Marketing Commons^™

Student Success Is Impacted By Not Attending Gateway Quantitative Classes: A Pilot Study, Michael Latta, James Solazzo, Dennis Rauch

AMTP Proceedings 2017

Universities are charged with equipping the next generation of graduates with the skills and knowledge to benefit both the businesses they will work in. Analytics are the skills needed by both for profit and non-profit operating businesses. For example, in August of 2013, Forbes printed a post on the Forbes Insights blog by Daniel Keherer titled ‘Analysis Shows Jump in Marketing Analytics Jobs.’ The Definitive Guide to Marketing Metrics and Analytics (Dholakia, 2015) has been freely made available by Marketo. Harvard Business School Press has also published a book titled ‘Competing on Analytics: The New Science of Winning,’ by Harris …

“Are We Having Fun Yet?”: What Factors Influence Senior-Level Managers To Have Fun At Work?, Anthony Scardillo

AMTP Proceedings 2017

Contrary to belief, employees are NOT having fun yet. In fact, 73% of all employees are dissatisfied with their jobs (Crabtree, 2013). The reasons are many, but the underlying reason is that they are not having any fun! (Clark, 2009; Ford, McLaughlin, & Newstrom, 2003a; Kinjerski & Skrypnek, 2006). We believe that a fun and engaging workplace impacts employee engagement, morale, productivity and safety (Bedeian & Armenakis, 1998; Boyatzis, Smith, & Beveridge, 2012; 2013). We also believe that creating a fun atmosphere at work is accomplished only when management has fun (Bolton, Houlihan, & Renee Baptiste, 2009; CHI, CHUNG, & …

Exploring Alternative Views Of Time In Marketing Management: How Temporal Orientation Impacts A Firms’ Strategic Orientations, Jeffrey R. Carlson, William T. Ross Jr.

AMTP Proceedings 2017

The field of marketing demonstrates an established and long-standing tradition of incorporating time into its theoretical frameworks. Nonetheless, although marketing has heavily utilized time in its conceptualizations, scholars have suggested that marketing has overly relied upon a single type of time, objective time as measured through a clock, and has underutilized subjective time which refers to time that is differentially perceived and experienced by individuals, organizations, and cultures. In light of this context and need to study alternative forms of time, we explore how a specific type of subjective time – organizational temporal orientation – impacts strategic orientations.

This work …

An Analysis Of Marketing Student Perceptions Of Proper Organizational Behaviors, Charles E. Pettijohn, Gary R. Holmes

AMTP Proceedings 2017

As the millennial begins to make the exodus from universities to the workplace a critical question relates to their preparation – “do millennials have an understanding of the attitudes, values and behaviors (the organizational citizenship behaviors – OCBs) necessary to succeed in the business environment?” The millennial generation is often perceived as ill-prepared to enter the traditional workplace by virtue of the fact that this generation has been perceived as being insulated from the demands consistent with full-time employment. Thus, the purpose of this research was to empirically assess millennials’ perceptions of the importance of specific OCBs and the likely …

Supermarket Pricing Model Impact On Private Label Brands Versus National Brands Among Millennial Consumers, Jeffrey Hendrix, Vinny Caraballo

AMTP Proceedings 2017

National Brands (NBs) and private label brands (PLBs) play a vital role in manufacturing and retailing strategies. Market share growth of PLBs over the past few decades continues to level the playing field; altering go-to-market strategies for both NB and PLB manufacturers and retailers. A quantitative examination compared purchase data between NB versus PLB using panel data from 100,000 households. Consumer metrics; trip conversion, buyer conversion, and dollar loyalty served as dependent variables interacting with a multivariate grouping of branding (NB vs. PLB), grocery pricing model (Hi-Lo vs. EDLP vs. Hybrid) and age-cohort (Millennial vs. Generation X). A MANOVA provided …

Too Nice To Be Dominant: How Brand Warmth Impacts Perceptions Of Market Dominance, Jennifer L. Stoner, Carlos J. Torelli

AMTP Proceedings 2017

Consumers are unaware of brands’ market dominance. This is important given that even misperception as a market leader has been shown to lead to positive evaluations from consumers. We hypothesize that when consumers are lacking direct knowledge about a brand’s market dominance, brand image is used as a cue for inference making: specifically, a brand with a warm, kind, and generous image will be in conflict with perceptions of market dominance, which are perceived as an embodiment of power. Thus high warmth brands will be perceived as less market dominant than low warmth brands.

