Business and Corporate Communications Commons^™

An Approach To Determining Customer Satisfaction In Traditional Serbian Restaurants, Florentin Smarandache, Dragisa Stanujkic, Darjan Karabasevic, Edmundas Kazimieras Zavadskas, Fausto Cavallaro

Branch Mathematics and Statistics Faculty and Staff Publications

The aim of this paper is to make a proposal for an easy–to–use approach to the evaluation of customer satisfaction in restaurants. In order to provide a reliable way to collect respondents’ real attitudes, an approach based on the use of smaller number of evaluation criteria and interactive questionnaire created in a spreadsheet file is proposed in this paper, whereby an easy-to-understand and simple-touse procedure is proposed for determining weights of criteria. In addition to the said, the proposed approach applies the simplified SERVQUAL-based approach, for which reason a simplified version of the Weighted Sum Method based on the decision …

Promoting Innovative Product Adoption Via Facebook, Terry Damron, Ashleigh Knoll, Bailey Carruth

Atlantic Marketing Association Proceedings

No abstract provided.

Cultural Competence: The Missing Piece Of Relationship Marketing, Mario Norman

Atlantic Marketing Association Proceedings

No abstract provided.

2019 Icrcc Proceedings Table Of Contents, Conference Organizers

International Crisis and Risk Communication Conference

These proceedings are a representative sample of the presentations given by professional practitioners and academic scholars at the 2019 International Crisis and Risk Communication Conference (ICRCC) held March 11-13, 2019. The ICRCC is an annual event that takes place the second week in March in beautiful sunny Orlando, Florida. The conference hosts are faculty and staff from the Nicholson School of Communication. The goal of the ICRCC is to bring together prominent professional practitioners and academic scholars that work directly with crisis and risk communication on a daily basis. We define crisis and risk broadly to include, for example, natural …

Sherwin-Williams Research Report, Chase Edwards, Krista Mathis, Savannah Frase, Madeline Connolly, Charles Howe

Williams Honors College, Honors Research Projects

The overall purpose of this research is to gather information from a variety of different sources regarding recruitment and retention strategies. After gathering this information, the findings will be applied to The Sherwin-Williams Company in order to provide them with strategies on how to increase both retention and recruitment efforts in their organization. While there is no universal secret to better recruitment, the findings may transfer to a variety of different solutions.

The study was designed to cover a variety of different generations that companies can pull from. Primarily, baby boomer, generation X, and generation Y were taken into account. …

The New Frontier Of Advertising: Computer-Generated Images As Influencers, Corliss Deionn Oglesby

UNF Graduate Theses and Dissertations

The use of computer-generated images as influencers of consumer opinions and behavior is an emerging advertising strategy. This research investigates the advantages and disadvantages of using computer-generated images (CGI) as influencers of human behavior from the perspective of promoting a brand. The power of electronic word of mouth (social media) and how it is incorporated in computer-generated images used as influencers is discussed as a major factor in consumer decision making. The social media account content of computer-generated images was analyzed by conducting a frame analysis to discern how computer-generated images are portrayed on social media. A frame analysis of …

Reflective Practice Series: Selected Instructional Models Using Synchronous Video Conferencing Software, Martin W. Sivula

MBA Faculty Conference Papers & Journal Articles

With the vast array of resources available to instructors, one would think that instruction and teaching would yield success for all learners. Now, well into the 21^st century has much changed in the classroom? Certainly, movable desks and chairs, advanced audio and visual equipment, and a plethora of all types of technologies which might be able to enhance training and education. Over the last several decades research on individualized instruction, cognitive science, educational psychology, and multimedia instruction (to name a few) have permeated the literature on instruction. With all the research and the vast array of studies on improving …

Central Bank Public Communication Campaign And Monetary Policy, Williams D. Kareem

Bullion

This paper examines the relevance of public communication campaign in a central bank's quest to adequately convey monetary policy decisions to its stakeholders. The meaning, design and evaluation of public communication campaign are discussed to highlight campaign usefulness in monetary policy communication. Its limitations are also noted with regards to the discussion of technical or complex issues in monetary policy.

