Marketing Commons^™

The Burger King Revolution: How Las Vegas Bounced Back, 1983-1989, David G. Schwartz

Library Faculty Research

Most who have considered Las Vegas history have concluded that not much happened in Las Vegas gaming between the openings of the original MGM Grand (1973) and Mirage (1989). In fact, several structural changes during the 1980s had already reversed a declining appeal. Responding to three crises—competition from Atlantic City, a national economic downturn, and the MGM Grand fire—Las Vegas casino operators began to draw more extensively on a middle-class mass market. Capitalizing on the “Burger King Revolution,” Strip casinos drew more gamblers who, on average, played less, and slot machines displaced table games as the industry’s leading revenue producer. …

Decomposing The Effects Of Organizational Memory On Marketing Implementation, Stern Neill

Marketing

There is limited evidence to explain the effect of organizational memory on marketing implementation. This paper addresses this gap by identifying multiple components of organizational memory and examining how each affects marketing implementation. Organizational memory is a collective recollection of the past that is embedded within firm culture, procedures, and expertise. The findings demonstrate potential tradeoffs to linking versus locking into the firm’s past, particularly in turbulent environments. By decomposing organizational memory’s effects, this paper explains how organizational memory can both enable and constrain marketing implementation.

A Stakeholder Identity Orientation Approach To Corporate Social Performance In Family Firms, John B. Bingham, W. Gibb Dyer Jr., Isaac Smith, Gregory L. Adams

Faculty Publications

Extending the dialogue on corporate social performance (CSP) as descriptive stakeholder management (Clarkson, Acad Manage Rev 20:92, 1995), we examine differences in CSP activity between family and nonfamily firms. We argue that CSP activity can be explained by the firm’s identity orientation toward stakeholders (Brickson, Admin Sci Quart 50:576, 2005; Acad Manage Rev 32:864, 2007). Specifically, individualistic, relational, or collectivistic identity orientations can describe a firm’s level of CSP activity toward certain stakeholders. Family firms, we suggest, adopt a more relational orientation toward their stakeholders than nonfamily firms, and thus engage in higher levels of CSP. Further, we invoke collectivistic …

The Effects Of Perceived Brand Globalness On Consumer Responses To Brand Failures, Xue Gao

Lingnan Theses

Even big companies cannot guarantee their brands never ever fail customers. Recently the brand failures of Toyota taught us a vivid lesson that a brand takes decades to be built up but to be ruined overnight. Although, the advantages of building global brands are well recognized in literature, the superiorities of global brands in brand failure context are not yet studied. This study aims to investigate the effects of perceived brand globalness (PBG) on consumer affective and behavioral responses to brand failures. Global brands are perceived superior to local brands due to factors like higher quality perceptions and prestige feelings. …

Revolutionizing The Market: Electronic Branding Strategies Within Ncaa Fbs Athletic Departments, Coyte G. Cooper, Richard M. Southall, Matthew Cooper

AMTP Proceedings 2010

Increasing competition for the discretionary dollar of sport consumers has created an environment where sport organizations are forced to find strategies to differentiate themselves from the competition (Mullin, Hardy, and Sutton, 2007; Ross, 2007). One rapidly growing platform that sport organizations are now utilizing is e-branding. However, segments of the sport industry are in the infancy stages of developing long- standing practices for communication via new technology (de Chernatony & Christoudoulides, 2004). The purpose of this study was to explore the technologies that Division I FBS athletic departments (N = 64) implement to build their brand image with consumers. The …

Preparation For An International Sport Event: The Promotional Strategies Of 2009 Kaohsiung World Games, Steve Shih-Chia Chen, Ronald Dick, Ashley Mcnabb, Yin-Chu Tseng

AMTP Proceedings 2010

This study presented administrative and marketing-related information on Kaohsiung City’s preparation for the 2009 World Games. The presented information was allocated through an extensive literature review on secondary sources, personal interviews, and observations from fall of 2008 to summer of 2009. Promotional strategies and activities, projected financial and sales data, reports on constructions, and issues and challenges related to the Games were further analyzed. The study further discussed the “not-for-profit” approach that was practiced by many East Asian Countries to gain international recognition and promote patriotism while hosting a major sport event.

