Marketing Commons^™

The Global Value Chain Effects Of Rcep: Estimating The Impact On The Philippines, Caesar B. Cororaton

DLSU Business & Economics Review

This paper extends the global CGE model results of Cororaton (2022) by disaggregating further the RCEP trade creation effects on the Philippines into global value chain (GVC) impacts. The GVC analysis indicates that the trade agreement in RCEP results in higher Philippine exports of US$ 2.8 billion in 2031, of which the increase in Philippine domestic value added is US$ 2.4 billion, significantly higher than the foreign value added of US$ 403 million. Electronic products contribute 67% of the value added generated within the Philippines. The increase in the import contents of Philippine exports is only US$ 413 million. Furthermore, …

Does Ethical Ideology Really Matter In Consumer Responses To Corporate Wrongdoing? The Effects On Trust And Word-Of-Mouth Recommendations, Grzegorz Zasuwa, Alicja Węgierak

Journal of Marketing and Consumer Behaviour in Emerging Markets

The purpose of this study is to better understand how the ethical ideologies of consumers influence their responses to perceived corporate social irresponsibility (CSI), focusing on trust and word-of-mouth (WOM) recommendations. Data were collected through a survey involving 627 car owners in Poland, using a real-life case of CSI concerning a major car manufacturer fined for misleading consumers about diesel emissions. The analysis employed partial least squares structural equation modelling (PLS-SEM). The results indicate that moral idealism amplifies the negative effects of CSI on WOM, while moral relativism produces neutrality towards CSI. Specifically, it appears that highly idealistic individuals are …

Anatomical Depiction: How Showing A Product's Inner Structure Shapes Product Valuations, Seo Yoon Kang, Junghan Kim, Arun Lakshmanan

Research Collection Lee Kong Chian School Of Business

Anatomical depiction is a technique where the product is decomposed into components that are spatially arranged in a layer-by-layer manner to visually explicate its inner structure. The authors demonstrate that anatomical depiction, compared to non-anatomical depiction, enhances product valuation. This effect occurs because anatomical depiction elicits a ‘coming together’ of the inner components in consumers’ minds thereby evoking a gestalt image of the product – a process labeled simulated assemblage. The elicitation of simulated assemblage in turn boosts their confidence in the product’s performance. Two field experiments first demonstrate that anatomical depiction leads to greater engagement in online settings such …

Navigating Technological Disruptions: The Interplay Of Ai-Based Stakeholder Engagement, Marketing Agility, And Firm Performance, Ali N. Tehrani, Sanjit K. Roy

Research outputs 2022 to 2026

Purpose – This study aims to examine how artificial intelligence (AI)-based stakeholder engagement can enhance marketing agility and improve firm performance, particularly in environments with high technological turbulence. Design/methodology/approach – Data were collected through a survey of 335 companies across diverse industries in Australia, using validated scales for AI-based stakeholder engagement, marketing agility, firm performance and technology turbulence. Partial least squares structural equation modelling was used to analyse the data. Findings – The results indicate that engaging stakeholders through AI technologies positively influences marketing agility, which in turn enhances firm performance. These effects are amplified in conditions of high technology …

Introducing Sustainable Development Goals In College Curricula: A Way Forward, Christy Ashley, Jason D. Oliver, Hillary Leonard

Markets, Globalization & Development Review

The commentary proposes a blueprint to help guide curriculum innovations, partnerships, and teaching interventions that incorporate the United Nations sustainable development goals (SDGs) into the curriculum. It suggests the utilization of AACSB’s Societal Impact Canvas with Ancona et al.’s (2007) Leadership Capabilities (Sensemaking, Relating, Visioning, Inventing) to provide a blueprint for mission-aligned SDG integration at a local level. It provides an illustrative example from the University of Rhode Island (USA), where the focus is on the Blue Economy. It aims to provide practical guidance for how a college or university can efficiently organize to gain stakeholder input that helps enhance …

Age Segmentation In The Life Coaching Industry: A Needs-Based Approach, Timothy Reisenwitz

