Marketing Commons^™

Big Data Decision Making, Mark Mallinger, Matt Stefl

Marketing & Business Law Faculty Works

The process we use to gather information in making decisions can be as important as the decisions themselves. Do you rely more on sophisticated analytics or intuition? Using a self-report exercise, this article assists the reader in recognizing their decision-making style and offers a framework to enhance the process.

Beneath The Kiss: Unearthing The Ideological Underpinnings Of Kay Jewelers Advertisements, Chelsea Nedlyn Hill

Open Access Theses & Dissertations

ABSTRACT

Advertising is a frequently used influential and persuasive means of communication, such as Kay Jewelers, a corporation whose advertising methods have been superficially appealing to a female audience. However, this study sought to investigate the ideological underpinnings associated with Kay Jewelers advertisements, employing an ideological criticism to argue through feminist theory that Kay Jewelers utilizes key elements of heteronormative love as a means to persuade and influence men to purchase their jewelry products. Through this underpinning of heteronormative romance, Kay Jewelers emphasizes the notion that an artifact, like a piece of jewelry, is necessary in order to properly express …

From Grapes To Wine To Brands To Culture: A Qualitative Study Of Kentucky Wineries And Kentucky Wine Producers, Benjamin J. Triana

Theses and Dissertations--Communication

The Kentucky wine industry has grown from six wineries in 1999 to more than sixty wineries as of 2013. However, the industry has reached a crucial point in its development as funds allotted from the Tobacco Master Settlement Agreement ended in 2014. As a result, Kentucky wine producers must navigate the demands of local, regional, national, and international wine markets without the same amount of economic support provided in the early stages of the industry’s development.

The purpose of this study was to investigate (1) how Kentucky wine producers use cultural associations to manage their brands, (2) communicate with multiple …

Deception In Cosmetics Advertising: Examining Cosmetics Advertising Claims In Fashion Magazine Ads / 化妆品广告中的欺骗:分析时尚杂志广告中的化妆品广告, Jie G. Fowler, Timothy H. Reisenwitz, Les Carlson

Department of Marketing: Faculty Publications

The FDA has only focused upon the physical safety of cosmetics and has ignored the significant reasonability of advertising claims. As such, the present article is intended to examine/ascertain the extent to which cosmetics claims contain deceptive content in fashion ads. Through a content analysis, the study reported herein revealed that cosmetics claims were not evenly distributed. To that end, the preponderance of the claims appeared to be described primarily by three categories (scientific, performance and subjective). The results also showed that more cosmetics claims were classified as deceptive than were deemed as acceptable. Close examination of these trends revealed …

Copyright Or Trade Dress? Toward Ip Protection Of Multisensory Effect Designs For Immersive Virtual Environments, Elii Cho

Cardozo Arts & Entertainment Law Journal

No abstract provided.

Small Business Use Of Internet Marketing: Findings From Case Studies, Maya Demishkevich

Walden Dissertations and Doctoral Studies

Internet marketing is critical for meeting changing consumer needs and staying competitive in the business environment. Small business owners need strategies on how to use Internet marketing to promote their products or services. The purpose of this multiple case study was to explore how 5 small business owners in Maryland developed and implemented an online marketing strategy. Participants were recruited for their roles as the chief decision maker of their business; additional prerequisites for their participation were that they used Internet marketing, represented different industries, and had fewer than 20 employees. Data came from semi-structured interviews with the small business …

Employee Conduct When Administering Government Contracts In The Defense Logistics Agency, Sandra Genevieve Haynes-Michaels

Walden Dissertations and Doctoral Studies

The Office of the Inspector General in the Department of Justice reported cases of government contracting employees accepting bribes totaling over $540 million within a 6-year period. The purpose of this case study was to explore the perceptions of government contracting managers regarding the knowledge needed to mitigate employees' unethical behaviors when administering government contracts. Previous studies on government contracting employees' unethical behaviors focused on employees' behaviors, but lacked data concerning managers' roles in mitigating employees' unethical behaviors. The study's conceptual framework was stakeholder theory. The data were gathered through semistructured interviews conducted with 21 government contracting managers in the …

Managing Negative Comments Posted On Social Media, Darci Wagner

Walden Dissertations and Doctoral Studies

Consumers use social media to share their service experiences, positive and negative. Some organizations lack strategies to respond to the negative comments, which can inhibit service recovery and harm the success of the organization. The purpose of this case study was to explore strategies used by social media managers to manage negative comments posted on social media sites. The study's conceptual framework was social exchange theory. Participants in Central Ohio were recruited through e-mail. Data were gathered by observing 2 social media marketers manage social media and by interviewing social media managers. Secondary data from the organization displayed the engagement …

