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Articles 1 - 12 of 12
Full-Text Articles in Business
The Challenges And Opportunities Created By A Global Pandemic's Effects On Consumer Shopping Behavior Within The Fashion Retail Industry, Kate O'Connor
Undergraduate Honors Theses
The fashion retail industry has already been undergoing an extensive transformation since the introduction of e-commerce in the late 1990s. However, changes in consumer shopping behavior caused by the COVID-19 pandemic have fundamentally altered the industry in a matter of months. Because the COVID-19 pandemic is relatively recent, there is a lack of literature regarding the challenges and opportunities for fashion retailers in light of these changes in consumer behavior. This project will illuminate the challenges and opportunities created by the COVID-19 pandemic for the different distribution modes in the fashion retail industry: brick and mortar stores, e-commerce, and omnichannel …
An Exploratory Study Of Generational Coffee Preferences, Lindsey Falkner
An Exploratory Study Of Generational Coffee Preferences, Lindsey Falkner
Honors College Theses
This research focuses on generational differences in preferences towards coffee-style beverages. The aim of this research is to provide recommendations to marketers within the saturated coffee industry. An online exploratory study was conducted with two-hundred and fifty-two participants from Amazon Mechanical Turk. The results show that differences exist between the coffee preferences across all generations, especially when it comes to the current trends (e.g., premiumization, convenience, and sustainability). Further, the results reveal several factors that may cause these generational differences. Finally, the study explored several ways that marketers in the coffee industry can appeal to different generations’ preferences, especially utilizing …
Consumer Response To Green Brands Vs. Traditional Brands On Digital Platforms: An Analysis Through A Series Of Case Studies, Madison Busick
Consumer Response To Green Brands Vs. Traditional Brands On Digital Platforms: An Analysis Through A Series Of Case Studies, Madison Busick
Honors Scholar Theses
In the age of environmental crisis, consumers are increasingly aware of the environmental impact of their decisions. Accordingly, many companies seek to provide more eco-friendly and sustainable products while building their brand around these values. Consumers also are increasingly using and engaging on social media and other digital platforms. But just how well do these "green" brands do in the digital space? This study aims to compare differences between brands that embody environmentalist values and traditional brands with a variety of case studies across several consumer goods segments including clothing, cosmetics, and technology. The data is collected from a variety …
The Moderating Effect Of Buying Impulsivity On The Dynamics Of Unplanned Purchasing Motivations, Jacob Suher, Wayne D. Hoyer
The Moderating Effect Of Buying Impulsivity On The Dynamics Of Unplanned Purchasing Motivations, Jacob Suher, Wayne D. Hoyer
Business Faculty Publications and Presentations
Previous studies of in-store decision making have assumed that motivations for unplanned purchases are homogeneous throughout a shopping trip. In response to this assumption, the authors develop a conceptual framework to explain how consumers’ internal (i.e., intrinsic) and external (i.e., extrinsic) motivations for unplanned purchases actually vary during a shopping trip. Two field studies and five online experiments provide evidence that the personality trait of buying impulsivity predicts differences in whether a shopper initially focuses on internal motivations (e.g., “because I love it”) or external motivations (e.g., “because it is on sale”) for unplanned purchases at the beginning of a …
Rising Action: The Effect Of Narrative Transportation On Consumer Purchase Behavior, Bryan Samuelsen
Rising Action: The Effect Of Narrative Transportation On Consumer Purchase Behavior, Bryan Samuelsen
Undergraduate Honors Theses
We investigate whether narrative transportation can have an effect, not only on beliefs and purchase intentions, but on purchase behavior. Participants watch a video related to digital assistants and choose whether to enter a drawing for their choice of a digital assistant or a gift card; we hypothesize that those whose transportation is inhibited will be less likely to choose the digital assistant. We successfully inhibit transportation in the pretest, but do not see similar results in the study and are thus unable to determine if there is an effect on behavior.
