Marketing Commons^™

Long-Run Linkages Of Asean+3 Floating Currencies, Cesar C. Rufino

DLSU Business & Economics Review

The extent with which currencies of the expanded ASEAN grouping commonly known as the ASEAN+3 have attained long-run currency linkages—an important requisite for an eventual monetary integration—is the main focus of this study. High-frequency interbank call rates (nominal exchange rate vis-à-vis the US dollar) data on seven floating currencies of the region with sufficient historical time series covering the period of 1998 to 2012 (weekly: January 7, 1998, to December 26, 2012—average of bid and ask rates on Wednesdays) constitute the primary database of the study. The goal is to establish through cutting-edge econometric procedures three crucial outcomes: the bilateral …

Asean Bond Market Integration: What Drives Cross-Border Bond Investment In Asean?, Angelo Taningco

DLSU Business & Economics Review

Bond market integration in the Association of Southeast Asian Nations (ASEAN) appears to be relatively low or weak especially in terms of intraregional bond investment despite the robust growth in bond market size in recent years and policy initiatives in support of developing bond markets in the region. This paper aims to contribute to the literature on ASEAN financial integration by providing empirical evidence and policy insights on what can help boost intra-ASEAN bond investment. Using panel regression following a gravity model framework and spanning five major ASEAN member countries—Indonesia, Malaysia, the Philippines, Singapore, and Thailand—over the 2001–2014 period, this …

Testing The Assumptions Of Slippery Slope Framework On Tax Compliance: Evidence From Nigerian Smes, Augustine Ayuba, Natrah Saad, Zaimah Zainol Ariffin

DLSU Business & Economics Review

This paper integrates the assumptions of the Slippery Slope Framework in explaining the tax compliance of small and medium enterprises. This study tests these assumptions in relation to SMEs taxpayers to further reestablish the applicability of the framework with different kinds of taxpayers. Partial Least Squares Structural Equation Modeling (PLS – SEM) further supported the framework in analyzing the data of this study. The findings reveal that perceived corruption along with perceived service orientation strongly interact each other in expounding the paradox surrounding tax compliance.

Does The Rock Really Rock? The Effects Of Using A Celebrity In A B2b Advertisement., Mary Widmer, Amanda Heah

UROP Posters

Background: Previous studies have investigated the relationship between the content of advertisements and the effect it has on viewers’ engagement and retention. Seno and Lukas (2007) looked into this phenomenon and stated, “research has found that celebrities are more effective than other types of endorsers” (p. 121). Another study by Tantiseneepong, Gorton, and White (2012) found that celebrity endorsers “can improve the effectiveness of marketing communications, by enhancing a product’s image, attracting attention and improving recall rates” (p. 57).

Research Questions:This research addresses relationships with having a celebrity in a B2B advertisement. This study sought to answer the following …

A Comparison Of Small And Large European Cities For Tourism: Implications For Strategic Marketing Communications, Sarah Noser

Honors Theses

The purpose of this thesis is to compare major and minor European cities based on their marketing mixes and creating the best marketing communication strategies for small municipalities. The secondary research completed for this report was done by reviewing dossiers, professional reports, newspaper articles, and scholarly and government websites, on the subject of travel trends and reasons to travel abroad. Next small and large cities were compared based on their price, product, place and promotion, which also included case studies comparing different sized cities from the same country to each other. A SWOT analysis was also conducted on the three …

Atmospherics As A Marketing Tool: The Influence Of The Student Union Dining Atmosphere And Service On Students' Attitudes And Actions, Grayson Beau Huber

Honors Theses

Atmospherics have been a focus of marketing research for decades following the research of Kotler (1971). Atmospherics research has revolved mostly around retail settings, with some research focusing on dining settings for consumers. Visual, aural, olfactory, and tactile factors of atmospherics have been studied in order to provide the best customer experience. Positive atmospherics also can relate to future buying habits. This study focuses on the topic of dining atmospherics on a college campus. The purpose of this research was to analyze any changes in students' opinions following the renovation of an on-campus dining option. A survey was available to …

Marketing Unhealthy Foods And Beverages: Our Children At Risk, Cheryl Ward, Diane R. Edmondson, Allison Wheeley

Atlantic Marketing Journal

This paper examines the ethical dilemma created because of the largely ineffective self-regulation of the advertising industry as it relates to children and the corresponding drastic increase in childhood obesity. Unhealthy food and beverage companies are intentionally targeting children who have not yet developed the cognitive skills necessary to discern programming content from advertising. Children, who have many years of consumption ahead of them, can be an appealing target market for companies promoting products high in fat and calories. Given that existing self-regulation policies have been largely unsuccessful, four potential solutions are discussed.

