Marketing Commons^™

Perceived Firm Transparency: Scale And Model Development, Jennifer Dapko

USF Tampa Graduate Theses and Dissertations

In the last few years alone, calls for transparency by consumers have grown louder. No longer are consumers willing to sit back and allow firms to make `closed door' decisions that benefit the company (and its executives) at the expense of consumers and society. This dissertation begins to answer the call for a greater understanding of transparency from both practitioner and academic perspectives. In particular, this dissertation focuses on systematically developing a succinct definition of perceived firm transparency, developing a valid measure of transparency, and empirically testing antecedents and consequences of transparency.

Two studies were conducted to develop the transparency …

Oscarnomics: Evaluating The Economic Worth Of The Academy Awards

Fordham Business Student Research Journal

This investigation addresses limitations associated with previous research to determine empirically the value of winning or being nominated for a Best Picture Academy Award on an film's weekly box office grosses. in addition, this study delves into yet unstudied territory by measuring how an Academy Award affects the careers of actors and actresses nominated for or awarded the Best Actor and Actress trophies for the first time. Overall, results suggest that both nominations and wins in the Best Picture category increase weekly box office grosses following their respective announcements. Unexpectedly, findings indicate that Academy Award nominations and wins tend not …

Book Review: Steven D. Levitt And Stephen J. Dubner, Superfreakonomics, James W. Gentry

Department of Marketing: Faculty Publications

I listened to Freakonomics on audiotape borrowed from the library and liked it sufficiently to spring for the sequel SuperFreakonomics. The authors place great emphasis on the role of incentives in generating human behaviors. One does not need to read the first book in order to enjoy the second book, as the latter is just an extension of the first that focuses on new issues. I do recommend reading both books as they are thought provoking, which is my highest praise for scholarly communication in any form.

The strength of the book is that the problems facing society are …

Status: In A Relationship How Effective Is Customer Relationship Marketing On Facebook?, Courtney Weiss

Honors Projects in Marketing

Facebook provides an avenue for companies to connect with consumers in new ways. Since so many tools for communication are available on the site, it can be difficult for a company to focus its marketing efforts. This study examines how consumers respond to Facebook Advertisements and company pages on Facebook in order to determine where companies should allocate their resources on the social networking site. Specifically, it explores consumer click-through rates on Facebook Ads, as well as consumer perception of various Facebook promotional tools. The methodology includes traditional research in the form of a literature review, as well as focus …

The Evolution Of The “Southwest Effect”, Daniel Webb

Honors Projects in Finance

The “Southwest effect” - a large decrease in fares paired with an increase in traffic - has been discussed around the airline industry since the term was first coined in a government study in the early 1990s. But the airline industry has drastically changed since then - Southwest has become the largest domestic airline, and many of its competitors have had the chance to restructure through bankruptcy.

This study examines some of Southwest's latest city additions, as well as a few of the airline’s intra-California routes where it is now a dominant player. Using publically-available government data, the change in …

The Growing Use Of Social Media In Political Campaigns: How To Use Facebook, Twitter And Youtube To Create An Effective Social Media Campaign, Kaitlin Vonderschmitt

Mahurin Honors College Capstone Experience/Thesis Projects

A political campaign is carefully crafted for each candidate, to address their constituency and present the candidate and party in the best possible way. After the creation of the United States suffrage was limited to land owning white men, these men were involved in politics by reading local newspapers and visiting the politicians face to face. However as we fast forward to the 1930’s President Franklin D. Roosevelt used the radio to connect with the American public, and then in 1960’s Nixon and Kennedy’s debate introduced the mass-produced version of face-to-face politics through televisions all over the country we begin …

Digital Imperatives In Marketing: The Integration Of Communications And Technology To Target Consumers While Protecting Privacy, Catherine Dwyer, Randi Priluck

Cornerstone 3 Reports : Interdisciplinary Informatics

No abstract provided.

