Marketing Commons^™

Diverse Global Palette: From South Asia To Middle East To Europe, Nikhilesh Dholakia, Deniz Atik, Delphine Godefroit-Winkel

Markets, Globalization & Development Review

No abstract provided.

Willingness To Pay And Market Potential For Biowrap: An Economic Study Of A New Biodegradable Mulch Product In Home Gardening, Gengchen Cai

Department of Agricultural Economics: Dissertations, Theses, and Student Research

This study explores the market potential of BioWRAP, a biodegradable sprayable weed suppression product, by assessing the willingness to pay (WTP) among American home gardeners. Traditional plastic mulch offers significant agronomic benefits but poses considerable environmental challenges, making BioWRAP a promising alternative due to its similar benefits and reduced environmental impact. Using a double-bounded contingent valuation method, we analyze the WTP for BioWRAP among different demographic groups and gardening practices. Our findings indicate that the highest WTP for BioWRAP is among home gardeners who currently use chemical sprays for weed suppression, followed by those using physical barriers, with the lowest …

Editor’S Note

DLSU Business & Economics Review

No abstract provided.

Contributors

DLSU Business & Economics Review

No abstract provided.

Catching The Unlikely Gambler : How And Why Gacha Games Appeal To Conscientious Consumers, Jingyi Zhang

Lingnan Theses (MPhil & PhD)

Gacha games, often featuring Japanese anime-style characters and designs, are characterized by their eponymous gacha mechanics, wherein players obtain random virtual items using in game currency purchasable with real-world money. While scoring significant market success, gacha games are frequently likened to gambling by critics due to their chance-based purchase system. Despite this gambling-like feature, here we identify a paradoxical attraction of gacha games for individuals high in conscientiousness, a trait typically linked to self-discipline and gambling aversion. Through five behavioral experiments involving actual gacha game players, we consistently found that higher conscientiousness correlates with increased gacha game engagement, as captured …

3rd Sbs International Conference 2025: Innovation And Disruption: Business Success Through Ai, School Of Business Studies (Sbs)

Conference Proceedings

From the time that Clayton Christensen (1997) highlighted the concept of disruption due to innovation, and its impact on businesses and economies, practitioners and researchers have diverted their attention to the evil it casts and the opportunities it presents. Innovations and improvements in technologies have more often than not resulted in disruption of business models prevalent at that time. The three industrial revolutions have marked definitive shifts in performance and perspectives, and now the world awaits the outcome of the industrial revolution 4.0. Disruptions do not come only from revolutions. This is evident from the very recent incidence of the …

Towards A Sustainable Planet: Review Of ‘Global Environmental Politics’ By Kütting And Herman (2018), Mona Safizadeh

Markets, Globalization & Development Review

Global Environmental Politics by Kütting and Herman (2018) explores our planet's complex challenges, urging collective action for sustainability. Across 13 chapters, the book explores sustainable consumption, the role of technology, and the impact of evolving economies on global politics. This comprehensive guide emphasizes the interconnectedness of environmental, social, and economic factors, offering insights for stakeholders to navigate toward a healthier future.

Beneath The Mask: The Performance Of Blackness And Economies Of Caricature In American Fiction, Terri Bowles

Markets, Globalization & Development Review

In American Fiction (2023), written for the screen and directed by Cord Jefferson, satire, drama and comedy frame a knife-sharp examination of America’s cultural reproductions of stereotype and caricature. The film, based on Percival Everett’s novel Erasure, explores the fraught professional position of Thelonious “Monk” Ellison (Jeffrey Wright), a professor-author pressed to write a bestseller amid family upheaval and financial strain. Monk’s resulting novel, a gritty send-up of urban tropism drafted in a fit of fury and frustration, exploits America’s fixation on commodifying and flattening Blackness—and becomes an instant hit. This review explores the film’s interrogations of race, class and …

