Business Commons^™

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

Association of Marketing Theory and Practice 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 …

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

Association of Marketing Theory and Practice 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 …

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

Association of Marketing Theory and Practice 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 …

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

Association of Marketing Theory and Practice 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 …

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

Association of Marketing Theory and Practice 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 …

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

Association of Marketing Theory and Practice 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.

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

Association of Marketing Theory and Practice 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

Association of Marketing Theory and Practice 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 …

Cookies And Calamari: Squid Game’S “Dalgona” And Cutting Shapes From Its Impact On Korean Product Purchase And Travel Intentions, Wei Wang, Patrick Tyson, Haeden Overby

Association of Marketing Theory and Practice Proceedings 2024

This study explores individuals’ perceptions and attitudes toward Korean popular (henceforth referenced as Kpop) culture. Additionally, this study also aims to assess the impact of Kpop culture on consumers’ Korean product purchase and travel behaviors. Self-construal theory and social identity theory – being applied at individual and collective levels, respectively – will be employed within a qualitative, semi-structured, and inductive approach, an arrangement based around the game of “Dalgona” as seen in the Squid Game Korean Drama (henceforth referenced as K-Dramas). Study data may lend itself to both expansion of theoretical understanding regarding the study model and progression of marketer …

Swipe, Shop, Signal: Exploring The Dynamics Of Status-Seeking And Mobile Engagement In The Luxury Market, Aaron C. Lawry, Niland Mortimer

Association of Marketing Theory and Practice Proceedings 2024

This paper explores the dynamics of luxury mobile experiences and focuses on status-seeking as a key driver of engagement. By synthesizing the luxury research and mobile commerce literature, the authors argue that fashion opinion leaders and younger consumers shown to exhibit status-seeking propensities and demonstrate high involvement with fashion and smartphones, which likely increases their adoption of luxury mobile apps. Therefore, five hypotheses were drawn from Vigneron and Johnson's (1999) prestige-seeking consumer behavior framework to develop a theoretical model and empirically test these assumptions. This model enabled the researchers to conceptualize and investigate the relationships between fashion opinion leadership, age, …

A Study On The Incentives And Barriers For The Adoption Of Electric Vehicles In South Alabama, Marianne Loes, Daniela Wolter Ferreira Touma, Jennifer C. Zoghby

Association of Marketing Theory and Practice Proceedings 2024

ABSTRACT

Through a series of public policy incentives and consumer demand, more electric vehicles are being sold nationwide than ever before. Although electric vehicles (EVs) are being adopted nationwide by many consumers in recent years, car-buyers across South Alabama have not followed the trend. This research considers different stakeholders in the complex consumer buying process of car purchases, and it uses the extant technology adoption models to assess the public policy incentives, as well as statewide roadblocks, to EV adoption.

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

Association of Marketing Theory and Practice 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.

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

Association of Marketing Theory and Practice 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

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

Association of Marketing Theory and Practice 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 …

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

Association of Marketing Theory and Practice 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

Association of Marketing Theory and Practice 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 …

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

Association of Marketing Theory and Practice 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 …

An Exploratory Study Of Marketing Students’ Perception Of Chatgpt: Thank You For Help! But I Am Also Worried, Kelly La Venture, Hyun Sang An, Wooyang Kim

Association of Marketing Theory and Practice Proceedings 2024

Generative Artificial Intelligence (GenAI), including tools like ChatGPT, is rapidly emerging as a pivotal force in various industries, especially in marketing. These GenAI tools, help marketers employ new capabilities and innovative approaches for ideating and executing marketing tasks. Despite its apparent usefulness, GenAI is often perceived as a double-edged tool. Its positive aspects, such as enhanced efficiency and effectiveness, are acclaimed in professional domains, while academic discussions often emphasize challenges like ethical usage and transparency. The purpose of this study is to explore marketing major students’ nuanced perceptions toward GenAI, exploring their views on its opportunities, threats, pros, and cons …

U.S. – China Strategic Rivalry: Decoupling From China Won’T Be Easy, Nader H. Shooshtari, Timothy A. Manuel, Shawn F. Clouse

Association of Marketing Theory and Practice Proceedings 2024

Given the increased rivalry between the two countries and growing hostilities over many issues the countries cannot reconcile. U.S. and China will continue the path of reducing their dependence on each other in critical industries though this would involve higher costs to both sides. Economic decoupling has the potential to significantly impact both counties. The scale of

investment by U.S. and other international firms in Chinese supply chain and distribution are so extensive, a wholesale relocation is not feasible. Many U.S. and Western companies are in China to compete for a share of the huge Chinese market. Divesting from China …

Service Robots Effect On Branding And Consumers' Intentions Through Online Reviews, Haeden Overby, Wei Wang Ph.D, Banu Elmadag Ph.D.

Association of Marketing Theory and Practice Proceedings 2024

With an increase in technology, a number of consumers are having new interactions with technology they experience when staying in hotels. A social media content analysis was conducted of Google Reviews of a number of hotels with service robots deployed. Hotels from the United States and Japan were analyzed. Reviews were scraped using online software and analyzed. The first round was a sentiment analysis to see the perceptions of online reviews containing information about the service robots. The majority of online reviews featuring robots were positive, with an overwhelmingly positive response from online reviewers in the U.S. After the sentiment …

Effects Of Uncertainty Avoidance On Film-Motivated Tourists' Perceptions Of Destination Image, Place Attachment, And Intentions, Patrick Tyson, Wei Wang

Association of Marketing Theory and Practice Proceedings 2024

In an attempt to increase understanding of such film-motivated traveler bases, this study will apply self-congruence, film, and culture factors within a touristic background. This background, coming from a cross-cultural analysis between the Brazilian and Japanese episodes from the Netflix docuseries Street Food, will allow for exploration and analysis of the following research question: How does uncertainty avoidance affect the relationship between film-motivated tourists’ perceptions of destination image, place attachment, and travel intentions?

