Marketing Commons^™

Understanding Brand Perception And Purchase Drivers Among Engaged Stakeholders For Products Developed At The University Of The Philippines Los Baños, Emil John C. Cabrera, Eunice Dianne Y. Algar, Cathrene P. Amante, Rainielle Kyle M. Guison

Asia-Pacific Intellectual Property Management and Innovation Book Series

Branding for universities is a relatively new concept, particularly as they position themselves to be an “entrepreneurial university.” This model necessitates a proactive approach to intellectual property (IP) management and technology transfer. Recent studies on university branding focus on higher educational institutions (HEIs) and how branding supports the development of their distinct identities and reputation. However, research on the perception of university-developed products, particularly in the context of the Philippines, is still limited. This study, therefore, examined the brand perceptions and purchase drivers of engaged stakeholders towards University of the Philippines Los Baños (UPLB)-developed products to evaluate the effectiveness of …

Developing A Successful Pr Campaign With Crisis Management And Competitive Positioning, Anna V. Gutierrez

Marketing

This senior project examines the key elements that contribute to the success of a public relations campaign and how these elements can be leveraged to help a company effectively respond to and recover from a crisis. By analyzing high-profile campaigns like Spotify to Wicked, the project identifies best practices in brand communication, audience connection, and narrative control. Marketing research and a professional interview provide additional insight into real-world applications of PR strategies, offering a deeper understanding of how brands maintain trust and visibility during challenging times. Ultimately it provides a framework for how businesses can craft compelling PR campaigns that …

From Classroom To Career: My Digital Marketing Journey With Disney And Grc, Hailey Jones

Graphic Communication

This senior project highlights my work as a Digital Marketing Intern with The Walt Disney Company from June 2024 to January 2025. It features key projects and accomplishments that show the development of fundamental marketing and their applicability in the workplace. Besides, this project incentivizes students in Cal Poly on how co-op internships could be extremely advantageous. It touches on internships' benefits of having real-world experience coupled with the development of highly-wanted skills and networking. This project to be hosted on the Graphic Communication Department's website speaks about flexible options within the major and the competitive advantages offered by the …

Distance And Preference For Full Versus Shared Control: The Moderating Role Of Decision-Maker Self-Construal, Hyeyoon Jung, Peter Magnusson, Stanford A. Westjohn, Yi Peng, Douglas Dow

Marketing Faculty Publications

Previous research on the impact of distance on the choice between full versus shared control international market entry has produced inconsistent results. The authors suggest that the characteristics of the decision-maker may be an important boundary condition, which helps explain this inconsistency. Specifically, the authors examine how differences in decision-maker self-construal influence the effects of distance on entry mode decisions. To investigate the phenomenon, the authors use multiple methods to conduct three separate studies, including two experiments and a meta-analysis. The results offer consistent evidence that the distance–entry mode relationship is stronger for managers with an independent self-construal than for …

Examining Consumer Adoption Of Social Commerce: An Extended Meta-Utaut Model, Prianka Sarker, Laurie Hughes, Tegwen Malik, Yogesh K. Dwivedi

Research outputs 2022 to 2026

Social commerce has evolved into a mainstream channel for marketers and businesses for selling products online. However, consumers in many developing economies have yet to fully adopt social commerce technology. This research, therefore, aims to develop and empirically validate a conceptual model for understanding the factors influencing consumer adoption of social commerce in Bangladesh using an adapted and extended version of the Meta-UTAUT model. Analysis was undertaken to determine the appropriateness of external constructs such as trust, social support, anxiety, grievance redressal, innovativeness, and continuous participation intention. This research collected data from 402 social commerce users from Bangladesh to test …

How Can Foreign Commercial Vehicle Manufacturers Succeed In India?, Debjit Roy, Shubham

Asian Management Insights

Seven steps to achieve market entry based on lessons from recent market exits. New entrants need to tailor their trucks for India's geography, infrastructure, and conditions to improve acceptability and market share. Boost demand by building an export-driven business model in India to counter the threat from inadequate and stagnant domestic demand. Align service offerings with customer expectations to gain greater vehicle acceptability.