Social Media: Do Context Limitations Exist?, Richard Fortier

Finance Undergraduate Honors Theses

Since the inception of popular social networking sites, such as MySpace, Facebook and Twitter, millions of people around the world are becoming members of their own virtual communities that continue to grow. Communication barriers flattened with the invention of the internet, and now social networking sites are creating an organized infrastructure within the vast cyberspace. Within my research, I plan to further pursue a research gap concerning the importance of the social context in which ads are displayed. Since it is well documented that social media users are sensitive about the amount of advertising and the kind of information marketers …

Is Differentiation Better?: Consumer Memory For Online Advertisement Selection, Keri Wood

Marketing Undergraduate Honors Theses

The proliferation of internet content has generated a significant online marketing increase in recent years. While there exists a relatively broad base of knowledge regarding the impact of traditional advertisement structures and their effects on consumer behavior, less is known about the impact of the interactive world of online advertising, particularly video advertising. Research has been done to address the question of identifying a more suitable model for the online video format than a standard pre-roll advertisement. The Pool Lane One of VivaKi found that the most effective model was the ad-selector, which allowed consumers to choose their preference from …

Exploring The Differences Of The Grocery Experience Between Spain And The United States: Is It More Than Just Potato, Patata, Tomato, Tomate?, Madison Dowell

Marketing Undergraduate Honors Theses

With the increasing globalization of the world economy, companies looking to take part in this trend must pay attention to the differences between aspects of their home country and the country in which they are trying to sell products. Being well informed on criteria that could affect the purchase decision of foreign consumers is essential to avoiding self reference criterion and ethnocentrism, or the unconscious referral to and focus on one’s own culture rather than the targeted culture. “Sociologic differences around the world largely outweigh the similarities. People in the global community are influenced and driven by different things. Lack …

The Observing Public's Perception On Individual's Behavior When Pressured With Unethical Decisions, Amanda Hancock

Marketing Undergraduate Honors Theses

This study examines how public perception of individuals pressured with unethical decisions can be dependent on perceived personality traits of the individual. An observer's perception is analyzed through two perspective behaviors: normative (desired) and expected. The two personality traits examined are perceived ambition and perceived individual power distance. Data was obtained for this study from a sample of 152 undergraduate students through a survey where respondents were randomly given one of four manipulated scenarios. The survey measured the respondent's beliefs on what an individual in the scenario should (normative) and would (expected) do when faced with an unethical decision. The …

On Shelf Availability: A Literature Review & Conceptual Framework, Kristie Spielmaker

Marketing Undergraduate Honors Theses

On-Shelf Availability (OSA) is a key performance indicator for the retail industry, greatly impacting profit and customer loyalty. Strong competition in the industry causes retailers and suppliers to put heavy emphasis on improving performance in an effort to satisfy consumers and keep them coming back to their store or product. Over 40 years of research has been done on OSA and its complement, out-of stock (OOS), however very little progress has been made in improving performance in these areas, leading to the belief that gaps in extant research exist. In order to solve the OOS problem, the key drivers of …

The Recession Of 2008: For Better Or For Worse, Kelsy Litchenburg

Marketing Undergraduate Honors Theses

With nonstop discussion about the current recession in the government, news, classroom, social media, and any other type of communication outlet, there is seldom a minute that Americans are not impacted by our current economic condition. Constantly, we are faced with pitfalls of the recession, like job loss and a declining house market, but who is to say that the motion of our economy doesn't follow Newton's third law stating that for every action, there is an equal and opposite reaction? Meaning that for each negative this recession brings, might there also be a positive social effect as well? After …

Drivers Of The Cash Conversion Cycle In Retail: A Test Of Resource Dependency Theory, Katie Mcclellan

Marketing Undergraduate Honors Theses

This study analyzes the role of resource dependency theory in the supply chain, specifically investigating the supplier-retailer relationship. Resource dependency theory attempts to summarize the power-seeking behavior found in interorganizational relationships, as firms attempt to increase their own independence while increasing other firms’ dependence on them. The interdependent nature of a supply chain provides an ideal environment to analyze this type of relationship. In order to assess a firm’s influence over other members, the cash conversion cycle was used as it considers the interlocking nature of the supply chain, since each action taken to constrict one firm’s cycle affects that …

Business And Cultural Implications For Walmart In Spain, Ariel Spencer

Marketing Undergraduate Honors Theses

Technological advances in the modern era have led to the incredible phenomenon of world collaboration, more commonly known as globalization. The whole of the world is behaving increasingly as a single market. Within this massively intertwined economy, companies are facing new challenges of communication, management and adaptation as their reach of business extends across the world. An integral part of conducting business on a global scale is gaining an accurate and well-developed understanding of each area into which the business extends. Therefore, one of the most important factors when entering a new environment is learning to adapt to the cultural …

