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2021

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Articles 1201 - 1230 of 1231

Full-Text Articles in Marketing

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 Jan 2021

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 …

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Enterprise Feedback Management (Efm): What Lies Beyond The Hype?, Lerzan Aksoy, Sabine Benoit, Shreekant G. Joag, Jay Kandampully, Timothy Lee Keiningham, An L. Yan Jan 2021

Enterprise Feedback Management (Efm): What Lies Beyond The Hype?, Lerzan Aksoy, Sabine Benoit, Shreekant G. Joag, Jay Kandampully, Timothy Lee Keiningham, An L. Yan

Research Collection Lee Kong Chian School Of Business

Purpose: The needs of CMOs to utilize a firm's data productively in order to support decision-making combined with the reported benefits of enterprise feedback management solutions has resulted in a rapid rise in usage and valuation of EFM providers. The explicit promise of EFM providers is improved financial performance, whereas there is no scientific research investigating this link. To investigate the link between EFM usage and financial performance is core of this research. Design/methodology/approach: To gain insight into this link survey data from 127 US-based firms on their usage of EFM platforms was linked to their stock market performance over …

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Media Discourses On The Economy In Ireland: Framing The Policy Possibilities, Brendan K. O'Rourke Jan 2021

Media Discourses On The Economy In Ireland: Framing The Policy Possibilities, Brendan K. O'Rourke

Books/Book Chapters

Ireland suffered a lot economically in the Great Recession, yet its policies continued on a neoliberal trajectory, making Irish neoliberalism less a non-dead Zombie and more like a reinvigorated Frankenstein’s monster, with ordoliberal transplants from Germany grafted into an Anglo-American neoliberal composite body. Yet along with these continuities come much change. There was political change in party strengths and personnel. There was change in the Irish state’s capacity for policy analysis (MacCarthaigh, 2017) an increase in the number of Ireland’s policy analysts and their specialisms, and an increased stress on evidence-based policy-making. How can we explain both these continuities and …

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Meme Marketing: How Viral Marketing Adapts To The Internet Culture, Triet Minh Ngo Jan 2021

Meme Marketing: How Viral Marketing Adapts To The Internet Culture, Triet Minh Ngo

Honors Program Theses

Meme marketing (MM) is the practice of promoting a product or service using memes, an Internet-based phenomenon involving viral pieces of user-generated content, including image, articles, and video or audio clips. This latest form of viral marketing is starting to gain prominence in recent years following the infiltration of social media into everyday life thanks to the rapid advancement in communication technologies and dissemination thereof. As more people are exposed to and becoming part of the Internet culture, a bid to appeal to this growing audience can be an attractive use of resources for those wishing to advertise through meme …

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Students' Perceptions Of Different Types Of Banks' Marketing, Jeffrey Reicks Jan 2021

Students' Perceptions Of Different Types Of Banks' Marketing, Jeffrey Reicks

Honors Program Theses

This study investigates what messages are most effective in convincing students to switch the bank they use. The study consists of a survey with eight ad messages and respondents rate how much they are interested in switching to the hypothetical bank considering the ad message. Sixty-six students, aged 18-24, submitted responses. T-test analysis showed there were 5 ad messages that had a significant impact: no minimum balance requirement, offering free e-banking, having your specific needs cared for, the bank giving back to the community, and the bank having experienced employees. Of these, the most significant was the message that the …

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Accountability Via Social And Financial Performance Of The Hospitality Sector: The Role Of Market Orientation, Soheil Kazemian, Hadrian G. Djajadikerta, Saiyydi Mat Roni, Terri Trireksani, Zuraidah Mohd-Sanusi Jan 2021

Accountability Via Social And Financial Performance Of The Hospitality Sector: The Role Of Market Orientation, Soheil Kazemian, Hadrian G. Djajadikerta, Saiyydi Mat Roni, Terri Trireksani, Zuraidah Mohd-Sanusi

Research outputs 2014 to 2021

Purpose This study aims to examine the three dimensions of market orientation, namely, customer orientation, competitor orientation and inter-function coordination, which influence the accountability in the financial and social performance of tourism operators in large touristic cities. Design/methodology/approach In total, 95 usable questionnaires as the required data were collected from the top managers of four- and five-star hotels in Iran. Findings Partial least squares (PLS) results confirm that customer orientation and inter-function coordination influence both the financial and social performance of the hospitality sector yet reveal that competitor orientation has no significant relationship with social performance. Research limitations/implications These findings …

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Generational Cohorts And Search For B2b Service Providers, John Story Jan 2021

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.

