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Full-Text Articles in Marketing
Information Disclosure On A Chinese Social Media Platform, Lixuan Zhang, Clinton Amos, Iryna Pentina, Bj Blackwood
Information Disclosure On A Chinese Social Media Platform, Lixuan Zhang, Clinton Amos, Iryna Pentina, Bj Blackwood
AMTP Proceedings 2014
The nature of social media encourages people to contribute voluntarily to public web and inevitably, leaving a persistent and cumulative repository of personal information. Aware of the privacy risks, about one third of the Internet users in the United States have expressed concerns of their personal privacy. However, users are often cavalier in the protection of their own data profile. There is often a discrepancy between users’ intentions to protect privacy and their actual heavier. This behavior is often terms as “privacy paradox”. The privacy paradox might arise because users balance between risks and benefits of disclosing information on social …
Intensity Of Linkedin Usage By “Truly Small” Firms To Promote Business-To-Professional Interactions, Lisa Witzig, Joe Spencer, Nikole Maki
Intensity Of Linkedin Usage By “Truly Small” Firms To Promote Business-To-Professional Interactions, Lisa Witzig, Joe Spencer, Nikole Maki
AMTP Proceedings 2014
LinkedIn is the largest business-oriented collaborative tool enabling Professional-to-Professional (P2P) and Business-to-Professional (B2P) connections. Regardless of organizational type, there are distinct advantages for firms to utilize LinkedIn. This research builds on previous work examining the intensity of LinkedIn usage by organizational type -- Fortune 200, INC 200, Fortune 200 Non-profits – by focusing on truly small businesses and small non-profits with revenues between $500K to $2M revenue. The study of approximately 1000 organizations finds that truly small non-profits and small businesses utilize the B2P features of LinkedIn significantly less than all three types of larger organizations. This paper applies a …
Rugby As A Growth Model For College Marketing, Nicolas P.E Whitrow, Justin M. Hickey, James W. Satterfield, Michael G. Godfrey
Rugby As A Growth Model For College Marketing, Nicolas P.E Whitrow, Justin M. Hickey, James W. Satterfield, Michael G. Godfrey
AMTP Proceedings 2014
The purpose of this paper is to suggest a model for institutions to structure their rugby program in order to grow the brand name of an educational institution. The strategy outlined in the paper promotes the use of the sport of rugby union to reach foreign markets that are otherwise not tapped. The international branding of U.S colleges generates source of funding and institutional recognition. A suggested model that could be transposed to other non-school sponsored sports in order to reach the intended market, is preceded by a brief outline and examination of the current common structuring that institutions use …
Personal Selling: A Humanist Perspective, William R. Gruver, Timothy W. Sweeney
Personal Selling: A Humanist Perspective, William R. Gruver, Timothy W. Sweeney
AMTP Proceedings 2014
Association of Marketing Theory and Practice Proceedings 2014,
Tolerance Of Noise In The University Library, Harold Ogden, Hammaad Subhani, Lydia Schreier, Marie Deyoung
Tolerance Of Noise In The University Library, Harold Ogden, Hammaad Subhani, Lydia Schreier, Marie Deyoung
AMTP Proceedings 2014
In modern civilization, noise has become a problem in many situations. Traffic noise has been seen to reduce level of health and quality of life (Dratva et. al. 2010). Background noise has been seen to reduce learning ability (Lukits 2012). Even at low levels, noise has been identified as a source of distraction, irritation and low productivity (HR Focus 2006). This study examined the degree to which various sources of noise are a problem to university library users. Preliminary exploratory investigation was conducted with secondary research, as well as informal consultation with library staff, informal discussion with undergraduate classes and …
Developing And Reassessment Of Consumer Based Brand Equity Model In Sport (Case Study Of Soccer Clubs In Iranian Premier League), Mahdi Bigdely, Habib Honari, Rahman Aqayi, Mahdi Aghazadeh
Developing And Reassessment Of Consumer Based Brand Equity Model In Sport (Case Study Of Soccer Clubs In Iranian Premier League), Mahdi Bigdely, Habib Honari, Rahman Aqayi, Mahdi Aghazadeh
AMTP Proceedings 2014
The main purpose of this study was to develop a valid and reliable model for evaluation of brand equity in sport teams in Iran. In this research, considering the importance and vital role of brand equity in sport teams and infancy of brand equity topic, Ross (2008) model of spectator based brand equity in sport was reassessed and after evaluating it, new Spectator Based Brand Equity in Sport model was proposed of sport teams Iran.
