Business Commons^™

Employability Advantages Of Marketing Education Industry Certification Examinations, Devon Ashley Elmore

STEMPS Theses & Dissertations

Industry certification of workplace skills is emerging as a key educational movement for career and technical education programs. Many states are now integrating credentialing into their programs with the goal of preparing students with labor market advantages. However, there is little empirical evidence to support the notion that obtaining an industry certification provides students with employability advantages. As a result, the purpose of this study is to collect and analyze empirical data to determine whether obtaining an industry credential can assist a prospective student with job obtainment.

This dissertation examines the use of the National Retail Foundation (NRF) Customer Service …

Not All Repeat Customers Are The Same: Designing Effective Cross-Selling Promotion On The Basis Of Attitudinal Loyalty And Habit, Yuping Liu-Thompkins, Leona Tam

Marketing Faculty Publications

Not all repeat purchases are created equal. They can be driven by both positive reaction toward a brand (i.e., attitudinal loyalty) and automaticity triggered by non-brand-related contextual cues (i.e., habit). Combining the loyalty literature with recent habit research, the authors suggest ways to distinguish the two drivers of repeat purchase and examine how they affect consumer response to cross-selling promotions. In Study 1, the authors propose a method to derive individual-level habit strength from consumer transaction records and demonstrate the influence of both attitudinal loyalty and habit on repeat purchase. Studies 2a and 2b then show that attitudinal loyalty facilitates …

How Strong Is The Pull Of The Past? Measuring Personal Nostalgia Evoked By Advertising, Altaf Merchant, Kathryn Latour, John B. Ford

Marketing Faculty Publications

Marketers frequently evoke personal nostalgia in their advertising. To date, scales have been developed to measure the propensity to get nostalgic but not the actual dimensions of personal nostalgia. Results from four studies show that advertising-evoked personal nostalgia comprises four correlated but distinct dimensions: past imagery, positive emotions, negative emotions, and physiological reactions. This multidimensional scale showed a high level of validity and reliability. Moreover, due to careful choice of sampling frames, the study demonstrates a high level of external generalizability. Evaluating nostalgia-based advertising using the study's multidimensional scale may provide marketers with strategic insights for developing and fine-tuning advertising …

Proceed To Checkout? The Impact Of Time In Advanced Ticket Purchase Decisions, Brendan Dwyer, Joris Drayer, Stephen L. Shapiro

Human Movement Sciences Faculty Publications

When purchasing tickets in advance, sports consumers are often faced with uncertainty. Most notably, in today's real-time environment, it can be challenging for consumers to determine how ticket prices and seat availability will change over time. Guided by the generic advanced-booking decision model, the current study investigated the role of time, ticket source (primary or secondary market), and team identification in advanced ticket purchasing by exploring a consumer's perceptions of ticket availability and finding a lower price. The results suggest the perceived likelihood of ticket availability and finding a lower priced ticket increased as the date of the game drew …