Marketing Commons^™

Brides And Bridal Stores: Online Or Brick-And-Mortar, Libby C. Jones, Ismet Anitsal, Melek Meral Anitsal

Atlantic Marketing Journal

This paper explores the growing global bridal industry and the different trends, traditions, and aspects of specific countries' bridal industries. It outlines western and eastern traditions and how globalization contributes to their spread. A deeper focus is dedicated to the United States' bridal industry and the issues brick-and-mortar bridal boutiques face as more brides have started shopping at online bridal stores. The relationship between brick-and-mortar and online bridal stores is explored based on various propositions about the bridal industry's emerging challenges. These propositions include trust issues in the retail environment, convenience, selection of bridal gowns in different retail formats, incorporating …

Political Reality: Attack Ads Are Here To Stay, Rebecca Dingus, Chanho Song, Richard H. Kolbe, Michael Y. Hu

Atlantic Marketing Journal

The primary research questions of this study center on two largely overlooked areas in negative political advertising: (1) Would the sponsor of the attack ad message be better off with a positive message? (2) When one is targeted by an attack ad, how should the attacked candidate respond? M-Turk subjects (n = 1,380) were used to conduct a multi-stage experimental design to capture the dynamic aspects of how subjects react to the use of attack ads in a hypothetical political campaign. In general, subjects did not respond favorably to attack ads, as these negative political messages caused damage to the …

A Qualitative Study Of Mindfulness, Sustainable Consumption And Consumer Well-Being And Their Interrelationships, Saba Resnik

Economic and Business Review

Consumers are becoming increasingly aware of the environmental degradation, negative economic consequences and social injustices caused by the unsustainable consumption of clothing products. Overall, therefore, sustainability requires more sustainable production of fashion apparel products as well as more responsible consumption behaviours by individual consumers. To gain a clearer picture of the concepts of mindfulness, sustainable consumption and consumer well-being and their interrelationships, in-depth interviews were conducted with individual consumers. The results of this study indicate a positive relationship between these three concepts as well as an overlap between the concepts of mindfulness and well-being.

Ethically Minded Consumer Behavior Of Apparel: An Examination Of Antecedents And Consequences, Maja Hrlec Gorše, Mateja Kos Koklič, Anže Zalokar

Economic and Business Review

This research examines the ethically minded consumer behavior (EMCB) and its antecedents and consequences in the context of ethical clothes. Its objective is to test the relationships among the reasons for and against buying, subjective knowledge, EMCB and intention to purchase ethical clothes. The authors use survey data from 280 consumers to test the conceptual model. Support is provided for the majority of the hypothesized relationships: reasons for buying and subjective knowledge positively and reasons against buying negatively affect EMCB, and EMCB in turn positively influences the intention to purchase. Additionally, reasons against buying decrease the intention. The study also …

Amplifying Southern Charm: A Case Study On Visit Music City’S Digital Media Practices, Susanna Cleary Honggui Hoffman

Experience Industry Management

Digital marketing has become a vital player for companies, especially destination marketing organizations (DMOs), by helping them grow and expand their brand image. Digital marketing includes email, social media, and search-engine marketing. The purpose of this study was to examine Visit Music City’s (Nashville’s DMO) digital media marketing tactics. Nashville Convention & Visitors Corp (NCVC) is the company that is behind the brand Visit Music City. The research was conducted utilizing information from NCVC’s website and social media platforms (Facebook, Instagram, Pinterest, Twitter, TripAdvisor, and YouTube). Visit Music City sends a weekly newsletter called Amplify, they have a strong social …

2022-December-01-Paulus A Featured Scholar In Austria - Bucwire, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Dr. Trena Paulus of East Tennessee State University recently spent a few days in Austria as a visiting researcher in the doctoral college #OrganizingtheDigital at the University of Innsbruck.

This doctoral college, created in 2018, features faculty researchers and Ph.D. students from the management program and other disciplines around campus. The aim of the doctoral school and its grounding in organization theory, media and communications studies, consumer culture theory, and labor market and general management theories is to bridge and transcend multiple digital phenomena in society. The emphasis on digital relations, digital publics and digital societies represents …

2022-December-01-Nine Innovators, Leaders Named To Business And Technology Hall Of Fame.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – East Tennessee State University’s College of Business and Technology inducted eight individuals into its Hall of Fame at an awards ceremony held earlier this month. The college presented awards in four categories – Horizon, Excellence, Faculty Lifetime Achievement and Lifetime Achievement Awards – to individuals with noteworthy achievements in business, technology, and public or community service. 

Jane Gaby, Brandon L. Milhorn and Jim L. Wilson received the Lifetime Achievement Award. 
Gaby has over 40 years of experience in computer science and software development, and earned an M.S. degree in computer science with a concentration in software engineering …

2022-December-01-Bucky's Food Pantry Celebrates 10 Years, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – More than a decade ago, members of the East Tennessee State University community identified a need. 

