Marketing Commons^™

The Effectiveness Of The Investments In Music Event Sponsorship, In The Brand Image Of The Company, Natalia Hara Katayama

Theses

This thesis is being developed as a conclusion project of the degree in Master of Science in Marketing at Lindenwood University. The study will be developed to produce information regarding the effect in the brand image of a company, in the consumer's mind, when investing in music event sponsorship.

Another purpose of this research is to provide the reader a better understanding of the tactic used by many companies which is event sponsorship. In addition, the theoretical review will present cases and theory regarding the usage of the sponsorship tactic in the music industry. Another subject that will be approached …

Do Marketing Media Have Life Cycles? The Case Of Product Placement In Movies, Ekaterina Karniouchina, Can Uslay, Grigori Erenburg

Business Faculty Articles and Research

This article examines the economic worth of product placement in movies over a time span of 40 years (1968-2007). The authors find an inverted U-shaped relationship between the year of the movie release and the returns associated with product placements. In addition, a similar inverted U-shaped relationship characterizes the economic worth of tie-in campaigns associated with product placements. These findings are consistent with the habituation tedium theory used to explain the inverted U-shaped pattern in response to novel advertisements and suggest that the same mechanism could be influencing the response to an entire marketing medium. Overall, the results reinforce the …

소비자 혼란이 분노를 통해 구전, 신뢰에 미치는 영향, Sun Jung Moon, Bo Hyeon Kang, Soo Hyung Lee

Asia Marketing Journal

Companies are competing each other, and as the competitions became higher, consumer`s information processing for purchase became more complicated. Consumer confusion problem is getting more serious, but there are still not much considerations on this problem. The purpose of this study is to find out that the consumer confusion can causes consumer`s negative emotion(anger). This research studied the mediation effect of negative emotion on the relationship between consumer confusion, which was classified into three categories, and two consequences, word-of-mouth and trust. And also it concentrates on moderating effects of negative affectivity and intolerance of uncertainty in the relationship between consumer …

제휴 프로모션에 관한 탐색적 연구, Eun Mi Lee, Hyun Hee Park, Jung Ok Jeon

Asia Marketing Journal

In today`s market scenario, consumers are bombarded with similar promotional messages. It means that managers have to pay attention to promotion strategy to create strong effect as well as to break through the monotony. In this context, although there are strong needs concerning tie-in promotion, research investigating tie-in promotion is limited. Therefore, we extracted tie-in promotion tools and defined the concept of each tie-in promotion tool by analyzing various tie-in promotion cases which are executed in current market. In addition, consumer`s recognition of tie-in promotion was investigated through the in-depth interview. The results of case analysis of tie-in promotion and …

수급사업자의 기업가정신이 관계몰입을 유도하는 경로, Nak Hwan Choi, Cheol Seob Byeon, Yong Gyun Lee

Asia Marketing Journal

It seems essential to examine the factors that may affect relationship commitment of subcontractors to parent companies in the industrial market in Korea in an effort to construct a win-win-type cooperative network among them. Lots of studies have been focusing on the consumer goods market. Relatively few studies have been focused on industrial market. In the industrial goods market subcontractors used to sell their parts or services only to a small number of parent companies in a large quantity, resulting in decisive control of subcontractors over the quality of parent companies` finished goods. This is why relationship between subcontractors and …

한국 및 북미시장에서 제네시스의 포지셔닝과 상표확장 전략, Sun Kyu Jun, Young Suk Hyun, Yoo Jeong Jeong

Asia Marketing Journal

The present study analyzes Hyundai Genesis` introduction in the domestic and the North-American markets in terms of positioning and brand extension strategies in each market. Genesis was positioned to ``A domestic luxury car that looks like a foreign premium brand`` in the domestic market and was positioned to ``Quality of luxury car for a price of near-luxury car`` in the North-American market. Hyundai brand was extended to Genesis in the North-American Market, but not in the domestic market. The present study examines the backgrounds that resulted in different position concepts in the markets and analyzed the marketing tactics to realize …

도시 생활의 질(Quality Of City Life) 측정 도구의 개발, Dong Jin Lee, Grace B. Yu

Asia Marketing Journal

Measuring the quality of city life (QCL) is important for city marketing given that QCL influences the city brand image and resident city relationship. Despite its importance, most previous measures of community well being were developed in the context of small towns, and limited attention has been given to a subjective measure of QCL in the context of a large city. This study develops and tests a subjective measure of quality of city life (QCL) in the context of a large metropolitan city. Quality of city life (QCL) refers to the degree of need satisfaction and feelings of happiness one …