Evidence Of Sustainability Communication In Major League Baseball: A Website Analysis, Dorene Ciletti, John Lanasa, Diane Ramos, Ryan Luchs, Junying Lou

AMTP Proceedings 2010

Based on a review of Major League baseball team websites, this study provides insight into team communication of sustainability principles and practices through an analysis of self-presented sustainability content. Websites for thirty-one (31) teams were examined for content. Elkington’s (1997) triple bottom line dimensions and Global Reporting Initiative (GRI) indicator codes and definitions were constructs for the model and aligned to social, environmental, and economic principles for categories of sustainability practices. Researchers found that while teams are including sustainability information to some extent, the majority highlight social issues on their home pages and subsequent pages; communication about environmental factors varies …

The Portrayal Of Native American Stereotypes: A Semiotic Analysis Of Sports Logos Overtime, May Aung, Jordana King, Kyle Kivimaki, Ryan Kolten, Scott Mccreary, Kevin O'Doherty, Alyssa Rodrigo

AMTP Proceedings 2010

Mascots and logos play a crucial role in the branding of sports teams. When establishing a logo, organizations want a sign or symbol that is meaningful and widely recognizable. This study examines the portrayal of Native American Indian stereotypes within sport team logos of the Cleveland Indians, the Atlanta Braves, the Washington Redskins, the Chicago Blackhawks, the Syracuse Orange, and the Illinois Illini over a 90 year period. The study consists of a semiotic analysis of six major sports team logos, their logo changes and a review of external factors over time. Practical implications as well as future research are …

Are Nonprofits Choosing The Right Type Of Website, Dave Mcmahon, Samuel Seaman

AMTP Proceedings 2010

The authors review the issues confronting nonprofit organizations and describe the types of websites to consider by size of the organization and focus of the organization. An analysis is done on an initial population of 609 organizations. The managerial implications address possible ways to optimize the use of resources for small and larger organizations.

Is The Special Purpose Vehicles Act Responsible For The Decline In Npl Ratios?, Stephanie L. Chan, Andrew Adrian Y. Pua

DLSU Business & Economics Review

This study aimed to determine if the SPV Act was actually responsible for the marked decline in NPL ratios this past four years. Using aggregated data for the entire Philippine Banking System, segregated according to type of bank, results suggest that the SPV Act was not responsible for the decline in the NPL ratios but may be attributed to a downward trend in the loan to asset ratio where values are getting closer to the interval for which NPL ratios are at a minimum, economic sluggishness as measured by deviations from the long run trend of macroeconomic variables, and seasonal …

A Comparative Analysis Of The Entrepreneurial Styles Of Second, Third, And Fourth Generation Overseas Chinese And Filipinos In The Philippines, Gerley Q. Po

DLSU Business & Economics Review

This study used the multiple case study research approach and presents a comparative analysis of the similarities and differences in entrepreneurship styles among second, third and fourth generation overseas Chinese and Filipinos in the Philippines. Specifically, it aimed to compare the entrepreneurs’ entrepreneurial characteristics, leadership styles, and value orientation. The results indicate that the two groups are heterogeneous even though they operate business in the same country. However, slowly, the influence of Filipino culture is seen in the fourth generation overseas Chinese. The study hopes to provide new generation of entrepreneurs insights on entrepreneurial styles that need to change to …

Human Resource Management Practices: Drivers For Stimulating Corporate Entrepreneurship In Large Companies In The Philippines, Divina M. Edralin

DLSU Business & Economics Review

Leading companies in the Philippines have realized that nurturing an entrepreneurial culture through the implementation of various strategic human resource management (HRM) practices will enhance their firm’s ability to gain competitive advantage and achieve superior performance. This study attempted to determine the degree to which various HRM practices stimulate corporate entrepreneurship and which HRM function is the most significant driver of corporate entrepreneurship (CE) in large companies in the Philippines. Findings reveal that the companies are extensively implementing different practices related to HRM functions that cultivate CE. Employee relations, training and development, and recruitment and selection HRM functions are found …

Nigeria’S Debt Overhang (1960-2005): A Critical Revisit, Solomon A. Adebola

DLSU Business & Economics Review

A general global trend up to the 1980’s has been for nations to rely substantially on external loans and aids for economic sustenance and technological development. This is particularly true for less developed countries (LDC). Unfortunately for these LDCs, their debts have gone beyond the countries’ capacity to repay. The debts have, for many such developing countries, been on a perpetual geometrical increase. Such countries have ended up with a debt overhang, with its detrimental impacts on the countries’ economic growth and social development. This research note gives a treatise on the theoretical framework of a debt overhang, and a …

Exploratory Market Survey Of Tuba In Tacloban City, Arturo Pacho

DLSU Business & Economics Review

This research note explores the market condition of tuba in Tacloban City in the Philippines. It examined the market viability of tuba as a source of income for small retailers as well as coconut farmers. To determine whether there is any commercial value to tuba, and to what extent, a survey was made on the type of tuba sold, the price it is sold for, the quantity sold, the age of tuba, and the source of tuba. This report provides basic information as to the commercial value of tuba to small store retailers in the city.

