Marketing Commons^™

2023-July-24-Etsu Launching Community Music School, University Marketing And Communication, East Tennessee State University

ETSU News

(July 24, 2023) – The Department of Music at East Tennessee State University has launched a new Community Music School, a program that provides high-level music training to students of all ages and skill levels in the Appalachian Highlands. 

“Our talented faculty are thrilled to offer this instruction,” said Dr. Roya Farzaneh, named artistic director of the program. “We can help beginner students lay an excellent foundation as well as offer advanced students challenges that will take their music abilities to the next level.”

The Community Music School offers a range of classes and events. There are comprehensive music …

2023-July-24-The Sky Is The Limit.Pdf, University Advancement, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

The advice and guidance of a cherished mentor…?

Simply priceless!

For retired educator Dee Dee Dietrich of Kingsport, inspiring and life-changing words of wisdom came from the late Cora Cox whom she knew from the Presbyterian church they both attended. Ms. Cox was also a well-known educator and teacher of special education.

Knowing that Dee Dee’s college plans were to major in English and minor in elementary education, Ms. Cox invited her to sit in on a class she was teaching for kids with autism.

Seeing Ms. Cox in the classroom with these students and hearing her stories about the …

The Effects Of Commitment And Trust On The Relationship Between Service Quality And University Brand Loyalty In Time Of Crisis, Dongjun Rew, Wonsuk Cha, Joo Y. Jung

Management Faculty Publications

Existing literature on university brand loyalty (UBL) has less focused on a marketing-oriented perspective, or relationship marketing, and its impact on testing UBL. The aim of this study is to identity the roles and impacts of trust and commitment, which are main factors that create a relationship, in the relationship between university service quality, student satisfaction (SAT), and UBL and discuss its implications for university approaches of the marketing-oriented perspective. A self-report study was conducted with a total sample of 301 undergraduate students from four universities in the USA. PLS-SEM and path analysis were employed to test each hypothetical relationship. …

2023-July-21-Etsu's Reece Museum Secures $65,000 Grant, University Marketing And Communication, East Tennessee State University

ETSU News

The Reece Museum has received $65,000 in grant funding from the Henry Luce Foundation to support “The Sammie L. Nicely Collection: Black Appalachian & African American Art Project.” Named for artist Sammie L. Nicely, this growing collection of post-modern and contemporary art explores Black imagery and themes, representing a variety of media and forms.

The museum received 50 artworks from Nicely’s personal collection in 2021 and since then has been actively collecting additional pieces that support Nicely’s legacy as an artist and educator, advancing cultural awareness and promoting the arts in his native region. 

This funding will further support research …

2023-July-21-Social And Politically Engaged Art, University Marketing And Communication, East Tennessee State University

ETSU News

(July 21, 2023) Artists who speak through their work on the issues of the day are invited to enter the 2023 “FL3TCH3R Exhibit: Social & Politically Engaged Art” at East Tennessee State University.

This international juried exhibition will run from Oct. 2-Dec. 8 at the Reece Museum. Now in its 11^th year, this event represents the spirit of social and political movements of the U.S. and the world. Educator, artist and activist Adam DelMarcelle, who lost his brother to a fentanyl overdose, shares his message of the power of art to disrupt, resist and document human existence.

The …

2023-July-21-Etsu Scientists Part Of Groundbreaking Team Studying Massive Stars, University Marketing And Communication, East Tennessee State University

ETSU News

(July 21, 2023) – A team of scientists from around the world have launched a groundbreaking study aimed at analyzing the most massive stars near the Milky Way.

A pair of East Tennessee State University professors are part of this international team. From discoveries entirely new to science to books about little-known maladies, Ignace and Erba are members of an ETSU faculty that regularly generate cutting-edge scholarship.

“This study, and all the papers that will follow, will produce scores of scientific insights,” said ETSU’s Dr. Richard Ignace and Dr. Christi Erba, both members of the Department of Physics and …

2023-July-20-Roach Appointed To Tennessee Council On Developmental Disabilities, University Marketing And Communication, East Tennessee State University

ETSU News

(July 20, 2023) Helping students of all abilities succeed is a professional and personal passion for Dr. Evelyn N. Roach, director of the East Tennessee State University Curriculum Innovation Center.

