Marketing Commons^™

A Quantitative Descriptive Case Study On The Alzheimer's Nonprofit Marketing Methods, Stephaine Buffaloe

Doctoral Dissertations and Projects

The problem to be addressed was the deficiency of financial support, as a result of dwindling effectiveness of fundraising using traditional methods needed to meet the Alzheimer’s Association goal of finding a treatment by 2025. The purpose of this quantitative descriptive case study was to examine the current traditional marketing approaches of fundraising for the Alzheimer’s nonprofits. The significance of the study was finding that the survey participants preferred the traditional approach to the nontraditional approach. An entertainment event was the most favored approach. The implication on organizational change was that age, gender, and past donations to religious organizations were …

An Exploratory Study Of The Interaction Effects Of Student Service Employees' Job Resourcefulness And Organizational Support In A Campus Setting, Shawn Clouse, Simona Stan, Nader H. Shooshtari

Journal of Applied Marketing Theory

This paper investigates the interactive effects of student service employees’ job resourcefulness and organizational resource support on employees’ commitment and ability to provide high quality customer service, which in turn results in higher job satisfaction and performance outcomes. This exploratory study’s goal was to help campus managers improve service employee development practices. This study involved a survey sample of 98 student employees working in customer service roles at a mid-sized university campus recreation center. The study finds that job resourcefulness is the most important factor that positively determines student employees’ commitment to service quality and skill proficiency, along with job …

Gross National Happiness (Gnh): Linkages To And Implications For Macromarketing, Gene R. Laczniak, Nicholas J. C. Santos

Marketing Faculty Research and Publications

This theoretical commentary explores the concept of Gross National Happiness (GNH) and connects it with several central macromarketing concepts such as QoL, ethics, the common good, the purpose of market activity as well as the United Nations’ Sustainable Development Goals. The paper portrays GNH as a normative concept that captures collective well-being; it categorizes GNH, at least from the standpoint of Western moral philosophy, as most closely aligned with classical utilitarianism, and it distinguishes GNH from QoL on the basis of its predominantly aspirational and subjective orientation. It asserts that GNH can be seen as one manifestation of the common …

What Do We Know About Sports Sponsorships?, John B. Ford

Marketing Faculty Publications

(First paragraph) There is little doubt that a tie-in between a brand and a special event can be quite lucrative. Although past research often has shown that advertising typicality (how well an advertisement is seen to be representative of a particular product category) creates positive advertising effects, there are no known studies that have examined the level of typicality with respect to sporting events in particular.

A Model For Perceived Destination Value And Tourists' Souvenir Intentions, Wei Wang, Gallayanee Yaoyuneyong, Pauline Sullivan, Brigitte W. Burgess

Journal of Applied Marketing Theory

This research explores the influence of value perception on tourists’ souvenir purchase decisions. A convenience sample of 380 respondents from a Southeastern U.S. university completed survey instruments regarding their destination, shopping venue, and souvenirs purchased. Results revealed significant positive influences between five value perceptions (functional, emotional, novelty, value for money, and social) and tourists’ souvenir purchase intentions. These results provide valuable marketing and strategic planning insights to destination retailers.

The New In-Store Consumer: Digital, Engagement, Innovativeness Impact On Unplanned Grocery Shopping And Spending Behavior, Dale A. Cake, Vikas Agrawal, Doug Johansen

Journal of Applied Marketing Theory

Digital technologies are having a profound effect on the grocery retail environment worldwide. Marketers have been intrigued by potential for digital technologies to influence consumers at the point of purchase, yet little is known about how digital technologies impact consumer purchasing decisions. An exploratory PLS-SEM model is used to analyze U. S. panel data and the effect of in-store digital use, consumer innovativeness and engagement on unplanned grocery shopping behavior and spending. This study finds that consumer engagement, rather than in-store digital use, is found to be the key variable when it comes to predicting unplanned shopping and spending. Findings …

Motivations To Engage In Word Of Mouth From Non-Market Participants: A Study Using Automotive Business As The Field Of Investigation, Yao Han Kwan

Dissertations and Theses Collection (Open Access)

Word of mouth (WOM) can have significant impacts on businesses. Positive WOM can go a long way in helping to grow a brand while negative WOM may cause considerable damages. Managers have constantly attempted to actively manage WOM but often find it difficult to control. Extensive academic research has also been conducted in this field, with a significant amount of literature built up over the last few decades. The advent of the Internet, social media and consequently electronic WOM (eWOM) further intensified practice and research interest in this area.

