2022-October-01-Etsu Celebrating Hip-Hop History, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – The Black American Studies program and the Reece Museum, with support from the College of Arts & Sciences’ Office of Equity and Inclusion, the Department of Appalachian Studies and the Mary B. Martin School for the Arts, have partnered to present the second annual event series “Hip-Hop History: A Cultural Celebration.” Held at the Reece Museum in November, these events will celebrate and recognize “the melting-pot quality of Hip-Hop art and culture,” organizers said.  

“This partnership and collaborative exercise highlight the importance of Black Americans and their contributions to America, especially in Appalachia,” said Dr. Daryl A. …

The Role Of Green Brand Equity On Luxury Hotel Performance: The Mediating Role Of Green Image And Green Awareness, Iveren C. Bulya, Francis K. Eziokwu, Glory Aberekor

University of South Florida (USF) M3 Publishing

This study seeks to validate previous reports by demonstrating a connection between broad consumer views of green brand equity and environmental awareness and positive green brand image perceptions of luxury tourism. The purpose of this study is to clarify the mediating role of green image and green awareness in the relationship between green brand equity and luxury hotel performance. The result of this article is to verify the positive relationships between green brand equity and its two drivers – green brand image, green awareness which help to achieve hotel performance for luxury brands.

Marketing For Creative Literary Tourism: Cases And Opportunities, Ana M. Matias, Luis Cardoso, Maria L. Pato

University of South Florida (USF) M3 Publishing

In the context of Territorial Marketing, it is intended to present a prospective work on the management of destinations based on cultural heritage. We therefore seek to demonstrate the importance of literary heritage and the effective possibility of its touristic use in Portugal, in the context of cultural and creative tourism, leveraged by Cultural Marketing strategies for low-density regions. In what concerns methodology, the paper is based on an extensive literature analysis and case studies, also taking into account available secondary data concerning relevant policies and suggests new possibilities for diversifying tourism offer at literary sites, leveraging the sociohistorical background, …

Evaluation Of Restaurant Menus In The Marketing Of Turkish Cuisine: The World’S 50 Best Restaurants Discovery Turkey Example, Emre Ozturk, Goksel K. Girgin

University of South Florida (USF) M3 Publishing

The purpose of this study is to assess the websites of Turkish restaurants that are listed in The World's 50 Best Restaurants Discovery Turkey in terms of marketing Turkish food. The content analysis method, one of the qualitative research methods, was used to investigate the websites of the restaurants on the list for this reason. Websites should provide all the information that overseas guests may require, taking into account the depiction of Turkish cuisine and the importance of restaurants listed in an international ranking system to gourmet tourism. The websites of the restaurants have been found to have flaws in …

2022 October, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for October of 2022.

The Effect Of Csr Campaigns On The Consumer Behaviour Of Gen Zers, Aijalyn Gonzales

Honors Program Theses and Research Projects

As consumers become increasingly attuned to the practices of companies and their impact on society and the environment at large, Corporate Social Responsibility (CSR) has gradually become a major consideration for marketers. While it is believed that a demographic cohort growing in purchasing power and prominence, Generation Z, is the most sensitive to the perceived-CSR of a brand, some data suggests that their pragmatism and economic considerations may ultimately outweigh their sustainability concerns in a purchase decision.

This research aims to clarify much of the conflicting information about Gen Z’s primary considerations when shopping for products, specifically those in image-related …

The Disappearing Convenience Of Convenience Stores, Ramaswami, S.

Research Collection Lee Kong Chian School Of Business

The article describes post-Covid challenges to the convenience store format in Singapore, and the ways in which some of these challenges can be mitigated.

The Differential Effects Of Csr And Csi On Consumer Willingness To Pay: Implications For Service Providers And Retailers, Sabine Benoit, Julia Hartmann, Christina Sichtmann, Martin Wetzels

Research Collection Lee Kong Chian School Of Business

Service providers and retailers reselling branded have the discretion to set and adapt prices according to customers’ willingness to pay (WTP). Research often notes markup effects, such that WTP increases in response to corporate social responsibility (CSR) and markdown effects, lowering their WTP for corporate social irresponsibility (CSI). Theory suggests attitude changes to (negative) CSI are stronger than to (positive) CSR, but the extent and whether this difference holds for WTP and across various product types are unknown. Using experimental data, an incentive-compatible measure, and an actual purchase, this article reports on three studies that show that consumers mark up …

Innovation In The Sharing Economy: A Framework And Future Research Agenda, Sabine Benoit, Yonggui Wang, Lefa Teng, Daniel P. Hampson, Xia Li

