Marketing Commons^™

통신서비스 이용형태 분석을 통한 휴대폰 교체기간 예측, Hyun Jung Park, Sang Hoon Kim

Asia Marketing Journal

No abstract provided.

사회자본이론을 통한 사회마케팅의 응용확장에 관한 탐색적 연구, Woon Seung Yeo

Asia Marketing Journal

No abstract provided.

조직간 관계의 질 형성과 거래지속 기간의 조절효과에 관한 연구, Dong Jin Lee, Hyoung Tark Lee, Jin Yong Park

Asia Marketing Journal

No abstract provided.

와이브로 서비스(Wibro Service) 상용화를 위한 시장개발전략, Young Chan Kim, Kyoung Yong Jee, Moon Koo Kim, Kim

Asia Marketing Journal

No abstract provided.

Child Targeted Tv Advertising And Its Influence On The Child- Parent Purchase Relationship:, Catriona Nash, Serge Basini

Conference proceedings

Since the 1970s an argument has raged over the influence child targeted advertising has on its young audiences (Lawlor & Prothero 2003). An area of particular interest is the effect of child targeted advertising on the parent-child purchase relationship, commonly referred to as ‘pester-power’. In recent years, harnessing its power has become a Holy Grail for those who believe it to be the key to parent’s purse strings (Harding 2004). Industry spending on advertising to children has significantly increased in the past decade, from $100 million in 1990 to more than $2 billion in 2000 (www.media-awareness.ca). This paper outlines preliminary …

Individual, Managerial, And Organizational Antecedents And A Performance-Based Consequence Of Salesperson Organizational Citizenship Behavior, Barbara Janet Allison

Doctoral Dissertations

The purpose of this study was to extend the nomological network of the construct organizational citizenship behavior within a sales setting.

Statistical analyzes indicated that, contrary to the results hypothesized, trait competitiveness was significantly and positively related to organizational citizenship behavior and two of its dimensions. However, the relationships among trait competitiveness and the global measure of organizational citizenship behavior and the dimensions of namely helping behavior and civic virtue were found to be significant and positive.

No significant relationships were found between outcome-based control systems and organizational citizenship behavior and its dimensions. One significant relationship was observed between activity …

Service Encounters: The Missing Link Between Service Quality Perceptions And Satisfaction, Srinivas Durvasula, Steven Lysonski, Subhash Mehta

Marketing Faculty Research and Publications

Relationship marketing emphasizes that for a firm to be profitable, it must be attentive to those factors that affect service satisfaction. Extant research in the service sector reveals two important determinants of service satisfaction. One is service quality, and the other is the service encounter, representing the interaction between the customer and the service provider. Further, it has been demonstrated that service quality is also related to customer perceptions of the service encounter. However, a question that a remains unanswered is about the precise nature of the relationship between service quality and service encounter on one hand, and service satisfaction …

The Impact Of Cultural And Religious Values On Television And Newspaper Advertising Content And Appeal: A Cross-Cultural Study Of The United States And The Arab World, Morris A. Kalliny

Theses and Dissertations - UTB/UTPA

Standardization versus adaptation of advertising has been a subject of great controversy that has been debated for more than 50 years. Scholars have pointed out the increasing demand for more cross-cultural research on advertising content that can contribute to the standardization versus adaptation debate. Scholars have also pointed out that although the Arab world offers great opportunities for multinational corporations, the Arab world has been severely neglected in academic research. To comply with this demand, this study investigates the similarities and differences of the manifestation of cultural and religious values in the U.S. and the Arab world (Egypt, Lebanon, Kuwait, …

2005 July, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Morehead State University press releases for July of 2005.