In study 1, we use real …

Preliminary Evidence Regarding Marketing’S Role In Environmental Management Theory, Jess Mikeska, Les Carlson

AMTP Proceedings 2017

Prior research specific to government public policy topics finds that firms manage threatening public policy either by competing in new ways to offset (potential) policy limitations or managing the public policy so as to prevent it from limiting business. And while managing policy to prevent business limitations often involves political strategies, such as lobbying or investing in PACs, prior marketing research suggests most management of threats occurring in a firm’s external business environment are likely to revolve around marketing, instead of political, strategies.

So as to better understand marketing’s role in environmental management, survey responses of executive level-respondents were matched …

Attribution Theory Makes Way For Dining Etiquette To Play A Role Within The Domain Of Relationship Marketing, Jennifer R. Bechkoff

AMTP Proceedings 2017

The purpose of this paper is to contribute to the development of the theory of relationship marketing, particularly in relation to the role dining etiquette plays within that domain. This conceptual paper consists of an analysis and elaboration of current markers and drivers in relationship marketing theory, and expounds on the importance of dining etiquette.

Dining etiquette is a set of social morays, norms, and customs that one adheres to while eating with company. It is a learned skill not everyone has honed. Could a salesman with poor dining etiquette be professionally disadvantaged if business is conducted over a meal? …

Examining Purchase Shares Of Private Label-Brands And Consumer Demographics: A Study In The United States And Turkey, Musa Pinar, Tulay Girard, Nilay Bıçakcıoğlu, İlayda İpek, Paul Trapp

AMTP Proceedings 2017

In recent years, private-label brands have become a well-established part of the global retail environment, often possessing significant market share. This study examines: (1) the proportion or percent (purchase share) of consumers’ monthly purchases for (a) private-label brands of grocery and household products in general and (b) the Great Value (Walmart, U.S.) and Migros (Turkey) private-label brands in particular; (2) the potential effects of gender, income, age, and household size on consumers’ monthly purchase shares of private-label brands; (3) if the effects of these demographic factors have similar associations in the U.S. and Turkey; (4) if consumer awareness, perceived quality, …

Managerial Short-Termism: An Integrative Perspective, Atanas Nikolov

AMTP Proceedings 2017

Due to the intangible nature and accounting treatment of marketing expenditures in the public corporation, such investments are prime candidates to being sacrificed on the altar of managerial short-termism. Usually termed marketing myopia or myopic management in general, the practice of underfunding marketing investments such as advertising has been linked to multiple negative outcomes in terms of firm performance and future firm value (Aaker 1991; Pauwels et. al 2004; Mizik and Jacobson 2007; Mizik 2010; Chapman and Steenburgh 2011). However, myopic management research in marketing suffers from numerous shortcomings. First, most authors focus on unique contexts under which myopic management …

Building A Model Of Consumer Warfare Theory, David Burns, Jennifer Hutchins, Rick Mathisen

AMTP Proceedings 2017

Consumer Warfare Theory was first proposed by Burns, Manolis and Warren. The original work hypothesized six strategies that consumers would pursue when a rival consumer purchased a product.

A study was conducted to assess the affect towards one’s rival that determines the strategies of product purchases. A model was hypothesized that reflected the strategies that rivals followed given the affect toward one’s rival.

The positive and negative affects were measured with multiple scales. The hypothesized strategies were also measured with multiple scales. The scales formed indicator variables for the constructs in the model.

