Marketing Commons^™

The Consumer-Based Brand Equity Development In The Australian Luxury And Upscale Hotel Sector, Sharon Shan

ECU Posters

A main strategy for a luxury or upscale hotel to succeed in a competitive market is to develop a strong brand which is recognised, trusted and preferred by the consumers. This strength of a brand is defined as the consumer-based brand equity. There is limited research identifying factors that drive consumer-based brand equity in the specific sectors of luxury and upscale hotels. This limits managers in this sector in being able to efficiently manage their brands. Therefore, the current research investigated antecedents and measurements of consumer-based brand equity, based on the specific hotel consumers’ expectations and perceptions of a strong …

A Glimpse At Media-Framing Effects On Place Attachment In Rural Northwest Montana, Gregory D. Bruns

Communication & Leadership Dissertations and Theses

This study examined how outdated media framing can disturb rural place attachment. Evaluating this concept against the backdrop of south Lincoln County, Montana, which is nearing the end of a years-long EPA Superfund cleanup, over 100 regional visitors were surveyed to learn if media framing affected place-attachment sentiments. The investigation revealed that existing news stories, some up to 15 years old, may be playing a lingering and consequential role in attracting first-time destination seekers to the region, in support of framing theory. Furthermore, these findings also lend credence to the significance of sound Internet search-engine optimization practices, and provide an …

The Great Chain Of Being: Manifesto On The Problem Of Agency In Science Communication, Carolyn R. Miller, Lynda Walsh, James Wynn, Ashley Rose Kelly, Kenneth C. Walker, William J. White, Emily Winderman, Bonnie Tucker

School of Economics and Business Administration Faculty Works

This manifesto presents positions arrived at after a day-long symposium on agency in science communication at the National Communication Association Annual Meeting in Las Vegas, NV, November 18, 2015. During morning sessions, participants in the Association for the Rhetoric of Science, Technology, and Medicine preconference presented individual research on agency in response to a call to articulate key problems that must be solved in the next five years to better understand and support rhetorical agency in massively automated and mediated science communication situations in a world-risk context. In the afternoon, participants convened in discussion groups around four topoi that emerged …

Understanding The Influencers Of Second-Hand Apparel Shopping Behavior, Robyn Hobbs

Theses and Dissertations (Comprehensive)

Shopping for second-hand apparel is rapidly growing and has become a notable segment of the retail market. The purpose of this study is to determine what influences consumers when shopping second-hand for apparel products in-store and online. According to the existing literature, a number of key factors play significant roles for second-hand apparel shopping consumer decisions. They include: social, costs, trends and environmental influencers. Past research has not concentrated in-depth on the hedonistic and social influences of second-hand apparel shopping, financial factors, and time spent shopping for second-hand apparel. This study has observed the socio-demographic profile of second-hand shoppers, what …

A Content Analysis: The Relationship Between Sentiment, Gender And Time Of Day In Ewom, Katie Bass, Laicelis Haro, Xiaotong Liu, Jaejin Liu

AMTP Proceedings 2016

This content analysis looks at several trends regarding electronic Word of Mouth (eWOM) and how consumers engage in eWOM. 304 tweets were analyzed and numerous correlations regarding gender and time-of-day. This research will be beneficial to brands and companies seeking to launch new products or services using social media as a promotional avenue.

Flirting Online And The Connection Between The Use Of Dating Websites And Dating Applications, Kristine Johnson, Olguta Vilceanu, Manuel C. Pontes

AMTP Proceedings 2016

For this research, we used data collected by the Pew Foundation's "Internet and American Life Project Tracking Survey," conducted in Spring 2013. The data was adjusted through the use of sampling weights to estimate for general population parameters. The collected data examined online flirting, use of dating websites, and the use of dating apps. Findings suggest women between the ages of 18-34 years are just as likely as men to signal their romantic interest by engaging in online flirtation. In addition, women ages 50 years or older are less likely than men to signal their romantic interest by engaging in …

Mavenism, Frugality, And Loyalty, Ronald E. Goldsmith, Leisa Reinecke Flynn

AMTP Proceedings 2016

Since Feick and Price (1987) introduced the concept of market mavenism almost 30 years ago, researchers have accumulated a large body of empirical findings describing market maven attitudes, behaviors, and characteristics. Mavenism can be defined briefly as a strong involvement in the marketplace. The purpose of the present study was to assess relationships between market mavenism and three aspects of consumption behavior largely ignored by previous research into market mavenism. Analysis of data from a sample of 351 adult U.S. consumers confirms that market mavenism is positively related to frugality and negatively related to brand loyalty. The results showed that …

An Examination Of The Marketing Of A Floundering Sport: The Case Of Powerboat Racing, Sam Fullerton

