Advertising and Promotion Management Commons^™

“It’S A Dupe, Not A Counterfeit!” An Exploration Of Motives For Dupe Consumption Motives, Jungyong Ahn

Asia Marketing Journal

This study was designed to explore consumer motives for dupe consumption and to measure the influence of these identified motives on consumer satisfaction with dupe products and intention to sharing dupe products. Through a literature review and in-depth interviews, five key consumer motives were anticipated: (1) self-protection, (2) saving money, (3) anti-materialism, (4) mimicry, and (5) enjoyment. Corresponding measurement items were developed to assess these motives. A factor analysis conducted on survey data collected from 300 respondents successfully confirmed the extraction of these five motives as expected. Moreover, regression analysis further demonstrated the statistically significant positive impact of these motives …

How Does A Consumer’S Anticipated Happiness Influence Participation In Value Co-Creation? : Focusing On Definition Of Happiness, Minsik Cho, Suna La

Asia Marketing Journal

Value co-creation (VCC) is essential for a new product development, transforming ideas into collaboratively created value-in-use, particularly under Service-Dominant Logic (S-D Logic). Recognizing that consumers engage in VCC with the goal of achieving happiness, this study investigates how anticipated happiness—arising from affective forecasting of VCC experiences—encourages customers’ participation in high-technology VCC initiatives. It also examines how individuals’ definitions of happiness—calmness vs. excitement—influence this process in VCC, using a validated temporal focus manipulation to induce these differing happiness orientations. Results indicate that future-focused individuals tend to define their happiness as excitement, while present-focused individuals associate it with calmness. Then, definitions of …

The Impact Of Sense Of Power On Consumer Click-Through Intention Under Ai Personalized Recommendation, Li Li, Dhakir Abbas Ali

Asia Marketing Journal

This study investigates how consumers' sense of power influences their click-through intentions in AI-driven personalized recommendation systems. While prior research has explored personalized marketings impact on consumer behavior, the role of perceived power remains understudied. Through scenario-based experiments, we find that a heightened sense of power enhances engagement with AI recommendations, with self-efficacy as a key mediator. However, this effect weakens when privacy concerns are high, highlighting privacy as a critical moderating factor. Specifically, empowered consumers are more likely to interact with AI recommendations, but only when privacy risks are minimal. These findings deepen our understanding of consumer-AI interactions, emphasizing …

Continuous Learning And Customer Value Creation In The Healthcare: Mediating Effects Of Innovations Adoption Value Recognition, Binto M. Binto, Omari Khalifa Mbura

Business Management Review

This research investigates the influence of continuous learning on the effectiveness of customer value creation in the Tanzania’s healthcare system, with a specific focus on the mediating effects of innovation adoption value recognition. Using a cross-sectional design, data were collected from 360 healthcare professionals across three zonal referral hospitals in Tanzania. Data analysis employed a structural equation modelling using SMART-Partial Least Squares software version 4.0. The findings indicate that continuous learning enhances healthcare customer value creation both directly and indirectly. Also, innovation adoption value recognition serves as a mediating variable of the direct causal relationship, offering partial mediation effects between …

Heartbeats: Sustainable Practices In Business, Natalie Pham, Shareef Awadallah, Lily Lisco, Logan Blissenbach, Nikolaos Verginis

Williams Honors College, Honors Research Projects

HeartBeats Co. LLC is a premier audio and software technology brand that brings renewed character and performance to a stagnant space, revolutionizing the listening experience by engineering a digital music platform and headphones that possess distinct style and exceptional performance. While our team identifies and tracks trends in the market, we strive to establish market trends rather than to follow them. We are a company founded on innovation, redefining the music streaming market by combining the importance of wellness with the latest audio and software technologies and innovative functionalities. This document outlines a ten-year plan for efficient and impactful scaling, …

A Strategic Analysis Of Project Learn Of Summit County, Alex Kennedy, Tyler Hutchinson, Haley Guest, Zach D. Thomas, Lizzie Sisler

Williams Honors College, Honors Research Projects

Our group is working with Project Learn of Summit County, a GED and ESL assistance program located in the Akron Public Library. Our group will be performing a strategic analysis and providing them with a strategic plan, to be presented to them at the end of the term. We aim to increase awareness for the program, point out areas of growth, and increase functionality.

