Marketing Commons^™

2014-May-05-Alumnus Dr. Joe Moore To Return As Director Of New Etsu Marching Band, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-May-05-Etsu Students Elect New Student Government Association Officers, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Parallel Sessions (Marketing Paradigm): A Social Marketing Framework For The Development Of Public Awareness Programs - Pakistan’S Perspective, Sarfraz Ali Kiyani

International Conference on Marketing

Marketing has become the key factor in deciding the success and failure of not only the enterprises but also social causes. The impact of such marketing tactic is eventually determined in the behavior of the target group. This paper is designed to discuss the development of public awareness programs to mitigate risks regarding floods and other natural hazards. Such mitigation can be done by two ways i.e. Structural and Non-structural. Undertaking a good plan covers the steps one should take before, during or after a hazard that will not only minimize risks but also lessen the injuries and Protect people‟s …

Parallel Sessions (Marketing Paradigm): Contemporary Legal And Ethical Issues In Marketing In The Pharmaceutical Industry In Pakistan, Mahreen Nazar, Azad Ahmed

International Conference on Marketing

This research paper attempts to explore the contemporary legal and ethical issues prevailing in marketing practices in the pharmaceutical industry in Pakistan. The main focus of this paper is to enumerate legal and ethical issues influence the marketing strategy in pharmaceutical industry and what are different ways for pharmaceutical companies to address those issues effectively. Primary research is the main tool for this research which includes interviews of the practitioners of the industry.In addition to primary research we will also do some secondary research which includes research papers, journals and articles. This research paper would reveal the legal and ethical …

Parallel Sessions (Consumer Behavior & Culture): The Impact Corporate Social Responsibility On Customer Loyalty: Mediating Role Of Customer Satisfaction, Tahir Islam, Muhammad Imtiaz Haider

International Conference on Marketing

This research examines how corporate social responsibility (CSR) affects customer satisfaction and its outcomes customer loyalty. This study develops and tests conceptual framework, which predicts that customer satisfaction partially mediates the relationship between CSR and customer loyalty. This research also takes important steps of understanding the mediation analysis. Convenience sampling was used. All hypothesized variables were supported by empirical study, correlation and regression analysis were used in this regard. Low CSR, actually reduces customer satisfaction levels and, through the lowered satisfaction, harms customer loyalty and customer trust.

Parallel Sessions (Marketing Paradigm): Services Marketing And Crm – Perceptions Of Academicians And Practitioners Based On Common Activities, Salma Rahman, Sarwar Azhar

International Conference on Marketing

Services marketing and CRM have generated a lot of interest within practicing managers as well as academicians. This paper aims to determine the commonalities in the two paradigms from the viewpoint of academicians as well as practitioners as previous studies indicated a gap regarding the importance being given to CRM as a new paradigm on one hand and its unsuccessful implementation status on the other hand. In order to achieve the above mentioned objectives, research was carried out in two phases. In phase one systematic review of eight Services Marketing and 9 CRM research papers was carried out in order …

Parallel Sessions (Marketing Paradigm): Entrepreneurship Plus: The Impact Of Spiritual Orientation On Market Orientation And Marketing Capabilities, Muhammad Shahid Qureshi

International Conference on Marketing

This paper suggests that Islamic entrepreneurship or entrepreneurship plus is driven by spiritual orientation and manifests itself in the form of Islamic values and practices leading to a different form of output measure called Hayat Tayyiba (A clean and pure life). The frame work posited in this paper argues that the spiritual orientation is instrumental in transforming the utilitarian, resource grabbing and a fiercely competitive mindset in to a mindset that seeks the pleasure the Almighty, has a belief in more from less (Barakat) and that of cooperation and service. Based on original Islamic literature and contemporary management literature, the …

Parallel Sessions (Consumer Behavior & Culture): Online Shopping Behavior In Pakistan, Arsalan S. Khan, Faisal Ahmed, Hassan Yousuf, Sohaib Ul Hassan, Syed Abbas Zia

