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Articles 31 - 60 of 140
Full-Text Articles in Advertising and Promotion Management
Decoding Customer Digital Engagement And Challenges: A Bibliometric Study, Uday Arun Bhale, Harpreet Singh Bedi, Samrat Ray, Padmavathi Pv
Decoding Customer Digital Engagement And Challenges: A Bibliometric Study, Uday Arun Bhale, Harpreet Singh Bedi, Samrat Ray, Padmavathi Pv
Management Dynamics
The rapid proliferation of digital technologies has fundamentally reshaped how businesses engage with customers, positioning customer digital engagement (CDE) as a strategic imperative across industries. Despite a surge in scholarly interest, the literature on CDE remains fragmented, with diverse definitions, measurement approaches, and conceptual frameworks. This study addresses these gaps through a comprehensive bibliometric analysis of research on CDE published between 2010 and April 2024, using data extracted from the Scopus database. The analysis is guided by four key research questions: (1) What are the key trends and growth patterns in CDE research? (2) Who are the most influential authors, …
The Crossfit Affiliate Business Model: The Risks Of The “Unknown And Unknowable”, Anasheh G. Oliven
The Crossfit Affiliate Business Model: The Risks Of The “Unknown And Unknowable”, Anasheh G. Oliven
The Scholarship Without Borders Journal
In the wake of the tragic death of six-time Elite athlete Lazar Ðukič at the 2024 CrossFit Games, this study explores how CrossFit, LLC can enhance its public image and cultivate more substantial relationships with its affiliates and customer network. This purposeful case study examines the events surrounding Ðukič’s death in conjunction with founder Greg Glassman’s “Floyd-19” controversy, to posit that authenticity, transparency, and trust are three missing factors in the business model. With intentional and explicit collaboration with the Professional Fitness Athletes’ Association, this study argues that the organization’s Affiliate Business Model can be enhanced and affiliate and customer …
Exploring The Effects Of Remote Work On Leadership Pipelines: With A Focus On Professional Women And Minorities, Mark S. Andrekovich
Exploring The Effects Of Remote Work On Leadership Pipelines: With A Focus On Professional Women And Minorities, Mark S. Andrekovich
All Dissertations
I analyzed data from five U.S.-based companies to understand how remote work models affect leadership advancement. Using Role Congruity, Status Characteristics, and Intersectionality theories, I analyzed five hypotheses about the impact of remote work on leadership pipelines. Two of the five hypotheses were supported, revealing bias patterns rather than issues related to remote work. For instance, white employees had greater access to remote work opportunities than non-white employees, who had fewer promotions despite similar performance scores. Contrary to expectations, I found that remote work does not inherently affect promotional advancements. Via a post hoc analysis, I found that hybrid professionals …
Ingenious Impulsiveness Of Environmentally Motivated Female Entrepreneurship For Sustainable Development, Saranya Senthilnathan, Chandrasekar Kaliyaperumal
Ingenious Impulsiveness Of Environmentally Motivated Female Entrepreneurship For Sustainable Development, Saranya Senthilnathan, Chandrasekar Kaliyaperumal
Management Dynamics
Women's roles are crucial to the economic prosperity of any nation, with their participation in entrepreneurship being a key driver of sustainable development. This study focuses on the contributions of women entrepreneurs in India, highlighting their potential to advance economic, social, and environmental sustainability. The purpose is to examine the role of female entrepreneurs in promoting sustainable practices within the economy, society, and ecology. The study employs a descriptive research design to assess how integrating environmental factors into female entrepreneurship impacts the growth and sustainability of the Indian economy. A self-administered questionnaire was used to collect primary data from 355 …
Using Artificial Intelligence To Improve Customer Engagement: User Experience With Chatbot Technology, Aicha Zemmouri, Salma Choufari
