Marketing Commons^™

Consumer Associative Network Analysis On Device And Service Convergance, Sang Man Han, Jang Hyuk Lee, Sun Young Park, Jo

Asia Marketing Journal

Our research brings managerial insights for developing new digital convergence of devices and services. To explain the phenomenon of device and service convergence, we combine two different approaches from separate research fields: a perceptual mapping technique generally used for segmentation in marketing and associative network analysis mobilized to understanding network structure of core and peripheral as well as the information mediating role of nodes in network science. By combining these two approaches, we provide an in-depth analysis of the associations among devices and services by assessing the centrality of device and service nodes in an associative network. This is done …

The Role Of Processing Fluency In Product Innovativeness Judgment, Hye Jeung Cho

Asia Marketing Journal

The metacognitive experience of the ease or difficulty with which new, external information can be processed, referred to as ‘processing fluency,’ has been shown to influence a wide range of human judgments including truth judgments, familiarity judgments, risk perception, evaluation, and preference (see Alter and Oppenheimer 2009 for a review). The current research explores the possibility of a consumer`s product innovativeness judgment based on the difficulty of processing new information. In specific, this study examines if the inferential link between (dis)fluency-(un)familiarity can feed into the perception of innovativeness. This study also explores how a consumer`s processing motivation can moderate the …

Informative Role Of Marketing Activity In Financial Market, Kyung Oh Yun

Asia Marketing Journal

As advertising and promotions are categorized as operating expenses, managers tend to reduce marketing budget to improve their short term profitability. Gauging the value and accountability of marketing spending is therefore considered as a major research priority in marketing. To respond this call, recent studies have documented that financial market reacts positively to a firm`s marketing activity or marketing related outcomes such as brand equity and customer satisfaction. However, prior studies focus on the relation of marketing variable and financial market variables. This study suggests a channel about how marketing activity increases firm valuation. Specifically, we propose that a firm`s …

Technology Licensing Agreements From An Organizational Learning Perspective, Jong Kuk Lee, Sang Young Song

Asia Marketing Journal

New product innovation is a process of embodying new knowledge in a product and technology licensing is getting popular as a means to innovations and introduction of new product to the market in today`s competitive global market environment. Incumbents often rely on technology licensing to access new product opportunities created by other firms. Prior research has examined various aspects of technology licensing agreements such as specific contract terms of licensing agreements, e.g., distribution of control rights, exclusivity of licensing agreements, cross-licensing, and the scope of licensing agreements. This study aims to provide answers to an important, but under-researched question: why …

The Mediating Role Of Brand Recall And Brand Attitude In Influencing Purchase Intention In Advergames, Azaze Azizi Abdul Adis, Hyung Jun Kim

Asia Marketing Journal

Research on purchase intention had showed remarkable progress in contributing to the theory of consumer behavior. Despite the popularity of academic discussions on various issues influencing purchase intention, the mediating role of brand recall and brand attitude on purchase intention, in particular advergames, has not yet been well explored, especially in developing economies such as Malaysia. Furthermore, the influence of self-brand congruity, entertainment and brand placement acceptance as antecedents to brand recall and brand attitude are expected to add value to the brand recall, brand attitude and purchase intention relationships. This paper aims to investigate the impact of the mediating …

Optimality Of Customer Relationship Management, Tae Ho Song, Ji Yoon Kim, Sang Yong Kim

Asia Marketing Journal

Managing customers based on customer equity (CE) has emerged as the most effective way of doing business because of its ability to foster profitable customer relationship management (CRM) through appropriate marketing activities. Most research studies provide conceptual and empirical evidence of the positive link between CE and firm performance. However, regarding this possibility, it has been suggested by some researchers that this link may not hold true for other firms with different firmographic factors, such as firm growth rate, size, and resources. As previous research emphasizes that marketing managers should implement a strategy based on their unique business environment, our …

Applying The Multiple Cue Probability Learning, So Won Ahn, Ju Young Kim, Young Won Ha

