Marketing Commons^™

Come Together: Inclusive Leadership And Public Relations Education, Heather Paige Preston

Antioch University Dissertations & Theses

Multiple voices from educational and professional arenas have called for change in the way in which public relations undergraduates are prepared to navigate complex communication challenges in the 21st century. Some scholars have advanced leadership as a way to address this change, identifying the undergraduate public relations curriculum as the ideal place to introduce future practitioners to leadership as a way to better prepare them to initiate and participate in positive social change in complex contexts. However, scholars have neither made in-depth connections with leadership theory and practice, nor provided a framework for designing a curriculum for incorporating leadership into …

Cross-Docking: A Proven Ltl Technique To Help Suppliers Minimize Products' Unit Costs Delivered To The Final Customers, Vahid Ghomi

Electronic Theses and Dissertations

This study aims at proposing a decision-support tool to reduce the total supply chain costs (TSCC) consisting of two separate and independent objective functions including total transportation costs (TTC) and total cross-docking operating cost (TCDC). The full-truckload (FT) transportation mode is assumed to handle supplier→customer product transportation; otherwise, a cross-docking terminal as an intermediate transshipment node is hired to handle the less-than-truckload (LTL) product transportation between the suppliers and customers. TTC model helps minimize the total transportation costs by maximization of the number of FT transportation and reduction of the total number of LTL. TCDC model tries to minimize total …

The Role Of Brand Love: Application Of The Hierarchy Of Effects Model, Dooyoung Choi, Tae-Im Han

STEMPS Faculty Publications

Understanding the attributes that build consumer loyalty is particularly critical to fashion companies due to the prevalence of alternatives in the market with low switching costs. The significance of this study is extending the knowledge on the role of brand love using the hierarchy of effects model in the context of fashion consumer behaviors. A questionnaire in which participants provided self-reported responses was created to measure the constructs. A two-step approach, a measurement and a structural model was used for the statistical analysis. The results indicated that consumers who know more about the fashion brands are more likely to have …

Women's Golf Has A Virtual Opportunity, Kelly Price-Rhea

ETSU Faculty Works

Dr. Kelly Price looks at the ways new technology like augmented and virtual reality can help boost the coverage and popularity of women's golf.

Does Golf Have A Pink Problem?, Kelly Price-Rhea

ETSU Faculty Works

I love my pink glove. My last bag was pink. I am glad I had the pink option when I purchased these items. But the question remains, why must golf continue to place such deep division within many of its product lines which continues to fuel the gendering (and arguably sexism) of golf?

Bigger Than Golf – Lpga Branding And The ‘Drive On’ Marketing Strategy, Kelly Price-Rhea

ETSU Faculty Works

With the LPGA's 'Drive On' campaign, Dr. Kelly Price says "the brand of the LPGA is alive and well"... but it hasn't always been that way.

From Dreaming To Believing: A Review Of Consumer Engagement Behaviours With Brands’ Social Media Content Across The Holiday Travel Process, Dean Creevey, Etain Kidney, Glenn Mehta

Articles

This paper reviews social media user engagement behaviours with brands and proposes a new stage within the travel process. Specifically, the pre-trip stage is examined and investigation into a two sub-stage split is proposed; pre-purchase and post-purchase. Dubbed the Believing phase, this paper calls for research into the patterns of engagement behaviour towards hotel brands’ content at this currently under-researched stage. Current social media-focussed research examines influence on purchasing decisions of users, social media usage on-site, and post-trip evaluation. There remains a conceptual gap highlighting the behavioural patterns of users during the period between initial purchase and subsequent departure.

Top 10 Nafta Non-Tire Rubber Company Mapping, Lucas Ingalls

Williams Honors College, Honors Research Projects

I will be completing thorough research on the top 10 rubber companies in NAFTA that are non-tire manufacturers. I will format this data to show all their locations, what the location does, if they buy rubber and how much, if they buy from HEXPOL Compounding, and who their purchasing manager is. This will be completed for HEXPOL Compounding, an international custom rubber mixer with 16 locations in North America and growing. I will use internal software systems through HEXPOL Compounding to collect already known data, find information on the companies' websites, speak with HEXPOL Compounding's customer service representatives and business …

Strategic Opportunities In Rental Companies And Ridesharing, Julia Baumann, Danay Kmatz, Noaa Lanotte, Zachary Murray, Jonathan Weaver

Williams Honors College, Honors Research Projects

Given the future of mobility, the increase in online shopping, and the ease of ridesharing, companies need to adapt their network to one that uniquely utilizes their resources to cater to these dramatic changes. The task in this case was to re-image Goodyear’s dealer network and find possible ways to use their excess space to help establish themselves in the future of mobility. The team conducted secondary research on three main topics: retail versus online shopping, Goodyear’s services compared to services needed by Uber and Lyft drivers, and information regarding the current and future status of ridesharing.

