Marketing Commons^™

Facebook And Branding Of Small To Medium-Sized Enterprises, Angella Banks, Perry Haan

AMTP Proceedings 2017

Small to Medium Size Enterprise (SME) owners face many challenges as they strive to keep their businesses afloat. Although these challenges vary, one of the most prevalent is the inability to market effectively. Over 50% of SMEs close within the first five years (Cronin-Gilmore, 2012). This case study explored the relationship between Facebook and SMEs’ brands, and Integrated Marketing Communications (IMC). Through the examination of these relationships, the study identified barriers that hinder SMEs ability to use Facebook effectively and further strengthen their branding strategies. Facebook can be an inexpensive marketing tool that SME owners has access; however, challenges exist, …

“Contemporary Breadlines”: A Field Study Of Fast-Food Drive-Thru Service Delivery, Jon M. Martin

AMTP Proceedings 2017

This study focuses upon US fast-food drive-thru delivery, assesses its cycle times, identifies its common delays and inefficiencies, and proposes solutions for improvement. The author, having become a live-alone bachelor since 2012 admittedly has routinely been a regular fast-food consumer, and as a researcher has over the past 4 years convenience-tallied this field study of fast-food drive-thru delivery. The average drive-thru wait time for these fast-food establishments was .81 minutes with average processing times of 3.6 minutes for a total average of 4.45 minutes with an average standard deviation of 2.1 minutes. This data suggests statistically (assuming a normal distribution) …

Winning Off The Field: How Social Media Analytics Measure The Sports Industry, Ryan Mcgarvey, Peter Titlesbaum

AMTP Proceedings 2017

Since Facebook became available to the public, social media (SM) has become the most popular online activity. Currently, 91% of adults are active SM users. Of this 91% of adults on SM, more than 20% of their time online is spent on networking sites like Facebook and Twitter (Weiguo and Gordon, 2014). These powerful tools connect people around the world and show no signs of slowing down.

SM has become a popular online activity for individuals, especially for those involved in business. SM is seen as a tool to aid businesses in spreading their own message, at little to no …

Traditional Vs. Online Universities: Who Is Using Social Media Marketing?, Lisa Witzig, Joe Spencer, Katlyn Myers

AMTP Proceedings 2017

The use of online social communities for online universities seems a topic where usage can be taken for granted. This paper provides an analysis of social media usage by traditional and online universities and compares their activity levels. The paper analyzes the social media activities of the top 53 undergraduate and top 53 graduate online programs as compared to their traditional programs. Despite the need to engage through these social media sites, online universities in general and online graduate-level programs in particular are not taking advantage of these sites to build communities and deepen relationships with students and alumni as …

Determinants Of Ongoing Participation In A Masters-Level Sport: The Impact Of Internal Attributes And Experiences With The Organization, Nicole S. Vowles, Clayton L. Daughtrey, Mick Jackowski

AMTP Proceedings 2017

This research aims to empirically determine which factors best explain ongoing participation in a masters-level sport. Ongoing participation, a form of customer loyalty, is critical in many non-profit service industries where organizations have limited resources available to attract new customers.

The objective of this research leads to the inclusion of a breadth of variables. Several internal factors are hypothesized to play a role in ongoing membership, including the source of motivation, perceived ability in the sport, identification with the organization, level of participation, and personal attributes such as age, gender, and family stage. External factors that are hypothesized to influence …

The Marketing Plan: Using Marketing Plans And Related Resources To Support Experiential Learning In The Classroom, Ronald Dick Ed.D, Dorene Ciletti Ph.D, Audrey Guskey Ph.D

AMTP Proceedings 2017

The marketing plan is the cornerstone of every vice president or director of marketing’s success. At the core the marketing plan is a one to five year plan of the financial future of the organization, and resources are readily available for marketing plan review and development within the structure of a marketing-related course. Recent employer surveys point to critical thinking, problem-solving, and collaborative team experiences as desirable skills for entry-level hires, and applied experiential projects as a desirable educational practice. This session aims to explore usage of the marketing plan as a means to provide employer-desired skills, support course objectives, …

The Development Of Nba In China: A Glocalization Perspective, Jerred Junqi Wang, Liangjun Zhou, Xiaoying Chen, James J. Zhang

