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Full-Text Articles in Marketing

Sports Fantasy Camps: Opportunities For Amtp Members, Mark Mitchell, Gregory Turner Jan 2014

Sports Fantasy Camps: Opportunities For Amtp Members, Mark Mitchell, Gregory Turner

AMTP Proceedings 2014

Sports Tourism is one of the fastest growing areas of the global travel and tourism industry. More organizations are providing more immersive experiences for a growing (and increasingly diverse) fan base by developing Sports Fantasy Camps. This manuscript provides an overview of such Camps and broader Sports Experience Tourism in the area around the Coastal South Carolina (i.e., North Carolina, South Carolina, Georgia, and Florida).

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Rugby As A Growth Model For College Marketing, Nicolas P.E Whitrow, Justin M. Hickey, James W. Satterfield, Michael G. Godfrey Jan 2014

Rugby As A Growth Model For College Marketing, Nicolas P.E Whitrow, Justin M. Hickey, James W. Satterfield, Michael G. Godfrey

AMTP Proceedings 2014

The purpose of this paper is to suggest a model for institutions to structure their rugby program in order to grow the brand name of an educational institution. The strategy outlined in the paper promotes the use of the sport of rugby union to reach foreign markets that are otherwise not tapped. The international branding of U.S colleges generates source of funding and institutional recognition. A suggested model that could be transposed to other non-school sponsored sports in order to reach the intended market, is preceded by a brief outline and examination of the current common structuring that institutions use …

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Comments From The Editors, Rick Mathisen, Michael Mccall, Mike Musante Jun 2013

Comments From The Editors, Rick Mathisen, Michael Mccall, Mike Musante

Journal of Applied Marketing Theory

Welcome to Volume 4 Issue 1 of the Journal of Applied Marketing Theory. With this edition we present some interesting articles that we think offer research in the true spirit of the Journal of Applied Marketing Theory. We are particularly pleased to present to you a practitioner driven article. As we move forward, we see the opportunity to present to you, research that is academically rigorous and practically relevant. Our goal is to present articles that have actionable managerial relevance and we encourage you to submit your best work to the Journal. We present to you the following articles and …

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The Marketing And Economic Implications Of Select Bankruptcies In North American Professional Sports Since The Start Of The Global Economic Crisis, Eric C. Schwarz, Patrick Ryan Murphy, Barbara Caldwell Jun 2013

The Marketing And Economic Implications Of Select Bankruptcies In North American Professional Sports Since The Start Of The Global Economic Crisis, Eric C. Schwarz, Patrick Ryan Murphy, Barbara Caldwell

Journal of Applied Marketing Theory

The purpose of this paper is to look at the effects of the global economic crisis on the North American professional sports industry, and more specifically some of the examples of how the significant change in the global economic landscape has had a direct effect on the sport business industry. The most interesting of these effects is the increase in the number of bankruptcies that have occurred over the past five years. An analysis of these bankruptcies in professional sports over the recent past will be described, including their causes and results. Specific analysis will focus on the marketing implications …

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The Novelty And Nostalgia Effects Of A New Major League Baseball Stadium As Measured By Its Impact On Attendance, The Corresponding Costs Of Attending, And Ticket Revenue, Sam Fullerton, Carol Bruneau Jun 2013

The Novelty And Nostalgia Effects Of A New Major League Baseball Stadium As Measured By Its Impact On Attendance, The Corresponding Costs Of Attending, And Ticket Revenue, Sam Fullerton, Carol Bruneau

Journal of Applied Marketing Theory

Using secondary data, the novelty effect of the opening of 15 new Major League Baseball stadiums was determined. Using a seven-year period looking both before and after each stadium’s inaugural season, a meaningful novelty effect was documented. There were significant increases in attendance and the average ticket price for each of the 15 teams under scrutiny. As a consequence, there was a significant increase in the revenue generated through ticket sales. While the anticipated spike was in evidence for the year a new stadium opened, meaningful increases were also documented for the years subsequent to the opening of the new …

