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Articles 31 - 35 of 35
Full-Text Articles in Business
Understanding Student Perceptions Of Their Personal Branding In Higher Education, Musa Pinar, Tulay Girard
Understanding Student Perceptions Of Their Personal Branding In Higher Education, Musa Pinar, Tulay Girard
Association of Marketing Theory and Practice Proceedings 2020
Please see attached for an formatted extended abstract
Panel: Changing Expectations From Department Chairs In The Dynamic Environment Of Higher Education, Ismet Anitsal, Melek Meral Anitsal, Michael Latta, David J. Burns
Panel: Changing Expectations From Department Chairs In The Dynamic Environment Of Higher Education, Ismet Anitsal, Melek Meral Anitsal, Michael Latta, David J. Burns
Association of Marketing Theory and Practice Proceedings 2020
The dynamic environment of higher education defines and redefines roles of faculty and administrators. Department chairs have a unique position in colleges as they are part of the faculty as well as administrators. Expectations from department chairs include a long list of activities. They have to deal with a variety of tenured and tenure track faculty at different levels, such as instructors, senior instructors, assistant, associate, full professors, and per-course faculty (adjuncts). Students are another group for them to manage, including undergraduate, graduate students with different concentrations, majors and minors as well as transfer, study-away, study abroad students besides graduate …
Can Social Media Marketing Effects Be Sustained?, Manisha Mathur
Can Social Media Marketing Effects Be Sustained?, Manisha Mathur
Association of Marketing Theory and Practice Proceedings 2020
The social media strategies have changed the landscape of customer-firm associations. Yet, little is understood about the sustained effects of social media, particularly on firm performance. This research examines the extent to which social media plays a key role in the development of branding and marketing strategies that lead to sustained competitive advantage. We use econometric modeling to determine whether a brand’s performance remains stable with the extended implementation of social media marketing and how long the effect of social media is beneficial for a firm. The results yield significant implications for both marketing theory and practice.
The objective is …
Consumer Response To Foundations And Firms When Firms Own Or Sponsor A Foundation, Amanda Swift, Ismail Karabas
Consumer Response To Foundations And Firms When Firms Own Or Sponsor A Foundation, Amanda Swift, Ismail Karabas
Association of Marketing Theory and Practice Proceedings 2020
No abstract provided.
Are Eco-Friendly Cars More Favorable? An Exploratory Study Of Attitude Toward Eco-Friendliness Among Multiethnic Consumers In The U.S., Meng Tian, Sindy Chapa, Michael Walsh, Nicholas Kjaerholt, Ailin Xia
Are Eco-Friendly Cars More Favorable? An Exploratory Study Of Attitude Toward Eco-Friendliness Among Multiethnic Consumers In The U.S., Meng Tian, Sindy Chapa, Michael Walsh, Nicholas Kjaerholt, Ailin Xia
Association of Marketing Theory and Practice Proceedings 2020
Between technological developments in the car industry and increasing interest in eco friendly products among consumers, eco-friendly cars are gradually entering consumers' sights. This study examines the factors that influence consumers’ attitudes toward the adoption of eco-friendly cars. This study conducted an online survey with a sample (N = 3,191) collected through a national panel (Dynata). The results demonstrate that consumers’ concern about environmental sustainability and attitude towards environmentally friendly products impact consumers’ attitudes toward eco-friendly cars. It was also found that consumer’s level of collectivism positively influence their attitude toward environmentally friendly products. Further, the results showed consumers’ attitudes …