The Death Of Music Videos?: An Analysis On The Effectiveness Of Music Videos As A Promotional Tool, Carmen Cheng

Business and Economics Honors Papers

This research explored whether or not music videos remained an effective marketing tool for the music industry after the diffusion of the Internet in American culture. As a result of the transitions in media through which music videos were distributed, this project asked the following research questions: 1. What impact has the airing of music videos on MTV had on music sales? 2. What was the impact of music videos on sales when music videos moved from airing on television to being distributed over the Internet?

How Much Do U.S. University Students Know, And Want To Know, About Sustainability And Green Building? The Findings Of A Survey, And Possible Implications For General Elective Curriculum., Jeremy R. Farner

Purdue Polytechnic Masters Theses

Using the survey approach, this investigation examined the attitudes and interest of college students at two universities in different geographic locations within the United States.  Approximately 24,000 students from all disciplines and majors at Weber State University (WSU) in Utah, and 4,000 at Purdue University in Indiana, were invited to participate in a study to determine current knowledge, familiarity, and interest in topics within the sustainability and Green Building educational arena. The goal of this study was to determine what students already know, would like to know, and how much interest there would be in developing …

Consumer Perceived Risk Of Smartphones, Michael York

Undergraduate Research Conference

The smartphone market continues to grow, along with its functionality. With the ever more reliance on the smartphone the vulnerability of it is becoming a concern. The possibility of viruses and having private information stolen is becoming a very likely scenario in the future.

This study will look at the consumers concern of having private information stolen or getting a smartphone virus.

Relationships In Fast Moving Consumer Goods Markets: The Consumers’ Perspective, Rose Leahy

Dept. of Marketing & International Business Publications

Purpose: This study explores relationship marketing and the existence of relationships in mass consumer markets from the consumers’ perspective, with the focus on the Fast Moving Consumer Good (FMCG) sector.

Methodology Approach: A total of 10 focus groups were conducted with consumers from a broad range of demographic and socio-economic backgrounds to enable in-depth exploration of the research issue.

Findings: The study highlights the dominant negative attitudes that exist among consumers to relationship marketing as it is operationalised in FMCG markets. It is found that from the consumers’ perspective relationships do not and cannot exist in these markets and that …

Ann Veeck, Nate Coe

International Faculty Researchers

Rapidly changing food consumption patterns in China has for the last 15 years captured the attention of Western Michigan University international researcher and marketing professor Dr. Ann Veeck. In nearly annual trips to China, Veeck examines how these patterns are changing parallel to the expansion of the Chinese economy and how marketing efforts affect consumers' lives in both positive and negative ways.

Ann Veeck's website

Effects Of Chronic Regulatory Focus And Product Type On Internet Purchase Decisions, Chad Ryan

Honors Projects in Marketing

This study draws on Regulatory Focus Theory (RFT; Higgins 1987) to explore factors that affect a consumer’s online purchase attitudes and intentions. According to RFT, consumers tend to be either chronically promotion- or prevention-focused. Promotion-focused consumers are concerned with positive outcomes. Conversely, prevention-focused consumers are concerned with avoiding negative outcomes. Promotion-focused consumers are more willing to take risks than prevention-focused consumers (Higgins 1997). Promotion-focused consumers also prefer hedonic shopping experiences (i.e., pleasurable), whereas prevention-focused consumers prefer utilitarian shopping experiences (i.e., task-oriented) (Arnold & Reynolds 2009). Because products that are purchased on the Internet cannot be seen or touched prior to …

Does Twitter Create Similar Patterns Of Positivity/Negativity As Face-To-Face Word-Of-Mouth?, Nicholis Jones

Honors Projects in Marketing

Word-of-mouth communication is important to organizations because it is a free form of advertising and has been shown to be influential on consumers’ purchasing decisions. Marketers of course, would like WOM to be positive and thus increase brand reputation and sales. In the past decade, new forms of communication have created different channels for WOM to travel through. Current social media websites such as Facebook and Twitter allow one person to send a message to many almost instantaneously. This study’s objective is to examine the WOM on the networking site Twitter. Previous research has indentified the relative incidence rates of …

Qualitative Methods In International Sales Research: Cross-Cultural Considerations, Rajshekar G. Javalgi, Elad Granot, Thomas G. Brashear Alejandro

