Marketing Commons^™

Shopping Marketing Tactics That Drive Purchases, Dinesh K. Gauri

Marketing Faculty Publications and Presentations

Technology is reshaping the retail experience. In the fight for market share, how effective are traditional marketing tactics and technology offerings at attracting shoppers?

The Forces Changing U.S. Shopping Behavior, Dinesh K. Gauri

Marketing Faculty Publications and Presentations

The future of retail is all about catering to the consumer. To survive retail’s newest challenge, retailers must understand what’s shaping consumer demand.

The Effect Of Brand Crises On Endorser Reputation And Endorsement Portfolios, Clark D. Johnson, Brittney C. Bauer, Mark J. Arnold

School of Business: Faculty Publications and Other Works

We often hear about a brand dropping a celebrity after the endorser has negative publicity. However, endorsers are not the only ones who are responsible for negative news; many brands also generate negative publicity as well. The growing frequency of brand crises and the demonstrated relationship between brand‐ and endorser‐reputation begs the question: What impact might a severe brand crisis have on a celebrity endorser's reputation and endorsement portfolio? Study 1 finds that negative publicity only impacts the brand's moral reputation if internal locus attributions are made. In turn, moral reputation positively impacts attitudes toward the brand, endorser, and other …

2022-July-01-'Filling The Gaps' In Health Care, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. – East Tennessee State University has been awarded $400,000 in federal funding to expand services in two ETSU Health College of Nursing primary care clinics in Hancock County.

The Rural Expansion Program for At-risk Communities to Promote Health Outcomes through the Integration of Mental Health and Enabling Services (REACH ME) project is led by Dr. Kim Ferguson, assistant professor in the College of Nursing. It will address the critical need for the integration of mental health and enabling services in the provision of comprehensive care to children, youth, families and the community.

Dr. Kim Ferguson, assistant professor …

2022-July-01-'Fl3tch3r Exhibit' Housed At Etsu Celebrating Th Anniversary, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. – The international “FL3TCH3R Exhibit: Social & Politically Engaged Art” at East Tennessee State University’s Reece Museum faithfully continues to represent the spirit of social and political movements of the country and world. The 2022 exhibition runs Oct. 3-Dec. 9. 

The 2022 juror will be Wesam Mazhar Haddad, a conceptualizer, creative and art director, designer and the founder and curator of the New Jersey-based annual intercontinental poster competition known as Poster Stellars. 

Haddad is a social poster designer and has won over 70 global awards. Haddad’s universal visuals “evoke an everlasting siren that touches every single human …

2022-July-01-'Northeast Heavyweights' Coming To Etsu's Railroad Museum, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – The well-known railroad lines of the Northeast and New England will make an appearance at East Tennessee State University’s George L. Carter Railroad Museum. During the monthly Heritage Day program on Saturday, July 30, the free-to-the-public facility will host “Northeast Heavyweights.” It’s a reference not only to the equipment but the volume of traffic that fed the large urban areas between Boston and Washington.

Heritage Day is July 30

“This is a real celebration of the type of industrial might that let America lead the world in productivity and technology, especially as the epochal world wars …

2022-July-01-Back-To-School Tips For Parents, Children, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – The start of a new school year can be a stressful yet exciting time for students and parents alike. ETSU Health Pediatrics recommends scheduling an annual checkup to ensure children’s health and well-being prior to their return to class in August.

Children who see their pediatrician annually can create healthy habits that carry into their adulthood. A pediatrician will examine their overall health and can get them up to date on all CDC-recommended vaccines for school-aged children.

Placing an emphasis on children’s mental health is vital to the start of a happy, healthy and successful school year. …

2022-July-01-Caep Accreditation, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. – A multitude of teacher education programs that East Tennessee State University offers have received accreditation at the initial-licensure level and the advanced-level from the Council for the Accreditation of Educator Preparation (CAEP).

“CAEP has set the stage for transformational work to better our partnerships with local education agencies and to refine our programs based on our completer accomplishments and area district needs. Our work through CAEP has created numerous projects that benefit our students through innovation with technology, enhanced clinical practice and trauma informed practices.” said Dr. Cynthia Chambers, associate dean of Educator Preparation. “ETSU faculty …

2022-July-01-Etsu Marching Bucs Enjoy Resurgence, University Marketing And Communication, East Tennessee State University

ETSU News

Many high school students are impressed with our performances and want to continue their band experience when they come to college. A poll of last year’s marching band yielded over 190 students who indicated that being in the ETSU Marching Bucs influenced their decision to attend ETSU.

