Marketing Commons^™

Tracking School-To-Work Transition Among The Youth In The Philippines, Futoshi Yamauchi, Marites Tiongco

DLSU Business & Economics Review

This paper examines wage variations and turnovers using a unique tracking survey data of Filipino youth who were initially sampled at Grade 6. The analysis also uses mathematics and English test scores at Grade 6 to proxy for cognitive abilities. The empirical results show that returns to education and ability increase with labor market experience and occupational upgrading. The study highlights the importance of academic achievements, measured by both years of schooling completed and academic test scores, in upgrading occupations of youth to realize higher returns in the labor market, even though many youths often start with irregular and undesirable …

How To Not Disappear Completely: Using Video-Based Discussions To Enhance Student Social Presence In An Online Course, Alexander Milovic, Rebecca Dingus

Marketing Faculty Research and Publications

This paper proposes a video-based discussion learning exercise to consider in addition to the traditional online discussion board format. While the traditional written interaction between students in an online classroom is beneficial, the mass adoption of video technology, along with limitations associated with online discussion boards, led to the development of a new way to facilitate group communication using video communication technology. Utilizing the theory of social presence, we demonstrate the effectiveness of this video discussion format, allowing students to virtually "get to know" each other and collaborate in an environment that more closely resembles a traditional face-to-face classroom experience. …

Ethical Use Of Beauty In Advertising, Koca Chan

Honors Theses and Capstones

The use of beauty images in advertising has been generally deemed to be unethical in society, based on the general negative presupposition in modern western culture. The ethicalness of the display of high standards of beauty in advertisements is especially controversial and questionable in the advertising industry. Advertising watchdogs, social groups, and individuals have investigated the possibility of banning the display of high standards of beauty to be displayed in advertisings and publications. This paper argues that image advertising of high beauty standards may not be necessarily unethical in all situations. And under certain conditions, by considering and combining image(s) …

2021-Uh Alum Beka Owen Placed 2nd In Naia 5k Championship, University School, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Congratulations to our UH Class of 2018 Alum, Beka Owen, who placed 2nd in the NAIA 5k Championship! So proud of our Bucs!

2021-January-01-Taylor Maupin, University Marketing And Communication, East Tennessee State University

ETSU News

Taylor Maupin, a senior from Johnson City, is pursuing a bachelor of business administration degree with a concentration in fashion merchandising. She is slated to graduate in December 2021 and plans to stay at ETSU to earn her master’s degree in digital marketing before entering a career in fashion publishing. Maupin, who enjoys writing and research and is currently president of the Undergraduate Research and Scholars Association, enjoyed combining her interest in beauty and makeup with her love of history to participate in the 2019 Southern Conference Undergraduate Research Forum, where she presented on “Ancient Egyptian Beautification Practices: Production, Application, …

2021-January-01-Etsus 40 Under Forty Honorees, University Marketing And Communication, East Tennessee State University

ETSU News

Congratulations to three members of the ETSU community who were recently honored by The Business Journal of the Tri-Cities in the 28th annual “40 Under Forty” issue.

The ETSU honorees include (pictured from left): 

Whitney Goetz, Executive Director of ETSU’s National Alumni Association

Dr. Brooklyn Nelson, Clinical Assistant Professor, Department of Pharmacy Practice, Bill Gatton College of Pharmacy

Adam Rosenbalm, a student in ETSU’s Roan Scholars Program

Click here to read more and see the complete list of honorees from across the Tri-Cities. 

2021-Cox Scholarship Recipients, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Two student pharmacists at Gatton College of Pharmacy have earned the Mitch and Barbara Cox Pharmacy Scholarship, one of the college’s most prestigious awards. The scholarships provide $10,000 to each student and includes mentoring with the scholarship founders, Mitch and Barbara Cox.
Mitch, who has managed a successful business for more than 40 years, and Barbara, who is a former biology teacher, have supported the college since its founding and in recent years created the scholarship.

This year, recipients of the Cox Scholarship are Jonathan Holan (’23), of Morristown, and Tabitha Sineath (’24), of Spring, Texas.

“The scholarship is a …

2021-Air Force Veteran Krystal Chavez Plans To Serve Military With Pharmd, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Meet Krystal Chavez, from Greenville, Ohio. She earned her Bachelor of Science in Pharmaceutical Sciences from the University of Toledo, majoring in pharmacology and toxicology with a chemistry minor. She served in the U.S. Air Force, Airman first class, as an F-16 Avionics Technician for three years.

