Marketing Commons^™

Supply Chain And Warehouse Management Strategies In The Western Pa Grocery Industry, Alan D. Smith

Atlantic Marketing Association Proceedings

No abstract provided.

What’S In A Name? Public Perceptions Of Multi-Level Marketing, Robert A. Peterson

Atlantic Marketing Association Proceedings

No abstract provided.

You Won’T Believe What She Looks Like Now! Celebrity Clickbait And The Knowledge Gap, Cynthia B. Hanson

Atlantic Marketing Association Proceedings

No abstract provided.

Convincing Consumers To Get Jabbed Through Health Message Framing, James Reardon, Joseph French, Mike Martin, Anita Radon

Atlantic Marketing Association Proceedings

No abstract provided.

Design And Implementation Of A Customer Retention And Voice Ai System For El Nopal, Brando Medina

Undergraduate Theses

This Honors Applied Thesis documents the design and implementation of a live Customer Retention and Voice AI System for El Nopal, a full-service restaurant, to improve customer follow-up, routine communication handling, and cross-channel engagement. The project was developed for El Nopal’s Tyler Center location on Taylorsville Road and focused on building a practical artifact rather than primarily evaluating long-term business outcomes. The completed v1 system consists of three modules: a Customer Retention System centered on a QR-based VIP rewards workflow, a Voice AI System for routine phone support, and a Cross-Channel Integration Layer that connects voice interactions to CRM-based SMS …

Raffe Studio, Inc. Repositioning To Meet The Evolving "Influencer" Industry, Eryn V. Oft Ms.

Atlantic Marketing Association Student Proceedings

Synopsis - Since 2001, the music business Raffe Studio, Inc. (formerly Raffe Reeds) has served music communities as a multifaceted bassoon corporation. Raffe Studio is nestled in the foothills of Alabama between Atlanta and Birmingham. The founder, Eryn Oft, began the organization to cultivate growth in local music communities through educational outreach, professional performances and the sale of music materials. In 2014, Raffe Studio realized a larger global need. The organization expanded the products and services available and increased social media marketing. As platforms have evolved, Raffe Studio has recognized a need to reposition the corporate marketing strategy to better …

Geofencing In Tourism & Recreation: A Revolution In How Marketing-Centric Data Is Collected & Employed?, Aubrey B. Whiddon

Atlantic Marketing Association Student Proceedings

This study aims to delve into, analyze, and ultimately divulge what geofencing technology is and decipher whether it is an effective tool to employ in making marketing decisions. Geofencing, a location-based service that triggers actions based on visitors’ real-time location, has revolutionized tourism marketing, enhanced visitor experiences, and facilitated crowd management. Additionally, this research analyzes a study that was conducted with the purpose of proving the validity and accuracy of geofencing. This study compares primary data to data collected through Placer.AI, a geofencing platform, and how the findings from both collection methods are highly correlated.

Ideal Leadership And Marketing Strategies During Times Of Transition, Kaia S. Thomson

Atlantic Marketing Association Student Proceedings

This study investigates the effects of transitional leadership in an organization on marketing strategies. The qualitative research, gathered through semi-structured interviews with four leaders at different stages of transition, highlights key themes such as the development of trust, adaptability, relationship-building, and the importance of gradual change. The results suggest that the most successful leaders in transition prioritize humility, respect the history of the firm, and focus on developing relationships with stakeholders. Further, these leaders focus marketing strategies on the core products or services of the organization to better understand customer preferences and create long-tern relationships. The study indicates that successful …

Overconsumption And The Role Of The Marketer, Anchiella Angelle

Atlantic Marketing Association Student Proceedings

Consumers value ethical brands and are willing to pay more and repurchase from companies that hold similar values. Consequently, overconsumption initiatives from companies have been shown to benefit brand image and can lead to increased sales due to increased trust. Younger generations, particularly Gen Z and Millennials, are showing a preference for CSR and ESG claims. For this research, a study was carried out with 111 participants to measure repurchase intentions given an impulse purchase from an ethical, neutral, and unethical company. From the study conducted, it was shown that participants have a higher intention to repurchase a product from …

Symbolic Consumption As Self-Preservation: Psychological Vulnerabilities And Identity Repair In Low-Income Luxury Consumers, Aaliyah W. Wilkerson

Atlantic Marketing Association Student Proceedings

This extended abstract presents a conceptual study exploring why low-income consumers engage in luxury fashion consumption despite financial limitations. The research reframes these purchases as emotionally driven acts of identity repair, introducing the constructs of perceived social identity lock-in and moral self-validation to explain how consumers cope with exclusion and affirm self-worth through symbolic consumption. A conceptual model is proposed and a sequential mixed-methods design is outlined for future empirical testing. This work contributes to Transformative Consumer Research by centering emotional coping in aspirational consumption and offers practical insights for inclusive, dignity-based branding strategies.

