Marketing Commons^™

Are Customer Reward Programs Really Rewarding?, Michael Mccall, Dave Mcmahon

AMTP Proceedings 2019

The concept of a customer loyalty program can be traced back over 300 years when merchants would give customers wooden coins in return for their patronage. Two points are clear: Customer reward loyalty programs are prevalent and costly aspects of most hospitality firms’ marketing strategy. From an academic viewpoint our understanding of the theoretical drivers of these programs is muddled and confused. That is, despite many years of existence there is scant research suggesting the underlying theoretical logic of a program. In this paper, we briefly review the current reward program landscape suggesting that the overwhelming presence of reward programs …

Digital Tipping Intimidation At The Counter, Jennifer Bechkoff

AMTP Proceedings 2019

Although tipping for counter service at fast casual restaurants/cafes is not expected etiquette, it seems to be headed in the direction of becoming a social norm as tip jars next to registers are now a common sighting. However, as cash becomes less prevalent of a payment method, businesses are turning to mobile digital point of sale (POS) technologies with preset tipping options for customers. Oftentimes, businesses using digital POS systems will utilize touch-based tablets for sales that the counter staff can swing around for customers to add tips and sign with their fingers. If there are other customers standing behind …

Role Of Sponsor-Selection In Marketing Communications Of New Local Hallmark Events: A Perspective Of Image Transfer, Jerred Jungi Wang, James J. Zhang

AMTP Proceedings 2019

With the rapid growth of sport popularity throughout the world, developing local hallmark events have become an emerging trend in many urban and suburban communities. Yet, the underdeveloped brand equity of new events makes marketing communications challenging. Built upon the balance theory, the schema theory, and the elaboration likelihood model, this study was designed to examine the image transfer from the sponsor-end to the event-end in the context of new local hallmark events while considering potential moderating effects of image fit (IF) and sport identification (SID) in this process.

The balance theory suggests that to achieve the cognitive consistency, people …

Understanding And Measuring Esports Online Spectator Motivation: Development Of A Scale, Tyreal Yizhou Qian, James J. Zhang

AMTP Proceedings 2019

The esports industry has found itself at a critical stage in the quest for continuous growth and sustainable development, facing both tremendous opportunities and challenges. For achieving enhanced revenue generation and consumer retention, understanding esports as a spectator entertainment is essential for the inchoate yet burgeoning industry, especially in an online environment through which a majority of fans follow the competitive scene of esports. In this investigation, two studies were conducted to understand the dimensions and develop a measure of esports online spectator motivation. Integrating Sloan’s sport motivation theories (Sloan, 1989; Zhang et al., 2003) and the uses and gratification …

How Customer Engagement And Customer Participation Translate Across High-Involvement Purchases (Like Higher Education), Wendy Gillis, Douglas Johansen, Shiri D. Vivek

AMTP Proceedings 2019

Previous research suggested that customer participation resulted in greater customer satisfaction for the service provider. Specifically, earlier research differentiated Service Customer Engagement (CE) from Service Customer Participation (CP), where the former was ideation and the latter was practical application/execution. In other words, CE was more psychological, where customers think, feel, and trust. Conversely, CP was more behavioral, or physical, where customers act and do.

The point of this research is to translate previous learning to other high-involvement purchases. Research indicates that services high in credence, high contact, as well as high-involvement (Sharma and Patterson 1999) seem to be particularly relevant …

Diversity In Emerging Markets: The Case Of Latin American & The Caribbean, Neleen S. Leslie, Celia Mckoy, Everett Hyatt

AMTP Proceedings 2019

Latin America and the Caribbean encompasses over 40 countries in Central America, South America, and the Caribbean. Cultural influences in this region include Africa, the native groups, India, as well as the former colonizers from Europe - the British, Spanish, French, Dutch, and Portuguese, making it one of the most diverse markets in the world. Country populations within the region are also varied and range from as small as St. Kitts & Nevis with a population of only 52,175 to as large as Brazil with a population of 207,353,391, according to the CIA World Factbook (2017).

