Business Commons^™

Reverse Flow Logistics In Manufacturing Operations, Jeffrey Wendt, Gary Holmes

AMTP Proceedings 2024

The purpose of this research is to examine the suggestion that reverse flow can play a positive role in sustainable impacts and in reducing forward logistics cost structures. The coupling of both forward and reverse product and component flow can be a challenging task because, depending on the returned products’ disposition, the forward flow inventory management can be affected. The need for an integrated reverse supply chain that mirrors the forward supply chain is essential and failure in having forward visibility negates the reverse flow. If successful, it will result in reduced manufacturing costs and increased profits throughout the chain.

Business School Marketing Strategies For Enrollment Challenges In The Current Environment, Selcuk Ertekin

AMTP Proceedings 2024

This article aims to understand the implications and remedies for the recent turmoil in business school enrollment and retention. By reviewing the academic business literature on enrollment decline and by incorporating a traditional marketing strategy framework, we categorized the existing studies to come up with a list for success. We found that business schools must revise their curriculum with sustainability and technological change in mind. They must invest in hedonic aspects of business education, consider adding creative internship opportunities and incorporate innovative online learning initiatives. They must also identify faculty super influencers and use social media in their promotions. Finally, …

The Interplay Of Organic Label, Natural Imagery, And Domestic Country-Of-Origin Claim In Shaping Consumer Responses: Independent, Interactive, And Conditional Effects, David Bourdin, Phillip Frankhofer

AMTP Proceedings 2024

With sustainable consumption on the rise, firms are increasingly showcasing their environmental efforts. However, it is still unclear how effective different verbal and visual ‘green’ product cues are in influencing consumer preferences. Addressing this gap, this study examines the independent and interactive effects of an organic label, natural imagery, and a local origin claim on consumer responses to packaged milk. Furthermore, the role of three potential moderators (green product skepticism, consumer ethnocentrism, and environmental concern) is considered. A 2x4 experimental study was conducted with 178 consumers. Structural equation modeling results show that an organic label and natural imagery indirectly increase …

Interactions Between Societal, Social, And Social Media Marketing, Jessica Holden, Ismet Anitsal, Melek Meral Anitsal

AMTP Proceedings 2024

This research explores the interactions among societal, social, and social media marketing concepts to provide clarity and distinction. These concepts are often confused, causing misunderstanding and misuse in practice. Societal, social, and social media marketing concepts need to be differentiated from one another and linked to the appropriate marketing tactics for them to be understood and utilized effectively in practice.

Relationship Marketing And Collegiate Affinity Credit Cards: An Analysis Of Eleven Years Of Cfpb Data (2009 – 2020), Neleen S. Leslie-Piper

AMTP Proceedings 2024

Deregulation and increased market information have made competition fierce in today's market. Service marketers have sought to increase their competitive advantage by focusing on branding and social benefits to augment the functional benefits provided by the services they offer (Fock, Woo, and Hui, 2003). Financial services represent one such industry. Banks have, in recent decades, partnered with organizations with strong membership or supporter bases to create specialized products, including credit cards that are offered exclusively to various organizations. The primary goal of affinity marketing is to capitalize on the relationship between the affinity organization and its members for the promotion …

Embracing Digital Marketing Technologies And Increasing Student Engagement Through Marketing Agility And Reactance, Manisha Mathur

AMTP Proceedings 2024

This study aims to explore the role of marketing agility capability in facilitating students' acquisition of essential knowledge, skills, and abilities related to emerging technologies, as well as their active engagement with the course material. Utilizing Partial Least Squares Structural Equation Modeling of the data acquired from marketing students, this comprehensive inquiry yields valuable insights into the intricate dynamics of student responses to marketing technology within educational settings, emphasizing the pivotal role of nurturing digital fluency and marketing agility to enhance engagement and readiness for the professional arena.

