Marketing Commons^™

The Relationship Between Anthropometric Sizing, Fit Issues, And Return Rates In Plus-Size Women's Apparel, Cassondra Smith

Walden Dissertations and Doctoral Studies

Retail business owners remain concerned with apparel sizing and return sales, as sizing is a frequent predictor of apparel returns and decreased revenue. Grounded in new product development theory (NPD), the purpose of this quantitative correlational study was to examine the relationship between anthropometric apparel sizing standards, sizing and fit issues, and return sales. The participants were 89 women’s bridal apparel owners and leaders within the retail business sector who completed a 5-point Likert-type survey. The results of the multiple linear regression were significant, 3, 85) = 32.301, p < .001, R2 = .533. In the final model, there were two predictors which were significant, sizing and fit (t = 9.718, p = <.001, ß = .735) and sizing standards (t = 2.478, p = .01, ß = .205). A key recommendation is for retail business leaders to acknowledge the growth in the U.S. female apparel consumer. Further, the alignment of sizing standards and product offerings provides functional apparel and mitigates return sales due to sizing. The implications for positive social change include the potential for the apparel industry to acknowledge the growing complexity of women’s sizing, which is influenced by diverse cultural backgrounds and body types. This shift could promote greater inclusivity, enhance consumer confidence, reduce return rates, and foster broader acceptance of diverse female body types within the industry.

Improving Student Enrollment Through The Use Of Relationship Marketing In Higher Education At A Private Not-For-Profit Institution In The Midwest, Jordan Samuel Mays

Doctoral Dissertations and Projects

The research study reflected the impact of relationship marketing on prospective students in a higher education institution. Student matriculation and retention are critical for institutions to remain viable in the increasingly competitive higher education sector. Various initiatives emerged to enhance student engagement and increase student enrollment; however, the study does not include a particular aspect of marketing to strengthen connections with prospective students. The research was a qualitative case study on the impact of relationship marketing efforts on current students of a single institution of higher education. The institution’s staff triangulated the results with findings from new student surveys to …

Examining Factors Affecting Consumers’ Daily Fantasy Sports And Sports Betting Participation: Comparing Motivation And Perception Of Skill Versus Luck, Koo Yul Kim, Colin Lopez

UNLV Gaming Research & Review Journal

With the Supreme Court lifting the federal ban on sports betting, dominant Daily Fantasy Sports (DFS) operators including DraftKings and FanDuel have entered the sports gambling market and operate in legalized states in the United States. These providers of both DFS and sports betting are making efforts to better understand the characteristics of both DFS and sports betting consumers and develop effective marketing strategies to target each consumer segment. This research investigates the differences in motivation to participate and perception of skill vs. luck between DFS and sports betting participants. 934 adults (sports betting = 434, DFS = 500) were …

The Integration Of Entrepreneurial Marketing Processes And Controls, Stern Neill, Li Dang

Marketing

Purpose

This study aims to explore the evolving relationship between entrepreneurial marketing (EM) processes and control mechanisms across three phases of opportunity development: exploration, evaluation and exploitation. By examining how control mechanisms respond to the uncertainties inherent in each phase, this research illustrates how controls emerge and adapt, enabling entrepreneurs to effectively navigate the challenges specific to each stage of their venture’s growth.

Design/methodology/approach

Using a qualitative, inductive approach, this study uses semistructured interviews with founders of nine high-growth, early-stage startups based in California. The selected ventures vary by industry and business model but share early market traction. The Gioia …

How Emerging-Market Brands Can Overcome A Weak Country Image, Mustafa Raji, Peter Magnusson, Yuri Martirosyan

Marketing Faculty Publications

Purpose

This study offers a comprehensive analysis of the relative effectiveness of different strategies that emerging-market brands can use to mitigate a weak country image.

