Marketing Commons^™

Corporate Brand Management In Higher Education: The Case Of Erau, Tamilla Curtis, Russell Abratt, William Minor

Management, Marketing and Operations - Daytona Beach

There is evidence in the literature that organizations struggle to formulate and implement their corporate branding strategies. This paper aims to provide an overview of the corporate brand building process in higher education. Design/methodology/approach – A qualitative methodology was used in this study. A single case study of a private American university was used to gather information about their corporate brand building process. University administrators and documents were used to gain insights into their brand building process. Findings – The corporate brand building process addressed three key areas; web administration, program marketing and corporate brand positioning. The corporate brand building …

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. …

An Overview Of Discourse Analytical Approaches To Research, Brendan O'Rourke

Books/Book Chapters

The field of discourse analysis (DA) is vast, varied and contested with traditions ranging from conversational analysis (Sacks, 1995, [1964-1972]), to more Foucauldian inspired approaches (e.g. Kendall & Wickham, 1999), to critical discourse approaches (Van Dijk, 2001; Fairclough, 2003). This diversity means that this overview is necessarily selective. Nonetheless, this introduction should provide a platform from where readers can then further investigate those currents of DA that are of particular interest. In order to locate DA within the range of methodology discussed in this volume, and to argue for the unity of various DA approaches, a short history is outlined. …

Supreme Seafoods, Thomas Cooney

Case studies

Fintan Barrett’s four year old daughter would often turn to him while playing and exclaim “what to do, Daddy?” Indeed, this very question of what to do next had frequently swirled around his own head as he considered the options that were now available to him and his business Supreme Seafoods. Some commentators had described the recent economic crisis as ‘a perfect storm’ and that analogy was particularly apt for someone operating in the fish industry. Although Fintan’s family had worked in the fishing industry for many generations, whether out at sea or processing and selling fish on land, the …

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 …

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 …

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. …

Russian Icons And American Money, 1928-1938, Wendy Salmond

Art Faculty Articles and Research

The article explores the marketing tactics and consumer expectations with regards to icons released in the street markets and provincial cities of Soviet Russia and acquired by American collectors from 1928-1938. These icons, including those from Byzantium in the tenth century, were seen as cultural commodities during the Russian revolution and the subsequent socialist construction. The Soviet apparatus Antikvariat was tasked with appraising the icon collections held by the Gosmuzeifond or the State Museum Reserve for exports.

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 …

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 …

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 …

The Definition, Creation, And Evolution Of Buyer-Seller Relationships, Anna Maria Walz

LSU Doctoral Dissertations

The theoretical and practical importance of relational exchange is well known. However, customers are often annoyed at companies’ relationship building attempts. In addition, the literature has three core problems: (1) the relational concept is not well defined; (2) little research has accounted for relationship dynamics; and (3) relational constructs’ conceptualizations have become ambiguous. The purpose of this dissertation is to build an integrative and comparative framework that not only delineates relationship stages, but also identifies the unique roles of all relational forms (e.g., firm-firm). Specifically, three research questions are addressed: (1) How is a relationship defined? (2) How is a …

Brand Portfolio Management And The Role Of Brand Acquisitions, Yana Kuzmina

LSU Doctoral Dissertations

This dissertation is the first study to propose and empirically test a framework outlining factors that influence the choice of brand acquisitions versus brand creations in a brand portfolio expansion strategy. Drawing on research on make-or-buy decisions, a multilevel interdisciplinary conceptual model was developed, identifying three potential levels of influence: the market, the firm, and the brand portfolio. Twenty-two firms were selected from the ACSI sample of firms, and secondary data sources were utilized to collect data for the variables in the analysis. The model was tested using logistic regression. The results revealed that factors at the market and firm …

"Why Do I Have Fifty Pairs Of Shoes?": Characterizing And Explaining Acquisitive Buying Behavior, Mousumi Bose Godbole

