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Articles 61 - 67 of 67
Full-Text Articles in Marketing
Professional Networking And Personal Branding With Linkedin During The Covid-19 Pandemic: Personality, Impression Management, And Dirtiness In Digital Contexts, Carlos Valdez, Leslie Connell, Christopher Leo, Jennifer Morin
Professional Networking And Personal Branding With Linkedin During The Covid-19 Pandemic: Personality, Impression Management, And Dirtiness In Digital Contexts, Carlos Valdez, Leslie Connell, Christopher Leo, Jennifer Morin
AMTP Proceedings 2022
The National Center for Education Statistics in the United States reported that the undergraduate program with the most graduates in 2016 were business programs with 372,000 degrees (National Center for Education Statistics, n.d.). According to Robinson (2018), the total enrollment of undergraduate business programs globally among universities accredited by the Association to Advance Collegiate Schools of Business (AACSB) from 2012 to 2017 reported a 10% increase. The popularity of the business college degree presents a unique challenge to recent business graduates of how to differentiate from other business graduates to achieve the desired job or promotion in the new COVID-19 …
Impact Of Model Gender On The Effectiveness Of Advertisements Targeted At Older Viewers: An Analysis In The Context Of Ageing, Corinne Chevalier, Gaelle M. Moal
Impact Of Model Gender On The Effectiveness Of Advertisements Targeted At Older Viewers: An Analysis In The Context Of Ageing, Corinne Chevalier, Gaelle M. Moal
AMTP Proceedings 2022
Advertising efficiency relies partly on the viewer’s identification to the model used in the ad and model gender facilitates the identification process. Relying on gerotranscendance theory (Tornstam, 2009), we assume that gender identification is not as important to seniors as it used to be when they were younger and that the gender of the model will have no effect on variables of the persuasion process. The results of a survey on 512 seniors aged 60 to 85 reveals that the model’s gender has little impact on the perception of ads by senior viewers. However, matching product gender and model gender …
Chinese’ Impulsive Shopping Behavior In A Post-Pandemic Era: Exploring The Impact Of Long-Term Orientation On Self Control, And Utilitarian And Hedonic Shopping Values, Pei Wang, Sindy Chapa
Chinese’ Impulsive Shopping Behavior In A Post-Pandemic Era: Exploring The Impact Of Long-Term Orientation On Self Control, And Utilitarian And Hedonic Shopping Values, Pei Wang, Sindy Chapa
AMTP Proceedings 2022
Based on previous premises, the present study proposed a model that aims to understand consumers’ impulsive shopping behavior in China. This study takes into consideration the cultural core value of long-term orientation of Chinese consumers to explore the moderating role of hedonic value, utilitarian value, and self-control on impulsive buying behavior. An online survey was employed using a convenience national sample in China. A total sample of 237 was collected and used to test the proposed model and hypotheses. Theoretically, the study provides an alternative model that explains the role of hedonic value, utilitarian value, and self-control on impulsive online-buying …
The Sport Marketing Portfolio Matrix: How Brand Relevance Aligns With Fan Behavior, Kirk D. Aiken, Richard M. Campbell, Ajay Sukhdial
The Sport Marketing Portfolio Matrix: How Brand Relevance Aligns With Fan Behavior, Kirk D. Aiken, Richard M. Campbell, Ajay Sukhdial
AMTP Proceedings 2022
Many fan behavior studies leave applications for strategic sport marketing as afterthoughts. Likewise, studies of sport marketing practices often ignore the complexities of fan psychology. The purpose of this work is to propose a new model that accurately categorizes sport products, better recognizes fan behaviors, and provides sound guidance to sport marketers. The work applies the well-established theory of portfolio management (wherein, investors strive to receive higher returns with lower risks by managing an assortment of investments). Herein, sport fans are viewed as investors that “buy,” “hold,” and “sell” athletes and teams. From sport to sport and season to season, …
The Lonely Reason Impeding Compliance With Covid-19 Prevention Guidelines, Ainslie E. Schultz, Kevin P. Newman
The Lonely Reason Impeding Compliance With Covid-19 Prevention Guidelines, Ainslie E. Schultz, Kevin P. Newman
AMTP Proceedings 2022
To reduce transmission of the 2019 coronavirus (COVID-19), the US Center for Disease Control recommends that all individuals follow a series of prevention guidelines (e.g., wearing a mask, physical distancing, and vigilant handwashing). However, some individuals have been unwilling to comply with them. In this research, we use reciprocal altruism theory to investigate the role of loneliness in compliance with COVID-19 prevention guidelines. Specifically, we find that lonely (vs. non-lonely) consumers report less willingness to comply with these guidelines. Process evidence demonstrates that this occurs because lonely individuals experience a lower sense of obligation to reciprocate. Importantly, the negative impact …
Does The Sponsorship Of Sports Entities By Gambling Organizations Conform To The Set Of Benefits As Conceptualized In The Model Of Sports Sponsorship?, Sam Fullerton, Michael Mccall, Ronald Dick
Does The Sponsorship Of Sports Entities By Gambling Organizations Conform To The Set Of Benefits As Conceptualized In The Model Of Sports Sponsorship?, Sam Fullerton, Michael Mccall, Ronald Dick
AMTP Proceedings 2022
One recent study produced a model that was structured based upon the benefits derived by four parties that are impacted by a sponsor’s decision to engage in the sponsorship of a sports entity. These sports entities may be a team, a league, an organization, an athlete, an event, or a sports venue. The interactions among the four categories of beneficiaries resulted in 12 discrete linkages. A total of 159 potential benefits, some tangible and some intangible, were documented. A second study examined the impact of a recent SCOTUS ruling that declared the Professional and Amateur Sports Protection Act (PASPA) to …
When The Going Gets Tough: Motivations Of Customer Helpers’ Further Green Helping Behavior Intentions, Estelle Van Tonder, Boitshepo Cl Mkhondo, Christo Bisschoff, Sam Fullerton
When The Going Gets Tough: Motivations Of Customer Helpers’ Further Green Helping Behavior Intentions, Estelle Van Tonder, Boitshepo Cl Mkhondo, Christo Bisschoff, Sam Fullerton
AMTP Proceedings 2022
Environmental conservation is a global concern. Consumers may contribute by persuading their reluctant peers to support green purchasing, but these influencers need to persevere when their advice is not followed. This study provides more insight into the cognitive, affective, and behavioral factors influencing further green helping behavior intentions. Survey data were collected from 452 green product supporters who previously advised someone about green purchasing behavior. Six hypotheses were tested using structural equation modeling and bootstrapping. Affective commitment toward fellow customers and green helping behavior in general influences further green helping behavior intentions. Subjective norm and perceived behavioral control only have …