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Examining The Use Of Social Media In Building A Student Personal Brand And The Impact Of Demographics, Tulay Girard, Musa Pinar Jan 2021

Examining The Use Of Social Media In Building A Student Personal Brand And The Impact Of Demographics, Tulay Girard, Musa Pinar

AMTP Proceedings 2021

The extended abstract is uploaded for publication in the 2021 AMTP conference proceedings.

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When You Meme Business – Exploring Use Of Memes By Brands On Social Media And Resultant Engagement, Sphurti Sewak, Jaehoon Lee Jan 2021

When You Meme Business – Exploring Use Of Memes By Brands On Social Media And Resultant Engagement, Sphurti Sewak, Jaehoon Lee

AMTP Proceedings 2021

No abstract provided.

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Factors Impacting One’S Self-Classification Into One Of The Five Categories Of A Typology Delineating Green (And Not So Green) Consumers, Sam Fullerton, Tammy Mccullough, Estelle Van Tonder Jan 2021

Factors Impacting One’S Self-Classification Into One Of The Five Categories Of A Typology Delineating Green (And Not So Green) Consumers, Sam Fullerton, Tammy Mccullough, Estelle Van Tonder

AMTP Proceedings 2021

A sample of 1,243 adult residents of the United States provided insight into an array of issues germane to sustainability. Upon completing a 65-question survey on sustainability, each respondent placed themselves in an eco-group that they felt best corresponded to their own behavior and attitudes towards the task of keeping the planet green for ourselves, and perhaps more importantly, for our posterity. The five groups ranged from the eco-destroyer to the eco-warrior. Within the survey, each respondent provided their opinions regarding seven multi-item scales that primarily addressed green issues; some scales addressed business behavior while others addressed issues such as …

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Brand Wonder, Sunil Erevelles, Emily Hoffmann, Maanasi Bulusu Jan 2021

Brand Wonder, Sunil Erevelles, Emily Hoffmann, Maanasi Bulusu

AMTP Proceedings 2021

Affect is a core construct in the understanding of how consumers respond to marketing stimuli, such as brands, products, and communications, and is critical in the achievement of marketing outcomes (Erevelles 1998). Despite an extensive body of literature on affect in marketing that exists today, there appears to be an incomprehensible gap in the literature on the study of one type of emotion. This emotion has been described as “humanity’s most important emotion,” and the “one emotion (that) inspired our greatest achievements in science, art, and religion” (c.f., Prinz 2013, p1). That emotion is wonder. Adam Smith, often known as …

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Entitled To Be Served: Does Self-Checkout Make Customers Feel Less Rewarded?, Farhana Nusrat, Yanliu Huang Jan 2021

Entitled To Be Served: Does Self-Checkout Make Customers Feel Less Rewarded?, Farhana Nusrat, Yanliu Huang

AMTP Proceedings 2021

The adoption of self-service technologies (SST) has been rising over the last few years, and among different SSTs, self-checkout systems are one of the most popular options. In this study, we examine how self-checkout service impacts customers’ shopping outcomes compared to regular checkout service. We propose that self-checkout (vs. regular checkout) systems, would make customers feel less rewarded and less satisfied with their purchases. We conducted four studies to test our hypotheses and showed that self-checkout (vs. regular checkout) service makes customers feel less rewarded, less satisfied with their shopping outcomes, and less likely to return to the store. We …

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Video Ad Project: The Relationship Between Involvement, Aad, Effectiveness, And Skills Gained, Vivek Madupu, Venkata Rajasekhar Moturu Jan 2021

Video Ad Project: The Relationship Between Involvement, Aad, Effectiveness, And Skills Gained, Vivek Madupu, Venkata Rajasekhar Moturu

AMTP Proceedings 2021

A semester-long group project was given to undergraduate students in multiple sections of the Advertising course. The project involved students working in teams and creating video ads of 30, 60, or 90-seconds. Following the project presentations in the class, surveys were conducted to collect students’ opinions and perceptions of the Video Ad project. Sixty-four students spread out in three semesters from an American University in Mid-West filled out the surveys. Results indicate that the Students’ attitude towards advertising is positively related to how effective the project is. However, attitude towards advertising is not related to the project’s involvement and video-making …

