Business Commons^™

Neuroscience And Teaching And Learning In The Marketing Classroom: What Students Don’T Know About What Is Necessary To Succeed In The Higher Education Environment Or, In Other Words, Teaching And Learning: What Does The Brain Have To Do With Students’ Performance In The Classroom (Yes, Perhaps Surprisingly, Students Do Possess Brains, Even If They Generally Try To Minimize Their Use, At Least In The Context Of Formal Education)?, David J. Burns, Sandra L. Pierquet

Association of Marketing Theory and Practice Proceedings 2016

Advances in neuroscience have provided significant illumination to “accepted” marketing knowledge. Fortunately, neuroscience research has supported much of the accepted marketing knowledge. The support, however, is not total – recent neuroscience research has also raised serious questions and has overturned several aspects of previously accepted marketing thought, particularly regarding consumer decision making.

Neuroscience also provides insight into students’ academic activities. Indeed, neuroscience provides a significant amount of insight into what are the most successful activities for students to undertake. Although some of the research supports existing common student activities, the research also raises serious questions of appropriateness of other activities. …

Changing The World Of Higher Education: Creating A Student Capital Management System, Kathleen Houlihan

Association of Marketing Theory and Practice Proceedings 2016

Higher education is plagued with new concerns regarding government oversight and the college “rating system” that will hold schools accountable for student outcomes. This research supports the development of a student capital management system (SCM) that controls and protects student information while ensuring student outcomes data quality. Presented is an empirical model that connects colleges to the business world, while allowing higher education to access student data after they graduate. The first phase in developing a secure validated network of student data is the connection with the workforce and to the government in a system that offers granular access to …

Online Universities: Who Is Creating Virtual Communities?, Lisa Witzig, Joe Spencer, Katlyn Myers

Association of Marketing Theory and Practice Proceedings 2016

The use of online social communities for online universities seems a topic where usage can be taken for granted. This paper provides a literature review that shows the importance of community for students and alumni, and builds the case that online universities need to use online communities to deepen relationship. The paper then identifies the top social media network sites that can be used to build online communities and analyzes the activities of the top 54 undergraduate and top 53 graduate online programs at these sites. Despite the need to engage through these social media sites, online universities in general …

Re-Branding: The Case Of Southern Miss Athletics, Dennis Phillips, R. Doug Manning, Brian Crow, Dallas Branch, Ronald Dick

Association of Marketing Theory and Practice Proceedings 2016

In late July 2011, administrative trademark judges in the US Patent and Trademark Office ruled, in a 2-1 decision, that the University of Southern Mississippi would have to discontinue the use of its Golden Eagle logo because it was too similar in appearance to the University of Iowa Hawkeye (Hinton, 2011). Administrative trademark judge David Bucher wrote in his majority opinion that he backed Iowa's claim that there would be "the likelihood of confusion" in merchandise sales between the schools and the “the overall similarity in appearance of the marks on the goods, particularly in light of the use of …

Naming-Rights Sponsorship Outcomes And The Role Of Fan Connections To College Campuses And Stadia, Terry Eddy, Brendan Dwyer, Lamar Reams

Association of Marketing Theory and Practice Proceedings 2016

Despite the immense focus on revenue generation in college sport, only a small number of NCAA Division I institutions have come to agreements with naming-rights sponsors for their football stadia (Popp, Eddy, & McEvoy, 2015). The key underlying issue is that many institutions are concerned about the effect a corporately-named football stadium will have on key stakeholders, and whether this commercialization will be seen as an attack on tradition (Bentubo, 2007). However, fans’ attitudes toward naming rights relative to their perceptions of tradition and their attachment to college football stadiums are two areas which have received some attention in the …

An Examination Of The Marketing Of A Floundering Sport: The Case Of Powerboat Racing, Sam Fullerton

Association of Marketing Theory and Practice Proceedings 2016

A sample of 308 attendees at an APBA sanctioned powerboat race in July of 2015 provided insight regarding a number of key considerations germane to the decision to attend the race. Race organizers were seeking ways to reinvigorate interest in what they see as a floundering – if not sinking – sport. A self-administered survey was distributed at the race with those completing it having a chance to win a souvenir shirt from the races. The results indicate that better marketing is needed. WOM represented the most common means by which attendees learned about the event; much of this was …

Price Bundling Opportunities For The Savannah, Ga Market, Mark Mitchell, Gregory Turner, Dennis Rauch

Association of Marketing Theory and Practice Proceedings 2016

The Savannah area offers an eclectic mix of attractions for visitors. Broadly speaking, the tourism portfolio can be divided into four clusters: Museums, Bus/Trolley Tours, Water Tours, and Ghost Tours. This manuscript examines the possibility of combining the Savannah attractions into a price bundle to offer a lower price to consumers. Doing so may help stimulate demand during off-peak seasons. And, it may further promote greater awareness (and attendance) at attractions during the peak season.

Determining The Influence Of Electronic Messages On Consumer Behavior Based On Perceived Source Trust And Credibility, Mackenzie Sawyer, Nick Sellers, Rhett Coleman, Jaejin Lee

Association of Marketing Theory and Practice Proceedings 2016

With the growing presence of the internet, it is difficult for consumers to separate valuable information from useless information, and for marketers to determine what information consumers deem valuable. This paper aims to discover which message source - Corporate, Social, or Independent - is most trustworthy in the eyes of consumers. Corporate sources include paid platforms such as the company’s website and social media channels managed by the company, social sources include reviews posted on social media platforms by unpaid users who are not directly associated with the company, and independent sources include reviews from online articles, specialized publications, discussion …

The Impact Of Shadowing Within A University Sales Program, Linda G. Mullen, Lindsay R.L. Larson

Association of Marketing Theory and Practice Proceedings 2016

Oftentimes sales faculty seek to build real-world opportunities into their coursework that will allow students to observe first-hand the material presented in the classroom. While these kinds of experiential learning projects are assumed to be beneficial to sales classes, research on the actual benefits derived from these opportunities is limited. The current paper describes a 7-step shadowing opportunity for students within a University Sales program, and reports findings with quantitative and qualitative assessment data. Over five academic semesters between 2012 through 2015, 131 students within an advanced sales course at a Southeastern University were each asked to locate and shadow …

The Role Of Cultural Traditions On Branding And Word-Of-Mouth: Keeping Mother’S Recipes Alive!, Sindy Chapa

Association of Marketing Theory and Practice Proceedings 2016

The purpose of this study was to explore the impact a cultural tradition has on a perceived-brand-relationship (PBR) and word-of-mouth (WOM) behavior in person and electronically. Based on the cognitive-motivational-related theory of emotions and the social identity theory, a model is proposed to explain the impact that a family tradition, such as cooking with selective products, has on Hispanic mothers. Using a research mixed-method approach, a construct was developed to measure attitudes toward cultural traditions. Further, an online survey was administered for hypotheses and model testing using SEM and Logistic Regression tests.

Latina Mom Bloggers, a social media-marketing platform, was …