Marketing Commons^™

How Consumers Assess Multiple Cues: The Role Of Dual Processing System On Hotel Booking Decisions, Eun Joo Kim

UNLV Theses, Dissertations, Professional Papers, and Capstones

An online travel agency (OTA) is an important channel for hotels to generate new reservations. To make booking decisions, people collect and evaluate available information. Hotels try to provide effective information to persuade customers to book their hotel deals; however, not all information is manageable by the hotels. This research evaluates the effects of information on OTA websites with an approach based on the origins of the information. Depending on the origin, multiple cues can be categorized by two types, controllable and uncontrollable cues. A controllable cue is information that hotels can maintain, whereas an uncontrollable cue is not manageable …

Arbor Day Foundation Consultation, Frances Munro, Drew Spadaro, Trevor Lockard, Mason Smalley, Leigh Hanson, Demi Van Reeuwijk

Honors Program: Senior Projects (Public)

Over the past 4 months, our team at the University of Nebraska-Lincoln Business Honors Academy has been working directly with Nebraska’s own, Arbor Day Foundation, or Arbor Day, in hopes of applying our skill sets and mindsets to solve a pressing problem Arbor Day currently faces. We have been tasked with the challenge of identifying creative, scalable, and profitable new business ventures for Arbor Day that will aid the generation of new revenue sources. With these sources of revenue, Arbor Day desires to further inspire people to plant, nurture, and celebrate trees and in turn solve some of the …

Customer Satisfaction And Its Impact On The Future Costs Of Selling, Leon Gim Lim, Kapil R. Tuli, Rajdeep Grewal

Research Collection Lee Kong Chian School Of Business

Although scholars have established that customer satisfaction affects different dimensions of firm financial performance, a managerially important but overlooked aspect is its effect on a firm’s future cost of selling (COS), that is, expenditures associated with persuading customers and providing convenience to them. Accordingly, this study presents the first empirical and theoretical examination of the impact of customer satisfaction on future COS. The authors propose that while higher customer satisfaction can lower future COS, the degree to which a firm realizes this benefit depends on its strategy and operating environment. Analyzing almost two decades of data from 128 firms, the …

Values Of Artificial Intelligence In Marketing, Yingrui Xi, Keng Siau

Research Collection School Of Computing and Information Systems

Artificial Intelligence (AI) is causing radical changes in marketing and emerging as a competent assistant supporting all areas of the marketing field. The influences and impacts AI has created in various marketing segments have aroused much interest among marketing professionals and academic scholars. Comprehensive and systematic studies on the values of AI in marketing, however, are still lacking and the existing literature fragmented. This research provides a comprehensive review of the existing literature in the relevant fields as well as a series of systematic interviews using the Value-Focused Thinking approach to understand the values of AI in marketing. This research …

The Role Of Brand Credibility And Brand Experience In Post-Consumption Outcomes Of Hotel Choice Among Malaysian Muslim Consumers, Rosli Nadzirah

Student Works (2020-2029)

This research investigates the importance of hotel attributes in examining Malaysian Muslim tourists' hotel choice. Based on the mean-end chain theory, it explores the relationship among nine constructs; hotel attributes, brand credibility, brand experience, brand attachment and post-consumption outcomes which consisted of satisfaction, revisit intention and word-of-mouth, as well as travel motivation and Islamic religiosity. A total of 474 valid and usable self-administered questionnaires were collected through purposive sampling technique. Partial Least Squares Structural Equation Modelling (PLS-SEM) approach was deployed to validate the research model and the research hypotheses. The result indicates that brand experience fully mediates the relationship between …

Thematic Atmospherics Within Small Coffee Shops: A Study, Brittany Dobill

Doctoral Dissertations and Projects

Coffee shops represent a popular form of business in today’s economy. Atmospherics represent a tool used within all types of businesses including coffee shops. Customer loyalty represents a key goal in marketing and business. Within this study, the researcher combined the topics of coffee shops, atmospherics, and customer loyalty. This study consisted of a qualitative case study exploring the impact of atmospherics within coffee shops and customer loyalty. The researcher conducted several interviews and observations during the field study. The main themes that emerged from the field study are comfortable, unique not a franchise, and reoccurring customers. Within this writing, …

A Comparative Analysis Of Marketing Strategies For The Willamette Valley Wine Region And Hunter Valley Wine Region, Anna Self

The Downtown Review: An Interdisciplinary Journal Written and Peer-Reviewed by Mandel Honors College Students at Cleveland State University