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Choice Architecture And Marketing Pre-Suasion: The Case Of The Motorcycle Industry, Stephen Lemay, Bethany Landis, Dave Mcmahon Jan 2021

Choice Architecture And Marketing Pre-Suasion: The Case Of The Motorcycle Industry, Stephen Lemay, Bethany Landis, Dave Mcmahon

AMTP Proceedings 2021

In this analysis, we examine the motorcycle industry in terms of Cialdini’s concept of Pre- Suasion. We use the chapter titles from the book to explore how these concepts could or should help the motorcycle industry adapt to shifts in its markets, shifts that are both demographic and cultural. In the process, we also explore ideas like product gentrification and choice architecture, ideas at the heart of the motorcycle marketing problem. We conclude that motorcycle promotions and messaging lack traction with younger buyers. We close with an extensive list of questions calling for further research.

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Encouraging And Rewarding Customer Loyalty: Key Considerations For Sports Teams, Vassilis Dalakas, Madeleine Tseng, Joanna Melancon Jan 2021

Encouraging And Rewarding Customer Loyalty: Key Considerations For Sports Teams, Vassilis Dalakas, Madeleine Tseng, Joanna Melancon

AMTP Proceedings 2021

Sports is an ideal context to study loyalty because sports fans often transcend simple behavioral and affective loyalty and integrate their commitment to a team into their self-identity. Season ticket packages often serve as loyalty rewards programs, offering tiered benefits and perks to consumers in exchange for their level of patronage. This paper offers insights on the impact of various reward types on consumers’ perception of their relationship with a team. Theoretical foundations and insights from sports marketing professionals suggest that those benefits that are exclusive to a team’s season ticket holders and/or premium seat buyers, as well as social …

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Loyalty Reward Programs By Brands Partnering With Sports Teams: Do Fans Prefer Team-Related Benefits?, Clara Loquier, Vassilis Dalakas Jan 2021

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 …

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Where Do We Go From Here?: Crucial Conversations In Multicultural Marketing, Kimberly Grantham Jan 2021

Where Do We Go From Here?: Crucial Conversations In Multicultural Marketing, Kimberly Grantham

AMTP Proceedings 2021

As educators, we have a responsibility to challenge our students and ourselves to push beyond our comfort zones and become better leaders and decision-makers who will embrace equity and inclusion as the standard. As educators, we are in positions to facilitate these difficult conversations with and amongst our students as we recognize that our students are stepping into roles where they will expect equity and inclusion in their workplaces. Our Multicultural Marketing course allows students and I to push ourselves to a greater understanding of what possibly hinders our personal and professional growth in this area. Student-led discussions in the …

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Re-Envisioning A Masters Of Science In Marketing Degree, Danny Weathers, Scott D. Swain Jan 2021

Re-Envisioning A Masters Of Science In Marketing Degree, Danny Weathers, Scott D. Swain

AMTP Proceedings 2021

In response to changing market demands for marketing graduates, our university’s Department of Marketing began a major revision to its MS Marketing program. With input from faculty, administrators, students, industry contacts, and MS directors at peer institutions, the department developed a vision for the program that emphasizes “real-world” experiences and career support. This paper presents the research and decision-making that led to a new vision for the program, as well as the process that will be used to implement this vision.

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Student Retention In Higher Education: Effect Of The Campus Fitness Center On Women, Leslie Marie Gordon Jan 2021

Student Retention In Higher Education: Effect Of The Campus Fitness Center On Women, Leslie Marie Gordon

UNF Graduate Theses and Dissertations

Of the 3.5 million first-time in college, full time students who began college in fall 2017, 74% returned for fall 2018, with 61.7% retained at their starting institution. Covid-19 has negatively impacted retention; in addition to normal attrition, one of every five students did not return to campus in fall 2020. Researchers have gauged both academic and social factors that positively influence retention and note the use of the campus fitness center (CFC) as one social factor; however, women are less likely to use the CFC, are one third as likely to exercise, and experience more numerous fitness obstacles and …

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Love The Customers: Principles Of Interpersonal Relationships Applied To Social Media, Tracey Kyles Jan 2021

Love The Customers: Principles Of Interpersonal Relationships Applied To Social Media, Tracey Kyles