Using Artificial Intelligence To Improve Customer Engagement: User Experience With Chatbot Technology, Aicha Zemmouri, Salma Choufari
Journal of Marketing and Consumer Behaviour in Emerging Markets
This study examines the impact of artificial intelligence (AI) on improving customer loyalty through the use of chatbot technology, with a specific focus on the user experience of Moroccan consumers. The increasing integration of AI into customer service, especially through chatbots, represents a significant shift in how companies interact with their customers. Given Morocco’s growing digitalization and the strategic importance of customer loyalty, it is critical to understand how consumers perceive and interact with these technologies. To achieve this, the study used a qualitative research method of semi-structured interviews to investigate consumers’ perceptions, interaction behaviours, and challenges with chatbot usage. …
2025, 1(20)
Journal of Marketing and Consumer Behaviour in Emerging Markets
Full Issue 2025, 1(20)
الفريق المفاوض ودوره في حل الأزمات, محمود سليمان جبريل القطيشات
الفريق المفاوض ودوره في حل الأزمات, محمود سليمان جبريل القطيشات
Journal of the Association of Arab Universities for Research in Higher Education مجلة اتحاد الجامعات العربية للبحوث في التعليم العالي
هدف البحث إلى إلقاء الضوء على دور الفريق المفاوض في حل وإدارة الازمات وكيفية التعامل مع شتى المعوقات والصعوبات التي تقف عائقاً امام حل الازمات ، والتعرف إلى الاستراتيجيات والأساليب التي يتبعها الفريق المفاوض في تعامله مع الأزمات بشكل عام . اعتمدت الدراسة المنهج الوصفي التحليلي في تناول كيفية تشكيل واختيار الفريق المفاوض ودوه في حل الأزمات ومن ثم تسليط الضوء ايضاً على الاستراتيجيات وطرق تعامل الفرق المفاوضة في حل النزاعات. أظهرت النتائج وجوب حل الازمات من خلال تبني الفريق المفاوض ابتكار نظم أو نشاطات تمكن من استيعاب ومواجهة الظروف الجديدة المترتبة على التغيرات الفجائية وبالأخص التركيز على تشكيل الفرق …
Brand Awareness The Case Study Was Applied To Nesma & Partners Contracting Co. Ltd In Saudi Arabia, Soumaya Kaakour, Pierre Mouawad
Brand Awareness The Case Study Was Applied To Nesma & Partners Contracting Co. Ltd In Saudi Arabia, Soumaya Kaakour, Pierre Mouawad
Al Jinan الجنان
This paper examines the factors affecting brand awareness in Saudi Arabia Nesma & Partners Contracting Co. Ltd. An electronic survey was distributed to 203 employees. The results indicated a positive correlation between credibility and brand awareness, while a negative correlation between the following variables (social media, influencer, E-wom) and brand awareness. These results imply that companies like Nesma & partners should not rely on social media, influencers, and E-wom to reach brand awareness. Future research is needed to investigate more factors affecting brand awareness in construction companies
دمج أسلوبي اتخاذ القرار العقلاني والبديهي في إدارة الأزمات على المستوى الاستراتيجي والعملياتي في مديرية الأمن العام في الأردن, محمد عقله أبو زيد, رضا مصطفى البطوش
دمج أسلوبي اتخاذ القرار العقلاني والبديهي في إدارة الأزمات على المستوى الاستراتيجي والعملياتي في مديرية الأمن العام في الأردن, محمد عقله أبو زيد, رضا مصطفى البطوش
Journal of the Association of Arab Universities for Research in Higher Education مجلة اتحاد الجامعات العربية للبحوث في التعليم العالي
تتناول هذه الدراسة دمج أسلوبي اتخاذ القرار العقلاني والبديهي ضمن مديرية الأمن العام في الأردن، مع التركيز على نتائج هذا الدمج في إدارة الأزمات على المستويين الاستراتيجي والعملياتي. وباستخدام عينة قصدية مكوّنة من 530 مشاركًا، تستعرض الدراسة الخصائص الديموغرافية وتفضيلات اتخاذ القرار والتفاعل بين المنهجين العقلاني والبديهي لدى أفراد الأمن العام، أظهرت النتائج أن القوة العاملة تتكوّن في الغالب من شباب متعلمين من الذكور، ما يدفع إلى تساؤلات مهمة حول شمولية وتمثيل مختلف الفئات في عمليات اتخاذ القرار. وقد بيّن المشاركون تفضيلًا ملحوظًا لاتخاذ القرار العقلاني، غير أن الدراسة تؤكد وجود مشهد مركّب لاتخاذ القرار يدمج بين العقلانية والحدس، وقد …
أثر الأساليب القيادية على إدارة الأزمات في قطاع الفنادق الأردني, رهف أحمد محمد الحلايبة, رائد حسام الزعبي
أثر الأساليب القيادية على إدارة الأزمات في قطاع الفنادق الأردني, رهف أحمد محمد الحلايبة, رائد حسام الزعبي
Journal of the Association of Arab Universities for Research in Higher Education مجلة اتحاد الجامعات العربية للبحوث في التعليم العالي