They wanted students and members of the campus community to have a place to receive food, hygiene products and other materials when needed.

Coordinator Massy Useni

Almost a year later, Bucky’s Food Pantry was born. And since 2012, the pantry has distributed nearly 5,000 boxes and bags of food.  

“Bucky’s Food Pantry is an expression of a core ETSU value that ‘people come first, are treated with dignity and respect and are encouraged to achieve their full potential,’” said Dr. Mike …

2022-December-01-Etsu Launches Mph In Public Health Leadership And Policy, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – East Tennessee State University is launching a Master of Public Health (MPH) concentration in public health leadership and policy, and is accepting applications for the first class of students to enter in fall 2023.

The MPH in public health leadership and policy is designed to meet the needs of working professionals and diverse students. The degree will be offered fully online and on-ground, and can be pursued on a full-time or part-time basis.

Public health leadership and policy is the fifth concentration within the Master of Public Health Program in ETSU’s College of Public Health. The …

2022-December-01-Etsu Participated In National Research Symposium, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Earlier this month, students from East Tennessee State University participated in the 22nd annual Appalachian Teaching Project (ATP) Symposium. The conference, supported by the Appalachian Regional Commission (ARC) and organized by the Center for Appalachian Studies and Services at ETSU, is the capstone for the ATP program. Students designed and led their own applied research projects to help address a community or economic need in their region.  

During the symposium, ETSU students from the Department of Appalachian Studies presented research from their “Appalachian Community Engagement” graduate course taught by Dr. Rebecca Adkins Fletcher.

Photo by the Appalachian …

2022-December-01-Etsu Scientist Captures State Award, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Dr. Lev Yampolsky, a respected scientist who has earned prestigious grants and published on a range of topics, has won the Tennessee Academy of Sciences 2022 Distinguished College/University Scientist Award.

It is among the highest honors available to scientists in the Volunteer State.  

Yampolsky is a professor in the Department of Biological Sciences at East Tennessee State University. 

“It is a great honor for me to receive the TAS Award. We have been lucky to publish a few good papers recently and this is probably what affected the choice of me among many, I am sure, highly …

2022-December-01-Etsu Releases 2022 Annual Holiday Video, University Marketing And Communication, East Tennessee State University

ETSU News

Download the video: https://etsuur.box.com/s/8wnu9s87ictabfqyeizij4m1uenm8t00 

The holidays are a joyous time, but the season is not without its frustrations. The 2022 annual ETSU holiday video, released today, makes light of a familiar holiday fiasco, spoofing the iconic holiday lights scene from National Lampoon's Christmas Vacation. 

The video's plot centers on "behind-the-scenes" footage of ETSU President Dr. Brian Noland attempting to help with the campus light display. Things don't go according to plan.

ETSU's First Lady Donna Noland, Provost Dr. Kimberly McCorkle, Vice President of Student Life and Enrollment Dr. Joe Sherlin, Head Volleyball Coach Benavia Jenkins, and Head Chef …

2022-December-01-Etsu Unveils Limited Edition Holiday Ornament, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – East Tennessee State University has unveiled a hand-painted, limited-edition ornament for sale this holiday season.

By Artist Penny Lee Livingston

A new annual tradition, this year’s ornament features Gilbreath Hall – the building where it all began in 1911 in what was then East Tennessee State Normal School. Named for Sidney Gilbreath, the college’s first president, Gilbreath Hall is where many alumni enjoyed a performance in the Bud Frank Theatre or took their first mathematics or computer science course.  

The ornament is only available at: 

• 
  
  Bowman Jewelers, 401 W. Oakland Ave., (423) 282-8101.
• Monkee’s of Johnson …

2022-December-01-Etsu Rotc Will Commission Graduates, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Family, friends and programs supporters will gather as cadets in the Army ROTC Program at East Tennessee State University will be commissioned as second lieutenants.  

The 3 p.m. ceremony is in the Brown Hall Auditorium, located on the university’s main campus along Stout and Sherrod Drive near University School, on Friday, Dec. 9.  

Dr. Tom Kwasigroch, a professor in the Department of Medical Education and recipient of the Purple Heart for his service in Vietnam, will be the guest speaker. The winner of the Bronze Star and Army Commendation Medal, Kwasigroch taught at the Chemical Biological and …

2022-December-01-Etsu's Final 2022 'Heritage Day' Is Saturday, University Marketing And Communication, East Tennessee State University

ETSU News

The great railroads from yesterday will return to life in model form at the free-admission George L. Carter Railroad Museum, located in the Campus Center Building of East Tennessee State University with “Fallen Flags.” 