Formula 1 In The United States: A Model For Growing International Sports In U.S.?, Kate Meg Eagan, Matthew Lastner, Brian Kinard

Atlantic Marketing Association Student Proceedings

Formula 1 (F1) has grown exponentially in popularity with American audiences in the past several years, in large part by deploying modern marketing practices that are reshaping the perspective of motorsport in the U.S. Marketing experts have credited this growth to marketing practices such as the launch of a Netflix docuseries, “Drive to Survive,” which offers a dramatized retelling of the season and grants viewers a behind the scenes glimpse of the sport. As a next step, F1 is funding a major motion picture named for the sport starring Brad Pitt. Despite evidence that these practices have benefitted F1, other …

Spatial Future Ahead! Augmented Reality And Anticipated Life Consequences, Sergio Barta, Reto Felix, Chris Hinsch, Mahdokht Kalantari, Nina Krey, Philipp A. Rauschnabel

Marketing Faculty Publications

Purpose: This study explores how initial exposure to immersive spatial computing experiences using AR headsets generates lasting inspiration and shapes consumers expected long-term life consequences (i.e., enhancement of reality, perceived substitutability and social impact).

Design/methodology/approach: The study uses a time-lagged research design based on 148 first-time users of spatial computing devices (AR headsets). Respondents were interviewed once shortly after being exposed to AR and a few days later. Data is analyzed using partial least squares structural equation modeling (PLS-SEM).

Findings: Users' immediate “inspired-by” experiences predict increased “inspired-to” intentions days later. Such inspiration translates into anticipated consequences such as virtually customizing …

A Framework For Integrating Content Marketing And Social Media Engagement For More Effective University Branding, Julie M. Pharr

Atlantic Marketing Association Proceedings

No abstract provided.

Snip Or Skip? Consumer Attitudes And Marketing Message Development For Spay/Neuter Efforts, Rebecca Burcham

Atlantic Marketing Association Proceedings

No abstract provided.

The Demise Of A Nostalgic Brand: The Case Of The Hudson’S Bay Company, Jon Littlefield

Atlantic Marketing Association Proceedings

No abstract provided.

How Can Natural Language Processing Help Examine Branding Strategies? Evidence From U.S. Nonprofit Healthcare Brands, Jae Hwan Lee, Jiyoon An

Atlantic Marketing Association Proceedings

No abstract provided.

From A Racial Reckoning To Retrenchment: A Longitudinal Analysis Of Retailers’ Corporate Sociopolitical Activism Messaging, Whitney Ginder, Olivia Johnson

Atlantic Marketing Association Proceedings

No abstract provided.

Damned If You Do, Damned If You Don’T: Booking Channel Attribution In Hospitality, Retail, And Food Services, Scott M. Widmier

Atlantic Marketing Association Proceedings

No abstract provided.

Service Quality Assessment Of Disparate African American Heritage Trails Using The Servqual Model, Jerome Christia

Atlantic Marketing Association Proceedings

No abstract provided.

When Digital Engagement Builds Trust: Exploring Buyer Responses To Salesperson Social Media Use, Chris Nelson, Lauren Atchley

Atlantic Marketing Association Proceedings

No abstract provided.

Illuminating Key Teamwork Skills With Case Studies To Increase Student Satisfaction, Kelly Green Atkins, Michelle S. Freeman

Atlantic Marketing Association Proceedings

No abstract provided.

Beauty In The Ai Of The Beholder: Exploring Human And Machine Assessment Of Creative Work, Melissa Clark

Atlantic Marketing Association Proceedings

No abstract provided.

Building Career Readiness In A Marketing Research Classroom, Elizabeth C. Alexander

Atlantic Marketing Association Proceedings

No abstract provided.

More Insight, More Impact: Co-Teaching As A Catalyst For Engagement In Sales Education, William Bergman Mr., Jeffrey Carlson Dr.

Atlantic Marketing Association Proceedings

No abstract provided.

Exploring The Benefits Of Marketing Certifications In Higher Ed, Michelle Carpenter

Atlantic Marketing Association Proceedings

No abstract provided.

Teaching Social Marketing Concepts Through Prosocial Behavior Lenses, Bela Florenthal

Atlantic Marketing Association Proceedings

No abstract provided.

Addressing The Genai Proficiency Gap In Marketing Education: A Multi-Dimensional Assessment Framework, Denny Mccorkle, Memo Diriker, James Reardon

Atlantic Marketing Association Proceedings

No abstract provided.

Slowing Down Fast Fashion With A Closet Inventory Project, Melissa Clark

Atlantic Marketing Association Proceedings

No abstract provided.

Preventive Health Care Information Acquisition Via Social Media: A Generational Cohort Analysis, Terry Stringer Damron, Joe Cangelosi

Atlantic Marketing Association Proceedings

No abstract provided.

Generational Differences In Smartphone Health App Use, Terry Stringer Damron, Joe Cangelosi

Atlantic Marketing Association Proceedings

No abstract provided.