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Full-Text Articles in Marketing

Transparency Through Social Media: Improving The Credibility Of Pr Professionals In The Twenty-First Century, Pete Voss Dec 2011

Transparency Through Social Media: Improving The Credibility Of Pr Professionals In The Twenty-First Century, Pete Voss

Communication & Leadership Dissertations and Theses

This correlational study identifies opportunities for PR (public relations) professionals to gain trust by engaging online communities using unprecedented levels of transparency. The thesis begins by reviewing literature and setting the stage for how and when PR gained its PR problem (Thomas et al., 2009). The study observes how PR professionals are currently engaging these audiences, and also demonstrates how the public perceives these actions. The philosophical framework for this study stemmed from Aristotle's belief in goodwill in communities (Book 1, Chapter 1), and Augustine's (1909) belief that "All wish to rejoice in truth" (p. 186). Sherif's Social Judgment Theory …

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수급사업자의 기업가정신이 관계몰입을 유도하는 경로, Nak Hwan Choi, Cheol Seob Byeon, Yong Gyun Lee Apr 2011

수급사업자의 기업가정신이 관계몰입을 유도하는 경로, Nak Hwan Choi, Cheol Seob Byeon, Yong Gyun Lee

Asia Marketing Journal

It seems essential to examine the factors that may affect relationship commitment of subcontractors to parent companies in the industrial market in Korea in an effort to construct a win-win-type cooperative network among them. Lots of studies have been focusing on the consumer goods market. Relatively few studies have been focused on industrial market. In the industrial goods market subcontractors used to sell their parts or services only to a small number of parent companies in a large quantity, resulting in decisive control of subcontractors over the quality of parent companies` finished goods. This is why relationship between subcontractors and …

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Using Critical & Creative Thinking To Enhance Productivity In Integrated Marketing Communications Meetings And Procedures, Ashley N. Smith May 2010

Using Critical & Creative Thinking To Enhance Productivity In Integrated Marketing Communications Meetings And Procedures, Ashley N. Smith

Critical and Creative Thinking Capstones Collection

This paper provides a teaching model for how to effectively incorporate Critical and Creative Thinking (CCT) methods into a business setting to initiate organizational change. I developed a workshop on workplace meetings based on the imperfections of the marketing team at “ICS.” The workshop touches on CCT methods that are needed in order for organizations to change. I also integrated CCT methods into the Integrated Marketing Communications (IMC) Procedure to enhance productivity and produce results. Integrated marketing is made up of many pieces of the media field, but often the participants in IMC are searching for the same end result. …

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Evidence Of Sustainability Communication In Major League Baseball: A Website Analysis, Dorene Ciletti, John Lanasa, Diane Ramos, Ryan Luchs, Junying Lou Jan 2010

Evidence Of Sustainability Communication In Major League Baseball: A Website Analysis, Dorene Ciletti, John Lanasa, Diane Ramos, Ryan Luchs, Junying Lou

AMTP Proceedings 2010

Based on a review of Major League baseball team websites, this study provides insight into team communication of sustainability principles and practices through an analysis of self-presented sustainability content. Websites for thirty-one (31) teams were examined for content. Elkington’s (1997) triple bottom line dimensions and Global Reporting Initiative (GRI) indicator codes and definitions were constructs for the model and aligned to social, environmental, and economic principles for categories of sustainability practices. Researchers found that while teams are including sustainability information to some extent, the majority highlight social issues on their home pages and subsequent pages; communication about environmental factors varies …

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Why Hispanic Women Wear What They Wear, Maria-Gracia Inglessis Jan 2010

Why Hispanic Women Wear What They Wear, Maria-Gracia Inglessis

AMTP Proceedings 2010

This paper is an exploration of how Hispanic women communicate their identity through clothing and how cultural values affect how they shop for clothes. Based on in-depth interviews with Hispanic women in Florida, this study demonstrates that Latinas retain overtime a set of values characteristic of the traditional Hispanic culture. This study also reveals that Hispanic women are high self-monitors and enjoy the experience of discovery when they shop. Specific implications for marketers are offered.

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Lig손해보험의 새로운 기업브랜드 전략을 통한 기업이미지 재정립, Kwang Ho Ahn, Chang Jo Yoo, Dong Hoon Kim Oct 2008

Lig손해보험의 새로운 기업브랜드 전략을 통한 기업이미지 재정립, Kwang Ho Ahn, Chang Jo Yoo, Dong Hoon Kim

Asia Marketing Journal

After having changed its corporate brand from LG Fire & Marine Insurance to LIG Non-life Insurance in 2006, LIG Insurance has successfully built the corporate image as the leading insurance financial group by engaging in extensive corporate social responsibility activities. LIG, as ``a partner for sharing precious moments of life``, intended to provide customers a new value of an insurance by building up the new corporate brand. It established three values to be shared internally. First was to instill a brand value orientation within the organization. Second, the firm identified the brand`s value to be delivered to the customers. Third, …

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Signaling Corporate Strategy In Ipo Communication: A Study Of Biotechnology Ipos On The Nasdaq, Hongzhi Gao, Jenny Darroch, Damien Mather, Alan Macgregor Jan 2008

Signaling Corporate Strategy In Ipo Communication: A Study Of Biotechnology Ipos On The Nasdaq, Hongzhi Gao, Jenny Darroch, Damien Mather, Alan Macgregor

CGU Faculty Publications and Research

A clear corporate strategy communication can be a signal to financial analysts and public investors at the time of an initial public offering (IPO). This study examines IPO prospectuses of 57 biotechnology firms listed on the NASDAQ between 1997 and 2002. Using regression analysis, this article shows that the clarity, intensity, and consistency of the corporate strategy signal are not strong enough to affect the 1st-day initial returns. However, consistent communication of a prospector strategy negatively impacts 30-day initial returns, whereas consistent communication of a defender strategy positively impacts 30-day initial returns.

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Novos Serviços De Informação E Comunicação: Um Quadro De Referência Estratégico, Nikhilesh Dholakia, Norbert Mundorf, Ruby Roy Dholakia Sep 1997

Novos Serviços De Informação E Comunicação: Um Quadro De Referência Estratégico, Nikhilesh Dholakia, Norbert Mundorf, Ruby Roy Dholakia

College of Business Faculty Publications

From the late 1960s onwards, the range of information and communication services available to residential consumers and business users in the technologically advanced nations has been growing. The future of information services will depend on the strategic and structural interactions of firms specializing in content, conduits and components.

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