Marketing Commons^™

2023-June-01-Etsu Alum's Nonprofit Raises Over $1.5 Million For Humanitarian Aid, University Marketing And Communication, East Tennessee State University

ETSU News

Imagine coming to a country thousands of miles from your home, leaving your family and loved ones behind – only to one day wake up to find them and millions of others in the middle of a war zone. That is the reality East Tennessee State University alumnus Yaroslav (Yaro) Hnatusko lives every day. Yaroslav (Yaro) Hnatusko

Combined with the love for his homeland and the skills Hnatusko honed at ETSU, he and his brother co-founded Restore Ukraine —a nonprofit organization aimed at providing essential humanitarian aid to those affected by the crisis in Ukraine. When war broke out in …

Maintaining Institutional Memory For Non-Commercial College Radio Fundraising, Samantha K. Riordan

Journalism

This paper outlines how to run a non-commercial, non-profit radio station fundraising program, commonly called a Pledge Drive. Cal Poly’s radio station, KCPR 91.3, hosts an annual Pledge Drive in the spring. KCPR staff, specifically the fundraising manager and marketing director, lead the KCPR team in raising funds that support our operations for the upcoming year. This paper will detail the strengths of past fundraising drives and potential improvements to fundraising drives in the future while addressing the question of: How do college radio stations create continuity in non-commercial radio fundraising to ensure success amid changing economic conditions and the …

Battaglini Winery: Marketing Collateral Development & Rebranding, Lexi L. Battaglini

Graphic Communication

The Battaglini Winery is a small family-run winery located in Sonoma County. The winery has no existing brand guidelines and any marketing collateral in current use has outdated information and design elements. The purpose of this project is to provide the winery with cohesive and refreshed brand guidelines while using these guidelines to generate relevant marketing materials for consumers.

Moondoggie's Ad, Mia Horvath

Graphic Communication

I created a 2 minute ad for Moondoggies that defines the brands “attitude” as well as establishes its demographic, highlights the products they sell, and showcases the natural beauty of the region Moondoggies was founded in.

Small Business Marketing In The Sports Industry, Cheyenne L. Abbett

University Honors Theses

This thesis explores how small sports businesses can avoid high failure rates by establishing a strategic marketing plan that makes the most of their constrained resources. The current literature on sports marketing strategy examines social media, relationship, and influencer marketing, but is limited in its application to small businesses. The purpose of this thesis is to address and fill that gap. This thesis consists of a literature review of the previously stated topics, best practices that incorporate the findings of this research, and a brief case study of these recommendations in action. Best practices include establishing a greater purpose for …

2023 June, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for June of 2023.

2023-May-31-A Stirling Opportunity, University Marketing And Communication, East Tennessee State University

ETSU News

(May 31, 2023) An East Tennessee State University alumna will head to the United Kingdom this fall on a Fulbright Scholarship that allows her to study two of the areas she’s most passionate about – art therapy and sport.

Rachel Harbin Blankenship graduated from ETSU in 2019 with a Bachelor of Fine Arts degree in graphic design and attended Florida State University, where she earned a master’s degree in art therapy and was a graduate assistant in the Department of Art Education.

“ETSU not only prepared me academically as I decided to pursue further education but the faculty and staff …

2023-May-29-Their Memory Lives On, University Marketing And Communication, East Tennessee State University

ETSU News

(May 29, 2023) — Beginning after the American Civil War, Memorial Day has its roots as a day of remembrance for those who have died during United States military service.  

 

In the decades following, communities, cities and states began observing the event.

ETSU pays tribute to veterans

Now a federal holiday, Memorial Day sees scores of Americans visit cemeteries and memorials, usually placing an American flag at gravesites.  