The Korean Language And The Effects Of Its Honorifics System In Advertising: Deferential Vs. Informal Speech As Regulatory Prime On Persuasive Impact, Jin K. Han, Yong Seok Sohn, Kun Woo Yoo

Research Collection Lee Kong Chian School Of Business

A very prominent feature of the Korean language is its extensive honorifics system, where the speaker is obliged to adopt a level of speech (deferential vs. informal) befitting the status of the target audience. As the context for using deferential (informal) speech parallels the setting for prevention (promotion) focus, we set out to examine whether the Korean honorifics system itself functions as a natural prime for regulatory orientation. In Study 1, we find that deferential (informal) speech style activates prevention (promotion) focus in the addressee. Accordingly, we show that ad copies in deferential (informal) speech style resulted in regulatory fit …

Do Suppliers Benefit From Collaborative Relationships With Large Retailers? An Empirical Investigation Of Efficient Consumer Response Adoption, Daniel Corsten, Nirmalya Kumar

Research Collection Lee Kong Chian School Of Business

Collaborative manufacturer-retailer relationships based on efficient consumer response (ECR) have become ubiquitous over the past decade. Yet academic studies of ECR adoption and its impact on marketing relationships are relatively scarce. Inspired by the relational view of competitive advantage, the authors empirically investigate whether the extent to which suppliers of a major retailer adopt ECR has a beneficial impact on their outcomes. The results demonstrate that whereas ECR adoption has a positive impact on supplier economic performance and capability development, it also generates greater perceptions of negative inequity on the part of the supplier. However, retailer capabilities and supplier trust …

Microeconomics Of Brand Loyalty: Learning, Switching, And Uncertainty, Ronia Ahmed Moustafa Hawash

Archived Theses and Dissertations

In a world of competition, loyalty to a particular brand has a significant role in the behaviour of economic agents and the outcome of markets. The objective of this thesis is to examine the microeconomics of brand loyalty from three dimensions: consumer learning by using markets with switching costs, and uncertainty in product quality. The various methodologies used are based on extensions, modeling, and integrative analysis of some works in the literature, most notably those of Klemperer, Pepall, Thisse, Gabszewicz, Schwartz and Wilde, and Tirole. Brand loyalty arising from the above mentioned perspectives is tackled via three models. The first …

Effects Of Antismoking Advertising-Based Beliefs On Adult Smokers’ Consideration Of Quitting, Richard G. Netemeyer, J. Craig Andrews, Scot Burton

Marketing Faculty Research and Publications

Objectives. We examined whether specific antismoking advertising–based beliefs regarding the addictiveness of smoking, the dangers of environmental tobacco smoke, and the tobacco industry’s use of deceptive advertising practices are associated with adult smokers’ consideration of quitting. We also assessed whether interactions between such beliefs and having children living in the home were associated with consideration of quitting. Methods. We used analyses of smokers’ responses to a telephone survey conducted after completion of the Wisconsin Anti-Tobacco Media Campaign to test hypotheses associated with our study objectives. Results. Results indicated that advertising-based beliefs regarding smoking addictiveness and the dangers of environmental …

Credit Cards As Lifestyle Facilitators, Matthew J. Bernthal, David Crockett, Randall L. Rose

Faculty Publications

Credit cards are an increasingly essential technology, but they carry with them the paradoxical capacity to propel consumers along lifestyle trajectories of marketplace freedom or constraint. We analyze accounts provided by consumers, credit counselors, and participants in a credit counseling seminar in order to develop a differentiated theory of lifestyle facilitation through credit card practice. The skills and tastes expressed by credit card practice help distinguish between the lifestyles of those with higher cultural capital relative to those with lower cultural capital. Differences in lifestyle regulation practice are posited to originate in cultural discourses related to entitlement and frugality.

Diffusion Of Art: An Investigation Of The Evolution Of Modern Indian Art, Srinivas K. Reddy, Mayukh Dass, Umesh Gaur

Research Collection Lee Kong Chian School Of Business

No abstract provided.

2005 June, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Morehead State University press releases for June of 2005.

Mtv: Sounds Of A Generation, Amanda Evens

Honors Capstones

Capstone submitted as a graduation requirement for the BSU Honors Program.

Nlis National Livestock Identification System. Frequently Asked Questions, Department Of Agriculture, Western Australia

Animal production and livestock published reports

Replaces Miscellaneous Publication 29/2004

Which was issued in December 2004

Traceability is fast becoming the most prominent issue between global livestock trading partners. In the future, international markets will demand assurances that individual animals can be adequately traced for the whole of that animal's life , through multiple transactions, and ultimately to its property of birth.

