Marketing Commons^™

Csr Communication Strategy: Avoiding Consumer Skepticism Considering Product Type And Firm Size, Maisy Dauphinais, Setare Mohammadi, Lin Guo

AMTP Proceedings 2023

According to prior study, applying a promotional tone may diminish the credibility of the CSR message. To the best of our knowledge, prior studies did not distinguish between luxury and everyday products when determining the most effective technique for highlighting their CSR initiatives and accomplishments. Furthermore, these tactics may need some adjustments for organizations of various sizes, which hasn't been researched before. Results show that three variables—company size (small/large), product type (luxury/fairly priced), and communication style (factual/promotional)—influence customer CSR skepticism. According to our findings, if a firm is big and sells luxury goods, it's ideal to use a factual tone …

Choose Your Channels Strategically: How Gender Plays A Role In The Receiving Of Online Brand Activism Ad Campaigns, Jana Stupavsky

AMTP Proceedings 2023

The successful launch of a new online brand activism ad campaign focused on gender-sensitive issues can be distorted if the content is delivered through poorly thought-out channels. Companies with access to their customer data should learn more about their existing customer base to strategically select the campaign communication channels. When engaging in activism, brands should consider framing their campaign messaging positively and appear authentic. Otherwise, they risk loss in brand equity and corporate reputation. The following analyses present results from a secondary consumer demographic and behavioral characteristics database anchored in source credibility theory. Its goal is to explore differences in …

Impact Of The Digitized Sales Work Environment On Customer Orientation, Julia Rötzmeier-Keuper, Nancy Viola Wünderlich

AMTP Proceedings 2023

Informed by appraisal theory, which highlights personal characteristics and resources as critical to the emergence of stress appraisal and adaptation (Lazarus & Folkman, 1984), our study poses the following questions:

• What characterizes the DSWE?
• What is the role of the DSWE in creating salesperson distress and eustress?
• How is a salesperson’s customer orientation/ value-based selling affected by the DSWE?

In our attempt to explore the potential up- and downsides of work environment digitalization and the appraisal of the pervasive use of Information Technology in everyday work, we adopted a qualitative approach. We combined information from qualitative interviews with B2B customer …

Differences In Consumers’ Green Consumption Mindsets And Behavior Across South Africa, South Korea And The United States Based Upon Measures Of Hofstede’S Cultural Dimensions Theory, Sam Fullerton, Estelle Van Tonder, Jungki Lee

AMTP Proceedings 2023

Samples of 513 South African consumers, 292 South Korean consumers, and 938 consumers in the United States were drawn using identical, but appropriately translated, questionnaires. The data collection instrument addressed a number of psychographic considerations germane to consumption – and anti-consumption – decisions. Using the index scores from Hofstede’s Theory of Cultural Dimensions as bases for differentiating among the three countries, meaningful differences related to issues germane to sustainability were identified. The three cultural dimensions used for comparative purposes were individualism (versus collectivism), indulgence (versus restraint) and long-term (versus short-term) orientation. Differences were documented for all eight of the sustainability-related …

A Comparison Of The Green Mindset And An Array Of Green Customer Citizenship Behaviours Of Adult Residents In South Africa And The United States, Christo Bisschoff, Estelle Van Tonder, Sam Fullerton

AMTP Proceedings 2023

Independent samples of 513 South African and 938 American consumers responded to an invitation-only, Internet-based survey that captured behavioural and attitudinal data regarding five constructs germane to customer citizenship. The five constructs were green mindset, anti-consumption behaviour, consumer coaching, green advocacy, and customer helping behaviour. Multi-item scales for all five constructs that had been shown to produce a high degree of reliability in prior research were gleaned from the literature. Results from South Africa and the United States were compared. High degrees of reliability were in evidence for each scale in each country. A comparison of the mean scores documented …

Examining The Product And Service-Centric Website Features And Functions Offered By European Fashion Retailers Following The Covid-19 Pandemic, Richard Heiens, Ravi Narayanaswamy

