Business Commons^™

Competition And Price Wars In The U.S. Brewing Industry, Jayendra Gokhale, Victor J. Tremblay

Accounting, Economics, Finance, and Information Sciences - Daytona Beach

The behavior of the macro or mass-production segment of the U.S. brewing industry appears to be paradoxical. Since the end of Prohibition in 1934, the number of independent brewer has continuously declined while the major national brewers, such as Anheuser-Busch, Miller, and Coors, have gained market share. In spite of this decline in the number of competitors, profits and market power have remained low in brewing. Iwasaki et al. (2008) explain this result by providing evidence that changes in marketing and production technologies favored larger brewers and forced the industry into a war of attrition, in which only a handful …

Hines, Duncan, 1880-1959 (Mss 410), Manuscripts & Folklife Archives

Manuscript Collection Finding Aids

Finding aid only for Manuscripts Collection 410. Materials relating to Duncan Hines and the marketing of the “Duncan Hines” brand of food products. Includes obituary notices for Duncan Hines, ice cream franchise agreement, stock certificate books for related companies, and a study on marketing the brand to consumers, especially women.

B. Douglass And Company - Louisville, Kentucky (Sc 497), Manuscripts & Folklife Archives

Manuscript Collection Finding Aids

Finding aid and scan (Click on "additional files" below) for Manuscripts Small Collection 497. Business letter, Louisville, Kentucky to customer of B. Douglass & Co., a mercantile agency, asking for information which will help the agency serve the merchants more efficiently.

Do The Right Thing The Role Of Public Service Advertisements On The Behaviors Of Contemporary College Students, Jessica Jones

HIM 1990-2015

The purpose of this research is to investigate the relationship between public service advertising and the likelihood of Generation Y to react in the prescribed manner. Public service advertising can be paid or unpaid but is used to try and influence a particular audience to act in a prescribed manner. This research will be comparing two different types of message styles, argumentative and emotional, and two contemporary prominent issues, organ donation and prescription drug abuse. The two issues are classified as either altruistic, where there is no direct benefit, or self-help, where the results are personal. Four different messages will …

Implementing Changes In Marketing Strategy: The Role Of Perceived Outcome- And Process-Oriented Supervisory Actions, Shikhar Sarin, Goutam Challagalla, Ajay K. Kohli

Marketing Faculty Publications and Presentations

This study investigates the role of supervisors in implementing changes in marketing strategy. The authors propose that perceptions of outcome-oriented supervisory actions influence salespeople's primary appraisals of a strategic change (i.e., whether the change will affect them) and that perceptions of process-oriented supervisory actions influence salespeople’s secondary appraisals (i.e., whether they can cope with the impact of the change on them). The results from a study of 828 salespeople in 204 branches of a large distributor of industrial goods provide evidence that perceived outcome risk containment and outcome reward emphasis enhance primary appraisals, whereas perceived process risk containment and process …

How Did Nike Get The Swoosh Into Skateboarding? A Study Of Authenticity And Nike Sb, Brandon Gomez

Media Studies - Theses

Skateboarding is widely regarded as a subculture that is highly resistant to any type of integration or co-option from large, mainstream companies. In 2002 Nike entered the skateboarding market with its Nike SB line of shoes, and since 2004 has experienced tremendous success within the skateboarding culture. During its early years Nike experienced a great deal of backlash from the skateboarding community, but has recently gained wider acceptance as a legitimate company within this culture. The purpose of this study is to examine the specific aspects of authenticity Nike was able achieve in order to successfully integrate into skateboarding. In …

The Effects Advertising Plays On College Students' Moral Intentions Beyond Purchase Behavior, William Crockett

HIM 1990-2015

Advertisements affect our daily lives and as technology and the practice of marketing has developed over the course of history, we have become exposed to greater amounts of product and service campaigns. The purpose of advertisements is to educate the consumer with the goal of ultimately selling the product, and many companies and organizations would not be able to survive without the use of advertisements. Ultimately, it is a necessity for a business to prosper in a competitive market, but there are possible side-effects for the consumer that are beyond the intentions to buy. The purpose of this thesis is …

Our Celebrities Our Selves: Reconstructing Ourselves As Online Personalities, Arne Baruca

WCBT Faculty Publications

Celebrity influence on consumer behavior at the online macro level is the motivation for this study that addresses the nature of celebrity consumption and how consumers apply that consumption to develop their online self-presentation.

