Marketing Commons^™

Understanding Buy-Now-Pay-Later Adoption In The Muslim Market: Do Religious-Based Ethics Matter?, Bayu Sutikno, Hendy Mustiko Aji

The South East Asian Journal of Management

Research Aims: This study aims to investigate the relationship between religious-based ethics and trust in the Buy-Now-Pay-Later system on its adoption among Muslim consumers in Indonesia. Further, it examines the moderating role of perceived BNPL benefits.

Design/Methodology/Approach: 448 usable responses were collected for this study. Partial least squares structural equation modelling (PLS-SEM) was used to test the research model, encompassing mediation and moderation analyses.

Research Findings: This study reveals that the perceived riba risk exerts a negative influence on trust in the BNPL mechanism and its adoption within the Muslim market. However, the negative effect on the adoption of BNPL …

2024-October-28-Dr. Puri Earns Early Career Scholar Award, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

You may have seen the news that Dr. Ashana Puri recently won the Early Career Scholar Award at ETSU's Celebration of Research in October 2024. She was also featured on the cover of our latest issue of GattonRx Magazine, which includes stories about her and other faculty, our No. 2 NAPLEX ranking, practice transformation in the region, and much more! 

Here are some highlights of Dr. Puri's career since joining ETSU in 2019:

• Established a research lab focused on topical and transdermal drug delivery systems, with a commitment to improving patient outcomes and advancing therapeutic efficacy.
• Research philosophy emphasizes collaboration, …

Marketing Analytics In 2024 Conferences: Ai And Data-Driven Decision-Making, Maria Petrescu, Anjala S. Krishen

Publications

The field of marketing (and business) analytics has been developing significantly during the last decade, especially with regard to new (generative) AI technologies. A reflection of this rapid evolution can be seen by the strong presence of analytics-related topics in prominent marketing conferences of 2024. Some of the key themes appearing in the 2024 marketing conferences in relation to marketing analytics include AI integration, consumer engagement, data-driven decision-making, and ethical aspects, as reflected in Fig. 1 and discussed below.

Researching Company & Industry Data, Sandra Teft

Handouts

This in-class assignment was designed to get students started on gathering data required for their MKT 351 project, Consumer Based Marketing Insights Report. The students were required to divide into evenly distributed groups (with my assistance) and work within the databases I demonstrated during class to find data. The students selected one student from each group to report their findings.

Consumer Possessed: A Comment On Assessing Belk’S “Possessions And The Extended Self”, A. Fuat Firat

Marketing Faculty Publications

While outstanding in observing the contemporary experience of being a “consumer” to become a “canonical article” in consumer research, as Thompson deftly analyzes, Belk’s “Possessions and the Extended Self” is subject to varied traps of remaining within the “mainstream marketing’s ideological boat.” This commentary attempts to highlight these ideological traps as we hopefully escape contemporary capitalism’s system of production of consumer subjectivity.

Refereed Research - Religiosity And Sociality As Sources Of Resilience For Women Subsistence Entrepreneurs During The Pandemic, Rozina Akther

Subsistence Marketplaces

This study examines challenges faced by subsistence women entrepreneurs during COVID-19, the crisis of 2020, and their resilience in addressing the circumstances. The results of qualitative interviews with 13 subsistence marketplace women entrepreneurs in Bangladesh are presented in this article. In the current study, two themes are found to best capture the experiences and resilience of women business owners in the subsistence marketplaces. Furthermore, the study provides important insights from informant interviews, showing how women business owners navigate their operations during a pandemic. It highlights attributes such as relational strength and faith in a higher power that contribute to their …

Ensuring Packaging Accessibility For Those With Red-Green Colorblindness: A Case Study, Perian Reese, R. Andrew Hurley, George Cavender

Journal of Applied Packaging Research

Red-green colorblindness is widespread, affecting up to 8% of men and 0.5% of women, primarily among those of Northern European descent [1]. This color vision deficiency often results in profound difficulty distinguishing between red and green. Medically speaking, the condition is most commonly caused by one of two conditions- protanopia or deuteranopia. Protanopia is the lack of red photoreceptors in the retina, while deuteranopia is the lack of green photoreceptors [1]. For people suffering from this condition, there are certain graphics and images that they may have difficulty understanding or seeing as intended. Given the large number of people affected …