Describe your experience in the military:

KC: It was a lot of hard work, but I had a lot of fun being a maintainer. I was given the nickname Smiley because I still had a smile on my face even when I was covered in sweat, grease, and jet fuel. I learned …

How Communications That Portray Unhealthy Food Consumption Reduce Food Intake Among Dieters, Mia M. Birau, Diogo Hildebrand, Carolina O.C. Werle

Publications and Research

Both regulatory agencies and nonprofit organizations seek to understand how different tactics and appeals contained in food and public health advertisements might influence the food intake of an increasingly dieting-concerned population. This article addresses this important issue by examining how consumers who are concerned with their diets react to rich images of unhealthy food consumption. Results of two experiments show that exposure to food advertisements containing unhealthy food consumption imagery reduces food intake among consumers chronically concerned with dieting, whereas a third experiment shows a similar decrease in intended consumption when a public health advertisement portrays the consumption of unhealthy …

Generational Cohorts And Search For B2b Service Providers, John Story

AMTP Proceedings 2021

This study explores differences in B2B search processes of members of three generational cohorts, Millennials, Generation X, and Baby Boomers. When searching for a business-to-business service provider, Millennials were significantly more likely to use an internet search, but there were no significant differences between Generation X and Baby Boomers. Although more likely to use an internet search than previous generations, Millennials were just as likely to use interpersonal information sources. These results provide insights into differentiating marketing communications to effectively reach members of different generations in business-to-business marketing.

Engaging With Customers On Social Media: Insights From Business-To-Business Companies, Emory Serviss

AMTP Proceedings 2021

Social media are an important part of a company’s ability to directly engage with customers. However, the lack of an established definition of engagement creates challenges for scholars and practitioners attempting to assess return on investment derived from social media marketing. In addition, limited scholarly literature exists regarding how B2B customers specifically react to social media. To enhance understanding of how a B2B company’s social media activity affects customer engagement, this manuscript will examine social media utilization and customer response.

Loyalty Reward Programs By Brands Partnering With Sports Teams: Do Fans Prefer Team-Related Benefits?, Clara Loquier, Vassilis Dalakas

AMTP Proceedings 2021

This study used a sample of French consumers that included highly identified fans of French soccer club Paris Saint-Germain (PSG), low-identification fans, and non-fans, to examine their responses to loyalty reward benefits for different brands. The reward benefits were either tied to the team (e.g., team-related experiences) or not (e.g., vouchers for the brand). Results showed that highly identified fans found the team-related benefits more desirable than the low-identification fans and non-fans. Also, highly identified fans found several of the team-related benefits more desirable than the benefits not relating to the team. The findings provide useful managerial insight regarding the …

2021-January-01-New Emergency Management Leader, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Jeffery Blanton, who has served in various leadership roles for the Federal Bureau of Investigation (FBI), has joined East Tennessee State University as Assistant Vice President for Administration and Director of Emergency Management.

Blanton has more than 30 years of law enforcement experience at the local and federal levels.  Most recently, he was the supervisory senior resident agent for the Johnson City office of the Knoxville Division of the FBI where he led a team of 30 agents, task force members and support staff and was responsible for all FBI investigations in upper East Tennessee.

“This is …

An Exploration Of The Experiences Of Modern Marketers: Skills Gaps, Mindset, And The Role Of Career Stage, Tim Crowley

Theses

The digitalisation of marketing is the greatest change that the marketing profession has experienced (Kähler & Magnusson, 2018) and digital technologies now sit at the forefront of modern marketing (Thomas & Thomas, 2018). Digital marketing has numerous benefits (Kumar, 2015; Malar, 2016), however, digitalisation is disruptive (Mgiba, 2019) and has resulted in mismatched skills and an increased need for reskilling and upskilling (Bajpai & Biberman, 2019). Accordingly, skills gaps are evident (Crush, 2011; Day, 2011; Hege, 2020; Quinn et al., 2016; Royle & Laing, 2014; Wood, 2011). Notwithstanding, there is a scarcity of research in this area (Raghuraman, 2017; Royle …

Hospitality Brands: What Do Consumers Want?, Faizan Ali, Seden Dogan, Gozde Turktarhan, Cihan Cobanoglu

University of South Florida (USF) M3 Publishing

Hospitality means more than being hospitable. It deals with emotions, trust, and interactions. It means being friendly and helpful, welcoming, and considerate, understanding needs and expectations, responding in quick and respectful ways. As an industry, hospitality is based on a human-centered philosophy, influenced by religions and cultural traditions.