How Has The Food Industry Manipulated The Way Consumers Perceive Food And Health?, Angelina Garavente

Honors College Theses

Food is the most advertised commodity in the United States and food corporations spend on average over $36 billion a year on marketing and advertising (Albritton 172). Seventy percent of total advertising goes to market convenience foods, candy, snacks, soft drinks, desserts and alcohol (Albritton 172). As a result of the wide range of marketing on an even wider range of products, consumers have been taught to feel they have a considerable amount of choice. Ironically despite the array of brand-name commodities that give off this impression, only a few giant corporations control much of what is being offered.

Authentically Disney, Distinctly Chinese: A Case Study Of Glocalization Through Shanghai Disneyland’S Brand Narrative, Chelsea Michelle Galvez

Electronic Theses, Projects, and Dissertations

In 2016, the Walt Disney Company launched Shanghai Disneyland--the company’s first theme park in mainland China. Entering mainland China poses significant political and cultural challenges for American companies. To address these challenges, Disney pursued a “glocalization” strategy -- it accounted for local norms and values in launching Shanghai Disneyland. This paper examines how Shanghai Disneyland constructed its brand narrative to negotiate tensions in this glocalization process. A semiotic analysis of two Shanghai Disneyland commercials illustrates the ways in which Disney tapped into culturally meaningful themes of harmonic balance and collective identity to produce the park’s brand narrative--“China’s Disneyland.” A thematic …

China's Anti-Corruption Crackdown And The Foreign Corrupt Practices Act, Daniel C.K. Chow

Texas A&M Law Review

China’s highly publicized crackdown on corruption may affect the type and number of cases in China that arise under the Foreign Corrupt Practices Act (“FCPA”), but it should not be assumed that the crackdown will necessarily lead to fewer FCPA prosecutions. Although there is some overlap of the goals of China’s corruption crackdown and the goals of the FCPA, China’s crackdown also serves important goals of the ruling Communist Party. The main goal of the current crackdown is to reinforce the Party’s power by targeting enemies and rivals of the current leadership. The crackdown is not aimed at prohibiting bribes …

Glossary Of Business Evidence, Paul C. Boyd

MBA Faculty Conference Papers & Journal Articles

No abstract provided.

An Analysis Of The Impact Of Social Media Marketing On Individuals’ Attitudes And Perceptions At Nova Community College, Nya Gibson

OTS Master's Level Projects & Papers

Social media has become prominent in the 21st century. Companies are persistently looking for ways to utilize this new platform within their marketing strategies to increase business growth. Since social media is a networking and communication platform, it is important for companies to create a voice to humanize the business and maintain foot traffic. Although there are studies on how to use social media marketing within a business, there is minimal corroboration available of how social media marketing activities influence a consumer’s buying behavior. This study investigated the effects of social media on consumer attitudes of social media marketing and …

2018 Ijbe Front Matter, Tamra Connor

International Journal for Business Education

1. Editorial Board
2. President's Letter
3. SIEC-ISBE International

Bringing Awareness Of Associated Students, Inc. Club Funding Opportunities To Cal Poly Clubs: Increasing Participation Through Public Relations, Abby Lee Cavanaugh

Journalism

The following study investigates the strategies and tactics that are most important when developing and implementing a public relations campaign geared towards university students. It analyzes the best practices of researching, creating and evaluating awareness programs. This study serves as the basis for the “Bringing Awareness of Associated Students, Inc. Club Funding Opportunities to Cal Poly Clubs: Increasing Participation Through Public Relations” campaign. In this campaign, Associated Students, Inc (ASI) Club Services is seeking to increase awareness and participation in its club funding program. The campaign includes a situation analysis, SWOT analysis, goals, objectives, target audience, media, strategies, tactics, evaluation, …

Project Based Learning Syllabus - Csusb Art Department Brand Identity Re-Design, Andrew Oakes

Q2S Enhancing Pedagogy

In this course and over the entire quarter you will be involved in a group project, which explores and aims to solve a real design and communication problem. As times have changed and the face of art and design has changed so has our perception of what art and design are, as well (and most importantly to you, “where do I fit in, and what skill sets will I need to be successful in this new creative workforce?) Three new studies show that the skills wanted by employers in the design related fields involve not only the hard skills like …

Communication And Engagement Strategies For Promoting Division Iii College Sports: An Exploratory Study, Lisa D. Spiller, Dae-Hee Kim, Matt Hettche