Can Marketing Transcend Entrenched Gender Biases?, Thinh Nguyen

Markets, Globalization & Development Review

Through a feminist lens, Maclaran and Chatzidakis (2022) challenge conventional assumptions about gender, emphasizing its performative nature shaped by social practices rather than inherent traits. This commentary extends analyses of key themes such as gender performativity, the male gaze, and subject-object binaries within marketing. It critiques how marketing strategies reinforce existing power imbalances and systemic biases rooted in historical narratives. The writing also reflects on media interpretations of gender issues through films like 'Turning Red' and 'Barbie'. By contextualizing gendered marketing within broader societal frameworks, this writing contributes to ongoing dialogues in media studies, sociology, and gender studies, highlighting the …

Toils, Troubles, And Travesties Of Representation, Nikhilesh Dholakia, Deniz Atik

Markets, Globalization & Development Review

No abstract provided.

Understanding The Influences Of Hedonic Personality Towards Advertising Avoidance On Social Media, Diera Desmonda, So Yohanes Jimmy, Mohammad Annas

The South East Asian Journal of Management

Research Aims: This study aims to investigate and explore how the hedonic personality that exists in each individual can influence avoidance behaviour towards advertisements on social media platforms.

Design/Methodology/Approach: A quantitative approach with a purposive sampling technique was employed to collect data from 198 respondents who have shopped or at least searched for products on social media. The data were then analysed using the Structural Equation Modelling (SEM) technique.

Research Findings: The results showed that hedonic personality affected advertising avoidance behaviour. Through multigroup analysis, this research found differences in how men and women respond to an advertisement. On the other …

Influencing Beauty: The Impact Of Tiktok Influencers On Gen Z The Cosmetic Industry, Lauren Barry

Honors Projects in Mathematics and Economics

This study analyzes the impact that influencers on TikTok have on the cosmetic industry through Generation Z. The study aims to find, through research on economic trends and purchasing behaviors of Generation Z, strategies companies can use towards marketing and production in the cosmetic industry to better understand their consumers. Data will be collected through surveys and analysis of economic trends for the popular cosmetic brand, Tarte Cosmetics. The findings and results of the data collected will offer recommendations for companies in the cosmetic industry to adjust their strategies to work along with Gen Z’s engagement on social media, focusing …

The Effect Of Massage Therapy On Test Anxiety Experienced By Traditional-Aged Undergraduate Business Students, Jorge A. Pazmiño

Graduate Theses, Dissertations, and Capstones

Test anxiety impacts traditional-aged undergraduate business students and influences their academic performance and overall well-being. This study explored the efficacy of massage therapy (MT) as a means of mitigating test anxiety within this demographic. Building on existing literature that addresses the consequences of anxiety and alternative coping mechanisms, this research study focused on MT as a potential strategy for test anxiety management. The study employed the Adult Manifest Anxiety Scale–College Version (AMAS-C) to gather data from participants at a private liberal arts institution in the East South-Central region of the United States. An experimental group received an MT intervention, while …

Taking Pleasure In Distinction: Unlocking Specialty Coffee Preference, Ondrej Mitas, Danny D. Han, Belle Struijer, Lotte Willems, Thomas H. Chatwick

Journal of Global Business Insights

Specialty coffee, comprising a tenth of the global coffee trade, is distinguished by its strict quality requirements and traceable origins. The diverse flavor profiles of specialty coffee raise demands on providers to serve individual taste preferences. Prior research has not sufficiently explored how to predict customer preferences for specific flavor profiles or how these preferences influence behavioral intentions such as revisiting or recommending a café. This study hypothesized that customer involvement, the extrinsic factors of coffee experience, and culinary risk-taking would predict flavor preference, which would in turn affect behavioral intentions. In an experiment involving 47 participants, individuals tasted and …

The Impact Of Social Media On Customer Behavior – Evidence From Lebanon, Nada Jabbour Al Maalouf, Jean Elia, Chadia Sawaya, Fawzy Boutros

Arab Economic and Business Journal

Purpose: This study investigates the impact of social media advertising on customer behavior; specifically its impact on customer decision-making through social proof, customer perceptions of brands, and customer loyalty. No studies tackled this topic in Lebanon and this gap was the main motive behind this study.

