Marketing Commons^™

2018-November-20-Through A Different Lens, University Marketing And Communication, East Tennessee State University

ETSU News

Photography expert's talk to focus on 'UPSTATE' exhibition, buildings as reflection of human experience

JOHNSON CITY (Nov. 20, 2018) – Photos, though they focus on one fraction of a second in time, are multivalent, says independent scholar and photography curator Dr. Alison Nordström. They can have multiple meanings and values.

“They describe, with encyclopedic detail, what a person, place or thing has looked like at a singular moment,” says Nordström, an associate at Harvard’s Peabody Museum and a former curator at George Eastman House and Southeast Museum of Photography. “They show us what has existed in what space and how …

Predicting Thrill Seeking Behavior, Matthew I. Keane

Honors College Theses

Extreme sports, sports characterized as involving speed, height and danger, have become an increasingly popular pastime around the world and have grown into a $250 billion industry. As a result of the inherent risks of taking part in these extreme sports, the most common participants are thrill seeking, risk taking, and often reckless. Known as the type-T personality type, these extreme sensation seeking individual’s constantly seek out new experiences that will stimulate their mind and frequently find their thrill by participating in extreme sports. The goal of this study is to determine various factors that will influence an individual’s thrill …

An Investigation Of Web Atmospherics In Online Luxury Branding, Emilie E. Jones

Honors College Theses

Having an online presence for a retail store has transitioned from serving as simply a new avenue through which a profit can be made, to a tool that can be harnessed to express a brand’s personality. So how do luxury brands manage to maintain a high-end, exclusive status on the highly available landscape of the internet? The intention of this research is to identify whether luxury brands are currently taking advantage of differential web atmospherics cues, in a way that significantly sets them apart from non-luxury brand websites. To do this, we measured elements including screen space, reduction of elements, …

Should Donation Ads Include Happy Victim Images? The Moderating Role Of Regulatory Focus, Yael Zemack-Rugar, Sona Klucarova

Marketing & Entrepreneurship Faculty Publications

We examine how victim imagery interacts with ad messaging’s regulatory focus to determine the effectiveness of donation appeals. We predict and show that ads that combine a happy victim image with a promotion-focused message uniquely increase donation intentions. We demonstrate that this occurs because the combination of promotion-focused messaging, which makes gain goals salient, and a happy victim image, which signals gains are occurring, increases consumers’ perceived response efficacy. Four studies test the interaction of victim imagery and regulatory focus showing the predicted effect. We also test the mediating role of perceived response efficacy and rule out several alternative explanations. …

An Examination Of The Progressive And Regressive Factors That Business Owners Consider When Choosing Whether Or Not To Implement An Exit Strategy, David C. Pickard

USF Tampa Graduate Theses and Dissertations

This purpose of this dissertation is to examine the progressive and regressive factors that affect a small business owner’s decision to implement an exit strategy. An exit strategy can be defined as an entrepreneur's strategic plan to sell his or her investment in a company he or she has controlling interest in. An exit strategy gives a business owner a way to reduce or eliminate his or her stake in the business and, if the business is successful, make a substantial profit. Exiting a business is a complicated process which includes among other things, the evaluation, preparation, marketing, and ultimate …

The Relationship Between Ambient Lighting Color And Hotel Bar Customer Purchase Behavior And Satisfaction, Kunal Shah

USF Tampa Graduate Theses and Dissertations

Increasingly competitive markets lead brand managers to search for new methods to improve customer satisfaction, increase revenue, and promote customer loyalty. Sensory marketing has the potential to meet those objectives. Sensory marketing programs are designed to engage consumers’ senses and affect perceptions, judgments, and behaviors. Ambient light color is an environmental variable with the potential to influence the customer experience in lodging industry sensory marketing programs. Contrast theory and disconfirmation of expectations served as the theoretical framework for this study. The purpose of this quantitative comparative study was to examine the relationships between ambient light color, consumer spending, and perceptions …

The Impact Of Digital Marketing Decisions On Market Outcomes In Residential Real Estate, Denise Hunter Gravatt

USF Tampa Graduate Theses and Dissertations

In the competitive and fast-paced industry of residential real estate, digital marketing strategies must effectively meet the information needs and demands of the industry’s three key stakeholders: buyers, sellers, and agents. Digital house hunting is the predominant search strategy for prospective homebuyers who scour the Internet looking for homes to purchase. Property sellers and real estate professionals, whose shared end-goal is to transact a successful sale, must discern which digital marketing choices are optimal for marketing for-sale properties online in the digital channels where buyers are searching.

