Marketing Commons^™

Re-Branding: The Case Of Southern Miss Athletics, Dennis Phillips, R. Doug Manning, Brian Crow, Dallas Branch, Ronald Dick

AMTP Proceedings 2016

In late July 2011, administrative trademark judges in the US Patent and Trademark Office ruled, in a 2-1 decision, that the University of Southern Mississippi would have to discontinue the use of its Golden Eagle logo because it was too similar in appearance to the University of Iowa Hawkeye (Hinton, 2011). Administrative trademark judge David Bucher wrote in his majority opinion that he backed Iowa's claim that there would be "the likelihood of confusion" in merchandise sales between the schools and the “the overall similarity in appearance of the marks on the goods, particularly in light of the use of …

Information’S Role In Supply Chain Integration Efforts Of The Indian Manufacturing Firm Under Environmental Uncertainty: The Supply Chain Flexibility Impact, Katrina Savitskie, Sandipan Sen, Sampath Ranganathan

AMTP Proceedings 2016

Managers recognize that supply chain management (SCM) practices can improve operational efficiency (Monczka and Morgan, 1998). Supply chain management initiatives, including better communication often result in more responsive organizations. Indian companies are trying to become more competitive following the liberalization of the Indian economy by employing new approaches like SCM to be more efficient and competitive (Saad and Patel, 2006). Therefore, our study examines the impact of environmental uncertainty on the firm’s information sharing abilities and the information quality available and its subsequent impact on supply chain integration, and ultimately, supply chain flexibility in India.

Given that the Indian small …

Business-To-Business Buying Behavior And The Price-Perceived Quality Paradigm, Joseph Chapman, Russell G. Wahlers

AMTP Proceedings 2016

This article gives an overview of the development of the price-perceived quality paradigm. The original price-perceived quality model is presented to show the impact of price on consumer behavior. An extended model is discussed which shows the impact of presenting two prices to consumers in a purchase situation as well as showing the impact of various promotions such as coupons and rebates on consumer behavior. Based on two tests of the extended model, a revised model was developed to address the shortcomings of the extended model. All the previous research on the price-perceived quality model has been based on consumer …

Price Bundling Opportunities For The Savannah, Ga Market, Mark Mitchell, Gregory Turner, Dennis Rauch

AMTP Proceedings 2016

The Savannah area offers an eclectic mix of attractions for visitors. Broadly speaking, the tourism portfolio can be divided into four clusters: Museums, Bus/Trolley Tours, Water Tours, and Ghost Tours. This manuscript examines the possibility of combining the Savannah attractions into a price bundle to offer a lower price to consumers. Doing so may help stimulate demand during off-peak seasons. And, it may further promote greater awareness (and attendance) at attractions during the peak season.

Impact Of Personal Beliefs In Business-To-Business Buyer Decisions, Doreen Sams, Joe Schwartz, Ron Smith

AMTP Proceedings 2016

For school transportation buyers, who have depended on diesel for decades, gaining knowledge of complex and dynamic information is complicated by the growing number of alternative fuel vehicles. As with a number of business purchases, school bus acquisitions represent a major expense for school districts. It a multi-faceted decision and is typically made by a group of influencers who weigh the various alternatives and have extensive input in the purchase process. As would be expected from a process of this nature there are many elements that are considered such as product cost, safety, reliability, maintenance costs, and anticipated fuel expenditures. …

The Role Of Cultural Traditions On Branding And Word-Of-Mouth: Keeping Mother’S Recipes Alive!, Sindy Chapa

AMTP Proceedings 2016

The purpose of this study was to explore the impact a cultural tradition has on a perceived-brand-relationship (PBR) and word-of-mouth (WOM) behavior in person and electronically. Based on the cognitive-motivational-related theory of emotions and the social identity theory, a model is proposed to explain the impact that a family tradition, such as cooking with selective products, has on Hispanic mothers. Using a research mixed-method approach, a construct was developed to measure attitudes toward cultural traditions. Further, an online survey was administered for hypotheses and model testing using SEM and Logistic Regression tests.