In Australia, the National Livestock identification System or NLIS is the national system for lifetime traceability of livestock. NLIS will enable rapid trace back through all movements made by that animal to the property of that animal's birth in the event of a disease …

Product Placement On Television: An Effective Means Of Breaking Through The Clutter?, Alyssa Gold

Renée Crown University Honors Thesis Projects - All

Over the last few years product placement has become an important tool for advertisers trying to break through the clutter. This thesis investigates whether product placement on television is effective in reaching the college market.

Currently we live in a society in which people have learned to block out the hundreds of advertisements they are inundated with everyday. Product placement attempts to solve this problem by integrating products into various forms of entertainment, in which people can’t avoid the advertisement.

The main problem with the practice is that there is no standard industry method of measuring the value of a …

Testing For A Synergistic Effect Between Online Publicity And Advertising In An Integrated Marketing Communications Context, Anca C. Micu

WCBT Faculty Publications

This dissertation examined the relationship among four exposure conditions in marketing communications (pure advertising, advertising priming, publicity priming, and pure publicity) that include either advertising or publicity or both. Also, the indirect relationship between brand communication exposure condition and purchase intent was modeled via path analysis. 634 students participated in an online experiment. Repeated measures MANCOVA analysis results indicate that the two synergistic conditions, which included an ad-article or article-ad combination, were more effective in terms of brand communications impact than the pure advertising condition. The pure publicity condition was found to be more effective than any of the other …

Bilingual Consumer Memory In The Advergaming Context: A Cross-Script Comparison, Monica D. Hernandez

Theses and Dissertations - UTB/UTPA

Written language is the core of culture and central to marketing communications. The differences in language processing exhibited by Eastern/Western bilingual consumers are of great concern for global and multinational companies wishing to effectively promote their products through the Internet. Advergaming is a promotional method consisting of the delivery of advertising messages through electronic games. Despite recent scholarly interest, no previous research has compared brand memory across groups of bilinguals of different writing systems or scripts in the advergaming context.

The dissertation investigated differences in brand memory of bilinguals of languages based on different scripts. Specifically, a logographic-based language (Chinese), …

2005 May, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Morehead State University press releases for May of 2005.

신제품 개발팀에서 상호작용과 성과와의 관계, Won Jun Lee, Byoung Jai Kim

Asia Marketing Journal

No abstract provided.

제품다양성이 공급사슬에 미치는 영향, Young Ah Kim

Asia Marketing Journal

No abstract provided.

Crm 고객데이터 분석을 통한 이탈고객 연구, Sang Yong Kim, Ji Yeon Song, Gi Soon Lee

Asia Marketing Journal

No abstract provided.

컨버전스 제품에 대한 소비자 평가, Hae Ryong Kim, Shin Myung Hong, Moon Kyu Lee

Asia Marketing Journal

No abstract provided.

Lg생활건강 백화점 화장품 브랜드 오휘의 Crm전략, Wan Soo Lee, Won Moo Hur

Asia Marketing Journal

No abstract provided.

Interactive Advertising Vs. Traditional Print Mediums, Jennifer Finnvik

Honors Capstones

Capstone submitted as a graduation requirement for the BSU Honors Program.

West Rail Vs. Bus : A Passenger Study For West New Territories, Kin Hang Foo

Bachelor Degree - Marketing - Final Year Project

Executive summary

Before the opening of West Rail, bus is a leading transportation mode to go to urban area in West New Territories. But after the opening of West Rail in 2003, the situation is changed. West Rail and bus become an important transportation mode of residents. But the market share of West Rail is not high enough to reach the target of KCRC. Then what is the main problem of West Rail behind? The purpose of this report is to investigate on how people choose their transportation mode and use the data of the survey to help KCRC to …

Marketing Research For Western's Panhellenic Council, Julia Renee Williams

Honors Theses

The Greek system began at Western Michigan University in 1916 with debate societies. These organizations were recognized as national organizations in the 1950s. In recent years, the Greek system at Western Michigan University has seen a decline in its membership, as well as in the number of students participating in the recruitment process. In 1997 there were 28 social Greek organizations, but as of spring 2005, there are 23. With interest diminishing, a marketing research project was conducted to determine why people are no longer interested in women's fraternities and what might draw people to them. A series of 70 …