Boutique wineries located anywhere in the world struggle to compete with large wineries that can take advantage of economies of scale and produce wines at a low cost that is not feasible for boutique wineries. Because the smaller wineries cannot compete using a price advantage, they must prioritize other elements of their business and find a marketing strategy that cannot be used by large wineries. Although the Willamette Valley wine region and the Hunter Valley wine region are located on different continents, they emphasize the same strategy of personal connection with their customers and producing consistent high-quality wines to compete …

Muscling My Way To My Positive Future: Physical Exertion Of Strength And Preference For Risk, Eunice Kim Cho, Hee-Kyung Ahn

Asia Marketing Journal

Building on the growing literature on how physical bodily expressions influence psychological processes, the authors propose that exerting physical strength decreases risk perceptions and increases preference for risky options by increasing perceptions of control or agency. The present research is based on the belief of “no pain, no gain”, that when an individual exerts physical strength and effort, he believes he can be the agent in bringing about the desired outcome. Because of this automatic association between exerting physical strength and the sense of being in control of the outcome, the authors hypothesize that even in situations where the outcome …

2020-April-30-Enjoy Retirement, University Marketing And Communication, East Tennessee State University

ETSU News

Congratulations to the following members of the East Tennessee State University family who retired in April.  Thank you for your service!

Leslie Goodale Adebonojo – Professor, University Libraries

Gerri S. Brockwell – Human Resources Business Partner, Human Resources

Elaine M. Evans – Library Assistant, Medical Library Administration

Catherine A. Peeples – Director, Office of the Associate Dean for Academic Affairs

William Brady Rasnick Jr. – Associate Vice President, Facilities Management

Kimberly Waters – Grants and Contracts Manager, Finance and Administration

Published April 30, 2020, as part of the Accent email newsletter for faculty and staff.

2020-April-30-Going Places, University Marketing And Communication, East Tennessee State University

ETSU News

ETSU welcomes the following new faculty and staff to the university family:

Brittany Adams is a custodian with Facilities Management after serving as a temporary employee.

David A. Austin is a custodian with Facilities Management after serving as a temporary employee.

Carl Bates is head equipment manager in the Department of Intercollegiate Athletics. Before coming to ETSU, he was a seasonal intern with the New York Jets. He holds a bachelor’s degree from Florida State University.

Leisa R. Brown is an executive aide in Information Technology Services after serving as a switchboard operator and technical clerk. She is a graduate …

The 2008, 2012, And 2016 Summer Olympics: A Test Market Efficiency, Joshua Hutchinson

Longwood Senior Theses

Corporate sponsorship is a form of advertising in which companies commit and pay to be associated with certain events. Corporate sponsorships of an event, such as the Olympic Games, may feel the need to evaluate the returns on their investment. In order to evaluate these investments, and how they pay off, an event study has been completed. The risk-adjusted event study methodology was used to test the hypothesis that risk-adjusted return of the sponsor companies stock prices are significantly positively affected by the type of information. The event study tested the effect of the 2008 Beijing, 2012 London and 2016 …

Asia Marketing Journal Vol.22 No.1 목차

Asia Marketing Journal

No abstract provided.

Happiness From What We Have And What We Experience: Attribute Non-Alignability Increases Anticipated Satisfaction From Experiential Purchases, Minhee Kim, Hee-Kyung Ahn

Asia Marketing Journal

This research examines how processing type and alignability moderate the effect of product type on satisfaction (i.e., happiness). It is well known that there are two types of processing―deliberative and intuitive processing. Based on the previous literature that the intuitive processing is compatible with experiential purchases and the deliberative processing is fit with material purchase, the current research demonstrates that processing type moderates the effect of product type on happiness. Moreover, we hypothesize that alignability moderates the effect of product type on anticipated satisfaction. As expected, participants in the intuitive processing condition reported greater happiness from their experiential purchases than …

The Detrimental Effect Of Customer Demotion On Customer Profitability In Hierarchical Loyalty Programs, Woojung Chang

Asia Marketing Journal

Firms employing hierarchical loyalty programs (HLPs) periodically demote customers from higher to lower status level to divest from unprofitable customers and boost profitability. However, existing literature lacks objective evidence on how customer demotion affects demoted customers’ future purchase behaviors and ultimately profitability for the firm. Moreover, customers in the HLP’s higher position may respond to customer demotion differently from those in the HLP’s lower position. Drawing upon emotions and equity theories, this study quantifies how the profits that customers contribute to the firm change after customer demotion, and compares demoted customers’ behavioral reactions from top-tier with those from bottom-tier based …

Effect Of Social Norm On Consumer Demand: Multiple Constraint Approach, Sungjee Choi, Inwoo Nam, Jaehwan Kim

Asia Marketing Journal

The goal of the study is to understand the role of social norm in purchase decisions where demand is revealed in the form of multiple-discreteness. Consumers are socially engaged in various activities through the expectation from others in their community. Actions or decisions are likely to reflect this influence. This implicit or explicit social norm is revealed as the rules, regulations, and standards that are understood, shared, endorsed, and expected by group members. When consumers’ decisions are in distance from the norm, they come to face discomfort such as shame, guilt, embarrassment, and anxiety. These pressure act as a constraint …

2020-April-30- Faculty Tenurepromotion, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (April 30, 2020) – Sixty-two East Tennessee State University faculty members were promoted and 28 granted tenure by the ETSU Board of Trustees, the university’s governing body, during its recent quarterly meeting.

