Marketing Commons^™

Inequality, Oligarchy, And Dynasty, Ronald U. Mendoza

DLSU Business & Economics Review

Although some scholars frame inequality as a necessary step towards economic growth, this paper highlights its double- edged nature by examining oligarchy and dynasty as elements of inequality in the Philippine context. The best way to

ascertain whether inequality can be advantageous for development is to examine how it shapes the context that it works in. The presence of political dynasties is then evaluated based on their impact on patterns of leadership in the country, whereas business oligarchs are assessed by their influence over the structure of the economy. The paper concludes with a three-point agenda to address the root …

Playing To Win: The Effects Of Implementing Gamification Strategies In Product Marketing, Sabrina Stone

CMC Senior Theses

Let’s play a game. What effect do you think video games have on twenty-first-century marketing? In this age defined by its nature of digitality, capturing the attention of consumers is an arduous competition. Through market segmentation, research, and the observable variables of consumer behavior, product marketing has turned to video games as a solution to appeal to younger demographics. Gamification is an increasingly applied product marketing strategy employed to increase favorable metrics. Of those key performance indicators (KPIs), boosted measures such as click-through rates, impressions, and engagement rates suggest that gamification is a strategic opportunity to persuade consumers to take …

Businesses Supposedly Held The Key To The Ada, But They Dropped The Ball: Can Marketing Be The Shot In The Arm America Needs To Bring The Spirit Of The Ada Back To Life?, Elizabeth T. Gratz

Graduate Theses, Dissertations, and Problem Reports (ETD)

This research investigates the historical and current focus of the field of marketing on the disability community and considers whether marketers can positively impact attitudes toward the group through their firm media content. My first essay uses the Rocky Road to Policy Pavers model to discuss the importance of this large and underserved consumer group, and highlights several opportunities for the marketing community to reduce existing barriers to disabled consumers in the marketplace. One way that marketers can reduce stigma and improve attitudes toward the disability community is by strategically portraying individuals with disabilities in their firm media content. My …

Empowering Elderpreneurs Scommerce For Genx Consignment Store Owners In West Virginia, Joyita Sarkar

Graduate Theses, Dissertations, and Problem Reports (ETD)

In an ever-evolving digital landscape, this research explores Generation X (GenX) consignment store owners in West Virginia and the transformative power of Social commerce (sCommerce). Despite the ubiquity of Social media platforms, little attention has been given to the impact of sCommerce on the consignment store industry. Drawing from the Technology Acceptance Model (TAM) and the Diffusion of Innovation Theory (DIT), this study examines the factors influencing sCommerce adoption decisions for GenX consignment store owners.

Through qualitative research, this study uncovers untold stories within this entrepreneurial landscape. Purposeful sampling of 11 women and 20-60 minutes of in-depth interviews reveal the …

On The Volatility And Market Inefficiency Of Bitcoin During The Covid-19 Pandemic, Cesar C. Rufino

DLSU Business & Economics Review

The COVID-19 pandemic has been causing unprecedented economic downturn worldwide. As it wreaks havoc on every aspect of global economic activities, stakeholders are wondering how its impact can be quantified to craft viable responses. In the exotic field of cryptocurrencies, prior to the pandemic, everyone was excited about Bitcoin and its multitude of potentials. However, a day after COVID-19 was officially announced by the World Health Organization as a pandemic, the rate of return to Bitcoin dropped by an unheard-of one-day decline of -46.5%, and people started to rethink the prospects of Bitcoin. A day after this steep decline, Bitcoin …

Dynamic Connectedness In The Asean’S Equity Markets During The Covid-19 Pandemic, Yuthana Sethapramote, Suthawan Prukumpai, Lawrence B. Dacuycuy

DLSU Business & Economics Review

The COVID-19 pandemic unleashed shocks that triggered severe global economic contraction and spawned sizeable financial market fluctuations. This paper examines the dynamic connectedness between ASEAN stock markets and major global stock markets using the dynamic connectedness framework developed by Diebold and Yilmaz (2009, 2012). Empirical results reveal that ASEAN stock markets and other emerging markets have experienced higher spillovers from global equity markets during the pandemic than in normal times. In addition, the role of ASEAN region spillovers has increased significantly during the COVID-19 outbreak. This study contributes to the existing literature by investigating the extent of dynamic connectedness between …