 

In that spirit, ETSU looks back at former students who gave their lives in service of their country. These veterans are part of the storied history of ROTC at ETSU, now celebrating …

Artificial Intelligence: Interactive Effect Of Google Classroom And Learning Analytics On Academic Engagement Of Business Education Students In Universities In Nigeria, Friday Ekahe Abanyam (Ph.D), Nathaniel Ifeanyi Edeh (Ph.D), Victor Attah Abanyam (Ph.D), Jossica Isioma Obimgbo (M.Ed), Felicia Ogonna Nwokike (Ph.D), Promise Emeka Ugwunwoti (Ph.D), Victoria Obiageli Nnamani (M.Ed), Fabian Ugbe Udida (M.Ed), Anthonia Ngozi Ibelegbu (Ph.D), Joseph Tunga Yaro (M.Ed), Ozioma Patience Nwokedi (M.Ed), Joseph Bonglo Kingsley (M.A), Benuh Adama Idris (Ph.D)

Library Philosophy and Practice (e-journal)

The zeal to determine an interactive digital learning environment that supports students’ academic engagement and improve learning outcome necessitated this study. The study adopted quasi-experimental and non-equivalent control-group research design. We used purposive sampling technique to select the sample for the study. Also, the study draws from longitudinal research survey responses of 422 undergraduate marketing students from four universities in South-South Nigeria to test the study hypotheses. The universities include University of Calabar (UNICAL), Ambrose Alli University, Ekpoma (AAU), University of Uyo (UNIUYO), and Delta State University Abaraka, (DSUA). While students of UNICAL and AAU formed the treatment groups, …

Gauging The Effect Of Buyer Vs. Seller Initiation Of Customer Value Creation On Buyer Loyalty In Large B2b Sales Relationships, George Talbert, Earl D. Honeycutt Jr., Subhashish Samaddar

Engaged Management ReView

This study addresses two central questions: Is it important to determine whether the salesperson or the buyer initiates value creation in large business-to-business (B2B) selling environments? Furthermore, does the mode of initiation – buyer or seller – later influence customer attitudes toward the sales interaction? Value creation is necessary for large B2B sales situations because customized solutions often are required to meet customer needs. This empirical study compares buyer and seller initiators of value creation in B2B dealings and analyzes which actor most positively affects customer perceptions. In a study of 142 senior-level managers at buyer organizations

who participated in …

Calling Their Bluff: Misplaced Loyalty Is A Problem For Gamblers, Jonathan Ross Gilbert, Marla B. Royne Stafford, Leonard Hostetter

International Conference on Gambling & Risk Taking

Abstract

Due to the ubiquity of casinos, both brick and mortar and online, problem gambling has emerged as a significant public health issue. It is estimated that 30% - 50% of all casino revenues are generated from problem gamblers who tend to be disproportionately male, young, and minority group members (Welte et al. 2014). Although prior research has examined the mediating role of gambling behaviors in the relationship between casino marketing strategies and problem gambling, it is not clear what role casino loyalty programs play in predicting problem gambling, particularly in underserved and minority populations. Prentice & Wong (2016) examined …

Social Capital And Gambling Risk Perception 'A Social Marketing Dilemma', Otila Osborne, Maree Thyne, Kirsten Robertson, Janet Davey

International Conference on Gambling & Risk Taking

AIM: To explore the relationship between social capital (social networks, familial and close relationships) and risk perception amongst older female gamblers (50 years+)

BACKGROUND: Despite significant investment in social marketing initiatives gambling harms persist. Predicted to live longer, poorer, and less healthy lives than men, older women are increasingly gambling online with gambling harms rising accordingly. Typically, older women are portrayed as being risk averse. However recent studies across several jurisdictions reveal significant shifts in risk perception in the domain of social risk. Yet little is known about how older women perceive gambling risk. This study provides an alternative to …

Exploring The Effects Of Gamblification On Esports Betting, Cecilia Diaz Dr, Violet Justine Mtonga Dr

International Conference on Gambling & Risk Taking

Abstract:

There is a growing trend of gambling/betting organisations attempting to secure a position in the fast-growing and profitable sector of Esports by becoming an inherent part of the sports culture and its community of fans. This alignment is raising concerns due to the community lifestyle and consumption of experience intrinsic in sports/Esports (Gordon, Gurrieri, & Chapman, 2015).

