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Ua68/13/5 Potter College Of Arts & Letters Journalism & Broadcasting Student Organizations, Wku Archives

WKU Archives Collection Inventories

Records created by School of Journalism student organizations. These include the Advertising Club, PRSSA and ImageWest.

Gender Differences In Communication:Implications For Salespeople, Daniel H. Mcquiston, Kathryn A. Morris

Scholarship and Professional Work - Business

As more women enter into the traditionally male-dominated occupations of sales and purchasing, an understanding of gender differences in communication can provide salespeople with added information to increase their effectiveness. 1his paper begins with a review of the research on gender differences in verbal and non-verbal communication and then applies these findings to the field of sales. The paper concludes with managerial implications and recommendations for how salespeople might account for gendered aspects of their communications and by so doing potentially increase the effectiveness of their sales process.

Eating With A Purpose:Consumer Response To Functional Food Health Claims In Conflicting Versus Complementary Information Environments, Courtney M. Droms, Rebecca Walker Naylor, Kelly L. Haws

Scholarship and Professional Work - Business

Marketers of food products have recently introduced a variety of “functional foods” that promise consumers improvements in targeted physiological functions. However, despite the proliferation of functional food health claims promising more than basic nutrition, little is known about consumer responses to these claims, particularly in information environments in which inconsistent information may be available about the efficacy of a particular functional ingredient.

First Among Equals: The Effect Of Team Leader Characteristics On The Internal Dynamics Of Cross-Functional Product Development Teams, Shikhar Sarin, Gina Colarelli O’Connor

Marketing Faculty Publications and Presentations

Drawing upon the Path-Goal Theory of leadership, this study examines the effect of team leader characteristics on an array of conflict resolution behavior, collaboration, and communication patterns of cross-functional new product development (NPD) teams. A hierarchical linear model analysis based on a survey of 246 members from 64 NPD teams suggests that participative management style and initiation of goal structure by the team leader exert the strongest influence on internal team dynamics. Both these leadership characteristics had a positive effect on functional conflict resolution, collaboration, and communication quality within the NPD team; while discouraging dysfunctional conflict resolution and formal communications. …

An Empirical And Consumer Psychology Analysis Of Trademark Distinctiveness, Thomas R. Lee, Eric D. Derosia, Glenn L. Christensen

Faculty Publications

This article analyzes the taxonomy of trademark distinctiveness that has long been endorsed in the courts and scholarly commentary. This distinctiveness scale is routinely justified on the basis of an assumption about consumer psychology: that consumers perceive suggestive, arbitrary, or fanciful marks as source-indicating, but see descriptive marks as "merely descriptive." Although this core premise of trademark law is a fundamental matter of consumer psychology, it has never been subjected to scrutiny under the light of consumer psychology theory and empirical analysis. We offer a consumer psychology model for questioning the law of distinctiveness (or "source indication") and then test …

The Functional Specification Of The Wageexperience Relationship And Male Wage Inequality In The Philippines: A Decomposition Analysis, Lawrence B. Dacuycuy

DLSU Business & Economics Review

This study analyzed the factors that have contributed to the increase in wage inequality among male workers in the Philippines. Using the Fields (2003) framework as a decomposition platform, the validity of the usual parametric specification of the wage-experience relationship to ascertain the effects of functional misspecification on wage decomposition estimates was investigated. The study found that the quadratic specification of the nonlinear relationship is inadequate, thereby favoring the use of the semiparametric partially linear model, which does not impose any functional assumption on the said relationship.

An Evaluation Of Financial And Non-Financial Environmental Disclosures Of Ten Publicly-Listed Mining Companies In The Philippines, Nimpha M. Aquino

DLSU Business & Economics Review

This study determined the environmental disclosure practices of 10 mining companies in the Philippines by examining the nature and extent of disclosures in the financial and non-financial sections of their 2006 corporate annual reports. It was found out that there was no uniformity in the environmental disclosures of the 10 mining companies. It was also discovered that there was no existing environmental reporting standards as far as environmental disclosure is concerned. The study provided recommendations to the standard-setting council to improve the firms’ environmental disclosure compliance with a discussion regarding the benefits these recommendations might offer.

Stock Diversification And Integer Programming, Emilina R. Sarreal

DLSU Business & Economics Review

This study shows how investors can maximize returns by preparing and monitoring their own stock portfolio by using an integer programming model with an algorithm that can be computed in spreadsheet and linear programming software. Further, the study emphasizes the importance of diversifying stockholdings to reap optimal returns and minimum volatility/risk. It also suggests employing behavioral portfolio theory where goals/aspirations of investors are combined with their reward-to-volatility profile.