Despite lower incomes, the …

Customer Service In The It/Social Media Marketing Era: Reverting To A Zero-Sum Game, Jon Martin

AMTP Proceedings 2019

During the past 10-15 years marketers and consumers have increasingly pondered and discussed if customer service has improved or declined. During this time we’ve experienced the great marketing power of IT and social media but have also heard and/or shared many “horror stories” of poor customer service in a changing marketplace. Which is true? Has customer service declined, improved, and/or merely changed? The answer is simply, “YES - all of the above”. However, the key challenge, for both consumers and marketers, is not so much a “yea vs. nay” determination, but to better examine the what, why, and how of …

The Role Of Brand Personality In Setting Expectations For Engagement On Social Media, Joanne T. Cao, Jamye Foster, Gallayanee Yaoyuneyong

AMTP Proceedings 2019

In recent years, business has leapt on to the social media marketing bandwagon. However, many have learned that social media marketing is not equally beneficial for all brands, and that there is a difference between aiming for more followers versus aiming for more engagement and deeper relationships. Recently, the shift has been toward engagement as the ultimate social media goal, rather than mere followers. But just as all brands do not need to be on social media, do all brands have to aim toward high engagement? This study attempts to answer this question by considering communication based on brand personality …

The For-Profit Prison As Social Enterprise: Problems With Classification And Ethical Assessment, Karen Barbee, Stephen A. Lemay

AMTP Proceedings 2019

This article explores the problems presented to taxonomies and definitions of social enterprise by a specific kind of organization, for-profit prisons. While these organizations are often and rightly criticized for their performance, they are fundamentally social enterprises by many of the definitions and taxonomies offered in the literature. This analysis uses a naïve matrix for classifying social enterprise to outline the problems created by these ethically and socially challenged organizations.

Push And Pull Factors Influencing The Level Of Participation Of Leisure Skiing In China, Xinghua Wang, James J. Zhang

AMTP Proceedings 2019

Traditionally, winter sports have very limited accessibility and popularity in China. In addition to the growing economy in China and increased affordability by Chinese consumers, obtaining the hosting rights for the 2022 Beijing/Zhangjiakou Winter Olympic Games has brought a heightened opportunity for China to build up facilities and related infrastructures, develop and provide programs, promote interests and participation, and advance business operations of winter sports. Although more people are participating in winter sports today, especially in skiing, many of the newly constructed facilities are often operated in financial deficit and relying on governmental subsidy. Understanding the reasons that cause and …

Examining The Relationship Between Top Social Media Influencers And Corresponding Brands, Sydney Matone

Honors College Theses

No abstract provided.

“Banner Blindness” In Relation To Motivational Reactivity And Emotional Expression In Banner Advertisements, George Provotorov

Honors College Theses

No abstract provided.

Something Of Value: A Value Proposition Exercise For The Marketing Classroom, Rebecca Dingus, Alexander Milovic

Marketing Faculty Research and Publications

Gone are the days of transactional marketing, and here to stay are increased expectations for marketers to act as trusted advisors while providing value customized specifically to each customer. Accordingly, marketers must clearly identify the competitive advantage of their products or services, and they need to be sure this competitive advantage is valuable in the eyes of the customer. This paper focuses on teaching students to adopt such a perspective when developing customer-focused solutions, as well as to train them on creating an actual value proposition. An exercise is presented, with data demonstrating its effectiveness for teaching value propositions.

The Upside Of Showrooming: How Online Information Creates Positive Spill-Over For The Brick-And-Mortar Retailer, Brian I. Spaid, Bonnie O'Neill, Terence T. Ow

Marketing Faculty Research and Publications

The ubiquitous nature of mobile internet devices (i.e., smartphones and tablet computers) has led to an increase of their use within the retail environment as a shopping assistive technology. Consumers use them for a variety of shopping-related tasks, the most significant of which is researching product information. The use of these devices has clearly impacted how consumers shop, but what is not clear is how these devices affect shopper satisfaction, trust in the retailer and subsequent shopper intentions. The purpose of this paper is to better understand these relationships and extend existing research on the use of mobile internet devices …

An Investigation Into The Management Of Branding In Irish Artisan Food Businesses, Daniel David Hickey

Theses

A consumer’s lifestyle is busier now then in the past and is moving towards products that reduce preparation and cooking times (Bia, 2015). The demand for value added convenience products has created opportunity for the Artisan food sector. This has lead to the expansion of food Small Medium Enterprises (SME’s) in Ireland. There were 235 specialty food producers in Ireland in 2018, a 2.7% increase on the previous year. SME’s are growing in popularity among consumers but there is very little research been completed into Irish SME’s. A 2016 study by Kennedy and Wright identified that the area is scant …

What Supports Are Needed To Encourage And Assist Community Festivals And Events To Succeed And Grow? An Empirical Study., Helen Mcdwyer

Theses

Abstract: Communities are motivated to host festivals and events for a myriad of reasons. They generate important economic and social benefits for an area with increased visitor numbers, increased local spending and greater community cohesion. Festival and event tourism is an important segment of the overall tourism product in Ireland, particularly in an area such as Kerry where there is a heavy reliance on tourism. Many festivals and events in Kerry are organised by community and voluntary groups and yet these groups are increasingly pressurised to increase the professionality of their offering to compete for regional funding and sponsorship. Changes …

Vinyl Advertisement In The Uni Bookstore Windows, Emma Wilker

Honors Program Theses

At my initial meeting with my client representative we discussed his interest in a perforated vinyl advertisement. We met at the UNI Bookstore so I could see these windows in person. The UNI Bookstore windows are divided into sections by thick bars. There are equalsized divisions vertically while horizontally they are divided into three sections: a large middle section and smaller top and bottom sections. He envisioned perforated vinyl on the middle sections of the windows, possibly all of the north facing windows and half of the east facing ones.