Technology Over-Consumption: Helping Students Find Balance In A World Of Alluring Distractions, George D. Shows, Pia A. Albinsson, Tatyana B. Ruseva, Diane Marie Waryold

Atlantic Marketing Journal

The last two decades has seen a fundamental shift in society with the growth in technology and the growth of social media. This shift has been embraced in the classroom as a tool to enhance the learning experience of the student. Students have experienced a fundamental shift in interaction with themselves and the world they inhabit with the exponential growth in technology and social media both inside and outside the classroom. The result is the multitasking student, who must constantly switch between a growing number of interactions. Attention spans have a finite limit, and eventually students experience an over-consumption of …

Buyer-Seller Communications: Trusted Advisor Constructs And Measurement, Stephen C. Carlson 6425540

Atlantic Marketing Journal

Attainment of the “trusted advisor” role for sales representatives in a complex sales environment is considered the pinnacle of buyer-seller relationships. This study also examines whether pervasive smartphone use particularly among the millennial generation has substantially altered behaviors in the form of communications in the buyer-seller relationship. Does replacement of face-to-face and direct verbal communications by impersonal technology based communications that removes verbal and non-verbal or behavioral forms of communications have an impact on perceptions of communication quality and trust building among the parties. As use of smartphones for text based communications is more prevalent among younger generations, can generational …

A Course Project Designed To Aid Students’ Understanding Of The Structure Of Advertisements: An Application Of The Who Says What To Whom Over What Channel With What Effect Model, Paul J. Costanzo

Atlantic Marketing Journal

The author describes a project using a classic communication and attitude-change model and explains how instructors teaching a course in promotional strategy, advertising, or integrated marketing communications can use it to help students better understand the critical elements of an effective advertisement. The author provides an overview of the research on the classic model and describes how the model is still useful today. One benefit for the instructor who adopts this project in their respective course is that students are required to synthesize knowledge of the model with information provided in the current advertising literature and then use this knowledge …

Corporate Social Media: A Typology Of Consumers, Beverly Wright, Scott Nadler, Aberdeen L. Borders, Paul H. Schwager, Ashley Sasnett

Atlantic Marketing Journal

Abstract - This consumer segmentation schema is developed using 1) number of businesses followed and 2) companies’ social posts as direct influence toward purchase decisions, as defining behaviors. The use of a theoretical progression prospective, which tracks the development of the customer engagement construct, is central to our development. A combination of qualitative and quantitative research methods reveals types of consumer groups and their interactions, perceptions, and involvement with Corporate Social Media (CSM). Cluster analysis produces five distinct consumer segments, and a process to help managers more effectively achieve marketing goals. The use of additional consumer metrics are recommended for …

Using The Fine Arts To Illustrate Degrees Of Innovation: From The High Renaissance To Cubism, Kimball P. Marshall Ph.D., Rene Desborde Ph.D.

Atlantic Marketing Journal

This paper applies the marketing innovation concepts of continuous innovation, dynamically continuous innovation, and discontinuous innovation to the fine arts to suggest challenges artists face in gaining acceptance of new styles. This paper reviews shifts in broad visual arts styles from the High Renaissance to Cubism in order to illustrate these marketing innovation concepts and to indicate the roles that marketing might play in generating market acceptance of new artistic styles. These marketing roles, as suggested by the four “Ps” of marketing (product, place, promotion, and price) become particularly evident with the development of Impressionism as an illustration of dynamically …

Blogging As Marketing: From Writing To Revenue, Matthew Headland

Williams Honors College, Honors Research Projects

This research paper explores the evolution of writing from a form of self-expression into a tactic to build community and to earn revenue in the form of web logs, or blogs. A history tracing blogging back to personal diaries and journals operates to set the context for the methods by which current day blogs create persona, community, and revenue. Through research conducted utilizing industry reports, academic texts, and professional blog articles, a thorough examination of 3 types of blogs outlines the methods of creating a successful blog and how each type of blog is monetized. Current trends in personal blogging, …

Fifty Shades Of Day - The Varied And Incomplete Meanings Of Marketing Capabilities, Gregory J. Tanguay

Theses and Dissertations (Comprehensive)

Capabilities theories have been the subject of robust research efforts since being bridged into the Marketing domain from the organizational strategy literature approximately 25 years ago. While much empirical work has been performed to establish and clarify the relationships between marketing capabilities and firm performance, little work has been done in the ensuing period to describe and clarify the construct itself in the period ensuing its introduction to the marketing domain.

