Marketing Commons^™

Exploring Customer Relationship Management In Two Private Hospitals In Kuwait, Yassmin Diab

BAU Journal - Health and Wellbeing

The private hospital industry in Kuwait is an important contributor in the economy of the country. There has been a major increase in the number of private hospitals and clinics in the past four years, and more hospitals are launching new services in the private healthcare sector. In order to succeed in this sector, it is important for an organization to focus on Customer Relationship Management (CRM) for thriving in the competitive market. A customer relationship management strategy is believed to give a competitive edge to hospitals, as customers nowadays make their decisions based on the type and strength of …

The Effect Of Native Vs. Foreign Language On Consumer Visual Perception, Gabriela Reymont

Honors Projects in Marketing

This research examines the effect of language on visual perception. Specifically, how the use of native language vs. foreign language affects preference for different elements of visual perception (e.g. low movement vs. high movement, angular shape vs. circular shape). Although language usage has been found to influence consumer perception, past literature has failed to examine language as the antecedent of visual perception. To fill that gap, two controlled experiments are conducted in a survey format. Within the survey, participants examine marketing stimuli presented either in their foreign language or native language. For the first experiment, participants choose between packaging with …

Impact Of Fashion Advertisements On Consumers, Kathryn Sweeney

Honors Projects in Marketing

This paper sets out to investigate the expectations, satisfaction, and retention of fashion advertising. The purpose of this paper is to determine if ad type (traditional models vs. plus-size models) and brand type (luxury vs. non-luxury) have impacts on consumers’ perceptions, attitudes, purchase intention, and overall expectations of the advertisements and brands. Two-hundred fifty-six participants (62.5% males, 37.5% females) (mean age = 19.9) were recruited from Bryant University and received extra credit in their MKT201 course for completing the survey. Each participant was randomly assigned one stimulus advertisement and was then asked to answer a questionnaire that featured measures of …

Competence In Co-Creation: The Impact Of Product Attributes And Add-On Services In The Decision To Co-Create, Peter Elder

Honors Projects in Marketing

Purpose: Co-creation is increasingly used by companies as a method of improving the overall value of a product or service offering. The purpose of this paper is to explore determinants of customer value in relation to customer value co-creation in the context of an online purchase decision.

Objective: Evaluate the impact of Elaboration Likelihood on the desire to co-create a product and the attractiveness of the product based on different contextual modifiers to the online purchase and co-creation decision. Methodology: In order to understand determinants of the value of a co-creation experience, an online purchase process was simulated for participants, …

The Impact Of Conspicuous Consumption And Perceived Value On New Product Adoption Intention, Meixiang Cui, Subin Im

Asia Marketing Journal

Unidimensional construct of conspicuous consumption which focuses on the ostentation of the economic assets are limited in describing today’s consumers. We propose that both ostentation of social status and demonstration of uniqueness through overt consumption should be considered in the realm of conspicuous consumption. This research aims to examine the two dimensions of conspicuous consumption tendencies and their impact on new product adoption intention, which is mediated through the perceived value of the new products. This research empirically validates the theoretical conjecture by conducting an online survey (N=272). Our empirical findings reveal that ostentation of social status influences new product …

Where You Live Matters To Have The American Dream: The Impact Of Collective Social Capital On Perceived Economic Mobility And The Moderating Role Of Income, Yanghee Kim, Youjae Yi, Hyuna Bak

Asia Marketing Journal

The current research develops and tests the theory that beliefs in economic mobility are affected by social capital at the community level, especially for low-income individuals. Integrating concepts from social capital and perceived economic mobility (PEM), this research hypothesizes that members of disadvantaged groups (vs. members of advantaged groups) are more likely to adjust their PEM depending on the social capital at the community level. Using archival data, multilevel analysis is employed to examine whether individual- or community-level social capital increases PEM and the extent to which income moderates this relationship. Consistent with our hypotheses, social capital at the community …

2021-April-30-Pharmacy Professor Receives State Award For Service, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (April 30, 2021) – Dr. Sarah Melton, professor of pharmacy practice at East Tennessee State University Bill Gatton College of Pharmacy, was awarded the Harold Love Outstanding Community Service Award by the Tennessee Higher Education Commission. She is one of five faculty/staff recipients across Tennessee’s higher education institutions to earn the service award.

