Marketing Commons^™

Ownership Structure And Stock Return Asymmetries In Asean-5 Stock Markets: A Firm-Level Analysis, Sorasart Sukcharoensin, Pariyada Sukcharoensin

DLSU Business & Economics Review

This paper explores the relationship between ownership structure and the skewness in the stock return distribution among ASEAN-5 equity markets, including Indonesia, Malaysia, the Philippines, Singapore, and Thailand during 2007–2015. This study adds to the existing literatures that ownership structure can explain skewness of the stock returns. The empirical results reveal that stock returns in ASEAN-5 markets present asymmetric distribution. Further, by employing firm-level data, the results show that ownership structure, cumulative daily stock returns, firm size, and market-to-book ratio significantly affect future skewness of the stock returns.

Inflation And Public Debt Dynamics In Asean, Yuthana Sethapramote, Athakrit Thepmongkol

DLSU Business & Economics Review

This paper studies how inflation affects the debt dynamics focusing on six ASEAN countries: Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam. Using projection data, we perform simulations of debt dynamics under various inflation policies. It results that Vietnam has the highest ability of inflating debt, while the Philippines is lastly ranked. Moreover, the optimal inflation rate for each member country and also the common policy rate for ASEAN integration are calculated under additional debt management motive. We found that if the ASEAN happened to use the common inflation policy rate, Malaysia and the Philippines would not be much affected …

Determinants Of Earnings Management Choice Among Publicly Listed Industrial Firms In The Philippines, Cynthia P. Cudia, Aeson Luiz C. Dela Cruz

DLSU Business & Economics Review

Earnings management involves the use of acceptable accounting rules and procedures as well as circumventing business activities to achieve desired ends. In the literature, earnings management through discretionary accruals has always been associated with an opportunistic motive to mislead various stakeholders about a business’ financial performance to the advantage of owners and managers. However, the literature presented two possible motives behind earnings management, namely: an opportunistic, a self-serving perspective which mirrors the agency problem; and an efficient motive which utilizes earnings management as a signalling mechanism to send signals about the firm to its stakeholders. In this paper, we investigate …

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.

Perceived Costs And Benefits Of Being A Resident In A Tourism Destination Location, Michael Musante

AMTP Proceedings 2018

Destination marketing is a form of tourism marketing that promotes a region or an event in order to increase the number of visitors. The underlying goal behind the efforts is the prospect of economic gains for the region. Destination marketing organizations such as tourism boards are taking on a more prominent role as they seek to promote a region as a vacation area, or more narrowly, promote a festival or special event.

While new guests to a region can result in increased employment opportunities and generate revenues for businesses, the influx of visitors can also lead to negative consequences. Within …

The Role Of Consumer Self-Concept, Gary R. Holmes, Clinton Amos, Lixuan Zhang

AMTP Proceedings 2018

The growing shift to niche strategies has created a need for context specific research to address issues faced by today’s marketing manager and to determine whether longstanding consumer self-concept issues are pertinent in niche markets. Regarding the context of retailing and the ability of retailers to serve the desires of individual self-identities, streams of research regarding consumer self-concept, store image, service quality, loyalty, and share of wallet have been prominent in research. However, to the best of our knowledge, these concepts have not been concurrently empirically examined in a niche market context. This study addresses this gap by examining the …

The Impact Of Gender And Agentic-Communal Orientations On Consumer Skepticism About Corporate Social Responsibility, Kevin P. Newman, Rebecca K. Trump

AMTP Proceedings 2018

Companies are increasingly emphasizing corporate social responsibility (CSR). However, consumers are often skeptical of the sincerity of companies’ CSR claims, particularly when the claim comes directly from the company. This research examines how the gender and genderrelated characteristics of a company’s spokesperson can alleviate CSR skepticism. Study 1 finds that consumers are less skeptical of a company’s CSR claim when it is made by a female (vs. male) spokesperson. Study 2 expands on this by finding that female consumers are less skeptical of a company’s CSR efforts when they are promoted by a communal spokesperson. In contrast, male consumers are …

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 …

Beyond Higher Ed Marketing: Unsanctioned User Generated Conten, Jordan Salvador, Lindsay R.L. Larson

