Business Commons^™

Why I Purchase What I See On Facebook: Comparing The Impact Of Electronic Word-Of-Mouth Between Hispanic And Non-Hispanic Consumers, Nivia Escobar, Sindy Chapa

Association of Marketing Theory and Practice Proceedings 2018

This study aims to explore the role of the adoption and consumption of Facebook on Electronic Word-Of-Mouth (eWOM) among Hispanics versus African Americans, Asians, and Non-Hispanics Whites in the United States, whilst exploring the impact of attitudes towards eWOM on the likelihood to purchase something because of the “Likes” on Facebook. A national panel was used to collect the data and an ANOVA test was conducted to test the hypotheses. The results indicated Non-Hispanic White consumers were significantly less likely to use WOM than Hispanic, African Americans and Asians. Overall, Hispanics were found to be more likely than any other …

An Exploratory Study On Ethical And Legal Issues Of Marketing Strategies In The Cigarette Industry: Perspectives On E-Cigarettes, Jason Bruce Kilby, Ismet Anitsal, Melek Meral Anitsal

Association of Marketing Theory and Practice Proceedings 2018

Cigarette and E-Cigarette companies use different marketing strategies to promote their product. Some of these marketing strategies could be considered by many to be both unethical as well as illegal. Many ethical and legal issues surround the cigarette industry and these same issues could be relevant in the emerging E-cigarette industry. This research organized cigarette industry behavior into a matrix where a behavior was classified on whether it was ethical, unethical, legal or illegal. In order for a behavior to be considered ethical it must meet the minimum standard of being legal except under moral exception. What is considered to …

"No Triclosan Ever!": Effects Of Absence Framing Of Novel Product Ingredients On Consumer Evaluations., Tim Ozcan, Ahmet Hattat, Michael Hair

Association of Marketing Theory and Practice Proceedings 2018

We investigated effectiveness of promoting novel ingredients either with presence or absence positioning – both are common in marketplace (e.g. Secret® deodorant visibly claims “aluminum chlorohydrate” while Crystal® promotes “no aluminum chlorohydrate”). Initial study results show that consumers have more positive evaluations and purchase intentions for absence framing than presence framing and this effect is mediated by protection-related goals. After reviewing the literature in green/sustainable product attributes and regulatory focus, we show that absence-framed ingredients have better consumer evaluations when consumers are in the prevention mindset. Conversely, we show that, when customers are in promotion mindset and looking for a …

Incorporating Professionalism Labs Into Marketing Curriculum, Tatia Jacobson Jordan

Association of Marketing Theory and Practice Proceedings 2018

This article discusses how to address present challenges in marketing education as a result of evolving student demographics and external conditions that leave students unprepared for the job market. Strategically incorporating professionalism labs, or career classes, into marketing department curriculum allows matriculating marketing students to hone the soft-skills that they need to transition successfully into professional positions.

The Use Of Epistemology, Transactional Cost Analysis And Herding Behavior Theories To Explain Ethical Leadership, Mohammed Y.A. Rawwas

Association of Marketing Theory and Practice Proceedings 2018

This study examines the relationship between ethical leadership and employee creativity with mediating role of trust in leader and moderating role of openness to experience. Data were collected from 205 supervisor–subordinate dyads in cellular mobile operator companies across Pakistan. Confirmatory factor analysis confirmed the distinctiveness of variables used in our study. The results also confirmed that ethical leadership promotes creativity at workplace, while trust in leader mediates the effect of ethical leadership on creativity. Furthermore, the results also confirmed the moderation of openness to experience on the relationship between trust in leader and employee creativity. As expected, the relationship was …

Virtual Reality, A New Channel In Sports Consumption, Ania Izabela Rynarzewska, Steven Mcclung

Association of Marketing Theory and Practice Proceedings 2018

The purpose of this study is (1) to determine factors that affect virtual reality adoption by sports fans, and (2) to evaluate consumer expectations related to the introduction of virtual reality. Based on the Technology Acceptance Model, modified for the purpose of this study, it was predicted that sports related information consumption via different media will affect consumer expectations of sports related information accessibility after adoption. Further, attitudes toward virtual reality were predicted to positively affect the likelihood of adoption. Results suggest that attitude toward virtual reality, frequency of sports related information consumption, and expected improvements to information consumption after …