Research Collection Lee Kong Chian School Of Business

The sharing economy (SE) has been variously described as a disruptive, discontinuous, and social innovation. Now, more than a decade since the emergence of seminal platforms such as Airbnb, and amid heightened competition and macroenvironmental pressures, service innovation has become a strategic priority. Our editorial essay is guided by three objectives. First, as a prelude to this Special Issue, we examine the current state of SE service innovation literature. Despite some important contributions, especially in relation to business model innovation, other salient types of service innovation remain underexplored. Second, we position the contributions of the 13 papers in this Special …

Misunderstood Menu Metrics: Side-Length Food Sizing Leads To Quantity Underestimation And Overeating, Thomas Allard, Stefano Puntoni

Research Collection Lee Kong Chian School Of Business

This research highlights consumers' failure to understand food sizing communicated using side-length metrics (e.g., 12-inch pizza, 8-inch cake, 2-inch cookie), which are ubiquitous in menus and online interfaces. A series of studies show that describing food size options using side-length metrics leads to food quantity underestimation and food intakes misaligned with consumers' objectives. This robust effect arises because of a linearization heuristic where people do not adequately adjust for the exponential difference in the surface area associated with linear changes in side-length metrics. Choice architecture interventions that replace side-length information with metrics varying linearly with quantities (e.g., surface area, numbers …

Artificial Intelligence, Consumers, And The Experience Economy, Hannah H. Chang, Anirban Mukherjee

Research Collection Lee Kong Chian School Of Business

The term Artificial Intelligence (AI) was first used by McCarthy, Minsky, Rochester, and Shannon in a proposal for a summer research project in 1955 (Solomonoff, 1985). It is widely and commonly defined to be “the science and engineering of making intelligent machines” (McCarthy, 2006). Recent technological advances and methodological developments have made AI pervasive in new marketing offerings, ranging from self-driving cars, intelligent voice assistants such as Amazon’s Alexa, to burger-making robots at restaurants and rack-moving robots inside warehouses such as Amazon’s family of robots (Kiva, Pegasus, Xanthus) and delivery drones. There is optimism, and perhaps even over-optimism, of the …

Ethical Branding In A Divided World: How Political Orientation Motivates Reactions To Marketplace Transgressions, Thomas Allard, Brent Mcferran

Research Collection Lee Kong Chian School Of Business

In today's marketplace, users (e.g., purchasers, influencers) are increasingly the “face” of brands to potential consumers, increasing the risk for brands should these users act poorly. Across seven studies, we document that political orientation moderates the desire for punishment toward users of ethical (vs. conventional) brands who commit moral transgressions. In response to identical marketplace transgressions, we observe that liberals punish ethical brand users less than conventional brand users. In contrast, conservatives punish the same users of ethical brands more than conventional brand users. We document that this bias stems from how people interpret the inconsistency between the ethical branding …

Using Machine Learning To Extract Insights From Consumer Data, Hannah H. Chang, Anirban Mukherjee

Research Collection Lee Kong Chian School Of Business

Advances in digital technology have led to the digitization of everyday activities of billions of people around the world, generating vast amounts of data on human behavior. From what people buy, to what information they search for, to how they navigate the social, digital, and physical world, human behavior can now be measured at a scale and level of precision that human history has not witnessed before. These developments have created unprecedented opportunities for those interested in understanding observable human behavior–social scientists, businesses, and policymakers—to (re)examine theoretical and substantive questions regarding people’s behavior. Moreover, technology has led to the emergence …

A Consumer Perspective On Managing The Consequences Of Chain Liability, Julia Hartmann, Sebastian Forkmann, Sabine Benoit, Stephan C. Henneberg

Research Collection Lee Kong Chian School Of Business

Consumers tend to hold a focal firm responsible for its suppliers' unsustainable practices (chain liability), suggesting that firms need effective responses that can mitigate negative consumer reactions. In applying psychological contract theory to investigate recovery efforts related to such chain liability, the current study addresses three broad focal firm responses: Do nothing, choose a nonsubstantive response that verbally clarifies its own and the supplier's roles in the incident, or substantively rectify the supplier's wrongdoing with sustainability-focused responses, such as termination, monitoring or development. With a vignette-based experiment, we examine consumer perceptions and behaviors in three stages: before the unsustainable supplier …

2022-September-30-Meharry Medical College President, Ceo To Speak At Etsu On Oct. 13, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Sept. 30, 2022) – Noted scientist, physician and administrator Dr. James E.K. Hildreth will give a free public lecture at East Tennessee State University on Thursday, Oct. 13.

