Marketing Commons^™

Social Media Perceptions And Usage By Generation Y And Relevant Marketing Implications, Irene J. Dickey, William F. Lewis

Management and Marketing Faculty Publications

One of the most common ways in which Internet users connect and network with each other is through "social media." Social media is the content that is provided and maintained by the user on a website. It is clear that social media such as Facebook and LinkedIn are becoming increasingly pervasive in the lives of students, professionals and consumers. A literature review, as well as the results from our survey, reveals that not only have social networks evolved rapidly during the last few years, but so too have consumers’ behaviors. Subsequently, marketing strategies and tactics, and the potential for practitioners …

Brand Analyses Of U.S. Global And Local Brands In India: The Case Of Levi's, Vertica Bhardwaj, Archana Kumar, Youn Kyung Kim

Department of Marketing Faculty Scholarship and Creative Works

This study investigates differences between U.S. global and local brands in the Indian market. Attitudes toward American products and the brand equity of U.S. global and local casual apparel brand in the Indian market are examined. It is postulated that global and local brand influence brand equity, which is composed of brand image, brand awareness, emotional value, perceived quality, brand loyalty, and purchase intention. A total of 411 college students in India participated in the survey. Using repeated measures ANOVA, this study finds that Indian consumers perceive global and local brands differently based on brand equity.

Exploring Antecedents Of Consumer Resistance Towards Microgeneration Technologies In Ireland, Marius Claudy, Aidan O'Driscoll, Rosanna Garcia, Michael Mullen

Conference papers

The diffusion of microgeneration technologies like micro wind turbines provides great potential to reduce CO2 emissions, ease fossil fuel dependency and stabilize energy costs. The uptake of microgeneration technologies among home owners, however, remains low and they are often referred to as resistant innovations. Consumer resistance to innovations is a generally under-researched area and empirical evidence is scarce. The research presented in this study is based on a large scale study around micro wind turbines, which was conducted with home owners in the Republic of Ireland in 2009. The contribution of this study is twofold. Building on recent advances in …

The Sales Organisation: Influencer Or Mere Implementer Of Business Strategy? Investigating The Evolving Role Of Sales Strategy And Processes In Attaining Overall Business Objectives And Goals In International Markets, Sarah Browne, Katrina Lawlor, Pamela Sharkey Scott, Laura Cuddihy

Conference papers

This research will attempt to empirically examine the evolving nature of the sales organisation from a mere tactical support function of marketing, to a strategic capability in its own right and one that perhaps has a salient role to play in attaining overall objectives and goals pertaining to the business level strategy for international markets. The foundations of this research stem from multiple strands of literature including, strategic marketing, strategic management, selling and sales management and business internationalisation. This proposal attempts to locate this early stage research within these important and growing strands of literature and address the under researched …

The Effects Of The Country Of Brand And The Country Of Manufacturing Of Automobiles: An Experimental Study Of Consumers' Brand Personality Perceptions, Marc Fetscherin, Mark Toncar

Faculty Publications

Purpose: This paper offers a new perspective of country of origin effects on consumers’ brand personality perceptions of domestic and imported automobiles. It assesses the perceived similarities and differences between automobiles from two countries with respect to the country of origin of the brand (COB) and the country of manufacturing (COM) of that same brand.

Design/methodology/approach: An experimental design was used to investigate developed country consumers’ brand personality perceptions of three cars; a domestic car, a car manufactured in a developing country by a developing country manufacturer, and a car from developing country manufacturer that is manufactured in the developed …

What Appeals To The Wku Honors Student? A Promotion Mix Designed To Intrigue, Brittany T. Kittleman

Mahurin Honors College Capstone Experience/Thesis Projects

The presence of honors programs and honors colleges at universities is a growing trend in response to increased competition for high-caliber students. Public universities are finding that honors colleges can provide students with an affordable option that is equivalent to the educational experience of a private institution. There is minimal research regarding the promotion strategies of honors colleges, and regarding promotions that are most effective in attracting high-caliber students to universities with honors colleges. This thesis attempts to expand on this area of research by analyzing the factors, opportunities, and experiences that were most important to current honors students of …

Preservation And Renovation Of Historical Downtown Bowling Green: The Galloway Resort, Brandy Nicole Hill

Mahurin Honors College Capstone Experience/Thesis Projects

For the past 50 years, urban development such as suburbs, shopping malls, highways, and retail chains have impacted the way that Americans live their everyday lives. While it is nice to quickly accomplish that daunting to-do list, these developments have demolished the main streets and downtowns of America. No longer do residents enjoy scenic shopping days, coffee in the park or simply a stroll around the town. Thus resulting in downtown business establishments closing and buildings became condemned. The property around what used to be an area full of life, fun and excitement became dull, boring and underappreciated. For this …

