Marketing Commons^™

2015-April-03-Jane Hicks And Rita Simms Quillen Guests At Annual Higgs Reading Series Event, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-April-03-Don Mccarty Earns Regional Mail Manager Of The Year Award, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-April-03-Dr. Cecilia Mcintosh Receives Ywca 2015 Tribute To Women Award, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-April-03-Pitcaithley To Give Talk, ‘The National Park Service Confronts Secession’, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-April-03-Dr. Ted Olson's Project Receives Award, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-April-03-Kilaru’S Study Of Moss May Tell More About Adaptability Of Other Plants, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Scholarly Pursuits: It Takes A Community To Raise A Brand

Business Exchange

DePaul Marketing Professor Al Muniz's research on brand communities--people who, united by their loyalty to a particular brand, feel a responsibility to share brand narratives and offer support and solutions associated with the brand--has changed the marketing discipline. He is currently researching the LEGO brand community.

Faculty Focus: Marketing Professor Prepares Students To Embrace Big Data

Business Exchange

Assistant Professor of Marketing Marina Girju is preparing students to find new and better ways to analyze and predict consumer behavior using big data.

Social Marketing: Delivering On Passion, Singapore Management University

Perspectives@SMU

Focus on your audience’s desire and motivations, and deliver your product’s unique proposition with every interaction on social media

Ready Or Not: Career Readiness Informed By The Career Thoughts Inventory, Lydia Z. Hasan

Capstone Research Projects

There is a growing concern that recent graduates of colleges and universities are not performing up to par with employers’ standards. Research studies in career readiness have not clearly established definition nor measure of career readiness. In order to equip students with the skills needed to succeed in the work force, it is becoming increasingly important to understand the factors that hinder their career readiness. This study used the Career Thoughts Inventory (CTI) assessment as a standard measure to inform negative career thoughts or hindrances to senior students’ career readiness. Fifty-seven senior students were administered the CTI assessment and scores …

Consumer Inferences Of Corporate Social Responsibility (Csr) Claims On Packaged Foods, Gaeul Kim

Open Access Theses

With the growing public demands in Corporate Social Responsibility (CSR) of the food industry, CSR claims have begun to appear on food packages, as companies started communicating their CSR initiatives to consumers. Although food packages emerged as an important CSR communication tool, consumers' processing of CSR claims and the effects of these claims on product evaluations still remain unknown. In this regard, the present study carries two important research questions. First, do non-health/nutrition-related CSR claims influence consumers' product evaluations, such as perceived health benefits or tastes? If so, how does the effect of CSR claims differ by type of CSR …

Imsa360: Spring 2015, Imsa Fund

IMSA Fund Reports

As most of you know, I have been President of IMSA for only seven months, not yet a full year. I feel like I am beginning to get to know IMSA better and better each month, and what I am learning continues to excite me and encourages me to spread the word to others about this amazing place. That is why this issue is going out to hundreds of new readers for the first time, and I welcome the many new superintendents, educators, and friends who will hopefully learn more about IMSA, just as I have these past few months. …

The Influence Of Instagram On Exercise And Eating Behavior, Bridgette Kosek

Honors Projects in Marketing

The use of social media, specifically Instagram, of 305 Bryant University students ages 18-28 was investigated through student completion of an online survey to examine how following exercise and food related Instagram accounts impacts behavior. Both male and females use Instagram fairly equally, though males are more responsive to food Instagram accounts than females, who have no significant difference in behavior. Both males and females who follow exercise Instagram accounts are significantly more active than those who do not follow exercise Instagram accounts. Given the recent explosive use of Instagram in the population, the implications for this study are enormous, …

Effects Of Online Sponsored Advertising On Consumer Attitudes, Cassidy Maksy

Honors Projects in Marketing

Effectively utilizing persuasion techniques in advertising is essential for businesses to master in order to stay ahead of its competitors. This research project investigates the ways in which marketers advertise brands and products in the online environment, specifically on the social networking sites Twitter and Facebook. More specifically, the implementation of different techniques and credibility of sources will be examined to help gauge the effectiveness of advertisements. By utilizing the constructs of the Persuasion Knowledge Model and source credibility, the attitudes toward brands and advertisements within the online environment was tested. The goal of this research is to evaluate the …

Valuing “Green” How “Going Green” Affects A Company’S Stock Price, Alexia Bayer

Honors Projects in Finance

Environmentally conscious decision making has become a prominent topic in business that has the potential to affect the public opinion and performance of companies. This project seeks to identify whether or not positive changes in excess return might offer an incentive for companies to adopt green initiatives. It examines the ways in which companies’ green initiatives, as measured by their annual Carbon Disclosure Project S&P 500 Climate Change Report score, impact their stock price. In other words, is there value in “going green”? It is hypothesized that companies exhibiting greater variance in their environmental initiatives from one year to the …

Multilevel Marketing Diffusion And The Risk Of Pyramid Scheme Activity: The Case Of Fortune Hi‐Tech Marketing In Montana, Stacie A. Bosley, Kim Mckeage

