Marketing Commons^™

From Consumers To Makers: A Community-Based Model Of The Diy Food And Beverage Kit Ecosystem, Mark Mitchell, Richard Martin, Sheila Mitchell

Atlantic Marketing Journal

The market for do-it-yourself (DIY) food and beverage kits continues to expand as consumers seek experiences that combine convenience, learning, creativity, and participation. This conceptual paper proposes a four-community ecosystem model consisting of consumers, makers, marketers, and consumption communities. Drawing on value co-creation, prosumption, experiential consumption, and diffusion of innovation theories, the model suggests that participation in DIY production transforms consumers into makers, fosters a maker identity, and encourages engagement in product-category consumption communities. Through sharing experiences and outcomes, participants attract new consumers into the marketplace, creating a self-reinforcing cycle of growth. The framework extends value co-creation theory by explaining …

Brand Gravity And Instant Adoption: Consumer Visitation, Loyalty, And Trip Chaining Following The Entry Of A New National Coffee Chain, Mark J. Sciuchetti Jr., Jianping Huang

Atlantic Marketing Journal

This study examines how consumers adopt a strong national brand immediately after its entry into a small regional market. Using anonymized mobile location data from the first twenty-nine weeks of a new Starbucks location in Anniston, Alabama, the analysis evaluates weekly visitation, repeat behavior, visitor origin distance, trip chaining, and temporal demand. The store opened above its subsequent steady state, indicating activation of preexisting demand rather than a gradual diffusion process. Repeat visitors generated 82.6% of visits within the observation window, showing rapid movement from trial to habitual use. The entrant also exhibited a flatter distance decay gradient than adjacent …

Where Shoppers Look First: How Navigation Bar Design Shapes Visual Attention Online, James Coyle, Linh Nguyen, Lee Hillman

Atlantic Marketing Journal

Abstract

Despite the crucial role that a website navigation bar can play in affecting consumer behavior, there has been a lack of theory-driven studies to investigate how to most effectively design navigation bars. Grounded in cognitive fit theory and visual attention theory, this study investigates how the effects of navigation bar design and content can influence visual processing of an unfamiliar online retailer’s website. A total of 40 subjects participated in a controlled experiment in which we gathered eye-tracking data. We find that navigation bar placement strongly affects how quickly participants locate the navigation bar: an unexpected placement more than …

Reducing Cognitive Load To Strengthen Customer Engagement: The Strategic Role Of Digital Tools, Neda Mossaei, Maryam Tofighi

Atlantic Marketing Journal

This paper examines how advanced technological interfaces, particularly chatbots and augmented reality, influence customer engagement by reducing the cognitive effort required to interact with firms. As digital tools become increasingly embedded in everyday life, companies are leveraging these technologies to streamline communication, personalize experiences, and foster long-term relational outcomes. Guided by cognitive load theory, this study argues that minimizing mental effort in customer–firm interactions improve engagement by making interactions more seamless and intuitive. At the same time, relationship marketing theory emphasizes that reducing cognitive barriers can cultivate customer engagement, trust, and loyalty over time. Together, these perspectives suggest that implementing …

The Evolution Of The Modern Library Brand: Transforming Community Engagement Into Sustainable Revenue, Slone Williams

Georgia Library Quarterly

This article examines the development of the Cobb Library Shop, an e-commerce initiative launched by the Cobb County Public Library to generate sustainable funding through brand engagement. Built on a modest startup budget, the shop integrates a multichannel sales strategy and leverages internal talent to create a scalable, community-centered retail model.

The project achieved a full return on investment within 14 days and continues to demonstrate steady revenue expansion. By combining entrepreneurial practices with public service values, this case study highlights how libraries can diversify funding streams, enhance community engagement, and establish a replicable model for revenue-generating library systems.

The Effect Of Experiential And Material Purchases On Preference For Product-Country Image Labels, Goldman Sachs Group, Ganga Urumutta Hewage, Laura Boman

Atlantic Marketing Association Proceedings

No abstract provided.

Controversy Associated With Red-Light Traffic Cameras, Alan D. Smith, Anna Abdulmanova

Atlantic Marketing Association Proceedings

No abstract provided.

How The Sustainable Value-Action Gap Influences Alter Across Generations, Jessica Holden, Ismet Anitsal, Melek Meral Anitsal

Atlantic Marketing Association Proceedings

No abstract provided.

Generative Ai’S (Genai) Impact On Sales Performance: An Empirical Study On Business-To-Business Sales Process, Michael Rodriguez, Michael Rodriguez, Mike Krush, Dawn Deeter-Schmelz

Atlantic Marketing Association Proceedings

No abstract provided.