Several models were evaluated to assess the …

Employee Retention In A Call Center, Angelica Pigman, Perry Haan

AMTP Proceedings 2017

One of the most important aspects of many businesses providing customer services are their call centers. These organizations employ millions of workers who are required to address customer queries and provide solutions to both existing and prospective clients. Customer service is looked at as key factor to keeping current customers. Worldwide, call centers comprise an ever-evolving and dynamic industry, yet researchers find that there is a high turnover rate among call center agents (Pierre & Tremblay, 2011). Facing customers and answering complicated queries are daunting tasks, this is made even more complicated by the fact that call center technology is …

Actor-Resource-Activity (Ara) Model For Studying Interactive Network Branding In Business Relationships, Nikolina Koporcic

AMTP Proceedings 2017

The purpose of this paper is to present Interactive Network Branding (IN-Branding) and discuss its main constituents through the actor-resource-activity (ARA) model of business relationships. As a theoretical background the paper presents traditional ARA model of the Industrial Marketing and Purchasing Group. In the same manner, the importance of IN-Branding for business relationship development is elaborated. The Pyramid of IN-Branding, as a new theoretical framework, advocates the merge between business network and corporate branding literature. The actor layer of IN-Branding pyramid is presented by individual human actors, the resource layer through their social network relationships, while activity layer is acknowledged …

Internationalizing U.S. Master’S Universities: Emerging Opportunities For Marketing Faculty, Lynn W. Mcgee, Inga Poetzl

AMTP Proceedings 2017

One of the faster growing sectors of higher education in the US over the past three decades has been the master’s university. Another fundamental trend over this period has been the consistent increase in expectations of students, parents and business employers that international experiences and competencies become part of the curriculum at the undergraduate level.

Opportunities for marketing faculty from master’s universities to add international perspectives to marketing courses have expanded over the past decade. The growth and re-shaping of faculty grant programs such as the Rockefeller, Rotary and Fulbright grants reflect this opportunity. In particular, the U.S. Fulbright Commission …

A Collaborative Logo Design Project For A Startup Therapeutic Medicine Company, Tulay Girard, Luke Hallman

AMTP Proceedings 2017

A logo design project was initiated in collaboration to serve the research, teaching, and service needs of the faculty, learning experience needs of the student, and the brand recognition need of a startup company. The company for which logo was developed and tested specializes in producing an herbal supplement for Type II diabetics that is naturally derived from plants and taken orally with a well-known Type II diabetes medication.

Most literature has focused on how to design effective logos but only a few studies have focused on the methods to develop and test the associations that logos represent. Therefore, the …

Selling Fear Across Ethnic Consumers: Modeling Emotional Arousal And Validating The Impact Of Galvanic Skin Responses In Advertising, Sindy Chapa, Olivia Bravo

AMTP Proceedings 2017

The purpose of this study is to explore how fear-appeal advertising impacts young adults in a multi-ethnic society. This study combines self-reported measures and a skin-galvanic psychological test to measure the impact that fear-appeal advertising has among ethnic groups. Using a one-ad experimental design, results shows significant differences among ethnic groups indicating that the levels of arousal evoked by a “fear-appeal” advertisement were highest across Asian Americans followed by Hispanic American, African-Americans, and then Non-Hispanic Whites. Overall, a proposed model reveals emotions outweigh attitudes toward the ad on the manipulation of fear-appeal advertising.

Chinese Mba Student Attitudes And Perceptions As They Relate To Personal Selling, Charles E. Pettijohn, Melissa S. Burnett, Linda S. Pettijohn

AMTP Proceedings 2017

In the United States entry-level sales positions are often filled by graduates from universities and colleges. However, a challenge faced by recruiters seeking these college graduates to fill sales positions has been that many college graduates have a negative perception of the role of the salesperson in today’s economy. Thus, many businesses discover that they have to overcome the biases and stereotypes held by students as they attempt to recruit exceptional individuals into sales positions. Given the growth and size of the Chinese economy, it seems that determining how Chinese students perceive the role of sales and their attitudes toward …

Community Sport Service Provision, Resident Satisfaction, And Participation, Liangjun Zhou, Xiaoying Chen, Beth A. Cianfrone, Jerred Junqi Wang, Nathan David Pifer, James J. Zhang

AMTP Proceedings 2017

Advocating for the “gold medal strategy”, China has made great advancements in elite sports; however, the significant achievement in elite sports has not translated into the development of mass sport participations. To form a stronger foundation of a sport pyramid, more attention should be directed to community sports and promoting healthy lifestyles. The purpose of this study was to examine the impact of community sport service provisions on participants’ satisfaction and in turn on their sport participation behavior. In the current study, the public sport service in community includes sport facilities, sport organizations, sport programs, fitness test, and volunteer services …

