Marketing Commons^™

The Epistemic Consumption Object And Postsocial Consumption: Expanding Consumer‐Object Theory In Consumer Research, Detlev Zwick, Nikhilesh Dholakia

College of Business Faculty Publications

We introduce the concept of the epistemic consumption object. Such consumption objects are characterized by two interrelated features. First, epistemic consumption objects reveal themselves progressively through interaction, observation, use, examination, and evaluation. Such layered revelation is accompanied by an increasing rather than a decline of the object’s complexity. Second, such objects demonstrate a propensity to change their “face‐in‐action” vis‐à‐vis consumers through the continuous addition or subtraction of properties. The epistemic consumption object is materially elusive and this lack of ontological stability turns the object into a continuous knowledge project for consumers. Via this ongoing cycle of revelation and discovery, consumers …

It Came Out Fighting! Cadillac Motor Car Division's Dominance Of The Luxury Market After World War Ii, Jeffrey David Shively

All-Inclusive List of Electronic Theses and Dissertations

It came outfighting! is an analysis of the factors that contributed to Cadillac Motor Car Division's ascension to sales leadership in the fine car field in the years following World War II. To do this, I utilized period General Motors publications and period business publications, as well as the works of modern automotive historian. 111 Factors in play during the pre-war years, such as mechanical and styling innovations, advertising concepts, and the redefinition of the luxury car genre were considered. Cadillac's wartime production of aircraft engine parts and tanks hold the real key to postwar dominance. The War Department paid …

The Value Of Customer Co-Production In Developing New Products, Samar Mohammad Baqer

Marketing Dissertations - Archive

The concept of customer co-production has been mentioned in the marketing literature on several occasions. The lack of a clear definition and the poor operationalization in previous literature stimulated the interest to investigate it as a growing marketing concept. This dissertation investigated the perceived value of co-production in developing new products and found that it has an influence on customers' symbolic and functional reasons for purchase. In addition, the moderating effects of business communications and customers being classified classification as early adopters of innovation were found to be significant.

2006 August, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for August 2006.

한국마케팅저널 편집위원장으로부터, 상만 한

Asia Marketing Journal

No abstract provided.

인터넷 쇼핑에서 인터넷 자기효능감의 역할, Ho Bae Lee, Nam Kyeong Kwon

Asia Marketing Journal

No abstract provided.

영업성과가 우수한 사원과 낮은 사원의 성과차이에 대한 심층분석, Chang Jo Yoo, Dong Gi Youn

Asia Marketing Journal

No abstract provided.

친환경제품구매 결정요인들에 관한 모델, Yeon Shin Kim

Asia Marketing Journal

No abstract provided.

체험마케팅의 허와 실, Dae Ryun Chang

Asia Marketing Journal

No abstract provided.

Sheep Updates 2006 - Part 1, David Sackett, Kevin Foster, Ronald J. Yates, Phil Nichols, Graeme Martin, John Milton, Scott Williams, Garry Mcalister, Mark Suttie, Peter Fennessy, Jack Cocks

Sheep Updates

This session covers seven papers from different authors:

PLENARY

1. Making Dollars from Merinos, David Sackett, Holmes Sackett & Associates Pty Limited, Wagga Wagga, NSW

2. A new variety of sulla (Hedysarun coronarium)for forage production in southern Australia, Kevin Foster, Ron Yates, Phil Nichols, Department of Agriculture and Food, WA and Centre for Legumes in Mediterranean Agriculture, UWA

3. Mating - Short and fast is better, Graeme Martin, John Milton, Faculty of Natural & Agricultural Sciences, The University of Western Australia

4. Breech strike protection in sheep post 2010, Scott Williams, Program Manager Animal Health and Welfare, Australian Wool …

Part-List Cuing Effects In Advertising: When Exposure To Some Advertisements Impairs Recall Of Same-Valenced Ads, Hieu Phuc Nguyen

Marketing Dissertations - Archive

This study represents the first empirical examination of the inhibitory effect of part-list cuing in emotional print advertisements. It was hypothesized that exposure to a subset of print advertisements as cues impairs recall of the uncued ads. Additionally, exposure to positive cues would only inhibit memory for positive uncued ads, and exposure to negative ads as cues would only impair memory for negative uncued ads. Exposure to neutral ads was expected to inhibit memory for positive, negative, and neutral uncued ads. The effects of emotional versus neutral ads were also tested in both an uncued recall task and a cued …

Market Orientation And Order Of Entry Strategies: An Empirical Analysis, Anshu Saran

Theses and Dissertations - UTB/UTPA

While the relationship between market orientation and business performance has been extensively investigated, the mechanisms by which market orientation contributes to performance are still not well understood. To fill this gap in knowledge of how order of entry would affect the relationship between market orientation and performance, this research provides a conceptual framework to link two disparate concepts, or research streams in the marketing/business strategy literature, market orientation and order of entry.

