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Articles 121 - 150 of 647
Full-Text Articles in Marketing
Modern Visual Solutions For Established Brands: Making Graphic Design Accessible To Legacy Businesses, Emma R. Shanton
Modern Visual Solutions For Established Brands: Making Graphic Design Accessible To Legacy Businesses, Emma R. Shanton
Masters Theses
Legacy businesses, often family-owned shops or companies that have been around for decades, have real history and loyal customers, but many look old-fashioned and struggle to attract new people today. Outdated logos, hard-to-read designs, and the habit of using ready-made templates or AI-generated images lead to branding that feels generic, turns customers away, excludes people with disabilities, and can even cause legal trouble.
This study asks a simple question: How can small, long-running businesses update their look in a way that is affordable, easy for everyone to use, legally safe, and still feels true to their story, without high costs, …
How The Sustainable Value-Action Gap Influences Alter Across Generations, Jessica Holden, Ismet Anitsal, Melek Meral Anitsal
How The Sustainable Value-Action Gap Influences Alter Across Generations, Jessica Holden, Ismet Anitsal, Melek Meral Anitsal
Atlantic Marketing Association Proceedings
No abstract provided.
Generative Ai’S (Genai) Impact On Sales Performance: An Empirical Study On Business-To-Business Sales Process, Michael Rodriguez, Michael Rodriguez, Mike Krush, Dawn Deeter-Schmelz
Generative Ai’S (Genai) Impact On Sales Performance: An Empirical Study On Business-To-Business Sales Process, Michael Rodriguez, Michael Rodriguez, Mike Krush, Dawn Deeter-Schmelz
Atlantic Marketing Association Proceedings
No abstract provided.
The Effect Of Ai Disclosure On Donation Intentions, Jihoon Jhang, Da'mya Brittian
The Effect Of Ai Disclosure On Donation Intentions, Jihoon Jhang, Da'mya Brittian
Atlantic Marketing Association Proceedings
No abstract provided.
Mental Model Dilemma Of Technological Shifts And Generational Gaps? Incorporated From The Musings Of An Octogenarian., Madhavi Chakrabarty
Mental Model Dilemma Of Technological Shifts And Generational Gaps? Incorporated From The Musings Of An Octogenarian., Madhavi Chakrabarty
Atlantic Marketing Association Proceedings
No abstract provided.
An Exercise In Personal Branding: Marketing Students Mentoring College Athletes In The New Age Of Nil, Michelle C. Carpenter Mba, Jay O’Toole Ph.D., Brendan O’Hallarn Ph.D., Craig A. Morehead Ph.D.
An Exercise In Personal Branding: Marketing Students Mentoring College Athletes In The New Age Of Nil, Michelle C. Carpenter Mba, Jay O’Toole Ph.D., Brendan O’Hallarn Ph.D., Craig A. Morehead Ph.D.
Atlantic Marketing Association Proceedings
No abstract provided.
Sponsor Recognition In Professional Sports: A Comparison Between Cincinnati Reds And Bengals Fans, Bridget Satinover Nichols, Jenny Gardner, Joe Cobbs
Sponsor Recognition In Professional Sports: A Comparison Between Cincinnati Reds And Bengals Fans, Bridget Satinover Nichols, Jenny Gardner, Joe Cobbs
Atlantic Marketing Association Proceedings
No abstract provided.
Can Social Media Be Used To Influence The Choice Of College Major?, Julie M. Pharr
Can Social Media Be Used To Influence The Choice Of College Major?, Julie M. Pharr
Atlantic Marketing Association Proceedings
No abstract provided.
Using A Digital Marketing Simulation For Immersive Learning, Denny Mccorkle, Joe Alexander, Memo Diriker
Using A Digital Marketing Simulation For Immersive Learning, Denny Mccorkle, Joe Alexander, Memo Diriker
Atlantic Marketing Association Proceedings
No abstract provided.
The Influence Of Job Embeddedness On Voluntary Salesforce Turnover, James Deconinck, Andrew Carnes, Marybeth Deconinck
The Influence Of Job Embeddedness On Voluntary Salesforce Turnover, James Deconinck, Andrew Carnes, Marybeth Deconinck
Atlantic Marketing Association Proceedings
No abstract provided.
Buyer-Seller Relationships In The Post-Pandemic Era, Stephen Carlson, Morgan Sales
Buyer-Seller Relationships In The Post-Pandemic Era, Stephen Carlson, Morgan Sales
Atlantic Marketing Association Proceedings
No abstract provided.
A Psychometric Evaluation Of The Derailment Scale, Brian R. Kinard, Subhra Chakrabarty
A Psychometric Evaluation Of The Derailment Scale, Brian R. Kinard, Subhra Chakrabarty
Atlantic Marketing Association Proceedings
No abstract provided.
Demystifying Team Creation, Kelly G. Atkins, Michelle S. Freeman
Demystifying Team Creation, Kelly G. Atkins, Michelle S. Freeman
Atlantic Marketing Association Proceedings
No abstract provided.
Like A Thief In The Night: Do Ai Tools Hijack Marketing Creativity?, Heather Morgan, Jennifer Hutchins
Like A Thief In The Night: Do Ai Tools Hijack Marketing Creativity?, Heather Morgan, Jennifer Hutchins
Atlantic Marketing Association Proceedings
No abstract provided.