JOHNSON CITY, Tenn. – With the return of the East Tennessee State University football team in 2015 following nearly a dozen years of dormancy, the ETSU Marching Bucs made a not-so-quiet rebirth, too.  

Scrapped when ETSU shuttered the football program, university officials wanted the marching band …

2022-July-01-Etsu Student First Ever To Do So Wins Goldwater Scholarship, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. – Her list of accolades is lengthy.

Piper Floyd, an East Tennessee State University student graduating in May 2023, landed a software developer internship with Wells Fargo and recently received the prestigious Benjamin A. Gilman International Scholarship, one of the most competitive scholarships in the United States.

Piper Floyd

Add to the list: A coveted 2022-23 Goldwater Scholarship, a widely respected award handed out to about 400 undergraduates nationally each year. 

She is the first ever ETSU student to receive this honor.

“When I was awarded the Goldwater Scholarship, I was overwhelmed by a strong sense of …

2022-July-01-Etsu: 'Dont Miss The Opportunity Of The Decade', University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. – Think it’s too late to enter college this fall? Think again, officials at East Tennessee State University say. “This summer has been a game changer for Tennessee students considering college,” Heather Levesque, director of Undergraduate Admissions at ETSU, said.

APPLY FOR FREE with code FALL2022

“ETSU students will have more purchasing power than they’ve had in probably a decade or more. So, if you have been on the fence about pursuing a four-year college degree, there’s never been a better time to take that leap. We’re even waiving the application fee.” Beginning this fall, the state …

2022-July-01-New Chair Leading Philosophy And Humanities At Etsu, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. – By his own account, Dr. David Harker has taken charge of East Tennessee State University’s Department of Philosophy and Humanities at a time “when it is becoming increasingly apparent that we all need to get better at listening to those with whom we disagree, and then reflecting on our reasons for believing as we do.” 

“Philosophy and the humanities,” said Harker, “have a really important role to play in this.” 

Named chair of the department this summer, one of Harker’s primary goals is to provide students and members of the community with more opportunities to talk …

2022-July-01-Leadership Tennessee Next, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Two East Tennessee State University administrators have been named to the fifth 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.

Whitney Goetz, executive director of the ETSU Alumni Association, and Jessica Vodden, chief marketing and communications officer, are among the newest class, which is comprised of 30 rising professionals from every region of the state. Jessica Vodden and Whitney Goetz

During the upcoming year, participants will have opportunities to grow their professional skills and connect to a cross-generation network of state …

2022-July-01-Partnership With Police Creates Opportunities For Etsu Students, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – When it comes to how many hands-on learning opportunities exist for East Tennessee State University students, Isaiah Bishop has a straightforward view. 

“If college for you is just purely lectures and classes, I believe that is your decision,” he said. “There are plenty of opportunities that ETSU gives you in terms of going out and getting experience and making connections to further your career before you even step into the workforce.”  

Bishop would know. 

A senior in the university’s Department of Criminal Justice and Criminology, he has spent the summer alongside officers with the Johnson City …

2022-July-01-Welcome To Etsu, University Marketing And Communication, East Tennessee State University

ETSU News

East Tennessee State University welcomes the following faculty and staff members who recently joined the university:

Amie Davis is an associate director for workforce services with the Center for Community Outreach. Before coming to ETSU, she was a career service manager with MCHRA. She studied business administration at the Knoxville Business College.

Brittany Mitchell is a student life coordinator in the Honors College. She comes to ETSU from the Unicoi County School System, in which she was a K-12 teacher. She holds an M.Ed. degree and studied at Radford University and Concordia University, Portland, Oregon.

Dr. Lindsay Williams is an …

B2b Ewom On Alibaba: Signaling Through Online Reviews In Platform-Based Social Exchange, Zsófia Tóth, Mona Mrad, Omar S. Itani, Jun Luo, Martin J. Liu

Marketing Faculty Publications

Highlights

• The study explores buyers' signaling of observable and unobservable supplier characteristics on the Alibaba e-platform.

• Key B2B eWOM themes that the study identifies are: product/service quality, human touch, responsiveness, and resilience.

• Findings demonstrate that human touch is vital in B2B e-platform environments too, not only in physical reality.

• Buyers' signals aim at suppliers as well as at prospective buyers and implicitly buyers send signals about themselves too.