Picture Perfect Or Symbolic Backfire? Assessing The Detrimental Effects Of Brand Emoji Use On Consumers’ Brand Attitudes, Michael Sciandra, Nazuk Sharma

AMTP Proceedings 2024

As consumers spend more time within digital environments, social media continues to be a critical tool for marketers. One of the most unique forms of communication specific to digital environments is the emoji. The marketing literature has identified numerous positive outcomes associated with marketers’ use of emojis, including strengthening persuasive appeals for social media influencers, increasing consumers’ feelings of positive affect, and bolstering engagement with branded communications. While brands use of emojis can offer benefits, it is critical to question if emoji usage always leads to favorable outcomes for marketers. Therefore, the goal of this research is to investigate when …

Examining Corporate Social Responsibility (Csr) And Employees In Convenience Store Business And Their Impact On Net Promoter Score (Nps), Musa Pinar, Faruk Guder, Tulay Girard

AMTP Proceedings 2024

In the realm of a convenience store business, this study aims to examine: 1) the customer perceptions of CSR activities, employee behavior, and value congruity; 2) the potential impact of respondent demographics on CSR activities, employee behavior, value congruity, and the likelihood of recommending convenience stores and fuel businesses; 3) the relationships between the CSR activities, employee behavior, and value congruity, and 4) the impact of CSR activities and gender on the likelihood of customer recommendation of the brand. Based on 2000 surveys from the loyalty members, the study found that CSR activities, employee behaviors, and value congruity are important …

Exploring The Effect Of Logos With Animals, Can Trinh

AMTP Proceedings 2024

Even though the use of logos that feature animals is prevalent (e.g., Porsche, Lamborghini, Hollister), there is a scant number of empirical works that examine the effect of such logos on marketing outcomes. This research represents a pioneering attempt to address this critical theoretical gap. We propose that logos that feature animals (i.e., animal logos) can influence product perceptions. Empirical evidence from two studies supports our propositions. The findings provide meaningful implications for both theory and practice.

Blockchain-Enabled Participatory Design In Marketing: A Collaborative Approach For Enhanced Customer Engagement, Brian Whelan Dr.

AMTP Proceedings 2024

Participatory Design (PD) is an inclusive approach to designing products, services or systems that actively involve the people who use, will use, or be impacted by the design process (Robertson and Simonsen, 2012). PD has been applied in many domains, including architecture, urban planning, product design, healthcare administration, software development, and community engagement, but its application in marketing has been limited. The goal of this paper is to illuminate potential applications for blockchain-enabled PD initiatives in marketing, and to stimulate further thinking about how its use can lead to deeper customer engagement.

The Impact Of Minimalist Design On Consumer’S Brand Expectations, Carolina L. Guerrero

Honors College Theses

In order for companies to be more effective in reaching their target market amongst growing competition, they must successfully construct their product’s packaging to appeal to the consumer’s eye and demonstrate their desired qualities. With packaging design aesthetics falling into the two categories of minimalism or maximalism, a relationship may be established between the design aesthetic and the perceptions a certain design imposes. This thesis will conduct an experimental design with fabricated product mockups exemplifying minimalism and maximalism designs in personal care and prepackaged food products. These designs will be evaluated by respondents for different perceptions based on the first …

Using Dark Triad Personality To Understand And Moderate Jay Customer Behavior In Hospitality, Scott M. Widmier, Prachi Gala, Iason Koufodontis

AMTP Proceedings 2024

Jay Customers are customers who act in a thoughtless or abusive way, causing problems for the firm, its employees, and other customers. Currently, the only way to identify Jay Customers is by their actions when it is already too late to prevent the negative consequences. This research tested and confirmed the use of Dark Triad personality (Narcissism, Machiavellianism, and Psychopathy) to identify individuals prone to Jay Customer behavior prior to its manifestation. Dark Triad personalities have distinctive characteristics that can be used to identify them along with a growing body of research on prescriptive actions to dissuade their disruptive behaviors. …

Affective, Cognitive, Behavioral Appeals In A Parasocial Breakup With Podcast Hosts Of Radiolab, M.O. Vilceanu, Kristine Johnson

