Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 11 of 11
Full-Text Articles in Business
The Near Future Of Marketing From The Consulting Perspective, Ronald E. Goldsmith, Luiz Moutinho
The Near Future Of Marketing From The Consulting Perspective, Ronald E. Goldsmith, Luiz Moutinho
Journal of Applied Marketing Theory
How we see the future depends partly on our current perspective. A research-oriented visionary will detail what the future brings for researchers. A technology-oriented one describes the wonders of coming technologies. Marketing managers are likely concerned with future developments in their specific areas of responsibility (i.e., advertising and promotion, branding, or supply chain). Academics likely look for the hot new research topics. This article summarizes how several major consulting companies, e.g., McKinsey & Company, Strategy&, and Euromonitor International, view the near future on the premise that academic researchers often overlook such forecasts although they provide a unique perspective on what …
Supermarket Pricing Model Impact On Private Label Brands Versus National Brands Among Millennial Consumers, Jeff Hendrix
Supermarket Pricing Model Impact On Private Label Brands Versus National Brands Among Millennial Consumers, Jeff Hendrix
Journal of Applied Marketing Theory
Are national brands (NB) manufacturers at risk of losing sales to private label brands (PLB) in low quality variance categories, as the Millennial generation continues to outpace previous generational cohorts in absolute size and spending power? A quantitative examination of archival home scan panel data from over 100,000 U.S. households, investigated actual purchase data over a three-year period. Consumer metrics for Rice and Pasta category; trip conversion, buyer conversion, and loyalty served as dependent variables interacting with a multivariable grouping of independent variables; branding (NB vs. PLB), age cohort (Millennial vs. Generation X), and grocery pricing model format (Hi-Lo vs. …
Reasons Why Small, Private Schools Should Start Football Programs, Ania Izabela Rynarzewska, Steven Mcclung
Reasons Why Small, Private Schools Should Start Football Programs, Ania Izabela Rynarzewska, Steven Mcclung
Journal of Applied Marketing Theory
College football programs are booming in popularity. College football benefits both fans and schools. Those benefits differ between small and large schools. This paper looked at reasons why small, private schools should start football program, Findings suggest a positive effect of fan identity, expectation of enjoyment and perceived importance of football to the school on intention to attend games and consume football related goods. Relationship between intentions to donate and enjoyment and importance were partially mediated by intentions to consume. Fan identity had no direct effect on intentions to donate. This study suggests that small-scale football programs can benefit students …
The Role Of Cultural Traditions On Branding And Word-Of-Mouth: Keeping Mother’S Recipes Alive!, Sindy Chapa
The Role Of Cultural Traditions On Branding And Word-Of-Mouth: Keeping Mother’S Recipes Alive!, Sindy Chapa
Journal of Applied Marketing Theory
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 on social media. 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. The findings supported the proposed model …
Race Ethnicity And In-Store Mobile-Assisted Shopping In The Us, Kristine Johnson, Manuel C. Pontes
Race Ethnicity And In-Store Mobile-Assisted Shopping In The Us, Kristine Johnson, Manuel C. Pontes
Journal of Applied Marketing Theory
Today, it is arguably important for retailers to incorporate digital technology as part of the in-store shopping experience. As such, this research examines specific elements of this process—the relationship between race, ethnicity, and consumer use of mobile coupons and digital barcodes to facilitate purchase decisions. Data were collected by telephone survey of a nationally representative sample of US adults. Results indicate minority (Non-White) adults are more likely than White adults to use their mobile phone in-store to purchase products with mobile coupons and to scan barcodes for product information. Individuals who use both social media and who own tablets or …
Online And In-Store Compulsive Buying Among Metrosexuals, And Other Male Consumers, Michael L. Thomas, Lindsay Levine, Luther Denton, Kathleen Gruben
Online And In-Store Compulsive Buying Among Metrosexuals, And Other Male Consumers, Michael L. Thomas, Lindsay Levine, Luther Denton, Kathleen Gruben
Journal of Applied Marketing Theory
This paper presents an exploratory study of compulsive buying behavior among male, and specifically metrosexual consumers who represent significant purchasing power, but have yet to be studied in both online and in-store environments. This research has significant importance for public policy, consumer behavior and marketing. The literature has largely ignored specifically male compulsive shopping behavior, and particularly how this behavior manifests itself in different shopping environments and among different subsets of male consumers. Research was gathered via an online survey of 193 males with special attention paid to acquiring equal representation of both urban (potential metrosexuals) and rural consumers. The …
Community-Level Market Responsiveness To Tourism, Les Hollingsworth
Community-Level Market Responsiveness To Tourism, Les Hollingsworth
Journal of Applied Marketing Theory
The present case study examines a community’s market responsiveness to tourism. The current axiom in business is that individual organizations must be responsive to customer needs; whether the same holds true for communities as a unified tourist offering is less clear. A mixed methods approach is used to determine whether an award-winning tourism community exhibits the three criteria for market orientation (Slater & Narver, 1999). The findings suggest that market responsiveness as described in the literature may not be a requirement for success when examining communities rather than individual firms.