The following 30 faculty members attained the rank of full professor: Deborah L. Dotson, Allied Health Sciences; Wesley Buerkle, Communication and Performance; J. Michael Stoots, Community and Behavioral Health; Anthony D. Pittarese, Computing; Lori T. Meier and Ryan A. Nivens, Curriculum and Instruction; Jon L. Smith, Economics and Finance; Dean D. Isham, Engineering, Engineering Technology and Surveying; Mark …

2020-April-29-Etsu Student Earns Society Of Critical Care Medicines Star Research Award, University Marketing And Communication, East Tennessee State University

ETSU News

Star Research Achievement Award

JOHNSON CITY (April 29, 2020) – Dr. Tuqa Alkhateeb, a third-year Ph.D. student in East Tennessee State University’s Department of Biomedical Sciences, was selected as a recipient of the Star Research Achievement Award by the Society of Critical Care Medicine (SCCM). 

The Star Research Award is intended to recognize excellence in critical care research and high-quality original investigative research. Accompanying the award was the opportunity to present her research findings at the SCCM 49th Critical Care …

2020-April-29-Entering The Classroom, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – (April 29, 2020) More than 70 future teachers from East Tennessee State University are eyeing opportunities in the job market and recently had the chance to talk with principals from across the region about employment opportunities.

The Clemmer College’s Office of Educator Preparation recently held a Virtual Job Fair for the Class of 2020’s teacher candidates who graduate May 9.  Representatives from eight school districts welcomed 75 ETSU students for the event.

Students had the opportunity to indicate the school systems where they were interested working.  Each school district was assigned a Zoom breakout room, and eight …

Mpower: Thesis Project For Increased Financial Investment, Sustainability, And Growth For The Mpower: Lead Through The Creed Program, Annabella Sills

Honors Theses

MPower is a leadership and diversity conference hosted annually by the UM Student Union for incoming freshmen. I conducted a meeting with University officials including the Dean of students providing concrete evidence for why the University of Mississippi should increase financial investment for the program. Due to the outbreak of COVID-19, our scheduled stakeholder meeting had to be pushed to the fall semester as many departments are unable to collaborate on this project at this time. Therefore, this thesis paper has been adjusted accordingly. My thesis work will be used to collaborate with multiple campus departments to increase the sustainability …

2020-April-27-20 Years Of Research, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (April 27, 2020) – Dr. Scott Champney, professor emeritus in East Tennessee State University’s Quillen College of Medicine, has recently published a monograph describing 20 years of research on a novel antibiotic target.

Champney taught in ETSU’s Department of Biomedical Sciences for 31 years. His paper, “Antibiotics Targeting Bacterial Ribosomal Subunit Biogenesis,” was published as the lead article in the April 2020 issue of the Journal of Antimicrobial Chemotherapy.

The paper details Champney’s research, which provides a better understanding of how antibiotics work. Over a period of two decades, seven ETSU Ph.D. students and two master’s students worked …

Body Language And Sales, Adam Puckett

Honors College Theses

This area of research focuses on the link and association between body language and success in professional sales, and whether gestures have any relationship to perceptions of the salesperson’s ability and acumen. Utilizing collegiate sales competition videos taken from a university Sales program, the current study investigates and observes the link between nonverbal gestures, body language, and sales performance scores given by professional salespeople and sales recruiters. The results of this study hopes to suggest a relationship between gesture and perceptions of skillfulness within the sales interaction to the buyer or potential client. This, in turn, would have implications for …

Arbor Day Foundation Consultation, Drew Spadaro, Leigh Hanson, Demi Van Reeuwijk, Fran Munro, Mason Smalley, Trevor Lockard

Honors Program: Senior Projects (Public)

Over the past 4 months, our team at the University of Nebraska-Lincoln Business Honors Academy has been working directly with Nebraska’s own, Arbor Day Foundation, or Arbor Day, in hopes of applying our skill sets and mindsets to solve a pressing problem Arbor Day currently faces. We have been tasked with the challenge of identifying creative, scalable, and profitable new business ventures for Arbor Day that will aid the generation of new revenue sources. With these sources of revenue, Arbor Day desires to further inspire people to plant, nurture, and celebrate trees and in turn solve some of the world’s …

Fast Fashion, Honor, And The Value Of Overconsumption, Samuel J. Shoaff

KUCC -- Kutztown University Composition Conference

An analysis of the implications of fast fashion in a post-industrial society, with a focus on the environmental and human costs.

