Business Commons^™

Impact Of Model Gender On The Effectiveness Of Advertisements Targeted At Older Viewers: An Analysis In The Context Of Ageing, Corinne Chevalier, Gaelle M. Moal

AMTP Proceedings 2022

Advertising efficiency relies partly on the viewer’s identification to the model used in the ad and model gender facilitates the identification process. Relying on gerotranscendance theory (Tornstam, 2009), we assume that gender identification is not as important to seniors as it used to be when they were younger and that the gender of the model will have no effect on variables of the persuasion process. The results of a survey on 512 seniors aged 60 to 85 reveals that the model’s gender has little impact on the perception of ads by senior viewers. However, matching product gender and model gender …

Defining Health Care Marketing, Gary Futrell

AMTP Proceedings 2022

A review of the leading textbooks published for health care marketing courses shows that they do not adequately define the disciple. This paper promotes the use of the two-word form of health care and defines health care marketing as the activity, set of institutions, and processes for creating, communicating, delivering, & exchanging any good, service, or idea; performed to restore, maintain, or enhance the well-being of an individual or population. This paper fills a gap in the literature by providing linguistic and practical justification for using the two-word form of health care and connects the modern wellness paradigm of health …

Saving Face: Comparing The Effects Of Endorsement Marketing Strategies On Millennial Americans, Alessandra Noli, Sindy Chapa, Daniela Castillo, Tim O'Hara, Anna Dean, Tyler Trobert

AMTP Proceedings 2022

The rapid boom of social media in the 21^st century has positioned it as a key instrument in the realm of marketing. Social media has also given rise to a new kind of endorser: the influencer. The present study tested the effects of expert influencers vs traditional celebrities on brand attitude and purchase intentions of makeup products, within a cohort of millennials. Results showed respondents tended to favor the expert influencer in terms of perceived expertise, brand attitude and purchase intention. This has important implications for marketers when it comes to deciding upon an endorser for their brand, with …

Developing Marketing Capabilities To Mitigate Perceived Cybersecurity Risk In Healthcare Organizations, Manisha Mathur

AMTP Proceedings 2022

The effective delivery of health care relies on sharing electronic health records across multiple providers in the healthcare system. On the other hand, cybersecurity efforts mostly rely on centralizing sensitive and valuable data and securing devices, networks, and electronic systems. Hence, cybersecurity in healthcare is complicated due to the contradictory characteristics of healthcare delivery and cybersecurity. The firms’ unsuccessful attempts to prevent massive data breaches in the recent past have heightened cybersecurity risk perceptions of customers and cybersecurity-related marketing challenges and opportunities. Therefore, it is critical for marketers to step up and devise strategies and tactics to avert the negative …

Attendance Of International Students At U.S. Colleges And Universities, Nader H. Shooshtari

AMTP Proceedings 2022

U.S. colleges and universities have traditionally been lauded as a Mecca for attracting international students. Touted as offering the best higher education in the world, international students from around the world have traditionally flocked to U.S. educational institutions. This influx brought opportunities for international students while providing U.S. higher education institution additional revenue and a diverse student body. Beginning with the Trump Administration’s inward tilt, the welcome mat for international students was removed and the COVID pandemic added to the uncertainty and difficulty of accepting international students to U.S. and indeed much of the western countries that traditionally served as …

The Perils Of Using Self-Deprecating Humor: Customer Evaluations Of The Firm After A Service Failure, Hyunju Shin, Lindsay R. Levine

AMTP Proceedings 2022

The current study investigates the firm’s potential use of self-deprecating humor in response to a service failure and examines resulting consumer evaluations. This study utilizes two scenario-based experiments conducted in the contexts of online retailing and restaurant service. The findings indicate that self-deprecating humor leads to customers’ negative evaluations of the company by decreasing forgiveness intentions toward the company. The mechanism which explains low forgiveness intentions is found to involve heightened perception of dishonesty. Moreover, when perceived benignness of the failure is low (vs. high), self-deprecating humor has a stronger adverse effect on perceived dishonesty. This study suggests that firms …

There Is No I In Team: The Role Of Sales Faculty Coaching And Organizational Culture On Student Competition Teams, Stefan Sleep, Brent Mcculloch