Branding In China: Alternative Brand Strategiesbranding In China: Global Product Strategy Alternatives, Ilan Alon, Romie F. Littrell, Allan K.K. Chan

Faculty Publications

This article reviews and discusses issues in translation of international brand names to Chinese, and provides a framework for international brand managers who want to expand into China. Linguistic differences between Chinese and English are wide and deep, making translation of brand names difficult. Cultural context, pronunciation, written vs. oral language, and meaning of characters are just a few examples of such difficulties. We discuss four global-product-naming strategic alternatives available to country/brand managers, along with their usage, and give examples of brands utilizing the different approaches. The four approaches we discuss include (1) dual extension, (2) brand meaning extension, (3) …

Lululemon’S Commitment To The Environment: A Tangle Of Seaweed, Suppliers, And Social Responsibility, A. Erin Bass

Marketing and Management Faculty Proceedings & Presentations

It was the morning of Wednesday, November 14, 2007. The article on the front page of the New York Times Business Section read “‘Seaweed’ Clothing Has None, Tests Show.” The story asserted that one of Lululemon’s product lines, VitaSea, which purported to contain a seaweed fiber designed to release marine amino acids, minerals and vitamins into the skin upon contact with moisture, contained no such ingredient. Both Chip Wilson, Chairman and Founder of athletic wear retailer Lululemon, and Robert Meers, Lululemon’s CEO, were about to embark on their first damage-control mission since the company’s Initial Public Offering in July. This …

Do Animated Banner Ads Hurt Websites? The Moderating Roles Of Website Loyalty And Need For Cognition, Sweta Thota, Ji Hee Song, Val Larsen

Marketing (Formerly Marketing and Law)

While extant research has examined the effectiveness of banner ads, relatively little is known about the effect of animated banner ads on consumers’ attitudes and revisit intentions toward the host website and the brand advertised in the ad. This research contributes to and enhances our understanding of this topic by exploring and identifying consumer responses to animated banner ads on websites and then empirically testing a conceptual model. Results show that exposure to animated banner ads on a website results in consumer skepticism toward the website, which negatively influences their attitudes toward the website and the brand in the ad …

Ftc Guidelines On Endorsements And Online Consumer Reviews: Biasing Consumers' Intent To Buy, Alexander Cole

Inquiry: The University of Arkansas Undergraduate Research Journal

New FTC guidelines have been created to control improperly used endorsements with online consumer reviews. These guidelines state that bloggers and word-of-mouth marketers must disclose material connections if they are being endorsed in any way, and a paid endorsement is considered deceptive if it makes false or misleading claims. This study examines how this regulation may influence consumers’ attitudes and behaviors regarding online reviews. The present research tests whether: a) previously documented bias effects of negative and positive reviews still exist under new guidelines; b) the minimal FTC requirements are sufficient to properly inform consumers; and c) a more standardized …

Consuming At The Centre Of No-Where: Tweens And The Mediating Of Liminal Selves Through Metaconsumption, Kevina Cody

Conference papers

Despite the fact that ‘a consumer culture of childhood stands as a ubiquitous fixture in public life’ (Cook, 2004: p1), there are few theoretical accounts of young people’s specific negotiations and ‘styles of agency’ (James and Prout, 1996: p47) as they mediate the intricacies of their lived experiences and social contexts within contemporary consumer culture. Within the realm of children’s consumer culture theorists, Martens et al (2004: p161) contend that ‘relatively little is known about how children engage in practices of consumption or what the significance of this is to their everyday lives and broader issues of social organisation.’ Similar …

The Potential Implications Of Web-Based Marketing Communications For Consumers’ Implicit And Explicit Brand Attitudes: A Call For Research, Sreedhar Madhavaram, Radha Appan

Business Faculty Publications

Two developments in the last two decades frame the importance of Web-based marketing communications for firms. First is the phenomenal growth of the Internet as a viable commerce and communication option and second is the clear shift in attitude research toward recognizing the pervasive role of automatic processes in almost all the social psychological processes. Therefore, this article discusses the potential implications of Web-based marketing communications for consumers' implicit and explicit attitudes. In doing so, first, this article reviews the emergence of research on implicit attitudes, distinguishes implicit attitudes from explicit attitudes, and discusses research on explicit and implicit attitudes …