A 2008 settlement agreement between the Department of Justice and the National Association …

2018-November-15-David P. Atkins As Dean Of University Libraries, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-November-15-Lactation Suite, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-November-15-Millennium Center, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-November-15-New Employees, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-November-15-Notable Women, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-November-15-Retirees, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-November-15-Sane Grant, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-November-15-Dr. Dana Harrison, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-November-15-Dual Enrollment Partnership, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Nov. 15, 2018) – Building on strong histories of providing quality educational opportunities, East Tennessee State University and the Niswonger Foundation are partnering to provide online dual enrollment opportunities for high school students in East Tennessee and beyond. Through Niswonger Online, students can earn both high school and college credit at ETSU with application and qualifying course fees waived as part of memorandum of understanding between the two entities.

With this new partnership, which is aimed to support the state of Tennessee’s “Drive to ‘55” initiative, ETSU, through Niswonger Online, will provide an extensive inventory of college courses …

2018-November-15-Iper, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-November-15-Archives Anniversary, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-November-15-Yi-Yang Chen, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-November-15-Tema Stauffer, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-November-14-Leading Voices Lecture, University Marketing And Communication, East Tennessee State University

ETSU News

NOTE: This event has been postponed. Rescheduled lecture to be announced spring 2019. 

JOHNSON CITY (Nov. 14, 2018) – Dr. Daniel Martinez Garcia, a pediatric advisor for Doctors Without Borders, will speak at East Tennessee State University on Tuesday, Nov. 27, at 6 p.m. in The James and Nellie Brinkley Center ballroom.

In addition to his role in the Medical Department of Médecins Sans Frontières (MSF), or Doctors Without Borders, in Geneva, Switzerland, Garcia is a core member of the organization’s International Pediatric Working Group and a clinical coordinator for the Telemedicine platform. He grew up in both France and …

Place-Brand Stereotypes: Does Stereotype-Consistent Messaging Matter?, Brittney C. Bauer, Clark D. Johnson, Nitish Singh

School of Business: Faculty Publications and Other Works

Purpose: This research seeks to address an overarching question: Does matching consumer place-brand associations with stereotype-consistent messaging affect consumer perceptions of an advertisement?

Methodology: This paper presents two experiments that examine participants’ differing evaluations of advertisements under various experimental conditions. Study 1 examines the match of place-brand warmth vs. competence stereotypes and the use of symbolic vs. utilitarian advertising messaging for both new foreign and domestic brands. Study 2 examines this match for global brands.

Findings: The research reveals that stereotype-consistent messaging increases the perceived fit between the advertisement and the brand for new foreign brands, but not for new …

2018-November-8-Physical Therapy Open House, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Nov. 8, 2018) – An open house and ribbon-cutting ceremony for the newly renovated facilities of East Tennessee State University’s Department of Physical Therapy will be held Wednesday, Nov. 14, from 3-5 p.m. on the second floor of building 2 at the Quillen Veterans Affairs Medical Center campus at Mountain Home.

The Department of Physical Therapy is part of the College of Clinical and Rehabilitative Health Sciences in ETSU’s Academic Health Sciences Center.

The open house will provide opportunities for members of the campus community and the public to tour the department’s facilities, enjoy light refreshments and chat …

2018-November-8-Board Of Trustees November Meeting, University Marketing And Communication, East Tennessee State University

ETSU News

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JOHNSON CITY (Nov. 8, 2018)  – The quarterly meeting of East Tennessee State University’s Board of Trustees scheduled for Friday, Nov. 16 has been moved to The James and Nellie Brinkley Center.

