Business Commons^™

Parallel Session: The Mediating Role Of Brand Image Of Health Product Brands On Consumer-Brand Relationships In Social Media, Dilip Mutum, Jing Ning, Ezlika Ghazali

International Conference on Marketing

This paper presents the finding of a study which examines the mediating role of brand image towards the effects of various brand factors influencing consumer-brand relationship, viz., brand experience, brand attribute, endorser effect, brand familiarity, online advertisement and social media engagement. This paper was extracted from a much larger study which examined the relationships in the context of health product brands in Malaysia. The results of this study hold important implications for both practitioners and academics. Marketers need to make efforts to further improve their brand image and communicate it clearly to the consumers. This will lead to better consumer …

Parallel Session: The Influence Of Personal And Product Factors On Gift Purchase Intention, Cheng Siang Liew, Yusniza Kamarul Zaman, Mohd Nor Othman

International Conference on Marketing

The purpose of this paper is to examine the effects of personal and product factors on gift purchase intention. As this paper seeks to understand the Malaysian consumers’ gift purchasing behaviour, a non-probability quota sampling is being adopted. The quota sampling is based on gender (50 Male- 50 Female) and ethnicity (50 Malay-30 Chinese-20 Indian). This research adopted mall intercepts method in collecting the data, since most of the gifts are often bought in shopping malls. Self-administered questionnaire was utilised and a total 447 questionnaires were used for further analysis. To analyse the data collected for this research Structural equation …

Parallel Session: Tactics To Save Brands From Failure, Kausar Saeed, Syed Fahim, Aisha Siddiqui, Kamran Siddiqui

International Conference on Marketing

The purpose of this study is to present the experts opinion about various tactics used to save brands from permanent failures. The sampling technique used in this survey was judgmental with a sample size of 196 marketing professionals from FMCG, health, pharmaceutical, services and manufacturing sectors based in Karachi. Using Exploratory Factor Analyses tactics are summarized into groups. This paper offers numerous expert opinions about tactics to save brands from permanent failure. Provides valuable analyses for marketing/brand professional and academics.

Parallel Session: Re-Clarification Of Corporate Character Scale (Davies Et Al., 2003) In Upscale Hotels, Dr. Mozard Mohtar, Dr. Norbani Che Ha, Dr. Zalfa Laili Hamzah

International Conference on Marketing

This study examines the robustness of corporate character scale (CCS) in hotel industry in Malaysia via parallel analysis of factor analytic methods. A total of 529 respondents were surveyed for the purpose with Shangri-La and Hilton as sample hotels. Principal Axis Factoring and Principal Component Analysis and LISREL 8.8 were used to analyze the scale. Results show four instead of five factors scale and all factors meet necessary validity and reliability requirements.

Parallel Session: Brand Switching Behaviour Of Muslim Consumers; The Road Not Taken, Munazza Saeed, Ilhaamie Binti Abdual Ghani Azmi

International Conference on Marketing

The purpose of this study is to build an argument in order to investigate the Muslim consumers switching behaviour. Moreover, it also intends to examine the previous literature on brand switching behaviour generally and in relation to the Muslim consumers specifically. This study seeks to expand the body of knowledge in consumer behaviour research with the emphasis on the role of Islam. The benefits that will be yielded from this study will not only provide guidelines to business researchers, but will also enhance the current understanding of Muslim consumers. It studies how the Muslim consumer’s brand switching behaviour is influenced …

Parallel Session: Comparative Study: Effect Of Color On Major Chocolate Brands In Pakistan (Branding And Packaging), Khawaja Saad Sohail, Sarah Khan

International Conference on Marketing

From the moment we open our eyes there is one thing that surrounds us and that is color. Thus color is one of the most important part of human life. Similarly when we talk about marketing we can’t go any futher unless we take into account how this major variable “Color” will impact us.This research aims to study how color effects people in Pakistan. Are there any differences in color choices amoung people based on their age, gender and religion. Does occasion play any part in impacting our color choice. Furthermore this research will also provide evidence about how change …

