carolina (i.e., North Carolina, South Carolina, Georgia, and Florida).

Atmospheric Music In The Nba Servicescape: Fan Involvement, Team Loyalty, Consumer Attitudes And Emotional Responses, Crystal Southall, Richard M. Southall

AMTP 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 …

Rugby As A Growth Model For College Marketing, Nicolas P.E Whitrow, Justin M. Hickey, James W. Satterfield, Michael G. Godfrey

AMTP 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 …

An Exploratory Research On The Use Of Social Media, Raven Clark, Melek Meral Anitsal, Ismet Anitsal

AMTP Proceedings 2014

Peering years into the future may seem bit hubris, but in today’s uncertain society there seems to always be room for change. Ignoring short and long-term trends of social media could be damaging to a company whose main source of reaching their target market is through social media. Consumers are using social media as part of their daily routine, so why shouldn’t companies try and reach their customers through this platform? Can companies actually keep up with the changing trends demanded by the consumers? How do consumers feel about their social media being used as an advertising strategy for companies? …

The Impact Of Social Media On The Advertising Competitiveness Of Small Businesses, Cale Robert Hall

AMTP Proceedings 2014

Every business, from the largest enterprise to the smallest start-up, faces the continual challenge of staying in touch with their customers and continually earning their trust and business. Social media is the catalyst that is continually changing customer relationships and making them more interactive, open and collaborative. Today’s customers have more choices than ever before in terms of how they choose to learn about new products, services, and gain insights into areas of interest. For marketers to be successful, they need to realize that their customers; preferences are changing quickly, and that agility over formal, often static processes from a …

Consumer Empowerment: The Framework, Sanam Akhavannasab, Danilo C. Dantas, Sylvain Senecal

AMTP Proceedings 2014

There is mounting evidence that consumers possess more power now than they ever have before. Stories such as “United Breaks Guitars” (Tripp and Grégoire 2011) are regularly reported in the press as illustrative examples of this phenomenon. In our era of user-generated content, consumer power is an important issue for any business. For instance, an increasing number of companies are using social media monitoring tools to keep track of online conversations. However, the marketing literature on consumer empowerment is limited (Hunter and Garnefeld 2008; Kucuk 2009; Pranić and Roehl 2012). Generally adopting a conceptual approach (e.g., Kucuk, 2009); consumer empowerment …

Intensity Of Linkedin Usage By “Truly Small” Firms To Promote Business-To-Professional Interactions, Lisa Witzig, Joe Spencer, Nikole Maki

AMTP Proceedings 2014

LinkedIn is the largest business-oriented collaborative tool enabling Professional-to-Professional (P2P) and Business-to-Professional (B2P) connections. Regardless of organizational type, there are distinct advantages for firms to utilize LinkedIn. This research builds on previous work examining the intensity of LinkedIn usage by organizational type -- Fortune 200, INC 200, Fortune 200 Non-profits – by focusing on truly small businesses and small non-profits with revenues between $500K to $2M revenue. The study of approximately 1000 organizations finds that truly small non-profits and small businesses utilize the B2P features of LinkedIn significantly less than all three types of larger organizations. This paper applies a …

Social Media In The Financial Services Industry, Nathaniel Gibbs, Perry Haan

AMTP Proceedings 2014

Innovative strategies set a company apart from its competitors. Lindsay and Hopkins (2010) said strategy is making the most of a current situation and devising a plan for the future. Likewise, if banks and other financial organizations want to enhance their brands, reduce costs, increase customer satisfaction, boost innovation, increase revenue, and maintain their competitive positions, they need to embrace social media. Social networks are used by marketers to connect and communicate with customers (Mangold & Faulds, 2009). Organizations must be receptive and flexible to remain relevant in the business environment (Bouckenooghe, Devos, & Van den Broeck, 2009). The environment …

Information Disclosure On A Chinese Social Media Platform, Lixuan Zhang, Clinton Amos, Iryna Pentina, Bj Blackwood

AMTP Proceedings 2014

The nature of social media encourages people to contribute voluntarily to public web and inevitably, leaving a persistent and cumulative repository of personal information. Aware of the privacy risks, about one third of the Internet users in the United States have expressed concerns of their personal privacy. However, users are often cavalier in the protection of their own data profile. There is often a discrepancy between users’ intentions to protect privacy and their actual heavier. This behavior is often terms as “privacy paradox”. The privacy paradox might arise because users balance between risks and benefits of disclosing information on social …