The Effect Of Ai Disclosure On Donation Intentions, Jihoon Jhang, Da'mya Brittian

Atlantic Marketing Association Proceedings

No abstract provided.

Mental Model Dilemma Of Technological Shifts And Generational Gaps? Incorporated From The Musings Of An Octogenarian., Madhavi Chakrabarty

Atlantic Marketing Association Proceedings

No abstract provided.

An Exercise In Personal Branding: Marketing Students Mentoring College Athletes In The New Age Of Nil, Michelle C. Carpenter Mba, Jay O’Toole Ph.D., Brendan O’Hallarn Ph.D., Craig A. Morehead Ph.D.

Atlantic Marketing Association Proceedings

No abstract provided.

Sponsor Recognition In Professional Sports: A Comparison Between Cincinnati Reds And Bengals Fans, Bridget Satinover Nichols, Jenny Gardner, Joe Cobbs

Atlantic Marketing Association Proceedings

No abstract provided.

Can Social Media Be Used To Influence The Choice Of College Major?, Julie M. Pharr

Atlantic Marketing Association Proceedings

No abstract provided.

Using A Digital Marketing Simulation For Immersive Learning, Denny Mccorkle, Joe Alexander, Memo Diriker

Atlantic Marketing Association Proceedings

No abstract provided.

The Influence Of Job Embeddedness On Voluntary Salesforce Turnover, James Deconinck, Andrew Carnes, Marybeth Deconinck

Atlantic Marketing Association Proceedings

No abstract provided.

Buyer-Seller Relationships In The Post-Pandemic Era, Stephen Carlson, Morgan Sales

Atlantic Marketing Association Proceedings

No abstract provided.

A Psychometric Evaluation Of The Derailment Scale, Brian R. Kinard, Subhra Chakrabarty

Atlantic Marketing Association Proceedings

No abstract provided.

Demystifying Team Creation, Kelly G. Atkins, Michelle S. Freeman

Atlantic Marketing Association Proceedings

No abstract provided.

Like A Thief In The Night: Do Ai Tools Hijack Marketing Creativity?, Heather Morgan, Jennifer Hutchins

Atlantic Marketing Association Proceedings

No abstract provided.

Autoregressive Language Models Based On Artificial Intelligence: Scoping Gpt In Higher Education, Valentina Hurtado Uribe, Ismet Anitsal, Melek Meral Anitsal

Atlantic Marketing Association Proceedings

No abstract provided.

Integrating The Digital Marketing Side-Hustle Platform Economy Into Aacsb-Accredited Undergraduate Marketing Programs, Paige Gardiner

Atlantic Marketing Association Proceedings

No abstract provided.

Ask Your Doctor If This Is Right For You: Exploring The Consumer Engagement And Perception For Anti-Depression Drug Campaigns, Madhavi Chakrabarty, Reema Dave

Atlantic Marketing Association Proceedings

No abstract provided.

Mind-Body Therapy Preventive Health Care Information On Social Media & Networks, Terry Stringer Damron, Joe Cangelosi

Atlantic Marketing Association Proceedings

No abstract provided.

Do The Effects Of Ethnocentrism And Cosmopolitanism Depend On Countries-Of-Origins? An Empirical Study Of U.S. Consumers, Thomas Tanner, Ronda Mariani

Atlantic Marketing Association Proceedings

No abstract provided.

A Cross-Cultural Investigation Of Consumer Hoarding Behavior During Covid-19: Differences Between Sweden And The United States, Christy M. Cook, Pia A. Albinsson, James E. Stoddard

Atlantic Marketing Association Proceedings

No abstract provided.

Consumer Product Perceptions Within Emerging Markets: The Product Adoption Process And Consumer Ethnocentrism, Larry Carter, Miguel Sahagun

Atlantic Marketing Association Proceedings

No abstract provided.

Corporate Supply Chain Sustainability And Consumer Attitudes Towards Hybrid Vehicles, Alan D. Smith

Atlantic Marketing Association Proceedings

No abstract provided.

The Influence Of Influencers On Brand Trust And Purchase Intentions, Lisa Scribner

Atlantic Marketing Association Proceedings

No abstract provided.

Ok Boomer? Consumer Perceptions Of Smartphone-Based Shopping, Ronda G. Henderson, Roland Leak, Kimberly Mcneil

Atlantic Marketing Association Proceedings

No abstract provided.