An Analysis Of Millennial Attitudes Towards Car Servicing, Colwell S. Shupe, Jill M. Synek, Erin M. Chips, Eric A. Van Meter

Williams Honors College, Honors Research Projects

When our team originally began our project, we initially held the assumption that millennials do not care about car ownership or driving. As our secondary research progressed, we found that millennials do indeed care about automobiles, but limited research existed as to any underlying issues regarding car maintenance and service. We addressed this issue in our primary research and found that millennials experience anxiety as they do not know much about car maintenance. Our recommendations were targeted towards easing both the surface anxiety and addressing the underlying issues as well as helping prepare Goodyear for future trends that may arise.

Consumer Tradeoffs In Material And Experiential Purchases, Ganga Urumutta Hewage

Electronic Theses and Dissertations

Material and experiential purchases have gained much attention in psychology and consumer behavior alike (Carter and Gilovich 2010; Nicolao, Irwin, and Goodman 2009; Rosenzweig and Gilovich 2012; Tully, Hershfield, and Meyvis 2015). In three essays, I examine the theoretical and practical implications of consumer tradeoffs in this domain. In the first essay, I explore how regulatory focus influences the tradeoffs between material and experiential purchases. Results of five laboratory studies and two field studies (using Instagram and Google Trends data) suggest that, as the regulatory focus shifts from prevention to promotion, there is a higher likelihood of choosing experiential purchases …

Time For A Marketing Curriculum Overhaul: Developing A Digital-First Approach, Andrew Rohm, Julian Saint Clair

Marketing & Business Law Faculty Works

Academic programs and educators face numerous challenges related to teaching digital marketing. Today, the world of marketing is digital and marketing programs have struggled to maintain pace with the changes influencing marketing practice. The authors describe the M-School program at Loyola Marymount University, a program developed to address this challenge by placing digital marketing at the center of the curriculum. Through experiential learning and project-based learning, M-School courses expose students to real-life challenges involving ways in which companies and organizations generate consumer awareness, demand, and value given the significant digital shifts taking place in technology and consumer behavior. The authors …

Subsistence Marketplaces: Challenges And Opportunities, Madhu Viswanathan

Marketing & Business Law Faculty Works

This introductory article is a biennial exercise to reflect on the stream of subsistence marketplaces as a prelude to the special section on this topic following the Sixth Subsistence Marketplaces Conference in 2016. The call for papers was not restricted to conference presentations. At the end of the review process, the special section contained four articles spanning a diverse set of topics. The authors provide an overview of the subsistence marketplaces stream and a background of the conference series. This is followed by a brief introduction to the special issue. They then discuss the what, how, and why for past …

Implementation Of Social Innovations In Subsistence Marketplaces: A Facilitated Institutional Change Process Model, Madhu Viswanathan

Marketing & Business Law Faculty Works

Implementation of social innovations in subsistence marketplaces often fails as a result of not bringing about institutional change. In this article, we study the process through which social enterprises facilitate local communities in effecting the process of institutional change as they introduce social innovations. Analyzing rich ethnographic data from 19 social enterprises, we develop the process of “facilitated institutional work” for implementing social innovation. We present a process model for implementing social innovation with four distinct stages involving social enterprises—(1) legitimating themselves within local communities, (2) disrupting aspects of the local institutional environment, (3) helping re-envision institutional norms or practices, …

Sherwin-Williams Research Report, Chase Edwards, Krista Mathis, Savannah Frase, Madeline Connolly, Charles Howe

Williams Honors College, Honors Research Projects

The overall purpose of this research is to gather information from a variety of different sources regarding recruitment and retention strategies. After gathering this information, the findings will be applied to The Sherwin-Williams Company in order to provide them with strategies on how to increase both retention and recruitment efforts in their organization. While there is no universal secret to better recruitment, the findings may transfer to a variety of different solutions.

