Marketing Commons^™

2015-February-02-Department Of Music To Host Residency With Composer Alice Parker, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-February-02-Business Career Fair, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-February-02-Etsu Faculty Co-Author Articles On Undergraduate Public Health Education, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-February-02-Wounded Warrior Project To Hold Outreach Event, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

The “Integrative Justice Model” As Transformative Justice For Base-Of-The-Pyramid Marketing, Nicholas J C Santos, Gene R. Laczniak, Tina M. Facca-Miess

Marketing Faculty Research and Publications

Writing in Business and Politics, Santos and Laczniak (Business and Politics 14(1) 2012) formulated a normative, ethical approach to be followed when marketers e ngage impoverished market segments. It is labeled the integrative justice model (IJM). As noted below, that approach called for authentic engagement, co-creation, and customer interest representation, among other elements, when transacting with vulnerable market segments. Basically, the IJM derived certain operational virtues, implied by moral philosophy, to be used when marketing to the poor. But this well-intentioned approach raises a significant “So what?” question. Are such sentiments anything but lofty aspirations for idealists or are …

2015-February-01-Applications Available For New Presidential Fellows Program, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-February-01-Breanna Lyda, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Explorations Of Perceived Product Efficacy, Veronika Ilyuk

Dissertations, Theses, and Capstone Projects

Prior research has largely treated perceived product efficacy as a one-dimensional construct. This research uniquely demonstrates that perceived product efficacy is comprised of several dimensions and focuses on one previously unexplored dimension that has significant implications for consumption frequency: perceived duration of product efficacy. The current research shows that consumers make biased duration judgments of product efficacy: consumers make shorter (vs. longer) duration judgments when they perceive a concurrent task to be relatively difficult (vs. easy). The effect of perceived task difficulty on duration judgments of product efficacy is (1) established with energy-enhancing products and medication, (2) shown to be …

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

Morehead State Press Release Archive, 1961 to the Present

Press releases for February of 2015.

Asia Marketing Journal

Asia Marketing Journal

No abstract provided.

Sales People As Emotional Laborers, Jungkun Park, Weon Sang Yoo, Brian Rutherford

Asia Marketing Journal

Ever since Hochschild (1983) introduced the concept of emotional labor in the workplace, it has constantly interested researchers due to its impact on employees’ well-being as well as organizational outcomes. However, a thorough understanding of emotional labor and its relationship with various outcomes in sales people is not yet realized. In a systemic approach to the concept using quantitative methods is still necessary. The present study treats emotional labor as two factors (e.g. emotive dissonance and emotive effort). The psychological and behavioral outcomes of each sub-construct of emotional labor are investigated within a parsimonious framework. The findings suggest that emotional …

Aekyung : Design Innovation On New Product Development, Changjo Yoo, Kyungdo Park, Yeonjin Cho

Asia Marketing Journal

Because of fierce competition, the importance of product design has been emphasized. In this case study of Aekyung, we mainly focus on this company’s efforts to incorporate design innovation into new product development process. Their efforts on innovative product design turn out to be rewarding as the sales and market share soar. Through this case, we try to identify what aspects of Aekyung’s efforts lead to the better and more innovative product design.

Event Valence Matters, Hyejin Lee, Jinhee Choi

Asia Marketing Journal

Previous research has revealed that people feel past target events are more distant when they recall more intervening events, event markers, that are both accessible in memory and perceived to be related to that target event (Zauberman, Levav, Diehl, and Bhargave 2010). This phenomenon was called the systematic effect of event markers (SEEM). In this research, we explore the moderating effect of the valence of the target event on SEEM and suggest the difficulty of recalling event markers as the possible mechanism. Study 1 shows that SEEM mainly occur when the valence of the target event is negative rather than …

The Effect Of Congruency And Familiarity Of Background Music In Tv Advertising On The Music’S Role As A Retrieval Cue, Insuk Hwang, Hwa-Kyung Kim

