Marketing Commons^™

2010 November, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for November of 2010.

사회적 영향력과 모바일 서비스의 사용-확산, 그리고 지속적 사용 및 상표 전환의도 간의 관계에 대한 연구, Sang Hoon Kim, Hyun Jung Park, Bang Hyung Lee

Asia Marketing Journal

Typically, marketing literature on innovation diffusion has focused on the pre-adoption process and only a few studies explicitly examined consumers` post-adoption behavior of innovative mobile services. Besides, prior use diffusion research has considered the variables that determine the consumers` initial adoption in explaining the post adoption usage behavior. However, behavioral sciences and individual psychology suggest that social influences are a potentially important determinant of usage behavior as well. The purpose of this study is to investigate into the effects of network factor and brand identification as social influences on the consumers` use diffusion or continued usage intention of a mobile …

은행서비스에서 고객지향성, 금리민감도, 고객애호도의 구조에 관한 연구, Hong Youl Ha, Chang Bok Choi

Asia Marketing Journal

The notion of customer orientation is now importantly considered in the context of banking industries. Despite customer-oriented organizational cultures, there are few studies addressing the relationship between customer orientation and its outcomes. In particular, this study aims at testing the effect of customer orientation as a key marketing effort designed by a bank. This is because interest rate sensitivity is critical for evaluating banking services after raising the base rate. In so doing, first, this study investigates the relationships among customer orientation, interest rate sensitivity, and customer loyalty. Second, this paper examines how the moderating effects of both deposit interest …

Cj오쇼핑의 혁신적인 소매유통전략, Sang Lin Han, Sang Hyun Lee, Sung Tae Hong

Asia Marketing Journal

CJ O shopping performs well in the mature home shopping market as they develop differentiated product assortments, valuable program and platforms, and enhance the customer service. This case examined the reason why CJOShopping needed to change their strategy and how they implement the strategy. Specifically, this case investigated how they established their new vision, why they changed their name, how they differentiated themselves in retail mix perspective, and how good their performance were. Future challenges and suggestions are discussed at the end.

블랙야크의 Bi(Brand Identity) 강화전략, Chang Jo Yoo, Sang Hyun Lee, Jung Ok Jeon

Asia Marketing Journal

There is now intense competition among many outdoor brands in the domestic market. Establishing differentiated brand image and enhancing brand identity are very important in this situation. This case is to investigate Black Yak`s strategy for enhancing their brand identity. The Black Yak builds up their popularity by implementing social responsibility activities along with sustaining their extreme traditional outdoor image. It is effective to step up their brand identity. Future challenges and suggestions are discussed at the end.

경제적 책임과 자선적 책임에 대한 인식이 반기업 정서에 미치는 영향, Han Joon Lee, Jong Chul Park

Asia Marketing Journal

This research examined (1) the effects of the large scaled corporations` performances in the area of corporate economic responsibilities and corporate philanthropic responsibilities on the anti-corporate sentiments and (2) the effects of the anti-corporate sentiments on the consumers` evaluations of the large scaled corporations. The results of path analysis revealed that the corporate performances in philanthropic responsibilities had a negative effect on the anti-corporate sentiments as expected. However, different from the expectation, the corporate performances in economic responsibilities had a positive influence on the anti-corporate sentiments. This unexpected relationship between economic responsibilities and anti-corporate sentiments might be caused by the …

고객참여 제품개발이 기업 가치에 미치는 영향, Jong Kuk Lee

Asia Marketing Journal

Customer participation is a strategic tool to facilitate the process of developing new products. This study distinguishes between two types of customer participation-customer codevelopment and contract development, and examines the benefits of customer codevelopment relative to contract development for firm value through an event study. The analysis of customer participation announcements in the biotechnology and pharmaceutical industries shows that the benefits of customer codevelopment relative to contract development on firm value are contingent upon firm- and relationship- level factors. Specifically, this study finds that the announcement of customer codveloplment contributes better to abnormal stock returns of a firm when the …

Restaurant Sales: Grocery, Wholesale & Foodservice Sales, Timothy A. Woods, Miranda Hileman

Agricultural Economics Presentations

No abstract provided.