Parallel Session: Structural Effect Of Psychological Capital On Online Purchase Intention, Muhammad Zahid Maitlo, Dr. Salman Memon, Sumaiya Syed

International Conference on Marketing

The online purchase intention is very crucial in today’s competitive environment where organizations are constrained to use different mediums for selling goods in order to seize a competitive advantage. The online system provides a platform for shoppers to have their demanded products and service according to their needs. However, online purchase intentions are the building blocks of remote purchase pattern without any physical involvement with the product. Most importantly, customers become more comfortable and hopeful of having good products with an optimistic view. The fundamental objective of this study is to determine the structural effect of PsyCap on online purchase …

Parallel Session: Ethics Of Serving The Bottom Of Pyramid Market- A Study In Context Of Indian Food Market, Yukti Sharma, Dr. Reshma Nasreen

International Conference on Marketing

Purpose of study: BOP 1.0 proposition considers BOP market as consumer and a market based approach for alleviating poverty. Free market mechanism fails to inculcate the role of state for protecting the interest of vulnerable consumer. This paper reviews the vulnerabilities of BOP consumers and reality of marketing strategies for engaging this segment. This paper presents, the current legislative framework and suggestive guidelines to be considered while forming a marketing mix for subsistence market. It suggests a theoretical framework for ethical interaction and provides recommendation for marketers and policy makers for formulating and implementing policy at BOP.

Findings – Key …

Parallel Session: Founder Characteristics And Small Firm Performance In Pakistan, Ejaz Mian, Osman Mohamad

International Conference on Marketing

Although there is a large body of research on small firms, there is dearth of studies on small firms in developing countries. Developing countries present new sets of challenges which need new approach. Small firm founders in developing countries often lack marketing and general management knowledge, have low levels of literacy, lack training facilities for various types of skills, and have weak government support and infra-structure. Literature suggests founder characteristics have profound effect on the performance of small firms. This study seeks to investigate role of founder characteristics in performance of small firms in Pakistan. Small firms are defined as …

Parallel Session: Viral Marketing Via The New Media: The Case Of Communication Behavior In Whatsapp, Wan Yu Chong, Yusniza Kamarulzaman

International Conference on Marketing

WhatsApp is the number one smartphone application in Malaysia. With its enormous user base, WhatsApp is a platform with considerable potential for viral marketing, which is a form of electronic word-of-mouth. Past literature indicates that the success of viral marketing greatly depends on a user’s decision to forward viral content, with the user’s intention being the key factor leading up to it. Although different models have been proposed in electronic word-of-mouth viral marketing behaviour, these platforms do not work entirely the same way as WhatsApp, which is a mobile instant messaging application. In addition, the factors affecting the user’s participation …

Parallel Session: The Impact Of Industry Type, Business Age And Size On Proactive And Responsive Customer Orientation (Market Strategy), Corrinne Lee, Norbani Che Ha

International Conference on Marketing

This study investigates on proactive customer orientation and responsive customer orientation among business units operating in the technology, information, communication and entertainment (TICE) industry of Malaysia. The impact of the demographic factors of these business units on proactive and responsive customer orientation is examined. The results revealed that the business unit size has statistically significant impact on the variables of interest. The difference in t he business unit size based number of employees has an influence on both the proactive and responsive constructs. In contrast, the difference in the business unit size based on the amount of annual sales turnover …

Parallel Session: A Study Of Buyers' And Sellers' Perception Of Organic Foods In Pakistan: Towards A More Effective Marketing Mix (Green Field Marketing), Sara Khan

International Conference on Marketing

Issues of food safety, nutritional value as well as environmental and ecological damage as a result of agricultural abuse have acquired global significance. Many people are looking for equitable, less cruel and sustainable answers to these problems. Organic foods / products are one such solution to people's food and agricultural needs. Looking at the viewpoints of both consumers (including prospective consumers) and producers, this research undertakes to study the marketing mix of the organic foods / products market in Pakistan and explores marketing solutions to enhance its development (research objective). Using qualitative interviews and thematic analysis, respondents' answers are coded …

