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Full-Text Articles in Business
Valuating Brand Equity And Product Related Attributes In The Context Of The German Automobile Market, Marc Fetscherin, Mark Toncar
Valuating Brand Equity And Product Related Attributes In The Context Of The German Automobile Market, Marc Fetscherin, Mark Toncar
Faculty Publications
The concept of consumer-based brand equity has been discussed widely in the literature and there are a wide variety of both quantitative and qualitative measures used to assess it. For the most part, previous research has studied the way a brand and product attributes are perceived in a consumer’s mind and the empirical data used in most studies is based on self-reported survey data. In this research, objective data from the largest German Automobile Association, including actual prices, objective quality ratings of product attributes and market share of brands are used to estimate their effect on the actual price set …
Enhancing The Communication Competency Of Business Undergraduates: A Consumer Socialization Perspective, K. C. Gehrt, M. O'Brien, David Mease
Enhancing The Communication Competency Of Business Undergraduates: A Consumer Socialization Perspective, K. C. Gehrt, M. O'Brien, David Mease
Faculty Publications
Explaining how individuals acquire the necessary skills and knowledge to effectively participate in society is often accomplished through Socialization Theory. We investigate numerous socialization agents and their relationship with the communication competency of university business majors. Communication competency (reading, writing, and verbal) was measured via both a standardized skill test and self report. Exploratory analysis was conducted upon high and low communication competency groups that were identified via cluster analysis. Our findings generally indicate the most important socialization agents are via personal interactions whereas the least important socialization agents are influencing via primarily electronic or media-based methods.
Enhancing The Communication Competency Of Business Undergraduates: A Consumer Socialization Perspective, Kenneth C. Gehrt, M. O'Brien, D. Mease
Enhancing The Communication Competency Of Business Undergraduates: A Consumer Socialization Perspective, Kenneth C. Gehrt, M. O'Brien, D. Mease
Faculty Publications
Explaining how individuals acquire the necessary skills and knowledge to effectively participate in society is often accomplished through Socialization Theory. We investigate numerous socialization agents and their relationship with the communication competency of university business majors. Communication competency (reading, writing, and verbal) was measured via both a standardized skill test and self report. Exploratory analysis was conducted upon high and low communication competency groups that were identified via cluster analysis. Our findings generally indicate the most important socialization agents are via personal interactions whereas the least important socialization agents are influencing via primarily electronic or media-based methods.
The State Of Research On Multinationals And Emerging Markets, Rajesh K. Pillania, Marc Fetscherin
The State Of Research On Multinationals And Emerging Markets, Rajesh K. Pillania, Marc Fetscherin
Faculty Publications
Emerging markets are increasingly becoming the growth drivers of the global economy and there is increased scrutiny and interest in emerging markets since the 1990s. The interest can be viewed from a demand and supply perspective. With a huge population and increasing income, emerging economies provide a big market for goods and services. Also, with talented manpower and low costs, emerging economies are supplying more and more goods and services to the world (Pillania, 2009). Multinational corporations (MNCs) play a very important role in global business and economy. There is an increased interest in research and explanation for emerging markets …