AMTP Proceedings 2016

A sample of 308 attendees at an APBA sanctioned powerboat race in July of 2015 provided insight regarding a number of key considerations germane to the decision to attend the race. Race organizers were seeking ways to reinvigorate interest in what they see as a floundering – if not sinking – sport. A self-administered survey was distributed at the race with those completing it having a chance to win a souvenir shirt from the races. The results indicate that better marketing is needed. WOM represented the most common means by which attendees learned about the event; much of this was …

Seeking Complex Health Services In The Age Of Self-Referral, Lindsay R.L. Larson, Dora E. Bock

AMTP Proceedings 2016

This study investigates the relationship between consumers’ information search and service satisfaction, specifically focused on the search for mental health professionals. The selection of a mental health provider is of interest because practitioners work from a highly diverse set of theoretical bases, may hold a wide range of different credentials and provide drastically different therapeutic approaches, therefore making the selection complex and difficult for consumers to self-navigate. Data sampling from patients of mental health suggest that consumers selecting a provider based on self-performed searches, rather than receiving external input (referrals from physicians, relatives, or friends), report lower satisfaction with their …

Mobile Payment Adoption In India: Role Of Attitude And Risks, Mona Sinha, Rajan Saxena, Hufrish Majra

AMTP Proceedings 2016

This paper examines the emergence of mobile payments as a payment alternative in India. Despite economic growth, marked improvement in social indicators, and rising incomes and savings rate, nearly 41% of the Indian population remained unbanked. Use of self-service technologies such as ATMs and Internet banking had limited success. Given the high penetration of mobile phones, mobile technology was being seen as a mode of transforming the banking sector and in particular payment mechanisms.

Most research on attitude towards technology and its adoption has been conducted in developed countries and their applicability to Indian consumers remained unclear. This paper offers …

The Influence Of Religion On The Marketing Concept: A Case Of Halal Culture, Soleman Mozammel, Perry Haan

AMTP Proceedings 2016

Religion is a major cultural variable that can affect the purchase behavior of consumers. This non-empirical paper examines how the Muslim concept of Halal influences consumers in the Middle East and Muslims all over the world. The paper reviews brief history of the marketing concept and consumer behavior. It then explains the role that cultural generally plays in the consumer decision making and marketing concept. The paper explains the basic concepts behind Halal culture. The paper makes recommendations to marketers for how to reach consumers who seek products that are Halal certified and Shariah-compliant. It also discusses how to compete …

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

Morehead State Press Release Archive, 1961 to the Present

Press releases for January of 2016.

2016 Web Features, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Web features for 2016.

The Value Of Customer Relationship Management In The Service Industry In Egypt, Rasha Ahmed Negm

Walden Dissertations and Doctoral Studies

Researchers have demonstrated that customer centricity strategies, including customer relationship management (CRM), contribute to 33% of the formula for organizational success. Relationship management theory was used to frame this single case study focused on the factors contributing to successful CRM strategies used by business leaders in a multinational organization in the service industry in Egypt. This company was chosen for its successful implementation of CRM strategies, as shown by online reviews, the company website, and market reputation on its effective campaing results. The population consisted of managers working in the marketing department for more than 5 years. Data collection included …

Marketing Strategies For Increasing Latino Enrollment In Higher Education, Melissa Rocio Gomez De La Fuente

Walden Dissertations and Doctoral Studies

Many leaders of higher education institutions in the United States face changes in student demographics, tightened regulatory environments, and reduced state funding. University leaders have an opportunity to leverage targeted marketing strategies in order to increase their institutions' market share in the Latino student segment. The purpose of this study was to explore the strategies that some university leaders use to increase Latino student enrollment in higher education programs. The marketing mix and the Ps of marketing theory comprised the study's conceptual framework. Semistructured interviews were conducted with 3 marketing experts from the higher education sector, who were selected by …

Strategies To Implement Iso 9001 In A Government Organization In Jamaica, Yvette M. Castell

Walden Dissertations and Doctoral Studies

Managers of government organizations in Jamaica often have difficulty implementing the International Organization for Standardization (ISO) 9001 standard. Jamaica's Minister of Industry, Investment, and Commerce considered ISO 9001 certification as critical for international competitiveness as lacking the standard had the potential to become a barrier to trade. The purpose of this single case study was to explore the strategies that managers of a government organization in Jamaica used to implement ISO 9001 successfully. The conceptual framework was the total quality management concept encompassing Deming's plan-do-check-act cycle. Data collection entailed organizational document reviews and semistructured interviews of 4 managers in an …

Branding Strategies Of Private International Schools In India, Balasubramanian Varadarajan

Walden Dissertations and Doctoral Studies

Private international schools in India are considered by many to be a quality brand. They have grown rapidly leading to competition among schools for student enrollments. The purpose of this case study was to explore the branding strategies used by leaders of Indian private international schools. The study population consisted of private international school leaders in India as well as the faculty and parents from the study site. The double vortex brand model served as the conceptual framework for the study. Semistructured interviews were conducted with 5 school leaders, 5 faculty, and 5 parents from an international school in Chennai. …

