Marketing Commons^™

In Opposition To The Proposed Media Marketing Accountability Act Of 2001, Angela M. Papalaskaris

Cardozo Arts & Entertainment Law Journal

No abstract provided.

An Evaluation Of The Business Value Gained Through The Use Of Customer Relationship Management And Related Ebusiness Solutions Deployed Within An Irish Enterprise, Catherina Kelly

Theses

The company at the centre of this case study is the Irish registered company Hewlett Packard (HP) European Software Centre (ESC) based in the Ballybrit Industrial Estate in Galway, Ireland. The core operation of the ESC is customer services distribution. For HP ESC, effective customer support and service had become a major strategic focus resulting in the strategic requirement for a Customer Relationship Management (CRM) eBusiness solution.

This case study evaluated the business value associated with HP’s CRM implementation focusing primarily on intangible elements of business value as opposed to the more traditional financial measures of IS/IT evaluations. The research …

Postpurchase Implications Of Low Price Guarantees And Consequences Of Low Price Guarantee Default, Sujay Dutta

LSU Doctoral Dissertations

Past research on consumer perceptions related to Low Price Guarantees (LPG) have primarily investigated effects of LPG on consumer search intentions, their perception of offer value and their purchase intentions. The present research had two major objectives: (i) to study the probable effect of LPG on consumers' intentions to search after the purchase and the boundary conditions of such effects; (ii) to study probable consequences of default of an LPG, that is, postpurchase discovery of lower prices in the marketplace despite promise to the contrary. It was shown that while LPG is likely to discourage prepurchase search it might encourage …

First-Mover Advantage: A Cross-National Comparison Of Mature And Emerging Market Consumers' Attitudes Toward Pioneer And Follower Brands, Tarek T. Mady

Theses and Dissertations in Business Administration

A number of scholars suggest that the ability to accrue any competitive advantage stemming from time of entry is a function of the type of market being entered (e.g., Lieberman and Montgomery 1988; Kerin et al. 1992; Szymanski et al. 1995; VanderWerf and Mahon 1997). This dissertation extended the current behaviorally-based research domain of the field vis-a-vie a survey-based comparative study of mature market (U.S.) and emerging market (Indian) consumers' attitudes toward pioneer and follower brands. Two fundamental questions were asked: (1) Are there significant attitudinal differences between mature market and emerging market consumers based on order of …

Drivers Of The Value Of The Firm: Profitability, Growth, And Capital Intensity, Tom W. Miller, Richard E. Mathisen

Faculty Articles

Value-based management systems focus on wealth and the wealth creation process and promote the generation of value for the shareholders. A valuation model for the firm is extended analytically to focus explicitly on profitability, growth, and capital intensity as drivers of the value of the firm. The extended model provides information about the sensitivities of the value of the firm to changes in the firm's profitability, growth, and capital intensity. These sensitivities are presented in terms of changes per dollar of sales and actual dollar changes. The changes per dollar of sales show the relative sensitivities of the changes in …

Estimates Of The Sensitivities Of The Value Of The Firm To Profitability, Growth, And Capital Intensity, Tom W. Miller, Richard E. Mathisen, John P. Mcallister

Faculty Articles

Value-based management systems concentrate on actions that generate value for the shareholders in the wealth creation process (Fisher 1995; Lieber 1996; Walbert 1994). This study focuses explicitly on profitability, growth, and capital intensity as drivers of the value of the firm by extending a free cash flow valuation model for the firm. The extended model is used to provide information about the sensitivities of the value of the firm to changes in the firm's profitability, growth, and capital intensity. These sensitivities are presented in terms of partial derivatives and dollar changes. The partial derivatives show the changes in the value …

Marketing Potential Of Thai Food And Products In The U.S. Market, Athitaya Vudhikarmrusa

Seton Hall University Dissertations and Theses (ETDs)

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An Investigation Of The Antecedents And Consequences Of Individual-Level Customer Orientation: A Comprehensive Approach, Ceyhan Kilic

Theses and Dissertations in Business Administration

Customer orientation has been acknowledged by both practitioners and scholars as a critical element for the success of almost every business.

The primary objective of this research study is to respond to the previous research calls (e.g., Brown et al. 2002; Deshpande, Farley, and Webster 1993; O'Hare, Boles, and Johnston 1991) by investigating the antecedents and consequences of customer orientation at the individual level through a comprehensive structural model. The suggested model captures a comprehensive set of potential antecedents of customer orientation. The antecedents and consequences of customer orientation include organizational factors (i.e., organizational culture and market orientation), j ob-related …

Competency Requirements For Managerial Development In Manufacturing, Assembly, And/Or Material Processing Functions, Brian C. Tietje, Clifford S. Barber

Marketing

Organizations that include a manufacturing, assembly and/or material processing (MAMP) functions have become increasingly complex, competitive, and dynamic. These organizations demand increased emphasis on recruiting, developing, and retaining management talent to gain a competitive edge. This paper uses a modified Delphi triangulation approach to identify and categorize first-level MAMP management competencies perceived to be important by three critical stakeholder groups – an expert MAMP upper management panel, first-level MAMP managers who have been employed between one to three years, and business management faculty members. The results identify 14 knowledge, skill, and value-based competencies and three higher-order factors as essential components …