Retail Salesperson’S Influence On India’S Lonely Consumers, Cindy B. Rippé, Brent Smith, Alan J. Dubinsky

Association of Marketing Theory and Practice Proceedings 2018

Many consumers in India experience loneliness and social isolation. Some may resort to shopping for a social experience, attempting to mitigate or remedy their situation. Looking to this key emerging market, we investigate how emotional loneliness, social loneliness, and social isolation influence enjoyment of social interaction with an in-store salesperson (ESIS). We also consider whether adaptive selling and predisposition to comply with salesperson input (PCSI) influence consumers’ trust in salesperson, purchase intention, and retail patronage. We utilize partial least squares structural equation modeling with a sample of 303 Indian consumers. Additionally, we provide two importance-performance mapping analyses, which offer additional …

Impact Of Acculturation And Internal And External Influences On Food Consumption Behavior Among Asian American Ethnic Groups, Ryan W. Kota, Sindy Chapa

Association of Marketing Theory and Practice Proceedings 2018

Retail food sales in the United States surpassed $5 trillion annually in 2015 and this number is on the rise. As a growing industry, it is important to understand what factors influence consumption. In this paper, the authors report on data collected from an ethnic segment that is growing in terms of overall population and spending power in the U. S.; Asian Americans. Through analyses of internal and external influences, and measurement of acculturation across 1,284 respondents, the authors are able to suggest that more acculturated individuals are more prone to be influenced by external factors (i.e., other foods and …

Measuring The Effectiveness Of Nba Marketing Techniques: A Comparison Between Small And Large Market Teams, Kyle Ronkartz, Ronald Dick, Christopher Atwater, Robert Baker, Craig Esherick

Association of Marketing Theory and Practice Proceedings 2018

“NBA teams use a variety of marketing techniques to try to increase game attendance.” (Dick and Turner 2007) Past studies have been done on comparisons of marketing techniques in different seasons (Dick and Sack, 2003), and the comparison of value between fans and marketing directors (Dick and Turner, 2007). Thus, this study is focused on comparing the difference in the value of marketing strategies between “small” market and “large” market teams in the NBA. This study will give us a better understanding on the difference in marketing techniques for “small” market teams compared to the “large” market teams.

Gender And Cybersecurity: Consumer Awareness, Experience And Trust, M. Olguta Vilceanu, Kristine Johnson

Association of Marketing Theory and Practice Proceedings 2018

In light of the growing epidemic of cyberattacks, it is important to understand how different groups within the general population connect information with attitudes and behaviors. Internet transactions become less of an option and more of a requirement for consumers and the workforce. This study explored the connection between awareness, experience, and trust with the goal of identifying communication strategies that will ultimately steer consumers toward healthy cyberbehaviors. Consumer trust in government and business organizations is the desired status quo for everyone. Awareness and experience are important modifying factors and both are addressable through strategic consumer communication campaigns. Understanding the …

The Consequences Of Business Model Innovation On Market Orientation And Stakeholder Orientation In Disruptive Firms, Zach Moore

Association of Marketing Theory and Practice Proceedings 2018

Disruption is the new paradigm of business. Nearly a day goes by without the popular business press heralding a new “disruptor” that has come to lay waste to the existing industrial landscape and radically alter the way in which humanity will live. While this may seem like hyperbole, it is not entirely without merit. The past few decades have seen a tremendous growth of innovations that have caused widespread changes in the ways firms do business. As such, it is essential to understand the antecedents and consequences of innovation and disruption on firms.

In the taxonomy of innovation, there are …

Experiential Or Instrumental? The Role Of Shared Responsibility In Academic Success, Joanne T. Cao, Jamye Foster, Gallayanee Yaoyuneyong, Alice Townsend

Association of Marketing Theory and Practice Proceedings 2018

This paper explores the notion of shared responsibility in an educational environment. Specifically, this study assesses the relationship between shared responsibility and service outcomes, such as value, satisfaction, and positive word-of-mouth, in a university housing context. Using general linear model, we find that students’ sense of shared responsibility affects hedonic and utilitarian value. In addition, students with a higher sense of shared responsibility were more satisfied and willing to recommend on-campus housing to others. Results of the study suggest a positive experience with student housing may increase student retention and offer recommendations for university residential managers.