AMTP Proceedings 2018

The impact of User Generated Content (UGC) on higher-education marketing is an entirely untouched area of marketing research, therefore the current study aims to better understand how widely disseminated this content is among students, how they perceive this content and its impact upon their university, as well as what kinds of students are drawn to participate in and consume this content. A sample of 238 university students at a large public institution were surveyed regarding their engagement with UGC content associated with their school, the reasons for their interest in this content, and the ways in which it may effect …

Indoor Sport Facility Feasibility Study: Assessment, Value And Demand, Mark Lyberger, Laurence M. Mccarthy, Brian H. Yim

AMTP Proceedings 2018

A sport management organization proposed to build an indoor sport facility in a town close to a major urban area. The potential investors and stakeholders required that a feasibility study be conducted before an investment decision was made. The study examined the proposed facility through a traditional economic feasibility study and a market analysis to understand the market, possible future market demands, and potential growth opportunities. Included in the study are the key components and data analysis which led to a positive investment report.

Influence Of Online Consumer Reviews On Brand Choice, Patricia Lui

Research Collection Lee Kong Chian School Of Business

Social interaction encourages consumers toshare information in the digital age. Many consumers use online reviews of products and services to supporttheir brand choice. The concept ofreference group explains how peers can influence consumer purchasedecisions. Peers can exert influence onconsumers in the forms of informational, utilitarian and value-expressiveinfluences. This proposed study aims atexamining how these three forms of reference group influence would affectconsumers in using online consumer reviews when making a brand choice decision. It also explores the role of brand trust onthe brand choice. This paper serves thepurpose of providing a conceptual framework for developing further research.

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.

Media Marketing Strategies University Leaders Use To Increase Alumni Financial Support, Wesley Carter

Walden Dissertations and Doctoral Studies

Colleges and universities in the United States could end operations in record numbers largely from financial shortfalls. The Urban Institute reported that nonprofit organizations lost $3.4 billion in reneged pledges from 2013 to 2014 from donor dissatisfaction, creating a problem because financial losses can occur from a lack of understanding on how media marketing efforts affect fundraising. The purpose of this qualitative multiple case study was to identify traditional and social media marketing strategies that some nonprofit college and university leaders use to increase alumni financial support. Interviews took place with 7 college or university leaders at 3 private, nonprofit …

Strategies For Low Employee Turnover In The Hotel Industry, Odetha Antonnett Davis

Walden Dissertations and Doctoral Studies

Employee turnover affects the profitability, performance, and customer service of an organization. The purpose of this multiple case study was to explore strategies that leaders in the hotel industry used to maintain a low rate of employee turnover. Motivation-hygiene theory was the conceptual framework for the study. The study population included 9 hotel leaders from 2 international hotels operating in Jamaica. Methodological triangulation involved the comparison of data from observation of hotel facilities and leaders' interactions with employees, review of company documents, and semistructured interviews. Data were analyzed into emerging themes using a Gadamerian hermeneutics framework of interpretation. Four major …

Mitigating Petroleum Product Shortages In The Nigerian Downstream Petroleum Supply Industry, Lucky Ubini Itsekor

Walden Dissertations and Doctoral Studies

In Nigeria, almost every business enterprise relies on petroleum products for power or transportation. Shortages of petroleum products cripple business activities and undermine development of the Nigerian economy. The purpose of this multiple case study was to explore supply chain management strategies needed by petroleum business leaders to mitigate shortages and sustain business development in Nigeria. The sample for the study included 10 senior leaders from 2 private-sector Nigerian downstream petroleum supply companies located in the Niger Delta region, who had successfully implemented strategies for petroleum supply. The resource based view theory served as the conceptual framework for the study. …

Social Media Marketing Strategies In Landscape Industry Small Businesses, Crystal Victoria Lupo

Walden Dissertations and Doctoral Studies

Almost 50% of small businesses close within 5 years in part because of inadequate marketing strategies. The purpose of this multiple case study was to explore how landscape industry small business owners have successfully used social media marketing to help ensure business viability. The population for this study was landscape industry small business owners in central Alabama, who have been successful in using social media marketing. The conceptual framework for the study included adoption theory to understand the successful implementation of social media as a marketing tool, and social exchange theory to explain how social behavior results from the exchange …