Asia Marketing Journal

In the present study, we apply the multiple cue probability learning (MCPL) paradigm to examine consumer learning from feedback in repeated trials. This paradigm is useful in investigating consumer learning, especially learning the relationships between the overall quality and attributes. With this paradigm, we can analyze what people learn from repeated trials by using the lens model, i.e., whether it is knowledge or consistency. In addition to introducing this paradigm, we aim to demonstrate that knowledge people gain from repeated trials with feedback is robust enough to weaken one of the most often examined contextual effects, the asymmetric dominance effect. …

Thai Tourists` Souvenir Shopping Experience In Korea, Sirin Poraksa, Hye Jung Cheon

Asia Marketing Journal

Shopping is considered a ‘must-do’ activity for most people on travel. One of the major parts of tourist shopping is the purchasing of souvenirs. Souvenirs are universally associated with tourism as a commercially produced and purchased object to remind the purchaser of the experience. Recently, Korea becomes one of the most popular destinations that many Asian tourists like to visit. Among those Asian tourists, the number of Thai tourists bound for Korea shows an incredible rapid growth. Thai people pick Korea and Seoul as their favorite country and city to visit for three consecutive years since 2009. One of the …

Effects Of Product Number And Brand Breadth On The Evaluations Of An Extended Product, Min Sun Yeu, Hye Yeon Yuk, Bo Ha Kim, Yoo, Seong Wan Cho, Jun Sang Yeo, Chan Su Park

Asia Marketing Journal

This paper was motivated by two gaps in the extant literature on brand portfolio planning. First, research has shown that, as the number of products connected to a brand increases, the extended product receives more favorable evaluations. However, this result was obtained by comparing two brands with different number of products while controlling the brands` breadths. Hence one may question if the above result would hold when the brand is narrow as well as broad. Second, the literature has investigated the effect of brand breadth on the perceived fit and evaluations of an extended product within a relatively limited range …

2013-October-29-Bishop Induction, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

How Do Firms Become Different? A Dynamic Model, Matthew Selove

Business Faculty Articles and Research

This paper presents a dynamic investment game in which firms that are initially identical develop assets that are specialized to different market segments. The model assumes that there are increasing returns to investment in a segment, for example, as a result of word-of-mouth or learning curve effects. I derive three key results: (1) Under certain conditions there is a unique equilibrium in which firms that are only slightly different focus all of their investment in different segments, causing small random differences to expand into large permanent differences. (2) If, on the other hand, sufficiently large random shocks are possible, firms …

2013-October-28-Cornet Recital, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

2013-October-28-Alumni Tea, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

2013-October-22-Entrepreneurs' Club Nov. 2013, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

2013-October-22-Ibma 2013, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

2013-October-18-Deaf Awareness Week, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

2013-October-18-Energy Efficiency, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

2013-October-18-Country Kiosk, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

2013-October-18-Basler Lecture Oct. 2013, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

2013-October-17-Fubara Named One Of 10 Finalists For Senior Class Award, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2013-October-16-Career Fair, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

2013-October-16-South Arts Tour, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

2013-October-15-Crhs Dean Search, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

2013-October-14-Gatton National Title, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

2013-October-13-Emergency Preparedness, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

2013-October-11-Amsa Celebrates, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

2013-October-04-Blackwelder Aafp, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

Consumer Animosity And Purchase Behavior : The Role Of Corporate Social Responsibility, Chun Zhang

Lingnan Theses

Consumer animosity may have a negative impact on consumers’ purchase behavior for foreign products. The consequences of the negative influence include boycotting and reluctant to purchase. This study explores the research on consumer animosity and focuses on how to attenuate the negative effect of consumer animosity towards consumers’ purchase behavior. Corporate social responsibility (CSR) is considered to have a moderating effect on the relationship between consumer animosity and purchase intention. In addition, individual thinking styles are expected to influence the moderating role of CSR. In this study, a 2 (consumer animosity: high vs. low) x 2 (CSR: high vs. low) …

2013-October-02-Etsu's Visual Identity, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

Read Poster - Eli Arnold, Information Librarian, Amy Thompson

Library Marketing Materials

READ Poster, featuring Eli Arnold, Information Librarian for the Horace W. Sturgis Library.

Book: Hero, by Perry Moore. New York: Hyperion, 2007.