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Passion Transfer In Sports Advertising: Sports Passion And Attitude Toward Advertising, Brandon Brown, Larry Degaris Jun 2013

Passion Transfer In Sports Advertising: Sports Passion And Attitude Toward Advertising, Brandon Brown, Larry Degaris

Journal of Applied Marketing Theory

In order to retain advertising clients, media companies are in search of viable strategies that can justify the high costs of advertising fees within the sports setting. In acknowledging the significance of advertising during sport programs, the current study seeks to investigate the value of sports advertising by introducing the concept of ‘passion transfer’ (i.e., the transference of high likability levels of sport programs to the sport programs’ advertisements). We examine this concept by analyzing the relationship between viewer passion towards programming and advertising effectiveness. In doing so, the study also lends support to the notion of incorporating emotional measures …

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Gift Cards And Gift Giving, Melek Meral Anitsal, Ismet Anitsal, Amanda Brown Jun 2013

Gift Cards And Gift Giving, Melek Meral Anitsal, Ismet Anitsal, Amanda Brown

Journal of Applied Marketing Theory

Gift cards are frequently located at premium points inside the retail space where stores sell not only their own cards but also other retailers’ cards for almost every occasion. Media encouraged practitioners to promote these cards. However, this emerging phenomenon of consumers’ preference of gift cards has not been explored thoroughly yet. The objective of the current study is to understand consumer reactions to gift cards in terms of their impact in gift giving and gift receiving relationships. Specifically, this qualitative research seeks to investigate the following research objectives: (1) How gift givers and receivers perceive gift cards; (2) What …

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Carving A Wheel Or Assembling A Widget? Insights Into The Management Of Advanced Analytics, Michael Mccrary Jun 2013

Carving A Wheel Or Assembling A Widget? Insights Into The Management Of Advanced Analytics, Michael Mccrary

Journal of Applied Marketing Theory

Medieval guilds and assembly plants are unlikely metaphors in an information-based economy. My experience with advanced analytics suggests that such descriptions are nevertheless apt. This paper explores two distinct situations within a single firm. In one department, predictive models were generated through adopting a craft style approach. In another department, a production type of approach was deployed. The reasons for their adoption are explored, followed by their consequences for job satisfaction, performance, staffing, change-management, and more. Craft and production approaches have implications not just for modeling analysts and their managers but also for senior leaders, business partners, and human resources …

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From Push To Pull — How Smartphones Are Changing Mobile Marketing, Julie M. Pharr Jan 2013

From Push To Pull — How Smartphones Are Changing Mobile Marketing, Julie M. Pharr

AMTP Proceedings 2013

As “smartphones” have displaced traditional cell phones, mobile marketing—marketing via wireless handheld devices—has become increasingly more sophisticated. This paper highlights the dramatic shifts underway in the field of mobile marketing with the advent of mobile technology that simultaneously delivers web access, location information, and social networking capabilities. The paper makes a case for why smartphones may foreshadow the end of traditional push marketing, giving way to a new style of marketing that is location-based, context-specific and superior at initiating consumer pull.

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The Role Of Media Richness Of Channels On Consumer Decision- Making And Channel Choice, Moutusy Maity, Mayukh Dass Jan 2013

The Role Of Media Richness Of Channels On Consumer Decision- Making And Channel Choice, Moutusy Maity, Mayukh Dass

AMTP Proceedings 2013

With the increasing popularity of multichannel strategies, many retailers actively encourage their customers to undertake purchasing activities across various retail channels. Extant literature on multichannel strategies advances our understanding of why and how consumers select channels, but our knowledge is limited on how different channel characteristics affect consumer behavior, decision-making across channels and channel choice. In this paper, we focus on one such channel characteristic, called media richness of the retail channels, and investigate the effects of media richness of channels on consumer decision-making and channel choice. Media richness, as originally described by Media Richness Theory, is a set of …