This has led to a large yet unchanging body of research founded upon a relatively vague construct. Marketing capabilities theory offers the domain an interesting means to explain marketing’s …

Good Game, Greyory Blake

Theses and Dissertations

This thesis and its corresponding art installation, Lessons from Ziggy, attempts to deconstruct the variables prevalent within several complex systems, analyze their transformations, and propose a methodology for reasserting the soap box within the display pedestal. In this text, there are several key and specific examples of the transformation of various signifiers (i.e. media-bred fear’s transformation into a political tactic of surveillance, contemporary freneticism’s transformation into complacency, and community’s transformation into nationalism as a state weapon). In this essay, all of these concepts are contextualized within the exponential growth of new technologies. That is to say, all of these semiotic …

2018 January, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases from January of 2018.

2018 February, Morehead State University. Office Of Communications And Marketing

Morehead State Press Release Archive, 1961 to the Present

Press releases for February of 2018.

Toward A Better Understanding Of Organic Products Consumption: The Key Role Of Consumers’ Involvement, Nataly Levesque, Frank Pons, Mahshid Omid

AMTP Proceedings 2018

Food consumption is at the base of human needs and represents an important part of our everyday life (Gottschalk & Leistner, 2013). Furthermore, the organic food market is probably the most promising sector of the global food industry (Tarkiainen & Sundqvist, 2009). However, the gap, often mentioned in the literature, between positive attitude towards organic products and actual behavior regarding these products still represents a major issue. Thus, in this paper, we propose to address this issue using an extended version of the Theory of Planned Behavior to explain parts of this gap and to highlight the crucial role played …

The Impact Of Advertising Share Of Voice On The Idiosyncratic Risk Of The Firm, Sungkyun Moon, Kapil R. Tuli, Anirban Mukherjee

Research Collection Lee Kong Chian School Of Business

Integrating literature in marketing, finance and accounting, this study examines the impact ofa firms’ advertising share of voice (ASOV) on investors’ uncertainty about its future financialperformance, i.e., firms’ idiosyncratic risk. Drawing on signaling theory, authors propose that ASOV serves as a signal for investors such that higher ASOV reduces idiosyncratic risk. Consistent with this argument, analysis of 2,777 publicly listed firms over a two-decade period (1995-2014) shows that ASOV has a significant negative effect on idiosyncratic risk.In addition, consistent with the argument that ASOV is a more credible signal when firmshave higher cash flows; authors find that the negative impact …

Understanding How Immigrant Entrepreneurs View Business Opportunity Formation Through Ethnicity, Kingsley C. Njoku, Thomas M. Cooney

Books/Book Chapters

Given that international research is now consistently showing higher rates of entrepreneurial activity from immigrants above native people, research regarding our understanding of how immigrant entrepreneurs view business opportunity formation remains underdeveloped. Based upon a review of the literature, this chapter examines how ethnicity relates to business opportunity formation through constant interactions. It also introduces the Visual Mixed Embeddedness Framework as an empirical lens for understanding the differences in the business opportunity formation process models between immigrant and native entrepreneurs. By explaining how factors and traits from both home and host countries impact upon the immigrant entrepreneurial business activity process, …

University-Based Technology Start-Up Incubators – Evaluating Their Contribution To The Co-Production Of Knowledge, Innovation And Growth. Experience From The Edge, Anthony Paul Buckley, Stephen Davis

Articles

Policy makers in developed economies see merit in supporting the innovative abilities of technology entrepreneurs. It is hoped that from these highly–educated entrepreneur(s), new technology and service–based firms (NTBFs) can emerge. Indeed empirical evidence suggests that it is fast-growing young innovative firms which provide the bulk of new employment growth (Henrekson & Johansson, 2010; Storey & Greene, 2010). Start-up incubators are one of a number of micro-policy interventions with which states attempt – primarily through publically funded higher education Institutions - to support technology entrepreneurs to develop and commercialise their innovations. Incubator numbers have grown globally from their first appearance …

Beauty Bloggers And Youtubers As A Community Of Practice, Valerie Gannon, Andrea Prothero

Articles

Much consumption-related activity online is outside of what is understood traditionally as community and is via user-generated content (UGC), of which blogs and YouTube channels in particular dominate in the beauty sphere. Community of practice (CoP) theory from social learning and organisation studies offers an alternative way to understand these consumption-based UGC practices. This study combines data from 25 interviews with bloggers and YouTubers and their blog posts and videos. Among these UGC creators we find mutual engagement, shared repertoires and joint enterprise. This paper theorises consumption-based UGC creators as a CoP and contributes insights for mangers as to how …

Examining Outcomes Of Marketing Actions From Customer, Investor, And Operational Perspectives, Leon Gim Lim

Dissertations and Theses Collection (Open Access)

This dissertation examines the impact of three distinct marketing actions from three different perspectives, i.e., customer, investor, and operational. Specifically, the first essay examines investors’ evaluation of firms’ price-increase preannouncements, thereby responding to recent calls for exploring investors’ evaluation of a firm’s pricing actions which have been predominantly examined from consumers’ perspective. The second essay adopts an operations lens to present the first empirical examination about the impact of customer satisfaction on the future costs of selling and producing for a firm. The essay, therefore, is of direct importance to CEOs as they consider costs as their top priority. In …

