Business Commons^™

Celebrity Athlete Endorser Effectiveness: Construction And Validation Of A Scale, Theodore Byrne Peetz

UNLV Theses, Dissertations, Professional Papers, and Capstones

The use of celebrity athletes as endorsers has become a popular marketing strategy. Celebrity athletes are often used to endorse products because it is believed they positively impact brand attitudes (Friedman & Friedman, 1979; Kamins, et. al., 1989; Till, Stanley, Priluck, 2008) and fostering brand loyalty (Bush, et. al., 2004). In addition, celebrity athletes are used to help a company differentiate their products and build instant name recognition (Henriks, 1996). This dissertation explored factors associated with celebrity endorser effectiveness. The conceptual framework for this study was grounded by the Source Credibility Model (Hovland, Janis, & Kelley, 1953; Hovland & Weiss, …

Advertising And The Influence On Self-Destructive Behaviors With An Emphasis On Childhood Obesity, Kimberly Moffat

Marketing Undergraduate Honors Theses

As self-destructive behaviors are on the rise across society, research is being completed in order to determine links and causes. From binge drinking to over-eating, American society in particular is having negative behaviors become more prevalent and accepted by the media and pop culture. Links to marketing campaigns have definitely been made in the past, but the following research takes a closer look at the direct corresponding link between marketing advertisements and the increase in childhood obesity. An exhaustive secondary analysis of multiple studies and literature helps prove there is indeed an issue with how advertisements are influencing bad eating …

On-Shelf Customer Availability Research: The Effects Of The Day-Of-The-Week, Product, And Category Characteristics On Stockouts, Joseph Lum

Marketing Undergraduate Honors Theses

This paper seeks to examine the causes of stockouts and on-shelf customer availability by examining various product and category characteristics, as well as the day-of-the-week to study their effects on stockouts. Over 8 weeks, data was collected by taking tri-weekly photographs of three product categories at a retail store, and then the data was extracted to a spreadsheet before empirical analysis was done. The results of the study indicated that the probability of a stockout increased when planned facings decreased, the unit price increased, proper on-shelf placement decreased, and when other SKU’s of the same category also stocked out.

Book Review: Tim Wu, The Master Switch: The Rise And Fall Of Information Empires, Robert A. Mittelstaedt

Department of Marketing: Faculty Publications

This book is both a chronicle of the past and a look to the future. The author, a law school professor at Columbia University on leave at the Federal Trade Commission when the book was published, reviews the history of the telegraph, telephone, movies, radio (amplitude modulation [AM] and frequency modulation [FM]), and television (broadcast and cable) industries. In all of these, he finds a recurring pattern, a cycle in which the industry begins in a state of chaos with many entrepreneurs competing for the right to provide peoplewith the means of receiving and/or sending information. The chaos period is …

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

Morehead State Press Release Archive, 1961 to the Present

Press releases for May of 2012.

Outlet Patronage In On-The-Go Consumption: An Analysis Of Patronage Preference Drivers For Convenience Outlets Versus Traditional Retail Outlets, Raphael Heider, Sabine Benoit

Research Collection Lee Kong Chian School Of Business

This study investigates patronage preferences of consumers who purchase and consume food and beverages while they are on-the-go (on-the-go consumption). The focus is on the drivers of patronage preferences for convenience outlets versus traditional retail outlets. A literature based model of patronage preferences is developed in this paper. It is tested based on data collected from a Dutch online sample (n=669) through binary logistic regression. The results reveal that significant relationships exist between patronage preferences in on-the-go consumption and the assortment offered as well as the opportunity to consume products without effort. Moreover, significant relationships between patronage preferences and consumers' …

The Role Of Perceived Quality In New Product Adoption Process In China, Ji Yoon Kim, Xina Yuan

Asia Marketing Journal

No abstract provided.

