Marketing Commons^™

Impact Of Brand Equity On The Purchasing Of Consumer Durables, David Michael Wells

Theses Digitization Project

The purpose of this research was to demonstrate the importance of brand equity in the purchase of consumer durable goods, specifically heating, ventilation and air conditioning (HVAC) systems.

A Content Analysis Of Print Advertising From The United States And Hong Kong, Ka Man Carman Chu

Theses Digitization Project

The purpose of this study was to extend the research in cross-cultural advertising by investigating the differences in cosmetics and fragrance advertising in Hong Kong and the United States.

A Comparative Study Of Product Placement In Movies In The United States And Thailand, Woraphat Banchuen

Theses Digitization Project

The purpose of this research was to compare the presence of product placement in movies across two different cultures, namely the U.S. and Thailand. In particular, this research examined the frequency of product placement in movies, the position of product placement in movies, and the target audiences in the U.S. and Thailand.

The Impact Of Corporate Stadium Sponsorship, Yi-Chun Kuo

Theses Digitization Project

The purpose of this study is to investigate the impact corporate stadium naming rights. In particular, this project will assess consumer perceptions of stadium naming rights as a means for determining its effectiveness as a marketing approach. A survey of CSUSB students was conducted in order to obtain their perceptions of the relative marketing attractiveness of naming rights for a local minor league baseball stadium.

Security At Western Kentucky University Libraries: A Case Study And Overview, Dan Forrest

DLPS Faculty Publications

Using an actual incident from the spring of 2006, this article provides an overview of the security arrangements at WKU libraries. They include a Library Security Officer, student patrollers, security gates and strips in books and other materials in the library, as well as a networked system of security cameras. The article includes conclusions drawn from the discussed incident and recommendations for other libraries.

Irish Marketing Review, Vol. 19, Nos. 1 & 2, 2007, Unknown

Issues

The Irish Marketing Review deals with issues, development and research in the ares of marketing.

De Boerinn (Netherlands), Thomas Cooney

Case studies

Hendrik Jan Hoogendoom and his parents sat around the family dinner table and once again discussed the key problem facing the business in which they all worked. There had been many changes in the use of their land over the past two decades but they knew that they had not yet achieved the maximum economic return from it. Currently, the primary income came from recreation activities, which were extremely successful for six months of the year. But the challenge remained on how they could keep the business equally active during the long cold winter months.

Towards A Conceptual Framework Of Corporate Branding In Retailing, Edmund O'Callaghan

Conference proceedings

The view that corporate brand building in retailing is different to any other context (Burt and Sparks, 2002) is predicated in the belief that ‘goods’ retailers need to manage a range of corporate components, its multiple relationships with customers and its dependence on employees to personify and deliver much of the corporate identity. These differences in operations are perceived as adding a degree of complexity to an already challenging process of corporate brand development. This paper proposes a conceptual framework for the corporate brand building process within an SME retail context. It develops on the work of Hatch & Schultz’s …

The National Game And Irish Society: The Gaa As A Cultural Brand, Aine Carroll

Masters

The link between brands and culture is well documented (McCracken, 1986; Ritson and Elliott, 1999). However the purposeful creation of brands related to culture is less evident (Vincent, 2002; Holt, 2004). It is this lack of theoretical understanding of cultural brands that drives this study. The objective of this study is to investigate the Gaelic Athletic Association (GAA) as an iconic brand within the socio-economic context of Ireland. The literature has been divided into two chapters, the first is an overview of consumer culture as the context within which brands have taken on great importance, in the construction of self …

Boosted Classification Trees And Class Probability/Quantile Estimation, David Mease, A. Wyner, A. Buja

Faculty Publications

The standard by which binary classifiers are usually judged, misclassification error, assumes equal costs of misclassifying the two classes or, equivalently, classifying at the 1/2 quantile of the conditional class probability function P[y = 1jx]. Boosted classification trees are known to perform quite well for such problems. In this article we consider the use of standard, off-the-shelf boosting for two more general problems: 1) classification with unequal costs or, equivalently, classification at quantiles other than 1/2, and 2) estimation of the conditional class probability function P[y = 1jx]. We first examine whether the latter problem, estimation of P[y = 1jx], …

From The Classroom To The Boardroom: How Understanding 'The Rules' Of Dating Can Help Undergraduate Business Students Practice 'The Rules' Of Effective Career Communication, Marilyn K. Easter, T Clark, M Clark

Faculty Publications

No abstract provided.

