Marketing Commons^™

Shop, Compra, 购买: Targeting The Multicultural Consumer, Evelyn Ballesteros

Marketing Undergraduate Honors Theses

Multicultural is defined as relating to or representing several different cultures. In marketing, it is the representation of several cultures in marketing strategies. According to the “The Roadmap to the New America”, the multicultural millennial makes up over 40% of the millennial population. Multicultural consumers hold a $3 trillion buying power. Once brands understand these consumers, they become lifelong consumers. Those brands that fail to understand this consumer risk losing a lifelong consumer. Multicultural consumers are shaping the American culture, taste, and style holding influence over the marketplace. Understanding and creating tactful approaches to reach this market has …

“Why The Anomaly That Is Super Bowl Marketing Is A Justifiable Investment”, Anthony Cole Brothers

Marketing Undergraduate Honors Theses

By now, we have well established that the Super Bowl is the holy grail of marketing, the championship for the battle of the brands, and the ultimate showcase of creative prowess which determines bragging rights. This American phenomenon is the exception, because it’s the one time on the calendar where viewers are mesmerized by commercials instead of tuning them out as noise. There are critical strategic objectives which can be satisfied, revolutionizing the brand in the eyes of the consumer and drastically expanding brand awareness. We know the vast benefits that well-executed marketing schemes can have for companies, especially during …

An Exploratory Study Examining A Transformational Salesperson Model Mediated By Salesperson Theory-Of-Mind, Philip (Tony) A. Pizelo Dr.

Industrial-Organizational Psychology Dissertations

A customer revolution caused by the popularity of internet commerce, the reliance on social media, and the globalization of the retail industry, calls for an examination of a sales model driven by transformational salespeople. This study examined potential salesperson performance drivers and a proposed moderated mediation model of salesperson performance. This study relied upon a foundation of transformational and other leadership attributes and salesperson theory-of-mind (SToM). Although the conditional indirect effects of the model were not statistically significant, transformational leadership was found to be a statistically significant predictor of sales performance (c’=.024, t=2.63, p =.0088). Several sub-components of transformational leadership …

From Digital Traces To Marketing Insights: Recovering Consumer Preferences For Digital Entertainment Services And Online Shopping, Ai Phuong Hoang

Dissertations and Theses Collection (Open Access)

IT innovations disrupt traditional business models and challenge conventional thinking. Thus, industry incumbents face fierce competition from start-ups with new business models and new ways of engaging customers. Digital entertainment goods and personalized services have become a lucrative market, which has undergone a transformation enabled by seamless Internet connections. Meanwhile, social networks and other online platforms have brought people and business even closer.

An Investigation Of The Impact Of Changing Social Norms On Female Clothing Attire Pre And Post Ww Ii, Bailey Marie Burningham

Undergraduate Honors Capstone Projects

Not only did World War II bring about changes to the economy and policy in the United States, it also changed women's fashion and, consequently, the way in which women's fashion was presented through marketing efforts. This study is an investigation of how changing social norms, as seen in various marketing material, may have impacted women's attire before and after World War II. The study will be conducted by analyzing various reports on how changes came to pass throughout this time, and how different factors may have instigated the change. Additionally, an analysis of marketing materials used pre and post …

Some Like It Hot: The Effect Of Serving Temperature On Perceived Caloric Content And Intent To Purchase Complementary Food, Sara Baskentli

Dissertations, Theses, and Capstone Projects

This research introduces the serving temperature bias, which is defined as the belief that a food or beverage served hot has more calories and is considered more fattening than the same item served cold. Six studies, including an observational field study and follow-up controlled experiments, demonstrate that people indeed hold the serving temperature bias. This belief is grounded in the conceptual associations between warm foods and beverages and consumers’ affiliative semantic associations regarding home and hearth - concepts captured by the phrase “homelike.” Specifically, hot foods and beverages are perceived to be labor of love and reminder of home (homelike) …

#Readyforrio: How A Revised Rule 40 Impacted Sponsorship At The 2016 Summer Olympics, Anthony Carson

Senior Theses

When planning and executing the Olympic Games, a premier event in modern sport, the International Olympic Committee (IOC) relies heavily on sponsorship revenue from their official sponsors. “Worldwide Olympic Partners,” the top 11 sponsors of the 2016 Olympics, had exclusive rights during the Olympic cycle from 2013-2016.

