Open Access. Powered by Scholars. Published by Universities.®

Marketing Commons™

Open Access. Powered by Scholars. Published by Universities.®

2018

Discipline
Institution
Keyword
Publication
Publication Type
File Type

Articles 1081 - 1088 of 1088

Full-Text Articles in Marketing

An Evaluation Of South African Vehicle Prices And Domestic Market Size, Keith Plekker, Perry Haan Jan 2018

An Evaluation Of South African Vehicle Prices And Domestic Market Size, Keith Plekker, Perry Haan

AMTP Proceedings 2018

This study set out to identify what relationship exists between vehicle pricing and market size in a South African context. The research project’s design revolves around a quantitative method, consisting of a non-experimental strategy, with a longitudinal retrospective time horizon. The Box-Jenkins Method was used with auto regression and autocorrelation and partial autocorrelation functions for testing stationarity. The test involved the Rand’s changes against major currencies being related to increases in the advertised new vehicle price. The results of these tests showed weak correlations for the period 2008 to 2016. The conclusion was that no significant correlation exists between the …

Go to article

Marketing Strategies To Increase Sales In Small Family-Style Restaurant Businesses, Tammira Lucas Jan 2018

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 …

Go to article

Effective Marketing Strategies To Reach Mobile Users, Melissa R. Roy Jan 2018

Effective Marketing Strategies To Reach Mobile Users, Melissa R. Roy

Walden Dissertations and Doctoral Studies

Reaching users on mobile devices has never been more critical for retailers given the ubiquitous use of mobile devices. U.S. consumers who shop online are using personal computers less and mobile devices more when doing so. The purpose of this single case study was to explore mobile device marketing strategies used by retail marketing leaders to reach mobile users effectively. Rogers's diffusion of innovation theory provided the conceptual framework for the study. Participants included a purposeful sample of 8 marketing managers employed by a Fortune 1000 retail organization in the Pacific Northwest. Data collected via in-person, semistructured interviews and a …

Go to article

Fear Of Missing Out: Scale Development And Impact On Brand Loyalty, Zhuofan Zhang Jan 2018

Fear Of Missing Out: Scale Development And Impact On Brand Loyalty, Zhuofan Zhang

Open Access Theses & Dissertations

The trend on experiential marketing has propelled a new wave of studies examining the underlying motivations of individual's desire for experiential consumption: keeping updated with new trends, trying new brands, spending on experiential products, or seeking new brand experiences. Some authors contend that individuals' desire for new experiences derives from a concept called Fear of Missing Out (FoMO). Although the term FoMO is gaining attention in the social media literature, there is little conceptual and empirical research exists on the topic. In this Dissertation, I attempt to fill this gap by conceptualizing, defining, and measuring the construct. In addition, I …

Go to article

Do Hotel Guests Act According To Their Intentions As It Relates To Sustainability In A Hotel Setting?, Heather A. Price Jan 2018

Do Hotel Guests Act According To Their Intentions As It Relates To Sustainability In A Hotel Setting?, Heather A. Price

Honors Theses and Capstones

As humans continue to use our planet’s resources at a rapid pace, we must act quickly to implement solutions and strategies that will create a positive impact on our environment. The hotel industry represents a huge opportunity for increasing sustainability practices, as these establishments tend to consume tremendous amounts of natural resources through energy and water usage; thus creating quite a bit of waste. For this customer-centric industry, change starts with consumer expectations and intentions to act. The purpose of this study was to assess hotel guests’ values and intentions for sustainable hotels, and compare how this aligns with their …

Go to article

Sports Celebrity Influence On The Behavioral Intentions Of Generation Z, Kayla M. Farren Jan 2018

Sports Celebrity Influence On The Behavioral Intentions Of Generation Z, Kayla M. Farren

Honors Theses and Capstones

The research is to determine what the effects, if any, professional athlete endorsers or spokespersons have on the generation Z cohort. There is a relative lack of published research that investigated the influence sport celebrity endorsers had on generation Z. This study primarily focused on the exploration of the role sports celebrities play as vicarious role models for members of generation, as well as touched upon whether sports celebrity endorsers affected generation Z’s behavioral intentions. In addition, the influence sports celebrity endorsers had on females in comparison to males was also studied. It was found that sports celebrity spokespersons or …

Go to article

Brand & Celebrity Associations: An Investigation Into Brand & Celebrity Trait Congruence And The Potential For Trait Transference, Pamela S. Merriman Jan 2018

Brand & Celebrity Associations: An Investigation Into Brand & Celebrity Trait Congruence And The Potential For Trait Transference, Pamela S. Merriman

Honors Theses and Capstones

In today’s marketplace, a significant amount of brands are utilizing celebrity endorsers as a marketing tool. Traits of the brand and the endorser are typically not congruent. As a result, trait transference between a brand and a celebrity can occur once the brand and celebrity endorser are linked in the consumer’s mind. Further, celebrity endorsers often endorse multiple brands at one time. Therefore, it may be possible for traits to transfer from one brand to another via a common celebrity endorser. Although research has shown that the traits of celebrity endorsers can influence br and perceptions and vice versa, no …

Go to article

Why Do Makers Make? Examining Designer Motivations On Thingiverse.Com, Courtney H. Shaw Jan 2018

Why Do Makers Make? Examining Designer Motivations On Thingiverse.Com, Courtney H. Shaw

Honors Theses and Capstones

Technological advancements have made a once fictitious dream into a reality. 3D printing has become a popular manufacturing and design technique used all over the world. As this industry becomes more popular, users of these 3D printers are reaching out across the web to share designs, seek help, and build communities of users with similar interests. This study is meant to look at what motivates 3D printing users to participate in online user innovation communities such as Thingiverse.com. This study will explore motivations such as personal needs, financial gains, approval of peers, skill development, and enjoyment. Moreover, it will assess …

Go to article

First Prev