Method: A quantitative deductive method was employed and a questionnaire was sent to Lebanese customers to achieve the objective of the study. The final sample obtained is 147.

Findings: The findings revealed a positive correlation between social media usage, customer decision-making, customer attitudes and perceptions toward brands, and customer loyalty. The study's findings …

Viewing The World Through The Prism Of Cross-Cultural Romances: Film Review Of Christmas As Usual (2023) And Further Reflections, Raja Ramanathan

Markets, Globalization & Development Review

No abstract provided.

Revisiting Late Globalization: A Commentary On Theorizing And Theoretical Deepening, Romeo V. Turcan, Michael Fast

Markets, Globalization & Development Review

No abstract provided.

Flavors And Frailties Of Globalization, Nikhilesh Dholakia, Deniz Atik

Markets, Globalization & Development Review

No abstract provided.

Taking Flight Or Taking A Pass? Exploring Factors Influencing Consumer Willingness To Pay For Evtol Travel, David C. Ison

International Journal of Aviation, Aeronautics, and Aerospace

The Advanced Air Mobility (AAM) industry is experiencing significant growth due to technological advancements and increasing demand for efficient travel experiences. The market is expected to reach $45 billion by 2030, with major players like Joby, Archer, Beta, and Wisk dominating. This study aimed to assess public willingness to pay for AAM services using eVTOLs, using Amazon's Mechanical Turk platform. The survey yielded a response rate of 85.8%, with 1,622 completed surveys. The study found that younger urban consumers were more willing to pay higher prices for AAM electric vertical takeoff and landing (eVTOL) aircraft trips than older participants, possibly …

Immigration, Diversity, Cultural Clash, And – Hopefully – Cultural Melding? A Review Of Mrs. Chatterjee Vs. Norway (2023), Raja Ramanathan

Markets, Globalization & Development Review

For migrating from 'developing’ countries, to relocate in the ‘advanced West’, a message that came through from the western society is clear: “Integrate.” The Norwegian official in the movie 'Mrs. Chatterjee vs. Norway" says this unequivocally and with impact: “Be like us if you want to live here or go back to where you came from.” The message of the western world – ever since they started colonizing the ‘native’ lands of Asia, Asia and the Americas – was that the natives had to be saved from themselves. That was “the white man’s burden” – a burden of “civilizing” the …

Marketing Doctrines, A Resurrection Guide: Review Of The Art Of Strategic Marketing War: Pearls Of Wardom (2019) By Pete Jeans, Tugberk Kara

Markets, Globalization & Development Review

No abstract provided.

The Coveted ‘Developed’ Imprimatur: Twenty-First Century Prospects And Cultural Crosscurrents, Nikhilesh Dholakia, Deniz Atik

Markets, Globalization & Development Review

No abstract provided.

Refereed Research - Learning From Subsistence Marketplaces And Beyond: A Cross-Sectoral Comparison In Benin, Paul Ingenbleek, Souleimane A. Adekambi, Hans C.M. Van Trijp

Subsistence Marketplaces

Subsistence Marketplaces publishes studies that study consumers, entrepreneurs, and marketplaces from a broad range of low income contexts in their own right, transcending the boundaries between sectors and disciplines to derive practically meaningful implications. This paper contributes to accomplishing the mission of the new journal by contextualizing market learning theory to subsistence marketplaces. More specifically, the study links two modes of market learning (exploration and exploitation) with producers’ livelihood performance. It hypothesizes that within subsistence marketplaces, producers benefit the most from exploration but to seize a market opportunity beyond the subsistence context, BoP producers should strengthen their exploitative learning processes. …