AMTP Proceedings 2024

This is the first study to investigate parasocial breakups in the context of long-term podcast listening. Radiolab, which is produced by WNYC in New York, is an award-winning program that reaches millions of people. Starting as a radio show in 2002 and later offering a podcast format in 2007, show creators and former hosts, Robert Krulwich and Jad Abumrad, entertained audiences with their journalistic investigations of science-related topics while later incorporating societal and political content in the program. Yet similar to successful long-running television programs, Radiolab has undergone host changes. Today, the official hosts are Latif Nasser and Lulu Miller, …

Estimating Costs And Markups For Marketing Plans: Three Approaches, Mary Lee Stansifer Phd

AMTP Proceedings 2024

This paper addresses challenges encountered by undergraduate students when tasked with crafting marketing plans, particularly in determining realistic costs and prices. Faculty can proactively estimate the Cost of Goods Sold (COGS), markup percentages, and retail prices for a range of products. Three approaches are presented to guide this process.

The first approach is using real-life products featured on Shark Tank. By extracting accurate cost information, it is possible to detail costs and prices at each stage of the supply chain. The second approach is to start with production costs. This approach allows faculty to work from the retail price and …

Making Customers More Loyal: The Role Of Value Cocreation In Branded Apps, Trang Phuc Tran, Adrienne Muldrow, Charlene Dadzie

AMTP Proceedings 2024

The paper develops a conceptual model that examines how value in use enhances value co-creation and then brand loyalty, and captures how value-in-use could change customer perception of branded app entertainment and perceived usefulness, leading to value co-creation. Data from 463 brand app users show that all hypothesized relationships are supported, except H5 (ENT -> COC). That means value co-creation is driven by value-in-use and perceived usefulness, but not by app entertainment. Moreover, value co-creation, in turn, has an impact on brand loyalty. Additionally, mediation effects exist in two paths: first, branded app entertainment and perceived usefulness mediate the effect …

Navigating The Landscape Of Csr And Inclusive-Exclusive Marketing: Leveraging Authenticity, Kimberly Flanders, Laurie Lawrence, Natalya Vodopyanova, Darlene Natale

AMTP Proceedings 2024

This research investigates the inclusive and exclusive nature of marketing and Corporate Social Responsibility (CSR). The researchers conducted an extensive literature review as a prerequisite to a future quantitative study, investigating research about the key differences between inclusive and exclusive marketing strategies. Further investigation explored the impact of inclusive and exclusive marketing on a company's image and reputation, citing specific examples of marketing efforts from various organizations. This paper offers insights into the challenges organizations face while striving for inclusive marketing practices and explores ways to overcome obstacles and leverage advantages in developing CSR initiatives. Additionally, it discusses the role …

Unveiling The Feeling Effect: How Sentiment Orientation Deceives Traditional Survey Findings In Marketing Research, Junhong Min, Matthew Monte, Ulrich Schmelzle

AMTP Proceedings 2024

This study inspected the influence of sentiment orientation (positive vs negative) on parameter estimation in marketing research models, specifically addressing gaps in previous research focused on online review platforms but not traditional surveys. Examining 627 participants assessing city residents' quality of life, the survey analyzed sentiment using the lexicon-based sentiment analysis. Three contextual factors affecting sentiment orientation—reasoning strength, cognitive strength, and factual information strength—were discovered. The analysis revealed higher adjusted R-squared scores for negative sentiment, suggesting potential errors in survey research when sentiment orientation is ignored. The study advocates combining automatic sentiment analysis with quantitative research findings to enhance survey …

Identifying Technological Factors Influencing Personal Branding In The Field Of Consulting And Education (Case Study: Entrepreneurship Students University Of Tehran), Fargol Saberi Qomi, Reza Mohammadkazemi, Ayatollah Momayez

AMTP Proceedings 2024

This study aimed to identify the technological factors influencing personal branding in counseling and education. This research used the qualitative-quantitative method to create a deeper understanding and a comprehensive view of the study subject. Several factors were extracted using library studies and semi-structured interviews with ten experts and professors. These factors were divided into the general format of 2 technological factors influencing information and communication technology and three factors, including personal branding of individual, job, and environmental-cultural. The questionnaire was distributed among a sample of 110 members of the statistical population, and a statistical analysis of the data was …

