Marketing Commons^™

Employee-Based Brand Equity And Word-Of-Mouth Product Referrals., Kristy Grayson, Mee-Shew Cheung

AMTP Proceedings 2019

While the benefits of employee-based brand equity (EBBE) drive value to an organization, employees are often an over-looked asset in the overall marketing mix. Word of mouth (WOM) communications is one of the oldest and most trustworthy sources of advertising, yet little is known about the factors that influence employees to share WOM product referrals with their social network. Through a Grounded Theory approach, data suggests that employees who exhibit higher levels of EBBE behavior share product referrals within their social circle. Also, employees explore their personal and social identity while evaluating a referral decision. Further, they consider relationship and …

Peer Evaluations For Extended Group Projects For A Sales Management Course, Joseph Chapman, Russell G. Wahlers

AMTP Proceedings 2019

This paper presents an evaluation process that has work well for two extended group projects in a sales management course. Students help develop the peer evaluation instrument, submit several peer evaluations over the course of each project, and are required to fill out each form completely and submit the forms on assigned due dates. Students lose points on their individual project scores for not following the evaluation process guidelines.

Does Media Mirror Reality? A Content Analysis Of Family Portrayal In Children's Advertising And Programming, Elise Johansen Harvey

AMTP Proceedings 2019

The purpose of this paper is to demonstrate the extent to which the portrayal of family in children's advertising and programming reflects changes in family structure in the U.S. Just as realistic representations of gender roles in advertising and the media have slowly become more common as gender roles have changed in society, so too should realistic representations of families become more mainstream in advertising and the media as the definition of family changes in society. The issue is especially important in the realm of children's advertising given children’s extensive television viewing. Children’s high exposure to media and advertising exposes …

An Investigation Into How The Modes Of Persuasion And Valence Affect Perceptions Of Online Reviews, Clinton Amos, Skyler King, Anthony Allred

AMTP Proceedings 2019

Consumers ubiquitously rely on assessments provided by strangers when seeking knowledge or making consumption decisions. Whether buying a car or a toaster, or choosing a restaurant, most consumers would feel lost if they attempted to make these decisions without first seeking verification via an online review. Despite the importance of online reviews in consumers’ daily lives, research on the effectiveness of online reviews is still in elementary stages and questions remain regarding how online review content style affects consumer judgments. Correspondingly, little is known about how message construction (e.g., rhetorical strategies) affects consumer judgments. Using an experimental design, this paper …

2019-Spring Dates For Shadowing Program Announced, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Considering a career in pharmacy? Experience firsthand the impact pharmacists make every single day on patients. ETSU Gatton College of Pharmacy offers college students opportunities throughout the year to shadow clinical, inpatient, and emergency medicine pharmacists at Johnson City Medical Center. The experiences are from 8:30-11:30 a.m. on the dates listed below for Spring 2019.

On Tuesday: April 2, April 16, and May 7.

On Wednesdays: April 3, April 17, and May 8.

After completing this experience, or if encountering scheduling conflicts with the JCMC program, students are able to schedule one-on-one shadowing opportunities in ambulatory care, inpatient, specialty, and …

Higher Education, Robert Ping

Marketing Faculty Publications

Research on Higher Education, including promotion and tenure, and the possibility of reusing one's data for a second paper to help reduce the "time between papers." (Perhaps surprisingly, some editors do not object to reusing data, as long as new theory is being tested.) This Higher Education web page has been substantially revised and updated in its "The Jr. Faculty Corner" section. For example, the suggestions there for Revising and Resubmitting a paper and sample "Responses to the Reviewers" have been heavily edited for clarity and, utility.

(Buyer-Seller) Relationship Termination, Robert Ping

Marketing Faculty Publications

Research on responses to (business, e.g., buyer-seller) relationship problems: Relationship Exiting, Voice, Loyalty, Relationship Neglect, Opportunism, and their antecedents.

Latent Variable Interactions And Quadratics, Robert Ping

Marketing Faculty Publications

Research on interactions (XZ) and quadratics (XX) in theoretical model (hypothesis) tests using structural equation analysis (LISREL, EQS, AMOS, SIMPLIS, etc.) and real-world data. Topics include XZ and XX reliability and validity. In theory tests these are important because low reliability/validity in XZ or XX may mean that a significant interaction or quadratic will be NS or of opposite sign in its next model test. Other topics include estimating categorical (nominal) variables, and improving measures that are in serious trouble--ones with low Average Variance Extracted (AVE), or unacceptable model-to-data fit (i.e., only a 3-indicator specification fits the data, etc.)

