Open Access. Powered by Scholars. Published by Universities.®

Marketing Commons™

Open Access. Powered by Scholars. Published by Universities.®

Georgia Southern University

Discipline
Keyword
Publication Year
Publication
Publication Type
File Type

Articles 871 - 883 of 883

Full-Text Articles in Marketing

Why Hispanic Women Wear What They Wear, Maria-Gracia Inglessis Jan 2010

Why Hispanic Women Wear What They Wear, Maria-Gracia Inglessis

AMTP Proceedings 2010

This paper is an exploration of how Hispanic women communicate their identity through clothing and how cultural values affect how they shop for clothes. Based on in-depth interviews with Hispanic women in Florida, this study demonstrates that Latinas retain overtime a set of values characteristic of the traditional Hispanic culture. This study also reveals that Hispanic women are high self-monitors and enjoy the experience of discovery when they shop. Specific implications for marketers are offered.

Go to article

Rebates And Reward Programs: Conflicting Drivers, Michael Mccall, Clay Voorhees, Carol L. Bruneau, Aimee Dars Ellis Jan 2010

Rebates And Reward Programs: Conflicting Drivers, Michael Mccall, Clay Voorhees, Carol L. Bruneau, Aimee Dars Ellis

AMTP Proceedings 2010

Rebate programs and customer reward programs have evolved almost side by side within the hospitality, tourism, services and retailing sectors. Interestingly, they both share a common theme of delaying rewards for consumers. In each case consumers are motivated to purchase a good or service contingent upon a reward that is delayed until a later time. At present there has been little research that examines how these programs function together and whether when implemented in tandem that they might actually be in conflict. An online survey was completed by 68 members of a shopping blog that asked about their participation and …

Go to article

Using Diffusion Of Innovation Theory To Help Predict The Adoption Of New Technologies In Retailing, Richard Clodfelter Jan 2010

Using Diffusion Of Innovation Theory To Help Predict The Adoption Of New Technologies In Retailing, Richard Clodfelter

AMTP Proceedings 2010

New technologies are constantly being tested by retailers to determine their applicability to business operations. This paper examines diffusion of innovation theory and its applicability to assisting retailers in making decisions about the implementation of these new technologies. This paper concentrates on one form of biometric technology that is currently being tested by several retailers—fingerprint authentication at point-of-sale. The purpose of the paper is to identify components and processes, based on diffusion of innovation theory, that could be tested to better determine how consumers will react to the introduction and implementation of new technologies in retail stores.

Go to article

Provider And Customer Response To The Service Environment: A Field Experiment, Kendra Fowler, Eileen Bridges Jan 2010

Provider And Customer Response To The Service Environment: A Field Experiment, Kendra Fowler, Eileen Bridges

AMTP Proceedings 2010

This research extends service theory by examining the relationship between providers and customers in an actual retail setting. Findings indicate that employee evaluations of the service environment improve in the presence of a pleasant, congruent ambient scent; providers are also more courteous and customers more friendly. Most importantly, provider mood states act as moderators of the relationships between the service environment and employee attitude as well as customer perceptions of employee behavior. Implications for managers include careful consideration of whether it is desirable to introduce ambient scent, and how to reduce the impact of negative employee mood states.

Go to article

The Lifeblood Model: The Power Of Trust In E-Commerce Communication, Miles Clinton Coleman Jan 2010

The Lifeblood Model: The Power Of Trust In E-Commerce Communication, Miles Clinton Coleman

AMTP Proceedings 2010

Relationship marketing has been established as a valuable approach for use in business to consumer transactions. When utilized in e-commerce environments however, this approach seems to falter in light of the risk and uncertainty components inherent in electronically mediated exchange. The reluctance of a consumer to partake in an exchange with a business causes the possibility of a successful relationship to dwindle. In this paper the lifeblood model is proposed as a means to further understanding the power of trust in mitigating e-commerce communication exchanges. Practical applications of the model are also discussed.

Go to article

Differences In Online Social Media Mavens: The Gender Gap, Tyra Mitchell, Deborah H. Lester, R. Keith Tudor, Dolly D. Loyd Jan 2010

Differences In Online Social Media Mavens: The Gender Gap, Tyra Mitchell, Deborah H. Lester, R. Keith Tudor, Dolly D. Loyd

AMTP Proceedings 2010

Consumer Behavior experts have acknowledged the significant impact market mavens play in the dissemination and acceptance of new products in the market place. The emergence of online social media mavens has only recently been recognized. Based on traditional patterns of behavior and Internet usage it could be assumed the predictable demographics of the social media maven would be male, young, educated and with an above average income. This study investigated these traditional assumptions and discovered unique differences in online social media mavens. In order to determine potential Social Media Mavens, this research looked beyond usage of social media and instead …