The sample for this study is limited to consumers with active accounts at online social networks such as Facebook or Twitter. Methodology is a three-part design. A multi-factor qualitative exploratory study (n=73) reveals four celebrity-consumer relationships whose proposed measurement scales are tested in a quantitative pilot study (n=85). Finally, a large sample study (n=593) is used to test the measurement model and to test the proposed …

2012-Tcap Achievement 2012, University School, East Tennessee State University, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

The Portrayals Of Family In Advertising: Children's Perspectives, Elise J. Johansen

College of Business: Dissertations, Theses, and Student Research

Children are exposed to over 25,000 advertisements each year just on television. Research has demonstrated advertising’s effect on children’s preferences and perceptions including gender roles. With the changing structure of family now including diverse family types such as same-sex parents, childfree couples, single-persons, and transracial adoptive families, we do not yet know if advertising is changing with the times and how children perceive these family groups. This study seeks to determine how children perceive family in advertising and its effect on their concept of family through a content analysis of children’s television advertisements and data collection from children in the …

The Effect Of Choice And Degree Of Participation On Customer Value And Performance Outcomes, Nicholas Jason Flores

Theses and Dissertations - UTB/UTPA

The importance of understanding customer value and the process of enabling the co-creation of value has advanced to the point of being considered vital for marketing and organizational success. Presently, a gap in the literature exists that pertains to understanding how the design and management of mechanisms that enable co-creation processes affect co-produced customer value and, consequently, performance outcomes. By investigating how two specific elements of customer participation enabling platforms, choice and degree of participation, impact customer value and performance outcomes in an online context, this study helps address the extant research gap. Specifically, this study examines how choice and …

Our Celebrities Our Selves: Reconstructing Ourselves As Online Personalities, Arne Baruca

Theses and Dissertations - UTB/UTPA

Celebrity influence on consumer behavior at the online macro level is the motivation for this study that addresses the nature of celebrity consumption and how consumers apply that consumption to develop their online self-presentation. The sample for this study is limited to consumers with active accounts at online social networks such as Facebook or Twitter. Methodology is a three-part design. A multi-factor qualitative exploratory study (n=73) reveals four celebrity-consumer relationships whose proposed measurement scales are tested in a quantitative pilot study (n=85). Finally, a large sample study (n=593) is used to test the measurement model and to test the proposed …

Twitter Technology Trampling Fashion Designs: The Effects Of Twitter On The Fashion Industry., Margaret K. Reder

Pell Scholars and Senior Theses

The fashion industry continuously faces the issue of fashion piracy, retailers intentionally copying fashion designs from the runway and cheaply manufacturing them to sell at a low price. While large retailers are soaring, many young designers are struggling to survive. Fashion labels are turning to better marketing strategies and the use of social media to increase their popularity, image and revenue. This thesis covers the rise of Twitter, and how fashion designers, specifically Diane Von Furstenberg, Nanette Lepore, and Tory Burch, use Twitter and for what purpose. My goal is to determine if the use of Twitter fosters brand growth …

2012 August, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for August of 2012.

The Marketing Effectiveness Of Hotel Facebook Pages: From Perspectives Of Customers And Messages, Xi Yu Leung

UNLV Theses, Dissertations, Professional Papers, and Capstones

In the hotel industry, social media marketing has become a new trend hoteliers are chasing and an increasing number of hotels are using social media to promote their business. However, the marketing effectiveness of social media is still a big challenge in both academic and business world. Since social media marketing is totally different from traditional marketing approaches, traditional marketing theories and practices may not be applicable to social media. Besides, very few studies have examined the effectiveness of social media marketing in the academic world.

Therefore, this study intended to provide an in-depth examination on the marketing effectiveness of …

The Competitive Front-Of-Package Labeling Of Consumer Packaged Goods: Cutting Through The Clutter, Christopher Newman

Graduate Theses and Dissertations

At no point in U.S. history have food product packages displayed so many symbols and statements regarding nutrition and health benefits (Nestle 2010). However, despite this explosion of front-of-package (FOP) health communications, obesity and health-related problems of U.S. consumers continue to be a critical concern. Therefore, it is important for marketers, retailers, manufacturers, and public policy makers to develop a more complete understanding of consumers' processing and utilization of health information on food packages, as well as how this information affects product evaluations and choices.

