Business Commons^™

An Examination Of The Marketing Of A Floundering Sport: The Case Of Powerboat Racing, Sam Fullerton

Association of Marketing Theory and Practice Proceedings 2016

A sample of 308 attendees at an APBA sanctioned powerboat race in July of 2015 provided insight regarding a number of key considerations germane to the decision to attend the race. Race organizers were seeking ways to reinvigorate interest in what they see as a floundering – if not sinking – sport. A self-administered survey was distributed at the race with those completing it having a chance to win a souvenir shirt from the races. The results indicate that better marketing is needed. WOM represented the most common means by which attendees learned about the event; much of this was …

Academic Integrity In Public And Private Universities: Exploring Faculty Perceptions, 2008-2014, Anne Heineman Batory, Stephen S. Batory

Association of Marketing Theory and Practice Proceedings 2016

Academic integrity issues among various constituencies challenge colleges and universities around the world. After a review of the relevant literature, the authors concluded that additional research was needed to understand and monitor academic integrity within institutions of higher education. This study explored faculty perceptions toward student academic integrity. The participants were faculty from public and private universities in selected business programs in the United States in 2008 and then again in 2014. Both similarities and differences in the two frames were examined. Essentially the study found a continuing faculty concern with student academic integrity. There appeared to be an increased …

Share Of Wallet In Loyalty Research: Issues And A Methodology To Address Them, Arthur W. Allaway, Kyoungmi Kim, David Berkowitz

Association of Marketing Theory and Practice Proceedings 2016

In a competitive market environment, share of wallet is a key measure for customer relationship management. Share of wallet analysis enables the firm to be more proactive in their ability to target customers to increase additional spending. Although share of wallet is important as a measure of customer loyalty, there is a dearth of research which focuses on share of wallet per se. In this paper, we briefly review the share of wallet literature in the context of its value to loyalty researchers. We illustrate some issues regarding share of wallet in identifying loyalty and then discuss the development of …

Do Houses Have Brands?, Melanie Eva Bruce

Association of Marketing Theory and Practice Proceedings 2016

Brands have been shown to create identity, and theories of branding are used to explain purchase decisions. The importance of consumers’ creation of identity through consumption has important implications for housing. While traditionally reflected as a rational economic decision, the real estate purchase decision has been shown to incorporate much more (Marsh & Gibb, 2011). Research, by Beer et al. (2007), showed that housing is increasingly being used both as a location for, and object of, higher level consumption.

Self-congruity theory proposes that consumers attempt to preserve or enhance their self-image by selecting brands with ‘images’ they believe are congruent …

The Generations And Restaurant Types, Dave Mcmahon, Stephen Rapier, Michael Mccall, Carol L. Bruneau

Association of Marketing Theory and Practice Proceedings 2016

Previously, research has created several scales for measuring different facets of the dining experience and suggest the need to do more segmentation by age. This research does that by collecting panel data to determine if there are relationships between the generations (Silent, Boomers, Xers, Yers, and Nexters) and the four main types of restaurants (QSR, fast casual, casual, fine dining). This was also conducted in an online environment as most consumers are now researching before they buy using the internet. The results indicate that Casual restaurants are associated with Boomers and Nexters while Fast Casual restaurants are associated with Gen …

Mobile Payment Adoption In India: Role Of Attitude And Risks, Mona Sinha, Rajan Saxena, Hufrish Majra

Association of Marketing Theory and Practice Proceedings 2016

This paper examines the emergence of mobile payments as a payment alternative in India. Despite economic growth, marked improvement in social indicators, and rising incomes and savings rate, nearly 41% of the Indian population remained unbanked. Use of self-service technologies such as ATMs and Internet banking had limited success. Given the high penetration of mobile phones, mobile technology was being seen as a mode of transforming the banking sector and in particular payment mechanisms.