Latina Mom Bloggers, a social media-marketing platform, was …

Consumer Warfare: The Effect Of Attitude Toward One’S Rival On Attitudes Toward Defensive Strategies, David J. Burns, Jennifer Hutchins, Rick Mathisen

AMTP Proceedings 2016

The use of warfare analogies in marketing is not something new, particularly in terms of competitive strategies. With the shifting of power down the marketing channel, however, the importance and the effectiveness of competition-centric strategies has declined. Instead, reflecting consumers’ new-found power and importance, a focus on strategies employed by consumers in the marketplace appears to be increasingly appropriate to effectively reach today’s and tomorrow’s consumers. Business leaders who best understand how consumers interact with and relate to each other may find themselves in the best competitive position in the 21st century. Burns and Warren (2008) introduced the concept of …

The Invisible Hand And Utility Remain Relevant Influencing Marketing Theory Consumer Behavior, Michael Kleppinger

AMTP Proceedings 2016

The invisible hand continues to influence marketing theory consumer buyer behavior. Utility will continue to be an important element in marketing theory and particularly consumer buyer behavior. Interestingly, consumer behavior is no longer constrained by traditional human behavior. Free markets, unparalleled technological computing power, low costs of capital and access to interpret infinite data sets will continue to fuel consumer buyer behaviors. Global leader’s awareness of market evolution will continue to loosen the choke hold via taxation, subsidy, and oppression expanding reach of all goods and services within the global economy.

The Generations And Restaurant Types, Dave Mcmahon, Stephen Rapier, Michael Mccall, Carol L. Bruneau

AMTP Proceedings 2016

Previously, research has created several scales for measuring different facets of the dining experience and suggest the need to do more segmentation by age. This research does that by collecting panel data to determine if there are relationships between the generations (Silent, Boomers, Xers, Yers, and Nexters) and the four main types of restaurants (QSR, fast casual, casual, fine dining). This was also conducted in an online environment as most consumers are now researching before they buy using the internet. The results indicate that Casual restaurants are associated with Boomers and Nexters while Fast Casual restaurants are associated with Gen …

Determining The Influence Of Electronic Messages On Consumer Behavior Based On Perceived Source Trust And Credibility, Mackenzie Sawyer, Tasha Hendershot, Shala Nettles, Sindy Chapa

AMTP Proceedings 2016

This research examines how heterosexual consumers react to explicit LGBT images in advertising, specifically pertaining to their personal relationships with LGBT individuals. The methodology used for this study was an online survey containing likert-scale, multiple choice, free response, and demographic questions. The survey was distributed online with the help of several organizations. The findings from this research show that heterosexual consumers generally have positive attitudes toward advertising that used LGBT imagery. Further, having a personal relationship with someone who identifies as LGBT seems to have an effect on overall attitudes toward LGBT imagery in advertising.

The Impact Of Status Consumption On Luxury Consumption Behaviors: The Influence Of Culture, Don L. Faulk

Honors College Theses

Status consumption refers to why people consume luxury products. Over the years a great deal of research has been done as to what factors are linked to status consumption. However there has been little research done on millennial’s status consumption trends. This study examined why millennials consume for status from a cultural angle (individualism and collectivism, power distance, and ethnicity). The survey findings suggest that while the motivation to consume for status and the cultural variable of power distance significantly impacted status purchase intention, individualism/collectivism and ethnicity did not. This study also delves into managerial implications of our results.