Autoregressive Language Models Based On Artificial Intelligence: Scoping Gpt In Higher Education, Valentina Hurtado Uribe, Ismet Anitsal, Melek Meral Anitsal
Autoregressive Language Models Based On Artificial Intelligence: Scoping Gpt In Higher Education, Valentina Hurtado Uribe, Ismet Anitsal, Melek Meral Anitsal
Atlantic Marketing Association Proceedings
No abstract provided.
Integrating The Digital Marketing Side-Hustle Platform Economy Into Aacsb-Accredited Undergraduate Marketing Programs, Paige Gardiner
Integrating The Digital Marketing Side-Hustle Platform Economy Into Aacsb-Accredited Undergraduate Marketing Programs, Paige Gardiner
Atlantic Marketing Association Proceedings
No abstract provided.
Ask Your Doctor If This Is Right For You: Exploring The Consumer Engagement And Perception For Anti-Depression Drug Campaigns, Madhavi Chakrabarty, Reema Dave
Ask Your Doctor If This Is Right For You: Exploring The Consumer Engagement And Perception For Anti-Depression Drug Campaigns, Madhavi Chakrabarty, Reema Dave
Atlantic Marketing Association Proceedings
No abstract provided.
Mind-Body Therapy Preventive Health Care Information On Social Media & Networks, Terry Stringer Damron, Joe Cangelosi
Mind-Body Therapy Preventive Health Care Information On Social Media & Networks, Terry Stringer Damron, Joe Cangelosi
Atlantic Marketing Association Proceedings
No abstract provided.
Do The Effects Of Ethnocentrism And Cosmopolitanism Depend On Countries-Of-Origins? An Empirical Study Of U.S. Consumers, Thomas Tanner, Ronda Mariani
Do The Effects Of Ethnocentrism And Cosmopolitanism Depend On Countries-Of-Origins? An Empirical Study Of U.S. Consumers, Thomas Tanner, Ronda Mariani
Atlantic Marketing Association Proceedings
No abstract provided.
A Cross-Cultural Investigation Of Consumer Hoarding Behavior During Covid-19: Differences Between Sweden And The United States, Christy M. Cook, Pia A. Albinsson, James E. Stoddard
A Cross-Cultural Investigation Of Consumer Hoarding Behavior During Covid-19: Differences Between Sweden And The United States, Christy M. Cook, Pia A. Albinsson, James E. Stoddard
Atlantic Marketing Association Proceedings
No abstract provided.
Consumer Product Perceptions Within Emerging Markets: The Product Adoption Process And Consumer Ethnocentrism, Larry Carter, Miguel Sahagun
Consumer Product Perceptions Within Emerging Markets: The Product Adoption Process And Consumer Ethnocentrism, Larry Carter, Miguel Sahagun
Atlantic Marketing Association Proceedings
No abstract provided.
Corporate Supply Chain Sustainability And Consumer Attitudes Towards Hybrid Vehicles, Alan D. Smith
Corporate Supply Chain Sustainability And Consumer Attitudes Towards Hybrid Vehicles, Alan D. Smith
Atlantic Marketing Association Proceedings
No abstract provided.
The Influence Of Influencers On Brand Trust And Purchase Intentions, Lisa Scribner
The Influence Of Influencers On Brand Trust And Purchase Intentions, Lisa Scribner
Atlantic Marketing Association Proceedings
No abstract provided.
Ok Boomer? Consumer Perceptions Of Smartphone-Based Shopping, Ronda G. Henderson, Roland Leak, Kimberly Mcneil
Ok Boomer? Consumer Perceptions Of Smartphone-Based Shopping, Ronda G. Henderson, Roland Leak, Kimberly Mcneil
Atlantic Marketing Association Proceedings
No abstract provided.
E-Waste Recycling Behavior: Evidence Of Young Consumers In Taiwan And The U.S., Julia Blose, Robert E. Pitts, Y. Henry Xie
E-Waste Recycling Behavior: Evidence Of Young Consumers In Taiwan And The U.S., Julia Blose, Robert E. Pitts, Y. Henry Xie
Atlantic Marketing Association Proceedings
No abstract provided.
Brand Equity And Willingness To Pay Higher Prices In The Fast-Food Industry, Mayuresh M. Kelkar
Brand Equity And Willingness To Pay Higher Prices In The Fast-Food Industry, Mayuresh M. Kelkar
Atlantic Marketing Association Proceedings
No abstract provided.
The Effect Of Weather On The Value Of Home Attributes, Jason Beck
The Effect Of Weather On The Value Of Home Attributes, Jason Beck
Atlantic Marketing Association Proceedings
No abstract provided.
Pricing And Payment Options Triggering Impulse Buying Behavior Online, Anita Radon, Sean Ennis
Pricing And Payment Options Triggering Impulse Buying Behavior Online, Anita Radon, Sean Ennis
Atlantic Marketing Association Proceedings
No abstract provided.
How Does Product Experience Influence The Helpfulness Of Photo-Enhanced Reviews?, Bridget Satinover Nichols, Anh Dang
How Does Product Experience Influence The Helpfulness Of Photo-Enhanced Reviews?, Bridget Satinover Nichols, Anh Dang
Atlantic Marketing Association Proceedings
No abstract provided.
Aliterate Consumers' Miscomprehension Of Product Warnings, Haeran Jae
Aliterate Consumers' Miscomprehension Of Product Warnings, Haeran Jae
Atlantic Marketing Association Proceedings
No abstract provided.