Marketing Commons^™

Hate Is A Strong Word: The Influence Of Hate-Acknowledging Advertising On Brand Outcomes, Lisa Monahan

USF Tampa Graduate Theses and Dissertations

Given a lack of tactics for addressing brand hate, most managers tend to ignore brand haters, and instead dedicate their resources towards consumers who like or love their brand. Similarly, relative to the volume of research on positive brand emotions, the academic literature exploring negative brand emotions is limited. Moreover, research indicates that compared to positive brand information, negative brand information is more diagnostic, and ultimately more damaging.

In contrast to such findings and practices, this dissertation proposes a strategy whereby using advertising to openly acknowledge that a brand is hated (i.e. hate-acknowledging advertising) can be advantageous for corporate polarizing …

2017-June-16-The Games Begin, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2017-June-16-Upward Bound Grant Renewal, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

The Arizona Market: A Marketing Systems Perspective On Pre- And Post-War Developments In Bosnia, With Implications For Sustainable Peace And Prosperity, Katherine Sredl

School of Business: Faculty Publications and Other Works

Through this longitudinal study of a historically significant, complex, conflicted and evolving macromarketing space, Bosnia’s Arizona Market, the authors reveal that marketing systems are not merely random artifacts of human behavior; rather, they are adaptive, purposeful, can be pernicious and/or provisioning, and ultimately—if they are to reflect our humanity—must be well integrated into other prosocial systems to affect the best possible outcomes for all stakeholders. By engaging with a marketing system in a post-conflict, divided society, we are better able to understand the genesis and evolution of markets and marketing systems; the relationships among war economy, peace accords, and the …

2017-June-14-Surveying Scholarship Recipients, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Assessing Marketing Alternatives For Small Farmers In Selected Alabama Black Belt Counties, Langston Anderson, Tasha M. Hargrove, Robert Zabawa, Andrew A. Zekeri

Professional Agricultural Workers Journal

Abstract

Market access is an important factor for the success of small farmers. In Alabama rural counties, farmers are in search of alternative market outlets to broaden their sales and make a profit. The purpose of this research was to assess marketing alternatives for small farmers in selected Alabama Black Belt Counties because local markets are essential to the economy and the overall well-being of local communities. Ethnographic field research was used to collect data by interviewing participants in selected rural counties, as well as from the Alabama Farmers Market Authority and USDA National Agricultural Statistics Service. The findings indicate …

2017-June-14-Hannah Jenkins, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2017-June-14-Olympic Bobsled Training, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2017-June-09-Etsu, Msha Joint Council, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2017-June-09-Tenure And Promotion 2017, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2017-June-07-Cyber Security Webinar, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2017-June-07-Ochsenbein Award, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2017-June-07-Emilee Sharp, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Essays On Sales Coaching, Carlin A. Nguyen

USF Tampa Graduate Theses and Dissertations

In general, scholars and practitioners agree that sales coaching enhances sales performance. Sales firms continue to invest billions of dollars towards coaching endeavors. However, despite the positive benefits of sales coaching, the fact is that most sales coaches are ineffective. In three essays, this dissertation aims to offer insight that will help companies and coaching programs improve the effectiveness of their sales coaches.

The first essay explores the sales coaching process and how it is affected by factors related to the sales manager (coach) and the salesperson (coachee). Using in-depth interviews, we identified various skills, behaviors, and abilities that reflect …

2017-June-06-Seavp Meeting, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Are Mature Female Consumers Well Served By The Fashion Retail Sector?, Amanda Ratcliffe

Conference proceedings

The fashion retail sector is going through extremely challenging times with continuing globalisation and the ongoing impact of the recent global recession in many markets. Markets are highly competitive and companies must strive to craft strategies which will deliver competitive advantage. Across the developed and the developing world, populations are ageing. The trend is so marked as to have been termed an ‘Agequake’ by A.T. Kearney, (2011, 1) in terms of its predicted impact on economies, companies and most particularly, retailers. Women aged 50 and over are now one of the most powerful consumer groups in the UK, spending more …

