Marketing Commons^™

The Effects Of A Disaster’S Onset On The Humanitarian Aid Supply Chain, Micheal J. P. Dwyer

AMTP Proceedings 2013

Through the development of an illustrative model, this conceptual paper argues that the relative timeframe of the onset of a disaster – whether slow or sudden - is related to the form of the supply chain response of the humanitarian aid organization. Further, a proposed method for researching the interrelationship between the nature of a disaster and how it affects the formulation of the humanitarian aid supply chain is offered. Several contributing characteristics of humanitarian aid supply chains are identified and described within the context of the model. Finally, several potential avenues for future research are described including the efficiencies …

Good Media Mix Strategies For Bad Times: Sequencing Optimizes, Marsha Loda, Barbara Carrick Coleman

AMTP Proceedings 2013

This paper summarizes an experiment which compares three commonly used marketing elements: advertising, Internet websites, and publicity. These elements are rated on two dependent variables: message acceptance (credibility and message strength), and message response (attitude and purchase intent). Direct effects of each variable are examined. Sequencing effects are also examined to see if it matters in what order potential customers encounter the marketing message. Results indicate that a website, used alone, can make a significant difference in message strength. However, to impact purchase intent, a multimedia campaign is necessary. The current study extends the authors’ 2005 research comparing only advertising …

A Comparison Of Potential Student Blood Donors To Actual Donors, Harold Ogden, Kelly Campbell Lefort, Matthew Kerr, Matthew Maclellan, Zachary Briggs

AMTP Proceedings 2013

With a growing need for blood and blood products, managers of blood collection agencies are interested in increasing donation rates. A better understanding of how donors are different from the general public might inform decisions on how to promote to make non-donors more like donors. A sample of 74 student blood donors was surveyed at two university blood donor clinics about their attitudes and beliefs about blood donation. A convenience sample of 134 respondents in a university student population was also surveyed for comparison. The latter was later split by level of commitment to blood donation. Differences among these three …

Understanding Online Brand Communities: Netnographic Study Of Apple Iphone Consumers, May Aung, Keija Wu, Laila Rohani, Khalil Rohani

AMTP Proceedings 2013

This study extends the concept of brand communities. The netnography approach has been applied to two online brand communities, both central to Apple iPhone consumers. This study reveals two cultural manifestations with their own passions and communal norms not detected by previous research. This study, thus, enriches the conceptual understanding of brand communities. It also offers contribution toward understanding consumers of high technology brands, an area where few studies have been conducted to date.

Nigerian Consumers And Their Purchase Intentions For Global Brands, Al Rosenbloom, James Haefner, Olutayo Otubanjo

AMTP Proceedings 2013

This paper presents the research findings of a global brand study conducted in Nigeria. This empirical research sought to evaluate the relative contribution of the following five constructs on global brand purchase intent: country of origin, brand familiarity, brand linking, brand trust, and weak-strong perceptions of the brand’s masculinity-femininity associations. Step-wise regression models were used for the study’s ten brands. The regression models indicated that brand liking and brand trust were the most important predictors of global brand purchase intent in the studied sample of Nigerian consumers.

Online Vs. Face-To-Face Learners: An Exploratory Segmentation Of The Student Market, Renée J. Fontenot, Richard Mathisen, Susan Carley, Randy Stuart

AMTP Proceedings 2013

This study compares the characteristics and motivational factors influencing educational decisions of online vs. face-to-face learners. Using a survey of undergraduate marketing students from colleges in the Southeastern U.S., demographic, attitudinal and learning style differences are examined to determine the roles they play in student selection of online vs. traditional classroom modes of educational delivery. Alternative approaches to segmentation of the student market are explored, as are implications for marketing education. Likert scales and open ended questions were used to determine student perspectives on various dimensions of online versus face-to-face courses. A cross section of students were surveyed including those …

Failure In Rural Entrepreneurial Marketing: The Otop Case In Thailand, Edward Kasabov, Pitchaya Panupattanapong