AMTP Proceedings 2017

The growing sport industry and 1.3 billion potential consumers in China have been garnering tremendous attention from more and more overseas professional sport leagues. Comparatively, the National Basketball Association (NBA) has had remarkable success in the Chinese market. From the perspective of sport competition or marketing operations, the NBA’s achievement in China provides a model for other overseas sport leagues. This case study was organized by summarizing the developmental history of NBA in China, analyzing its current promotional practices, investigating into its marketing strategies, and extrapolating practical references for other sport leagues aiming to penetrating into the Chinese marketplace.

In …

I Love My Team! Factors Leading To A Relationship With A Sports Team., Carly Odom, Jamye Foster, Melanie Bruce

AMTP Proceedings 2017

What makes people connect with a particular sports team? Sports marketing research typically focuses on the sport specific elements of loyalty (geography, family history, social interactions), and general marketing research also considers the emotional component. Going a step further, and examining the factors within the larger relationship context could improve our understanding of why people connect with certain sports teams. Therefore, the purpose of this research is to examine the impact of specific factors (socialization, proximity, attitude toward the team, and self-image congruence) on the initiation of a relationship with a sports team – which includes both the (1) development …

The Reason(S) Small, Private Schools Start Football Programs, Ania I. Rynarzewska, Steven R. Mcclung

AMTP Proceedings 2017

The number of college football programs in the United States currently totals 774, which is an all-time high. It’s clear there is a demand for football as there are 128 schools in 10 conferences at the highest level FBS and 125 schools participating at the second highest level, FCS. Both of these subdivisions are required to provide scholarships for players, making these two levels the most expensive for universities to offer (NCAA.com, ND).

There are a number of reasons that schools establish and fund football programs. At the highest level, there is a lot of money through media rights and …

Has Anything Changed? Comparing Student Perceptions Of Academic Integrity: 2006-2016, Anne Heineman Batory, Stephen S. Batory

AMTP Proceedings 2017

Academic integrity issues continue to challenge colleges and universities around the world. After a review of the relevant literature, the authors conclude that additional research is needed to understand and monitor academic integrity within institutions of higher education. This study explores student perceptions concerning academic integrity concepts and behaviors in two time frames ten years apart. In this comparative study, student attitudes toward academic situations, faculty behavior, and business decisions are assessed in 2006 and again in 2016. In general the two groups reported a similar overall pattern of responses. However, the students now perceive academic dishonesty as a non-acceptable …

Product Line Extension: Does Upward Line Extension Hurt Or Benefit Competitive Advantage? The Case Of Honda’S Acura, Nissan’S Infiniti, And Toyota’S Lexus Brands, Abhay Shah

AMTP Proceedings 2017

Caldieraro, Kao, and Cunha Jr. (2015) report that when a company extends its product line (and brand name) upwards to premium products, it hurts the company’s overall demand, market share, and competitive advantage. However, evidence from the auto industry contradicts their findings. The three most successful line extensions in the luxury segment in the auto industry are Honda’s Acura, Toyota’s Lexus, and Nissan’s Infiniti. Line extensions are categorized as follows: extensions where a firm extends its brand horizontally (similar quality) or vertically (upward or downward) using the current brand name, and line extensions, where a firm extends its product line …

Rethinking Business Segmentation: A New Conceptual Model And Perspective, Herbert Brotspies, Art Weinstein

AMTP Proceedings 2017

Segmenting business markets is challenging but potentially highly rewarding. An in-depth understanding of how to segment markets is necessary to guide the best decisions leading to profitable targeting. Business markets are changing rapidly due to new technology and a more complex business environment. Current segmentation frameworks are not sufficient to guide business-to-business (B2B), business-to-business-to-business (B2B2B) and business-to-business-to-consumer (B2B2C) marketing analyses and decisions.