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Social Media In The Business Curriculum, Pauline Ash Ray, Jenny Swearingen Jan 2013

Social Media In The Business Curriculum, Pauline Ash Ray, Jenny Swearingen

AMTP Proceedings 2013

Due to the prolific development of Web 2.0 tools and the growing demand for their use in business this study explores the status of their inclusion in the business curriculum. Social media use is valuable, not only to marketing students, but also to all business students as well as the ability to build a personal brand to further their careers. There is a growing consensus to include social media in the curriculum but to what extent: A course, a major or a MBA specialization? A literature review for research of social media inclusion in curriculum is conducted for the current …

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The Factors That Influence Merchants’ Likeliness To Continue Business: A Study Of Georgetown, South Carolina, Monica B. Fine, Paul Clark Jan 2013

The Factors That Influence Merchants’ Likeliness To Continue Business: A Study Of Georgetown, South Carolina, Monica B. Fine, Paul Clark

AMTP Proceedings 2013

Loss of businesses to surrounding areas has escalated in the past decade, promoting an examination of factors causing business defection from the city of Georgetown, South Carolina. Kotler (1969) warned that customer retention is more important than identifying new prospects. If the customer’s satisfaction levels fall below completely satisfied, there is a risk of customer defection. This issue is important because the “purpose of a business is to create and keep customers” (Kotler 1969, p. 2). Therefore, understanding what dissatisfies a customer is just as important as understanding what satisfies a customer. The degree to which cities are vulnerable to …

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Content And Design Characteristics Of Chinese Corporate Homepages, Lixuan Zhang, Sufen Tian, Patti Miles Jan 2013

Content And Design Characteristics Of Chinese Corporate Homepages, Lixuan Zhang, Sufen Tian, Patti Miles

AMTP Proceedings 2013

Many Chinese companies have built their online presences; however few studies examine if the Chinese corporate websites follow recommended design guidelines. Through a content analysis of 487 websites of the largest Chinese companies, the study analyzes 55 content and design elements of the corporate homepages. A new coding scheme for Chinese web design is developed by utilizing existing schemes and identifying design elements unique to Chinese web including content, information architecture and usability, multimedia, and interactivity. In addition, the study also finds two unique design elements on Chinese corporate homepage. The differences in web design practices between American and Chinese …

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Online Vs. Face-To-Face Learners: An Exploratory Segmentation Of The Student Market, Renée J. Fontenot, Richard Mathisen, Susan Carley, Randy Stuart Jan 2013

Online Vs. Face-To-Face Learners: An Exploratory Segmentation Of The Student Market, Renée J. Fontenot, Richard Mathisen, Susan Carley, Randy Stuart

AMTP Proceedings 2013

This study compares the characteristics and motivational factors influencing educational decisions of online vs. face-to-face learners. Using a survey of undergraduate marketing students from colleges in the Southeastern U.S., demographic, attitudinal and learning style differences are examined to determine the roles they play in student selection of online vs. traditional classroom modes of educational delivery. Alternative approaches to segmentation of the student market are explored, as are implications for marketing education. Likert scales and open ended questions were used to determine student perspectives on various dimensions of online versus face-to-face courses. A cross section of students were surveyed including those …

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Relationships Of Brand Awareness, Logo Associations And Prior Shopping Experience: A Pre-Test Study, Tulay Girard, M. Meral Anitsal, Ismet Anitsal, Zhenye Zhang Jan 2013

Relationships Of Brand Awareness, Logo Associations And Prior Shopping Experience: A Pre-Test Study, Tulay Girard, M. Meral Anitsal, Ismet Anitsal, Zhenye Zhang

AMTP Proceedings 2013

Branding is instrumental in achieving success in today’s highly competitive markets. Successful brands are those that differentiate themselves from competition in the minds of consumers even though they satisfy the same needs. Brand name, logos, jingles, slogans, brand personalities/characters, URL of a web site, signs and packages, letterheads, business cards are some of the tools that companies and organizations use as part of their external branding efforts. Companies typically spend considerable sums in their logo design activities. Some of them even try to revive their brands by changing their logos over time. Despite the importance of this research topic, little …