AMTP Proceedings 2022

As sales competitions become more prevalent in the educational environment, faculty coaching has taken on a role that closely replicates coaching by industry sales managers. This case study examines how the combination of faculty coaching and student sales team organizational culture impact performance in sales competitions. By providing positive feedback, role modeling, and building trust, faculty coaches can improve performance and commitment while preparing students for their future careers. Additionally, developing an organizational coaching culture plays a critical role in contributing to the overall success of the team as it encourages student commitment and participation. These lessons are also relevant …

Destruction And Reconstruction Of Corporate Reputation In The International Business Network Context, Nikolina Koporcic, Maria Ivanova-Gongne, Jan-Åke Törnroos, Olga Dziubaniuk

AMTP Proceedings 2022

The purpose of this study is to illustrate how a firm’s corporate reputation can be destroyed by the actions of business partners and other network actors, and what the company can do to reconstruct its reputation. The study case exemplifies the importance of reputation and close interactions with foreign business partners in developing countries. Secondary data of a Nordic-based MNC, Stora Enso, is collected, interpreted, and analyzed. We observed issues surrounding the reputation change of the MNC, while focusing on the actions of their business partners. The paper provides empirical insights into the process of reputation destruction and …

Communicating Temporary Brick-And-Mortar Store Closures During Covid-19 Lockdowns In The Uk, Zsofia Toth, Tristan Emerson, Nikolina Koporcic, Sally Mckechnie, Muzna Shehzad

AMTP Proceedings 2022

This research examines how retail businesses from central England’s Midlands region communicated temporary closure of their brick-and-mortar stores via shop window messages during the first two Covid-19 lockdowns in 2020. These closure notices represent important forms of crisis communication for businesses, which display various levels of information, emotional language, or functional intent, and offer signposts for business continuity. 417 shop window closure notices were photographed - 167 and 250 from the first and second periods of lockdown respectively. In order to analyse the data, a multimodal social semiotic framework was employed, allowing the study to examine the language, design and …

The Corporate Remedy Strategies For Product-Related And Business Ethical Misdeeds, Lei Huang

AMTP Proceedings 2022

Firms take various approaches to mitigate the negative impacts from the misdeeds and repair the damages of the consequences. The current study examines the moderation role of two types of misdeed, business ethics or product performance related, in the relationship between three major crisis remedy strategies and the purchase intentions for both current and potential consumers. The results from 440 participants suggest that a promptness apology is important for current consumers but not for potential consumers. More importantly, the response plan has less impact on the current consumers when a misdeed is business ethics related than product performance related while …

The Sport Marketing Portfolio Matrix: How Brand Relevance Aligns With Fan Behavior, Kirk D. Aiken, Richard M. Campbell, Ajay Sukhdial

AMTP Proceedings 2022

Many fan behavior studies leave applications for strategic sport marketing as afterthoughts. Likewise, studies of sport marketing practices often ignore the complexities of fan psychology. The purpose of this work is to propose a new model that accurately categorizes sport products, better recognizes fan behaviors, and provides sound guidance to sport marketers. The work applies the well-established theory of portfolio management (wherein, investors strive to receive higher returns with lower risks by managing an assortment of investments). Herein, sport fans are viewed as investors that “buy,” “hold,” and “sell” athletes and teams. From sport to sport and season to season, …

Bank Consolidation And Its Effect On Service Quality, Thomas L. Powers, William S. Spears, Seongwon Choi

AMTP Proceedings 2022

The perceived quality of customer service plays a significant role in high involvement products and services. Previous research in the area of bank service quality suggests that as a bank is acquired the quality of service at the new larger bank does not equal what customers received at their old smaller bank. In addition, a newly consolidated bank may eliminate tailored services and create customer dissatisfaction due to higher fees, lower levels of service, and credit availability. Although prior research has focused on specific aspects of bank services, a contribution to the literature can be made by examining this topic …

The Lonely Reason Impeding Compliance With Covid-19 Prevention Guidelines, Ainslie E. Schultz, Kevin P. Newman

AMTP Proceedings 2022

To reduce transmission of the 2019 coronavirus (COVID-19), the US Center for Disease Control recommends that all individuals follow a series of prevention guidelines (e.g., wearing a mask, physical distancing, and vigilant handwashing). However, some individuals have been unwilling to comply with them. In this research, we use reciprocal altruism theory to investigate the role of loneliness in compliance with COVID-19 prevention guidelines. Specifically, we find that lonely (vs. non-lonely) consumers report less willingness to comply with these guidelines. Process evidence demonstrates that this occurs because lonely individuals experience a lower sense of obligation to reciprocate. Importantly, the negative impact …