Design/methodology/approach

This study employs discrete choice conjoint analysis to evaluate the relative effectiveness of store image, warranty duration, third-party certification and corporate engagement on US consumers’ perceptions of products from China and Cambodia. China, representing an advanced emerging market, and Cambodia, representing a less advanced market, were selected to provide a diverse context for comparison. The study examines electric scooters (relatively more hedonic) and refrigerators (relatively more utilitarian) to test the robustness of the findings …

The Influence Of Peer-To-Peer Accommodation Platforms’ Green Marketing On Consumers’ Pro-Environmental Behavioural Intention, Songshan (Sam) Huang, Xuequn Wang, Hua Qu

Research outputs 2022 to 2026

Purpose: This study aims to examine the impact of peer-to-peer (P2P) accommodation platforms’ green marketing on consumers’ pro-environmental behavioural intention through the mediation of consumer trust and engagement, following the social influence theory and the stimulus–organism–response model. Design/methodology/approach: A questionnaire survey was designed to collect data from American P2P accommodation consumers. Data collection was conducted through an outsourced survey company. Partial least squares structural equation modelling was used to analyse the data. Findings: The study reveals that P2P accommodation platforms’ green marketing orientation was positively associated with consumer trust in the platform and consumer engagement with the platform. Both consumer …

The Efficacy Of India's Electric Vehicle Market: Can Fame Deliver Results?, Douglas N. Hales, Gawon Yun, Devendra Kale

Markets, Globalization & Development Review

This commentary discusses the merits and demerits of India's FAME I II and III policy frameworks to promote the use of electric vehicles (EVs). FAME III is under consideration, and some suggestions are offered to improve its effectiveness.

Streaming Media Platforms And Film/Video Arts Distribution, Aras Ozgun, Andreas Treske

Markets, Globalization & Development Review

Streaming media platforms have emerged as new and natively digital forms of content delivery for mainstream news and entertainment media over the past decades. Underlying technologies also unfold new possibilities for the circulation artistic/creative digital video works. Yet, such potential remains relatively underexplored, due to the complexities involved in the public distribution of such works. In this study, we analyze these complexities and critically evaluate emerging models, such as open access streaming media platforms, subscription-based platforms, and cryptocurrency and NFT-based platforms that feature new administrative forms and governance strategies. We finally discuss the possible roles of traditional public cultural institutions …

The Kindle Ecosystem Of Overconsumption: The Digital Flâneuse Roaming Booktok E-Spaces, Valeria Baltodano

Markets, Globalization & Development Review

The development of a community and culture around reading on the social media platform has afforded women new avenues for empowerment through their earning and spending power. A tool wielded often in this mobile space, Amazon’s Kindle device has reached a new height of popularity thanks to the women in the bookish community of TikTok. This paper employs Anne Friedberg’s concept of the flâneuse in relation to the limitation of women’s empowerment through the commodification and aestheticization of reading on TikTok. It demonstrates how the Kindle has become the locus for a culture of overconsumption through which these women exercise …

Traversing Spaces: Virtual, Mediated, Entertaining, Commercial, And Geographic, Nikhilesh Dholakia, Deniz Atik, Delphine Godefroit-Winkel

Markets, Globalization & Development Review

No abstract provided.

Fostering Value Cocreation Using An Agency-Style Client Project In Marketing Education, Chiharu Ishida, Peter Kaufman, Mark Gibson, Gary Hunter

Faculty Publications – Marketing

Experiential learning is key to any discipline, and in marketing it is of particular interest to foster mastery and a sense of professionalism through a client project in the classroom. In the marketing education literature, the value of client projects is well documented. Building on the value cocreation (VCC) stream of research and project-based learning, we propose that a multicourse, full-service “agency-style” structure allows classes to realize VCC beyond the traditional client-based project. We define agency-style projects as those in which teams from different courses are assigned unique, interrelated tasks and ultimately offer a comprehensive recommendation for the client’s multidimensional …

Fresh Looks, Familiar Voices: Balancing Conformity And Differentiation In Young Adult Literature Market, Nami Kim, Jiyoon An

AMTP Proceedings 2025

This study examines optimal distinctiveness strategies in the Young Adult (YA) literature market, analyzing bestseller data across visual representation, author concentration, content diversification, and linguistic evolution. Results reveal increasing visual differentiation in book covers, growing reliance on established authors, gradual expansion of content diversity, and linguistic convergence in book descriptions. These findings demonstrate how publishers dynamically adjust various product aspects to achieve optimal distinctiveness, extending optimal distinctiveness theory to brand-level strategies in cultural industries.

