2017-Gatton Faculty Receive A $50,000 Interdisciplinary Grant From Etsu's Research Development-Council, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Drs. Walls, Panus, Odle, Covert, and Karpen from Gatton College of Pharmacy and Dr. Courtney Hall who has positions at ETSU’s Physical Therapy department and the Mountain Home VA have received a $50,000 Interdisciplinary Grant from ETSU’s Research Development Council to study fall risk in older adults.  Dr. Hall is the Principal Investigator on the award.

Each year, 2.5 million people 65 and older are treated in emergency departments for falls, resulting in over 700,000 hospitalizations. Falls are among the 20 most expensive medical conditions, with an average hospital cost for a fall-related injury of $35,000, leading to an estimated …

2017-2017 Hands On Construction Experience.Pdf, Department Of Interior Architecture, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

What better way to learn about construction than by doing it yourself?  Freshman Hanna Huntley volunteered with Appalachia Service Project over the past couple of weeks, to experience construction firsthand.  Hannah is shown removing a corner of a wall to prepare it to be replaced it with a bullnose corner.  Great job Hannah!

2017-Designing For Acoustics.Pdf, Department Of Interior Architecture, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Sophomore Interior Architecture students discussed the importance of accounting for acoustics in the design phase of their projects. They discussed how acoustics affects health, safety, comfort and human factors and productivity and what solutions can help alleviate sound issues. Students worked in teams to explore methods of using this valuable design tool.

2017-January-Faculty Member Travis Graves Receives Tennessee Arts Commission Grant.Pdf, College Of Arts And Sciences, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Sculpture professor Travis Graves has been awarded an individual artists fellowship from the Tennessee Arts Commission for 2017. The fellowship provides a monetary award of $5000 to outstanding professional artists in a particular art form or discipline. 

Graves has taught sculpture in the Department of Art & Design since 2005 and was the receipent of the ETSU Distinguished Faculty Award in Teaching in 2013.

For more information on the the artist please follow this link:
http://www.travisgraves.com/

2017-Manlalakbay (Voyager)- Filipina-O Diaspora And The Hybrid Identity.Pdf, College Of Arts And Sciences, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

The exhibit features Filipina/o (pronounced Filipin Now) and Fil-American contemporary artists whose works explore the complex issues of migration and the nuanced hybrid identity. Filipino cuisine, Filipiniana attire and traditional ‘tinikling’ bamboo dance performance will be presented during the November 3rd, First Friday reception with the gallery talk. Johnson City Mayor David Tomita, Hon. Patrick Chuasoto from Philippine Embassy in Washington D.C., and Jeremy Ross, Acting Chief Operating officer at ETSU are Guests of Honor.

The collaborative painting and jewelry demo will be conducted by New York based artists Jeho Bitancor, Jojo Austria and Art Zamora on November 3rd, Friday …

2017-Sophomore Studio.Pdf, Department Of Interior Architecture, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Sophomore Studio this semester explored various issues in residential design.  Their final project was to design a home for a family of middle-eastern decent. This is to be a custom home that meets the needs of a handicapped grandmother and include a prayer room.  One of the great learning experiences is that ETSU middle-eastern students were invited to help the design students understand their culture so the home can perfectly meet their needs.  Design students learned to be sensitive to cultural needs and the guests learned that design can make their homes a better place to live, care for their …

Gatton Alum Receives Prestigious Award From Cvs Health, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

An alumnus of the Gatton College of Pharmacy at East Tennessee State University has received a prestigious award from CVSHealth after going above and beyond to help a patient earlier this year.

Brock Leisge, a member of the GCOP Class of 2016, works as a pharmacist at the CVS in Mt. Sterling, Kentucky. Earlier this year, a patient came in to have a prescription filled, but Leisge did much more than that he may very well have saved her life.

In a letter written to Leisges employer, the patients daughter explains that her mom had been battling thyroid cancer for …

2017-2017 Cradle To Cradle Specification.Pdf, Department Of Interior Architecture, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Seniors in Sustainable Seminar explained the differences of cradle to cradle versus cradle to grave and then provided justification to each other for their senior studio cradle to cradle specification selections. 

2017-2017 Presentations.Pdf, Department Of Interior Architecture, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Students in interior architecture give many presentations every semester explaining their design intentions to peers, faculty, outside professionals and professional mentors.  In these presentations, students explain their reasons why their designs meet the expectations of the assignment.  Explanations go way past, “I like it”, by using design terminology and design precedence research to give the reasons the design impacts the health, safety and welfare of their clients.  You will leave the program knowing how to very clearly orally express your designs in front of varied audiences.