Mentoring Strategies To Prevent Leadership Shortfalls Among C-Suite Executives, Vernon Walter Tynes

Walden Dissertations and Doctoral Studies

Corporate organizations are facing a shortage of future senior management leaders. The purpose of this single case study was to explore leadership mentoring strategies used to develop future C-suite executives in the waste industry. Companies may improve business practices by mentoring future generations to understand corporate responsibilities and expectations. The target population came from a regional waste company located in central Florida. The study participants consisted of 3 C-suite executives of the company responsible for the management and mentoring of future C-suite executive mentees. The conceptual framework for this study was rooted in transformational leadership theory. Data were collected using …

Exploring Satisfaction And Retention Strategies For Generation Y Customers, Edmund Ehichioya Otaigbe

Walden Dissertations and Doctoral Studies

Firms in the service industry have experienced a 15-30% drop in customer satisfaction ratings and an estimated $10 billion annually due to the unpredictable tendencies of one of the most significant and fastest growing consumer segments in the marketplace, Generation Y customers. The distinctive behavior of this sizeable generational cohort may be reshaping the business landscape of the 21st century regarding how consumers will relate to service providers in the future. Using the theory of customer satisfaction management system, the purpose of this multiple case study was to explore the customer satisfaction strategies that business leaders in southern Nigeria use …

Music Artists' Strategies To Generate Revenue Through Technology, Kalilu Kamara Ii

Walden Dissertations and Doctoral Studies

Music streaming services are increasing, compact discs (CDs) and digital download sales are declining, and many music artists are becoming affected by this positive shift in music technology. Music streaming revenue does not compensate for the decrease in revenue from CDs and paid downloads. Based on organizational configuration theory (OCT), the purpose of this multiple case study was to explore the technology and marketing strategies that small business music artists used to generate sales revenue from the Internet. Six small business music artists who were 18 years or older with different music revenue streams participated in semistructured interviews. These small …

Marketing Strategies To Increase Sales In Small Family-Style Restaurant Businesses, Tammira Lucas

Walden Dissertations and Doctoral Studies

Small business owners understand the advantages of using social media as a marketing tool; however, some of these owners do not leverage social media marketing strategies to increase sales. Small business owners who fail to implement social media marketing strategies minimizes the potential to gain new customers; thus, negatively impacting sales. The purpose of this qualitative multiple case study was to explore social media marketing strategies used by five small family-style restaurants in Maryland. Berry's relationship marketing theory was the conceptual framework for this study. Data collection included semistructured interviews, documents pertaining to social media marketing strategies, and social media …

Using Marketing Strategies To Advance Millennial Prospects At Credit Unions In Jamaica, Minetta Edwards

Walden Dissertations and Doctoral Studies

Content of marketing strategies not only appeals to consumers based on their demographics and identity but consumers can also respond more positively to marketing strategies that target their purchasing behaviors. The purpose of this qualitative multiple case study was to explore how financial advisors at credit unions in Jamaica are using marketing strategies to advance millennial prospects, in an environment where consumers recognize commercial banks as the dominant institution in the financial industry. The conceptual framework for this study was the sustainability theory, with a direct focus on economic sustainability. The data collection process involved semistructured face-to-face-interviews with 5 financial …

Marketing Strategies Of International Pharmaceutical Companies In The Middle East And North Africa Region, Ali Abou Abbas

Walden Dissertations and Doctoral Studies

The declines in oil and gas prices in 2014 by 50% or more led governments in the Middle East and North Africa (MENA) region to decrease healthcare budgets correspondingly by more than 30%. The purpose of this multiple case study was to explore the marketing strategies that managers of international pharmaceutical companies have successfully implemented in the MENA region to ensure profitability after the 2014 decreases in the healthcare budgets, which followed the decline in oil and gas prices. The study involved data collection through semistructured interviews of 6 middle and executive managers working in 2 international pharmaceutical companies located …

Women's Perceptions Toward Mobile Advertising, Shona Dolson

Walden Dissertations and Doctoral Studies

The use of technology is changing at a very rapid pace, and companies must strategically design advertising messages for the ever-changing devices and platforms. The general business problem was that business owners have not been able to maximize the profitability of mobile advertising messages directed at women. The specific business problem was that business leaders need strategies to enhance mobile advertising returns by targeting messages that incorporate women's perceptions of mobile advertising. The purpose of this case study was to explore how business leaders can enhance mobile advertising returns by incorporating women's perceptions of mobile advertising into the design of …