Do We Have Zero Privacy In Transportation? An Exploratory Study Of Video Surveillance Systems, Michael Latta
Do We Have Zero Privacy In Transportation? An Exploratory Study Of Video Surveillance Systems, Michael Latta
AMTP Proceedings 2014
The extent of and ethics of video surveillance has moved the conversation about privacy and surveillance from the internet to the camera, from home to transportation systems, and from static to real time marketing analytics. The issue of privacy and surveillance is international in scope for transportation surveillance, since, like the internet, transportation knows no borders and there are no limits on transportation types where surveillance of the public can be done routinely. The extent of surveillance systems worldwide is not well documented. This exploratory study seeks to document the extent of surveillance video camera systems around the world used …
Adjuncts And Institutional And College Mission: Maintaining Distinctives In An Era Of Part-Time Faculty, David J. Burns, Yvonne Smith, Keith Starcher
Adjuncts And Institutional And College Mission: Maintaining Distinctives In An Era Of Part-Time Faculty, David J. Burns, Yvonne Smith, Keith Starcher
AMTP Proceedings 2014
In 1969, roughly 78 percent of the instructional faculty at colleges and universities were full time and tenured or on tenure track. By 2009, that percentage had declined to 33 percent. Given their part-time status, adjunct faculty members are commonly viewed as a supplementary workforce. Evidence suggests that this looser connection extends to the mission of the university. Today, institutional mission is becoming increasingly important to colleges and universities as higher education has become much more competitive. The competitive environment is forcing colleges and universities to focus more attention on segmentation and differentiating their missions from those of the competition. …
Investigating Consumer Perceptions Of Purchase Shares For Private-Label Brands And Demographics: A Study Of The Great Value Brand, Musa Pinar, Paul Trapp, Tulay Girard
Investigating Consumer Perceptions Of Purchase Shares For Private-Label Brands And Demographics: A Study Of The Great Value Brand, Musa Pinar, Paul Trapp, Tulay Girard
AMTP Proceedings 2014
Over the past several decades, private-label brands have emerged to have a strong presence on retailer shelves around the world, being especially prevalent in Europe (Queck 2009) and also becoming increasingly common in the United States (Gerlock 2013). For both retailers and consumers, the reasons behind the success of private-label brands are quite compelling. For retailers, private-label brands offer better margins than national manufacturer brands, greater negotiating power with manufacturer brands, and higher customer loyalty for the retailer (Ailawadi, Pauwels, & Steenkamp 2008). For consumers, these brands offer high quality at very competitive pricing relative to national manufacturer brands. The …
Consumer Personality And Small Business Brand Loyalty, Perry Haan, Annette M. Wolf
Consumer Personality And Small Business Brand Loyalty, Perry Haan, Annette M. Wolf
AMTP Proceedings 2014
The general business problem of this study is fiftyone percent of all American small businesses fail within their first 5 years (Small Business Administration Office of Advocacy, 2013). The specific problem to be addressed in this proposed study is small businesses lack entrepreneurial knowledge of best marketing practices (McCartanQuinn & Carson, 2003; Cressy, 2006; Walsh & Lipinski, 2009) of the dynamic interplay of consumer personality and brand personality to fuel improved small business survival via improved consumer brand loyalty. Apparent within the problem is the necessity for small businesses to strategically manage the personology of their consumers for optimum marketing …
Tech Readiness Optimism: Examining Its Significance In The Behavioral Intent To Use Ssts, Jon M. Martin
Tech Readiness Optimism: Examining Its Significance In The Behavioral Intent To Use Ssts, Jon M. Martin
AMTP Proceedings 2014
Extant research indicates a significant relationship between the optimism (OPT) of consumer technology readiness (TR) and the behavioral intent to adopt self-service technology (SST). Independent determinant regressions of the basic Technology Acceptance Model (TAM) indicate that tech optimism (OPT) combines with the consumer trait of age (AG) and the situational factors of wait time (WT) and crowding (CR) to explain 33% of the variance of the behavioral intention (BI) to adopt or use SST. When regressed independently with behavioral intention, tech optimism (OPT) (alone) explains over 20% of BI’s variance (Martin, 2012). This study further examines optimism (OPT) in an …
The Transformation Of The Supply Chain Manager, Dave Mcmahon, Stephen A. Lemay, Jeffery A. Periatt
The Transformation Of The Supply Chain Manager, Dave Mcmahon, Stephen A. Lemay, Jeffery A. Periatt
AMTP Proceedings 2014
This research examines the transformation of the job of supply chain manager. This involves an analysis of the activities of this position, the competencies needed, what the job requires, and the training that is needed. Suggestions on how to develop and provide training are discussed. This research was funded by CSCMP.