Elkton Motor Company - Elkton, Kentucky (Sc 3526), Manuscripts & Folklife Archives

Manuscript Collection Finding Aids

Finding aid and scan (Click on "Additional Files" below) for Manuscripts Small Collection 3526. Letter, December 1939, from Elkton Motor Company, Elkton, Kentucky, wishing the recipient a Merry Christmas and suggesting the purchase of a new 1940 Ford V-8 as a family gift. The letterhead features a car wrapped as a Christmas present.

2020-April-24-Etsu College Of Nursing Rn To Bsn Ranked Third In Tennessee, University Marketing And Communication, East Tennessee State University

ETSU News

Mary Campbell

JOHNSON CITY (April 24, 2020) – East Tennessee State University’s College of Nursing earned the No. 3 ranking in the 2020 Best Online RN to BSN Programs in Tennessee released by RegisteredNursing.org.

ETSU was the highest-ranking public university in Tennessee in the RN to BSN category.

The RN to BSN program is focused on advancing the skills and preparation of current associate degree and diploma nurses seeking a baccalaureate degree. It is one of many programs offered in the ETSU College of Nursing.

“ETSU’s RN to BSN is completely online, so it’s convenient …

2020-April-23-Etsu To Host Virtual Comedy Series With Snl Cast Members, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (April 23, 2020) – East Tennessee State University will host a Laughing Alone Together Comedy Series featuring “Saturday Night Live” cast members Mikey Day, Chloe Fineman and Kenan Thompson from April 30-May 7.

These virtual comedy events will be open to all ETSU students, faculty and staff via Zoom.

Mikey Day will be the featured comedian on Thursday, April 30, at 8 p.m. Day is in his fourth season with “Saturday Night Live” as a cast member after joining the show as a writer in the 39^th season. Day gained recognition in his first season as a …

They Don't Make Bourbon Like They Used To: Nostalgia As A Predictor Towards Attitude, Likelihood Of Consumption, And Usage Occasion In True, Retro, Heritage, And False Nostalgia Brands, Montana Mcknight

Undergraduate Distinction Papers

This study investigates the relationship of brand nostalgia, brand attitude, likelihood to purchase the brand, and usage of the brand, based upon a four-way classification of nostalgia. Using multi-group analysis, a difference between types of nostalgia for the predictiveness of brand nostalgia is found in attitude and purchase likelihood. Managerial implications and future research directions are discussed.

It Takes An (Online) Village: Adoptive Parent Identity Construction Through Blogging, Elise Johansen Harvey

AMTP Proceedings 2020

There are over 1.5 million adopted children in the U.S. Extant literature primarily examines these adopted children, not their parents, in terms of identity, coping skills, stigma, and more. We know little about how adoptive parents establish their identity as parents without going through the visual and biological transition as women who give birth do. There is a need for research on the intersection of marketplace resources and communication in the formation and confirmation of parental and family identity. We draw on consumer culture theory, which illustrates how consumer coproduce their identity, or sense of self, through market-based materials. In …

2020-April-22-University School Ranked 8th In Tennessee By Us News Magazine, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – (April 22, 2020) University School is ranked as the eighth best high school in Tennessee by U.S. News & World Report in its 2020 “Best High Schools” listing.

Located on the campus of East Tennessee State University, University School is the only school in Northeast Tennessee ranked in the top 10, and is also the highest ranked school east of Murfreesboro.

“University School has a legacy of academic excellence, and we are honored to once again be listed among the state’s best high schools in these rankings,” said Dr. Brian Partin, director of University School.  “Several factors …

2020-April-22-Etsu Education Students Offer Homework Hotline, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY –  (April 22, 2020) Future teachers in the Clemmer College at East Tennessee State University are staffing a “Homework Hotline” for school districts across the Northeast Tennessee region, from Sevierville to Mountain City.

Nearly 50 current undergraduates enrolled in one of ETSU’s teacher preparation programs have volunteered to be available to assist local K-12 students who are now learning from home as a result of the COVID-19 pandemic.

ETSU’s Dr. Karin Keith says her students are available to assist in all grade levels and subject areas, such as math, science and language areas, as well as in early …