هدفت هذه الدراسة للتعرف على التنبؤ بإدارة الأزمات من خلال الأساليب القيادية في قطاع الفنادق الأردني، واعتمدت الدراسة المنهج الوصفي التحليلي، حيث تم استخدام الاستبيان كأداة لجمع البيانات، وتكون مجتمع الدراسة مـن جميع الفنادق ذات التصنيف من نجمة واحدة إلى خمس نجوم في الأردن والبالغ عددهم 325 فندقًا مدرجًا من قبل جمعية الفنادق الأردنية، أما عينة الدراسة فقد تم تحديدها بأسلوب العينة القصدية وتم جمع البيانات من 165 فندق المصنفة من (3-5) نجوم في الأردن، وتم إجراء التحليل الإحصائي باستخدام برمجية (SPSS)، وقد أظهرت النتائج أن هناك علاقة ذات دلالة إحصائية بين أبعاد الأساليب القيادية وإدارة الأزمات، حيث بلغ معامل …
القيادة الكاريزمية ودورها المعدّل في تعزيز المرونة الاستراتيجية في ظل الأزمة: وجهات نظر المديرين التنفيذيين لمديرية الأمن العام الأردنية, أنس عمران شابسوغ, رضا مصطفى البطوش
القيادة الكاريزمية ودورها المعدّل في تعزيز المرونة الاستراتيجية في ظل الأزمة: وجهات نظر المديرين التنفيذيين لمديرية الأمن العام الأردنية, أنس عمران شابسوغ, رضا مصطفى البطوش
Journal of the Association of Arab Universities for Research in Higher Education مجلة اتحاد الجامعات العربية للبحوث في التعليم العالي
بحثت الدراسة في العلاقة بين القيادة الكاريزمية ودورها المعدل في تعزيز المرونة الاستراتيجية وإدارة الأزمات داخل مديرية الأمن العام الأردنية. وقد اعتمدت الدراسة على التحليل الكمي من خلال استبيانات منظمة تم تطبيقها على عينة الدراسة من العاملين في المستويات الاستراتيجية والتنفيذية المختلفة، بهدف تقديم تقييم شامل لتأثير القيادة الكاريزمية على قدرة المنظمة على الاستجابة خلال الأزمات. أظهرت نتائج الدراسة أن القيادة الكاريزمية تسهم بشكل كبير في تحسين نتائج إدارة الأزمات من خلال تعزيز المرونة الاستراتيجية داخل المنظمة. كما أشار التحليل الديموغرافي إلى أن الهيكل القيادي في مديرية الأمن العام الأردنية يغلب عليه الطابع الشبابي والذكوري، مع توفر مؤهلات علمية جيدة …
دور القيادة التكيفية في إدارة الأزمات: الدور الوسيط لإدارة التغيير في الشركات الصناعية الأردنية, إيثار خلف الهميسات
دور القيادة التكيفية في إدارة الأزمات: الدور الوسيط لإدارة التغيير في الشركات الصناعية الأردنية, إيثار خلف الهميسات
Journal of the Association of Arab Universities for Research in Higher Education مجلة اتحاد الجامعات العربية للبحوث في التعليم العالي
هدفت هذه الدراسة إلى تحليل دور القيادة التكيفية في إدارة الأزمات في الشركات الصناعية الأردنية، مع دراسة الدور الوسيط لإدارة التغيير في تعزيز هذه العلاقة. وتم اتباع المنهج الكمي لإجراء الدراسة، واشتمل مجتمع الدراسة على الإداريين في الشركات الصناعية الأردنية وقد تم سحب عينة عشوائية بسيطة من 377 إداري، وقد تم استرداد 307 استبانة صالحة للتحليل. أظهرت النتائج أن للقيادة التكيفية تأثيرًا مباشرًا على تحسين أساليب إدارة الأزمات. كما تعمل إدارة التغيير دورا وسيطا مهما في التأثير على علاقة القيادة التكيفية و إدارة الأزمات. خلصت الدراسة إلى أهمية دمج إدارة التغيير والقيادة التكيفية في الاستراتيجية التنظيمية لضمان انتقال سلس للأزمات.ومن …
Can Lower(Ed) Expert Opinions Lead To Better Consumer Ratings?: The Case Of Michelin Stars, Xingyi Li, Yiting Deng, Puneet Manchanda, Bert De Reyck
Can Lower(Ed) Expert Opinions Lead To Better Consumer Ratings?: The Case Of Michelin Stars, Xingyi Li, Yiting Deng, Puneet Manchanda, Bert De Reyck
Research Collection Lee Kong Chian School Of Business
Expert opinion exerts tremendous influence on the purchase journey, but its effect on overall consumer experience is ambiguous because it can give rise to both “expectation” and “reputation” effects. This paper explores the effect of expert opinions on consumer experience via the lens of consumer reviews in the restaurant industry, where the expert opinions are conveyed by Michelin stars. The paper uses a unique data set based on the Michelin Guide for Great Britain & Ireland from 2010 to 2020. The data include consumer reviews on TripAdvisor for all restaurants that were awarded Michelin stars during this period and a …
Toward The Professionalization Of Executive Coaching: A Delphi Study Of The Requisite Knowledge, Skills, And Abilities For Coaching Executives To Behave Ethically, Richard R. Fletcher
Toward The Professionalization Of Executive Coaching: A Delphi Study Of The Requisite Knowledge, Skills, And Abilities For Coaching Executives To Behave Ethically, Richard R. Fletcher
Electronic Theses and Dissertations