Social Comparison And Self-Determination In Luxury Consumption Motivations, Maria Petrescu, Jose Ribamar Siqueira, Costinel Dobre, Selima Ben Mrad, Anca-Milovan Ciuta, Aycan Kara

Publications

This study integrates social comparison theory and self-determination theory to examine the roles of escapism, conformity, and individual cultural values in shaping luxury brand attitudes. Concepts related to consumer upward and downward social comparison are complemented by aspects related to self-determination and autonomy. Drawing on survey data from the United States and Colombia, the research employs partial least squares structural equation modeling and fuzzy-set qualitative comparative analysis (fsQCA) to investigate the complex drivers of luxury consumption. The findings reveal that escapism and conformity, complementary motivations grounded in social comparison and self-determination theories, positively influence luxury brand attitudes. Furthermore, individual cultural …

Review Of “Social Entrepreneurship In India: Quarter Idealism And A Pound Of Pragmatism” By Madhukar Shukla (2020), Meena Raghunathan

Markets, Globalization & Development Review

The article is a review of ‘Social Entrepreneurship in India: Quarter Idealism and a Pound of Pragmatism’ by Madhukar Shukla. It summarizes and offers clarification and elaboration of key concepts covered in the book. These include the definition of social entrepreneurship, the taxonomy of social entrepreneurs, what characterizes them, various forms that such organizations may take, and whether social entrepreneurs are fundamentally different from other entrepreneurs or similar in many ways.

The review points out the value of the book for those in social development, argues that the book is for India as well as of universal interest, and …

Digital Twinning For Resilient Global Supply Chains: Three Case Studies, Gawon Yun, Douglas N. Hales, Leo Hong

Markets, Globalization & Development Review

Global supply chains have vulnerabilities, and these escalate in crisis times like pandemics or wars. Digital twinning of supply chains can provide early alerts and timely interventions. We examined three companies in different industries using Digital Twin (DT) technology to improve their supply chain performance. We found that while DT successfully enhanced performance indicators, the dollar and time costs were significant, creating barriers to wider DT adoption. We conclude by outlining the positives and negatives of implementing Digital Twins in global supply chains.

Frugal Consumer Behavior, Rabia Bayer

Markets, Globalization & Development Review

The purpose of this paper is to bring renewed attention to frugality and advance the discussion of frugal consumer behavior. It makes an initial attempt to explore the dimensions of frugality and provides a contextual map of frugal consumer behavior that can be empirically tested and used for future predictions.

Diverse Global Palette: From South Asia To Middle East To Europe, Nikhilesh Dholakia, Deniz Atik, Delphine Godefroit-Winkel

Markets, Globalization & Development Review

No abstract provided.

Grand Valley Bank - Credit Card Profitability, Mike Petersen, Newell Wright

Mountain Plains Business Conference

This is a case involving a bank with a current credit card that is proving to be unprofitable. Students will need to perform a basic customer profitability analysis. Then students will analyze the results of a survey on customer satisfaction with the current card benefits and potential benefits to add. Students finish by recommending a course of action to return the product to profitability.

Biodiesel Recycling From Used Cooking Oil And Grease, Hyeong-Gyu Choi

Mountain Plains Business Conference

The proposed idea is to establish a biodiesel fuel operation by recycling used cooking oil, partnering with regional restaurants. Biodiesel can be produced by combining alcohol with vegetable oils, animal fats, or recycled cooking grease. Sourcing biodiesel from used vegetable oil and cooking grease promotes sustainability by minimizing waste and environmental risks, while potentially reducing health hazards. I have partnered with a firm that has achieved a highly efficient production state, but the company is struggling to recruit local restaurants willing to become supply chain partners. We seek ideas on how to recruit local restaurants interested in joining its sustainability …

The (Mis)Alignment Between Customer Evaluations Of Specific Service Dimensions And Their Overall Experience Ratings, Linlin Chai, Jin Li, Shan Awasthi, Somnath Banerjee