A Conceptual Framework For Estimating The Impact Of Climatic Uncertainty And Shocks On Land Use, Food Production, And Poverty In The Philippines, Caesar Cororaton, Arlene Inocencio, Anna Bella Siriban-Manalang, Marites Tiongco

DLSU Business & Economics Review

Wide variations in climatic conditions from prolonged dry season to frequent occurrence of super typhoons have significant impact on the Philippines, especially on rural poor households which depend heavily on agriculture and food production for subsistence and income. This paper provides a research framework that can be used to understand the dynamics between climate change and agriculture. The framework incorporates the effects of climate change on agricultural productivity, as well as the effects of agricultural activities and land use on climate change through the emission of greenhouse gasses. The framework uses three simulation models to analyse the impact of climate …

Biophysical Vulnerability Impact Assessment Of Climate Change On Aquaculture Sector Development In Sarawak, Malaysia, Rosita Hamdan, Fatimah Kari, Azmah Othman

DLSU Business & Economics Review

This study is an assessment of the impact of climate change on the biophysical vulnerability of aquaculture production in Sarawak. The relationship between change in risk factors with the total aquaculture production and farmer’s income is identified. It utilizes data from the survey done on 249 aquaculture farmers in Sarawak, as well as secondary data gathered from various government reports. The multiple linear regressions results verify that the mean minimum temperature has a positive significant effect on freshwater ponds, while relative humidity has a negative significant effect on brackish water ponds. The total aquaculture area has a positive significant effect …

Trade Policy Implications On Food Security In Rice And Maize In Kenya And The Philippines, Chris Simon Sitienei Kipkorir, Marites Khanser

DLSU Business & Economics Review

The research is a study on trade policy implications on food security in rice and maize in Kenya and the Philippines. It covers, globalization as embodied by the East African Community and ASEAN region, trade and agricultural trade policies, agricultural development and factors of production regarding rice and maize. The purpose of the study is to determine implication of trade and trade policy model on food security, state of production and consumption on rice and maize. We also try to determine if there is no significant correlation between the factors of production concerning rice and maize. The study is a …

Does Financial Cooperation Agreement Influence The Real Economy?: A Gmm Panel Data Approach On Asean+3 Countries, Md. Saifur Rahman, Mohamed Aslam, Wee-Yeap Lau, Farihana Shahari

DLSU Business & Economics Review

This study aims to investigate the influences and contributions of financial integration on real sectors in ASEAN+3 economies. It employs General Methods of Moment (GMM) technique and uses the proxies of financial integration and real economy from 1990 to 2012. The findings show that financial integration on real economy has positive effect, such as increasing government spending, reducing unemployment, and so forth. The finding has great implications for the regional economies. It is recommended that the policy makers improve the financial integration in order to develop the real economy.

Determinants Of Investor’S Subscription Level Of Ipos: Evidence From Indian Capital Market In Post Mandatory Ipo Grading Regime, Souvik Banerjee, K.T. Rangamani

DLSU Business & Economics Review

This research paper determines the factors that influence investor’s appetite for Graded Initial Public Offerings(IPOs) between 2007 and 2013, in the context of Indian capital market. Company specific factors related to pre-issue financial position, corporate governance, and post issue promoter holding, firm age at the time of the issue, reputation of the lead manager of the issue, reputation of the credit rating agency, IPO Grade, and also market sentiment related factors like change in the money supply, Foreign Institutional Investor’s (FII) inflow, Price to Earnings (PE) ratio of the market, and market return, are considered. Out of these factors, FII …

Evaluating Banking Agents: A Case Of Brazilian Banking Correspondents, Tania Pereira Christopoulos, Lauro Emilio Gonzales Frias, Tomás Costa De Azevedo Marques

DLSU Business & Economics Review

Financial institutions play an important role in the development of any country’s economy, but there is still an enormous gap between supply and demand of financial services that meet the needs of the poor. Hence, it is important to analyze the role of the traditional financial system in the expansion of proper financial services, and their accessibility to the poor. Within inclusive finance, the most promising topic seems to be branchless banking. One major example of branchless banking is the case of banking correspondents (BC) in Brazil. In order to deepen the comprehension of the subject, this article will present …

Breastfeeding In The Philippine Workplace: What’S Wrong With The Right?, Emily Sanchez Salcedo

DLSU Business & Economics Review

There are four main differences between the Philippine and American statutes that promote breastfeeding. First, the Philippine law provides that lactation breaks should be compensated while the American law explicitly stated that employers are under no such obligation. Second, the Philippine law provides for “culturally appropriate lactation care and services” whereas majority of American states exempt breastfeeding from public indecency laws. Third, the Philippine law makes a conclusive statement that breastfeeding “enhances mother-infant relationship”. The American law wisely left such matter to individual realization. Fourth, the Philippine law puts the right of a mother to breastfeed on equal footing with …

