Business Commons^™

Improvement Of Under-Represented Minority Individuals In The Healthcare Field Of Communication Sciences And Disorders, Allison Webb

Lewis Honors College Capstone Collection

Individuals from under-represented minority backgrounds are scarce within healthcare careers. Former research has suggested that this lack of diversity begins at the undergraduate level. This proposal discusses a potential solution to this problem occurring at the University of Kentucky and other colleges across the United States. Suggested intervention targeted diverse populations, connected students with faculty and staff, and provided shadowing resources for individuals from under-represented minority backgrounds. Based on research and current diversity statistics, populations of individuals from diverse backgrounds are expected to increase within the Communication Sciences and Disorders program. Demographic information for the fall 2016 semester will become …

Characteristics Of United States Seafood Consumers, Suliman Almojel

Theses and Dissertations--Agricultural Economics

In this thesis, I conducted an analysis of the consumption patterns associated with demographic and socio-economic characteristics, using Tobit and double-hurdle models. Data were collected for 11,574 households from the US Bureau of Labor Statistics for the year of 2014. Specific determinants included household size, age, income, gender, education, race, region, marital status, and whether the household lived in a coastal state. The results reveal that seafood expenditures are sequential decisions. Asian racial groups, households headed by married couples, a large number of members in households, higher income households, and households residing in the Atlantic and Gulf Coasts were variables …

Perceived And Realized Risk Tolerance: Changes During The 2008 Financial Crisis, Diane K. Schooley, Debra Drecnik Worden

Marketing Faculty Publications and Presentations

Using the 2007–2009 Survey of Consumer Finances panel data, this study examined changes in perceived and realized risk tolerance after the financial crisis. Households who perceived less risk tolerance were more likely to have reduced their portfolio risk and vice versa. Furthermore, households whose wealth decreased were more likely to perceive less risk tolerance and vice versa. Regression analysis revealed that change in risk tolerance as measured by the change in financial portfolio risk is related to perceived risk tolerance, education, life cycle stage, and employment status. Single households, or those households whose head is less educated, or self-employed or …

Have Traditional Auction Houses Been Affected By Online Ones?: The Case Of Phillips And Paddle8, Heejae Chung

MA Projects

There is always a strong demand for high quality art and collectibles. With the analysis of the case study and the interviews with experts from different auction houses, this paper will show whether the traditional auction markets have been affected by online ones.

Phillips is taking a strong hold over the middle market. In particular, Phillips’ Contemporary art department is known for focusing on younger artists, which represents lower prices than other areas. To compare in a fair way in terms of price and genre of artworks, Phillips’ Contemporary Art Day Sales in New York from 2006 to 2016 will …

Relationship Marketing In Fast Moving Consumer Goods Markets: The Consumers' Perspective, Rose Leahy

Theses

Relationship marketing has been dominant in marketing literature since the 1990s. Despite this, however, the relationship marketing concept has not yet acquired uncontested meaning and application, and consequently its core philosophy remains ambiguous. In particular, there is a lack of relationship theory building and testing in mass consumer markets. It is within this context that this thesis is positioned. Adopting the relationship marketing and social psychology literatures as a framework, this study explores relationship marketing in Fast Moving Consumer Goods (FMCG) markets from the consumers' perspective. Taking an interpretivist inductive approach, the study focuses on the applicability of relationship marketing …

Business Plan - Art Marketing, Michelle Yu

MA Projects

Michianna & Co. is an art marketing company focusing on promoting Chinese contemporary artists in the Western art market (mainly New York).

Examining The Relationship Between Customer Service, Efficiency And Financial Performance: An Application On The Egyptian Public Sector Banks, Madiha Metawie, Dalia Ahmed Elmosalamy

Business Administration

A sound, well-functioning banking system has an essential role in the economic development and sustained growth of any country. Egypt has faced two unexpected shocks; the global financial crisis at the end of 2008 and the recent 2011, January revolution. The Egyptian banking system in general and public banks in specific have shown resilience to the unexpected shocks in terms of solvency and liquidity. This study is important, examining the banking sector in an emerging Arab market that is rarely studied despite its growth potential and in a period of rapid political and economic changes. It tends to investigate empirically …

Examining The Effects Of Culture On Preference Of Social Cause In Cause-Related Marketing: A Cross-Cultural Study Of The United States And Chile, Alicia Helfrich

