Marketing Commons^™

2016-August-10-Medical Mission, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-August-09-Nurses Strong: Walk, Jog, Run 5k, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-August-09-Writing Boot Camp, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-August-07-Pooja Shah, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-August-05-Postal And Passport Services, University Marketing And Communications, East Tennessee Stat University

ETSU News

No abstract provided.

2016-August-05-Postal And Passport Services, University Marketing And Communications, East Tennessee Stat University

ETSU News

No abstract provided.

2016-August-05-Community Leadership, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-August-05-Rx Drug Abuse Talk, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-August-04-Best Paper Award, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

The Integrative Effects Of Promotion Attributes : Implications For Effective Promotion Design, Suntong Qi

Lingnan Theses

Promotion attributes, such as giveaways, time limitation and exclusivity, are commonly studied separately. Previous studies may focus on how individual attributes (e.g. time pressure or price discounts) affect sales, but seldom consider the integrative effect of them. As individual attributes are often found to have a bilateral effect (both positive and negative) on sales, in this thesis, we explore how different attributes can be aligned with each other and integrated with different level of brand strength according to fit logic. That is how promotion elicits sales and generates word-of-mouth impact in terms of the configuration of promotional attributes and brand …

2016-August-03-Reclaiming/Remaking, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-August-03-Men In Song, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Branding Implications Of Co-Created Social Responsibility, Alexander J. Kull

USF Tampa Graduate Theses and Dissertations

One of the most profound transformations of the marketing discipline in recent history has been driven by the democratization of power relations and value creation between brands and consumers. This dissertation explores the branding implications of this fundamental shift by investigating whether and how the type and degree of control shared by brands affect consumer empowerment perceptions and, in turn, consumer–brand relationships, as well as whether and how these effects might be moderated by the size and diversity of the choice set and by the image valence of the brand that shares control with consumers.

The present research examines such …

2016-August-02-Therapeutic Pain Specialist, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Why You Should Add Entrepreneurs To Your Board, Singapore Management University

Perspectives@SMU

The markets love successful entrepreneurs – investors follow them and back them with their money.

Why Do We Need More Women Leaders In Central And Eastern Europe?, Susan R. Madsen, Tanja Slišković

Marketing and Strategy Faculty Publications

The majority of top leadership teams do not fully realize the value of having women in key positions. A large body of research has shown this is the case across all sectors, including business, government, political, nonprofit, and education. Depending on the entity, this may include women in both paid and unpaid roles ranging from positions such as supervisor, coordinator and manager, to school principal, council member, CEO, or board director. Gender inclusivity benefits not only businesses, but also entities such as legislatures, universities, schools, and city and municipality councils. Organizations will increasingly thrive when both men and women hold …

Exploring Engagement With Social Media Content, Holly Atwood Syrdal

Marketing Dissertations - Archive

Engagement in the realm of social media is thought to be related to a number of positive brand and organizational outcomes and has emerged as a hot topic among marketing academics and practitioners alike. However, there is currently no consensus on exactly what constitutes this type of engagement. This lack of agreement and, hence, lack of a “social media engagement” measure, have made it difficult for academics to advance theory in this area and for researchers to test hypotheses concerning positive brand and organizational outcomes that may be related to this form of engagement. This dissertation directly addresses this gap …

2016-August-2016 Studio Rome.Pdf, Department Of Interior Architecture, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

We are very proud of our 2016 graduates and wish them well as they take the first steps in their new profession. On Friday, May 6, 2016 they participated in the senior showcase with the fellow graduates in digital media where they displayed their senior thesis, working drawings, and portfolios.

Congratulations and always remember to: DRAW IT LIKE YOU MEAN IT!

Students pictured left to right: Khrysta Hayes, Katie Thompson, Ashly Russell, Kim Vittetoe

Not pictured: Sara Kimmel, Lauren Cole

Cheers To Haptic Sensations And Alcohol Consumption: How Glassware Weight Impacts Perceived Intoxication And Positive Emotions, Courtney Szocs, Dipayan Biswas, Adilson Borges

Business Faculty Publications and Presentations

People often consume alcohol as a means of emotional control. More specifically, people frequently consume alcohol to enhance positive feelings (e.g., happiness) and reduce negative feelings (e.g., stress, tension). The results of two field studies and one laboratory study showed that holding the volume of alcohol consumed constant and varying the haptic (i.e., weight) sensations individuals experience during consumption can influence these emotional responses and also perceived intoxication. Specifically, we manipulated haptic weight sensations by varying the weight of the cup/container (e.g., champagne flute) alcohol was consumed from and showed that consuming champagne from lighter (vs. heavier) flutes leads to …