Most research on attitude towards technology and its adoption has been conducted in developed countries and their applicability to Indian consumers remained unclear. This paper offers …

Reflections In The Mirror: Women’S Self Comparisons To Mannequins And Peers, Amanda Cohen, Deborah J.C. Brosdahl, K. Annette Burnsed, Joohyung Park

Association of Marketing Theory and Practice Proceedings 2016

The fashion industry has been under fire for years for using unrealistic body sizes in the form of stick-thin fashion models to promote the sale of clothing. Typical Western fashion models in today’s society are sized 0-2 and weigh approximately 23% less than the average U.S. woman, who weighs approximately 163 pounds and wears a size 14 (Vesilind, 2009). According to Vartanian (2009), many women suffer from body image self-discrepancies when they compare themselves with others, including fashion models. As such, social comparison has been documented to create negative emotions, such as body dissatisfaction and disappointment (Posavac & Posavac, 2002). …

Impact Of Personal Beliefs In Business-To-Business Buyer Decisions, Doreen Sams, Joe Schwartz, Ron Smith

Association of Marketing Theory and Practice Proceedings 2016

For school transportation buyers, who have depended on diesel for decades, gaining knowledge of complex and dynamic information is complicated by the growing number of alternative fuel vehicles. As with a number of business purchases, school bus acquisitions represent a major expense for school districts. It a multi-faceted decision and is typically made by a group of influencers who weigh the various alternatives and have extensive input in the purchase process. As would be expected from a process of this nature there are many elements that are considered such as product cost, safety, reliability, maintenance costs, and anticipated fuel expenditures. …

Scm?, Stephen A. Lemay, Dave Mcmahon, Jeffery A. Periatt

Association of Marketing Theory and Practice Proceedings 2016

Supply chain management remains a young field, one that has struggled to define itself in the most literal sense. This research looks at some of the most available definitions of supply chain management, analyzes their content, and explains the essence of the definitional problem. It does not attempt to define supply chain management--that would be a bit like driving onto a crowded road while complaining about the traffic--but it does attempt to lay out the path or paths that need to be followed to arrive at a consensus definition.

“Money Worlds” And Well-Being: An Empirical Test Of Tatzel’S Model Of Consumer Styles Based On Money Dispositions And Materialism With Extension To Other Consumer Behavior Variables, Leisa Reinecke Flynn, Ronald E. Goldsmith, Michael Brusco

Association of Marketing Theory and Practice Proceedings 2016

Miriam Tatzel (2002) has proposed a comprehensive theory of “money worlds and well-being” comprised of four prototypes of consumer behaviors based on whether consumers are high or low on materialism and simultaneously tight or loose with money. These four prototypes (Value Seekers, Non-Spenders, Big Spenders, and Experiencers) are proposed to differ strikingly along a variety of values, attitudes, and behaviors. Three earlier studies have reported tests or the model, but none specifically tried to confirm empirically the four types of consumers. The present study uses data from 1016 U.S. student consumers to test empirically the proposed typology and the proposed …

Marketing Research For Mission-Based Thrift Suggests Relationship Marketing Strategy, Jon M. Martin

Association of Marketing Theory and Practice Proceedings 2016

In order to alleviate the risks associated with a lack of objective marketing research data and to apply marketing research in a unique niche, the author, in collaboration with a local mission-based thrift (“Thrift XYZ”), conducts marketing research regarding the motivations and preferences of shoppers and donators for one primary thrift location in North Carolina as a gratis community service. The findings are that XYZ’s shoppers and donators routinely and regularly shop and donate (respectively) with XYZ and that the nature of this target market is ideal for developing and applying a relationship marketing strategy with each/both groups.

Flirting Online And The Connection Between The Use Of Dating Websites And Dating Applications, Kristine Johnson, Olguta Vilceanu, Manuel C. Pontes

Association of Marketing Theory and Practice Proceedings 2016

For this research, we used data collected by the Pew Foundation's "Internet and American Life Project Tracking Survey," conducted in Spring 2013. The data was adjusted through the use of sampling weights to estimate for general population parameters. The collected data examined online flirting, use of dating websites, and the use of dating apps. Findings suggest women between the ages of 18-34 years are just as likely as men to signal their romantic interest by engaging in online flirtation. In addition, women ages 50 years or older are less likely than men to signal their romantic interest by engaging in …

A Content Analysis: The Relationship Between Sentiment, Gender And Time Of Day In Ewom, Katie Bass, Laicelis Haro, Xiaotong Liu, Jaejin Liu

Association of Marketing Theory and Practice Proceedings 2016

This content analysis looks at several trends regarding electronic Word of Mouth (eWOM) and how consumers engage in eWOM. 304 tweets were analyzed and numerous correlations regarding gender and time-of-day. This research will be beneficial to brands and companies seeking to launch new products or services using social media as a promotional avenue.

