Business Commons^™

원산지 개념의 구성 차원이 소비자의 제품평가에 미치는 영향, 소현 신, 상욱 김, 서일 채

Asia Marketing Journal

Considerably many numbers of studies on country-of-origin(hereafter COO) effects have been presented in international business and marketing areas. Recent studies have been included the effects of COO of manufacture, parts, and design, as well as the effects of brand origin, reflected by the accelerating convergent manufacture circumstances and increasingly competitive environments. Moderating constructs such as knowledge of product category and involvement as individual variables, have been also introduced and researched in various angles. In addition, how the effects of COO occur as processes is also argued in previous studies. This research has attempted to explain business corporation`s strategic decisions on …

쇼핑가치가 고객만족과 구매행동에 미치는 영향에 관한 연구, 광호 안, 병훈 임, 선태 정

Asia Marketing Journal

Consumer satisfaction/dissatisfaction is key determinant of brand loyalty and store patronage behavior. But the results of many customer satisfaction surveys implemented by department stores show that consumer satisfactions do not predict the actual patronage behaviors well. The main reason of these surprising results would be that the consumer satisfaction indexes do not include some important determinants of consumer satisfaction. Many customer satisfaction surveys mainly focus on the evaluation of functional benefits including product assortments, merchandise prices and locational convenience. Recent studies indicate that emotional/hedonic benefits strongly influence the consumer satisfaction, intention to repurchase and intention to revisit. Our study suggests …

온라인 고객 리뷰의 분류 항목별 차이 분석, So Young Yang, Hyung Su Kim, Young Gul Kim

Asia Marketing Journal

Both companies and consumers are highly interested in on-line customer reviews which enable consumers to share their experience and knowledge about products. In this study, after classifying real reviews into context units and deriving categories, we analyzed differences between categories based on channel(manufacturers` homepage/ shopping mall), product attribute(search/experience) and price(high/low). The method to derive categories is based on roughly adopting constructs of ACSI model and elaborate and repetitive classification of real reviews. We set up the classification category with 3 levels. Level 1 consists of product and service, level 2 consists of function, design, price, purchase motive, suggestion/user-tip and recommendation/repurchase …

소비자의 역할변화에 대한 탐색적 연구, Chang Jo Yoo

Asia Marketing Journal

No abstract provided.

The New Meaning Of Marketing: How Branding Changed The Fashion Industry, Leah Shesky

Honors Theses

PowerPoint presentation discussing the changes to the fashion industry and the move towards branding and marketing.

Drucker's Insights On Market Orientation And Innovation: Implications For Emerging Areas In High-Technology Marketing, Shikhar Sarin, Jakki J. Mohr

Marketing Faculty Publications and Presentations

In 1954, Drucker boldly declared that organizations have only two basic functions, marketing and innovation. While true for any organization, this insight is particularly pertinent for technology-based businesses. The complicated environment surrounding high-tech companies creates a great need for sophisticated marketing, yet these companies continue to have under-developed competencies in marketing and in understanding customer needs. In its first two sections, this essay explores Drucker’s insights with respect to two particularly salient issues for high-tech companies: developing and implementing a market orientation, and sustained break-through innovations. We review Drucker’s insights and synthesize them with the scholarly research on these issues. …

Fathers: A Contemporary Perspective On Their Role In Child-Driven Materialism, Catriona Nash, Serge Basini

Conference proceedings

This paper explores the contemporary role of fathers in child-driven materialistic consumption, a little explored territory. Commencing with an exploration of the child consumer and their influence in personal and family spending, both of which have grown considerably over that last number of decades, followed by an analysis of changes in families and the role fathers now play in the aforementioned. It is also acknowledged that fathers have previously been ignored to a large extent in the majority of research studies concerning parent-child consumption and purchases. As such, valuable insights emerged through an interpretative framework utilised to explore this area. …

John Davis On Sports Sponsorship And Branding, Knowledge@Smu

Knowledge@SMU

Marketing professor John Davis is director of the Centre for Marketing Excellence at the Lee Kong Chian School of Business, Singapore Management University. In his new book, The Olympic Games Effect, to be published by John Wiley in the run up to the Beijing Olympics, Davis examines why companies and even host cities and countries invest so heavily in sports sponsorship and branding. He also offers valuable lessons -- drawn from a rich collection of real-lfe examples -- on the risks involved, and how to maximise returns from these investments should businesses decide to go down this route.