Diffusion of gambling in society is triggered by digital/technological disruption on gambling and changing consumer behaviour and cultural trends. This environment offers innovative opportunities to experience gambling and “gambling-like” experiences online (King et al., 2010) with the extra incentive of ease of …

Analysis Of The Changing Behaviours Of Chinese Genz Towards Casino Tourism: Implications To The Asian Markets, Linqian Huang

International Conference on Gambling & Risk Taking

Abstract

While the Chinese GenX spend largely in gambling activities during their visits to the destinations which are famous for their casino tourism industry, the GenY have shown less enthusiasm to be the high rollers. Regarding the Chinese GenZ, their spending behaviours in casino tourism will continue to exhibit changes and differences comparing to the GenX and GenY, especially for the non-gaming expenditure. Considering the potential purchasing power of GenZ, it is important for integrated resorts operators to understand the changing consumption behaviour of this new generation. For this, online questionnaire survey and analysis of narratives are employed to explore …

2023-May-24-New Carillon Members.Pdf, University Advancement, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

The ETSU Foundation welcomed 74 new donors – the largest in the Foundation’s history – into the ETSU Distinguished President’s Trust (DPT) Carillon Society during a celebration luncheon May 23.

The Carillon Society recognizes incoming DPT members who have reached a giving level of $10,000 or higher. ETSU students Pate Anglin and Sarah Mohammed, both members of the Roan Scholars Leadership Program, presided over the ceremony. 

“Today, we celebrate the dreams that are being made possible on this campus, the pathways that are being shaped, and the opportunities that are being realized, all because of the generosity and vision of …

Caring Hurts, Otila Osborne

International Conference on Gambling & Risk Taking

‘Caring Hurts’

The Effects of Social Capital on Gambling Risk Perception

AIM: To explore the relationship between social capital (social networks, familial and close relationships) and risk perception amongst older female internet gamblers (50 years+)

BACKGROUND: Despite significant investment in social marketing initiatives gambling harms persist. Predicted to live longer, poorer, and less healthy lives than men, older women are increasingly gambling online with gambling harms rising accordingly. Yet little is known about this vulnerable demographic or the factors that underpin the behaviour. This study provides an alternative to the psychological approaches that dominate gambling research. A social capital paradigm …

2023-May-22-A Baaa-Rilliant Display Of Art, University Marketing And Communication, East Tennessee State University

ETSU News

(May 22, 2023) – As the saying goes, the grass is greener when goats are around. Kingsport, however, is more colorful thanks to a herd of goats frolicking around town.  

New to Kingsport this year is a herd of uniquely painted goats that have taken the community by storm. The group is made up of 10 life-size fiberglass goats, each given a distinct design by a local artist. The sculptures made their debut at The Greatest of All Time (G.O.A.T.) Festival: A Celebration of the Arts, a three-day festival at the Kingsport Farmers Market earlier this year.  

The festival was …

Good Governance, Bad Governance: A Refinement And Application Of Key Governance Concepts, Scott L. Mitchell, Mark D. Packard, Brent B. Clark

Marketing & Entrepreneurship Faculty Publications

Understanding what makes governance 'good' or 'bad' has been impeded by construct ambiguity. Contemporary governance research has struggled to define 'governance' and related constructs such as 'ownership', 'agency', and 'management' in a way that clearly separates and distinguishes them. Often, the line between governance and management is so blurred that it is impossible to say what is good or bad 'governance' versus 'management'. Here we provide a systematic classification of key governance concepts in terms of their distinct economic functions. 'Governance', for instance, is the economic function of behavioural constraint. This allows us to state what 'good' governance is and …

2023-May-22-20 Years Later, His Research Still Flying High, University Marketing And Communication, East Tennessee State University

ETSU News

(May 22, 2023) - More than 20 years ago, East Tennessee State University’s Dr. Fred Alsop penned a work aimed at helping the more than 60 million Americans who regularly birdwatch.  