2010 October, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for October of 2010.

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

Journal of Applied Marketing Theory

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 …

Understanding How Graphic Pictorial Warnings Work On Cigarette Packaging, Jeremy Kees, Scot Burton, J. Craig Andrews, John Kozup

Marketing Faculty Research and Publications

The 2009 Family Smoking Prevention and Tobacco Control Act requires cigarette packages to contain stronger warnings in the form of color, graphic pictures depicting the negative health consequences of smoking. The authors present results from a between-subjects experiment with more than 500 smokers that test (1) the effectiveness of pictorial warnings that vary in their graphic depiction of the warning and (2) an underlying mechanism proposed to drive potential effects of the manipulation of the graphic depiction. The findings indicate that more graphic pictorial warning depictions strengthen smokers’ intentions to quit smoking. Recall of warning message statements is reduced by …

Can Corrective Ad Statements Based On U.S. V. Philip Morris Usa Inc. Affect Consumer Beliefs About Smoking?, Andrea Heintz Tangari, Jeremy Kees, J. Craig Andrews, Scot Burton

Marketing Faculty Research and Publications

To comply with the court's ruling in U.S. v. Philip Morris USA Inc., tobacco companies must fund a large advertising campaign to 'correct' smoking beliefs about which consumers may have been misled as a result of past deceptive practices of tobacco companies. The authors use an ad copy experiment to examine (1) the effects of different versions of corrective ad statements that plaintiff intervenors submitted to the court on multi-item belief measures and (2) the impact of the ad versions and beliefs on general attitudes toward smoking across current adult smokers and nonsmokers. The tested ad versions include a …

Diversity Awareness Among A Diverse Business Student Population: Insights And Curriculum Implications, Marvin Lovett, Irma S. Jones, Gerald Hollier, Dianna Blankenship

Marketing Faculty Publications

This paper addresses insights gathered from business students enrolled in a Hispanic Serving University (HSU)and resulting curriculum implications related to the continued heritage of the United States to embrace cultures of others. Although awareness of the realities regarding past, current and future diversity within the United State is important for all citizens, such awareness is especially necessary for business students planning to participate in the United States marketplace. This paper provides a limited historical perspective regarding the evolution and promotion of diversity within the United States. Secondly, the current degree of diversity in the United States is presented through a …

Remembering To Remember And The Consequences Of Forgetting: The Role Of Prospective Memory In Consumer Intentions, Eyad M. Youssef

Theses and Dissertations in Business Administration

Picking up your dry cleaning after work, returning library books before the due date, picking up a friend at the airport; all of these tasks have one underlying feature that links them together. The tasks cannot be completed when the initial intention is formed. Prospective memory can be defined as remembering to remember (Winograd, 1988). It can also be defined as either remembering to do something at a particular moment in the future or as the timely execution of a previously formed intention (Kvavilashvili and Ellis, 1996). Remembering to do things (prospective memory) is just as much a use of …

Providing Consistent Service At The Concession Stands: An Exploratory Study, Mark S. Nagel

Journal of Applied Marketing Theory

Concession sales are a critical revenue stream for sport and entertainment venues. Most research investigating concession revenues has focused upon quality and availability of food choices as well as the servicescape (Bigelow, 2004; Zeithaml, Bitner, and Gremler, 2006). Though these are important areas of concern, one area that has not been extensively researched is the appearance, speed, and efficiency of individual concession stations in relation to their in-venue counterparts. This study investigated the consistency of concession operations at a National Collegiate Athletic Association (NCAA) Division I men’s basketball game. Results indicated that a discrepancy existed among concession outlets in regards …

Consumer-Led Brand Development For A University Athletics Program, Lynn W. Mcgee

Journal of Applied Marketing Theory

A foundational aspect of sports marketing is the study of how consumer relationships contribute to brand loyalty and behavior. A new baccalaureate university introduced intercollegiate athletics—and needed a process to define its distinctive brand assets and to select a brand name and brand mark. The qualitative and quantitative consumer-led process built brand loyalty using Gronroos' customer relationship model of external, internal and interactive marketing. A brand personality survey demonstrated significant differences in characteristics desired by different stakeholder groups. The benefits, challenges and implications of the consensus-building approach for practitioners are presented and the need for richer concepts and measures in …

The Role Of Recovery Marketing To Recapture A Sport Market Over The Past Decade: From Travel And Tourism To Professional And Amateur Sport Business, Eric C. Schwarz

Journal of Applied Marketing Theory

Recovery marketing can be defined as the actual or possible regaining, restoration, or improvement of something lost or taken away as a result of a significantly negative situation or event through the transfer of goods and services from producers to consumers. This article seeks to elaborate on the concept of recovery marketing historically and in terms of the sport industry, and how sport marketing efforts can be utilized in various situations to recuperate from negative scenarios. In addition, suggestions will be presented regarding the creation of a recovery marketing plan for sport organizations, as well as propositions for future research.