Understanding Market Outlooks, Elliott James Dennis

Cornhusker Economics

As 2024 has concluded, many industry analysts will reflect on the market trends and forces that shaped 2024 to make improved decision making in 2025. This is a pivotal time to evaluate the factors influencing commodity markets and plan for the future. Market outlooks play a vital role in this process, offering agricultural producers and industry stakeholders valuable insights into price trends, production forecasts, and market dynamics. By analyzing data from government agencies, universities, and private firms, these outlooks help users anticipate and navigate market fluctuations, whether through short-term forecasts or long-term projections spanning decades. With advances in technology and …

A Socioeconomic Analysis Of Fashion Entrepreneurs And The Use Of Self-Branding To Influence Consumer Behavior, Jasmine Gibbs-Stepter

LSU Doctoral Dissertations

The fashion industry is widely recognized as a significant sector within the global economy, crucially driving trends, creating jobs, and shaping culture. Despite its prominence, entrepreneurs from marginalized socioeconomic backgrounds often encounter considerable hurdles in establishing their businesses and sustaining them over time. These challenges manifest in various forms, including access to vital financial resources, insufficient networking opportunities, and restricted entry into lucrative markets, making it difficult for these entrepreneurs to compete in a dynamic and competitive landscape.

The rise of social media, with platforms like Instagram leading the charge, has ushered in a new era for fashion entrepreneurs. As …

Cultural Values In The Advertisements Of Islamic And Commercial Insurance Companies: A Comparative Analytical Study Of Social Media Advertisements, Hameed R. Al-Qudaimi

An-Najah University Journal for Research - B (Humanities)

Objective: This study aimed to compare advertisements for Islamic and commercial insurance companies regarding the cultural values used in their advertisements on social media sites like Instagram, X, and YouTube. Method: This study uses content analysis and comparative methods to analyze the content of 300 advertisements during the period of July 1 to September 30, 2023, the study conducted on the Islamic company in Yemen (United Insurance) and the commercial company in Egypt (Allianz). Results: The most important results showed that Allianz was more likely to use individual values, broad influence, avoidance of doubt, masculinity, and long termism, while …

A Multilayer, Multimethod Web And Language Accessibility Analysis Of U.S. Nonprofit Organization Websites: Considerations For The Marketing And Promotion Of Online Giving, Alicia Mason, Lauren Baldwin, Tatum Ahring

Faculty Submissions

In lieu of recent declines in individual giving to US nonprofits focused on social causes, education, environment, and animal welfare, this study examines the web and language accessibility of US nonprofit websites. By examining potential accessibility design barriers, we seek to understand whether US nonprofit organizations are limiting their outreach to online donors, specifically persons with disabilities (PwDs). Nonprofit websites were systematically and randomly sampled from Charity Navigator's Alphabetical Listing of the Top 1000 Most Visited Charities database. Using a multimethodological approach consisting of manual verification and computer-automated analysis techniques, we assess the web and language accessibility of leading US …

Understanding Consumer Perception And Behavior Toward Biodegradable Plastic Products Based On The Moa Model, Nayeon Baek, Hyemi Lee

Asia Marketing Journal

This study investigated the factors influencing consumers' switching intentions to biodegradable plastic products. Applying a modified Motivation-Opportunity-Ability (MOA) framework, we analyzed the impact of factors such as environmental concern, novelty seeking, negative attitude, perceived consumer effectiveness, green consumer availability, and environmental knowledge on switching intention, while also examining the moderating effect of perceived greenwashing. Results showed that environmental concern, perceived consumer effectiveness, and negative attitude from the motivation dimension, and environmental knowledge from the ability dimension, had significant effects on switching intentions. Furthermore, it was found that the level of perceived greenwashing moderated the effects of environmental concern, perceived consumer …

The Effect Of Educational, Escapism, Memorable Tourism Experience On Sustainability-Oriented Loyalty In Kembang Island Park With The Moderating Effect Of Biodiversity Knowledge: Green Marketing Perspective, Muhammad Naparin

