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Articles 1 - 30 of 50
Full-Text Articles in Business
How Does Sarah Mclachlan Make Me Donate To The Spca? Emotional Intelligence And Emotionally Laden Persuasive Appeals, Rose Opengart, Michael Mccall
How Does Sarah Mclachlan Make Me Donate To The Spca? Emotional Intelligence And Emotionally Laden Persuasive Appeals, Rose Opengart, Michael Mccall
Association of Marketing Theory and Practice Proceedings 2014
In the last 50 years there has been a plethora of academic research around consumer behavior (Macinnis & Folkes, 2010). While there have been a variety of topics examined by researchers, many aspects of persuasion and its effects on consumers’ decisions are not fully understood. Given the prominence of advertising in the field of persuasion, it is not surprising that persuasion theories have received a great deal of attention in scholarly research (Shrum, Liu, Nespoli, & Lowrey, 2012). Marketing and persuasion research have examined the importance of reaching the emotions of customers. It is known that feelings-oriented factors influence consumer …
Exploring Hotel Website Effectiveness By Hotel Class, Michael Musante
Exploring Hotel Website Effectiveness By Hotel Class, Michael Musante
Association of Marketing Theory and Practice Proceedings 2014
The internet is an increasingly important communication and distribution channel for hotels. More than ever before consumers are making reservation decisions strictly on their experience with the hotel website. Given this, it is critical for hotels pay close attention to the effectiveness of their online presentation. This premise would seemingly hold true for lodging facilities at all price point levels. The purpose of the study was to examine website effectiveness for hotels of various class levels. In the study, hotels were segmented based on level of accommodation using the “Star Rating” system. Each hotel website was evaluated on a number …
Processing Popup Ads And Print Ads: A Comparative Study Between American, Brazilian, And Argentinean Consumers, Gary H. Kritz, Hector R. Lozada
Processing Popup Ads And Print Ads: A Comparative Study Between American, Brazilian, And Argentinean Consumers, Gary H. Kritz, Hector R. Lozada
Association of Marketing Theory and Practice Proceedings 2014
As more and more companies become global business entities, it will be important to find out how traditional consumer behavior processes and relationships work in different countries. A comparison of the processing of a traditional print ad and popup ad are compared within and between the United States, Brazil, and Argentina. Very little research exists regarding traditional consumer behavior and advertising model outcomes in Brazil and Argentina. Since these two Latin American countries have become large economic powers in the global economy, it is important to study how these countries’ consumers react to existing models of consumption and advertising. Could …
The Influence Of Descriptive Norms On Investment Risk, William J. Montford, Ronald E. Goldsmith
The Influence Of Descriptive Norms On Investment Risk, William J. Montford, Ronald E. Goldsmith
Association of Marketing Theory and Practice Proceedings 2014
This study examines the effect of descriptive norm messages (i.e., highlighting what others are doing) on intentions to increase investment risk. Evidence shows that alarming numbers of people nearing retirement insufficiently save for this next life stage. In addition, research finds that differences exist in investment risk tolerance between men and women, with many women investing too conservatively. This finding is of particular concern as women typically experience longer lifespans, thus relying on accumulated savings for longer periods of time. The present study extends work in financial marketing by examining the influences of social norms and peer influence, constructs shown …
Communiversities: A Unique Outreach Opportunity For Business Schools, Renee Fontenot, Richard E. Mathisen
Communiversities: A Unique Outreach Opportunity For Business Schools, Renee Fontenot, Richard E. Mathisen
Association of Marketing Theory and Practice Proceedings 2014
Communiversities are a growing phenomenon in communities where public and private partnerships are formed to provide local economic growth and educational advancement. This research presents several case studies of communiversities in the United States and Canada. The individual communiversities are unique with respect to how they address the needs of local communities and the commitment of members of the partnership to serve the needs of the community. The term communiversity is derived from the partnership of educational institutions and local business and government entities to meet the unique needs of the city or area that they serve. The objective of …
