Marketing Commons^™

2023-September-01-Etsu Launches $3.4 Million Project Through Biomade, University Marketing And Communication, East Tennessee State University

ETSU News

In recent years, government, business and education leaders across the United States have started working collaboratively to make clear to high school students and others that bioindustrial manufacturing is a reliable and growing career path.

East Tennessee State University is playing a leading role.

BioMADE, a national institute with a mission of helping secure America’s future through bioindustrial manufacturing innovation, education and collaboration, has awarded the university $1.3 million in project funding. The grant total exceeds $3.3 million when including costs shared by ETSU and partners.

“East Tennessee State University is proud to take a proactive role in advancing educational …

2023-September-01-Bucs Go Beyond Slam Dunk Season, University Marketing And Communication, East Tennessee State University

ETSU News

This seven months has been probably the most remarkable of my professional career.

It was one of the joys of my life - really the greatest joys of my life; I've never been part of something like this as a coach.

I just haven’t.

A moment, when you realized, “This is it. This is something really, really special.”

Vandy! [laughter] [cheering]

We held them to 31 points, first of all, which is pretty impressive. That just showed that we can play defense for sure.

Yeah, I think it was just like a big statement.

Even when Coach Mock with this …

2023-September-01-Go Beyond The Classroom Mini-Grants, University Marketing And Communication, East Tennessee State University

ETSU News

Creating simulations that train nurses to perform medical procedures, teaching gardening and nutrition to local elementary school students and preparing tax returns for community members are just a few examples of opportunities that are available for East Tennessee State University students to get hands-on experience while making a positive impact on the region.

These experiences are among five initiatives that will receive ETSU’s inaugural “Go Beyond the Classroom” mini-grants, designed to enhance and expand community-engaged learning in courses, programs and co-curricular experiences.

“Community-engaged learning provides the opportunity for our students to make connections between their academic course content and …

2023-September-01-Suicide Prevention Awareness Month, University Marketing And Communication, East Tennessee State University

ETSU News

Fall is a magical time on campus. The start of the academic year brings with it a plethora of opportunities, experiences, and possibilities. However, amidst the buzz of our vibrant campus life, it is easy to feel overwhelmed, juggling academic pursuits with personal responsibilities and the many extracurricular experiences ETSU has to offer.

Nationally, campuses are witnessing a mental health crisis. Recognizing the gravity of this situation, earlier this month, I signed a proclamation designating September as "Suicide Prevention Awareness Month" at ETSU. The recognition is not just an acknowledgment of the seriousness of the issue but a call to …

2023-September-01-Etsu Names New Director Of Institute For Appalachian Music And Culture, University Marketing And Communication, East Tennessee State University

ETSU News

East Tennessee State University’s Center of Excellence for Appalachian Studies and Services has appointed Dr. Lee Bidgood as director of the Institute for Appalachian Music and Culture. 

“We are excited by the prospect of this new Institute, which will greatly enhance our ability to serve our communities and celebrate the cultural traditions of our region. Dr. Bidgood’s proven track record as a musician and scholar makes him the ideal person to lead this effort,” said Dr. Ron Roach, chair of the Department of Appalachian Studies and Center director.

An accomplished musician, Bidgood performed with the Steep Canyon Rangers and …

How Does Advertising Salience Impact Conversion Rates? The Mediating Role Of Consumer Engagement, Yu Cheng

Dissertations and Theses Collection (Open Access)

Previous studies have mainly analyzed the relationship between advertising salience and conversion rates using subjective data from questionnaires or experiments. However, existing researches have not provided a clear explanation of how advertising salience affects conversion rates. In contrast to the existing literature, this study utilizes objective data from advertising agencies and establishes a mediation model to investigate how advertising salience influences conversion rates in news feed advertising. Empirical research shows that consumer engagement serves as a mediating variable between advertising salience and conversion rates, while market share, regional marketization level, and regional income level play moderating roles in the relationship …

Impact Of Sex In Luxury Fashion Advertisements On Brand Attractiveness And Identification, Alyssa Dana Dana Adomaitis, Diana Saiki, Juan Del Pozo Severino

Publications and Research

Purpose

This study examined perceived brand attractiveness of and identification with fashion luxury brands given different levels of sexuality in advertisements. Sex in advertisements has become increasingly more common to generate attention and interest in fashion luxury products, with limited research on its influence on the consumer. However, the use of sexuality in luxury advertisements may counter the ethical expectations of brands by the current consumer in the United States.

Design/methodology/approach

A sample of 1,266 males and females completed a survey on brand attractiveness and identification after examining an advertisement of a luxury fashion product. Participants were assigned an advertisement …

2023-August-30-Etsu Alumni Golf Classic Set For Sept. 22, University Marketing And Communication, East Tennessee State University

ETSU News

The 56^th annual East Tennessee State University Alumni Golf Classic will be held at Cattails at MeadowView in Kingsport on Friday, Sept. 22.