Dine In Or Out: Understanding The Budgeting And Eating Out Behavior Of De La Salle University Students, Ma. Luisa C. Delayco, Hazel T. Biana

DLSU Business & Economics Review

The preparation and consumption of one’s food is governed by choices, attitudes, behavior, and beliefs. In De La Salle University, a school surrounded by a variety of restaurants, students make these food choices every day. Understanding how these food decisions are made is noteworthy, as this paper seeks to comprehend the students’ budgeting and eating out behavior through the use of Fishbein and Ajzen’s Theory of Reasoned Action. The underlying variables of the budgeting and eating out behavior of students are used to explain the pattern of correlations within a set of observed variables. Through an administered survey and data …

Mcnair Research Journal - Summer 2015, Kelly Abuali, Starr Bailey, Krystal Courtney D. Belmonte, Brittaney Benson-Townsend, Jennifer Bolick, Mihaela A. Ciulei, Ashley Crisp, Daniel N. Erosa, Richard V. Foster, Gisele Braga Goertz, Michael A. Langhardt, Kara Osborne, Julienne Jochel Paraiso, Shawn M. Rosen, Bella V. Smith, Jeevake Attapattu, Ernesto H. Bedoy, Michael G. Curtis, Wanda Inthavong, Marielle Leo, Primrose Martin, Tamieka Meadows, Rosa Perez, Jessica Recarey, Shea Silver, Linda Tompkins

McNair Journal

Journal articles based on research conducted by undergraduate students in the McNair Scholars Program

Table of Contents

Biography of Dr. Ronald E. McNair

Statements:

Dr. Neal J. Smatresk, UNLV President

Dr. Juanita P. Fain, Vice President of Student Affairs

Dr. William W. Sullivan, Associate Vice President for Retention and Outreach

Mr. Keith Rogers, Deputy Executive Director of the Center for Academic Enrichment and Outreach

McNair Scholars Institute Staff

Heuristics And Consumer Uncertainty: Sorting Through Online Reviews, Cory Catalano

Communication & Leadership Dissertations and Theses

As shopping online continues to grow in popularity and convenience, so does the way consumers communicate information about products they have purchased. Most online retailers utilize some form of product review system (PRS) and customers are often encouraged to leave feedback about the product and their online shopping experience. Often a product can have radically polarizing reviews making it confusing for consumers. Using Berger’s and Calabrese’s Uncertainty Reduction Theory (URT) as well as Chaiken’s Heuristic-Systematic Model of Information Processing (HSM), this study looks to deduce what heuristic methods are the best for consumers who are looking to make informed decisions …

Essays On Marketing Strategies In The Context Of Interdependent Consumption, Minoo Talebi Ashoori

Electronic Theses and Dissertations

This dissertation consists of two essays in which I study the impact of two interdependent consumer behaviors, fairness concerns and exclusivity seeking, on a companys marketing strategies and profits specifically in a context where it tries to expand its clientele with the objective of generating repeat purchases, for example by running deals on daily deal platforms. In the first essay, I examine the impact of customers fairness concerns on the profitability of a company running promotions on daily deal platforms. With the prevalence of social media and the internet, information about such targeted promotions can become available to all consumers …

Development Of A Fuzzy Linear Programming Model For Allocation Of Inoperability In Economic Sectors Due To Loss Of Natural Resource Inputs, Raymond R. Tan, Kathleen B. Aviso, Michael Angelo B. Promentilla, Krista Danielle S. Yu, Joost R. Santos

DLSU Business & Economics Review

The inoperability input-output model (IIM) has recently been proposed as an extension of conventional input-output analysis for assessing the vulnerability of interdependent infrastructures to various perturbations, such as natural disasters, industrial accidents, and deliberate attacks. The IIM framework makes use of a dimensionless risk metric called inoperability, which quantifies the degree of failure of a system on a scale ranging from 0 (normal state) to 1 (total failure). This inoperability is then assumed to propagate through any given industrial network after being induced by initial demand or supply-side perturbations. This work presents a fuzzy linear programming (FLP) model to allocate …

Initiating Women Empowerment And Youth Development Through Involvement In Non- Formal Education In Three Selected Parishes: An Action Research On Poverty Alleviation, Divina M. Edralin, Maria Victoria P. Tibon, Florenz C. Tugas

DLSU Business & Economics Review

This article elaborates on an action research undertaken by three researchers from a business school of a leading university in the Philippines on the contribution of non-formal education programs in poverty alleviation, aimed to initiate women empowerment and youth development among selected women and youth in the parishes they belong to. Non-formal education programs such as home-based livelihood program, parenting for women, leadership, character building, values clarification, and priority setting for women and youth were administered as a way to reduce the selected parishioners’ vulnerabilities arising from poverty. Using outcome mapping as a project cycle management tool, changed behaviours, attitudes, …

