Business Commons^™

Connect, Bts: An Example Of Innovative Transmedia Branding To Rethink Spatiality And Meaning-Making, Stefania Piccialli

Asia Marketing Journal

This case study research analyzes the cross-artistic project Connect, BTS and its relationship to transmedia branding, meaning-making and spatiality. After an overview of the argument and a section on methodology, the reader will find the analysis of the case study. Thanks to the use of a qualitative approach, this examination of Connect, BTS unveils the ways in which this initiative becomes a location that allows a reconceptualization of space that fosters plurality, exchange, and subjectivity. Connect, BTS unites seemingly incompatible fields under one project, favoring the co-creation of meanings among different artists, BTS, ARMY (the group’s fans), business partners and …

2021-January-31-Inaugural Provost's Academy Scholars Selected, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Jan. 31, 2021) – Three distinguished members of the faculty at East Tennessee State University have been selected to the inaugural group of Provost’s Academy Scholars and will spend the next year focusing on special projects for the university and learning more about the services and responsibilities provided by the Office of the Provost.

Inaugural Provost's Academy Scholars

The scholars are Dr. …

Labour Of Love: Fan Labour, Bts, And South Korean Soft Power, Jasmine Proctor

Asia Marketing Journal

With the steady rise in global popularity of the Korean music group BTS, the South Korean government and surrounding industries have swiftly begun utilizing their image and international recognition for specific nation branding purposes. While K-pop soft power strategies are not novel to the South Korean state, what is new is the rapid speed at which BTS have become a beacon for South Korean culture, language, and symbolism in the international arena. However, few scholarly works have sought to investigate the role fans have played in this heightened position for the group as state representatives, with minimal research conducted into …

The Power Of Nostalgia In Creating Lovemarks For Brands, Sandy Philip

Theses and Dissertations

Brand loyalty is a destination that most brands exert tedious attempts to achieve. Nostalgia, on another note, is encountered by most people worldwide in different contexts. Despite the vast research on nostalgia, little is known about the effect of nostalgia in creating authentic Lovemarks for historic places. Previous literature granted a clear and detailed understanding of the Lovemarks concept and the different forms and effects of nostalgia in various settings. To investigate the relationship between Lovemarks and Nostalgia, this study discerns the factors of Lovemarks in historical (Hotels, Restaurants, and Cafes) HORECA in Egypt to test their relation with Nostalgia …

Who Buys Our Brand? The Influence Of Consumption Values And The Congruity With Brand Benefits On Brand Identification, Trust And Loyalty, Sol Namkung, Seong-Yeon Park

Asia Marketing Journal

This paper explores how the positive effect achieved when consumption value matches brand benefit can increase brand loyalty. Prior research on consumption value mainly focused on perceived value; these studies omit consumers’ views of consumption value. Therefore, this study examines the effect of congruence between consumption values (functional, emotional, social, and ethical value) and perceived brand benefits (enabling, enticing, symbolic, and socially responsible benefits) on consumers’ brand identification, trust, and loyalty. We find a positive effect on brand identification and brand trust when a consumer’s value is similar to a brand benefit, particularly between functional value and enabling benefit, and …

The Editorial For The Special Session Papers Of Icama-Kas 2020 International Conference: Bts As A Paradigm Changer In Martech And/Or Innovation, Sungho Lee, Kyunghee Bu, Jaehwan Kim, Ji Hee Song

Asia Marketing Journal

No abstract provided.

2021-January-30-Drop-In Covid-19 Testing, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Jan. 30, 2021) – East Tennessee State University is providing free drop-in COVID-19 testing at various campus locations for students, faculty and staff two days a week through the end of April.

The initiative is an effort to increase access for asymptomatic testing. No appointment is necessary and testing locations include Sherrod Library, D.P. Culp Student Center, Governors Hall and Basler Center for Physical Activity (CPA). Free drop-in testing is available on Tuesdays and Thursdays from 10 a.m. to 2 p.m. Locations, dates and times are subject to change. An up-to-date schedule is available at etsu.edu/covidtesting.

Members …

2021-January-29-Amerigroup Etsu Announce New Scholarship For Nursing Students, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (Jan. 29, 2021) –  Driven by a commitment to improve healthcare in rural and distressed areas of Tennessee, Amerigroup Tennessee has created a new scholarship opportunity at East Tennessee State University’s College of Nursing.

