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Full-Text Articles in Business
Digital Word-Of-Mouth And The Gender Implications, Deborah H. Lester, Andrew M. Forman, Dolly D. Loyd, Tyra A. Burton
Digital Word-Of-Mouth And The Gender Implications, Deborah H. Lester, Andrew M. Forman, Dolly D. Loyd, Tyra A. Burton
Association of Marketing Theory and Practice Proceedings 2013
Consumers can now easily access data and exchange sentiments regarding products and services on an unprecedented scale, and often in real time, through digital connections. The Internet and mobile technologies have made sharing of information and opinions among consumers easier than ever. The capacity of online participants to inspire and transform perspectives has been touted to surpass the radical potency of television when it entered the consumer’s province during the 50’s. Men and women use social media sites to learn about new products, to become smarter shoppers and to feel good about a purchase they might have already made. College …
Tension And Energy: Components Of Arousal And Their Effect On Intention To Give, Robert E. Pitts, Julia E. Blose, Rhonda W. Mack
Tension And Energy: Components Of Arousal And Their Effect On Intention To Give, Robert E. Pitts, Julia E. Blose, Rhonda W. Mack
Association of Marketing Theory and Practice Proceedings 2013
In the current study we explore a multidimensional conceptualization of arousal to better understand the effect of donation appeals incorporating negative messages on intention to give. More specifically, an experiment is conducted to determine whether varying the level of message negativity has an impact on donor intentions to give where the mechanism by which intentions increase is examined. Using structural equation modeling, the relationship between message negativity, two dimensions of arousal (tension and energy) and intention to donate is estimated. We collected data using the background of an on-campus fund raising program for abused Afghani women held at a mid-size, …
Attitude Versus Involvement: Predicting Ethically And Socially Responsible Consumption Behavior, Sacha Joseph-Mathews, Nicole Bieak-Kreidler
Attitude Versus Involvement: Predicting Ethically And Socially Responsible Consumption Behavior, Sacha Joseph-Mathews, Nicole Bieak-Kreidler
Association of Marketing Theory and Practice Proceedings 2013
Critics argue that the value gap (difference between what consumers say they care about and what they actually choose to purchase) suggests that ethical consumption is not as important as consumers imply. There is much talk about the ethical consumer “myth’ as consumers often claim to be interested in purchasing ethically and socially responsible products yet sales figures for green products often do not exceed 5% total product sales in any one category with organic fruits and vegetables being the one exception. Traditional models use consumer attitudes to the environment as a predictor of ethically and socially responsible consumption behavior …
Marketing Faculty And Marketing Staff: Framework Of Shared Opportunity, Lynn W. Mcgee
Marketing Faculty And Marketing Staff: Framework Of Shared Opportunity, Lynn W. Mcgee
Association of Marketing Theory and Practice Proceedings 2013
Marketing faculty and university marketing professionals are finding opportunities to collaborate that deepen research in marketing for higher education, enrich the marketing student experience and enhance marketing effectiveness at their institutions. This exploratory research brief draws on two advancement experts to describe the potential-- and the challenges--of research in higher education marketing, reviews a sample of published research to identify the types of published collaborations and uses a case study of a public comprehensive university to identify types of marketing faculty/staff collaboration. As faculty across all disciplines are asked to take more leadership in marketing their schools and departments, marketing …
Online Learning: Best Practices And Online Technologies, Anita H. Whiting
Online Learning: Best Practices And Online Technologies, Anita H. Whiting
Association of Marketing Theory and Practice Proceedings 2013
This session seeks to provide a forum for discussing online technologies and best practices in online learning. Session seeks to provide an opportunity for faculty to discuss what strategies have worked well in their online classes and what obstacles they have encountered while teaching online. Session will also foster discussion about online technologies that faculty prefer to use and the benefits they gain from these technologies. Overall, session will help faculty learn more about how to be successful in the online classroom.