Parallel Session: Trends On Green Consumer Behaviors (Gcb): A Viewpoint From Developed And Developing Countries, Siti Aisyah Asrul

International Conference on Marketing

Green consumers are those who purchase and consume green products and the one who persevere the environment with being green. The effort of these green consumers is with regards to their awareness of how the environment has been savagely polluted and they are working hard to reduce the pollution by saving the environment. They play their role as one of the living mechanism with purchasing and consuming eco-friendly products and even influence their family and peers to be part of it. Green behaviour has been well-developed by the consumers all around the continents, be it from developing country or developed …

Parallel Session: Traces Of Company Strategy For Bottom Of Income Pyramid In Pakistan - A Probing Analysis, Mohammad Ekhlaque Ahmed, Marium Mateen Khan, Mohammad Taha Kalam

International Conference on Marketing

This is an exploratory research making an attempt to probe the awareness of the “Bottom of the Pyramid (BoP)” concept among selected renowned companies in Pakistan. The research focused on what contributions have been made by the selected companies so far and how the marketing strategies for BoP are structurally shaping up in the Pakistani context. A qualitative research methodology has been employed. The data was collected through interviews from senior professionals from different industries, engaged actively in marketing assignments. Industries include Fast Moving Consumer Goods, Banking, Beverage and Telecommunication which contribute sizeable business and their market scope covers both …

Parallel Session: Customer’S Attitude Towards Ramadan Advertising, Farheen Khalid, Muhammad Sufyan Ramish, Junaid Ansari, Dr. Tariq Jalees

International Conference on Marketing

Ramadan is the only religious festival in which marketing & advertising activities are carried for whole month. This provides opportunities & challenges to the marketers along with controversies. This paper will not address the controversies but will measure the effect of Ramadan advertisements on consumer attitude. Three hundred and ninety one (391) students of different universities in Karachi participated in this study. The questionnaire adopted for this study had established reliabilities and validates which were re-ascertained for the present set of data. All the five constructs used in this study had five items all based on seven point Likert scale. …

Parallel Session: What Constitutes The Bottom Of Pyramid Market For Innovation?, Fasiha Subhan, Amira Khattak

International Conference on Marketing

The BOP is a concept of dividing the world into an economic pyramid by keeping the privileged on the top and unprivileged poor at the bottom. Businesses need to adopt innovative ways of doing businesses in a market consisting of billions of underprivileged poor consumers. However, the main question is, does this huge segment have the capability of becoming profitable for companies? This research analyzes the viewpoints of various theorists and organizations about the agreed income level of a typical BOP and in doing so attempts to arrive at an ideal definition of the BOP market for businesses. Further, the …

Parallel Session: Moving Towards Sustainable Consumption: A Study Of Reduce, Reuse And Recycle (3rs) Adoption Among Malaysians, Regina Yan Ginny, Yusniza Kamarulzaman

International Conference on Marketing

Over the last decade, rapid globalization, industrial development, economic growth and technological advancement has resulted in population growth and unprecedented changes to the social and cultural lifestyle in Malaysia. One of the dramatic increase was witnessed in the consumption of goods and services due to the rising household income and progressive consumption-oriented lifestyles. On one hand, it helps to stimulate economic activities, but on the other hand, it poses threat to the diversity and stability of the natural environment in various ways. Hence, the key purpose of this study is to identify the factors that affects Reduce, Reuse and Recycle …

Space Traffic Management Concepts Leveraging Existing Frameworks, Stephen K. Hunter

Space Traffic Management Conference

Leveraging existing U.S. regulatory frameworks, as well as international organizations, will dramatically shorten the time needed to develop an effective Space Traffic Management concept. Both the Department of Defense and the Department of Transportation have been working with the U.S. Congress to define and develop a Space Traffic Management concept that will allow the Office of Commercial Space Launch to begin a new mission that will help to ensure the safety and resilience of the space domain. Outside observers can easily see forward progress toward this, still, undeveloped concept. This paper explores potential final U.S. Space Traffic Management concepts that …