Online Service Benefits’ Impact On Relationship Strength, Quality, & Continuation Intention, Kendra Fowler, Eileen Bridges
Online Service Benefits’ Impact On Relationship Strength, Quality, & Continuation Intention, Kendra Fowler, Eileen Bridges
AMTP Proceedings 2014
Many service providers now use social media, both as a way to interact efficiently with their customers, and as a means of gathering customer data needed to better manage customer relationships. Thus, social media can both provide service and assist in developing better future service. In the present research, we examine in detail whether and how social media perform the first of these tasks by examining its use as a tool for online service benefit provision. Then, we consider how benefits customers receive from maintaining relationships with service providers via social media impact outcomes, including reported relationship strength, customer loyalty, …
A Student Inventory Simulation Evaluating Changing Demand Variation And Customer Service, Craig G. Harms
A Student Inventory Simulation Evaluating Changing Demand Variation And Customer Service, Craig G. Harms
AMTP Proceedings 2014
This paper presents the pedagogy of an Excel student simulation that allows the user to change various costs and demand variation and experiment with the effects of those changes on a set of customer service levels. Unlike merely reading about inventory control and the importance of customer service, students can actually experience the results of experimenting with a variety of service levels and the effects on shortages. Track: Marketing Education
Business Faculty Perceptions: Exploring The Underlying Factors Of Ethics As A Core Institutional Value, Anne H. Batory, Stephen S. Batory, Grace Xiao
Business Faculty Perceptions: Exploring The Underlying Factors Of Ethics As A Core Institutional Value, Anne H. Batory, Stephen S. Batory, Grace Xiao
AMTP Proceedings 2014
Institutions of higher education continue to be challenged by the complexity of academic integrity. In this study, faculty from over 50 different U.S. universities shared their perceptions toward academic integrity issues such as student, administration and faculty behavior. At universities where ethics is considered a core value, the faculty perceives the academic environment as one that values honesty, where dishonest behaviors receive adequate punishment, and where students are held responsible for their behaviors. The study contributes to the body of research as perceived by business faculty on the academic integrity environment underlying the education of future business practitioners. Implications for …
Influence Of Relationship Marketing Underpinnings On Egyptian Hotel Customer's Satisfaction And Loyalty, Ahmed I. Ghoneim, Amira S. Ahmed
Influence Of Relationship Marketing Underpinnings On Egyptian Hotel Customer's Satisfaction And Loyalty, Ahmed I. Ghoneim, Amira S. Ahmed
AMTP Proceedings 2014
This study seeks to examine relationship marketing as influenced by service provider's attributes and resulting in customer's satisfaction and loyalty within the Egyptian hotel industry. A conceptual model linking service provider's attributes to relationship marketing underpinnings and the latter to relational outcomes defined as customer's satisfaction and loyalty, was tested using structural equation modeling (SEM) on a sample of 279 hotel customers in Sharm El-Sheikh, Egypt. The results showed that service provider's competency significantly influences relationship marketing underpinnings. On the other hand, the influence of service provider's appearance on customer's perception of commitment and conflict is not supported. Further, relationship …
The Impact Of Soccer Regulations On European Soccer Organizations’ Marketing Tactics, Halee Harrison, Marko Grünhagen
The Impact Of Soccer Regulations On European Soccer Organizations’ Marketing Tactics, Halee Harrison, Marko Grünhagen
AMTP Proceedings 2014
This paper highlights important changes in soccer regulations that have shaped the sport into what it is today, and marketing approaches that are used within soccer organizations and how they are impacted by these regulations. Important regulations, such as the seminal Bosman Ruling and the Financial Fair Play regulation, are examined, the growth and importance of sponsorships within European soccer organizations is discussed. The growth of Internet marketing and the impact of future advances in technological regulations on the game of soccer are outlined.