Undergraduate Honors Thesis Collection

Cause-related marketing is a common business practice that aims to align strategic goals of a for-profit company with the social needs of the stakeholders and occurs most frequently when a portion of a purchase is donated to a designated social cause. The utilization of cause-related marketing has been shown to increase purchase intention of consumers. The present study examines the impact that culture has on consumer’s preference of social cause in a cause-related marketing campaign by comparing two countries, the United States and Chile. The researchers predicted that people from Chile and those with an interdependent self-construal would be more …

Pomegranate Juice Can Do That? Navigating The Jurisdictional Landscape Of Food Health Claim Regulation In A Post-Pom Wonderful World, Hilary G. Buttrick, Courtney Droms Hatch

Scholarship and Professional Work - Business

Thirty years ago, the most the consumer expected out of his or her morning glass of juice was a little extra vitamin C. By 2010, the consumer expected a lot more. POM Wonderful’s pomegranate juice, for instance, promised to improve cardiovascular health, treat erectile dysfunction, and combat prostate cancer.¹ Those claims made orange juice look a little pathetic. Of course, those wild promises also landed POM Wonderful in hot water with the Federal Trade Commission (“FTC”) for misleading the public with scientifically unsubstantiated health claims.²

Poverty, Prosperity And The Challenges Of The Good Company, Michael John Naughton, Nicholas J. C. Santos

Marketing Faculty Research and Publications

The articles in this volume originate from papers delivered at the 9th International Conference on Catholic Social Thought and Management Education at De La Salle and Ateneo Universities in Manila, Philippines (February 26–28, 2015). The theme of the conference was “Poverty, Prosperity and the Purpose of Business” within the Catholic social tradition. In attendance were approximately 300 participants representing 22 countries from 80 Catholic colleges and universities. They came from disciplines in management, philosophy, finance, accounting, theology, marketing, economics, and others. There were also leaders from business, many of whom were from the Philippines, who brought their experiences to bear …

Legitimacy Of Local Food In The U.S. Market: Comparative Consumer Perspectives, Ali Asgari

Theses and Dissertations--Agricultural Economics

Measures of legitimacy have been described in terms of four legitimacy types, regulatory, normative, cognitive, and industry. This study provides one of the first and only empirical examinations of legitimacy, particularly with an application to local foods and sheds light on how consumers view various types of legitimacy related to local food. To apply the concept of legitimacy to local foods marketing, we take an empirical survey asking about consumer perspectives of local food, along with different shopping behavior questions.

Using cumulative logit models, results of the legitimacy models suggest that core consumers are more likely to place a high …

Male Breadwinner Ideology And The Inclination To Establish Market Relationships: Model Development Using Data From Germany And A Mixed-Methods Research Strategy, Michaela Haase, Ingrid Becker, Alexander Nill, Clifford J. Shultz Ii, James W. Gentry

Department of Marketing: Faculty Publications

A pattern found in many marketing systems, “male breadwinning,” is contingent upon overlapping and shared ideologies, which influence the economic organization and thus the type and number of relationships in those systems. Implementing a mixed-methods research methodology, this article continues and extends previous work in macromarketing on the interplay of markets, ideology, socio-economic organization, and family. A qualitative study illuminated the main ideologies behind male breadwinning and a model was developed to advance the theoretical analysis of the phenomenon of male breadwinning. An experiment in the form of a vignette study was subsequently designed and administered. The qualitative study and …

Finding The Sweet Spot Of Cause-Related Marketing: Consumer Response To Campaign Tactics, Katharine Michelle Howie

Electronic Theses and Dissertations

Cause-related marketing is an effective promotional tool that connects with consumers’ emotions and increases sales. Two essays are presented that explore how consumers respond to different marketing tactics. The first essay presents two studies that examine cause-related marketing (CRM) promotions that require consumers’ active participation. Requiring a follow-up behavior has very valuable implications for maximizing marketing expenditures and customer relationship management. Theories related to ethical behavior, like motivated reasoning and defensive denial, are used to explain when and why consumers respond negatively to these effort demands. The first study finds that consumers rationalize not participating in CRM by devaluing the …

Three Essays On Retail Branding, The Makings Of A Great Retail Brand: Antecedents, Outcomes, And Retailer Ad Spending Strategies, Chi Zhang

Electronic Theses and Dissertations

Brands are valuable intangible assets with long-term benefits. In the retail industry, branding is of particular importance because of the highly competitive nature of the industry. Even though many of the important branding principles apply, retail brands are distinct from product brands. This dissertation aims to clarify the nature and dimensionality of retail brand equity and explore the effect of retail advertising on its market and financial performance. In the first essay, the primary antecedents of retail brand equity are examined using both functional and experiential dimensions of retail brand association. The results illustrate the salient role of the consumer …

