Marketing Commons^™

Examining The Cross-National Applicability Of Multi-Item, Multidimensional Measures Using Generalizability Theory, Srinivas Durvasula, Richard G. Netemeyer, J. Craig Andrews, Steven Lysonski

Marketing Faculty Research and Publications

Establishing the applicability of multi-item measures is important for making valid inferences when testing theories cross-nationally. Typically, researchers have relied upon the tenets of classical measurement theory (CT) using confirmatory factor model invariance testing to conclude that a unidimensional measure is applicable across countries. However, two important issues remain unresolved via CT techniques: (1) if the measure is found not to be invariant, CT tells us little as to why the measure varies across countries; and (2) if the measure is multi-dimensional, what factors affect its cross-national applicability? Our research seeks to address these issues and the cross-national measurement applicability …

A Mixed-Method Approach For Developing Market Segmentation Typologies In The Sports Industry, Andrew J. Rohm

Marketing & Business Law Faculty Works

This study presents a mixed-method approach for segmenting a sports product-market using participation motivation data. Qualitative data are used to segment a national sports product-market—running footwear—using qualitative analysis software as well as multivariate statistical approaches. This study describes a systematic approach to developing a consumer segmentation typology using both demographic variables as well as self-expressed motivations for sport and fitness participation. The mixed-method approach reported here employs qualitative data to help validate subsequent quantitative cluster analysis, and draws upon cluster profiles to establish the structure for market segmentation. The findings from this study offer implications for marketing research and marketing …

Market Disintermediation And Producer Value Capture: The Case Of Fair Trade Coffee In Nicaragua, Peru And Guatemala, Eric J. Arnould, Alejandro Plastina, Dwayne Ball

Department of Marketing: Faculty Publications

Does participation in Fair Trade coffee marketing deliver added value to small-scale producers in developing countries? Is Fair Trade fair to producers as promised? The present study adopts a survey methodology designed to measure a combination of socio-economic impact indicators as well as measures particular to the Fair Trade coffee growing and marketing experience. We surveyed over 1200 small-scale coffee producers in Nicaragua, Peru, and Guatemala, of which about two-thirds participate in coffee marketing schemes sponsored by Transfair, USA. The study reports selected results related to production, marketing, material quality of life, education, health, and general wellbeing. Results show that …

Gibson V. Prs: The Applicability Of The Initial Interest Confusion Doctrine To Trademarked Product Shapes, Paul Anthony Marchisotto

Cardozo Arts & Entertainment Law Journal

No abstract provided.

Consumer's Adoption Of The Technology Innovations : The Role Of Coping Strategies, Wenjing Bao

Lingnan Theses

Given the accelerated technology innovations and shorter product lifecycles, explaining and predicting consumers’ adoption of technology innovations have been increasingly difficult. With new generations of the same products emerging every few years or less, consumers often face the dilemma of choosing between continuing to use the existing product and upgrading to a new version, and have increasingly experienced a certain level of technology fatigue. They may delay the adoption, frog-leap the new product, and simply ignore its existence. Thus, the traditional models of adoption based on product attributes and consumer innovativeness can no longer accommodate these new realities. Based on …

Pop-Up Ads And Trademark Infringement: Whenu.Com Litigation, Janet Rubin

Cardozo Arts & Entertainment Law Journal

No abstract provided.

Big Al's: Ten Years On, Gerry Mortimer

Case studies

This case study was developed by Gerry Mortimer of the Technological University Dublin. It was developed as a basis for class discussion, rather than to illustrate effective or ineffective handling of an administrative situation. The author acknowledges the assistance of research student Tara Rooney in preparing this case and of Simon Walker and Blathnaid Ni Fhatharta of Kepak Convenience Foods and Niamh MacHale of An Bord Bia (Irish Food Board) in facilitating its development.

Towards Non-Prescriptive Issues: A Teaching Framework For Selecting Marketing Dissertation Topics, Conor Horan

Conference papers

There is a significant absence in academic literature, textbooks and practical teaching tools for advising or guiding student learning, in a practical non-prescriptive manner, toward topic selection and development. Prescriptive or rational approaches, taken by many research methods textbooks, are not adequate or sufficient when teaching this important first stage in the research process. Non-prescriptive approaches describing manageable steps should be researched more to fill this pedagogic gap. This paper attempts to promote academic discussion on a pedagogic gap that is broadly overlooked, and to examine how marketing and business academics can better instruct dissertation students in the area of …

Irish Marketing Review, Vol. 18, No. 1 & 2, 2006, The Marketing Institute

Issues

The Irish Marketing Review deals with issues, developments, research and practise in marketing. This is a special issue on " the island view of relationship marketing and networks".