This paper introduces a new six-cell business market segmentation conceptual model building on two key dimensions – product use by intermediaries in their marketing to their customers (B2B2B and B2B2C) and product standardization. Examples are developed showing how …

The ‘Digital Native’ Myth And Marketing Simulation Success, Melanie Eva Bruce

AMTP Proceedings 2017

Simulations are increasingly popular as a method of teaching in business colleges as educators move away from passive learning towards more active/experiential learning (Young, Klemz, & Murphy, 2003). Simulations are designed to replicate real world experiences and have been shown to increase students’ enthusiasm, interest and involvement, and help them to connect theory to practice. Business course simulations are predominantly computer based online programs that allow students to make discipline specific decisions for a hypothetical company.

The generation born roughly between 1980 and 1994 has been characterised as ‘digital natives’ (Prensky, 2001a) or the ‘Net generation’ (Tapscott, 1998) because of …

Student Success Is Impacted By Not Attending Gateway Quantitative Classes: A Pilot Study, Michael Latta, James Solazzo, Dennis Rauch

AMTP Proceedings 2017

Universities are charged with equipping the next generation of graduates with the skills and knowledge to benefit both the businesses they will work in. Analytics are the skills needed by both for profit and non-profit operating businesses. For example, in August of 2013, Forbes printed a post on the Forbes Insights blog by Daniel Keherer titled ‘Analysis Shows Jump in Marketing Analytics Jobs.’ The Definitive Guide to Marketing Metrics and Analytics (Dholakia, 2015) has been freely made available by Marketo. Harvard Business School Press has also published a book titled ‘Competing on Analytics: The New Science of Winning,’ by Harris …

“Are We Having Fun Yet?”: What Factors Influence Senior-Level Managers To Have Fun At Work?, Anthony Scardillo

AMTP Proceedings 2017

Contrary to belief, employees are NOT having fun yet. In fact, 73% of all employees are dissatisfied with their jobs (Crabtree, 2013). The reasons are many, but the underlying reason is that they are not having any fun! (Clark, 2009; Ford, McLaughlin, & Newstrom, 2003a; Kinjerski & Skrypnek, 2006). We believe that a fun and engaging workplace impacts employee engagement, morale, productivity and safety (Bedeian & Armenakis, 1998; Boyatzis, Smith, & Beveridge, 2012; 2013). We also believe that creating a fun atmosphere at work is accomplished only when management has fun (Bolton, Houlihan, & Renee Baptiste, 2009; CHI, CHUNG, & …

Exploring Alternative Views Of Time In Marketing Management: How Temporal Orientation Impacts A Firms’ Strategic Orientations, Jeffrey R. Carlson, William T. Ross Jr.

AMTP Proceedings 2017

The field of marketing demonstrates an established and long-standing tradition of incorporating time into its theoretical frameworks. Nonetheless, although marketing has heavily utilized time in its conceptualizations, scholars have suggested that marketing has overly relied upon a single type of time, objective time as measured through a clock, and has underutilized subjective time which refers to time that is differentially perceived and experienced by individuals, organizations, and cultures. In light of this context and need to study alternative forms of time, we explore how a specific type of subjective time – organizational temporal orientation – impacts strategic orientations.

This work …

An Analysis Of Marketing Student Perceptions Of Proper Organizational Behaviors, Charles E. Pettijohn, Gary R. Holmes

AMTP Proceedings 2017

As the millennial begins to make the exodus from universities to the workplace a critical question relates to their preparation – “do millennials have an understanding of the attitudes, values and behaviors (the organizational citizenship behaviors – OCBs) necessary to succeed in the business environment?” The millennial generation is often perceived as ill-prepared to enter the traditional workplace by virtue of the fact that this generation has been perceived as being insulated from the demands consistent with full-time employment. Thus, the purpose of this research was to empirically assess millennials’ perceptions of the importance of specific OCBs and the likely …

Supermarket Pricing Model Impact On Private Label Brands Versus National Brands Among Millennial Consumers, Jeffrey Hendrix, Vinny Caraballo

AMTP Proceedings 2017

National Brands (NBs) and private label brands (PLBs) play a vital role in manufacturing and retailing strategies. Market share growth of PLBs over the past few decades continues to level the playing field; altering go-to-market strategies for both NB and PLB manufacturers and retailers. A quantitative examination compared purchase data between NB versus PLB using panel data from 100,000 households. Consumer metrics; trip conversion, buyer conversion, and dollar loyalty served as dependent variables interacting with a multivariate grouping of branding (NB vs. PLB), grocery pricing model (Hi-Lo vs. EDLP vs. Hybrid) and age-cohort (Millennial vs. Generation X). A MANOVA provided …