Price Bundling Opportunities For The Charleston (Sc) Tourism Market, Mark Mitchell, Michael Collins, Gregory Turner, Jordan Smith
Price Bundling Opportunities For The Charleston (Sc) Tourism Market, Mark Mitchell, Michael Collins, Gregory Turner, Jordan Smith
Association of Marketing Theory and Practice Proceedings 2013
The Charleston area offers a rich mix of historical, cultural, educational, social, and natural entertainment options for visitors. This paper examines the possibility of price bundling of area attractions to offer a lower price to area visitors. Two options are advanced: Targeted Selections and Broader Selections. Finally, market-specific factor influencing implementation are discussed.
Using Client Based Projects (Cbss) In Mba Marketing Programs To Bridge The Gap Between Theory And Practice, Lynn C. Dailey
Using Client Based Projects (Cbss) In Mba Marketing Programs To Bridge The Gap Between Theory And Practice, Lynn C. Dailey
Association of Marketing Theory and Practice Proceedings 2013
The ability to apply marketing knowledge is a key skill needed by marketing graduates. This is especially true in MBA education. Historically, academics have stressed theory while practitioners have stressed practice. Experiential learning can bridge the gap between theory and practice. One important form of experiential learning is having students participate in client based projects (CBP). Many professors are hesitant to take on CBPs because they appear to be time intensive and riskier to manage as opposed to traditional case studies; however, this paper shows a step by step process for implementing CBPs in the classroom that has been successfully …
Innovation And Entrepreneurial Ventures In Sport: Branding Athletes Through Use Of New Media And Technology, Khalid Ballouli, John Grady, Brandon Brown
Innovation And Entrepreneurial Ventures In Sport: Branding Athletes Through Use Of New Media And Technology, Khalid Ballouli, John Grady, Brandon Brown
Association of Marketing Theory and Practice Proceedings 2013
Due to the growing capacity of modern technology to build brands through digital integration and social media networking, athletes have begun to create their own digital presence in efforts to reach a wider target audience. As such, entrepreneurs who develop integrated networks of traditional marketing and social media strategies—designed to increase brand influence in the digital space—are beginning to develop ways in which to capitalize on the monetization of the digital athlete brand. Digital athlete branding involves creating a digital presence for the professional athlete through the development of personal websites, social networks, and new media to provide unique fan …
The Impact Of Country-Of-Origin On The Liability-Of-Foreignness In The Acceptance Of Products In The Global Marketplace, Natascha Loebnitz, Michael Harvey
The Impact Of Country-Of-Origin On The Liability-Of-Foreignness In The Acceptance Of Products In The Global Marketplace, Natascha Loebnitz, Michael Harvey
Association of Marketing Theory and Practice Proceedings 2013
Upon entering a foreign market, multinational corporations (MNCs) encounter business environments that are far more diverse and complex that what they are attuned to experiencing in their home market. MNCs face inherent encumbrances due to spatial distance, unfamiliarity with the local environment, differential treatment by the host country, and costs imposed by the homecountry environment, pertaining to the construct liability of foreignness (LOF). While prior research empirically demonstrated LOF’s existence at firm level of analysis with respect to various costs (e.g. survival, revenue, labor lawsuits, profitability), surprisingly little empirical work has been conducted on marketing derived costs, particularly at the …
Customer Service Employees In Logistics, Dave Mcmahon, Stephen A. Lemay, Jeff Periatt, Rose Opengart
Customer Service Employees In Logistics, Dave Mcmahon, Stephen A. Lemay, Jeff Periatt, Rose Opengart
Association of Marketing Theory and Practice Proceedings 2013
This article provides a description of the changing needs and role of customer service employees, their competencies, job requirements, and training needs. Four key findings for developing effective training options are discussed. The data comes from an original research project funded by the Council of Logistics Management (CSCMP).