The event is Saturday, Dec. 17, from 10 a.m.-3 p.m. 

The term “Fallen Flags” referred to the removal of real flags from a locomotive at the end of its job, organizers said. Today’s super railroads were spawned by the combing of numerous firms, and to market themselves, most of these operations had signature identities through logos, slogans, songs, paint schemes and more.

Event is from 10 …

2022-December-01-Etsu's Jessie Wang Named To Leadership Tennessee Next, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – An East Tennessee State University administrator has been named to the next class of Leadership Tennessee NEXT, a program designed to offer personal and professional career development for Tennessee’s best and brightest early- and mid-career professionals. 

Jessica “Jessie” Wang, assistant dean of Equity, Inclusion and Student Success with ETSU’s Clemmer College, has been selected as one of 29 professionals named across the state.  

Wang holds a bachelor’s degree from Emmanuel College in counseling psychology, and a master's degree from Harvard University in higher education, where her research centered on fostering historically underrepresented student success at predominantly white …

2022-December-01-Knoxville Native Builds Career Through Hands-On Experience At Etsu, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – As her high school graduation drew near, Knoxville native Haley Mullins toured colleges not far from where she grew up. 

“None felt like home,” she said. “The day I stepped foot on ETSU’s campus, I knew I was home. Nestled in the mountains and filled with an abundance of kind and hospitable people, it was easy to make ETSU my next adventure.” 

Mullins is set to graduate later this month with a master’s degree in brand and media strategy, her second degree from ETSU. And during her time in Johnson City, she has gained experience that …

2022-December-01-Foster, Thornton To Speak At Etsu Commencement, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – East Tennessee State University will celebrate more than 1,500 members of the Class of 2022 during two Commencement ceremonies held at the Ballad Health Athletic Center on Saturday, Dec. 10.

During the 10 a.m. ceremony, Dr. Cerrone Foster, recipient of the university’s 2022 Distinguished Faculty Award in Teaching, will be the keynote speaker. Foster is a teaching scientist at ETSU for more than a decade and in 2022 was named interim director of Undergraduate Research and Creative Activities. She is also the recipient of the 2022 Notable Women of ETSU. 

At the 2 p.m. ceremony, Larry …

2022-December-01-Levy Named World Powerlifting Champ, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Earning a Doctor of Pharmacy degree is a heavy lift for most student pharmacists, but East Tennessee State University Bill Gatton College of Pharmacy second-year student Brie Levy’s strength goes well beyond the classroom.

Levy, from Chattanooga, was recently named a World Powerlifting Champion in three categories for her weight class – bench press, deadlift and squat – while competing with Team USA in the International Powerlifting League Drug Tested Worlds in Surfers Paradise, Australia. In addition, she broke eight world records, six national records and eight Tennessee records.

“It is really cool knowing that I have …

2022-December-01-Etsu's University Chorale Touring East Tennessee, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – The award-winning East Tennessee State University Chorale, under the direction of Dr. Alan Stevens, is touring much of the region in early January.

Concerts run Jan. 8-15

The Chorale is the premier auditioned choral ensemble in the ETSU Department of Music. The ensemble has a long tradition of excellence, including tours both within the United States and abroad. In the summer of 2022, they won the Grand Prix Championship of the Bratislava International Music Agency Competition. Members are selected through a rigorous audition process and must be dedicated to the highest level of artistry. The …

2022-December-01-Joseph Headrick Wins Etsu's 3mt Competition, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Master’s degree student Joseph Headrick won East Tennessee State University’s recent 2022 3 Minute Thesis (3MT®) Competition with a presentation on “Salicylic Acid Inhibits Desiccation Survival of Salmonella Typhimurium.”

This competition, created at the University of Queensland, Australia, provides graduate students the opportunity to develop professional presentation and research communication skills. Participants condense complex research projects into engaging, three-minute presentations designed for a general audience using just one slide. Audience members learn what students in master’s and doctoral programs are studying and gain insight into the future of research, design and innovation in a variety of disciplines. …

Overcoming Bias Against Funding Of Female-Led Entrepreneurial Initiatives: The Democratizing Influence Of Online Crowdlending Platforms, Shivendu Pratap Singh, Trina A. Sego, Shikhar Sarin

Marketing Faculty Publications and Presentations

Crowdlending platforms are becoming an increasingly prominent alternative funding channel for marginalized entrepreneurs to traditional financing. We examine whether the gender bias generally seen in conventional funding channels extends to the funding of female-led ventures in online platforms and how this potential bias affects service businesses. Our analysis of the KIVA crowdlending platform suggests that while online crowdlending platforms exert a democratizing influence on the funding of female entrepreneurial ventures, female-led service businesses were less able to get financing, mainly for larger loan amounts and longer loan terms. Our findings have significant implications for female entrepreneurs working for marginalized/social causes.