Changing The World Of Higher Education: Creating A Student Capital Management System, Kathleen Houlihan

AMTP Proceedings 2016

Higher education is plagued with new concerns regarding government oversight and the college “rating system” that will hold schools accountable for student outcomes. This research supports the development of a student capital management system (SCM) that controls and protects student information while ensuring student outcomes data quality. Presented is an empirical model that connects colleges to the business world, while allowing higher education to access student data after they graduate. The first phase in developing a secure validated network of student data is the connection with the workforce and to the government in a system that offers granular access to …

Marketing Research For Mission-Based Thrift Suggests Relationship Marketing Strategy, Jon M. Martin

AMTP Proceedings 2016

In order to alleviate the risks associated with a lack of objective marketing research data and to apply marketing research in a unique niche, the author, in collaboration with a local mission-based thrift (“Thrift XYZ”), conducts marketing research regarding the motivations and preferences of shoppers and donators for one primary thrift location in North Carolina as a gratis community service. The findings are that XYZ’s shoppers and donators routinely and regularly shop and donate (respectively) with XYZ and that the nature of this target market is ideal for developing and applying a relationship marketing strategy with each/both groups.

Determining The Influence Of Electronic Messages On Consumer Behavior Based On Perceived Source Trust And Credibility, Mackenzie Sawyer, Nick Sellers, Rhett Coleman, Jaejin Lee

AMTP Proceedings 2016

With the growing presence of the internet, it is difficult for consumers to separate valuable information from useless information, and for marketers to determine what information consumers deem valuable. This paper aims to discover which message source - Corporate, Social, or Independent - is most trustworthy in the eyes of consumers. Corporate sources include paid platforms such as the company’s website and social media channels managed by the company, social sources include reviews posted on social media platforms by unpaid users who are not directly associated with the company, and independent sources include reviews from online articles, specialized publications, discussion …

A Content Analysis: The Relationship Between Sentiment, Gender And Time Of Day In Ewom, Katie Bass, Laicelis Haro, Xiaotong Liu, Jaejin Liu

AMTP Proceedings 2016

This content analysis looks at several trends regarding electronic Word of Mouth (eWOM) and how consumers engage in eWOM. 304 tweets were analyzed and numerous correlations regarding gender and time-of-day. This research will be beneficial to brands and companies seeking to launch new products or services using social media as a promotional avenue.

Flirting Online And The Connection Between The Use Of Dating Websites And Dating Applications, Kristine Johnson, Olguta Vilceanu, Manuel C. Pontes

AMTP Proceedings 2016

For this research, we used data collected by the Pew Foundation's "Internet and American Life Project Tracking Survey," conducted in Spring 2013. The data was adjusted through the use of sampling weights to estimate for general population parameters. The collected data examined online flirting, use of dating websites, and the use of dating apps. Findings suggest women between the ages of 18-34 years are just as likely as men to signal their romantic interest by engaging in online flirtation. In addition, women ages 50 years or older are less likely than men to signal their romantic interest by engaging in …

Mavenism, Frugality, And Loyalty, Ronald E. Goldsmith, Leisa Reinecke Flynn

AMTP Proceedings 2016

Since Feick and Price (1987) introduced the concept of market mavenism almost 30 years ago, researchers have accumulated a large body of empirical findings describing market maven attitudes, behaviors, and characteristics. Mavenism can be defined briefly as a strong involvement in the marketplace. The purpose of the present study was to assess relationships between market mavenism and three aspects of consumption behavior largely ignored by previous research into market mavenism. Analysis of data from a sample of 351 adult U.S. consumers confirms that market mavenism is positively related to frugality and negatively related to brand loyalty. The results showed that …

An Examination Of The Marketing Of A Floundering Sport: The Case Of Powerboat Racing, Sam Fullerton

AMTP Proceedings 2016

A sample of 308 attendees at an APBA sanctioned powerboat race in July of 2015 provided insight regarding a number of key considerations germane to the decision to attend the race. Race organizers were seeking ways to reinvigorate interest in what they see as a floundering – if not sinking – sport. A self-administered survey was distributed at the race with those completing it having a chance to win a souvenir shirt from the races. The results indicate that better marketing is needed. WOM represented the most common means by which attendees learned about the event; much of this was …

