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Articles 661 - 690 of 883

Full-Text Articles in Marketing

A Survey Of Employer Needs And Expectations From Business Programs At Higher Education Institutions, Tulay Girard, Krissa Weyant Jan 2014

A Survey Of Employer Needs And Expectations From Business Programs At Higher Education Institutions, Tulay Girard, Krissa Weyant

AMTP Proceedings 2014

The recent economic slowdown and changing nature of business environments have made it increasingly challenging and competitive for recent graduates to qualify for higher level positions. Higher education institutions continuously ask what employers are looking for in a newly graduated candidate. However, most do not exactly know the answers. Understanding the changing needs and expectations of employers has become a priority for higher education institutions to remain competitive in their markets. Academics also have to respond to these changes by understanding whether they prepare their students to meet the needs and expectations of employers. This exploratory study aims to understand …

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Threatening Products And Threats To The Social Contract In Consumer Review Forums, Lindsay Larson, Luther T. Denton Jan 2014

Threatening Products And Threats To The Social Contract In Consumer Review Forums, Lindsay Larson, Luther T. Denton

AMTP Proceedings 2014

Suspicion regarding dishonest electronic word-of-mouth is a growing concern for online consumers. Individual consumers are occasionally seen acting as product review forum ‘watchdogs’ within the websites they visit; posting vigilante comments against reviews they perceive to be fraudulent. This study investigates consumer ‘watchdog comments,’ and the way in which ego-threatening product categories themselves may actually induce a prosecutorial mindset, leading to greater levels of suspicion towards positive online product reviews and the impulse to prosecute potential fraudsters. A content analysis of actual Amazon.com reviews and consumer commentary indicates that the occurrence of ‘watchdog comments’’ is more common within ego-threatening product …

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Exploring The Use Of Managerial Intuition In Retail Site Selection Decisions, Kendra Fowler Jan 2014

Exploring The Use Of Managerial Intuition In Retail Site Selection Decisions, Kendra Fowler

AMTP Proceedings 2014

This study empirically investigates the process by which retailers make site selection decisions. As Craig, Ghosh, and McLafferty (1984) note in a special edition of the Journal of Retailing devoted to locational analysis, “the choice of a store’s location is perhaps the single most important decision a retailer has to make… even slight differences in location can have a significant impact on market share and profitability” (pg. 5). Recent changes in the retail landscape make the continued study of retailer site selection a worthwhile pursuit (Mejia and Benjamin 2002, Wood and Reynolds 2013). Among the many variables included in contemporary …

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Tech Readiness Optimism: Examining Its Significance In The Behavioral Intent To Use Ssts, Jon M. Martin Jan 2014

Tech Readiness Optimism: Examining Its Significance In The Behavioral Intent To Use Ssts, Jon M. Martin

AMTP Proceedings 2014

Extant research indicates a significant relationship between the optimism (OPT) of consumer technology readiness (TR) and the behavioral intent to adopt self-service technology (SST). Independent determinant regressions of the basic Technology Acceptance Model (TAM) indicate that tech optimism (OPT) combines with the consumer trait of age (AG) and the situational factors of wait time (WT) and crowding (CR) to explain 33% of the variance of the behavioral intention (BI) to adopt or use SST. When regressed independently with behavioral intention, tech optimism (OPT) (alone) explains over 20% of BI’s variance (Martin, 2012). This study further examines optimism (OPT) in an …

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Consumer Alienation: Relationships With Marketplace Interaction Styles, David J. Burns Jan 2014

Consumer Alienation: Relationships With Marketplace Interaction Styles, David J. Burns

AMTP Proceedings 2014

Within today’s shopping environment where discretionary purchases are the norm, individuals’ purchasing activities are affected by the degree to which they interact with the marketplace. One factor which appears to affect the degree of interaction consumers have with the marketplace is the degree of consumer alienation experienced. When attempting to better understand consumer alienation, marketplace interaction styles (e.g., assertiveness and aggressiveness) appear to be an area of particular interest. Individuals with stronger feelings of alienation can logically be expected to possess marketplace interaction styles which differ from those of individuals who are less alienated from the marketplace. These relationships were …

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The Transformation Of The Supply Chain Manager, Dave Mcmahon, Stephen A. Lemay, Jeffery A. Periatt Jan 2014

The Transformation Of The Supply Chain Manager, Dave Mcmahon, Stephen A. Lemay, Jeffery A. Periatt

AMTP Proceedings 2014

This research examines the transformation of the job of supply chain manager. This involves an analysis of the activities of this position, the competencies needed, what the job requires, and the training that is needed. Suggestions on how to develop and provide training are discussed. This research was funded by CSCMP.