White Male Privilege, Diversity-As-Deficit, And Tokenism In The North American University: Reflections On Netflix’S The Chair, Annamma Joy

Markets, Globalization & Development Review

Ji-Yoon, an Asian-American woman, is the newly appointed chair of the English department at Pembroke University, a lower-tier Ivy League school. Most of the department’s faculty are older and white and male, but do include a female white professor, Joan Hambling, clearly suffering from marginalization. There is also a young black faculty member named Yasmin McKay, whom Ji-Yoon wants to make the university’s first black tenured professor in the English department. Yaz, as they call her, has published in the top journals and is loved by her students, who flock to take her courses. There are other story dynamics dealing …

Market Profanities In Sacral Academe: Privilege, Diversity, Representation, Incursion Of Market Forces, Nikhilesh Dholakia, Deniz Atik

Markets, Globalization & Development Review

No abstract provided.

The Impact Of Proportional Remittances On The Macroeconomy: Analysis From An Overlapping Generations Model For The Philippines, John Paolo Rivera

DLSU Business & Economics Review

The discourse on micro-foundations linking microeconomic and macroeconomic principles to establish relationships in macroeconomic models have been increasing, one of which is through an Overlapping Generations Model. From its standard form, it has been extended to incorporate migration and remittances. We contribute to the discussion by introducing proportional remittances in the model and trace its effects on the trajectory of aggregate income, consumption, capital stock, and factor prices. Calibration results showed that increases in proportional remittances induce higher aggregate income, consumption, and capital accumulation paths, albeit varying degrees with respect to the elasticity of substitution between current and future consumption. …

The Effects Of Economic Fluctuations On Health Care Expenditures Of Iranian Households Using The Dsge Model, Hamid Reza Izadi

DLSU Business & Economics Review

The health sector is a very important field that has attracted policymakers’ attention due to its high importance. Such importance is more understandable when we know that health improvement results in human capital enhancement through the accumulation of health capital. Given existing economic shocks, the effectiveness of the health and Care services sector has led to changes in household expenditures and consumption patterns, especially those on health and care; and this can cause long-term damage to the household, and the economy in general. Considering that health is both a consumer and an investment commodity, any negative economic shock that leads …

Quality Of Growth And Poverty In Low Income Countries: The Role Of Manufacturing, Raul V. Fabella, Sarah Lynne S. Daway-Ducanes, Geoffrey M. Ducanes

DLSU Business & Economics Review

Both the Millennium Development Goals (MDGs) which ended in 2015, and its replacement the Sustainable Development Goals (SDGs) of the United Nations which will end in 2030, target the eradication of poverty. The 2020 Covid pandemic has seriously worsened poverty incidence in many low income countries, and recovering lost ground is paramount. As low income economies try to establish a new normal, they need to aim not only for higher overall economic growth but also for a higher quality of economic growth for improved inclusion outcome. Higher quality means more inclusion per unit growth. We discuss how for the same …

Women’S Empowerment And Gender Equality In Philippine Agriculture: The Role Of Education And Public Policy, Agnes R. Quisumbing, Hazel J. Malapit

DLSU Business & Economics Review

This paper draws on previous work undertaken as part of the Gender, Agriculture, and Assets Project Phase Two (GAAP2), the CGIAR Research Program on Agriculture for Nutrition and Health (A4NH), and the CGIAR Research Program on Policies, Institutions, and Markets (PIM). Funding support for this study was provided by the Millennium Challenge Corporation (MCC) [Grant number: MCC-16-GRA-0007], Bill & Melinda Gates Foundation (BMGF) [Grant number: INY-008977], and A4NH. This work would not be possible without the collaboration of the Philippines Compact Development Team (CDT), led by Josef Yap, who provided helpful comments at various stages of this research project. Celia …

A Pedagogical Note On Linear Regressions, Andrew Adrian Yu Pua

DLSU Business & Economics Review

No abstract provided.