2017-June-05-Summer In Saltville, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2017-June-02-Trustees Meeting June 9, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Developing A Website For Hamilton Brothers Ranch, Anne Patricia Hamilton

Agricultural Education and Communication

The purpose of this project is to develop a website for Hamilton Brother’s Ranch purpose is to evolve Hamilton Brother’s Ranch to modern times and make it easier for the customer to see where their product is coming from. The Hamilton Family has a long history in agriculture and what they think is normal is actually very unique and consumers love reading and feeling as if they are a part of where their food comes from. The overall goal of the project is to promote Hamilton Brother’s operation as a whole through a website that will be able to connect …

Effects Of Para-Social Presence On The Consumer Decision Journey, Ayda Tahmasbi

Communication Studies

Para-social presence is investigated in this research study to determine its effects on the consumer decision journey. Attachment styles are also taken into consideration as a possible influence on establishing para-social presence. This study specifically looks at an internet personality’s social media platforms, Twitter, Instagram, and YouTube, and her social media marketing efforts for the release of her new book, Almost Adulting. This study found statistically significant relationships between increasing level of para-social presence across Twitter, Instagram, and YouTube. Further, the study found that para-social presence has a positive correlation with consumers’ initial consideration, purchase decision, and post-purchase experience. Finally, …

2017-June-01-Fl3tch3r Exhibit, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2017-June-01-Brooke Baxter, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2017-June-01-Opioid Epidemic, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2017-June-01-Science, Math, Literature, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2017-June-Our Appalachia- Community And Innovations Exhibition.Pdf, College Of Arts And Sciences, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

The ETSU Department of Art & Design Slocumb Galleries’ with feature the exhibition entitled ‘Our Appalachia: Community and Innovation’. The exhibition is co-curated by Cheyenne Good, Moira Frazier, and Amber Howard, with the ambitious aims to provide a survey of the creative diversity and celebrate the various art communities of Northeast Tennessee as an Appalachian artist. The exhibit features work by Northeast Tennessee and regional artists whose art practices are iconic to the Southern Appalachian cultural identity and contemporary art.

It will run from June 26 to July 18, 2017, at Slocumb Galleries and July 6 to 28, at …

2017 June, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for June of 2017.

Consignment Auction Liquidation In Canada: A Field Study, Marvin Lovett

Marketing Faculty Publications

This paper addresses an in-field experience utilizing the C.A.L.M. (The Consignment Auction Liquidation Marketing) Method of Mass Product Distribution in Canada. This form of mass product distribution is a nontraditional one, which was originally formally started in 1993 in the United States. This method of distribution targets various audiences distributing products including retailers, wholesalers, manufacturers and entrepreneurs.

The “marketing mix”, the four primary areas of marketing include distribution, which continues to provide opportunities for growth. Utilizing consignment auctions as an additional channel of distribution may provide such opportunities. However, the utilization of consignment auctions as an additional channel of distribution …

Marketing And Advertising For Small Business In Local Economies, Nathan Ross

Graphic Communication

This paper analyzed traditional and current marketing and advertising strategies employed by small and local businesses. The research focused on understanding issues and struggles for small businesses in terms of marketing and advertising in order to develop and test a new strategy that was focused on a community event. The event was designed to assimilate successful aspects of current marketing plans into one that has low monetary risk, and little to no extra time investment for the business. A community was created by an art collective called Nomadic Artifacts which was the basis for a case study.

The “Arts & …

2017-June-01-Qcom Wildfires Project, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Business Model: California Agriculture Marketing Agency, Mary M. Alameda, Emma L. Larson

Agricultural Education and Communication

The importance of creating a marketing agency specializing in agriculture is to bridge the gap between producers and consumers. The lack of transparency from the producer has created a torn industry causing the average consumer to be questioning his or her food, or simply not understanding the agricultural way of life. An agricultural marketing firm in California can represent and advocate for local businesses to start closing the producer to consumer gap.

The American farmer excels at many things, but lacks in public communications. Modern day farmers have been able to produce more food than ever despite fewer resources and …