Over the last few decades, the global hospitality industry has grown by leaps with more than 1000 hotel brands. This means travelers have several options to choose from. Hoteliers need to reach out to them in different ways. Hospitality industry offers tangible and intangibles to develop experiences. Therefore, building a consistent identity …

An Exploration Of Experiential Marketing In The Fast-Moving Consumer Goods Industry: Development Of The Experiential Marketing Implementation Model And The Return On Integrated Experience Formula, Holly Anne Barry

Theses

The nature of brand-customer relationships has long been the focus of marketers’ attentions, however, the competitive environment of the Fast-Moving Consumer Goods industry in the modern era, has significantly elevated the importance of that relationship in the literature. This is primarily due to the evolution of consumers’ needs and wants and their growing expectation of brands playing a key role in their daily lives. As a result, brands face the challenge of trying to communicate with their target audience through a multitude of marketing communications tools that both engages and excites them, while at the same time building effective memory …

Hacking The Pandemic: Launching Third Space Into Cyberspace, Brittany Bowser

STEMPS Faculty Publications

The article discusses importance of the school library as a third space for learning. Topics discussed include need for school library's third space to expand into cyberspace; focus to promote awareness of school librarianship; and need for school librarians to prioritize marketing themselves and their instruction.

An Analysis Of How The Goodyear Rubber And Tire Company Should Navigate The Covid-19 Pandemic, Nicholas Zubek, Alexander Morgan, Alyson Pekkola, Kayla Jancewicz, Thomas Rovnak Iii

Williams Honors College, Honors Research Projects

The COVID-19 pandemic has affected the world in an unprecedented way with many countries being forced to shut down all non-essential businesses. A majority of people were laid-off or forced to work from home while the state mandated quarantine regulations. Due to fewer people and employees commuting on the roads, tire usage has decreased drastically. Companies, like The Goodyear Tire and Rubber Company, depend on high transportation and automobile usage and thus have been heavily impacted. In the nine months since 2020 began, Goodyear has reported sales of $2.367 billion dollars lower than their sales in 2019, which mostly came …

Understanding The New Wealthy: Ideologies, Consumption Patterns, And Organizational Strategies For A New Generation Of High-Net Worth Individuals, Ana Brant

Theses and Dissertations

Despite the fact that the Ultra High-Net Worth (UHNWI) belong to the wealthiest, most powerful, and influential group of consumers in the society, and nearly 70% created wealth on their own, current marketing approaches fail to consider what drives consumption behavior of this group of consumers and how can brands maximize their socio-economic impact. Across two studies, I develop a model that guides theory and practice regarding this consumer group. The first part of the first study deployed netnography and grounded theory to understand the ideologies of 30 self-made UHNWI derived from self-presentation on 3,393 Instagram posts. To ensure self-made …

What Factors Predict A Consumer's Willingness To Purchase A Subscription-Based Airline Program?, Sean R. Crouse

Journal of Aviation/Aerospace Education & Research

Introduction: Many services offer subscription-based sales models. The aviation industry has not widely attempted to market a subscription-based service through their airline for ticketing purposes. This study developed a regression equation to determine predictive factors for the type of individual who would purchase a subscription-based airline ticket.

Method: A two-stage approach was used where the participants (N = 521) answered demographic information, flight habits, and the same scenario with a perceived value scale and willingness to purchase scale.

Results: Stage 1 found perceived value, employment status, and early boarding preference all to be significant factors, accounting for …

The Value Relevance Of Retail Strategy, Kexin Xiang

Electronic Theses and Dissertations

All three essays of this dissertation are under the umbrella of retail management and study the phenomenon of retail management from the following perspectives: retailers’ multichannel strategy, retailers’ store operation management, and retailers’ securities lawsuits likelihood. Specifically, the first essay studies the effect of a channel integration strategy called buy-online-and-pick-up-in-store on retailers’ stock value. The second essay studies the relationship between a retailer’s top management team (TMT) confidence and the store overexpansion. The third essay studies how TMT confidence is associated with securities class action (SCA) litigation. Essays 1 and 2 focus on retailers’ channel decision whereas Essays 2 and …

Servqual Measurement In A Healthcare Setting: Before And After Corrective Strategy Implementation, Jerome Christia, Aaron Ard, Lorraine Runion

Atlantic Marketing Journal

In the United States, the most dominant industry is services, yielding the highest volume of total employment and gross domestic product. Due to this insight, academics and business professionals continue to research and apply strategies to achieve distinctive competitive advantages in the services arena. The steady growth and increasing significance of the service sector in the United States and other developed markets has resulted in a sizeable body of related research addressing a variety of issues such as service quality and its characteristics. Healthcare is an impactful service industry that has received a considerable amount of attention. In the healthcare …

Importance-Performance Gap Analysis Of The University Brand Equity Dimensions, Tulay Girard, Musa Pinar