Transaction-Based Cause-Related Marketing: The Role Of Consumer Trust And Self-Congruity On Purchase Intention, Dawn D. Hart, Doug Johansen

AMTP Proceedings 2022

The link between corporations, their socially responsible activities, and business performance has become irrefutable (Marconi, 2002). Companies grapple with how to successfully implement their socially responsible marketing activities (Marconi, 2002). Corporate social responsibility has various initiatives including corporate philanthropy, corporate statesmanship, through-the-firm giving, and profit motivated giving (Varadarajan & Menon, 1988). Cause-related marketing includes a profit motive (Varadarajan & Menon, 1988). Several studies find cause-related marketing efforts have the potential to affect consumers’ purchase intentions (Webb & Mohr, 1998).

Does The Sponsorship Of Sports Entities By Gambling Organizations Conform To The Set Of Benefits As Conceptualized In The Model Of Sports Sponsorship?, Sam Fullerton, Michael Mccall, Ronald Dick

AMTP Proceedings 2022

One recent study produced a model that was structured based upon the benefits derived by four parties that are impacted by a sponsor’s decision to engage in the sponsorship of a sports entity. These sports entities may be a team, a league, an organization, an athlete, an event, or a sports venue. The interactions among the four categories of beneficiaries resulted in 12 discrete linkages. A total of 159 potential benefits, some tangible and some intangible, were documented. A second study examined the impact of a recent SCOTUS ruling that declared the Professional and Amateur Sports Protection Act (PASPA) to …

Anti-Consumption: A Preliminary Examination Of A Set Of Social Considerations That Impact A Consumer’S Decision To ‘Punish’ Marketers Deemed To Be Engaging In Irresponsible Behavior, Tammy Mccullough, Ania Izabela Rynarzewska, Sam Fullerton

AMTP Proceedings 2022

A sample of 175 students from two universities provided insight regarding the rationale for engaging in anti-consumption behavior. A review of the literature identified myriad reasons why consumers engage in personal boycotts. This study examines 12 of these reasons: environmental concerns, political stance, religious orientation/affiliation, country-of-origin (COO), attitudes towards the LGBTQ community, the size of the marketer, the use of disliked celebrity endorsers, the use of offensive marketing tactics (e.g. advertising), animal cruelty including the use of live animal testing, perceived violations of basic human rights, employing a nonunionized workforce, and employment-related discrimination based on the gender, age, race, religion, …

Gamification Usage And Platform Loyalty In Esports Livestreams: An Analysis Of Unobserved Heterogeneity With Fimix-Pls And Ipma, Yizhou Qian, Jeam Martinez, Robbie Matz

AMTP Proceedings 2022

Although gamification as a marketing strategy has been implemented by various domains, there is still a dearth of research on the use of gamification in social livestreams. In this study, we examined the relationships between technology acceptance model (TAM) variables, gamification usage, and loyalty toward a social livestreaming platform, where gamification was adopted to enhance the viewing of an esports event. Data from 396 viewers were analyzed using partial least squares structural equation modeling (PLS-SEM), finite mixture partial least squares (FIMIX-PLS), and importance performance map analysis (IPMA). To this end, our study underpinned the application and extension of TAM in …

Awareness Marketing: Cause Marketing Without Contribution, Elizabeth A. Minton, Frank Cabano

AMTP Proceedings 2022

Much research has examined the benefit of brands that participate in cause marketing initiatives and give a portion of proceeds or product to a charity. However, what has been lacking from this investigation is how consumers respond when brands raise awareness for a cause but do not take any further action to contribute resources to the cause – what we term awareness marketing. Through five studies, we examine awareness marketing specifically among the potentially divisive context of social justice causes. We show that consumers with higher levels of religiosity are more likely to support products marketed with awareness marketing, that …

Electronic Word Of Mouth, Online Advertisement Value And Attitude Toward Egyptian Websites As Antecedents Of Online Purchase Intention: An Extended Technology Acceptance Model, Mayada Aref