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Is Environmental Concern In Advertising Related To The State Of The Economy? An Exploratory Study From The Wall Street Journal 2007-2011, Lindsay Larson, Luther T. Denton, Anni Rainio Jan 2014

Is Environmental Concern In Advertising Related To The State Of The Economy? An Exploratory Study From The Wall Street Journal 2007-2011, Lindsay Larson, Luther T. Denton, Anni Rainio

AMTP Proceedings 2014

This study is an attempt to determine the relationship between the prevalence of environmental cues in advertisements and the state of the U.S. economy. Advertisements sampled from the Wall Street Journal, a preeminent daily business news publication in the United States, were examined during the years 2007, 2009, and 2011 to determine this relationship. While few direct environmental appeals were found within the sample of advertisements, a variety of indirect environmental cues were utilized for analysis. The results show that there is a quadratic relationship between advertisers’ use of indirect environmental cues and the state of the economy, such that …

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Understanding The Competitive Environment Of Nonprofit Organizations: A Resource-Advantage Theory Approach, Omer Topaloglu, Robert E. Mcdonald Jan 2014

Understanding The Competitive Environment Of Nonprofit Organizations: A Resource-Advantage Theory Approach, Omer Topaloglu, Robert E. Mcdonald

AMTP Proceedings 2014

Competition in the nonprofit sector has dramatically intensified in the past two decades as a result of the increased number of nonprofit organizations (NPOs), decreased and diffused governmental support, and entry of for-profit companies into markets that are traditionally the domain of nonprofits. In an attempt to enhance the understanding of the nonprofit competition, the authors adapt a general theory of competition to commercial nonprofits, those that generate external benefits by commercial activities. Applying resource-advantage (R-A) theory, a dynamic theory of competition adapted from the business literature, we discuss how these entities can leverage their various resources in order to …

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Influence Of Relationship Marketing Underpinnings On Egyptian Hotel Customer's Satisfaction And Loyalty, Ahmed I. Ghoneim, Amira S. Ahmed Jan 2014

Influence Of Relationship Marketing Underpinnings On Egyptian Hotel Customer's Satisfaction And Loyalty, Ahmed I. Ghoneim, Amira S. Ahmed

AMTP Proceedings 2014

This study seeks to examine relationship marketing as influenced by service provider's attributes and resulting in customer's satisfaction and loyalty within the Egyptian hotel industry. A conceptual model linking service provider's attributes to relationship marketing underpinnings and the latter to relational outcomes defined as customer's satisfaction and loyalty, was tested using structural equation modeling (SEM) on a sample of 279 hotel customers in Sharm El-Sheikh, Egypt. The results showed that service provider's competency significantly influences relationship marketing underpinnings. On the other hand, the influence of service provider's appearance on customer's perception of commitment and conflict is not supported. Further, relationship …

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Moderating Effects Of Service Guarantee, Service Relationship, And Perceived-Risk On Customer Satisfaction, Kungpo Tao Jan 2014

Moderating Effects Of Service Guarantee, Service Relationship, And Perceived-Risk On Customer Satisfaction, Kungpo Tao

AMTP Proceedings 2014

Customer satisfaction has been one of the most frequently used terms in marketing. With the benefits of customer satisfaction, service providers can save more costs doing customer retention and advertising. Premium pricing, for example, is also the benefit derived from the service’s buffering effect. In service industry, service guarantee and building up service relationship with customers are very common and useful strategies to gain customer satisfaction. Due to the growing competitive industry, marketers have made efforts building the customer-service relationship in order to attract new customers and secure existing relationships with customers. After experienced a service delivery or consumption, customers …