Atlantic Marketing Journal

Life coaching is the second-fastest-growing industry in the world. Most previous research has used a results-based approach with relatively small sample sizes. The current research uses a needs-based approach to identify whether older or younger consumers are better candidates for a life coaching session or program. A hard-copy questionnaire used existing scales based on industry indicators to identify viable life-coaching clients. A multivariate analysis of covariance (MANCOVA) was used to analyze the data, with gender as the covariate or moderating variable. Results showed that younger consumers are generally better candidates for life coaching, while gender was only significant for one …

Buying Green On A Student Budget: How Sustainability Shapes Gen-Z Grocery Habits, Tyler Martin, Diane R. Edmondson, Lucy Matthews

Atlantic Marketing Journal

Sustainability is increasingly prioritized by consumers, but concerns arise about whether Gen-Z college students with limited financial means translate sustainable attitudes into purchasing behaviors. This study surveyed 496 undergraduate students at a southeastern public university to assess attitudes, motivations, and actions regarding sustainable grocery shopping. Results reveal strong environmental concerns among students but a notable gap between beliefs and purchasing behaviors, attributed mainly to financial constraints. Gender, political affiliation, and religious affiliation significantly influenced sustainable behavior. Managerial implications and future research directions are discussed.

From Backlash To Brand Loyalty: How Self-Congruity And Generation Shape Consumer Intentions After A Failed Influencer Campaign, Dexter L. Purnell, Kimberly V. Legocki, Steven R. Barnes, Jessica Chapman

Atlantic Marketing Journal

This study examines consumer responses to corporate social advocacy (CSA) surrounding Bud Light’s partnership with transgender influencer Dylan Mulvaney. We fielded a cross-sectional survey of U.S. beer drinkers (N = 386) measuring actual and ideal self-congruity, generational cohort, and purchase intention. Using PROCESS Model 4 with bootstrap confidence intervals, we tested whether self-congruity mediates the relationship between generation and purchase intention. Self-congruity strongly predicted purchase intention, and indirect effects of generation via both actual and ideal self-congruity were statistically significant. Conditional (contrast-specific) indirect effects were observed only for Gen X, indicating cohort-specific pathways from CSA to purchase intention through identity …

Omnichannel Retailing: An Exploratory Study Of Limiting The Customer Journey In A Digital-First Context, Terence L. Holmes, Edward C. Brewer, Elizabeth Patterson

Atlantic Marketing Journal

A recent retail trend is the rise of “digital-first” firms, where their merchandise is sold primarily via online efforts. In this exploratory study we describe our investigation of the customer journey for a digital-first seller of cosmetics and personal care products. We collected qualitative and quantitative data from a customer survey and follow-up interviews. Results indicate that personal connections and actual product use are the two most important touchpoints customers consider in first discovering the seller and then building a relationship with the brand. We describe practical applications of the findings and suggest ideas for future research.

Podcast Advertising And Its Role In Higher Education Marketing, Mark D. Cistulli, Jason L. Snyder

Atlantic Marketing Journal

Podcast advertising has become an important component in marketing campaigns for organizations to reach their target audiences. With the explosion of popularity of podcasts, so too does the opportunity for marketers to promote their products and services. In this study, we are focusing on the impact of a graduate program ad on attitudes and behavioral intentions associated with the university in the ad. Participants were exposed to part of a podcast with the ad embedded mid-roll and then responded to a survey about their evaluation of the ad and subsequent intentions to consider attending graduate school at the university advertised. …

Teaching Social Marketing Concepts Through Prosocial Behavior Lenses, Bela Florenthal

Atlantic Marketing Journal

This study investigates the educational value of a prosocial project embedded in a college-level marketing course. Framed through a humanistic and holistic lens, the initiative integrated acts of kindness (AOKs) to engage students in real-world application of social marketing concepts. Using a mixed-methods approach, data were collected through student reflections and surveys, revealing high levels of cognitive, emotional, and behavioral engagement. Students developed empathy, compassion, and self-awareness, reinforcing the importance of integrating experiential learning into business education. The project also addressed AACSB’s emphasis on societal impact and aligned with the UN’s Sustainable Development Goals by promoting emotional well-being and civic …