The Potential Effects Of Corrective Advertising On Consumer Beliefs Mandated By U.S Vs. Philip Morris Usa, Inc. (2006), Brook Leigh Plack

Inquiry: The University of Arkansas Undergraduate Research Journal

In US v. Philip Morris USA Inc. (2006), six major tobacco companies were ordered to provide funding for an extremely large corrective advertising and marketing campaign. The Court ruled that consumers may have been misled and deceived about the (1) health effects of smoking, (2) addictiveness of smoking, (3) lack of health benefit from low tar/light cigarettes, (4) companies’ manipulation of nicotine delivery and cigarette design, and (5) health effects of secondhand smoke. Using print advertising copy test procedures, this research focused on the potential effectiveness of test ads submitted to the Court in impacting these target beliefs. In an …

Annual Report 2006-2007, Imsa Fund

IMSA Fund Reports

What Is the IMSA Fund?

The IMSA Fund for Advancement of Education is a 501(c)(3) not-for-profit corporation that accepts and distributes gifts and grants from the private sector to support IMSA's mission and work. These contributions support programs and services for IMSA students and staff, other Illinois students, and educators in Illinois and beyond; activities for IMSA alumni and parents; and IMSA Fund operations including donor cultivation and recognition.

Corporations, foundations, small businesses and individual donors, including board members, alumni, current and alumni parents, staff members and friends, make possible numerous opportunities that otherwise would not occur. Gifts to the …

Development Of Variant Definitions For Stakeholder Groups With Regard To The Performance Of Public Transit In The United States, Jason Keith Phillips, Diane M. Phillips

Marketing Faculty Publications

No abstract provided.

Ionad Cois Locha: 20 Years On, Gerry Mortimer

Case studies

Early in 2007, Seamus Gallagher watched from his modest attic office at Ionad Cois Locha as the last main steel beam was lifted into place right outside his window. The new venue was at last taking shape. Already it was a month or more behind schedule because the violent storms of late 2006 had meant that the steel frame could not be erected until now, and it would be at least May before the building would be completed. It had been planned to be ready by April before the main tourist season.

Heylen Bvba (Belgium), Thomas Cooney

Case studies

As Tom Heylen reflects upon his early days in business, he often wonders how his company Heylen bvba survived. He had left university after just one year of studying biology in order to pursue a business opportunity that he believed existed in the market and that needed to be acted upon without delay. About that time, nature had become modified to such an extent (particularly in Europe) that biodiversity could only be conserved through active management and restoration of the few natural areas which remained. Such management required innovation, specialised equipment, and knowledge in order to be successful. But those …

South Hill Enterprise (Ireland), Thomas Cooney

Case studies

Billy Barrett was facing challenges as a consultant that he had never previously experienced. All of the goals that are expected in business practice were not amongst the main priorities here. Confused, he asked Maura Melia (Manager of South Hill Enterprise) if he could clarify the situation.

Guardian Angel (Ireland), Thomas Cooney

Case studies

It was the summer of 2006 and three friends of many years had come up with a business idea that they believed could be a money-spinner for all of them. Maria Harrison, Krystle Malone and Marie Lyons had all been students at the Technological University Dublin and had recently completed their degree in Marketing. As part of their programme, they had taken a course on Entrepreneurship by way of interest rather than any deep-rooted desire to start their own business. But now, they are about to meet a venture capital company to ask for €300,000 to get the business started. …

Ecoserve (Ireland), Thomas Cooney

Case studies

Roisin Nash had just finished reading a new report that had recently been launched by the Minister for Communications, Marine and Natural Resources Noel Dempsey at the headquarters of the Marine Institute at Oranmore in County Galway. The report, entitled ‘Sea Change – A Marine Knowledge, Research and Innovation Strategy for Ireland 2007- 2013’, presented a national agenda (comprising of science, research, innovation, and management) aimed at a complete transformation of the Irish maritime economy. Roisin felt that the report provided a clear and realistic picture of future opportunities and challenges within the Irish marine industry, and that it would …

Echinades Fish Farm (Greece), Thomas Cooney

Case studies

The past decade had seen a dramatic decline in the regional economy along the west coast of the Greece as agriculture faded and few incentives existed for manufacturing companies to locate there given its relatively poor infrastructure. Since the long-established Greek strength of tourism was still focused on the islands and in areas where large natural beaches offered holidaymakers the opportunity to lay out in the glorious Mediterranean sunshine, this region of barren land and traditional lifestyle offered little to entice the modern tourist. Despite this pessimistic background, Nikos Anagnopoulos stood on the deck of the small boat that had …

Digicel Foundation (Haiti), Thomas Cooney

Case studies

It was a beautiful day on March 5th 2007 and the official launch of the Digicel Foundation Haiti was drawing to a close. The Foundation had been inaugurated at a special ceremony to mark the completion of the Foundation's first project, the rebuilding in record time of the Ecole Mixte Lageho (a primary school in the hurricane ravaged Pont Janvier rural community of Thomazeau), thanks primarily to the combined efforts of Digicel staff and local community members. Denis O'Brien (Digicel Group Founder / Chairman and Patron of the Digicel Foundation) was joined at the ceremony by the Prime Minister of …