Imsa360: Summer 2008, Imsa Fund

IMSA Fund Reports

Often when I speak to parents, students and educators, I share one of my core beliefs: there is no ceiling on human potential. Though perhaps a bit overstated, as I fully realize my limited singing ability elicits monumental groans and sends animals scurrying for cover, it is true that often when we think an individual has reached his or her “potential,” we are astounded by a new accomplishment. As I look back on my first year as IMSA’s second president, I am humbled and amazed by IMSA’s truly unlimited potential for advancing the human condition and living into our aspiration …

Optimizing Product Line Designs: Efficient Methods And Comparisons, Alexandre Belloni, Robert Freund, Matthew Selove, Duncan Simester

Business Faculty Articles and Research

We take advantage of recent advances in optimization methods and computer hardware to identify globally optimal solutions of product line design problems that are too large for complete enumeration. We then use this guarantee of global optimality to benchmark the performance of more practical heuristic methods. We use two sources of data: (1) a conjoint study previously conducted for a real product line design problem, and (2) simulated problems of various sizes. For both data sources, several of the heuristic methods consistently find optimal or near-optimal solutions, including simulated annealing, divide-and-conquer, product-swapping, and genetic algorithms.

A Social Relational Model For Firm-Hosted Virtual Communities: The Role Of Firm Support, Tung Duy Cu

Theses and Dissertations in Business Administration

Since the ease of participation and the usefulness of information provided by online groups continue to proliferate in the World Wide Web, people increasingly participate in different forms of virtual community (i.e. online forums, bulletin boards, message boards, chat rooms) for their purposes, such as solving problems, building social relationships, sharing passions, developing professionals.

Accordingly, an increasing number of companies are now attempting to exploit this phenomenon by hosting and supporting their own online community for commercial and non-commercial purposes, such as building relationships with their customers, getting their feedback, strengthening the brand, and reducing customer service costs by enabling …

The Impact Of Collective Animosity And Collective Guilt On The Judgments Of And Preferences For Japanese Products, Amro Maher

Theses and Dissertations in Business Administration

Collective animosity and its effects on consumers' perceptions of and preferences for foreign products from the perpetrators' country of origin has received considerable attention in the marketing literature (Ettenson and Klein 2005; Klein, Ettenson and Morris 1998; Klein 2002; Nijseen and Douglas 2005). Collective animosity however is only one possible emotion that might be experienced towards other groups (Smith 1993; Smith 1999; Mackie, Devos and Smith 2000). Collective guilt is one of these possible emotions that have received considerable attention in the social psychology literature. Collective guilt refers to the distress that one might feel due to moral transgressions performed …

Benchmarking The Home Pages Of The Top Multinational Manufacturing Corporations In The Philippines, Jeden O. Tolentino

DLSU Business & Economics Review

In the information age, having a presence on the World Wide Web is critical for firms to establish and maintain competitive advantage. This study evaluated the Web presence of the top multinational manufacturing corporations in the Philippines. A sample of 70 Web sites of companies in BusinessWorld’s list of the Top 1000 Corporations in the Philippines for 2006 was subjected to a framework of ten critical factors; and comparisons were made against existing benchmarks. Thereafter, the functionality of the Web sites of the three top-ranked companies was analyzed using a two-dimensional grid for Web site evaluation. Results indicate that there …

How Personal Nostalgia Influences Giving To Charity, Altaf Merchant

Theses and Dissertations in Business Administration

Charitable organizations in the U.S. have found it increasingly difficult to raise funds from donors. With a decline in the number of donors and with the number of charitable organizations increasing, there is a greater need than ever to engage the giver and encourage him/her to increase their giving to charitable organizations. NPOs (not-for-profit organizations) can facilitate this engagement through the identification of emotional constructs that can drive donor commitment to the NPO and increase charitable giving. In a recent study, Sargeant et al. (2006) have shown that charities which engage the giver emotionally are able to create stronger commitment …