Impact Of International Trade Competitiveness On Unemployment And Poverty Reduction In Ecowas Region, Ikubor Ofili Jude, Yahaya U. Isah, Ojih U. Abraham, Mazeli O. Mark, Abdul Y. Mary

DLSU Business & Economics Review

This study investigates the impact of trade competitiveness on unemployment and poverty in the ECOWAS region. The study relied on POLS, FE, and RE techniques to analyze the impact of export value and trade openness on unemployment and poverty in the ECOWAS region from 2001 to 2020. Annual time series data were sourced from World Bank and World Integrated Trade Solution databases. Major findings from this study show that unemployment responds strongly and favorably to export value and trade openness, whereas poverty responds favorably to trade openness. Further investigation revealed that trade regulatory environment is a determinant of unemployment and …

Determinants Of Customers’ Variety Seeking Intentions On Mobile Food Ordering Applications, Chandrasekaran Padmavathy, Seon Jeong Ally Lee, Murugan Pattusamy, Sanjit K. Roy

Research outputs 2022 to 2026

Mobile Food Ordering Applications (MFOAs) have gained prominence in the hospitality sector, particularly post-COVID-19, reflecting customers’ preference for digital food ordering. Despite this, there remains ample opportunity for substantial research in this evolving domain. This study examines the impact of technological, psychological, and economic factors on customers’ variety seeking intentions, by utilising the Elaboration Likelihood Model (ELM). Drawing on a sample of 979 customers from India, results show that deal proneness, personalised product recommendations, online ratings, and delivery timeliness show mixed effects on variety seeking intentions. The results also show that perceived convenience acts as a mediator between central and …

Blurred Vision: Understanding Barriers To Initiating Collaborative Market Driving, Kim Feddema, Daniel Schepis, Liudmila Tarabashkina, Sharon Purchase

Research outputs 2022 to 2026

Purpose: This paper aims to examine why many producers of origin-bound products struggle to collectively drive increases in market value, despite shared interests. The authors apply a collaborative market driving (CMD) lens to the early stages of collective efforts, to identify the key motivators, visioning processes and explore why CMD can fail to initiate. Design/methodology/approach: The authors present a qualitative case study of the Western Australian monofloral honey industry. Data includes 64 producers’ and distributors’ online content and 30 interviews with stakeholders. Leximancer was used to map marketing communications, and participant narratives were thematically analysed using terroir and authenticity frameworks. …

The Contributors, Marites Tiongco

DLSU Business & Economics Review

No abstract provided.

The Effects Of Brand Activism On Brand Performance, Lin Zhao

Graduate Theses, Dissertations, and Problem Reports (ETD)

Brand activism—the explicit demonstration of a brand’s sociopolitical beliefs—has become increasingly prevalent and consequential. Concurrently, consumers now hold higher expectations for firms to engage in sociopolitical conversations, driven by the rise of belief-drive purchase in consumers’ decision-making and the growing ideological polarization worldwide. The interaction of brand activism and consumer behavior presents unique potential for brands to gain competitive advantages while contributing to social welfare. This dissertation comprises three essays that examine the effects of brand activism through multiple understudied yet compelling perspectives.

Essay One investigates how brand activism influences consumer-brand relationships through both transactional and relational lenses. This research …

The Interplay Of Morality, Emotional Labor, And Customer Injustice: How Salesperson Experiences Shape Job Satisfaction, Omar S. Itani, Colin B. Gabler, Ashish Kalra, Khashayar Afshar Bakeshloo (Kash), Raj Agnihotri

Marketing Faculty Publications

Despite the significant role emotions play in business-to-business (B2B) sales transactions, the impact of salesperson emotional labor on well-being, specifically job satisfaction, has garnered limited attention. To address this gap, the present study examines the relationships among salesperson moral identity, emotional labor strategies, customer injustice, and job satisfaction. An analysis of responses from B2B salespeople reveals that moral identity internalization is positively related to deep acting and negatively to surface acting, whereas moral identity symbolization is positively related to both deep and surface acting. Furthermore, surface acting has a stronger unfavorable effect on customer injustice compared to deep acting, which …

(In)Attention To Attractive Brand Alternatives, Danielle J. Brick, Veronica L. Thomas