신차와 중고차간 프로모션의 상호작용에 대한 연구, Kwang Pil Chang

Asia Marketing Journal

In a market where new and used cars are competing with each other, we would run the risk of obtaining biased estimates of cross elasticity between them if we focus on only new cars or on only used cars. Unfortunately, most of previous studies on the automobile industry have focused on only new car models without taking into account the effect of used cars ``pricing policy on new cars`` market shares and vice versa, resulting in inadequate prediction of reactive pricing in response to competitors`` rebate or price discount. However, there are some exceptions. Purohit (1992) and Sullivan (1990) looked …

서비스 실패요인이 보복행위에 미치는 영향과 관계품질의 조절효과, Mo Ran Kim, Kwang Ho Ahn

Asia Marketing Journal

Service failure and a poor service recovery may lead loyal customers to try to aggressively punish the service firm. We use perceived betrayal and desire for vengeance as the key constructs to understand customer retaliation. Perceived betrayal is defined as a customer`s belief that a firm has intentionally violated what is normative in the context of their relationship. And the desire for vengeance is defined as the retaliatory feelings that consumers feel toward a firm, such as the desire to exert harm on the firm. The perceived betrayal and the desire for vengeance are key antecedents of retaliatory behaviors such …

Editorial, Sang Yong Kim

Asia Marketing Journal

No abstract provided.

전환 좌절상황에서 소비자의 부정적 심리반응에 관한 연구, Yun Hee Jeong

Asia Marketing Journal

Despite the voluminous research on switching barriers, the notion that they can generate negative responses has not been investigated. Further, a critical question is what determines the strength of such negative responses, to address this question, the classic then of psychologjcal reactance is briefly reviewed, and the idea of switching barrier is advanced. This study attempts to suggest a model on the negative effects of switching- frustrated situation, based on the studies on psychological reactance. According to psychological reactance theory(Brehm 1966), whenever a freedom is threatened or removed, individuals are motivated, at least temporarily, to restore their freedom, For example, …

고객만족이 기업의 신용평가에 미치는 영향, In Soo Jeon, Myung Hoon Chun, Jung Su Yu

Asia Marketing Journal

Nowadays, customer satisfaction has been one of company`s major objectives, and the index to measure and communicate customer satisfaction has been generally accepted among business practices. The major issues of CSI (customer satisfaction index) are three questions, as follows: (a) what level of customer satisfaction is tolerable, (b) whether customer satisfaction and company performance has positive causality, and (c) what to do to improve customer satisfaction. Among these, the second issue is recently attracting academic research in several perspectives. On this study, the second issue will be addressed. Many researchers including Anderson have regarded customer satisfaction as core competencies, such …

기술 준비도와 소비자 준비도가 Self Service Technology 사용동기와 태도 및 사용의도에 미치는 영향, Hyeon Sook Shim, Sang Lin Han

Asia Marketing Journal

Researches about the relationship between SST (Self Service Technology) and TRI (Technology Readiness Index) have been carried out after WI was developed by Parasuraman and his colleagues (2000). We hypothesize Consumer Readiness can also influence consumer`s motivation, attitude, and intent to use SST Currently, there has been no research on this subjet. In this study, we investigated the relationship between TR. Consumer Readiness and SST Core Athtudinal Model which Dabholkar & Bagozzi (1994) proposed. The researchers also investigated moderating effects of consumer traits and situational factors to verify the acceptance of such forms of service delivery by all kinds of …

묶음제품 가격 할인 제시 프레이밍 효과： 지각된 소비 혜택과 품질 불확실성의 영향을 중심으로, Mee Ja Im

Asia Marketing Journal

Constructing attractive bundle offers depends on more than an understanding of the distribution of consumer preferences. Consumers are also sensitive to the framing of price information in a bundle offer. In classical economic theory, consumers ``utility should not change as long as the total price paid stays same. However, even when total prices are identical, consumers`` preferences toward a bundle product could be different depending on the format of price presentation and the locus of price discount. A weighted additive model predicts that the impact of a price discount on the overall evaluation of the bundle will be greater when …

Imsa360: Spring 2012, Imsa Fund

IMSA Fund Reports

We are all still basking in the glow of a wonderful 25th Anniversary Gala attended by more than 250 dear friends and supporters of IMSA. It has been truly inspiring to hear alumni, alumni parents and staff proudly reflect on our first 25 years as well as share extraordinary excitement in anticipation of our next 25.

For the past two and a half decades, IMSA faculty and staff have excelled at “igniting and nurturing” creative, ethical, scientific minds through inquiry based activities, demanding rigor and close relationships. In turn the students have continuously helped us learn how to teach – …

Twitter: Businesses Increasing Their Revenues 140 Characters At A Time, Adekemi O. Oyalabu

Honors Projects in Communication

With the consumer market becoming more competitive by the day, businesses must find innovative yet cost effective means of reaching their target markets and steadily increasing their revenues. While businesses compete with one another to remain the best, they must have a strategic market plan that differentiates their products and/or services from their competitors. In an effort to do this, many businesses have begun using social networking sites such as Facebook, MySpace, and LinkedIn as a means of reaching their target markets. Such sites have opened businesses to a new level of advertising where they reach consumers faster, have the …

F.A.C.E.S. (Faculty Academic Community Education Showcase): Professional Growth Experiences In A Career University, Paul J. Colbert, Ph.D.

