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Full-Text Articles in Business
Failure In Rural Entrepreneurial Marketing: The Otop Case In Thailand, Edward Kasabov, Pitchaya Panupattanapong
Failure In Rural Entrepreneurial Marketing: The Otop Case In Thailand, Edward Kasabov, Pitchaya Panupattanapong
Association of Marketing Theory and Practice Proceedings 2013
Marketing scholarship continues to theorise about the significance of marketing resources to firm-level success, and resources are commonly viewed as the source of competitive advantage (Day & Wensley, 1988; Aaker, 1989; Webster, 1992; O’Donnell et al., 2002; Morgan el at., 2009). Businesses which effectively and efficiently deploy and exploit their market-based assets are assumed to be better placed at attaining superior business performance (Morgan & Vorhies, 2005). However, the input of firm resources to competitive advantage has generally been theorised and empirically examined in the context of large companies. Less frequent are discussions about resources in small firms and entrepreneurial …
Social Media In The Business Curriculum, Pauline Ash Ray, Jenny Swearingen
Social Media In The Business Curriculum, Pauline Ash Ray, Jenny Swearingen
Association of Marketing Theory and Practice Proceedings 2013
Due to the prolific development of Web 2.0 tools and the growing demand for their use in business this study explores the status of their inclusion in the business curriculum. Social media use is valuable, not only to marketing students, but also to all business students as well as the ability to build a personal brand to further their careers. There is a growing consensus to include social media in the curriculum but to what extent: A course, a major or a MBA specialization? A literature review for research of social media inclusion in curriculum is conducted for the current …
Online Vs. Face-To-Face Learners: An Exploratory Segmentation Of The Student Market, Renée J. Fontenot, Richard Mathisen, Susan Carley, Randy Stuart
Online Vs. Face-To-Face Learners: An Exploratory Segmentation Of The Student Market, Renée J. Fontenot, Richard Mathisen, Susan Carley, Randy Stuart
Association of Marketing Theory and Practice Proceedings 2013
This study compares the characteristics and motivational factors influencing educational decisions of online vs. face-to-face learners. Using a survey of undergraduate marketing students from colleges in the Southeastern U.S., demographic, attitudinal and learning style differences are examined to determine the roles they play in student selection of online vs. traditional classroom modes of educational delivery. Alternative approaches to segmentation of the student market are explored, as are implications for marketing education. Likert scales and open ended questions were used to determine student perspectives on various dimensions of online versus face-to-face courses. A cross section of students were surveyed including those …
The Role Of Media Richness Of Channels On Consumer Decision- Making And Channel Choice, Moutusy Maity, Mayukh Dass
The Role Of Media Richness Of Channels On Consumer Decision- Making And Channel Choice, Moutusy Maity, Mayukh Dass
Association of Marketing Theory and Practice Proceedings 2013
With the increasing popularity of multichannel strategies, many retailers actively encourage their customers to undertake purchasing activities across various retail channels. Extant literature on multichannel strategies advances our understanding of why and how consumers select channels, but our knowledge is limited on how different channel characteristics affect consumer behavior, decision-making across channels and channel choice. In this paper, we focus on one such channel characteristic, called media richness of the retail channels, and investigate the effects of media richness of channels on consumer decision-making and channel choice. Media richness, as originally described by Media Richness Theory, is a set of …
Emotional Intelligence: The Antidote To Persuasion?, Rose Opengart, Michael Mccall
Emotional Intelligence: The Antidote To Persuasion?, Rose Opengart, Michael Mccall
Association of Marketing Theory and Practice Proceedings 2013
The study of emotion can be traced back to the early work of William James (1884). Consequently, it is hardly surprising that such a fundamental building block of human experience remains a fertile area for academic researchers and practitioners in fields as diverse as psychology, economics and marketing. Although there have been numerous calls for marketers to focus on touching customers’ emotions, a number of important gaps remain. We consider here, the notion that emotional intelligence mediates the impact of social influence attempts in consumer decision making. Specifically, we argue that emotional intelligence may serve to mute and/or lessen individual …
Understanding Online Brand Communities: Netnographic Study Of Apple Iphone Consumers, May Aung, Keija Wu, Laila Rohani, Khalil Rohani
Understanding Online Brand Communities: Netnographic Study Of Apple Iphone Consumers, May Aung, Keija Wu, Laila Rohani, Khalil Rohani
Association of Marketing Theory and Practice Proceedings 2013
This study extends the concept of brand communities. The netnography approach has been applied to two online brand communities, both central to Apple iPhone consumers. This study reveals two cultural manifestations with their own passions and communal norms not detected by previous research. This study, thus, enriches the conceptual understanding of brand communities. It also offers contribution toward understanding consumers of high technology brands, an area where few studies have been conducted to date.
Extended Consumer-Brand Relationship Theory, May Aung, Kapil Gurbani, Samuel Hip Seng Lei
Extended Consumer-Brand Relationship Theory, May Aung, Kapil Gurbani, Samuel Hip Seng Lei
Association of Marketing Theory and Practice Proceedings 2013
This study examines online communities for two top brands: Apple iPhone and Blackberry smartphones. A number of online brand communities (online forums) such as the iPhone business affiliated website www.apple.com, iPhone consumers’ website www.everythingicafe.com, and the Blackberry consumers’ websites www.blackberry.com and www.crackberry.com were explored. This research extends the conceptual underpinnings of the existing consumer-brand relationship theory by incorporating the concept of sharing. This study offers insights for academia in the marketing and consumer behavior field as well as professionals in the high-technology industry.
