Business Commons^™

Combining Online, Print Increases Ad Effectiveness, Ginger Rosenkrans, Keli Myers

Ginger Rosenkrans

No abstract provided.

From Academic Research To Marketing Practice: Exploring The Marketing Science Value Chain, John Roberts, Ujwal Kayande, Stefan Stermersch

Ujwal Kayande

We aim to investigate the impact of marketing science articles and tools on the practice of marketing. This impact may be direct (e.g., an academic article may be adapted to solve a practical problem) or indirect (e.g., its contents may be incorporated into practitioners’ tools, which then influence marketing decision making). We use the term “marketing science value chain” to describe these diffusion steps, and survey marketing managers, marketing science intermediaries (practising marketing analysts), and marketing academics to calibrate the value chain. In our sample, we find that (1) the impact of marketing science is perceived to be largest on …

"Just" Desserts: An Interpretive Analysis Of Sports Nutrition Marketing, Joylin Namie, Russell Warne

Russell T Warne

Straddling the boundary between “junk” and not, sports nutrition is unique among processed foods. Between-meal snacks full of refined carbohydrates, sugar, sodium and even caffeine, qualities that render foods “bad” and off limits in other contexts, these products are consumed during the “work” of organized leisure, and increasingly as part of everyday life by non-athletes. Masquerading as healthy food, with ingredients, flavours and consumption patterns suggestive of children’s candy and adult desserts (Douglas, M. (1972). Deciphering a meal. Daedalus, 101(1), 61–81; James, A. (1998). Confections, concoctions, and conceptions. In H. Jenkins (Ed.), The children’s culture reader (pp. 394–405). New York: …

Retail Brand Orientation, Positional Advantage And Organisational Performance, Kerrie Bridson, Jody Evans, Joanna Minkiewicz

Dr. Joanna Minkiewicz

This study adopts a resource-based view of branding referred to as brand orientation. Despite the importance of branding in retail, relatively little empirical research has been conducted to understand the degree to which retailers can be considered brand oriented. The purpose of the present research is to establish a conceptualisation of brand orientation that is applicable in a retail context across countries. Moreover, we seek to empirically validate a model of the retail brand orientation–positional advantage–organisational performance relationship and to contribute to a more comprehensive understanding of the factors driving retailer performance. A mail survey was used to collect data …

Demonstrating Impact - Four Case Studies Of Public Art Museums, Jody Evans, Kerrie Bridson

Jody Evans

Public art museums are cultural and educational institutions with intrinsic links to community. These institutions range in purpose, collections and programming, yet they share a common necessity in being accountable to a range of stakeholders. This accountability has evolved over time and public art museums are increasingly expected to incorporate a focus on the economic and/or social impact of their institution. While the body of work exploring the economic and social impact of the arts has grown, it has been hijacked by a discourse that is focused on measurement issues alone. Such debate has impeded the public art museum sector …

Trust-Commitment As A Mediator Of The Celebrity Endorser-Brand Equity Relationship In A Service Context, Abhishek Dwivedi, Lester W. Johnson

Lester Johnson

The current study extends the endorsement literature by examining it in the trust–commitment framework. Specifically, the trust–commitment framework is examined as a mediator of the effect of endorser credibility on consumer perceived brand equity as well as consumer expectations of relationship continuity. The current study is conducted within a pure service (i.e., telecom service)context; adding incremental value to the findings given the pivotal role of the trust–commitment framework. The conceptual model is estimated using a sample of 525 Indian consumers that evaluate some of the major Indian telecom sector brand-and-endorser combinations. The model fits the data adequately, and the analysis …

The Google Online Marketing Challenge And Distributed Learning, Ron T. Brown, Kendra S. Albright

Ron T. Brown

Stagnant perceptions continue to persist in the general public regarding the services libraries offer. LIS research suggests an increased need for marketing, yet LIS programs and students may not view marketing as core to the degree. The Google Online Market- ing Challenge (GOMC), a global competition for online marketing, was incorporated into two LIS courses to build skills in project management, industry analysis, marketing, and search engine optimization. A qualitative analysis was conducted to investigate whether they perceived the marketing project as relevant to their courses and degrees. A model was created to represent the factors that had an impact …

Everyday Advertising Context: An Ethnography Of Advertising Response In The Family Living Room, Laknath Jayasinghe, Mark Ritson

Mark Ritson

Consumer research largely examines television advertising effects using conventional psychological accounts of message processing. Consequently, there is an emphasis on the influence of textual content at the expense of the everyday interpersonal viewing contexts surrounding advertising audiences. To help restore this theoretical imbalance an ethnographic study was conducted in eight Australian homes to explore the influence of everyday viewing contexts on advertising audiences. This article examines how the everyday advertising contexts of social interaction, viewing space, media technology use, and time impact consumer responses to television advertising texts. Advertising viewing behavior in the family living room is framed within broader …

Digital Traces For Business Intelligence: A Case Study Of Mobile Telecoms Service Brands In Greece, Giannis Milolidakis, Demosthenes Akoumianakis, Chris Kimble

Chris Kimble

Purpose – Data from social media (SM) has grown exponentially and created new opportunities for businesses to supplement their business intelligence (BI). However, there are many different platforms all of which are in a constant state of evolution. The purpose of this paper is to describe a generic methodology for the gathering of data from SM and transforming it into valuable BI.

Design/methodology/approach – The approach taken is termed virtual excavation and builds on the similarities between the manipulation of technological artefacts virtual communities using various forms of SM and the excavation and analysis of physical artefacts found in archaeological …

Understanding Consumer-Generated Advertising For Mainstream Fashion Goods, Athanasios Krystallis, Polymeros Chrysochou

Polymeros Chrysochou

This paper provides empirical evidence about the existence of the source effect in the context of consumer-generated advertising (CGA) for mainstream fashion goods. In particular, it investigates consumer perceptions towards the creator and the message in a CGA as opposed to a company-created ad, and if those perceptions influence general consumer attitudes towards the ad, attitudes towards the brand, as well as consumers’ purchase intention. An online 2x2 between-subjects experiment was constructed in which participants were exposed to an actual CGA or an actual company-created ad for a mainstream fashion brand; moreover, subjects were provided different information about the source …

Deviance, Dark Tourism And ‘Dark Leisure’: Towards A (Re)Configuration Of Morality And The Taboo In Secular Society, Philip R. Stone

Dr Philip Stone

Dark Tourism, Heterotopias And Post-Apocalyptic Places: The Case Of Chernobyl, Philip R. Stone

Dr Philip Stone

Creating Value At A Free Sporting Event: More Than Price?, Todd Hall, Charles W. Jones

Charles W. Jones