Marketing Commons^™

2016-May-24-Byrd Named Dean, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-May-22-Carter Rr Museum, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-May-20-Wachs Distinguished Alumni, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-May-19-Summer Piano Camp, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-May-19-Sevierville Information Meetings, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-May-19-Distinguished Staff Awards, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-May-18-Manahan Margin Of Excellence Award, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-May-18-Regents And Chancellor's Awards, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-May-18-Foundation Annual Meeting, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-May-17-Adult Piano Lessons, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Impact Of Country Personality On Attitude Toward Foreign Products : Self-Congruity As A Mediator, Murat Aktan, Paul W. Chao

Atlantic Marketing Journal

This research examines the direct effect of country personality (CP) on consumer product attitude and indirect effect through consumer self-congruity between CP and his/her own self-concept on product attitude in an emerging country- Turkey. We propose an integrated structural equation model to examine the relationships. Measurement scales for CP, self-congruity and attitude are developed whose validities and reliabilities are confirmed by exploratory (EFA) and confirmatory (CFA) factor analyses with data collected from a sample of consumers in Turkey on two countries: USA and China.

The results reveal that four out of the original six dimensions of CP remain after a …

E-Wom Intentions Towards Social Media Messages, Soyoung Kim, Briana Martinez, Clair Sinclair Mcclure, Soo Hyun Kim

Atlantic Marketing Journal

This study investigated the influence of a consumer’s online shopping motivation, attitude, and electronic word of mouth (eWOM) intention towards two social media messages while accounting for social media involvement. Using a fictitious brand and social media messages, data were collected through a snowballing technique by distributing a structured questionnaire on social media sites. It was found that a positive attitude toward task messages was influenced by both utilitarian and hedonic shopping motivations while attitude toward socioemotional messages were influenced solely by hedonic. Also, eWOM intention for both messages was influenced by attitude. Social media involvement had no moderating effect …

Engagement And The Moderating Role Of Presence Within A Video Game Experience, Stef G. Nicovich, Silvia L. Martin

Atlantic Marketing Journal

Abstract

This study looks to explore the role presence plays in the link between narrative comprehension and engagement. To explore these relationships we will first present an overview of presence research to date, followed by an exploration of narrative engagement with an emphasis on narrative comprehension. We then test these relationships within the context of a video game experience and present results and implications for researchers.

In order to test these relationships we devised an experiment using a popular computer game. The above research questions were tested by running a moderated regression where the degree of narrative comprehension was regressed …

A Further Empirical Investigation Into “Up To” Advertising Claims: The “As Low As” Claim, Jeffrey S. Gutenberg, James M. Quinn

Atlantic Marketing Journal

For many years the Federal Trade Commission has sought to prevent deceptive advertising under Section 5 of the Federal Trade Commission Act. The FTC’s focus has encompassed not only false advertising claims, but also advertising claims that, while literally true, tend to deceive consumers. “Up to” claims fall under this scrutiny since they can be misunderstood as promising consumer benefits (e.g. “up to 50% savings”) that might not be realized by all consumers. This paper presents the results of research conducted with 600+ members of a commercial consumer panel to evaluate a variant of this type of claim, the “As …

Loyalty Program In The Alcohol Beverage Industry: A Preliminary Look, Lilian Garzon, D. Christopher Taylor

Atlantic Marketing Journal

In the United States the alcoholic beverage industry has created one of the largest markets in the world. Alcohol is a taxed and well-regulated product most profitable for large chain retailers who continuously dominate the industry. This research paper reports the story of loyalty programs throughout the beverage industries. Additionally, by analyzing a database of 107 top alcohol beverage retailers, this research paper provides a profile of the market trends for alcohol beverage retailers in the United States. Secondly, this research aims to shed light on how loyalty programs form a part of the current market trends in the alcohol …

Investigating The Ichthus (Fish) Christianity Symbol On Perceived Source Credibility Of Service Providers Under Different Service Evaluation Contexts, Jeri L. Jones, Mahmood Shandiz

Atlantic Marketing Journal

ABSTRACT

This study investigated potential consumer responses to the display of the Christian fish symbol (Ichthus) used in mock advertisements of services high in credence, experience and search attributes. Discussions from earlier research propose consumers may exhibit different reactions to Christian symbolism displayed in the marketplace and that purchase intentions and consumer perceptions of the seller may be influenced by the strength of the consumer’s religious beliefs. This study adds to previous research proposing consumers display different purchase intentions due to differing perceptions of the seller’s credibility, trustworthiness and expertise influenced by the consumers own religious beliefs which is influenced …

Trial-Attitude Formation In Green Product Evaluations, Christy Ashley, Jason D. Oliver, James E. Zemanek

Atlantic Marketing Journal

How do merchandising and trial affect consumer responses to green products? To respond to this question, the authors use expectancy-value theory as a conceptual framework and evaluate the product-trial attitude formation process for environmentally friendly products in two experimental studies. The results show that addressing quality concerns and segmenting customers based on their environmental values may help increase adoption and positive word-of-mouth surrounding environmentally friendly products. Further, hands-on trials and exclusive communications and displays may help overcome explicit beliefs about poor green product quality and increase green product adoption intentions.

Consumer Preferences Among Low-Price Guarantee Offers, Stephen Baglione, Louis A. Tucci, James A. Talaga

Atlantic Marketing Journal

The competitive realities of the marketplace forces retailers to consider implementing low-price guarantees. Given that retailers will use low-price guarantees, which of the multitude of guarantees should be used? This paper examines the nature of low-price guarantees from the perspective of how consumers make trade-offs in different low-price guarantee designs. Using conjoint analysis, buyers indicate their preference for different low-price guarantee designs. Not all consumers respond to low-price guarantees the same. There are several segments of consumers with regard to low-price guarantees. The study was done with young adults (MBA students) who may be more sophisticated than the population as …

The Role Of Consumer Susceptibility To Interpersonal Influence In Predicting Green Apparel Consumption Behavior Of American Youth, Amrut Sadachar, Arpita Khare, Srikant Manchiraju

Atlantic Marketing Journal

In recent years, considering that consumers are giving more importance to their role and consequence with regards to social and environmental implication of their consumption decisions, there has been increase in ethical consumption research. However, to date, the role of individual susceptibility to interpersonal influence and other relevant factors (e.g., environmental apparel knowledge) have not been studied. Therefore, the present study explored several critical constructs related to green apparel consumption including consumer susceptibility to interpersonal influence (CSII). The present study focused on American youth (n = 1,049). Based on extant literature review, a hypothesized model was proposed. To test …

2016-May-16-Wellness Peer Educators, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-May-14-Stephen Scheideler, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-May-14-Down To The Crossroads, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Micro & Small Enterprises In Ireland: A Brand Management Perspective, Bobby Kennedy, Angela Wright

Dept. of Organisation & Professional Development Publications

Branding aids companies in the acquisition of new customers, allows them to build a favourable reputation, leads to increased customer loyalty and, ultimately, is a driver of profitability. Although there is an impressive quantity of academic literature related to both large corporate and product line branding, there has been less focus regarding the research on branding of small businesses, despite their economic importance.

In the specific case of SMEs in Ireland, branding studies are scant. There is little understanding of the branding practices of SME founder-owners in Ireland, and, moreover, a lack of clarity as to their knowledge levels apropos …

2016-May-13-Dr. Michal Hono, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-May-13-Three Wins, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-May-13-Vintage Base Ball, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-May-12-Chemistry Acs Re-Approval, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-May-12-Mental Health First Aid, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-May-12-Addressing Nas, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-May-11-Vocal Student Honors, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.