 

Published in association with the Smithsonian Institution, “Birds of North America: Eastern Region” includes everything from profiles and photos to behavior and nest locations.

Dr. Fred Alsop

And the book, written in 2001, is still getting rave reviews. 

 

Bestreviews.com, one of the top comprehensive product review sites available online, ranked Alsop’s work as the “best of the best” among other well-known books on birdwatching.  

 

“No matter where you are …

2023-May-21-From New York To Italy, His Research Will Change Minds, University Marketing And Communication, East Tennessee State University

ETSU News

(May 21, 2023) – The story is probably familiar to those who’ve taken an American or world history course. After the fall of Rome, a dark age descended on Europe until the Italian Renaissance reignited European minds. Those same Italians passed their inspiration to English protestants, who in turn brought ideas to the original 13 colonies in what would become the United States.

East Tennessee State University’s Dr. Brian Maxson plans to complicate that narrative in his upcoming book, “The United States Finds the Italian Renaissance.” 

He’s receiving impressive support to accomplish the project.

The American Philosophical Society, founded by …

Drivers And Barriers Of Social Sustainable Development And Growth Of Online Higher Education: The Roles Of Perceived Ease Of Use And Perceived Usefulness, Hemamali Tennakoon, Jared M. Hansen, George Saridakis, Mahesha Samaratunga, Joseph W. Hansen

Marketing and Strategy Faculty Publications

Online and distance learning classes have been touted for the last several years as an innovation in higher education that should help improve the entrepreneurial growth mindset of students. However, the reported negative online learning experience of many college students worldwide during the COVID-19 epidemic has shown that many opportunities remain to improve the sustainable development and growth of online visual instruction practices. In this study, we outline and investigate a set of hypotheses related to the perceived usefulness and perceived ease of use (from TAM) of online video instruction in higher education courses during the pandemic. We employ grounded …

2023-May-19-No Yard? No Problem. Enjoy This Community Garden., University Marketing And Communication, East Tennessee State University

ETSU News

(May 19, 2023) -- ETSU Health’s Johnson City Community Health Center is bringing back its community garden this weekend.

Anyone, whether you have a green thumb or not, is welcome to volunteer to maintain the garden and enjoy the fruits (or vegetables) of their labor. Volunteer days will be held the third Saturday of every month from 10 a.m. to 1 p.m., beginning this Saturday, May 20.

People are encouraged to come outside of those days to harvest and tend to the garden, however. Volunteer days will continue throughout the spring and summer until fall.

“Our mission is to serve …

2023-May-19-This Appalachian Artist Had An Eye For Beauty, University Marketing And Communication, East Tennessee State University

ETSU News

(May 19, 2023) – “An Exuberant Spirit: The Sammie L. Nicely Collection” is now on display at East Tennessee State University’s Reece Museum through Oct. 13. A reception and celebration will be held on Thursday, June 15, from 4-7 p.m.

Samuel Louis Nicely (1947-2015) was an artist and educator who embraced his cultural heritage as a Black man from Appalachia. Nicely self-identified as a contemporary folk artist, and his unique aesthetic is a blended exploration of African and Appalachian ancestry that is evident in both his art and his collection. In 2020, 50 works from Nicely's personal collection were …

2023-May-19-Announcing Lower Tuition, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (May 19, 2023) – During a special called meeting, the East Tennessee State University Board of Trustees voted today to lower tuition for future pharmacists attending the ETSU Bill Gatton College of Pharmacy in Johnson City, Tennessee. The reduction was made possible following the TN General Assembly’s decision to provide a $2.5 million annual state appropriation to the college, the first state funding for the college since its founding in 2005.

