Marketing Commons^™

Ironic Advertising: Theory, Evidence And Practice, Ekin Pehlivan Yalcin

2012

Irony is one mechanism that advertisers use to attract consumer attention. Although ironic advertising (IA) is utilized in the mass media, it has received surprisingly little conceptual or empirical attention from marketing scholars. Perhaps one reason for this is that in marketing irony has been viewed primarily from a postmodern perspective. This is in marked contrast to psycholinguists where the phenomenon is approached from a more ecumenical, realist point of view. This dissertation is based on the premise that a realist approach to ironic advertising would produce insights for both marketing theory and practice.

This dissertation comprises of three papers …

The Robins Center: Is Less More?, Randle D. Raggio, John Richardson

Marketing Faculty Publications

The Robins Center at the University of Richmond, home of Richmond’s men’s and women’s basketball teams, had hosted a Presidential debate in 1992, but at 38 years old it was time for a major renovation. In mid-March 2011, based on the success of the men’s basketball program over the past two seasons, a generous donor had agreed to contribute the total amount needed to renovate the Robins Center.

In late April, Jim Miller, Richmond’s Athletic Director, had to make a presentation to the board of trustees and the university president with his proposed renovations. One of his major decisions was …

Online Reviews And Consumers' Willingness To Pay: The Role Of Uncertainty, Yinglu Wu

LSU Doctoral Dissertations

Empirical studies of online reviews have found that valence (average rating) has a consistently positive impact on consumers’ willingness to pay (WTP), but volume does not. Although two studies tried to explain this phenomenon using different perspectives (Wu and Ayala, 2012; Sun, 2012), neither study can fully accommodate the consumer behaviors observed by the other. This dissertation adopts a theoretical framework that can explain the consumer behaviors observed in both studies as well as the varying influence of review volume at the individual level. Specifically, several studies were conducted to investigate the relationship between bidirectional online seller reviews (e.g., the …

Examining Customer Felt Gratitude And Indebtedness In Exchanges: Their Conceptualizations, Causes And Consequences, Dora Elizabeth Schmit

LSU Doctoral Dissertations

Although gratitude has been termed the second most frequently experienced positive emotion (Fredrickson 2009), marketing research has only recently started to explore the role of gratitude in customer relationships. As a result, many deficiencies exist in the literature, including the distinction between this emotion and indebtedness. Further and related to this issue, little is known about gratitude’s conceptualization, antecedents and consequences. This dissertation was conducted to address these deficiencies and extend knowledge concerning customer felt gratitude and indebtedness. Essay one was conducted to offer in-depth insight to the conceptualizations of customer felt gratitude and indebtedness. A hermeneutical interpretive approach was …

Paradoxes And Consumer Decision-Making, Carolyn Popp Garity

LSU Doctoral Dissertations

Consumers often find themselves faced with conflicting evaluations in which they identify both positive and negative aspects of a purchase or consumption experience. A paradox occurs when the individual is aware of the conflicting evaluations and experiences tension as a result. While there are strong potential implications of paradox, marketing research has been slow to study consumption paradoxes. As a result, many deficiencies exist in the literature, including no consensus as to the definition of consumer paradox, insufficient quantitative measurement, and limited knowledge of the antecedents and consequences of paradox. This dissertation was conducted to address these shortcomings. Essay one …

Young Men Consuming Newspaper Prostitution: A Discourse Analysis Of Responses To Irish Newspaper Coverage Of Prostitution., Joseph Fitzgerald, Brendan O'Rourke

Articles

In this article we look at how young men consume coverage of prostitution in Irish newspapers. This is important for a number of reasons. Firstly, because the media, and newspapers in particular, seem to be an important source of information for people (Meade, 2008). This is especially true in the case of prostitution, as the only contact the citizenry generally have with sex-workers is through the media (Hallgrimsdottir, Phillips and Benoit, 2006). In many Western countries consuming media is one of the main activities that people, particularly young people, engage in and therefore is the prism through which they view …

The Information Technology Workforce: A Comparison Of Critical Skills Of Client And Service Providers, Information Systems Management, Stephen Hawks, Kate Kaiser, Tim Goles, Christine V. Bullen, Judith C. Simon, Cynthia M. Beath, Kevin P. Gallagher, Keith Frampton

Marketing Faculty Research and Publications

In this article the authors explore similarities and differences in skill needs of IT service providers and the firms that providers service (clients). The results show that providers and clients are more similar than different with regard to desired skills. Client firms emphasize technical skills for new hires more than providers do despite saying that these are the skills they would outsource to providers. The results have implications for organizations’ recruiting and retention, for individuals’ career development, and for educational programs.