Emoji Marketing: Toward A Theory Of Brand Paralinguistics, Jacob Almaguer, Reto Felix, Colleen M. Harmeling

Marketing Faculty Publications

Emojis, or pictographs that supplement or replace written language, have become ubiquitous in contemporary communication, including emoji marketing. Drawing on insights from linguistics and sign theory, the current research proposes an emoji marketing framework in which emoji symbolism (symbolic vs. iconic emoji use) affects consumers’ message appraisals (perceived message intimacy and clarity), which in turn influence brand cultural relevance (propositions P1 and P2). Emoji syntax (i.e., whether emojis are supplemented with text or not) and marketer-consumer group relatedness (shared vs. unshared group membership) moderate the relationship between emoji symbolism and consumers’ message appraisals. The framework suggests that messages that use …

Are Emojis The New Words? A Sentiment Analysis Of Social Media Brand Conversations, Yashodhan Karulkar, Dev T. Vora, Siddharth Vaddepalli, Yash Thakur

Journal of International Technology and Information Management

Emojis have become an increasingly important aspect of consumer-brand interactions in the Indian subcontinent. However, the impact of emoji use on brand image and mental health remains underexplored, particularly in emerging economies like India, where structured research on this topic is limited. To address this gap, the present study analyzes over 4,600 consumer tweets related to 19 prominent brands across eleven industries. Using VADER sentiment analysis, the research develops a metric to assess consumer sentiment and brand engagement in relation to emoji usage. The findings indicate that effective integration of emojis contributes to positive consumer sentiment and enhanced brand engagement. …

An Analysis Of Unstructured Marketing Data To Aid Online Platforms, Qingli Zeng

Dissertations and Theses Collection (Open Access)

As digital platforms increasingly rely on unstructured data such as images, audio, and video to engage users, understanding how these sensory elements influence consumer behavior has become essential. This dissertation investigates the role of visual and auditory cues in shaping user engagement and decision-making in digital environments. Specifically, it examines how image distinctiveness and vocal tone characteristics affect consumer attention, interaction, and commitment across different online contexts.

The first essay explores the impact of image distinctiveness on consumer search behavior within a Southeast Asian real estate platform. Grounded in the Theory of Visual Attention (TVA), this study develops a novel …

Research On Inheritance And Innovation Of Chinese Time - Honored Brands On Brand Attachment, Jiangbo Yin

Dissertations and Theses Collection (Open Access)

Balancing inheritance and innovation to achieve brand revitalization is a pressing practical issue for both academia and industry. This study adopts a dual perspective of enterprises and consumers, selecting the Cantonese cuisine time-honored brand "Tao Tao Ju" as the research subject, and employs a mixed-methods combining qualitative and quantitative research to explore the mechanism on inheritance and innovation of Chinese time-honored brands on brand attachment.

Study 1 utilizes grounded theory to construct a multidimensional structure of inheritance and innovation of Chinese time-honored brands: inheritance dimensions include product and service inheritance, brand spirit inheritance, and historical and cultural inheritance; innovation dimensions …

2025 March, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for March of 2025.

The Relationship Between Industry Regulation And The Quality Of Micro-Dramas, Shuoyu Yao

Dissertations and Theses Collection (Open Access)

This paper is a study on the micro-drama industry, exploring the reasons for a large number of low-quality micro-dramas. Specifically, there are two potential problems: (1) the industry value allocation model is unreasonable, so producing high-quality micro-dramas does not receive sufficient returns; (2) regulatory oversight of the industry is insufficient. To investigate this recent phenomenon and the underlying problems, we collected a dataset of 165 micro-dramas and use the newly introduced regulation on the micro-drama industry in June 2024 as a policy shock. The findings show that, before the new regulations were introduced, micro-dramas with higher quality in expression received …

An Empirical Analysis Of Pricing And Payments In The Pharmaceutical Industry, Rahul Narnindi

Dissertations and Theses Collection (Open Access)

High prescription drug prices in the US are a major hurdle on the road to improved public health. On a per-capita basis, US prescription drug spending is more than twice that of comparable OECD peer nations and yet the health outcomes achieved are worse. Policymakers try to implement countermeasures, such as the Inflation Reduction Act of 2022, to reduce the burden on the public but these countermeasures may result in unintended consequences. In this thesis, I study the effectiveness of two of these countermeasures and their unintended consequences. My first essay investigates prescription (Rx) to over the counter (OTC) drug …