AMTP Proceedings 2023

Considering the significant pressures faced by fashion-oriented e-commerce retailers in the midst of the COVID-19 pandemic, it is important to understand what modifications, if any, these retailers may have made to their online retail stores, and the impact that these changes may have had on their effectiveness during this time frame. Therefore, the purpose of the study is to examine the various product-centric and service-centric features and functions found on the websites of European fashion retailers both before and after the onset of the COVID-19 pandemic. We also examined the conversion rates, the average ticket values and customer demographics for …

Differences In Eco-Friendly Attitudes And Behaviors Among Consumers In The United States Across An Array Of Demographics, Sam Fullerton, Tammy Mccullough

AMTP Proceedings 2023

A sample of 938 consumers residing in the United States responded, by invitation, to an online survey on anti-consumption attitudes and behaviors. Drawing from one aspect of that survey, the primary focus of this study is sustainability. The relationship between four of the measured sustainability-related variables and five commonly examined demographics was evaluated using a t-test, ANOVA, and the Scheffé Method of Multiple Comparisons. Age was the most common variable to be associated with attitudes and behavior regarding sustainability. The most common dependent variable to be associated with the five demographic variables was the frequency in which the respondent chose …

Heritage Products, National Dishes And Consumer Identity, Monisha Das Dr,

AMTP Proceedings 2023

Food and agriculture is at the heart of the 17 Sustainable Development Goals, beginning with Sustainable Development Goal (SDG) 1: End poverty, and Sustainable Development goal (SDG) 2: End hunger. In this paper, the researcher explores data from FAO and WHO surveys conducted over ten years. The researcher applies various interdisciplinary approaches and references the theory of planned behavior to explain the resilience, especially of hedonic aspects of food diets in the context of the living heritage of national dishes. The research references Vavilov’s botanical centers of origin and dispersion to capture the biogeographic underpinnings of global cuisine. The findings …

Could Brand Tribes Facilitate Transformation Of Their Members?, Saeed Shobeiri, Jean-Luc Bernard

AMTP Proceedings 2023

This research aims to determine whether brand tribes could provide their members with transformational benefits. It investigates, for one of the first times, the link between two key concepts of brand tribalism and customer-level transformation. By looking closely at the individual-level outcomes of joining brand tribes, this research complements a large body of past research that has mostly emphasized collective nature of tribalism. We conducted a self-administered online targeted survey undergraduate and graduate students of a large North-American university about their preferred brand of smart phone. The results, brand tribalism was found to be a major antecedent of transformational experiences …

The Effect Of Ordering Method On Consumer Return Intentions, Garrett M. Kemp, Laura Boman

AMTP Proceedings 2023

With the rise of Covid-19, mobile ordering has become one of the most popular ways to get food. At its height, Covid-19 caused restaurants to shut down and forced businesses to move to a more mobile and delivery-friendly plan. Now, venues for concerts, large events, and sports have started to offer the option of mobile ordering food to be delivered directly to your seat. Mobile ordering has made the food service industry even more accessible; however, it has also brought to light the issue of tipping. Traditionally, tipping was only done at full-service restaurants. Now, businesses like Starbucks, Mcdonald's, and …

Physical And Emotional Impact Of Lighting Conditions In Higher Education Classrooms, Robert P. Mcdonald, Gallayanee Yaoyuneyong

AMTP Proceedings 2023

The literature review shows that researchers in different fields have long explored the impact of the physical classroom environments (e.g., lighting, temperature, classroom layout, and furniture) to identify the ideal classroom environments. When the lighting condition is poor (i.e., light levels below standards), it can cause drowsiness, leading to lower concentration and motivation, and elevated student stress. However, most studies focused on K-12 learning environments. Therefore, this study aims to specifically focus on the lighting conditions in educational facilities around a university campus in the Southeastern United States and to explore whether these lighting conditions impact students’ mental well-being, their …

Brand Me: How Linkedin Training Improves Personal Branding By Influencing Self-Esteem And Job Search Self-Efficacy By Generating An All-Star Profile, Christopher Leo, Timothy Halloran, Carlos Valdez, Leslie Connell, Jennifer Morin

AMTP Proceedings 2023

This article considers how LinkedIn training in the form of a workshop can improve a professional's personal brand by influencing self-esteem and job search efficacy by developing a LinkedIn All-Star Profile. Self-esteem and self-efficacy are two of the most highly researched social and vocational psychology aspects. While there has been some research on the impact of non-technological workshops, there needs to be more research on the effects of workshop training in these two variables on employee personal brand on social media.

