Marketing Commons^™

Changing The Current Perception Of Affordable Housing In Worcester, Simone Mcguinness, William Roberts, Vaske Gjino, Tong Zhou, Mengxin Ma, Sarawadee Sonpuak

School of Professional Studies

One of Worcester Interfaith’s goals is to eradicate the stigma of affordable housing in Worcester. Currently, the perception of affordable housing is of an image of unkept and old residences filled with destitute citizens who cannot afford basic needs to live in a city, let alone housing. This image is perpetuated by media, stigma, and a lack of education of the true reality of affordable housing and who its recipients are. Affordable housing-qualified citizens represent a range of educations, professions, age, race, and income levels. Affordable housing units, too, represent a variety of homes, many of which are extremely well-kept …

Selling Childhood: How The Middle Class Used Children In The Anti-Tuberculosis Movement (1930s-1940s), Hannah Fisher

Senior Theses

During the anti-tuberculosis movement of the 1930s and 1940s, children were chosen as focal points, with their roles shaped by society’s changing view of childhood, the emergence of the middle class, and the socioeconomic and political climate. Children were used by middle-class reformers as conduits through which to disseminate information and enact controls on the working class. Health education in schools had two main goals: (1) for educated children to become educated adults, and (2) for educated children to transform the behaviors of adults around them. Although researchers have studied middle-class interventions into children’s health, few have analyzed the role …

Beyond The Castle: An Analysis Of The Strategic Implications Of Disney+, Jordan Sturgill

Undergraduate Honors Theses

The Walt Disney Company has been incomparably successful in a wide array of product and experience markets. In the fall of 2019, Disney will launch a new branded streaming service, Disney+. This research will examine and analyze, by means of SWOT and PEST analyses, the marketing strategy and managerial implications for Disney+ as well as the internal and external conditions facing the company that may affect, either directly or indirectly, the platform’s success.

Two Essays On The Effect Of Power Distance Belief On Consumers’ Decision Making In The Retailing Context, Han Ma

Marketing Dissertations - Archive

Power distance belief (PDB) refers to the extent to which individuals expect and accept inequality and hierarchy. Recently studies have revealed that PDB impacts numerous aspects of consumer-related behaviors, such as impulsive buying, price-quality judgment, status consumption, and charitable behaviors. This dissertation aims to advance our knowledge of the effect of PDB on various consumer behaviors in the context of retailing. Specifically, Essay 1 explores the relationship between PDB and variety-seeking behavior. Using six studies with different operationalizations of PDB and variety seeking, I found the consistent result that high PDB consumers have a higher preference for the variety seeking …

Better, Busier, Or Stressed Out? Exploring Social Media-Induced Technostress In A Sales Context, Hayam Qasem Alnakhli

Marketing Dissertations - Archive

In this dissertation the "salesperson-technology environment interaction model" is deployed to explore the stress experienced by salespeople while using social media for work. Even though social media has numerous benefits for salespeople, an increasing number of salespeople perceive technology use as a source of stress, (i.e., technostress). Since such technostress can decrease employees' well-being (Tarafdar et al., 2015), it is important to understand what creates it. Drawing on the transaction based-model of stress (Lazarus, 1984) this dissertation investigates the direct effect of social media technology use as an antecedent of technostress, examines the stress imposed by the use of social …

2019-May-Etsu Bill Gatton College Of Pharmacy Celebrates Th Graduating Class, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – As the Class of 2019 at East Tennessee State University Bill Gatton College of Pharmacy received their doctoral hoods, they officially became part of the 10^th graduating class and an important milestone for the college.

The commencement and hooding ceremony was held on Friday, May 3, in ETSU’s Brooks Gymnasium, where 76 pharmacy students walked across the stage.

“This marks a momentous occasion for our college that, 14 years ago, was founded by the community to fulfill a pharmacist shortage in our region,” said Dr. Debbie Byrd, dean of Gatton College of Pharmacy.