Advertising And The Influence On Self-Destructive Behaviors With An Emphasis On Childhood Obesity, Kimberly Moffat

Marketing Undergraduate Honors Theses

As self-destructive behaviors are on the rise across society, research is being completed in order to determine links and causes. From binge drinking to over-eating, American society in particular is having negative behaviors become more prevalent and accepted by the media and pop culture. Links to marketing campaigns have definitely been made in the past, but the following research takes a closer look at the direct corresponding link between marketing advertisements and the increase in childhood obesity. An exhaustive secondary analysis of multiple studies and literature helps prove there is indeed an issue with how advertisements are influencing bad eating …

On-Shelf Customer Availability Research: The Effects Of The Day-Of-The-Week, Product, And Category Characteristics On Stockouts, Joseph Lum

Marketing Undergraduate Honors Theses

This paper seeks to examine the causes of stockouts and on-shelf customer availability by examining various product and category characteristics, as well as the day-of-the-week to study their effects on stockouts. Over 8 weeks, data was collected by taking tri-weekly photographs of three product categories at a retail store, and then the data was extracted to a spreadsheet before empirical analysis was done. The results of the study indicated that the probability of a stockout increased when planned facings decreased, the unit price increased, proper on-shelf placement decreased, and when other SKU’s of the same category also stocked out.

Book Review: Tim Wu, The Master Switch: The Rise And Fall Of Information Empires, Robert A. Mittelstaedt

Department of Marketing: Faculty Publications

This book is both a chronicle of the past and a look to the future. The author, a law school professor at Columbia University on leave at the Federal Trade Commission when the book was published, reviews the history of the telegraph, telephone, movies, radio (amplitude modulation [AM] and frequency modulation [FM]), and television (broadcast and cable) industries. In all of these, he finds a recurring pattern, a cycle in which the industry begins in a state of chaos with many entrepreneurs competing for the right to provide peoplewith the means of receiving and/or sending information. The chaos period is …

From Fandom To Tourism: An Examination Of Self-~Expansion Theory, So Jung Lee

UNLV Theses, Dissertations, Professional Papers, and Capstones

In recent years, pop-culture tourism, in which individuals travel to destinations made famous through pop-culture or relative media themes, has come into the spotlight. The new market segment induced by pop-culture has created a specialized but dedicated consumer, called a "fan." This study examined the impact of pop-stars on a destination from the perspective of fans. Specifically, the research investigated whether fans at different degrees of fandom had different travel attitudes and behaviors with regard to motivation, satisfaction, attachment, and loyalty in the destination context by applying self-expansion theory. In particular, Korean pop-star's fans were chosen as the study example …

Celebrity Athlete Endorser Effectiveness: Construction And Validation Of A Scale, Theodore Byrne Peetz

UNLV Theses, Dissertations, Professional Papers, and Capstones

The use of celebrity athletes as endorsers has become a popular marketing strategy. Celebrity athletes are often used to endorse products because it is believed they positively impact brand attitudes (Friedman & Friedman, 1979; Kamins, et. al., 1989; Till, Stanley, Priluck, 2008) and fostering brand loyalty (Bush, et. al., 2004). In addition, celebrity athletes are used to help a company differentiate their products and build instant name recognition (Henriks, 1996). This dissertation explored factors associated with celebrity endorser effectiveness. The conceptual framework for this study was grounded by the Source Credibility Model (Hovland, Janis, & Kelley, 1953; Hovland & Weiss, …

2012 May, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for May of 2012.

Outlet Patronage In On-The-Go Consumption: An Analysis Of Patronage Preference Drivers For Convenience Outlets Versus Traditional Retail Outlets, Raphael Heider, Sabine Benoit

Research Collection Lee Kong Chian School Of Business

This study investigates patronage preferences of consumers who purchase and consume food and beverages while they are on-the-go (on-the-go consumption). The focus is on the drivers of patronage preferences for convenience outlets versus traditional retail outlets. A literature based model of patronage preferences is developed in this paper. It is tested based on data collected from a Dutch online sample (n=669) through binary logistic regression. The results reveal that significant relationships exist between patronage preferences in on-the-go consumption and the assortment offered as well as the opportunity to consume products without effort. Moreover, significant relationships between patronage preferences and consumers' …

Editorial, Sang Yong Kim

Asia Marketing Journal

No abstract provided.