Is The Implicit Association Test A Valid And Valuable Measure Of Implicit Consumer Social Cognition?, Frederic F. Brunel, Brian C. Tietje, Anthony G. Greenwald

Marketing

This article discusses the need for more satisfactory implicit measures in consumer psychology and assesses the theoretical foundations, validity, and value of the Implicit Association Test (IAT) as a measure of implicit consumer social cognition. Study 1 demonstrates the IAT’s sensitivity to explicit individual differences in brand attitudes, ownership, and usage frequency, and shows their correlations with IAT-based measures of implicit brand attitudes and brand relationship strength. In Study 2, the contrast between explicit and implicit measures of attitude toward the ad for sportswear advertisements portraying African American (Black) and European American (White) athlete–spokespersons revealed different patterns of responses to …

Exploring Online Brand Choice At The Sku Level : The Effects Of Internet-Specific Attributes, Yanan Wang

Lingnan Theses

E-Commerce research shows that existing studies on online consumer choice behavior has focused on comparative studies of channel or store choice (online or offline), or online store choice (different e-tailers). Relatively less effort has been devoted to consumers’ online brand choice behavior within a single e-tailer. The goal of this research is to model online brand choice, including generating loyalty variables, setting up base model, and exploring the effects of Internet-specific attributes, i.e., order delivery, webpage display and order confirmation, on online brand choice at the SKU level. Specifically, this research adopts the Multinomial Logit Model (MNL) as the estimation …

Challenges To Academic Marketing: Toward The Next Decade, David B. Montgomery

Research Collection Lee Kong Chian School Of Business

At the turn of the century and millennium, the Marketing Science Institute and the American Marketing Association undertook in a conference and a special issue of the Journal of Marketing to examine what were seen as fundamental issues and directions for marketing in the dawning millennium. A series of competitively commissioned papers addressed such questions as: How do customers and consumers really behave? How do markets function and evolve? How do firms relate to their markets? And what are the contributions of marketing to organizational performance and societal welfare? These questions were thought to best satisfy the criteria of differentiation, …

Regret From Consumer Action Versus Inaction: The Effects Of Post-Decision Information, Decisional Responsibility And Perceived Source Expertise, Neel Das

LSU Doctoral Dissertations

This dissertation proposes to examine regret arising from action versus inaction in consumer decision-making contexts. Although there has been extensive research in the area of regret, no extant literature in marketing has been found that has investigated the nature of regret arising from inaction, specifically in stockout conditions. The first study defines the concept of decisional action and inaction as the key sources of the regret emotion. Specifically, regret arising from inaction (and action) is investigated under sub-optimal and optimal conditions. Subsequently, circumstances are identified when inaction-driven levels of regret are likely to be higher than levels of action-driven regret …

Service Recovery And The Elusive Paradox: An Examination Of The Effects Of Magnitude Of Service Failure, Service Failure Responsiveness, Service Guarantee And Additional Recovery Effort On Service Recovery Comes, Anthony Hugh Kerr

LSU Doctoral Dissertations

Service failure and recovery remain critical issues for both academicians and marketing practitioners. Defined as a service provider’s response to a failed service, service recovery can mean the difference between a firm’s success and failure, for increasing customer retention and limiting customer defection are integral components of organizational growth and profitability. The purpose of this dissertation was two-fold: (1) to test the effects of magnitude of service failure, service failure responsiveness, and the presence of a service guarantee on customer satisfaction levels and other service recovery outcomes (Study 1); and (2) to test the effects of additional recovery effort and …

Procedural Priming Effects On Spontaneous Inference Formation, Kirmani Amma, Michelle P. Lee, Carolyn Yoon

Research Collection Lee Kong Chian School Of Business

Procedural priming refers to how the frequent or recent use of certain cognitive procedures on one task can lead to a greater propensity to use the same procedures on a subsequent task. In this paper, we demonstrate how procedural priming may be used to assess spontaneous inference formation in situations where the inference involves a relationship or rule. We do so in the context of the advertising cost–product quality rule, i.e., that higher advertising expense implies higher product quality. Prior research suggests that underlying the advertising cost–quality rule is a basic human attribution (the effort investment rule) that says, if …

What Irritates Consumers?: An Empirical Examination Of The Antecedents And Consequences Of Consumer Irritation, Sweta Chaturvedi Thota

LSU Doctoral Dissertations

This dissertation develops a model of consumer irritation in the context of consumer decision-making. Thus, the purpose is to describe and empirically test a model of the antecedents and consequences of consumer irritation. The model incorporates antecedents, moderators and consequences of irritation. It is suggested that irritation in consumers has a direct as well as an indirect influence, through retention of irritation in consumers, on the outcome variables such as attitude towards the advertised brand, and intentions to engage in negative word of mouth (NWOM) behavior. The central aim of this dissertation is to extend our understanding of the irritation …