In 2004, a …

2019-May-Uh Alumni Accepted To Quillen College Of Medicine, University School, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Congratulations to three of our UH Alumni who have been accepted to Quillen College of Medicine's Class of 2023!

Haley Bradshaw, UH Class of 2015, graduated from the honors program at ETSU in May of this year, with degrees in Chemistry and Foreign Languages. She has a calling to become a physician specializing in pediatric cardiology and treat children with heart problems.

Mollee Rose Cohee, UH Class of 2015, graduated from University of Alabama, after studying Pre-med.

Westley Ongtengco, UH Class of 2014, graduated from East Tennessee State University, after studying Health Sciences.

So proud of Bucs!

2019-May-01-Chen: American Prize Honors, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

How To Create Your Online Ecommerce Store, Jamalia Henry

Honor’s College Freeman Research Journal

Toni Sorenson once said, "Weight loss doesn't begin with a dumb bell; it starts in your head with a decision." Starting a business begins with an idea but the decision is up to the person to bring it to reality. My thesis will discuss the beginning of a new journey in my life that I used as a route to create sustainable wealth; an outcome that transformed into a passion and business venture. In addition, discussing strategies and skills that will help one become an entrepreneur who may be in need of guidance.

"How to Start an Online Business" will …

"Can I Work With Your Group?" Assessing Preferences Among The Washington University In St. Louis Undergraduate Community Towards International Students In Classroom Group Formation, Marisa Ippolito, Aneesha Bandarpalle, Hank Michalski

Senior Honors Papers / Undergraduate Theses

Group formation is an integral component of the contemporary higher education experience. This begs the question of how students form groups: which aspects are most important, and what determines people’s preferences for group members. Specific incidents have indicated that some students, particularly international students, are not sure if they will be welcome when asking to join a class group. In this study, undergraduate business students were surveyed to understand their preferences when selecting group members, using conjoint analysis to analyze the results. Overall, (i) results show that the most important factor for people’s preferences is if a potential group member …

2019-Ap District Honor Roll - Washington County Schools, University School, East Tennessee State University, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2019-May-University School Receives Certificate Of Accreditation, University School, East Tennessee State University, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

You Might Just Surprise Yourself: When Will Consumers Purchase A Surprise Product As A Self-Gift?, Kelly Morrow

Business/Business Administration

Consumers are becoming increasingly self-oriented in their purchase and consumption behaviors. Self-gifts have proliferated on the market, especially self-gifts that contain an element of surprise, which can be seen with the rise in popularity of subscription boxes. Surprise has been found to enhance the function of self-gifts, but it can also result in post-purchase regret if the surprise did not meet consumer expectations. Typically, individuals consume self-gifts as forms of indulgences, rewards, and as mood-regulatory devices. Based on these findings, this paper examines the relationship between three mood conditions (positive, neutral, and negative) and consumers’ likeliness to purchase a surprise …

Creating Sustainable Brands: How The Green 4 Ps Influence Consumers' Attitudes Toward Brands, Julia Dipersio

Renée Crown University Honors Thesis Projects - All

I study the important brand-building relationship between consumer characteristics and the green 4 Ps that has been neglected in the literature: how the green marketing mix can work simultaneously to influence a consumer’s attitude toward a green brand with the goal of understanding how a green brand image is created. This study considers Information Integration Theory and Social Judgment Theory to assess how attitudes can be formed through the green 4 Ps. I collected data through a Qualtrics online survey from 185 respondents. Subsequent regression analyses in SPSS revealed certain strong relationships between select consumer characteristics and a positive attitudinal …

Emotional Bonds With Technology: The Impact Of Customer Readiness On Upgrade Intention, Brand Loyalty, And Affective Commitment Through Mediation Impact Of Customer Value, Atieh Poushneh, Arturo Z. Vasquez-Parraga