Despite decades of research and managerial precepts about WOM, the full …

The Relationship Between Consumer Sentiment Towards Advertising And Ad Credibility, Ad Likeability, And Attention To Ads: The Case With Visual Metaphors, Vivek Madupu, Sampathkumar Ranganathan, Sandipan Sen

Journal of Applied Marketing Theory

Popularity of ads with visual metaphors are on the rise. The present study examined the relationship between consumer sentiment towards advertising and ad credibility, ad likeability, and attention towards ads when ads contain visual metaphors. Specifically, this study tested ads which are “A is like B’” (comparison for similarity) and replacement type (only either source or the target is present while the other is absent) metaphors. Sixty-four students from a regional university in the mid-west completed surveys. Our study results indicate that when sentiment towards advertising is high, consumers find ads more credible and pay more attention to ads. However, …

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

Journal of Applied Marketing Theory

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.

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

Morehead State Press Release Archive, 1961 to the Present

Press releases for September of 2018.

When Humor Hurts: The Detrimental Effect Of Humor On Brand Attitudes After A Brand Transgression, Lama Lteif

Dissertations, Theses, and Capstone Projects

This work builds on extant research on humor and brand transgressions to demonstrate that the use of humor in brand communication strategies reduces brand attitudes after a transgression. A set of six studies, including a quasi-field study and a field study, show that the use of humor reduces brand trust after a transgression, which in turn, reduces brand attitudes.

Investors' Evaluations Of Price-Increase Preannouncements, Leon Gim Lim, Kapil R. Tuli, Marnik G. Dekimpe

Research Collection Lee Kong Chian School Of Business

Several firms preannounce their price increases with the expectation that such announcements will be evaluated favorably by investors. However, little is known about the actual effect they have on shareholder value. Accordingly, the authors present the first systematic empirical examination of investors' evaluations of 274 price-increase preannouncements (PIPs). Results show that whereas the average increase in abnormal returns following a PIP is 0.51%, almost 41% of the PIPs result in negative abnormal returns. To explore this heterogeneity, the authors propose a conceptual framework that focuses on three key pieces of information that investors can use when evaluating a PIP: information …

2018-August-31-Women On Wednesday, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-August-30-Schubert String Quintet, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-August-30-Entrepreneurs' Club, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-August-28-'Escape From Rape' Conference, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-August-28-New Roan Scholar Committee Members, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-August-27-Welcome Week 2018, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Thematic Analysis To Assess Indian Consumers Purchase Intention For Organic Apparel, Sandhya G, Sushanta Kumar Mahapatra

The Qualitative Report

Consumer behavior is dynamic, and there is a beauty in trying to understand consumer’s intention for a product category like organic apparel, especially when it is a unique phenomenon that is scantly explored in an emerging economy like India. This paper is an attempt at understanding the factors that influence Indian consumer’s intention to purchase organic apparel. A purposive sampling procedure was adopted in selecting participants. A focus group discussion was conducted to capture data for the thematic analysis. Theoretical thematic analysis was conducted by relying on the theory of planned behavior model. Inductive thematic analysis gave way for other …

2018-August-25-Carter Railroad Heritage Day, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-August-25-Archaeology Awareness Month, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-August-24-New Hr Director, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

The Driving Force Analysis Of The Overseas Ports Invested By Shanghai International Port Group, Yuewen Hu

World Maritime University Dissertations

No abstract provided.

On The Balance Between Port Integration And Anti-Monopoly : China As A Case, Ying Huang

World Maritime University Dissertations

No abstract provided.

On Optimization Of Cold Chain Logistics Systems For Rokin Logistics Company, Huimin Luo

World Maritime University Dissertations

No abstract provided.

Comparative Study On Port Logistics Service Capability Of China’S Main Ports, Yiwen Song

World Maritime University Dissertations

No abstract provided.

Strategic Analysis Of Port Enterprise’S Self-Operation Of Fleet, Yu Su

World Maritime University Dissertations

No abstract provided.

Optimization For Lng Terminals Routing In North China, Shuting Wang

World Maritime University Dissertations

No abstract provided.

Study On The Fluctuation And Forecasting Of Capsize Bulk Carrier’S Freight, Kelun Wei

World Maritime University Dissertations

No abstract provided.

Exploring The Source Of Container Cargo And Passenger Flow : A Case Of Shanghai Port, Dong Xu

World Maritime University Dissertations

No abstract provided.