Marketing Commons^™

What Do We Know About Mobile Media And Marketing?, John B. Ford

Marketing Faculty Publications

Everywhere we look, it is immediately obvious how much the mobile phone is an integral part of daily life. Yet, the medium is still relatively new to advertising research, particularly among academics who have devoted recent years of study to this topic addressed in this issue’s special package, “What We Know about Mobile Media and Marketing.”

Consignment Auction Liquidation In Canada: A Field Study, Marvin Lovett

Marketing Faculty Publications

This paper addresses an in-field experience utilizing the C.A.L.M. (The Consignment Auction Liquidation Marketing) Method of Mass Product Distribution in Canada. This form of mass product distribution is a nontraditional one, which was originally formally started in 1993 in the United States. This method of distribution targets various audiences distributing products including retailers, wholesalers, manufacturers and entrepreneurs.

The “marketing mix”, the four primary areas of marketing include distribution, which continues to provide opportunities for growth. Utilizing consignment auctions as an additional channel of distribution may provide such opportunities. However, the utilization of consignment auctions as an additional channel of distribution …

Gaming Motivations Among American College Students, Yeong Chi, Marvin Lovett, Orson Chi

Marketing Faculty Publications

The purpose of this study was to examine American college students’ motivations related to video games and to identify groups exhibiting common patterns of responses. This study investigated the video gaming motivations of American college students through the adoption of a gaming motivation scale, developed by Lafrenière, et al., which was composed of 18 Likert-typed items. A questionnaire survey, administered to 191 American college students at a public university in South Texas, was employed to collect primary data for this study. The gaming motivations of these participants were examined through factor analysis, which identified four reliable factors. Cluster analysis was …

Friends With Benefits: Social Coupons As A Strategy To Enhance Customers’ Social Empowerment, Sara Hanson, Hong Yuan

Marketing Faculty Publications

Businesses often seek to leverage customers’ social networks to acquire new customers and stimulate word-of-mouth recommendations. While customers make brand recommendations for various reasons (e.g., incentives, reputation enhancement), they are also motivated by a desire for social empowerment—to feel an impact on others. In several multi-method studies, we show that facilitating sharing of social coupons (i.e., coupon sets that include one for self-use and one to be shared) is a unique marketing strategy that facilitates social empowerment. Firms benefit from social coupons because customers who share spend more and report greater purchase intentions than those who do not. Furthermore, we …

Salesperson Ambidexterity And Customer Satisfaction: Examining The Role Of Customer Demandingness, Adaptive Selling, And Role Conflict, Raj Agnihotri, Colin B. Gabler, Omar S. Itani, Fernando Jaramillo, Michael T. Krush

Marketing Faculty Publications

This research investigates the effects of sales-service ambidexterity on salesperson role perceptions, behaviors, and customer satisfaction. Using a business-to-business, salesperson-customer sample, we build and test a model which highlights both the positive and negative consequences of this simultaneous goal pursuit. Specifically, while sales-service ambidexterity positively impacts adaptive selling behaviors, it also increases perceptions of role conflict among salespeople. Customer demandingness moderates these relationships. Taken together, the results provide insights for firms on how to manage their sales force to optimize both sales and service outcomes based on characteristics of their salespeople and customers.

A Social Commerce Investigation Of The Role Of Trust In A Social Networking Site On Purchase Intentions, Nick Hajli, Julian Sims, Arash H. Zadeh, Marie-Odile Richard

Marketing Faculty Publications

Trust is a crucial issue in online shopping environments, but it is more important in social commerce platforms due to the salient role of peer-generated contents. This article investigates the relationship between trust in social commerce and purchase intentions and describes a mechanism to explain this relationship. We propose a main and two alternative models by drawing on three concepts: social commerce information seeking, familiarity with the platform, and social presence. The models clarify the mechanisms through which trust, familiarity, social presence, and social commerce information seeking influence behavioral intentions on social commerce platforms. Findings from a survey of Facebook …

Salesperson Ambidexterity And Customer Satisfaction: Examining The Role Of Customer Demandingness, Adaptive Selling, And Role Conflict, Raj Agnihotri, Colin B. Gabler, Omar S. Itani, Fernando Jaramillo, Michael T. Krush