Marketing Faculty Publications

Understanding how consumers maintain their brand relationships has important implications for marketers as committed consumers contribute significant value to firms. In the present research, we propose and test one such way consumers protect their brand relationships, namely through attentional avoidance of attractive alternative partners. Across multiple studies, we find support for our theory that committed consumers avoid attending to alternative brand partners by recalling less about and spending less time focused on attractive alternatives. We further find that this inattention occurs because consumers view the competing brand as a threat to the consumer’s current relationship. In addition, we investigate a …

Marketing The Message: Maximizing Engagement With Digital Publications Through Social Media, Email, And Analytics, Rich Evans

AADEJ - The Communicator

This article outlines a strategic approach for professional associations to enhance engagement with their digital publications in today's digital-first environment. Drawing from the Michigan Dental Association (MDA)'s transition to a fully digital Journal, it emphasizes the vital role of marketing and analytics. Key recommendations include leveraging social media for strategic visibility (e.g., summarizing articles, tagging authors, video pitches), implementing direct email delivery to members (e.g., monthly digests, audience segmentation), and ensuring easy website integration for accessible content. The piece also stresses the importance of mobile-responsive design, clear formatting, and multimedia embedding to improve the digital reading experience. It suggests evaluating …

Unveiling The Charisma Of Artificial Intelligence: How Voice Assistants Captivate Users And Emotionally Influence User Experience, Bibaswan Basu, Sanjit K. Roy, Chrysostomos Apostolidis

Research outputs 2022 to 2026

Although studies have explored user experience (UX) with artificial intelligence (AI)-powered voice assistants (VAs), the cognitive, psychological, and emotional factors affecting user engagement and experience with VAs have yet to be investigated in depth. Drawing on cognitive absorption and broaden-and-build theories, this study investigates how VAs captivate users, enhance positive emotions, and influence the overall UX. To address these questions, we conduct three types of analyses—exploratory, confirmatory, and configurational—utilizing data from 125,600 user reviews on a popular VA platform (Google Assistant) from 2017 to 2024. First, we employ bidirectional encoder representations from the transformers (BERT)topic modeling to unearth relevant cognitive …

Discretionary Tone In Reward-Based Crowdfunding: Do Project Owners Talk Their Way To Success?, Douglas Cumming, Yihui Lan, Yuan George Shan, Junru Zhang

Research outputs 2022 to 2026

This study examines the relationship between abnormal tone and project performance of reward-based crowdfunding (RBC) using the Kickstarter data from 2009 to 2020. We document a negative relationship between abnormal tone and the success of a project in the RBC campaign section, while a positive impact in the Risks and Challenges section. This outcome remains robust to a variety of sensitivity tests and after accounting for potential endogeneity concerns. Cross-sectional analyses reveal that the effect of abnormal tone in RBC on project success is contingent on project quality and legal jurisdiction. Further investigation of the concurrent effect of abnormal tone …

Covid-19'S Impact On Grocery Expenditure Amid The Rise Of Social Media's Unattainable Wellness Culture Within Beverage Products, Ava Hinz

Scripps Senior Theses

This paper explores post-pandemic consumption through two different lens: economics and media studies. First, I will focus on COVID-19’s impact on the expenditure of grocery goods. Then I will explore how today’s wellness culture is made unattainable through social media by examining an organic grocery store and two beverage products. By examining these two areas of consumption, it provides critical information on an individual’s consumption during the unique shocks of the pandemic and the cultural context behind those actions.

From Chaos To Cohesion: Building A Brand Kit, Brooke Kries

ENGS 15.11: Design and Education

From Chaos to Cohesion: Building a Brand Kit is a lesson designed for undergraduate students to show how a strong visual identity supports an organization’s mission and goals. Utilizing interactive instruction, guided exercises, individual exploration, and peer discussions, students will learn how elements, such as typography, logos, and color can shape public perception and align with audience expectations. By the end of the lesson, students will have created a sample brand kit and graphic to reflect an organization’s purpose and tone.