MBA Faculty Conference Papers & Journal Articles

Institutes of higher education exist for the purpose of developing, fostering, nurturing, and stimulating the intellectual growth and development of students. The core values of a college education provide students conceptual and practical educational opportunities that focus on improving their skills and knowledge. These skills and knowledge translate into purposeful, real-life learning experiences. However, in the academic community, learning is not restricted to students. Faculty, too, must be supported and provided opportunities for personal and professional growth and development. Although professional development is not a novel concept in the education profession, schools often take up the gauntlet, but fall short …

Behavioral Lab For Conducting Experiments In Marketing And Psychology, Vishal Lala, Richard Velayo, Stephen Salbod, Weihua Niu

Cornerstone 3 Reports : Interdisciplinary Informatics

No abstract provided.

Imsa360: Spring 2012, Imsa Fund

Documents

IMSA Founding Father and Nobel Laureate Dr. Leon Lederman has spent the better part of 90 years tirelessly improving science education. Because of his legacy, Illinois, the nation and the world will reap the benefits for generations to come.

On April 14, 2012 at IMSA’s 25th Anniversary Gala, members of the IMSA community celebrated the 90th birthday of a state and national treasure—Dr. Leon Lederman. It was a fitting tribute for a man who changed the lives and futures of generations of talented students in Illinois by giving them a home where they could reach their full potential.

Higher Education Marketing To The Hispanic Student Population, Kimberly Greenwood

Honors Theses and Capstones

The Hispanic population in the United States is growing at an unprecedented rate. The U.S. Census Bureau projects the Hispanic population to make up nearly 25% of the entire United States population by the year 2050. This population growth points at a large market for products and services in the U.S., including higher education. This thesis discussion will address characteristics of the Hispanic population in the United States of America, explore the importance of a diverse student population including Hispanic students on a college or university campus, evaluate the competitiveness University of New Hampshire’s current situation with regard to Hispanic …

Consumer Attitudes Towards Using Qr Codes In A Retail Setting, Chris Thayer

Undergraduate Distinction Papers

Corresponding with the increased use of smartphones and other mobile devices equipped with a camera, quick response (QR) codes have been introduced. QR codes allow large amounts of data (e.g., product information, discounts, usage suggestions) to be compressed into a small, printed square. To access the information, consumers must scan the QR code with a smart device (smartphone, tablet, etc). Korean and Japanese consumers appear more willing to scan QR codes in retail settings compared to their American counterparts. This reluctance is explored through the Technology Acceptance Model (TAM).

Furthermore, consumers’ motivation toward QR code use is made explicit and …

Understanding Loyalty And Motivation Of Professional Sports Fans, Victoria Wilkins

UNLV Theses, Dissertations, Professional Papers, and Capstones

Purpose: The purpose of this paper is to examine the factors which create continuous and permanent commitment to a specific professional sports team.

Statement of Objectives: There is no denying that the current economic standing of the United States does not promote spending large sums of money on entertainment and leisure. Since taking a family to a professional sports game gets rather expensive, families are lead to pursue other alternatives while deciding how to spend free time. The costs of game attendance, including tickets, parking, food, beverages and souvenirs, can easily surpass one hundred dollars, which is undoable for many …

Developing A Marketing Plan For Hertz China, Isabel Tan Ai Wei

UNLV Theses, Dissertations, Professional Papers, and Capstones

The purpose of this professional-paper is to develop a marketing plan for Hertz China. Hertz China is a car rental company which focused on business to business and business to customer market and only short-term rentals, of less than one year's duration. This marketing plan will thus exclude long-term or leasing arrangements and considers only cars, and excludes commercial vehicles such as vans and trucks. The marketing plan will focus on analyzing the potential consumers, product mix, price, and local competitors for such a business.

Fan Loyalty And Motivation, Jason Mays

UNLV Theses, Dissertations, Professional Papers, and Capstones

Purpose Statement: The purpose of this professional paper is to review psychological and marketing theory and research to explain what motivates an individual to become a highly identified loyal fan of a sports team. Implications for professional practice and future research will be presented.