International Conference on Marketing

The purpose of this paper is to study the consumer behavior of online shoppers in Pakistan in order to gain insights into their attitudes, preferences, decision-making frame work, and life styles. The target population for this study consisted of the urban consumers who are educated and belong to upper and upper-middle socio-economic classes. Within online shopping, two major categories could be established, namely “Electronics” and “Clothing”. As per our analysis, the experience expected from both the medium is different. For purchasing a commodity offline, the customer would rate the overall shopping experience higher as opposed to convenience. Now we had …

A Healthy Digital Image: Exploring Its Impact On B2b Sales Lead Generation In A Professional Social Network, Jaclyn G. Getonga Ms.

Honors Scholar Theses

This project looks at the social media-selling environment and how a “healthy” digital image can assist a firm in identifying itself to create value for new customers. This project will explore whether the B2B sales lead generation process can be conducted as part of a social media strategy and how a digital image affects its performance. The sales landscape has changed: buyers have more power, relationships are based on two-way communication, and customer-centric technologies have enabled users to create, share, and converse about content over the Internet. A “healthy” digital image is based on the attributes of a LinkedIn company …

Parallel Sessions (Advertising): Tv Ads Impact On Consumer Purchase Intention, Ahmed Nabeel Siddiqui

International Conference on Marketing

The purpose of this paper is to highlight the influence of different contents of advertisements on the consumer purchase intention in UHT Milk.The research is conducted in five major cities of Pakistan with the sample size of 400 respondents selected by the systematic probability sampling technique and responses were collected with the help of structured questionnaires Result of the study shows that, due to quality features shown in TV advertisements of product, consumer purchase intention can be increased. While it was also found that the entertaining celebrity association, content credibility of product shown in TV advertisements, effective advertisement repetition and …

Parallel Sessions (Brand Management): Customers’ Evaluation Of Brand Extension: An Empirical Study Of Skin Care Products, Amber Thanwarani, Adil Virani, Munir Thanwarani

International Conference on Marketing

Brand extension can dilute the single mindedness and can create confusions in the mind of customers but on the other hand, its success can result in more profits and trustworthiness. Sometimes it is difficult for companies to decide whether to introduce a sub-brand or not. As business is a game of risk, companies try to play it well. At times their decision worth millions of dollars and at times it results in negative cash flows. Different companies have launched number of skin care products under the Parent brand with an aim to capture the larger market share but some of …

Parallel Sessions (Brand Management): Marketing Strategies To Raise Global Economy And Reduce Poverty Through Tourism Development In The Third World Countries- A Case Study Of Sindh, Munir Moosa Sadruddin

International Conference on Marketing

Tourism industry serves as a ray of hope for many developing countries. It is a source of sociocultural exchange, which not only boosts economy, but also improves the living standard of poor people. The research paper attempts to suggest strategies to reduce poverty in the developing countries through adaptation of pro- poor tourism techniques (Wood, 2005; Jamieson et al., 2004; Jamieson, 2003; Ashley et al., 2001). These techniques can also be used to restore the livelihood of people affected by natural calamities. Case study methodology has been used for this particular research. Single case study of Sindh has been taken …

Title: Parallel Sessions (Brand Management): The Challenge Of Creating And Sustaining Consumer Durables’ Brands In The Bop Segment, Nayyara Rahman

International Conference on Marketing

This research was conducted to identify and discuss challenges in creating and sustaining consumer-durables’ (CD) brands for BOP segments. The study encompassed global and local brands, and included existing branding practices for their product offerings. Digressing slightly from the conventional approach, this study focused on female rather than male buyers in the BOP urban segment. The purpose behind this was to highlight the hidden dependence on female primary-skilled workers as a source of domestic income. This dependence and the role it plays in household purchases is often overlooked; often assumed to be immaterial, and often taken to be directed at …

Parallel Sessions (Consumer Behavior): Impact Of Packaging Elements Of Packaged Milk On Consumer Buying Behaviour, Muhammad Amir Adam, Kamran Ali

