Marketing Commons^™

Consumers’ Perceptions Of Visual Product Aesthetics Based On Fashion Innovativeness And Fashion Leadership Levels: A Research Study In Mersin, A. Celil Cakici, Sena Tekeli

Journal of Global Business Insights

The main objective of the study is to determine whether consumers’ visual product aesthetic perception differs according to the level of fashion innovations and fashion leadership. The study was conducted in five counties of Mersin, and the population was 20-64-year-old consumers. The sample consisted of 420 consumers, 213 of whom were male, and 207 of whom were female. Data were obtained through surveys and were analyzed electronically. Descriptive statistics, factors, clustering, and chi-square analysis with t-test were used. As a result of the study, it was found that consumers’ perception of visual product aesthetics is three-dimensional, and it differs …

Consumer Data Privacy In Marketing Research: A Study Of Value-Based And Cognate-Based Approaches, Selcuk Ertekin

AMTP Proceedings 2020

In this paper, we used Smith et al. (2011)’s classification of privacy definitions based on cognate-based and value-based approaches and reviewed the marketing literature for the past five years on consumer information privacy. We added an extra dimension to this classification by looking at whether the research has a regulatory emphasis or not. Our results indicate that there are plenty of research articles on cognate-based and non-regulatory underscoring research as well as value-based and regulatory emphasis articles. There is exigent need for more research on cognate-based, regulation focused and value-based, non-regulation focused accentuation.

Best Practices For The Collection Of Feedback From Campus Constituents Utilizing Campus And Community Partners, Maggie Mason Smith, Jessica L. Serrao, C. Lili Klar, Deanna Mcentire, Anne Grant, Gabriel Israel

Collaborative Librarianship

The Clemson Libraries Campus Feedback Task Force was created to collect feedback from a broad sample of campus constituents. This article outlines the Task Force’s approach and how the group effectively succeeded at the given charge. Seven Libraries employees, each with diverse expertise and a collaborative and supportive mentality, worked together to break down tasks and assign responsibilities based on members’ strengths, identifying and relying on outside partners as needed. This article will discuss the importance of collaboration within a library Task Force on a project that required skills in online and face-to-face campus interactions by examining the composition of …

Can You Please Speak Into The Microphone? Exploring Leaders In Marketing Through A Podcast Assignment, Michael A. Petrochuk

Atlantic Marketing Association Proceedings

No abstract provided.

Supporting Service Learning With An Interdisciplinary Csr Marketing Model, Ellen Raineri

AMTP Proceedings 2020

Since CSR is an interdisciplinary topic, a CSR service learning project, too, should be interdisciplinary. Accordingly, Marketing was selected to be combined with the CSR service learning project. Since careful planning and design are paramount for service learning projects, a model is shared that was implemented in three undergraduate hybrid CSR classes. Three deliverables are discussed: The first is a CSR Marketing Analysis Report to guide students in their evaluation of an organization’s marketing initiatives permitting students to then analyze what new/enhanced marketing initiatives were needed. The second is a CSR Marketing Action Plan to identify marketing initiatives to complete. …

Early-Career Professional Athletes, Social Media Marketing, And Sponsorship, Nichada Satasuk, Gallayanee Yaoyuneyong

AMTP Proceedings 2020

The sports marketing industry has changed in the new era of easy internet access and ubiquitous mobile devices. Sports marketers are beginning to use social media platforms, such as Facebook, YouTube, Twitter, and Instagram, to promote their brands and to connect with fans. In addition, legislative trends and announcements by the NFL and NCAA show that individual athletes, early in their professional careers (at the college level), will be able to profit from their names, images, and likenesses. While research into social media marketing by sports brands is existent and growing, most studies are concerned with the strategies and impacts …

Entrepreneurial Proposal: Virtufit, Hannah Link

Honors Senior Capstone Projects

No abstract provided.

A Conservation Marketing Toolkit: Systematic Literature Mapping, Microtargeting Conservation Easements, And Conservation Corridor Prioritization, Hannah Josie Leonard

Graduate Student Theses, Dissertations, & Professional Papers

In a changing world with limited resources for conservation efforts, conservationists, wildlife managers, and land managers must look for creative ways to realize conservation goals. A new wave of conservationists is investigating how other disciplines, namely psychology and marketing, might improve our ability to understand and change conservation-related human behavior. In this thesis, I review existing applications of “conservation marketing” and apply a subset to advance two specific conservation challenges. In Chapter 1, I present a systematic mapping of the conservation marketing literature to understand the lay of the land in how conservationists have already applied marketing techniques to conservation, …

Analyzing The Social Media Presence Of Nike, Adidas, And New Balance Using Social Listening, Sean P. Fontaine

Honors Theses and Capstones

No abstract provided.