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Tolerance Of Noise In The University Library, Harold Ogden, Hammaad Subhani, Lydia Schreier, Marie Deyoung Jan 2014

Tolerance Of Noise In The University Library, Harold Ogden, Hammaad Subhani, Lydia Schreier, Marie Deyoung

AMTP Proceedings 2014

In modern civilization, noise has become a problem in many situations. Traffic noise has been seen to reduce level of health and quality of life (Dratva et. al. 2010). Background noise has been seen to reduce learning ability (Lukits 2012). Even at low levels, noise has been identified as a source of distraction, irritation and low productivity (HR Focus 2006). This study examined the degree to which various sources of noise are a problem to university library users. Preliminary exploratory investigation was conducted with secondary research, as well as informal consultation with library staff, informal discussion with undergraduate classes and …

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Online Service Benefits’ Impact On Relationship Strength, Quality, & Continuation Intention, Kendra Fowler, Eileen Bridges Jan 2014

Online Service Benefits’ Impact On Relationship Strength, Quality, & Continuation Intention, Kendra Fowler, Eileen Bridges

AMTP Proceedings 2014

Many service providers now use social media, both as a way to interact efficiently with their customers, and as a means of gathering customer data needed to better manage customer relationships. Thus, social media can both provide service and assist in developing better future service. In the present research, we examine in detail whether and how social media perform the first of these tasks by examining its use as a tool for online service benefit provision. Then, we consider how benefits customers receive from maintaining relationships with service providers via social media impact outcomes, including reported relationship strength, customer loyalty, …

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The Impact Of Multi-Dimensional Sport Service Quality On Game Attendance Associated With Professional Sports: A Case Of Major League Baseball Spectator, Kevin K. Byon, Younghwan Choi, Brian H. Yim Jan 2014

The Impact Of Multi-Dimensional Sport Service Quality On Game Attendance Associated With Professional Sports: A Case Of Major League Baseball Spectator, Kevin K. Byon, Younghwan Choi, Brian H. Yim

AMTP Proceedings 2014

The purpose of this study was to examine the effects of the four-factor sport service quality model on future game attendance associated with Major League Baseball (MLB) spectators. Based on the extensive review of literature, four factors of sport event quality model was developed, which included: (a) ticket services, (b) game amenities, (c) venue services, and (d) venue accessibility. Data (N = 266) were collected from spectators of a MLB team. Confirmatory factor analysis (CFA) and structural equation modeling (SEM) were utilized to estimate the measurement model and the hypotheses. The SEM revealed that ticket services, venue services, and venue …

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The Impact Of Soccer Regulations On European Soccer Organizations’ Marketing Tactics, Halee Harrison, Marko Grünhagen Jan 2014

The Impact Of Soccer Regulations On European Soccer Organizations’ Marketing Tactics, Halee Harrison, Marko Grünhagen

AMTP Proceedings 2014

This paper highlights important changes in soccer regulations that have shaped the sport into what it is today, and marketing approaches that are used within soccer organizations and how they are impacted by these regulations. Important regulations, such as the seminal Bosman Ruling and the Financial Fair Play regulation, are examined, the growth and importance of sponsorships within European soccer organizations is discussed. The growth of Internet marketing and the impact of future advances in technological regulations on the game of soccer are outlined.

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Structural Relationship Among Loss Aversion, Emotion, And Sport Consumption: The Case Of Ncaa Men’S Basketball Tournament Bracketology, Brian H. Yim, Kevin K. Byon, Thomas A. Baker Jan 2014

Structural Relationship Among Loss Aversion, Emotion, And Sport Consumption: The Case Of Ncaa Men’S Basketball Tournament Bracketology, Brian H. Yim, Kevin K. Byon, Thomas A. Baker