A Holistic Approach To Country Branding: Examining A Master Brand And Sub-Brand Framework, Musa Pinar, Aycan Duran Tekoglu, Tulay Girard

Atlantic Marketing Journal

Recently, nation branding has drawn the attention of policymakers worldwide, as nations recognize its strategic importance in achieving and sustaining success in the global competitive landscape. This study provides a conceptual framework based on master brand and sub-brand architecture to examine country branding holistically by integrating macro and micro perspectives, country brand equity, and their effects on consumer preferences. The specific objectives are to 1) identify the dimensions of master brand, sub-brand, and country brand equity and develop reliable and valid measurement scales for each dimension, and 2) develop a conceptual framework that integrates the master brand, sub-brand, and brand …

When Social Inflation Pushes The "Good Neighbor" Away: How Market Exit Behavior Triggers Brand Betrayal And Trust Erosion, Waros Ngamsiriudom, Mohan Menon, Mitra Devkota

Atlantic Marketing Journal

Social inflation, marked by rising litigation severity, shifting jury attitudes, and expanding third-party litigation funding, has intensified financial pressures on insurers operating in disaster-prone markets. In response, many insurers have withdrawn or restricted coverage, creating a sharp disconnect between long-standing brand promises and current market behaviors. This article examines how these systemic pressures produce “brand betrayal,” a consumer perception arising when insurers’ market exit actions contradict their relational positioning as reliable, community-oriented partners. Drawing on signaling theory, relationship marketing, and institutional perspectives, the article develops a conceptual framework linking social inflation to brand trust erosion through market exit behavior. The …

Workplace Appearance Norms And The Shame Of Baldness: Implications For Consumer Behavior, Shiyun Chen, Achira Mudiyanselage, Terry S. Damron, Jaycie Luster

Atlantic Marketing Journal

In this research, we investigate how shame can affect consumer behavior. Specifically, we examine how baldness induced shame from workplace expectation and norms can affect consumer decision making related to the purchase of hairpieces and consumers’ preferences towards packaging of the product. Drawing on self-discrepancy theory, identity theory, shame and compensatory consumption research, we investigate the direct connection of shame and purchase intention, and the mediating roles of self-efficacy and the devaluation of masculine identity in shaping consumers’ responses to shame. We tested our hypothesis using survey-based experiments. Across two studies, we demonstrate that shame associated with baldness, positioned as …

Slow Fashion Behavior In Young Consumers, Melissa Clark

Atlantic Marketing Journal

The purpose of this research is to better understand the gap between Generation Z’s (Gen Z) knowingness and attitude toward sustainable clothing and their behavior including repair and disposal. A theoretical model was created based on the known relationships among Knowledge-Attitude-Behavior (KAB), specifically considering environmental sustainability knowingness (ESK), environmental sustainability attitude (ESA), and slow fashion behavior (SFB) while extending it with the addition of repair and disposal. The data were collected via online survey of consumers identifying as Gen Z and analyzed via regression analysis in SPSS. The findings suggest that the established construct relationships (ESK, ESA, and SFB) held …

Sweet Skepticism: Health Consciousness And Consumer Resistance To Health-Oriented Gummy Products, Raghava Gundala Dr, Kathleen Mckee, Pritosh Kumar

Atlantic Marketing Journal

Health consciousness is usually modeled as a driver of demand for healthier food. This study asks what happens to that relationship when the product itself is indulgent. Survey data were collected from students at a public university in the United States, and a first-stage moderated mediation model (PROCESS Model 7) was estimated on the 231 respondents with complete data. After adjustment for perceived marketing effectiveness and demographic covariates, health consciousness was negatively related to perceptions of health-oriented gummy products and to purchase frequency, although its zero-order correlation with product perception was near zero. Part of the health-consciousness relationship with purchase …

You Have Been Warned: The Effect Of California's Proposition 65 Warning On Consumer Perceptions And Evaluations, Kristina Medvedeva, Lauren Drury, Katie Kelting

Business, Accounting and Economics Faculty Scholarship

With cancer rates projected to rise sharply in the coming years, identifying effective preventative health measures to address the issue has become critically important. By adopting perceived risk and signaling theory as the theoretical lens, the current research examines one such unique and underexplored intervention—the Proposition 65 warning. Across four studies, the findings show that consumers' sensitivity to the Proposition 65 warning varies by product category and geographic location. The findings also reveal that the presence (vs. absence) of the Proposition 65 warning negatively affects evaluations of not only the product, but also the retailer that sells the product. In …