Internal Marketing Implications Of Workplace Bullying: The Integration Of Multiple Perspectives, Mary F. Mobley, Michael C. Mobley, Richard Easley, Clinton Amos
Internal Marketing Implications Of Workplace Bullying: The Integration Of Multiple Perspectives, Mary F. Mobley, Michael C. Mobley, Richard Easley, Clinton Amos
Association of Marketing Theory and Practice Proceedings 2013
This special session will highlight marketing, behavioral, leadership, and legal perspectives of workplace bullying behavior and how such behavior can negatively affect an individual’s wellbeing and adversely impact an organization’s welfare. The discussion will be couched within an internal marketing framework with special emphasis on strategic implications. Behavioral aspects of those who bully and the impact that their behavior can have on their targets will be given special consideration. Also, various leadership issues that arise in workplace environments with respect to workplace bullying will be explored. Further, an overview of the legal ramifications of workplace bullying will be integrated into …
The Inmates Are Running The Asylum: The Role Of A Consumer Mentality In Higher Education And Exploring How It Can Be Overcome, Stephen S. Batory, Anne Heineman Batory, David J. Burns, John Lanasa, Randy Stuart
The Inmates Are Running The Asylum: The Role Of A Consumer Mentality In Higher Education And Exploring How It Can Be Overcome, Stephen S. Batory, Anne Heineman Batory, David J. Burns, John Lanasa, Randy Stuart
Association of Marketing Theory and Practice Proceedings 2013
Serving and satisfying customers is often viewed as the primary function of businesses. Consequently, a customer orientation, or a focus on determining customers’ wants and needs and designing and offering products to satisfy them, is a key concept within marketing. Is the importance of a customer orientation also true in higher education? Several believe that it is. The answer to the question of who is the customer in higher education, however, is less clear. Historically, society was viewed to be the primary customer of higher education – the purpose of higher education was viewed to produce educated individuals who possess …
The Effects Of A Disaster’S Onset On The Humanitarian Aid Supply Chain, Micheal J. P. Dwyer
The Effects Of A Disaster’S Onset On The Humanitarian Aid Supply Chain, Micheal J. P. Dwyer
Association of Marketing Theory and Practice Proceedings 2013
Through the development of an illustrative model, this conceptual paper argues that the relative timeframe of the onset of a disaster – whether slow or sudden - is related to the form of the supply chain response of the humanitarian aid organization. Further, a proposed method for researching the interrelationship between the nature of a disaster and how it affects the formulation of the humanitarian aid supply chain is offered. Several contributing characteristics of humanitarian aid supply chains are identified and described within the context of the model. Finally, several potential avenues for future research are described including the efficiencies …
Social Media In The Business Curriculum Panel, Pauline Ash Ray, Jenny Swearingen, Paul Wilkens
Social Media In The Business Curriculum Panel, Pauline Ash Ray, Jenny Swearingen, Paul Wilkens
Association of Marketing Theory and Practice Proceedings 2013
Social Media has grown from an auxiliary chapter in a marketing text to an entire course in the curriculum, an undergraduate major, or a MBA specialty. The controversy now appears to be the extent of the coverage of the Social Media area. The challenge in examining social media’s role in the business curriculum is that there is a lack of empirical research on this subject. The purpose of this panel is to undertake an exploratory review of how social media has been utilized in the business curriculum of participants’ schools in response to the demands of the changing business landscape. …
Differentiating Financial Service Brands Through The Multilayered Service Strategy (Mss): Some Insights Insights From The Resource Based View Of The Firm, Olutayo Otubanjo
Differentiating Financial Service Brands Through The Multilayered Service Strategy (Mss): Some Insights Insights From The Resource Based View Of The Firm, Olutayo Otubanjo
Association of Marketing Theory and Practice Proceedings 2013
This paper examines how financial service organizations operating in the Nigerian banking industry can be effectively managed to achieve brand differentiation. In order to achieve this objective, a service brand model was reviewed and critiqued and a Multilayered Service Strategy (MSS) model was put forward as an effective model for service brand differentiation. Consequently, sixteen leading-edge marketing and communication practitioners were engaged to examine the effectiveness of the model through in-depth interviews. Findings from the analysis of data indicate that an effective differentiation of a service brand cannot be achieved through the adoption of a single business or organizational factor. …
The Relationship Between Investments In Intangible Resources And Liquidation For Financially Distressed Firms, Richard A. Heiens, Robert T. Leach, Paul D. Newsom
The Relationship Between Investments In Intangible Resources And Liquidation For Financially Distressed Firms, Richard A. Heiens, Robert T. Leach, Paul D. Newsom