Seeking Complex Health Services In The Age Of Self-Referral, Lindsay R.L. Larson, Dora E. Bock

AMTP Proceedings 2016

This study investigates the relationship between consumers’ information search and service satisfaction, specifically focused on the search for mental health professionals. The selection of a mental health provider is of interest because practitioners work from a highly diverse set of theoretical bases, may hold a wide range of different credentials and provide drastically different therapeutic approaches, therefore making the selection complex and difficult for consumers to self-navigate. Data sampling from patients of mental health suggest that consumers selecting a provider based on self-performed searches, rather than receiving external input (referrals from physicians, relatives, or friends), report lower satisfaction with their …

Mobile Payment Adoption In India: Role Of Attitude And Risks, Mona Sinha, Rajan Saxena, Hufrish Majra

AMTP Proceedings 2016

This paper examines the emergence of mobile payments as a payment alternative in India. Despite economic growth, marked improvement in social indicators, and rising incomes and savings rate, nearly 41% of the Indian population remained unbanked. Use of self-service technologies such as ATMs and Internet banking had limited success. Given the high penetration of mobile phones, mobile technology was being seen as a mode of transforming the banking sector and in particular payment mechanisms.

Most research on attitude towards technology and its adoption has been conducted in developed countries and their applicability to Indian consumers remained unclear. This paper offers …

The Influence Of Religion On The Marketing Concept: A Case Of Halal Culture, Soleman Mozammel, Perry Haan

AMTP Proceedings 2016

Religion is a major cultural variable that can affect the purchase behavior of consumers. This non-empirical paper examines how the Muslim concept of Halal influences consumers in the Middle East and Muslims all over the world. The paper reviews brief history of the marketing concept and consumer behavior. It then explains the role that cultural generally plays in the consumer decision making and marketing concept. The paper explains the basic concepts behind Halal culture. The paper makes recommendations to marketers for how to reach consumers who seek products that are Halal certified and Shariah-compliant. It also discusses how to compete …

Brand Engagement And Consumer Innovativeness, Ronald E. Goldsmith, Leisa R. Flynn, Felipe Korzenny

Journal of Applied Marketing Theory

Brand engagement describes the tendency of consumers to make the brands they buy part of their self-concept. This new insight into consumer behavior offers marketers many ways to create relationships with their customers. An unexplored aspect of brand engagement is how it is related to consumer innovativeness, the tendency to be among the first buyers of new products. The present study used survey data from 2399 adult U.S. consumers to show that brand engagement is positively related to consumer innovativeness. This finding suggests that in addition to promoting the features of new products likely to attract innovators, showing how the …

Beyond Amateurism: The Rebranding Of Major College Athletics, Dallas D. Branch Jr., Olin L. Adams, Marie Kraska

Journal of Applied Marketing Theory

For decades prior to NCAA v. Board of Regents, the brand of college athletics, even at the highest level, was amateurism. However, the last three decades of surging revenues and costs, as well as the current wave of litigation challenging amateurism, force decision makers in major college athletics to contemplate a future in which amateurism is banished or in retreat. In sum, the brand has outgrown amateurism. Major college athletics can survive a paradigm shift by selling the action in its games, the game day experience, and the traditions of the institutions.

Consumer Trait And Situational Factor Determinants Of Technology Acceptance, Jon M. Martin

Journal of Applied Marketing Theory

This study examines the internal relationships of the basic technology acceptance model (TAM) constructs and TAM’s determinant relationships with external predictors from: a) demographics (age, gender, income, education, and ethnicity); b) psychographic tech readiness facets (optimism, innovativeness, discomfort, insecurity); c) situational factors (wait time and crowding). Analysis confirms the basic TAM model and suggests that the relationships of age, wait time, crowding, and optimism with TAM’s latent variables (perceived usefulness and perceived ease-of-use) appear valid and generalizable and have implications for self-service technology (SST) adoption research. Exploratory research that omits TAM’s moderating variables (perceived usefulness and perceived ease-of-use) and that …

