Marketing Commons^™

2014-July-16-Dr. Daryl A. Carter Named Associate Editor Of 'Critical Conversations', University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-July-15-Arts And Sciences, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-July-15-Jeffress Appointed To 2014 Tncpe Board Of Examiners, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Designing Viral Product Features For Broader Reach, Sinan Aral, Dylan Walker

Business Faculty Articles and Research

Companies increasingly rely on “network” and “viral” marketing within their communication strategies. This study showed that providing viral products with specific features can increase their diffusion substantially. Products that were enabled to send automated notifications within a user’s local Facebook network upon adoption generated a 450 % higher adoption rate among Facebook friends compared with products without any viral features. Products that enabled adopters to send personal invitations to install the app generated an increase in the adoption rate by friends by 750 % more than in the control group. Although each personalized referral had a much stronger impact, notifications …

2014-July-15-Etsu To Offer Mental Health First Aid Certification Course, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-July-15-Kathleen Moore, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-July-15-Susan Chambers, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-July-14-Dr. Aruna Kilaru News, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-July-10-Sports Medicine Symposium, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-July-10-Isbs Conference 2014, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-July-10-Etsu’S Ernenwein Locating And Mapping Archeological Sites In Botswana, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-July-07-National Alumni Association Launches Redesigned Website, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-July-07-Community Health Center Offering Back-To-School, Sports Physicals, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-July-07-Community Health Center To Host 5k, Health Fair, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-July-03-Etsu Roan Scholar Alumnus Participating In Solar Decathlon Europe 2014, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-July-03-Etsu’S Lowe Receives Grant For Healthy Opportunities At Local School, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-July-03-Tsbdc At Etsu To Offer July Small Business Training Classes, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-July-03-Etsu’S Bidwell Receives Grant To Study Effects Of Mercury Contamination, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-July-02-Etsu Physician To Speak On The Perils Of Summer, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-July-02-Nelson Fine Art To Host Exhibit On Appalachian Foodways, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Evolution Of Food Quality Demand In The Food Service Industry In China: The Case Of Duck, Rachel Alison Carnegie

Open Access Theses

Booming economic growth and rising consumer incomes have impacted food preferences and purchasing behavior in China. At the same time, several internationally publicized food safety incidents, particularly in the animal husbandry sector, have heightened awareness of and concern for food safety and quality in meat and dairy. Rising quality demand and safety concerns have been studied at length in the food retail sector, but also appear to be important in the food service industry. This research uses data from a survey of duck restaurant managers and consumers in Beijing, Shanghai, Chengdu, and Guangzhou to determine preferences and willingness to pay …

Consumer Brand Relationships Landscape, Marc Fetscherin, Daniel Heinrich

Faculty Publications

This article sheds light on the current state of research on consumer brand relationships (CBR) and presents two distinct taxonomies, respectively, theoretical frameworks that help to classify CBR research. First, the 'brand connection matrix' that classifies brand relationships into functional-based (low versus high) and emotional-based (low versus high) connections to brands. This framework leads us with a 2 × 2 matrix consisting of four quadrants, each of which are discussed. Second, the 'brand feeling matrix' classifies consumer's relationships with brands by grouping them into the strengths of relationships (weak versus strong) and the consumers' feeling toward the brand (positive versus …

Revisiting Marketing As Constructive Engagement: Linking Policies And Managerial Practices, Clifford J. Shultz

School of Business: Faculty Publications and Other Works

Policies that initiate or support responsible micromarketing institutions and practices can be some of the most important catalysts to socioeconomic development and sustainable peace and prosperity, particularly in distressed or devastated political economies. Such polices and the accordant positive marketing forces might be considered a form of constructive engagement. The consideration of constructive engagement, including the idea that managerial marketing can be complementary to macromarketing, is gaining currency among some macromarketers, and is explored in this presentation. The author discusses some evolving successful cases from fieldwork in developing, devastated, transitioning and/or recovering economies.

Sales Performance And Intuition – The Role Of Gut Feelings, David Locander

Doctoral Dissertations

This dissertation extends the dual theory of salesperson information processing by examining the relationship between salespersons' emotional intelligence (EI) and their preference for and use of decision-making styles (intuition and/or deliberation) in the selling process. This dissertation contains two studies, Study 1 employs a descriptive research design and Study 2 uses experimental manipulations to investigate the role that intuition and deliberation play within the sales process. Data for both studies come from a sample derived from a national online panel of business to business salespeople.

Study 1, using a survey approach, assesses two competing models and one post hoc model …

Editor's Note, Marites Tiongco

DLSU Business & Economics Review

No abstract provided.

May I Help You? How Stereotypes And Innuendoes Influence Service Encounters, Lauren Michelle Brewer

Doctoral Dissertations

"You only get one chance to make a good first impression." The dissertation focuses on marketing agents; among the most visible is the "service provider." Previous research establishes the important role of cognitive social schemata in determining the way consumers react to different types of marketing agents, including service providers. In the literature review, a classification schema is developed for service provider stereotypes derived from theory using social stereotypes. The development of the Service Provider Perception Framework (SPPF) creates a classification for the individual service provider along two main dimensions: competence and affect.

In services design (particularly situations involving a …

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

Journal of Applied Marketing Theory

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 …

2014-July-01-Southern Conference, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Real Smiles Vs. Faked Smiles: How Emotional Labor Impacts Service Behaviors, Anita Whiting

Journal of Applied Marketing Theory

This study investigates how emotional labor impacts service behaviors. Unlike previous research which focuses predominantly on the customer’s experience during a service encounter, this paper focuses on service employees and their performance during the service encounter. In particular, this study looks at how the emotional labor strategies of surface acting and deep acting impact customer service, job performance, and job satisfaction. The results from the SEMPLS analyses show that (1) surface acting has a negative impact on customer service and job satisfaction and (2) deep acting has a positive impact on customer service, job performance, and job satisfaction. Overall, the …

Investigating The Nba Servicescape: Fan Involvement, Team Loyalty, Perceptions Of Atmospheric Music And Emotional Responses, Crystal Southall, Richard Southall

Journal of Applied Marketing Theory

Within the domain of entertainment and leisure services, sport is a unique experiential service-product. Further, sport consumer behavior has changed dramatically, as advances in technology have decreased barriers to and increased the scope of sport consumption. Sport consumers can now watch live, delayed, or recorded sport events when and where they choose. Therefore, sport organizations must focus on sustainability through the creation of a competitive advantage in the staging of live sport events. Given that the NBA product is consumed within an increasingly stimulating consumptive landscape (Andrews, 2006), this study sought to examine the relationship between NBA fans’ involvement, home-team …