Marketing Commons^™

Place-Brand Stereotypes: Does Stereotype-Consistent Messaging Matter?, Brittney C. Bauer, Clark D. Johnson, Nitish Singh

School of Business: Faculty Publications and Other Works

Purpose: This research seeks to address an overarching question: Does matching consumer place-brand associations with stereotype-consistent messaging affect consumer perceptions of an advertisement?

Methodology: This paper presents two experiments that examine participants’ differing evaluations of advertisements under various experimental conditions. Study 1 examines the match of place-brand warmth vs. competence stereotypes and the use of symbolic vs. utilitarian advertising messaging for both new foreign and domestic brands. Study 2 examines this match for global brands.

Findings: The research reveals that stereotype-consistent messaging increases the perceived fit between the advertisement and the brand for new foreign brands, but not for new …

The Impact Of The Miles Trade Business In The Brazilian Airline Industry, Daniela De Araujo Pereira, Evandro Magno Vianna Goncalves, Fabricio Benato Jeronimo, Renato Luiz Furquim De Mendonca Bellomo

Graduate Student Works

This study analyzes the impact of the Miles Trade business in the Brazilian airline industry. This is linked some factors: economy recession, cultural traces, legal flaws and new technologies that led to the creation and growth of the Miles Trade business in Brazil. The impacts over airlines are related to loyalty weakening between customers and airlines and revenue dilution due to the lower prices of air tickets sold in miles. This project analyzes the qualitative impacts using the SWOT analysis, Porter’s 5 forces, Cause and Effect Diagram and the quantitative impacts comparing public available information about the Miles Trade business …

The Kiwi Way: Marketing In New Zealand, A Program Design For Johnson & Wales University, Rachael L. Peters

Capstone Collection

The proposal for a study abroad program to be implemented at Johnson & Wales University [JWU] results from a five-month internship in the JWU Abroad office and multiple interviews with full-time colleagues in the department. It is designed to not only expand the current JWU portfolio in subject matter and program location, but to strengthen a newly built partnership with American Universities International Programs Limited [AUIP] through the addition of a second collaborative program in the provider’s catalogue.

The Kiwi Way: Marketing in New Zealand is a twelve-day faculty-led study abroad [FLSA] program that splits time between the cities 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 …

The Driving Force Analysis Of The Overseas Ports Invested By Shanghai International Port Group, Yuewen Hu

World Maritime University Dissertations

No abstract provided.

Analysis Of The Freight Of Handysize Ships On The Global Bulk Shipping Market, Kaixin Zheng

World Maritime University Dissertations

No abstract provided.

Buying Behaviors Of Generation X Women On Fast Fashion Products: A Mixed Methods Study, Yiyue Fan

Department of Textiles, Merchandising and Fashion Design: Dissertations, Theses, and Student Research

Fast fashion has changed the world’s fashion industry and consumer behavior extensively. Not only has the fast fashion provided “hot” products that capture the latest fashion trends from the catwalk, but has also allowed consumers purchase products with affordable prices (Su et al., 2016). Generation X is an important age group to study since it “bridged pre-digital and digital cultures, liberal and neo-conservative political swings, material abundance and economic hardship, social engagement” and has an important role in bridging baby boomers and the Millennials (Katz, 2017). A lot of literature is available about Millennials consumer buying behavior, but very little …

Good Taste: Expanding Profits And Geographic Horizons Through Social Responsibility, Carly Cassidy

Finance Undergraduate Honors Theses

Ilusión+, otherwise known as Ilusión Más, is a socially-responsible wine enterprise founded by Pau and Gina Torres, a couple from Tarragona, Spain. In 2013, Pau was diagnosed with Amyotrophic Lateral Sclerosis (ALS), a motor neuron disease which causes muscles to weaken over time and eventually atrophy (National Institute of Neurological Disorders and Stroke). In Spanish, Ilusión signifies hope and wishful thinking, serving as an optimistic name which embodies the resilient attitude of its owners (Word Reference). Ilusión+ selects wine from Spanish vineyards and distributes them in restaurants throughout the country under their brand and story. The company donates a portion …

Cultural Disparity And The Impact On Work Life Balance, Bryan Campbell

Senior Theses

This research examines the differences in work life balances between varying countries around the world. In order to do so, a proxy index was created by investigating a portion of questions from respondents of the World Values Survey. Comparing this to Hofstede's Insights on National Culture allowed for a unique perspective as to whether the country individualism ratings could then be used to assert a relationship between these metrics.