Lagged Effect Of Tv Advertising On Sales Lagged Effect Of Tv Advertising On Sales Of An Intermittently Advertised Product Of An Intermittently Advertised Product, Cesar C. Rufino

DLSU Business & Economics Review

This study is an empirical evaluation of the dynamic effect of intermittent television ad placements on the sales of a consumer product using three classes of distributed lag models. The study is also geared to analytically determine the duration of advertising effects and the dependability of the firm’s pulsing type of advertising strategy. Empirical results support the soundness of the company’s strategy. Maximum duration of advertising effect is estimated at six months, which is about the largest number of consecutive months the product was not seen on TV during the sample period.

Lost And Found Again: Subjective Norm In Gym Membership, Octavia Leeman, Jaime S. Ong

DLSU Business & Economics Review

Understanding behavioral intention, a critical aspect of market planning, is not simple, as many factors are involved in the formation of behavioral intention. This study endeavored to better understand the relationship between attitude, subjective norm and behavioral intention in an empirical study of gym membership. Using a model based on the Theory of Reasoned Action, the study examined the influence of attitude and subjective norm on behavioral intention to join a gym. An analysis of the findings suggested that to maintain current gym members, a gym operator should capitalize on attitudes favoring gym membership.

The Patent System And The Quest For Affordable Medicines, Christopher E. Cruz

DLSU Business & Economics Review

This study examined how the patent system in the Philippines – as embodied by the Intellectual Property Code – affects the public’s access to affordable medicines. It discussed the issue of patent protection vs. public health in the context of the Philippine pharmaceutical industry. The study discovered that Filipino-owned pharmaceutical companies find it difficult to compete with multinational corporations, and that this factor has raised the prices of medicines in the Philippines. The study then proposed solutions to the problem, which include the promotion of off-patent drugs and the amendment of the Intellectual Property Code.

Planning Or Warfare: On Urban Allocation Of Land, Syed A. Samad

DLSU Business & Economics Review

This study reviewed the subject of the urban allocation of land, and mainly drew from two major works: Vernon (1960) and Vreeker, de Groot, and Verhoef (2007). The two major works were analyzed along with other relevant issues such as urban multifunctional land use, clustering of firms, and empirical implications. Recommendations regarding the urban allocation of land were then presented.

2008 July, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for July of 2008.

A Preliminary Exploration Of Generational Similarities And Differences In Values Between The United States, United Kingdom, Iceland, Japan, Korea, Colombia And The Philippines, Arnel Onesimo Uy, Edward F. Murphy Jr, Regina A. Greenwood, Jaime A. Ruiz-Gutierrez, Terrell G. Manyak, Bahaudin Mujtaba

DLSU Business & Economics Review

Generational similarities and differences among working adults in the United States, United Kingdom, Iceland, Japan, Korea, the Philippines, and Colombia were investigated using the Rokeach Value Survey (RVS). Hypotheses were supported for cross-cultural generational differences for 23 of 36 values; there were also generational similarities. Sixteen values were ranked similarly for the 40+ year-old generation; thirteen values were ranked similarly for the 18 to 29 year-old generation; and 13 values were ranked similarly for the 30 to 39 year olds. This study is one of the first to identify values that are similar across cross-cultural generations in Western, Eastern, South …

2008 June, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for June of 2008.

Y And How: Strategies For Reaching The Elusive Generation Y Consumer, Angela Hughes

Honors College Theses

Generation Y is poised to take over as the largest and most lucrative consumer group for marketers, a position that has long been held by the Baby Boomer generation. Generation Y, however, differs greatly from the Baby Boomers in their consumer behavior. This will lead marketers to have to find new and innovative ways to market to this large market. In finding new ways to market to this generation, marketers must have a clear and distinct understanding of who they are trying to reach. While this information used to be readily available through the use of demographics, since the members …

Harp, Deborah Ann, B. 1956 (Fa 231), Manuscripts & Folklife Archives

Folklife Archives Finding Aids

Finding aid and full-text scan of paper (Click on “Additional Files” below) for Folklife Archives Project 231. Paper: "Dime Store Narratives" written by Deborah Ann Harp for a Western Kentucky University class.