Justification: Understanding what motivates a fan to become a highly identified fan is important to a team manager because fans are the primary revenue source of a team. The fundamental goal of marketing managers is to create repeat customers (brand loyalty) (Fortunato, 2006) and loyal fans represent most repeat customers. An organization’s brand is critical in …

Two Hundred Hour Internship For A Las Vegas Convention Sales Department, Kristen Kostis

UNLV Theses, Dissertations, Professional Papers, and Capstones

In order for a company to be profitable, whether it is a hospitality company, a technology company or a small business, sales must be high and continue to grow over time. Companies rely heavily on their sales staff to bring in revenue to keep the company growing and profitable. So, where does this knowledgeable and aggressive sales staff come from? How often do college students take a class that is strictly related to the sales industry?

Many undergraduate hospitality programs do not include courses directly related to sales, leaving students with little knowledge of this department. In fact, some students …

Marketing Analysis For Bonk Knob Shoals Located In Van Buren County, Tennessee, Lillian Lee Ehrmann

UNLV Theses, Dissertations, Professional Papers, and Capstones

Purpose: The purpose of this paper is to provide Alfred Crabtree, owner of Bonk Knob Shoals, with a marketing plan. Bonk Knob Shoals will be an upscale campsite nearby Spencer, TN in Van Buren County.

Statement of Objective: Bonk Knob Shoals is currently under development and the owner wants to gain insight to LOHAS tourists, so he can create a suitable business plan to attract people in that niche market. Marketing is a huge component of the business plan because Crabtree believes a significant amount of resources will be needed to increase tourism awareness of the upscale campsite, …

The Marketing Plan Of The Cotai Strip, Pui Shan Wong

UNLV Theses, Dissertations, Professional Papers, and Capstones

In 2003, when most the current Cotai Strip was still a piece of reclaimed land, Sheldon Adelson started a visionary development on this piece of land: the Asian Las Vegas - the Cotai Strip under the corporate Sands China Limited. Its first property, the Venetian Macau was opened in August 2007 followed with a Four Seasons hotel in 2008 with a great success. The forthcoming project is the Sands Cotai Central which includes a 1,200-rooms Holiday Inn Macau, a 600-rooms Conrad Macau and a 4,000-rooms Sheraton Macao with an additional complex of casino, meeting facilities, and shopping mall.

Marketing these …

Institutional Theory And Cross-National Differences In International Market Selection For Direct Selling, Charles B. Ragland

Dissertations, Theses and Capstone Projects (Full IR Collection)

This study extends international market selection (IMS) literature by using institutional theory to develop conceptual links between country level factors of market attractiveness and IMS. More specifically, this study examines the extent to which institutional theory and cross national differences can predict attractive markets for direct selling. The hypotheses were tested over a sample of 51 countries from developed, developing, and emerging economies that comprise 91 percent of the worldwide GDP. The use of a marketing channel, in this case direct selling, is unique to IMS empirical analysis as it represents multiple products and services from multiple industries. The analysis …

The Drivers Of Future Generosity Behavioral Intentions Of College Service-Learning Experience Participants, Jeananne Nicholls

Dissertations, Theses and Capstone Projects (Full IR Collection)

This research provides insight into the drivers of generosity behavioral intentions. Behavioral reasoning theory (BRT) is used as the framework for this investigation. First, in BRT, attitudes directly predict behavior and behavioral intentions (Ajzen, 2008; Ranganathan & Henley, 2008; Webb, Green, & Brashear, 2000; Westaby, 2005a, 2005b, 2006). Second, attitudes influence the relationship between "reasons" and behavioral intentions as demonstrated in several studies by Westaby (2005a, 2005b, 2006). Third, the reasons construct has two components: reasons for and reasons against a behavior (Westaby, 2006). Westaby (2005a,2005b) and Briggs. Peterson, and Gregory (2010) empirically explore this construct and demonstrate that it …

Self-Enhancement As A Motivation For Sharing Online Advertising, David G. Taylor, David Strutton, Kenneth Thompson

WCBT Faculty Publications

Marketers have long understood that consumers' self-concepts influence the products they purchase; conversely, products purchased influence people's self-concepts. Might the same self-enhancement framework apply in to shared online advertisements? Using the symbolic interactionist perspective of identity theory, this study empirically tests the proposition that online consumers use electronic word of mouth, and specifically the sharing of online advertising, to construct and express their self-concepts. The results suggest that self-brand congruity, entertainment value, and product category involvement increase the self-expressiveness of online ads, which then increase the likelihood of sharing those ads. These findings have both theoretical and managerial implications.