Glossary Of Business Evidence, Paul C. Boyd

MBA Faculty Conference Papers & Journal Articles

No abstract provided.

2018 Ijbe Front Matter, Tamra Connor

International Journal for Business Education

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

Strategies For U.S. Manufacturers To Defend Home Markets From International Competition, Gabrielle Chan

Theses and Dissertations

The existing research on ways U.S. manufacturing firms can improve performance is limited to strategies to grow internally with focus on human resource and financial strategies. Therefore, there is little information regarding how the firms can defend themselves from international competition. With the rise of globalization, firms have to compete on an international level while trying to protect their home market. Large firms have more resources such as wealth and capital to conduct international research and strategize to compete with global competition, but small domestic firms have less resources to dedicate to the protection of their business. This research focuses …

Nassimbeni And Sartor, Sourcing In China (2006), Degan Yu, Mehmet G. Yalcin

Markets, Globalization & Development Review

No abstract provided.

Ruchir Sharma, Breakout Nations (2013), Victoria L. Rodner

Markets, Globalization & Development Review

No abstract provided.

How Do Consumers Adopt Imported Products In An Era Of Product Overcrowding?, Miguel Sahagun, Arturo Z. Vasquez-Parraga

Marketing Faculty Publications

When individuals decide to adopt imported products, they associate these products with one or more places. Thus, consumers are likely to think about the new cultures, ideas, and behaviors associated with these places. When adopting imported products some consumers seek some type of novelty without altering existing decisional and/or behavioral structures whereas other consumers seek novelty to create new consumption situations. Nonetheless, current research has failed to explain how determinant the influence of the product’s place and the process of adopting this product are on consumer’s purchase intention. Therefore, this research analyzes: 1) the influence of the product’s place market …

How Regional Employment In The U.S. Automobile Industry Influences Consumer Ethnocentrism, William T. Neese, W. Frank Thompson Jr., Stephen C. Garrott

Atlantic Marketing Journal

The past three decades lay witness to major geographical evolution of the automobile industry in the United States. This study analyzes exactly how CETSCALE scores differ among a population that is currently either more or less economically impacted by automobile production and marketing. The analysis presented in this study illustrates a direct correlation between ethnocentric dispositions among consumers and employment opportunities in the automobile sector across U.S. Census Bureau geographical regions and divisions in each region. Comprehensive statistical details are provided that arguably demonstrate a change in what the phrase “Made in America” means, at least where automobile production is …

Incoterms® Use In Buyer-Seller Relationships: A Mixed Methods Study, Thomas J. Schaefer

Dissertations

The negotiation and communication of logistics management decisions between buyers and sellers of goods is critical for effective supply chain management. Incoterms® rules, a set of three character acronyms, are often used by buyers and sellers to communicate each party’s logistics management responsibilities when transacting goods. Inappropriate application of Incoterms® rules can lead to miscommunication of logistics responsibilities and expose either party to unanticipated costs and risks. This three-part mixed methods research explores the circumstances that contribute to errors in logistics management decision communication within buyer-seller dyads, the consequences of these errors, and methods to improve logistics management decision communication. …

Nick Dyer-Witheford And Greig De Peuter, Games Of Empire: Global Capitalism And Video Games (2009), Ian Reyes

Markets, Globalization & Development Review

No abstract provided.

Sustainable Tourism Study Through Solimar International, S Silongwengjia

Capstone Collection

This inquiry explores a pragmatic approach of sustainable tourism and its application as a transformative development instrument. It seeks a general understanding of the global tourism sector, looks specifically at an individual tourism enterprise, Solimar International, and examines rural tourism, and its proposed standards. It discusses the opportunities and threats to the culture, ecology, and livelihoods of the residents of destination tourism and the unique experience to geotravelers. It analyzes the theoretical development history of tourism and the integrated approach of Solimar International as a leading agency in the tourism industry sector. And it seeks to understand a new type …

International Currency Correlation, Thomas Griffin

Honors Projects in Finance

The purpose of this project is to examine the effects that one country’s currency can have on another countries currency. Currency is one of the key determinants of how a country’s economy is performing compared to the rest of the world. Some currencies have a negative or positive correlation with other currencies around the world. This data will help investors determine what they can expect to happen to a countries currency when there is a fluctuation in another currency. Certain industry practices where this information will be useful include the hedge fund industry and other global companies. This will be …

