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Full-Text Articles in Business
Psychological Capital Intervention: A Potential Tool For Improving Organizational Commitment In Sales Organizations, Steven A. Schulz, Heather M. Schulz, Marsha Yeagley
Psychological Capital Intervention: A Potential Tool For Improving Organizational Commitment In Sales Organizations, Steven A. Schulz, Heather M. Schulz, Marsha Yeagley
Journal of Applied Marketing Theory
Given current challenges related to talent in sales organizations, the need for enhanced recruiting and retention of top-tier talent has never been more critical. Extant research has demonstrated the high cost of employee turnover and the importance of organizational commitment for the sales force. This report explores the potential of utilizing psychological capital (PsyCap) in sales organizations in order to gain a competitive advantage through increased organizational commitment. The authors found strong, positive relationships between PsyCap and organizational support, job satisfaction, and organizational commitment. Implications for academic researchers and a proposed intervention strategy for managers seeking to improve organizational commitment …
Is Dynamic Pricing Viable For Small Market Collegiate Athletics?, Steve Chen, Kenneth Henderson, Cassandra Smith, Nicholas Mason
Is Dynamic Pricing Viable For Small Market Collegiate Athletics?, Steve Chen, Kenneth Henderson, Cassandra Smith, Nicholas Mason
Journal of Applied Marketing Theory
Sport organizations use dynamic ticket pricing (DTP) strategies to generate extra revenues. DTP is based on demand and occasions. This exploratory study reported the results of the online survey data collected from 48 mid-west college/university athletic directors and marketing managers. The participants shared responses regarding their perceptions of the use of DTP by regional and private smallmarket collegiate athletic programs. Specifically, the study examined the perceived benefits and shortcomings of DTP. Past experiences implementing the strategy are also discussed. The results concluded that the majority of respondents were receptive to DTP although they questioned whether the strategy could deliver excessive …
In The Wake Of A Merger: Consumer Reactions To Service Failures, Melinda A. Mclelland, Ronald E. Goldsmith
In The Wake Of A Merger: Consumer Reactions To Service Failures, Melinda A. Mclelland, Ronald E. Goldsmith
Journal of Applied Marketing Theory
Customers are often overlooked during the merger process in both reality and the marketing literature. This research features an experiment with 431 U.S. consumers that assesses the impact of a service failure following a merger on a variety of consumer behaviors. Key results indicate that consumers are more likely to switch service providers if they experience a failure of any magnitude (major/minor) following a merger than if they experience the same failure in the absence of a merger. This finding emphasizes that firms involved in service mergers have to be extremely diligent about preventing customer defection and implement focused marketing …
The Influences Of Brand-Consumer And Cause-Congruence On Consumer Responses To Cause Related Marketing, Ronald E. Goldsmith, Zhu Yimin
The Influences Of Brand-Consumer And Cause-Congruence On Consumer Responses To Cause Related Marketing, Ronald E. Goldsmith, Zhu Yimin
Journal of Applied Marketing Theory
Cause Related Marketing (CRM) is a widely used type of brand alliance in which companies donate a portion of their sales to social causes with whom they ally. Researchers have studied many aspects of CRM to learn why these programs are effective and how to enhance their success. An overlooked component in CRM research is the extent to which consumers identify with the brand and with the cause. The present study presented 604 U.S. college students with CRM campaigns for two brands (M&Ms and Crest) partnered with the World Wildlife Fund to assess whether brand-cause congruence, brand-consumer congruence, cause-consumer congruence, …
Brand Equity Perceptual Mapping: Competitive Landscapes And Consumer Segments In Brand Equity Space, Brian Parker
Brand Equity Perceptual Mapping: Competitive Landscapes And Consumer Segments In Brand Equity Space, Brian Parker
Journal of Applied Marketing Theory