The Token-Effort Effect: Trivial Redemption Effort Increases Price Promotions Effectiveness, Kuangjie Zhang, Thomas Allard, Nidhi Agrawal, Rajesh Bagchi

Research Collection Lee Kong Chian School Of Business

This research documents how introducing redemption tasks requiring a token (i.e., trivial) amount of effort—for instance, by asking the consumer to enter a promo code or solve a CAPTCHA to receive a discount—increases price promotion effectiveness compared with equivalent straight discounts (i.e., applied automatically). Eight studies (including two field experiments) and three additional Web Appendix studies provide robust evidence for the beneficial effect of token-effort requirements on redemption rates. This effect occurs because the easy-to-attain redemption task induces a high perceived return on effort. Thus, this effect only occurs when the redemption task requires token-type effort but not when it …

Beyond Baseball: A Case Study On The Multipurpose Venue Management Practices Of Giants Enterprises, Collette Grace Madden

Experience Industry Management

The success of sports organizations no longer relies on team performance and game attendance. Giants Enterprises utilizes many guest engagement and destination development strategies to expand the brand reach of the San Francisco Giants. The purpose of this study was to examine how Giants Enterprises has positioned Oracle Park and Mission Rock as premier event destinations beyond baseball, with a focus on best practices in event diversification, experience design, and placemaking. A case study was conducted on Giants Enterprises to analyze what event diversification, experience design, and placemaking tactics were utilized as well as their effectiveness. The results of this …

Feedback Strategies In The Market With Uncertainties, Mustapha Nyenye Issah

Graduate Theses and Dissertations (2019 - present)

This paper explores how established firms use strategic advertising to deter new competitors in uncertain markets. Specifically, it models a situation where market demand evolves unpredictably - captured by the CKLS stochastic process, and the incumbent firm may be either strong or weak, a fact hidden from potential entrants. For a company already in the market, advertising is not just about driving immediate sales, it is a strategic tool to project an image of strength and deter potential new competitors. On the other side, a business thinking about entering that market faces a high-stakes, irreversible decision. It will typically hold …

Helping Craft Beer Hunters Make Their Next Great Beer Discovery, Mark Mitchell, Sheila Mitchell

Atlantic Marketing Journal

The number of craft beer producers and consumers in the United States has increased dramatically over the last ten years. This manuscript provides an overview of the craft beer marketplace in the United States with a focus on the craft brewers and retailers as well as the consumers who favor craft beers. Craft beer enthusiasts are a “consumption community” or, a group of consumers who share a deep involvement with the craft beer category. This study presents a list of common business practices designed to appeal to this unique consumer group.

Investigating The Relationship Between Noun Classes And Plant Folk Taxonomy In Chasu Language Of Kilimanjaro Region In Tanzania, Peter Rabson Mziray

Journal of Humanities and Social Sciences

The current study investigates the relationship between noun classes and plant folk taxonomy in Chasu (G 22). The study focuses on two objectives: the first objective is to describe the plant folk taxonomy in Chasu and the second objective is to determine the relationship between noun classes and plant folk taxonomy in Chasu. Data were collected from rural villages in Same and Mwanga districts by using free listing, field interviews (jungle-walk-and-identify), and written texts containing Chasu plant names. The findings reveal that Chasu folk taxonomy reflects different ethnobotanical categories; including a unique beginner which is mmea/mimea ‘plant(s)’, and three life …

Social Media Sponsorship: Metrics And Strategies For Finding The Right Content Creator-Sponsor Matches, Shahryar Doosti, Stephanie Lee, Young Tan

Business Faculty Articles and Research

Social media video sponsorship, where sponsors partner with content creators to promote their brands, has become increasingly popular. Leveraging rich data on sponsored and nonsponsored videos on Facebook, we introduce two metrics, Content Similarity and Audience Closeness, to help sponsors find effective creator-sponsor matches. Content Similarity captures the thematic alignment between a creator’s content and a sponsor’s brand, whereas Audience Closeness measures how closely aligned a creator’s and sponsor’s audiences are within a social media network. We find that both metrics significantly increase video viewership, but their effects vary over time. Audience Closeness generates more immediate, short-term engagement, whereas …