The two-person select shot tournament, hosted by the ETSU National Alumni Association, is open to the community, including alumni, faculty, staff, students and friends of the university. The day will begin with check-in and practice time at 11 a.m. A buffet luncheon, which is included in the registration fee, will be served at noon, followed by a 1 p.m. shotgun start.

Golfers will compete in 10 divisions:

• Gold flight (handicaps of 10 and lower)
• Blue …

2023-August-29-Etsu Hosting Benefit Comedy Show For Ukraine, University Marketing And Communication, East Tennessee State University

ETSU News

(August 29, 2023)

East Tennessee State University alumnus Yaroslav (Yaro) Hnatusko has worked tirelessly since February 2022 to provide support for his home country of Ukraine through the nonprofit organization, Restore Ukraine, he founded with his brother. 

Though he has already allocated more than $2 million worth of humanitarian aid to vulnerable Ukrainian communities, his efforts to provide support haven’t stopped.  

He is continuing to provide assistance to a cause that means so much to him by organizing a benefit comedy show, where every purchased ticket will bring remote and abandoned communities much closer to critical aid. 

The NINE …

2023-August-28-Etsu Undergraduate Admissions To Host Tri-Cities College Fair, University Marketing And Communication, East Tennessee State University

ETSU News

College-bound students and their families are invited to attend this year’s Tri-Cities College Fair, an annual event hosted by East Tennessee State University’s Office of Undergraduate Admissions. The event draws participation from over 60 colleges and universities across the Southeast, and is scheduled to take place on Thursday, Aug. 31, from 6-8 p.m. at Freedom Hall Civic Center, located at 1320 Pactolas Road in Johnson City. 

It is open to all area high school students, prospective transfer students and their families, and is free and open to the public. Representatives from regional two- and four-year institutions will be …

2023-August-28-Second Season Of Broadway Coming To Etsu, University Marketing And Communication, East Tennessee State University

ETSU News

(August 28, 2023)

Six shows will headline the 2024 Spring Broadway Season at the ETSU Martin Center for the Arts.

“Our inaugural Broadway season earlier this year was a landmark success,” said Jennifer Clements, executive director of the Martin Center at East Tennessee State University. “The season included four shows – all performed to sold-out audiences.  Because of this overwhelming response, and with the tremendous generosity of our sponsors, we are expanding our season to include six shows.

 “We are thrilled to bring Broadway to the Appalachian Highlands again this year and look forward to experiencing the magic of live …

White Male Privilege, Diversity-As-Deficit, And Tokenism In The North American University: Reflections On Netflix’S The Chair, Annamma Joy

Markets, Globalization & Development Review

Ji-Yoon, an Asian-American woman, is the newly appointed chair of the English department at Pembroke University, a lower-tier Ivy League school. Most of the department’s faculty are older and white and male, but do include a female white professor, Joan Hambling, clearly suffering from marginalization. There is also a young black faculty member named Yasmin McKay, whom Ji-Yoon wants to make the university’s first black tenured professor in the English department. Yaz, as they call her, has published in the top journals and is loved by her students, who flock to take her courses. There are other story dynamics dealing …

Market Profanities In Sacral Academe: Privilege, Diversity, Representation, Incursion Of Market Forces, Nikhilesh Dholakia, Deniz Atik

Markets, Globalization & Development Review

No abstract provided.

2023-August-25-Dr. Jessica Burchette Earns Distinguished Faculty Award For Teaching, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (August 25, 2023) — Dr. Jessica Burchette, Associate Professor of Pharmacy Practice, earned the University’s Distinguished Faculty Award for Teaching at Faculty Convocation this morning. It is the highest honor given to an ETSU professor. Each honoree receives a one-of-a-kind hand-blown glass piece and $7,500 provided by the ETSU Foundation. 

Dr. Jessica Burchette, a pharmacist and associate professor at ETSU Bill Gatton College of Pharmacy, received the university’s Distinguished Faculty Award for Teaching. 

“Dr. Burchette is a standout faculty member in the Department of Pharmacy Practice at the GCOP,” wrote Burchette’s nominator. “She is a gifted …

2023-August-25-Etsu Presents Distinguished Faculty Awards, University Marketing And Communication, East Tennessee State University

ETSU News

(August 25, 2023)

Three East Tennessee State University faculty members were presented with the Distinguished Faculty Award in the areas of teaching, research and service.

It is the highest honor given to an ETSU professor. Each honoree receives a one-of-a-kind hand-blown glass piece and $7,500 provided by the ETSU Foundation. 

