Marketing Commons^™

Measuring Value-In-Use Management From The Supplier's Perspective, Amit Mahimkar, John Hadjimarcou, Edward Ramirez

Faculty Publications – Marketing

Business-to-business (B2B) marketing is increasingly shifting from transactional exchanges to the long-term management of customer relationships. As suppliers offer complex, integrated solutions, the focus has shifted from product attributes to the value realized during usage. To manage this experienced value-in-use (VIU), suppliers are establishing organizational structures and processes dedicated to VIU management (VIUM). Despite its growing theoretical and managerial significance, no validated instrument currently exists to assess VIUM implementation from the supplier's perspective. This study develops and validates a second-order formative supplier-side index comprising seven VIUM subprocesses. Nomological evidence (based on survey data from B2B supplier managers, N = 284) …

Evolving Paradigms Of Sustainability In Luxury Fashion: Evidence From An Emerging Market, Sandipan Sen, Sphurti Sewak, Swati Singh, Moutusy Maity, Aniruddha Pangarkar

Faculty Publications – Marketing

The global fashion industry is both an economic driver and a major contributor of environmental and social challenges. This research examines how sustainable luxury fashion is constructed and adopted within an emerging market context by integrating perspectives from entrepreneurs, industry managers, and consumers. Utilizing a mixed-methods approach and drawing upon Self-Identity Theory and need for uniqueness, this research explores how identity-based motivations shape sustainable luxury consumption. Study 1 employs in-depth interviews with luxury fashion entrepreneurs and practitioners to uncover how sustainability is embedded within luxury value propositions. Building on these insights, Study 2 quantitatively tests a conceptual model examining the …

2026 January, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for January of 2026.

Sales Prediction In Omnichannel Distribution Systems Based On Consumer Behavior Using Process Mining And Arimax, Ferra Arik Tridalestari, Mustafid Mustafid, Ferry Jie, Hanung Nindito Prasetyo

Research outputs 2022 to 2026

Omnichannel distribution integrates multiple sales channels into a single management platform to enhance customer experience. However, the complexity of consumer behavior data across channels often prevents business owners from effectively analyzing and predicting sales. This study proposes a sales prediction model in omnichannel distribution systems based on consumer behavior using a collaborative approach that integrates process mining and autoregressive integrated moving average with exogenous variables (ARIMAX). Event log data from an omnichannel service provider were used to extract consumer activity patterns, which were then analyzed through process discovery algorithms to identify dominant behavioral processes. The resulting behavioral indicators served as …

From Gameful Affordances To Lasting Engagement: Deepening Customer-Brand Connections In Mobile Environments, Tripti Ghosh Sharma, Ankit Kesharwani, Preeti Tak, Sanjit K. Roy, Ameet Pandit

Research outputs 2022 to 2026

Purpose: The purpose of this study is to examine how gamification affordances embedded in m-commerce platforms influence gameful experiences (GX) and, in turn, sustained user engagement (SUE). It also explores how customer expertise moderates the GX–SUE relationship, addressing the need for more nuanced models that explain differential user responses to gamified digital environments.

Design/methodology/approach: Grounded in affordance theory, this study models four gamification affordances (achievement, identity, competition and self-expression), and their effects on six GX dimensions. Next, drawing from self-determination theory, the study tests the impact of these six dimensions on sustained user engagement. Finally, rooted in goal orientation theory, …

Moral Outrage To Market Impact: A Multi-Level Analysis Of Corporate Cancel Culture, Sayan Gupta, T. Andrew Poehlman

AMTP Proceedings 2026

Corporate cancel culture is often dismissed as “just social media noise,” but for managers the real stakes show up in markets. This paper develops and tests a three-level framework linking moralized social-media discourse, online brand reputation, and firm-level financial outcomes. Using three canonical cancellations—Dolce & Gabbana’s China controversy, Tesla’s politicization via Elon Musk, and Bud Light’s backlash after its transgender influencer partnership—we first show that these events are organized around spikes in moral-emotional language and structural virality, not generic negativity. We then document how this moral outrage predicts shifts in brand sentiment, associations, and engagement across platforms, before examining corresponding …

Borrowed But Mine: Time-Based Asymmetries In Psychological Ownership, Elizabeth Ann Brauer

Graduate Theses, Dissertations, and Problem Reports (ETD)

People often borrow everyday items, such as a friend’s jacket or pair of sunglasses, and after a period of use, may begin to feel as if the item is their own. Psychological ownership captures this felt sense of “mine,” even in the absence of legal ownership, and reflects the extent to which a target becomes incorporated into the self (Pierce et al., 2003). Despite decades of work on psychological ownership, little is known about how psychological ownership develops and changes within interpersonal lending and borrowing contexts. This dissertation examines how possession duration influences psychological ownership in interpersonal borrowing relationships and …

The Impact Of Ai Service Workers On Opportunistic Complaint Behavior, Chelsi J. Baker

Graduate Theses, Dissertations, and Problem Reports (ETD)

Consumer complaint behavior research has traditionally focused on interactions between customers and human employees, leaving open questions about how these behaviors may change when the service agent is artificial intelligence. This research looks at whether customers are more likely to engage in opportunistic complaint behavior when interacting with AI service agents and explores what might explain that behavior. The results show that customers are more likely to behave opportunistically when interacting with AI service agents than with human employees. Perceived morality helps explain this relationship, as more human-like service agents increase the extent to which exaggerating a complaint is seen …