Business Faculty Publications

As the global marketplace continues to change owing to the proliferation of global brands, changing international trade policies, and the rise of consolidated buyer power, the need for cross-cultural sales research continues to increase. International sales research differs from its domestic counterparts because its application to a multitude of cultural environments where comparable, relevant data are oftentimes nonexistent. In a similar vein, the roles, activities, and approaches to sales may vary across markets, which injects bias and confounds the results. Because of this complexity, conducting international sales research requires flexibility and creativity on the part of the researcher. The complexity …

Imsa360: Spring 2011, Imsa Fund

IMSA Fund Reports

When I speak to parents, students, educators and legislators about the concept of “career readiness,” I emphasize that IMSA is preparing learners for careers that do not yet exist. Through learning experiences based on imagination and inquiry, IMSA students, whether enrolled in our residential program or in our statewide enrichment programs, learn to pursue compelling questions of interest, work collaboratively, conduct investigations and communicate findings. In the words of our Standards of Significant Learning, students learn to “think about thinking,” “extend and integrate thought,” and “construct questions which further understanding, forge connections and deepen meaning.” In short, they learn how …

2011 April, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for April of 2011.

A Fighting Chance: The Struggle Of A Historically Black College Athletic Program, James Satterfield

Journal of Applied Marketing Theory

The purpose of this study was to develop an understanding of the social dynamics surrounding a Historically Black College and University athletic department and its local community. Three focus group interviews were conducted, each with seven participants as well as semi-structured interviews. This study illuminates three themes that emerged through data collection and analysis: (1) Black Only, (2) Lip Service, and (3) No Tradition. These three themes emerged through data analysis and tell a specific story related to both the institution and the community.

Making The "Growing" Trend A Reality: Proof That The Organic Lifestyle Is Worth The Money And Is In The Reach Of Even A College Student's Budget, Mary E. Allen

Honors Theses – Charlotte Campus

Although organic foods may be the answer to solving a number of environmental, societal, and nutritional issues that are prevalent in our world today, many people do not understand what the term “organic” means and its implications for our future as an intelligent species. Recent surveys show that up to thirty-five percent of consumers would not purchase organic foods even if they were the same price and as readily available as their conventional counterparts (Duram 99).This statistic proves that people do not understand what it means for food to be organic and do not know the major negative impact that …

Where Locals Play: Neighborhood Casino Landscapes In Las Vegas, Rex J. Rowley Ph.D.

Occasional Papers

Neighborhood casinos—gaming properties that target a primarily local market—are an influential feature on the Las Vegas cultural landscape. Such institutions reveal a number of geographical patterns that have important implications in gaming and place studies. The distinguishing characteristics of neighborhood casinos underscore the importance of proximity to a market, a focus that is evident in their advertising strategies. Additionally, the prominence of such casino-resorts within their respective neighborhoods makes them important symbols and indicators of the character of the surrounding community. These unique institutions teach lessons that can potentially be extrapolated to other gaming markets around the country.

2011 Ijbe Front Matter, Tamra Connor

International Journal for Business Education

1. Editorial Board
2. President's Letter
3. SIEC-ISBE International

Judging Credence Service Based On Experience Service Evaluation: Moderating Effect Of Ease Of Assessing And Extrinsic Cues, Kungpo Tao

Marketing Theses & Dissertations

The impact of service failure on customers' perception of service quality is of vital importance to service providers. Prior research reveals little about how services that are purchased jointly by consumers are evaluated. My dissertation investigates the effect of failure of an experience service on the evaluation of a credence service that is purchased at the same time. In experimental study 1 carried out in the context of automobile services, it is found that the effect of service failure on trust is mediated by evaluation of service quality, and moderated by the ease of assessing service. In study 2 carried …

Library Marketing And Graphic Design, John M. Passa

Senior Honors Projects

As the University of RI moves into the new millennium, it has created its brand, “Think Big, We Do”.  This brand requires different collaborative marketing strategies for different units within the university.  Academic libraries provide intellectual products, consumed by a specific audience.