Timing of entry has generated great attention (Green, Barclay, and Ryans 1995). Pioneering new markets is expensive and risky, but also potentially very rewarding. If pioneers have advantages …

Lagu And Belu: The Semiotics Of Bottled Water Packaging, Daniel Fusch

Reconstruction: Studies in Contemporary Culture

There has been considerable recent criticism of the bottled water industry from professional and popular as well as scholarly sources. This criticism disputes the veracity of a brand's claim to a pure and natural source, as well as the standards for regulation. This paper adds another factor to the criticism of bottled "natural springs" water, emphasizing the magical operation implicit in the rhetoric for the packaging of bottled water. The paper examines the natural and supernatural semiotics of the commercial packaging for bottled "natural springs" water, and identifies a correlation between the semiotic function of the ancient Germanic rune lagu …

Marketing, Consumers And Technology: Perspectives For Enhancing Ethical Transactions, Gene R. Laczniak, Patrick Murphy

Marketing Faculty Research and Publications

The advance of technology has influenced marketing in a number of ways that have ethical implications. Growth in use of the Internet and e-commerce has placed electronic "cookies," spyware, spam, RFIDs, and data mining at the forefront of the ethical debate. Some marketers have minimized the significance of these trends. This overview paper examines these issues and introduces the two articles that follow. It is hoped that these entries will further the important "marketing and technology" ethical debate.

An Exploration Of Enterprise Level Partnership And The Influences Informing Private Sector Organisations' Choice Of This Model In The Republic Of Ireland, Kevin O'Leary

Masters

The research follows the strategic choice of Partnership and seeks to gain an understanding of the processes and practices which define this concept and the political, economic and historical influences which have shaped it's evolution. The primary focus of this study is to explore the factors which have shaped the decision of private sector einployers to engage with or to reject Partnership as an appropriate model. The literature and the surveys consulted suggest that Partnership has not become an established or mainstream activity and reflects singularly low levels of uptake despite being actively promoted by Government and it's social partners. …

Influence Of Foreign Media On Fashion In Young Adults In Pakistan, Arif Hasan, Shaza Bari

Business Review

The extent of the influence of Indian media on fashion choices is studied by finding the underlying feelings and motives behind fashion product purchase decisions for young female adults. The results showed that the influence of Indian media on fashion choices is minimal and does not lead to an active search for a particular product. Rather, the exposure is used to make a decision when they are faced with a choice between a product seen on the media versus another product. Accessories are more easily adapted than clothes, which are too glamorized. The soap dramas are more popular among the …

The Influence Of Children On Family Purchase Decisions: A Phenomenological Approach, Usman Majeed, Nadia S. Banoori

Business Review

This study was conducted to understand the influence of school-going children between seven to ten years of age on family’s buying decision-making in the area of North Nazimabad. A sample of three children was chosen to be interviewed and were asked a number of questions related to their influence on purchase. Later, their parents were interviewed to counter-check their perceptions about their children’s influence. The results showed that children did exert some influence on decisions, especially in cases where the product was for their own use. Another result was that the level of understanding of the children was high enough …

2006 July, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for July 2006.

Debiasing Omission Neglect, Frank Kardes, Steven Posavac, David Silvera, Maria Cronley, David Sanbonmatsu, Susan Schertzer, Felicia Miller, Paul Herr, Murali Chandrashekaran

Marketing Faculty Research and Publications

Two experiments investigated the effectiveness of two new procedures for improving judgment by increasing sensitivity to missing information. When consumers are insensitive to important missing information, overly extreme product evaluations are formed. However, when consumers are sensitive to important missing information, they form more moderate and appropriate evaluations. Sensitivity to missing information was increased by encouraging consumers to consider their criteria for judgment before receiving product information (Experiment 1) and by asking consumers to rate presented and missing product attributes before providing overall product evaluations (Experiment 2). Both procedures were effective for improving judgment by reducing omission neglect.

Mabs: Spreadsheet– Based Decision Support For Precision Marketing, Bert De Reyck, Zeger Degraeve

Research Collection Lee Kong Chian School Of Business

In this paper, we describe a decision support system developed for automatically scheduling and optimising broadcasts of advertisements to mobile phones via SMS (Short Message Service) text messaging. The system, MABS or “Mobile Advertising Broadcast Scheduler”, is developed in Microsoft Excel with a link to Lingo, a modelling language and IP solver. It was developed for a London-based company specialized in location-sensitive precision marketing via mobile phones. The system significantly reduced the time required to schedule the broadcasts, and resulted both in increased customer response and revenues.