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Internal Communication As A Tool For Stakeholder-Organization Identification, Ania Izabela Rynarzewska Jan 2013

Internal Communication As A Tool For Stakeholder-Organization Identification, Ania Izabela Rynarzewska

AMTP Proceedings 2013

Identification has long been considered to be one of the main concepts in organizational behavior. Fortunately, organizational identification has also shifted into marketing and communication literature. Recent streams of marketing literature suggest that organizational identification may be a key to connecting employees and consumers to an organization on much deeper level than any other relationship known before. Due to the possible impact of customerorganizational identification on performance, marketing scholars have become increasingly interested in possible advantages of this relevant construct. Identification with an organization is popular in both management and marketing research as the means of fostering a relationship between …

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Failure In Rural Entrepreneurial Marketing: The Otop Case In Thailand, Edward Kasabov, Pitchaya Panupattanapong Jan 2013

Failure In Rural Entrepreneurial Marketing: The Otop Case In Thailand, Edward Kasabov, Pitchaya Panupattanapong

AMTP Proceedings 2013

Marketing scholarship continues to theorise about the significance of marketing resources to firm-level success, and resources are commonly viewed as the source of competitive advantage (Day & Wensley, 1988; Aaker, 1989; Webster, 1992; O’Donnell et al., 2002; Morgan el at., 2009). Businesses which effectively and efficiently deploy and exploit their market-based assets are assumed to be better placed at attaining superior business performance (Morgan & Vorhies, 2005). However, the input of firm resources to competitive advantage has generally been theorised and empirically examined in the context of large companies. Less frequent are discussions about resources in small firms and entrepreneurial …

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A Comparison Of Potential Student Blood Donors To Actual Donors, Harold Ogden, Kelly Campbell Lefort, Matthew Kerr, Matthew Maclellan, Zachary Briggs Jan 2013

A Comparison Of Potential Student Blood Donors To Actual Donors, Harold Ogden, Kelly Campbell Lefort, Matthew Kerr, Matthew Maclellan, Zachary Briggs

AMTP Proceedings 2013

With a growing need for blood and blood products, managers of blood collection agencies are interested in increasing donation rates. A better understanding of how donors are different from the general public might inform decisions on how to promote to make non-donors more like donors. A sample of 74 student blood donors was surveyed at two university blood donor clinics about their attitudes and beliefs about blood donation. A convenience sample of 134 respondents in a university student population was also surveyed for comparison. The latter was later split by level of commitment to blood donation. Differences among these three …

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Customer Service Employees In Logistics, Dave Mcmahon, Stephen A. Lemay, Jeff Periatt, Rose Opengart Jan 2013

Customer Service Employees In Logistics, Dave Mcmahon, Stephen A. Lemay, Jeff Periatt, Rose Opengart

AMTP Proceedings 2013

This article provides a description of the changing needs and role of customer service employees, their competencies, job requirements, and training needs. Four key findings for developing effective training options are discussed. The data comes from an original research project funded by the Council of Logistics Management (CSCMP).

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The Inmates Are Running The Asylum: The Role Of A Consumer Mentality In Higher Education And Exploring How It Can Be Overcome, Stephen S. Batory, Anne Heineman Batory, David J. Burns, John Lanasa, Randy Stuart Jan 2013

The Inmates Are Running The Asylum: The Role Of A Consumer Mentality In Higher Education And Exploring How It Can Be Overcome, Stephen S. Batory, Anne Heineman Batory, David J. Burns, John Lanasa, Randy Stuart

AMTP Proceedings 2013

Serving and satisfying customers is often viewed as the primary function of businesses. Consequently, a customer orientation, or a focus on determining customers’ wants and needs and designing and offering products to satisfy them, is a key concept within marketing. Is the importance of a customer orientation also true in higher education? Several believe that it is. The answer to the question of who is the customer in higher education, however, is less clear. Historically, society was viewed to be the primary customer of higher education – the purpose of higher education was viewed to produce educated individuals who possess …