Too Nice To Be Dominant: How Brand Warmth Impacts Perceptions Of Market Dominance, Jennifer L. Stoner, Carlos J. Torelli

AMTP Proceedings 2017

Consumers are unaware of brands’ market dominance. This is important given that even misperception as a market leader has been shown to lead to positive evaluations from consumers. We hypothesize that when consumers are lacking direct knowledge about a brand’s market dominance, brand image is used as a cue for inference making: specifically, a brand with a warm, kind, and generous image will be in conflict with perceptions of market dominance, which are perceived as an embodiment of power. Thus high warmth brands will be perceived as less market dominant than low warmth brands.

In study 1, we use real …

Preliminary Evidence Regarding Marketing’S Role In Environmental Management Theory, Jess Mikeska, Les Carlson

AMTP Proceedings 2017

Prior research specific to government public policy topics finds that firms manage threatening public policy either by competing in new ways to offset (potential) policy limitations or managing the public policy so as to prevent it from limiting business. And while managing policy to prevent business limitations often involves political strategies, such as lobbying or investing in PACs, prior marketing research suggests most management of threats occurring in a firm’s external business environment are likely to revolve around marketing, instead of political, strategies.

So as to better understand marketing’s role in environmental management, survey responses of executive level-respondents were matched …

Attribution Theory Makes Way For Dining Etiquette To Play A Role Within The Domain Of Relationship Marketing, Jennifer R. Bechkoff

AMTP Proceedings 2017

The purpose of this paper is to contribute to the development of the theory of relationship marketing, particularly in relation to the role dining etiquette plays within that domain. This conceptual paper consists of an analysis and elaboration of current markers and drivers in relationship marketing theory, and expounds on the importance of dining etiquette.

Dining etiquette is a set of social morays, norms, and customs that one adheres to while eating with company. It is a learned skill not everyone has honed. Could a salesman with poor dining etiquette be professionally disadvantaged if business is conducted over a meal? …

Examining Purchase Shares Of Private Label-Brands And Consumer Demographics: A Study In The United States And Turkey, Musa Pinar, Tulay Girard, Nilay Bıçakcıoğlu, İlayda İpek, Paul Trapp

AMTP Proceedings 2017

In recent years, private-label brands have become a well-established part of the global retail environment, often possessing significant market share. This study examines: (1) the proportion or percent (purchase share) of consumers’ monthly purchases for (a) private-label brands of grocery and household products in general and (b) the Great Value (Walmart, U.S.) and Migros (Turkey) private-label brands in particular; (2) the potential effects of gender, income, age, and household size on consumers’ monthly purchase shares of private-label brands; (3) if the effects of these demographic factors have similar associations in the U.S. and Turkey; (4) if consumer awareness, perceived quality, …

Managerial Short-Termism: An Integrative Perspective, Atanas Nikolov

AMTP Proceedings 2017

Due to the intangible nature and accounting treatment of marketing expenditures in the public corporation, such investments are prime candidates to being sacrificed on the altar of managerial short-termism. Usually termed marketing myopia or myopic management in general, the practice of underfunding marketing investments such as advertising has been linked to multiple negative outcomes in terms of firm performance and future firm value (Aaker 1991; Pauwels et. al 2004; Mizik and Jacobson 2007; Mizik 2010; Chapman and Steenburgh 2011). However, myopic management research in marketing suffers from numerous shortcomings. First, most authors focus on unique contexts under which myopic management …

Building A Model Of Consumer Warfare Theory, David Burns, Jennifer Hutchins, Rick Mathisen

AMTP Proceedings 2017

Consumer Warfare Theory was first proposed by Burns, Manolis and Warren. The original work hypothesized six strategies that consumers would pursue when a rival consumer purchased a product.

A study was conducted to assess the affect towards one’s rival that determines the strategies of product purchases. A model was hypothesized that reflected the strategies that rivals followed given the affect toward one’s rival.