Marketing Faculty Publications

Drawing upon the Theory of Consumption Value, this empirical study developed a readiness-value model and examined the direct effect of customer readiness on customer value types and the mediation impact of perceived emotional and functional value toward products being used in the relationship between customer readiness and customers’ upgrade intention, customers’ loyalty intention toward the brands they are currently using and customers’ affective commitment toward their current service providers. Surveys obtained from 174 adult respondents were analyzed, and they show that customer readiness directly and significantly impacts all types of value: emotional, functional, social, monetary and epistemic. Perceived emotional value …

Cross Cultural Comparison Of Factors Driving Luxury Consumption, Claire Williams

Apparel Merchandising and Product Development Undergraduate Honors Theses

The global luxury market continued to grow to $313-318 billion in 2018 and the market is estimated to reach about $442 billion in sales by 2025 (Arienti, Levato, Kamel, & Montgolfier, 2018). Despite the rapid growth of the luxury market, factors influencing consumers’ perceptions and purchase intentions toward luxury brands remain under investigated. Researchers found consumers rely on extrinsic attributes such as country of origin (CoO) when purchasing luxury products. The mixed results of CoO effect in prior studies yield a need for further research. Therefore, the purpose of this study is to examine the effects of CoO and the …

Securing The Corporate Sustainability Advantage, Havovi Joshi

Asian Management Insights

The UN Global Compact is the largest sustainable business initiative in the world, with more than 70 local chapters that work with close to 10,000 companies, large and small, across the world. With 3,000 stakeholders, we are a true multi-stakeholder initiative. We were founded 19 years back by former UN Secretary-General, Kofi Annan, with a view to giving the organisation a human face. So Mr. Annan put forward Ten Principles relating to UN conventions—spanning human rights, labour, environment and anti-corruption. These principles constitute the foundation of what we think of as corporate sustainability, and all companies that join the UN …

Profit People And Planet, Havovi Joshi

Asian Management Insights

On behalf of the Editorial Board of Asian Management Insights, its authors and readers, I would like to thank our outgoing Editor-in-Chief, Dr Philip Zerrillo, who founded the magazine and invested signifi cant efforts to advance its profi le these past five years.

An Examination Of The Perception, Role And Impact Of Student-Led Clubs And Organizations On Student Development, Engagement And Success: A Small-Sample Study Of Extreme Users And Extreme Non-Users Using Service Innovation Methods, Bailey Coppedge

Honors Theses

The purpose of this study was, first, to research what involvement in student-led clubs and organizations (SLCOs) contributes to student development, engagement, and success. Second, to understand the perceptions that students at the University of Tennessee-Chattanooga have about SLCOs and their impact on the students’ development, engagement, and success. I posed three research questions: 1) What is the perception of SLCOs from the perspective of both uninvolved students and extremely involved students? 2) What drives students to become engaged in SLCOs? 3) What impact does involvement in SLCOs have on students’ development and success? My goal in conducting this research …

A Proposal And Potential Use-Case For The Transition From Gig City To Smart City, Andrew Cox

Honors Theses

Over the past decade, smart city concepts have been gaining attention from scholars, practitioners, and policy-makers in both developed and developing nations. A recent proliferation of publications has involved a multitude of disciplines, but have focused almost entirely on the potential for smart cities to change the way cities are managed, operated, and planned. However, there has been little published on the tangible benefits of a specific smart city initiative, nor many use-case studies following smart city initiatives. This paper aims to propose a transition from Gig City to smart city via technological advancement in the form of ICT to …

2019-May-Ucda Design Conference To Be Held At Etsu May 20-21.Pdf, College Of Arts And Sciences, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

The UCDA Design Education collobrative is a national summit that is designed for educators, chairs, and students, which continues an ongoing community specifically for graphic design educators with many opportunities for professional participation and development. The event will focus on the complexities of working with a community to solve design problems that address their needs and is seeking community collaborative projects that highlight successes, failures, best practices, and new models/conventions of working together in the classroom.