This study advanced a technique to map brand metrics and theoretically derived diagnostics that depict the relative positions of competitive brand sets and audience segments in a perceptual consumer-based brand equity space. Survey research collected brand equity ratings for two sets of competitive brands (Nike, Converse, Reebok and Toyota, Nissan, Pontiac), used to construct a pair of twodimensional maps that illustrate the brands’ position on brand equity dimensions relative to competitors and demographic-based segments. Paired brand equity indicators resulted in eight map quadrant areas that characterize a brand positioned in that space. The mapping techniques facilitate the strategic application of …
Investigating The Nba Servicescape: Fan Involvement, Team Loyalty, Perceptions Of Atmospheric Music And Emotional Responses, Crystal Southall, Richard Southall
Investigating The Nba Servicescape: Fan Involvement, Team Loyalty, Perceptions Of Atmospheric Music And Emotional Responses, Crystal Southall, Richard Southall
Journal of Applied Marketing Theory
Within the domain of entertainment and leisure services, sport is a unique experiential service-product. Further, sport consumer behavior has changed dramatically, as advances in technology have decreased barriers to and increased the scope of sport consumption. Sport consumers can now watch live, delayed, or recorded sport events when and where they choose. Therefore, sport organizations must focus on sustainability through the creation of a competitive advantage in the staging of live sport events. Given that the NBA product is consumed within an increasingly stimulating consumptive landscape (Andrews, 2006), this study sought to examine the relationship between NBA fans’ involvement, home-team …
Acquiring And Maintaining Premium Seat Customers In The “Big Four” Leagues, Peter J. Titlebaum, Ronald Dick, Kim Feldmann, Robert Davis
Acquiring And Maintaining Premium Seat Customers In The “Big Four” Leagues, Peter J. Titlebaum, Ronald Dick, Kim Feldmann, Robert Davis
Journal of Applied Marketing Theory
The sports industry in the United States will bring in an estimated $400 to $425 billion in 2011 (Plunkett Research, Ltd, 2011). Of the overall revenue, $10 billion is derived from premium seating. Unlike general admission and television revenue, income from premium seats is not usually shared with other teams in the league (Miller & Washington, 2010). Premium seating revenue makes a significant contribution to the overall revenue stream of sports organizations. In the 2010-2011 seasons, there were a total of 12,527 luxury suites across all the professional sports venues within the National Football League (NFL), National Basketball Association (NBA), …
The Effect Of Antecedent Mood On Customer Loyalty Intentions: A Mood By Gender Interaction, Michael L. Thomas, Lindsay Levine, Linda Mullen
The Effect Of Antecedent Mood On Customer Loyalty Intentions: A Mood By Gender Interaction, Michael L. Thomas, Lindsay Levine, Linda Mullen
Journal of Applied Marketing Theory
This study suggests that induced antecedent moods may, in a systematic manner, influence subsequent levels of loyalty intention within consumer scenarios. Furthermore, this research finds that there exists differential responses to induced mood states by gender, which fall in line with research on the underlying gender differences in cognitive processing, levels of risk aversion, motivation, and the experience of emotion while shopping. Past studies in this area have shown only a mild connection between induced antecedent mood state and loyalty intentions, which may be due in part to the issue of an emotion by gender interaction. This paper reinforces previous …
Real Smiles Vs. Faked Smiles: How Emotional Labor Impacts Service Behaviors, Anita Whiting
Real Smiles Vs. Faked Smiles: How Emotional Labor Impacts Service Behaviors, Anita Whiting
Journal of Applied Marketing Theory
This study investigates how emotional labor impacts service behaviors. Unlike previous research which focuses predominantly on the customer’s experience during a service encounter, this paper focuses on service employees and their performance during the service encounter. In particular, this study looks at how the emotional labor strategies of surface acting and deep acting impact customer service, job performance, and job satisfaction. The results from the SEMPLS analyses show that (1) surface acting has a negative impact on customer service and job satisfaction and (2) deep acting has a positive impact on customer service, job performance, and job satisfaction. Overall, the …