고객만족이 기업의 신용평가에 미치는 영향, In Soo Jeon, Myung Hoon Chun, Jung Su Yu

Asia Marketing Journal

Nowadays, customer satisfaction has been one of company`s major objectives, and the index to measure and communicate customer satisfaction has been generally accepted among business practices. The major issues of CSI (customer satisfaction index) are three questions, as follows: (a) what level of customer satisfaction is tolerable, (b) whether customer satisfaction and company performance has positive causality, and (c) what to do to improve customer satisfaction. Among these, the second issue is recently attracting academic research in several perspectives. On this study, the second issue will be addressed. Many researchers including Anderson have regarded customer satisfaction as core competencies, such …

기술 준비도와 소비자 준비도가 Self Service Technology 사용동기와 태도 및 사용의도에 미치는 영향, Hyeon Sook Shim, Sang Lin Han

Asia Marketing Journal

Researches about the relationship between SST (Self Service Technology) and TRI (Technology Readiness Index) have been carried out after WI was developed by Parasuraman and his colleagues (2000). We hypothesize Consumer Readiness can also influence consumer`s motivation, attitude, and intent to use SST Currently, there has been no research on this subjet. In this study, we investigated the relationship between TR. Consumer Readiness and SST Core Athtudinal Model which Dabholkar & Bagozzi (1994) proposed. The researchers also investigated moderating effects of consumer traits and situational factors to verify the acceptance of such forms of service delivery by all kinds of …

The Role Of Perceived Quality In New Product Adoption Process In China, Ji Yoon Kim, Xina Yuan

Asia Marketing Journal

No abstract provided.

서비스 실패요인이 보복행위에 미치는 영향과 관계품질의 조절효과, Mo Ran Kim, Kwang Ho Ahn

Asia Marketing Journal

Service failure and a poor service recovery may lead loyal customers to try to aggressively punish the service firm. We use perceived betrayal and desire for vengeance as the key constructs to understand customer retaliation. Perceived betrayal is defined as a customer`s belief that a firm has intentionally violated what is normative in the context of their relationship. And the desire for vengeance is defined as the retaliatory feelings that consumers feel toward a firm, such as the desire to exert harm on the firm. The perceived betrayal and the desire for vengeance are key antecedents of retaliatory behaviors such …

신차와 중고차간 프로모션의 상호작용에 대한 연구, Kwang Pil Chang

Asia Marketing Journal

In a market where new and used cars are competing with each other, we would run the risk of obtaining biased estimates of cross elasticity between them if we focus on only new cars or on only used cars. Unfortunately, most of previous studies on the automobile industry have focused on only new car models without taking into account the effect of used cars ``pricing policy on new cars`` market shares and vice versa, resulting in inadequate prediction of reactive pricing in response to competitors`` rebate or price discount. However, there are some exceptions. Purohit (1992) and Sullivan (1990) looked …

전환 좌절상황에서 소비자의 부정적 심리반응에 관한 연구, Yun Hee Jeong

Asia Marketing Journal

Despite the voluminous research on switching barriers, the notion that they can generate negative responses has not been investigated. Further, a critical question is what determines the strength of such negative responses, to address this question, the classic then of psychologjcal reactance is briefly reviewed, and the idea of switching barrier is advanced. This study attempts to suggest a model on the negative effects of switching- frustrated situation, based on the studies on psychological reactance. According to psychological reactance theory(Brehm 1966), whenever a freedom is threatened or removed, individuals are motivated, at least temporarily, to restore their freedom, For example, …

묶음제품 가격 할인 제시 프레이밍 효과： 지각된 소비 혜택과 품질 불확실성의 영향을 중심으로, Mee Ja Im

Asia Marketing Journal

Constructing attractive bundle offers depends on more than an understanding of the distribution of consumer preferences. Consumers are also sensitive to the framing of price information in a bundle offer. In classical economic theory, consumers ``utility should not change as long as the total price paid stays same. However, even when total prices are identical, consumers`` preferences toward a bundle product could be different depending on the format of price presentation and the locus of price discount. A weighted additive model predicts that the impact of a price discount on the overall evaluation of the bundle will be greater when …