Marketing Commons^™

Corporate Communication In The Twenty-First Century, Susan Laws

Other Graduate Scholarship

Corporate communication represents an evolving area of study within the increasing puzzle of global growth in the twenty-first century. The theoretical history of public relations originated in North America and the United Kingdom before the ubiquitous presence of technology and the internet. Since the 1950s, numerous approaches and models of corporate communication have emerged. The focus of this study is to contribute to the development of a new theory of corporate constructs of identity, image and reputation, formulating competitive advantage with strategy formulation, within the framework of the new political economy – these economies do not and cannot operate in …

The Effects Of Country Of Origin Image And Patriotism On Consumer Preference For Domestic Versus Imported Beef, Thong Meas

Theses and Dissertations--Agricultural Economics

Country of origin (COO) effect is a well-researched topic in the international marketing literature. It is well recognized that consumers are biased against imports, due to consumer ethnocentrism or patriotism tendency. However, the research on COO effects also suggests that consumers form certain image of origin countries (COO image) and favorable image, be it associated with the countries, their people, or general product quality, improves the evaluation and acceptance of foreign imports.

The publications related to COO effects which focus on consumer durables are abundant. However, the contrasting COO effects on food products are much less investigated. This study surveys …

Male Grooming: An Ethnographic Research On Perception And Choice Of Male Cosmetics, Sweta Thota, Stacy N. Hermosillo, Neilgoon N. Keyhani, Jennifer A. Walker

Marketing (Formerly Marketing and Law)

The purpose of this study is to explore male perceptions toward cosmetics and their product choice. Applying an ethnographic framework to this study, three males between the ages of 24-30 were interviewed through a series of 141 questions pertaining to their demographics, lifestyle, attitudes toward masculinity, skin care, grooming and cleaning behaviors. The results showed five overarching themes: (1) all of the participants had early experiences with personal care products, (2) the term masculinity was defined with terms such as "calm" and "practical", (3) all participants looked up to their fathers as their key role models, (4) all participants valued …

Get Your Head In The Game: Using Gamification In Business Education To Connect With Generation Y, Sonja Martin Poole, Elyria Kemp, Lauri Patterson, Kimberly Williams

Marketing (Formerly Marketing and Law)

Generation Y learners think and learn differently. They seek learning environments that are relaxed, flexible, interactive, and engaging. Gamification incorporates game mechanics to non-game contexts and has been found to motivate or incentivize students using rewards such as points, badges, and certificates. The purpose of this research is to investigate how utilizing gamification mechanics and customer engagement principles in college business courses can engage and foster learning among Generation Y students. Findings from this research suggest that using gamification techniques in the classroom can be an effective tool for enhancing student engagement and learning. Implications and future research are presented.

Truth And Consequences In The Global Village, Val Larsen, Sweta Thota

Marketing (Formerly Marketing and Law)

Almost everyone agrees that businesses have a moral obligation to be honest. Less emphasized is the fact that customers, the co-creators of value, are likewise obliged to be honest. Customer dishonesty like business dishonesty creates deadweight economic losses. Marketers can improve the moral infrastructure of society and eliminate these deadweight losses if they bring the moral accountability of the gemeinshaftlich village to the gesellschaftlich global economy. Customers can be made accountable through an expansion of credence markets that measure integrity and that compel the dishonest to bear the costs of their own misbehavior. The feasibility of expanding credence markets is …

Horizon House Restaurant, International Airport, Houston, Texas, Houston International Airport

Airline Menus

No abstract provided.

Pan American Airlines "Happy Landings!" Breakfast Menu, Pan American Airlines

Airline Menus

No abstract provided.

A Socio-Marketing Analysis Of The Concept Of Cute And Its Consumer Culture Implications, Elad Granot, Thomas Brashear Alejandro, La Toya M. Russell

Business Faculty Publications

Cute has become the favored language of (the predominantly female) popular consumer culture. This paper examines the roots of “cute” and its evolution with reference to its relevance to marketers. We follow the cultural appropriation of Japan’s “Kawaii” by the Western “cute”, and introduce a social, marketing-oriented description and analysis of the concept. We present its socio-cultural, experiential, symbolic, and ideological relevance to consumption in general, and to consumer culture theory in particular. This examination steers clear of scientific generalizations prevalent in consumer behavior research and aims, instead, to illuminate the cultural dimensions of the consumption cycle, and allow a …

Influence Of Congruity In Store-Attribute Dimensions And Self-Image On Purchase Intentions In Online Stores Of Multichannel Retailers, Vishag Badrinarayanan, Enrique P. Becerra, Sreedhar Madhavaram