AMTP Proceedings 2013

Marketing scholarship continues to theorise about the significance of marketing resources to firm-level success, and resources are commonly viewed as the source of competitive advantage (Day & Wensley, 1988; Aaker, 1989; Webster, 1992; O’Donnell et al., 2002; Morgan el at., 2009). Businesses which effectively and efficiently deploy and exploit their market-based assets are assumed to be better placed at attaining superior business performance (Morgan & Vorhies, 2005). However, the input of firm resources to competitive advantage has generally been theorised and empirically examined in the context of large companies. Less frequent are discussions about resources in small firms and entrepreneurial …

Using Smartpls In Online Loyalty Assessment, Ali Dehghan, John Duggar

AMTP Proceedings 2013

Because of the low cost, fast expansion of the Internet and increasing demand for innovative educational systems, online learning is becoming popular and attractive (Zhang, Zhao, Zhou, and Jr, 2004). As of 2009, almost 12 million out of 20.4 million post-secondary students, within the United States, took at least one online course and this number will reach 22 million by 2014 (Nagel, 2009). The explosion of the use of online learning systems in higher education, allows students to leave the online programs quite easily (Tham and Werner, 2005). Therefore, educational institutions should try to retain their existing students. Thus, student …

How A Small Rural University Can Effectively Approach High School Students?, Jianfeng Wang, Liza Jussiaume, Arnaud Jaquier, Yasmine Fofana, Chuck Compton, James Davis, Stephanie Walker

AMTP Proceedings 2013

Nowadays many small rural universities or colleges are faced with the challenge of how to expand schools' student body. Given the limited budget, these schools need to make preliminary decisions on how to better reach high school students in order to achieve optimal enrollment goals. In this study, a survey was conducted to make an attempt at determining how a small rural university can effectively approach its anticipated target market. The objectives of this study are: 1. to determine how the target audiences hear about the university; 2. to determine who makes the final decisions regarding the target audience’s future …

Testing A Brand Personality Scale For Quick Service And Casual Dining Establishments, Michael Musante

AMTP Proceedings 2013

Managers have long recognized the value of establishing and maintaining a desired identity for their brands. The Brand Personality Scale has been recognized as a valid and reliable tool to help managers assess brand perceptions. The forty-two item scale, developed by Aaker, identifies five dimensions of brand personality. While considered generalizable, it has been suggested that the scale, and delineated personality dimensions, may not represent an ideal fit for all industries. The current study sought to propose and test a modified version of the brand personality scale that may be appropriate for the restaurant industry. As part of the research …

Differentiating Financial Service Brands Through The Multilayered Service Strategy (Mss): Some Insights Insights From The Resource Based View Of The Firm, Olutayo Otubanjo

AMTP Proceedings 2013

This paper examines how financial service organizations operating in the Nigerian banking industry can be effectively managed to achieve brand differentiation. In order to achieve this objective, a service brand model was reviewed and critiqued and a Multilayered Service Strategy (MSS) model was put forward as an effective model for service brand differentiation. Consequently, sixteen leading-edge marketing and communication practitioners were engaged to examine the effectiveness of the model through in-depth interviews. Findings from the analysis of data indicate that an effective differentiation of a service brand cannot be achieved through the adoption of a single business or organizational factor. …

Relationship Of Demographic Traits And Situational Factor Determinants With The Tech Readiness Of Self-Service Consumers, Jon M. Martin

AMTP Proceedings 2013

Over the past 20 years, self-service technology (SST) has become prevalent as a service delivery option. To ensure that SST options reach full potential, firms need to understand what customer traits and situational factors are related to the propensity to use SSTs. From a subset of data and independent determinants from an original dissertation model on SST adoption, this study uses linear regression to examine: H1) the relationship between: H1) consumers’ tech readiness (TR) and the consumer demographics of age (AG), gender (GN), income (IN), education (ED), and ethnicity (ET) (H1), and H2) the relationship between consumer’s tech readiness and …

Putting On A Happy Face: How Emotional Labor Impacts Frontline Service Employees, Anita H. Whiting