Seniors use technology to present research to professional mentors in cities outside of The …

2017-May-Melissa Magno Receives Scholarship From Aeg Foundation, Department Of Geosciences, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

May 2017: Geosciences student, Melissa Magno, receives scholarship from the Stout Fund at the Association of Environmental and Engineering Geoscientists (AEG) Foundation.

Is Major League Baseball Striking Out? In-Game Advertising And Its Effects On America's Pastime, Ashley M. Anderson

Honors Theses

The purpose of this thesis is to determine the effectiveness of in-game advertisements at Major League Baseball games. Average attendance at Major League Baseball games has been steadily declining for years. Simultaneously, the average length of a professional baseball game has increased significantly. Secondary research has shown that just a few minutes of advertising per game could add up to hours of extra playing time per season. There is ample research available on the evolution and frequency of in-game advertisement, but little has been done to study the actual effectiveness of in-game advertising. Therefore, I conducted primary research in the …

They Call It Le Big Mac: The Importance Of Adapting To Local Preferences In Marketing Strategy, Walker Bobo

Honors Theses

When McDonald's entered France in the 1970s, critics did not believe it would be a success. France is a country with a strong and longstanding gastronomic tradition, and it is proud and protective of its culture. In addition, the country has been known for its anti-globalization views. However, France is today the largest market for McDonald's, outside of the United States. How was McDonald's able to win over the French market and become so successful? This thesis analyses adaptations to marketing strategy that McDonald's undertook in France to better appeal to the local audience and connects these adaptations to trends …

Perceptions Among Senior Consumers Regarding Stereotyping In Magazine Advertisements, Greg Milsom

Walden Dissertations and Doctoral Studies

Marketing decision makers often employ stereotypes in their advertising messages, but constant exposure to negative messages is offensive to older consumers and contributes toward ageism. The general problem is that many senior adults feel dissatisfied with advertising directed toward them and may not purchase products that they could otherwise enjoy. Based on the tenets of social identity theory, the purpose of this study was to explore the perceptions of a group of senior consumers toward the stereotypes used to portray older adult models featured in magazine advertisements by uncovering the factors that influence purchasing decisions and the stereotypes that are …

A Fresh Take: Rebranding La Catalia, Diana Alessandra Alvites Vasquez

Whittier Scholars Program

Abstract (English)

This project involves the rebranding of La Catalía, a small, Lima, Peru-based dark kitchen bakery Started during the COVID-19 pandemic in an Instagram launch, La Catalía gained good traction in terms of a customer base but had an incoherent brand identity that reflected the high-quality and artisanal nature of its desserts.

As a result of the project, a holistic rebranding strategy encompassing a new visual identity, a new system of logos, a bespoke icon system, packaging, and a digital content plan for Instagram and TikTok was developed. The objective was to upscale the brand's presence while keeping its …

Brand Hate And Brand Forgiveness - A Dynamic Analysis, Alexandra Sampedro

Honors Program Theses

Purpose – Despite the vast research regarding customer brand relationships, and the positive feelings towards brand, there is little research on negative feelings towards brand. Despite the importance of brand hate and brand forgiveness, no research assesses how brand hate evolve over time and how this relates to brand forgiveness. The purpose of this thesis is to address this gap. Design/Methodology/Approach – We used a multi-method approach. First, we conducted a series of 30 in-depths interviews to explore these concepts and develop our research model. Second, we conducted a survey by using MTurk to obtain U.S. representative sample of 506 …

Gender Matters: Perceptions Of Corporate Leadership, Kylie A. Braegelmann

Electronic Theses and Dissertations

Women remain conspicuously underrepresented at the highest levels of corporate management; thus, it seems, gender matters. Gender bias in financial markets would imply an inefficient market, which necessarily constrains economic performance and social welfare more generally. To measure gender bias, I examine the cumulative abnormal returns around CEO announcements from 1992 through 2016 using a modified event study methodology. Existing event studies in this field are inconclusive as to whether or not such a bias exists. Therefore, this research contributes to the literature by extending the data, using a larger event window, and studying bias over time and firm size. …

The Hult Prize: A Guide On How To Be Successful, Kelsey T. Jones

Williams Honors College, Honors Research Projects

The Hult Prize competition is the worlds largest international case competition. After participating in the Hult Prize for the past 2 years as the team captain, one which the group came out as one of the top 10 teams out of over 25,000 for a business model that aimed to double the income of individuals making less than $2 a day, I have created an overarching guide that will guide future teams to being successful within the competition. The key is to focus on a few on a few key parts: building a team, the general timeline, research, brainstorming, finances, …