Marketing Faculty Publications

This research investigates the effects of sales-service ambidexterity on salesperson role perceptions, behaviors, and customer satisfaction. Using a business-to-business, salesperson-customer sample, we build and test a model which highlights both the positive and negative consequences of this simultaneous goal pursuit. Specifically, while sales-service ambidexterity positively impacts adaptive selling behaviors, it also increases perceptions of role conflict among salespeople. Customer demandingness moderates these relationships. Taken together, the results provide insights for firms on how to manage their sales force to optimize both sales and service outcomes based on characteristics of their salespeople and customers.

Consignment Auctions: A Proposed Optional Channel For Reverse Logistics, Marvin Lovett

Marketing Faculty Publications

This paper addresses the proposed utilization of the C.A.L.M. Method-The Consignment Auction Liquidation Marketing Method of Mass Product Distribution-as an optional secondary market channel for reverse logistics requirements. This nontraditional method of product distribution was initiated over twenty years ago and can provide business organizations a further option for reverse logistic needs. Consignment auctions depend on securing good sources of merchandise sold at their auctions. Many business organizations including retailers, wholesalers, manufacturers and entrepreneurs often have excess and returned merchandise and can benefit from additional secondary market channel options to meet their reverse logistics needs. A review of both reverse …

The Role Of Perceived Control In Customer Value Cocreation And Service Recovery Evaluation, Lin Guo, Sherry L. Lotz, Chuanyi Tang, Thomas W. Gruen

Marketing Faculty Publications

Treating customers as passive recipients of service recovery does not account for their naturally elevated desire for control following a service failure. Focusing on value cocreation by customers in service recovery, this study conceptualizes three types of customer perceived control in service recovery: process control, decision control, and information control. Using both a field study and a controlled experiment to test the conceptual model, this study reveals various ways service firms can engage customers in service recovery to enhance their service experience. The results show that customers are motivated to exert influence on and regain control over service recovery because …

The Impact Of Environment Concern And Attitude On Green Purchasing Behavior: Gender As The Moderator, Grace Dagher, Omar S. Itani, Abdul Nasser Kassar

Marketing Faculty Publications

The purpose of this study is to examine the moderating effect of gender on the relationship between environmental concern and attitude towards green purchasing behavior from a Lebanese consumer perspective. This study is based on socialization theory, which suggests that individual behavior is shaped by gender expectation in relation to the cultural context. An online questionnaire was used to collect data from Lebanese consumers with independent purchasing power. A total of 326 complete questionnaires were analyzed in this study. The moderating effect of gender was found to be significant and affect both environmental concern and attitude towards green purchasing behavior. …

Effects Of Perceived Privacy Protection: Does Reading Privacy Notices Matter?, Xiaojing Sheng, Penny M. Simpson

Marketing Faculty Publications

Many consumers do not read privacy notices despite the fact that websites post privacy notices to address consumers' long-standing concerns about privacy protection on the internet. To understand why consumers do not read privacy notices and the impact of reading (or not reading) privacy notices on the found effect of privacy notices, data were collected from 137 readers of privacy notices and 97 non-readers of privacy notices. This research's test of the moderating effects of reading (or not reading) privacy notices found that perceived privacy protection positively affected trust and negatively affected perceived information risk and that the negative effect …

A Process-Based Explanation Of The Psychic Distance Paradox: Evidence From Global Virtual Teams, Peter Magnusson, Anja Schuster, Vas Taras

Marketing Faculty Publications

Previous research has found evidence of a counter-intuitive positive relationship between psychic distance and performance, which has been labeled the “psychic distance paradox”. However, there is a dearth of literature explaining the causal mechanisms that elucidates such a positive relationship. Studying the effect of team-level psychic distance on the performance of global virtual teams, we build on the input-process-outcome framework of team research, which allows the integration of process variables to provide new insights into the underlying coherences of the psychic distance paradox. These variables include the team members’ expectation of challenges as well as the level of team effort …