Personal Brand Equity In Linkedin: Impression Management As An Antecedent And Behaviors As Consequences, Carlos Valdez, Jorge Villegas, David Penn

AMTP Proceedings 2023

This research explores how Personal Brand Equity in professional social media is influenced by impression management and the online behaviors of users of this social media platform. Using a path analysis, the relationship between Impression Management and Personal Brand Equity was, as expected, strong and positive. The paths between brand equity and frequency of behaviors such as use of LinkedIn to network were significant and strong while other behaviors such as frequency of use of LinkedIn to ask for recommendations were not significant. The contribution of this paper is to be the first to analyze this relationship to understand better …

Effectiveness Of Checkout Charities: Exploring Generational Differences, Shaylee R. Ferguson, Lauren Beverly, Jamye Foster

AMTP Proceedings 2023

As consumer-brand relationships continue to evolve, the role of cause-related marketing (CRM) is becoming increasingly complex (Mohr et al., 1998). A specific type of CRM, checkout charities, is becoming common in brick-and-mortar and online retailers (Sudbury & Vossler, 2021). Previous check-out-charity research has focused on consumer stress and cause fit while ignoring the influence of generational differences on perceptions and participation. Research has found that some generational groups differ in motivations for giving and donation expectations, thus impacting consumer behaviors in the context of checkout charities. Therefore, this study will attempt to answer the following research question: Do younger generations …

Engaging Gen Z Through Humor, Wendy Gillis, Fred Pozin

AMTP Proceedings 2023

ABSTRACT

The current generation of undergraduate students in the classroom (Gen Z) is the loneliest generation in the U.S. (Twenge, 2017), and they know it. What are they spending time on? Their phones. What are they not spending time on? Time with friends (Twenge, 2017). Gen Z has more of a life online versus offline, yet Gen Z yearns for in-person interaction, and the pandemic has only made it worse. The authors’ advice? Tell a joke. By combining theories from psychology, management, and marketing, this conceptual paper explores the relationship between humor, trust, and persuasion.

Role Of Social Media On Travel Destination Decision-Making: Young American’S Motivation, Attitude, And Behavioral Intention, Wooyang Kim, Dale A. Cake, Hyun Sang An

AMTP Proceedings 2023

This study aims to examine how social media influences American Millennials’ and Gen Zers’ travel destination decision-making process in an integrative theoretical framework of the Uses and Gratification Theory and Theory of Reasoned Action. Young generations, who desire escapism and entertainment in order to relax through their everyday lives, are looking for value brought to their lives from vicarious out-of-routine experiences through social media, which engenders process gratification. This process evokes the desire to experience and explore the destination they viewed on social media, inducing vicarious pleasure that leads to affective responses toward the travel destination. Notably, a positive …

Secondbrand Exchange: When Traditional Retail Brands Resell Used Products, Peter Silverstein, Catherine Armstrong Soule, Sara Hanson

AMTP Proceedings 2023

This paper explores the novel context of secondbrand exchange, wherein traditional “firsthand” retail brands directly engaging in the reselling of their own previously used items. This research is the first to investigate how and why traditional brands engage in secondhand activities and to consider the influence of this strategy on consumer judgements about new products, used products, and the brand. The authors outline four consumer motives (frugality, sustainability, fashionability, and durability) for purchasing used items that are mapped onto strategic positioning for secondbrands. A framework of item transformation is introduced from refresh to renew to remake. Next, using brand extension, …

Margin Variance Analysis For Informing Customer Engagement Strategy, Timothy J. Smith