Enhancing Global Learning: Knowledge Acquisition And Organizational Practices In Internationalization, Christine A. Makama

AMTP Proceedings 2024

This study explores the pivotal role of international learning and knowledge acquisition in shaping organizational practices within the context of internationalization. It underscores the value of sourcing knowledge from external sources, learning from others, and creating a culture supportive of internationalization efforts. Drawing from the works of prominent scholars, this research highlights the interconnectedness of international learning, domestic practices, and knowledge acquisition. The study emphasizes the need for organizations to actively seek external knowledge, establish a culture conducive to internationalization, and efficiently manage both explicit and tacit knowledge to facilitate successful knowledge transfer and application in a global context. Tacit …

Optimizing Customer Experience In The Luxury Industry Through Ai Technologies. A Firm Perspective, Pradeep Kumar Ponnamma Divakaran, Louise Ivars

AMTP Proceedings 2024

The aim of this study is to examine the possible impact of artificial intelligence (AI) on enhancing customer experience throughout the customer purchasing process, specifically within the luxury sector. To achieve this objective, we carried out a qualitative investigation consisting of semi-structured interviews with experts in artificial intelligence and managers specializing in customer experience. The findings show that customer experience plays a significant role in luxury brands' ability to win customer loyalty. AI has the ability to improve customer experience by offering highly personalized services through the use of purchase forecasting and automatic customization. This allows luxury brands to provide …

Esg To Brand Equity: Stake Holders, Social Media & Signaling., Sowmdeb Sen

AMTP Proceedings 2024

The value of the companies increasingly consists largely of intangible values such as brand equity. Intangible decisions like involvement in ESG present a considerable opportunity for different stakeholders to impact brand equity. Signaling theory suggests that firms use signals to overcome information asymmetry (Karanges et al, 2018; Grinblatt et al,1998) when firms signal achievements and ESG. How do stakeholders share and signal ESG information and achievements in social media to drive brand equity? The author argues that CEO characteristics and investor base shape the firm’s social media ESG-brand management strategy in driving brand equity.

Segmenting The Retired Travelers Market: An Approach Based On Travel Barriers, Corinne Chevalier, Gaelle M. Moal

AMTP Proceedings 2024

In a context of intensive demographic ageing, older travelers make a strategic target for tourism professionals. The latter need to understand their travel behavior well, including what might prevent them from travelling as often as they wish they would. This research identifies travel barriers at old age, presents a travel barrier measurement scale and applies it to the French senior travelers’ market. The resulting segmentation is presented, and recommendations made to help tourism professionals adapt their offers to this specific target.

Managing Supply Chains Through The Covid-19 Pandemic: Lessons From The Field, Scott B. Keller Ph.D., Stephen A. Lemay Dba, Nicole Ann E. Dela Rosa

AMTP Proceedings 2024

As the Coronavirus shifted into a worldwide pandemic supply chains everywhere began experiencing comprehensive breakdowns. From continent to continent, suppliers, producers, distributors, and all services facilitating the movement and storage of products scrambled to alter plans in effort to secure enough product to meet customer demand. At one time or another during the pandemic most all failed to keep product flowing. During this time, supply chain faculty at a southeastern U.S. comprehensive regional university began weekly Zoom sessions to learn first-hand what business alumni were doing to help their firms survive. These are their stories and the lessons they learned …

Bridging Theory And Practice: A Mock Digital Ad Agency Approach To Enhance Student Preparedness For Immersive Digital Marketing Education, Christopher A. Wilkey, Austin Hostetter, Russell Wahlers

AMTP Proceedings 2024

As the business world continues to evolve, the demand for skilled digital marketers is on the rise. In response to this industry need, educational institutions are tasked with developing innovative pedagogical approaches to equip students with the practical skills necessary for success in the digital marketing field. This paper presents a novel educational initiative implemented at a Midwestern university, where a mock digital ad agency class serves as a preparatory course for students entering an immersive digital marketing course as part of a digital marketing minor.