Listening In: Investigating Social Media Activity In The Streaming Service Industry, Kara M. Macdonald

Honors Theses and Capstones

In this paper, we examine the social media activity surrounding three different brands (Hulu, Netflix, and Disney+) using two different and complimentary techniques. In Study 1, we use a popular social listening tool to examine quantitative data of different kinds including the share of voice of these brands as well as the major geographic markets and languages associated with these brands' social media activity. These are three of the biggest brands in the over-the-top (OTT) industry and all three of these companies offer streaming services that are highly popular with consumers around the world. To get a better sense of …

A Brand New Narrative: Social Attitudes Toward Conflict Resolution And Inefficiency In Marketing And Branding, Emily Skinner

Department of Conflict Resolution Studies Theses and Dissertations

This study aimed to bring to light infield internal assumptions, expectations, and knowledge that may influence limitations on fostering an environment that can increase a social demand for conflict resolution services, knowledge, and practices. The research explored if the field’s marketing is influenced by the macro social norms, assumptions, and expectations of conflict and if they influence how the field communicates with its market. The study’s goal was to investigate if the marketing and the branding of conflict resolution are influenced by the social fact of conflict as negative. This study explored conscious and unconscious broad patterns of common-sense knowledge, …

Psychographic Persona Development In The Picture Of Dorian Gray, Melody Day

Undergraduate Honors Theses

When interviewed about his Victorian Gothic masterpiece, The Picture of Dorian Gray, Oscar Wilde once observed that “Basil Hallward is what I think I am: Lord Henry is what the world thinks of me: Dorian is what I would like to be—in other ages, perhaps” (Oscar Wilde). These three characters represent widely different types of people; in light of Wilde’s words, then, what does it truly mean to be Basil, Lord Henry, or Dorian Gray? In other words, what interests, opinions, and values held by these characters determine how each of them differ from one another? In my cross-discipline …

Brand Linguistics: Study Of Sound Symbolism And Consumer Language Fluency On Brand Name Attitudes And Perceptions, Evita Subkowski

University Honors Program Senior Projects

Brand names can subtly evoke the practical qualities of a product as well as the positive emotions a company hopes that consumers will feel regarding its product. Because a brand name serves as an identifier for consumers to the product itself, effective branding has the potential to increase sales and customer loyalty. Brand names are essential because they are often the consumer’s first exposure to the product and for this reason they must be configured effectively. There is considerable research in this area that can guide companies toward more effective brand-naming strategies. Unfortunately, a key gap exists in this literature: …

Marketing Play Book: Shoreline Orthopaedics, Rio Weikum

Honors Projects

This campaign book is comprised of essential information for conducting a successful campaign for our client, Shoreline Orthopaedic located in Holland, Michigan. For the purpose of this campaign, both primary and secondary research were conducted in order to gain crucial information that would form Shoreline's marketing strategies, tactics, and objectives. Primary research was conducted in order to get a better understanding of the attitudes, perceptions, beliefs, and needs of the patients at Shoreline. Secondary research was conducted to gain marketing information on other orthopedic practices, the best marketing strategies to implement in the digital world, and information about our target …

Group Brands As An Innovative Pedagogical Tool: Using Marketing Theory In Real-World Collaborative Teaching, Cheryl A. Tokke

Atlantic Marketing Journal

This teaching and learning pedagogy paper demonstrates how group brands were used as interdisciplinary teaching tools in marketing, business, research, and social science classes by applying theories of branding, collaborative learning, affinity, and social identity in experiential learning. There were two primary reasons why this project was done. First, implementing a pedagogical tool would bring students together in a collaborative team over the period of a semester gaining a critically important business tool; the requirement of working in teams and networked relationships. Second, by enriching the curriculum of business marketing and social science courses through incorporating a semester long term-based …

The Potential For Using Loyalty Rewards And Incentives Programs To Encourage Transit Ridership And Regional Transportation And Land Use Integration, Christopher E. Ferrell