Stakeholder Theory And Marketing: Moving From A Firm-Centric To A Societal Perspective, Gene R. Laczniak, Patrick E. Murphy

Marketing Faculty Research and Publications

This essay is inspired by the ideas and research examined in the special section on “Stakeholder Marketing” of the Journal of Public Policy & Marketing in 2010. The authors argue that stakeholder marketing is slowly coalescing with the broader thinking that has occurred in the stakeholder management and ethics literature streams during the past quarter century. However, the predominant view of stakeholders that many marketers advocate is still primarily pragmatic and company centric. The position advanced herein is that stronger forms of stakeholder marketing that reflect more normative, macro/societal, and network-focused orientations are necessary. The authors briefly explain and justify …

Distinctive Imperatives For Mission Driven Teaching In Catholic Business Schools, Gene R. Laczniak, Patrick E. Murphy, Wolfgang Grassl

Marketing Faculty Research and Publications

We contend that there are distinct and socially beneficial perspectives, rooted in the Catholic Intellectual Tradition (CIT) and Catholic Social Teaching (CST), which can help nurture future managers to be more attuned to the societal and ethical impacts resulting from their marketing decisions. In this paper, we briefly review several of these themes and illustrate how such messages can be integrated into the marketing instruction that takes place inside of business schools at Catholic universities.

An Empirical Examination Of University Intercollegiate Athletic Expenditures, Jeffery L. Stinson, Adam Marquardt, Joshua Chandley

Marketing Faculty Publications

To date, little empirical work has examined the institutional returns associated with athletic program investments. While intangible brand effects are commonly cited, such as athletics serving as the perceptual "front porch" of the institution, direct examination of the effects of athletic programs has often been narrow in scope. Within this study, we assess the contributions of investment in athletics as compared to other areas of institutional investment, on important institutional outcomes. Data for the study was collected from two datasets, the Integrated Postsecondary Education Data System (IPEDS) and the Equity in Athletics dataset. Fixed effects models for NCAA Football Bowl …

Effectively Serving The Needs Of The Millennial Marketing Student: The Product Life Cycle Approach To Class Organization, Jacqueline K. Eastman, Maria E. Aviles, Mark D. Hanna

Marketing: Faculty Publications

We illustrate a class organization process utilizing the concept of the Product Life Cycle to meet the needs of today’s millennial student. In the Introduction stage of a business course, professors need to build structure to encourage commitment. In the Growth stage, professors need to promote the structure through multiple, brief activities that can keep the attention of business students. In the Mature stage, professors need to use the structure to stabilize engagement levels and learning rates but be willing to make adjustments to prevent apathy in the course. Finally, in the Decline stage, professors need to dismantle the structure …

What Products Can Benefit From African American Advertising Appeals? The Moderating Role Of Product Involvement, Ivonne M. Torres, Cuauhtémoc Luna-Nevarez

WCBT Faculty Publications

With a significant spending power, the African American segment is one of the most lucrative, interesting, and complex targets for national and local advertisers. As this consumer segment continues to grow in importance, marketers need to focus on what types of products could benefit from African American-targeted advertising. Our research studies show African Americans respond to advertising targeted to them and their responses are moderated by ethnic identification and product involvement. Consistent with both theoretical frameworks, distinctiveness theory and ethnic identification theory, we found that identified African Americans prefer African American models especially when advertising low-involvement products.

The Marketing Relevance Of Australian Cosmetic Brand Ambassadors, Jessica Boswarva

Theses : Honours

Brand ambassadors are often employed to perform important marketing roles such as influencing product adoption and creating brand awareness (Livesley, 2009; O’Leary, 2010; Voight, 2007; Wragg, 2004). Brand ambassadors provide personalised customer service, including educational, experiential and relational roles and as a result propagate trust, minimize perceived risk and create familiarity and involvement (Belch & Belch, 2007; Chiou & Droge, 2006; Elliot & Percy, 2007). Whilst studies highlight benefits to businesses in general, there is limited research to the role of brand ambassadors within the Australian cosmetic industry. Cosmetic brand ambassadors are a traditional feature of the cosmetic industry and …

Top 10 Law School Home Pages Of 2011, Roger Skalbeck

Georgetown Law Faculty Publications and Other Works

For the third consecutive year, the website home pages for all ABA-accredited law schools are evaluated and ranked based on objective criteria. For 2011, law school home pages advanced in some areas. For instance, there are now thirteen sites using the HTML5 doctype, up from a single site in 2010. In addition, seventeen schools achieved a perfect score for three tests focused on website accessibility, up from eight in 2010. Nonetheless, there’s enough diversity in coding practices and content to help separate the great from the good.