How High Will Russian Aviation Fly?, Tamilla Curtis, Irina Swenson

Management, Marketing and Operations - Daytona Beach

The study provides the historical context of the Russian aviation industry reflecting the periods of its growth and decline. It reveals the competitive advantage strategies that have been implemented by the Russian government in an attempt to revivify an enfeebled nation's aeronautic industry. The paper discusses the newly formed Joint Stock Company (JSC) United Aircraft Corporation (UAC) and its strategies to break into global markets, including UAC innovative product offerings. Whether or not, the recent efforts of the Russian government serve as a fulcrum for the Russian aviation industry that will leverage Russia into the global market, remains to be …

2010 January, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for January of 2010.

Creating A Successful Marketing Strategy For Your Small New Business, Stanley F. Stasch

School of Business: Faculty Publications and Other Works

Strategies for marketing small businesses.

According to the Wall Street Journal, 572,900 new businesses were started in the United States in 2003—and 554,800 businesses failed that same year. Perhaps that dismal statistic comes from the fact that more than 95 percent of all small, new businesses make one or more of the four major marketing strategy mistakes identified in this book.

Building Entrepreneurship In Subsistence Markets: Microfranchising As An Employment Incubator, Lisa Jones, Helen Parsons, Jason Fairebourne

Faculty Publications

Scholars indicate significant interest in business models that support entrepreneurial behavior in developing markets [Wankel C., editor. Alleviating Poverty through Business Strategy. New York: Palgrave Macmillan 2008]—particularly as they relate to job creation. This research introduces microfranchising as a business model adaptation that helps low-income individuals overcome non credit-related barriers to entry in obtaining employment. This study reveals a clear challenge for researchers—to better understand microfranchising and the extent to which the practice creates employment and enables individual business success. Largely unanswered questions concern the profiles of typical microfranchisees as well as the impacts of microfranchising on low-income individuals in …

Unethical Behavior In The Name Of The Company: The Moderating Effect Of Organizational Identification And Positive Reciprocity Beliefs On Unethical Pro-Organizational Behavior, Elizabeth E. Umpress, John B. Bingham, Marie S. Mitchell

Faculty Publications

We examined the relationship between organizational identification and unethical pro-organizational behavior (UPB)—unethical behaviors conducted by employees to potentially benefit the organization. We predicted that organizational identification would be positively related to UPB and that positive reciprocity beliefs would moderate and strengthen this relationship. The results from 2 field studies support the interaction effect and show that individuals who strongly identify with their organization are more likely to engage in UPB when they hold strong positive reciprocity beliefs. Given the nature of reciprocity, our findings may suggest that highly identified employees who hold strong reciprocity beliefs may conduct UPB with an …

Essays On Three Price Judgments: Price Fairness, Price Magnitude, And Price Expectation, Sandeep Bhowmick

LSU Doctoral Dissertations

This dissertation addresses three important price judgments: price fairness, price magnitude, and price expectation. Developed over three chapters, the main objective of this research is to determine underlying differences in these three price judgments. These differences are based on conceptualizing price fairness as a combination of affective and cognitive components, whereas price magnitude and price expectation reflect different cognitive aspects of price judgment. Chapter 1 provides a literature review and identifies several research questions related to these three price judgments; Chapters 2 and 3 provide testable hypotheses and conduct three pretests and two experiments to test the hypotheses. Using structural …

No Longer, But Not Yet: Tweens And The Mediating Of Liminal Selves Through Metaconsumption, Kevina Cody, Katrina Lawlor, Pauline Mcclaren

Articles

Using the anthropological theory of liminality as a lens of analysis, the following paper outlines specific elements of a research project exploring the consumer culture of a liminal group – tweens. The lived experience of a tween is explored using a multi-method approach incorporating personal diaries, in-depth interviews and accompanied shopping trips. Outcomes of one aspect of this longitudinal research project – the theory of metaconsumption - are presented, suggesting an important divergent theoretical path from the ‘effects’ - dominated consumer socialization approach to researching young people and their relationships with consumption. We conclude that those in a shadowed reality, …

Temporal Reframing Of Prices: A Conceptual Framework, Mazen Jaber

LSU Doctoral Dissertations

Research on consumer’s response to pricing tactics has been plentiful and is still ongoing. One strategy that research has sought to explain and endorse is pennies-a-day (Gourville, 1998), where the cost of a product is expressed as a small ongoing expense. This dissertation tests two competing theories that may explain the effect of PAD on consumer participation intentions. The first theory, marketing exchange (Bagozzi, 1975) predicts different effects across exchange type; in particular, generalized exchange (charity) and restricted exchange (consumer products and services). The second theory, mental budgeting (Heath and Soll, 1996) predicts different effects across expense type; this study …