Who Killed John Wanamaker?, Marvin Lovett, Gerardo A. Miranda

Marketing Faculty Publications

Retailing has grown and continues to contribute significantly to the economy of the Unit-ed States, as well as to most other economies around the world. The study of retailing, as an academic field, continues to grow and evolve. The study of retail history and of its contributors provides beneficial insight. Retail commerce began to flourish in the United States well over a century ago. This study attempts to provide insight into the absence of an original and significant contributor to the field of retailing and marketing, John Wanamaker. In fact, John Wanamaker has been referred to as the “Father of …

Gratitude In Relationship Marketing: Theoretical Development And Directions For Future Research, Randle D. Raggio, Anna M. Walz, Mousumi Bose Godbole, Judith Anne Garretson Folse

Marketing Faculty Publications

Purpose – For centuries, gratitude has represented an integral component of social relationships, yet it remains relatively overlooked by marketing scholars in the study of commercial relationships. The purpose of this paper is to demonstrate how gratitude helps to build, maintain and transform commercial relationships and to suggest noteworthy areas of investigation for those researchers seeking to help companies understand the role of gratitude in relationship marketing.

Design/methodology/approach – Gratitude's role in relational exchange is explored by a review of relevant literature and two qualitative studies. Questions developed from the literature and exploratory interviews are then investigated in a main …

How Consumers’ Use Of Brand Vs. Attribute Information, Randle D. Raggio, Robert P. Leone, William C. Black

Marketing Faculty Publications

Prior research has identified that brands have a differential impact on consumer evaluations across various brand benefits. But no work has considered whether these effects are stable over time, or evolve in a consistent way. We address this question by decomposing consumer evaluations of brand benefits into overall brand and detailed attribute-specific sources in order to understand whether brand effects remain stable or evolve over time. With two unique datasets, the first containing cross-sectional data from Kodak across four different consumer goods categories, and another longitudinal dataset from the U.S. and Canada in the surface-cleaning category, covering seven brands over …

Beyond “Halo”: The Identification And Implications Of Differential Brand Effects Across Global Markets, Randle D. Raggio, William C. Black, Robert P. Leone

Marketing Faculty Publications

Purpose – The purpose of this paper is to investigate whether brands impact consumer evaluations in ways other than a consistent halo and the degree to which consumers use both overall brand information along with detailed attribute-specific information to construct their evaluations.

Design/methodology/approach – The authors decompose consumer evaluations of brand benefits into overall brand and detailed attribute-specific sources through a standard CFA approach. Data cover 55 brands in four product categories sold in nine global markets.

Findings – Halo effects are rare in global CPG markets. The authors identify the presence of differential brand effects in eight of nine …

Relative Effects Of Lower-Order And Higher-Order Quality Of Work Life On Employee Job Satisfaction And Life Satisfaction: Case Studies Of Service And Manufacturing Sectors In Thailand, Kalayanee Senasu, Anusorn Singhapakdi

Marketing Faculty Publications

This research investigates the relative effects of lower-order and higher-order aspects of quality of work life (QWL) on employee job satisfaction and overall life satisfaction in Thai workplaces. The data were collected by means of questionnaires mailed to employees of 6 selected companies-3 companies in each of the service and manufacturing sectors in Thailand with respective response rates of 72 and 74 percent. The results reveal that the two aspects of QWL in all companies have a positive impact on both aspects of employee satisfaction: job satisfaction and overall life satisfaction. The results also reveal a generally more important role …

How Corporate Cultures Drive Advertising And Promotion Budgets Best Practices Combine Heuristics And Algorithmic Tools, Douglas West, John B. Ford, Paul W. Farris

Marketing Faculty Publications

This study provides a survey of the methods used by U.S. advertisers to set advertising and promotions budgets and the effects of culture, risk, and organizational experience on these choices. Findings suggest that heuristics provide checks on analytically based budget methods and may also help managers deal with risks. Understanding the role played by heuristics in budgeting provides the first step toward process improvements in advertising and promotions budgeting.