A Calculated Model Of Linkedin Feature Usage Across Organizational Types: Large, Small, And Non-Profits, Joe Spencer, Lisa Witzig, Marcella Gallegos
A Calculated Model Of Linkedin Feature Usage Across Organizational Types: Large, Small, And Non-Profits, Joe Spencer, Lisa Witzig, Marcella Gallegos
Association of Marketing Theory and Practice Proceedings 2013
Intensity of LinkedIn usage is examined by business type: Fortune 200, INC 200, and Fortune 200 Non-profit. The study of approximately 600 organizations finds, contrary to expectations, that non-profits and small businesses utilize the features of LinkedIn significantly less in intensity than large businesses. An eleven factor intensity model is presented and tested to evaluate intensity of usage among the three study groups. This study concludes that SMBs and non-profits need to better utilize the features of LinkedIn to better enable their organizational goals.
From Push To Pull — How Smartphones Are Changing Mobile Marketing, Julie M. Pharr
From Push To Pull — How Smartphones Are Changing Mobile Marketing, Julie M. Pharr
Association of Marketing Theory and Practice Proceedings 2013
As “smartphones” have displaced traditional cell phones, mobile marketing—marketing via wireless handheld devices—has become increasingly more sophisticated. This paper highlights the dramatic shifts underway in the field of mobile marketing with the advent of mobile technology that simultaneously delivers web access, location information, and social networking capabilities. The paper makes a case for why smartphones may foreshadow the end of traditional push marketing, giving way to a new style of marketing that is location-based, context-specific and superior at initiating consumer pull.
Relationships Of Brand Awareness, Logo Associations And Prior Shopping Experience: A Pre-Test Study, Tulay Girard, M. Meral Anitsal, Ismet Anitsal, Zhenye Zhang
Relationships Of Brand Awareness, Logo Associations And Prior Shopping Experience: A Pre-Test Study, Tulay Girard, M. Meral Anitsal, Ismet Anitsal, Zhenye Zhang
Association of Marketing Theory and Practice Proceedings 2013
Branding is instrumental in achieving success in today’s highly competitive markets. Successful brands are those that differentiate themselves from competition in the minds of consumers even though they satisfy the same needs. Brand name, logos, jingles, slogans, brand personalities/characters, URL of a web site, signs and packages, letterheads, business cards are some of the tools that companies and organizations use as part of their external branding efforts. Companies typically spend considerable sums in their logo design activities. Some of them even try to revive their brands by changing their logos over time. Despite the importance of this research topic, little …
The Factors That Influence Merchants’ Likeliness To Continue Business: A Study Of Georgetown, South Carolina, Monica B. Fine, Paul Clark
The Factors That Influence Merchants’ Likeliness To Continue Business: A Study Of Georgetown, South Carolina, Monica B. Fine, Paul Clark
Association of Marketing Theory and Practice Proceedings 2013
Loss of businesses to surrounding areas has escalated in the past decade, promoting an examination of factors causing business defection from the city of Georgetown, South Carolina. Kotler (1969) warned that customer retention is more important than identifying new prospects. If the customer’s satisfaction levels fall below completely satisfied, there is a risk of customer defection. This issue is important because the “purpose of a business is to create and keep customers” (Kotler 1969, p. 2). Therefore, understanding what dissatisfies a customer is just as important as understanding what satisfies a customer. The degree to which cities are vulnerable to …
A Comparison Of Potential Student Blood Donors To Actual Donors, Harold Ogden, Kelly Campbell Lefort, Matthew Kerr, Matthew Maclellan, Zachary Briggs
A Comparison Of Potential Student Blood Donors To Actual Donors, Harold Ogden, Kelly Campbell Lefort, Matthew Kerr, Matthew Maclellan, Zachary Briggs
Association of Marketing Theory and Practice Proceedings 2013
With a growing need for blood and blood products, managers of blood collection agencies are interested in increasing donation rates. A better understanding of how donors are different from the general public might inform decisions on how to promote to make non-donors more like donors. A sample of 74 student blood donors was surveyed at two university blood donor clinics about their attitudes and beliefs about blood donation. A convenience sample of 134 respondents in a university student population was also surveyed for comparison. The latter was later split by level of commitment to blood donation. Differences among these three …
Internal Communication As A Tool For Stakeholder-Organization Identification, Ania Izabela Rynarzewska
Internal Communication As A Tool For Stakeholder-Organization Identification, Ania Izabela Rynarzewska
Association of Marketing Theory and Practice Proceedings 2013
Identification has long been considered to be one of the main concepts in organizational behavior. Fortunately, organizational identification has also shifted into marketing and communication literature. Recent streams of marketing literature suggest that organizational identification may be a key to connecting employees and consumers to an organization on much deeper level than any other relationship known before. Due to the possible impact of customerorganizational identification on performance, marketing scholars have become increasingly interested in possible advantages of this relevant construct. Identification with an organization is popular in both management and marketing research as the means of fostering a relationship between …
Content And Design Characteristics Of Chinese Corporate Homepages, Lixuan Zhang, Sufen Tian, Patti Miles
Content And Design Characteristics Of Chinese Corporate Homepages, Lixuan Zhang, Sufen Tian, Patti Miles
Association of Marketing Theory and Practice Proceedings 2013
Many Chinese companies have built their online presences; however few studies examine if the Chinese corporate websites follow recommended design guidelines. Through a content analysis of 487 websites of the largest Chinese companies, the study analyzes 55 content and design elements of the corporate homepages. A new coding scheme for Chinese web design is developed by utilizing existing schemes and identifying design elements unique to Chinese web including content, information architecture and usability, multimedia, and interactivity. In addition, the study also finds two unique design elements on Chinese corporate homepage. The differences in web design practices between American and Chinese …