AMTP Proceedings 2023

A margin variance analysis measures the sources of difference in gross margins between pieces of business within a larger set of business. When the piece of business is defined as the the total sales to an individual customer over a period of time, sales and marketing managers can use this analysis to define customer specific engagement strategies to improve customer profitability. In this paper, we clarify how customer engagement strategies can be driven by a margin variance analysis, provide derivations of two equally-valid forms of a simple customer margin variance analysis, and demonstrate the margin variance analysis and the development …

The Emergence Of “Createch” As A Required Or Desired Skill For Digital Marketing Internships, Theresa Clarke, Jordan A. Pratt, Canessa N. Collins

AMTP Proceedings 2023

See the uploaded file for an extended abstract.

Increasing Social Media Equity Of A Brand By Developing Social Media Capabilities And Consumer Promotions, Manisha Mathur

AMTP Proceedings 2023

Existing literature identifies the role of customers in promoting a brand on social media and in providing recommendations to others customers based on their own experiences with the brand. The recent focus on using social media has led to most firms becoming effective in using social media to develop customer communities, becoming content providers unlike traditional advertisers, and focusing on conversing with consumers rather than directing marketing messages at them (Barwise and Meehan, 2010). In this research, we conceptualize social media equity as comprising of a brand’s associations with customers on social media, quality perceptions of the retailer brand on …

Comments From The Editors, Tulay Girard, Melek Meral Anitsal

Journal of Applied Marketing Theory

We welcome you to the current issue of the Journal of Applied Marketing Theory. The objective of Journal of Applied Marketing Theory (JAMT) is to provide a reputable platform for publishing academic research that advances marketing knowledge and offer insights for marketing managers.

What Drives Cryptocurrency Adoption? Exploring The Role Of Psychological Traits And Environmental Orientation, Sooyeon Choi, Seungho Shin

Journal of Applied Marketing Theory

Cryptocurrency is gaining worldwide recognition. This research examines the psychological determining factors of consumers’ cryptocurrency adoption behavior based on the theory of planned behavior. 452 samples are collected from U.S consumers and the data are analyzed by PLS-SEM. The findings reveal that consumer innovativeness has positive influences on the attitude and perceived behavioral control for cryptocurrency and in turn affects the intention to use cryptocurrency. Subjective norm is a significant predictor of cryptocurrency intention and the LOHAS lifestyle moderates the influence of attitude on the intention. This research offers theoretical and practical implications for the cryptocurrency market.

How Likely Are Viewers To Watch Television Commercials: A Connectedness Perspective, Velitchka D. Kaltcheva, Anthony Patino, Dennis Pitta

Journal of Applied Marketing Theory

With the recent return to more advertising-generated content by entertainment providers, it again becomes important to understand what will drive consumers to view commercials. We utilize the construct of television connectedness developed by Russell, Norman, and Heckler (2004) to predict viewers’ propensity to watch television commercials. Based on data derived from a survey completed by 816 residents of the United States, we estimate a logistic regression model and find that older (35+) viewers high on connectedness are more likely to view television commercials. We further employ correspondence analysis of free-response data to uncover differences in motivations to view commercials among …

The Sport Marketing Portfolio Matrix: A Theory-Integrative Exploration Of Fans’ “Buy,” “Hold,” And “Sell” Behaviors, Kirk Damon Aiken, Richard M. Campbell, Ajay Sukhdial

Journal of Applied Marketing Theory

The field of sport marketing lacks a comprehensive understanding of how fan behaviors link directly to sport products. This work introduces a model that accurately categorizes sport products, better recognizes fan behaviors, and simultaneously provides strategic guidance to sport managers. The model integrates the foremost theories of fan behavior with the financial theory of portfolio management. This novel perspective posits that sport fans should be viewed as “investors” who buy, hold, and sell athletes and teams. Fans manage their individual portfolios in line with personal goals, values, and social influences. The integration of theories bears significant implications regarding how sport …

Sophisticated Vs. Rugged: Examining Gendered Brand Communication Styles And Social Media Engagement, Joanne T. Cao, Jamye Foster, Gallayanee S. Yaoyuneyong, Lacey K. Wallace