A Sector Prioritization Index With Carbon Emission Intensity Considerations, Krista Danielle S. Yu, Christine Alyssa P. Solis, Viknesh Andiappan

DLSU Business & Economics Review

Globalization has influenced the production processes. The varying degree of regulation on carbon emissions has caused some economies to continue with their production practices which can cause them to miss their commitments to international organizations. Previous literature has developed prioritization and vulnerability indices for sectors that account for the socioeconomic metrics, but they were unable to integrate the environmental effects that sectors generate. This study proposed a sector prioritization index with carbon emission intensity considerations to include the environmental effects based on a

multiregional input-output model. The results show that electricity sectors, services sectors, transport sectors, and energy- intensive industries …

Nexus Of Innovation And Firm-Level Productivity: Evidence From Philippine Manufacturing Firms, Zandro M. Catacutan, Willington O. Onuh

DLSU Business & Economics Review

We examine firms’ propensity to engage in innovation activities and the impact of innovation on firm-level productivity in the Philippine manufacturing firms using comprehensive firm-level data from the 2015 World Bank Enterprise Survey. We use two main specifications: the probit model to assess firms’ propensity to innovate, and endogenous switching regression to evaluate the impact of innovation on productivity and address endogeneity issues. Our empirical findings suggest that the propensity of firms to engage in innovation is low and negatively affected by R&D intensity and capital intensity. We find evidence of beneficial effects for both product and process innovations on …

What Gives? Leveraging Marketing Knowledge To Increase Consumers’ Charitable Giving, Caitlin Michael

Graduate Theses, Dissertations, and Problem Reports (ETD)

Marketing plays a central role in nonprofit organizations that compete for the donations of individual consumers to achieve their respective missions. To this end, marketing researchers and practitioners have devoted much attention to the antecedents of charitable giving and ways in which solicitations may be made more effective and efficient. This gives rise to the questions: “What has the field learned?” and, relatedly, “What novel effects have not yet been explored?” Within this dissertation, three essays address these questions through the use of multiple methodologies.

The first essay seeks to outline what the marketing field has learned about consumers’ charitable …

2023 January, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for January of 2023.

The Effects Of Venture Capital Network Centrality On Earnings Management And Profitability Of Portfolio Company: Evidence From The U.S. Market, Yosavee Niranvichaiya, Sorasart Sukcharoensin

DLSU Business & Economics Review

Based on a sample of 788 U.S. venture capital-backed IPO companies from 2006 to 2015, this research evaluates the impact of network centrality, venture capital (VC), and earnings management on the future profitability of VC-backed portfolio companies. The results suggest that companies backed by VCs with higher network centrality or that are “more centralized” are likely to have better future profitability after an IPO, even with the use of accrual-based earnings management.

Commentaries On “Scale Use And Abuse: Toward Best Practices In The Deployment Of Scales”, Constantine S. Katsikeas, Shilpa Madan, C. Miguel Brendl, Bobby J. Calder, Donald R. Lehmann, Hans Baumgartner, Bert Weijters, Mo Wang, Chengquan Huang, Joel Huber

Research Collection Lee Kong Chian School Of Business

Five comments below provide strong and interesting perspectives on multi-item scale use. They define contexts and research areas where developed scales are valuable and where they are vulnerable. Katsikeas and Madan begin by taking a global perspective on scale use, demonstrating how the use and transferability of scales become even more problematic as researchers move across languages and cultures. They provide guidance for scale use that is particularly relevant to international marketing and marketing strategy research. Brendl and Calder acknowledge the use of well-formed scales as measured variables in psychological experiments, both as independent and dependent variables, but critique the …

Stories And Selling: The Impact Of Narrative Storytelling In Video Commercials, Gabriela Martin

Honors Projects in Communication

In a world where business is so closely tied together with the digital world, it can become easy to miss out on the human component of the marketing field. However, it is the narrative storytelling interwoven into advertisements that make them so compelling to consumers. Customers do not just want to be told about the features of a product, but rather they want to understand how having that product will make them feel. This storytelling can be communicated across several different forms of media, but it is especially apparent in the formatting of video commercials. While basic informational videos can …