Risk Management In The Indian Petrochemical Industry (With Special Reference To Haldia Petrochemicals Ltd.), Tamma K. Reddy, Subhayan Basu

DLSU Business & Economics Review

This study focuses on the identification and acceptance or offsetting of the risks threatening the profitability and existence of any petrochemical organization. It deals with the foreign exchange risk management policy of Haldia Petrochemicals Ltd. and how it could be implemented in the risk minimization or the profit maximization of the company. It applies theories about risks and offers insights and recommendations to the company regarding their management of risk exposures.

Engaging Embedded Information: Toward A Holistic Theory Of Knowledge Transfer In Organizations, Michael P. Thompson, Robert J. Jensen, Kristen Detienne

Faculty Publications

Purpose – The purpose of this paper is to propose a model of knowledge transfer that takes into account both the perspective of the sender and the perspective of the receiver, with an emphasis on the latter. The contention is that, although externalizing knowledge residing in an individual or group and making it accessible to others either through direct communication or embedding information in the organizational system is a necessary component of knowledge transfer, it is not the only component. An equal, but understudied, share of the knowledge transfer effort takes place when the receiver of the knowledge engages with …

Consumer Decision Making And Aging: Current Knowledge And Future Directions, Carolyn Yoon, Catherine A. Cole, Michelle P. Lee

Research Collection Lee Kong Chian School Of Business

We review existing knowledge about older consumers and decision making. We develop a conceptual framework that incorporates the notion of fit between individual characteristics, task demands and the contextual environment. When the fit is high, older consumers use their considerable knowledge and experience to compensate for the impact of any age-related changes in abilities and resources. When the fit is relatively low, older consumers feel increased need to adapt their decision making processes. We discuss these consumer adaptations and propose a number of research questions related to the processes underlying them in order to contribute to a better understanding of …

Ireland: A Branding Phenomenon? An Examination Of "Ireland The Brand"., Sarah O'Mahony

Theses

This study is an examination and assessment of the branding phenomenon, ‘Ireland the Brand’. An investigation into the current image of ‘Ireland the Brand’, was conducted as part of this research study, focusing particularly on the aspects of the brand relating to the foreign direct investment sector (Ireland Inc.), and the Irish tourism industry brand (Tourism Brand Ireland). Many events and aspects of Irish history contributed to the subsequent awareness of the values of ‘Ireland the Brand’. It included the Great Famine, which led to mass emigration, marking the beginning of a substantial Irish community abroad, the Irish diaspora. Also, …

Two Essays On Screening Strategies, Rajani Ganesh Pillai

Electronic Theses and Dissertations

Consumers form consideration sets by screening from all available alternatives. Consumers typically utilize one of two types of screening strategies: an exclusion screening strategy wherein alternatives not worthy of further consideration are rejected or an inclusion strategy wherein worthy alternatives are selected for further evaluation. Extant literature has documented the important role played by screening strategies in decision making. However, there is very limited understanding of when and why consumers may employ one screening strategy over the other as well the impact of the screening strategy for decision accuracy. This dissertation attempts to study the antecedent and consequence of screening …

Critical Reviews And Market Performance, Elena Pomirleanu

Electronic Theses and Dissertations

Firms invest significant resources to improve the quality of their products but also to communicate to consumers about their efforts. However, information regarding quality of product offerings is now increasingly being generated by short or long term users of products or services. The growing popularity of critical reviews has prompted attention from both academics and practitioners alike. Current academic findings do not seem conclusive with respect to the impact critical reviews have on product performance on the market. The current dissertation aims to clarify the role critical reviews have in relation to economic outcomes such as sales, category market share, …

Two Essays On Satisfaction, Vishal Bindroo

Electronic Theses and Dissertations

This dissertation consists of two essays that study the relevant boundary conditions to the relationship between the customer satisfaction and loyalty. Retaining current customers is critical to a firm's performance and has been well-established in the literature. Extant literature tells us that loyal customers are typically less price sensitive, spend more than non-loyal customers, less expensive to retain, and more importantly, provide new referrals through positive word of mouth. In the first essay, drawing from decision justifiability theory, I posit that consideration set size and price-consciousness moderate the relationship between satisfaction and loyalty. At higher levels of consideration set sizes, …

Market-Based Asset Management And Shareholder Value: Investigating The Roles Of Human Capital And Factor Markets In Maximizing Returns On Customer Relationships, Chad Milewicz