AMTP Proceedings 2013

This study investigates emotional labor and its impact on frontline service employees (FSE). Emotional labor is defined as the stress of regulating one’s emotional displays in response to display rules (Diefendorff and Gosserand 2003). FSE experience emotional labor as they regulate their inner or felt emotions in order to display the appropriate emotions to the customer. Displaying appropriate emotions to customers is very important to service organizations because it affects customer affect and evaluation of service quality (Pugh 2001). Unlike previous research which focuses mostly on the customer’s experience during a service encounter, this paper focuses on FSE and their …

A Calculated Model Of Linkedin Feature Usage Across Organizational Types: Large, Small, And Non-Profits, Joe Spencer, Lisa Witzig, Marcella Gallegos

AMTP Proceedings 2013

Intensity of LinkedIn usage is examined by business type: Fortune 200, INC 200, and Fortune 200 Non-profit. The study of approximately 600 organizations finds, contrary to expectations, that non-profits and small businesses utilize the features of LinkedIn significantly less in intensity than large businesses. An eleven factor intensity model is presented and tested to evaluate intensity of usage among the three study groups. This study concludes that SMBs and non-profits need to better utilize the features of LinkedIn to better enable their organizational goals.

A Comparison Of Faculty Perceptions Of Academic Integrity In Private And Public Universities, Anne H. Batory, Stephen S. Batory

AMTP Proceedings 2013

Public and private institutions of higher education are challenged by academic integrity. In this study, faculty from over 100 U.S. private and public universities shared their perceptions of academic integrity issues such as academic dishonesty detection, awareness of punishments, the faculty as role models, personal values and the ethical image of administrative units. Results indicate perceptions differed by type of institution but not gender or teaching experience. Administrative units were influenced in public universities (but not private) by teaching experience. The results contribute to an understanding of the academic integrity environment underlying the performance of business education. Implications for research …

Model Size In Magazine Advertising And Body Esteem Among Female College Students: The Moderating Role Of Bmi, James A. Roberts, Chloe' A. Roberts

AMTP Proceedings 2013

Weight and body concerns have reached epidemic proportions among female college students. Such high levels of body dissatisfaction can lead to disastrous results. Since the mass media is considered an important purveyor of the thin ideal, the present study investigated the impact model size in magazine advertising has on the body esteem of female college students. Because it is unlikely that all women will respond similarly to the models depicted in such ads, the present study tested the potentially moderating role of Body Mass Index (BMI) on the model size – body esteem relationship. As hypothesized, subject BMI did moderate …

Utilizing Relationship Marketing And Partnership Development As Critical Elements For Developing And Transforming Leadership Programs And Courses: Best Practice, Howard F. Rudd Jr., Thomas Kent, Carrie A. Blair

AMTP Proceedings 2013

This paper utilizes some of the same literature of relationship marketing and partnership building as previous AMTP papers but applies these variables within the context of developing and transforming leadership programs and courses offered to undergraduate students. More specifically, the focus of this paper is on required and elective courses that are components of a leadership program including leadership and management development and human resource management. In addition, a most innovative noncurricular or extra-mural model program for leadership development that has already been replicated within another discipline on campus will also be examined as to its value added. Their use …

Transforming The Simple Moving Average Forecasting Technique Into A Judgmental Bootstrapping Approach, Usama A. Saleh, Gamal Haikal

AMTP Proceedings 2013

The simple moving average forecasting technique (SMAFT) uses a naïve arithmetic measurement for smoothing time-series data for various situations purposes, such as sales prediction. This paper attempts to rectify the contextual procedure of SMAFT by transforming the method into a judgmental bootstrapping approach, combining the statistical techniques of the X - chart (x-bar) and the Hurwicz's Criterion. The proposed modeling approach generates a dual forecasting value, presented by the grand mean, x , of the x-bar chart and the expected weighted payoff of the Hurwicz's Criterion, which is used to improve the accuracy of the final forecast. This model will …

The Church Of Mac: An Initial Examination On The Loyalty Of Apple Customers, Caroline Pinson, Deborah J. C. Brosdahl