The Influence Of Live Shopping On Consumer Purchase Decisions: Analysing The Role Of Social Commerce In Indonesia’S Retail Sector, Andi Irfan, Andi Nur Yadin S, Hafipah Hafipah, Yusram Adi

The South East Asian Journal of Management

Research Aims: This study examines the influence of live shopping on consumer purchase decisions in Indonesia, focusing on key features such as interactivity, promotional urgency, and influencer marketing. It also investigates the mediating effect of consumer trust and the moderating role of social commerce experience.

Design/Methodology/Approach: A quantitative approach was employed, using survey data from 265 Indonesian consumers who engage in live shopping. The analysis was conducted using Partial Least Squares Structural Equation Modelling (PLS-SEM) in SmartPLS.

Research Findings: Interactivity, promotional urgency, and influencer marketing significantly impact consumer purchase decisions, both directly and indirectly through consumer trust. Promotional urgency …

Exploring Customer Satisfaction Drivers In The Automotive Sector: A Study Of Volkswagen In Chennai, Sridhar M, Karthik Rajan C S

Management Dynamics

This study examines the key drivers of customer satisfaction among Volkswagen car owners in Chennai, a major metropolitan market within India’s rapidly evolving automotive sector. As competition intensifies and consumer expectations shift, understanding the multidimensional aspects of satisfaction spanning product quality, performance, after-sales service, brand perception, and pricing has become essential for enhancing customer retention and loyalty. Employing a structured questionnaire administered to 100 Volkswagen customers, the study uses both descriptive and inferential statistical tools to identify significant satisfaction determinants. Findings reveal that while customers express high satisfaction with product performance and driving experience, concerns persist regarding service accessibility, mechanical …

The Effect Of Customer Perception Of Service Failure And Recovery On Relationship Dissolution Behavior: Evidence In Airline Services, Jihyo Moon, Sang-Lin Han, Jong Won Lee

Asia Marketing Journal

Many previous studies have been conducted on service failure and recovery, but the existing preceding studies are mainly focused on positive behavioral intentions such as loyalty, word of mouth intention and recommendation intention. Therefore, there is relatively little interest in customers’ negative behavioral intentions.

In today’s society where SNS is very developed, customers’ complaints or retaliatory actions can be spread to other customers without time and space limitations, which can have a great negative impact on the company’s image. In this respect, it is a very important task for service companies to examine the impact of service failure and recovery …

The Effect Of National Brand Failure On Micro-National Image And Attitudes Toward Other Brands: The Moderating Role Of Ethnocentrism, Lingge Jia, Seong Do Cho

Asia Marketing Journal

This study examines the effect of failures by prominent Korean brands on Korea’s micro-level national image and other Korean brands among Chinese consumers, focusing on technological capability and design dimensions, and the moderating role of consumer ethnocentrism. Data was collected through surveys that presented scenarios of varying degrees of brand failures and analyzed using AMOS and Hayes Process Macro. Results reveal that typical brand failures negatively affect perceptions of Korea’s micro-national image, particularly in terms of technology capability and design. Additionally, higher levels of ethnocentrism amplify the negative effect of brand failures on the design dimensions of Korea’s image. However, …

Giving Locally Or Globally? How The Destination Of Corporate Charitable Donations Shapes Consumer Brand Preferences, Ohjin Kwon, Young Jee Han, Hakkyun Kim

Asia Marketing Journal

We investigate how the geographic destination of charitable corporate donations influences brand preferences. We predict and find that consumers demonstrate a stronger preference for brands that engage in domestic donations as opposed to those that contribute to foreign causes. Additionally, we find that the preference for domestic donations is more pronounced among consumers exhibiting higher levels of nationalism and lower levels of residential mobility. Our research findings offer managerial implications for tailoring CSR strategies to resonate with specific consumer segments. We provide insights for companies aiming to optimize the impact of their philanthropic endeavors.