Business Faculty Publications

Online stores of multichannel retailers continue to lag pure internet retailers with reference to consumers' shopping intentions and sales. This study develops and tests a framework in which (a) trust and attitude (conceptualized as a second-order construct with hedonic and utilitarian dimensions) influence purchase intentions, (b) congruity between the multichannel retailer's land-based and online stores (conceptualized as a second-order constructs made up of seven dimensions: aesthetic appeal, navigation convenience, transaction convenience, atmosphere, service, price orientation, and security) influences trust in and attitude toward the online store, and (c) congruity between consumers' self-image and perceived image of the online store influences …

Regulatory Focus As A Predictor Of Attitudes Toward Partitioned And Combined Pricing, Kiljae Lee, Jungsil Choi, Yexin J. Li

Business Faculty Publications

Partitioned pricing is a widely used pricing strategy, but little is known about the buyer characteristics that influence its effectiveness. The current research contributes to the pricing literature by investigating the impact of regulatory focus on the perceived attractiveness of partitioned and combined pricing. In four studies, we hypothesized and found support for the idea that promotion focused individuals perceive partitioned prices to be more attractive than combined prices, while prevention focused individuals do not differentiate between the two pricing types. Our results also show that regulatory focus influences consumers' information processing style, which in turn leads to important differences …

Relationship Marketing Strategy: An Operant Resource Perspective, Sreedhar Madhavaram, Elad Granot, Vishag Badrinarayanan

Business Faculty Publications

Marketing's evolution toward a new, service-dominant (S-D) logic requires the focus of marketing to be on the intangible, dynamic, operant resources. Therefore, in this paper, we examine the relationship marketing (RM) strategy from an operant resource perspective that focuses on how operant resources can influence RM-based strategy success. Specifically, we identify network competence, alliance competence, internal market orientation, and customer response capability as operant resources that have been empirically verified to have positive influences on firms. Next, we identify market relating capability and knowledge management capability as operant resources that need further conceptual and empirical investigation. Furthermore, based on our …

Ua68/1/3 Potter College Of Arts & Letters Dean, Assistant Deans, Committees Publications, Wku Archives

WKU Archives Collection Inventories

Publications created by the Potter College of Arts & Letters Dean, regarding the administration of Potter College.

Contact was a Potter College newsletter about funding opportunities, including grants, for faculty projects and research in the 1970s.

The Forum was a Potter College newsletter for faculty to share information about professional activities and discuss intellectual items of interest in the 1970s.

Potter College Potpourri was a newsletter for faculty, staff, and students that was available in print and online in the late 1990s. It included recent happenings, a frequently asked questions section, and brief departmental updates.

Arts & Letters is the …

What Do Seller Manipulations Of Online Product Reviews Mean To Consumers?, Ling Peng, Geng Cui, Mengzhou Zhuang, Chunyu Li

Hong Kong Institute of Business Studies Working Paper Series

There is growing evidence that consumers are influenced by online product reviews when making a variety of purchase decisions. Firms are therefore tempted to monitor and manipulate online product reviews on the company's website or forum to influence consumer perceptions by anonymously posting positive reviews, hiding or deleting unfavorable reviews, or offering rewards to consumers who post favorable reviews. Our review of the literature has revealed a surprising shortage of work directed at the development of an integrative theoretical framework or rigorous empirical studies on the effectiveness and the exact impact of such activities on the payoffs to various parties. …

Perceived Similarity Of Other Customers On Service Experience, Lisa Wan, Shing Chung, Patrick Poon, Maggie Chu

Hong Kong Institute of Business Studies Working Paper Series

This study aims to examine how a mere appearance of other similar customers will influence the perceived service quality of a potential customer. This research involves two experimental studies. Findings shows that if potential customers perceive other customers to be similar (vs. dissimilar) in a hospitality setting with regard to age, they will have more favorable perceptions toward the service quality and have a higher purchase intention. However, the positive impact of the similarity in age cohort can override the negative impact of dissimilarity in ethnicity on one's perceived service quality and purchase intentions. The results provide implications for hospitality …

Diversity Project: Poster Series Connects Core Values To Library Materials And Expertise, Bettina Peacemaker, Sue Robinson, Marilyn Scott

VCU Libraries Faculty and Staff Presentations

Virginia Commonwealth University celebrates diversity as a core value, and VCU Libraries actively strives to foster inclusion and an understanding of difference. The diversity and culture poster series was envisioned as a way to connect education about diversity directly to library collections and expertise. This poster details the distribution, response, and impact of the series.