• Signaling Theory is applied to address the signaling process, while Social Exchange Theory informs relevant cost-benefit assessments.

Abstract

This study investigates the contemporary role of electronic word-of-mouth (eWOM) in business exchanges through …

Editor's Note, Marites Tiongco

DLSU Business & Economics Review

No abstract provided.

On Precaution Versus Covid-19: Are People Really Complacent?, Renz Adrian T. Calub

DLSU Business & Economics Review

As of this writing, the Philippines is experiencing a surge in COVID-19, a year after implementing nationwide lockdowns and curfews. Although vaccines are being shipped and rolled out, the country appears to be regressing, with hospitals being filled to the brim. Complacency has been the usual suspect, with the government blaming individuals and business establishments for not staying at home and for not observing the minimal health protocols. But are people really complacent? This paper develops a simple game to address such a question.

A Framework For Integrating Persons With Autism To The Workforce, Rosemary R. Seva, Ron R. Resurreccion, Alvin Neil A. Gutierrez

DLSU Business & Economics Review

Persons with Autism (PWAs) have unique skills and abilities to contribute to a productive workplace. Companies often do not hire them because these firms believe they have many limitations and that employing them would pose various challenges. This study determined the factors affecting the performance of PWAs, the challenges and benefits in employing them, and proposed a framework to guide employers in successfully integrating them in the workforce. A mixed-methods design was used with data collection tools such as video observations, focus group discussions and an organizational culture survey. Through the various data gathered, the challenges identified were the limited …

Happiness At Work: Seafarers’ Experience In A Maritime Company, Ana Liza Asis-Castro, Divina M. Edralin

DLSU Business & Economics Review

We investigated the person-level factors that influenced the degree of happiness at work of Filipino seafarers in a maritime company. We used the model of Fisher (2010) as the basis for the person-level dimensions, namely: (1) job satisfaction; (2) vigorous work engagement; (3) dispositional affect; and (4) flourishing at work. We investigated if job satisfaction would most significantly explain happiness in the workplace of the seafarers among all person-level dimensions. We also hypothesized that the bundle of person-level dimensions significantly influences happiness at work. We used descriptive and causal research designs and surveyed 229 randomly selected Filipino seafarers from one …

The Impact Of Adjustment, Agency, And Political Costs On Cost Stickiness Of Publicly-Listed Companies In The Philippines From 2009-2019, Angela Bianca N. Catalig, Charles Justin M. Decena, Maria Denise A. Franco, Ma. Colleen L. Ventura, Joy Lynn R. Legaspi

DLSU Business & Economics Review

Recent research shows that studying the traditional cost behavior within a firm may not be sufficient to fully understand the elements that influence management behavior. Studies have pinpointed a cost-related issue called “cost asymmetry,” which has gained the widespread name of “cost stickiness.” Researchers have explored factors that cause cost stickiness through three theories: adjustment cost theory, agency theory, and political process theory. This study seeks to determine the sticky cost behavior of three costs, namely cost of goods sold, selling, general and administrative expenses, and total cost of goods sold and selling, general and administrative expenses. It also aims …

2022-July-01-Etsu Dean Participates In Harvard Program, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Dr. Janna Scarborough, dean of the Clemmer College at East Tennessee State University, recently participated in a management development program at Harvard University.

Harvard University’s Management Development Program intends to help higher education administrators and senior leaders develop skills in management, administration and strategic direction. Topics of the program include leadership effectiveness, fiscal decision-making and equity and inclusivity.

“It was exciting and an honor to connect with so many dedicated higher education professionals from across the country and world, “Scarborough said. “The presenters were world-class and provided experiential opportunities to apply new ideas rooted in the challenges …

2022-July-01-Etsu Ballad Health Announce Buccaneer Building Blocks, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. – A baby’s first steps, a sweet smile or first words are among the milestones families will always cherish. Those treasured moments are just the beginning of so many dreams and new goals to achieve. Today, East Tennessee State University and Ballad Health held a news conference at Niswonger Children’s Hospital to announce a partnership that aims to create a foundation for the success of all children and their families across the Appalachian Highlands called Buccaneer Building Blocks. Welcome to the ETSU family.