AMTP Proceedings 2014

The NCAA Men’s Division I Basketball Championship, known to fans as March Madness, is one of the most popular annual sporting events in the United States. Despite its economic impact on the sports industry, relative few studies have examined phenomena surrounding the March Madness bracket. Some (e.g., Kaplan &Garstka, 2001; McCrea &Hirt, 2009) have focused on how to make accurate predictions for the tournament. However, sports marketers need to understand why and how participants make decisions when filling out their brackets, and no studies have investigated this behavior. To fill this void, the current project was conducted to explain the …

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Atmospheric Music In The Nba Servicescape: Fan Involvement, Team Loyalty, Consumer Attitudes And Emotional Responses, Crystal Southall, Richard M. Southall Jan 2014

Atmospheric Music In The Nba Servicescape: Fan Involvement, Team Loyalty, Consumer Attitudes And Emotional Responses, Crystal Southall, Richard M. Southall

AMTP Proceedings 2014

Within the domain of entertainment and leisure services, sport is a unique experiential service-product. Further, sport consumer behavior has changed dramatically, as advances in technology have decreased barriers to and increased the scope of sport consumption. Sport consumers can now watch live, delayed, or recorded sport events when and where they choose. Therefore, sport organizations must focus on sustainability through the creation of a competitive advantage in the staging of live sport events. Given that the NBA product is consumed within an increasingly stimulating consumptive landscape (Andrews, 2006), this study sought to examine the relationship between NBA fans’ involvement, home-team …

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The Impact Of Social Media On The Advertising Competitiveness Of Small Businesses, Cale Robert Hall Jan 2014

The Impact Of Social Media On The Advertising Competitiveness Of Small Businesses, Cale Robert Hall

AMTP Proceedings 2014

Every business, from the largest enterprise to the smallest start-up, faces the continual challenge of staying in touch with their customers and continually earning their trust and business. Social media is the catalyst that is continually changing customer relationships and making them more interactive, open and collaborative. Today’s customers have more choices than ever before in terms of how they choose to learn about new products, services, and gain insights into areas of interest. For marketers to be successful, they need to realize that their customers; preferences are changing quickly, and that agility over formal, often static processes from a …

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Consumer Empowerment: The Framework, Sanam Akhavannasab, Danilo C. Dantas, Sylvain Senecal Jan 2014

Consumer Empowerment: The Framework, Sanam Akhavannasab, Danilo C. Dantas, Sylvain Senecal

AMTP Proceedings 2014

There is mounting evidence that consumers possess more power now than they ever have before. Stories such as “United Breaks Guitars” (Tripp and Grégoire 2011) are regularly reported in the press as illustrative examples of this phenomenon. In our era of user-generated content, consumer power is an important issue for any business. For instance, an increasing number of companies are using social media monitoring tools to keep track of online conversations. However, the marketing literature on consumer empowerment is limited (Hunter and Garnefeld 2008; Kucuk 2009; Pranić and Roehl 2012). Generally adopting a conceptual approach (e.g., Kucuk, 2009); consumer empowerment …

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Monetizing Social Media In The Sport Industry--Or Not?, Dallas Branch Jr., Jason Falls Jan 2014

Monetizing Social Media In The Sport Industry--Or Not?, Dallas Branch Jr., Jason Falls

AMTP Proceedings 2014

One of the vexing issues for sport marketers is how one can develop marketing strategies and programs to utilize social media in order to "monetize" this effort. No one can argue the other 5 of 6 business drivers of social media marketing" (Falls, personal communications, 2013). These 5 include the following: Enhance Branding and Awareness Protect Brand Reputation Facilitate Customer Service Build Community Facilitate Research and Development However, when it comes to the sixth driver--"Drive Sales/Leads", sport organizations have found it difficult to affect their ability to "monetize" social media marketing efforts in this regard. It is this inability or …

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Social Media In The Financial Services Industry, Nathaniel Gibbs, Perry Haan Jan 2014