Tradeoffs And Depletion In Choice, Jing Wang, Nathan Novemsky, Ravi Dhar, Roy Baumeister

Research Collection Lee Kong Chian School Of Business

Four experiments examine why choices deplete executive resources. The authors show that the resolution of trade-offs is a driver of depletion effects arising from choice, and the larger the trade-offs, the greater is the depletion effect. The authors also find that choice difficulty not related to trade-offs does not influence the depleting effect of the choices. Finally, the authors find that though people can intuit some depletion effects, they do not intuit that choices or trade-offs within choices might be depleting and therefore fail to predict that larger trade-offs are more depleting.

A Study Of Price Evolution In Online Toy Market, Zhenlin Yang, Lydia L Gan, Fang-Fang Tang

Research Collection School Of Economics

We study and contrast pricing and price evolution of online only (Dotcom) and online branch of multi-channel retailers (OBMCRs) based on two panel data sets collected from online toy markets. Panel data regression analyses reveal several interesting empirical results: over time, OBMCRs and Dotcoms charge similar prices on average but Dotcoms significantly increase their shipping costs that eventually drive the overall average price of Dotcoms higher than that of OBMCRs. Price dispersions of both types of retailers are persistent. The price dispersion of OBMCRs is higher than that of Dotcoms at the beginning and does not change much over time, …

Collegiate Basketball Season-Ticket Holders’ Purchasing Motivation And Interests, Steve Chen, Jennifer Y. Mak

Journal of Applied Marketing Theory

This study examined the ticket purchasing motivation and interests of 334 season-ticket holders (199 males, 135 females) from two NCAA Division-I regional state institutions. The participants’ purchasing motivation and interests were surveyed onsite in the 2008-09 season by utilizing a12-item self-created instrument with a high level of internal reliability. The results indicated that the participants’ ticket purchasing motivation was mainly influenced by the competition and psycho-social related factor (CPR), and price and promotion (P&P) factor. The researchers further addressed the unique aspects in promoting regional Division-I basketball programs, and limitations and directions for future studies.

Assessing Sport-Sales Training Effectiveness: To Enhance Sales Performance Of Prospective Sales Employees, Richard M. Southall, Ronald Dick, Thomas A. Pollack

Journal of Applied Marketing Theory

The majority of entry-level positions within the sport industry fall in the area of sales. Yet, only recently have sportmanagement programs begun to offer courses devoted to sales education and training. The discipline of sales provides an ideal opportunity to incorporate experiential-based learning. While several recent articles have examined the application of experiential-learning to courses focused on ticket sales, this article presents the results of the first systematic assessment of such courses’ effectiveness. Specifically, this paper presents the results of an evaluation of sales-training programs that incorporate Southall, Nagel, LeGrande, and Han’s (2003) metadiscrete experiential learning model and the application …

The Integrative Justice Model For Marketing To The Poor: An Extension Of S-D Logic To Distributive Justice And Macromarketing, Gene R. Laczniak, Nicholas J. C. Santos

Marketing Faculty Research and Publications

As multinational corporations (MNCs) increasingly turn their attention to the fast growing markets of China, India, Brazil, and other developing areas, the question of fair treatment of consumers and other residents of those areas is more intensively debated than ever before. In essence, issues of "distributive justice" come to the fore, that is, are the benefits and burdens of rapid economic development being fairly allocated among the parties and stakeholders to the expanded economic transactions? In response to this question, the authors have postulated a detailed normative model for ethically marketing to impoverished consumer segments; they label their model, the …

Lohas: Marketing A Green And Sustainable Way Of Living, Knowledge@Smu

Knowledge@SMU

What prompted former corporate warriors like Adam Horler and Tay Lai Hock trade their suits for t-shirts and embrace a new way of life with green and sustainability as its central tenet? It is LOHAS, or Lifestyle of Health and Sustainability, described as a “biggest market you’ve never heard of”. In a recent talk at SMU, Horler and Tay share what is their motivation, what is the appeal of LOHAS, and how are they marketing this concept to bring more converts on board.