LSU Doctoral Dissertations

Why do some of us have the fourteenth black shoe? Fifty pens? Thirty fishing rods? While some motivations relate to compulsive, impulsive or excessive buying, others relate to collecting, hoarding, fixated buying and stockpiling. However, there is a set of consumers who purchase recurrently, have an inventory far greater than that of a typical consumer and yet do not share the negative characteristics of the extreme buyers mentioned earlier. This set of consumers is termed ‘acquisitive buyers’ and little research exist to understand them. This dissertation establishes the significance of acquisitive buying as a new buying type in terms of …

The Application Of Social Marketing In Reducing Binge Drinking Among Female College Students: An Investigation Of A Third Level College In Cork, Fergus Murphy

Theses

Ireland has one of the highest levels of alcohol consumption in the EU, consuming 10.6 litres of pure alcohol per person in 2003, increasing to 13.4 litres in 2006. This rise in consumption has led to increases in alcohol-related harm and disease, and has resulted in more than 1,775 deaths according to the Health Research Board (Mongan et al., 2007). In general, increases in overall consumption are accompanied by a greater incidence of health and social problems. In addition to the high volume of alcohol consumed by people in Ireland, drinking occasions appear to be strongly related to heavy episodic …

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 …

Chasing Brand Value: Fully Leveraging Brand Equity To Maximize Brand Value, Randle D. Raggio, Robert P. Leone

Marketing Faculty Publications

Both researchers and practitioners seek to understand how to leverage brand equity to create value. Adopting ‘the theoretical separation of brand equity and brand value’ framework originally proposed in the Journal of Brand Management by Raggio and Leone, this conceptual paper looks more closely at the brand value construct and the implications of the proposed theoretical separation. The authors argue that firms are continually attempting to ‘chase’ the appropriable value of their brands—defined as the theoretical maximum value that a brand could achieve if all brand equity were fully leveraged. Implications for developing measures of brand value are discussed.

Postscript: Preserving (And Growing) Brand Value In A Downturn, Randle D. Raggio, Robert P. Leone

Marketing Faculty Publications

We have taken the opportunity provided by the current worldwide recession to further explore the implications of the relationship between brand equity and brand value that we proposed previously,^1,2 and our analysis reveals that companies have one of two strategic options for surviving. The “Just Good Enough” strategy maximizes current value, potentially hurting brand equity and appropriable value (or potential future value) in the process, while the “Altered Amortization” strategy offers an opportunity to chase current value while maintaining brand equity with current prospects and activating latent equity with potential prospects, which may increase appropriable value. Anything between these …

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 …

The Creole Connection: What Happens Next?, Michael L. Thomas, Linda G. Mullen

Marketing: Faculty Publications

The purpose of this case is to demonstrate the importance of target market selection and positioning, particularly for businesses in small college towns. Additionally, other marketing and management issues are presented to stimulate understanding of the multitude of variables that impact restaurant success. This case is intended for those interested in marketing, management, entrepreneurship, hotel/restaurant management or retailing areas.

Teenage Consumer Behaviour: Factors That Influence Their Purchase Decisions Towards Clothing Brands., Regina Baylor

Theses

This study explores the perceptions held by Irish teenage consumers in relation to branded clothing and investigates the different factors which influence them in their decision-making process. In seeking to expand the understanding of teenage consumer behaviour and the factors that influence their clothing brand choices, this study focuses predominantly on the susceptibility of teenage consumers to peer and reference group influence. This study examines the social and psychological concepts of attributing status, social value and specific purchase intent to clothing brands in relation to teenage consumer decision-making.

This study is therefore interested in exploring the hypothesis that branded clothing …

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, …

Linking Service Encounters To Financial Performance: An Extended Approach To Valuation, Carla Yvonne Childers

University of Kentucky Doctoral Dissertations

Managers and researchers have become increasingly interested in linking marketing activities to firm financial performance. That is, they desire to make marketing more financially accountable. One approach to achieving this goal has been to “valuate” customers to determine their degrees of profitability over the lifetime of their relationships with firms. However, traditional customer valuation techniques are largely based on quantitative factors and do not account for softer measures such as a customer’s behavior and performance both during and after service encounters.

Additionally, while customer profitability is commonly valuated, employees are not generally assessed in this manner in profit linkage frameworks. …

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, …