A Commentary On The Dynamics Of The Local And The Global, And The Representations Of Minorities In Mediascapes, Delphine Godefroit-Winkel

Markets, Globalization & Development Review

This commentary intends to extend knowledge about local identities with regard to their representations in the mediascape. It uses two focal MGDR papers and uncovers the opportunities for local identities to develop in global-local dynamics. This commentary reminds the interdependence between the global and the local and how local identities are formed. We discuss the accessibility of local identities and cultures.

A Commentary On Culture, Sustainability And Market Transformations, Tracy Harwood

Markets, Globalization & Development Review

No abstract provided.

From Oceanography To Critical Marketing By Way Of Dismantling Fast Fashion: The Purposeful Research Trajectory Of Deniz Atik, Beatriz De Quero Navarro, Annamma Joy

Markets, Globalization & Development Review

Deniz Atik’s curiosity and persistence has led her to dive in the complex waters of a powerful and ubiquitous contemporary phenomenon: fast fashion. From a critical perspective on marketing studies, Atik has addressed the impact of fast fashion on the environment, workers’ rights, consumer welfare, and the global system of industries and philosophies around fashion markets. Problematizing the logics of sustainability, western beauty standards and consumer vulnerability in terms of identity and representation are central analyses in her literature that proposes new perspectives on the universe of constructs related to fast fashion to be analyzed in the context of post-modern …

Brides And Bridal Stores: Online Or Brick-And-Mortar, Libby C. Jones, Ismet Anitsal, Melek Meral Anitsal

Atlantic Marketing Journal

This paper explores the growing global bridal industry and the different trends, traditions, and aspects of specific countries' bridal industries. It outlines western and eastern traditions and how globalization contributes to their spread. A deeper focus is dedicated to the United States' bridal industry and the issues brick-and-mortar bridal boutiques face as more brides have started shopping at online bridal stores. The relationship between brick-and-mortar and online bridal stores is explored based on various propositions about the bridal industry's emerging challenges. These propositions include trust issues in the retail environment, convenience, selection of bridal gowns in different retail formats, incorporating …

A Qualitative Study Of Mindfulness, Sustainable Consumption And Consumer Well-Being And Their Interrelationships, Saba Resnik

Economic and Business Review

Consumers are becoming increasingly aware of the environmental degradation, negative economic consequences and social injustices caused by the unsustainable consumption of clothing products. Overall, therefore, sustainability requires more sustainable production of fashion apparel products as well as more responsible consumption behaviours by individual consumers. To gain a clearer picture of the concepts of mindfulness, sustainable consumption and consumer well-being and their interrelationships, in-depth interviews were conducted with individual consumers. The results of this study indicate a positive relationship between these three concepts as well as an overlap between the concepts of mindfulness and well-being.

2022 December, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for December of 2022.

An Evaluation Of Product Descriptions And Brand Trust As Influencers Of Purchase Intent In A Luxury Second Hand Ecommerce Shopping Environment, Nyiesha Jones

Research Psychology Theses

In a world where fashion is a one-and-done look for an Instagram photo, represents 4% of global waste, and is growing at a rate of 11 times faster than traditional retail, there is a growing interest to reduce the carbon footprint of fashion by offering outlets for consumers to circulate their wardrobe through consignment opposed to throwing it away (Bird, 2018). Research has been done to evaluate the importance of information on e-commerce websites, with little focus on secondhand e-commerce. Previous research on secondhand shopping focuses mostly on shopping motivations, but once a customer has decided to shop secondhand what …

The Intersection Of Digital Communication & Non-Profit Organizations, Aliyah Burton

Senior Honors Theses

Non-profit organizations are actively addressing prevalent issues in society, seeking to benefit the public and those in need through various forms of intervention and programming. Non-profits have unique leadership and culture, requiring models of communication that fit these unique qualities. Communication is vital to the success of non-profits, particularly in a digital age. This thesis synthesizes the current research on non-profit culture and leadership with data on donor trends, online giving, social media practices, and more points of interest for non-profits when it comes to digital communication. Additionally, a connection is made between strong digital communication strategies and ongoing donor …

Doing Good: Navigating The Csr Maze In India – Review Of Book By Meena Raghunathan, Ruchi Tewari, Aatman Shukla

Markets, Globalization & Development Review

No abstract provided.