Valence Or Volume? Maximizing Online Review Influence Across Consumers, Products, And Marketing, Elika Kordrostami

Marketing Theses & Dissertations

Evidence shows that products with online reviews have a higher chance to stay in the consideration set of consumers than products with no online reviews do. Online reviews, as consumer-generated content, affect consumers’ purchase decision-making process. Most of the studies in this area have looked at valence and volume of online reviews. Generally, valence and volume of online reviews are considered to positively influence sales; however, the findings in the literature are inconclusive. While some studies have reported a positive relationship between valence/volume and sales, others have failed to find any significant relationship. Using both lab experiments and real-world data, …

An Essay On Salesforce Agility: Is The Concept Worthy Of Study?, Shahriar Gias

Marketing Dissertations - Archive

Sales force agility has been identified as an important issue for contemporary professional selling and sales management (Jones et al. 2005). However, up until now, marketing scholars have sparingly paid attention to the concept of sales agility. Marketers as well as salespeople are not quite informed about the term “salesperson agility” even though they sense the need for agility in order to deal with the changing business environment and customer requirements. Therefore, this dissertation explores sales agility in detail. First, in this dissertation, an extensive literature review is conducted to conceptually ascertain how agility might be different than adaptive selling, …

Marketing And Development For Libraries, A Luxury Or A Necessity?, Essraa Nawar

Library Presentations, Posters, and Audiovisual Materials

For many libraries across the world, marketing, development and fundraising can be dirty words and if you add outreach people do not even get it. In this poster, the presenter will prove why libraries across the globe should embrace marketing, outreach and development for what they are, and let outreach spread and be part of our daily routine in libraries. Just like corporations and start-up, libraries of all kinds need to invest time; energy and resources on their marketing and development strategies. By applying some of these techniques, libraries will not just be able to better understand their users’ needs …

2016-August-01-Tn Health Chat, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-August-01-Tsbdc Classes, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-State Report Card For 2015-2016 Released, University School, East Tennessee State University, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-August-01-Billy Currington Concert, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-August-01-Molly Jones, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Destination Choice In Novel And Mature Destinations: Effects Of Psychographic Traits And Anticipated Need Congruity On Tourist Intentions, Oliver Cruz-Milan

Theses and Dissertations

The tourism marketing literature shows that psychological variables are predictors of destination choice for vacations. However, research testing the effects of Plog's (1974) personality-based psychographic traits on destination selection has yielded inconclusive results. Based on the theory of market choice behavior (Sheth, Newman, and Gross, 1991a), this research proposes that tourist´s destination choice is influenced by the mediating effects of anticipated needs congruity (epistemic, emotional, functional, and social) in the relationship between Plog's psychographic traits and behavioral intentions, providing more explanation of destination preference for novel and mature beach resort destinations (Butler, 1980). In order to conduct the study, data …

Perceptual Determinants Of Consumption Philanthropy Donation Intentions: Consumption Or Philanthropy?, Nese Nasif

Theses and Dissertations

Consumption philanthropy is the concurrent consumption of self-interested products while contributing to a charitable cause. Although this overarching notion has been widely investigated in the context of cause-related marketing, there has been little work done in marketing or other disciplines in its alternative context of donor giving behavior. Thus, the current research conceptually develops and empirically investigates a model of consumption philanthropy donation intentions (CPDI) where a potentially valued gift is offered in return for a monetary donation by an individual consumer. The conceptual model integrates three fundamental frameworks from marketing and psychology, as well as incorporates a multi-disciplinary body …

The Impact Of Peer Mentoring On Marketing Content Mastery, Lynn E. Metcalf, Stern Neill, Lisa R. Simon, Sharon Dobson, Brennan Davis

Marketing

This article describes and assesses a course design that uses peer mentors to facilitate a collaborative, hands-on learning experience in an introductory marketing course. Results demonstrate that peer mentoring increased content mastery and had a positive effect on students’ perceptions of the learning experience. Peer marketing mentors, along with the faculty team, achieved success in providing a demanding and engaging learning environment that meets the needs of learners and equips them with content knowledge required of career-ready professionals. A step-by-step guide is provided to enable others to develop a similar experience for students in their institutions.