Therefore, this dissertation utilizes a processing fluency theoretical framework (e.g., Zajonc 1968; Jacoby and Dallas …

Gifticon, An Innovative New Service Standing At Crossroads, Sang Hoon Kim, Hee Jin Kim

Asia Marketing Journal

Gifticon is an innovative new service of SK Marketing & Company. Launched in the end of 2006 for the first time in the world, the mobile gift certificate is in the form of a SMS message that bears a bar code to exchange with real products sent to the intended recipient through internet portal, messenger or/and mobile phones. The service started by connecting individuals (B2C business) and was expanded to the new marketing tools of companies (B2B business). While the business took off with soft progress in the initial year of launch, Gifticon business finally gained its momentum in the …

한국의 베이비부머세대 중년여성이 삶에서 추구하는 가치에 대한 질적연구, Ji Hyun Lee, Sun Woo Kim

Asia Marketing Journal

A lot of interest in the baby-boomer generation, those who were born after World War II, has emerged since their retirement has been accelerated. The retirement of baby-boomers has caused many health, public welfare, social policy and family relationship problems. However, their increased purchasing power has made them more attractive consumers than any other generation, and they have become a fascinating niche market in the depressed economy. This research selected middle-class women of the baby-boomer generation who have had powerful effects on society and have emerged as an attractive niche market, and attempted to understand their lives intensively. Based on …

The Effect Of Metacognitive Difficulty On Consumer Judgments, Se Bum Park

Asia Marketing Journal

Individuals often make their judgments on the basis of the ease or difficulty with which information comes to mind (for reviews, see Greifeneder, Bless, and Pham 2010; Schwarz 1998, 2004). Recent research, however, has documented that variables known to determine the degree of cognitive resources invested in information processing such as personal relevance (Grayson and Schwarz 1999; Rothman and Schwarz 1998), accuracy motivation (Aarts and Dijksterhuis 1999), and processing capacity (Menon and Raghubir 2003) can affect the extent to which individuals draw on metacognitive difficulty in making their judgments. The primary aim of this research is thus to investigate whether …

고려상표군을 이용한 내구재 시장구조 분석에 관한 연구, Seo Koo Lee

Asia Marketing Journal

Brand switching data frequently used in market structure analysis is adequate to analyze non- durable goods, because it can capture competition between specific two brands. But brand switching data sometimes can not be used to analyze goods like automobiles having long term duration because one of main assumptions that consumer preference toward brand attributes is not changed against time can be violated. Therefore a new type of data which can precisely capture competition among durable goods is needed. Another problem of using brand switching data collected from actual purchase behavior is short of explanation why consumers consider different set of …

문화예술상품 소비자의 가치인식이 추구혜택과 상품속성에 미치는 영향, Eun Joo Shin, Young Sun Rhee

Asia Marketing Journal

Today`s consumers perceive consumption as a representation of themselves. It is not simply an act that fulfills a consumer`s physical and practical needs. Even in terms of life quality, consumers increasingly want to achieve an emotional and sensible experience through consumption. Consumers now make decisions based on their need to express their position in relation to other people, pursue emotional satisfaction, and try to improve the quality of life. Culture-art products that meet such internal and external demands of consumers have made significant improvements in both quantity and quality, because of the social interest and policy support. The recognition of …

소비자의 부정적 브랜드 루머의 수용과 확산, Won Jun Lee, Han Suk Lee

Asia Marketing Journal

Brand has received much attention from considerable marketing research. When consumers consume product or services, they are exposed to a lot of brand related stimuli. These contain brand personality, brand experience, brand identity, brand communications and so on. A special kind of new crisis occasionally confronting companies` brand management today is the brand related rumor. An important influence on consumers` purchase decision making is the word-of-mouth spread by other consumers and most decisions are influenced by other`s recommendations. In light of this influence, firms have reasonable reason to study and understand consumer-to-consumer communication such as brand rumor. The importance of …

인터넷쇼핑 상황에서 보상프로그램이 브랜드충성도에 미치는 영향에 관한 연구, Ji Hern Kim, Hyun Mo Kang, M. Munkhbazar

Asia Marketing Journal

Previous studies of reward programs have generally focused on designing the best programs for consumers and suggested that consumers` perception of the value of reward programs can vary according to the type of reward program (e.g., hedonic vs. utilitarian and direct vs. indirect) and its timing (e.g., immediate vs. delayed). These studies have typically assumed that consumers` preference for reward programs has a positive effect on brand loyalty. However, Dowling and Uncles (1997) pointed out that this preference does not necessarily foster brand loyalty. In this regard, the present study verifies this assumption by examining the effects of consumers` perception …