Hildreth, president and CEO of Meharry Medical College, will speak at 6:30 p.m. in the Grand Soldiers Ballroom of the Carnegie Hotel, following a 5:30 p.m. reception.

His talk, titled “An Immunological Paradox Explained: HIV as Trojan Exosome,” is sponsored by the university’s Black American Studies Program. It is also part of the ETSU College of Public Health’s Leading Voices in Public Health Lecture Series serving as the second …

The Role Of Consumer Resilience On Situated Learning, Active Coping And Well-Being While Dealing With Service Experiences: Psychological Flexibility As A Moderator, Mousumi Bose

Journal of Applied Marketing Theory

Extant research has discussed how consumers cope with numerous stressors and how coping can help with their well-being. Additionally, recent research has highlighted the importance of situated learning or learning that takes place in the same context in which it is applied, in the process of coping with stressful service encounters. This research relates to the effect consumer resilience can have on situated learning, active coping and well-being, especially when faced with stressful service situations. Results from an online survey of consumers demonstrated the positive effect of resilience on situated learning that affects active coping through partial mediation. Both situated …

Comparing The Effects Of User Generated Video Reviews And Brand Generated Advertisements On Consumer Decisions On Youtube, Vaibhav Shwetangbhai Diwanji, Jaejin Lee

Journal of Applied Marketing Theory

This empirical study examines the effects of user generated vlogs (UGV) versus brand generated ads (BGA) on consumer decisions on YouTube. UGV refers to any type of review video content about brands or products, created and published by users on YouTube. BGA refers to brand generated advertisements on YouTube. Guided by the elaboration likelihood model of persuasion, this online experimental research involved a 2 (source: UGV versus BGA) X 2 (involvement: high versus low) X 2 (gender: male versus female) between-subjects research design. Results showed that UGV elicited significantly greater effects on consumer brand attitudes and purchase intentions than BGA, …

College Students’ Purchase Behaviors Of Single-Serve Premium Juices, Robin Hardin, Michelle L. Childs, Win G-Y Koo, Kwangho Park

Journal of Applied Marketing Theory

There has been a surge in demand for premium single-serve juices, and college students may be in the forefront of this growing trend because of the perceived social status accompanied by their consumption. External influence (i.e., peer influence and social status) emerged as a component of motivation for the use of premium juices. Findings contribute to Veblen’s theory of conspicuous consumption, demonstrating that consumer motivation for status-laden products occurs even for consumable products that are relatively low cost.

Defining Health Care Marketing: A Review Of Scholarly And Other Textual Sources, Gary Daniel Futrell

Journal of Applied Marketing Theory

A review of scholarly works and leading textbooks published for health care marketing courses shows that they do not adequately define the disciple. This paper promotes the use of the two-word form of health care and defines health care marketing as the activity, set of institutions, and processes for creating, communicating, delivering, & exchanging any good, service, or idea; performed to restore, maintain, or enhance the well-being of an individual or population. This paper fills a gap in the literature by providing linguistic and practical justification for using the two-word form of health care and connects the modern wellness paradigm …

Decentralizing Corporate Governance? A Praxeological Inquiry, Scott L. Mitchell, Mark D. Packard, Brent B. Clark

Marketing & Entrepreneurship Faculty Publications

The theory and practice of corporate governance has been in something of an arms race with corporate malefactors—as corporate governance mechanisms have incrementally advance, so too have the strategies of malefactors who skirt those governance practices to engage in costly misconduct. Modern centralized governance approaches appear inapt to filling the gaps caused by agency and knowledge problems. Here, we start afresh using the atypical ‘praxeological’ method to reconstruct governance theory anew from basic foundations. The resultant theory is distinctive from prevailing corporate governance theorizing in several key ways. One of the more important conclusions from our reconstructed theory is that …

Consumers’ Subjective Well-Being In Brazil: Suggested Extensions For Researching A Market With Continental Dimensions, Igor De Jesus Lobato Pompeu Gammarano

Markets, Globalization & Development Review

This commentary starts by recognizing, in the lead article of this issue, the importance of studying empirically the relationships between marketplace activities and consumers' perceived subjective well-being in Brazil. The commentary then presents a number of ways in which future research studies of this type can be strengthened, in terms of geographical coverage, methods employed and analytical-interpretive tools used. The commentary also offers literature links to a variety of consumption modes, from minimalist to hedonic; pointing out that subjective well-being is influenced by these styles/modes of consumption.