To Be Ahead Of The Game, Consider Game-Based Marketing, Knowledge@Smu

Knowledge@SMU

Games have a way of engaging people in ways that advertisements simply cannot. Many a date, birthday or meeting have been forgotten and disregarded, thanks to the likes of Warcraft and StarCraft – 'sticky' programmes that have caused people to betray their better judgements. Beyond computer gaming, however, consumers have been known to choose a coffee shop, supermarket or airline for reasons that also defy what's rational: to collect stamps, amass points and accumulate 'miles'; all of which have nothing to do with drinking coffee, buying groceries or getting from point A to B. Yet, people play along willingly, in …

Bridging The Journal Gap: How Increased Aq Demands Have Pushed Marketing Publications To Capacity, Joe Schwartz, Richard E. Mathisen, Renee Fontenot, Michael Musante

Journal of Applied Marketing Theory

As more Universities begin to stress academic publication as a way to conform to current Marketing Department and Business School standards of accreditation the need for additional outlets for scholarship has become a pressing concern for faculty. This paper examines the changes that have taken place in the environment and proposes some changes that need to occur to make the current model for academic success achievable. The reality in the market is that growth in journal outlets for academic publications has not kept pace with either the increased number of marketing faculty nor with the increased emphasis on research publication, …

A Giving Spirit, Paul Meulemans

Lake Union Herald

No abstract provided.

Caritas In Veritate: Updating Catholic Social Teachings For Macromarketing And Business, Gene R. Laczniak, Thomas A. Klein

Marketing Faculty Research and Publications

In an effort to assess the latest thinking in the Roman Catholic Church on economic matters, this communications note briefly highlights the recent publication of a new encyclical by Pope Benedict XVI, Caritas in Veritate (Charity in Truth). Core ethical values, consistent with previous examples of Catholic Social Teaching (CST), are retained. However, some important nuances are added to previous treatments and certain points of emphasis are shifted to account for recent global developments. Key areas that relate to abiding marketing issues are spelled out and some brief commentary on matters of importance to macromarketing is offered.

Green Power Marketing In The United States: A Status Report (2009 Data), Lori Bird, Jenny Sumner

Publications (E)

This report documents green power marketing activities and trends in the United States. Aggregate green power sales data for all voluntary purchase markets across the United States are presented for 2009. The data presented in this report are based primarily on figures provided to NREL by utilities and independent renewable energy marketers. Because data cannot be obtained from all market participants, the estimates presented here likely represent an underestimate of the market size. Key trends identified in this year’s report include:
• In 2009, total retail sales of renewable energy in voluntary markets exceeded 30 million MWh, an increase of …

Editors' Comments For Jamt Issue 1 Volume 1, Richard E. Mathisen, Mike Musante

Journal of Applied Marketing Theory

The Role of Refund Policy and Complaint Response Time in Determining Customer Satisfaction and Repurchase Intent Audrey Guskey, Ryan Luchs, and Xiaomei Min

Organization Structure and Service Capabilities as Predictors of Supply Chain Performance: B2B Seller’s Perspective Harash J. Sachdev and G. Russell Merz

Human Collaboration: A Key Component to Supply Chain Performance Kenneth Saban and John Mawhinney

Lifestyle Bundles: A Between-Category Product Evaluation Study of Affluent Consumer Behavior Michael Levens

The Buzz Factor: Comparing Web Sites and Publicity Marsha D. Loda, Barbara C. Coleman, William C. Norman and Marie Esposito

How Arrogant are Sales and Marketing Professionals: Perceptions of …

The Role Of Refund Policy And Complaint Response Time In Determining Customer Satisfaction And Repurchase Intent, Audrey Guskey, Ryan Luchs, Xiaomei Min

Journal of Applied Marketing Theory

In the current retail environment, companies must maintain competitiveness by satisfying their customers and creating loyalty. Companies now need to have a process for handling complaints in order to optimally respond to consumers. In this study, the authors examine the refund policy employed by the firm as well as the complaint response time to study how these factors impact satisfaction and repurchase intent. Findings offer several insights for marketing practice. First, offering either an immediate refund or future discount has a positive impact on satisfaction and repurchase intent as compared to offering no refund. Second, the impact of a future …