독특성 추구성향과 호기심이 아트 콜라보레이션 제품에 대한 소비자의 감정에 미치는 영향, Seon Hee Ju, Dong Mo Koo

Asia Marketing Journal

Companies recently introduce art collaborated products incorporating culture into a product. Art collaborated products include incorporating famous movies and/or design of an artist into a newly launched product. The introduction of art collaborated products are gradually increasing. However, research for this trend is relatively scarce. Although research concerning design has discussed a number of different factors as playing a role in influencing responses to design including culture, fashion, innate preferences, etc.), only limited attention has been paid to the processes by which consumers generate responses to product designs. * Ph. D. Student, School of Management, Kyungpook National University ** Professor, …

한국과 중국 소비자의 쇼핑 경험가치 지각과 브랜드자산 및 점포충성도의 관계에 관한 비교 연구, Soon Ho Hwang, Jong Chul Oh, Sung Joon Yoon

Asia Marketing Journal

Research Purpose Consumers rely on various clues to evaluate their decision to patronize a retail store, and store brand is one of them (Dodds 1991; Grewal et al. 1998). As consumers find ever increasing variety of contact points connecting them to specific store, the value of experiential shopping as a means of increasing store`s brand equity warrants greater attention from scholars of retail management. Retail shopping values are credited for creating not only cognitive experiences like brand knowledge but also emotional experiences such as shopping pleasure and pride (Schmitt 1999). This may be because today`s consumers place emphasis on emotional …

Regional Identity And The Reputation Of Willamette Valley Wines: A Multiple Stakeholder Assessment, Katherine Byers, Julia Prow

2012 Projects

The Keck Summer Collaborative Research Program provides opportunities for Linfield College students and faculty to conduct research on issues related to the Pacific Northwest, and to bring the research findings back into the classroom within the subsequent academic year. Students partner with faculty to conduct research and present their work to other students, Linfield staff and faculty, and community members during a series of brown bag lunches. Kathie Byers and Julia Prow conducted research with Sharon Wagner and gave this presentation during the summer of 2012.

This presentation gives a project overview, explaining the purpose of the research and where …

Customer Dissatisfaction And Complaining Responses Towards Mobile Telephony Services, Simon Gyasi Nimako Mr

The African Journal of Information Systems

The paper examines customer satisfaction and complaint responses towards Mobile telephony services. The study was a cross-sectional survey involving customers from two mobile telephony companies. Data were collected using a self-administered structured questionnaire and analyzed using SPSS (version 16.0). The study found that customer satisfaction rating differed according to the mobile networks, and previous dissatisfaction significantly influences complaining response. Again, dissatisfied customers tend to complain more than satisfied ones. Moreover, dissatisfaction may not necessarily induce complaining and some satisfied customers may still complain. Furthermore, previous dissatisfaction may not always negatively affect overall satisfaction if it is effectively managed. Finally, the …

Ua42/1 Summer Sessions Annual Report, Wku Summer Sessions & Winter Term

WKU Administration Documents

Annual report of the Summer Session demographics, enrollment trends, faculty stipends, tuition rates and marketing.

Transference And Congruence Effects On Purchase Intentions In Online Stores Of Multi-Channel Retailers: Initial Evidence From The U.S. And South Korea, Vishag Badrinarayanan, Enrique P. Becerra, Chun-Hyun Kim, Sreedhar Madhavaram

Business Faculty Publications

Drawing from research on retailing, online shopping behavior, and theories of cognitive psychology, we develop and test a framework that investigates purchase intentions in online stores of multi-channel retailers. The framework simultaneously examines the influence of transference of attitude and trust from the multi-channel retailer’s physical to online stores, image congruence between the multi-channel retailer’s physical and online stores, and image congruence between the multi-channel retailer’s online store and a prototypical online store. Further, recognizing that several retailers now operate as multi-channel retailers in different countries, we examine the influence of cultural differences in thought processes (i.e., holistic versus analytic …

Response Rate And Response Error In Marketing Research, M. Yasemin Ocal Atinc

Doctoral Dissertations

In this study, I investigate the perspectives of marketing researchers views about the two important concepts of survey research, response rate and response bias. I specifically aimed to answer the following questions: Research Question #1: Do marketing researchers separate the concepts of response rate from response bias? Research Question #2: How exactly should data quality be measured? Is it about sample representativeness, minimizing non- response bias or just solely Increasing the response rate? Research Question #3: What are researchers doing to assess and minimize response bias? Research Question #4: Do additional efforts put forth by survey researchers, such as reminder …