“Money Worlds” And Well-Being: An Empirical Test Of Tatzel’S Model Of Consumer Styles Based On Money Dispositions And Materialism With Extension To Other Consumer Behavior Variables, Leisa Reinecke Flynn, Ronald E. Goldsmith, Michael Brusco

AMTP Proceedings 2016

Miriam Tatzel (2002) has proposed a comprehensive theory of “money worlds and well-being” comprised of four prototypes of consumer behaviors based on whether consumers are high or low on materialism and simultaneously tight or loose with money. These four prototypes (Value Seekers, Non-Spenders, Big Spenders, and Experiencers) are proposed to differ strikingly along a variety of values, attitudes, and behaviors. Three earlier studies have reported tests or the model, but none specifically tried to confirm empirically the four types of consumers. The present study uses data from 1016 U.S. student consumers to test empirically the proposed typology and the proposed …

Effectiveness, Efficiency, And Ethics Of Marketing Analytics, Julia Hopkins

Honors Theses and Capstones

Abstract

The concept of big data has influenced the marketing field in numerous ways. By having access to more information about their consumers than ever before, marketers are presented with a unique opportunity to make the marketing process more streamlined and effective than ever; however, this also creates a challenge in understanding how this targeted advertising affects the brand’s perception by consumers. This study looks at the concepts of data marketing and re-targeted ads from three aspects. First, are marketers being as effective as possible to ensure they are sending the right advertisement, to the right customer, at the right …

The Impact Of Status Consumption On Luxury Consumption Behaviors: The Influence Of Culture, Don L. Faulk

Honors College Theses

Status consumption refers to why people consume luxury products. Over the years a great deal of research has been done as to what factors are linked to status consumption. However there has been little research done on millennial’s status consumption trends. This study examined why millennials consume for status from a cultural angle (individualism and collectivism, power distance, and ethnicity). The survey findings suggest that while the motivation to consume for status and the cultural variable of power distance significantly impacted status purchase intention, individualism/collectivism and ethnicity did not. This study also delves into managerial implications of our results.

Assessing The Effect Of Personality Characteristics Of Minnesota Golfers On The Brand Equity Of Golf Drivers, Eric Schinella

All Graduate Theses, Dissertations, and Other Capstone Projects

Although many researchers have focused on the attributes of a product that affect brand equity, this study focuses on the attributes of the consumer that affect brand equity. More specifically, the current study examines how a variety of golfer personality characteristics affect the equity they assign to various brands of golf equipment. The results of the survey showed that as golfers are more skilled, they are willing to pay a higher premium for their preferred driver. This may be because golfers who are more skilled tend to take the sport more seriously and will probably have no problem spending more …

Price Analysis Under Production Differentiation In Green Coffee Markets, Xi-Le Li

Theses and Dissertations--Agricultural Economics

To better understand the world green coffee market especially from the perspective of the coffee producing countries, I study three topics to overview and identify a puzzle: why growing differentiation of the coffee industry in final product markets has not been reflected in a similar pattern of differentiation to coffee farmers.

My first essay is a descriptive overview of the world coffee market, based on the framework and definition of competitiveness to understand both the demand and supply side of the coffee market. This paper then focuses on product differentiation as the source of competitiveness in the industry. Coffee as …

Women's Professional Sports: A Case Study On Practices That Could Increase Their Profitability, Danielle H. Mcardle

Honors Undergraduate Theses

Women’s professional sports leagues have often been considered a risky business endeavor. Critics cite low attendance, lack of sponsorships, lack of media rights deals, and numerous other reasons for why women’s professional sports leagues are not profitable. In analyzing the current landscape of women’s professional sport leagues, this paper uses a case study approach to develop a strategy that will highlight lessons learned from past women’s professional sports leagues, current professional sports leagues, sponsorship agreements, fans, social, digital, and mobile marketing strategies, and management practices to show how the business of women’s sports could be made into a more profitable …

Proposal Of A New Method To Classify Higher Education Institutions Instead Of Rankings, Kate D. Elam

Undergraduate Distinction Papers

Purpose – The objective of this paper is to propose a new method for classifying higher education institutions that differs from traditional rankings. The proposed model segments colleges and universities based on like attributes and describes the groups according to their differentiating features.