Opportunity Loss And Opportunity Cost: Consequences Of Not Attending Class, Michael Latta, Henry Lowenstein

Association of Marketing Theory and Practice Proceedings 2016

Business Schools are charged with equipping the next generation of marketing professionals with the skills and knowledge to benefit both the businesses they work in and the country at large. Regional accrediting bodies such as the Southern Association of Colleges and Schools (SACS) and international bodies like the Association to Advance Collegiate Schools of Business (AACSB) review teaching practices in an effort to improve educational effectiveness at the Business School level. This movement, known as Assurance of Learning, is practiced in Business Schools everywhere. This paper explores the effect of students’ skipping classes in a capstone Marketing Strategy course on …

How To Teach Entrepreneurship: Traditional Lectures Versus Experiential Learning, Ismet Anitsal, M. Meral Antisal

Association of Marketing Theory and Practice Proceedings 2016

Entrepreneurship has become an important part of public policy of many states in the US. Hence, how to incorporate entrepreneurial education into higher education curriculum has become a hot topic of discussion. Even though entrepreneurship courses have been included into marketing and management curriculum in multiple universities traditionally, the recent focus on developing entrepreneurship as a source of economic growth and vitality resulted in a debate about how to educate entrepreneurs.

Experiential learning is another trend in the higher education that gained momentum in recent years. This approach has also been called as problem-based learning, inquiry learning, or discovery learning. …

Neuroscience And Teaching And Learning In The Marketing Classroom: What Students Don’T Know About What Is Necessary To Succeed In The Higher Education Environment Or, In Other Words, Teaching And Learning: What Does The Brain Have To Do With Students’ Performance In The Classroom (Yes, Perhaps Surprisingly, Students Do Possess Brains, Even If They Generally Try To Minimize Their Use, At Least In The Context Of Formal Education)?, David J. Burns, Sandra L. Pierquet

Association of Marketing Theory and Practice Proceedings 2016

Advances in neuroscience have provided significant illumination to “accepted” marketing knowledge. Fortunately, neuroscience research has supported much of the accepted marketing knowledge. The support, however, is not total – recent neuroscience research has also raised serious questions and has overturned several aspects of previously accepted marketing thought, particularly regarding consumer decision making.

Neuroscience also provides insight into students’ academic activities. Indeed, neuroscience provides a significant amount of insight into what are the most successful activities for students to undertake. Although some of the research supports existing common student activities, the research also raises serious questions of appropriateness of other activities. …

Emotions Involved In Shopping At The Airport, Alexis Tymkiw, Jamye Foster

Association of Marketing Theory and Practice Proceedings 2016

This paper examines the emotional motivations that drive consumers to shop at airport retailers. The number of passengers served by airports increases each year, while more and more security measures are being implemented (Travel & Tourism Market Research Handbook, 2013). Travelers are required to arrive for flights earlier, thus spend much more time in the airport environment than ever before. In addition, airport retailing is a rapidly growing segment that has seen a great deal of change over the last couple of decades (Airport Council International, 2012). With expanded retail areas, many airports are beginning to resemble shopping centers. However, …

Understanding Employer Needs And Expectations From The Perspective Of Human Resources, Tulay Girard, Daniela Ngounou

Association of Marketing Theory and Practice Proceedings 2016

This pre-test study attempts to understand employers’ current needs and expectations of recent graduates from a 4-year business program at higher education institutions from the perspective of human resource managers/specialists. After conducting a literature review and a pre-test survey, the authors developed scale items that measure the importance of certain knowledge and skill sets as well as behavioral traits from the perspectives of human resource specialists. The feedback received from the human resource specialists who participated in pre-test survey identified additional skill sets, knowledge areas, and behavioral traits that are most important to employers’ needs. After pre-testing the measurement items …