Faculty Journal Articles

The understanding of the antecedent of online purchase intentions is imperative for the growth of electronic commerce. This paper extended the technology acceptance model by three factors electronic word of mouth, online advertisement value, and attitude toward Egyptian websites, and empirically examined the proposed model among Egyptian Internet users. Furthermore, based on online purchase intention, market segmentation was conducted. A structured online questionnaire was used to collect 479 responses. Explanatory factor analysis and cluster analysis were performed using SPSS software; the structural equation modeling and hypotheses testing were examined using Amos IBM. The paper contributed by identifying the main factors …

Merit Versus Maleness: How Strategic Positioning Can Mitigate External Gender Bias, Rachel Mui, Owen Parker, Varkey K. Titus Jr.

Department of Management: Faculty Publications

Despite the proactive efforts of many firms to combat gender bias within their organizations, societal prejudices still disadvantage women leaders and the firms who employ them. This external gender bias shapes outside stakeholder evaluations of women leaders’ efforts in various ways, and firms need strategies to cope with this external gender bias. We examine the conditions that might alleviate this burden of external bias and what women leaders and top executives can do to leverage these conditions—from a strategic positioning perspective—that will effectively allow female leaders to differentiate their work. To do this, we synthesize and build upon evidence that …

The Effects Of Received Grandmothers’ Affection On Adult Grandchildren’S Health Behaviors Using Affection Exchange Theory, Leslie Ramos Salzar, Priyanka Khandelwal, Yvette Castillo

Department of Marketing: Faculty Publications

Background: Affection exchange theory (AET) explains the value of received affection for overall wellbeing in family relationships. However, this study extends prior work by investigating AET in grandmother-grandchild relationships and grandchildren’s individual well-being. This study seeks to understand the relationships between adult grandchildren’s received grandmother affection and health-related behaviors such as diet, exercise, substance abuse, and sleep.

Methods: This cross-sectional study included 229 university student participants. Multiple regression analyses were performed to analyze received grandmother affection and grandchildren’s health behaviors.

Results: Using cross-sectional survey methods, it was found that grandchildren’s reports of received memories and humor, and celebratory affection influenced …

Long-Term Analysis Of A Savings Program In Elementary School, Jennifer Davidson, William Walstad

Department of Economics: Faculty Publications

The prevalence of in-school savings programs (ISSPs) for children and youth is widespread, but research on their effectiveness is limited. This study investigates the long-term effects of an ISSP conducted in one U.S. elementary school. Survey data were collected on the financial behaviors of high school students, who participated in or did not participate in an ISSP while attending the same elementary school at the same time. The results from a probit analysis of data controlling for demographic variables showed that ISSP participants compared with non-participants were more likely to have a bank account in high school. They also were …

Mathematics Of Generalized Versions Of The Melitz, Krugman, And Armington Models With Detailed Derivations, Edward J. Balistreri, David G. Tarr

Department of Economics: Faculty Publications

We provide detailed textbook style mathematical derivations of an extended version of the heterogenous firms model of Melitz (2003), as well as the Armington (1969) and Krugman (1980) models. Our model of heterogeneous firms extends the model of Melitz (2003) by allowing multiple sectors, intermediates, heterogeneous regions based on data, labor-leisure choice, initial heterogeneous tariffs, multiple factors of production, the possibility of sector-specific inputs and trade imbalances based on data, and we incorporate global and unilateral tariff policy shocks. Although the models in this paper are extensions in numerous directions of the Melitz trade model of heterogeneous firms, the pedagogical …

The Effect Of Unsuccessful Past Repurchases On Future Repurchasing Decisions, Geoffrey C. Friesen, Noel Pavel Jeutang, Emre Unlu

Department of Finance: Faculty Publications

We find that managers are less likely to repurchase stocks when they lose money on past stock repurchases but find no robust evidence that past gains on repurchases influence future repurchasing activity. This asymmetric sensitivity is strongest for young CEOs and those with the shortest tenure. Also, future repurchases are more sensitive to past repurchase losses for CEOs whose previous lifetime experience with the stock market is unfavorable. The sensitivity of future repurchases to past losses costs firms, on average, about 3.7% per year. When this cost is decomposed into systematic and idiosyncratic components, we find that nearly half (1.8%) …