Her work in this space will be elevated with her recent appointment to the Tennessee Council on Developmental Disabilities, which is made up of Governor-appointed private citizens who either have a disability or are a family member of a person with a disability. The council supports many different leadership and advocacy trainings for Tennesseans with disabilities, family members and professionals who serve the disability community. Helping people find and …

2023-July-19-Bestselling Author Imani Perry To Headline Etsu Conference, University Marketing And Communication, East Tennessee State University

ETSU News

(July 19, 2023) – Critically acclaimed author Dr. Imani Perry will serve as the keynote speaker for East Tennessee State University’s fifth annual Equity and Inclusion Conference. The conference, open to the public, will take place Sept. 28-30 and will be held entirely in-person for the first time since the pandemic.

Perry is renowned for her work that explores the intersections of history, race, law and culture. Born in Birmingham, Alabama, in the aftermath of the horrific 16th Street Baptist Church bombing, Perry’s life and work have been deeply imbued with a commitment to justice and progressive change.

Perry’s academic …

2023-July-19-Toward A Trauma-Informed Approach, University Marketing And Communication, East Tennessee State University

ETSU News

(July 19, 2023) Implementing trauma-informed care into organizational culture is the focus of an upcoming virtual talk in the Resilience Presentation Series of the East Tennessee State University/Ballad Health Strong BRAIN Institute.

Chris Moynihan and Nic Shields will speak on “Implementing a Trauma-Informed Approach: The Attachment, Regulation and Competency Framework” on Monday, Aug. 7, from 10:30 a.m.-noon via Zoom (registration link: tinyurl.com/37kasyt7).

Incorporating trauma-informed care into an organizational culture can be challenging. In their presentation, Moynihan and Shields will focus on lessons learned from their organization’s multi-year efforts to implement the Attachment, Regulation and Competency Framework as an approach …

2023-July-19-Etsu To Cohost International Rural Nursing Conference, University Marketing And Communication, East Tennessee State University

ETSU News

(July 19, 2023) A conference addressing the unique and varied health aspects of rural and remote communities and focusing on culture, global health, policy and interdisciplinary professional issues will be held in Johnson City Wednesday-Friday, July 26-28.

The 2023 International Rural Nursing Conference: Rural Health Equity in Practice, Education and Research will bring together nurses and other health care professionals, as well as educators and researchers, from all over the world to share research and propose solutions to nursing problems that affect all. The event, which will take place at the Carnegie Hotel, is hosted by the Rural Nurse Organization …

2023-July-18-Students With Business Ideas Can Find The Help They Need At Etsu Innovation Lab, University Marketing And Communication, East Tennessee State University

ETSU News

(July 18, 2023) Students bitten by the entrepreneurship bug may find their college years to be the ideal time to try their hand at it. And East Tennessee State University provides a great place to do just that with its Innovation Laboratory.

The Innovation Lab, a part of the ETSU Research Corporation, is a high-tech business incubator that assists aspiring entrepreneurs in developing emerging technologies from concept through commercialization. With a focus on identifying and generating solutions to global problems, it is committed to championing entrepreneurs and building a cooperative hub and network that is a catalyst for …

2023-July-18-Etsu Chief Of Police Recognized Nationally, University Marketing And Communication, East Tennessee State University

ETSU News

(July 18, 2023) – At a conference in Las Vegas this month, East Tennessee State University’s Chief of Police and Director of Public Safety Cesar Gracia earned a special recognition as a finalist for Campus Safety Director of the Year, hosted by Campus Safety Magazine.  

It’s a prestigious, national honor.

But Gracia doesn’t want the credit.  

“Our officers work 12-hour shifts and not only respond to calls of service, but they also provide foot patrols and engage our campus community in an effort to maintain a safe living and learning environment,” he said. “Our dispatchers are also dedicated to our …

2023-July-18-Etsu Alumni Association Announces New Officers, Directors, University Marketing And Communication, East Tennessee State University

ETSU News

(July 18, 2023) A new slate of officers and directors will lead the ETSU National Alumni Association during the upcoming year.

