Marketing Commons^™

The Business Of Beds: An Exploration Of Hotel And Hostel Business Strategy, Robert B. Bunda

Honors Scholar Theses

At their cores, hotels and hostels are similar in that they provide a place for travelers to stay. Despite this core similarity, the structures of the two industries are radically different. The hotel industry began in the Middle Ages and has given rise to massive multinational companies, many managing more than four thousand hotels. In stark contrast, the hostel industry began in 1909 and is mostly comprised of independently owned and operated guesthouses, with the largest global chain comprising of less than twenty properties. This study first defines the hotel and hostel industries and examines the different experiences they offer …

The Affordable Care Act And Its Impact On The Professional Tax Preparation Market In Kingsport, Tennessee, Robert S. Forney Jr.

Undergraduate Honors Theses

The objective of this study is to test whether the Affordable Care Act will have an effect on the professional tax preparation industry of Kingsport, Tennessee. To accomplish this objective, the researcher collected surveys concerning taxpayers’ initial reaction to the realization that the law affects their 1040. A two proportion test for equality was performed and failed to reject the idea that the ACA will have an effect on the tax preparation industry of Kingsport. Because this study failed to prove that the change in legislation causes a jump in clientele for the professional tax preparation market, the fight for …

Consumer Evaluation Of Corporate Social Responsibility: New Insights From The Expectancy Confirmation/Disconfirmation Paradigm, Roberto Saldivar

Theses and Dissertations - UTB/UTPA

Consumer-centric corporate social responsibility studies have focused on consumer evaluation of CSR perceptions (Stanaland, Lwin, and Murphy 2011) without addressing the consumer’s CSR expectations (e.g. Russell and Russell 2010, Schuhwerk and Lefkoff-Hagius 1995, Sen and Bhattacharya 2001). This discovery motivates this study that utilizes the expectancy confirmation/disconfirmation paradigm (Erevelles and Leavitt 1992; Oliver 1985; Tse and Wilton 1988) to offer novel insights of consumers’ evaluations of CSR information and subsequent consequences in terms of customer satisfaction, referral, purchase intention and willingness to pay premium. Two studies, each with a unique design and sample, were developed to test 13 hypotheses. In …

2014-May-01-Sherrod Library Student Advisory Council Gets Results, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-May-01-Mobile Ipad Lab, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Building Social Media Through Teamwork: Dividing And Conquering When Budgets And Time Stand In The Way, Johannah Lowder, Joshua Waltman

Faculty Publications and Presentations

No abstract provided.

Vegetarian, Vegan, And Pescetarian Consumers And Their Participation In The Green Movement, Cory King

HIM 1990-2015

Entering into the 21st century, sustainable living has become a popular topic of concern for scientists and engineers, politicians, news reporters and individuals alike. Most importantly though, sustainable living has become popular to the modern consumer, and many firms are attempting to understand and cater their efforts to the ecologically conscious consumer. Previous studies have shown that the use of psychographics, as opposed to demographics, result in more significant results that can help firms identify ecologically conscious consumers. The purpose of this thesis is to examine the relationship between consumers who identify as pescetarian, vegetarian, or vegan, and their respective …

Examining The Effects Of Casino Lottery Promotions, Maria Colin Magaña

UNLV Theses, Dissertations, Professional Papers, and Capstones

Casinos employ marketing and promotional activities to attract and retain customers within the competitive industry. Promotions awarding players thousands of dollars are not uncommon. To capitalize on this investment, the success of these promotional activities is crucial. The effectiveness of casino promotions has been scarcely examined within research. Only a few studies have directly examined the impact of casino lottery promotions (Lucas & Bowen, 2002; Lucas et al., 2006; Suh et al., 2014). Literature on promotional games can be used to fill the gap in knowledge regarding casino lottery promotions and to provide a starting point for future research. This …

Relationship Versus Transactional Marketing In The Service Industry, Anna-Claire White

Honors Theses

Undergraduate research varies from major to major, offering valuable insight toward understanding more about what one is studying. This study focused on relationship versus transactional marketing in the service industry and the impact that building relationships has on making a sale. The aim of this study was to conduct qualitative and quantitative analyses in order to identify patterns regarding the correlation between building relationships and closing a sale. This objective was accomplished in this study. A sample population of consumers was obtained from a proprietary database from a collection of research obtained during my internship with Company X. The data …