Women-Owned Business Branding: Consumer Behavior Based On Hedonic Vs. Utilitarian Positioning, Gracie Leeann Arnold

Undergraduate Honors Capstone Projects

Similar to the "country of origin" effect, branding a business with a specific ownership may have an effect on consumer purchasing behavior; but, as this trend grows so does the amount of research on how this effect is manifested. Large, powerful companies like Wal-Mart, Ex-IM Bank, and Toyota have recently launched initiatives to promote women-owned business enterprises by targeting women-owned suppliers. Women-owned business have seen unprecedented growth and market share in the past decade. In response, Wal-Mart has pledged to source $20 billion in goods from women-owned businesses by 2016. Wal-Mart began using the "Women-Owned" business logo (WOB) that was …

2015 January, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for January of 2015.

2015 Web Features, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Web features for 2015.

The More Things Change: Reflections On The State Of Marketing In Continuing Higher Education, James D. Campbell, James L. Narduzzi

School of Professional and Continuing Studies Faculty Publications

All of us can readily identify the major changes that have occurred in society over the past several decades and, more important, the manner in which these changes have affected the way we conduct the business of continuing higher education. For example, the telephone has been replaced by e-mail, which is now the most prevalent way we communicate with each other in the workplace. Social media and the web now dominate how we market our programs and communicate with our various constituencies. Instruction, once delivered primarily face-to-face in a classroom setting, is now routinely delivered utilizing various digitally mediated formats, …

Social Media Strategies Used In Marketing Custom Bicycle Framebuilding Companies, Angela Au

Walden Dissertations and Doctoral Studies

Social media is a cost-effective marketing tool, and in a 2014 survey, 75% of small business owners reported that they used social media to market. However, many of these businesses merely set up social media profiles and do not use social media to its full potential. Microenterprise owners face barriers such as lack of time, financial resources, and marketing knowledge, preventing them from adopting social media as a marketing tool. This multiple case study explored what strategies microenterprise owners in the artisan economy need to market using social media. Data were collected from 5 custom bicycle framebuilders in a Southwestern …

Marketing Strategies Of Mobile Game Application Entrepreneurs, Talaya Waller

Walden Dissertations and Doctoral Studies

Mobile game application entrepreneurs can offer many benefits to the U.S. economy; however, 80% of the entrepreneurs in this study stated that marketing their mobile applications was a major business challenge. Successful strategies that entrepreneurs have used to overcome their mobile game application marketing challenges may be beneficial to other entrepreneurs. Based on Schumpeter's theory of economic development and new value creation of technological innovation, the purpose of this phenomenological study was to explore the strategies that entrepreneurs have used to market their mobile game application development businesses successfully. Twenty mobile game application entrepreneurs from northern California, who successfully sustained …

Marketing Strategies To Increase Profits From Retailing Fair Trade Coffee, Emily Christine Knowles

Walden Dissertations and Doctoral Studies

Low consumer loyalty threatens the sustainability of the fair trade (FT) coffee market and corporate social responsibility investment. To provide business owners with strategies and decision-making processes to market FT coffee products successfully in the United States, this phenomenological study explored the lived experiences, perceptions, and insights of 20 FT coffee marketing managers. Planned behavior theory served as the conceptual framework. Face-to-face or Skype interviews were conducted with each of the 20 purposefully sampled FT coffee marketing managers. The data from these interviews were analyzed using Moustakas' modified van Kaam method and qualitative analytic software to collect, group, reduce, validate, …

Relevant Decision Criteria And Their Level Of Importance In Consumers' Choice Of Hospital, Jordan Brelje

Honors Program Theses

As the health care industry becomes increasingly consumer-driven, it is crucial for hospitals to understand the considerations involved in their patients’ choice of health care institution. The purpose of this study was to determine the factors which most heavily influence consumers’ choice of hospital, as well as to make recommendations to health care marketers based upon the conclusions reached. This study also hoped to provide beneficial insights to public policy makers who desire to give consumers more control in the health care decision-making process. Very little research has been performed in recent years as to consumers’ choice of hospital decision …

The Fuzzin' Facts, Rebel Alliance, Mitch Ohnstad, Rebekka Erks, Erin Prohaska, Ryan Mueksch, Rachel Foehlinger, Laura Bergen, Sean Davis

College of Journalism and Mass Communications: Student Advertising Projects

The challenge for this campaign is to expose the facts about sexual health and safe sex practices in a light-hearted manner in order to make it a more comfortable topic to talk about so that more people understand the need to get the facts, get tested and get involved to help prevent the spread of sexually transmitted diseases in Nebraska.