Electronic Theses and Dissertations

The accountability of marketing investments continues to be a key area of concern for researchers and practitioners (MSI Research Priorities, 2008). In particular, market-based assets, specifically customer relationships, and their potential impact on firm performance are a significant source of interest. Though research in this area continues to grow, little is understood about how investments in human capital and the acquisition of alliance partners through factor markets relate to customer relationship management and the impact of customer relationships on performance. This dissertation presents two studies which, together, investigate how investments in market-based assets influence on abnormal stock returns. In the …

Marketing Partnerships: Impact Of Monitoring Schemes And Cooperative Advertising Agreements, Pavan Chennamaneni

Electronic Theses and Dissertations

Marketing partnerships may involve either horizontal relationships (e.g., a co-marketing alliance between firms selling different products) or vertical relationships (e.g., between an upstream manufacturer and its downstream retailers). Either type of partnership often includes multiple members and the marketing efforts (e.g., level of advertising) of any member typically affect the profitability of the other members. When selecting their effort levels, however, the individual members of the partnership do not account for such externalities. Consequently, the overall effort on behalf of the partnership is not optimal. This dissertation investigates the value of contractual mechanisms such as monitoring schemes (for horizontal partnerships) …

Impact Of Returns Policies And Group-Buying On Channel Coordination, Thanh Tran

Electronic Theses and Dissertations

This dissertation investigates the role of two marketing practices—returns policies and group-buying services—in improving channel coordination. The first study (presented in Chapter Two) focuses on the interaction between two types of returns policies—returns of unwanted products from consumers to retailers and returns of unsold inventory from retailers to manufacturers. Even without the right to return unsold inventory to the manufacturer, the retailers may accept returns from consumers; by doing so, they benefit from a less pricesensitive market demand, an ability to screen for high-valuation consumers, and a competitive advantage (offering a returns policy makes a retailer more attractive to consumers). …

Crm In Russia And U.S. -- Case Study From American Financial Service Industry, Tamilla Curtis, Tom Griffin, Donald Barrere

Management, Marketing and Operations - Daytona Beach

This paper discusses Customer Relationship Management in two sharply contrasting business cultures: the United States and Russia. Included in the present work is a case study of a midsized American financial services firm that illustrates a common path to the decision to have a CRM system: the planning, selection, and the implementation of the CRM program, including a discussion of the likelihood of success. The clients in this case are Financial Advisors, who in turn sell the investment products to the end user individual investors. CRM in Russia is yet in its infancy as the economy emerges from 200 years …

Viral Marketing In Tertiary Level Educational Establishments, Vicky O'Sullivan

Theses

Technological evolutions, principally developments in electronic and digital social media, have introduced new marketing paradigms, such as viral marketing. Viral marketing is a relatively new phenomenon which offers marketing practitioners significant opportunities to reach target audiences in a credible and attention grabbing way.

Students have rapidly adopted new social technologies, and they use these media to enrich existing offline personal relationships that they have with friends within their tertiary level environment. Students have a predilection to forward messages to friends, and value messages they receive from friends. This is because students trust friends, and also believe that friends will know …

How Offshore Outsourcing Is Perceived: Why Do Some Consumers Feel More Threatened?, Srinivas Durvasula, Steven Lysonski

Marketing Faculty Research and Publications

As globalization intensifies, multinational companies are not only compelled to expand their operations, but are also facing greater pressure to enhance productivity and concomitant return on investment (ROI). One way to achieve cost efficiencies is by offshoring selected business operations to overseas firms. Such offshoring, however, has generated public concern and, in some cases, outrage. Angst against offshoring is based on many perceptions, including perceived job losses and damage to domestic industries. In the wake of this threat, multinational firms in Europe and North America confront a public relations problem in justifying their offshoring activities. Yet, no systematic study has …

Drivers Of Brand Value, Estimation Of Brand Value In Practice, And Use Of Brand Valuation: Introduction To The Special Issue, Randle D. Raggio, Robert P. Leone

Marketing Faculty Publications

Brands constitute the largest asset for many firms, and brand valuations are increasingly being seen as an important performance metric both for companies and managers.¹ In addition, components of brand valuation models have been found to positively impact financial market performance, so it is critical that managers understand clearly what brand value is, and how they can create and appropriate (capture) as much of that value as possible.² Due to resource constraints, firms are forced at any given time to emphasize either value creation or value appropriation based on strategic priorities. Research shows that the stock market rewards …

The State Of Research On Multinationals And Emerging Markets, Rajesh K. Pillania, Marc Fetscherin