Asia Marketing Journal

The biggest challenge of green tourism marketing is to create tourist loyalty based on environment, economy, and socio-cultural sustainability. This study aimed to analyze the influence of educational experience (EDX) and escapism experience (ESX) on memorable tourism experience (MTX), the direct influence of MTX on sustainability-oriented loyalty (SOL), the moderating role of biodiversity knowledge (BIK) on the influence of MTX on SOL, and the direct influence of BIK on SOL. This study used quantitative methods and SmartPLS 4.1 for statistical analysis. The research model was tested on 221 tourists who had visited the Nature Tourism Park situated in the conservation …

The Impact Of Chat Gpt's Quality Factors On~Perceived Usefulness, Perceived Enjoyment, And~Continuous Usage Intention Using The Is Success Model, Mun Ki Kim, Seon Young Jhee, Sang-Lin Han

Asia Marketing Journal

Due to the rapid diffusion of ChatGPT based on Generative AI, innovative changes are being made in artificial intelligence technology and its use. In fact, ChatGPT is being actively applied by being fused to various industries along with our daily lives. Accordingly, this study aims to examine the correlation between the quality factors, perceived usefulness, perceived enjoyment, and continuous usage intention of ChatGPT technology using the IS success model. For this study, a survey was conducted on 225 experienced people who have used ChatGPT technology. As a result of the survey analysis, it was confirmed that among the quality factors …

Balance Or Highlight? The Impact Of Power On Consumer Choices For Joint Consumption, Chaeyeong Kim

Asia Marketing Journal

Consumers often make decisions on behalf of the self and others, such as family, friends, or colleagues, when choosing products to jointly consume. Postulating that power—a central element of social dynamics—shapes reliance on internal versus external information, the current research explores its effect on joint consumption choices. Across three studies, I find that low-power individuals balance self and others’ preferences, whereas high-power individuals are likely to highlight their preferences (H1). In addition, I provide evidence for decision-making strategy (i.e., reliance on reasons vs. feelings) as the key mechanism underpinning the relationship between power and joint consumption choices (H2). Finally, I …

Effects Of The Preannouncement Of Donation Expenditure On The Evaluation Of Charitable Organizations And Overhead Aversion, Kwanho Suk, Triza Mudita

Asia Marketing Journal

Charitable organizations use donated funds for program costs to support the cause and overhead costs to cover the charity's general operation and fundraising. This research investigates the influence of preannouncement of donation expenditure on attitudes toward charity and overhead aversion (i.e., negative response to overhead). Preannouncement of donation expenditure involves the disclosure of how donor contributions will be allocated to the program and overhead costs. The results of two empirical studies show that preannouncement positively influences attitudes toward charity and mitigates overhead aversion. Study 1 indicates that the preannouncement of donation expenditure enhances perceived donation impact, leading to a positive …

We Need Deep Theories Of Virtues: Four Principles For Advancing Research On Virtues In Positive Social Science, David S. Bright, Jason M. Stansbury, Bradley A. Winn

Marketing and Strategy Faculty Publications

This article aims to help Positive Social Science (PSS) researchers develop theories of virtues, whether of single, discrete virtues, or several virtues considered together. We argue that a weak virtue theory assumes a virtue consists of single constructs, whereas a deep virtue theory assumes a virtue is an integrated system of constructs. We briefly review indicators of weak theory in the PSS literature: definitional divergence, valence confusion, and conceptual incommensurability. Drawing from the field of Virtue Ethics, we suggest four essential attributes of a virtue that should guide the development of deep virtue theory. Any virtue is (1) holistic, in …

Grieving & Swiping: Online Dating As Consumers' Post-Breakup Resolution, Zeynep Ozdamar Ertekin, Salih Kural, İrem Taştan

Markets, Globalization & Development Review

This study explores the underlying motivations of consumers’ usage of online dating applications after the breakup of romantic relationships. The experiences of young-adult consumers who went through post-breakup grief are investigated through in-depth interviews. Findings resulted in twelve categories of motivations that participating consumers had regarding their usage of dating apps, in relation to managing the grief after breakup. Motivations are grouped under the categories of coping, updating, and desiring. Moreover, findings also demonstrated diverging pathways in using dating apps for emotional resolution. The study contributes to our understanding of dating app usage by highlighting important insights from consumers who …

From Socially Responsible Enterprises To Crypto-Anarchy: We Cover Quite A Range, Nikhilesh Dholakia, Deniz Atik, Delphine Godefroit-Winkel

Markets, Globalization & Development Review

No abstract provided.