UNF Graduate Theses and Dissertations

Social media has changed communication, and its influence is far-reaching. Companies have adapted and tweaked their marketing strategies to more personal approaches to reach their audiences. This is especially evident in recent years. It can be observed, for example, by fast-food Twitter accounts attracting the attention of online users through witty personas and sarcastic tweets. This phenomenon is the motivation of this research looking into relationships between brands and their social media followers. Here, interpersonal relationship theories are referenced to uncover what encourages these kinds of relationships as well as discover which methods deliver the most positive responses, likes, and …

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How Many Latours Is Too Many? Measuring Brand Name Congestion In Bordeaux Wine, Christopher Buccafusco, Jonathan S. Masur, Ryan Whalen Jan 2021

How Many Latours Is Too Many? Measuring Brand Name Congestion In Bordeaux Wine, Christopher Buccafusco, Jonathan S. Masur, Ryan Whalen

Faculty Scholarship

Firms rely on brand names to market goods to consumers, and consumers rely on brand names to locate goods that satisfy their preferences. If multiple firms are using the same or similar names, consumers may be confused about which product to buy, and firms may not obtain the benefits of their investments in quality. Recently, both firms and scholars in a number of industries have expressed concern about brand name congestion—too many firms clustering around too few terms. This paper applies computational linguistic analysis to chateau names in the Bordeaux wine region to study the degree of brand congestion within …

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Understanding Secret Consumer Purchases And Their Effects On Brands, Jenna M. Peterson Jan 2021

Understanding Secret Consumer Purchases And Their Effects On Brands, Jenna M. Peterson

Honors Theses and Capstones

Relationships created between brands and consumers are very important to establish loyalty and ensure repeat purchases. Our research examines the different ways that brands can help consumers keep their purchases a secret and how these methods help to develop relationships with the consumers. We also examine how the different secrecy methods affect feelings linked to the brand, such as, guilt, satisfaction, and more. We hypothesize that the secrecy methods which lead a consumer to feelings of guilt will directly correlate with feelings of dissatisfaction with their purchase and a higher connection with the brand. We find that although consumers link …

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Ethical Use Of Beauty In Advertising, Koca Chan Jan 2021

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) …

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Subjective Knowledge, Perceived Risk, And Information Search When Purchasing A Franchise: A Comparative Exploration From Australia, Peter Balsarini, Claire Lambert, Maria M. Ryan, Martin Maccarthy Jan 2021

Subjective Knowledge, Perceived Risk, And Information Search When Purchasing A Franchise: A Comparative Exploration From Australia, Peter Balsarini, Claire Lambert, Maria M. Ryan, Martin Maccarthy

Research outputs 2014 to 2021

Franchising has long been a method by which organizations seek to expand and facilitate local market development. However, franchising as a growth strategy can often be hampered by lack of suitable franchisees. To mitigate this shortage, some franchisors have engaged in recruiting franchisees internally from the ranks of their employees in addition to the traditional approach of recruiting franchisees externally. Predominantly franchisees are individuals rather than corporations and thus purchasing a franchise should most commonly be characterized as a consumer acquisition. To explore the relationship between subjective knowledge, perceived risk, and information search behaviors when purchasing a franchise qualitative interviews …

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Reinforcing The Role Of Intellectual Property In The Battle Against The Pandemic: The Vowel Framework, Daniel S. Hofilena Jan 2021

Reinforcing The Role Of Intellectual Property In The Battle Against The Pandemic: The Vowel Framework, Daniel S. Hofilena

DLSU Business & Economics Review

The intellectual property (IP) system plays a vital role in public health crises as everyone should have access to medicines and equipment to protect themselves. Thus, the State can utilize the system for the greater good. An IP-centric approach can be summarized using the simple letters of the vowels: Awareness – for the populace to respect IP rights, they must first be educated as to its value; Enforcement – for infringers to be discouraged, IP holders should have an avenue for the easy enforcement of their rights; Incentivize – for businesses to be encouraged to invest in certain forms of …

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Young Adults’ Preferences For Influenza Vaccination Campaign Messages: Implications For Covid-19 Vaccine Intervention Design And Development, Zhaohui Su, Dean Mcdonnell, Jun Wen, Ali Cheshmehzangi, Junaid Ahmad, Edmund Goh, Xiaoshan Li, Sabina Šegalo, Michael Mackert, Yu-Tao Xiang, Peiyu Wang Jan 2021