Faculty Publications

Emerging markets are increasingly becoming the growth drivers of the global economy and there is increased scrutiny and interest in emerging markets since the 1990s. The interest can be viewed from a demand and supply perspective. With a huge population and increasing income, emerging economies provide a big market for goods and services. Also, with talented manpower and low costs, emerging economies are supplying more and more goods and services to the world (Pillania, 2009). Multinational corporations (MNCs) play a very important role in global business and economy. There is an increased interest in research and explanation for emerging markets …

Socially Responsible Advertising In The Fashion And Cosmetic Industry : The Female Consumers’ Perspective, Christine Murphy

Theses

This study explores the portrayal of women in advertising in the fashion and cosmetic industry. While traditionally, companies have employed the use of highly attractive thin women known as the thin ideal in their advertisements, there have been some moves in the industry towards the use of women of various ages and sizes in an attempt to celebrate female beauty as a whole instead of focusing on the thin ideal. This has been in response to criticisms of the industry as dominant contributors to high levels of negative body images, dissatisfaction, extreme dieting and eating disorders among girls and women. …

Integrated Marketing Communications: Student Recruitment At Cork Institute Of Technology, Mervyn O'Mahony

Theses

Competition has, and will continue to intensify further in the third-level educational sector to attain increased student numbers into the future. Third-level Institutes must focus on marketing activities, and understand that without an effective marketing communications strategy, the possibility of attracting increased numbers of students is negligible.

Cork Institute of Technology faces unprecedented funding shortfalls. This coupled with a soon to be introduced new funding mechanism, based on student numbers, has made it imperative for CIT to exploit new and innovative marketing media to generate awareness of the Institute and the courses it has to offer.

The students of today …

The Coke Side Of Life:An Exploration Of Pre-Schoolers' Constructions Of Product And Selves Through Talk-In-Interaction Around Coca-Cola, Olivia Freeman

Articles

Abstract Purpose – This paper proposes the activity-based focus group as a useful method with which to generate talk-in-interaction among pre-schoolers. Analytically, it aims to illustrate, how transcribed talk-in-interaction can be subjected to a discourse analytic lens, to produce insights into how pre-schoolers use ‘Coca-Cola’ as a conversational resource with which to build product-related meanings and social selves. Design/methodology/approach - Fourteen activity-based discussion groups with pre-schoolers aged between two and five years have been conducted in a number of settings including privately run Montessori schools and community based preschools in Dublin. The talk generated through these groups has been transcribed …

The Role Of Method: Some Parting Thoughts From A Departing Editor, David Stewart

Marketing & Business Law Faculty Works

No abstract provided.

Does Fair Trade Deliver On Its Core Value Proposition? Effects On Income, Educational Attainment, And Health In Three Countries, Eric J. Arnould, Alejandro Plastina, Dwanye Ball

Department of Marketing: Faculty Publications

Alternative trade organizations (ATOs) based on philosophies of social justice and/or environmental well-being are establishing new channels of trade and marketing. Partisans promote ATOs as systems to transfer benefits from consumers in the wealthy northern hemisphere to producers in the poor southern hemisphere. The central public policy question is whether the well-being of poor agricultural producers in the southern hemisphere is actually being improved by fair-trade practices, or are consumers who buy products on this premise deceived? The research reported here partially answers the question whether participation in a fair-trade coffee marketing channel delivers benefits to smallscale producers in Latin …

In The Mood For A Commercial Break? A Model Of Consumer Response To Television Commercials During Sensitive News, Anca C. Micu, Esther Thorson, Michael Antecol

WCBT Faculty Publications

Marketers decided to pull over $100 million worth of commercials from network, cable, local and syndicated TV outlets on the United States market in the first 48 hours of the 2003 Iraq war. Given this loss to advertisers and media, we looked at how consumers respond to commercials during wartime. Would they change their attitude towards products that are advertised during war coverage? Would they consider advertising during such coverage inappropriate? Consistent with previous mood theory study findings, the results suggest a positive relationship between the mood generated by the interest in the program content and support for advertisements during …

Exchange Rate Pass-Through For Selected Southeast Asian Countries, Stephanie L. Chan

DLSU Business & Economics Review

Long- and short-run exchange rate pass-through coefficients were estimated for Malaysia, Indonesia, Thailand, and the Philippines using a simple model based on absolute purchasing power parity. Results were lower than 0.30 for all four countries. Cointegration tests confirmed the existence of a long-run relationship between CPI, GDP, exchange rate, and the U.S. PPI for the countries studied. However, the post-estimation tests showed that a more comprehensive model may need to be developed. The low coefficients reflect the success of the countries in stabilizing their inflation levels, though implying that exchange rate interventions may be less effective in restoring trade balance.