Applications are currently being accepted for the Amerigroup Rural Medicine Scholarship (ARMS), which will be awarded in the fall of 2021 to three students in ETSU’s Master of Science in Nursing-Family Nurse Practitioner (MSN-FNP) concentration. Valued at $52,000 per student, the scholarship will cover all tuition and fees.

Recipients of the scholarship will agree that upon graduation, they will aim to fulfill a …

2021-January-29-Faculty Couple Celebrate New Editions Of Bestselling Textbooks, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Jan. 29, 2021) – As faculty members at East Tennessee State University, Dr. A. Lynn Williams and Dr. James Bitter, who have been married for 38 years, have supported each other through many career milestones.

Last fall, the couple had the opportunity to simultaneously celebrate an important accomplishment in academia: the publication of new editions of their bestselling textbooks in their respective fields.

Bitter is a professor in the Department of Counseling and Human Services in ETSU’s Clemmer College. The third edition of his textbook, “Theory and Practice of Couples and Family Counseling,” was published in October 2020 …

2021-January-28-Fall 2020 Deans List, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

2021-January-26-Rebecca Tolley, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Jan. 26, 2021) – Where are gaps of trauma-informed care (TIC) in libraries, and how can those gaps be closed to create a safe and nurturing space for all who patronize them?

Rebecca Tolley

Rebecca Tolley from the Charles C. Sherrod Library at East Tennessee State University will explore this topic in “How Libraries Should Adopt Trauma-Informed Principles” in a free public talk on Wednesday, Feb. 3, at noon via Zoom (https://etsu.zoom.us/j/94781719253). …

2021-January-26-Meet Taylor Owen, University Marketing And Communication, East Tennessee State University

ETSU News

(Jan. 26, 2021) Taylor Owen spends most of his time at East Tennessee State University in a uniform. 

Whether it is his ROTC uniform or his College of Nursing scrubs, both are visible reminders of Owen’s priorities and his goal when he graduates in December 2022.

As a member of ETSU’s ROTC program, Owen will commission into the U.S. Army Nursing Corps as a second lieutenant upon graduation.

“My overall goal is to provide the highest level of care to our nation’s soldiers and their families, as well as any injured or ill civilians in areas where I may be …

2021-January-26-College Of Nursing Among Best Online Programs, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Jan. 26, 2021) –  East Tennessee State University’s College of Nursing is ranked nationally among U.S. News & World Report’s 2021 Best Online Programs.

ETSU ranked No. 16 among the “Best Online Master’s in Nursing Administration Programs” and No. 75 among the “Best Online Master’s in Nursing” programs.

“These rankings are a testament to our dedicated, well-prepared faculty and their expertise in their teaching areas,” said Dr. Myra Carew, associate dean for the ETSU College of Nursing. “Not only did we move up in our ranking this year for our Master of Science in Nursing (MSN), but for …

2021-January-25-Noland On New Video Series With Sander Mike Smith, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – (Jan. 25, 2021) The latest episode of From the Locker Room video series features an interview with ETSU President Dr. Brian Noland.

From the Locker Room launched in 2020 and is hosted by Dr. Richard Sander, Director of the Center for Global Sport Leadership at ETSU, and Coach Mike Smith.  An ETSU graduate, Smith is former head coach of the Atlanta Falcons and has been named NFL Head Coach of the Year on several occasions.

The series focuses on leadership and coaching at the professional and collegiate level.  In episode nine, which is being released today, Sander …

2021-January-25-New Partnerships, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – (Jan. 25, 2021) President Brian Noland announced today the launch of the ETSU Research Corporation and that the board has appointed David Golden as the chief executive officer of the ETSU Research Corporation.

 “With all of the many opportunities in our region to establish partnerships, innovate, and help drive prosperity, I feel strongly that ETSU should play an even greater role in this effort,” said ETSU President Dr. Brian Noland.  “As such, today I am happy to announce that we are repurposing the ETSU Research Foundation and launching the ETSU Research Corporation with David Golden as our …

2021-January-25-Opening Victory, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – (Jan. 25, 2021) East Tennessee State University’s varsity esports team won its season opener in League of Legends 2-0 against the College of Charleston on Saturday.