Mountain Plains Business Conference

In the highly competitive airline industry, customer satisfaction and loyalty are significantly influenced by the nuances of flight experiences. A crucial issue, largely overlooked by the literature, is the alignment—or misalignment—between customer evaluations of specific service dimensions and their overall experience ratings. This misalignment is commonly observed in consumer reviews, where high ratings for individual aspects (e.g., seat comfort or in-flight entertainment) may not always translate into equally high overall satisfaction scores, and vice versa. Understanding this alignment or misalignment is critical because it offers insights into the complex nature of customer satisfaction, revealing that it cannot be fully captured …

Mastering Sales Excellence: Navigating The Balance Between Authentic Innovation And Routine Automation In The Ai Era, Victoria Hailey, Maria Kalyvaki

Mountain Plains Business Conference

The advent of generative AI has significantly transformed the sales landscape, presenting both opportunities and challenges. AI can enhance efficiency in the sales process by providing insights into industry trends, organizational background research and assist in perfecting the sales pitch. However, the challenge remains for salespeople to maintain authenticity and personal engagement during interactions, ensuring that AI-generated content does not come across as formulaic or insincere. This paper will investigate best practices for leveraging AI while preserving the human touch that is crucial for successful sales outcomes.

Leveraging Machine Learning For Wellbeing Research In Marketing: Enhancing Federal Nutrition Programs And Food Decision-Making, Rohini Daraboina, Andrea Leschewski

Mountain Plains Business Conference

Machine learning offers innovative tools to enhance research on federal nutrition programs and food decision-making, moving beyond traditional methods. Algorithms extract key features to pinpoint potential program issues, allowing for more refined predictions about participation and behavior using large-scale data, unlike prior studies that typically rely on controlled lab settings. We propose a case study using machine learning to predict participation in a major nutrition education program, with implications for diet quality and food security. Validation of machine learning insights will involve qualitative research and surveys. This approach demonstrates the potential for connecting wellbeing research and marketing by offering deeper …

The Impact Of Inbound Marketing Methods On Business Performance, S Grayson Garner

Expo Student Presentations

2024 Fall Expo Poster Presentation

Understanding Customer Loyalty In The Automobile Industry: The Case Of Ford Motors In The State Of Virginia, Jared Nichols

Honors Projects

This research utilizes a mixed methods approach to better understand customer loyalty and the factors that impact a customer’s decision to remain loyal to a brand. More specifically, this research focuses on the combined impact that specific factors have on Ford Motor Company’s ability to foster and maintain loyal customers. This research focuses solely on the impact these factors have on Virginia Ford owners. To better understand this question, both quantitative and qualitative data was collected from Virginia Ford owners. The outcome of this research suggests that a combination of perceived value, quality, corporate image, and switching costs when considering …

2024 October, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for October of 2024.

Zero Textbook Cost Syllabus For Mkt 3000 (Marketing Foundations), Ram Bezawada

Open Educational Resources

This course is designed to introduce business students to the fundamental concepts and principles of marketing. The knowledge you gain in this course should help you understand how well-thought out and carefully implemented marketing strategies can help businesses succeed in a competitive environment. This understanding and skills you will have to practice in this course (i.e., analytical, and oral/written presentation skills) will help you to become a more valuable employee whether you choose a career in marketing or in other fields.

For students majoring in marketing, this course will provide the foundations for more advanced courses and work experience. For …

Sales Team Value Co-Creation In Turbulent Markets: The Role Of Team Learning And Agility, Eddie Inyang, Omar S. Itani, Hayam Alnakhli, Juliana White

Marketing Faculty Publications

Value co-creation has emerged as a way for organizations to gain a competitive advantage and differentiate themselves from the competition. In the literature, a positive link has been found between value co-creation and firm performance. However, the impact of sales team value co-creation on performance has been largely unexplored. This study explores drivers of value co-creation by sales teams and its performance outcomes, with market turbulence as a contingency factor. Using a sample of 201 salespeople in 24 sales teams, the results indicate that when sales teams co-create value with customers, they can increase their sales performance. This effect is …

Busn 3125: Principles Of Selling, Ngoc Cindy Pham

Open Educational Resources

Course Objectives: 1. Define the Selling Process: Understand and apply the selling process to various forms of sales, including personal, professional, and digital sales. 2. Identify Communication Elements: Recognize and utilize the key components of the communication process between buyers and sellers in business, focusing on clarity, persuasion, and relationship building. 3. Examine Ethical and Legal Aspects: Analyze ethical issues and legal restrictions in American business that impact sales practices, ensuring compliance and integrity in all sales activ

Business 3100 Principles Of Marketing, Ngoc Cindy Pham

Open Educational Resources

This course covers the fundamental concepts of marketing, including product development, promotion, pricing, and distribution. It focuses on understanding and applying basic marketing principles within the context of the marketing system and the markets available.