An Investigation Into The Marketing, Advertising And Labelling Of Processed Food In Ireland And Its Influences On Consumer Choice And Subsequent Health Issues, Jane Healy

Theses

Ireland has experienced much economic and social change in recent years, and as a result of this, many new food choices and commodities are on offer to the consumer. The simple diet of fresh, unprocessed foods that existed in Ireland in the past has for many consumers been replaced by processed, convenience food products. The purpose of this study is to examine the effects which the marketing, advertising and labelling of processed food in Ireland has on consumers, and how these strategies influence their choice of food. The advertising claims and the labelling of these processed foods is of interest …

The Effect Of Marketing Communication On Individuals' Gift-Giving: Role Of Cause Type, Appeal Characteristics, And Donor Mindset, Mehdi Tanzeeb Hossain

Marketing Dissertations - Archive

In two essays, this dissertation focuses on an important domain of research in marketing: how marketing communications affect individuals' donation. For example, Globalgiving provides a myriad of projects for potential donors to form their own donation "portfolio". However, research till date has put up little effort in identifying the potential differences between such causes which may influence donors' portfolio decision making process. To address this issue, the first essay breaks down the donation objects/causes into two components--namely environment-focused (e.g., ozone layer depletion) and humanitarian-focused (e.g., poverty)--and examines the differential effects of individuals' holistic/analytic thinking style on environmental/humanitarian gift-giving. Six studies …

Pharmacy Professor Receives National Honor For Work Related To Prescription Drug Abuse, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY Dr. Sarah Melton, a professor of pharmacy practice in the Bill Gatton College of Pharmacy at East Tennessee State University, has been awarded a national honor for her work related to prescription drug abuse.

The American Pharmacists Association (APhA) recently honored Melton with the Generation Rx Award of Excellence, an award that recognizes a pharmacist who has demonstrated a commitment to the mission of substance abuse education. 

In receiving the honor, Melton was recognized for her 20 years of dedication to fighting the prescription drug abuse and opioid addiction epidemic in Appalachia.

An advocate for reducing stigma and …

Professor Cares About Mentally Ill, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Professor Cares About Mentally Ill

Professor Sarah Melton has written an article about caring for the mentally ill patient, and how she helps her students do the same. It was accepted for the library at Pharmacist.com. You can read the full article here...

Probing The Etic Vs. Emic Nature Of Consumer Ethnocentrism, Srinivas Durvasula, Steven Lysonski

Marketing Faculty Research and Publications

The consumer ethnocentrism concept and its measure, the CETSCALE, remain very popular in cross-national research chiefly because they serve as a means to understand consumer attitudes toward imports. But the usage of consumer ethnocentrism and its measure are based on the premise that they have universal or etic properties. Conflicting studies, however, find that the scale's structure is far more complicated than initially believed, and that it may not be uni-dimensional as originally proposed. Is it possible that the consumer ethnocentrism concept and its measure are culture bound? The goal of this study is to resolve this ambiguity.

Situating Men Within Local Terrain: A Sociological Perspective On Consumption Practices, Deirdre Duffy

Conference papers

The aim of this paper is to explore how young men, operating within influential discursive regimes, construct their identity projects and come to know themselves, through their engagement with consumption and leisure practices. Foucauldian theory is drawn upon to conceptualise men as intertwined within their social environs, the recipients of socio-cultural inscription. By situating the micro-social context of the male consumer in a larger socio-cultural context, this study endeavours to go beyond consumer narratives to incorporate the influence of market and social systems on individuals’ identity work. The two discursive practices explored include: hometown community and Gaelic sport. Findings show …

Dr. Brian Cross Featured In Pharmacy Today, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY Dr. Brian Cross, an associate professor with the East Tennessee State University College of Pharmacy, and Dr. Reid Blackwelder, a professor with ETSUs Quillen College of Medicine, recently were featured in an issue of Pharmacy Today magazine.

The article showcased in the American Pharmacists Association publication tells the story of the pairs physician-pharmacist collaboration at ETSU Family Physicians.

Blackwelder told the magazine that the clinics have worked hard to foster a collaborative culture where everybody has a voice. Were all there to make our patients get the best outcomes.

Focusing on the Kingsport clinic ETSU Family Physicians is …

Erin Light, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Erin Light is a third-year student pharmacist in the ETSU Bill Gatton College of Pharmacy. At age 36, she readily admits she has taken the long road – one filled with several unexpected turns – to get to this point. The Bulls Gap native who now lives in Greeneville has been a pharmacy tech since 2001 and is a single mom to daughter, Emma, 9. She is the correspondent for the Gamma Delta chapter of the pharmacy fraternity Phi Delta Chi at Gatton.