The positive and negative affects were measured with multiple scales. The hypothesized strategies were also measured with multiple scales. The scales formed indicator variables for the constructs in the model.

Several models were evaluated to assess the …

Employee Retention In A Call Center, Angelica Pigman, Perry Haan

AMTP Proceedings 2017

One of the most important aspects of many businesses providing customer services are their call centers. These organizations employ millions of workers who are required to address customer queries and provide solutions to both existing and prospective clients. Customer service is looked at as key factor to keeping current customers. Worldwide, call centers comprise an ever-evolving and dynamic industry, yet researchers find that there is a high turnover rate among call center agents (Pierre & Tremblay, 2011). Facing customers and answering complicated queries are daunting tasks, this is made even more complicated by the fact that call center technology is …

Actor-Resource-Activity (Ara) Model For Studying Interactive Network Branding In Business Relationships, Nikolina Koporcic

AMTP Proceedings 2017

The purpose of this paper is to present Interactive Network Branding (IN-Branding) and discuss its main constituents through the actor-resource-activity (ARA) model of business relationships. As a theoretical background the paper presents traditional ARA model of the Industrial Marketing and Purchasing Group. In the same manner, the importance of IN-Branding for business relationship development is elaborated. The Pyramid of IN-Branding, as a new theoretical framework, advocates the merge between business network and corporate branding literature. The actor layer of IN-Branding pyramid is presented by individual human actors, the resource layer through their social network relationships, while activity layer is acknowledged …

Internationalizing U.S. Master’S Universities: Emerging Opportunities For Marketing Faculty, Lynn W. Mcgee, Inga Poetzl

AMTP Proceedings 2017

One of the faster growing sectors of higher education in the US over the past three decades has been the master’s university. Another fundamental trend over this period has been the consistent increase in expectations of students, parents and business employers that international experiences and competencies become part of the curriculum at the undergraduate level.

Opportunities for marketing faculty from master’s universities to add international perspectives to marketing courses have expanded over the past decade. The growth and re-shaping of faculty grant programs such as the Rockefeller, Rotary and Fulbright grants reflect this opportunity. In particular, the U.S. Fulbright Commission …

A Collaborative Logo Design Project For A Startup Therapeutic Medicine Company, Tulay Girard, Luke Hallman

AMTP Proceedings 2017

A logo design project was initiated in collaboration to serve the research, teaching, and service needs of the faculty, learning experience needs of the student, and the brand recognition need of a startup company. The company for which logo was developed and tested specializes in producing an herbal supplement for Type II diabetics that is naturally derived from plants and taken orally with a well-known Type II diabetes medication.

Most literature has focused on how to design effective logos but only a few studies have focused on the methods to develop and test the associations that logos represent. Therefore, the …

Selling Fear Across Ethnic Consumers: Modeling Emotional Arousal And Validating The Impact Of Galvanic Skin Responses In Advertising, Sindy Chapa, Olivia Bravo

AMTP Proceedings 2017

The purpose of this study is to explore how fear-appeal advertising impacts young adults in a multi-ethnic society. This study combines self-reported measures and a skin-galvanic psychological test to measure the impact that fear-appeal advertising has among ethnic groups. Using a one-ad experimental design, results shows significant differences among ethnic groups indicating that the levels of arousal evoked by a “fear-appeal” advertisement were highest across Asian Americans followed by Hispanic American, African-Americans, and then Non-Hispanic Whites. Overall, a proposed model reveals emotions outweigh attitudes toward the ad on the manipulation of fear-appeal advertising.

Chinese Mba Student Attitudes And Perceptions As They Relate To Personal Selling, Charles E. Pettijohn, Melissa S. Burnett, Linda S. Pettijohn

AMTP Proceedings 2017

In the United States entry-level sales positions are often filled by graduates from universities and colleges. However, a challenge faced by recruiters seeking these college graduates to fill sales positions has been that many college graduates have a negative perception of the role of the salesperson in today’s economy. Thus, many businesses discover that they have to overcome the biases and stereotypes held by students as they attempt to recruit exceptional individuals into sales positions. Given the growth and size of the Chinese economy, it seems that determining how Chinese students perceive the role of sales and their attitudes toward …