Atlantic Marketing Journal

This study examines the gaps between the importance students place on brand equity dimensions and their perceptions of how well their university performs on each dimension. It also assesses if the brand equity dimensions differ based on student demographics including gender, class level, and their living arrangement. Data were collected from a university in the Midwestern U.S. from undergraduate students. The findings reveal significant gaps between the importance and performance perceptions of students, and that females, students living on campus, and freshman require special

Perceptions On Implementing A Comprehensive Athletic Website And Online Streaming Service For Kentucky High Schools, Steve Chen, Adrienne Hall, Anna K. Gdovka, Eric Street

Atlantic Marketing Journal

Student participation in interscholastic athletics reached record levels in 2019-20 for the third consecutive year in Kentucky (KHSAA, 2020). Sport marketers have strongly advocated social media as a powerful and effective tool to promote sporting events at all levels. However, existing studies rarely focus on the trend for promoting interscholastic sports through social media platforms. This study examined the potential of an interactive website and online streaming service focusing on interscholastic sports may provide to high schools in Kentucky. After evaluating more than 102 high school athletic websites, the authors found schools were in need to improve the current website …

Modeling Austrian Consumer Responses To A Vignette Television Commercial Drama For A Vacation Resort Destination, Ozcan Kilic, Michael Stoica, Andreas Nachbagauer, Darryl Miller

Atlantic Marketing Journal

Abstract- This project involved the formulation and test of a model of Austrian consumers' cognitive and affective responses to a vignette television commercial drama for a vacation resort area, the Halkidiki region of Greece. Results indicate that response to the commercial was both cognitive and affective with sympathy and empathy, mediating the influence of verisimilitude on attitudes toward the ad and brand. These results were consistent with what was expected from a sample of consumers from a low power distance and moderate individualistic culture such as Austria. Results suggest that to promote tourism services effectively, a commercial's production value and …

Escape For Boone & Crocket, William Foxx, W. Frank Thompson Jr., Joseph W. Giese, David Vanbuskirk

Atlantic Marketing Journal

Eber Crocket is the owner of Boone & Crocket Trapper Supply (B&C). He feels like the environmental forces that are impacting his business are like a trap slowing closing on him. He is considering ideas to improve his store’s profitability.

Demand for furs as fashion goods is a multi-million dollar industry. Twenty percent of this demand is met by wild fur which is harvested by trappers. Trapping suppliers serve as the middleman between small individual trappers and auction houses. These auction houses collect the raw fur pelts from trappers and trapping stores and hold them until one of their auctions. …

Uncertainty And Risk Are Multidimensional: Lessons From The Covid-19 Pandemic, David Stewart

Marketing & Business Law Faculty Works

No abstract provided.

Future Proof And Real-World Ready: The Role Of Live Project-Based Learning In Students’ Skill Development, Andrew J. Rohm, Matthew Stefl, Noriko Ward

Marketing & Business Law Faculty Works

The rapid pace of technological change taking place today makes it even more important for marketing educators to incorporate relevant technical and higher level meta-skills in their digital marketing courses. We review the pedagogical literature on skill development and project-based learning and detail two live course projects designed to help students develop technical skills related to digital marketing in addition to important meta-skills involving creativity, critical thinking, collaboration, and communication. We evaluate the impact of the projects through a direct and indirect assessment process. Findings suggest that live project–based learning can support the development of the technical and meta-skills necessary …

A Podcasting Series On Employing Podcasts As An Effective Marketing Method For Small Businesses, Sevohn Alexis Bree Hunter

Graduate Theses, Dissertations, and Problem Reports (ETD)

This time has been called the "Golden Age" of podcasting. The number of people listening to podcasts continues to grow year after year as the medium itself continues to evolve. The ability to target specific, or niche, audiences is one reason why podcasting is so attractive to consumers. This also makes podcasts useful for small businesses. Like podcasts, small businesses can target niche audiences and cater to specific needs. The purpose of this project was to investigate the benefits of podcast marketing as it pertains to the uncertainty reduction theory and to create a podcast that can serve as a …

Fostering Music Performers In The 21st Century: A Contemporary Professional Perspective Toward A New Curricular Agenda For Graduate Study In Music, Andre Januario

Graduate Theses, Dissertations, and Problem Reports (ETD)

What if the core curriculum for graduate students in music performance were designed to prepare students to succeed in the world of the Fourth Industrial Revolution?

This dissertation offers a hypothetical answer: a structured and systematic academic curricular framework for music graduate students of performance of concert music (especially those in terminal degrees, such as doctoral students), along with music instructors, professional music performers, school administrators, and college professors, seeking to prepare such students for achieving and maintaining a music career more in keeping with the current work environment, especially those skills demanded by the Fourth Industrial Revolution and the …