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Internal Marketing Implications Of Workplace Bullying: The Integration Of Multiple Perspectives, Mary F. Mobley, Michael C. Mobley, Richard Easley, Clinton Amos Jan 2013

Internal Marketing Implications Of Workplace Bullying: The Integration Of Multiple Perspectives, Mary F. Mobley, Michael C. Mobley, Richard Easley, Clinton Amos

AMTP Proceedings 2013

This special session will highlight marketing, behavioral, leadership, and legal perspectives of workplace bullying behavior and how such behavior can negatively affect an individual’s wellbeing and adversely impact an organization’s welfare. The discussion will be couched within an internal marketing framework with special emphasis on strategic implications. Behavioral aspects of those who bully and the impact that their behavior can have on their targets will be given special consideration. Also, various leadership issues that arise in workplace environments with respect to workplace bullying will be explored. Further, an overview of the legal ramifications of workplace bullying will be integrated into …

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The Effects Of A Disaster’S Onset On The Humanitarian Aid Supply Chain, Micheal J. P. Dwyer Jan 2013

The Effects Of A Disaster’S Onset On The Humanitarian Aid Supply Chain, Micheal J. P. Dwyer

AMTP Proceedings 2013

Through the development of an illustrative model, this conceptual paper argues that the relative timeframe of the onset of a disaster – whether slow or sudden - is related to the form of the supply chain response of the humanitarian aid organization. Further, a proposed method for researching the interrelationship between the nature of a disaster and how it affects the formulation of the humanitarian aid supply chain is offered. Several contributing characteristics of humanitarian aid supply chains are identified and described within the context of the model. Finally, several potential avenues for future research are described including the efficiencies …

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Social Media In The Business Curriculum Panel, Pauline Ash Ray, Jenny Swearingen, Paul Wilkens Jan 2013

Social Media In The Business Curriculum Panel, Pauline Ash Ray, Jenny Swearingen, Paul Wilkens

AMTP Proceedings 2013

Social Media has grown from an auxiliary chapter in a marketing text to an entire course in the curriculum, an undergraduate major, or a MBA specialty. The controversy now appears to be the extent of the coverage of the Social Media area. The challenge in examining social media’s role in the business curriculum is that there is a lack of empirical research on this subject. The purpose of this panel is to undertake an exploratory review of how social media has been utilized in the business curriculum of participants’ schools in response to the demands of the changing business landscape. …

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Testing A Brand Personality Scale For Quick Service And Casual Dining Establishments, Michael Musante Jan 2013

Testing A Brand Personality Scale For Quick Service And Casual Dining Establishments, Michael Musante

AMTP Proceedings 2013

Managers have long recognized the value of establishing and maintaining a desired identity for their brands. The Brand Personality Scale has been recognized as a valid and reliable tool to help managers assess brand perceptions. The forty-two item scale, developed by Aaker, identifies five dimensions of brand personality. While considered generalizable, it has been suggested that the scale, and delineated personality dimensions, may not represent an ideal fit for all industries. The current study sought to propose and test a modified version of the brand personality scale that may be appropriate for the restaurant industry. As part of the research …

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Online Learning: Best Practices And Online Technologies, Anita H. Whiting Jan 2013

Online Learning: Best Practices And Online Technologies, Anita H. Whiting

AMTP Proceedings 2013

This session seeks to provide a forum for discussing online technologies and best practices in online learning. Session seeks to provide an opportunity for faculty to discuss what strategies have worked well in their online classes and what obstacles they have encountered while teaching online. Session will also foster discussion about online technologies that faculty prefer to use and the benefits they gain from these technologies. Overall, session will help faculty learn more about how to be successful in the online classroom.