How Customer Engagement And Customer Participation Translate Across High-Involvement Purchases (Like Higher Education), Wendy T. Gillis, Douglas Johansen, Shiri D. Vivek

Association of Marketing Theory and Practice Proceedings 2018

Previous research suggested that customer participation resulted in greater customer satisfaction for the service provider. Specifically, earlier research differentiated Service Customer Engagement (CE) from Service Customer Participation (CP), where the former was ideation and the latter was practical application/execution. In other words, CE was more psychological, where customers think, feel, and trust. Conversely, CP was more behavioral, or physical, where customers act and do.

The point of this research is to translate previous learning to other high-involvement purchases. Research indicates that services high in credence, high contact, as well as high-involvement (Sharma and Patterson 1999) seem to be particularly relevant …

Enhancing The Fan Experience In The Sport Industry, Christ Croft, Dennis Phillips, Brian Crow

Association of Marketing Theory and Practice Proceedings 2018

Much attention has been given lately to the term “fan experience”, often in the context of improved Wi-Fi connectivity, larger video boards, game-day smartphone apps, and entertainment during every stoppage of play (Muret, 2014; Kaplan, 2014). What is often overlooked in this focus on technology is the human element; namely, how game-day staff and team personnel interact with guests. These interactions can include security checkpoints, providing accurate information, crowd management, parking control, access control, and all other guest touchpoints. When staff members work in a culture of service, these guest interactions will reflect positively on your venue.

Sports Marketing Field Trips: Student Expectations, Perceived Benefits, And Proactivity, Sam Fullerton, Tammy Mccullough, Robert Twells

Association of Marketing Theory and Practice Proceedings 2018

A sample of 191 sports marketing students responded to a survey that focused on issues germane to attending sports marketing field trips. The results indicate that there is an understanding that these types of events are important to those seeking a career in the sports marketing industry. This study examines expectations on the part of two segments: students who attended at least one event and students who attended none of the five field trips scheduled for the 2016-17 academic year. The results indicate that the primary reason students did not attend is a scheduling conflict. It also delineates the benefits …

Gap Analysis For Student Attendance At Collegiate Athletic Events: A Demonstration Project Update, Michael Latta, Mark Mitchell

Association of Marketing Theory and Practice Proceedings 2018

The day after winning the 2016 NCAA College World Series, Coastal Carolina moved from the Big South Conference to the Sun Belt Conference. This move required a ‘step-up transition’ in Football from Football Championship Series (FCS) to Football Bowl Series (FBS) competition. This transition will require increased investment in student scholarships, facilities, and travel. And, the University must increase its average paid attendance for home football games by 50% more than its former stadium capacity. Researchers in the business school updated an earlier study of student attendance at collegiate athletic events in order to provide value-added and impactful information to …

Planning And Implementing A Graduate Online Team Taught Marketing Course, Rajasree K. Rajamma, Michael Sciandra

Association of Marketing Theory and Practice Proceedings 2018

Online courses have become an important educational delivery tool for institutions of higher learning throughout the world. While popular among students and administrators, many faculty members have expressed concerns with online courses. Therefore, this paper highlights online team teaching as a potential solution to concerns harbored by faculty members. In particular, we discuss the planning, coordination, and implementation of a graduate online team taught marketing course and offer an instructional example to alleviate some of the issues with online teaching. Importantly, this paper explores online team teaching from the perspective of marketing faculty and outlines positive educator outcomes associated with …

Why New Car Dealers Sell Used Cars: A Structural Analysis Of The Impact Of Used Car Markets On The Automobile Distribution Channel, Dinakar Jayarajan, S. Siddarth, Jorge Silva-Risso

Association of Marketing Theory and Practice Proceedings 2018

Most new car dealers also sell used cars from the same physical location. Used cars sold by these dealers are relatively good substitutes for new cars and thus, could compete with the new cars sold by the dealers. Previous empirical research on the automobile market has mostly ignored the presence of the used car market while the analytical literature provides ambivalent suggestions. In this paper, we study how the availability of used cars at new car dealers affects the substitution between new and used cars as well as how it affects the margins and profits obtained by the dealer and …

Internal Services Brand Orientation: Comparing The Perspectives Of Managers, Employees, And Customers, Ceren Ekebas-Turedi, Musa Pinar, Paul Trapp, Tulay Girard

Association of Marketing Theory and Practice Proceedings 2018

Brand orientation plays an important role in creating competitive advantage. The success of a brand depends on the extent of the harmony between managerially advocated brand orientation, effective implementation of the brand orientation by staff, and appreciation of the brand orientation by customers. This requires brand orientation to be implemented during each touch point of the service delivery process, as the delivery of the brand is experienced by consumers in a process of co-creation with the service provider.