Marketing Research In Egypt... Truth Or A Myth, Samar Ibrahim

Archived Theses and Dissertations

No abstract provided.

2006 June, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for June 2006.

Make, Buy, Or Ally: A Transaction Cost Theory Meta-Analysis, Inge Geyskens, Jan-Benedict E. M. Steenkamp, Nirmalya Kumar

Research Collection Lee Kong Chian School Of Business

Since the publication of Williamson's Markets and Hierarchies, many empirical articles have investigated the tenets of transaction cost theory. Using meta-analytic techniques, we quantitatively synthesized and evaluated transaction cost-based empirical research on organizational boundary (make, buy, or ally) decisions. We found strong support for the theory for both make versus buy and ally versus buy decisions. However, we did not find evidence that asset specificity had stronger predictive power than uncertainty. Hierarchical and relational governance appropriately aligned with transaction dimensions both led to enhanced performance. On the basis of our meta-analysis, we provide directions for future research.

Fashion Sense, Nirmalya Kumar, Sophie Linguri

Research Collection Lee Kong Chian School Of Business

The article focuses on Zara store, which was opened in La Coruña, in Northwest Spain. The stores of Zara had a selling area of 811,100 square meters in 56 countries. Zara had become the best-known fashion brand in Spain and the flagship brand of 5.7 billion euros holding group Inditex, with sales of 3.8 billion euros in the financial year 2004. Among the keys to the success of Zara is its approach to the supply chain. Half of the garments of Zara is sourced around from third parties in low-cost manufacturing locations, including Asia. Basic collection items or wardrobe "staples," …

2006 May-December, Morehead State University. Office Of Athletics.

Morehead State Athletics Press Release Archives

Morehead State Athletics press releases from May to December of 2006.

Distressed A Marketing Plan For A New Product Launch In The Salon Hair Product Market, Magdalene M. Misztal

Renée Crown University Honors Thesis Projects - All

Abstract The Problem: The salon hair product industry is highly saturated. Product innovations and differentiation are necessary to ensure success. Consumers are constantly analyzed, looking for a missed or forgotten market segment to target. Research: Companies engage in market research to identify opportunities. To simulate a situation a brand manager may face in this industry, I actively engaged in original market research metrics like surveys, focus groups and interviews to identify potential opportunities. Research was collected, analyzed, and transformed into a realistic value proposition. Findings: Consumers value healthy, strong hair more than any other factor. Consumers who use salon products …

The London Experience: A Study In The Persuasiveness Of Dress, Erin Wilson

Renée Crown University Honors Thesis Projects - All

The purpose of this thesis is to answer the research question, does living in a more fashion-forward culture divergent from one’s own for an extended period of time cause that individual to emulate the style of dress of the divergent, more avant-garde culture? More specifically, this thesis embodies a review of literature that delves into two topical areas, sociology of dress and the history of London as a fashion capital to decipher if these areas under review can explain the transformation observed.

The primary research design was the use of descriptive research in the form of a self-administered, convenience, non-probability …

Fads And Children: The Early Culture Of Consumption, Tamika S. Laldee

Renée Crown University Honors Thesis Projects - All

Fads have the ability to consume our attention and cause us to defy our better judgments. They have the power to pervade society with an intensity that rivals the infectiousness of an epidemic. Despite the influence of this phenomenon, there is no systematic assessment of the emergence of fads and their impacts on society. This thesis, “Fads and Children: The Early Culture of Consumption,” examines the effects of fads on children and families. This project begins by highlighting the fundamental characteristics of fads and how fads differ from traditional products. Since a discussion of the entire subject of fads would …

Filthy Clean Advertisements: A Comparative Study Of Shampoo Advertisements From 1954 And 2004, Jacqueline Braun

Renée Crown University Honors Thesis Projects - All

In this study, national advertisements for shampoo products were compared from 1954 and 2004 through the utilization of Katherine Toland Frith’s “Undressing the Ad” technique. This analysis procedure measures the underlying meaning of an advertisement through the dissection of the surface, intended, and cultural/ideological meaning. This study used 10 advertisements, five from each respective decade, to measure each advertisement’s level of stereotyping toward females and gender stereotyping cultivation in general. The study revealed that the 1954 advertisements more directly projected gender stereotyping; however, the 2004 advertisements also contained the stereotypes on an indirect level. Additionally, the analysis uncovered the fact …

2006 May, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for May 2006.