Saving Face While Earning Rewards: Reward-Both Referral Programs More Effectively Elicit Referrals For Experiential Purchases Than Reward-Me Programs, Hyunkyu Jang, Raj Raghunathan

Asia Marketing Journal

Companies offer rewards when an existing customer invites a new customer to try their product, but the recipient of the reward varies depending on the type of referral program. In Reward-Me programs, only the recommending customer is rewarded, while in Reward-Both programs, both the recommender and the recipient who acts on the recommendation are rewarded. We examined whether purchase type (material vs. experiential) moderates the impact of a reward program on referral likelihood. The results reveal that purchase type does moderate referral likelihood across the two types of reward programs: for material purchases, referral likelihood does not differ between the …

Hedonic And Utilitarian Products For The 21St Century: Classification Of Modern Product Categories, Jin-A Choi, Sufyan M. Baksh, Hyuk Jun Cheong

Asia Marketing Journal

Consumer purchasing behavior varies according to the type of product being considered. Notably, these behavioral differences become more salient depending on whether a product fulfills a utilitarian function or offers hedonic gratification. The present study aims to develop a novel product classification model that categorizes contemporary goods and services based on the extent to which they possess hedonic or utilitarian value. Methodologically, the study employed a two-stage approach. In the first stage, to identify appropriate products for inclusion in the classification model, the researchers conducted focus group interviews, a comprehensive literature review, and an analysis of major retailers’ websites. In …

Customer Satisfaction And Shareholder Value In The Hospitality And Tourism Industry: The Moderating Role Of A Ceo’S Marketing Experience, Minchung Kim, Yonghee Kim

Asia Marketing Journal

Despite the long history of research examining the effects of firm-level customer satisfaction on shareholder value, the existing findings are mixed for the hospitality and tourism industry where customer satisfaction is particularly important for the success of firms. The inconsistent results require further examination of the shareholder value relevance of customer satisfaction. This study offers a comprehensive understanding of the topic by examining the effects of customer satisfaction not only on equity return but also equity risk, and identifying a key contingency. Using annual American Customer Satisfaction Index (ACSI) for publicly traded “restaurant”, “hotel”, and “airline” firms, this study finds …

Search Engine Marketing (Seo) – Discussion Board Assignment, Feygens Saint-Joy Jr

Open Educational Resources

Discussion board on SEO best practices and discovery.

Click Or Skip? How Ad Format And Disclosure Shape Engagement And Purchase Intention, Emily M. Burke

Student Publications

As digital marketing continues to be the dominant channel for consumer engagement, understanding the factors that influence ad effectiveness is increasingly important. This study examined how advertisement format (image vs. video) and sponsorship disclosure (non-sponsored vs. sponsored) influence engagement and purchase intention among college students. Using a 2 x 2 experimental design within an online survey, 88 participants viewed one of four real social media ads and completed measures of engagement and purchase intention. Multiple regression results showed that video ads produced higher engagement and purchase intention than static image ads, whereas sponsored ads led to lower engagement and purchase …

Decoding Influence: Cosmetic Industry Strategies, Media Beauty Standards, And Their Mental Health Impact On Generation Z Consumers, Tatiana Avila Velasquez

Undergraduate Theses and Capstone Projects

This research explores the complex relationship between cosmetic industry marketing strategies, media-driven beauty standards, and the mental health of Generation Z consumers. Utilizing both qualitative and quantitative methods, the study examines how frequent exposure to curated beauty ideals and persuasive advertising shapes self-esteem, confidence, and personal identity among young adults. Through surveys and in-depth interviews, the research highlights the evolving nature of cosmetic use, revealing how early engagement with beauty products often stems from social conditioning and personal insecurities. Participants describe a shift from using cosmetics as a means of concealment to embracing them for creative expression and self-care. However, …

Romania: ‘A Country Is Worth More Than Its Gold’: Activists Defeat Canadian Mining Goliath. In, Roxana Maiorescu

Emerson Authors, Researchers, & Creators

For 25 years, Romanians fought to preserve Rosia Montana, a region whose gold and silver amount to 20 billion euros. Their victory was delivered in 2024, as the International Center for Settlement of Investment Disputes in Washington, DC ruled against the Canadian company that aimed to explore the mine. This analysis sheds light on political instability, perceived government corruption, and foreign intrusion, all of which led to intense and monthslong protests that Romania hadn’t seen since its 1989 revolution, when it liberated itself from communism. This case represents a David vs. Goliath-like story, in which a handful of poor families, …