 The initiative is dedicated to developing a strong support system for lifelong learning, …

2022-July-01-Etsu Professor Aiming To Enhance Basic Understanding Of Universe, University Marketing And Communication, East Tennessee State University

ETSU News

(Johnson City) East Tennessee State University’s Dr. Robert Pattie has won an impressive grant ultimately aimed at enhancing humanity’s basic understanding of the universe. 

The $320,000 grant, awarded by the National Science Foundation, will allow Pattie and several students in the university’s Department of Physics and Astronomy to travel to Los Alamos National Laboratory in New Mexico.

Detector testing built by ETSU students

But a considerable amount of the work – building equipment, simulating experiments and analyzing data – will happen on ETSU’s main campus over the next three years.   

Pattie works in the world of subatomic physics, and has …

2022-July-01-Etsu Scholar Publishing On Trauma During Covid-, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. – Because of the COVID-19 pandemic, researchers are working through an important question: How do we teach and learn during a crisis?  

Scholars at East Tennessee State University are at the forefront of that conversation.

Dr. Phyllis Thompson

 A “gift to higher education,” as one reviewer put it, the book “Lessons from the Pandemic: Trauma-Informed Approaches to College, Crisis, Change” is garnering acclaim. Most recently, it was featured in an article published in The Chronicle of Higher Education.

This timely work is edited by Dr. Phyllis Thompson, an associate professor in the Department of Literature and Language …

2022-July-01-Wykoff Named Journal Of Appalachian Health Editor, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – The dean of East Tennessee State University’s College of Public Health is the new editor-in-chief of the Journal of Appalachian Health.

The first issue edited by Dr. Randy Wykoff is forthcoming. The online journal publishes quarterly and has featured numerous articles by ETSU faculty since its inception in 2019.

The journal contains peer-reviewed research articles, as well as editorials, commentary, book reviews, letters to the editor, news briefs and more focused on work being done to improve the health of people throughout Appalachia. It is available to read without charge. Dr. Randy Wykoff, founding dean of the …

2022-July-01-Meet Francis Murillo, University Marketing And Communication, East Tennessee State University

ETSU News

“They fought for us. We should be fighting for them.” 

East Tennessee State University graduate student and United States Army veteran Francis Murillo has always had her sights set on helping others. While she is currently working on her master’s degree in clinical mental health, the story of her passion traces its beginning to nearly a decade ago. After receiving her bachelor’s degree in psychology with a minor in social work from the College of Arts and Sciences, Murillo felt called to join the Army.

“I didn’t know I wanted my master’s until I deployed,” recalled Murillo. “But when I …

2022-July-01-Colleges Inform Discussion That Led To Tobacco Regulation Bill, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. – Faculty in East Tennessee State University’s College of Public Health and College of Business and Technology helped inform discussions leading to the recent passage of SB 2219/HB 2705 in the Tennessee legislature.

This bill, which took effect July 1 after receiving Gov. Bill Lee’s signature on June 1, removes preemption of tobacco regulation in the state and exemption of age-restricted venues, such as bars, from smoke-free policy. Removal of preemption allows local governments to regulate the use of smoking and vapor products in age-restricted venues that are not retail tobacco stores. Previous law allowed local …

2022-July-01-Etsu's Archives Of Appalachia Digitizes Black History Collection, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – There’s a 47-minute VHS recording that features an interview with the 1964 class of Langston High School, a now closed institution that served Johnson City’s Black students beginning in the 1890s. A 1985 masonic newsletter, as well as a 1981 Kingsport Times-News article about the Pro-To Club, a non-profit corporation aimed at promoting the welfare of the region’s Black population, is there, too.  

Given to the university more than 20 years ago, the Langston Heritage Group Collection includes a wealth of historical information about Black churches, schools, civic clubs and organizations throughout Washington County from the end …

The Examination Of Psychophysiological Effects Of Multisensory Imagery Marketing Strategy. A Triangulation In 3 Studies, Sasawan Heingraj

Theses and Dissertations

Multisensory imagery marketing strategy has been extensively suggested to be one of the advertising strategies that can generate long-term brand awareness, brand image, and authentic experience in a highly competitive market condition. This dissertation explored the psychophysiological effects of multisensory imagery marketing strategy on consumers' attitudes. Results from study 1 suggested that consumers’ masculine-feminine self-concept played an important role when evaluating multisensory imagery marketing messages. Specifically, consumers who exhibited a lower degree of masculine self-concept and those with feminine self-concept were likely to evaluate multisensory imagery marketing messages more positively than their higher masculine self-concept counterparts. We also found that …