Marketing Commons^™

2014-July-02-Nelson Fine Art To Host Exhibit On Appalachian Foodways, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Evolution Of Food Quality Demand In The Food Service Industry In China: The Case Of Duck, Rachel Alison Carnegie

Open Access Theses

Booming economic growth and rising consumer incomes have impacted food preferences and purchasing behavior in China. At the same time, several internationally publicized food safety incidents, particularly in the animal husbandry sector, have heightened awareness of and concern for food safety and quality in meat and dairy. Rising quality demand and safety concerns have been studied at length in the food retail sector, but also appear to be important in the food service industry. This research uses data from a survey of duck restaurant managers and consumers in Beijing, Shanghai, Chengdu, and Guangzhou to determine preferences and willingness to pay …

Consumer Brand Relationships Landscape, Marc Fetscherin, Daniel Heinrich

Faculty Publications

This article sheds light on the current state of research on consumer brand relationships (CBR) and presents two distinct taxonomies, respectively, theoretical frameworks that help to classify CBR research. First, the 'brand connection matrix' that classifies brand relationships into functional-based (low versus high) and emotional-based (low versus high) connections to brands. This framework leads us with a 2 × 2 matrix consisting of four quadrants, each of which are discussed. Second, the 'brand feeling matrix' classifies consumer's relationships with brands by grouping them into the strengths of relationships (weak versus strong) and the consumers' feeling toward the brand (positive versus …

Revisiting Marketing As Constructive Engagement: Linking Policies And Managerial Practices, Clifford J. Shultz

School of Business: Faculty Publications and Other Works

Policies that initiate or support responsible micromarketing institutions and practices can be some of the most important catalysts to socioeconomic development and sustainable peace and prosperity, particularly in distressed or devastated political economies. Such polices and the accordant positive marketing forces might be considered a form of constructive engagement. The consideration of constructive engagement, including the idea that managerial marketing can be complementary to macromarketing, is gaining currency among some macromarketers, and is explored in this presentation. The author discusses some evolving successful cases from fieldwork in developing, devastated, transitioning and/or recovering economies.

Sales Performance And Intuition – The Role Of Gut Feelings, David Locander

Doctoral Dissertations

This dissertation extends the dual theory of salesperson information processing by examining the relationship between salespersons' emotional intelligence (EI) and their preference for and use of decision-making styles (intuition and/or deliberation) in the selling process. This dissertation contains two studies, Study 1 employs a descriptive research design and Study 2 uses experimental manipulations to investigate the role that intuition and deliberation play within the sales process. Data for both studies come from a sample derived from a national online panel of business to business salespeople.

Study 1, using a survey approach, assesses two competing models and one post hoc model …

Editor's Note, Marites Tiongco

DLSU Business & Economics Review

No abstract provided.

May I Help You? How Stereotypes And Innuendoes Influence Service Encounters, Lauren Michelle Brewer

Doctoral Dissertations

"You only get one chance to make a good first impression." The dissertation focuses on marketing agents; among the most visible is the "service provider." Previous research establishes the important role of cognitive social schemata in determining the way consumers react to different types of marketing agents, including service providers. In the literature review, a classification schema is developed for service provider stereotypes derived from theory using social stereotypes. The development of the Service Provider Perception Framework (SPPF) creates a classification for the individual service provider along two main dimensions: competence and affect.

In services design (particularly situations involving a …

The Effect Of Antecedent Mood On Customer Loyalty Intentions: A Mood By Gender Interaction, Michael L. Thomas, Lindsay Levine, Linda Mullen

Journal of Applied Marketing Theory

This study suggests that induced antecedent moods may, in a systematic manner, influence subsequent levels of loyalty intention within consumer scenarios. Furthermore, this research finds that there exists differential responses to induced mood states by gender, which fall in line with research on the underlying gender differences in cognitive processing, levels of risk aversion, motivation, and the experience of emotion while shopping. Past studies in this area have shown only a mild connection between induced antecedent mood state and loyalty intentions, which may be due in part to the issue of an emotion by gender interaction. This paper reinforces previous …

2014-July-01-Southern Conference, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-July-01-Etsu Physiologist Studying Role Of New Gene In Preventing Fatty Liver Disease, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-July-01-Andrew Malone, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-July-01-Kamolnick Publishes Work On ‘Fighting The War Of Deeds’ With Al-Qaeda, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

A Conceptualization And Empirical Examination Of The Effects Of Marketing Alignment On Franchising Relationships, Joseph Matthes

College of Business: Dissertations, Theses, and Student Research

Franchising is a widely utilized business format that continues to grow in popularity both domestically and abroad. Through the recruitment of franchisees as agents, franchisors are able to access additional resources and rapidly expand their networks. The marketing relationship between franchising partners presents unique opportunities and challenges due to this captive and codependent channel structure. In order to fill a gap in the literature and better understand franchisee-franchisor relationships, the author conceptualizes marketing alignment as being comprised of both agreement and cooperation across the dimensions of strategies, operations, and values. A conceptual model is developed that addresses the following research …

Real Smiles Vs. Faked Smiles: How Emotional Labor Impacts Service Behaviors, Anita Whiting