Mineta Transportation Institute

Transit smart cards can be used as a tool for increasing transit ridership, increasing retail sales in transit-oriented developments (TODs) and eventually, increasing opportunities for retail development in TODs. Instead of providing separate loyalty rewards for each store, or chain of stores, such cards would provide loyalty rewards—in several possible forms, including free transit ride credits, cash rewards, retail purchase discounts, sweepstakes rewards—to all transit riders who patronize TOD retail businesses. Additional rewards could also be given to transit riders who live, work, and shop in TODs, and even to riders who take transit for specific shopping trips in TODs. …

An Analysis Of Marketing And Microenterprise: Does Marketing Have An Impact On These Unique Organizations?, Bruce Alan Morgan

Doctoral Dissertations and Projects

This research study was a qualitative, multiple case study on how the implementation of good marketing techniques impacts the sustainability of microenterprises. This is a replicative extension study of prior research that revealed a theme of “promotional activities” correlating to microenterprise sustainability beyond two years (Haynes, 2017). This research extended the prior study by significantly increasing the number of participants (from six to forty), providing heterogeneity regarding lines of business, expanding to a new geography (the Upstate of South Carolina), focusing exquisitely on marketing techniques (as defined by the classical Marketing Mix), and defining sustainability by using both an accepted …

Youtube Advertising Value And Its Effects On Purchase Intention, Duygu Firat

Journal of Global Business Insights

This study investigated the factors that affect the YouTube advertising value and its effect on purchasing intention. The data were gathered through a 52-item questionnaire administered to YouTube users (n = 420). Multiple regression analysis determined the effect of the factors on YouTube advertising value, and simple regression analysis determined the effect of its value on purchasing intention and ANOVA test was run to determine the differences of demographic groups via YouTube ads value. The findings indicated that informativeness and entertainment and trendiness had a positive effect on YouTube advertising value; however, irritation had a negative effect. In addition, …

Asserting Librarian Expertise And Value In Strategic Marketing Efforts, Memo Cordova, Elizabeth Ramsey

Library Faculty Publications and Presentations

This case study of librarian-led marketing efforts at a mid-size academic library examines workarounds to obstacles that librarians frequently encounter when taking on marketing for their libraries. These obstacles often stem from a combination of misunderstanding and/or misplaced priorities at both the unit and administrative levels. Challenges in this case study include a number of factors: no marketing strategy at the administrative level, a lack of understanding from colleagues generally, little time to complete tasks or improve marketing skills, and no dedicated funding. To address these challenges the authors embarked on an internal marketing campaign engaged extensively on social media …

Matieralism Or Morality In Social Media, Which Matters Most? Insights From Millennials Luxury Consumption, Sukki Yoon, Virginia Vannucci, Lamberto Zollo, Riccardo Rialti

Marketing Department Faculty Journal Articles

"Social media are increasingly becoming a fundamental channel for every marketing strategy, particularly in advertising. The pertinent literature stresses how Millennials - the digital born generation very inclined to web interaction - represent one of the most relevant segments of social media users. Hence, firms are more and more using social media channels to engage Millennials, especially thanks to the use of mobile apps. Although Millennials do not represent the traditional target of luxury firms, social media might represent a useful strategic tool to reach them and also transfer the luxury brands’ image and value. While scholars widely investigated the …

Savoring The Product: A Look At The Impact Of Ai On Pre And Post Purchase Satisfaction, Sharmin Attaran, Moshen Attaran, Diane Kirkland

Marketing Department Faculty Journal Articles

The purpose of this paper is to examine some of the profound effects of Augmented Intelligence (AI) on Product, one of the “Four-Ps” of marketing: Product, Price, Place, and Promotion. Today’s customers are used to extreme convenience, beyond the brick-and-mortar shopping experience, and beyond online images. Customers increasingly demand more information, and more personalized information. This paper addresses how the presentation of products has changed. This paper is conceptual, based on a review of academic literature on marketing strategy, psychology, AI, and Machine Learning as chronicled in major marketing and business research journals.