International Conference on Marketing

This research paper examines the impact of packaging elements on consumer buying behaviour. The motivation for carrying out this study is to know how packaging elements impact on consumers buying behaviour. Packaging has now changed its traditional role of protecting the product to communicate a complete message about the product, to get the consumer attention on retail stores and to provide convenience for consumers to use the product (Rundh, Linking Packaging to Marketing: how packaging is influencing the marketing strategy, 2013). Therefore it is important for firms, marketers and packaging designers to know how packaging influences consumers’ purchase decision. In …

Parallel Sessions (Consumer Behavior): The Pakistani Consumer: Dumb Or Dumber?, Owais Hassan Shaikh

International Conference on Marketing

The Competition Commission of Pakistan (CCP) has adopted the notion of ordinary consumer for assessing confusion or deception in ‘deceptive marketing practices’ cases under Section 10 of the Competition Act, 2010i . In its first order in this area, the CCP defined ordinary consumer as a person who is ‘the usual, common or foreseeable user or buyer of the product’ (CCPa, p. 30) and differs from the ‘ordinary prudent man’ under contract law. According to the CCP, this conceptualisation of the Pakistani consumer was important for achieving the goal of implementing the Competition Act 2010 in its letter and spirit, …

Parallel Sessions (Consumer Behavior): A Structural Approach On Compulsive Buying Behaviour, Tariq Jalees, Ume Amen, Qurat -Ul-Ain Kazmi

International Conference on Marketing

he aim of this paper is to measure the effect of materialism, interpersonal influence and compulsive buying behavior through a conceptual framework based on the Theory of Reasoned Action (TRA). The questionnaire was administrated by the appointed enumerators in the selected malls of Karachi. The enumerators visited these malls during different hours and days of the week. The valid sample size for this study is 300 comprising of all age groups. Mall intercept method which is a kind of convenience sampling was used for collecting data. The instrument used for collecting data for this study comprised of four constructs which …

Facebook: A Marketing Tool For Small Business, Michaela Willer

Honors Capstones

Capstone submitted as a graduation requirement for the BSU Honors Program.

Redesigning The Future Walt Disney Worlds Innoventions Pavilion, Elizabeth Albers

Honors Capstones

Capstone submitted as a graduation requirement for the BSU Honors Program.

2014-May-02-Buffalo Mountain Workshop, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

The Business Of Beds: An Exploration Of Hotel And Hostel Business Strategy, Robert B. Bunda

Honors Scholar Theses

At their cores, hotels and hostels are similar in that they provide a place for travelers to stay. Despite this core similarity, the structures of the two industries are radically different. The hotel industry began in the Middle Ages and has given rise to massive multinational companies, many managing more than four thousand hotels. In stark contrast, the hostel industry began in 1909 and is mostly comprised of independently owned and operated guesthouses, with the largest global chain comprising of less than twenty properties. This study first defines the hotel and hostel industries and examines the different experiences they offer …

The Johnson City Community Health Center: A Qualitative Analysis Of The Center's Strengths, Weaknesses, Opportunities, And Threats In Johnson City, Tennessee, Enrique A. Cruz Enriquez

Undergraduate Honors Theses

The Johnson City Community Health Center is one of over 1200 community health centers serving over 22 million patients across the United States. Community health centers primarily serve patients with low income or without health insurance, but most serve all the members of their communities. These centers provide many services and treat health problems in a holistic manner in order to improve the health of their communities and also allow the members of those communities to progress. The Johnson City Community Health Center is compared to successful CHCs from across the nation to determine if it has characteristics to be …

The Affordable Care Act And Its Impact On The Professional Tax Preparation Market In Kingsport, Tennessee, Robert S. Forney Jr.