Atlantic Marketing Journal

College sports programs are embracing promotional activities that aim to create spectators and fans for live-action events. Whereas relationship marketing and fan engagement tactics are a mainstay of professional sports organizations, their inclusion within college sports programs is not ubiquitous. This study explores the promotional strategies for college sports, surveys the sports marketing literature, and presents findings from a spectator/fan questionnaire (n = 600) conducted with full-time enrolled students for a Division III college sports team. The twofold purpose of the questionnaire was to investigate what motivates student-spectators to attend men’s college basketball games and how to increase the level …

Duplicity In Alternative Marketing Communications, Cristina Nistor, Taylan Yalcin, Ekin Pehlivan

Business Faculty Articles and Research

In the past couple of decades, following the advancements in communication technologies, alternative marketing communications such as consumer generated content, influencer marketing and native advertising, have emerged as a viable and gainful tactic. These alternative marketing communications blur the boundaries between the roles of consumer and marketer. The possibility of duplicity and deception in marketing relationships is fueled by the ambiguity of these roles and the lack of clarity in persuasion knowledge when alternative marketing communications are utilized. In this paper, we illustrate the various types of duplicity in marketing relationships that use alternative marketing communications. We adopt a conceptual …

Marketing Practices Of Socially Responsible And Sustainable Businesses, Brooke A. Bivins

Honors Undergraduate Theses

The topic of this research is marketing practices of socially responsible and sustainable businesses. It examines the strategies companies and brands use to represent themselves to the public through products, advertising, and philanthropy. This includes an evaluation of existing frameworks and case studies, as well as in-depth interviews. The question that this research will answer is as follows: How can new or existing companies embrace and integrate social responsibility or sustainability in a way that is authentic and contributes to a positive public reputation?

Younger generations are increasingly willing to switch to and, in some cases, pay more for products …

Marketing Leadership In A Knowledge Economy, Myles Bassell, Sonia Lambert

Atlantic Marketing Journal

Often the most valuable assets of a marketing driven firm are intangible assets such as a brand name, intellectual capital, and the expertise and knowledge of employees. The new breed of marketing leaders understand that it is important for employees to collaborate and be engaged and that leaders must be agents of change, creative, ethical, and global thinkers who can create learning organizations. The research reveals that organizations that are going to thrive in the knowledge economy are those that have marketing leaders who can build learning organizations, encourage diversity, and ensure employees are engaged in meaningful work.

A Course Project Designed To Aid Students’ Understanding Of The Structure Of Advertisements: An Application Of The Who Says What To Whom Over What Channel With What Effect Model, Paul J. Costanzo

Atlantic Marketing Journal

The author describes a project using a classic communication and attitude-change model and explains how instructors teaching a course in promotional strategy, advertising, or integrated marketing communications can use it to help students better understand the critical elements of an effective advertisement. The author provides an overview of the research on the classic model and describes how the model is still useful today. One benefit for the instructor who adopts this project in their respective course is that students are required to synthesize knowledge of the model with information provided in the current advertising literature and then use this knowledge …

Corporate Social Media: A Typology Of Consumers, Beverly Wright, Scott Nadler, Aberdeen L. Borders, Paul H. Schwager, Ashley Sasnett

Atlantic Marketing Journal

Abstract - This consumer segmentation schema is developed using 1) number of businesses followed and 2) companies’ social posts as direct influence toward purchase decisions, as defining behaviors. The use of a theoretical progression prospective, which tracks the development of the customer engagement construct, is central to our development. A combination of qualitative and quantitative research methods reveals types of consumer groups and their interactions, perceptions, and involvement with Corporate Social Media (CSM). Cluster analysis produces five distinct consumer segments, and a process to help managers more effectively achieve marketing goals. The use of additional consumer metrics are recommended for …

Good Game, Greyory Blake

Theses and Dissertations

This thesis and its corresponding art installation, Lessons from Ziggy, attempts to deconstruct the variables prevalent within several complex systems, analyze their transformations, and propose a methodology for reasserting the soap box within the display pedestal. In this text, there are several key and specific examples of the transformation of various signifiers (i.e. media-bred fear’s transformation into a political tactic of surveillance, contemporary freneticism’s transformation into complacency, and community’s transformation into nationalism as a state weapon). In this essay, all of these concepts are contextualized within the exponential growth of new technologies. That is to say, all of these semiotic …

