Marketing Commons^™

Can Brazilian Firms Survive The Chinese Challenge: Effects Of Globalization On Markets, Strategies, And Performance, Syed H. Akhter, Paulo Fernando Pinto Barcellos

Marketing Faculty Research and Publications

Purpose – The purpose of this paper is to apply the structure-conduct-performance theory and the strategic fit concept to examine the effects of globalization on markets, strategies, and performance of business-to-consumer firms in Brazil.

Design/methodology/approach – The paper takes a qualitative approach to answer the research questions. Top decision makers such as president, chief executive officer, chairman of the board, vice president, and director of the companies were interviewed. The elite approach to in-depth interviewing was followed to obtain reliable information from the decision makers.

Findings – Findings indicate that globalization and especially the entry of Chinese firms significantly changed …

An Empirical Note On Regionalization And Globalization, Syed H. Akhter, Colleen Beno

Marketing Faculty Research and Publications

Purpose – Is it regionalization or globalization that more accurately depicts the state of the global economy? Exports and foreign direct investments (FDI) data are analyzed with the aim of answering the question and determining how intra- and inter-regional integration has changed over time.

Design/methodology/approach – To address the research questions, this paper covers the following. First, it takes a longitudinal perspective in examining the changes taking place in exports and FDI at the regional level. Second, it draws strategic business and marketing implications of this development.

Findings – The results show a trend toward regionalization in the Quad (North …

Uncovering Hidden Meanings, Values And Insights Through Photos [Journal Article], Maria Ryan, Madeleine Ogilvie

Research outputs 2011

Photographs have been used as a means of data capture for many years. Their use in recording observable phenomenon in anthropology is well documented. They also provide a valuable tool for researchers from other disciplines. This paper explores the use of photographs in qualitative business research. It demonstrates how the use of photographs can enrich the business research process through a range of techniques such as photo-elicitation, autodriving, projective prompts and phenomenological interviews. Drawing from a selection of the researchers‟ past studies, a comparative review of the use of photographs and the benefits they bring to the data capture process …

Relationships Between Quintessence And Strong Word Of Mouth Behaviour, Nathalie Collins, Hanna Glaebe, Jamie Murphy

Research outputs 2011

Theory suggests that Quintessence (Q), an emotional/spiritual connection to a product, relates positively to Word of Mouth marketing (WOM). This paper investigates if consumers who experience Quintessence (Q+) share the same behavioural indicators as consumers who participate in strong Word of Mouth behavior (WOM+). Survey data from subscribers to an online entertainment service demonstrated that Q+ and WOM+ consumers shared similar characteristics, those who experienced Quintessence (Q+) spread significantly more WOM than those without Quintessence.

Keeping It Real: Applying 360 Degrees Of Authenticity, Nathalie Collins, Lynelle Watts, Jamie Murphy

Research outputs 2011

Marketers tout authenticity as the new reality, a means by which consumers in markets of abundance determine value and, at times, prestige. Approaching consumption from a Service- Dominant perspective, where every product has a unique experiential component within which the consumer and producer co-create value, means authenticity is problematic. How can a marketer represent authentically the infinite possibilities of the experiential component of a product? This paper builds on emerging research and a qualitative example to explore the meaning and application of an authenticity framework: the 360 degree model of authenticity.

Seminal Exchanges: Exchanges That Change Our Life, Stephen Fanning

Research outputs 2011

The purpose of this paper is to revisit and advance a classic marketing concept; Copeland‟s (1923) classification of convenience, specialty and shopping exchanges. In doing so, product involvement, the three time zones of the buyer decision process and the three estimation, assessment and evaluation qualities, are also discussed. The findings are the result of a larger interpretive, qualitative study that explored a number of classic marketing concepts through the consumption experiences of a group of immigrant consumers. In this paper a new classification – seminal exchanges is proposed. Seminal exchanges have distinguishing features (1) they are high in total involvement; …

Kids, Toys And Fast Food: An Unhealthy Mix?, Claire Lambert, Richard Mizerski

Research outputs 2011

Increasingly the fast food industry is scrutinised for marketing toy premiums towards young children. Toy premiums are claimed to lure young children to consume unhealthy meal offerings, pester parents, encourage materialism and ultimately lead to a rise in childhood obesity. Numerous studies have commented on the use of toy premiums as a marketing technique, but little research has been conducted on the actual effectiveness of toy premiums targeted to children on consumer purchase behaviour at the point of purchase. This study, investigates the use of a child targeted toy premium (Snoopy) by a fast food company (McDonald’s), and its effect …

Psychological Contracts And Loyal Boosterism: Giving Dance Training Institutions A Lift Through Word Of Mouth Promotion, Alicia Stanway