Timing Of Market Entry For New Products: An Exploratory Case Study Of The Success Factors For Pioneering And Following, Eunsang Yoon, Hyeonjin Rim

AMTP Proceedings 2018

Launching a new product at the optimal time is imperative for the successful entry and penetration in the competitive market. Expectations of customers, responses of competitors, challenges of emerging start-ups, shortening of product life cycles, and global alliance of corporations are some of the evolving factors that are relevant to the timing decisions for a new product. This paper re-examines the timing-related strategic issues, reports an exploratory case study of the ninety-two pioneering or following market entries, and discusses the managerial implications for a firm’s market-entry decisions for a new product or service.

Why Can't We Be Friends? Examining The Benefits And Challenges Of Maintaining Your Friends Of The Library, Maureen Rust, Julia Stringfellow

Library Scholarship

One of the most fruitful collaborative relationships a library can have is with its Friends of the Library organization, providing that group is vibrant and progressive. This article provides insight into the history of the Friends of the Library group at a regional comprehensive university since its founding in 1962 to nearly becoming defunct in 2015. The steps taken in the transformation of the Friends of the Library since then from an inactive group with no clear direction, to a robust organization with an active board who have identified goals and strategies for successful library advocacy are described. The work …

Internal Services Brand Orientation: Comparing The Perspectives Of Managers, Employees, And Customers, Ceren Ekebas-Turedi, Musa Pinar, Paul Trapp, Tulay Girard

AMTP Proceedings 2018

Brand orientation plays an important role in creating competitive advantage. The success of a brand depends on the extent of the harmony between managerially advocated brand orientation, effective implementation of the brand orientation by staff, and appreciation of the brand orientation by customers. This requires brand orientation to be implemented during each touch point of the service delivery process, as the delivery of the brand is experienced by consumers in a process of co-creation with the service provider.

To have a successful brand orientation, it is necessary to examine the perceptions of management, contact personnel, and consumers to discover if …

The Use Of Epistemology, Transactional Cost Analysis And Herding Behavior Theories To Explain Ethical Leadership, Mohammed Y.A. Rawwas

AMTP Proceedings 2018

This study examines the relationship between ethical leadership and employee creativity with mediating role of trust in leader and moderating role of openness to experience. Data were collected from 205 supervisor–subordinate dyads in cellular mobile operator companies across Pakistan. Confirmatory factor analysis confirmed the distinctiveness of variables used in our study. The results also confirmed that ethical leadership promotes creativity at workplace, while trust in leader mediates the effect of ethical leadership on creativity. Furthermore, the results also confirmed the moderation of openness to experience on the relationship between trust in leader and employee creativity. As expected, the relationship was …

Travel Motivation Influence Attitudes Toward Cultural Souvenirs And Travel Intentions, Wei Wang, Gallayanee Yaoyuneyong, Pauline Sullivan, Brigitte Burgess

AMTP Proceedings 2018

This study identifies structural relationships between tourists’ travel motivations and attitudes toward cultural souvenirs and travel intentions. An online survey fielded through Amazon Turk yielded a purposeful sample of 893 respondents who were representative of the population of interest. Results reveal respondents prefer to travel during summer rather than during spring, winter, and fall seasons. Additionally, they desire to purchase souvenirs on family trips. Also, data analysis indicates travel motivations positively influence tourists’ attitudes towards cultural souvenir and travel intentions. Physical, relaxation, and pleasure motives influence travel motivations.

Understanding Differences In The Dimensions Of Brand Loyalty Among Generational Cohorts In The Carbonated Beverage Category, Neleen Leslie, Petula Senior

AMTP Proceedings 2018

This study explores generational differences in the antecedents of brand loyalty in the carbonated beverage category. Eight loyalty dimensions were examined across three generational cohorts: Millennials, Generation X and Baby Boomers. Results indicate partial support for the study hypothesis. Significant generational differences were only observed for some loyalty dimensions and in most of those cases, Baby Boomers recorded significantly higher scores than Millennials but were not significantly different than other groups. There were also very few differences between Millennials and Generation X.

Understanding A Mechanism To Enhance Perceived Quality And Brand Loyalty In Social Media: The Role Of Personalizatio, Tyler Shanahan, Trang P. Tran

AMTP Proceedings 2018

A growing number of researchers have examined the effects of personalized advertising in traditional media, but little has been developed to examine the effects of a personalized ad of a brand on social media (i.e., Facebook). The primary objectives of this research are (1) to develop a comprehensive model detailing the role personalization plays in the development of consumer perception about a specific brand; (2) test the hypothesized relationships via online survey and (3) understand the effects of personalized messages as it relates to consumer purchasing behaviours related to a particular brand. The model is tested using data collected from …