Dr. Jessica Burchette, a pharmacist and associate professor at ETSU Bill Gatton College of Pharmacy, received the university’s Distinguished Faculty Award for Teaching. 

“Dr. Burchette is a standout faculty member in the Department of Pharmacy Practice at the GCOP,” wrote Burchette’s nominator. “She is a gifted teacher, …

2023-August-25-Etsu Program, Aimed At Community Outreach, Wins Major Grant, University Marketing And Communication, East Tennessee State University

ETSU News

(August 25, 2023)

The Sullivan County native needed considerable help in 2018. 

A single mother with a 4-year-old daughter hampered by health issues, she was laid off each summer as part of a part-time contract. 

Immediately, East Tennessee State University went to work. 

A counseling program assisted the woman and her child with much-needed resources. A career coach worked closely with her, helping her land an opportunity at a local insurance agency. She performed so well that she ultimately became a full-time member of the agency’s team. 

“We’ve been fortunate to witness many successes over the years,” said Amy L. …

2023-August-23-Etsu Health Welcomes Pediatrician To Johnson City Clinic, University Marketing And Communication, East Tennessee State University

ETSU News

ETSU Health Pediatrics is pleased to announce that Dr. Sarah Tolliver is joining their Johnson City practice.  

Dr. Tolliver has provided care for families at the clinic throughout recent years as a resident physician and chose to stay at the practice upon graduation from the program. 

Dr. Tolliver first began her career as a social worker before attending Quillen College of Medicine to pursue her love of learning, building relationships, and improving the lives of her patients and community. 

She chose to stay with ETSU Health after completing her residency because the people of this region have become like family …

2023-August-23-Student Veteran Jake Berens Receives National Leadership Award, University Marketing And Communication, East Tennessee State University

ETSU News

(August 23, 2023)

When asked permission to write a feature story about his award, Jake Berens answered in a way that truly represents why he is a 2023 Student Veteran Leadership Award recipient.  

His response came in the form of a request: “As long as the focus stays on the community we’re trying to build and the resources available to veterans and military-affiliated students on campus.” 

After almost 12 years of active duty in the United States Marine Corps, Berens began his journey at ETSU as a health sciences major. Beyond his graduation in 2024, his sights are set on …

2023-August-23-Wets-Fm Announces Fall Fund Drive Sept. 9-15, University Marketing And Communication, East Tennessee State University

ETSU News

August 30, 2023

For almost 50 years, WETS-FM has been a source of trusted news in the region, informing, educating and empowering the community. This fall, listeners will have an opportunity to partner with the station by participating in the WETS-FM Fall Fund Drive, Sept. 9-15.

WETS-FM is an NPR affiliate that is operated as a partnership between East Tennessee State University and the station’s listeners. Operating 24 hours a day at 89.5 MHz in the Tri-Cities Tennessee/Virginia/North Carolina region, the station is also broadcast online.

“WETS-FM is an important part of the news landscape in the region, and our …

2023-August-22-Etsu Grad Now Influential Florida Judge, University Marketing And Communication, East Tennessee State University

ETSU News

When he arrived in the Appalachian Highlands more than 40 years ago, he knew no one.  

Nearly a half century later, J. Frank Porter has lifelong friends from Johnson City – and an impressive professional career. 

Judge Porter made headlines earlier this summer when his colleagues named him the next Chief Judge of the Twentieth Judicial Court in Florida. It’s a prestigious position covering a range of counties in the Sunshine State.  

The training he received at East Tennessee State University provided a sturdy foundation from which he launched a successful legal career.  

“I arrived in Johnson City not knowing …

2023-August-18-Etsu Recognizes Hicks, Northeast Tennessee Delegation For Historic Funding, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (Aug. 18, 2023) — After years of tireless work to secure state funding for East Tennessee State University Bill Gatton College of Pharmacy, ETSU celebrated success at a luncheon recognizing and thanking local legislators for their efforts.

Earlier this year, the Tennessee General Assembly approved $2.5 million in annual funding – the first state assistance for the college since its founding in 2005. Those funds enabled ETSU Gatton College of Pharmacy to lower tuition for its students, beginning this fall. For in-state students, the tuition cost to pursue a pharmacy degree is now $27,000 per year, more …

Responses To General Capabilities Framework For Tertiary Education, Tony Shannon

International Journal for Business Education

The Australian Government Department of Education, Skills and Employment (DESE) is consulting on how best to develop a general capabilities framework for tertiary education. This is being done with NOUS, a business management consultancy, and the Assessment Research Centre of the University of Melbourne

Eye-Tracking Benchmark Of Retail Grocery Packaging, Julie R. Suggs, Andrew Hurley, Paul Dawson, William S. Whiteside, Sarah F. Griffin