Association of Marketing Theory and Practice Proceedings 2013
Working with a sample of manufacturing and non-manufacturing firms that filed for bankruptcy protection between 1980 and 2009, the current study examines the relationship between investments in intangibles and the likelihood that the bankrupt firm will either be reorganized or face liquidation. Results for the manufacturing sub-sample show that R&D is the only significant variable associated with liquidation. Over-investment in R&D appears to increase the likelihood of liquidation. Similarly, results for the non-manufacturing sub-sample show that over-investment in advertising appears to increase the likelihood of liquidation. Our conclusion is that firms that are forced to liquidate are often guilty of …
Brand Equity And Brand Equity Scale Developments: A Literature Review, Sally Baalbaki
Brand Equity And Brand Equity Scale Developments: A Literature Review, Sally Baalbaki
Association of Marketing Theory and Practice Proceedings 2013
Brand equity is perhaps the most important marketing concept in both academia and practice (Christodoulides and de Chernatony, 2010; Keller and Lehmann, 2006). Academics want to understand how brand equity is measured and what it means for a company, while practitioners want to understand how to influence consumer decisions with respect to different brand purchases in order to increase their brand equity. The term came into use during the late 1980’s; and the importance of conceptualizing, measuring, and managing brand equity has grown rapidly in the eyes of practitioners and academics alike (e.g. Aaker, 1991, 1996; Aaker and Keller, 1990; …
Good Media Mix Strategies For Bad Times: Sequencing Optimizes, Marsha Loda, Barbara Carrick Coleman
Good Media Mix Strategies For Bad Times: Sequencing Optimizes, Marsha Loda, Barbara Carrick Coleman
Association of Marketing Theory and Practice Proceedings 2013
This paper summarizes an experiment which compares three commonly used marketing elements: advertising, Internet websites, and publicity. These elements are rated on two dependent variables: message acceptance (credibility and message strength), and message response (attitude and purchase intent). Direct effects of each variable are examined. Sequencing effects are also examined to see if it matters in what order potential customers encounter the marketing message. Results indicate that a website, used alone, can make a significant difference in message strength. However, to impact purchase intent, a multimedia campaign is necessary. The current study extends the authors’ 2005 research comparing only advertising …
National Brands Or Private Brands? A Regulatory Focus Perspective, Trang Phuc Tran, Joan Hubbard
National Brands Or Private Brands? A Regulatory Focus Perspective, Trang Phuc Tran, Joan Hubbard
Association of Marketing Theory and Practice Proceedings 2013
Drawing on existing literature, the current research is to investigate how regulatory focus moderates the influence of two aspects of message framing, i.e., attribute framing and risky choice framing, and their interactions on customer perception measured by four components: brand attitude, attitude toward the ad, purchase intention, and willingness to pay. A conceptual model was drawn to capture four hypothetical relationships: regulatory focus and attribute framing (H1), regulatory focus and brand type (H2), brand type and attribute framing (H3), and regulatory focus, brand type and attribute framing (H4). An experiment was conducted using 430 participants and a 2 (regulatory focus: …
Testing A Brand Personality Scale For Quick Service And Casual Dining Establishments, Michael Musante
Testing A Brand Personality Scale For Quick Service And Casual Dining Establishments, Michael Musante
Association of Marketing Theory and Practice Proceedings 2013
Managers have long recognized the value of establishing and maintaining a desired identity for their brands. The Brand Personality Scale has been recognized as a valid and reliable tool to help managers assess brand perceptions. The forty-two item scale, developed by Aaker, identifies five dimensions of brand personality. While considered generalizable, it has been suggested that the scale, and delineated personality dimensions, may not represent an ideal fit for all industries. The current study sought to propose and test a modified version of the brand personality scale that may be appropriate for the restaurant industry. As part of the research …
Nigerian Consumers And Their Purchase Intentions For Global Brands, Al Rosenbloom, James Haefner, Olutayo Otubanjo
Nigerian Consumers And Their Purchase Intentions For Global Brands, Al Rosenbloom, James Haefner, Olutayo Otubanjo
Association of Marketing Theory and Practice Proceedings 2013
This paper presents the research findings of a global brand study conducted in Nigeria. This empirical research sought to evaluate the relative contribution of the following five constructs on global brand purchase intent: country of origin, brand familiarity, brand linking, brand trust, and weak-strong perceptions of the brand’s masculinity-femininity associations. Step-wise regression models were used for the study’s ten brands. The regression models indicated that brand liking and brand trust were the most important predictors of global brand purchase intent in the studied sample of Nigerian consumers.