Melton is a dedicated pharmacist, researcher, educator and community member.  She serves as a professor at Gatton College of Pharmacy as well as a clinical pharmacist at the Johnson City Community Health Center, East Tennessee State University’s (ETSU) Center for Excellence for HIV/AIDS and ETSU …

2021-April-30-Pharmacy Professor Receives State Award For Service, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (April 30, 2021) – Dr. Sarah Melton, professor of pharmacy practice at East Tennessee State University Bill Gatton College of Pharmacy, was awarded the Harold Love Outstanding Community Service Award by the Tennessee Higher Education Commission. She is one of five faculty/staff recipients across Tennessee’s higher education institutions to earn the service award.

Melton is a dedicated pharmacist, researcher, educator and community member.  She serves as a professor at Gatton College of Pharmacy as well as a clinical pharmacist at the Johnson City Community Health Center, East Tennessee State University’s (ETSU) Center for Excellence for HIV/AIDS and ETSU …

A Tale Of Two Companies: The Importance Of Public Relations Amidst The Shift Towards Corporate Activism, Olivia Schwab

Honors Theses

By comparing the controversies that stemmed from Papa John’s John Schnatter and CrossFit’s Greg Glassman, some obvious public relations strategies stand out, including but not limited to understanding an audience, adapting to a changing environment, establishing a crisis communications plan, and taking controversial stands on issues close to the audience’s hearts. Most importantly though, if companies preach messages of social change, they must follow up on their stances with corrective action to do their best to help facilitate it in society.

While examining the history of corporate activism, it is clear why and how some corporations become the victims of …

Digital Signage User Satisfaction Model: The Dual Effect Of Technological Complexity, Mi-Ah Lee, Sooyeon Lee, Eunju Ko

Asia Marketing Journal

This paper seeks to suggest user satisfaction model of digital signage to see how new in-store technology can effectively lead to customers" shopping satisfaction in fashion retails. Authors in particular focus on technological complexity, which is expected to serve a subtle role in using digital signage. This study employed a scenario-based online survey. Interactive digital signage with virtual try-on and video-captures functions was used as stimuli. Data were collected from 320 respondents and 307 useable responses were analyzed to examine a proposed model. Research model compares dual paths of motivators: the extrinsic motivation route that leads from usefulness to shopping …

Asia Marketing Journal Vol.23 No.1 목차, 편집부 편집부

Asia Marketing Journal

No abstract provided.

Editorial: New Path For The Asia Marketing Journal, Ji Hee Song, Moon Young Kang

Asia Marketing Journal

No abstract provided.

Connecting Charities With Creatives: Bridging The Gap Between Local Nonprofit Organizations And University Of Mississippi Students, Natalie Pruitt

Honors Theses

The purpose of this thesis is to explore the need for marketing resources among North Mississippi nonprofit organizations and apply the findings to develop and launch a website based on primary and secondary research that connects local North Mississippi nonprofit organizations with University of Mississippi graphic design, marketing, bachelor of fine arts and integrated marketing communication (IMC) students seeking experience to complete various marketing and graphic design- related tasks and develop and implement an integrated marketing plan to promote and raise awareness for the website.

Nonprofits face the challenge of allocating funds from donations to create functional and creative communications …

Exploring The Perception Of Sponsored Posts On Instagram, Mahek Verma

Honors Theses

Influencer marketing has grown immensely, and consumers are now frequently interacting with and making decisions based on content published by influencers on social media. This thesis explores how different types of endorsed influencer posts are perceived along with how the type of endorsed post can impact a consumer’s perception of the product and brand being endorsed. Using self-administered questionnaires, semi-structured interviews a simulated influencer content browsing experience, this research examines differences between influencer endorsements officially sponsored by a company, endorsements of products merely gifted by the company, and endorsements of products with no company involvement. Research findings identified a lack …

Student-Lead Marketing: It’S Your Story, Steve Zelows

Transformations: Presentation Slides

Story-brand marketing is a customer-facing approach that places the prospective participant at the center of their own success story. This presentation will share how a student researched, developed and applied this marketing strategy to a campaign to increase awareness the Recreation Management major. The transferable marketing principles will be shared as they can be applied to a variety of initiatives, particularly for those that center on creating meaningful experiences for the participant.

2021-April-29-Etsu Health Resuming Covid-19 Vaccine Clinics, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (April 29, 2021) – ETSU Health will host three Janssen Johnson & Johnson COVID-19 vaccine clinics, which are free and open to anyone age 18 or older. Two of the three clinics will be available to walk-in patients, with no appointments required.