Are We Really Going Green Part Three, Craig G. Harms
Are We Really Going Green Part Three, Craig G. Harms
Association of Marketing Theory and Practice Proceedings 2014
This paper is a second follow-up to “Green, Part One” and “Green Part Two.” In Part One the topic of Interrupted Time Series (ITS) is used to develop a multiple regression model to predict the usage of electricity at the author’s home. In the second paper a multiple regression model is developed to predict water usage in the home. The third paper is a follow-up paper after some of the data in the second paper was found to be spurious. This third paper not only cleans up the bad data, but looks at the proper usage of ITS versus a …
The Impact Of Soccer Regulations On European Soccer Organizations’ Marketing Tactics, Halee Harrison, Marko Grünhagen
The Impact Of Soccer Regulations On European Soccer Organizations’ Marketing Tactics, Halee Harrison, Marko Grünhagen
Association of Marketing Theory and Practice Proceedings 2014
This paper highlights important changes in soccer regulations that have shaped the sport into what it is today, and marketing approaches that are used within soccer organizations and how they are impacted by these regulations. Important regulations, such as the seminal Bosman Ruling and the Financial Fair Play regulation, are examined, the growth and importance of sponsorships within European soccer organizations is discussed. The growth of Internet marketing and the impact of future advances in technological regulations on the game of soccer are outlined.
Monetizing Social Media In The Sport Industry--Or Not?, Dallas Branch Jr., Jason Falls
Monetizing Social Media In The Sport Industry--Or Not?, Dallas Branch Jr., Jason Falls
Association of Marketing Theory and Practice Proceedings 2014
One of the vexing issues for sport marketers is how one can develop marketing strategies and programs to utilize social media in order to "monetize" this effort. No one can argue the other 5 of 6 business drivers of social media marketing" (Falls, personal communications, 2013). These 5 include the following: Enhance Branding and Awareness Protect Brand Reputation Facilitate Customer Service Build Community Facilitate Research and Development However, when it comes to the sixth driver--"Drive Sales/Leads", sport organizations have found it difficult to affect their ability to "monetize" social media marketing efforts in this regard. It is this inability or …
Personal Selling: A Humanist Perspective, William R. Gruver, Timothy W. Sweeney
Personal Selling: A Humanist Perspective, William R. Gruver, Timothy W. Sweeney
Association of Marketing Theory and Practice Proceedings 2014
Association of Marketing Theory and Practice Proceedings 2014,
Understanding The Competitive Environment Of Nonprofit Organizations: A Resource-Advantage Theory Approach, Omer Topaloglu, Robert E. Mcdonald
Understanding The Competitive Environment Of Nonprofit Organizations: A Resource-Advantage Theory Approach, Omer Topaloglu, Robert E. Mcdonald
Association of Marketing Theory and Practice Proceedings 2014
Competition in the nonprofit sector has dramatically intensified in the past two decades as a result of the increased number of nonprofit organizations (NPOs), decreased and diffused governmental support, and entry of for-profit companies into markets that are traditionally the domain of nonprofits. In an attempt to enhance the understanding of the nonprofit competition, the authors adapt a general theory of competition to commercial nonprofits, those that generate external benefits by commercial activities. Applying resource-advantage (R-A) theory, a dynamic theory of competition adapted from the business literature, we discuss how these entities can leverage their various resources in order to …
Brand Equity Perceptual Mapping: Competitive Landscapes And Consumer Segments In Brand Equity Space, Brian T. Parker
Brand Equity Perceptual Mapping: Competitive Landscapes And Consumer Segments In Brand Equity Space, Brian T. Parker
Association of Marketing Theory and Practice Proceedings 2014