Study purposes include 1) examining mediation effects of place attachment in relationship between self-congruity theory and travel behavioral intentions and 2) evaluating moderation effects of film …

Consumer Attitude Toward Physician Practice Ownership: Propositions For Future Research, Gary Futrell

Association of Marketing Theory and Practice Proceedings 2024

Employed physicians now outnumber self-employed doctors, with approximately one-third of all U.S. physicians working for a hospital-owned or hospital-affiliated practice and many others employed at larger practices with 11 or more physicians. Consequently, the number of physicians working in small independent practices (those with 10 or fewer physicians) has dropped to nearly 15%. Management literature suggests that ownership of a firm can affect consumer attitudes. Specific to health care, significant research attention has been given to the implications of practice ownership from an operational, managerial, outcomes, and human resources perspective. However, little can be found to address the implications of …

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

Association of Marketing Theory and Practice 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 …

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

Association of Marketing Theory and Practice 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.

Generation Z'S Use Of User-Generated Content For Travel Advice, Emmie Kay Hudson

Honors College Theses

This research project examines Generation Z’s use of TikTok’s and YouTube’s user-generated content (UGC) for travel advice related to accommodation, activities, cuisine, and other tourist practices. As this generation ages and enters the consumer market, continued research is needed to implement marketing strategies with the most significant influence. This study will examine the younger generations' behaviors and help the tourism industry understand its rising target market in comparison to Generations X and Y. This study is conducted through a non-experimental systematic literature review of the subject. This research provides information from various sources on topics such as Generation Z, TikTok, …

Comments From The Editors, Tulay Girard, Melek Meral Anitsal

Journal of Applied Marketing Theory

Comments from the Editors:

We welcome you to the current issue of the Journal of Applied Marketing Theory. The Journal of Applied Marketing Theory (JAMT) aims to provide a reputable platform for publishing academic research that advances marketing knowledge and offers insights for marketing managers.

In the current issue, we are pleased to present six manuscripts that offer unique insights into several diverse topics. Each article received praise from our review team and we are happy to have the opportunity to present them to you in this edition of JAMT.

Psychosocial Factors Affecting Intention To Play Esports, Soojung K. Park, Jennifer Y. Mak, Lei Ouyang

Journal of Applied Marketing Theory

According to a report by Newzoo (2023), global e-sports revenue will reach US$187.7 billion in 2023, a year-on-year increase of 2.6%. By understanding the motivations of esports players, marketers can tailor their strategies, messages, and products better to meet the needs and desires of the esports community, ultimately enabling more effective marketing campaigns and increased brand success. This study explored the psychosocial factors that influenced esports participation and attempted to identify the most influential motivational factor among these three factors: enjoyment, escapism, and social interaction. The data for analysis is based on reliable responses from 200 eSports players gathered through …

Digital Vs. Traditional: Comparing Sales Students' Initial Post- College Career Search Preferences Before And After Covid-19, Linda Mullen, Randy Stuart, Michael L. Thomas

Journal of Applied Marketing Theory

This study explores the impact of the COVID-19 pandemic on the

career search strategies of college students studying professional

sales. The research consists of a post-pandemic study that is

compared to a previous study conducted pre-pandemic in 2019. The

paper investigates the preference of sales students for digital

media versus face-to-face interactions in their career searches.

The pre-pandemic study revealed that while sales students

engaged with digital media, they still heavily relied on traditional

methods. The post-pandemic results differed primarily in students’

interviewing preferences. Despite the challenges posed by the

pandemic, students continue to utilize both online and traditional

resources. …

Customer Service Brand Engagement Among International Students: The Roles Of Preferred University Brand Attainment, Thuy Nguyen, Qin Sun, Gopala Ganesh

Journal of Applied Marketing Theory

This research is motivated by the industry and academic needs to corroborate a holistic understanding of preferred service brand status and customer service brand engagement (CSBE). The study investigates the impact of achieving preferred university brand status and how different touchpoints in higher education influence the CSBE outcomes of host universities, as seen from the perspective of international students. Data was collected from 22 American Universities with at least 1,000 international student enrollments using an online survey. The study systematically defines and identifies appropriate touchpoints within the higher education decision-making journey. Second, the findings indicate variations in the experiences of …

Student Perceptions And Preferences Of University-Affiliated Athletic Merchandise And Logos, Robin Hardin, Michelle L. Childs, Kirby D. Simpson

Journal of Applied Marketing Theory

College sports are certainly ingrained in the fabric of American society, and a significant aspect of this phenomena is the pageantry associated with college sports. This pageantry includes team logos and official team colors, and both are important aspects of fandom and team identification. Utilizing social identify theory as the theoretical framework for this research, the purpose of this study was to examine students’ university-affiliated athletic merchandise and logo preferences and related behaviors. Two focus groups were conducted with results showing three major themes, where students demonstrated polarizing views and opinions. These themes were (a) fashion and function, (b) orientation …