The upcoming clinics are as follows (please note the new location for April 30 and May 4):

• Friday, April 30, noon-2 p.m.
  Martha Street Culp Auditorium, D.P. Culp Student Center
  No appointment is required.
• Saturday, May 1, noon- 2 p.m.
  The James and Nellie Brinkley Center, 2001 Millennium Place
  Appointments are required at ETSUHealth.org. Those …

2021-April-29-Alumnus Creates Endowment To Support University School, University School, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

article> The following article was released by ETSU News - University Relations:

Alumnus Creates Endowment to Support University School

JOHNSON CITY (April 29, 2021) An alumnus of University School and East Tennessee State University has announced the creation of an endowment to support his alma mater as one of the top K-12 schools in the state and nation.

The A. Richard Wilson University School Endowment will provide resources for University School to supplement public funds in support of capital improvements, technology upgrades and maintenance, staff and faculty professional development, and for scholarships for graduates attending ETSU.

Wilson credits the University …

Do Students Buy Attention-Grabbing Stocks? A Field Experiment, George Psaradakis

Business and Economics Honors Papers

In this paper, we look to find out whether or not student investors are drawn to “attention-grabbing” stocks. We define “attention-grabbing” stocks as those that are issued by companies with either large numbers of Twitter followers, large general marketing budgets, or both. Our theory is that the more followers that a publicly traded company has on Twitter and/or the more money the company spends on marketing and advertising, the more likely a student would be to invest in its stock.

A field experiment was conducted in which undergraduate students constructed their own virtual stock portfolios. A treatment group was given …

2021-April-29-Etsu Health Alberga ClíNicas De VacunacióN Contra Covid-19 Para Cualquier Persona Mayor De 18, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (29 de abril de 2021) - ETSU Health albergará tres clínicas de vacunación COVID-19 de Janssen Johnson & Johnson, que son gratuitas y están abiertas para cualquier persona de 18 años o más. Dos de las tres clínicas estarán disponibles para pacientes sin cita previa, sin necesidad de cita previa.

Las próximas clínicas son las siguientes (tenga en cuenta la nueva ubicación para el 30 de abril y el 4 de mayo):

• Viernes 30 de abril, de 12 p.m. a 2 p.m.
  Martha Street Culp Auditorium, D.P. Culp Student Center
  No se requiere cita previa.
• Sabado, 1 de …

2021-April-29-University School Endowment, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – (April 29, 2021) An alumnus of University School and East Tennessee State University has announced the creation of an endowment to support his alma mater as one of the top K-12 schools in the state and nation.

The A. Richard Wilson University School Endowment will provide resources for University School to supplement public funds in support of capital improvements, technology upgrades and maintenance, staff and faculty professional development, and for scholarships for graduates attending ETSU.

Wilson credits the University School’s faculty with laying the foundation for his success in life and business. Keeping the University School among …

Your Emerging Career Assignment Focused On Procter & Gamble, Madeline Hoffman

School of Business Student Scholarship

Major: Marketing
Faculty Mentor: Dr. Mark DeFanti, Marketing

Your Emerging Career: Nike, Meghan Reynolds

School of Business Student Scholarship

Meghan Reynolds ’24
Major: Finance
Faculty Mentor: Professor Rae Caloura

Proposed Acquisition Of Paytronix By Hubspot, Madeleine Scotti

School of Business Student Scholarship

Madeleine Scotti ’21
Major: Marketing
Faculty Mentor: Dr. Mark DeFanti, Marketing

For this case study, I was tasked with determining which parent company would be best to acquire Paytronix, a customer loyalty SaaS company, along with one that the parent company should delete in its place. Throughout my research, I concluded that HubSpot, the SaaS company that produces marketing, customer service, and sales software, would be the best fit to acquire Paytronix. In order to make this decision, I utilized the strong brand association, HubSpot’s trend of acquiring firms, and Paytronix’s specialization to justify this acquisition. Likewise, I utilized these …

The Decline In Brick-And-Mortar Shopping, Patrick Stephens, Crosby Colyer, Caroline Mohan, Lucas Pinter, Kyle Meyer

School of Business Student Scholarship

Patrick Stephens ’23, Marketing major
Crosby Colyer ’23
Caroline Mohan ’23, Marketing major
Lucas Pinter ’23
Kyle Meyer ’23, Marketing major, Spanish minor
Faculty mentors: Dr. Kevin Newman and Dr. Mark DeFanti