Conceptualizing The Consumer-Brand Relationship As A Truly Dyadic Process, Jamye Foster

LSU Doctoral Dissertations

The consumer-brand relationship (CBR) has gained interest in recent years, but as currently conceptualized, it is limited to a parasocial relationship where the role of the brand is not acknowledged. In order to better understand the CBR, we have to ask several key questions: (1) What is the CBR? (2) What are consumer-brand interactions (CBIs)? And (3) How can we measure CBIs? The objective in Essay 1 is to develop a better understanding of the conceptual foundation of the CBR. This was accomplished through extensive review of relevant literature, which highlighted the need to consider the CBR as a truly …

The Stability Of Time Versus Money Valuations, Leonard Lee, Michelle P. Lee, Gal Zauberman

Research Collection Lee Kong Chian School Of Business

In this work, we propose that the stability of consumer preferences in decision making differs depending on whether the resource in question is time or money. Two competing hypotheses are tested: whereas prior research has demonstrated greater ambiguity in the value of time (vs. money) thus pointing to less consistency in time valuation, a separate stream of research suggests that money (vs. time) lacks emotional tags and is more difficult to process, pointing to less consistency in money valuation. Our experimental results demonstrate that preferences based on money (vs. time) valuations are less transitive and consistent, supporting the emotion-based account.

The Burdens Of Ownership: Reasons For Preferring Renting, Sabine Moeller, Kristina Wittkowshi

Research Collection Lee Kong Chian School Of Business

Purpose: The purpose of this study is to identify and assess the importance of proposed determinants of the growing consumer preference for renting consumer goods, as opposed to the actual transfer of ownership. Design/methodology/approach: Following a qualitative preliminary study and a literature review, six factors are identified as possible determinants of a preference for non-ownership modes of consumption. These are examined in a quantitative study using a sample of 461 members of a German online peer-to-peer sharing network. Hypotheses regarding the proposed determinants are tested using factor analysis and structural equation modelling. Findings: The results show that the demand for …

Chocolate Brand Familiarity And Product-Country Evaluation Among Young Consumersin Malaysia, Poh-Chuin Poh-Chuin, Osman Mohamad, Yudi Fernando

Business Review

Consumers’ product evaluation and brand familiarity are important in the marketing arena, considering the significant growth of the international trade and globalization. This study tries to identify young Malaysian’s chocolate brand familiarity and product-country evaluation. The results found that stereotyping and halo effects do influence young Malaysian chocolate evaluation. The discussion of this study also includes recommendation to marketing managers and research limitations.

The Depiction Of Female Models In Sport Television Commercials In The United States By Degree Of Slenderness: An Appraisal, Robin T. Peterson, Bing Xu, Yam Limbu

Department of Marketing Faculty Scholarship and Creative Works

This manuscript narrates the results of an examination of the portrayal of the degree of slenderness of female models in sport marketing television commercials in the United States. A visual content analysis was employed to gather and to interpret the data. In turn, the analysis revealed that the commercials utilized substantial numbers of models who were inordinately slender, depicted these models more favorably than they did heavier models, and presented them in a fashion that pointed to superior social status and hierarchy positions.

Differences In Exchange Situations In Fast Moving Consumer Goods' Markets, Rose Leahy

Dept. of Marketing & International Business Publications

This paper explores the perceptions and the behaviour of consumers in Fast Moving Consumer Goods’ (FMCG) markets, with the objective of determining the nature of exchange in these markets. Adopting a qualitative approach to the research, ten focus groups were conducted among Irish consumers in FMCG markets. Emerging from the research are four dominant exchange situations that exist in FMCG markets. These exchange situations are classified as inconsistent transaction exchanges, distant committed exchanges, opportunistic interactive exchanges and reciprocal interactive exchanges. The dominant conclusion of this paper is that marketing strategies appropriate to these exchange situations need to be developed, …

Analysis Of The Effectiveness Of Hughson Nuts’ Marketing Strategies In India And China, Christopher Douglas Angle

Agribusiness

This analysis for this study was undertaken to determine if Hughson Nuts’ Marketing Strategies were effective in India and China. The study was also to assess Hughson Nut’s marketing mix internationally to China and India, to evaluate the marketing mix based on projection and comparisons, to assess potential improvements of the marketing mix, and to determine how Hughson Nuts sales to India and China compared to the rest of states sales. The report represents four techniques that make up the marketing mix; place, price, product, and promotion. The research involved getting data from the California Almond Board and making a …

Legally Speaking--Legal Implications Of Reference Books For Publishers And Consumers, Bryan M. Carson

DLPS Faculty Publications

No abstract provided.