Millennials On The Move, But To Where?, Zach Kisor, Shelby Hoge, Ashley Cosher, Bethany Gump, Derek Carson, Kristi Mitchell

Williams Honors College, Honors Research Projects

The following reports discuss the geographical preferences of Millennials in relation to job selection preferences. Our team analyzed the moving trends of Millennials in both Ohio and the United States to determine what factors influence this decision. Collectively, our team concluded that in order to successfully recruit Millennials, companies must offer benefit packages that center around work-life balance. This entails not just highlighting what a job requires technically, but opportunities for leadership development, social activities outside of work, and more. To recruit this upcoming talent, companies need a holistic approach that convinces Millennials that working for their company creates a …

Beauty Brand Versus New Media: How Have Communications Tactics Changed Within A Large Cosmetic Brand & How Have They Incorporated New Media Pr Tactics, Ruth Walsh

Theses

This research study aims to investigate and analyse what is working in the cosmetic PR industry for beauty brands; bloggers; and beauty consumers. There has been limited research conducted into this important topic and less so into the PR tactics used by large cosmetic brands. This thesis first examines that said limited scope of literature that relates to the cosmetic PR industry but not well and it further examines the viewpoints of well-known PR professionals. From this research, a triangulation approach to data collecting was outlined and conducted that included two interviews with beauty industry experts; a PR professional, a …

Product Packaging, Pester Power, & Preschoolers, Casie Prible

Online Theses and Dissertations

The purpose of this thesis is to lay the groundwork that could lead to future research by exploring the pester power of preschoolers in reference to product packaging and grocery shopping and with regard to gender, age, and birth order. Preschoolers can act as powerful persuaders on parental spending, specifically through the use of nagging, pestering, or aggressive behaviors. Marketers often employ techniques such as using child-oriented packaging to attract a child to certain products in order to motivate a desire for purchase and thus affecting the buying decisions of parents. This study analyzes preschoolers (2 to 5 years-of-age) in …

Brand Promotions Via Social Media Advocacy: Strategic Implications For Improving Brand Equity, Manisha Mathur

AMTP Proceedings 2017

Social media is all about consumer networks and consumer relations that challenge marketers to leverage social media as a means to develop and improve their connections with consumers. Despite the opportunities available through social media marketing activities, understanding customers and their behavior, and incorporating that information in marketing strategy formulation is critical to successful strategy implementation. This study takes a significant leap forward in this direction. Theoretically grounded in two different fields-the field of sociology in combination with the field of relationship marketing, this study develops a conceptual model of optimizing social media characteristics of customers. The current study uses …

The Development Of Nba In China: A Glocalization Perspective, Jerred Junqi Wang, Liangjun Zhou, Xiaoying Chen, James J. Zhang

AMTP Proceedings 2017

The growing sport industry and 1.3 billion potential consumers in China have been garnering tremendous attention from more and more overseas professional sport leagues. Comparatively, the National Basketball Association (NBA) has had remarkable success in the Chinese market. From the perspective of sport competition or marketing operations, the NBA’s achievement in China provides a model for other overseas sport leagues. This case study was organized by summarizing the developmental history of NBA in China, analyzing its current promotional practices, investigating into its marketing strategies, and extrapolating practical references for other sport leagues aiming to penetrating into the Chinese marketplace.

In …

Rethinking Business Segmentation: A New Conceptual Model And Perspective, Herbert Brotspies, Art Weinstein

AMTP Proceedings 2017

Segmenting business markets is challenging but potentially highly rewarding. An in-depth understanding of how to segment markets is necessary to guide the best decisions leading to profitable targeting. Business markets are changing rapidly due to new technology and a more complex business environment. Current segmentation frameworks are not sufficient to guide business-to-business (B2B), business-to-business-to-business (B2B2B) and business-to-business-to-consumer (B2B2C) marketing analyses and decisions.

This paper introduces a new six-cell business market segmentation conceptual model building on two key dimensions – product use by intermediaries in their marketing to their customers (B2B2B and B2B2C) and product standardization. Examples are developed showing how …

An Assessment Of Engagement, Self-Pacing And Learning In A Flipped Marketing Classroom: An Exploratory Study, James R. Shock, Jill K. Maher

AMTP Proceedings 2017

This study examines the possible impact of engagement and self-pacing on student learning in a flipped classroom environment. Survey responses from 33 students were used in this exploratory study. Results indicate that engagement and self-pacing showed significance, impacting self-reported learning. This preliminary study suggests a flipped classroom improves student learning in marketing. It is expected that a larger sample size with improved measures will uncover other relationships within the flipped classroom model.