Seeking Complex Health Services In The Age Of Self-Referral, Lindsay R.L. Larson, Dora E. Bock

Association of Marketing Theory and Practice Proceedings 2016

This study investigates the relationship between consumers’ information search and service satisfaction, specifically focused on the search for mental health professionals. The selection of a mental health provider is of interest because practitioners work from a highly diverse set of theoretical bases, may hold a wide range of different credentials and provide drastically different therapeutic approaches, therefore making the selection complex and difficult for consumers to self-navigate. Data sampling from patients of mental health suggest that consumers selecting a provider based on self-performed searches, rather than receiving external input (referrals from physicians, relatives, or friends), report lower satisfaction with their …

Changing The World Of Higher Education: Creating A Student Capital Management System, Kathleen Houlihan

Association of Marketing Theory and Practice Proceedings 2016

Higher education is plagued with new concerns regarding government oversight and the college “rating system” that will hold schools accountable for student outcomes. This research supports the development of a student capital management system (SCM) that controls and protects student information while ensuring student outcomes data quality. Presented is an empirical model that connects colleges to the business world, while allowing higher education to access student data after they graduate. The first phase in developing a secure validated network of student data is the connection with the workforce and to the government in a system that offers granular access to …

Information’S Role In Supply Chain Integration Efforts Of The Indian Manufacturing Firm Under Environmental Uncertainty: The Supply Chain Flexibility Impact, Katrina Savitskie, Sandipan Sen, Sampath Ranganathan

Association of Marketing Theory and Practice Proceedings 2016

Managers recognize that supply chain management (SCM) practices can improve operational efficiency (Monczka and Morgan, 1998). Supply chain management initiatives, including better communication often result in more responsive organizations. Indian companies are trying to become more competitive following the liberalization of the Indian economy by employing new approaches like SCM to be more efficient and competitive (Saad and Patel, 2006). Therefore, our study examines the impact of environmental uncertainty on the firm’s information sharing abilities and the information quality available and its subsequent impact on supply chain integration, and ultimately, supply chain flexibility in India.

Given that the Indian small …

The Role Of Cultural Traditions On Branding And Word-Of-Mouth: Keeping Mother’S Recipes Alive!, Sindy Chapa

Association of Marketing Theory and Practice Proceedings 2016

The purpose of this study was to explore the impact a cultural tradition has on a perceived-brand-relationship (PBR) and word-of-mouth (WOM) behavior in person and electronically. Based on the cognitive-motivational-related theory of emotions and the social identity theory, a model is proposed to explain the impact that a family tradition, such as cooking with selective products, has on Hispanic mothers. Using a research mixed-method approach, a construct was developed to measure attitudes toward cultural traditions. Further, an online survey was administered for hypotheses and model testing using SEM and Logistic Regression tests.

Latina Mom Bloggers, a social media-marketing platform, was …

The Invisible Hand And Utility Remain Relevant Influencing Marketing Theory Consumer Behavior, Michael Kleppinger

Association of Marketing Theory and Practice Proceedings 2016

The invisible hand continues to influence marketing theory consumer buyer behavior. Utility will continue to be an important element in marketing theory and particularly consumer buyer behavior. Interestingly, consumer behavior is no longer constrained by traditional human behavior. Free markets, unparalleled technological computing power, low costs of capital and access to interpret infinite data sets will continue to fuel consumer buyer behaviors. Global leader’s awareness of market evolution will continue to loosen the choke hold via taxation, subsidy, and oppression expanding reach of all goods and services within the global economy.

Determining The Influence Of Electronic Messages On Consumer Behavior Based On Perceived Source Trust And Credibility, Mackenzie Sawyer, Nick Sellers, Rhett Coleman, Jaejin Lee

Association of Marketing Theory and Practice Proceedings 2016

With the growing presence of the internet, it is difficult for consumers to separate valuable information from useless information, and for marketers to determine what information consumers deem valuable. This paper aims to discover which message source - Corporate, Social, or Independent - is most trustworthy in the eyes of consumers. Corporate sources include paid platforms such as the company’s website and social media channels managed by the company, social sources include reviews posted on social media platforms by unpaid users who are not directly associated with the company, and independent sources include reviews from online articles, specialized publications, discussion …

