Marketing Commons^™

The Role Of Green Brand Equity On Luxury Hotel Performance: The Mediating Role Of Green Image And Green Awareness, Iveren C. Bulya, Francis K. Eziokwu, Glory Aberekor

University of South Florida (USF) M3 Publishing

This study seeks to validate previous reports by demonstrating a connection between broad consumer views of green brand equity and environmental awareness and positive green brand image perceptions of luxury tourism. The purpose of this study is to clarify the mediating role of green image and green awareness in the relationship between green brand equity and luxury hotel performance. The result of this article is to verify the positive relationships between green brand equity and its two drivers – green brand image, green awareness which help to achieve hotel performance for luxury brands.

Marketing For Creative Literary Tourism: Cases And Opportunities, Ana M. Matias, Luis Cardoso, Maria L. Pato

University of South Florida (USF) M3 Publishing

In the context of Territorial Marketing, it is intended to present a prospective work on the management of destinations based on cultural heritage. We therefore seek to demonstrate the importance of literary heritage and the effective possibility of its touristic use in Portugal, in the context of cultural and creative tourism, leveraged by Cultural Marketing strategies for low-density regions. In what concerns methodology, the paper is based on an extensive literature analysis and case studies, also taking into account available secondary data concerning relevant policies and suggests new possibilities for diversifying tourism offer at literary sites, leveraging the sociohistorical background, …

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

Morehead State Press Release Archive, 1961 to the Present

Press releases for October of 2022.

Comparing The Effects Of User Generated Video Reviews And Brand Generated Advertisements On Consumer Decisions On Youtube, Vaibhav Shwetangbhai Diwanji, Jaejin Lee

Journal of Applied Marketing Theory

This empirical study examines the effects of user generated vlogs (UGV) versus brand generated ads (BGA) on consumer decisions on YouTube. UGV refers to any type of review video content about brands or products, created and published by users on YouTube. BGA refers to brand generated advertisements on YouTube. Guided by the elaboration likelihood model of persuasion, this online experimental research involved a 2 (source: UGV versus BGA) X 2 (involvement: high versus low) X 2 (gender: male versus female) between-subjects research design. Results showed that UGV elicited significantly greater effects on consumer brand attitudes and purchase intentions than BGA, …

College Students’ Purchase Behaviors Of Single-Serve Premium Juices, Robin Hardin, Michelle L. Childs, Win G-Y Koo, Kwangho Park

Journal of Applied Marketing Theory

There has been a surge in demand for premium single-serve juices, and college students may be in the forefront of this growing trend because of the perceived social status accompanied by their consumption. External influence (i.e., peer influence and social status) emerged as a component of motivation for the use of premium juices. Findings contribute to Veblen’s theory of conspicuous consumption, demonstrating that consumer motivation for status-laden products occurs even for consumable products that are relatively low cost.

Consumers’ Subjective Well-Being In Brazil: Suggested Extensions For Researching A Market With Continental Dimensions, Igor De Jesus Lobato Pompeu Gammarano

Markets, Globalization & Development Review

This commentary starts by recognizing, in the lead article of this issue, the importance of studying empirically the relationships between marketplace activities and consumers' perceived subjective well-being in Brazil. The commentary then presents a number of ways in which future research studies of this type can be strengthened, in terms of geographical coverage, methods employed and analytical-interpretive tools used. The commentary also offers literature links to a variety of consumption modes, from minimalist to hedonic; pointing out that subjective well-being is influenced by these styles/modes of consumption.

Subjective Well-Being, Happiness, And Fairness Of Marketing Systems In Brazil: Some Further Thoughts, Stefânia Ordovás De Almeida, Ely José De Mattos

Markets, Globalization & Development Review

Subjective well-being is often popularly referred to as happiness. In this dialogue commentary, we point to these additional aspects of subjective well-being or happiness: (1) Some findings from another study of this type, in another region of Brazil; (2) Several macro-level observations, drawn from Brazil as well as globally, on the complex relationships between marketing practices, public policies, consumption styles and subjective well-being.

Consumers' Perceptions Of The Role Of The Marketing System In Subjective Well-Being, Valcir Farias, Ramon Silva Leite

Markets, Globalization & Development Review

The term happiness is used colloquially to refer to subjective well-being. In the years when the performance of marketing systems in Brazil was reduced, there was a fall in happiness index, which demonstrates the importance of marketing systems in the subjective well-being of individuals and society. Most studies on the role played by the marketing system in subjective well-being are based on mature markets. Little has been studied on the subject in Latin American markets. This article describes the role of marketing systems in the subjective well-being of Brazilian consumers. In qualitative research through interviews with consumers from cities of …

The Conundrums Of Happiness And Subjective Well-Being: Views From Brazil, Nikhilesh Dholakia, Deniz Atik

Markets, Globalization & Development Review

No abstract provided.