Through The Looking Glass: Singapore’S First Customer Satisfaction Survey, Knowledge@Smu

Knowledge@SMU

The Institute of Service Excellence (ISES) was established by the Singapore Management University (SMU) and Singapore’s Workforce Development Agency (WDA) in mid-2007. In April 2008, following a survey conducted across various sectors and subsectors, the Institute launched the nation’s first customer satisfaction index, known as the Customer Satisfaction Index of Singapore (CSISG). Singapore scored 68.7 out of 100 in the CSISG, lower than South Korea and the United States which scored 72 and 75 respectively.

Give The People What They Want, When They Want It, And They Won’T Sit All The Time: Consumer Behavior In The Online Music Market, Maxwell Mathews

Senior Honors Projects

Since the introduction of the first peer-to-peer file sharing programs in the late twentieth century, sales of traditional music media have plummeted. Sales of CDs peaked in 2000 and have since returned to levels reached in the mid 1990s. The future of music marketing is certainly going to move toward complete online sales. However, online music sales will not increase unless more consumers who illegally download music or purchase CDs and other tangible music products move to online purchases. To determine how to draw more consumers to the online music market, this project attempted to gauge current music consumer behavior …

The Role Of Mascots In Professional Sports, Evangelos Kontaxakis

All-Inclusive List of Electronic Theses and Dissertations

The purpose of this qualitative study was to identify the role of mascots in professional sports. Six participants who met three specific criteria's related to experience, responsibilities and education were interviewed in order to provide their knowledge in three areas: (a) general characteristics of the mascot program such as reasons of why the sport organization created the mascot, why they chose this character, who did the selection and what was the percentage of the annual marketing budget that went to the mascot program, (b) the different roles that the mascot played, and ( c) evaluation process that the sport organization …

Promoting Locally Grown Foods In Schools Through Developed Classroom Curriculum And Foodservice Educational Tools, Meredith F. Carter

Senior Honors Projects

The Massachusetts’ Farm-to-School Project has worked for years to bring local farmers and school districts together. Focused on improving the markets and economic stability of farmers, while also improving the quality of foods available to students, the project implemented the first annual “Massachusetts Harvest for Students Week” during the week of September 24, 2007. As part of Harvest Week, selected schools in Massachusetts purchased and served foods grown and made by local farmers. Marketing materials were used in the participating school cafeterias, and classroom education regarding local agriculture, nutrition, and sustainability was provided. Harvest Week had the potential to improve …

An Empirical Study Of Online Word Of Mouth As A Predictor For Multi-Product Category E-Commerce Sales, Alanah Davis, Deepak Khazanchi

Information Systems and Quantitative Analysis Faculty Publications

The ability to exchange opinions and experiences online is known as online word of mouth (WOM) and has been shown in the literature to have the potential to impact e-commerce sales. The purpose of this paper is to expand previous findings by empirically evaluating the impact of online WOM attributes and other related factors (e.g. product views, promotion, and category) on e-commerce sales using real data from a multi-product retail e-commerce firm. Research has previously shown that the introduction of online WOM on a retail e-commerce site can positively impact product sales. We propose and validate a conceptual model of …

Animal-Companion Depictions In Women’S Magazine Advertising, Patricia F. Kennedy, Mary G. Mcgarvey

Department of Marketing: Faculty Publications

Via a content analysis of 1398 advertisements that include both people and pets and that appeared in women’s magazines over a period of four decades, this study examines the changing roles played by companion animals and the changes in themes used in these advertisements. Considering both the pictures and text, the study codes advertisements for themes, pet roles, whether or not the pet appears on a leash, and the physical location of the pet. These data show the movement of companion animals from outdoor protectors and companions to loved family members sharing all areas of the home with their human …

2008 May, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for May of 2008.