The study was designed to cover a variety of different generations that companies can pull from. Primarily, baby boomer, generation X, and generation Y were taken into account. …

Strategic Recommendations For Sherwin Williams, Alysha Blanchard, Cara Crookston, Jacob Kaut, Lucas Colantoni, Lillyanne Sweitzer

Williams Honors College, Honors Research Projects

Our project objective was to provide Sherwin Williams with a comprehensive and well researched recommendation to aid recruitment efforts for their Management Trainee Program, as well as increase employee retention. Our team’s primary research was centered around benchmarking Sherwin Williams’ business related practices with those of similar retail companies and employees. Specifically, the research was focused on company culture, training and support, employee referrals, and treatment of part-time employees of the different organizations. To complete the benchmarking effectively, our team created two variations of a survey design to capture the necessary feedback and data. After analyzing our primary research and …

The Effect Of Behavioral Traits And Background On Engineering Students’ Decision-Making Process Compared To Business Students, Joe Scott

Williams Honors College, Honors Research Projects

This paper looks to narrow down the reasons that students undertake new credentials, specifically in sales fields. With a focus on character traits and upbringing, the goal is to ensure that there is a better understanding of the reasons that people undertake these credentials. The different benefits of credentials will be analyzed to determine the most influential reason that people would be willing to move forward. The combination of these factors will be used to provide recommendations of the best way to reach and influence the decision of the engineering students.

Consumer Perceptions Of Brand Mention In Magazines By Level Of Involvement, Charles J. Quigley, Sharmin Attaran, Elaine M. Notarantonio

Marketing Department Faculty Journal Articles

Consumer perceptions of different methods of information delivery in magazines were studied. Three information delivery methods (advertisements, advertorials, editorials) and two types of consumer products (high involvement, low involvement) were used to evaluate reader perceptions of selling intent, source credibility, and purchase intention. Significant differences between high and low involvement products and between editorials, advertorials, and advertisements in perceived selling intent, perceived credibility, and purchase intention were found. Gender and prior knowledge of the product were also significant. Implications for marketers and policy-makers are also discussed

Global Mindset Strategies For Increasing Hotels' Performance, Robert A. Donato

Walden Dissertations and Doctoral Studies

Between 2010 and 2014 there was a 25% increase in international visitors to the United States, which signifies an opportunity for leaders and managers with a global mindset to take advantage of the opportunities derived from globalization to increase competitive advantage. However, some organizations have not prepared executives and managers to operate in a global environment, which can lead to business failure. The purpose of this multicase study was to gain an understanding of what global mindset strategies hotel executives developed to increase competitive advantage. The target population consisted of the general managers, directors of sales, and directors of catering …

Earnings Response Coefficient As A Determinant Of Dividend Policy: Testing Free Cash Flow Theory On Non-Financial Dividend Paying Firms In The Pakistan Stock Exchange, Hamid Ullah, Anjum Ihsan

Business Review

This study tests Jensen’s free cash flow theory which states that managers overinvest retained earnings in negative NPV projects. A data set of 238 firms listed on the Pakistan Stock Exchange for the period 1999 to 2016 is used. The results of the panel regression model show a significant positive association of the earnings response coefficient and dividend payout ratio, which supports the free cash flow theory in listed Pakistani firms. Moreover, the imposition of the capital gains tax and the financial crisis has further strengthened the positive relationship between ERC and dividend payout ratio.

Innovation Vs Privacy, Jessica Gallucci

Honors College Theses

No abstract provided.