Are Qr Codes Here To Stay Or Are They A Thing Of The Past?, Monica B. Fine

AMTP Proceedings 2014

Quick response (QR) codes, a type of two-dimensional barcode, are a marketing tool used all around the world. Particularly, in Japan and China QR codes have been gaining popularity. Early adopters with higher education and recent promotional marketing campaigns are utilizing this mobile, information-sharing tool. QR codes are now widely used as a marketing tool by many companies. This research investigates consumers’ perception of QR codes. An increasing amount of firms and sales representatives are using QR codes as a channel to market their products/services to their customers’ mobile devices. The following questions will be the focus of this study: …

Consumers' Perceptions Towards Sustainability: A Cross-Cultural Analysis, Mertcan Tascioglu

College of Graduate Studies: Theses & Dissertations

Sustainability has become a subject of increasing concern to academics and practitioners in recent years. Increasing consumer demand for socially responsible products encouraged supply chains to put increasing emphasis on sustainability. In adapting sustainability practices consumers play a very important role for supply chains. Thus this dissertation examines consumers’ perceptions towards sustainability practices. Although most previous research has examined environmental sustainability practices, the social dimension of sustainability has received little attention. This dissertation attempts to explore both environmental and social sustainability and their effects on consumer perceptions in different cultural contexts and price levels. Two scenario based experiments are utilized. …

Gratitude In Relationship Marketing: Theoretical Development And Directions For Future Research, Randle D. Raggio, Anna M. Walz, Mousumi Bose Godbole, Judith Anne Garretson Folse

Marketing Faculty Publications

Purpose – For centuries, gratitude has represented an integral component of social relationships, yet it remains relatively overlooked by marketing scholars in the study of commercial relationships. The purpose of this paper is to demonstrate how gratitude helps to build, maintain and transform commercial relationships and to suggest noteworthy areas of investigation for those researchers seeking to help companies understand the role of gratitude in relationship marketing.

Design/methodology/approach – Gratitude's role in relational exchange is explored by a review of relevant literature and two qualitative studies. Questions developed from the literature and exploratory interviews are then investigated in a main …

How Consumers’ Use Of Brand Vs. Attribute Information, Randle D. Raggio, Robert P. Leone, William C. Black

Marketing Faculty Publications

Prior research has identified that brands have a differential impact on consumer evaluations across various brand benefits. But no work has considered whether these effects are stable over time, or evolve in a consistent way. We address this question by decomposing consumer evaluations of brand benefits into overall brand and detailed attribute-specific sources in order to understand whether brand effects remain stable or evolve over time. With two unique datasets, the first containing cross-sectional data from Kodak across four different consumer goods categories, and another longitudinal dataset from the U.S. and Canada in the surface-cleaning category, covering seven brands over …

Beyond “Halo”: The Identification And Implications Of Differential Brand Effects Across Global Markets, Randle D. Raggio, William C. Black, Robert P. Leone

Marketing Faculty Publications

Purpose – The purpose of this paper is to investigate whether brands impact consumer evaluations in ways other than a consistent halo and the degree to which consumers use both overall brand information along with detailed attribute-specific information to construct their evaluations.

Design/methodology/approach – The authors decompose consumer evaluations of brand benefits into overall brand and detailed attribute-specific sources through a standard CFA approach. Data cover 55 brands in four product categories sold in nine global markets.

Findings – Halo effects are rare in global CPG markets. The authors identify the presence of differential brand effects in eight of nine …

Measuring Customer's Satisfaction On Bus Transportation, Rabiul Islam, Mohammed S. Chowdhury, Mohammad Sumann Sarker, Salauddin Ahmed

New York School for Career and Applied Studies (NYSCAS) Publications and Research

The purpose of the study is to examine the factors measuring customers’ satisfaction, especially the impact of service quality on customers’ satisfaction in public transportation industry in the university town of Sintok located in Kedah province of Malaysia. In order to assess the relationships between service quality and customer satisfaction survey http://www.scientificjournals.org/journals2007/articles/1003.htm data were collected from 300 Bus commuters. All hypotheses were tested using Pearson correlations, controlling for the background variables of gender, marital status, ethnicity and education. The results indicate that hypotheses 1 through 5 were supported. Using multiple regressions as a basis for causal paths, a model was …

Kappa Psi Award, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY Approximately 100 of East Tennessee State Universitys Bill Gatton College of Pharmacy students are celebrating a national victory after their chapter of the Kappa Psi organization was named the Most Improved Chapter in the country last month.