Tom Tull, an MBA graduate from the East Tennessee State University Class of 1995, has been elected as president. Tull has over 30 years of health care experience and is a longtime member of the Ballad Health team, where he currently serves as vice president and chief experience officer.

Serving as president-elect is Dr. Virginia Bieber, a three-time graduate of ETSU whose degrees include an M.S. in clinical nutrition and an Ed.D. in educational leadership and policy …

2023-July-17-Veterans Encouraged To Apply For Etsu Strive Program, University Marketing And Communication, East Tennessee State University

ETSU News

(July 17, 2023) – STRIVE, a free entrepreneurship training program for veterans, reserve and National Guard members, is taking applications for a course that begins September 14. 

East Tennessee State University is the second institution in the nation to host a STRIVE program thanks to a partnership with Syracuse University’s Institute for Veterans and Military Families, also known as IVMF.

Course starts Sept. 14

“Helping those who have or are currently serving our country is an incredible honor,” said ETSU’s Mark Bays, director of the Tennessee Small Business Development Center. “Nationwide, IVMF has assisted more than 70,000 veteran entrepreneurs, …

Cancel Anytime! How Easy Cancellation Options Enhance Purchase Intentions For Services That Require Long-Term Commitments, Sohyeon Park, Kacy Kim, Seolwoo Park, Yung Kyun Choi, Sukki Yoon

Marketing Department Faculty Journal Articles

The authors recognize that an uncertain environment associated with prolonged pandemic conditions have made consumers reluctant to make long-term contractual commitments in various retail contexts. Hypothesizing that retailers might offer cancellation options to motivate consumers to undertake long-term commitments, the authors conduct two studies in which cancellation messages accompany ads for an online language course and a gym membership. Findings indicate that retailers can alleviate the pressures associated with long-term commitment decisions and can heighten purchase intentions by providing cancel options for consumers who register for services requiring long-term but not short-term commitments. Perceived goal achievability is identified as an …

The Effect Of Technostress On The Motivation To Teach Online In Higher Education Before And During The Covid-19 Pandemic: Perceptions Of Business Faculty, Stacy Boyer-Davis, Kevin Berry, Amy Cooper

International Journal for Business Education

This study investigated the relationships among technostress creators (techno-complexity, techno-insecurity, techno-invasion, techno-overload, and techno-uncertainty) on the motivation to teach online using the Motivation to Teach Online – Faculty Version scale. Data were collected from faculty members of the Management and Organizational Behavior Teaching Society (MOBTS), a member of the AACSB Business Education Alliance, and the American Society of Business and Behavioral Sciences (ASBBS), an interdisciplinary professional organization comprised of faculty teaching in accounting, finance, management, marketing, organizational behavior, and computer information systems early 2020 (N = 307). The findings indicated that techno-stressed faculty are less motivated to teach online. Techno-insecurity …

2023-July-13-Etsu Launches Hospitality And Tourism Concentration, University Marketing And Communication, East Tennessee State University

ETSU News

(July 13, 2023) – For those who enjoy facilitating unforgettable experiences and who hope to shape the future of a vibrant and evolving industry, East Tennessee State University is launching a hospitality and tourism concentration. 

The new concentration starts this fall. 

“The hospitality and tourism concentration opens doors to a multitude of career opportunities for tomorrow’s industry leaders,” said Dr. Dana Harrison, chair of the Department of Management, Marketing and Supply Chain. “Regardless of students’ diverse passions and interests, this concentration will provide a premiere unparalleled education and immersive experiences with organizations in the region.” 

It is available within …

2023-July-13-Etsu, Northeast State Announce Digital Media Partnership.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

A new agreement between East Tennessee State University and Northeast State Community College will help digital media students move seamlessly from a two-year education program to an accelerated bachelor’s degree path.