The problem explored through this research involved the lack of consensus on executive coaching knowledge, skills, and abilities for facilitating ethical behaviors on the part of business executives. This problem led the researcher to employ a mixed-method Delphi study to explore professional executive coach perceptions concerning the establishment of a governing body overseeing the activity of executive coach consulting and to assess the knowledge, skills, and abilities perceived as fundamental to executive coaching. The researcher focused the research approach through a systematic, iterative research design where a panel of six experts in the field of professional executive coaching located in …
Sme Marketing Performance: A Mixed-Method Study On Resilient Compositional Capability, Sugianto Sugianto, Ramadania Ramadania, Wenny Pebrianti
Sme Marketing Performance: A Mixed-Method Study On Resilient Compositional Capability, Sugianto Sugianto, Ramadania Ramadania, Wenny Pebrianti
Asia Marketing Journal
This study examines how Small and Medium Enterprises (SMEs) in developing markets achieve marketing performance through resilient compositional capability despite resource constraints. Using data from 435 SMEs in West Borneo, Indonesia, and employing a mixed-method approach, we find that marketing innovation, government support, and organizational ambidexterity positively influence resilient compositional capability. Our results show that while government support and organizational ambidexterity directly impact marketing performance, marketing innovation's effect is mediated by resilient compositional capability. Furthermore, we find that resilient compositional capability significantly mediates the relationship between all independent variables and marketing performance, validating the Composition-Based View's (CBV) premise that firms …
K Means Clustering Analysis For Chinese Tourists' Segmentation On Duty-Free Personal Luxury Goods Purchasing Intentions In The Asia-Pacific Region, Feng Hui, Piang-Or Loahavilai, Nopasit Chakpitak, Tirapot Chandarasupsang
K Means Clustering Analysis For Chinese Tourists' Segmentation On Duty-Free Personal Luxury Goods Purchasing Intentions In The Asia-Pacific Region, Feng Hui, Piang-Or Loahavilai, Nopasit Chakpitak, Tirapot Chandarasupsang
Asia Marketing Journal
This study explores Chinese tourists' purchase intentions for personal luxury goods in Asia-Pacific duty-free shops using an integrated Affect Behavior Cognition (ABC) model of attitude, incorporating subjective norms. Factor analysis and K-means clustering were employed to segment the market based on demographics and purchasing behavior. Three distinct customer segments emerged: the ``All-Participation Group'' highly involved in all purchasing decision factors, focusing on product performance, price, and shopping convenience; the ``Product-Oriented Group'' prioritizing product performance and cost-effectiveness, with a preference for convenient search channels; and the ``Perceived Control & Promotion Group'' influenced by promotions, cautious about product damage, and favoring easy …
How Implicit Theories Can Enhance Or Reduce Charitable Behavior, Yoni Yoon, Jongwon Park
How Implicit Theories Can Enhance Or Reduce Charitable Behavior, Yoni Yoon, Jongwon Park
Asia Marketing Journal
Whether real or merely conceived, the distance to beneficiaries impairs individuals' generosity. This makes it important, both theoretically and practically, to identify factors that can promote prosocial behavior toward distant others. The present research identifies implicit self-theories (i.e., individuals' lay beliefs about the malleability or fixedness of human attributes–-incremental vs. entity theory) as one such factor. Four experiments demonstrate that incremental (vs. entity) theory enhances charitable behavior to distant others by decreasing perceived social distance toward them. We also show that this effect attenuates when the beneficiary is socially close, as consistent with the mediation mechanism. Furthermore, by combining the …
A Study On Consumer-Avatar Interactions In The Metaverse: Implications For Marketing Strategies, Sunmin Kim, Ji Hyeon Heo, Ji Hee Song
A Study On Consumer-Avatar Interactions In The Metaverse: Implications For Marketing Strategies, Sunmin Kim, Ji Hyeon Heo, Ji Hee Song