A Study Of The Impact Of Brand Management Strategies On Brand Rejuvenation - Evidence Based On Chinese Baijiu Brands, Hao Chen

Dissertations and Theses Collection (Open Access)

In recent years, China Baijiu industry has faced the challenges of a shrinking consumer market, aging and the rise of young consumers, prompting Baijiu brands to seek new growth points, especially to attract younger groups. As a result, brand rejuvenation has become a key strategic objective for spirits companies. Given that brand extension and brand alliance are effective strategies for traditional brands to expand into new markets, this study develops a model to explore the impact of these two brand management strategies on Baijiu brand rejuvenation and analyses the mediating roles of brand image and brand awareness as well as …

Amazon Versus Walmart: Clash Or Strategic Complementarity, Nirmalya Kumar

Research Collection Lee Kong Chian School Of Business

Nirmalya Kumar explains why Amazon and Walmart will continue to coexist, with Amazon dominating online retail and Walmart shifting to an omnichannel strategy.

The Influence Of Service Marketing Mix On Customer Loyalty Towards Travel Agents Post Covid-19 Pandemic, Omar Abdulaziz Sultan Abdullah, Junainah Binti Mohd Mahdee, Nurazlin Binti Mohd Fauzi

International Journal of Management, Finance and Accounting

This study examines the impact of the service marketing mix on customer loyalty towards travel agents in Oman after the COVID-19 pandemic. The study seeks to comprehend the influence of the service marketing mix (7Ps: Product, Price, Place, Promotion, People, Process, and Physical Evidence) on customer loyalty to travel agents in Oman in the post-COVID-19 pandemic era in a swiftly changing market. The study uses a quantitative research methodology, sending a self-administered survey questionnaire to travel agencies in Oman. The data are examined using Partial Least Squares Structural Equation Modelling (PLS-SEM) to evaluate the presented hypotheses. The results are anticipated …

Antecedents Of Organisational Ethical Culture Towards Social Sustainability For Companies In Malaysia, Pei Xuan Tan, Kok Wai Chew

International Journal of Management, Finance and Accounting

The topic of sustainability development has remained crucial where Malaysian government is trying its best to strengthen sustainability commitment to achieve the sustainable development goals (SDGs). The lack of emphasis on sustainability awareness from leaders hinders the effort of sustainability commitment to be ingrained in organisational culture. Therefore, this study aims to investigate the role of ethical leadership and organisational ethic culture play in promoting social sustainability, with the support of the social exchange theory adopted as the theoretical framework. The target population of this research encompasses employees working in Malaysia companies. A total of 202 data respondents were analysed …

The Practices Of Work-Life Balance, Job Satisfaction, And Job Performance Among Female Employees In Banking Industry: A Conceptual Study, Yu Xian Tan, Ai Na Seow, Chi Hau Tan, Siew Yong Lam

International Journal of Management, Finance and Accounting

Malaysia has seen a significant increase in female employees in recent years. However, women often struggle to balance their professional responsibilities with family commitments. This paper examines the work-life balance practices among female employees, focusing on how these practices impact job satisfaction and performance. Drawing on existing literature, the conceptual framework considers factors such as flexible work arrangements and employee wellness programs as work-life balance practices with the mediating role of job satisfaction between work-life balance practices and job performance. The target respondents will be female banking industry employees in Kuala Lumpur and Selangor, Malaysia. Survey-based questionnaires and judgemental sampling …

Ai-Assisted Cultural And Creative Product Design Framework And Case Study, Daocai Han, Siow Kian Tan, Booi Chen Tan

International Journal of Management, Finance and Accounting

This paper presents an AI-assisted design framework for the development of cultural and creative products, using the Ya Chou Yue, a renowned artifact from the Shandong Museum, as a prototype for designing a cultural creative doll. The framework is structured around key steps: clarifying design objectives, creating a design plan, generating AI images, and revising the design plan. The final design outcome illustrates the practical application of AI in cultural product development. This study highlights both the advantages and limitations of AI technology in the design process, offering new approaches and methodologies for the cultural and creative industries. Furthermore, it …