For this year’s survey, twenty-four elements of each home page are assessed across …

How Do The Perceived Barriers, Attitudes, And Knowledge Of Grocery Store Personnel Affect Availability Of Organic Food Products?, Rachel Adams

Electronic Theses and Dissertations

Organic food is one of the fastest-growing segments of food production and consumption in the U.S. Even though organic foods are becoming more widely available, some studies suggest they may not be equally available to all populations because people in some areas are being excluded from the organics market either geographically or financially. The purpose of this study was to examine how individual and local characteristics affect the attitudes of grocery store personnel toward organic food products and how these attitudes affect availability. Grocery store personnel were surveyed about their attitudes toward organic foods, their perceptions of the barriers to …

A Social-Cognitive Approach To Marketing Ethics: Institutionalization, Integrity, And Power, Ceri Nishihara

Electronic Theses and Dissertations

Presented for a dissertation, I report on a survey-designed study that empirically investigates the relationship between environmental and individual traits leading to the practice of ethical behavior within a marketing firm. Drawing upon extant ethical constructs, and using both the General Theory of Marketing Ethics and Social Cognitive Theory as guides, I find strong support for the potential synergy between individual tendencies and firm characteristics in order to facilitate ethical behavior on the part of marketing employees. In addition to shoring up earlier constructs, I discovered surprising relationships between the individual and firm dynamic, where the effects of certain characteristics …

Internet Advertising After Sorrell V. Ims Health: A Discussion On Data Privacy & The First Amendment, Agatha M. Cole

Cardozo Arts & Entertainment Law Journal

No abstract provided.

Exploring The Intention Of The South West Of Western Australian Residents To Purchase Solar Panels Using The Theory Of Planned Behaviour Approach, Greg Murray

Theses : Honours

Global warming is a concern for many people around the world (Lorenzoni, Pidgeon, 2006; Searle & Gow, 2010). The negative effect of climate change is increasingly apparent (Belluscio, 2010; Dunlop, 2010; Hirabayashi, Kanae, Emori, Oki & Kimoto, 2008; Oelemans, 1994). In response to growing public concern, governments are implementing legislation and carbon initiatives to decrease the impact of climate change (Crane, 2010; D’Souza, 2005). Although these government actions are important to implement environmental preservation among industries, this study focuses on the intentions of purchasing behaviour of the individual homeowner of the South West region of Western Australia. More specifically, the …

How Social Media Communities Impact Consumer Behavior, Leslie Martinka

Communication & Leadership Dissertations and Theses

Social media, in particular, Facebook and Twitter, are comprised of communities typically of like-minded individuals. Through social media sites we can network with these communities and converse in ways that are sometimes difficult to do offline. But do these social media communities influence how one purchases online? Mead’s theory of symbolic interactionism describes how offline communities influence one’s actions and helps to create our cultural norms and ideologies. Using Mead’s theory as a basis for the following study, this thesis attempted to determine if Facebook and Twitter communities influence consumers’ online purchasing behaviors. Employing a Likert-like scale of 1-3, a …

A Pleasant Surprise Or Injury Plus Insult? : Consumers' (Dis)Satisfaction With Recovery Strategies For Service Failure, Muyu Wei

Lingnan Theses

Dealing with service failure, one question is constantly asked: why certain consumers are still dissatisfied even though compensations are made? The effectiveness of recovery strategy has been discussed in the context of service failure paradox and second deviation in the past literature. In this thesis, these two issues were brought together under the same framework - from the perspective of expectation. We propose that expectation mediates consumers’ evaluation of recovery strategies, and leads to different levels of satisfaction and re-patronage intention. The expectation is further influenced by the type of resource spending consumers are reminded of and the failure type. …

2012 January, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for January of 2012.

Consumer Values And Value Change As Influencing Factors Of Future Purchase Decisions In The Automotive Industry, Marc Uhl

Theses

The intense competition in the automotive industry and thus the pressure to correctly evaluate future consumer demands for successful product development provides the context for this thesis. Previous studies have drawn attention towards a potential change of automobile related personal values among younger consumers, yet failed to present a clear picture of this subject. Building on this background, this thesis investigates the automobile related personal value system of a younger and an older respondent group in order to determine the progression of values between both groups. For the first time, a qualitative approach was applied in this context in order …

Pushing The Learning Curve Of Public Relations In Asia, Jurrien Gregor Halff

Research Collection Lee Kong Chian School Of Business

No abstract provided.