The Impact Of Team Outcomes, Brand Connection, And Game Attendance On The Corporate Image Of A Stadium Naming-Rights Sponsor, Terry Eddy, Brendan Dwyer, Mark Slavich
The Impact Of Team Outcomes, Brand Connection, And Game Attendance On The Corporate Image Of A Stadium Naming-Rights Sponsor, Terry Eddy, Brendan Dwyer, Mark Slavich
Journal of Applied Marketing Theory
The impact of sport sponsorship on perceptions of the sponsor has become a well-established line of research, but the examination of the special case of stadium naming-rights sponsors has only just begun to gain momentum. The purpose of the current study was to examine the impact of primary tenet success/failure, game attendance, and team connection on the corporate image, reputation, and credibility of the naming-rights sponsor. MetLife Stadium in the New York City metropolitan area was chosen as the unique context for this examination. The results indicated that game attendance had a significant effect on respondents’ image of MetLife. Full …
High-Low Pricing (Hl) Vs. Every Day Low Pricing (Edlp) Strategy: The Consequence Of Jc Penney’S Move From Hl To Edlp, Abhay Shah
Journal of Applied Marketing Theory
Retailers follow one of two pricing strategies – high-low (HL) and every-day low pricing (EDLP). The HL strategy is where the retailer will start with a higher price and give deep discounts in order to attract customers. On the other hand, retailers that follow the EDLP strategy keep prices very low and rarely giving price discounts. Not too long ago, JC Penney changed its strategy from HL to EDLP that had a very negative impact on its performance. The study hypothesizes that retailers who change their strategy (from HL to EDLP or EDLP to HL) will not be successful if …
In House Versus Outsourcing: Effects Of Service Quality And Consumer Satisfaction Of Sport Centers, Jennifer Y. Mak, Siu Yin Cheung
In House Versus Outsourcing: Effects Of Service Quality And Consumer Satisfaction Of Sport Centers, Jennifer Y. Mak, Siu Yin Cheung
Journal of Applied Marketing Theory
The purposes of this study were to examine the difference between Facility Management Systems, in-house versus outsourcing, in service quality of sport public sport centers, as well as examine the aspects of service delivery. The sample consists of 302 sport center consumers from different regions of Hong Kong. The Chinese version of SERVQUAL was used to measure consumer expectations and perceptions on sport centers’ service quality. The participants were invited to fill out the questionnaires at the public sport centers. Findings showed that consumers’ expectations between the public and outsourced sport centers were the same. On the other hand, the …
Relevance Of Personal Interaction Factors Between Customers And Sales Representatives In The Automotive Business, Michael Stros, Timothy C. Heinze, David Riha
Relevance Of Personal Interaction Factors Between Customers And Sales Representatives In The Automotive Business, Michael Stros, Timothy C. Heinze, David Riha
Journal of Applied Marketing Theory
The purpose of this paper is to determine the personal factors in sales that are most relevant to the formation of positive consumer impressions and resulting sales effectiveness. The research enables scholars and practitioners to better understand the personal sales process and develop more efficient sales approaches. The study utilized an observational design methodology. Personal selling scenarios were filmed and shown to respondents who completed a consumer impression and sales effectiveness survey. Video content was also coded for statistical analysis. The resulting data was analysed via a multiple-regression model. A conceptual personal sales model was developed, and the model suggests …