Successful Marketing Strategies For Promoting Clinical Diagnostic Instrument Validation Packages, Hsiao-Ching Teng

Walden Dissertations and Doctoral Studies

Successful marketing strategies for clinical validation packages not only help laboratories increase the accuracy and efficiency of testing, but also facilitate clinical quality awareness and collaboration. False diagnosis and inefficiency in healthcare can be costly, and managers in diagnostic instrument manufacturing organizations need strategies to promote validation packages to help laboratories reduce errors leading to inappropriate treatment. The purpose of this single case study was to explore strategies business development managers use to integrate dynamic capabilities for marketing instrument validation packages aimed to increase clinical laboratory quality and test accuracy. The conceptual framework was Teece's concept of dynamic capabilities. The …

Customer Relationship Management In The E-Retailing Environment, Nikki R. Hicks

Walden Dissertations and Doctoral Studies

Small business enterprise (SBE) managers often lack resources, expertise, and impact when selling in an online environment. SBEs can overcome increased competition by adopting customer relationship management (CRM) into their business model for survival and longevity. Using the conceptual framework technology, organization, environment (TOE), this multiple case study explored effective marketing strategies that small store retail managers use to successfully sell apparel and accessories in online markets. The study population included leaders from independent small online retail enterprises with brick-and-mortar stores located in the Central, Tri-Cities, or Southside areas in Virginia. The data collection process included semistructured, on-site interviews of …

Predictors Of Humanistic Sustainability Hrm Practices, Ana Liza Asis-Castro, Divina M. Edralin

DLSU Business & Economics Review

We determined and compared the degree of implementation of humanistic sustainability human resource management (HRM) practices. We analyzed which among the firm demographics, such as the number of years of operation, size, and type of ownership, is its significant predictor. Based on the Motivations of Humanistic “Sustain Ability” framework where the HRM practices were rooted, we used the descriptive, correlational, and causal research designs to analyze the 137 samples responses of various companies who participated in the survey. Our results showed that Philippine companies were moderately implementing humanistic sustainability HRM practices. It also indicated that those that were registered as …

Strategies For Insurance Agency Managers To Retain Customers And Improve Revenue, Daniel Lee Jackson

Walden Dissertations and Doctoral Studies

The cost of creating new property and casualty insurance accounts is much greater than the costs associated with sustaining current accounts. Property and casualty insurance agency managers lack strategies to retain customers, the retention of whom has been found to improve revenue. The purpose of this qualitative case study was to explore strategies for insurance agency managers to retain customers and improve revenue. The population used for the study was 4 insurance agency managers in the Northeastern United States. The conceptual framework was customer relationship management, which is a technological and organizational mechanism for buffering market instability by understanding customer …

Senior Marketing Executives' Strategies To Implement Multicultural Marketing Campaigns, Derine Mccrory

Walden Dissertations and Doctoral Studies

The population in the United States is expected to increase an estimated 42% by the year 2042; ethnic minorities will become the majority group. Marketing executives must understand the environment in which consumers from diverse cultures respond to marketing stimuli. The purpose of this multiple case study was to explore the strategies senior marketing executives use to implement successful multicultural marketing campaigns. The target population consisted of senior marketing executives from 3 profitable companies in the state of Michigan with experience in the implementation of successful multicultural marketing campaigns. The conceptual framework was the critical multicultural marketing theory. Data were …

Social Media Marketing Among Small Retail Clothing Businesses, Irene Michel Abrons

Walden Dissertations and Doctoral Studies

Social media marketing influences consumer trust in businesses, and trust accounts for about 37% of consumer purchasing decisions. The purpose of this multiple case study research was to identify the barriers to social media marketing that owners of small retail clothing businesses must overcome to be competitive. The conceptual framework was the technology acceptance model. Collected data consisted of company documents and semistructured interviews with 3 small retail clothing business owners in Chicago, Illinois, who had experience with social media marketing. Data analysis consisted of an open coding approach and member checking. The study revealed the small business owners who …