Journal of Applied Marketing Theory

This study investigates how emotional labor impacts service behaviors. Unlike previous research which focuses predominantly on the customer’s experience during a service encounter, this paper focuses on service employees and their performance during the service encounter. In particular, this study looks at how the emotional labor strategies of surface acting and deep acting impact customer service, job performance, and job satisfaction. The results from the SEMPLS analyses show that (1) surface acting has a negative impact on customer service and job satisfaction and (2) deep acting has a positive impact on customer service, job performance, and job satisfaction. Overall, the …

Investigating The Nba Servicescape: Fan Involvement, Team Loyalty, Perceptions Of Atmospheric Music And Emotional Responses, Crystal Southall, Richard Southall

Journal of Applied Marketing Theory

Within the domain of entertainment and leisure services, sport is a unique experiential service-product. Further, sport consumer behavior has changed dramatically, as advances in technology have decreased barriers to and increased the scope of sport consumption. Sport consumers can now watch live, delayed, or recorded sport events when and where they choose. Therefore, sport organizations must focus on sustainability through the creation of a competitive advantage in the staging of live sport events. Given that the NBA product is consumed within an increasingly stimulating consumptive landscape (Andrews, 2006), this study sought to examine the relationship between NBA fans’ involvement, home-team …

Acquiring And Maintaining Premium Seat Customers In The “Big Four” Leagues, Peter J. Titlebaum, Ronald Dick, Kim Feldmann, Robert Davis

Journal of Applied Marketing Theory

The sports industry in the United States will bring in an estimated $400 to $425 billion in 2011 (Plunkett Research, Ltd, 2011). Of the overall revenue, $10 billion is derived from premium seating. Unlike general admission and television revenue, income from premium seats is not usually shared with other teams in the league (Miller & Washington, 2010). Premium seating revenue makes a significant contribution to the overall revenue stream of sports organizations. In the 2010-2011 seasons, there were a total of 12,527 luxury suites across all the professional sports venues within the National Football League (NFL), National Basketball Association (NBA), …

A Domino Effect From Fairness To Online Customer Loyalty, Tuyet Mai Nguyen, Phong Tuan Nham

DLSU Business & Economics Review

Distributive fairness, procedural fairness, and interactional fairness are often researched together in many previous studies. However, in order to explore the power of fairness, the second-order fairness needs to be created to find the way to customer loyalty. An online survey was developed and distributed in Vietnam. Seven hundred fifty-eight questionnaires were completed and analyzed using a two-step methodology (including confirmatory factor analysis and structural equation modeling). The results of the study showed that there is the domino effect to customer loyalty, which departs from fairness, with trust and customer satisfaction as two mediators.

The Philippine Cybercrime Prevention Act Of 2012: To Protect Or Destroy?, James Keith C. Heffron

DLSU Business & Economics Review

Relatively new breeds of technology-related felonies called “cybercrimes” have proven to be a bane to different sectors of society, especially to business. The glaring damaging effects that it has caused to different business industries cannot anymore be ignored. However, is the Philippines adequately protected? Are its present laws sufficient to tackle the prongs of this blight? On the contrary, are these laws too myopically focused on eliminating cybercrime that certain freedoms have been overlooked, or worse, compromised? The aim of this paper is to essentially give an overview of the current protection and its effects on our basic rights. A …

2014-July-01-Matthew Harrison, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

An Empirical Examination Of The Moderators Of Direct Versus Indirect Comparative Advertising, Chun-Kai Hsu

Theses and Dissertations in Business Administration

This research examines the relative effectiveness of different kinds of comparative advertising. The effects of direct and indirect advertising are discussed and empirically tested. Extant research focuses on the differential effects of comparative and non-comparative advertising. However, with the growing popularity of comparative advertising in recent years, it becomes crucial to examine different kinds of comparative advertisements more closely to provide guidelines to marketing managers in the application of comparative advertising. In the marketing literature, very little has been known about how advertising-specific moderators may influence the effectiveness of direct and indirect comparative advertising. In this dissertation, different advertising-specific moderators …

Decomposition Analysis Of Income Inequality In Eastern Visayas, Philippines, Moises Neil V. Seriño

DLSU Business & Economics Review

This study aimed to explore and decompose income inequality in Eastern Visayas, Philippines into the following factors: location (urban-rural), age, educational attainment, and sources of income using expenditure and income approach for 2000 and 2006. Inequality in the region remains high but tends to diminish mildly. Using decomposition analysis, results revealed that inequality is mostly explained by the within-group inequality component. When decomposing inequality by income source, results showed that total inequality is largely influenced by wage income while income from agricultural sector contributed the least share to total inequality. In addition, an increase in wage income will further aggravate …

The Construction Of Spatial Imaginaries: Luxury, Spectacle, Cosmopolitanism, And The Formation Of The Casino-Resort, Robert Miller