With the purchase of these expensive sponsorship deals, brands are looking to capitalize on the “glow” of the Olympics, and use excusive Olympic intellectual property to make ties from their brand to the Games. In order to make these sponsorship deals more valuable, the IOC has historically provided official partners with added exclusivity …

Cultural Disparity And The Impact On Work Life Balance, Bryan Campbell

Senior Theses

This research examines the differences in work life balances between varying countries around the world. In order to do so, a proxy index was created by investigating a portion of questions from respondents of the World Values Survey. Comparing this to Hofstede's Insights on National Culture allowed for a unique perspective as to whether the country individualism ratings could then be used to assert a relationship between these metrics.

2018-April-30-Culp Ground Breaking, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-April-30-Grey Fossil Site - Wolverine, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-April-30-Liver Disease Screening Grant, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-April-30-New Employees, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-April-30-Opioid Award, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-April-30-Service Awards, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-April-30-Alumni Awards Banquet, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

A Study On Linking Korean Wave And Corporate Image On Country Image, Perceived Quality, Sang Mook Kim, Joo Nam Kim, Min Jae Park

Asia Marketing Journal

This study examines the linkage between Korean wave, corporate image and country image, perceived quality of products made in the country. To close a gap lacking empirical studies on impacts of corporate image to country image and to further understand impacts of Korean wave, this study conducts survey over Chinese consumers to test the effects of corporate image, Korean wave to the country image, and verify on its effects to perceived quality of the products made in the country. The results show that both corporate image and Korean wave influences to form positive country image of Korea, and perceived quality …

Product Classifications Revisited With Transparency Effect, Jaebeom Suh, Dawn Deeter Schmelz, Taehyun Suh, Jin

Asia Marketing Journal

It is appropriate and useful to interpret some product classification schemes as buyer behavior models; such classifications permit investigations of discrepancies between classification predictions and actual buyer behavior. We review existing product classifications and identify underlying behavioral assumptions of various classification schemes that have been used in the marketing discipline for more than nine decades. Recognizing the irrelevance of existing product classifications for current products, we propose a new reclassification framework by incorporating transparency concepts. Based on this extended product classification, we highlight the potential roles of product classification study as an important link between consumer research and marketing strategy, …

Submission Information Etc.

Asia Marketing Journal

No abstract provided.

Corporate Brand Management Of Sk, Jinyong Lee

Asia Marketing Journal

SK group has been a pioneer in overall brand management and, more recently, in CSR-imbedded brand management. SK vision of “improving itself to give greater happiness to all of its customers” and the symbol mark of “Wings of Happiness” are some good examples of integrating distinct brand identities of various member companies. After impressive growth and expansions into diverse business areas, SK group is ranked as the third largest company based on asset amounts according to the Fair Trade Commission of Korea, only after Samsung and Hyundai Motor groups.
SK brand management can be analyzed, using the framework of 4 …

Asia Marketing Journal Vol. 20 No. 01 목차

Asia Marketing Journal

No abstract provided.

2018-April-30-Denso Grant, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Effects Of Marketing Communication Capabilities On The Link Between Corporate Social Responsibility On Firm Value, Yonghee Kim

Asia Marketing Journal

An increasing number of studies have examined the effects of corporate social responsibility (CSR) activities on corporate financial performance (CFP) in the service industry. However, the extant literature does not provide comprehensive insights into the conditions on which the CSR–CFP link relies. In this study, firms’ marketing communication capability (MCC) is introduced as an important contingency variable, which determines the effects of CSR on the corporate financial performance, in the context of restaurant businesses. Multiple year data on the spending of public restaurant chains on different media are collected, and MCC is subsequently measured using the data envelope analysis. Then, …

2018-April-30-Commencement, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-April-30-National 4-H Gis Team, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-April-30-Retirees, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-April-30-1968 Class Reunion, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-April-29-Up In The Woods, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-April-29-Percussion Ensemble Concert, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-April-28-Pre-College Concert, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Effect Of Social Media On Marketing And Brand Image: Does It Matter?, Miranda Fryman

The University Honors Program

Social media officially emerged in 1997, with the first recognizable site called Six Degrees which allowed users to friend and message one another. Two years later, in 1999, blogs became popular, but no one could have predicted the extent to which social media would grow. In the early 2000’s, sites like Myspace, Facebook, and LinkedIn gained traction with the advancement of technology. At this point, around 100 million users had access to the internet (Hale, 2016) and that number was rapidly growing. With people’s ongoing urge to be constantly connected, social media continued to flourish, and sites like Twitter, Youtube, …