Marketing Commons^™

Take-A-Stand: Looking At Super Bowl Event From A Media Planner’S Perspective, Jin-Woo Kim

Marketing: Faculty Presentations (2005-2021)

No abstract provided.

2016-November-04-Faculty And Guest Artist Chamber Music Recital, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-November-04-Teacher Quality Program, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-November-03-Morrison Joins Jcchc, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

The Impact Of Emojis And Emoticons On Online Consumer Reviews, Perceived Company Response Quality, Brand Relationship, And Purchase Intent., Jayme Hill Hill

USF Tampa Graduate Theses and Dissertations

Several studies have examined the use of emoji and emoticons in computer mediated communication among peers and colleges but there is yet academic research on the impact of businesses using these paralinguistic cues when responding to online consumer reviews. This research is examining the influence these paralinguistic cues have on the consumers perception of the companies quality of the response to an online consumer review, brand relationship, purchase intent.

Using an online survey, participants are asked to answer general questions about the brand, the quality of the response, brand relationship, and purchase intent after seeing a random condition of both …

2016-November-02-Gcop National Champs, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-November-02-Holiday Baking Basics, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

What Makes Consumers Use Their Loyalty Points?, Singapore Management University

Perspectives@SMU

Companies are utilising loyalty programs more often than ever to retain customers and boost sales. But not all of them are successful. What makes people spend their points and stay loyal to a program? A research by the Chinese University of Hong Kong (CUHK) Business School has the answer

The Shattered Slipper Project: The Impact Of The Disney Princess Franchise On Girls Ages 6-12, Caila Leigh Cordwell

Selected Honors Theses

The Disney Princess franchise is arguably the largest and most popular franchise in the world, earning billions of dollars globally each year. Due to the prevalence and ease of access, the Disney princesses have a tremendous impact on today’s youth, namely young girls. This qualitative study investigated just how much of an impact the Disney Princess franchise has on American girls ages 6-12 through the production of a documentary film, entitled The Shattered Slipper Project. The research team selected girls from private schools in Lakeland, Florida and Sharpsburg, Georgia. The researcher conducted two interviews—one a roundtable-style group interview focusing on …

2016-November-01-Biagio Lombardo, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-November-01-Poorest And Wealthiest Counties, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-November-01-Single Success, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-November-01-Making The Team, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-November-01-'Hotel Dallas', University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-November-01-Faculty And Guest Artist Chamber Music Recital, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-November-01-Faculty/Staff Activities, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-November-01-Leading Voices Lecture, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

I Just Got Fired!, Nirmalya Kumar

Research Collection Lee Kong Chian School Of Business

Prof Kumar takes about his experience of suddenly losing his position in the Tata Group, due to stepping down of the Chairman Cyrus Mistry.

2016 November, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for November of 2016.

Asia Marketing Journal Vol. 18 No. 3 목차

Asia Marketing Journal

No abstract provided.

The Impact Of Product Involvement On Reciprocal Effect In Co-Branding, Chia-Lin Lee

Asia Marketing Journal

Product involvement is an important factor in consumer evaluation of co-branding. However, academic discussions over this factor have largely been neglected. This paper bridges this gap and investigates how product involvement moderates the strength of the reciprocal effect on each brand partner. We validate two theory-driven propositions by using a theoretical modeling approach. Proposition 1 explains that the negative reciprocal effect on partnering brands is stronger in the scenario of higher-involved categories than in lower-involved categories. Proposition 2 argues that the positive reciprocal effect on partnering brands can be more significant in the case of lower-involved categories than in higher-involved …

The Influence Of Love Versus Lust On Consumer Judgments, Jung-Yun Kang, Young-Jee Han

Asia Marketing Journal

According to previous literature, love involves a feeling of emotional bonds, attachment, and commitment to a specific target from a long-term perspective. In contrast, lust is defined as a sexual desire to engage in sexual activities from a short-term perspective. This research investigates the influence of feelings of love or lust on consumers" long-term benefit-seeking and risk-taking behaviors. Study 1 examined whether consumers" long-term benefit-seeking behaviors depend on feelings of love or lust. As a result, consumers who experienced feelings of love were more likely to prefer products that provide long-term benefits (e.g., a hybrid car) than those who experienced …

Modeling The Relationship Between Expected Gain And Expected Value, Eugene J. S. Won

Asia Marketing Journal

Rational choice theory holds that the alternative with largest expected utility in the choice set should always be chosen. However, it is often observed that an alternative with the largest expected utility is not always chosen while the choice task itself being avoided. Such a choice phenomenon cannot be explained by the traditional expected utility maximization principle. The current study posits shows that such a phenomenon can be attributed to the gap between the expected perceived gain (or loss) and the expected perceived value. This study mathematically analyses the relationship between the expectation of an alternative’s gains or losses over …

Effective Demand Lifting Through Pre-Launch Movie Marketing Activities, Tae Ho Song, Shijin Yoo, Janghyuk Lee

Asia Marketing Journal

The purpose of this paper is to examine empirically how to balance advertising expenditure before and after launch with regard to the direction of word of mouth in the motion picture industry. The vector auto-regression model is applied to assess the dynamic impact of advertising and word of mouth on sales. Empirical data, including advertising, word of mouth, and sales (the number of entries) of 83 movies are used for analysis. The research results show that for a movie having more positive word of mouth in the pre- and post-launch periods, it is worthwhile to spend the advertising budget in …

Why Consumers Use Mobile Commerce?, Sang-Lin Han, T. P. Thao Nguyen, V. Anh Nguyen

Asia Marketing Journal

Development of information and communication technology is changing commerce environment and consumer purchasing behavior has also been changed.
Globalization is becoming increasingly prevalent in the world today and many factors such as culture, politics, and economics may influence the applicability of management theories. Concurrently, corporate managers are faced with the challenge of offering usable and useful applications to the local users. Besides, many scholars strongly support that the criteria for M-Commerce adoption in developing countries are different from that of developed countries, due to cultural, security, social, political, economic, and technological aspects. This research tried to investigate the differences on …

2016-October-28-'Roadmap' Expands, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-October-28-Celebrating Kenton, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

New Technologies Supporting Teaching And Learning, Emmanuel Finnih

Southwestern Business Administration Teaching Conference

This abstract discusses the need for a fundamental change in the teaching of marketing at our universities, and presents a new curriculum reflective of marketing in a digital age and and approach to implement it.

2016-October-27-Henry Heredia Talk, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-October-27-Mccook Talk, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.