Advancing Customer Experience Theory: Five-Way Conversations In Two-Person Customer-Marketer Talk, Carol M. Megehee, Arch G. Woodside

AMTP Proceedings 2017

This study advances customer experience theory (CET) by configuring research on talk, storytelling, customer-marketer interactions, and customer assessments of experiences in encounters with sales and hospitality/service representatives. Customers’ introspections and assessments of their meetings with marketers constitutes one genre of storytelling that include not only surface talk between two persons but surface and subsurface (nonconscious) talk between persons and within self. Practical implications include creative storytelling scripts for performing in sales and service training programs in firms and classroom contexts. Given the centrality of face-to-face meetings in many consumer shopping contexts (e.g., cars, houses, medical services; campus visits by high …

An Assessment Of Engagement, Self-Pacing And Learning In A Flipped Marketing Classroom: An Exploratory Study, James R. Shock, Jill K. Maher

AMTP Proceedings 2017

This study examines the possible impact of engagement and self-pacing on student learning in a flipped classroom environment. Survey responses from 33 students were used in this exploratory study. Results indicate that engagement and self-pacing showed significance, impacting self-reported learning. This preliminary study suggests a flipped classroom improves student learning in marketing. It is expected that a larger sample size with improved measures will uncover other relationships within the flipped classroom model.

Marketing & Business Strategy: A Relationship Opportunity In Curricula, Jon M. Martin

AMTP Proceedings 2017

Business schools and administration curriculum delivery often fail to recognize and leverage the relationship between Marketing Strategy and overall Business Strategy courses regarding course overlap/merger, course scheduling, and/or instruction. Since it is becoming increasingly difficult to find and realize curriculum improvements that well engage students in the wake of scheduling conflicts and enrollment/matriculation challenges, Pfeiffer MHA is, and urges other academic programs to consider as well, embracing the standardization required to leverage these two course subjects in order to realize the academic synergy between them for our students.

The Mars Sales Management Simulation: 10+ Years Later, Joseph Chapman, Russ Wahlers

AMTP Proceedings 2017

The authors discuss the MARS Sales Management Simulation (MARS) based on over 10 years of experience using the simulation in a sales management course. Over the years, the authors have tried a variety of ways of incorporating the MARS game into the sales management course and have written this paper to share their insights. This paper presents an overview of the MARS Sales Management Simulation, how to incorporate MARS into a sales management course, additional sales management assignments that relate to information from the MARS Simulation, advantages of using the simulation, disadvantages of using the simulation, some possible guidelines for …

Small Business Issue: “How Do We Avoid The Speed Trap And Not Get Hit By The Speeders?”, Dave Mcmahon, Stephen M. Rapier, Michael Mccall

AMTP Proceedings 2017

The authors examine the use of online panels, the assumptions that are being made, and the dangers of those assumptions for small business. Specifically, the authors investigate the existence and possible effects of speeders. They conclude with a discussion of the implications and how to avoid falling into the traps that this problem may create.

Assessment Of Oral Presentations In An Undergraduate Accounting Program: An Application Of Videotapes, Role Plays And Student Involvement, Leslie B. Fletcher, Linda G. Mullen, Gloria J. Stuart

AMTP Proceedings 2017

The subject School of Accountancy assesses oral presentations at the undergraduate (Bachelor of Business Administration in Accounting) level to accomplish program improvement and accreditation maintenance. Historically, accounting students were assessed on their oral presentation skills by giving a 3-4 minute presentation of a completed research paper and used presentation software. Accounting faculty members assessed the presentation using a six-factor four-level rubric.