Electronic Customer Relationship Management (Ecrm): Opportunities And Challenges In A Digital World, Aileen Kennedy

Articles

Electronic customer relationship management (eCRM) is seen to arise from the consolidation of traditional CRM with the e-business applications marketplace and has created a flurry of activity among companies. ECRM is the proverbial double-edge sword, presenting both opportunities and challenges for companies considering its adoption and implementation. This challenges companies considering its adoption and implementation. This paper explores the marketing opportunities eCRM creates for companies such as enhanced customer interactions and relationships as well as personalisation options, all of which are potential sources of competitive advantage. It also explores the challenges confronting companies implementing eCRM such as managing an on-line …

The University Of Northern Iowa Honors Program And You, Eric Jacobs

Honors Program Theses

My project entitled, The University Northern Iowa Honors Program and You, was meant to be a promotional video for the honors program here at UNI. The purpose behind my project was twofold.

The first reason why I choose to make this my final thesis project was that I wanted to learn how to use the Avid Express editing system. The Avid is a widely used program throughout the video production industry and I thought that this presented me the perfect opportunity to get some real hands on experience using a system that is so widely used by professionals in the …

Service Personalization And Loyalty, A. Dwayne Ball, Pedro S. Coelho, Manuel J. Vilares

Department of Marketing: Faculty Publications

Purpose:

To investigate the effect of service personalization on loyalty, and to measure some of the psychological dynamics of the process.

Methodology:

structural equation modeling.

Findings:

We show that the effect of service personalization on loyalty exists, but that the effect is not all direct. Personalization works through improving service satisfaction and trust. Personalization and improved communication act together in such a way that they account for the variance in loyalty that would be otherwise explained by corporate image.

Research limitations:

Data, though comprising a very large probability sample, are from one economic sector in one European country.

Practical implications: …

"To Integrate Or To Differentiate?" - Towards Resolving A Multi-Channel Dilemma Investigation Of The Effects Of Channel Integration Strategies On Consumers' Evaluations Of Multi-Channel Utility And Their Adoption Of Multi-Channel Shopping, Elena Kiryanova Bernard

LSU Doctoral Dissertations

Multi-channel retailers have been adopting different multi-channel formats that range from complete channel separation (e.g., Victoria's Secret) to close integration (e.g., Bed, Bath and Beyond). The purpose of this dissertation is to determine which multi-channel strategy offers the most value to multi-channel shoppers. The success of a multi-channel retailing strategy is believed to depend on the degree of channel complementarity as perceived by the retailer's customers. Channel complementarity is defined as the degree to which multiple retail channels work synergistically to create value. Complementary channels give customers integrated solutions that create more value than the sum of the parts. It …

Consumer Expectation Formation In Health Care Services: A Psycho-Social Model, Kenneth Randall Russ

LSU Doctoral Dissertations

A psycho-social model of consumer expectation formation in a health care services context was developed and tested. A field study involving obstetrical patients (n=171) at a large women’s specialty hospital in the southeast was conducted. Initial support for the structural model which posits that consumer expectations in health care services are multidimensional involving role, process, outcome, and service quality was found. Furthermore, the research identified that the uncertainty of a health service encounter may cause certain consumer segments to choose coping strategies and expectation processes based on their locus of control orientation from along a continuum ranging from “approach-active” to …

The Impact Of Masking Of Persuasive Intent On Persuasive Message Effectiveness, Christina Simmers Rodrigue

LSU Doctoral Dissertations

The decreased dependency of marketing managers on traditional message forms (i.e., commercials) has increased the use of nontraditional message forms (i.e., product placement) in marketing communication. These newer message forms are unique because their persuasive intent is concealed by the presentation method and, therefore, may be processed differently than the traditional message forms. Consequently, this paper examines three major issues that arise out of the integration of nontraditional message forms into marketing communication, including (1) incorporating nontraditional message forms into the traditional persuasion literature, (2) introducing a new persuasion element (termed masking of persuasive intent) and its role in the …