Asia Marketing Journal

Assuming that not all background music in advertising function as effective retrieval cues for the advertised messages, this study proposes that we should be able to distinguish the retrieval cue effect of music from the simple ad exposure effect. This study tries to identify which specific characteristics of music are related to the retrieval cue effect. Our experiment focuses on congruency and familiarity of music as key characteristics of music which affect the effectiveness of the music’s role as a retrieval cue for the advertised messages.
We used four groups of subjects to test the retrieval cue effect of the …

A Case Study Of Hyundai Motors, Myounghwa Choi, Yoonseo Lee, Kay Ryung Koo, Lee

Asia Marketing Journal

As more companies become interested in global markets, it has become crucial for firms to create globalized brands whose positioning, advertising strategy, personality, looks, and feel are consistent across nations. The purpose of this study is to investigate the global branding strategy of the Hyundai Motor Company (hereafter HMC) in order to show how the company processes its branding strategy.
HMC, one of the leading global companies in the automobile industry, set up its brand identity as “Modern premium”, in alignment with their new slogan “New Thinking New Possibilities”, in 2011. The aim of the “Modern premium” concept was to …

The Contingent Effect Of Marketing Alliances On Firm Profitability, Jongkuk Lee

Asia Marketing Journal

Forming interfirm collaborative relationships has become a key aspect of a firm’s marketing strategies to create value for customers and achieve greater firm performance. While empirical findings are mixed in previous studies, this study is an effort to identify boundary conditions for the benefits of marketing alliances. We investigate internal and environmental factors that may magnify or constrain the effect of marketing alliances on firm profitability. Given the complementary relationship between marketing and R&D activities, we focus on a firm’s R&D intensity as an internal factor that may magnify the value of marketing alliances for firm performance. For environmental factors, …

2016-January-30-Bfa Alum Matthew Jessie's Photographs Featured In Several Publications.Pdf, College Of Arts And Sciences, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Art & Design photography alum Matthew J. Brown's project Orientation is currently featured in Ain't Bad Magazine. Brown's work examines institutional environments and the academic culture of East Tennessee State University. His photographs address how students, faculty and staff indirectly interact with, and conform to, a variety of campus spaces as well as depicting how the spaces are utilized and re-purposed.

For more information on the artist's work please follow this link:
http://www.aintbadmagazine.com/article/2016/01/30/matthew-j-brown/

2015-01-29-Etsu-Based Journal Shines Spotlight On Health Sciences Education, University Marketing And Communications, East Tennessee State University

Accent [newsletter]

No abstract provided.

2015-01-29-Etsu To Observe Black History Month, University Marketing And Communications, East Tennessee State University

Accent [newsletter]

No abstract provided.

2015-01-29-Dr. Heather Killmeyer, University Marketing And Communications, East Tennessee State University

Accent [newsletter]

No abstract provided.

2015-01-29-Music Department To Host Residency With Composer Alice Parker, University Marketing And Communications, East Tennessee State University

Accent [newsletter]

No abstract provided.

2015-01-29-Martin School Of Arts Announces Spring 2015 Season, University Marketing And Communications, East Tennessee State University

Accent [newsletter]

No abstract provided.

2015-01-29-Enjoy A Group Fitness Class Today!, University Marketing And Communications, East Tennessee State University

Accent [newsletter]

No abstract provided.

2015-01-29-Colorful Sculpture Installed In Sherrod Library, University Marketing And Communications, East Tennessee State University

Accent [newsletter]

No abstract provided.

2015-01-29-Faculty Co-Author Articles On Undergraduate Public Health Education, University Marketing And Communications, East Tennessee State University

Accent [newsletter]

No abstract provided.

2015-01-29-Human Resources Video Series Aims To Start Conversations, University Marketing And Communications, East Tennessee State University

Accent [newsletter]

No abstract provided.

2015-01-29-Meet Etsu's New Director Of Veterans Affairs, University Marketing And Communications, East Tennessee State University

Accent [newsletter]

No abstract provided.

2015-01-29-Study: Parental Education A Predictor Of Adolescent Obesity, University Marketing And Communications, East Tennessee State University

Accent [newsletter]

No abstract provided.

2015-January-29-Kilaru: Bioenergy, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-January-29-A Literary Activist, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.