2017 Ijbe Front Matter, Tamra Connor

International Journal for Business Education

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

Brand Hate And Brand Forgiveness - A Dynamic Analysis, Alexandra Sampedro

Honors Program Theses

Purpose – Despite the vast research regarding customer brand relationships, and the positive feelings towards brand, there is little research on negative feelings towards brand. Despite the importance of brand hate and brand forgiveness, no research assesses how brand hate evolve over time and how this relates to brand forgiveness. The purpose of this thesis is to address this gap. Design/Methodology/Approach – We used a multi-method approach. First, we conducted a series of 30 in-depths interviews to explore these concepts and develop our research model. Second, we conducted a survey by using MTurk to obtain U.S. representative sample of 506 …

The Hult Prize: A Guide On How To Be Successful, Kelsey T. Jones

Williams Honors College, Honors Research Projects

The Hult Prize competition is the worlds largest international case competition. After participating in the Hult Prize for the past 2 years as the team captain, one which the group came out as one of the top 10 teams out of over 25,000 for a business model that aimed to double the income of individuals making less than $2 a day, I have created an overarching guide that will guide future teams to being successful within the competition. The key is to focus on a few on a few key parts: building a team, the general timeline, research, brainstorming, finances, …

Gerald Davis, The Vanishing American Corporation (2016), James R. Blair

Markets, Globalization & Development Review

No abstract provided.

Daniel Tudor, Korea: The Impossible Country (2013), Jiyoon An

Markets, Globalization & Development Review

No abstract provided.

The Impact Of Ethical Concerns On Fashion Consumerism: A Review, Lena Cavusoglu, Mourad Dakhli

Markets, Globalization & Development Review

Ethical and sustainable business practices have become some of the most significant concerns in the highly globalized fashion industry. Firms in this multi-billion dollar industry are taking these concerns seriously, and are carefully monitoring and responding to consumers’ actions that can range from expressing displeasure via social media to holding protests or even calling for boycotts of certain brands and firms. In this paper, the first output from a larger project on ethics of fashion, we review the extant literature on the ethical aspects of the global fashion system; and set the stage for further empirical and conceptual work.

Exploring Late Globalization: A Viewpoint, Romeo V. Turcan

Markets, Globalization & Development Review

The purpose of this viewpoint paper is to motivate a program of research on late globalization, a program that could eventually lead to one or more significant theories of late globalization. The paper explores the phenomenon of late globalization as well as the idea of “late” by drawing on sparse literature on late globalization from sociocultural and economic perspectives. It illustrates in a vignette the character and features of late globalization observable in the withdrawal from foreign locations or de-internationalization of universities, as late globalizing entities. The paper discusses the range of constructs around the core idea of late globalization, …

Cybersecurity And Development, Nir Kshetri

Markets, Globalization & Development Review

While scholars and policymakers have realized the importance of information and communication technologies in economic development, relatively less attention has been given to the role of cybersecurity. This research sheds light on issues associated with the "dark side" of digitization in the Global South. We examine the hollowness in the Global South’s digitization initiatives that is associated with a poor cybersecurity. The article also advances our understanding of how institutional and structural characteristics of the Global South influence cybersecurity.

Marketing Channel Attitudes Of Chinese Business-To-Business Companies: An Empirical Buyer Behavior Study For U.S. Companies Marketing To Chinese B2b Customers, Jonathan Cooley

Doctor of Business Administration (DBA)

Attracted by the large, growing domestic economy in China, many U.S. companies have decided to enter China providing products and services in the business-to-consumer (B2C) and business-to-business (B2B) markets. Combined with traditional marketing channels, Internet marketing is rapidly evolving and becoming a critical strategic element in the marketing department’s tool chest. While much is written about B2C markets and consumer preferences, little of the literature addresses the B2B Chinese customers’ attitudes toward the disparate array of traditional and Internet marketing approaches. Even less addresses Chinese B2B purchasing agents’ receptivity to Western companies soliciting them as new customers. This research compares …

Nassimbeni And Sartor, Sourcing In India (2008), Mehmet G. Yalcin

Markets, Globalization & Development Review

No abstract provided.