Not All Repeat Customers Are The Same: Designing Effective Cross-Selling Promotion On The Basis Of Attitudinal Loyalty And Habit, Yuping Liu-Thompkins, Leona Tam

Marketing Faculty Publications

Not all repeat purchases are created equal. They can be driven by both positive reaction toward a brand (i.e., attitudinal loyalty) and automaticity triggered by non-brand-related contextual cues (i.e., habit). Combining the loyalty literature with recent habit research, the authors suggest ways to distinguish the two drivers of repeat purchase and examine how they affect consumer response to cross-selling promotions. In Study 1, the authors propose a method to derive individual-level habit strength from consumer transaction records and demonstrate the influence of both attitudinal loyalty and habit on repeat purchase. Studies 2a and 2b then show that attitudinal loyalty facilitates …

How Strong Is The Pull Of The Past? Measuring Personal Nostalgia Evoked By Advertising, Altaf Merchant, Kathryn Latour, John B. Ford

Marketing Faculty Publications

Marketers frequently evoke personal nostalgia in their advertising. To date, scales have been developed to measure the propensity to get nostalgic but not the actual dimensions of personal nostalgia. Results from four studies show that advertising-evoked personal nostalgia comprises four correlated but distinct dimensions: past imagery, positive emotions, negative emotions, and physiological reactions. This multidimensional scale showed a high level of validity and reliability. Moreover, due to careful choice of sampling frames, the study demonstrates a high level of external generalizability. Evaluating nostalgia-based advertising using the study's multidimensional scale may provide marketers with strategic insights for developing and fine-tuning advertising …

Consumer Participation And The Trust Transference Process In Using Online Recommendation Agents, Pratibha A. Dabholkar, Xiaojing Sheng

Marketing Faculty Publications

Online product recommendation agents (hereafter RAs) can provide important benefits to consumers. But whether consumers trust RAs and integrate an RA's recommendations into their product choices has not yet been examined. Nor has there been research on whether different levels of consumer participation in using RAs lead to different levels of trust in the RA. Using an experimental design that combined the benefits of a field study with those of a lab study, active consumer participation in using an RA was found to have increased consumers' trust in the RA, which in turn increased intentions to purchase based on the …

The Robins Center: Is Less More?, Randle D. Raggio, John Richardson

Marketing Faculty Publications

The Robins Center at the University of Richmond, home of Richmond’s men’s and women’s basketball teams, had hosted a Presidential debate in 1992, but at 38 years old it was time for a major renovation. In mid-March 2011, based on the success of the men’s basketball program over the past two seasons, a generous donor had agreed to contribute the total amount needed to renovate the Robins Center.

In late April, Jim Miller, Richmond’s Athletic Director, had to make a presentation to the board of trustees and the university president with his proposed renovations. One of his major decisions was …

An Empirical Examination Of University Intercollegiate Athletic Expenditures, Jeffery L. Stinson, Adam Marquardt, Joshua Chandley

Marketing Faculty Publications

To date, little empirical work has examined the institutional returns associated with athletic program investments. While intangible brand effects are commonly cited, such as athletics serving as the perceptual "front porch" of the institution, direct examination of the effects of athletic programs has often been narrow in scope. Within this study, we assess the contributions of investment in athletics as compared to other areas of institutional investment, on important institutional outcomes. Data for the study was collected from two datasets, the Integrated Postsecondary Education Data System (IPEDS) and the Equity in Athletics dataset. Fixed effects models for NCAA Football Bowl …

The Role Of Technology In Enabling Sales Support, Aaron D. Arndt, Jason Harkins

Marketing Faculty Publications

The purpose of this research is to develop a framework explaining how technology can enable sales support. Sales support technology is often used to assist salespeople with a variety of transaction activities, such as prospecting, communicating, scheduling appointments, and processing orders. Sales support technology can be categorized as automation and facilitative technology. Our framework explains when a technology is appropriate for a particular sales activity based on workload and customization. It also proposes who should use a technology based on orientation towards sales revenue or cost control goals. Then, we develop managerial recommendations and propose directions for future research.

