Business Commons^™

Too Nice To Be Dominant: How Brand Warmth Impacts Perceptions Of Market Dominance, Jennifer L. Stoner, Carlos J. Torelli

Association of Marketing Theory and Practice Proceedings 2017

Consumers are unaware of brands’ market dominance. This is important given that even misperception as a market leader has been shown to lead to positive evaluations from consumers. We hypothesize that when consumers are lacking direct knowledge about a brand’s market dominance, brand image is used as a cue for inference making: specifically, a brand with a warm, kind, and generous image will be in conflict with perceptions of market dominance, which are perceived as an embodiment of power. Thus high warmth brands will be perceived as less market dominant than low warmth brands.

In study 1, we use real …

Supermarket Pricing Model Impact On Private Label Brands Versus National Brands Among Millennial Consumers, Jeffrey Hendrix, Vinny Caraballo

Association of Marketing Theory and Practice Proceedings 2017

National Brands (NBs) and private label brands (PLBs) play a vital role in manufacturing and retailing strategies. Market share growth of PLBs over the past few decades continues to level the playing field; altering go-to-market strategies for both NB and PLB manufacturers and retailers. A quantitative examination compared purchase data between NB versus PLB using panel data from 100,000 households. Consumer metrics; trip conversion, buyer conversion, and dollar loyalty served as dependent variables interacting with a multivariate grouping of branding (NB vs. PLB), grocery pricing model (Hi-Lo vs. EDLP vs. Hybrid) and age-cohort (Millennial vs. Generation X). A MANOVA provided …

Managerial Short-Termism: An Integrative Perspective, Atanas Nikolov

Association of Marketing Theory and Practice Proceedings 2017

Due to the intangible nature and accounting treatment of marketing expenditures in the public corporation, such investments are prime candidates to being sacrificed on the altar of managerial short-termism. Usually termed marketing myopia or myopic management in general, the practice of underfunding marketing investments such as advertising has been linked to multiple negative outcomes in terms of firm performance and future firm value (Aaker 1991; Pauwels et. al 2004; Mizik and Jacobson 2007; Mizik 2010; Chapman and Steenburgh 2011). However, myopic management research in marketing suffers from numerous shortcomings. First, most authors focus on unique contexts under which myopic management …

Exploring Alternative Views Of Time In Marketing Management: How Temporal Orientation Impacts A Firms’ Strategic Orientations, Jeffrey R. Carlson, William T. Ross Jr.

Association of Marketing Theory and Practice Proceedings 2017

The field of marketing demonstrates an established and long-standing tradition of incorporating time into its theoretical frameworks. Nonetheless, although marketing has heavily utilized time in its conceptualizations, scholars have suggested that marketing has overly relied upon a single type of time, objective time as measured through a clock, and has underutilized subjective time which refers to time that is differentially perceived and experienced by individuals, organizations, and cultures. In light of this context and need to study alternative forms of time, we explore how a specific type of subjective time – organizational temporal orientation – impacts strategic orientations.

This work …

Examining Purchase Shares Of Private Label-Brands And Consumer Demographics: A Study In The United States And Turkey, Musa Pinar, Tulay Girard, Nilay Bıçakcıoğlu, İlayda İpek, Paul Trapp

Association of Marketing Theory and Practice Proceedings 2017

In recent years, private-label brands have become a well-established part of the global retail environment, often possessing significant market share. This study examines: (1) the proportion or percent (purchase share) of consumers’ monthly purchases for (a) private-label brands of grocery and household products in general and (b) the Great Value (Walmart, U.S.) and Migros (Turkey) private-label brands in particular; (2) the potential effects of gender, income, age, and household size on consumers’ monthly purchase shares of private-label brands; (3) if the effects of these demographic factors have similar associations in the U.S. and Turkey; (4) if consumer awareness, perceived quality, …

Preliminary Evidence Regarding Marketing’S Role In Environmental Management Theory, Jess Mikeska, Les Carlson

Association of Marketing Theory and Practice Proceedings 2017

Prior research specific to government public policy topics finds that firms manage threatening public policy either by competing in new ways to offset (potential) policy limitations or managing the public policy so as to prevent it from limiting business. And while managing policy to prevent business limitations often involves political strategies, such as lobbying or investing in PACs, prior marketing research suggests most management of threats occurring in a firm’s external business environment are likely to revolve around marketing, instead of political, strategies.

So as to better understand marketing’s role in environmental management, survey responses of executive level-respondents were matched …

“Are We Having Fun Yet?”: What Factors Influence Senior-Level Managers To Have Fun At Work?, Anthony Scardillo

Association of Marketing Theory and Practice Proceedings 2017

Contrary to belief, employees are NOT having fun yet. In fact, 73% of all employees are dissatisfied with their jobs (Crabtree, 2013). The reasons are many, but the underlying reason is that they are not having any fun! (Clark, 2009; Ford, McLaughlin, & Newstrom, 2003a; Kinjerski & Skrypnek, 2006). We believe that a fun and engaging workplace impacts employee engagement, morale, productivity and safety (Bedeian & Armenakis, 1998; Boyatzis, Smith, & Beveridge, 2012; 2013). We also believe that creating a fun atmosphere at work is accomplished only when management has fun (Bolton, Houlihan, & Renee Baptiste, 2009; CHI, CHUNG, & …