Marketing Commons^™

2018-March-13-Spring Yard Sale, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-March-09-Dr. Joan Maloof, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-March-08-Alfresco Dining, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-March-08-Re-Generation: A Johnson City Story Slam, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-March-08-Posters At The Capitol, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-March-07-Addy Awards, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-March-07-Amanda Kilhenny, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-March-07-Spring Open House, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-March-07-Under Construction, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-March-06-Sevierville Workshops, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-March-06-Real World 101, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-March-05-On A 'Quest', University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-March-05-Sga Spring Concert, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-March-05-Quillen Summer Camp, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-March-02-Record Collection, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

G3 Facebook Campaign, Virginia Rose Lee

Agricultural Education and Communication

G3 Enterprises, started by the third generation of the Gallo family, provides packing and supply chain services within the wine industry. The transportation department focuses and specializes in transporting wine grapes from vineyards to the wineries for Gallo and external companies. In some ways, marketing a service as business-to-business can be more complex than marketing a business-to-consumer product according to B2B International (Hague, Harrison, 2017). Therefore, G3 needs to branch out of its traditional marketing and keep up with current trends by creating a greater social media presence. If G3 Transportation can successfully showcase its trucking service through social media, …

Malene Wines: The Beginning Of A Brand, Tyler Menane

Agricultural Education and Communication

Malene Wines is the most recently developing brand under the Crimson Wine Group. Currently, the brand is being produced and managed under Chamisal Vineyards. Malene Wines started off with one brand of rosé wine, that has only been available for purchase in the Chamisal tasting room or wholesale. This has caused confusion for the consumer in differentiating the two brands. To help begin the separation of the two brands, Malene Wines has recently received a modified Airstream trailer to serve as a mobile tasting room.

Whereas Chamisal Vineyards is a brand focused on Chardonnay and Pinot Noir with small production …

Business Students' Personal Branding: An Empirical Investigation, Lee Allison, Philip J. Boutin, Kevin J. Cumiskey

EKU Faculty and Staff Scholarship

Personal branding is the process by which an individual actively tries to manage others’ impression of their skills, abilities and experiences (Johnson, 2017). It is the marketing of oneself to society (Lair, Sullivan, & Cheney, 2005; Peters, 1997; Shepherd, 2005). While the current job market is touted as being the best in years, employment opportunities for business aspirants in the U.S. economy changed little from 2017 to 2016 when comparing a United States Department of Labor annual report (“United States Department of Labor,” 2018). This suggests that new business graduates continue to face the harsh reality of a challenging environment …

More Than Music: A Case Study On The Marketing Of Outside Lands Music Festival, Emily Haworth

Recreation, Parks, and Tourism Administration

The evolution of marketing has shown a general progression towards experiential and digital marketing, and away from traditional marketing. Digital and experiential marketing are at the forefront of many company’s marketing strategies due to their ability to form lasting brand relationships with consumers. The purpose of this study was to examine the marketing techniques of the Outside Lands Music Festival and their draw on millennials. Research for this study was gathered using a case study guide established by the researcher, which highlighted the past experiential and digital marketing efforts of Outside Lands and their sponsors. The results of this study …

New Product Launch – Syngenta, Kendra C. Legge

Agricultural Education and Communication

Launching any type of new product poses a risk of failure. To ensure success, it is important to know the audience to which a company is launching a product. In Joshua Grossnickle’s book The Handbook of Online Marketing Research: Knowing Your Customer Using the Net he writes, “It's the first rule of business: Know your customer.” It is significant to not only know what makes up an effective product launch, but what the target customers believe make an effective product launch. The chemical company Syngenta is about to launch a new insecticide “Minecto Pro.” Direct feedback from customers about this …

Sexual Harassment: What Utahns Need To Know, Robbyn T. Scribner, Susan R. Madsen, Amber Thackeray

Marketing and Strategy Faculty Publications

Although workplace sexual harassment has likely been around since the conception of workplaces, and sexual harassment has been illegal in the U.S. for decades, it is safe to say that the issue has never received as much attention as it has since the autumn of 2017. High-profile instances of sexual harassment in visible industries such as entertainment, politics, the media, and the nation’s largest businesses have put this issue at the forefront of our national conversations surrounding gender and the workplace. The #metoo stories, shared by millions of women worldwide indicating that they had also experienced sexual harassment or sexual …