Asia Marketing Journal
The metaverse, expected to grow into a trillion-dollar market by 2030, is driving global investments across technology, economy, and even education. This research examines the interactions between consumers and avatars, a core element of the metaverse, to understand their influence on consumer identity, behavior, and attitudes. Based on the self-extension and self-expansion theories, the study uses immersive netnography to investigate consumer-avatar dynamics on the ZEPETO platform. Findings indicate that avatars act as extensions of the self, where consumers express control, create, and seek knowledge. Additionally, interactions between avatars contribute to self-expansion, as consumers incorporate the resources, perspectives, and characteristics of …
Market Power Versus Regulation Forces: The Impact Of Antitrust Regulation On Software Firms, Gwona Ko, Boreum Choi, Wooje Cho, Young Bong Chang
Market Power Versus Regulation Forces: The Impact Of Antitrust Regulation On Software Firms, Gwona Ko, Boreum Choi, Wooje Cho, Young Bong Chang
Asia Marketing Journal
The omnipresence of software firms is triggering substantial antitrust concerns, calling into question the adequacy of existing regulatory frameworks. This study explores this pivotal concern in the context of the software industry, which is characterized by profound network externalities among customers and a rapid pace of innovation. Our study used the event study methodology on data from 252 antitrust cases involving the U.S. Federal Trade Commission and U.S. Department of Justice from 2000 to 2022, which revealed important insights into the differentiated effects of U.S. antitrust announcements on the market value of software firms. Although antitrust announcements generally have a …
Does Your Company Care About The Fears Of Pandemic For Salespeople? Insights From Pandemic Demands And Resources, Ihsan Ullah Jan, Seonggoo Ji, Changju Kim
Does Your Company Care About The Fears Of Pandemic For Salespeople? Insights From Pandemic Demands And Resources, Ihsan Ullah Jan, Seonggoo Ji, Changju Kim
Asia Marketing Journal
The pandemics (e.g., COVID-19) disrupt the roles of all professionals, particularly those of salespeople. This study seeks to empirically examine how fears amidst the pandemic, as pandemic demands, influence salespeople's attitudinal and behavioral outcomes and how organizational and personal resources as pandemic resources mitigate the negative outcomes for salespeople. Building on the job demands-resources (JD-R) model and employing the partial least squares-based structural equation modeling, this study tested the proposed hypotheses using responses from 237 salespeople in South Korea. The results mainly supported hypotheses. As a major theoretical contribution, this study delineates Pandemic fears in terms of salespeople's fear of …
Analysis Of Factors Affecting The Intention To Use Shopee Barokah (Case Study On Generation Z In Semarang City), Laila Fajri Khoirun Najwa, An'im Kafabih
Analysis Of Factors Affecting The Intention To Use Shopee Barokah (Case Study On Generation Z In Semarang City), Laila Fajri Khoirun Najwa, An'im Kafabih
ASEAN Marketing Journal
This study aims to determine the effect of attitude, subjective norm, perceived behavioral control, promotion and word of mouth on the intention to use Shopee Barokah. The population of this study is Generation Z Semarang City who knows Shopee Barokah but has never used it. Non-probability sampling technique, namely purposive sampling using primary data. Sampling was done by distributing questionnaires and obtaining 141 respondents. This research method uses binary logistic regression analysis with SPSS 26. The results showed that the variables of attitude, subjective norm, perceived behavioral control, promotion partially influenced the intention to use Shopee Barokah. Meanwhile, Word Of …
Sustainable Advertising And Brand Engagement: The Role Of Consumer Minimalism And Scepticism, Hesham O. Dinana, Donato Masi, Reza Marvi, Farbod Fakhreddin
Sustainable Advertising And Brand Engagement: The Role Of Consumer Minimalism And Scepticism, Hesham O. Dinana, Donato Masi, Reza Marvi, Farbod Fakhreddin