Business Leaders Marketing To Bottom-Of-The-Pyramid Consumers In Nigeria, Chantell Ramaun Beaty

Walden Dissertations and Doctoral Studies

Business leaders often leave more than half of the world's population the bottom of the pyramid (BOP), a $5-trillion market of potential consumers untapped for products and services on account of failing to see BOP markets as profitable for business, yet business leaders who have managed inclusive BOP marketing in Nigeria have experienced profit margins as high as 120%. The purpose of this multiple case study was to explore strategies of business leaders who market to BOP consumers in Nigeria and maintain a profit. The study population consisted of 3 business leaders in the Dallas and Fort Worth metropolitan area …

Marketing And Microbusiness, Joran Premo-Hurt

Walden Dissertations and Doctoral Studies

Marketing plays an influential role in small business survival. The purpose of this multiple case study was to explore the mechanisms used by microbusiness retail store owners for collecting, monitoring, and transforming market data into operational marketing activities. Marketing orientation (MO) provided the conceptual framework for this study. Guided by an abridged interview protocol, 4 retail microbusiness owners from Delaware participated in audio-recorded, semistructured interviews. Saturation of data occurred after 3 interviews, confirmed when the 4th interview produced no new information. After transcribing the interviews, member checking occurred, as each participant received a summary of the interview, along with thematic …

Marketing Strategies Used By Specialty Photo Retailers To Grow Revenues, Robert Michael Banasik

Walden Dissertations and Doctoral Studies

The advent of digital cameras, including those in smartphones, has caused an upheaval in

the photo industry that led to the bankruptcy of Kodak and the closure of most

independent photo stores. The purpose of this multiple case study was to explore

marketing strategies that specialty photo retailers in the United States have used to grow

revenues after the shift to digital imaging technologies. The conceptual framework of this

study was Rogers's diffusion of innovations model specifying typical movement of

information through communications channels in a social system over time. Data sources

included semistructured interviews with 5 photo retailers, photos …

Successful Implementation Of Grocery Store Loyalty Reward Programs, Cristina Reinert

Walden Dissertations and Doctoral Studies

Consumer loyalty programs are a key marketing strategy implemented across multiple industries in the United States. A successfully implemented loyalty program can benefit both the consumer and the company. The purpose of this single case study was to explore strategies that grocery store managers use to successfully deliver consumer loyalty programs. The theory of planned behavior was used as the conceptual framework to guide the study. Semistructured interviews, guided by the theory of planned behavior, were conducted with 4 participants who had direct involvement with the delivery of the consumer loyalty program, in Ocala, Florida. Data were also gathered from …

Creativity, Design And Management In Australian Fashion Enterprises, Bruno Santarelli

Theses: Doctorates and Masters

In this study a number of Australian fashion enterprises are investigated in an effort to understand how product development is managed and creativity facilitated. Of particular interest was the interaction between the various actors in the creative process and the manner in which they influenced creative output. The study was underpinned by a wideranging review of the literature that reflects the multidisciplinary nature of creativity and innovation in business.

The study is timely because Australian fashion enterprises are operating in an increasingly challenging market with a perfect storm of competitive drivers at play. Technology enables instant dissemination of fashion trends …

Defining Place Image, Candi Clouse, Ashutosh Dixit

Business Faculty Publications

The image of a place is important as it has implications for investments made in cities, workforce locations, and tourism. Place image incorporates concepts including brand, visual image, reputation, the sense of place, and the identity of the place - all of which create an overall image of a place and can lead to investment or abandonment. Place image has ramifications for decisions made about the place, including where businesses locate, where workers live, and where tourists visit (Smith, 2006). Place image has serious ramifications for decisions made about the place as people choose to stay, work, visit, and invest. …

On Contemporary Leadership And Branded Organizations, Mark Bloemhard

Antioch University Dissertations & Theses

This qualitative study examined a leader’s enigmatic decision-making process guiding innovative and complex organizations—organizations that are not able to rely on market research or the precedence of industry emulators for making strategic decisions. Leaders of highly creative organizations regularly make catalytic decisions that have fateful outcomes; their ability to recognize and appropriately adjudicate complex and unpredictable market forces determine the consequences. Such influential choices often require a deep level of intuition with very little research and time to decide. The purpose of this dissertation has been to develop a framework that presents Brand Leadership as a distinct and viable leadership …

Integrating Csr And Behavioral Ethics: Csr And Circles Of Moral Regard, Isaac Smith

Faculty Publications

My hope is to highlight a point of intersection between CSR and Behavioral Ethics research that might serve as a “primer” of sorts, encouraging more integration between the two literatures.