Marketing academic libraries entails a market analysis of the target audience, creating a strategic plan to address the library’s marketing audience, and designing a marketing instrument.  The target audience of the University Libraries was  identified as college students under the age of 25 because of academic requirements, cost of textual materials, and access to electronic resources.  Using library …

Broadening Journal Of Public Policy & Marketing’S Outreach: My "Tour Of Duty” As Editor, J. Craig Andrews

Marketing Faculty Research and Publications

The article offers the insights of Journal of Public Policy & Marketing's former editor on his tenure, objectives, and initiatives. He states that on editor tenure, he observed that a crucial time in a journal's life is the handoff or transition between retiring and incoming editors. He says that the aim in his term was to provide information regarding public policy issues's impact on marketing behaviors. He adds that he promoted ethnography topics during his tenure.

Exploring The Feasibility Of Converting The Mardi Gras Hotel And Casino Into A Casino Boutique Hotel, Patrick Brennan

UNLV Theses, Dissertations, Professional Papers, and Capstones

Introduction:

The topic of my Professional Paper will be the feasibility study of renovating the Mardi Gras Hotel and Casino in Las Vegas, Nevada. Currently the Mardi Gras is operating as a Best Western and is looking to expand into the boutique hotel market. With the maturation of the Las Vegas hotel market, it is vital to think forward in new methods of design and marketing to attract the next generation of convention attendees and visiting tourist.

Purpose:

The purpose of this study is to determine the feasibility of converting the Mardi Gras hotel and casino into a destination casino …

Explore Guerrilla Marketing Potentials For Trade Show, Jie Chen

UNLV Theses, Dissertations, Professional Papers, and Capstones

This is an exploratory research paper trying to identify effective guerrilla marketing practices in solving tradeshow marketing challenges. Major problems faced by trade show marketers are analyzed in the beginning: limited marketing budget, ineffective marketing tools and dissatisfaction from exhibitors. The study introduced guerrilla marketing methods by both exploring the theory and identifying successful cases. At the end, specific guerrilla marketing guidelines were built for tradeshow marketers.

Identifying Green Meetings In The Hospitality Industry, Shin Yi (Felicity) Chiou

UNLV Theses, Dissertations, Professional Papers, and Capstones

Purpose:

The purpose of this paper is to identify what constitutes green meetings in the hospitality industries with special attentions on the applications of modern technologies and marketing strategies. This professional paper will search and collect the related literature reviews and existent practices with green ideology in hospitality to clarify the myth and difficulties of being green and help the readers or potential advocates better understand green meetings and adopt them.

Examining The Value Of Word Of Mouth As A Marketing Tool For Poker Book, Jeffery J. Hwang

UNLV Theses, Dissertations, Professional Papers, and Capstones

In the spring of 2003, the poker world saw the launch of the World Poker Tour; that same May, an amateur poker player and online qualifier named Chris Moneymaker won the Main Event of the World Series of Poker and the $2.5 million first prize, demonstrating that virtually anyone can win at poker. The result of these two events was a “poker boom” that, by September 2005, had the two largest poker book publishers on the planet reporting ten-fold increases in sales. And yet, outside of their own company websites, most of the largest poker book publishers on the planet …

Service Quality Of The Chinese Ymca Of Hong Kong, Joyce Chan, Siu Yin Cheung, Jennifer Y. Mak

Journal of Applied Marketing Theory

Service quality is an essential element for managers and marketers to successfully compete in the sport and leisure industry. The present study is a first of its kind research study evaluating the service quality of the Chinese YMCA of Hong Kong. In this study, extensive customer research was conducted to investigate the members’ usage, expectations, perceptions, and satisfaction levels in the Recreation and Sport Department. Data were collected from 559 members. This study provides a channel to listen to the voice of the customers and assist the managers to improve the service quality by pinpointing areas that need managerial action.

Tomorrow’S Champions Of Sustainability: How Everyday Leaders Can Harness Grass Roots Momentum To Advance Adoption Of Ecologically Sound Practices In Sport And Event Management, Dorene Ciletti, John M. Lanasa, Diane P. Ramos, Richard E. Mathisen

Journal of Applied Marketing Theory

For more than a decade, we have appealed to corporations to consider sustainability. Leading companies have enjoyed positive media attention, improved bottom line profits and enhanced competitiveness through environmental management and social initiatives. Sustainability in the broader sense has become everyone’s job, and the momentum crosses age groups and economic strata. This paper focuses on the event organizer as ordinary leader, inspiring an engaged, accessible audience toward sustainability, and offers rationale for promoting socially and environmentally responsible event management. With a captive audience, ordinary leaders have an opportunity to model socially and environmentally responsible practices through effective education, communication, metrics …