How Does The Thai Stock Market Respond To Monetary And Fiscal Policy Shocks?, Suthawan Prukumpai, Yuthana Sethapramote

DLSU Business & Economics Review

This study examines the impacts of monetary and fiscal policy on the Thai stock market using the structural vector autoregressive (SVAR) model. In addition to the data on the market aggregate level, we also consider the response of stock prices at the sectoral level. The empirical results show that the Thai stock market significantly responds to both monetary policy and fiscal policy. However, monetary policy has stronger effects on both real output and stock prices than those of fiscal policy. Fiscal policy shocks affect the stock market only for the next two to three quarters. In addition, sector indices wereused …

Regulatory Changes, Board Monitoring And Earnings Management In Nigerian Financial Institutions, Ishaq Ahmed Ishaq Ahmed Mohammed, Ayoib Che-Ahmad, Mazrah Malek

DLSU Business & Economics Review

This paper explores the heterogeneity of board of directors and shareholders involvement in the audit committee in addressing the question of whether the board of directors and audit committee shareholders are effective in suppressing earnings management after the implementation of 2011 revised Code of Corporate Governance in Nigeria. The paper utilized data generated after the implementation of the new Code. It examines explicitly board effectiveness and audit committee shareholder chairman on earnings management in Nigerian financial institutions. The study utilizes a dynamic panel data model of the generalized method of moment (GMM) in analyzing the data. The empirical results suggest …

Legal Setbacks, Disbursement Sudden Stops, And Fiscal Stimulus: An Empirical Characterization Of A Recent Philippine Fiscal Experience, Lawrence B. Dacuycuy, Mariel Monica R. Sauler

DLSU Business & Economics Review

Recognizing the importance of expanding fiscal spending programs and improving disbursement rates, the Aquino administration implemented the Disbursement Acceleration Program (DAP) in 2011. Acting as a fiscal stimulus but packing a fiscal surprise, the program has reportedly succeeded in improving fiscal expenditure performance until the Supreme Court stopped it based on constitutional grounds. While there were official claims that it was effective in spurring growth, no study has been offered to investigate plausible mechanisms leading to expansions in output. This study proposes the use ofa dynamic stochastic general equilibrium (DSGE)model to stochastically simulate and compute simple fiscal multipliers to understand …

Time-Varying Weather Effects On Thai Government Bond Returns, Anya Khanthavit

DLSU Business & Economics Review

This study proposed a state-space model that allows time-varying weather effects on asset returns. It resolves the model misspecification of the unrealistic, fixed effect assumption commonly made by previous weather studies. The model was applied to examine the weather effects on Thai government bond returns from July 2, 2001, to December 30, 2015. Kalman filtering was used in the estimation. The study found that the weather effects were time-varying. They were wandering in the early sample period but disappearing in the later period. The effects were not co-integrated with the market’s inefficiency levels.

Enhancing Consumer Engagement In An Online Brand Community Via User Reputation Signals: A Multi-Method Analysis, Sara Hanson, Lan Jiang, Darren Dahl

Marketing Faculty Publications

Generating and maintaining consumers’ engagement in online brand communities is critical for marketing managers to enhance relationships and gain customer loyalty. In this research, we investigate how the type of signal used to indicate user reputation can enhance (or diminish) consumers’ community engagement. Specifically, we explore differences in perceptions of points (i.e., point accrual systems), labels (i.e., descriptive, hierarchical identification systems), and badges (i.e., descriptive, horizontally-ordered identification systems). We argue that reputation signals vary in the degree to which they can provide role clarity—the presence of user roles that deliver information about expected behaviors within a group. Across several studies, …

Society Or The Environment? Understanding How Consumers Evaluate Brand Messages About Corporate Social Responsibility Activities, Sara Hanson, Lan Jiang, Jun Ye, Nagesh Murthy