The Role Of Customer Attitudes In Building The Reputation Of A Company Sponsoring Sport Events, Dong Jun Rew, Jin-Woo Kim, Yong-Chae Rhee

Teaching and Learning Faculty Publications

This study examines the relationship between sponsorship-fit and customer’s attitude toward the sponsorship, and explains the effect of customer’s attitude on the relationship between sponsorship-fit and firm reputation. Specifically, the effect of customer’s attitude is analyzed as mediator in the relationship between sponsorship-fit and customer-based firm reputation. Regression analysis and Partial Least Square Structural Equation Modeling (PLSSEM) are employed to test the research hypotheses. Empirical findings show the importance of sponsorship-fit affects change in customer attitude customer’s attitude mediates the relationship between sponsorship fit and firm reputation.

The Development Of A Wayfinding Smart Phone Application As A Large Healthcare Facility Investment Opportunity, Jessie Fortson Marshall

Doctoral Projects

Health care is a continually growing field. New hospitals are constantly being built, while older facilities are experiencing renovation and expansion. With this growth comes a set of difficulties for patients as they try to navigate through large, multi-building facilities. Most large facilities have multiple parking garages, numerous buildings, and medical towers with an unending number of floors. Patients are forced to rely on directional signage to find their destination that is often insufficient. Attempting to navigate through large facilities is often overwhelming for visitors leading to frustration and stress.

New technology has allowed a convenient solution to this problem …

Cause-Related Marketing: The Effect Of Checkout Charity Requests On Consumer Donation Behavior, Brian R. Kinard, Minerva Lacal Pardo

Atlantic Marketing Journal

The aim of this research was to understand better consumer reactions to donation requests when making point of purchase decisions. A between-subjects full factorial design manipulated product type (goods/services), consumption experience (frivolous/practical), and product/cause fit (strong/weak). In line with prior research (e.g., Chang, 2008; Savary et al, 2015; Strahilevitz & Myers, 1998), a scenario-based approach was employed to assess responses to the CRM manipulations. A total of 241 subjects participated in the study. Our results mirror extant research evidence on the positive effects of pairing frivolous products with donation requests. In that, positive donation behavior largely results as consumers compensate …

Couples Sleeping Apart--Separate Master Bedrooms And The Impact On The Real Estate And Related Markets, John E. Crawford

Atlantic Marketing Journal

Sleeping is a fundamental individual human need. However, most adults fulfill this need by sleeping with a partner, a behavior particularly true for married couples. A trend of couples choosing to sleep apart has emerged in recent years. For reasons practical and personally beneficial or preferred, a growing number of couples are choosing to have a home with two master bedrooms--one for him and one for her, each furnished according to the needs and tastes of the partners. Thus, some homes are being built with two master bedrooms, others are being modified to have two master bedrooms, and new empty …

Structural Factors Affecting Marketing At Wmu, Joe Vanderbos

Academic Leadership Academy

This capstone project started with a goal of answering two questions: 1) What structural barriers do WMU staff perceive to prevent the university from creating a more unified, responsive approach to marketing? 2) What organizational structure would lead to a more unified, responsive approach to marketing at WMU?

What Do We Know About Mobile Media And Marketing?, John B. Ford

Marketing Faculty Publications

Everywhere we look, it is immediately obvious how much the mobile phone is an integral part of daily life. Yet, the medium is still relatively new to advertising research, particularly among academics who have devoted recent years of study to this topic addressed in this issue’s special package, “What We Know about Mobile Media and Marketing.”

Transitioning Business-To-Business Marketing Communications To Social Media, Terri S. Gibson

Master of Arts in Media and Communication Plan II Graduate Projects

There has been a movement toward digital media marketing channels away from the traditional media marketing channels in the realm of business-to-business (B2B) marketing. This transformation is more than mere semantics. It reflects the recent integration of digital strategies including blogging, social media, and email marketing by B2B marketers. A greater commitment to driving return on investment (ROI) and tracking movement through a website is seen in these strategies. In the rapidly changing digital landscape of B2B marketing, there is a focused emphasis on analytics, which reveals a sharp contrast between traditional media channels and social networking. With traditional media, …