Research outputs 2011

As the dance industry in Australia is well connected with industry networks, the value of word of mouth promotion and peer recommendation (operationalised as loyal boosterism) is paramount; however empirical evidence of this notion is relatively unexplored. This paper explores the relationship between relational psychological contracts, perceptions of psychological contract breach and loyal boosterism in the context of the dance training industry. The findings indicate that dancer’s who report higher relational contracts with their training organisation and experience lower levels of perceived contract breach, are more likely to engage in loyal boosterism behaviour. These findings highlight those relational contracts (containing …

The Implementation Of Electronic Health Records: A Two Country Comparison, Helen Cripps, Craig Standing, Vesna Prijatelj

Research outputs 2011

The adoption of electronic health records has been significantly slower in Australia than many European countries. This paper compares the implementation process in Australia with Slovenia, looking at the benefits, drawbacks and success factors of ehealth implementation. The authors use case studies collected in each country to discuss issues around ehealth implementation. Though Slovenia has progressed much further down the road of ehealth the commonality of the experiences between both cases was striking.

Encroaching On Freedoms? Values Related To Freedom And Readiness To Accept Social Marketing Activities In Australia And Japanese Students, Kaoru Nosaka

Theses: Doctorates and Masters

Do Australian and Japanese university students feel that social marketing is encroaching on their freedoms or empowering them? For example, how do they react to social marketing messages such as ‘Don’t Drink and Drive’ and ‘Reduce, Reuse, Recycle’? Social marketing activities include advocating for environmental change, laws, and regulations as well as making recommendations to individuals to change behaviours to promote the good of society; however, some people believe that such activities are attempts to control people, infringing upon their individual freedom. While behavioural models and theories have recognised the influence of an individual’s predisposition towards a recommended behaviour (such …

Expressions Of Gratitude In Disaster Management: An Economic, Social Marketing And Public Policy Perspective On Post-Katrina Campaigns, Randle D. Raggio, Judith Anne Garretson Folse

Marketing Faculty Publications

In this article, the authors argue that in the wake of a major disaster, it is not only appropriate but also beneficial for governments to spend public funds to support official gratitude campaigns in response to outside assistance. These assertions are based on results of multiple studies on gratitude from both psychology and marketing that show that expressions of gratitude can offer both economic and social marketing benefits. Evidence demonstrates increased consumer willingness to purchase products produced in the devastated area and intentions to continue prosocial support through volunteerism and financial donations after receiving expressions of gratitude. Evidence also shows …

Social Media: Revolutionizing The Business World, Emily Raush

Senior Honors Theses

Public communication avenues were greatly affected through the invention of the Internet; however, what has developed communication processes even further is the rise of social media. This thesis explains how the utilization of social media tools is revolutionizing the business world and also provides information to understand the direction in which social media is heading.

Segmenting Motivation: An Analysis Of Fantasy Baseball Motives And Mediated Sport Consumption, Brendan Dwyer, Stephen L. Shapiro, Joris Drayer

Human Movement Studies & Special Education Faculty Publications

Fantasy sport consumer behavior research is a burgeoning area of inquiry as this growing segment of sport fans exhibits unconventional, yet robust media consumption habits. In addition, consumer motivation and market segmentation represent core principles within the study of marketing, yet the integration of these two essential concepts with regard to sport consumers is limited. The purpose of this study was to explore fantasy baseball motives, develop a motive-based taxonomy of users, and quantify the differences between segments through an examination of mediated sport consumption. An exploratory hierarchal cluster analysis with a subsequent K-means analysis was conducted to determine the …

Towards Symmetry In The Law Of Branding, Rebecca Tushnet

Georgetown Law Faculty Publications and Other Works

Companies sometimes want to abandon an old identity and rebrand with a new one. Trademark law probably does not have much to say about rebranding in itself. But we should be careful about how we think about rebranding and other undisclosed source relationships because, if not handled properly, law’s recognition of such techniques could end up reinforcing trademark owners’ ability to deter competition and control free speech.

Top 10 Law School Home Pages Of 2010, Roger Skalbeck, Jason Eiseman

Georgetown Law Faculty Publications and Other Works

This ranking report attempts to identify the best law school home pages based exclusively on objective criteria. The goal is to assess elements that make websites easier to use for sighted as well as visually-impaired users. Most elements require no special design skills, sophisticated technology or significant expenses.

