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Articles 31 - 60 of 68
Full-Text Articles in Marketing
Social Media In The Business Curriculum, Pauline Ash Ray, Jenny Swearingen
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 …
Content And Design Characteristics Of Chinese Corporate Homepages, Lixuan Zhang, Sufen Tian, Patti Miles
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 …
From Push To Pull — How Smartphones Are Changing Mobile Marketing, Julie M. Pharr
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.
The Factors That Influence Merchants’ Likeliness To Continue Business: A Study Of Georgetown, South Carolina, Monica B. Fine, Paul Clark
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 …
Relationships Of Brand Awareness, Logo Associations And Prior Shopping Experience: A Pre-Test Study, Tulay Girard, M. Meral Anitsal, Ismet Anitsal, Zhenye Zhang
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 …
Internal Communication As A Tool For Stakeholder-Organization Identification, Ania Izabela Rynarzewska
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 …
The Role Of Media Richness Of Channels On Consumer Decision- Making And Channel Choice, Moutusy Maity, Mayukh Dass
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 …
Online Learning: Best Practices And Online Technologies, Anita H. Whiting
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.
Internal Marketing Implications Of Workplace Bullying: The Integration Of Multiple Perspectives, Mary F. Mobley, Michael C. Mobley, Richard Easley, Clinton Amos
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 …
Social Media In The Business Curriculum Panel, Pauline Ash Ray, Jenny Swearingen, Paul Wilkens
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. …
The Effects Of A Disaster’S Onset On The Humanitarian Aid Supply Chain, Micheal J. P. Dwyer
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 …
Good Media Mix Strategies For Bad Times: Sequencing Optimizes, Marsha Loda, Barbara Carrick Coleman
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 …
A Comparison Of Potential Student Blood Donors To Actual Donors, Harold Ogden, Kelly Campbell Lefort, Matthew Kerr, Matthew Maclellan, Zachary Briggs
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 …
Understanding Online Brand Communities: Netnographic Study Of Apple Iphone Consumers, May Aung, Keija Wu, Laila Rohani, Khalil Rohani
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.
Nigerian Consumers And Their Purchase Intentions For Global Brands, Al Rosenbloom, James Haefner, Olutayo Otubanjo
Nigerian Consumers And Their Purchase Intentions For Global Brands, Al Rosenbloom, James Haefner, Olutayo Otubanjo
AMTP Proceedings 2013
This paper presents the research findings of a global brand study conducted in Nigeria. This empirical research sought to evaluate the relative contribution of the following five constructs on global brand purchase intent: country of origin, brand familiarity, brand linking, brand trust, and weak-strong perceptions of the brand’s masculinity-femininity associations. Step-wise regression models were used for the study’s ten brands. The regression models indicated that brand liking and brand trust were the most important predictors of global brand purchase intent in the studied sample of Nigerian consumers.
Online Vs. Face-To-Face Learners: An Exploratory Segmentation Of The Student Market, Renée J. Fontenot, Richard Mathisen, Susan Carley, Randy Stuart
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 …
Failure In Rural Entrepreneurial Marketing: The Otop Case In Thailand, Edward Kasabov, Pitchaya Panupattanapong
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 …
Using Smartpls In Online Loyalty Assessment, Ali Dehghan, John Duggar
Using Smartpls In Online Loyalty Assessment, Ali Dehghan, John Duggar
AMTP Proceedings 2013
Because of the low cost, fast expansion of the Internet and increasing demand for innovative educational systems, online learning is becoming popular and attractive (Zhang, Zhao, Zhou, and Jr, 2004). As of 2009, almost 12 million out of 20.4 million post-secondary students, within the United States, took at least one online course and this number will reach 22 million by 2014 (Nagel, 2009). The explosion of the use of online learning systems in higher education, allows students to leave the online programs quite easily (Tham and Werner, 2005). Therefore, educational institutions should try to retain their existing students. Thus, student …