Social Media In The Financial Services Industry, Nathaniel Gibbs, Perry Haan

AMTP Proceedings 2014

Innovative strategies set a company apart from its competitors. Lindsay and Hopkins (2010) said strategy is making the most of a current situation and devising a plan for the future. Likewise, if banks and other financial organizations want to enhance their brands, reduce costs, increase customer satisfaction, boost innovation, increase revenue, and maintain their competitive positions, they need to embrace social media. Social networks are used by marketers to connect and communicate with customers (Mangold & Faulds, 2009). Organizations must be receptive and flexible to remain relevant in the business environment (Bouckenooghe, Devos, & Van den Broeck, 2009). The environment …

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An Exploratory Research On The Use Of Social Media, Raven Clark, Melek Meral Anitsal, Ismet Anitsal Jan 2014

An Exploratory Research On The Use Of Social Media, Raven Clark, Melek Meral Anitsal, Ismet Anitsal

AMTP Proceedings 2014

Peering years into the future may seem bit hubris, but in today’s uncertain society there seems to always be room for change. Ignoring short and long-term trends of social media could be damaging to a company whose main source of reaching their target market is through social media. Consumers are using social media as part of their daily routine, so why shouldn’t companies try and reach their customers through this platform? Can companies actually keep up with the changing trends demanded by the consumers? How do consumers feel about their social media being used as an advertising strategy for companies? …

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Information Disclosure On A Chinese Social Media Platform, Lixuan Zhang, Clinton Amos, Iryna Pentina, Bj Blackwood Jan 2014

Information Disclosure On A Chinese Social Media Platform, Lixuan Zhang, Clinton Amos, Iryna Pentina, Bj Blackwood

AMTP Proceedings 2014

The nature of social media encourages people to contribute voluntarily to public web and inevitably, leaving a persistent and cumulative repository of personal information. Aware of the privacy risks, about one third of the Internet users in the United States have expressed concerns of their personal privacy. However, users are often cavalier in the protection of their own data profile. There is often a discrepancy between users’ intentions to protect privacy and their actual heavier. This behavior is often terms as “privacy paradox”. The privacy paradox might arise because users balance between risks and benefits of disclosing information on social …

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Intensity Of Linkedin Usage By “Truly Small” Firms To Promote Business-To-Professional Interactions, Lisa Witzig, Joe Spencer, Nikole Maki Jan 2014

Intensity Of Linkedin Usage By “Truly Small” Firms To Promote Business-To-Professional Interactions, Lisa Witzig, Joe Spencer, Nikole Maki

AMTP Proceedings 2014

LinkedIn is the largest business-oriented collaborative tool enabling Professional-to-Professional (P2P) and Business-to-Professional (B2P) connections. Regardless of organizational type, there are distinct advantages for firms to utilize LinkedIn. This research builds on previous work examining the intensity of LinkedIn usage by organizational type -- Fortune 200, INC 200, Fortune 200 Non-profits – by focusing on truly small businesses and small non-profits with revenues between $500K to $2M revenue. The study of approximately 1000 organizations finds that truly small non-profits and small businesses utilize the B2P features of LinkedIn significantly less than all three types of larger organizations. This paper applies a …

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Are Qr Codes Here To Stay Or Are They A Thing Of The Past?, Monica B. Fine Jan 2014

Are Qr Codes Here To Stay Or Are They A Thing Of The Past?, Monica B. Fine

AMTP Proceedings 2014

Quick response (QR) codes, a type of two-dimensional barcode, are a marketing tool used all around the world. Particularly, in Japan and China QR codes have been gaining popularity. Early adopters with higher education and recent promotional marketing campaigns are utilizing this mobile, information-sharing tool. QR codes are now widely used as a marketing tool by many companies. This research investigates consumers’ perception of QR codes. An increasing amount of firms and sales representatives are using QR codes as a channel to market their products/services to their customers’ mobile devices. The following questions will be the focus of this study: …

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Consumer Personality And Small Business Brand Loyalty, Perry Haan, Annette M. Wolf Jan 2014

Consumer Personality And Small Business Brand Loyalty, Perry Haan, Annette M. Wolf