This study put forward a theoretically based set of brand equity perceptual maps that depict competitive brand sets and consumer segments in four-dimension 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 two-dimensional 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 multidimensional brand equity constructs and their …
Building An Innovation Strategy, Elizabeth Cruickshank, Perry Haan
Building An Innovation Strategy, Elizabeth Cruickshank, Perry Haan
Association of Marketing Theory and Practice Proceedings 2014
This non-empirical paper describes the innovation strategy for Aetna, Inc. This company is a national managed care organization, and although it is already large in scope, it operates more like a government agency rather than an innovative organization (Schack, 2000). This paper will highlight the theories, or ingredients, of innovation strategy, followed by an explanation of how the theories support and help in the creation and application of the recommended innovation strategy for Aetna. This paper also describes the organizational design model that drives innovation, the processes that enable innovation, and the success factors necessary for people to develop and …
Student Perceptions Of Internships: What Are The Perceived Benefits For The Interested Parties?, Sam Fullerton, Tammy Mccullough, Robert Twells, Carol L. Bruneau
Student Perceptions Of Internships: What Are The Perceived Benefits For The Interested Parties?, Sam Fullerton, Tammy Mccullough, Robert Twells, Carol L. Bruneau
Association of Marketing Theory and Practice Proceedings 2014
A sample of 259 marketing students from two universities provided their perceptions of the benefits associated with marketing internships. They agree that an array of benefits accrue to the student interns, the organizations for which the students serve in internship positions, the university, and the general student population at their own university. Among the benefits that are strongly acknowledged by the students are that an internship helps the student interns learn more about their chosen career path, that organizations benefit from the enthusiasm of an eager subset of workers, that successful internships help their university develop strong partnerships with the …
Developing And Reassessment Of Consumer Based Brand Equity Model In Sport (Case Study Of Soccer Clubs In Iranian Premier League), Mahdi Bigdely, Habib Honari, Rahman Aqayi, Mahdi Aghazadeh
Developing And Reassessment Of Consumer Based Brand Equity Model In Sport (Case Study Of Soccer Clubs In Iranian Premier League), Mahdi Bigdely, Habib Honari, Rahman Aqayi, Mahdi Aghazadeh
Association of Marketing Theory and Practice Proceedings 2014
The main purpose of this study was to develop a valid and reliable model for evaluation of brand equity in sport teams in Iran. In this research, considering the importance and vital role of brand equity in sport teams and infancy of brand equity topic, Ross (2008) model of spectator based brand equity in sport was reassessed and after evaluating it, new Spectator Based Brand Equity in Sport model was proposed of sport teams Iran.
The Impact Of Social Media On The Advertising Competitiveness Of Small Businesses, Cale Robert Hall
The Impact Of Social Media On The Advertising Competitiveness Of Small Businesses, Cale Robert Hall
Association of Marketing Theory and Practice Proceedings 2014
Every business, from the largest enterprise to the smallest start-up, faces the continual challenge of staying in touch with their customers and continually earning their trust and business. Social media is the catalyst that is continually changing customer relationships and making them more interactive, open and collaborative. Today’s customers have more choices than ever before in terms of how they choose to learn about new products, services, and gain insights into areas of interest. For marketers to be successful, they need to realize that their customers; preferences are changing quickly, and that agility over formal, often static processes from a …
Consumer Empowerment: The Framework, Sanam Akhavannasab, Danilo C. Dantas, Sylvain Senecal
Consumer Empowerment: The Framework, Sanam Akhavannasab, Danilo C. Dantas, Sylvain Senecal
Association of Marketing Theory and Practice Proceedings 2014
There is mounting evidence that consumers possess more power now than they ever have before. Stories such as “United Breaks Guitars” (Tripp and Grégoire 2011) are regularly reported in the press as illustrative examples of this phenomenon. In our era of user-generated content, consumer power is an important issue for any business. For instance, an increasing number of companies are using social media monitoring tools to keep track of online conversations. However, the marketing literature on consumer empowerment is limited (Hunter and Garnefeld 2008; Kucuk 2009; Pranić and Roehl 2012). Generally adopting a conceptual approach (e.g., Kucuk, 2009); consumer empowerment …