How A Small Rural University Can Effectively Approach High School Students?, Jianfeng Wang, Liza Jussiaume, Arnaud Jaquier, Yasmine Fofana, Chuck Compton, James Davis, Stephanie Walker
How A Small Rural University Can Effectively Approach High School Students?, Jianfeng Wang, Liza Jussiaume, Arnaud Jaquier, Yasmine Fofana, Chuck Compton, James Davis, Stephanie Walker
AMTP Proceedings 2013
Nowadays many small rural universities or colleges are faced with the challenge of how to expand schools' student body. Given the limited budget, these schools need to make preliminary decisions on how to better reach high school students in order to achieve optimal enrollment goals. In this study, a survey was conducted to make an attempt at determining how a small rural university can effectively approach its anticipated target market. The objectives of this study are: 1. to determine how the target audiences hear about the university; 2. to determine who makes the final decisions regarding the target audience’s future …
Testing A Brand Personality Scale For Quick Service And Casual Dining Establishments, Michael Musante
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 …
Differentiating Financial Service Brands Through The Multilayered Service Strategy (Mss): Some Insights Insights From The Resource Based View Of The Firm, Olutayo Otubanjo
Differentiating Financial Service Brands Through The Multilayered Service Strategy (Mss): Some Insights Insights From The Resource Based View Of The Firm, Olutayo Otubanjo
AMTP Proceedings 2013
This paper examines how financial service organizations operating in the Nigerian banking industry can be effectively managed to achieve brand differentiation. In order to achieve this objective, a service brand model was reviewed and critiqued and a Multilayered Service Strategy (MSS) model was put forward as an effective model for service brand differentiation. Consequently, sixteen leading-edge marketing and communication practitioners were engaged to examine the effectiveness of the model through in-depth interviews. Findings from the analysis of data indicate that an effective differentiation of a service brand cannot be achieved through the adoption of a single business or organizational factor. …
Relationship Of Demographic Traits And Situational Factor Determinants With The Tech Readiness Of Self-Service Consumers, Jon M. Martin
Relationship Of Demographic Traits And Situational Factor Determinants With The Tech Readiness Of Self-Service Consumers, Jon M. Martin
AMTP Proceedings 2013
Over the past 20 years, self-service technology (SST) has become prevalent as a service delivery option. To ensure that SST options reach full potential, firms need to understand what customer traits and situational factors are related to the propensity to use SSTs. From a subset of data and independent determinants from an original dissertation model on SST adoption, this study uses linear regression to examine: H1) the relationship between: H1) consumers’ tech readiness (TR) and the consumer demographics of age (AG), gender (GN), income (IN), education (ED), and ethnicity (ET) (H1), and H2) the relationship between consumer’s tech readiness and …
Putting On A Happy Face: How Emotional Labor Impacts Frontline Service Employees, Anita H. Whiting
Putting On A Happy Face: How Emotional Labor Impacts Frontline Service Employees, Anita H. Whiting
AMTP Proceedings 2013
This study investigates emotional labor and its impact on frontline service employees (FSE). Emotional labor is defined as the stress of regulating one’s emotional displays in response to display rules (Diefendorff and Gosserand 2003). FSE experience emotional labor as they regulate their inner or felt emotions in order to display the appropriate emotions to the customer. Displaying appropriate emotions to customers is very important to service organizations because it affects customer affect and evaluation of service quality (Pugh 2001). Unlike previous research which focuses mostly on the customer’s experience during a service encounter, this paper focuses on FSE and their …
A Calculated Model Of Linkedin Feature Usage Across Organizational Types: Large, Small, And Non-Profits, Joe Spencer, Lisa Witzig, Marcella Gallegos
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.
