Marketing Commons^™

Relationships Between Servqual Dimensions And Organizational Performance In The Case Of A Business-To-Business Service, Subhash C. Mehta, Srinivas Durvasula

Marketing Faculty Research and Publications

A growing recognition of the critical differences between industrial and consumer services requires additional research emphasis on marketing of services in business-to-business context. Presents an application of SERVQUAL as a measure of service quality in Ocean Freight Services. Based on a cross-section sample of 114 business organizations in Singapore, which regularly utilize ocean freight services for their export needs, the study asked shipping lines for their heaviest used export routes and provide their overall evaluation of services provided by their preferred suppliers. Respondents also evaluated various interfacing departments in the shipping line and SERVQUAL measures on various service quality dimensions. …

It's Not What You Make, It's The Way That You Say It: Reflections On The Design-Marketing Interface, Paul O'Sullivan

Articles

Good design is a cornerstone of marketing. Design is an important variable in every aspect of marketing activities- products, processes, packaging and communications. Yet this topic attracts little attention in the marketing literature and there is, one suspects, very little cross-fertilisation between marketing and design disciplines. This paper puts design on the agenda for both marketing academics and practitioners as well as providing a review of what is embraced within the broad subject of design. Some observations on the history and role of design in an Irish context are offered also.

The Effects Of Humorous Advertising On Viewer In Television Medium, Monica Del Carmen Carrera Vergara

Theses

This study will focus on the effects of humorous advertisements in the television medium and its impact on viewers.

Research has established to the importance of humorous advertising in the business world and the effect that it has on consumers ' consciousness.

Humor in advertising is seen as an important factor in the purchaser's process . Also, it is a tool that companies use to create a positive attitude toward the brand.

At this time, humor in commercials is the heavy attribute that gives viewers often pleasures . However, some current uses of humor in commercials do not achieve this …

The Guest Editor's Comments 1998, Syed H. Akhter

Marketing Faculty Research and Publications

No abstract provided.

Commercial Speech On The Internet: Spain And The First Amendment, Joshua A. Marcus

Cardozo Arts & Entertainment Law Journal

No abstract provided.

Deception In Political Advertising: The Clash Between The First Amendment And Defamation Law, Evan Richman

Cardozo Arts & Entertainment Law Journal

No abstract provided.

Confounds In The Measurement Of Predictive Expectations, Richard A. Spreng, Robert Mackoy, Cornelia Dröge

Scholarship and Professional Work - Business

Given the importance of predictive expectations in consumer satisfaction models, confounds in the measurement of expectations could result in misspecified models. Results of two empirical studies indicate that consumers interpret the word "expect" in numerous ways. A large minority of consumers interpret "expect" to mean "desire." The magnitude of the resulting confounding effect is illustrated by comparing results using a measure of expectations alone with results obtained when using a measure of expectations together with a measure of desires in a side-by-side format.

Hospital Marketing And The Internet: Revisited, C. David Shepherd, Daniel Fell

Faculty Articles

In 1995 a study was conducted to explore the use of the Internet in hospital marketing. Use of the Internet has exploded since that study was published. This manuscript replicates the 1995 study and extends it by investigating several managerial and operational issues concerning the use of the Internet in hospital marketing.

Market-Based Assets And Shareholder Value: A Framework For Analysis, Rajendra Kumar Srivastava, Tasadduq A. Shervani, Liam Fahey

Research Collection Lee Kong Chian School Of Business

The authors develop a conceptual framework of the marketing-finance interface and discuss its implications for the theory and practice of marketing. The framework proposes that marketing is concerned with the task of developing and managing market-based assets, or assets that arise from the commingling of the firm with entities in its external environment. Examples of market-based assets include customer relationships, channel relationships, and partner relationships. Market-based assets, in turn, increase shareholder value by accelerating and enhancing cash flows, lowering the volatility and vulnerability of cash flows, and increasing the residual value of cash flows. ABSTRACT FROM AUTHOR Copyright of Journal …

1998 January, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Morehead State University press releases for January of 1998.

Brand Extensions In A Competitive Context: Effects Of Competitive Targets And Product Attribute Typicality On Perceived Quality, Jin K. Han

Research Collection Lee Kong Chian School Of Business

Brand extensions have proliferated over the past decade, and the rationale behind endowing a new product with a well-known brand name is to provide consumers--and the trade--with a sense of familiarity and security by leveraging positive brand characteristics in a new product category. Although brand extensions have become a standard strategy for new product introductions in today's fiercely competitive marketplace, the extant literature has examined brand extensions as if they occur in a competitive vacuum. This study attempts to fill this void by examining brand extensions in a competitive context. Specifically, brand-extension strategy in a competitive context includes two key …