Are They Even Following Us?: Using Market Research Data To Understand Students’ Social Media Preferences, Mark Aaron Polger, Dan Sich

Publications and Research

The purpose of this paper is the exploration of students’ preferred social media (SM) tools for receiving information about their academic library. The authors administered a questionnaire at their prospective institutions: the College of Staten Island (CSI), City University of New York, USA and the University of Western Ontario (UWO) in London, Ontario, Canada. The authors examine students’ preferences for various SM tools, and analyzed the types of information students expect from the library’s SM accounts. The authors argue that the library’s SM postings should be curated based on market research that provides a better understanding of the target audience.

A Platform Approach In Solution Business: How Platform Openness Can Be Used To Control Solution Networks., Ruiqi Wei, Susi Geiger, Roisin Vize

Articles

This paper explores how customer solution providers leverage digital platform architectures and particularly platform openness to exert control over complex organizational networks. A multiple case-study approach studies three companies with digital platforms that orchestrate solution networks in the LED and ICT industries. Our findings show that the features of product modules (core or peripheral), service modules (relationship intensity and customization), and knowledge modules (explicit, tacit and codified) have differential influence on the levels of platform openness. By managing platform openness of different subsystems accordingly, the solution providers can achieve different control benefits, including ensuring module quality, increasing offering variety, reducing …

The Moderation Effect Of Social Factors On Marketing Factors In Consumer Research, Xiaochuang Wu, Helen Chen, Xiaohong Li

Articles

Consumer research tends to isolate the impact of marketing and social factors. Little has been done to include both. This paper aimed to find out what would happen when these two sets of factors are included. Two models were built in this paper, Model I with the marketing factors only and Model II with both the marketing and social factors. Data was collected in Ireland among more than 1473 transition year students in a personal survey regarding their willingness to learn Chinese. Data were analysed by using structural equation modelling (SEM). Results showed the two social variables, acculturation and intergenerational …

Using Drawings To Understand Perceptions Of Civic Engagement Across Disciplines: ‘Seeing Is Understanding’, Sharon Feeney, John Hogan

Articles

In this article, we wish to investigate if disciplinary differences exist among students when considering the topic of civic engagement. We use freehand drawing to create a learning environment in the classroom wherein students can seek to develop meaningful associations with civic engagement. The drawings examined here, produced by three different class groups, provide insights into how young adults perceive their society and their place in it, and thus communicate their understanding of civic engagement. Freehand drawing, in bypassing cognitive verbal processing routes, leads students to produce clearer and more holistic images. It allows them to put into visuals a …

The Same But Different: Understanding Entrepreneurial Behaviour In Disadvantaged Communities, Thomas M. Cooney, Michelle Licciardi

Books/Book Chapters

While entrepreneurship is widely viewed as being equally accessible in all contexts, it could be questioned if potential or nascent entrepreneurs from minority and disadvantaged communities experience entrepreneurship in a similar manner to the mainstream population. This chapter examines immigrant, people with disability, youth, gay and unemployed communities to explore how their entrepreneurial behaviour might differ from the practices of mainstream entrepreneurs. What emerges is that marginalised communities can frequently find it difficult to divorce business from social living. This can have both positive and negative connotations for an entrepreneur, plus they face additional and distinctive challenges that mainstream entrepreneurs …

Globalization Tropes In Films: A Focus On Crazy Rich Asians, Nikhilesh Dholakia, Deniz Atik

Marketing Faculty Publications

Learning from and encouraged by the impacts of film film-based windows into globalization phenomena, in this issue of MGDR, we have focused on the film Crazy Rich Asians. In the popular press, the movie has been hailed as a major cultural point of departure for Hollywood as well as panned as just an Asian Asian-themed romantic comedy that celebrates the super-rich of Asia. The buzz around this movie does, however, indicate a slight bend in the curve of the geopolitics of the globalization discourse – and hence our decision to feature a number of academically insightful reviews of this movie …

2019-Etsu Welcomes New Pharmacy Residents, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY— East Tennessee State University Bill Gatton College of Pharmacy welcomes several new residents who will be furthering their postgraduate pharmacy training in various practice settings over the next year.