Go to article

Product Placement And Its Influence On Children, Simon Hudson, Charlene Elliott Jan 2010

Product Placement And Its Influence On Children, Simon Hudson, Charlene Elliott

AMTP Proceedings 2010

Despite the growing body of research concerning the practice of product placement, a notable research gap exists pertaining to the influence of product placement on children, and its link to childhood obesity. This study will provide an insight to the influence of product placement on children. Its objective is to analyze the placement of food and beverage products on children of various ages. An experimental approach will be taken whereby child-respondents will be divided into groups and each group will see the same television clip but with different placements (digitally inserted) of various types of food and beverages. All groups …

Go to article

Why Do Shoppers Shop?, Ronald E. Goldsmith, Leisa Reinecke Flynn, Ronald A. Clark Jan 2010

Why Do Shoppers Shop?, Ronald E. Goldsmith, Leisa Reinecke Flynn, Ronald A. Clark

AMTP Proceedings 2010

The purpose of the present study was to assess the relationships between three potential motivators of shopping behavior with a measure of attitude toward shopping. Data from 306 US student consumers were collected via an online survey. Reliable and valid scales operationalized the constructs. The results showed that shopping appears to be motivated in part by a desire for status, by materialism, and by brand engagement in self-concept. The results also showed women like to shop more than men do and that the relationships among the variables differed between men and women, suggesting that each gender is motivated to shop …

Go to article

Are Nonprofits Choosing The Right Type Of Website, Dave Mcmahon, Samuel Seaman Jan 2010

Are Nonprofits Choosing The Right Type Of Website, Dave Mcmahon, Samuel Seaman

AMTP Proceedings 2010

The authors review the issues confronting nonprofit organizations and describe the types of websites to consider by size of the organization and focus of the organization. An analysis is done on an initial population of 609 organizations. The managerial implications address possible ways to optimize the use of resources for small and larger organizations.

Go to article

The Role Of Cognitive Dissonance In A Service Setting, Young (Sally) K. Kim Jan 2010

The Role Of Cognitive Dissonance In A Service Setting, Young (Sally) K. Kim

AMTP Proceedings 2010

While numerous studies used the theory of cognitive dissonance to explain consumer behavior, there is no study as of today that applied the theory to the service industry to investigate the role of cognitive dissonance in influencing important marketing-related variables such as perceived value and trust. This study examines the relationship between cognitive dissonance and relationship variables (trust and value) and proposes a model to understand how consumers process information facing a negative word-of-mouth message that is incongruent with their existing belief and how cognitive dissonance affects their behaviors. The proposed model is tested using data collected via mail survey …

Go to article

The Creole Connection: What Happens Next?, Michael L. Thomas, Linda G. Mullen Jan 2009

The Creole Connection: What Happens Next?, Michael L. Thomas, Linda G. Mullen

Marketing: Faculty Publications

The purpose of this case is to demonstrate the importance of target market selection and positioning, particularly for businesses in small college towns. Additionally, other marketing and management issues are presented to stimulate understanding of the multitude of variables that impact restaurant success. This case is intended for those interested in marketing, management, entrepreneurship, hotel/restaurant management or retailing areas.

Go to article

To Be Or Not To Be: That Isn't The Questions! An Empirical Look At On-Line Vs. Traditional Brick And Mortar Courses At The University Level, Dennis Bristow, C. David Shepherd, Michael Humphreys, Michael Ziebell Jan 2008

To Be Or Not To Be: That Isn't The Questions! An Empirical Look At On-Line Vs. Traditional Brick And Mortar Courses At The University Level, Dennis Bristow, C. David Shepherd, Michael Humphreys, Michael Ziebell

Marketing: Faculty Publications

No abstract provided.

Go to article

The Independent Rep As A Source Of Competitive Advantage: An Actionable Scale For Rep Selection, Kathleen H. Gruben, Barbara J. Coe Jan 2003

The Independent Rep As A Source Of Competitive Advantage: An Actionable Scale For Rep Selection, Kathleen H. Gruben, Barbara J. Coe

Marketing: Faculty Publications

This study develops a scale that offers an actionable approach for suppliers’ use in selecting their reps. Rep selection is the critical first step suppliers take in developing profitable, long-term relationships with retailers. Retailers’ loyalties are often bestowed on the rep, rather than the supplier. As identified in the study, the rep needs to be professional, accommodating, ethical, sensitive, and compassionate to satisfy the retailer. The scale provides suppliers a technique for measuring these characteristics. Prior to this scale, no instrument was available to measure these characteristics, which increase the retailer’s likelihood of developing loyalty.

Go to article

First Prev