Ranking results in this report represent reasonably relevant elements. In this report, 200 ABA-accredited law school home pages are analyzed and ranked for twenty elements in three broad categories: Design Patterns & Metadata; Accessibility & Validation; and Marketing & Communications. As was the case in 2009, there is still no objective way …

A Consumer-Based Brand Equity Approach To Detect Perceived Incongruity And Its Impact Upon Consumer Perceptions, Stefan Linnhoff

Electronic Theses and Dissertations

An analysis of the retail market environment reveals two striking trends - remarkable growth of private brands, exerting increased pressure on national brands, and the increased market share of discounters and mass merchandisers stirring market competition with other retail types. These trends press the question - how do different product brand images interact with the variant images of different retailers? In order to thoroughly address, a comprehensive multiple mediator model was devised and empirically tested, tapping into three literature streams: the psychological, sociological and business literature on incongruity; studies on Consumer-Based Brand Equity (CBBE; Keller 1993); and works on Retailer …

Building Buzz Without Big Bucks, Laura Hibbler, Robert Scheier, Michael Zeller

Staff publications

Guerrilla marketing is a means of advertising that relies more on unconventional methods and less on big budgets. The goal is typically to do something that gets the targeted market or demographic talking so that word of mouth does most of the advertising legwork. Guerilla marketing was the technique employed to promote the 2010 Information Faire and Festival, or IF², a new event sponsored by the Libraries of the College of the Holy Cross which invited students to learn in fun and engaging ways about the many library services and resources available. The Information Faire and Festival was …

How New Ftc Guidelines On Endorsement And Testimonials Will Affect Traditional And New Media, Jason Goldstein

Cardozo Arts & Entertainment Law Journal

No abstract provided.

Quality Of Work Life: A Review Of Literature, Maynard R. Bagtasos

DLSU Business & Economics Review

The Quality of Work Life (QWL) is a multi-faceted concept, having multi-dimensional constructs brought about by the variation of interest of the researchers and/or its users. The issue of QWL has become critical due to the increasing demands of today’s business environment and of the family structure. This gave rise to an increased interest in QWL not only in business but also for many professions and fields. Determining QWL always involves the interplay between and among the worker, job content, and job context. Furthermore, the determination of the extent of QWL in an organization is a perceptual undertaking. As such, …

Empirical Comparison Of Extreme Value Theory Vis-À-Vis Other Methods Of Var Estimation Using Asean+3 Exchange Rates, Cesar C. Rufino, Emmanuel G. De Guia

DLSU Business & Economics Review

This study applies Extreme Value Theory in calculating Value-at-Risk (VaR) of portfolios consisting of foreign exchange exposures of ASEAN+3 countries. This paper addresses the issue that traditional VaR models assume normality of the return distribution. Empirical evidence confirms the stylized facts that financial asset returns are typically negatively skewed and fat-tailed. Moreover, risk management concerns itself with the distribution of the tails, or events in the extremes of the distribution. Estimation of magnitude and the likelihood of extreme events should be given greater attention than central tendency characteristics. Thus, this paper proposes the application of Extreme Value Theory in computing …

Correlates Of Poverty: Evidence From The Community-Based Monitoring System (Cbms) Data, Rechel G. Arcilla, Frumencio F. Co, Shirlee R. Ocampo

DLSU Business & Economics Review

This study identified correlates of poverty for Pasay City and Mogpog, Marinduque representing an urban and a rural area in the Philippines, respectively, by utilizing the 2005 census data from its Community-Based Monitoring System. Regression models with the arcsine of the square root of barangay level poverty incidence as dependent variable were investigated which allowed the identification of the correlates of poverty at the barangay level. Results showed that the significant correlates of barangay poverty incidence were average household size, proportion of households whose housing units/lot are not owned and proportion of households who own telephone/cellphone. Furthermore, lower poverty incidences …

The Geographic Profiling Of Poverty And Accessibility: The Case Of Two Provinces In The Philippines, Alexis M. Fillone, Nicanor Roxas Jr., Cristela G. Dakila

DLSU Business & Economics Review

This study attempts to relate the poverty problem in the Philippines using spatial accessibility measures. Spatial accessibility is the ease with which one could avail of the social services and economic opportunities laid in geographic space to the individual. Using the provinces of Eastern Samar and Siquijor Island as case studies, a Social Composite Index (SCI) value for the household was derived from the 13+1 CBMS core indicators of poverty, which represents the unmet needs of the household and which was then aggregated at the barangay level. The spatial accessibility values were estimated by measuring how each barangay, specifically households, …

Audit Committee Observation/Recommendations Versus Practices As A Compliance Of Corporate Governance In India, Debabrata Chatterjee