The mock digital ad agency class is designed to bridge the gap between theoretical …

Unraveling The Impact Of Political Identity On Artificial Intelligence Interactions, Michael Thomas, Yuan Li

AMTP Proceedings 2024

Marketing environment becomes more dynamic with technology advancement and the salience of political identity. Yet how political identity influences consumers’ interaction with technology, particularly with AI, remains unknown. This study examines this important question and proposes that political identity can have a subtle influence on consumers’ intention to interact with AI. Specifically, conservatives are more likely to have a favorable intention to interact with chatbots, a better evaluation of customers, and a more positive brand attitude. The findings of our research will contribute to the nuanced understanding about political identity and human technology interaction.

Effectiveness Of The #Eventcanvas Methodology In Online Education, Hilmi A. Atadil, Patti Spaniola, Helena F. Allman, Sebnem Atabas

AMTP Proceedings 2024

#EventCanvas Methodology is an innovative event design process that presents collective online teaching and learning strategies for marketing students and business schools. The COVID-19 pandemic has significantly increased the speed of digitalization in marketing and business education. Now, even more research is needed for studies introducing and examining new online teaching and learning strategies. Based on the principles of the Spreading Activation Theory, the purpose of this study is twofold: (1) to explore students’ online learning experience for the #EventCanvas Methodology, and (2) to examine the instructors’ teaching experience with this methodology by developing meme maps. It is proposed that …

Ai-Assisted Stakeholder Management And Organizational Learning: Evidence From The U.S. Intelligent Service Community, Jiyoon An

AMTP Proceedings 2024

Artificial intelligence (AI) has changed business practices, including stakeholder management and organizational learning. Scant research attention has been dedicated to examining methodology to implement for workflow-aware and skillset-savvy, AI-assisted stakeholder management. This paper has conducted natural language processing (bigram) and network analysis to understand AI-assisted stakeholder management practices in the U.S. intelligent service community. Theoretical and managerial implications are discussed.

Health Disparities: The Influence Of Black Celebrity Endorsers And Social Media Influencers On Consumption Habits Among African American Consumers, Dale A. Cake, Wooyang Kim

AMTP Proceedings 2024

This study examines the impact of celebrity and social media influencer endorsements on the dietary choices of African Americans, a group disproportionately affected by obesity and diabetes. It focuses on the role of limited access to healthy foods in impoverished communities and cultural influences. Using the source credibility model, the research assesses endorsements based on the endorser's attractiveness, expertise, and trustworthiness. The methodology involves a two-step approach: conducting semi-structured interviews with African American students to understand perceptions of food-related celebrity endorsements, followed by an experimental design using eye-tracking and galvanic skin response (GSR) technology. This design will evaluate reactions to …

Like Riding A Bike: Roles Of Wisdom Of A Seasoned Marketing Academic When Developing Scholarly Research, Jack A. Lesser

AMTP Proceedings 2024

The concept of wisdom is concerned with determining what is true, right, and lasting. Individuals learn to make more true, right, and lasting decisions by thinking about wisdom. A seasoned academic in marketing cares about what is true, right, and lasting. This individual generally wishes to develop a legacy around what is true, right, and lasting. Many seasoned academics are resuming their publication careers after having earlier, strong records. Psychologically, how should a seasoned marketing academic manage the later parts of her or his publishing career? What are some general considerations that follow from psychological theories of wisdom about how …

Reshoring From China: It’S The Economy, Stupid, Rex Evans Mcclure, Monisha Gupta, Vanessa Coffman

AMTP Proceedings 2024

This paper offers a market-oriented perspective into reshoring and the drivers of manufacturing sourcing. Starting in the 1980s, businesses sought to capture cost advantages by moving their manufacturing offshore. As those cost advantages dried up, the first notable incident of reshoring occurred in 2012, and the momentum continues to increase. This paper looks at some of the ripple effects of reshoring on supply chains, transportation routes, brand management, and even political rivalries