Gameday Food And Beverage: The Perspective Of College Football Fans, Brody J. Ruihley, Rob Hardin

Journal of Applied Marketing Theory

This study examines sport spectators’ food and beverage experience through the lens of service quality, targets of quality, and standards of quality in sport-based services. Both qualitative and quantitative data were collected from 1,495 adults attending at least one American college football game. Thematic analysis produced five themes of price, variety, quality, service, and amenities while comparison analysis found several demographic differences. Findings reveal food and beverage to be critical in overall experience at sporting events. The overwhelming majority of comments were negative and findings provide feedback as to how important this aspect of the game experience is.

In-Store Use Of Mobile Phones For Point-Of-Purchase Product Information Searches In The Us, Kristine Johnson, Manuel C. Pontes

Journal of Applied Marketing Theory

This research investigates how US consumers use mobile phones in-store to acquire product-related information used to assist with purchase decisions. Data were collected in early January 2013 by a telephone survey of a nationally representative sample of adults in the US. The data collection was sponsored by the Pew Foundation and made available for this research. Younger smartphone owners were significantly more likely to use their cell-phones to ask friends or family for product advice, to read product reviews online, and to engage in online price comparison while shopping. Women were significantly more likely than men to use their cell …

Characteristics And Motivations Of Die-Hard Sport Fans, Ryan Smart, Steve Chen, Kenneth Henderson

Journal of Applied Marketing Theory

Past research has examined the die-hard fans’ characteristics, consumption behaviors, and attending motivation of avid sport fans. The study further evaluated those fans’ characteristics and motivation through a series of qualitative interview questions based on the conceptual frameworks of loyalty, fan motivation, fan identity, and “sport-as-religion.” The participants were 24 season-ticket holders of a Mid-west professional football team who also identified themselves as a fan of football, baseball, basketball, and hockey. Their fanship varied from collegiate to professional level teams of various locations. Results showed die-hard fans’ game-attending motivations were influenced by their family, popularity and performance of players, and …

Buy American: An Introspective Look Into National Corporate Consciousness, Jenna S. Florence

Honors College Theses

My research is interested in examining product perceptions and the importance of national identity on the marketability on a variety of foreign and domestic consumer products. I am also interested in determining whether the process of globalization has weakened an individual’s sense of national identity and whether that changes their preference for purchasing a foreign and/or domestic product. Primarily, my research question asks whether nationalism influences a product’s marketability. My hypothesis suggests that individual perceptions are heavily influenced by a sense of nationalism and ultimately affects an individual’s decision whether or not to buy a foreign good. To test this …

Status Consumption And The Millennial Consumer: An Exploratory Study, Angelina Heugel

Honors College Theses

This paper focuses on millennial consumers’ perceptions about the motivation to purchase luxury and status items for the young working professional. It defines and addresses the relationship between status symbols and what drives the millennial generation’s purchases and desires to purchase. Research was conducted through a detailed literature review, qualitative pre-test and focus group. Through the pre-test, themes of luxury and status items were found. Common product categories to represent status items included: accessories, clothing, technology, travel, pet ownership, home ownership, expensive cars, and entertainment. The focus group was conducted in a classroom setting discussion with thirty students. Students participating …

The Project Shop, Lindsey Sullivan

College of Graduate Studies: Theses & Dissertations

The Project Shop is a Do-It-Yourself (DIY) brand designed to promote a value-creating activity that impacts the lives and personal development for those who participate. The strategic culmination of research, marketing, and graphic design generated during the creation of this brand is intended to attract a target demographic of 18-24 year olds. This target market is identified as a transient population often typified by being civic-minded and pragmatically idealist.

The Project Shop caters to the needs of its target market by concentrating on habits and particular styles of living. This demographic often seeks DIY projects that are customizable due to …