For in-state students, the tuition cost to pursue pharmacy at ETSU is now $27,000 per year, over 30% less than before. For out-of-state, the tuition cost is …

2023-May-19-State Investment Will Change Lives, University Marketing And Communication, East Tennessee State University

ETSU News

(May 19, 2023) -- During a special called meeting, the East Tennessee State University Board of Trustees voted today to lower tuition for future pharmacists attending ETSU Bill Gatton College of Pharmacy in Johnson City, Tennessee. The reduction was made possible following the TN General Assembly’s decision to provide a $2.5 million annual state appropriation to the college, the first state funding for the college since its founding in 2005.

For in-state students, the tuition cost to pursue pharmacy at ETSU is now $27,000 per year, over 30% less than before. For out-of-state, the tuition cost is $33,000 per year, …

Manage Your Money Wisely: How Consumers And Marketers Can Effectively Communicate Money Issues, Alexander Park

Olin Business School Graduate Student Theses and Dissertations

Consumers and marketers find it challenging to communicate money matters. For example, consumers experience discomfort and uneasiness when discussing financial issues with their social relationships. Firms often receive backlash when sharing their good financial deeds (e.g., charitable efforts) with consumers. Because financial matters can be a sensitive topic, in my research, I explore the difficulties consumers and marketers experience when communicating money issues and how they can better navigate these problems.In Chapter One, I investigate a particularly uneasy interaction that consumers often face with their friends and acquaintances: the need to ask for money back. Seven fully preregistered studies (N …

Essays On Customer Relationship Management, Nan Zhao

Olin Business School Graduate Student Theses and Dissertations

The general topic of my dissertation is customer relationship management. Specifically, I use quasi-experimental causal inference methods, randomized field experiments, and machine learning methods to study and measure consumer response to co-branded credit cards and email communications promoting subscriptions.

In Chapter 1, “The Impact of Co-branded Credit Card Adoption on Customer Loyalty”, we estimate the treatment effects of adopting a co-branded credit card on spending and loyalty behaviors using a comprehensive longitudinal dataset from a North American airline. Our data set contained detailed records of both airline credit card adopters and non-adopters, including their travel and loyalty program activities over …

An Insider Scope Of The Present Relationship Between Generation Z And Luxury Brands: Producing And Executing Creative Display Advertisements For Five Luxury Brands, Amrita Deonanan

Honors College Theses

This paper takes a deeper look into Generation Z’s current relationship with luxury brands to gain a better understanding of how to successfully advertise and gain the loyalty of this cohort long-term. By exploring the psychographics of Generation Z consumers and gaining a feel for their lifestyles, shopping habits, and purchase behavior, digital advertisements were developed for five luxury brands to appeal to these consumers through working with graphic design elements that will lure Generation Z consumers to purchase from these brands. In order for Generation Z consumers to identify with the luxury brands illustrated in the digital advertisements, fundamentals …

Brand On The Run: The Effects Of Internal And External Stakeholder Communication Of Corporate Rebranding Efforts, Abby Vandiver

Honors Theses

A company’s most valuable asset is its brand. Not just limited to its name and logo, a brand is loosely defined as the identity of an organization. A strong brand identity can create strong customer loyalty. Changing even a part of this identity can cause confusion and ultimately revenue loss. This study examined how business owners and marketers communicate with their stakeholders when they decide a rebrand is necessary. After researching current literature on this topic, businesses in Oxford, Mississippi which have undergone a rebrand in the last decade were recruited to answer questions. Ten organizations participated either through interview …

Pour-Over Coffee Stand With Warmer, Francesca Patawaran

Honors Theses

This project sought to demonstrate the process of bringing a new product into the market, from the initial design and prototyping stage to marketing and, ultimately, mass production. As part of the curriculum of The Haley Barbour Center for Manufacturing Excellence (CME), the project team manufactured fifteen Pour-Over Coffee Stands with electric heating components. We first created a 3D model of the proposed design, ensuring that all components fit together in an assembly. Next, we worked with the lab technicians to create a prototype of the product. Then, we refined the manufacturing process to eliminate waste where possible. Throughout the …