To have a successful brand orientation, it is necessary to examine the perceptions of management, contact personnel, and consumers to discover if …

Perceived Costs And Benefits Of Being A Resident In A Tourism Destination Location, Michael Musante

Association of Marketing Theory and Practice Proceedings 2018

Destination marketing is a form of tourism marketing that promotes a region or an event in order to increase the number of visitors. The underlying goal behind the efforts is the prospect of economic gains for the region. Destination marketing organizations such as tourism boards are taking on a more prominent role as they seek to promote a region as a vacation area, or more narrowly, promote a festival or special event.

While new guests to a region can result in increased employment opportunities and generate revenues for businesses, the influx of visitors can also lead to negative consequences. Within …

The Role Of Consumer Self-Concept, Gary R. Holmes, Clinton Amos, Lixuan Zhang

Association of Marketing Theory and Practice Proceedings 2018

The growing shift to niche strategies has created a need for context specific research to address issues faced by today’s marketing manager and to determine whether longstanding consumer self-concept issues are pertinent in niche markets. Regarding the context of retailing and the ability of retailers to serve the desires of individual self-identities, streams of research regarding consumer self-concept, store image, service quality, loyalty, and share of wallet have been prominent in research. However, to the best of our knowledge, these concepts have not been concurrently empirically examined in a niche market context. This study addresses this gap by examining the …

What Happens After You Are Shocked? An Investigation Of Emotional Response, Brand Attitude, Attitude Toward Ad And Purchase Intention Of Shock Advertising In Chinese Consumers, Shuo Yan, Sindy Chapa

Association of Marketing Theory and Practice Proceedings 2018

The goal of this paper is to validate the emotion toward the ad scale among Chinese consumers as well as test several well-accepted hypotheses in advertising literature in shock advertising setting. The results of our study suggested that emotion was correlated with attitude toward ad (Aad), the casual relationship between Aad and Attitude toward brand (Ab), and the correlation between Ab and purchase intention (PI). A validated emotion scale was also proposed to measure emotions after viewing ads in Chinese consumers. A 17-item feelings toward ads (emotion) scale was finalized by using EFA. Suggestions for future research were discussed.

The Impact Of Gender And Agentic-Communal Orientations On Consumer Skepticism About Corporate Social Responsibility, Kevin P. Newman, Rebecca K. Trump

Association of Marketing Theory and Practice Proceedings 2018

Companies are increasingly emphasizing corporate social responsibility (CSR). However, consumers are often skeptical of the sincerity of companies’ CSR claims, particularly when the claim comes directly from the company. This research examines how the gender and genderrelated characteristics of a company’s spokesperson can alleviate CSR skepticism. Study 1 finds that consumers are less skeptical of a company’s CSR claim when it is made by a female (vs. male) spokesperson. Study 2 expands on this by finding that female consumers are less skeptical of a company’s CSR efforts when they are promoted by a communal spokesperson. In contrast, male consumers are …

Community Behind “In Return For An Honest Review”, Ania Izabela Rynarzewska

Association of Marketing Theory and Practice Proceedings 2018

With prevalence of online shopping, consumer reliance on consumer generated reviews increased tremendously over the last 22 years. It was Amazon.com, an online retailer who started consumer generated review in 1995. It has since been a major success and source of consumer trust. However, over the years, Amazon.com, academics and the news media noticed an increase of fake reviews whose purpose is to motivate consumers into purchasing a product based on those fictitious reviews. Amazon.com has been on a spree to catch numerous fake reviewers and fake review providers while academic research focused on how to recognize fake reviews, distributions …

Travel Motivation Influence Attitudes Toward Cultural Souvenirs And Travel Intentions, Wei Wang, Gallayanee Yaoyuneyong, Pauline Sullivan, Brigitte Burgess

Association of Marketing Theory and Practice Proceedings 2018

This study identifies structural relationships between tourists’ travel motivations and attitudes toward cultural souvenirs and travel intentions. An online survey fielded through Amazon Turk yielded a purposeful sample of 893 respondents who were representative of the population of interest. Results reveal respondents prefer to travel during summer rather than during spring, winter, and fall seasons. Additionally, they desire to purchase souvenirs on family trips. Also, data analysis indicates travel motivations positively influence tourists’ attitudes towards cultural souvenir and travel intentions. Physical, relaxation, and pleasure motives influence travel motivations.