The meeting of the full Board of Trustees will take place in room 120 beginning at 1 p.m.

Committee meetings will also take place at The James and Nellie Brinkley Center in rooms 115 and 125 at the following times:

• Academic and Student Affairs – 9 a.m.
• Finance and Administration – 9 a.m.
• Audit – 10:45 a.m.

When they become available, the agendas and accompanying materials for …

2018-November-8-Yi-Yang Chen Embassy Series, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Nov. 8, 2018) – Yi-Yang Chen, assistant professor of piano and music theory in the East Tennessee State University Department of Music, has been invited by the embassy of Taiwan to perform at the Arts Club of Washington, D.C., on Nov. 15 as part of the Embassy Series.

The Arts Club of Washington is located at the Cleveland Abbe House.  The club draws much of its character and tradition from its home, the center of which is an historic Federal-era mansion that once served as the residence of James Monroe and, for a time, as his official presidential …

2018-November-8-Chamber Concert, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Nov. 8, 2018) – A concert of “Masterworks for Chamber Orchestra” will be presented by the East Tennessee State University Chamber Orchestra and Chamber Orchestra on Friday, Nov. 16.

This concert, directed by Dr. David Kováč, assistant professor of violin and viola in the ETSU Department of Music, will begin at 7:30 p.m. at Munsey Memorial United Methodist Church, 201 E. Market St.

Admission is free, and donations will be accepted. For more information, call the Department of Music at 423-439-4276 or email [email protected].  For disability accommodations, call the ETSU Office of Disability Services at 423-439-8346.Media …

Of Expectations And Experiences: 
The Moderating Effect Of Valenced Expectations On Enjoyment Of A Positive Vs. Negative Experience, Molly C. Mcgehee

Shared Knowledge Conference

Some extant literature argues that expectations drive enjoyment of experiences, while other literature argues that expectations only comparatively influence enjoyment. The current work addresses this discrepancy and demonstrates that while positive expectations do result in favorable enjoyment of experiences, negative expectations result in the comparative process suggested by others.

2018-November-7-Community Of Scholars, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Nov. 7, 2018) – A new forum has been created at East Tennessee State University to disseminate information from the research community to interested faculty and the Tri-Cities community. The first “Community of Scholars” presentation will be held on Friday, Nov. 16.

Dr. Jonathan Moorman, professor of medicine and section chief for Infectious Diseases at the Quillen Veterans Affairs Medical Center, will discuss “Translational Research in HIV/AIDS” from 9-9:45 a.m. in The James and Nellie Brinkley Center, followed by a question-and-answer session. Then, seed grant recipients from ETSU’s Center of Excellence in Inflammation, Infectious Diseases and Immunity will …

2018-November-7-Aascu Board Of Directors, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Nov. 7, 2018) – Dr. Brian Noland, president of East Tennessee State University, has been elected to the board of directors for the American Association of State Colleges and Universities (AASCU).

The AASCU, based in Washington, D.C., is a higher education association of 400 public colleges, universities and systems whose members share a learning- and teaching-centered culture, a historic commitment to underserved student populations, and a dedication to research and creativity that advances their regions’ economic progress and cultural development. The association also advocates for effective public policy at the federal level and provides both federal and state …

2018-November-7-Lactation Suite Reopens, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Nov. 7, 2018) – ETSU’s Lactation Suite has reopened in room 481 of the Sherrod Library, offering a private and comfortable place for mothers on campus to breastfeed or pump.

Previously located in the D.P. Culp University Center, currently closed for renovation, the Lactation Suite features a comfortable chair with a footstool, blanket, television, soft lamp lighting, electrical outlets and other amenities.

It is available to student, faculty and staff mothers by ID card access on a first come, first served basis.  An “in use” sign is on the door to indicate whether the room is occupied.

For …