“No More Uncle” And Gender-Neutral Marketing, Singapore Management University

Perspectives@SMU

How Asian men’s beauty care is shaping conception of masculinity and gender-neutral marketing

Lost In Digitization: Physical Products Are Vessels For Social Meaning, Oden H. Groth

Dissertations, Theses, and Capstone Projects

The explosion in digitization means that consumers increasingly have the opportunity to choose between digital and physical versions of products — for example, between an eBook and a paperback book. However, despite the popularity of digital objects, many people nonetheless prefer physical equivalents. This dissertation explores one reason why this may be the case; namely, that physical versions of objects and products are better vessels for social meaning. In chapter 1, explore the specialness of physical objects, and posit that materiality is critical for holding and embodying significance. In chapter 2, I investigate the effects of product format on perceptions …

The Value Of Nfts, Angelina Tham

Dissertations, Theses, and Capstone Projects

Non-fungible token stories have flooded the media since the beginning of the COVID-19 pandemic. NFTs have changed the public’s views on art, finances, and the self. The emergence of Web 3 redefined ways of self expression with the help of NFTs. What are NFTs, how are they valuable, and how will they shape the future of digital art? The data visualization for this project indicates that the most popular type of crypto art is in the style of a profile picture. The discussion suggests that NFTs are in their infancy and there will be more to come from digital art, …

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

Morehead State Press Release Archive, 1961 to the Present

Press releases for September of 2022.

Developing Marketing Strategies To Enhance Students’ Perception Of Service Within The Thompson Scholarship Program, Emileigh Kleps

Honors Projects

Understanding the perceptions of Thompson Family Scholars to suggest improvements of marketing strategies within the Thompson Scholarship Program for the benefit of current and future Thompson Family Scholars.

From ‘Homo Economicus’ To ‘Homo Culturalis’: Review Of Irrationally Rational By V. Raghunathan, Milind M. Shrikhande

Markets, Globalization & Development Review

No abstract provided.

Grandchildren Of Ottomans Vs. Children Of Atatürk: A Script On Turkey's Emerging Political Identities Towards 2023, İrem Taştan, Ezgi Karanfil

Markets, Globalization & Development Review

The aim of this script is to take the initiative to open an updated discussion of the ways in which the global ideological market is shaping the collective political identities in the context of contemporary Turkey. We craft two seemingly opposing yet deeply connected political identities, namely the "grandchildren of Ottomans" and the "children of Atatürk", to critically explore the future possibilities for Turkey's contested ideological market.

Does Microcredit Reduce Poverty? An Empirical Exploration In India, Aneel Karnani, Seema Sahai

Markets, Globalization & Development Review

Microcredit has grown dramatically over the last few decades and its supporters have made extravagant promises about its potential impact on reducing poverty. However, much recent research has shown that microcredit has no significant impact on reducing poverty. In this exploratory study we interview 205 clients of for-profit microcredit to better understand the causes of why microcredit has not lived up to its promise. We find the basic problem is that the lending policies of the microcredit organizations are designed to lower the costs and risks, and hence increase the profits of the organization, and are not responsive to the …

Inequality, Economic And Cultural Polarization, And Entrepreneurship Challenges In Emerging Contexts, Nikhilesh Dholakia, Deniz Atik

Markets, Globalization & Development Review

No abstract provided.

The Impact Of Line (Brand) Extension Strategies On Competition And In-Store Operational Performance In The China E-Commerce Environment, Er-Yung Stephen Chu

Dissertations and Theses Collection (Open Access)

Line (brand) extension activity in the western markets may have tempered during the last decade, and most of the academic research that has been done is based on traditional brick and mortar stores. With the rise of e-commerce, line extension became a growth tool for brands. The study starts with the classification of line extension strategic types, which gives different tiers of Chinese e-commerce firms a good reference, especially in the rapidly changing e-commerce environment. It also seeks to give guidance for different aspects of launching new line extensions. Using this guidance, future brands can make better estimations of brand …

Beyond Nutrition: Three Essays On The Effects Of Food Processing And Sustainability Labeling On Consumer Perceptions And Evaluations, Garrett J. Rybak

Graduate Theses and Dissertations

Recent consumer trends reveal increasing demand for greater product transparency including how products are processed, the types of ingredients used, and the impact on the environment. As a result, food marketers often use a combination of processing, nutrient content, and/or sustainability claims to convey specific information to consumers. Considering these developments, several questions arise about how these claims affect consumer evaluations of healthfulness, sustainability, disease risk, and intent to purchase while considering the unregulated and regulated nature of many of these claims.

In Essay One, we extend our understanding of consumer responses to package claims by comparing the direct and …

Two Essays On The Role Of Empathy In Consumer Response To User-Generated Content, Mohammadali Koorank Beheshti

Theses and Dissertations in Business Administration

Empathy is known to be the basis of all human interactions and an essential component of human psychology. Empathy includes a cognitive component (perspective-taking) and an affective component (e.g., emotional contagion). The two essays of my dissertation investigate how each of these components of empathy affect consumer responses to user-generated content.