Toward A Better Understanding Of Organic Products Consumption: The Key Role Of Consumers’ Involvement, Nataly Levesque, Frank Pons, Mahshid Omid

Association of Marketing Theory and Practice Proceedings 2018

Food consumption is at the base of human needs and represents an important part of our everyday life (Gottschalk & Leistner, 2013). Furthermore, the organic food market is probably the most promising sector of the global food industry (Tarkiainen & Sundqvist, 2009). However, the gap, often mentioned in the literature, between positive attitude towards organic products and actual behavior regarding these products still represents a major issue. Thus, in this paper, we propose to address this issue using an extended version of the Theory of Planned Behavior to explain parts of this gap and to highlight the crucial role played …

#Fomo: How The Fear Of Missing Out Drives Consumer Purchase Decisions, Michelle Van Solt, Jessica Rixom, Kimberly Taylor

Association of Marketing Theory and Practice Proceedings 2018

The fear of missing out (FOMO), defined as “a pervasive apprehension that others may be having rewarding experiences from which one is absent” (Przybylski et al., 2013), has been seen as a motivator for individuals to take action. This paper focuses on consumers’ experiential purchase decisions motivated by FOMO. More specifically, we explore the situational factors that can lead to higher levels of FOMO including the social group (i.e., close vs. distant) and type of experiences (i.e., ordinary vs. extraordinary). We also distinguish FOMO from anticipated regret. Given that there is little empirical consumer research on FOMO, it is important …

A Framework For Using Customer Journey Mapping Alongside Digital Content Marketing To Build The College Brand, Julie M. Pharr

Association of Marketing Theory and Practice Proceedings 2018

This paper illustrates how customer journey mapping can be applied in colleges and universities to facilitate content-rich branding. A customer journey map for higher education is created and illustrates how a student’s journey may be broken into phases of prepurchase, purchase, and postpurchase. Each stage is subdivided to show important touchpoints that occur in that stage. Touchpoints may be firm-initiated or customer-initiated, but research shows that customerinitiated touchpoints are becoming increasingly more numerous. The paper demonstrates how content-rich branding, through reliance on the use of relevant content, can be used to stimulate frequent positive customer-firm interactions. Customer journey analysis is …

Metrics-Driven Climate And Metrics-Based Activities As An Organizational Processes To Complement Mpm System In The Firm, Yuko Yamashita, Wataru Uehara, Gen Fukutomi, Hiroyuki Fukuchi

Association of Marketing Theory and Practice Proceedings 2018

We have learned that the marketing performance measurement (hereinafter MPM) does matter from the growing accumulation of the recent research. Marketing needs an appropriate set of metrics to plan, check and correct their marketing actions. How can then the use of MPM can be radicated in the organization? Although marketing research stream have developed marketing metrics and linked metric use to firm performance, there is little understanding of what promotes the use of marketing metrics in an organization. We observe many cases where the metrics cannot be well rooted in the organization because of the cultural resistance, irrelevance to the …

Timing Of Market Entry For New Products: An Exploratory Case Study Of The Success Factors For Pioneering And Following, Eunsang Yoon, Hyeonjin Rim

Association of Marketing Theory and Practice Proceedings 2018

Launching a new product at the optimal time is imperative for the successful entry and penetration in the competitive market. Expectations of customers, responses of competitors, challenges of emerging start-ups, shortening of product life cycles, and global alliance of corporations are some of the evolving factors that are relevant to the timing decisions for a new product. This paper re-examines the timing-related strategic issues, reports an exploratory case study of the ninety-two pioneering or following market entries, and discusses the managerial implications for a firm’s market-entry decisions for a new product or service.