This work was motivated by feedback received from the School’s Accounting Advisory Board; the members were dissatisfied with new accounting staff hires’ inability to communicate with their clients face-to-face. While they appreciated the favorable results achieved in the oral …

Consuming Digital Technologies And Enacting Identities: Mothers In Mundane Daily Life, Meera Venkatraman

AMTP Proceedings 2017

This manuscript examines mothers’ consumption of digital technologies to enact their individual, relational, and familial identities. Using phemenological interviews it finds mothers purposefully consume digital technologies to negotiate, construct, and enact identities. Specifically, mothers use a repertoire of four appropriation strategies: mastering, partnering, domesticating, and avoiding. Mastery is a multi-year project in which mothers enroll in digital educational programs, qualify, and create new professional identities. In domestication, mothers assert themselves on technology managing their inclusion/exclusion in the time and spaces of family life, thereby enacting parental identities. In contrast, partnering is collaborative; mothers consume those functionalities of technologies that help …

Segmentation Of The Aruban Tourism Market: Classification Of Visitors’ On-Island Activities, Deborah J.C. Brosdahl, Roasalind C. Paige

AMTP Proceedings 2017

Travel and tourism offices in destinations throughout the world are keenly aware of the importance of attracting visitors to their locale. This is especially true in places where tourism is an important component of the local economy. Nowhere is tourism more important than for the island nations of the Caribbean, an area that has been called one of the most tourism dependent regions in the world. With approximately 1.22 million people visiting each year, the Caribbean island of Aruba “The World Tourism Council (WTTC) reports Aruba’s GDP is more reliant on travel and tourism than any other nation, relative to …

Perceived Believability Of Televised Green Advertising, Linda Jo Warren

AMTP Proceedings 2016

Consumers are typically skeptical and cynical of advertising claims for products and generally disbelieve most advertised information. Believability of advertisers’ claims is crucial for consumer adoption of products, but consumers’ environmental imagination should be assessed to enhance believability of green marketing claims. Consumer belief in an advertised product is nearly essential to prompt the consumer to purchase. This paper examines the perceptions of consumers and their believability of specifically green versus non-green televised advertisements. The FTC considers not only a product in its rulings, but also the packaging, formulations and disposal of the product. Consumer belief of advertising relating demographic, …

“Money Worlds” And Well-Being: An Empirical Test Of Tatzel’S Model Of Consumer Styles Based On Money Dispositions And Materialism With Extension To Other Consumer Behavior Variables, Leisa Reinecke Flynn, Ronald E. Goldsmith, Michael Brusco

AMTP Proceedings 2016

Miriam Tatzel (2002) has proposed a comprehensive theory of “money worlds and well-being” comprised of four prototypes of consumer behaviors based on whether consumers are high or low on materialism and simultaneously tight or loose with money. These four prototypes (Value Seekers, Non-Spenders, Big Spenders, and Experiencers) are proposed to differ strikingly along a variety of values, attitudes, and behaviors. Three earlier studies have reported tests or the model, but none specifically tried to confirm empirically the four types of consumers. The present study uses data from 1016 U.S. student consumers to test empirically the proposed typology and the proposed …

Do Houses Have Brands?, Melanie Eva Bruce

AMTP Proceedings 2016

Brands have been shown to create identity, and theories of branding are used to explain purchase decisions. The importance of consumers’ creation of identity through consumption has important implications for housing. While traditionally reflected as a rational economic decision, the real estate purchase decision has been shown to incorporate much more (Marsh & Gibb, 2011). Research, by Beer et al. (2007), showed that housing is increasingly being used both as a location for, and object of, higher level consumption.

Self-congruity theory proposes that consumers attempt to preserve or enhance their self-image by selecting brands with ‘images’ they believe are congruent …

Online And In-Store Compulsive Buying Among Metrosexuals And Other Male Consumers, Michael Lee Thomas, Luther Trey Denton Iii, Lindsay R. Larson, Kathleen Gruben

AMTP Proceedings 2016

This paper presents an exploratory study of compulsive buying behavior among males, specifically metrosexual consumers. These men represent significant purchasing power, but to date they have not been studied in both online and in-store environments. The current research has significant importance for public policy, consumer behavior and marketing. The literature has largely ignored male compulsive shopping behavior, especially how this behavior manifests itself in different shopping environments and among different subsets of male consumers. For the current research, data was gathered via an online survey of 193 males. The study discusses both online and in-store compulsive buying by various product …