A Comparison Of Faculty Perceptions Of Academic Integrity In Private And Public Universities, Anne H. Batory, Stephen S. Batory
A Comparison Of Faculty Perceptions Of Academic Integrity In Private And Public Universities, Anne H. Batory, Stephen S. Batory
AMTP Proceedings 2013
Public and private institutions of higher education are challenged by academic integrity. In this study, faculty from over 100 U.S. private and public universities shared their perceptions of academic integrity issues such as academic dishonesty detection, awareness of punishments, the faculty as role models, personal values and the ethical image of administrative units. Results indicate perceptions differed by type of institution but not gender or teaching experience. Administrative units were influenced in public universities (but not private) by teaching experience. The results contribute to an understanding of the academic integrity environment underlying the performance of business education. Implications for research …
Model Size In Magazine Advertising And Body Esteem Among Female College Students: The Moderating Role Of Bmi, James A. Roberts, Chloe' A. Roberts
Model Size In Magazine Advertising And Body Esteem Among Female College Students: The Moderating Role Of Bmi, James A. Roberts, Chloe' A. Roberts
AMTP Proceedings 2013
Weight and body concerns have reached epidemic proportions among female college students. Such high levels of body dissatisfaction can lead to disastrous results. Since the mass media is considered an important purveyor of the thin ideal, the present study investigated the impact model size in magazine advertising has on the body esteem of female college students. Because it is unlikely that all women will respond similarly to the models depicted in such ads, the present study tested the potentially moderating role of Body Mass Index (BMI) on the model size – body esteem relationship. As hypothesized, subject BMI did moderate …
Utilizing Relationship Marketing And Partnership Development As Critical Elements For Developing And Transforming Leadership Programs And Courses: Best Practice, Howard F. Rudd Jr., Thomas Kent, Carrie A. Blair
Utilizing Relationship Marketing And Partnership Development As Critical Elements For Developing And Transforming Leadership Programs And Courses: Best Practice, Howard F. Rudd Jr., Thomas Kent, Carrie A. Blair
AMTP Proceedings 2013
This paper utilizes some of the same literature of relationship marketing and partnership building as previous AMTP papers but applies these variables within the context of developing and transforming leadership programs and courses offered to undergraduate students. More specifically, the focus of this paper is on required and elective courses that are components of a leadership program including leadership and management development and human resource management. In addition, a most innovative noncurricular or extra-mural model program for leadership development that has already been replicated within another discipline on campus will also be examined as to its value added. Their use …
Transforming The Simple Moving Average Forecasting Technique Into A Judgmental Bootstrapping Approach, Usama A. Saleh, Gamal Haikal
Transforming The Simple Moving Average Forecasting Technique Into A Judgmental Bootstrapping Approach, Usama A. Saleh, Gamal Haikal
AMTP Proceedings 2013
The simple moving average forecasting technique (SMAFT) uses a naïve arithmetic measurement for smoothing time-series data for various situations purposes, such as sales prediction. This paper attempts to rectify the contextual procedure of SMAFT by transforming the method into a judgmental bootstrapping approach, combining the statistical techniques of the X - chart (x-bar) and the Hurwicz's Criterion. The proposed modeling approach generates a dual forecasting value, presented by the grand mean, x , of the x-bar chart and the expected weighted payoff of the Hurwicz's Criterion, which is used to improve the accuracy of the final forecast. This model will …
The Church Of Mac: An Initial Examination On The Loyalty Of Apple Customers, Caroline Pinson, Deborah J. C. Brosdahl
The Church Of Mac: An Initial Examination On The Loyalty Of Apple Customers, Caroline Pinson, Deborah J. C. Brosdahl
AMTP Proceedings 2013
The death of Apple’s CEO Steve Jobs left many in the business world wondering if Apple would also face a decline in health. However, the subsequent release and over-whelming demand of the new iPhone and iPad showed the world how much this product brand is loved by consumers. Yet what exactly makes Apple consumers loyal to Apple products with an array of similar, yet less expensive, products on the market? Understanding what makes Apple users loyal is important to all companies striving to replicate the kind of brand loyalty that Apple generates. Therefore, the purpose of this study is to …
The Effect Of Antecedent Mood On Customer Loyalty Intentions: A Mood-By-Gender Interaction, Michael L. Thomas, Lindsay Larson, Linda G. Mullen
The Effect Of Antecedent Mood On Customer Loyalty Intentions: A Mood-By-Gender Interaction, Michael L. Thomas, Lindsay Larson, Linda G. Mullen
AMTP Proceedings 2013
This study suggests that induced antecedent moods may, in a systematic manner, influence subsequent levels of loyalty intention within consumer scenarios. Furthermore, this research finds that there exists differential responses to induced mood states by gender, which fall in line with research on the underlying gender differences in cognitive processing, levels of risk aversion, motivation, and the experience of emotion while shopping. Past studies in this area have shown only a mild connection between induced antecedent mood state and loyalty intentions, which may be due in part to the issue of an emotion by gender interaction. This paper reinforces previous …