Journal of Applied Marketing Theory

Advertising and marketing managers understand that not all brands need to be on social media, but what is not clearly understood is consumers’ engagement expectations for brands that are on social media. Therefore, this study investigates the impact of brand personality, specifically sophisticated and rugged brands, and gendered communication styles on consumers’ expectations of social media engagement. A scenario-based experiment is performed to test the hypotheses using a mock brand. The main study consisted of a Qualtrics consumer panel, and a MANOVA was utilized to examine three components of social media engagement (consumption, contribution, and creation) on the two brand …

Using The I3 Model To Understand Overeating, Kenneth Herbst, Mark Peterson, Suman Saha

Journal of Applied Marketing Theory

This paper uses a conceptual framework, the I³ Model (pronounced the ‘I-Cubed Model’), for understanding the influence of external and internal factors on eating behavior. According to the I³ Model (Instigation, Impellance and Inhibition), three processes can explain how overeating can occur. This paper provides support for the I³ Model through a field experiment and two laboratory experiments. The I³ Model sheds light on the nature of overeating when a perfect storm arises in which instigation and impellance are strong and inhibition is weak. The identification of this perfect-storm condition suggests that …

Chamber Of Commerce Membership: An Explanatory Model Of Member Organizations’ Normative, Continuance And Affective Commitments, Shawn F, Clouse, Simona Stan, Nader H. Shooshtari

Journal of Applied Marketing Theory

Organizations join associations to gain a wide range of benefits, such as advocacy in the local community, more expertise, or access to markets and new technologies. However, these benefits do not always result in readily observable positive outcomes as compared to the monetary costs and time investment for businesses. Such value judgements may result in lower commitment to the association and ultimately dropped memberships. The purpose of this study is to better understand the factors that drive member organizations’ commitment to a chamber of commerce. The results of the empirical study show a positive impact of members’ role expectancies and …

Minimizing The Ratchet Effect: Why Reciprocity Preserves Customer Satisfaction In Service Environments, Kyle A. Huggins, Val Larsen

AMTP Proceedings 2023

This paper focuses on a fundamental problem for marketers: the ratchet effect. The ratchet effect occurs when actual service performance is perceived to be significantly higher than service expectations, causing dissonance and resulting consumer guilt. If left unattended, consumers relieve their guilt by increasing the perceived state of expectations for subsequent visits. Known as the ratchet effect, this causes a dilemma for the service business as they consistently strive to improve service performance. Using equity theory, our experimental study explores whether businesses can break the ratchet effect by providing mechanisms of reciprocity for consumers to respond at little or no …

Lohasian’S Cryptocurrency Adoption: Technology Acceptance Model In The Extended Theory Of Planned Behavior, Sooyeon Choi

AMTP Proceedings 2023

Economic growth is being fueled by the widespread acceptance of cryptocurrencies in numerous industries. LOHAS (Lifestyle of Health and Sustainability) is a growing consumer group that is concerned with sustainability and well-being. They are early adopters who look for the most recent data and cutting-edge technologies. LOHAS consumers frequently embrace and test new products early than their relatives or friends. Despite the fact that LOHAS consumers tend to be tech-savvy, empirical studies that look at LOHASians' adoption of technology have, as far as the author is aware, never been done. In light of this, this study investigates the psychological processes …

The Role Of Consumer Resilience On Situated Learning, Active Coping And Well-Being While Dealing With Service Experiences: Psychological Flexibility As A Moderator, Mousumi Bose

Journal of Applied Marketing Theory

Extant research has discussed how consumers cope with numerous stressors and how coping can help with their well-being. Additionally, recent research has highlighted the importance of situated learning or learning that takes place in the same context in which it is applied, in the process of coping with stressful service encounters. This research relates to the effect consumer resilience can have on situated learning, active coping and well-being, especially when faced with stressful service situations. Results from an online survey of consumers demonstrated the positive effect of resilience on situated learning that affects active coping through partial mediation. Both situated …