Busn 3140: Consumer Behavior, Ngoc Cindy Pham

Open Educational Resources

We will explore consumer behavior, focusing on its influence in your life, business strategies, policy making, and society. Our emphasis will be on understanding and analyzing how consumers acquire, use, and dispose of products. In other words, we will examine the ways consumers think, feel, and interact with retail environments, products, services, brands, and ideas.

Digital Marketing And Consumer Consumption Of Breast-Pumps On Social Media, Leanne Clark

Theses

A breast pump brassiere, designed to provide hands free experience for the mother when collecting mother's milk, and which integrates various operative components in the category of a micro pump, at least one suction cup, and a milk reservoir, preferably within each cup, to provide for hands free collection of expressed milk, as desired and required by the mother for use in the feeding of her infant.

Symmetrical And Asymmetrical Approaches To Brand Loyalty– The Case Of Intelligent Voice Assistants, Wei He, Catherine Prentice, Xuequn Wang

Research outputs 2022 to 2026

This study investigates symmetrical and asymmetrical relationships among intrinsic needs, consumer engagement, attachment, and brand loyalty in the case of intelligent voice assistants (IVAs). Conducted with IVA users in the United States, the research employs structural equation modelling (SEM) to examine direct, linear relationships and fuzzy-set qualitative comparative analysis (fsQCA) for exploring complex, non-linear relationships. The findings indicate that psychological needs, consumer interactions with IVAs, and emotional bonds significantly influence brand loyalty. Furthermore, the fsQCA method reveals that various combinations of these factors contribute to brand loyalty in distinct ways. This study advances the literature on consumer behaviour and branding …

Commercial Friendships In Pubs: Defining The Quality, Levels, And Process, Sake Jan Velthuis, Ondrej Mitas, Erwin Losekoot, Marcel Bastiaansen

Research outputs 2022 to 2026

This research explores commercial friendship within Dutch pubs, focusing on the transition from transactional to personal interactions between bartenders and guests. The study uses semi-structured interviews and thematic analysis to reveal that commercial friendship shares many similarities with non-commercial friendship but differs in important aspects. We found six levels of commercial friendship that range from minimal interactions, categorized as 'guest,' to deep, personal connections identified as 'best friend.' We identified three dimensions of commercial friendship quality: activities, self-disclosure, and social support. A critical finding is the 'tipping point'—a stage in the relationship development where interactions shift from professional to personal, …

The Impact Of Online Behavioral Advertising On Consumer Attitude And Impulse Buying: The Moderating Role Of Privacy Concerns, Elisa Legros, Yoonju Han, Jeong Eun Park

Asia Marketing Journal

Online Behavioral Advertising (OBA), a recently emerging format of internet advertising, targets users based on their past online behaviors. This study examines the impact of OBA on consumer attitudes and impulse buying behavior, while exploring the moderating influence of privacy concerns, a crucial factor given that OBA relies on personal data collection. To test our conceptual model, we conducted surveys in Korea and France, to further analyze the potential cultural distinctions. Our findings, derived from a series of linear regression models, reveal that OBA significantly affects consumers' impulse buying, with this effect mediated by consumers' attitudes toward OBA. Moreover, consumers' …

Do People Really Care If It's Phygital Retail? Exploring The Relationship Between Customer Experiences And Customer Behaviors, Limei Liu, Seong Ho Lee

Asia Marketing Journal

Phygital is an approach that integrates digital technology into physical retail spaces to provide innovative and interactive customer experiences. As this approach becomes more widespread, understanding its effects on consumer behavior is crucial. This study aims to bridge this gap by investigating the factors that influence cognitive, emotional, technological, sensory, and social experiences in phygital retail. It also seeks to understand how these factors influence customer engagement, ultimately impacting customers' patronage intentions and recommendation intentions. The study surveyed 380 customers in China who had experienced phygital retail. The results show that various dimensions of customer experience influence customer engagement, with …