Competing Visions Of Fundamental Global Change: Comparative Book Review Of Rethinking Humanity By Seba & Arbib, Cristian Ziliberberg

Markets, Globalization & Development Review

No abstract provided.

A Global Palette Of Insightful Reviews, Nikhilesh Dholakia, Deniz Atik

Markets, Globalization & Development Review

No abstract provided.

Antecedents And Consequences Of Conspicuous Sport Consumption, Yukyoum Kim, Sun Hwan Hwang, Marshall Magnusen

Journal of Applied Sport Management

Conspicuous consumption is when consumers acquire luxury goods and services to help publicly demonstrate their desired economic and social status. Even though conspicuous consumption can help individuals experience social distinction and a heightened sense of self-esteem, much still needs to be known about this occurrence in the context of sport. Accordingly, the focus of this study was to examine antecedents (i.e., Expertise and Self-esteem) and outcomes (i.e., Satisfaction and Subjective Well-being) of conspicuous consumption of upscale sport goods. An empirical study was conducted with cyclists (n = 393). The research model was analyzed using simultaneous equations analysis. Expertise was shown …

2022 November, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for November of 2022.

The Effect Of Lockdown Repeal On Socialization: Bayesian Multilevel Difference-In-Differences Approach, Hyunwoo Jung, Yiling Li, Jeonghye Choi

Asia Marketing Journal

The COVID-19 lockdown has had an unprecedented impact on people in various ways. This study evaluates the effect of lockdown repeal from both marketing and public-policy perspectives. Combining the Bayesian multilevel model with the difference-in-differences design, we find that a lockdown repeal has had a negative impact on socialization. Furthermore, the results show that those who have a low level of risk perception are less affected by lockdown repeal. Also, the negative effect of lockdown repeal varies depending on past socialization behaviors; that is, the lockdown-repeal effect is attenuated for those who socialized more than others in the past. Our …

Financial Literacy And Investing Habits Of Generation Z As It Pertains To Financial Marketing, Meghan Mazzatto

Honors Projects in Marketing

As technology boomed at the end of the 20th Century and into the 21st Century, the methods young adults use to manage their finances have also evolved. Between moving financial investing and banking to the internet, robo-advising apps, college debt, and the generational reaction to the 2008 Financial Crisis, the world of investing has taken a drastic turn when it comes to young investors. The purpose of this study is to examine the financial habits of Generation Z in order for financial planning companies to better market to the upcoming Generation Z. A survey was used for this study to …

A Survey Of Retail Trade Patterns In South Dakota: 2012-2021, Rand E. Wergin

Faculty Publications

This paper provides an analysis of retail sales and retail trade in the state of South Dakota for the years 2012 to 2021. This analysis will provide valuable information to community leaders in the cities and towns of South Dakota. Along with measures such as unemployment and inflation, Retail Pull (RP) provides a measure of community’s economic health. For example, retail is often the largest employer in a city, particularly the smaller communities of South Dakota, and a robust retail sector provides a tax base to support community services. Thus, the economic health of the community depends on the viability …

Say It Like You Mean It: Linguistic Components Of Social Media Corporate Apologies And Their Effects On Consumer Outcomes, Laurel Johnston

Mahurin Honors College Capstone Experience/Thesis Projects

In order to meet increasing consumer demands and protect their reputations, brands must implement a combination of communication and service strategies on social media today. Corporate apologies are an effective crisis communication strategy to reduce online interactions that damage brand reputations. While the value of social media corporate apologies has been established in the literature, few studies have broken down the elements of apologies used in service interactions on social media platforms.

This study manipulated previously untested linguistic components of corporate apologies on Twitter to test their effects on perceived apology sincerity, forgiveness, purchase intentions, and brand advocacy. Results showed …