Investigating Consumer Perceptions Of Purchase Shares For Private-Label Brands And Demographics: A Study Of The Great Value Brand, Musa Pinar, Paul Trapp, Tulay Girard
Investigating Consumer Perceptions Of Purchase Shares For Private-Label Brands And Demographics: A Study Of The Great Value Brand, Musa Pinar, Paul Trapp, Tulay Girard
Association of Marketing Theory and Practice Proceedings 2014
Over the past several decades, private-label brands have emerged to have a strong presence on retailer shelves around the world, being especially prevalent in Europe (Queck 2009) and also becoming increasingly common in the United States (Gerlock 2013). For both retailers and consumers, the reasons behind the success of private-label brands are quite compelling. For retailers, private-label brands offer better margins than national manufacturer brands, greater negotiating power with manufacturer brands, and higher customer loyalty for the retailer (Ailawadi, Pauwels, & Steenkamp 2008). For consumers, these brands offer high quality at very competitive pricing relative to national manufacturer brands. The …
Is Environmental Concern In Advertising Related To The State Of The Economy? An Exploratory Study From The Wall Street Journal 2007-2011, Lindsay Larson, Luther T. Denton, Anni Rainio
Is Environmental Concern In Advertising Related To The State Of The Economy? An Exploratory Study From The Wall Street Journal 2007-2011, Lindsay Larson, Luther T. Denton, Anni Rainio
Association of Marketing Theory and Practice Proceedings 2014
This study is an attempt to determine the relationship between the prevalence of environmental cues in advertisements and the state of the U.S. economy. Advertisements sampled from the Wall Street Journal, a preeminent daily business news publication in the United States, were examined during the years 2007, 2009, and 2011 to determine this relationship. While few direct environmental appeals were found within the sample of advertisements, a variety of indirect environmental cues were utilized for analysis. The results show that there is a quadratic relationship between advertisers’ use of indirect environmental cues and the state of the economy, such that …
Rugby As A Growth Model For College Marketing, Nicolas P.E Whitrow, Justin M. Hickey, James W. Satterfield, Michael G. Godfrey
Rugby As A Growth Model For College Marketing, Nicolas P.E Whitrow, Justin M. Hickey, James W. Satterfield, Michael G. Godfrey
Association of Marketing Theory and Practice Proceedings 2014
The purpose of this paper is to suggest a model for institutions to structure their rugby program in order to grow the brand name of an educational institution. The strategy outlined in the paper promotes the use of the sport of rugby union to reach foreign markets that are otherwise not tapped. The international branding of U.S colleges generates source of funding and institutional recognition. A suggested model that could be transposed to other non-school sponsored sports in order to reach the intended market, is preceded by a brief outline and examination of the current common structuring that institutions use …
Intensity Of Linkedin Usage By “Truly Small” Firms To Promote Business-To-Professional Interactions, Lisa Witzig, Joe Spencer, Nikole Maki
Intensity Of Linkedin Usage By “Truly Small” Firms To Promote Business-To-Professional Interactions, Lisa Witzig, Joe Spencer, Nikole Maki
Association of Marketing Theory and Practice Proceedings 2014
LinkedIn is the largest business-oriented collaborative tool enabling Professional-to-Professional (P2P) and Business-to-Professional (B2P) connections. Regardless of organizational type, there are distinct advantages for firms to utilize LinkedIn. This research builds on previous work examining the intensity of LinkedIn usage by organizational type -- Fortune 200, INC 200, Fortune 200 Non-profits – by focusing on truly small businesses and small non-profits with revenues between $500K to $2M revenue. The study of approximately 1000 organizations finds that truly small non-profits and small businesses utilize the B2P features of LinkedIn significantly less than all three types of larger organizations. This paper applies a …
Do We Have Zero Privacy In Transportation? An Exploratory Study Of Video Surveillance Systems, Michael Latta