Space Analysis And Research Centers (Sparcs) For Ssa Data And Analytics, Phillip Cunio, Brien Flewelling

Space Traffic Management Conference

Widespread use of massive data and increasing reliance on spaceborne infrastructure are two of the emerging megatrends of the early 21^st century. However, both come with liabilities: movement and processing of large data volumes is very expensive, and reliance on spaceborne infrastructure adds risk that problems in the still incompletely-understood space domain might cause work disruptions.

ExoAnalytic proposes the use of Space Analysis and Research Centers (SpARCs) as a way to begin addressing both these issues. A SpARC is a facility which integrates volumes of data collected on satellites, centrally analyzes it, and makes available resulting useful information. The …

Cpn-Dam Business Meeting, Amanda Harlan

Central Plains Network for Digital Asset Management

CPN-DAM Business Meeting

Wednesday, November 16, 2016

3:55pm - 4:55pm CST

Agenda

3:55-4:05pm Introduction

4:05-4:10pm Announce Executive Committee members for 2017-2018

4:10-4:25pm Reports from the Planning and Design Committees

4:25-4:40pm Report from Ad Hoc Executive Committee

• Summary of what was accomplished in 2016

• Action Items for 2017

• Become a nonprofit corporation

• Finalize membership and fees

• Set up standing committees

• 2017 conference and proceedings

• Contacting vendor/sponsors/organizations for possible sponsorship

4:40-4:45pm Announcement on whether the CPN-DAM bylaws were approved or not approved

4:45-4:50pm Comments from audience

4:50-4:55pm Closing statements

Digitization In The Classroom : Teaching Undergraduates The Art Of Digitizing History, Sophie Rondeau

Central Plains Network for Digital Asset Management

In the fall 2015 semester, a new course was offered at Virginia Wesleyan College (VWC) that involved a unique project collaboration between Professor Richard E. Bond and librarians, Patty Clark and Sophie Rondeau. The course, entitled Digital History 250, provided students with an introduction to how history is made and used in digital environments. Bond presented students with topics related to history and social media, spatial mapping, digital literacy, and the implications of crowd sourcing historical narratives, among others. The students were given a final project that involved creating digital exhibits using curated content from VWC yearbooks housed in the …

Developing An Outreach Plan For Unt Scholarly Works, Pamela Andrews, Daniel Alemneh

Central Plains Network for Digital Asset Management

The University of North Texas Scholarly Works collections functions as our institution’s open access repository. This summer, we conducted a preliminary analysis of the collection’s holdings to assess our progress in archiving UNT faculty research in support of our Open Access and Long-term Digital Stewardship policy as passed in 2012. As we do not subscribe to any current research information systems (CRIS), this analysis took the form of a census using current faculty senate data to understand who is and is not contributing to the repository. After looking at our contribution population, we also examined what resource types are contributed …

Beyond Electric Dreams: Instituting A Dam Program Where It Is Needed But Maybe Not Wanted, Gregory Johnson

Central Plains Network for Digital Asset Management

Digital content is created every second of everyday and can be found everywhere. And the need to preserve this content, as well as the have it available to your students, patrons, or faculty and staff is at a premium while budgets for DAM dwindle. And while the need and want for DAM is often there, the drive and funds to make it a reality sometimes is not.

