Business Commons^™

It's About Our Values: How Founder's Stories Influence Brand Authenticity, Anne Hamby, David Brinberg, Kim Daniloski

Marketing Faculty Publications and Presentations

Companies increasingly share the stories behind their brand’s founding to engage consumers. The current studies explore how the motives that underlie business formation in founder’s stories influence consumer brand perceptions. Specifically, stories that highlight self-transcendence (versus self-enhancement) founder values enhance the perceived authenticity of the focal brand. We examine narrative fidelity (Fisher, 1984) as a mechanism of narrative persuasion through which the audience judges whether the motives underlying character actions represent “good reasons” for action. Across three studies, we show that the values underlying a founder’s motivation to start a business influence the perceived authenticity of the associated brand, and …

Leveraging User Experience Expertise For Engaging And Sustainable Social Media, Jon Jeffryes, Kiersten Quilliams, Cara Medvendenko, Katie Alphenaar

Conference Proceedings

This presentation discusses an evolution of our staffing model that revived our library’s Twitter account, beginning with creating a sustainable workflow to allow for more engaging content by leveraging the expertise and creativity of front line user experience staff. We’ll discuss the entire evolution from having a single librarian generating content to this team-based approach, discuss missteps, and share the positive outcomes. Lastly, we’ll discuss meaningful assessment to ensure the identifying and transmitting of key messages frequently and effectively, and sustainable expansion into new social media platforms.

Experiencing Voice-Activated Artificial Intelligence Assistants In The Home: A Phenomenological Approach, Valerie K. Jones

College of Education and Human Sciences: Dissertations, Theses, and Student Research

Voice-controlled artificial intelligence (AI) assistants, such as Amazon’s Alexa or Google’s Assistant, serve as the gateway to the Internet of Things and connected home, executing the commands of its users, providing information, entertainment, utility, and convenience while enabling consumers to bypass the advertising they would typically see on a screen. This “screen-less” communication presents significant challenges for brands used to “pushing” messages to audiences in exchange for the content they seek. It also raises questions about data collection, usage, and privacy. Brands need to understand how and why audiences engage with AI assistants, as well as the risks with these …

Platform As Brands: The Inbuilt Potential And Perils, Jp Kuehlwein

Asian Management Insights

Rethink brand building through the concept of platform brands. Their key tenets—participation, personalisation and shared purpose—lay the foundation for transforming a brand.

Building Customer-Centric Brands In Asia: How To Compete Globally, Martin Roll

Asian Management Insights

One crucial factor that would differentiate winning businesses from the others is the equity of a strong brand. They must learn to compete globally, sustain competitiveness, and master customer loyalty by building customer-centric brands.

2019-November-01-Cardiopulmonary Student Saves Choking Customer, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2019-November-01-Faculty/Staff Professional Activities, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

The Who, Where, What, How And When Of Market Entry, Gideon Markman, Peter Gianiodis, G. Tyge Payne, Christopher Tucci, Igor Filatotchev, Reddi Kotha, Eric Gedajlovic

Research Collection Lee Kong Chian School Of Business

This introductory, along with the eight articles contained within this Special Issue, highlights and brings greater clarity to entrant-incumbent interactions and to firm movement – when entrants traverse market territories for the creation and/or delivery of offerings, where ‘markets’ include service or product categories, technology or resource spaces, industries, sectors and/or geographies. Collectively, this Special Issues explains that firm movement across market boundaries is highly consequential, influencing resource-capability mixes inside firms, interfirm relations, market logic and industry value chains, and of course, people, communities and even nations. Specifically, we develop a field-wide perspective of market entry by expanding on the …

Bridging The Data Divide Between Practitioners And Academics: Approaches To Collaborating Better To Leverage Each Other's Resources, Sabine Benoit, Sonja Klose, Jochen Wirtz, Tor Wallin Andreassen, Timothy L. Keininghas

Research Collection Lee Kong Chian School Of Business

Purpose: Organizations (data gatherers in the context) drown in data while at the same time seeking managerially relevant insights. Academics (data hunters) have to deal with decreasing respondent participation and escalating costs of data collection while at the same time seeking to increase the managerial relevance of their research. The purpose of this paper is to provide a framework on how, managers and academics can collaborate better to leverage each other's resources. Design/methodology/approach: This research synthesizes the academic and the managerial literature on the realities and priorities of practitioners and academics with regard to data. Based on the literature, reflections …

Strategies That Male Allies Use To Advance Women In The Workplace, Susan R. Madsen, April Townsend, Robbyn T. Scribner

Marketing and Strategy Faculty Publications

The purpose of this research study was to identify and examine, from both men’s and women’s perspectives, the specific behaviors and strategies male allies use to successfully support the advancement of women in workplace settings. From a survey of 243 men and women, the team gathered qualitative survey data that were analyzed to identify the strategies and behaviors used by male allies. Top responses included developmental relationships, human resource (HR) processes, leadership development, recognition (both public and private), treating women as equals, and challenging sexist behavior. Some differences existed between perceptions of men and women in terms of the most …