Young Adults’ Preferences For Influenza Vaccination Campaign Messages: Implications For Covid-19 Vaccine Intervention Design And Development, Zhaohui Su, Dean Mcdonnell, Jun Wen, Ali Cheshmehzangi, Junaid Ahmad, Edmund Goh, Xiaoshan Li, Sabina Šegalo, Michael Mackert, Yu-Tao Xiang, Peiyu Wang

Research outputs 2014 to 2021

Background Health campaign interventions, particularly those tailored to the target audience’s needs and preferences, can cost-effectively change people’s attitudes and behaviors towards better health decision-making. However, there is limited research on how to best tailor seasonal influenza vaccination campaigns for young adults. Vaccination is vital in protecting young adults and their social circles (vulnerable populations like older adults) from the influenza virus and critical in shaping these emerging adults’ vaccination habits in the long run. However, amid the prevalence of easily-accessible, attention-grabbing, and often malicious false and misinformation (e.g., COVID-19 vaccine conspiracy theories), it may be more challenging to develop …

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Stock Market Volatility And Business Cycle: Exploring Cross-Country Spillovers, Nufazil Altaf Jan 2021

Stock Market Volatility And Business Cycle: Exploring Cross-Country Spillovers, Nufazil Altaf

DLSU Business & Economics Review

This study explores the impact of the financial crisis on the relationship between stock market volatility and the business cycle. In addition, the possible spillover effects within a cross-country framework are also examined. The study is based on secondary macroeconomic data of monthly frequency for the time period of 1991:01 to 2012:12. Bivariate and multivariate causality techniques are used to arrive at results. Results of the study provide fresh evidence for the existence of strong bidirectional causality between stock market volatility and the business cycle for all sample countries. In fact, this bidirectional causality was found to be strong when …

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Winning The War On Poverty: Tracking Living Standards In The Philippines Using A Class Of Axiomatic Indices, John Paolo R. Rivera Jan 2021

Winning The War On Poverty: Tracking Living Standards In The Philippines Using A Class Of Axiomatic Indices, John Paolo R. Rivera

DLSU Business & Economics Review

Poverty has persistently badgered the Philippines and alleviating it has been the fundamental thrust of government. However, this was hampered by the recent pandemic resulting in economic contraction plunging many Filipino households into poverty and widening inequality. Bootstrapping the economy is needed to fast-track recovery through resumption of innovative reforms vital to pursue a higher growth path that will accelerate poverty reduction. To do this, it is necessary to understand where the Philippines stands, using household data. Without updated measures and well-informed national and regional profiles on living standards, poverty reduction is bleak, as programs to facilitate it remain to …

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Does The Organizer’S Reputation Affect Exhibitors’ Satisfaction?, Luz Suplico, Reynaldo Bautista Jr., Carlo Saavedra Jan 2021

Does The Organizer’S Reputation Affect Exhibitors’ Satisfaction?, Luz Suplico, Reynaldo Bautista Jr., Carlo Saavedra

DLSU Business & Economics Review

This research surveyed 229 exhibitors of the Manila FAME Trade Fair held last October 19–21, 2018, in the Philippines to find out if the trade fair organizer’s reputation was significant to exhibitors’ satisfaction. The other variable that was studied to determine if they affected exhibitors’ satisfaction was the quality of service dimensions of booth design and layout, exhibition logistics, venue services, and show management. The quality of these service dimensions was tested using structural equation modeling to determine if there is a relationship between the quality of the service dimensions and the trade fair organizer’s reputation, exhibitors’ satisfaction, and behavioral …

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Don't Call Us, We'll Call You: An Empirical Study Of Caller Behavior Under A Callback Option, Brett A. Hathaway, Seyed Morteza Emadi, Vinayak Deshpande Jan 2021

Don't Call Us, We'll Call You: An Empirical Study Of Caller Behavior Under A Callback Option, Brett A. Hathaway, Seyed Morteza Emadi, Vinayak Deshpande

Faculty Publications

While call centers have recently invested in callback technology, the impact of this innovation on caller behavior and call center performance is not clearly understood. Using call center data from a US commercial bank, we perform an empirical study of the callers' decision-making process in the presence of a callback option. We formulate a structural model of the caller decision-making process, and impute their underlying preferences from the data. Our estimates show that callers experience substantially less discomfort per unit of time while waiting for callbacks than while waiting in queue. However, we also find that, after controlling for expected …

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