The Bucs came out strong in game one with an early engage at the three-minute mark from Aaron “l Know Who” Hayes on Galio, assisted by Caleb “50cal Taco” Marks to deliver a double kill over to Zachary “Elo Vertigo” Marks. Caleb “50cal Taco” Marks took top lane at 7:50 securing the third a kill for the Bucs. The College of Charleston responded with a fight in the bottom lane, trading …

Flavor Fatigue: Cognitive Depletion Influences Consumer Enjoyment Of Complex Flavors, Diogo Hildebrand, Dan Rubin, Rhonda Hadi, Thomas Kramer

Publications and Research

Surprisingly, little research has examined how consumer responses to specific flavor characteristics of food are formed or how they may fluctuate situationally. We address this lacuna in the literature on the hedonic appreciation of food by demonstrating that enjoyment along one important gustatory dimension, flavor complexity, varies with the degree to which consumers are mentally depleted. Specifically, showing that gustatory sensations are more cognitively demanding than previously thought, findings from three studies evince that cognitive depletion reduces consumer enjoyment of complex-flavored (but not simple-flavored) foods via a reduction in pleasure that otherwise can be derived from complex flavors. We establish …

2021-January-22-Nsca Scholarship Recipient, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – (Jan. 22, 2021) Sungwon Chae, a doctoral student in the Clemmer College at East Tennessee State University, is the recipient of the National Strength and Conditioning Association (NSCA) Minority Scholarship.

The $2,000 scholarship provided by the NSCA Foundation is designed to encourage minorities ages 17 and older to enter the field of strength and conditioning.

Chae is currently in his first year of pursuing a Ph.D. degree in sport physiology at ETSU where his research focus is on resistance training and athlete monitoring.  He is currently assisting the ETSU Weightlifting Team as a sport scientist.

A native …

2021-January-22-Public Safety Earns Tennessee Law Enforcement Accreditation, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Jan. 22, 2021) – The Tennessee Law Enforcement Accreditation (TLEA) Program has granted a third accreditation status to the Department of Public Safety at East Tennessee State University.

To achieve accreditation with TLEA, an agency voluntarily submits to a three-year process of enhancing its professionalism and effectiveness utilizing 160 law enforcement standards and participating in a thorough on-site assessment. The standards evaluate the agency’s policies, which address a variety of areas including organizational, operational and budget management practices. The program is intended to encourage cooperation, recognize professional standing, develop professional services and ensure public safety throughout the State …

2021-January-21-Good Citizen Award, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – (Jan. 21, 2021) Olivia Ares, a senior at University School, is the winner of the Good Citizens Scholarship Contest hosted by the John Sevier-Sarah Hawkins Chapter of the National Society Daughters of the American Revolution.

In addition to being the chapter winner, Ares is also the Appalachian District winner and will be part of the state competition.

For the competition, Ares prepared an essay on a topic related to American heritage.

At University School, Ares is president of the Green Club and is also a member of the soccer team.  Within the community, she has volunteered and …

2021-January-21-Tendaya Technology Joins Etsu Innovation Lab, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Jan. 21, 2021) – The East Tennessee State University Innovation Lab is starting off 2021 with a new member, Tendaya Technology.

Founder Dr. Mutombo J. Muvundamina and a team of five advisors provide contract research, product development and manufacturing. Its mission is to develop and commercialize novel materials for applications in green energy technology and medical technology platforms with specific focuses on polymeric membrane materials for use in high-capacity batteries for various applications, polymeric materials for use in biomedical-related applications and adhesives and composite polymer film/adhesive for utilization in various applications, particularly electronic and energy storage.

Muvundamina has …

2021-January-21-Tiny Mammal Teeth Reveal Ancient Climates, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (January 21, 2021) – If you were planning a visit to Gray, Tennessee, five million years ago, you would want to dress like you were headed to Atlanta, Georgia, but pack rain gear like you would for Tampa, Florida. That’s according to an estimate of the ancient climate of the Gray Fossil Site, part of the results of a new study that uses fossil teeth to explore how climate has changed across North America over the past 37 million years.

It might not seem obvious at first, but teeth are related to climate. In any given place, the …

Buy Fresh, Buy Local: Nebraska Working Together For Local Food, Margaret Milligan

Cornhusker Economics

Direct market farms in Nebraska are made up of people passionate about raising good food for their fellow Nebraskans. They grow vegetables, fruits, meat, grains, and value-added products to sell directly to consumers in their communities.