Faculty Journal Articles
Recognizing the significance of sustainable advertising practices and their influence on consumer behaviour, this study explores their capacity to not only enhance consumer engagement with the brand but also strengthen brand reputation. Additionally, it examines how these practices can promote more conscious consumption patterns, contributing to broader sustainability goals. In this line, we propose a theoretical conceptual model highlighting how customers perceive sustainability-related activities and how these perceptions can influence brand engagement, ultimately enhancing brand reputation and fostering mindful consumption. Furthermore, we also investigated the moderating roles of consumer minimalism, scepticism towards advertising, and brand value congruence in relation to …
Customer Lifetime Value: Dimensionalities And Conceptual Connections, Sharmistha Bhattacharyya, Mrinmoy Kumar Sarma
Customer Lifetime Value: Dimensionalities And Conceptual Connections, Sharmistha Bhattacharyya, Mrinmoy Kumar Sarma
Markets, Globalization & Development Review
Customer Lifetime Value (CLV) has a strong relationship to customer satisfaction and firm profitability . This review indicates that once such a relationship is developed and cemented, multiple benefits accrue to the brand and the firm. The review lays the groundwork for further studies of CLV, especially in the emerging economies.
Harnessing Generative Ai And Large Language Models For Revolutionizing Cybersecurity In The Internet Of Things: Ethical And Privacy Implications, Harsha Sammangi, Aditya Jagatha, Jun Liu
Harnessing Generative Ai And Large Language Models For Revolutionizing Cybersecurity In The Internet Of Things: Ethical And Privacy Implications, Harsha Sammangi, Aditya Jagatha, Jun Liu
Research & Publications
Generative artificial intelligence (AI) and large language models (LLMs) have in- troduced transformative capabilities in cybersecurity, particularly in securing Internet of Things (IoT) environments. These technologies can synthesize vast datasets, support real-time anomaly detection, and generate predictive insights through simple prompts. However, their deployment also presents ethical and privacy-related concerns, including algorithmic bias, data leakage, and misuse for malicious content creation. This paper conducts a systematic literature review to evaluate how LLMs and generative AI contribute to IoT cybersecurity. We propose an ethical AI-IoT security framework, examine key challenges, and offer recommendations for integrating responsible AI governance. We aim to …
Ethical Leadership And The Nelson Mandela Model, Abeer Mahmood Awwad
Ethical Leadership And The Nelson Mandela Model, Abeer Mahmood Awwad
Journal of the Association of Arab Universities for Research in Higher Education مجلة اتحاد الجامعات العربية للبحوث في التعليم العالي
This study explores the concept of ethical leadership through the model of Nelson Mandela, a prominent figure in the fight against apartheid in South Africa. It focuses on how Mandela applied principles of forgiveness, reconciliation, and social justice to achieve a peaceful transition from an oppressive regime to a democratic society. Through a comprehensive analysis of Mandela's leadership style, the study illustrates how his commitment to ethical integrity contributed to national unity and alleviated social tensions. The study employs a qualitative methodology, including the analysis of historical records, speeches, and academic articles, and provides insights into how contemporary leaders can …
Marketing De Moda Predictivo E Inclusivo: Estrategias De Segmentación Avanzada Para Audiencias Diversas Con Inteligencia Artificial, Oscar Barroso Huertas
Marketing De Moda Predictivo E Inclusivo: Estrategias De Segmentación Avanzada Para Audiencias Diversas Con Inteligencia Artificial, Oscar Barroso Huertas
GDI. Revista de investigación de Género, Diseño e Innovación