Journal of Applied Packaging Research

Eye-tracking technology allows researchers from a wide array of disciplines to capture consumers’ viewing patterns and provides insight into where people look, when they look at something, and how long they look at it. Eye tracking can help investigate the subconscious considerations of consumers and can facilitate a wide range of research, especially in conjunction with other forms of data collection. The availability of eye-tracking technology has increased in the last decade, leading to more companies using this as their primary avenue for market research and consumer insight endeavors. Despite the popularity of eye-tracking technology, there have been few reports …

2023-August-17-Etsu's Reece Museum Hosting Student Art, University Marketing And Communication, East Tennessee State University

ETSU News

(August 17, 2023)

“Figuratively Speaking: Art Inspired by the Reece Museum Permanent Collection” is now on display at East Tennessee State University’s Reece Museum through Sept. 22. A reception is planned for Saturday, Sept. 9, from 1-3 p.m.  

“Figuratively Speaking” is an exhibition curated and organized by Lyn Govette, a local artist, curator and educator. Art teachers from Providence Academy and University School mentored the project, and it began with Govette selecting artifacts from the Reece Museum’s permanent collection that heavily feature or represent the human form.

Students, grades 10 through 12, from both Providence Academy and University School created …

2023-August-16-Etsu Part Of Incredible Partnership, University Marketing And Communication, East Tennessee State University

ETSU News

2023-August-31-ETSU officials reflect on Sundquist's regional legacy

2023-August-14-Etsu Nationally Recognized For Recruitment Communication, University Marketing And Communication, East Tennessee State University

ETSU News

(August 14, 2023)

“They were kind,” wrote one student, “and actually made me feel like they care about my college career.” 

Another student commented on persistence, and one more said marketing content was “very attention-getting.” 

Researchers recorded these comments as part of a survey produced by Encoura, a national company that analyzes higher education.  

When it comes to recruitment communication, East Tennessee State University was one of four winners selected from across the nation alongside the University of Wyoming, Mississippi State University and the University of Chicago. 

“East Tennessee State University stood out to students through its early outreach …

The Asymmetric Effects Of Identity Salience On Judgement: The Role Of Valence And Attribute Congruence, Dahee Han, Claire Heeryung Kim

Asia Marketing Journal

A salient identity influences individuals' judgment on products. The current research investigates why identity salience sometimes produces asymmetric effects on an individual's judgment such that a salient identity often influences judgment on identity-congruent products only or identity-incongruent products only. Across two experiments, this research proposes and shows that the valence of identity-incongruent and identity-congruent attributes determines the direction of the asymmetric identity salience effects. Specifically, when an attribute of an identity-incongruent product is positively- (negatively-) valenced, identity salience influences judgment through a decreased (increased) preference for the identity-incongruent (identity-congruent) product.

Do Csr Activities Improve Short-Term Financial Performance? Competitive Mediating Effects Of Job Satisfaction, Jungwon Lee, Cheol Park

Asia Marketing Journal

Companies are increasingly performing corporate social responsibility (CSR) as part of their strategic plans, but the effect of CSR activities on short-term financial performance is disputed. Researchers have found ambiguous relationships through mediating factors, but few studies have investigated internal stakeholders in this context and the firm characteristics that moderate these relationships. This study uses a competitive mediating model that examines job satisfaction as a mediator in the relationship between CSR and short-term financial performance for Korean companies. For the analysis, data from 195 companies covering 2014 to 2017 were collected and analyzed via panel regression. The findings indicate that …

The Differential Effects Of Virtual Reality (Vr) On The Novice And Experienced Vr Users, Youjung Jun

Asia Marketing Journal

Although research on Virtual Reality (VR) has uncovered numerous technical advantages of VR over traditional media, little is known about how individual VR users with varying prior experience respond to VR differently. This paper examines the effect of users' prior VR experience on their subsequent real-life behavior in the domain of charitable consumption. Specifically, we find that compared to experienced VR users, novice VR users are more likely to support a charitable cause in real life (e.g., ocean conservation) after experiencing this cause in VR. The increased support among novice VR users occurs because they perceive the use of VR …

Scripting The Meaning: The Influence Of Brand Name Script On Brand Meaning And Brand Attitude, Olga Roshchupkina, Gi-Du Kang

Asia Marketing Journal

The present study examines the role of the script used for the graphical representation of a brand name in creating brand meaning. The study results demonstrate that each script contributes to forming different aspects of the brand meaning in multi-script environments. However, the process of meaning transfer is also influenced by the context of the product category, which can impact some of the aspects of meaning related to norms and familiarity. Furthermore, the study indicates that if the brand meaning aligns with the product category schema, it positively impacts brand attitude. This study adds to the branding literature by introducing …