2022-December-01-Sweaters For Cameron, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Students, employees and visitors to the East Tennessee State University campus who strolled University Commons recently enjoyed a colorful – and meaningful – sight: a special tree wrapped in a lovingly crafted “sweater.”

“Sweaters for Cameron” is the brainchild of Abigail “Abby” Simpson, a sophomore rehabilitative health sciences major from Church Hill who is a student in ETSU’s Roan Scholars Leadership Program. Through the Roan Impact Focus Project, students read a book over the summer that centered on healthy habits and were encouraged to do meaningful projects using the healthy habits they picked up as a …

Harnessing The Power Within: The Consequences Of Salesperson Moral Identity And The Moderating Role Of Internal Competitive Climate, Omar S. Itani, Nawar N. Chaker

Marketing Faculty Publications

The purpose of this research is to examine the notion of salesperson moral identity as a prosocial individual trait and its associated effects on customer and coworker relationships. In addition, this study examines the underlying processes in which these effects occur as well as the moderating role of internal competitive climate. Our empirical investigation of business-to-business (B2B) sales professionals reveals that moral identity has both direct and indirect effects on a salesperson’s customer- and team-directed outcomes. Specifically, our results demonstrate that salesperson moral identity positively affects both salesperson-customer identification and organizational identification, which, in turn, impact customer service provision and …

2022-December-01-Etsu Professor Named Vice President Of Pca, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – East Tennessee State University’s Dr. Elwood Watson, professor of history, Black American Studies and Women’s, Gender and Sexuality Studies whose writings and presentations have reached a wide audience, has been selected as the new vice president for Diversity, Outreach and Inclusion with The Popular Culture Association (PCA). 

Dr. Sue Matheson, president of the association and a professor at University College of the North, said: “We are pleased that Dr. Watson has accepted our request to serve in this most important position. The Governing Board is confident that Dr. Watson’s long record of service to the PCA, …

Rebranding My Cosmetics Business, Liaonn Martin

Creativity and Change Leadership Graduate Student Master's Projects

The project is focused on rebranding my business by changing the name, creating a working website, as well as creating and selling different products I am passionate about. As part of the project I worked on making my Instagram page more appealing to bring in customers from all over the world, and using Instagram to promote my products. I also researched different ways to utilize platforms such as Tik Tok and Facebook to help my business become more popular. I created extra gifts such as thank you notes, complimentary lip scrubs, and a thank you note for all of my …

Examining The Relationship Between Different Retail Mediums And Consumer Spending Habits, Melinda Vigh

University Honors Program Senior Projects

Understanding customer behavior and preferences is the first step towards developing optimal strategies for businesses and driving the highest revenues possible. Consumer behavior spending habits are everchanging due to the evolving nature of customers’ needs and preferences. This thesis fills the gap of a quantitative analysis between the in-person and online retail medium reflected onto levels of customer spending. This research provides further information about shoppers’ decision-making processes accounting for correlative relationships between demographic (age, gender, education level, income, etc.) and environmental variables (physical store atmospheres, online retail websites, social media advertisement). The research was based on primary data collected …

2022-December-01-Wets-Fm Launching Year-End Campaign, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – WETS-FM, a public radio station housed on the main campus of East Tennessee State University, is launching a year-end campaign that runs Dec. 10-16.

“Public radio is vital here in the Appalachian Highlands, as well as across the nation,” said Chad Barrett, station director. “We hope our listeners will be generous as we close out 2022.” 

Donations directly support NPR programming, and help the station replace aging equipment.

“We so often hear from our wonderful listeners how much they love WETS-FM,” Barrett said. “We are asking for support to ensure this excellent programming stays on the air.” …

Marketing And The Church, Parker Panetti

Marketing Undergraduate Honors Theses

This paper attempts to take an in-depth look at the current state of the Church in America and how marketing has and will continue to play a key role in its position in society.

The word marketing comes from the concept of the merchant buying and selling a product - in the market. From a Christian perspective, marketing tells the story of the redemptive work of Jesus Christ - who bought and redeemed mankind for a price, saved from sin, and set apart for service to the Lord. Churches have this story, the greatest story to tell, but people are …

2022-December-01-Etsu Predicts Above-Normal Temperatures This Winter, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Like it or not, the official start to winter is only a few days away.

And for the third straight season, winter will be characterized by the La Niña pattern. That likely means higher-than-normal temperatures for much of the Appalachian Highlands and above average precipitation, according to East Tennessee State University.

“Seasonal forecasts can be pretty tricky and the federal government through the NOAA along with the Farmer’s Almanac and Punxsutawney Phil, don’t always get it right,” said Dr. Andrew Joyner and Wil Tollefson, both members of the Department of Geosciences.

Housed in Ross Hall on …