Subjective Well-Being, Happiness, And Fairness Of Marketing Systems In Brazil: Some Further Thoughts, Stefânia Ordovás De Almeida, Ely José De Mattos

Markets, Globalization & Development Review

Subjective well-being is often popularly referred to as happiness. In this dialogue commentary, we point to these additional aspects of subjective well-being or happiness: (1) Some findings from another study of this type, in another region of Brazil; (2) Several macro-level observations, drawn from Brazil as well as globally, on the complex relationships between marketing practices, public policies, consumption styles and subjective well-being.

Consumers' Perceptions Of The Role Of The Marketing System In Subjective Well-Being, Valcir Farias, Ramon Silva Leite

Markets, Globalization & Development Review

The term happiness is used colloquially to refer to subjective well-being. In the years when the performance of marketing systems in Brazil was reduced, there was a fall in happiness index, which demonstrates the importance of marketing systems in the subjective well-being of individuals and society. Most studies on the role played by the marketing system in subjective well-being are based on mature markets. Little has been studied on the subject in Latin American markets. This article describes the role of marketing systems in the subjective well-being of Brazilian consumers. In qualitative research through interviews with consumers from cities of …

The Conundrums Of Happiness And Subjective Well-Being: Views From Brazil, Nikhilesh Dholakia, Deniz Atik

Markets, Globalization & Development Review

No abstract provided.

2022-September-23-Rotation Spotlight- Riana Roberts ('23), Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Meet Riana Roberts ('23) from Saint Louis, Missouri. She had a rotation experience at Adams Pharmacy in Mountain City. Her preceptor was alumna Dr. Holly Adams ('21).   What did your day look like on rotation?   During my time at Adams Pharmacy, the first thing I would do is help the pharmacy team fill prescriptions in the morning. During the afternoon, I was given the opportunity to verify prescriptions along with my preceptor to gain more experience as a future pharmacist. I learned so much from knowing how to handle drug utilization reviews to understanding insurance claim issues. While at my …

2022-September-21-Etsu Establishes Center For Interprofessional Collaboration, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Sept. 21, 2022) – East Tennessee State University’s commitment to interprofessional education is strengthening and expanding with the recent creation of the ETSU Center for Interprofessional Collaboration.

Interprofessional education (IPE) is rooted in students learning and practicing team-based, collaborative care in order to improve health outcomes for patients.

Ten years ago, ETSU began its formal approach to IPE by establishing programming and laying the groundwork for the renovation of a building on ETSU’s VA campus to be dedicated completely to interprofessional education. Bishop Hall (also known as Building 60) opened in 2018 and has served as a …

2022-September-21-Serving Those Who Served, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – For Air Force veteran Sarah Royse, the prospect of going to college after serving her country was exciting – and challenging.  

Royse’s mom knew a veteran who had received assistance from East Tennessee State University’s Veterans Upward Bound. Royse decided to reach out to the program herself.  

“They helped me figure out all these different scholarships and grants that I could qualify for,” said Royse, now employed with the office as an educational advisor. “I didn’t know that there was so much help out there for veterans until this office started helping me.”  

It’s stories like …

2022-September-20-Etsu Among 32 Educator Prep Programs Recognized Nationally, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Sept. 20, 2022) – East Tennessee State University is one of 32 providers of educator preparation from 16 states, Puerto Rico and Jordan to receive recognition for their leadership and commitment to continuous improvement.

The Council for the Accreditation of Educator Preparation (CAEP) recently announced that ETSU is a recipient of the 2022 Frank Murray Leadership Recognition for Continuous Improvement. Recipients of this honor provided evidence and data trends to achieve accreditation with no stipulations or areas for improvement.

The Frank Murray Leadership Recognition for Continuous Improvement is named after the founding president of the Teacher Education Accreditation …

2022-September-20-Gray Fossil Site Makes The New York Times, Department Of Geosciences, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

When Fossils Are Accidentally Dug Up, the Job Site Becomes a Science Lab by Mitch Smith

Interesting article from the New York Times about what happens when construction crews find fossils, including information about the Gray Fossil Site, where the first fossils were found by TDOT construction crews.

2022-September-19-National Registration Day, University Marketing And Communication, East Tennessee State University

ETSU News

Want a free Sherpa Lounge Chair created by UGG? Show up to any Civic Couch Party location, snap a photo and post to your social with the hastags #ETSUVotes and #GoVoteTN to be entered for a chance to win! Civic Couch Party locations will be set up at various locations on campus, including: University Commons, the Amphitheatre, Carillon and the Quad.

JOHNSON CITY (Sept. 19, 2022) – Sept. 20 is known as National Voter Registration Day in the United States, and East Tennessee State University’s student-led initiative ETSU Votes is encouraging students, faculty, staff and members of the community to …