Student Success Is Impacted By Not Attending Gateway Quantitative Classes: A Pilot Study, Michael Latta, James Solazzo, Dennis Rauch

AMTP Proceedings 2017

Universities are charged with equipping the next generation of graduates with the skills and knowledge to benefit both the businesses they will work in. Analytics are the skills needed by both for profit and non-profit operating businesses. For example, in August of 2013, Forbes printed a post on the Forbes Insights blog by Daniel Keherer titled ‘Analysis Shows Jump in Marketing Analytics Jobs.’ The Definitive Guide to Marketing Metrics and Analytics (Dholakia, 2015) has been freely made available by Marketo. Harvard Business School Press has also published a book titled ‘Competing on Analytics: The New Science of Winning,’ by Harris …

“Are We Having Fun Yet?”: What Factors Influence Senior-Level Managers To Have Fun At Work?, Anthony Scardillo

AMTP Proceedings 2017

Contrary to belief, employees are NOT having fun yet. In fact, 73% of all employees are dissatisfied with their jobs (Crabtree, 2013). The reasons are many, but the underlying reason is that they are not having any fun! (Clark, 2009; Ford, McLaughlin, & Newstrom, 2003a; Kinjerski & Skrypnek, 2006). We believe that a fun and engaging workplace impacts employee engagement, morale, productivity and safety (Bedeian & Armenakis, 1998; Boyatzis, Smith, & Beveridge, 2012; 2013). We also believe that creating a fun atmosphere at work is accomplished only when management has fun (Bolton, Houlihan, & Renee Baptiste, 2009; CHI, CHUNG, & …

Examining Purchase Shares Of Private Label-Brands And Consumer Demographics: A Study In The United States And Turkey, Musa Pinar, Tulay Girard, Nilay Bıçakcıoğlu, İlayda İpek, Paul Trapp

AMTP Proceedings 2017

In recent years, private-label brands have become a well-established part of the global retail environment, often possessing significant market share. This study examines: (1) the proportion or percent (purchase share) of consumers’ monthly purchases for (a) private-label brands of grocery and household products in general and (b) the Great Value (Walmart, U.S.) and Migros (Turkey) private-label brands in particular; (2) the potential effects of gender, income, age, and household size on consumers’ monthly purchase shares of private-label brands; (3) if the effects of these demographic factors have similar associations in the U.S. and Turkey; (4) if consumer awareness, perceived quality, …

Attribution Theory Makes Way For Dining Etiquette To Play A Role Within The Domain Of Relationship Marketing, Jennifer R. Bechkoff

AMTP Proceedings 2017

The purpose of this paper is to contribute to the development of the theory of relationship marketing, particularly in relation to the role dining etiquette plays within that domain. This conceptual paper consists of an analysis and elaboration of current markers and drivers in relationship marketing theory, and expounds on the importance of dining etiquette.

Dining etiquette is a set of social morays, norms, and customs that one adheres to while eating with company. It is a learned skill not everyone has honed. Could a salesman with poor dining etiquette be professionally disadvantaged if business is conducted over a meal? …

Actor-Resource-Activity (Ara) Model For Studying Interactive Network Branding In Business Relationships, Nikolina Koporcic

AMTP Proceedings 2017

The purpose of this paper is to present Interactive Network Branding (IN-Branding) and discuss its main constituents through the actor-resource-activity (ARA) model of business relationships. As a theoretical background the paper presents traditional ARA model of the Industrial Marketing and Purchasing Group. In the same manner, the importance of IN-Branding for business relationship development is elaborated. The Pyramid of IN-Branding, as a new theoretical framework, advocates the merge between business network and corporate branding literature. The actor layer of IN-Branding pyramid is presented by individual human actors, the resource layer through their social network relationships, while activity layer is acknowledged …

Building A Model Of Consumer Warfare Theory, David Burns, Jennifer Hutchins, Rick Mathisen

AMTP Proceedings 2017

Consumer Warfare Theory was first proposed by Burns, Manolis and Warren. The original work hypothesized six strategies that consumers would pursue when a rival consumer purchased a product.

A study was conducted to assess the affect towards one’s rival that determines the strategies of product purchases. A model was hypothesized that reflected the strategies that rivals followed given the affect toward one’s rival.

The positive and negative affects were measured with multiple scales. The hypothesized strategies were also measured with multiple scales. The scales formed indicator variables for the constructs in the model.

Several models were evaluated to assess the …