Q: Why did you decide to go to pharmacy school?  

A: I’ve always wanted to go to …

Etsu Pharmacy Professor Named To Editorial Board Of Scholarly Journal, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY Dr. Sam Harirforoosh, an associate professor in East Tennessee State Universitys Bill Gatton College of Pharmacy, has been selected to serve on the editorial board of a scholarly journal.

Clinical Pharmacokinetics, published by Springer Healthcare, is noted as the major review journal in the area of clinical pharmacokinetics and promotes the continuing development of clinical pharmacokinetics and pharmacodynamics for the improvement of drug therapy and aims to advance postgraduate education in clinical pharmacology and therapeutics.

Harirforoosh, who teaches in the Department of Pharmaceutical Sciences, is also a member of ETSUs Center of Excellence for Inflammation, Infectious Disease …

Etsu's Gatton College Of Pharmacy Receives Continued Full Accreditation, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY The Doctor of Pharmacy degree program at East Tennessee State Universitys Gatton College of Pharmacy has earned continued full accreditation from the Accreditation Council for Pharmacy Education (ACPE). The accreditation is valid through 2024.

This accreditation confirms that we continue to meet all standards required for a quality-assured professional education, said Dr. Adam Welch, associate dean for Assessment and Academic Affairs at the Gatton College of Pharmacy. It confirms that our 319 student pharmacists, including the 17 enrolled in dual degrees and 25 in our research concentration, are in a position to make a lasting impact on patient …

College Of Pharmacy Professor Appears Before The Subcommittee On Oversight And Investigations, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

p class="p1">Dr. Sarah Melton, Associate Professor of Pharmacy Practice, appeared as a witness before The Subcommittee on Oversight and Investigations, chaired by Rep. Tim Murphy (R-PA), on Thursday, March 26. The hearing was entitled Examining the Growing Problems of Prescription Drug and Heroin Abuse: State and Local Perspectives. Thursdays hearing provided subcommittee members an opportunity to explore prescription drug and opioid abuse from the state and local perspective.

Video can be found here

Meet Christie Monahan, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Learn more about P4 Christie Monahan's APPE rotation at the Food & Drug Administration. 

What made you decide to pursue the rotation?

CM: While my track in pharmacy was and still is leading towards residency, I was looking to get as much as I could get in variety out of my fourth-year rotations. This included looking at regulatory agencies and industry. Out of the ones offered, the FDA most appealed to me due to its location, research ambitions, and involvement with REMS programming.

What was your favorite part of the rotation?

CM: Most definitely getting to experience the unique environment …

Meet Dr. Mckenzie Highsmith, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

McKenzie Higsmith, PharmD, from Johnson City, TN, is an Associate Professor in the Department of Pharmacy Practice. Dr. Highsmith also holds an adjunct faculty appointment in the Department of Family Medicine at James H. Quillen College of Medicine. She maintains a clinical pharmacy practice with the ETSU Family Physicians of Kingsport. She is faculty advisor for the ETSU chapter of the APhA Academy of Student Pharmacists and a member of TPA, APhA, ACCP, STFM, Kappa Psi, and Phi Lambda Sigma. 

Q: Why did you want to pursue pharmacy?

MH: I am a third generation pharmacist. I first met Dr. Jim …

Meet Michele Graybeal, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Meet Michele Graybeal, from Kingsport, Tennesssee. Michele has worked in the Office of Student Affairs since 2008. An alumna of ETSU and former pharmacy technician, she spent five years working with student musicians and guest artists at The University of Southern Mississippi in Hattiesburg before returning home to the Tri-Cities. Her current position as Student Life Coordinator allows her to work with the people she most enjoys: students. Michele looks forward to further developing her administrative knowledge in the areas of student service and advocacy.

What brought you to Gatton?

MG: When my husband and I were moving back …

Meet Dr. Rick Hess, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Meet Dr. Rick Hess, from Lutz, Florida. He received his Doctor of Pharmacy from Mercer University Southern School of Pharmacy in 1998. He completed his post-graduate residency in community practice specializing in providing diabetes care in community pharmacy. In 2007, Dr. Hess joined ETSU Gatton College of Pharmacy as assistant professor of pharmacy practice. He currently provides diabetes care with State of Franklin Healthcare Associates. 

Why did you want to pursue pharmacy? 

RH: I wanted to be in health care and especially was interested in how medications could either help or harm people.  I wanted to understand it more …