AMTP Proceedings 2013

The death of Apple’s CEO Steve Jobs left many in the business world wondering if Apple would also face a decline in health. However, the subsequent release and over-whelming demand of the new iPhone and iPad showed the world how much this product brand is loved by consumers. Yet what exactly makes Apple consumers loyal to Apple products with an array of similar, yet less expensive, products on the market? Understanding what makes Apple users loyal is important to all companies striving to replicate the kind of brand loyalty that Apple generates. Therefore, the purpose of this study is to …

The Effect Of Antecedent Mood On Customer Loyalty Intentions: A Mood-By-Gender Interaction, Michael L. Thomas, Lindsay Larson, Linda G. Mullen

AMTP Proceedings 2013

This study suggests that induced antecedent moods may, in a systematic manner, influence subsequent levels of loyalty intention within consumer scenarios. Furthermore, this research finds that there exists differential responses to induced mood states by gender, which fall in line with research on the underlying gender differences in cognitive processing, levels of risk aversion, motivation, and the experience of emotion while shopping. Past studies in this area have shown only a mild connection between induced antecedent mood state and loyalty intentions, which may be due in part to the issue of an emotion by gender interaction. This paper reinforces previous …

Attributes, Ethical Attitudes And Behaviors Of Tax Evaders In A Permissive Collection Society, Yusuf M. Sidani, Abdul Jalil Ghanem, Mohammed Y. A. Rawwas

AMTP Proceedings 2013

Tax evasion remains a fascinating research topic, as it is more often committed by individuals considered by society to be “ethical.” The purpose of this study is to explore the various attitudes of tax evaders and examine them in relation to their personal moral philosophies. The results of the current study found that tax evaders possessed several attributes, and their personal moral philosophy attitudes (idealism or relativism) influenced their ethical behavior. Idealism was found to be negatively associated with self-interest tax evasion behavior while relativism had the opposite effect. Idealism was also found to be positively related to tax evasion …

The Face Of Fakes: U.S. Consumers And Counterfeit Fashion Products, Karen Edwards, Jason Carpenter

AMTP Proceedings 2013

Counterfeit products pose a serious threat to fashion product brand owners and to the world economy. While research on the demand side of counterfeiting has grown over the past two decades, few extant studies have been conducted among non-student consumers outside Asia and Europe and few studies have focused on product categories other than consumer electronic-related items. Using a sample of U.S. consumers (N=305), the current research investigates consumer attitudes in the context of fashion products. Findings suggest that gender and education are the two variables most frequently related to purchase intention for counterfeits, beliefs about counterfeit products, and ethicality. …

Examining Organizational Justice In The Context Of Lmx And The Effect Of Lmx On Trust And Job Performance, Yong-Ki Lee, Sally Kim, Mun-Hyun Son, Min-Seong Kim

AMTP Proceedings 2013

Services marketing and organizational behavior researchers have studied factors that have a positive influence on employees’ job performance. They viewed that the manager’s role in dealing with his/her subordinates is critical in producing the desired outcomes such as employee job performance. This study based on organizational justice and Leader-Member Exchange (LMX) theory, presents and tests a model, in which relationships among justice, LMX, trust, and job performance are examined. More specifically, the study examines the impact of organizational justice on the quality of LMX and the effect of LMX on employees’ attitudinal and behavioral aspects (trust and job performance). The …

The Role Of Empathy In The Benefits Sought From Volunteering, David J. Burns

AMTP Proceedings 2013

Increasing needs for volunteers have led many nonprofit organizations to seek to understand the benefits sought by individuals from volunteering. This study examines empathy. Empathy is believed to be one of the causes of individuals engaging in helping or prosocial behavior, an activity which includes volunteering. What role does empathy play in the benefits sought by individuals from volunteering? The objective of this study is to examine this question. The relationship between empathy and benefits sought by collegiate business students from volunteering are explored. Individuals who possess relatively higher levels of empathy appear to be more likely to participate in …