There has been a decline in the number of consumers that were partaking in in-person retail shopping especially during the holiday season. We wanted to understand the causes that existed behind this change in brick-and-mortar retail. The two problems that we discovered were Covid 19 and the inability for stores to enforce their guidelines, along with this is the movement towards convenience within the commerce world. With a …

The Impact Of Patient Shadowing On Service Design: Insights From A Family Medicine Clinic, Andrew S. Gallan, Bruce Perlow, Riddhi Shah, Judith Gravdal

Patient Experience Journal

A central tenet of patient-centered care is to truly and deeply understand how patients experience health care. One particular qualitative method, patient shadowing, holds the promise of seeing things through the patient’s eyes in real time. The purpose of this research is to utilize patient shadowing to capture the realities of patient experiences in an outpatient family medicine clinic and to report opportunities for improvement to clinic leadership. A total of twenty (20) patients were shadowed at a family medicine outpatient clinic over the course of eight (8) different days, providing a variety of circumstances including staffing levels, shift changes, …

The Satisfaction Of Bangladeshi Pilgrims: Service Gaps In Spiritual Tourism Based On Gender And Expenditure, Mohammad Mominul Islam

International Journal of Religious Tourism and Pilgrimage

This study sheds light on the satisfaction of pilgrims and service gaps of tour operators. Data were gathered from 236 Bangladeshi pilgrims in the Kingdom of Saudi Arabia at Mecca and Madina and in Bangladesh in 2019. The results reveal that 94.9% of the tourists were satisfied with air services, followed by food, accommodation, Hajj- training, sightseeing, stone-throwing, Arafa, Mujdalifa, Meena and transportation services (75.8%, 61.9%, 56.8%, 54.3%, 54.3%, 53.4%, 52.5%, 51.3%, and 43.2% respectively. Under the Mann-Whitney U test, pilgrims’ perceptions of tour operators’ services significantly differed based on gender and expenditure of respondents. The results show that satisfaction …

Strategy & Tactics To Improve Sales For B2b Manufacturing Firms: A Case Study, Frank T. Ricci, Jr.

Honors Projects in Marketing

Manufacturing businesses primarily focus on producing products, but as a result, these firms can fall behind on their marketing efforts when compared to other business sectors. Through a case study approach, an analysis was conducted to reveal how business to business 'B2B' manufacturing firms can attain and use marketing research supplemented by robust data analysis from its customers to improve sales. The study was divided into 7 sections. Sections 1, 2, and 3 show the dynamics of this business sector and motivations for this project. The remaining sections 4, 5, 6, and 7 explore the practical implications through a live …

2021-April-28-Etsu Rotc Hall Of Fame Inducts Five, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (April 28, 2021) – The U.S. Army Reserve Officers’ Training Corps (ROTC) at East Tennessee State University inducted five individuals into the Class of 2020 ROTC Hall of Fame during a special ceremony held earlier this month. The ETSU ROTC Hall of Fame recognizes alumni, former cadre members and others who have distinguished themselves professionally and have made significant contributions to the program. The 2020 ceremony was rescheduled for this spring due to the COVID-19 pandemic. Photos of honorees will be displayed outside the Department of Military Science in Brooks Gym.

Those inducted into the 2020 ROTC Hall …

2021-April-28-Distinguished Ccrhs Alumni And Hall Of Fame Inductees, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (April 28, 2021)  – East Tennessee State University’s College of Clinical and Rehabilitative Health Sciences (CCRHS) recently announced its 2020 Distinguished Alumni and Hall of Fame Inductees.

Typically, honorees are announced in the fall. However, due to the COVID-19 pandemic last fall, the 2020 honorees will be recognized along with the 2021 honorees to be announced later this fall.

The two recipients of the 2020 Distinguished Alumni Award from the CCRHS are:

• Kim Garland – Garland received her Bachelor of Science degree in psychology and criminology from ETSU in 1998, and then returned to ETSU, where she earned …

2021-April-28-University School Ranked 11th In Tennessee By Us News, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – (April 28, 2021) University School is ranked 11^th in Tennessee by U.S. News & World Report in its “Best High Schools” listing published this week.

Located on the campus of East Tennessee State University, University School is the highest ranked school in the Northeast Tennessee region as well as east of Knoxville.

“This has been a challenging year for the University School community as significant adjustments to our operations were made throughout the pandemic,” said Dr. Brian Partin, director of University School.  “Nevertheless, our students and faculty remained focused on the reason we are all here, …