Investor Sentiment, Disagreement, And The Breadth Return Relationship, Hai Lu, Ling Cen, Liyan Yang

Research Collection School Of Accountancy

We extend the theory and empirics in Chen, Hong, and Stein (2002) by assuming that investors subject to market sentiment hold a biased belief in the aggregate. With a dynamic multi-asset model, we predict that the breadth-return relationship can be either positive or negative depending on the relative strength of two offsetting forces — disagreement and sentiment. Using the sentiment index developed in Baker and Wurgler (2006, 2007), we find evidence consistent with our predictions. The breadth-return relationship is positive when the sentiment effect is small. However, the relationship becomes negative when (i) the time-series variation of market-wide sentiment is …

Preface, Nirmalya Kumar

Research Collection Lee Kong Chian School Of Business

As late as 2001, Indian outward investment was less than US $1 billion. Instead, India, like all developing countries, was actively courting foreign investment into the country. By 2006, India had reached the tipping point. For the first time, Indian outward investment of US $10 billion had outstripped foreign investment into India. The spending spree continued unabated in 2007. Indian companies arranged or concluded US $21 billion in 40 foreign investment deals in January and February of 2007 alone. Moreover, Indian foreign investment in the financial year closing 31 March 2007 exceeded the cumulative total foreign investment by Indian companies …

The Competitive Dynamics Of New Dvd Releases, Anirban Mukherjee, Vrinda Kadiyali

Research Collection Lee Kong Chian School Of Business

In the U.S. motion picture industry, DVDs are increasingly a major source of revenue for moviestudios. Two important strategic decisions for DVDs are the release date and price. Industry evidencesuggests studios consider various release options as evidenced by their pre-release announcements. Whendeciding DVD release dates and prices, studios must consider the following. First, weeks of high demandpotential, increase sales. Second, intense competition in weeks of peak demand might reduce marketshare, lower margins and lead to higher costs of release. Third, deferring a DVD release (e.g. to a nonpeakdemand week) after the movie’s theatrical run reduces the potential sales of the …

Perceptions From Academia On The Use Of Current Marketing Metric, Shane Smith

Faculty Articles

As a great source of generating revenue to the organization, it is agreed that marketing not only drives customer's actions but also can be measured in terms of financial equity. Yet, many often view marketing as an expense rather than that of an investment. This paper looks to evaluate the common methods of measuring marketing's role within the firm. A study was performed to investigate the perceptions of marketing metrics from faculties in four major business degree disciplines. These beliefs in use today demonstrate the difficulty that marketing managers have in building credibility within their departments.

Communicating During An Organizational Crisis: Using Facebook As A Relationship Management Tool, Vjollca Hysenlika

USF Tampa Graduate Theses and Dissertations

The purpose of this study was to determine how organizations communicate on Facebook during a crisis, from a relationship management perspective, and how their interactivity, responsiveness, and transparency affect their Fan page's relevance, importance, and appeal. In this study, the researcher conducted a controlled experiment to examine if a strategized Facebook Fan page that contained a high level of interaction, responsiveness, and transparency contributed to long-lasting relationships with fans or helped organizations recover/prevent a crisis. The researcher created eight different conditions (Facebook Fan Pages) presenting a crisis message, and recruited 200 students (25 participants per condition) from the University of …

Educating Our Future Staff: Introducing Children To The Nursing Profession, Eileen Wasson Msn, Rn, Ccrn

Patient Care Services / Nursing

No abstract provided.

Teaching Public Relations To Students With A Confucian Cultural Background, Jurrien Gregor Halff

Research Collection Lee Kong Chian School Of Business

This paper explores how the Confucian cultural background of students influences their perceptions of and reaction to the dominant public relations curriculum from the ‘West’. Using focus groups of Asian students, three heuristics that affect the students’ affinity to learn public relations are identified. Instructors working with students from a Confucian cultural background are advised to incorporate these heuristics when planning their curriculum.