A Conceptual Framework For University Teachers' Job Performance In Henan, China: Integrating A Competency Model And The Mediating Role Of Perceived Organizational Support, Xu Wen, Kyra Ley Sy Law, Leong-Mow Gooi

International Journal of Management, Finance and Accounting

This conceptual paper explores the theoretical framework surrounding the relationship between teacher competency and job performance in universities in Henan Province, China. Drawing on Spencer's competency model, the paper conceptualises teacher competency as comprising five key dimensions: skills, knowledge, self-concept, traits, and motives. It also introduces perceived organisational support as a mediating variable, offering a novel perspective on how it influences the link between competency and job performance. Theoretical discussions are advanced through a multidimensional approach, expanding the scope of competency and organisational support theories within the higher education context. This study proposes to employ a quantitative research design to …

The Challenges Of Autonomous Vehicles In Malaysia: From The Perspective Of Motorcycle Traffic Crashes, Jen Sim Ho, Wai Hoong Alvin Poi

International Journal of Management, Finance and Accounting

The Level 3 autonomous vehicle (AV) is now a reality on the public roads. While the emergence of AV is to eliminate the traffic crashes due to human error by 90%, the unexpected or errant drivings on the roads would, however lead to traffic crashes as the operation of AVs are depending on the artificial intelligence, which involve constantly teaching the computer to learn. In Malaysia, motorcycle fatalities accounted for about 60% of the total traffic fatalities, of which the majority of the fatalities were due to human errors. - The presence of motorcyclists in the traffic stream then becomes …

Exploring The Experiences And Challenges Of Online Learning At A Private University In Malaysia, Harpaljit Kaur, Kyra Ley Sy Law

International Journal of Management, Finance and Accounting

This study explores online learning experiences, focusing on their advantages and disadvantages through a qualitative analysis of responses from 30 students at a private institution in Malaysia. The data was collected to gain insight into students' positive impacts and challenges during online learning. The study identified key positive impacts of online learning, including flexibility and accessibility, which allowed students to attend classes from any location and manage their schedules effectively. Students appreciated the opportunity to review recorded lectures and access various online resources. However, the research also highlighted significant negative impacts, such as feelings of isolation, technical issues like unstable …

The Determinant Of Islamic Bank Profitability And Stability In Malaysia, Asmah Mohd Jaapar, Nur Ain Abdul Hamid, Nurhatiah Ahmad Chukari

International Journal of Management, Finance and Accounting

This study examines the determinants of profitability and stability of 14 Islamic banks in Malaysia using secondary data from 2018 until 2022. Hausman and Breush-Pagan's tests indicate that the fixed effect panel model is the best model to predict the relationships. The final fixed effect model for the profitability of Islamic banks shows that capital adequacy ratio (CAR), Z-score, and gross domestic product (GDP) have significant relationships with return on assets (ROA). CAR has a negative effect, while Z-score and GDP positively affect ROA. On the other hand, the final fixed effect model for the stability of Islamic banks shows …

Factors Affecting Vietnamese Young People’S Impulsive Purchasing Intention On Live-Streaming Commerce, Thien My Ngo, Thi Mai Le

International Journal of Management, Finance and Accounting

This paper examines the factors affecting Vietnamese young people’s impulsive purchasing intention in the live-streaming commerce environment. Adopting the S-O-R research model with influencing factors is the Streamer’s Attractiveness (AT), Streamer’s Trustworthiness (TR), Streamer’s Expertise (EP), Perceived Price (PP), Product Usefulness (PU), and Facility Condition (FC). The mediating variables, or the O elements, are Perceived Enjoyment (PCE) and Perceived Usefulness (PCU). Lastly, the response that buyers deliver is Impulsive Purchasing Intention (IPI). The research focused on young Vietnamese people, particularly Millennials and Generation Z, born from 1980 to 2006 (18 to 44 years old). The quantitative research used a snowball …

Effects Of Political Connections On Earnings Management Practices In Nigeria: Does The Board Of Directors’ Efficacy Matter?, Auwalu Musa