Marketing Channel Effectiveness Of New Medications/Medical Technology, Hadley Mccormick

Celebration of Learning

This research project will study what marketing platforms/channels are most effective in the dissemination of new medical product news. Many people like myself have an illness/disease that requires daily medication, or require the daily use of a medical device. Due to the increasing influence of Direct to Consumer advertising of pharmaceuticals and the constant development of new medications and devices, patients may now more often go to the doctor with perceptions of what they should do to manage their illness/disease. This study aims to look at how the developers of these medications/medical devices promote their products currently and how certain …

When Objective Price Information Is Not Available: Impact Of Unpublished Or Missing Prices On The Purchase Journey For High Costs, High Involvement Products, Thomas J. Dammrich

College of Business Theses and Dissertations

Every model of the consumer purchase journey includes an evaluation phase, during which consumers search for product attributes including price. While much has been written about search, knowledge uncertainty, and the role of price in continued search and purchase intent, very little, if any, empirical work has been done to understand the impact on the path to purchase when objective price is not available. This study undertakes a field experiment with random assignment in a natural setting to examine the impacts on consumer behavior related to continued search, lead generation and purchase intent when objective price is not available. The …

Moosejaw Market Expansion Into France, Rachel Renou

Honors Projects

This research project examines the Moosejaw brand, the outdoor apparel industry, and an overview of France’s political, economic, and cultural environment. The research goal is to analyze key aspects of France that would influence a business’s decision to expand into the country. The information regarding France’s fit for new businesses would then be tailored to Moosejaw to implement. Data found throughout the research process that characterize France as a good fit or not for new foreign business include the current political state of rioting by the Yellow Vests, Macron’s future pro-business plans, the French high quality of life standard, shifting …

Tony Yang, Tony Yang

Summer 2019

A recent Stories of Andrews piece featured Tony Yang, our associate vice president for Marketing & Enrollment Management and chief marketing officer. See the ways God has moved in Tony’s life at andrews.edu/stories

Andrea Luxton

The Power Of Promotional Marketing To Millennials, Colleen Longley

Honors Program Theses and Projects

As Millennials are currently at the forefront of the consumer population, their business is an essential partnership. When targeting the Millennial Generation; the most effective component of the Marketing Mix is Promotion. The main purpose of this thesis is to highlight the importance of adaptability and increased targeting toward the Millennial Generation. The methodology will include: a combination of data from primary and secondary research on the Millennial’s Promotional Marketing experience, and an analysis of successful promotional strategies from the corporate and industry level. The research will clearly identify the overall importance and benefit of the Promotional Marketing Strategy of …

It Is In The Cards: An Analysis Of Greeting Card Selection Through Identity And Personality, Emily Topilow

Honors Projects

In this exploratory study, personal and social identity were analyzed for their effect on how consumers choose greeting cards. Factors, including personality, relationships, and identity will be qualitatively analyzed to understand people’s buying habits. Certain factors, including gender, personality, relationships, type of card, and frequency of receiving and giving cards, will be qualitatively analyzed for frequency. The two theories analyzed were the Social Identity Theory (SIT) and the Identity Theory (IT).

525 college-aged students were surveyed to examine their purchasing habits of greeting cards. The results showed that the identity of the card giver and the identity of the card …

Cause Campaign For Dating Abuse In College, Isabel Elaine Kerr

Senior Honors Projects, 2010-2019

Through a cause campaign and partnership with the James Madison University (JMU) Health Center (UHC), this project confronts the widespread social issue of intimate partner violence (IPV), or dating abuse, in college-aged relationships. Encompassing all forms and subsets of dating abuse, the campaign intends to initiate conversation, facilitate awareness, and express support within the university community. The campaign is scheduled for implementation in October 2019, National Domestic Violence Awareness Month, in conjunction with the UHC’s other awareness efforts.

Are We There Yet? Racial Diversity In Digital Retail Advertising, Riley O'Keefe, Julian Saint Clair

Honors Thesis

How are African Americans represented in advertisements? Although prior research is very thorough, it focuses almost exclusively on print and broadcast, leaving a significant gap in the literature with respect to diversity in digital advertisements. This focus on print and broadcast media has also left a gap in analysis of advertisements by small businesses who often lack budget for mass media placements. Using a comparative analysis, the authors hypothesize that the representation of African Americans in digital advertisements by large companies will follow the same trends previously found in print and broadcast media, but digital advertisements by smaller companies will …

Selling Childhood: How The Middle Class Used Children In The Anti-Tuberculosis Movement (1930s-1940s), Hannah Fisher

Senior Theses

During the anti-tuberculosis movement of the 1930s and 1940s, children were chosen as focal points, with their roles shaped by society’s changing view of childhood, the emergence of the middle class, and the socioeconomic and political climate. Children were used by middle-class reformers as conduits through which to disseminate information and enact controls on the working class. Health education in schools had two main goals: (1) for educated children to become educated adults, and (2) for educated children to transform the behaviors of adults around them. Although researchers have studied middle-class interventions into children’s health, few have analyzed the role …