Introducción: El marketing predictivo, impulsado por la inteligencia artificial (IA), está transformando cómo las marcas anticipan las necesidades de sus audiencias. En Moda, la personalización es clave para conectar emocionalmente con los consumidores, pero también es esencial que las marcas sean inclusivas, respetando la diversidad y la privacidad. Este artículo explora cómo las marcas de moda usan el marketing predictivo para segmentar audiencias diversas, garantizando campañas personalizadas e inclusivas. Metodología: Este estudio adopta un enfoque mixto, combinando revisión documental y análisis cualitativo. Se revisan fuentes académicas y casos de marcas que aplican marketing predictivo inclusivo, utilizando tecnologías como machine learning …
Discovering Sri Lanka: Examining The Marketing Strategies Behind Successful Tourist Destinations, Victoria Powell
Discovering Sri Lanka: Examining The Marketing Strategies Behind Successful Tourist Destinations, Victoria Powell
University Honors Theses
Building on the observation that Sri Lanka is emerging as a tourist destination, this thesis compares the national destination marketing campaigns of Thailand, Indonesia, and Sri Lanka to identify how their strengths have contributed to their success. Using a comparative analysis, the research examines each destination’s brand positioning, distribution channels, campaign messaging, visual identity, and brand consistency. A deeper analysis of the strengths, weaknesses, opportunities, and threats (SWOT analysis) is conducted on Sri Lanka's destination marketing campaign to present the study's findings and communicate recommendations. Ultimately, the analysis is used to recommend strategies for Sri Lanka's destination marketing efforts to …
Seattle's New Edition, Kyle Gray
Seattle's New Edition, Kyle Gray
Graphic Communication
My project is to create and develop the branding of the NBA's newest franchise: The Seattle Grunge. Grunge is a genre of alternative rock that emerged in the mid-1980s particularly in the city of Seattle. With my team, I am looking for seamless cohesion with other logos in the Association while establishing an emotional connection between the fanbase and its city. The project will consist of a complete creation of the team’s logo/branding, court, 3 jersey designs (home/away/city connect), merchandise, season ticket packaging, and a full marketing report (team logo exposure/connection to the city).
Adaptive Expectation, News Impact And Lending Rate Behaviour In Nigeria: Evidence From Garch Models, Innocent Chile Nzeh
Adaptive Expectation, News Impact And Lending Rate Behaviour In Nigeria: Evidence From Garch Models, Innocent Chile Nzeh
CBN Journal of Applied Statistics (JAS)
This study investigates how adaptive expectations and news impact shape lending rate behavior in Nigeria within the framework of both symmetric and asymmetric GARCH models. Using monthly data spanning 2006M1 to 2024M5, the paper analyzes the persistence, volatility, and responsiveness of the prime lending rate to positive and negative news shocks. Three error distributions (Normal, Student’s t, and Generalized Error Distribution (GED)) were employed to ensure robust estimation. The findings reveal that, in all models, the recent past value of the prime lending rate has a positive and sig nificant impact on the current value, indicating the presence of adaptive …
Leveraging College Men’S Sports Betting Experiences To Inform Responsible Gambling: A Focus Group Study, Chance V. Dow, Matthew D. Andersland, Emily A. Velandia, Rory A. Pfund, James P. Whelan
Leveraging College Men’S Sports Betting Experiences To Inform Responsible Gambling: A Focus Group Study, Chance V. Dow, Matthew D. Andersland, Emily A. Velandia, Rory A. Pfund, James P. Whelan
UNLV Gaming Research & Review Journal
College students are especially vulnerable to the harms associated with sports betting. Responsible Gambling (RG) strategies aim to mitigate these harms. However, research on the relevance and adoption of RG strategies among college students is limited and lacks insight from consumer experiences. The current study conducted a qualitative investigation to examine the experiences of college men who sports bet to provide guidance on how these experiences can subsequently inform RG. Three online focus groups with college men who sports bet (n = 12) were conducted using a semi-structured interview guide. Discussions were recorded, transcribed, and analyzed using an open …