Gatton alum Dr. Tucker Ensley (’19), of Asheville, North Carolina, was matched with the Postgraduate Year 1 (PGY1) Community-Based Pharmacy Residency, a program created in partnership with Boone Drug and Healthcare in Boone, North Carolina. The program is designed to prepare community-based pharmacists as leaders and innovators through unique practice experiences, with the goal of elevating pharmacy practice and overall healthcare both in the region and nationally.   

“I …

2019-Continuing Education Opportunities 2019-2020, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Save the date for our upcoming slate of 2019-20 continuing education opportunities offered at ETSU Bill Gatton College of Pharmacy, available live in person and remote. Learn more.

2019-Student Research Awards, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Two students at East Tennessee State University Bill Gatton College of Pharmacy recently earned national research awards.

Yaa Anane (’20), from Arlington, Texas, was one of eight students across the nation who were selected as Student and Trainee Abstract Award winners by the 2019 Annual Meeting of the American College of Clinical Pharmacology (ACCP). As a Student Award Winner, she will be presented with a $1,000 honorarium and a complimentary registration to attend the ACCP Annual Meeting. Also, she will be provided with up to $500 in travel reimbursement. 

Her faculty research advisor is Dr. Sam …

2019-January-Uh Alumni Rosie Mcveigh Featured On Etsu Webpage Spotlight, University School, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

UH Alumni Rosie McVeigh, Class of 2014, is currently featured on the ETSU Webpage, Spotlight Section. View complete article on ETSU Website

Meet Rosie McVeigh

Rosie McVeigh, a native of Tennessee’s oldest town, Jonesborough, took a year and a half off between graduating from University School, located on the ETSU campus, and beginning her studies at ETSU.  During that time, she traveled to Nicaragua, lived in Miami and worked as a model.  Now a senior anthropology major with minors in both culture and health, and Spanish, McVeigh puts her academic interests to work in her hometown at the Ardinna Woods …

2019-Faculty Member Andrew Scott Ross To Exhibit Work In Asheville.Pdf, College Of Arts And Sciences, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Andrew Scott Ross, Assistant Professor of Drawing and Foundations Coordinator has been chosen to be part of the "Appalachia Now!" exhibition in Asheville, North Carolina. The exhibit situates artists within a regional and national dialogue that spans time and socio-economic status. Whether works are bio-bibliographical, or address larger, universal themes, this cross-disciplinary exhibition invites visitors to participate in the individual experiences that make this part of the world so unique.The work explores the amalgamation of tradition and present-day perspectives extant in contemporary artistic representations of life in this region.

The exhibit will take place Summer 2019. For more information …

2019-January-Bfa Alum Jonathan Adams Presenter At Conference In Memphis Tennessee.Pdf, College Of Arts And Sciences, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

BFA alum Jonathan Adams has been chosen as one of the Young Arts Patrons for the 2019 Young Collectors Contemporary Talks, Masterclasses, and Forums. The group consists of some of the top up and coming changemakers in the arts community. Presenters include artists, curators, community activists, entrepreneurs, and arts writers that are leading the way in how we conceptualize, and interact with the arts around us.

Adams graduated with his BFA in studio art in 2016. He is currently attending Rutgers University pursuing his MFA degree.  

For mor einformation on the Young Arts Patrons for this year, please follow this …

2019-2019 Appalachian Student Research Forum, Department Of Geosciences, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Call for abstracts - The Appalachian Student Research Forum is a regional competition in which participants from universities and colleges across the Appalachian region present their research in a formal, juried setting. Oral and poster presentations of original research from all disciplines are accepted. Deadline: March 12, 2019
For registration details and to submit your abstract, visit: 

With Regard To Programmatic Advertising, Are Lewis' Findings On Cultural Dimensions Still Valid For Millennials In The 21st Century?, Robert Niemi

Senior Honors Theses and Projects

This bachelor thesis discusses new forms of advertising with respect to cultural communication. Specifically, it analyzes whether the Lewis Model of Cross-Cultural Communication needs to be updated with regard to programmatic advertising and millennials in the 21st century. In order to do so, a survey among internationals in various countries from different cultures was conducted to gather information. The survey consisted of 24 different questions on the participant's cultural background and their perception of programmatic advertising. Finally, this paper had to conclude that there was not sufficient evidence present in the survey to actually update the Lewis Model of Cross-Cultural …

Digitally Engaged Consumers: A Multi-Level Perspective Of Higher Education Actors And Their Technology Readiness, Treasa Karney, Roisin Vize, Taeshik Gong