Bitcoin Selfish Mining Modeling And Dependability Analysis, Chencheng Zhou, Liudong Xing, Jun Guo, Qisi Liu

Electrical & Computer Engineering Faculty Publications

Blockchain technology has gained prominence over the last decade. Numerous achievements have been made regarding how this technology can be utilized in different aspects of the industry, market, and governmental departments. Due to the safety-critical and security-critical nature of their uses, it is pivotal to model the dependability of blockchain-based systems. In this study, we focus on Bitcoin, a blockchain-based peer-to-peer cryptocurrency system. A continuous-time Markov chain-based analytical method is put forward to model and quantify the dependability of the Bitcoin system under selfish mining attacks. Numerical results are provided to examine the influences of several key parameters related to …

Development Of A Framework To Support Informed Shipbuilding Based On Supply Chain Disruptions, Katherine Smith, Rafael Diaz, Yuzhong Shen

VMASC Publications

In addition to stresses induced by the Covid-19 pandemic, supply chains worldwide have been growing more complex while facing a continuous onslaught of disruptions. This paper presents an analysis and extension of a graph based model for modeling and simulating the effects of such disruptions. The graph based model combines a Bayesian network approach for simulating risks with a network dependency analysis approach for simulating the propagation of disruptions through the network over time. The initial analysis provides evidence supporting extension to for using a multi-layered approach allowing for the inclusion of cyclic features in supply chain models. Initial results …

Leveraging Maching Learning In Financial Fraud Forensics In The Age Of Cybersecurity, Md. Ariful Haque, Sachin Shetty

VMASC Publications

Financial sectors are lucrative cyber-attack targets because of their immediate financial gain. As a result, financial institutions face challenges in developing systems that can automatically identify security breaches and separate fraudulent transactions from legitimate transactions. Today, organizations widely use machine learning techniques to identify any fraudulent behavior in customers' transactions. However, machine learning techniques are often challenging because of financial institutions' confidentiality policy, leading to not sharing the customer transaction data. This chapter discusses some crucial challenges of handling cybersecurity and fraud in the financial industry and building machine learning-based models to address those challenges. The authors utilize an open-source …

Coastal Housing Recovery In A Postdisaster Environment: A Supply Chain Perspective, Rafael Diaz, Joshua Behr, Beatriz Acerp

VMASC Publications

In coastal cities, the damage stemming from hurricanes and severe tropical storms may reduce housing stock. Accelerating the reconstruction of housing stock becomes crucial in minimizing the time that residents are displaced. It is critical to understand how to better coordinate all available resources for an effective and balanced reconstruction where nongovernmental organizations (NGOs), government agencies, volunteers, and many other complex resources converge. This study combines Monte Carlo and beta models to assess supply, costs, and recovery times. The models capture the immediate and long-term costs of reconstruction activities under highly uncertain conditions using embedded stochastic components on projected materials, …

A Comparison Between The Eu Green Taxonomy And South Africa’S Green Taxonomy, Theodor Florian Cojoianu, Andreas G. F. Hoepner, Anh Vu

Research Collection College of Integrative Studies

Both South Africa and the European Union have introduced a common language and a clear definition of what is ‘sustainable’ through a taxonomy, a classification of environmentally sustainable economic activities, at the core of their sustainable finance ecosystem. Sustainable finance taxonomies provide transparency on what can be considered green and, hence, help investors, public authorities and policy makers make informed decisions, avoid green washing, and scale up sustainable investment. The purpose of the present report is to provide a comparison between the EU Taxonomy Regulation1 , including the respective EU Climate Delegated Act 2 and South Africa’s Green Finance Taxonomy3 …

Impact Investing Via Affiliation With Academia, Ngos, Or Other Collaborations?, Theodor Florian Cojoianu, Andreas G. F. Hoepnner, Yanan. Lin, Fabiola Schneider

Research Collection College of Integrative Studies

While ESG investing has become mainstream, impact investment has yet to be institutionalised and legitimized. We investigate how impact investment firms claim legitimacy compared to their ESG peers. Impact investment is still a nascent field and suffers from a heavier burden of proof. Legitimacy has been recognised as a strategy to overcome the liability of newness. Combining private market data with statements made by investment firms on their websites we investigate how they claim legitimacy. We find that impact investment firms are more likely to claim to be involved in partnerships, specifically with academia and corporations than their ESG peers. …