Research Method – Data from several rankings publications was collected and simplified for analysis. Several observations (i.e. schools) were eliminated because they did not fit the sampling frame and/or did not include a sufficient amount of information. Duplicate variables (i.e. attributes) were also eliminated. First, exploratory factor analysis was applied to reduce the number of variables being …

The Effect Of Workspace Layout On Individual Perceptions Of Creativity Across Generational Cohorts, Leslie Estelle Barrett

Walden Dissertations and Doctoral Studies

Organizations strategically design the physical work environment to enhance employees' creativity. Understanding the impact of workspace layout on individual perceptions of creativity across generational cohorts can be vital to sustaining organizational competitiveness. Researchers have theorized that workspace layout affects employees' perceptions of creativity; however, few studies have looked at the effect of generational cohort on this relationship. A quantitative study was conducted to examine the effect of workspace layout on individual perceptions of creativity across generational cohorts. A sample of 162 participants completed an online demographics questionnaire as well as aKEYS, a modified version of the KEYS to Creativity and …

Essays On Marketing Analytics Competition, Connectedness, And Controversy, Changan Zhang

2016

A consensus has been reached nowadays on the importance of data-based decision making for both data-driving pioneers such as web companies, and traditional industries or departments, such as pharmaceutical organizations, or even movie or television production companies, etc. How we collect, process, and make use of larger, fast changing, and diversified data effectively and efficiently is getting attention from statisticians, information engineers, and business analytics practitioners. Aside from thoroughly taking advantage of data on hand, data adventurers seek new data resources, which are potentially messier and more unstructured than more traditional data.

This research provides a road map to practitioners …

The Expansion Of Conscious Capitalism Into The Marketing World: Do Marketing Managers Practice 'Conscious' Marketing?, Gary Ottley

2016

Conscious capitalism is a business philosophy that, through its four foundational principles – higher purpose, stakeholder integration, conscious leadership, and conscious culture and management – reflects a move to elevating marketing to a higher level. Combining the axioms of service-dominant (S-D) logic with the tenets of conscious capitalism, the construct “conscious marketing” is developed. Conscious marketing is the manifestation of conscious capitalism in a marketing context, seen through the lens of S-D logic and influenced by a stakeholder orientation to marketing.

This research defines and delves into the meaning of the conscious marketing construct informed by extant literature, and develops …

Want To Sell To The Government? Do Your Market Research!, Veronica Doga

White Papers

How many times have you heard that government buys everything you can think of? In general, it is true. And, means a huge opportunity for small businesses.

Perceptions Of Cause-Related Marketing Tactics, Robert Bernier

White Papers

Study of small business owners in Nebraska reveals reluctance to make judgements about tactics intended to manipulate customers and more certainty about genuine charitable actions.

Young Consumers’ Brand Communications Literacy In A Social Networking Site Context, Margaret-Anne Lawlor, Aine Dunne, Jennifer Rowley

Articles

Purpose - Whilst substantial scholarly attention has been given to children’s understanding of advertising in the context of traditional advertising channels, there is a gap in the literature with regard to children’s commercial awareness in the context of online social networking sites (SNS). This paper seeks to explore the nature and extent of advertising literacy amongst young consumers in the context of their use of SNS, namely Facebook and Bebo.

Design/methodology/approach - A three-stage study was conducted with 12-14 year old girls, using focus group discussions, participant observation and in-depth interviews.

Findings - The study illustrates that the increasingly blurred …

Sport Consumer Behavior Research: Improving Our Game, Daniel Funk, Daniel Lock, Adam Karg, Mark Pritchard

All Faculty Scholarship for the College of the Sciences

Sport consumer behavior (SCB) research continues to grow in both popularity and sophistication. A guiding principle in much of this research is that sport consumers seek out sport-related experiences, and the benefits they yield, in order to satisfy needs and wants. This approach has provided new knowledge and insight into sport consumers. One outcome of this focus is that the vast majority of research on sport consumers has centered on psychological characteristics of these sport experiences related to evaluative and affective components. In addition, this research has predominately relied on cross-sectional studies and attitudinal surveys to collect information with less …

The Integrative Justice Model: Fair, Ethical, And Innovative Marketing To The Poor, Gene R. Laczniak, Nicholas J. C. Santos

Marketing Faculty Research and Publications

No abstract provided.

The Relationship Between Marketing Ethics And Corporate Social Responsibility: Serving Stakeholders And The Common Good, Gene R. Laczniak, Patrick E. Murphy

Marketing Faculty Research and Publications

No abstract provided.