The design conference will be held in the Department of Art & Design at Ball Hall Monday, May 20 and Tuesday, May 21 from …

2019-May-Us News And World Report Ranks University School 9th Best High School In Tennessee, University School, East Tennessee State University, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2019-May-01-18- Undergraduate Research Competition, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2019-May-01-Aca Credential Courses, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Thinging : Powerful Objects., Tammy M. Burke

Electronic Theses and Dissertations

The works in "Thinging” are inspired by desire, the genuine and the false, systems of real and perceived values, the quest for immortality, the allure of things, our use of them to make ourselves, and imagining pasts and futures via objects. The following concepts are threaded through the work: cathexis, ritual as a value builder, collections, hoarding, display, object history, exchange, use, and sign values, and vibrant materiality. At the heart of my investigation is the quest to examine the origins of object power, and by what measures it can be evaluated: value from belief, market value, and something perhaps …

Meaningful Consumption: A Eudaimonic Perspective On The Consumer Pursuit Of Happiness And Well-Being, Aditya Gupta

College of Business: Dissertations, Theses, and Student Research

Prior research indicates that consumers often pursue happiness through the market and that their purchase choices can vary depending on how they define happiness. However, while prior research has tended to use a hedonic lens to frame happiness in terms of pleasure, the current investigation is one of the first to use a eudaimonic lens to frame happiness in terms of personal meaning or meaningfulness. The central goal of this dissertation, therefore, is to arrive at a stronger understanding of eudaimonic consumption. In this regard, findings from six experimental studies reveal that eudaimonic consumption differs from hedonic consumption on a …

The Evolution Of The Marketing And Branding Strategies For The National Parks, Blake Smith

Electronic Theses and Dissertations

Since the first national park Yellowstone was established, people from across the world have come to visit the natural wonders that our national parks have to offer. While much empirical research has been conducted concerning the marketing and branding strategies of non-profit organizations, government agencies, and tourism destinations; not much has been conducted on national parks. This research seeks to understand how our national parks have marketed and branded themselves over time and determine how marketing and branding will play a role in the development and conservation of the parks. This research was conducted utilizing in- depth methods such as …

Fashion Merchandising: An Augmented Reality, Naeha A. Sayed

Dissertations, Theses, and Capstone Projects

There is a continuous and constant transformation in the field of Augmented Reality (AR), both in the Retail, and the Manufacturing sector. It has started to influence everything from fashion runway shows to online shopping. Consumers dynamics have shifted in the fashion industry, the ways becoming more dominant than the old observant ones- the simple buying experience no longer satisfies them. Due to the emergence of the new digital platforms and technological enhancements, the consumers are looking for more- be it a more exciting buying experience or more user interaction or more enhanced products. This technological change starts with the …

Consumers’ Reactions To Multiple Instances Of Negative Publicity: The Role Of Publicity Domain Similarity, Berna Basar

Dissertations, Theses, and Capstone Projects

Although it is very typical for consumers to be exposed to multiple instances of negative publicity about a brand, existing research has focused on consumers’ reactions to one-time negative publicity instances. Given the important role of self-brand connection in consumers’ reactions to negative brand-related information, the current study investigates how consumers with different self-brand connection levels react to multiple instances of negative publicity in a single domain versus across different domains. Specifically, I suggest that consumers with high self-brand connection might be defense motivated, which in return, might result in justification of one-time instances unless consistency in behavior is signaled. …

Empirical Investigation Of Digital Strategies In Online Retail, Yong Chin Tan

Dissertations and Theses Collection (Open Access)

This dissertation examines digital strategies used by online retailers to engage customers and increase sales. The first essay investigates the impact of offering incentives to recapture lost sales from abandoned online shopping carts (i.e., customers adding items to their carts, but leaving without purchasing). Collaborating with an online fashion retailer, I conducted a randomized field experiment by manipulating the presence of incentives in recovery interventions. Findings reveal that incentives facilitate purchase conversion, but responsiveness to the incentives differs across various customer and cart characteristics.

In the second essay, I explore how retailers can leverage Augmented Reality (AR), a technology that …