Daft.Ie (Ireland), Thomas Cooney

Case studies

Eamonn and Brian Fallon sat in their office at the Digital Hub near the Guinness Brewery in Dublin and reflected upon their success. It was a beautiful day outside and the sun shone warmly through the windows. About them on the walls was an array of awards that they had collected over the past two years. Indeed they had received a telephone call earlier that day informing them that the radio programme ‘Down To Business’ on NewsTalk 106 had selected them as a leading example of best business practice and wanted to interview them. It was yet further recognition that …

Informed Retail Location Decisions: A Critical Concern For Irish Smes, Edmund O'Callaghan

Articles

No abstract provided.

Landscape And Geotourism: Market Typologies And Visitor Needs, Catherine Elizabeth Gorman

Conference papers

Purpose: The purpose of this paper is to explore Geotourism (landscape tourism) in the context of the Irish tourism experience, to develop visitor typologies and propose an approach that will ensure greater sustainability by addressing market value and requirements through the use of marketing techniques and tools.

Methodology/Approach: An evaluation of existing geotourism resources and information was undertaken. A gap was identified in terms of marketing the Geotourism product. This gap is identified as a break the delivery of the experience to the most suitable customer and is addressed by identifying specific typologies, their requirements and making suggestions …

Dimensions Of Internet Commerce Trust, D. Aiken, Robert Mackoy, B. Liu, Richard Fetter, Gregory E. Osland

Scholarship and Professional Work - Business

Trust is a central construct and plays a critical role in understanding Internet consumer behavior. This research seeks to directly address the subject of Internet Commerce Trust (ICT) by developing a valid, reliable, and generalizable scale to measure this multifaceted subject. Two separate studies reveal a common five-factor structure. These dimensions are labeled (1) Certification, (2) Resources and Capabilities, (3) Shopping Method, (4) Reliability, and (5) Communication Viability. An accurate measurement of ICT will serve as a viable control factor in future studies of Internet consumer behaviors, segmentation analyses, and in marketing strategy research.

Competitive Positioning In International Logistics: Identifying A System Of Attributes Through Neural Networks And Decision Trees, Srinivas Durvasula, Steven Lysonski, Subhash Mehta

Marketing Faculty Research and Publications

Firms involved in international logistics must develop a system of service attributes that give them a way to be profitable and to satisfy customers’ needs at the same time. How customers trade-off these various attributes in forming satisfaction with competing international logistics providers has not been explored well in the literature. This study explores the ocean freight shipping sector to identify the system of attributes that maximizes customers’ satisfaction. Data were collected from shipping managers in Singapore using personal interviews to identify the chief concerns in choosing and evaluating ocean freight services. The data were then examined using neural networks …

An Evaluation Of The Effectiveness Of Fear Appeals Used In Road Safety Campaigns, Darren O'Sullivan

Theses

This research project looks at Fear appeals as a method of communication. It is an evaluation of the use of this method based on a number of criteria. These criteria look at differing aspects of fear appeals which form the basis of the evaluation. Issues such as ethics, involvement of the audience, credibility and the level of fear used are all examined in a bid to determine the overall perceived effectiveness of this form of communication.

The first section of the project examines the research question and the objectives which the research hopes to achieve in order to arrive at …

Is Sustainable Competitive Advantage An Achievable Holy Grail: The Relevance Gap Between Academia And Business, Chiquan Guo

Marketing Faculty Publications

Competitive advantage, especially sustainable competitive advantage, is one of the most celebrated concepts in business research and strategic management fields in particular. It is a common belief that competitive advantage leads to superior performance, and sustainable competitive advantage leads to prolonged superior performance. To survive and prosper in an ever-competitive marketplace where firms operate on a global scale, businesspeople are in dire need of critical information and knowledge that will lend them a competitive edge over their rivals in search for regional, national, international, or global dominance. In fighting for their relevance, business scholars churn out volumes of research, trying …

Heroes In Sport: Assessing Celebrity Endorser Effectiveness, Joshua Shuart

WCBT Faculty Publications

The use of celebrities, and particularly athletes, to influence consumers and sell products is not a new practice, but one that is gaining considerable steam in the sports marketplace. However, many academics and practitioners have long questioned the means by which celebrity endorsement is measured and evaluated. Through the use of validated surveys among US students and the inauguration of the Celebrity-Hero Matrix (CHM), some of their questions are answered. Being labelled a 'heroic' athlete does, it seems, have tremendous power for marketers, and provides endorsement clout for the athlete.

A Proposed Strategic Undergraduate Enrollment Marketing Plan For St. Thomas Aquinas College, Danielle N. Mac Kay

Seton Hall University Dissertations and Theses (ETDs)

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