What Can Business Leaders Learn From Medical Misdiagnoses?, Mary F. Mobley, Micheal C. Mobley, James Grayson, Peter Basciano
What Can Business Leaders Learn From Medical Misdiagnoses?, Mary F. Mobley, Micheal C. Mobley, James Grayson, Peter Basciano
AMTP Proceedings 2014
Mistakes of diagnoses are often topics in medical schools, hospitals and medical practices. These errors can range from the minor and inexpensive to the harmful and costly. According to Johns Hopkins University researchers, devastating errors can lead to permanent damage or death for as many as 160,000 patients yearly. Diagnostic errors, however, may be becoming more preventable as many health-care providers are turning to a number of innovative strategies that are addressing the complicated web of errors, biases, and oversights. Included in innovative changes in medicine are the methods of managing patients’ records through electronic means. These modernizations are often …
Attribute Categorization And Layering Effects On Product Design Evaluations, Timucin Ozcan
Attribute Categorization And Layering Effects On Product Design Evaluations, Timucin Ozcan
AMTP Proceedings 2014
Although convergence of attributes has been frequently applied as a product development strategy, its effects on consumers’ perceptions of product capabilities (PC) and usability (PU), product attitudes (PA) and purchase intentions (PI) have not been sufficiently studied. In this study, I examine how usage of attribute categorization and layering in product design affects consumer attitudes, purchase intentions and perceived product usability and capability in the absence or presence of attribute descriptions. Additionally, this research examines cross-cultural differences of these perceptions by conducting the same study in the USA and Turkey. This research operationalizes attribute categorization as a screened versus nonscreened …
Are Qr Codes Here To Stay Or Are They A Thing Of The Past?, Monica B. Fine
Are Qr Codes Here To Stay Or Are They A Thing Of The Past?, Monica B. Fine
AMTP Proceedings 2014
Quick response (QR) codes, a type of two-dimensional barcode, are a marketing tool used all around the world. Particularly, in Japan and China QR codes have been gaining popularity. Early adopters with higher education and recent promotional marketing campaigns are utilizing this mobile, information-sharing tool. QR codes are now widely used as a marketing tool by many companies. This research investigates consumers’ perception of QR codes. An increasing amount of firms and sales representatives are using QR codes as a channel to market their products/services to their customers’ mobile devices. The following questions will be the focus of this study: …
Emotional Intelligence: The Antidote To Persuasion?, Rose Opengart, Michael Mccall
Emotional Intelligence: The Antidote To Persuasion?, Rose Opengart, Michael Mccall
AMTP Proceedings 2013
The study of emotion can be traced back to the early work of William James (1884). Consequently, it is hardly surprising that such a fundamental building block of human experience remains a fertile area for academic researchers and practitioners in fields as diverse as psychology, economics and marketing. Although there have been numerous calls for marketers to focus on touching customers’ emotions, a number of important gaps remain. We consider here, the notion that emotional intelligence mediates the impact of social influence attempts in consumer decision making. Specifically, we argue that emotional intelligence may serve to mute and/or lessen individual …
Extended Consumer-Brand Relationship Theory, May Aung, Kapil Gurbani, Samuel Hip Seng Lei
Extended Consumer-Brand Relationship Theory, May Aung, Kapil Gurbani, Samuel Hip Seng Lei
AMTP Proceedings 2013
This study examines online communities for two top brands: Apple iPhone and Blackberry smartphones. A number of online brand communities (online forums) such as the iPhone business affiliated website www.apple.com, iPhone consumers’ website www.everythingicafe.com, and the Blackberry consumers’ websites www.blackberry.com and www.crackberry.com were explored. This research extends the conceptual underpinnings of the existing consumer-brand relationship theory by incorporating the concept of sharing. This study offers insights for academia in the marketing and consumer behavior field as well as professionals in the high-technology industry.
Social Media In The Business Curriculum, Pauline Ash Ray, Jenny Swearingen
Social Media In The Business Curriculum, Pauline Ash Ray, Jenny Swearingen
AMTP Proceedings 2013
Due to the prolific development of Web 2.0 tools and the growing demand for their use in business this study explores the status of their inclusion in the business curriculum. Social media use is valuable, not only to marketing students, but also to all business students as well as the ability to build a personal brand to further their careers. There is a growing consensus to include social media in the curriculum but to what extent: A course, a major or a MBA specialization? A literature review for research of social media inclusion in curriculum is conducted for the current …
Content And Design Characteristics Of Chinese Corporate Homepages, Lixuan Zhang, Sufen Tian, Patti Miles
Content And Design Characteristics Of Chinese Corporate Homepages, Lixuan Zhang, Sufen Tian, Patti Miles
AMTP Proceedings 2013
Many Chinese companies have built their online presences; however few studies examine if the Chinese corporate websites follow recommended design guidelines. Through a content analysis of 487 websites of the largest Chinese companies, the study analyzes 55 content and design elements of the corporate homepages. A new coding scheme for Chinese web design is developed by utilizing existing schemes and identifying design elements unique to Chinese web including content, information architecture and usability, multimedia, and interactivity. In addition, the study also finds two unique design elements on Chinese corporate homepage. The differences in web design practices between American and Chinese …
From Push To Pull — How Smartphones Are Changing Mobile Marketing, Julie M. Pharr
From Push To Pull — How Smartphones Are Changing Mobile Marketing, Julie M. Pharr
AMTP Proceedings 2013
As “smartphones” have displaced traditional cell phones, mobile marketing—marketing via wireless handheld devices—has become increasingly more sophisticated. This paper highlights the dramatic shifts underway in the field of mobile marketing with the advent of mobile technology that simultaneously delivers web access, location information, and social networking capabilities. The paper makes a case for why smartphones may foreshadow the end of traditional push marketing, giving way to a new style of marketing that is location-based, context-specific and superior at initiating consumer pull.