Brand Equity Applied To The Fmcg Industry Before And During The Covid-19 Pandemic: A Case Study Of Private Label Products In Ireland, Javier Casanoves-Boix, Ana Cruz-Garcia, Sonia García-Lafuente

Dept. of Marketing & International Business Publications

Introduction: This study aims to examine the significance of brand equity in private label products in Ireland, focusing on the period before and during the covid-19 pandemic.

Methodology: The sample consisted of 412 citizens of Cork (Ireland) who normally consume this kind of products. Five-point Likert scales were used to measure the main elements of brand equity, based on the previous studies found in the literature. IBM-SPSS29 was used as a working tool.

Results and discussion: The results show a positive relationship between perceptions of all variables related to brand equity both before and during covid-19, with …

Vino Mundo: Introducing Wines Of The World To Costa Rica, Sarah Lee, Jacob Massoud, Chang Seob Yeo

Barowsky School of Business | Case Studies

Guillermo Aguilar, owner and founder of the Costa Rican restaurant Vino Mundo, turned off his computer and stood up from his chair. Sales at Vino Mundo had slowed down following the global pandemic, and Guillermo was exploring ways to revitalize his business. The ideas he had most recently considered included a new marketing strategy for the restaurant and creating an institute to educate Costa Ricans about wine and train individuals to become sommeliers. Guillermo left his office and then walked out to the restaurant’s patio to take in the beautiful panoramic views of San Jose. He had quite a few …

Convenience And Price: What Leads To Repurchase Intent?, Brittany Thierman

Theses, Dissertations and Capstones

This study strives to understand drivers of repurchase intent for service-based small businesses in terms of firm attributes and service conveniences. This study also examines the impact of customer satisfaction on repurchase intent in service-based small businesses. The theories used for this research are Economic Utility Theory and the Theory of Planned Behavior. This research aims to identify which factors are most important when starting the customer journey with a service-based small business, including signing up for the service, realizing the benefit, and the customer’s intention to repurchase. This research will compare firm attributes, including price discounts and service conveniences. …

The Role Of Masculine And Feminine Gender Enactment In Hospitality Leadership, Michelle Russen, Mary Dawson, Tiffany Legendre

Marketing Faculty Publications

Purpose: The stereotypical assumptions of what it means to be hegemonically masculine and to be a leader are aligned in current society, potentially creating role incongruity for anyone who does not fit into this definition. The purpose of this study is to investigate whether masculine and feminine leadership traits of men and women hospitality managers affect employees’ intention to trust leaders and organizational attractiveness.

Design/Methods/Approach: Explanatory mixed methods were employed. First, two experiments (study 1 = woman manager, n = 137; study 2 = man manager, n = 117) were conducted with current hospitality employees to test the interaction of …

Library Renovation Phase 2, Judy Schmitt

Library Faculty Works

No abstract provided.

"Reasonable [Cybersecurity] Measures" For Digital Trade Secrets: Lessons From Marketing, Raj Sachdev

Law Faculty Scholarship

The loss of digital trade secrets in marketing and beyond, often the source of competitive advantage, can have disastrous impacts on brands and companies. Bad actors want to get their digital hands on digital trade secrets, and other actors and factors may also cause a risk to their secrecy. The Defend Trade Secrets Act (DTSA) makes clear that “reasonable measures” must be taken to maintain the secrecy of a trade secret. Likewise, the Uniform Trade Secrets Act (UTSA) requires “reasonable steps.” However, in a digital age, the definition of what is “reasonable” is even more unclear than in offline settings. …