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The Relationship Between Investments In Intangible Resources And Liquidation For Financially Distressed Firms, Richard A. Heiens, Robert T. Leach, Paul D. Newsom Jan 2013

The Relationship Between Investments In Intangible Resources And Liquidation For Financially Distressed Firms, Richard A. Heiens, Robert T. Leach, Paul D. Newsom

AMTP Proceedings 2013

Working with a sample of manufacturing and non-manufacturing firms that filed for bankruptcy protection between 1980 and 2009, the current study examines the relationship between investments in intangibles and the likelihood that the bankrupt firm will either be reorganized or face liquidation. Results for the manufacturing sub-sample show that R&D is the only significant variable associated with liquidation. Over-investment in R&D appears to increase the likelihood of liquidation. Similarly, results for the non-manufacturing sub-sample show that over-investment in advertising appears to increase the likelihood of liquidation. Our conclusion is that firms that are forced to liquidate are often guilty of …

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Good Media Mix Strategies For Bad Times: Sequencing Optimizes, Marsha Loda, Barbara Carrick Coleman Jan 2013

Good Media Mix Strategies For Bad Times: Sequencing Optimizes, Marsha Loda, Barbara Carrick Coleman

AMTP Proceedings 2013

This paper summarizes an experiment which compares three commonly used marketing elements: advertising, Internet websites, and publicity. These elements are rated on two dependent variables: message acceptance (credibility and message strength), and message response (attitude and purchase intent). Direct effects of each variable are examined. Sequencing effects are also examined to see if it matters in what order potential customers encounter the marketing message. Results indicate that a website, used alone, can make a significant difference in message strength. However, to impact purchase intent, a multimedia campaign is necessary. The current study extends the authors’ 2005 research comparing only advertising …

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Understanding Online Brand Communities: Netnographic Study Of Apple Iphone Consumers, May Aung, Keija Wu, Laila Rohani, Khalil Rohani Jan 2013

Understanding Online Brand Communities: Netnographic Study Of Apple Iphone Consumers, May Aung, Keija Wu, Laila Rohani, Khalil Rohani

AMTP Proceedings 2013

This study extends the concept of brand communities. The netnography approach has been applied to two online brand communities, both central to Apple iPhone consumers. This study reveals two cultural manifestations with their own passions and communal norms not detected by previous research. This study, thus, enriches the conceptual understanding of brand communities. It also offers contribution toward understanding consumers of high technology brands, an area where few studies have been conducted to date.

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Brand Equity And Brand Equity Scale Developments: A Literature Review, Sally Baalbaki Jan 2013

Brand Equity And Brand Equity Scale Developments: A Literature Review, Sally Baalbaki

AMTP Proceedings 2013

Brand equity is perhaps the most important marketing concept in both academia and practice (Christodoulides and de Chernatony, 2010; Keller and Lehmann, 2006). Academics want to understand how brand equity is measured and what it means for a company, while practitioners want to understand how to influence consumer decisions with respect to different brand purchases in order to increase their brand equity. The term came into use during the late 1980’s; and the importance of conceptualizing, measuring, and managing brand equity has grown rapidly in the eyes of practitioners and academics alike (e.g. Aaker, 1991, 1996; Aaker and Keller, 1990; …

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A Calculated Model Of Linkedin Feature Usage Across Organizational Types: Large, Small, And Non-Profits, Joe Spencer, Lisa Witzig, Marcella Gallegos Jan 2013

A Calculated Model Of Linkedin Feature Usage Across Organizational Types: Large, Small, And Non-Profits, Joe Spencer, Lisa Witzig, Marcella Gallegos

AMTP Proceedings 2013

Intensity of LinkedIn usage is examined by business type: Fortune 200, INC 200, and Fortune 200 Non-profit. The study of approximately 600 organizations finds, contrary to expectations, that non-profits and small businesses utilize the features of LinkedIn significantly less in intensity than large businesses. An eleven factor intensity model is presented and tested to evaluate intensity of usage among the three study groups. This study concludes that SMBs and non-profits need to better utilize the features of LinkedIn to better enable their organizational goals.

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