Living In A Gender-Binary World: Implications For A Revised Model Of Consumer Vulnerability, Kim Mckeage, Elizabeth Crosby, Terri Rittenburg

School of Business All Faculty Scholarship

Baker, Gentry, and Rittenburg’s (2005) model of consumer vulnerability outlines the personal, social, and structural characteristics that frame consumers’ experiences of vulnerability in the marketplace. Later applications and enhancements have expanded consumer vulnerability theory. While the theory has been applied in numerous settings, to date it has not been used to examine the ways that gender identity may intersect with market factors to produce vulnerability. Application in this setting also allows for the integration of various model enhancements, and the examination of vulnerability using a more complete formulation of the theory. Based on in-depth qualitative interviews and collages, along with …

2018-March-Art And Design Student And Alum To Exhibit Work At Wcu.Pdf, College Of Arts And Sciences, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Congratulations to student Lizzy Rees and alum Marie Porterfield Barry for being included in EXTRA Millennial Art Exhibit at Western Carolina University. EXTRA is a celebration of artwork created by a complex and introspective generation of artists. The exhibit will be on display at the Bardo Arts Center and will run from March 22 - April 6, 2018.

For more information on the exhibit please follow this link: http://www.chelseadobertkehn.com/extra

2018-March-Art For Change - Call For Entries.Pdf, College Of Arts And Sciences, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Art for Change work must be made by ETSU students or alumni. Call for submissions is open to all media and no theme, but inspired by the concept of 'Art for Change'. The selected works for purchase will be displayed on ETSU campus. Price must be listed for possible purchase award, maximum of $400.00 is preferable. Bring actual work to room 213 Ball Hall from March 23 - April 6, 2018, with completed entry forms and label the actual art work.

Please click on this link to download the entry form: Art for Change

2018-March-01-Ally Wells, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-March-01-Boone Dam Tour, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-March-01-University Health Center, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-March-Ceramics Professor Lindsay Rogers To Give Talk For Women's. Gender, And Sexuality Studies.Pdf, College Of Arts And Sciences, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Art & Design Ceramics professor Lindsay Rogers will be giving a talk on Wednesday, March 28, 2018 for the Women's Studies lecture series Women on Wednesdays. Rogers topic is Pottery, Food, and the Labor of Making Objects. The lecture will begin at 12:00pm in the Multicultural Center Presentation Room located in the DP Culp Center on the ETSU campus.

For more information on the lecture series please follow this link: [email protected]

Consumers As Legitimating Agents: How Consumer-Citizens Challenge Marketer Legitimacy On Social Media, Ella Lillqvist, Johanna K. Moisander, A. Fuat Firat

Marketing Faculty Publications

Previous research has shown that consumers increasingly challenge the legitimacy of marketers and unsolicited marketing communication in online contexts. Based on a qualitative study, this article examines how and for what reasons consumers challenge marketer legitimacy—the perceived appropriateness of marketers and their activities—in the empirical context of Reddit, a popular social news and community website. The study suggests that consumers challenge or accept marketer legitimacy in online communities based on particular, community and situation specific, legitimacy criteria that reflect and reproduce the values and norms of the community. In doing so, it is argued, consumers play a role as …

A Simple Procedure To Correct For Attenuation Of Anova Statistics In Decision Sciences Research, Srinivas Durvasula, Manoj K. Malhotra, Subhash C. Sharma

Marketing Faculty Research and Publications

Studies in the field of Decision Sciences that employ multi-item rating scales to measure latent constructs have predominantly used ANOVA rather than Means and Covariance Structure Analysis (MACS) in order to investigate group mean differences. However, traditional statistics in ANOVA (e.g., t and F) attenuate when dealing with imperfect measures, which in turn potentially leads to incorrect interpretation of results in the form of accepting the false null hypothesis and/or underestimating the true effect size. To address this issue, we describe in this paper a new but simple procedure to disattenuate the ANOVA-based statistics for measurement error. Using previously published …