Attitude Versus Involvement: Predicting Ethically And Socially Responsible Consumption Behavior, Sacha Joseph-Mathews, Nicole Bieak-Kreidler

AMTP Proceedings 2013

Critics argue that the value gap (difference between what consumers say they care about and what they actually choose to purchase) suggests that ethical consumption is not as important as consumers imply. There is much talk about the ethical consumer “myth’ as consumers often claim to be interested in purchasing ethically and socially responsible products yet sales figures for green products often do not exceed 5% total product sales in any one category with organic fruits and vegetables being the one exception. Traditional models use consumer attitudes to the environment as a predictor of ethically and socially responsible consumption behavior …

Learn What The Luxury Suite Customer Wants!, Peter Titlebaum, Jim Blair, Matthew Brown, Ronald Dick

AMTP Proceedings 2013

In the current difficult economy and global marketplace, there is more competition than ever for businesses to earn and retain sales from customers in each of their respective industries. That is no different in the sports and entertainment industry, particularly in luxury suite sales for stadiums, arenas, and ballparks. In many instances, companies are asking customers about their preferences in regards to current product offerings and about innovations within their company and industry. By listening to the voice of the customer, companies can increase sales, improve client relationships, add to current product offerings, create new and innovative products, and earn …

Using Exploratory Factor Analysis To Identify Star Players’ Effects On The Branding Process Of Professional Sports Teams, N. David Pifer, Jennifer Y. Mak, Won-Yul Bae, Jarrod Schenewark

AMTP Proceedings 2013

Given the extremely competitive nature of professional sports and the high levels of risk associated with exorbitant player salaries, it is important for management to examine the specific effects that star players can have on a sport franchise’s brand. Gladden and Milne (1999) provided an early framework for examining the relationship between marquee athletes and a team’s brand by developing a model to assess brand equity in professional sport. This model, based largely on previous work by Aaker (1991), listed the star player as a product-related antecedent capable of generating brand equity that could bring about national media exposure, merchandise …

An Examination Of The Segmentation Typologies Articulated In The Spectator And Participation Sports Marketing Literature, Sam Fullerton, Tammy Mccullough, Carol L. Bruneau

AMTP Proceedings 2013

With the emergence of sports marketing as an important business discipline, a number of segmentation studies have focused on either the spectator sports market or the participation sports market. Regarding spectator sports, most of the previous studies have focused on individual sports entities such as a team, a league, a sport, or an event. The majority of the segmentation studies on participation sports have also assumed a narrow perspective by developing typologies for a specific activity such as golf. The current research assesses the efforts designed to segment the aggregate spectator sports market irrespective of the sport being watched and …

Madécasse: Competing With A 4x Fairtrade Business Model, Scott Marshall, Darrell Brown, Bex Sakarias, Min Cai

Business Faculty Publications and Presentations

Brett Beach and Tim McCollum, co-founders of Madécasse, spent two years as Peace Corps volunteers in Madagascar. During that time, they fell in love with the country and its people. Recognizing the need of the Malagasy for stable jobs and fair wages and the connection between poverty and environmental destruction, Brett and Tim discussed possibilities for a social enterprise in the country.

Madagascar presents a beautiful yet challenging place to operate a business. It has a wide range of flora and fauna, approximately 70% of which are found nowhere else on Earth and it produces coffee, vanilla, sugar, cotton, pepper, …

Top 10 Law School Home Pages Of 2012, Roger V. Skalbeck, Matthew L. Zimmerman

Georgetown Law Faculty Publications and Other Works

For a fourth consecutive year, every website home page of every ABA-accredited law school is evaluated and ranked based on objective criteria. The goal is to identify well-executed sites adopting best practices. For the 2012 report, twenty-six elements are evaluated across these three categories: Design Patterns and Metadata, Accessibility and Validation, & Marketing and Communications. For 2012, there are four new elements, two prior elements have been combined, and one element was dropped.

For 2012, forty-six schools now use the HTML5 doctype, which is up from thirteen in 2011 and just one in 2010. Eighteen schools achieve perfect scores in …