Conference papers

Advances in digital technology and innovation have fundamentally changed the way Higher Education (HE) communities, interact, consume and co-create value (Freberg and Merle 2016; Neier and Zayer 2015). However, differences have persisted between the potential of technology enabled learning and the less consistent realities of technology use within university learning and teaching (Henderson et al. 2015). Therefore, a key aim of this research is to examine how technology readiness of students influences their interaction, engagements, and value co-creation with staff. Through applying the lens of value co-creation, i.e. where value is co-created among actors through their active role of engagement, …

Entrepreneurship Book Of Vietnamese Cases, Thomas M. Cooney, Vũ Thế Dũng, Trần Hoàng Hải, Vũ Văn Thiệu, Lê Hà Như Thảo, Huỳnh Thị Kim Hà, Tạ Hùng Anh, Đinh Nguyễn Khánh Phương, Huỳnh Minh Nhựt

Books/Book Chapters

This publication ‘Entrepreneurship Book of Vietnamese Cases’ is part of the ‘Supporting Entrepreneurial Development in ICT in Vietnamese HEIs – ICTentr’ project, an initiative which aims to support the national goals of Vietnam to modernise higher education systems and improve skills in ICT through capacity development. The overall objective of this project is to provide ICT students with an entrepreneurial mindset, soft skills and a professional attitude when graduating from the university. The activities are targeted both to students and teachers involved in enhancing innovation. The project is coordinated by the University of Turku (UTU), Finland. The consortium is also …

A Comparative Analysis Of The Attitudes Of Rural And Urban Consumers Towards Cultured Meat, Elaine Shaw, Máirtín Mac Con Iomaire

Articles

Purpose – The purpose of this paper is to perform a comparative analysis on the attitudes of rural and urban Irish consumers towards cultured meat.

Design/methodology/approach – A mixed methods exploratory sequential design was used. This involved collecting qualitative data first, through group interviews, and using the results of these to design the questionnaires for the quantitative data collection, which was analysed using SPSS 24.0 ®.

Findings – Urban consumers were more receptive towards cultured meat and more concerned about the environmental impact of current meat production practices. Rural consumers were more concerned about the possible damaging effect cultured meat …

A Study On The Commercial Promotion Mode Of Contemporary Young Artists In China Taking Art Nova 100 As An Example, Han Le

MA Theses

Nowadays, young artists have increasingly become a significant part of the art market in China since there has been a recent emergence of China's art market. Therefore, their personal growth and development would greatly impact the future of art market. With the support of relevant economic and political policies from the government, China has initiated many innovative characterized business modes of cultivating young artists. By looking at Art Nova 100, a quite typical art project of recent years in China, this paper firstly deals with the actual living situation of contemporary young Chinese artist together with considerations for specific historical …

Ua1c8/1 Athletics Logos/Symbols Photos, Wku Archives

WKU Archives Collection Inventories

Images of logos and symbols of WKU athletics, all sports as well as Ogden College.

Factors Influencing Consumer Wine Choice: The Case Of Wine Tourism, Margaret Connolly

Books/Book Chapters

This research was undertaken to examine the relationship between the wine tourism activities of consumers and their subsequent wine choices. Exploratory research was undertaken giving specific attention to wine tourism, first, as a factor of influence on decision-making, second, on levels of consumer involvement and third on long-term consumer loyalty. A convenience sample of 12 wine consumers in Dublin participated in the study. Semi-structured in-depth interviews were used to gather the qualitative data used. The findings clearly establish links made by consumers between their wine tourism experiences and their subsequent wine purchase preferences. The findings highlight the importance of facilitating …

Brands Take A Stand For Good: The Effect Of Brand Activism On Social Media Engagement, Alexis A. Gray

Honors Theses and Capstones

Brands are entering an era where brand activism and corporate social responsibility strategies are holding a large influence on consumer purchase decision making, rather than the traditional brand product marketing. A major distribution outlet for the rising brand activism strategy is through social media, where users can directly interact with brands and other users surrounding major issues. Higher engagement with such activism campaigns suggests more consumer support for the brand, leading to higher sales performance potential. This study examines the influence of brand activism campaign qualities on social media engagement, specifically on the Twitter platform. Tweets for 8 different brands …

The Facts Behind Gmo Food, Wenbin Liu

Honors Theses and Capstones

No abstract provided.