Funding A Feature: Creating A Film Business Plan, Jordan C. Hunt

Senior Honors Theses

Every film, from the smallest indie to the biggest studio blockbuster, must be funded, and all investors who finance a movie expect that the movie will give them a return on their investment. In order to seek funding, many filmmakers create a business plan to present to potential investors. Beginning with the film industry as a whole, this paper will define a specific target audience and distribution plan for one film in order to create a business plan. The film, titled Intertwined, is an independent low budget family drama that will primarily raise funds through equity investors. This is …

Shame And Guilt: The Good, The Bad, And The Ugly, Raika Sadeghein

Graduate Theses, Dissertations, and Problem Reports (ETD)

In the past few decades, we have witnessed a growing body of literature on emotions in the consumer behavior domain. Emotions are defined as “mental states of readiness that arise from appraisals of events or one’s own thoughts” (Bagozzi, Gopinath, & Nyer, 1999, p. 184). Marketers have examined the role of emotions as stimuli, mediators, moderators, and responses to the environment. The broad topic of emotions includes subtopics such as impact of emotions on consumption, attitudes, and behavioral intentions, emotional responses to market stimuli, and the impact of emotions on cognition. However, although the study of emotions is pivotal to …

Evaluation Of A Marketing Strategy Based On The Concept Of Virtual Energy Audit, Goutham Kumar Reddy Challa

Graduate Theses, Dissertations, and Problem Reports (ETD)

With the growing world population and efforts to bring better energy access to the people, energy needs of the world are expected to grow in the coming years. Given the limited availability of non-renewable resources, there has been a mounting consensus among the users and the stakeholders to utilize the available energy in the most efficient way by implementing various methods like use of advanced technologies, source reduction, behavioral changes, etc. Energy efficiency in general is considered as a win-win scenario for all the users and/or stakeholders involved as it not only lowers the base load for power generating companies, …

Twenty Questions About Design Behavior For Sustainability, Michal Strahilevitz, Additional Author(S)

School of Economics and Business Administration Faculty Works

No abstract provided.

The Contributors, Marites Tiongco

DLSU Business & Economics Review

No abstract provided.

Are Filipino Smokers More Sensitive To Cigarette Prices Due To The Sin Tax Reform Law?: A Difference-In-Difference Analysis, Myrna S. Austria, Jesson A. Pagaduan

DLSU Business & Economics Review

Employing a two-part estimation model using the Family Income Expenditure Survey before (2009) and after (2015) the tax reform, our study assessed the impact of the Philippine Sin Tax Reform Act (2012) on cigarette consumption and the responsiveness of cigarette consumption to price changes. The results are consistent with existing studies that cigarette consumption is price inelastic. The demand, however, has become less inelastic in the Philippines over the period 2009 to 2015, indicating a more responsive cigarette demand to price increases. Of the total effect of cigarette price increase on demand, the decrease in consumption by smokers (smoking intensity) …

The Role Of Fiscal Policy In A Natural Disaster-Prone Economy, Dickson Lim

DLSU Business & Economics Review

Theoretical work done on the macroeconomic impact of natural disasters has neglected the role of fiscal policy in stabilizing other sectors of the economy. Although inclusion of a public sector with a fiscal authority in macroeconomic models is common in the literature, most of these models assume that government expenditures are unproductive in that they do not accrue to anyone but the government. In reality, for a model that incorporates natural disaster and foreign aid, having a productive fiscal authority that produces public goods and services, as well as infrastructure, is necessary to capture the real effects of foreign aid …

Deep Habits And Taxes: A Simulation Study, Lawrence B. Dacuycuy

DLSU Business & Economics Review

Using a calibrated dynamic model that embeds endogenous fiscal policy tools, this note provides simulation evidence on the effectiveness of tax and fiscal spending policies in determining key macroeconomic outcomes. The model was chosen because newly imposed taxes in the Philippines have affected the prices of consumption varieties and plausibly because of deep habits, the pricing policies of firms have become dynamic. Building upon the seminal model of Ravn, Schmitt-Grohe, and Uribe (2006), this note shows that preference structures do have a key role to play in determining the response of private consumption to endogenous fiscal policy. Results show that …

Can Government Bond Replace Rational Bubbles? The Empirical Investigation On Singapore And Thailand, Athakrit Thepmongkol, Pichet Kaytanyaluk

DLSU Business & Economics Review

This paper aims to test the theoretical policy implication on rational bubbles. Many works, including Caballero and Krishnamurthy (2006), Kocherlakota (2009), and Martin and Ventura (2011), suggested that government bonds can rule out rational bubbles. We constructed our own bubble index using the Fourier transformation technique and, as a result, found the empirical support of the theory in the case of Singapore, but not in the case of Thailand. For the case of Singapore, the credibility in an ability to collect tax and the appropriate yield of government bonds are keys to the effectiveness of such the anti-bubble policy. Moreover, …