International Journal of Management, Finance and Accounting

The purpose of this study is to investigate the effects of political connections and earnings management and to explore the role of the board of directors’ efficacy on the relationship between political connections and earnings management practices. A panel data set of 365 observations from 73 firms (2018 to 2022) listed on the Nigerian Exchange Group (NGX) was used, and the Driscoll and Kraay standard error fixed effect was employed in testing the hypotheses. The findings indicated that politically connected boards are positively associated with accrual earnings management and negatively associated with real earnings management practices. The study also finds …

Unveiling The Pathways: Exploring Influential Factors Shaping The Intentions To Engage With Chatgpt, Nurul Izzah, Anusuyah Subbarao

International Journal of Management, Finance and Accounting

Artificial intelligence (AI), notably embodied in ChatGPT, has transformed various sectors, including education and content creation. Initially conceptualized in the 1950s, AI’s integration into education has facilitated personalized learning and dynamic evaluations. ChatGPT, an AI language model, exhibits advancements in natural language processing, aiding users in generating custom content. ChatGPT has rapidly gained popularity, reaching over 100 million monthly users. Its educational potential lies in providing tailored learning experiences and streamlining administrative tasks. However, there is a lack of research in the literature on factors influencing the use of ChatGPT among university students in Malaysia for educational purposes. Therefore, the …

Decade-Long Analysis Of Sustainable Development Goals Compliance And Financial Performance Tiers In All Banking Companies Listed On Bursa Malaysia, Kien Seng Lok, Khai Wah Khaw, Xinying Chew, Wei Chien Ng

International Journal of Management, Finance and Accounting

This study examines the relationship between Sustainable Development Goals (SDGs) compliance and financial performance in Malaysian banks from 2013 to 2022. Using advanced machine learning techniques, including Support Vector Machines, Decision Trees, K-nearest Neighbours, Extra Trees, Gradient Boosting, and Random Forests, banks were classified into financial performance tiers. Gradient Boosting was the most effective, achieving 80% accuracy in categorising medium and low-performance tiers. Significant correlations were found between SDGs 10 and 15, as well as financial metrics like market capitalisation and asset turnover. These findings highlight the benefits of integrating specific SDGs into banking strategies and the need for supportive …

Marketing Strategies To Engage Multicultural Consumers, Nazanin Weck

Walden Dissertations and Doctoral Studies

The lack of marketing strategies that engages multicultural consumers is a concern for marketing managers because it can adversely impact their business profitability and sustained market competitiveness. Grounded in identity management theory (IMT), this qualitative pragmatic inquiry was conducted to explore the marketing strategies that successful marketing managers use to engage multicultural consumers. The participants were six marketing managers from distinct companies in the southeastern United States who specialize in acquiring and engaging multicultural customers. Data were collected through semistructured interviews, analysis of public company documents, and a systematic review of secondary sources, including social media content and corporate websites. …

Sweet Lies: Influence Of Food Marketing On Childrens’ Health And The Need For Reform, Mollie M. Warrington

Honors Theses

Markedly, there is heavy marketing of unhealthy food to children. This has become a significant public health concern because of escalating rates of child obesity, which have long-term consequences for physical health and severe mental health repercussions, such as body image concerns and low self-esteem. This thesis explores how food marketing strategies, historically rooted in television ads and evolving through digital platforms, are linked to children's dietary choices and broader public health implications. It analyzes various manipulative tactics, such as digital advertising, influencer endorsement, and gamification, showing how companies take advantage of the cognitive vulnerabilities of children to propagate unhealthy …

An Essay Of Images From Playlab Inc., Playlab Inc., Archie Lee Coates Iv

Digital Laboratory: Publisher of Internet Journal

A series of images depicting the illustrious Playlab Inc. as a collection of projects in different mediums. The LA-based design studio has contributed to fashion, art, and urban culture through collaborations with major institutions and emerging artists. The photo essay highlights Playlab Inc.’s diverse projects and installations, embodying its core philosophy: no focus. This principle guides the studio to the cutting-edge of contemporary culture, where innovation meets execution. The creative powerhouse has demonstrated a capacity to engage with contemporary cultural movements through its projects. For instance, in the OTW Vans project, the firm acquired images from notable skate photographers Atiba …