Do We Have Zero Privacy In Transportation? An Exploratory Study Of Video Surveillance Systems, Michael Latta
Association of Marketing Theory and Practice Proceedings 2014
The extent of and ethics of video surveillance has moved the conversation about privacy and surveillance from the internet to the camera, from home to transportation systems, and from static to real time marketing analytics. The issue of privacy and surveillance is international in scope for transportation surveillance, since, like the internet, transportation knows no borders and there are no limits on transportation types where surveillance of the public can be done routinely. The extent of surveillance systems worldwide is not well documented. This exploratory study seeks to document the extent of surveillance video camera systems around the world used …
Consumer Personality And Small Business Brand Loyalty, Perry Haan, Annette M. Wolf
Consumer Personality And Small Business Brand Loyalty, Perry Haan, Annette M. Wolf
Association of Marketing Theory and Practice Proceedings 2014
The general business problem of this study is fiftyone percent of all American small businesses fail within their first 5 years (Small Business Administration Office of Advocacy, 2013). The specific problem to be addressed in this proposed study is small businesses lack entrepreneurial knowledge of best marketing practices (McCartanQuinn & Carson, 2003; Cressy, 2006; Walsh & Lipinski, 2009) of the dynamic interplay of consumer personality and brand personality to fuel improved small business survival via improved consumer brand loyalty. Apparent within the problem is the necessity for small businesses to strategically manage the personology of their consumers for optimum marketing …
What Can Business Leaders Learn From Medical Misdiagnoses?, Mary F. Mobley, Micheal C. Mobley, James Grayson, Peter Basciano
What Can Business Leaders Learn From Medical Misdiagnoses?, Mary F. Mobley, Micheal C. Mobley, James Grayson, Peter Basciano
Association of Marketing Theory and Practice Proceedings 2014
Mistakes of diagnoses are often topics in medical schools, hospitals and medical practices. These errors can range from the minor and inexpensive to the harmful and costly. According to Johns Hopkins University researchers, devastating errors can lead to permanent damage or death for as many as 160,000 patients yearly. Diagnostic errors, however, may be becoming more preventable as many health-care providers are turning to a number of innovative strategies that are addressing the complicated web of errors, biases, and oversights. Included in innovative changes in medicine are the methods of managing patients’ records through electronic means. These modernizations are often …
Introducing The Super Consumer, Leisa Reinecke Flynn, Ronald E. Goldsmith
Introducing The Super Consumer, Leisa Reinecke Flynn, Ronald E. Goldsmith
Association of Marketing Theory and Practice Proceedings 2014
Who are our best consumers? One can imagine all sorts of businesses asking this question on a regular basis. The 80/20 rule, the heavy half, the high frequency and high spending consumers are traditionally the backbone of many successful brands or companies. Relationship marketing, a key element of modern marketing strategy, is the outgrowth of the interest in heavy users because of their importance in terms of revenue and potential word-of-mouth. However, who are these best consumers? The present study is motivated by a body of research on a constellation of consumer characteristics that reflect a unique consumption pattern we …
Attribute Categorization And Layering Effects On Product Design Evaluations, Timucin Ozcan
Attribute Categorization And Layering Effects On Product Design Evaluations, Timucin Ozcan
Association of Marketing Theory and Practice Proceedings 2014
Although convergence of attributes has been frequently applied as a product development strategy, its effects on consumers’ perceptions of product capabilities (PC) and usability (PU), product attitudes (PA) and purchase intentions (PI) have not been sufficiently studied. In this study, I examine how usage of attribute categorization and layering in product design affects consumer attitudes, purchase intentions and perceived product usability and capability in the absence or presence of attribute descriptions. Additionally, this research examines cross-cultural differences of these perceptions by conducting the same study in the USA and Turkey. This research operationalizes attribute categorization as a screened versus nonscreened …