American Marketing Students’ Attitudes Towards Online Classes, Sam Fullerton
American Marketing Students’ Attitudes Towards Online Classes, Sam Fullerton
Association of Marketing Theory and Practice Proceedings 2013
A sample of 304 American marketing students from four regionally diverse universities provided insight regarding their attitudes towards online education. Positives included scheduling flexibility, opportunities to take more classes offered by their own and by other universities, and the elimination of time and cost constraints. Most disconcerting was the absence of studentteacher interaction. Traditional and hybrid offerings were generally deemed to be superior to those courses using the “delivered entirely online (DEO)” format. Students need to be made more aware of the advantages of online education from both an educational and a temporal perspective. A meaningful segment is comprised of …
A Comparison Of Faculty Perceptions Of Academic Integrity In Private And Public Universities, Anne H. Batory, Stephen S. Batory
A Comparison Of Faculty Perceptions Of Academic Integrity In Private And Public Universities, Anne H. Batory, Stephen S. Batory
Association of Marketing Theory and Practice Proceedings 2013
Public and private institutions of higher education are challenged by academic integrity. In this study, faculty from over 100 U.S. private and public universities shared their perceptions of academic integrity issues such as academic dishonesty detection, awareness of punishments, the faculty as role models, personal values and the ethical image of administrative units. Results indicate perceptions differed by type of institution but not gender or teaching experience. Administrative units were influenced in public universities (but not private) by teaching experience. The results contribute to an understanding of the academic integrity environment underlying the performance of business education. Implications for research …
Teaching Marketing Science With Sensitivity Analysis, Samuel Wathen, Michael Latta
Teaching Marketing Science With Sensitivity Analysis, Samuel Wathen, Michael Latta
Association of Marketing Theory and Practice Proceedings 2013
In the workplace, marketing managers routinely deal with decision making. The application of Marketing Science to business decision making requires critical thinking in the form of sensitivity analysis to avoid bad outcomes. This paper deals with building quantitative analysis models that must be tested with sensitivity analysis. Two examples, one an advertising mix decision and a second a price and quality tradeoff decision. These examples are offered as illustrations of applying critical thinking thorough sensitivity analysis to make good marketing decisions.