Undergraduate Honors Theses

The objective of this study is to test whether the Affordable Care Act will have an effect on the professional tax preparation industry of Kingsport, Tennessee. To accomplish this objective, the researcher collected surveys concerning taxpayers’ initial reaction to the realization that the law affects their 1040. A two proportion test for equality was performed and failed to reject the idea that the ACA will have an effect on the tax preparation industry of Kingsport. Because this study failed to prove that the change in legislation causes a jump in clientele for the professional tax preparation market, the fight for …

Consumer Evaluation Of Corporate Social Responsibility: New Insights From The Expectancy Confirmation/Disconfirmation Paradigm, Roberto Saldivar

Theses and Dissertations - UTB/UTPA

Consumer-centric corporate social responsibility studies have focused on consumer evaluation of CSR perceptions (Stanaland, Lwin, and Murphy 2011) without addressing the consumer’s CSR expectations (e.g. Russell and Russell 2010, Schuhwerk and Lefkoff-Hagius 1995, Sen and Bhattacharya 2001). This discovery motivates this study that utilizes the expectancy confirmation/disconfirmation paradigm (Erevelles and Leavitt 1992; Oliver 1985; Tse and Wilton 1988) to offer novel insights of consumers’ evaluations of CSR information and subsequent consequences in terms of customer satisfaction, referral, purchase intention and willingness to pay premium. Two studies, each with a unique design and sample, were developed to test 13 hypotheses. In …

2014-May-01-Sherrod Library Student Advisory Council Gets Results, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-May-01-Mobile Ipad Lab, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Building Social Media Through Teamwork: Dividing And Conquering When Budgets And Time Stand In The Way, Johannah Lowder, Joshua Waltman

Faculty Publications and Presentations

No abstract provided.

Vegetarian, Vegan, And Pescetarian Consumers And Their Participation In The Green Movement, Cory King

HIM 1990-2015

Entering into the 21st century, sustainable living has become a popular topic of concern for scientists and engineers, politicians, news reporters and individuals alike. Most importantly though, sustainable living has become popular to the modern consumer, and many firms are attempting to understand and cater their efforts to the ecologically conscious consumer. Previous studies have shown that the use of psychographics, as opposed to demographics, result in more significant results that can help firms identify ecologically conscious consumers. The purpose of this thesis is to examine the relationship between consumers who identify as pescetarian, vegetarian, or vegan, and their respective …

Crowdfunding In Museums, Melanie R. Bump

Seton Hall University Dissertations and Theses (ETDs)

The successes of websites such as Kickstarter and Indiegogo have propelled the popularity of crowdfunding and have made it a viable mode of fundraising in museums. Museums have used crowdfunding to raise funds for a wide variety of purposes including purchasing property, construction, disaster recovery, exhibition production, educational programs, and artifact conservation. An increasing number of museums have launched campaigns through various crowdfunding websites, experiencing varying degrees of success. In order to use crowdfunding as an effective fundraising tool, it is important to understand all the factors that contribute to the overall achievement of a crowdfunding campaign.

This thesis describes …

Relationship Versus Transactional Marketing In The Service Industry, Anna-Claire White

Honors Theses

Undergraduate research varies from major to major, offering valuable insight toward understanding more about what one is studying. This study focused on relationship versus transactional marketing in the service industry and the impact that building relationships has on making a sale. The aim of this study was to conduct qualitative and quantitative analyses in order to identify patterns regarding the correlation between building relationships and closing a sale. This objective was accomplished in this study. A sample population of consumers was obtained from a proprietary database from a collection of research obtained during my internship with Company X. The data …

Stir, Alyssa Di Rienzo

Renée Crown University Honors Thesis Projects - All

The Syracuse University student body is overflowing with brilliance. Over the course of their four years on campus, many Syracuse students engage in truly amazing academic initiatives. Currently, there is no single resource that captures the stories and accomplishments of the university’s most talented students. I have set out to address this opportunity, by creating a website that celebrates and shares the stories of the Syracuse University students. ! I have created STIR, an online resource featuring video testimonials from outstanding Syracuse University students. The website has four main missions. First, to share the stories of Syracuse University talent with …