Tech Readiness Optimism: Examining Its Significance In The Behavioral Intent To Use Ssts, Jon M. Martin
Tech Readiness Optimism: Examining Its Significance In The Behavioral Intent To Use Ssts, Jon M. Martin
Association of Marketing Theory and Practice Proceedings 2014
Extant research indicates a significant relationship between the optimism (OPT) of consumer technology readiness (TR) and the behavioral intent to adopt self-service technology (SST). Independent determinant regressions of the basic Technology Acceptance Model (TAM) indicate that tech optimism (OPT) combines with the consumer trait of age (AG) and the situational factors of wait time (WT) and crowding (CR) to explain 33% of the variance of the behavioral intention (BI) to adopt or use SST. When regressed independently with behavioral intention, tech optimism (OPT) (alone) explains over 20% of BI’s variance (Martin, 2012). This study further examines optimism (OPT) in an …
Exploring The Use Of Managerial Intuition In Retail Site Selection Decisions, Kendra Fowler
Exploring The Use Of Managerial Intuition In Retail Site Selection Decisions, Kendra Fowler
Association of Marketing Theory and Practice Proceedings 2014
This study empirically investigates the process by which retailers make site selection decisions. As Craig, Ghosh, and McLafferty (1984) note in a special edition of the Journal of Retailing devoted to locational analysis, “the choice of a store’s location is perhaps the single most important decision a retailer has to make… even slight differences in location can have a significant impact on market share and profitability” (pg. 5). Recent changes in the retail landscape make the continued study of retailer site selection a worthwhile pursuit (Mejia and Benjamin 2002, Wood and Reynolds 2013). Among the many variables included in contemporary …
Structural Relationship Among Loss Aversion, Emotion, And Sport Consumption: The Case Of Ncaa Men’S Basketball Tournament Bracketology, Brian H. Yim, Kevin K. Byon, Thomas A. Baker
Structural Relationship Among Loss Aversion, Emotion, And Sport Consumption: The Case Of Ncaa Men’S Basketball Tournament Bracketology, Brian H. Yim, Kevin K. Byon, Thomas A. Baker
Association of Marketing Theory and Practice Proceedings 2014
The NCAA Men’s Division I Basketball Championship, known to fans as March Madness, is one of the most popular annual sporting events in the United States. Despite its economic impact on the sports industry, relative few studies have examined phenomena surrounding the March Madness bracket. Some (e.g., Kaplan &Garstka, 2001; McCrea &Hirt, 2009) have focused on how to make accurate predictions for the tournament. However, sports marketers need to understand why and how participants make decisions when filling out their brackets, and no studies have investigated this behavior. To fill this void, the current project was conducted to explain the …
Sports Fantasy Camps: Opportunities For Amtp Members, Mark Mitchell, Gregory Turner
Sports Fantasy Camps: Opportunities For Amtp Members, Mark Mitchell, Gregory Turner
Association of Marketing Theory and Practice Proceedings 2014
Sports Tourism is one of the fastest growing areas of the global travel and tourism industry. More organizations are providing more immersive experiences for a growing (and increasingly diverse) fan base by developing Sports Fantasy Camps. This manuscript provides an overview of such Camps and broader Sports Experience Tourism in the area around the Coastal South Carolina (i.e., North Carolina, South Carolina, Georgia, and Florida).
Social Media In The Financial Services Industry, Nathaniel Gibbs, Perry Haan
Social Media In The Financial Services Industry, Nathaniel Gibbs, Perry Haan
Association of Marketing Theory and Practice Proceedings 2014
Innovative strategies set a company apart from its competitors. Lindsay and Hopkins (2010) said strategy is making the most of a current situation and devising a plan for the future. Likewise, if banks and other financial organizations want to enhance their brands, reduce costs, increase customer satisfaction, boost innovation, increase revenue, and maintain their competitive positions, they need to embrace social media. Social networks are used by marketers to connect and communicate with customers (Mangold & Faulds, 2009). Organizations must be receptive and flexible to remain relevant in the business environment (Bouckenooghe, Devos, & Van den Broeck, 2009). The environment …