The Use Of Season Ticket Incentives In Major League Baseball, Kaitlin Poe, John Drea
The Use Of Season Ticket Incentives In Major League Baseball, Kaitlin Poe, John Drea
Journal of Applied Sport Management
A study of Major League Baseball season ticket promotional incentives found that the most popular types of incentives provided to season seat holders (SSHs) were exclusive offers, complementary items, discounts, ticket options and services, and payment plans. Offering a payment plan to SSHs was positively associated with higher average game attendance. Payment plans were more commonly associated with teams with higher winning percentages over the past three seasons and with teams that filled a higher percentage of their stadium capacity. Teams that fill more of their stadium capacity were also found to offer fewer categories of season ticket incentives to …
Yours, Mine, Or Ours? Exploring The Role Of Cultural Values In Sharing Economy Services, Lacey K. Wallace, Joanne T. Cao
Yours, Mine, Or Ours? Exploring The Role Of Cultural Values In Sharing Economy Services, Lacey K. Wallace, Joanne T. Cao
Association of Marketing Theory and Practice Proceedings 2020
The sharing economy offers consumers an alternative to ownership by exchanging value through technology-based services. As the growth of sharing economy practices continue to emerge, business scholars have only recently begun to study how cultural differences impact the sharing economy. Specifically, few studies have examined individual cultural values. Therefore, this study explores whether differences in cultural values, using Hofstede’s cultural dimensions, account for consumers’ attitudes and participation in sharing economy services (SES). Two studies employing a mix-method approach will be conducted to gain a thorough understanding of the sharing economy from both the consumers’ and the peer providers’ perspective. This …
Exploring Csr Communication On Twitter, Terry Damron, Lindsey Batts
Exploring Csr Communication On Twitter, Terry Damron, Lindsey Batts
Atlantic Marketing Association Proceedings
No abstract provided.
Consumer Choice Criteria When A Product Is Free, Shaheen Borna Dba, Susan Brudvig Phd
Consumer Choice Criteria When A Product Is Free, Shaheen Borna Dba, Susan Brudvig Phd
Atlantic Marketing Association Proceedings
No abstract provided.
The Counterfeit Conundrum: A Case Study To Examine The Best Way To Combat Counterfeit Consumption, Heather Kirkwood, Thomas Tanner, Ashutosh Dixit
The Counterfeit Conundrum: A Case Study To Examine The Best Way To Combat Counterfeit Consumption, Heather Kirkwood, Thomas Tanner, Ashutosh Dixit
Atlantic Marketing Journal
Estimated at more than $500 billion, counterfeits are a booming industry. The negative impacts can no longer be ignored. As evidenced by the industry growth, efforts to combat consumption of counterfeit products have largely failed. This case study examines the counterfeit industry and a campaign developed by the U.S. Customs and Border Protection Agency. It presents the reader the opportunity to contemplate viable solutions for ending counterfeit consumption.
Marketing Islamic Financial Services: A Review, Critique, And Agenda For Future Research, Intekhab Alam, Pouya Seifzadeh
Marketing Islamic Financial Services: A Review, Critique, And Agenda For Future Research, Intekhab Alam, Pouya Seifzadeh
School of Business
Islamic finance has experienced rapid growth globally, surpassing the USD 2 trillion mark in 2017. As a result, the literature related to Islamic finance and banking is rather rich. Despite the richness of the literature, our knowledge of the marketing issues related to Islamic finance is modest and somewhat ambiguous. Therefore, we review several decades of research about the Islamic finance in various parts of the world. We identify and discuss three main research themes that draw on different conceptualization and theoretical lenses. After synthesizing their respective findings, we propose several avenues for future research that integrate these three research …
Measuring Brand Equity In The Digital Environment, Lydia Vlachos, Meka Bendahan, Meryl Rosenblatt
Measuring Brand Equity In The Digital Environment, Lydia Vlachos, Meka Bendahan, Meryl Rosenblatt
Faculty Works: Business (1973-2022)
The internet has had a major impact on the balance of information that for so long worked in favor of brand managers. Consumers are now empowered to interact with brands, and are often willing to “co-create” by sharing their experiences, product knowledge and ideas with brand communities and stakeholders. Although brand equity is an important source of competitive advantage, previous conceptualizations do not reflect the unique characteristics of the internet, and the new participatory approach to branding. Christodoulides, De Chernatony, Furrer, Shiu, & Abimbola, T. (2006) addressed this gap by developing a series of constructs and scale items that aligns …