DLSU Business & Economics Review

The series of accounting scandals have intensified pressure from stakeholders and regulators on the audit committees to do the jobs for which they are hired. Though most companies have audit committees, their role has been limited due to the lack of expertise and time. An active audit committee is important because it indicate the commitment to the issues of interest because of the reports it release about the activities undertaken during the financial year and the efforts made to ensure adequate internal control. Audit committees must be given the role to approve and review audit fees, thus neutralizing the bias …

Empirical Analysis Of Impact Of Capital Market Development On Nigeria’S Economic Growth (1981 – 2008) (Case Study: Nigerian Stock Exchange), Rowland T. Obiakor, Andy T. Okwu

DLSU Business & Economics Review

This study empirically examined the impact of capital market development on economic growth in Nigeria for the period 1981-2008. The major tool we employed for empirical analysis is a multiple regression analysis model specified on the basis of hypothesized functional relationship between capital market development and economic growth. For capital market development indicators, we considered ratios of value of shares traded, market capitalization, gross capital formation and foreign private investment, to gross domestic product, as explanatory variables, while we used growth rate of gross domestic product as the dependent variable. We introduced an error correction term to capture the flexibility …

Social Media Marketing: Facebook And The Effect Of Coupons On Customer Loyalty Among College Students, Ciara Pearce

Honors Program Theses

Research for this honors thesis involved social media marketing (SMM), which is the utilization of social media channels to engage with online communities by building and maintaining mutually beneficial relationships. SMM exists as a subset of the field of integrated marketing communications (IMC). The primary goal of IMC is to synchronize marketing communications from all platforms to create a consistent and strong message. The inclusion of social media marketing in corporate IMC plans is occurring more and more often, as participation in social media sites continues to rise. According to a study by the Pew Internet & American Life Project, …

Does An Academy Award Affect Stock Return?, Kelli M. Maltsbarger

CMC Senior Theses

This study examines the affect of winning an Academy Award on the stock price of parent companies.  On average, receiving an Oscar has no significant impact on the stock of parent companies during the few days surrounding the broadcast of the Academy Awards.  The findings of this study introduce questions of external interference and possible limitations on this type of research.  However, my study sheds light on future topics of investigation for analyzing the effects of televised award shows on the stock market.

Emotional Brand Attachment: Marketing Strategies For Successful Generation, Katie Bilotti

CMC Senior Theses

Modern society is structured around consumption. The climate of the current consumer culture is one of intense competition. In order to differentiate their brands and products, companies are beginning to focus on differentiating their brands on the basis of distinctive emotional, rather than functional, characteristics. Emotional brand attachment is defined as the bond that connects a consumer with a specific brand by involving feelings of affection, passion, and connection. When established, emotional brand attachment is a powerful tool for building brand equity and influencing the purchasing decisions of consumers. This paper explores the marketing tactics utilized by Dove brand and …

A Theory Of Mental Credit, Jason Soll

CMC Senior Theses

Many philosophical subjects attempt to analyze the basis of human welfare. Theories of desert, distribution of property, and happiness tend to dominate philosophical discourse. Mental credit, which is the mental acquisition of credit for one’s accomplishments and the satisfaction one derives from this credit, is absent from this discourse despite its underlying role in the way people think about their lives. Mental credit is an eternal cognitive good that deserves thoughtful attention and pious decisions for implementation. The following theory of mental credit seeks to serve as a unifying theory for the mental calculations that guide life’s most imperative decisions, …

Consumer Effects Of Environmental Impact In Product Labeling, Norm Borin, Douglas C. Cerf, R. Krishnan

Marketing

Purpose – The purpose of this paper is to investigate the impact of different levels of environmental information on key consumer metrics. More specifically, it aims to evaluate environmentally benign products against those that have negative environmental impacts.

Design/methodology/approach – Multiple product categories and messages that varied from strongly negative to strongly positive were used to test whether the accuracy/completeness of the information changes consumers’ view of green products.

Findings – The results show that consumer perception of product quality, value, and purchase intentions does not differ significantly between products with positive environmental messages and those without any message. Products …

The Effect Of Word-Of-Mouth On The Purchase Of Genuine And Counterfelt Luxury Brands : The Roles Of Attitude Functions, Wei Wang

Lingnan Theses

This research aims to investigate the effect of word-of-mouth (WOM) on the purchase of genuine and counterfeit luxury brands with a focus on the roles of attitude functions, product type, valence of WOM, and brand popularity. It consists of two experimental studies. Study 1 examines the effect of WOM on the purchase of luxury brands and attempts to investigate the mediating role of attitude functions in the relationship between WOM and purchase intentions for luxury brands, with regard to different product types and valence of WOM. Study 2 compares the effects of WOM communications with traditional advertising on the purchase …