Sensory And Emotional Impacts On Modern Consumer Experiences, Winter E. Bland

Graduate Studies Theses and Dissertations 2026

This dissertation comprises two essays examining how environmental and psychological stimuli shape consumer experience, attitudes, and cognition. The first essay investigates the joint influence of scent temperature (warm versus cool) and scent arousal (stimulating versus relaxing) on experiential attitudes and cognitive performance in digitally mediated consumption environments. Across multiple lab experiments with biometric validation, findings reveal that these two scent dimensions interact to shape downstream outcomes. Warm, low-arousal scents (e.g., vanilla) enhance consumers' experiential evaluations of digital interactions but do not improve task performance, whereas cool, high-arousal scents (e.g., peppermint) boost cognitive efficiency and accuracy but do not elevate experiential …

Paid Search Marketing Vs. Search Engine Optimization: Analytical Models Of Search Marketing Based On Search Engine Quality, Kai Li, Chunyang Shen, Mei Lin, Zhangxi Lin

Research Collection School Of Computing and Information Systems

As search engines are leading revenue growth in online marketing, search marketing has become a popular area of academic research. Although search engine advertising has interested researchers for decades and much has been learned, one thing that puzzles scholars is why search engine optimization companies are tolerated rather than excluded from the market, even though they capture a significant share of the advertising market. In this paper, we shed light on this phenomenon and establish an analytical model based on organic search quality. Through analysis of the model, we were able to draw several intriguing conclusions. First, there is no …

Crisis Communication In The Influencer Era: A Crisis Response Analysis Of Poppi And Alani Nu, Meredith E. Staley

Honors College Theses

As social media continues to reshape modern public relations practice, beverage brands like Alani Nu and Poppi offer relevant examples of influencer-driven communication and crisis response. This honors thesis compares and contrasts these brands following two major crises: Poppi’s influencer vending machine campaign and the health concerns and backlash surrounding Alani Nu’s energy drinks. Despite the well-known prevalence of these brands, there is little scholarly research examining their crisis communication strategies. Guided by Situational Crisis Communication Theory, this study uses a combination of social and news media content analysis to evaluate how each brand responded to its respective crisis. Each …

The Charity Capacity Curse, Shirley (Lijun) Zhang, Thomas Allard, David Hardisty, Shane Wang

Research Collection Lee Kong Chian School Of Business

Can displays of charity capacity cues paradoxically harm charities' fundraising efforts? Six pre-registered studies provide evidence of a charity capacity curse whereby donors penalize charities for displaying capacity cues, such as human resources capacity, organizational capacity, and financial capacity cues. This curse occurs because donors perceive higher-capacity charities as needing less help. As donors typically donate based on need, they donate less to charities with superior capacity signals. This effect is attenuated when: (1) higher-capacity charities' needs are made salient, and (2) donors reflect on how their decision impacts end-beneficiaries. This research contributes to the literature on effective altruism and …

Leveraging Consumer Socialisation Agents To Increase Indigenous Student Participation In Higher Education, Melissa Fong-Emmerson, Braden Hill, Claire Lambert, Maria M. Ryan, Rebekah Dougan

Research outputs 2022 to 2026

Purpose – Socialisation agents, including family, peers, Elders, teachers, mass media and community networks, significantly influence students’ decisions to pursue higher education (HE). This paper aims to further explore how these agents, within the framework of consumer socialisation theory, act as influential forces at the early stages of the decision-making process, shaping perceptions and providing motivation for Indigenous students’ educational choices. Design/methodology/approach – A three-phase narrative inquiry method was used, including autobiographical accounts from students, yarning sessions with peers and one-on-one interviews. This participatory approach centred Indigenous knowledges to inform culturally responsive social marketing strategies. Findings – The study identified …

Brand Transcendence Through Brand Value Co-Creation Exchanges Within Social Media Craft Beverage Brand Communities, Violetta Wilk, Gilstrap, Darren How

Research outputs 2022 to 2026

This study explores brand transcendence through brand value co-creation within social media craft beverage brand communities across Instagram and Twitter (now X). Lexical analysis explored a total of 192,330 posts and found brand transcendence evident in the interplay between user-generated content (UGC) and brand-generated content (BGC) across social media platforms, which co-created brand value through the processes of sharing virtual cues within social media craft beverage communities. This brand transcendence was enhanced through the sharing of personal experiences and unique brand moments. BGC across both platforms showcased themes of brand affinity, the importance of time in brand experiences, gratitude, and …

Extending Social Penetration Theory To Online Brand Communities: The Impact Of Perceived Identifiability On Relational Development And Perceived Enjoyment, Stephanie Meek, Claire Lambert, Laureane Du Plessis

Research outputs 2022 to 2026

Online brand communities (OBCs) rely on members forming relationships, yet many platforms normalise anonymity. Drawing on Social Penetration Theory (SPT), this study examines whether feeling recognisable to other members (perceived identifiability) shapes relational outcomes and enjoyment in consumer-initiated OBCs. Survey data from 307 members were analysed using structural equation modelling and multi-group analysis. Perceived identifiability significantly increased members’ network ties and sense of belonging but did not directly enhance perceived enjoyment. Instead, belonging mediated the link from identifiability to enjoyment, and network ties strengthened belonging, yielding a serial indirect pathway from identifiability to enjoyment. Comparing lurkers and posters showed that …

Challenging The Monopoly Giant: Market Challenger Premium As Competitive Advantages, Cheuk Hang Au, Chih Yuan Chou

Research outputs 2022 to 2026

Market challengers frequently disrupt established incumbents with innovative ideas or novel business models. Yet, they frequently face high entry barriers and the entrenched power of incumbents. Even when challengers provide products or services better aligned with the market, competing effectively can remain difficult, particularly in monopoly-dominated sectors. This paper presents a case study of ViuTV entering Hong Kong’s monopoly-led free-to-air TV market. We identify IFH (innovation, freshness, hope) strategies for challengers to gain competitive advantage, leading to the emergence of a “market challenger premium” as a unique competitive edge. We also examine the role of customer cognitive biases and the …