This lesson integrates marketing theory, real-life examples, and independent hands-on learning to encourage creativity, collaboration, and strategic thinking. Students …

Confronting Indecision, Lane Allison Murray

ENGS 15.11: Design and Education

This course aims to increase students' understanding of indecision and how to confront it. The class provides insight into how the fear of the unknown holds people back from making decisions and about understanding one's values as a means to combat indecision. Students and teachers alike explore instances of indecision and evaluate their own impulses & thought processes by reflecting on the deeper reasons for their choices. Students will increase their comfort level of asking themselves and their peers questions about the values that guide them and, in doing so, strengthen their relationships with themselves and others.

The Csr Authenticity Crossroads: A Comparative Analysis Of Greenwashing In The Cosmetics And Food Sectors, Magdalena Klimczuk-Kochańska

Studia i Materiały Wydział Zarządzania Uniwersytet Warszawski

Purpose: The article aims to investigate the relationship between Corporate Social Responsibility (CSR) strategies, manifestations of greenwashing, and their underlying motivations in selected companies from the cosmetics and food sectors.

Methodology: The study employs a qualitative, comparative case study methodology. Six companies (L’Oréal, Natura & Co., Bielenda, Nestlé, Maspex, and Tony’s Chocolonely) were analysed based on publicly available secondary data, including corporate reports, NGO analyses, and media coverage.

Findings: The study identifies and defines two distinct sectoral logics: companies in the cosmetics sector follow a ‘brand-centric logic’, where greenwashing manifests as product-level marketing claims. In contrast, firms …

The Entrepreneurs Handbook: A Practical Meets Academic Guide For Both Current And Budding Business Owners And Risk Takers, Howard J. Friedman

Open Educational Resources

This work has been created with the intention of being used as a practical guide for the budding entrepreneur. The concepts are presented to optimize creative thinking and find a path to a fully realized business. From idea through funding, the company life cycle. This work is meant to provide the reader with all the materials that will be needed to make a real-world decision. Effort has been made to combine academic and practical data to offer a straightforward guide to finding, funding, and realizing your dream.

Entrepreneurial Selling And Business Success In Brazil, Renato Fernandes

Open Access Dissertations

This study aimed to deepen the understanding of the relationship between Entrepreneurial Selling and business success in Brazil through two different studies about the antecedents and consequences of Entrepreneurial Selling.

Using grounded theory and an exploratory-confirmatory mixed methods design, this dissertation demonstrates that Entrepreneurial Selling is crucial for business success. The database was sufficiently diverse for an in-depth analysis of the entrepreneurial Brazilian context: 777 entrepreneurs participated in the studies, ranging from first-time founders and serial entrepreneurs, leading B2B, B2C, and B2B2C companies from 31 segments, from startups struggling to make their first million to established companies already earning more …

The Effect Of Distance On Persuasion In International E-Mail Marketing Campaigns, Peter Magnusson, Stanford A. Westjohn

Marketing Faculty Publications

We investigate the relative effectiveness of different persuasive appeals in international e-mail customer acquisition marketing campaigns. We conducted three separate experiments, including two lab experiments and one field experiment, to examine the impact of different persuasive appeals on customers. Our research specifically focuses on consensus and authority-focused persuasive appeals. Our findings consistently show that when there is a small cultural distance between the seller and potential buyer, consensus appeals are more effective. On the other hand, when there is a large cultural distance, authority appeals are more effective.

Hartville Potato Chips, Anna Kish, Daniel Brewer, Sarah Flaker, William Brashear, Parker Doerrer, Grace Nuhfer

Williams Honors College, Honors Research Projects

N/A

Managing Digital Transformation With Blockchain: Distributed Ledger Innovation Platforms, Nobuyuki Fukawa, Gregory J. Fisher

Business and Information Technology Faculty Research & Creative Works

Realizing its overarching potential in achieving digital transformation, leading organizations, such as Air New Zealand, have recently employed blockchain technology to manage 3D printing innovation. Despite the potential benefits, including the key role of blockchain as a supporting technology in Industry 5.0, these applications of blockchain technology in 3D printing are still at a nascent stage in practice and mostly limited to producer innovation. Additionally, 3D printing and blockchain technologies are often independently revolutionizing value capture and value creation, whereas the theoretical implications of their combined impacts on innovation management remain an underexplored domain. Limited digital transformation efforts have been …