Marketing Faculty Publications

This research examines how and why consumers evaluate brand messages about corporate social responsibility (CSR) activities differently. Insights from secondary data suggest that brands may prioritize environmental activities over social activities, and vice versa, depending on the type of company. Using a field experiment and surveys, we explore whether consumers’ attitudes toward these brand decisions follow company priorities. We find that consumers perceive brands that sell goods and communicate messages about environmental sustainability activities more positively than services companies, while consumers perceive brands that provides services and communicate messages about social sustainability activities more positively than goods companies. We show …

2019-Alumni Reunion For Uh Class Of 2009, University School, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Upcoming Reunion

Class of 2009 Reunion!!!! The Class of 2009 will be having their 10-year reunion at Yee-Haw Brewing, on Saturday, May 18th, at 2:00 p.m.  Please go to the registration link below for 2009 grads and sign up for the reunion!

https://forms.gle/wwd7zHEVDkHDh9Xk8 

If you have any questions, please contact Liz Russo, [email protected] 

How Motherhood Affects Professional Golf Careers, Kelly Price-Rhea

ETSU Faculty Works

Dr. Kelly Price analyzes the evidence on how becoming a mother can impact an LPGA player's productivity, performance, and earnings.

2019-January-Alum Jill Childress Chosen As Windgate Fellow.Pdf, College Of Arts And Sciences, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

BFA alum, Jill Childress, has been awarded the Windgate Fellowship from the Center for Craft Creativity and Design. This fellowship is one of the most prestigious awards in the nation for undergraduate students focusing in craft-based media. With only 10 fellowships awarded per year, each recipient receives $15,000 in funding. Childress will be using the Windgate Fellowship award to continue her undergraduate exploration of bread/dough, baking, and its overlap with clay & ceramics. 

For more information on the artist and the fellowship please follow this link: https://www.centerforcraft.org/grants-and-fellowships/windgate-fellowship#recent-fellows

2019-August-Global Experiences, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

On a trip this summer to Uganda, Gatton’s student group, led by Dr. Susie Crowe, learned very quickly that the resource-limited country didn’t have access to the same healthcare resources that they were used to having.

“The hospitals were frequently out of medications,” said Crowe, director of experiential education. “As pharmacists, we had to make other recommendations, like changing an antibiotic to something that was available, or reallocate resources or medications.” 

While working with limited resources was a major challenge, the students soon understood how much they were learning from the experience. 

“We hold a lot of knowledge that can …

2019-Student Posters At Ashp Midyear Clinical Meeting 2019, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

The following East Tennessee State University Bill Gatton College of Pharmacy students had posters accepted at ASHP Midyear Clinical Meeting 2019:

• Danielle Casaus ('20), "Residency driven value beliefs among student pharmacists"
• Danielle Eskens ('20), "The Legionella quandary: is empiric coverage for hospital and healthcare-associated pneumonia warranted?"
• Austin Gardner ('20), "Possible drug-induced pancreatitis in a patient receiving cyclophosphamide, vincristine, and prednisone chemotherapy"
• Taylor Gregory ('20), "Pharmacogenomics guided dosing of tyrosine kinase inhibitors in a patient with renal cell carcinoma"
• Mariah Huskey ('21), "Stability of ampicillin in normal saline following refrigerated storage and 24-hour pump recirculation"
• Remonica Jackson ('21), "Comparative stability of …

2019-Notes From The Field- Emily Perez Does Appe Rotation In Infection Diseases At Jcmc, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Meet Emily Perez, who did a May 2019 APPE Rotation in Infectious Diseases with Dr. Paul Lewis at Johnson City Medical Center.

Looking back, what made you decide to pursue the rotation?

EP: Honestly, I love everything infectious disease related! I see myself working as an ID clinical pharmacist in the future, so I wanted to give myself every opportunity to learn from a specialist in a clinical setting. 

What was your favorite part of the rotation?

EP: My favorite part of the rotation was seeing all of the different activities that an ID clinical pharmacist is involved in and …

2019-Pharmacy Honor Society Announces New Members, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

The Delta Epsilon chapter of the Rho Chi Pharmacy Honor Society has announced its new members.  To be asked to join the Society, students must perform in the top 20% of their class academically.  This year’s initiates are:

From the Class of 2020: Dickerson, Lauren E. 
Koh, Doug K. 
Wallen, Christopher C. 

From the Class of 2021:
  Barnes, Bridgett A. 
Bradley, Jennifer R. 
Brumit, Jessica C. 
Huskey, Mariah A. 
Johnson, Amber J. 
Lamb, Maxwell L. 
Maloney, Rebecca M. 
Maxfield, Harley R. 
Ombasa, Juddy M. 
Wade, Parker R. 
Weaver, April M. 
Zysk, Stacey N.  

This year’s initiation ceremony is on Tuesday, …