Kappa Psi is the oldest and largest professional pharmacy fraternity.

In early August, the ETSU chapter earned the Most Improved Chapter award for the district, which is made up of 18 different chapters. Less than two weeks later, it was named the national winner, beating out the top chapter from each of the other 10 districts located throughout the United States. …

3 Etsu Grads Honored At Cvs, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Every year CVS/Pharmacy recognizes the Best of the Best pharmacists and store managers from each District. These Paragon winners are treated to a trip to our national Retail Leadership Conference and recognized there.  This year Todd (Lewis) McWilliams, Bo Nguyen, and Rebecca Vaden Englehardt were all recognized.

Dr. Calhoun, Dean of the Bill Gatton College of Pharmacy, shared these words about the graduates.  "Congratulations to Todd, Bo and Rebecca!   Thanks so much for representing the Gatton College of Pharmacy in such an excellent manner.   Great things to come for all of you!"

Business Startup And Cause Marketing In The Running Apparel Industry, Zachary Barker

Senior Honors Theses

Entrepreneurship has been the backbone of the American economy since the penning of the Declaration of Independence. Small businesses help the United States prosper and help create jobs for the American people. As today’s business world is increasingly changing in a technological and global way, entrepreneurs must consider many environmental conditions in their small business planning. Business start-up is a long process backed by research and market testing that will maximize the opportunity for success. One way many business start-ups have become successful is through cause-related marketing programs that many people support. Additionally, a particular industry that has proven to …

Sorry Seems To Be The Hardest Word : The Effect Of Self-Attribution When Apologizing For A Brand Crisis, Denghua Yuan, Geng Cui, Lei Lai

Hong Kong Institute of Business Studies Working Paper Series

When apologizing for a product failure, self-attribution by a business inevitably affects consumer attitude and behavior. This study draws from the dissonance-attribution model and investigates the effect of self-attribution in apologies on consumers' brand attitude. Using a 2x2 experiment, the results show that internal attribution generates significant change in brand attitude in a positive direction, while external attribution leads to negative change in brand attitude. Dispositional attribution leads to significantly more positive brand attitude than situational attribution. Internal/dispositional attribution produces significantly more positive effect on consumer attitude than the other three types of attribution. Moreover, perceived risk is found to …

Parish Memorial Library 45th Anniversary, Patricia Campbell

Celebrations

Parish Memorial Library celebrated 45 years of providing services to UNM and the community during October and November 2014, with a lecture series and exhibit.

An exhibit of photos and other materials illustrating the history of the library was on display in Parish Memorial Library during Fall Semester 2014.

Relative Effects Of Lower-Order And Higher-Order Quality Of Work Life On Employee Job Satisfaction And Life Satisfaction: Case Studies Of Service And Manufacturing Sectors In Thailand, Kalayanee Senasu, Anusorn Singhapakdi

Marketing Faculty Publications

This research investigates the relative effects of lower-order and higher-order aspects of quality of work life (QWL) on employee job satisfaction and overall life satisfaction in Thai workplaces. The data were collected by means of questionnaires mailed to employees of 6 selected companies-3 companies in each of the service and manufacturing sectors in Thailand with respective response rates of 72 and 74 percent. The results reveal that the two aspects of QWL in all companies have a positive impact on both aspects of employee satisfaction: job satisfaction and overall life satisfaction. The results also reveal a generally more important role …

How Corporate Cultures Drive Advertising And Promotion Budgets Best Practices Combine Heuristics And Algorithmic Tools, Douglas West, John B. Ford, Paul W. Farris

Marketing Faculty Publications

This study provides a survey of the methods used by U.S. advertisers to set advertising and promotions budgets and the effects of culture, risk, and organizational experience on these choices. Findings suggest that heuristics provide checks on analytically based budget methods and may also help managers deal with risks. Understanding the role played by heuristics in budgeting provides the first step toward process improvements in advertising and promotions budgeting.

The Influence Of Location Of Firm Ownership On Consumers, C. Clifton Eason

Electronic Theses and Dissertations

An increasing number of consumers are making consumption decisions based on perceptions of a firm's social performance. In other words, many consumers take into account a firm's impact on society and the environment when deciding where they will spend their money. Thus, it is important for firms to understand what these consumers perceive to be important indicators of a firm's social performance. A potential element of social performance that has yet to be studied is local ownership as well as its influence on consumers' store perceptions and consumption decisions. As large, national chains increasingly threaten the existence of smaller, locally-owned …