Earlier this month, the presidents of ETSU and Northeast State announced a partnership between the digital media programs of each college. At the formal signing ceremony, leaders from each entity spoke about what is to come through the partnership.

“We are delighted to partner with ETSU,” said Dr. Jeff McCord, president of Northeast State. “ETSU’s Digital Media Program has an outstanding reputation, and we are pleased to offer this …

2023-July-13-Two From Etsu Named To Leadership Tennessee Next, University Marketing And Communication, East Tennessee State University

ETSU News

(July 13, 2023) – Two leaders at East Tennessee State University have been named to the next class of Leadership Tennessee NEXT, a program aimed at offering personal and professional development for the Volunteer State’s best and brightest early- and mid-career professionals. 

Dr. Daryl A. Carter, professor of history, associate dean for community relations and outreach, and director of the Black American Studies Program, and Melissa Nipper, executive director of communications in the Office of University Marketing and Communications, are both joining the program. 

As a historian, Carter is an established expert in 20^th and 21^{st …}

2023-July-12-Etsu Redesigns Infectious Disease Fellowship To Include Critical Care Medicine, University Marketing And Communication, East Tennessee State University

ETSU News

(July 12, 2023) East Tennessee State University has introduced a revamped infectious disease fellowship that now incorporates critical care, which will enhance physicians’ capabilities during pandemics.

Through the newly launched Infectious Disease Critical Care Fellowship, a comprehensive three-year program, fellows will receive specialized training in diagnosing and treating severe infections while also gaining increased exposure to critical care medicine. In collaboration with Ballad Health, this initiative aims to elevate the standard of subspecialty care, benefiting the local community and beyond.

“We are excited to bring joint training in infectious diseases and critical care medicine to East Tennessee,” said Dr. Jonathan …

2023-July-11-Etsu Welcomes New Postgraduates In 2023, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (July 11, 2023)— East Tennessee State University Bill Gatton College of Pharmacy welcomes a new resident and research fellow, each furthering their postgraduate pharmacy training in various practice settings. 
 
Alum James Elliott (’20), PharmD, of Maryville, Tennessee, matched as a Postgraduate Year 2 (PGY2) Ambulatory Care Pharmacy Resident, a year-long program that helps trainees acquire unique skills in teaching by working with faculty members both in classroom and experiential settings. PGY2 residents are also given an opportunity to participate in a teaching and learning certificate program.
 
After earning his PharmD at ETSU Gatton College of Pharmacy, Elliott gained …

2023-July-10-Getting A Taste Of What It's Like To Write, University Marketing And Communication, East Tennessee State University

ETSU News

(July 10, 2023) – More than 40 high school students from across the Volunteer State explored East Tennessee State University this summer while participating in one of the region’s signature writing programs.  

Students explored the Archives of Appalachia, the premier repository that documents life in Southern Appalachia. They spent time at the Reece Museum, home to more than 20,000 artifacts, and were given a tour and creative prompts in the Sherrod Library. Observing and writing all along the way, they also received mentorship from seasoned writers.

ETSU hosts signature writing workshop

“The Young Writers’ Workshop is an excellent program that …

2023-July-10-A Love Letter To Mama.Pdf, University Advancement, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Rosaminda Moog Husmillo immigrated to the United States in 1989, arriving in Queens, New York where she worked as a nurse. Her next goal: to bring her family to this country as soon as possible. Rosaminda Moog Husmillo

To her husband Leo and three children waiting back in the Philippines, she was the family’s brave pioneer in the land of opportunity. In 1992, the Husmillo family joined her in the United States and called the Big Apple home until 1996, at which time they moved “onward to Johnson City,” according to son Augie.

“The catalyst for the move was my …

2023-July-07-When You Have A Thriving Arts Community, Show It Off., University Marketing And Communication, East Tennessee State University

ETSU News

(July 7, 2023) East Tennessee State University is home to a vibrant arts community, with sites that highlight Appalachia, host renowned artists and showcase the incredible work of ETSU students. 

“An important function of arts in the community is creating a connective space,” said Rebecca Proffitt, director of the Reece Museum. “It gives you an opportunity for self-reflection, or maybe to think deeply about issues.”  