Indian Consumers' Brand Equity Toward A Us And Local Apparel Brand, Hyun Joo Lee, Archana Kumar, Youn Kyung Kim

Department of Marketing Faculty Scholarship and Creative Works

Purpose: The purpose of this study is to examine effects of gender, need for uniqueness, and attitudes toward American products on dimensions of brand equity for a US and local apparel brand in the Indian market. Design/methodology/approach: Three dimensions of brand equity are evaluated based on the respondents' shopping experience related to the selected US and local apparel brands. Data are collected from a convenience sample of college students in India. Findings: The empirical tests show that, for a US apparel brand, there are direct and indirect effects of Indian consumers' gender, need for uniqueness (NFU), and attitudes toward American …

Developing Complex, Business-To-Business Products: Issues And Implications, Sreedhar Madhavaram, Radha Appan

Business Faculty Publications

No abstract provided.

Absorptive Capacity And Failed Cross Border M&A, Ping Deng

Business Faculty Publications

Purpose – Chinese companies are increasingly using cross-border mergers and acquisitions (M&A) to source knowledge or strategic assets. For many, global acquisitions have proven to be highly problematic and value-destroying. The purpose of this paper is to address this critical acquisition failure issue from an absorptive capacity perspective. Design/methodology/approach – Guided by the framework that focuses on how acquiring a firm's weak absorptive capacity damages its ability to assimilate, integrate and apply external new knowledge, one high-profile Chinese failed acquisition: TCL acquisition of France's Thomson's TV business in 2004 is analyzed empirically. Findings – Acquisition performance of Chinese overseas M&A …

Use Of A Multi-Tiered Framework To Analyze Commercial, Cause And Social Marketing Strategies In Sport, Nancy L. Lough, Jennifer R. Pharr

Environmental & Global Health Faculty Research

Marketing can be described as commercial, cause-related or social depending on the locus of benefit, the objective / outcomes desired and the focus of exchange. Social marketing has been described as the application of marketing technologies designed to influence the voluntary behavior of a target audience to improve personal and societal welfare (Andreasen 1995). Increasingly sport organizations have been engaging in social marketing which has a unique set of objectives and outcomes. To date, few studies have appeared in which the use of social marketing strategies were examined in sport. As a result, the purpose of this paper is to …

Imsa360: Winter 2010, Imsa Fund

IMSA Fund Reports

Thanks to our visionary partners and supporters, IMSA is pushing the boundaries of education in science, technology, engineering and mathematics (STEM). Their resources have had a powerful impact on campus and also have expanded our capacity to design and deliver innovative STEM programs to educators and students in Illinois and beyond.

In this issue, you will learn how IMSA and the IMSA Fund for Advancement of Education, our 501(c)(3) not-for-profit entity, work with educational, business and entrepreneurial partners to re-imagine innovative models for STEM education. For example, corporate support for IMSA’s Energy Center is enabling a project that involves IMSA …

2010 January-February, Morehead State University. Office Of Athletics.

Morehead State Athletics Press Release Archives

Morehead State Athletics press releases from January to February of 2010.

Marketing Capability, Analyst Recommendations, And Firm Value, Tien Wang

Marketing Dissertations - Archive

This dissertation consists of two essays to investigate the potential performance impact of marketing capability. The first essay focuses on the impact of marketing capability on analyst recommendations. It examines the direct and relative effect of marketing capability on analyst recommendation metrics. The moderating effect of market competition on this capability-recommendation link is also tested. The result supports that marketing capability not only has a positive direct impact but also a stronger effect, relative to financing capability, on analyst recommendations for the firm. Furthermore, the direct effect of marketing capability on analyst recommendations is nonlinear. Pursuing an extremely high level …

The Village Voice: Masculine Identity Construction Within An Interpretive Community, Deirdre Duffy

Conference papers

This paper looks at how young Irish men construct their masculine self/identity/body keeping in mind the mediated world within which they find themselves, and considering their own more immediate social surroundings and influences, that is to say, their interpretive community. The research paper combines Foucault’s later writings on technologies of the self with literary theory, using critics such as Stanley Fish (1980) and his work on ‘Interpretive Communities’ to inform the study.