The Factors That Influence Merchants’ Likeliness To Continue Business: A Study Of Georgetown, South Carolina, Monica B. Fine, Paul Clark
The Factors That Influence Merchants’ Likeliness To Continue Business: A Study Of Georgetown, South Carolina, Monica B. Fine, Paul Clark
AMTP Proceedings 2013
Loss of businesses to surrounding areas has escalated in the past decade, promoting an examination of factors causing business defection from the city of Georgetown, South Carolina. Kotler (1969) warned that customer retention is more important than identifying new prospects. If the customer’s satisfaction levels fall below completely satisfied, there is a risk of customer defection. This issue is important because the “purpose of a business is to create and keep customers” (Kotler 1969, p. 2). Therefore, understanding what dissatisfies a customer is just as important as understanding what satisfies a customer. The degree to which cities are vulnerable to …
Relationships Of Brand Awareness, Logo Associations And Prior Shopping Experience: A Pre-Test Study, Tulay Girard, M. Meral Anitsal, Ismet Anitsal, Zhenye Zhang
Relationships Of Brand Awareness, Logo Associations And Prior Shopping Experience: A Pre-Test Study, Tulay Girard, M. Meral Anitsal, Ismet Anitsal, Zhenye Zhang
AMTP Proceedings 2013
Branding is instrumental in achieving success in today’s highly competitive markets. Successful brands are those that differentiate themselves from competition in the minds of consumers even though they satisfy the same needs. Brand name, logos, jingles, slogans, brand personalities/characters, URL of a web site, signs and packages, letterheads, business cards are some of the tools that companies and organizations use as part of their external branding efforts. Companies typically spend considerable sums in their logo design activities. Some of them even try to revive their brands by changing their logos over time. Despite the importance of this research topic, little …
Internal Communication As A Tool For Stakeholder-Organization Identification, Ania Izabela Rynarzewska
Internal Communication As A Tool For Stakeholder-Organization Identification, Ania Izabela Rynarzewska
AMTP Proceedings 2013
Identification has long been considered to be one of the main concepts in organizational behavior. Fortunately, organizational identification has also shifted into marketing and communication literature. Recent streams of marketing literature suggest that organizational identification may be a key to connecting employees and consumers to an organization on much deeper level than any other relationship known before. Due to the possible impact of customerorganizational identification on performance, marketing scholars have become increasingly interested in possible advantages of this relevant construct. Identification with an organization is popular in both management and marketing research as the means of fostering a relationship between …
The Role Of Media Richness Of Channels On Consumer Decision- Making And Channel Choice, Moutusy Maity, Mayukh Dass
The Role Of Media Richness Of Channels On Consumer Decision- Making And Channel Choice, Moutusy Maity, Mayukh Dass
AMTP Proceedings 2013
With the increasing popularity of multichannel strategies, many retailers actively encourage their customers to undertake purchasing activities across various retail channels. Extant literature on multichannel strategies advances our understanding of why and how consumers select channels, but our knowledge is limited on how different channel characteristics affect consumer behavior, decision-making across channels and channel choice. In this paper, we focus on one such channel characteristic, called media richness of the retail channels, and investigate the effects of media richness of channels on consumer decision-making and channel choice. Media richness, as originally described by Media Richness Theory, is a set of …
A Comparison Of Potential Student Blood Donors To Actual Donors, Harold Ogden, Kelly Campbell Lefort, Matthew Kerr, Matthew Maclellan, Zachary Briggs
A Comparison Of Potential Student Blood Donors To Actual Donors, Harold Ogden, Kelly Campbell Lefort, Matthew Kerr, Matthew Maclellan, Zachary Briggs
AMTP Proceedings 2013
With a growing need for blood and blood products, managers of blood collection agencies are interested in increasing donation rates. A better understanding of how donors are different from the general public might inform decisions on how to promote to make non-donors more like donors. A sample of 74 student blood donors was surveyed at two university blood donor clinics about their attitudes and beliefs about blood donation. A convenience sample of 134 respondents in a university student population was also surveyed for comparison. The latter was later split by level of commitment to blood donation. Differences among these three …