Essay 1: Although both price and online review ratings are important cues in consumers’ product quality judgment, most previous studies have treated price and review ratings as separate inputs into consumer decision-making. The current research shows that the two cues are intertwined, such that consumers’ perception of the same …

“We’Re Still Here:” Evaluating Academic Library Instagram Posting During The Covid-19 Pandemic, Julie Turley

Publications and Research

Academic libraries use social media to build community and increase visibility and engagement among followers–students, faculty, and staff. Instagram, in particular, is a popular social media platform used by a college-aged demographic. Academic library Instagram administrators create and maintain Instagram accounts to post visual content to promote the physical library and library services. In March 2020, the COVID-19 pandemic closed the college campuses of the New York City-based City University of New York (CUNY) system to all but “essential staff” and compelled non-essential employees to work from home. During the first few months of 2020, college library Instagram administrators in …

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

Morehead State Press Release Archive, 1961 to the Present

Press releases for August of 2022.

The Buzz Behind Alcohol Advertising: A Study Of How Alcohol Advertisements On Social Media Impact Behavior, Alexis Morgan Campbell

Graduate Theses and Dissertations

Alcohol advertisements are known to be appealing and memorable, and several researchers have investigated what makes these advertisements so attractive. Several trends have emerged regarding the content within alcohol advertisements: themes of parties, celebration, and social success within television, magazines, and social media since the 1970s. Recently, several studies found that new themes in alcohol ads have been found to be popular, especially in social media advertisements (Campbell & Chung, 2022). The elaboration likelihood model (ELM) provides insight into why a person’s attitude could be more susceptible or why their behavior could be more easily influenced by certain types of …

The Effects Of Consumer Loan Application Formats And Advertised Terms On Consumer Borrowing Decisions, Alicia M. Johnson

Graduate Theses and Dissertations

Consumers continue to demonstrate a willingness to accrue more debt. They are also more accepting of increased repayment risk via the acceptance of longer loan terms. Extant research on consumer borrowing consists primarily of experiments designed to assess consumer choices and understand how consumers evaluate loan attributes in relation to one another within consumer borrowing contexts (Kamleitner, Hoelzl, and Kirchler 2012; Ranyard et al., 2006). Thus, prior research examines consumer responses to loan information rather than the generation of loan parameters at the time of financing. With important implications for consumers, marketers of financial products, academic researchers, and federal regulators, …

Food Insecurity In An Anthropogenic Age: An Analysis Into How Consumer Demand Will Shift During Crisis Events, Chloe G. Parsons, Christina Kuchmaner

Ursidae: The Undergraduate Research Journal at the University of Northern Colorado

Consumers in the United States may need to adjust their food demand due to food insecurity caused by climate warming events. Research has focused on how climate change impacts food supply chains and distribution; however, there was little research on how consumers responded to these changes. This study analyzed how consumers across the United States responded to food insecurity caused by crisis events (i.e. pandemics and climate change), how consumers shifted from grocery store vendors to local food vendors, and if migration or food miles may increase based on potential food shortages. One study was initiated through survey and a …

Let All Voices Be Heard: Creating An Engaging And Inclusive Asynchronous Qr Classroom, Ruby A. Daniels, Kathryn Appenzeller Knowles

Numeracy

With the shift to remote teaching, many instructors used Zoom for synchronous work. However, this presented issues (fatigue, turning cameras off, inequitable technical hurdles) that motivated quantitative reasoning (QR) instructors to look for asynchronous alternatives. A common technique has been text-based online discussions, which can be difficult for students to find engaging. This mixed method study (N = 41) describes an inclusive video alternative, specifically for teaching QR and quantitative fluency skills, which was piloted in two asynchronous sections and one hybrid section of the same course. Students posted their video responses, watched their classmates’ videos, and wrote short …

China: The Next Big Market For Soft-Branded Hotels?, Elisa Ka-Yan Chan

Perspectives@SMU

A wave of deal-making in China’s hotel investment sector is expected to encourage more independent hotels to rebrand as chain affiliates

Editor's Note, Marites Tiongco

DLSU Business & Economics Review

No abstract provided.

Review Of Human Resource Management (Hrm) Literature: A Bibliometric Analysis (1981-2019), Md. Abul Kalam Azad, Md. Abdullah Al Mamun, Naznin Akther, Golam Sorwar

DLSU Business & Economics Review

This study reviews Human Resource Management (HRM) literature by adopting a hybrid research approach - bibliometric analaysis and content analysis - on 1802 documents from the Scopus database. Results from the bibliometric analysis shows HRM research presence in the areas of data sciences, information technology, and organizational behavior. A content analysis of 100 articles exploresd five different streams of HRM literature: (1) safety issues, (2) HRM technology, (3) business model and HRM, (4) information and knowledge management, and (5) HRM and teamwork. This study works as a lens focusing on the construction of practical issues and concepts in HRM literature. …