No Longer, But Not Yet: Tweens And The Mediating Of Liminal Selves Through Metaconsumption, Kevina Cody, Katrina Lawlor, Pauline Mcclaren

Articles

Using the anthropological theory of liminality as a lens of analysis, the following paper outlines specific elements of a research project exploring the consumer culture of a liminal group – tweens. The lived experience of a tween is explored using a multi-method approach incorporating personal diaries, in-depth interviews and accompanied shopping trips. Outcomes of one aspect of this longitudinal research project – the theory of metaconsumption - are presented, suggesting an important divergent theoretical path from the ‘effects’ - dominated consumer socialization approach to researching young people and their relationships with consumption. We conclude that those in a shadowed reality, …

Threshold Lives: Exploring The Liminal Consumption Of Tweens, Kevina Cody, Katrina Lawlor, Pauline Maclaren

Articles

The intervening spaces of socio-cultural organisation have proved sources of fascination and powerful theory development in the fields of sociology, psychology and anthropology (e.g. Douglas, 1966; Van Gennep, 1961; Freud, 1950, Foucault, 1977). Consumer culture research has hitherto acknowledged the potency of studying transitional phenomena, spaces and places and the interactions of varied ontologies with the consumption experiences of the individuals or group in flux and evolution (e.g. Davies and Fitchett, 2004; Maldonado and Tansuhaj, 1999; Gentry, 1997; Schouten, 1991). But what of those whose reality is the threshold between two ordered and defined worlds, the centre of nowhere? This …

Editorial For Dynamics Of Innovation And Competitive Strategy In Transportation Research, Janet K. Tinoco

Management, Marketing and Operations - Daytona Beach

No abstract provided.

Factors Influencing The Adoption Of Online Purchase Through Blogs In Malaysia / Fariza Malawati Abdullah, Fariza Malawati Abdullah

Student Works (2010-2019)

Internet users in Malaysia have grown from only fifteen percent Internet penetration over population in year 2000 to sixty-six percent penetration in year 2009. The Internet has become a means of transaction for consumers in the global market. A study by the International Data Corporation (IDC) indicates that the future forecast of online shopping in Malaysia looks bright and promising. One of the more popular online marketing channels is Blogs. This study aims to identify the adoption factors towards online purchase through Blogs in the Malaysian consumers’ context. A conceptual model integrating five determinants namely, utilitarian orientation, hedonic orientation, trust, …

Temporal Reframing Of Prices: A Conceptual Framework, Mazen Jaber

LSU Doctoral Dissertations

Research on consumer’s response to pricing tactics has been plentiful and is still ongoing. One strategy that research has sought to explain and endorse is pennies-a-day (Gourville, 1998), where the cost of a product is expressed as a small ongoing expense. This dissertation tests two competing theories that may explain the effect of PAD on consumer participation intentions. The first theory, marketing exchange (Bagozzi, 1975) predicts different effects across exchange type; in particular, generalized exchange (charity) and restricted exchange (consumer products and services). The second theory, mental budgeting (Heath and Soll, 1996) predicts different effects across expense type; this study …

How Brand Name And Packaging Quality Affect The Consumer Choice Process, Albert Edward Price

Undergraduate Honors Thesis Collection

Current research tells us that both the brand name and packaging of a product have an effect on the consumer and his or her individual purchasing decision. The following study attempts to further explore and explain how each one affects the other and in which situations, one has a greater influence on the consumer choice process. The research focuses on the comparison of what role brand name and packaging quality play in the consumer choice process. Specifically, the study looked at how the following factors, brand consciousness/familiarity, product experience and individual confidence/self-esteem of the buyer, influence the choice process as …

Ua19/9 Mascots, Wku Archives

WKU Archives Collection Inventories

An artificial collection regarding the WKU mascot Big Red consisting of correspondence, awards and fan club materials.

Ua1e Wku Memorabilia Collection, Wku Archives

WKU Archives Collection Inventories

Memorabilia has been donated by and collected from various sources. Many of the earliest artifacts have come into the WKU Archives with no surviving documentation. This record group has not been completely described, and will be added to as more artifacts and items make their way into the WKU Archives. Most of the items in the collection are for exhibit purposes only. Images may be requested from the WKU Archivist. Items may be pulled for researchers by prior appointment.

The Evolution (Revolution) Of Social Media And Social Networking As A Necessary Topic In The Marketing Curriculum: A Case For Integrating Social Media Into Marketing Classes, Irene J. Dickey, William F. Lewis

Management and Marketing Faculty Publications

This research first examines social media and social networks as a social phenomenon and its influence on marketing practice. Survey data and an extensive literature review reveal that not only have social networks evolved rapidly during the last few years, but so have social media, consumer behaviors, and subsequently, social media marketing tactics, which are increasingly being integrated into marketing programs. The authors explore the question of whether more time should be devoted to these topics and whether they should be incorporated into the marketing curriculum. This research provides important information, insights and recommendations for incorporating the topic of social …