The Reece Museum, as well as the Slocumb and Tipton galleries, regularly house exhibitions that delight and challenge, as well as educate and preserve.  

ETSU students showcase their work, getting hands-on learning opportunities through …

The Appropriateness Of Outlier Exclusion Approaches Depends On The Expected Contamination: Commentary On André (2022), Daniel Villanova

Marketing Faculty Publications and Presentations

In a recent article, André (2022) addressed the decision to exclude outliers using a threshold across conditions or within conditions and offered a clear recommendation to avoid within-conditions exclusions because of the possibility for large false-positive inflation. In this commentary, I note that André’s simulations did not include the situation for which within-conditions exclusion has previously been recommended—when across-conditions exclusion would exacerbate selection bias. Examining test performance in this situation confirms the recommendation for within-conditions exclusion in such a circumstance. Critically, the suitability of exclusion criteria must be considered in relationship to assumptions about data-generating mechanisms.

Digital Marketing Science, Stephanie Cobian

Title III Professional Development Reports

Marketing involves implementing diverse strategies to promote products and services, strengthen market presence, and attain business success. It combines advertising expertise, sales proficiency, and efficient product delivery. While traditional channels like print, TV, and radio remain relevant, the internet has transformed marketing through digital approaches. Digital marketing utilizes websites, social media, search engines, and applications, enabling interactive communication and incorporating customer feedback. It revolutionizes how businesses engage with consumers in a two-way interaction.

Online Or In-Store - Shopper Channel Preference Study - 2023, Dinesh K. Gauri

Marketing Faculty Publications and Presentations

As channels converge, consumers have many choices for shopping. Understanding how consumers shop is important for retailers looking to customize their product and service offerings. This report of US Shoppers provides key insights on the current trends in selecting the channels for shopping.

Revisiting The Impact Of Divisional Affiliation On Secondary Market Ticket Prices In The National Football League, Yohan Lee, Moonsup Hyun, Stephen Shapiro, Alan Morse

Journal of Applied Sport Management

With the emergence of demand-based ticket pricing, professional sport organizations and marketers will benefit from a thorough understanding of pricing in the demand-driven secondary market. Ticket pricing studies often take divisional affiliation as a control variable; little research has focused on and examined the importance of divisional affiliation for secondary market ticket prices. Different from work indicating consumers’ preference for divisional games, this study revealed that higher ticket prices (i.e., consumer demand) accompanied non-divisional games. Additionally, the number of years between the away team’s visit to the home team’s stadium and the away team’s current winning percentage each played a …

Brand Extension Evaluation In Esports: A Case Study Of The Nba And Nba2k League, Glynn M. Mcgehee, Beth A. Cianfrone, Jackson Sears

Journal of Applied Sport Management

Professional sport leagues have created esport leagues and teams, which serve as brand extensions (e.g., NBA and NBA 2K League). These brand extensions can benefit the professional sports team brand by reaching various audiences in a different product category. The purpose of this study was to examine a traditional sport entity’s (NBA franchise) esport brand extension (NBA 2K League team). In partnership with an NBA team and the affiliated NBA 2K esports team, a survey of 195 individuals assessed the brand extension on several variables, including extension awareness, perceived quality, image fit, categorical fit, innovativeness, and authenticity of the extension. …

2023-July-Faculty And Staff At Aacp Pharmacy Education 2023, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Our faculty and staff showcased their expertise at the American Association of Colleges of Pharmacy's (AACP) Pharmacy Education 2023 annual meeting, held at the Gaylord Rockies in Aurora, Colorado, July 22-25. Multiple faculty and staff presented their expertise at the conference with over a dozen from the college attending.

Presentation:

“Remediation Renovation: Creating Your Toolkit Using Strategies and Lessons Learned from Three Programs,” Dr. Katelyn Alexander, Director of Experiential Education, who spoke along with faculty from two other colleges.

Posters:

"An Early Intervention Approach to Improving Pharmacy Student Success," Dr. David Stewart, Professor and Interim Associate Dean of Assessment and …