2019-October-31-2019 Notable Women Of Etsu, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2019-October-31-'Fl3tch3r' Juror's Lecture By Sue Coe, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2019-October-31-Percussion Ensemble Fall Concert, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2019-October-31-November Guest And Faculty Artist Recitals, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2019-October-31-Etsu Faculty, Students Play Key Roles In Upcoming Film Festival, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2019-October-31-Social Media Marketing For Hs Students, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

The Effects Of Social Media Advertising On Social Search In China: Evidence From Luxury Brand, Xing Gao, Sang Yong Kim, Da Yeon Kim, Lee

Asia Marketing Journal

This study examines the relationship between social media advertisement and customer interest in the context of luxury brands. Further, this study investigates the effective ways to utilize visual types (pictorial advertisement and video advertisement) and contents types (website link and hash-tag) in social media advertising by proposing a time-series model to estimate the long-term effect of social media advertising on social search. We find that the pictorial advertisements are more effective than video advertisements, which provides a different result from previous existing research. In addition, advertisements using hashtags are more effective than web links due to efficiency of the search …

The Effect Of Construal Level On Variety Seeking Across Subcategories, Jiyeon Suh, Eugene J. S. Won

Asia Marketing Journal

The present study investigates how consumers’ construal level affects their variety seeking behavior when choosing multiple items simultaneously. Especially the authors focus on the perceptual level at which variety seeking takes place and propose that variety seeking can take place not only at brand level but also at category or subcategory level. Categorical variety seeking refers to diversification of one’s choices over multiple brands not within the same category but across multiple categories. Building on construal level theory, the authors expected that people engaging in higher-level construals tend to subcategorize the choice set and distribute their choices across more subcategories …

Ethically Questionable Consumer Behaviors: Korean And American Perspectives, Jungki Lee, Sam Fullerton

Asia Marketing Journal

This study compares the ethical inclination regarding consumer misbehaviors from two countries with contrasting cultural characteristics. National samples of South Korean and American adults provided their perceptions of the appropriateness of 12 ethically questionable consumer actions. The scenarios ranged from illegal actions, such as fraudulently inflating one’s losses when filing an insurance claim to legal, yet questionable, actions such as purchasing an item that the buyer recognizes as having been mispriced. The 12 scenarios exhibited a wide range of mean responses in both countries, thereby supporting the oft-stated premise that consumer ethics is a situational phenomenon. Findings indicate not only …

Competitive Analysis Among Multi-Product Firms, Jun B. Kim

Asia Marketing Journal

We analyze and study competition in differentiated product market using public data source. Understanding competitive market structure is critical for firms to assess how their products compete against other firms in a given market. In this paper, we estimate consumer demand, extend clout and vulnerability framework, and study competition among multi-product manufacturers in differentiated product market. For our empirical analysis, we adopt choice-based aggregate demand model and estimate consumer demand while accounting for unobserved product characteristics. Once we estimate consumer demand, we compute full price elasticity matrix and investigate intra- and inter- manufacturer substitutions among consumers. This research offers a …

Asia Marketing Journal Vol.21 No.3 목차

Asia Marketing Journal

No abstract provided.

2019-October-30-Nationally Recognized, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2019-October-30-National Pan-Hellenic Council Plaza Unveiling, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2019-October-30-Nationally Recognized, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Two, Four, Six, Eight, How Many Ingredients Do You Appreciate? An Exploration Of Cocktail Ingredients, Hannah Daab

Scholars Week

Two studies examine the effect of cocktail menu description on consumer order intention. Findings show that consumers are more likely to order a cocktail with a greater number of ingredients and the effect is driven by perceptions of beverage complexity and premiumness.

2019-October-29-Women On Wednesdays With Angela Hagaman, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2019-October-29-Roan Scholars Boone Dam Tour, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Threat Recognition In Incumbent Firms: A Case For Organizational Velocity, Alan Amling

PhD in Business Administration Dissertations

Change is not new, but the speed of change is new. Fueled by a combination of connecting and thinking technologies, the business environment is becoming increasingly dynamic and uncertain. Incumbent firms face a wider variety of threats that vary in frequency of occurrence and financial impact. How effectively firms see these threats, internalize them as important (or not) and act on them in a timely manner (or not) can be critical to their survival. However, the academic literature is incomplete on how firms navigate this threat recognition process from initial observation through action and across different organizational contexts.

This qualitative …

2019-October-29-Quillen 100 Raises More Than $6,000 For Tri-Cities American Heart Association, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2019-October-28-Dental Hygiene Program Celebrates 50 Years, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.