Occasional Papers

This paper examines Monte Carlo in the late-nineteenth century and Las Vegas in the mid-twentieth century, and explores how the cities forged specific identities centered upon their casino-resort industries. Civic planners, entrepreneurs, and tourists contributed to the formation of a spatial imaginary (the conception of a place, laden with symbols and infused with meaning designed to evoke certain feelings or experiences, which is also mediated and re-mediated through the imagination) in these gambling centers. Casino-resorts came to dominate the economies of these cities and casino-concessionaires, business bureaus, and elites consistently emphasized the luxuriousness, spectacle, and cosmopolitanism of their casino-resort towns. …

Precarious Work Undermines Decent Work: The Unionized Hotel Workers’ Experience, Divina M. Edralin

DLSU Business & Economics Review

This paper determined the drivers and impact of precarious work on the hotel workers and their unions. Based on the proposition that precarious work undermines decent work, a descriptive study with the use of the survey method among 93 respondents from 12 unionized hotels was undertaken. Results showed that the main reason that drives the hotel management to resort to precarious work practices is to lower expenses or costs for salaries and benefits and increase profit. Precarious work has also significantly weakened the union as an organization since their membership continues to decline and their source of fund is reduced. …

Linking Property Rights And Capital Accumulation In The Philippines, Mark Anthony M. Velasco

DLSU Business & Economics Review

This study investigates the link between property rights and capital accumulation in the context of poverty alleviation in the Philippines. Property rights are represented by the provision of land titles to those informal settlers while capital accumulation is concretely manifested through access to credit. The study focuses on explaining how provisions of land titles to the poor affect their access to credit and therefore improvement in life conditions. A former community of informal settlers in the City of Taguig, Philippines was chosen in the study to shed evidence using a case study design. Remarkably, the results signify notable relationship between …

Converlogical Management Theory: Towards The Development Of The Communicative Competence Of An Organization, Marife C. Posadas

DLSU Business & Economics Review

Management practice has been evolving from a very rigid and behavioristic practice into something more flexible and humanistic. Critical Management Studies (CMS) is, partly, inspiring such move. In the same vein, I attempted to combine and “mutually animate” Management by Objective (MBO) popularized by great management guru Peter Drucker and the Theory of Communicative Action (TCA) by Jurgen Habermas. The result of which is a novel management theory called “Converlogical” (Conversational/Dialogical) Management Theory. I used concept analysis and deductive approach on various materials to build the theory. The whole MBO process was animated by embedding the validity claims of Habermas’ …

The Mediate Effect Of Employee Engagement On The Relationship Between Perceived Employer Branding And Discretionary Effort, Burawat Piyachat, Kuntonbutr Chanongkorn, Mechinda Panisa

DLSU Business & Economics Review

The purpose of this study is to test the relationships among employer branding, employee engagement, and discretionary effort via the effect of employee expectation. A survey was conducted with 1,349 current employees working in Thai petroleum industry. The results indicated that there were strong positive relationships between employer branding and employee engagement, employee engagement and discretionary effort, employer branding and discretionary effort, employer branding and employee expectation, and employee expectation and employee engagement. The results further indicated that there was a partial effect of employer branding on employee engagement through employee expectation, while there was also a partial effect of …

Job Satisfaction: The Eventual Smidgeon For Occupational Consummation And Contentment In Profession, Dr. Manodip Ray Chaudhuri, Partha Naskar

DLSU Business & Economics Review

Organizations thrive on people. At the heart of all excellence at work it is the degree and extent of human commitment that matters most. To have a committed workforce it is quite imperative to ensure satisfaction, consummation, and fulfillment in the minds of employees. A satisfied worker is a happy worker and of course can prove to be most productive, prolific, and industrious in his work and in execution of his responsibilities. In this paper, delineation is done as to what are the underlying elements of the subject matter of job satisfaction. With a brief introduction of the concept of …

Modeling Volatility Of Islamic Stock Indexes: Empirical Evidence And Comparative Analysis, Mohammed Salah Chiadmi, Fouzia Ghait

DLSU Business & Economics Review

This paper aims to investigate the volatility behavior of Islamic stock indexes compared to their conventional counterparts. Four major Islamic stock indexes have been the subject of our paper namely the Standard and Poor’s Shariah index (S&P Shariah), the Dow Jones Islamic Market (DJIM) index, the FTSE Islamic index, the MSCI Islamic World as well as their conventional counterparts, respectively, the S&P 500, the Dow Jones Industrial Average (DJIA), the FTSE All world, and the MSCI World Indexes. GARCH models (Generalized Autoregressive Conditional Heteroscedastic) are used to estimate the conditional variance, particularly the Exponential GARCH model due to its ability …

2014 July, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for July of 2014.

Towards A Common Good Model Of The Firm, Benito L. Teehankee, Luisito C. Abueg, Mariel Monica R. Sauler

DLSU Business & Economics Review

Business schools that have joined the Principles for Responsible Management Education (PRME) are committed to develop teaching tools and to research on frameworks that can help orient business students towards becoming more socially responsible. The tendency of self-interested models of economics, such as the standard textbook profit maximizing model of the firm, in promoting selfinterested behavior among students has been revealed by research. It becomes important, therefore, to develop models of the firm which are more socially oriented. The paper presents a baseline model of the firm which incorporates the provision of living wages and benefits for the employees of …