Utilizing Relationship Marketing And Partnership Development As Critical Elements For Developing And Transforming Leadership Programs And Courses: Best Practice, Howard F. Rudd Jr., Thomas Kent, Carrie A. Blair
Utilizing Relationship Marketing And Partnership Development As Critical Elements For Developing And Transforming Leadership Programs And Courses: Best Practice, Howard F. Rudd Jr., Thomas Kent, Carrie A. Blair
Association of Marketing Theory and Practice Proceedings 2013
This paper utilizes some of the same literature of relationship marketing and partnership building as previous AMTP papers but applies these variables within the context of developing and transforming leadership programs and courses offered to undergraduate students. More specifically, the focus of this paper is on required and elective courses that are components of a leadership program including leadership and management development and human resource management. In addition, a most innovative noncurricular or extra-mural model program for leadership development that has already been replicated within another discipline on campus will also be examined as to its value added. Their use …
Cognitive Dissonance And Online World Of Mouth, Kungpo Tao, Yan Jin
Cognitive Dissonance And Online World Of Mouth, Kungpo Tao, Yan Jin
Association of Marketing Theory and Practice Proceedings 2013
A growing number of customers use online consumer review as a means to express their opinions about the purchasing experience or the products through online feedback forums. The online forum not only provides customers with a powerful communicative tool but also impacts potential customers’ intention to patronize a brand or its association by publishing compliments or complaints. It seems to be appropriate to explain the motivation of word of mouth (WOM) when customers tend to reduce post-purchase dissonance by engaging in selective exposure, attitude change, and spreading WOM. Online word of mouth (eWOM) is basically WOM communication through the Internet; …
The Effect Of Antecedent Mood On Customer Loyalty Intentions: A Mood-By-Gender Interaction, Michael L. Thomas, Lindsay Larson, Linda G. Mullen
The Effect Of Antecedent Mood On Customer Loyalty Intentions: A Mood-By-Gender Interaction, Michael L. Thomas, Lindsay Larson, Linda G. Mullen
Association of Marketing Theory and Practice Proceedings 2013
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 …
Influence Of Atypical Choices By Dissociative And Aspirational Reference Groups On Preferences Of Consumers Varying On Social Comparison Proneness, Magdoleen Ierlan
Influence Of Atypical Choices By Dissociative And Aspirational Reference Groups On Preferences Of Consumers Varying On Social Comparison Proneness, Magdoleen Ierlan
Association of Marketing Theory and Practice Proceedings 2013
Using Festinger and Tesser’s work on social comparison as the theoretical framework, this study investigates how consumer spending is influenced by atypical spending in comparative reference groups. Specifically, two experiments examine how and why consumers, who exhibit either high or low tendencies to compare themselves with others, will alter their spending when they observe their aspirational (i.e., more affluent) and dissociative (i.e., less affluent) reference groups spending money in ways that are atypical. To test the strength of the influence of these comparisons, participants are asked to make consumer decisions with regard to public products (those used in front of …
The Face Of Fakes: U.S. Consumers And Counterfeit Fashion Products, Karen Edwards, Jason Carpenter
The Face Of Fakes: U.S. Consumers And Counterfeit Fashion Products, Karen Edwards, Jason Carpenter
Association of Marketing Theory and Practice Proceedings 2013
Counterfeit products pose a serious threat to fashion product brand owners and to the world economy. While research on the demand side of counterfeiting has grown over the past two decades, few extant studies have been conducted among non-student consumers outside Asia and Europe and few studies have focused on product categories other than consumer electronic-related items. Using a sample of U.S. consumers (N=305), the current research investigates consumer attitudes in the context of fashion products. Findings suggest that gender and education are the two variables most frequently related to purchase intention for counterfeits, beliefs about counterfeit products, and ethicality. …
Identifying Key Factors Influencing Internet Shopping Behavior For E-Satisfaction, Chris A. Meyers
Identifying Key Factors Influencing Internet Shopping Behavior For E-Satisfaction, Chris A. Meyers
Association of Marketing Theory and Practice Proceedings 2013
With Internet shopping gaining more attention and momentum, a better understanding of the online consumer is now in the forefront of most retail strategies. The growth of online retailing or Internet shopping has provided the apparel industry with additional avenues to reach the consumer. Previous research has shown that consumers’ intent to purchase online is highly driven by their satisfaction. Studies have touted the growth of on-line shopping and the growing purchases of those with Internet access (Lin & Sun, 2009). In fact, apparel products have been consistently ranked as one of the most frequently purchased items through the Internet …