Consumer Warfare: The Effect Of Attitude Toward One’S Rival On Attitudes Toward Defensive Strategies, David J. Burns, Jennifer Hutchins, Rick Mathisen

Association of Marketing Theory and Practice Proceedings 2016

The use of warfare analogies in marketing is not something new, particularly in terms of competitive strategies. With the shifting of power down the marketing channel, however, the importance and the effectiveness of competition-centric strategies has declined. Instead, reflecting consumers’ new-found power and importance, a focus on strategies employed by consumers in the marketplace appears to be increasingly appropriate to effectively reach today’s and tomorrow’s consumers. Business leaders who best understand how consumers interact with and relate to each other may find themselves in the best competitive position in the 21st century. Burns and Warren (2008) introduced the concept of …

Price Bundling Opportunities For The Savannah, Ga Market, Mark Mitchell, Gregory Turner, Dennis Rauch

Association of Marketing Theory and Practice Proceedings 2016

The Savannah area offers an eclectic mix of attractions for visitors. Broadly speaking, the tourism portfolio can be divided into four clusters: Museums, Bus/Trolley Tours, Water Tours, and Ghost Tours. This manuscript examines the possibility of combining the Savannah attractions into a price bundle to offer a lower price to consumers. Doing so may help stimulate demand during off-peak seasons. And, it may further promote greater awareness (and attendance) at attractions during the peak season.

The Impact Of Shadowing Within A University Sales Program, Linda G. Mullen, Lindsay R.L. Larson

Association of Marketing Theory and Practice Proceedings 2016

Oftentimes sales faculty seek to build real-world opportunities into their coursework that will allow students to observe first-hand the material presented in the classroom. While these kinds of experiential learning projects are assumed to be beneficial to sales classes, research on the actual benefits derived from these opportunities is limited. The current paper describes a 7-step shadowing opportunity for students within a University Sales program, and reports findings with quantitative and qualitative assessment data. Over five academic semesters between 2012 through 2015, 131 students within an advanced sales course at a Southeastern University were each asked to locate and shadow …

Online And In-Store Compulsive Buying Among Metrosexuals And Other Male Consumers, Michael Lee Thomas, Luther Trey Denton Iii, Lindsay R. Larson, Kathleen Gruben

Association of Marketing Theory and Practice Proceedings 2016

This paper presents an exploratory study of compulsive buying behavior among males, specifically metrosexual consumers. These men represent significant purchasing power, but to date they have not been studied in both online and in-store environments. The current research has significant importance for public policy, consumer behavior and marketing. The literature has largely ignored male compulsive shopping behavior, especially how this behavior manifests itself in different shopping environments and among different subsets of male consumers. For the current research, data was gathered via an online survey of 193 males. The study discusses both online and in-store compulsive buying by various product …

Mavenism, Frugality, And Loyalty, Ronald E. Goldsmith, Leisa Reinecke Flynn

Association of Marketing Theory and Practice Proceedings 2016

Since Feick and Price (1987) introduced the concept of market mavenism almost 30 years ago, researchers have accumulated a large body of empirical findings describing market maven attitudes, behaviors, and characteristics. Mavenism can be defined briefly as a strong involvement in the marketplace. The purpose of the present study was to assess relationships between market mavenism and three aspects of consumption behavior largely ignored by previous research into market mavenism. Analysis of data from a sample of 351 adult U.S. consumers confirms that market mavenism is positively related to frugality and negatively related to brand loyalty. The results showed that …

The Influence Of Religion On The Marketing Concept: A Case Of Halal Culture, Soleman Mozammel, Perry Haan

Association of Marketing Theory and Practice Proceedings 2016

Religion is a major cultural variable that can affect the purchase behavior of consumers. This non-empirical paper examines how the Muslim concept of Halal influences consumers in the Middle East and Muslims all over the world. The paper reviews brief history of the marketing concept and consumer behavior. It then explains the role that cultural generally plays in the consumer decision making and marketing concept. The paper explains the basic concepts behind Halal culture. The paper makes recommendations to marketers for how to reach consumers who seek products that are Halal certified and Shariah-compliant. It also discusses how to compete …