This presentation will cover one such DAM implementation project at a Fortune 500 company, beginning with the vetting and purchasing of a DAM system through implementation and show how the lessons from its …

Mommma: Master Objects Migration And Metadata Mapping Activity, Daniel W. Noonan, Darnelle O. Melvin

Central Plains Network for Digital Asset Management

So you’ve got nearly 2 million digital files from 8 collecting units with minimum, scattered or unknown metadata—how do you prepare to migrate those objects into a digital preservation repository that acts as a “light archive” providing access to your digital collections? This presentation will delve into data wrangling efforts, the creation of workflows, and the challenges encountered while preparing digital resources for migration from a limited access FTP server into a preservation environment created in FEDORA, layered with Hydra heads for access and other functional requirements. We will discuss project planning, the de-duplication efforts, development of a collection assessment …

Quick-Start Guide To Digital Preservation For Audio, Sandy Rodriguez

Central Plains Network for Digital Asset Management

This presentation focuses on practical strategies and use of open-source tools in order to establish “good enough” preservation management practices for digital audio files. Using her experience at the Marr Sound Archives, University of Missouri—Kansas City, the presenter will discuss assessing current practices, identifying gaps, prioritizing, making recommendations, and selecting and implementing a suite of open-source tools to improve the preservation process. Tools demonstrated in the presentation are AVPreserve’s BWF MetaEdit, MDQC, and Fixity.

Digital Preservation Efforts At Usm, Elizabeth La Beaud

Central Plains Network for Digital Asset Management

The University of Southern Mississippi (USM) has steadily been working to improve its digital preservation infrastructure over the past four years. In 2013, with funding from a NEH Preservation Assistance Grant, consultants Tom Clareson and Liz Bishoff conducted a digital preservation readiness assessment and jump started USM’s education on the topic. Since then, USM has added geographically distributed backups, manual fixity checks, manual metadata logs, and manual file format migrations to its arsenal with varying degrees of success. The influx in needed manpower and technical infrastructure precipitated a financial commitment from the university and the purchase of a robust digital …

3d Model Creation And Management In An Academic Digital Repository, Marcia Mcintosh

Central Plains Network for Digital Asset Management

3D printing and scanning is new digital horizon for digital asset managers. Many fields have a history of utilizing 3D scanning and printing such as medicine, dentistry, art, entertainment, architecture, and archaeology. Now, many cultural heritage institution are also beginning to explore the unique benefits 3D models and prints can provide to constituents interested in their collections. The University of North Texas Digital Libraries embarked on a case study to gain a better understanding of 3D scanning and to determine its capacity to host and provide access to 3D models. This presentation will explore the workflows, metadata, and preservation of …

Common Management Gaps In The Life Cycle Of Digitized Objects, Jocelyn Wehr

Central Plains Network for Digital Asset Management

Presented from the perspective of someone responsible for creating the digital objects that will eventually be included in a digital preservation program, this poster session will identify common issues that make the management and preservation of digital objects more challenging. Digital preservation needs to be talked about within the digitization workflow, because it takes a lot of work to produce the best digital objects possible. We are often focused on the immediate use of the digital objects and less focused on their long-term use. Even with best practices in mind, there is often an immediate need (patron orders, for example) …

Numbers, Numbers, Numbers—Is It Working?! Meaningful Measurement Of Digital Collections, Allison Ringness

Central Plains Network for Digital Asset Management

After a digital project is completed and made available online, the work is not over: digital projects managers must quantify the value of these digital collections. There are a plethora of tools to measure usage, but inferring value from usage requires careful interpretation of the data. After interpretation, the results must be communicated effectively to administrators. This poster will identify sources of digital collection use data, identify pitfalls in these sources, explore ways to derive meaning from use data, and suggest strategies for communicating value measurements to library administrators.

This poster presentation is the first 15 minutes of video with …

Collaborating Across Workflows: Managing Creative Assets From Legacy Works, Patrice-Andre Prud'homme, Jennifer Hunt Johnson

Central Plains Network for Digital Asset Management

From the perspective of two distinct workflows, this presentation will illustrate how library departments, Digital Collections and Conservation collaborate on the production of digital assets. In essence, both digitization and analog preservation workflows aim to guarantee that collections are easily retrieved and usable. This case study will illustrate two examples. The first one is more linear yet regional; it aims to create digital assets to engage the community by means of crowdsourced transcription. The second one is hands-on, as it addresses the long-term research value of the physical material for use in classrooms by Special Collections. While these workflows may …