School of Business All Faculty Scholarship

While statisticians have simulated the expected rate of growth in pyramid schemes, this research examines actual data on the spread of an alleged pyramid scheme in Montana. Fortune Hi-Tech Marketing (FHTM) was a multilevel marketing firm, sued by six states and the Federal Trade Commission and permanently shut down in 2014. Data from a settlement with the State of Montana provide a population of participants in a geographic region with definable markets and offer unique insights into local contagion. The authors analyze the pattern of FHTM adoption within a diffusion-of-innovation framework. The findings confirm that nearly all adoption results from …

2015-April-01-Students Say 'Thanks' To Etsu Faculty And Staff, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Commemoration And Poppies: Cambridge, And Other American Battle Monuments Commission Cemeteries’ Mission On Anniversary Years, Nina M. Ray, Andy T. Mink

Marketing Faculty Publications and Presentations

"The English language does not have the words to describe something as powerful as this¹"

Around the beginning of August 2014, the grassy moat around the Tower of London became a field of red ceramic poppies to commemorate the centenary of World War I. As Remembrance Day (Veterans Day, in the United States) on November 11 approached, millions travelled from all over the London area, the country, and indeed the world, to view 'Blood Swept Lands and Seas of Red.' This display became so popular that the Mayor of London, as well as the leaders of the three …

2015 April, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for April of 2015.

A Critical Analysis: Infusion Of Social Media And Traditional Media Strategies And Tactics In The Recipe For Success For Local, Main Street Usa Restaurants, Tori Partykevich

Senior Honors Projects

Restaurants can benefit greatly from carefully constructed public relations efforts. A strong plan and a dedicated use of both traditional and new media can help restaurants grow their business. It can be much more difficult for local, mom & pop restaurants to gain the attention that will boost their business than for large corporate chain companies who already have a well-known name. A positive public image of a restaurant is vital to its success and public relations strategies can help this to be achieved.

A solid social media presence, community involvement, local newspaper advertisements, special offers and public events can …

2015-April-01-Space Still Available In Natural History Museum's Summer Paleo-Camp, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-April-01-Etsu Nursing Students, Dean Attend Conference In Nation’S Capital, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-April-01-Ashley Cavender, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Do Payment Types Affect Consumer Preferences?, Arvind Agrawal

Marketing & Entrepreneurship Faculty Proceedings & Presentations

Through a survey-based experimental study, we assess the influence of payment type (credit and debit cards) on consumer purchase intentions. We find that consumer use of credit cards stimulates intention to purchase whereas the use of debit cards lessens consumer intention to purchase. We test the influence of payment type on consumer intention across three purchase situations – buy a TV (control condition), buy a TV plus accessories (buy more condition), and buy a more expensive TV (upgrade to better quality condition). Consumers using credit cards demonstrate positive purchase intentions when faced with a decision to “buy more” and when …

2015-April-01-University School Hosts "Pickin In The School-Yard" April 11, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-April-01-Kinesiology, Sport And Recreation Management Department Receives Awa, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Innovation And Leadership: When Does Cmo Leadership Improve Performance From Innovation?, Adam J. Bock, Andreas B. Eisengenrich, Dmitry Sharapov, Gerard George

Research Collection Lee Kong Chian School Of Business

Ensuring that organizational innovation generates value increasingly requires effective marketing management. Prior studies, however, report conflicting effects of chief marketing officer (CMO) leadership on how well the firm exploits innovation. These inconsistencies may be associated with firm-level innovation effort, customer focus, and industry type. We analyze archival data from 587 interviews with global CEOs to explain the effect of CMO leadership on outcomes of organizational innovation. CMO leadership of the firm's primary innovation mode is positively associated with product-market innovation effort but not marginal revenue from innovation. CMO leadership also moderates the relationship between customer focus and innovation revenue. Predictive …

What Chinese Cruisers Want: An Analysis Of Product Preferences, Yaming Yang

Open Access Theses

Cruise travel has become increasingly popular, and the number of cruisers is growing rapidly. China plays a dominant role in worldwide tourism owing to its large population and fast economic development. It is a potential major market for the cruise industry. The number of inbound and outbound Chinese travelers continues to increase, generating growing interest in cruise travel. Investigating what Chinese cruisers want from cruise travel has great significance; however, little research has been conducted concerning Chinese travelers' preferences in the cruise product domain. The purpose of the present study is to address this gap by investigating Chinese travelers' cruise …

Strategic Public Diplomacy: Cultivating Relationships With Foreign Publics And Measuring Relationship Outcomes Using The Relationship Assessment Of Diplomatic Interaction Outcome (Radio) Scale, Lai Shan Tam

Open Access Dissertations

In response to calls for a tool to measure public diplomacy effectiveness, this study was inspired by the organization-public relationship assessment (OPRA) scale in public relations to develop the Relationship Assessment of Diplomatic Interaction Outcome (RADIO) scale. Its purpose is to measure the perceived relationship quality between a country and its foreign publics.Political, economic, cultural, interpersonal and corporate interactions are proposed to be antecedents whereas positive and negative megaphoningbehaviors are proposed to be outcomes. Perceived relationship quality in between the antecedents and outcomes classifies relationships into two types: experiential (those with direct experiences in terms of having visited …

2015 Ijbe Front Matter, Tamra Connor

International Journal for Business Education

1. Editorial Board
2. President's Letter
3. SIEC-ISBE International