AMTP Proceedings 2014

The general business problem of this study is fiftyone percent of all American small businesses fail within their first 5 years (Small Business Administration Office of Advocacy, 2013). The specific problem to be addressed in this proposed study is small businesses lack entrepreneurial knowledge of best marketing practices (McCartanQuinn & Carson, 2003; Cressy, 2006; Walsh & Lipinski, 2009) of the dynamic interplay of consumer personality and brand personality to fuel improved small business survival via improved consumer brand loyalty. Apparent within the problem is the necessity for small businesses to strategically manage the personology of their consumers for optimum marketing …

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Exploring Impact Philanthropy, Altruistic, Hedonic, And Egoistic Motivations To Support Animal Causes, Clinton Amos, Gary R. Holmes, Anthony T. Allred Jan 2014

Exploring Impact Philanthropy, Altruistic, Hedonic, And Egoistic Motivations To Support Animal Causes, Clinton Amos, Gary R. Holmes, Anthony T. Allred

AMTP Proceedings 2014

Due to unpredictable economic turbulence, it is imperative that nonprofit organizations understand and implement segmentation practices to better target donors to maintain continual growth in donations. While such strategies are well implemented in for-profit arenas, non-profit organizations still lag behind in the implementation of segmentation and targeting practices. The targeting of donors by nonprofit organizations tends to be unfocused and sporadic at best. Early research on the practice of segmenting potential donors suggest that nonprofit firms should resist profiling their existing donors based upon demographic characteristics alone and should rely on examining demographic variables in relation to meaningful motivational forces. …

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Developing And Reassessment Of Consumer Based Brand Equity Model In Sport (Case Study Of Soccer Clubs In Iranian Premier League), Mahdi Bigdely, Habib Honari, Rahman Aqayi, Mahdi Aghazadeh Jan 2014

Developing And Reassessment Of Consumer Based Brand Equity Model In Sport (Case Study Of Soccer Clubs In Iranian Premier League), Mahdi Bigdely, Habib Honari, Rahman Aqayi, Mahdi Aghazadeh

AMTP Proceedings 2014

The main purpose of this study was to develop a valid and reliable model for evaluation of brand equity in sport teams in Iran. In this research, considering the importance and vital role of brand equity in sport teams and infancy of brand equity topic, Ross (2008) model of spectator based brand equity in sport was reassessed and after evaluating it, new Spectator Based Brand Equity in Sport model was proposed of sport teams Iran.

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Sports Events Attended By Americans: What And Why?, Sam Fullerton, Tammy Mccullough, Larry G. Neale Jan 2014

Sports Events Attended By Americans: What And Why?, Sam Fullerton, Tammy Mccullough, Larry G. Neale

AMTP Proceedings 2014

A sample of 956 consumers who had attended a spectator sports event provided insight into what sport they last witnessed as part of the live audience. The data were collected in a major market with all four North American leagues plus major and mid-major collegiate sports and an abundance of minor league and other recreational sports. The respondents also identified the primary motive for attending. They also provided their age and gender. The results identified 41 different sports and 34 unique motives for attending. Age and gender were shown to be related to several, but far from all, of the …

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Student Perceptions Of Internships: What Are The Perceived Benefits For The Interested Parties?, Sam Fullerton, Tammy Mccullough, Robert Twells, Carol L. Bruneau Jan 2014

Student Perceptions Of Internships: What Are The Perceived Benefits For The Interested Parties?, Sam Fullerton, Tammy Mccullough, Robert Twells, Carol L. Bruneau

AMTP Proceedings 2014

A sample of 259 marketing students from two universities provided their perceptions of the benefits associated with marketing internships. They agree that an array of benefits accrue to the student interns, the organizations for which the students serve in internship positions, the university, and the general student population at their own university. Among the benefits that are strongly acknowledged by the students are that an internship helps the student interns learn more about their chosen career path, that organizations benefit from the enthusiasm of an eager subset of workers, that successful internships help their university develop strong partnerships with the …

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Personal Selling: A Humanist Perspective, William R. Gruver, Timothy W. Sweeney Jan 2014

Personal Selling: A Humanist Perspective, William R. Gruver, Timothy W. Sweeney

AMTP Proceedings 2014

Association of Marketing Theory and Practice Proceedings 2014,

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