Stir, Alyssa Di Rienzo

Renée Crown University Honors Thesis Projects - All

The Syracuse University student body is overflowing with brilliance. Over the course of their four years on campus, many Syracuse students engage in truly amazing academic initiatives. Currently, there is no single resource that captures the stories and accomplishments of the university’s most talented students. I have set out to address this opportunity, by creating a website that celebrates and shares the stories of the Syracuse University students. ! I have created STIR, an online resource featuring video testimonials from outstanding Syracuse University students. The website has four main missions. First, to share the stories of Syracuse University talent with …

2014-May-01-Etsu Rotc Commissioning, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Is Perception Reality? Evaluating The Country-Of-Origin Effect And Its Implications For New Business Ventures In Costa Rica, Alexandra Michelle Somborn

Marketing Undergraduate Honors Theses

“As travelers, business leaders, employees, parents and consumers, we make decisions related to countries every day: how we describe our identity, where we choose to live, who and where we buy our products from, where we educate our children, where we set up our companies and where we go on holiday…Every time we make a decision informed by an association with a place, it creates the future” (Country Brand Index). For the past eight years, FutureBrand has released a Country Brand Index Report that polls thousands of people worldwide to gather their perceptions of countries and rank the countries according …

Get Schooled: A Visual Social Semiotic Analysis Of Target's Branding Using Instagram, Chelsea Bevins

Masters Theses

With new technology arising, brands must be able to adapt to them. This thesis will break down brand management, using David Aaker's framework, of the Target Corporation to see if they are using modern resource, Instagram effectively. This thesis will also look at how the theory of visual social semiotics, applied to communications, is used to decipher intended meaning. Brand management embodies a company and people are driven by what a brand portrays. People are driven by values, emotions and quality within a brand. People associate products with memories, celebrities, attributes and symbols. Brands are more than just a name. …

Family-Friendly Las Vegas: An Analysis Of Time And Space, Diana Tracy Cohen

Occasional Papers

This paper explores the rise and fall of the “family-friendly” Las Vegas marketing era. Through analysis of casino advertisements, internal and external building infrastructure, and qualitative in-depth interviews with industry insiders, this work investigates the city’s reinvention of the early 1990s. Key factors that set the stage for the emergence of targeted family marketing are identified, addressing why this advertising approach ultimately did not sustain. Unique marketing case studies are identified throughout.

Social Media Public Relations Practices Of Community Non-Profit Organizations, Megan Stockhausen

All Theses

This thesis examines the use of social media for public relations in the non-profit sector. Specifically, self-perceptions and the implementation of social media by non-profit organizations was investigated through both interviews with social media practitioners and content analysis of Twitter. Through the lens of the five principles of dialogic communication, as set forth by Kent and Taylor (1998), eight community non-profit organizations were analyzed in a multiple case study. One interview and 150 tweets from a 12 month period were examined for each organization to determine the motivations for employing social media and whether dialogic communication was used to interact …

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

Morehead State Press Release Archive, 1961 to the Present

Press releases for May of 2014.

The Johnson City Community Health Center: A Qualitative Analysis Of The Center's Strengths, Weaknesses, Opportunities, And Threats In Johnson City, Tennessee, Enrique A. Cruz Enriquez

Undergraduate Honors Theses

The Johnson City Community Health Center is one of over 1200 community health centers serving over 22 million patients across the United States. Community health centers primarily serve patients with low income or without health insurance, but most serve all the members of their communities. These centers provide many services and treat health problems in a holistic manner in order to improve the health of their communities and also allow the members of those communities to progress. The Johnson City Community Health Center is compared to successful CHCs from across the nation to determine if it has characteristics to be …

Crowdfunding In Museums, Melanie R. Bump

Seton Hall University Dissertations and Theses (ETDs)

The successes of websites such as Kickstarter and Indiegogo have propelled the popularity of crowdfunding and have made it a viable mode of fundraising in museums. Museums have used crowdfunding to raise funds for a wide variety of purposes including purchasing property, construction, disaster recovery, exhibition production, educational programs, and artifact conservation. An increasing number of museums have launched campaigns through various crowdfunding websites, experiencing varying degrees of success. In order to use crowdfunding as an effective fundraising tool, it is important to understand all the factors that contribute to the overall achievement of a crowdfunding campaign.

This thesis describes …

Revenue Management In A Multi-Channel Environment: The Effect Of Pricing Strategies On Perceived Fairness, Lan Jiang

UNLV Theses, Dissertations, Professional Papers, and Capstones

The rapid development of technology has made the hotel booking process become easier and more convenient, but it has also made hotel revenue management practices become more complex. Researchers have noticed the issues caused by perceived fairness. Yet, only a few studies have examined the impact of the pricing strategies over perceived fairness. Furthermore, no previous research study has examined Best rate guarantee (BRG), rate disparity, and rate frame together and investigated the interaction effects among these strategies on perceived fairness.