During the pandemic, these small farms have experienced restaurant sales vanishing, farmers’ market attendance de-creasing, and slots filling up at the small meat processors where they take their livestock. At the same time, there has been a renewed interest from consumers seeking reliable, transparent food produced close to home. It’s been a volatile year, and it has required quick pivoting, group coordination and action …

2021-January-19-Tsbdc To Present Ppp Webinar, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Jan. 19, 2021) – The Small Business Association in consultation with the U.S. Department of the Treasury recently announced the reopening of the Paycheck Protection Program (PPP) for new borrowers and certain existing PPP bowers. On Thursday, Jan. 21, the Tennessee Small Business Development Center (TSBDC) at East Tennessee State University will hold a free webinar from 4-5 p.m. providing an overview of the re-launch.

In this webinar, attendees will learn how to:

• Apply
• Find a lender
• Navigate the request process
• Apply for forgiveness

There is no cost to attend, but registration is required. Webinar presenters are Aundrea …

2021-January-18-Rocket To Launch, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – (Jan. 19, 2021) East Tennessee State University’s esports varsity program will soon add a new team.

Plans were announced today to launch a Rocket League esports team, bringing the university’s number of esports programs to three.  Last year, ETSU began recruiting for its Overwatch and League of Legends teams, and esports Head Coach Jeff Shell said the search has already begun for the six students who will comprise the inaugural Rocket League team.

“Rocket League was already one of the most popular games available prior to last September when it became available for free to play,” Shell …

2021-January-15-2021 Spring Virtual Tour, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Jan. 15, 2021) – East Tennessee State University’s Student Government Association is bringing its Spring 2021 Virtual Music and Comedy Tour to campus for five consecutive Wednesday evenings of entertainment for students, faculty and staff.

This series of virtual performances and discussions with musicians and stars from television and Broadway is co-sponsored by Buctainment, Campus Recreation, the D.P. Culp Student Center, the Martin Center for the Arts, and Student Life and Enrollment. Each session will take place at 9 p.m. on Looped Live and includes a Q&A with the artist.

Kicking the series off on Feb. 3 will …

2021-January-15-Bettie Mae Fikes Virtual Talk, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Jan. 15, 2021) – Bettie Mae Fikes, known as “The Queen of the Blues,” will give a live virtual lecture for East Tennessee State University on Thursday, Jan. 21, at 7 p.m. via Zoom.

This celebrated icon of the 1960s Civil Rights movement has sustained her public activity by frequently performing as a core member of the SNCC Freedom Singers and has graced the stages of Carnegie Hall, the Newport Jazz Festival and the Library of Congress. She is a recipient of the Long Walk to Freedom Award and was recently inducted into the Smithsonian Institute’s “Museum of …

Design Perception And Consumer-Brand Relationshipin Textile Apparel: Mediating Role Of Experiential Value And Moderating Role Of Openness To Experience, Rohail Jibran, Muhammad Ahmad Ur Rehman, Sadia Shaheen

Business Review

Pakistan's fashion and apparel market has shown comprehensive growth during the last decade. This paper aims to investigate the impact of design perception on consumer based brand equity and examines the mediating role of experiential value and moderating role of openness to experience. Data was collected from 210 consumers of textile apparel brands in Pakistan. Findings of the study reveal that there is a significant relationship between design perception and consumer based brand equity, experiential value mediates the relationship between design perception and consumer based brand equity. Furthermore, results reveal that the personality trait of openness to experience plays a …

2021-January-14-Etsu Graduate Commissions With Army Nursing Corps, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Jan. 14, 2021) – Azael Rodriguez-Roman has joined the ranks of more than 1,500 cadets commissioned at East Tennessee State University since its ROTC Program began more than 65 years ago.

Rodriguez-Roman was a member of the Eddie Reed Range Challenge Team and completed Nursing Summer Training at Fort Carson, Colorado, in summer of 2019. He took the oath of office earlier this month during a small ceremony led by Maj. Kent Monas, professor of military science at ETSU. Rodriguez-Roman commissioned as a second lieutenant into the Army Nursing Corps.

He received a bachelor’s of nursing degree …

2021-January-13-Human Services Program Ranked Sixth In Nation, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – (Jan. 13, 2021) A program at East Tennessee State University that prepares students to help others and to run agencies and programs that serve communities has been ranked among the nation’s best by the website Learn.org.

ETSU’s bachelor’s program in human services earned a sixth-place ranking at Learn.org.  The rankings examined the country’s top programs in the field of social work.  At ETSU, the program is offered in the Clemmer College’s Department of Counseling and Human Services.

“The ETSU Human Services program attracts students from across the nation,” said Dr. William Garris, associate professor and human services …