What Tattoos Tell Customers About Salespeople: The Role Of Gender Norms, Aaron D. Arndt, Myron Glassman

Marketing Faculty Publications

This study looks at how the meaning of visible tattoos impacts customer ratings of salespeople. Given the prevalence of tattoos, sales managers can no longer have a "no tattoo" policy. As such, they must understand how customers view different types of tattoos on salespeople. To this end, we examine the meaning and appropriateness of highly masculine and highly feminine tattoos on salespeople in two industries, real estate and automobile sales. Overall, people with tattoos trust and are more willing to work with tattooed salespeople than people who do not have tattoos. Furthermore, salespeople with masculine tattoos are considered more masculine …

Brand Creation Vs. Acquisition In Portfolio Expansion Strategy, Randle D. Raggio, Yana Damoiseau, William C. Black

Marketing Faculty Publications

Purpose – This paper seeks to address the following question: What causes firms to choose brand creation vs brand acquisition for brand portfolio expansion?

Design/methodology/approach – A multilevel interdisciplinary conceptual model is developed with nine factors at three levels of influence: the market, firm, and brand portfolio. Using 125 brand acquisitions and creations for 22 firms between 2001 and 2007, the model is tested using logistic regression to determine which factors significantly influence brand portfolio expansion strategy and whether they encourage acquisition or creation.

Findings – Significant factors were found at the market and firm levels, with competitive intensity of …

La Selección De Alternativas Asimétricamente Dominadas: Una Réplica Del Efecto De Atracción En Un Contexto Culturalmente Diferente (The Choice Of Asymmetrically Dominated Alternatives: A Replication Of The Attraction Effect In A Culturally Different Context), Reto Felix, María Del Carmen Ginocchio

Marketing Faculty Publications

Decision conflicts in consumer decision making occur when product attributes are negatively correlated and consumers perceive the alternatives as having different advantages and disadvantages. Consumers may resort to some kind of avoidance choice behavior in order to attenuate the negative emotions frequently connected with such conflicts. In this research, the attraction effect is tested in the Northern part of Mexico. The results show that despite cultural differences between Mexico and the United States, the attraction effect occurred in a sample of educated, younger university students in Mexico. However, whereas the attraction effect occurred in a setting based on product choices, …

The C.A.L.M. Method Of Mass Product Distribution: An Update & Comparative Analysis, Marvin Lovett, Irma S. Jones

Marketing Faculty Publications

This paper updates the evaluation of the C.A.L.M. Method: The Consignment Auction Liquidation Marketing Method of Mass Product Distribution as well as provides a limited comparison of eBay as a form of auction product distribution. Originally developed and initiated in 1993 in response to the common need business organizations have for product liquidation outlets, the C.A.L.M method targets audiences contemplating the distribution of products, including manufacturers, wholesalers, retailers, and other entrepreneurs. General merchandise is distributed via consignment auction outlets located throughout the United States. Building on a previously published ten-year time span evaluation on the effectiveness of the C.A.L.M. method, …

Expressions Of Gratitude In Disaster Management: An Economic, Social Marketing And Public Policy Perspective On Post-Katrina Campaigns, Randle D. Raggio, Judith Anne Garretson Folse

Marketing Faculty Publications

In this article, the authors argue that in the wake of a major disaster, it is not only appropriate but also beneficial for governments to spend public funds to support official gratitude campaigns in response to outside assistance. These assertions are based on results of multiple studies on gratitude from both psychology and marketing that show that expressions of gratitude can offer both economic and social marketing benefits. Evidence demonstrates increased consumer willingness to purchase products produced in the devastated area and intentions to continue prosocial support through volunteerism and financial donations after receiving expressions of gratitude. Evidence also shows …

Diversity Awareness Among A Diverse Business Student Population: Insights And Curriculum Implications, Marvin Lovett, Irma S. Jones, Gerald Hollier, Dianna Blankenship

Marketing Faculty Publications

This paper addresses insights gathered from business students enrolled in a Hispanic Serving University (HSU)and resulting curriculum implications related to the continued heritage of the United States to embrace cultures of others. Although awareness of the realities regarding past, current and future diversity within the United State is important for all citizens, such awareness is especially necessary for business students planning to participate in the United States marketplace. This paper provides a limited historical perspective regarding the evolution and promotion of diversity within the United States. Secondly, the current degree of diversity in the United States is presented through a …