This study aims to examine the potential effects of three revenue management pricing strategies (BRG, rate (dis)parity, and rate …

The Role Of Self-Concept In Consumer Behavior, Marisa Toth

UNLV Theses, Dissertations, Professional Papers, and Capstones

Understanding the influences underlying consumption has become an increasingly important goal for marketers. This study examined the role of self-concept in consumer behavior, specifically product evaluation. The influences of various dimensions of the self-concept are examined in regard to four product dimensions: public luxury, public necessity, private luxury, and private necessity. Differences due to variations in individual levels of self-monitoring are also measured. Overall, results showed that the more conspicuous a product is (higher on luxury/public dimensions) the greater the relationship between evaluation and ideal self-images (ideal self and ideal social self) for both high and low self-monitors.

An Oreo With Chinese Characteristics, Srinivas K. Reddy

Research Collection Lee Kong Chian School Of Business

In late 2005, Shawn Warren, head of biscuits, Asia Pacific for Kraft, was in desperate need of a quick turnaround strategy. Oreo, after nearly 10 years in the China market was facing the imminent disaster of being completely pulled from the shelves. Local retail channels, along with company headquarters near Chicago, had finally grown impatient of the iconic product's lacklustre sales. When Warren described the turnaround in March 2012, he said, "The first step to solving a problem is to admit you have one. We are committed to have this brand and put resources behind it."

2014-April-30-Bluegrass, Old Time, Country And Celtic Bands To Perform At Down Home, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-April-30-Doretha Benn, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-April-30-Deadline Nearing For Carter Railroad Museum Train Excursion, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-April-30-'Rhinos: Then And Now' Focus Of Talk At Natural History Museum, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-April-30-‘Vocal-Ease: Spring Jazz At The Millennium’ To Feature Lyons, Keating, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Sk Energy"S Customer Satisfaction, Min Sun Yeu, Doo Hee Lee, Jae Hwan Kim

Asia Marketing Journal

Many oil refinery companies have been proactively carried out marketing activities to survive in highly intensified service station industry. In 2012, SK Energy ranked number one in three customer satisfaction surveys (NCSI, KCSI, and KS-SQI). SK Energy``s success is in its differentiated customer satisfaction business strategy. SK Energy has been implementing various marketing activities. As a part of the activities, it issued an affinity credit card with on spot discount privilege for the first time in the oil refinery industry. SK Energy also issued EnClean bonus card for OK Cashbag points that can be used for discounts at the service …

The Application Of The Goal-Gradient Hypothesis And The Temporal Construal Theory To Customer Loyalty Programs - Goal Gradient Hypothesis And Temporal Construal Theory, Tae Ho Song, Wooli Ko

Asia Marketing Journal

The goal-gradient hypothesis states that the tendency to approach a goal increases with the increasing proximity of the goal (Hull 1932). It was initially supported with an evidence of animal experiments and since then, several papers have investigated the goal-gradient hypothesis in humans. Although there are some evidences related to the goal-gradient hypothesis in human behaviors, none of previous studies can properly explain its underlying mechanism, and what``s more, they were not able to suggest useful managerial applications in human behaviors. From these perspectives, this work points out that there are some theoretical weaknesses to apply the goal-gradient hypothesis into …

Mediating Effects Of Green Purchasing Capability On The Organizational Characteristics-Firm Performance Relationship, Soon Hong Min, Su Bin Im, Ta Tiana Kogan

Asia Marketing Journal

Despite heightened interest in and increased urgency surrounding the adoption of green business initiatives, firms seem to suffer from a limited understanding of the prerequisites and profit potentials of green strategies. Our proposed theoretical model suggests that green purchasing asa unique firm capability must be built on internal organizational characteristics (i.e., top management commitment to environmental management, inter-functional coordination, and performance evaluation and reward systems), and that it eventually helps a firm obtain positive financial performance. We offer some research propositions about potential causal relationships among key constructs that can be empirically tested in future research. We conclude the current …

Measuring The Impact Of Competition On Pricing Behaviors In A Two-Sided Market, Min Kyung Kim, Ins Eong Song

Asia Marketing Journal

The impact of competition on pricing has been studied in the context of counterfactual merger analyses where expected optimal prices in a hypothetical monopoly are compared with observed prices in an oligopolistic market. Such analyses would typically assume static decision making by consumers and firms and thus have been applied mostly to data obtained from consumer packed goods such as cereal and soft drinks. However such static modeling approach is not suitable when decision makers are forward looking. When it comes to the markets for durable products with indirect network effects, consumer purchase decisions and firm pricing decisions are inherently …