Marketing Commons^™

Salesperson Moral Identity And Value Co-Creation, Omar S. Itani, Larry Chonko, Raj Agnihotri

Marketing Faculty Publications

Purpose

The purpose of this study is to examine the role of salesperson moral identity centrality in value co-creation. This study identified and tested an extended identity-based formation process of selling orientation, customer orientation and value co-creation. This was accomplished by examining the role of inclusion of others in the self and circle of moral regard in the mechanism through which moral identity centrality impacts selling orientation, customer orientation and value co-creation, taking into account the contingency role of salesperson self-construal.

Design/methodology/approach

An extended identity-behavior model grounded in identity theory and the social-cognitive perspective of moral identity centrality was tested. …

2022-February-02-Etsu Plans Events For Black History Month, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (Feb. 2, 2022) – East Tennessee State University will celebrate Black History Month in February with a range of events, school officials announced.

Dr. Daryl Carter

“At ETSU, we are proud to stand for diversity and inclusion,” said Dr. Daryl Carter, a professor of history, associate dean and director of the Black American Studies Program. “The Black American Studies Program is thrilled to support these initiatives, and I encourage students, faculty, staff and members of the community to consider attending what events they can.”   

Here’s a look at some of the events:  

• Starting at noon on …

How Do You Measure A Brand’S Value?, Samir Dixit

Perspectives@SMU

There is an ISO standard, and a brand could be worth more than you initially thought

Research On Ternary Brand Trust Components In The Inter-Sphere Culture Context: Chinese Brands In Indian Market, Yan Han

Fordham Dissertations and Theses

In the information age, the cultural perspectives associated with brand trust have undergone fundamental changes. Hyperconnectivity in the digital era has transformed social interaction between consumers and firms, leading to the creation of a sphere between the digital spheres where brands construct cultural meaning and thereby influence community members in the spheres. This sphere is dynamic, and perpetually influenced by technology to reach an equilibrium where an inter-sphere cultural phenomenon is formed. The high volume and velocity of information generated with technological advances have led to the blurring and broadening of brand boundaries to create mega-sized brand communities, …

The Role Of Entitlement And Perceived Resources In Gratitude’S Effect On Materialism: Longitudinal And Situational Effects, Hyunjung Crystal Lee, Sunaina Chugani, Jae-Eun Namkoong

Marketing Faculty Publications

Gratitude plays a prominent role in marketing and consumer behavior. Yet, limited causal evidence has demonstrated how gratitude works or how gratitude-based marketing influences purchase decisions. We address this gap using four studies. Studies 1 and 2, both longitudinal experiments, illustrate that gratitude reduces materialistic values by decreasing entitlement and perceived resource scarcity. Studies 3A and 3B examine the effect of gratitude on materialism in a marketing context and illustrate that gratitude-based campaigns can shift consumer preference away from material goods and toward experiential purchases. Our findings suggest that gratitude-based marketing efforts reduce materialistic values and purchases and promote experiential …

2022-February-01-Etsu Sponsoring Free Media Skills Workshop, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (Feb. 1, 2022) – The Department of Media and Communication at East Tennessee State University, in conjunction with the College of Arts and Sciences Council of Equity and Inclusion, will present a free media skills workshop by Karen Noble, casting executive, on Wednesday, February 2, 2022, at 7 p.m. via Zoom.

Noble has managed casting for ABC Television Group and the Walt Disney Company. Her workshop will offer advice for casting films and working with talent. Along with demystifying the inner workings of the casting world, Noble’s workshop will cover ways to consider equity and …

2022-February-01-Etsu Innovation Lab Member Purchases Cove Ridge Marina And Campground, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (Feb. 16, 2022) – Ben Arnold, an East Tennessee State University Innovation Lab member, recently finalized the purchase of Cove Ridge Marina and Campground in Butler, Tennessee.

In August of 2021 his group, Cove Ridge Holdings, LLC, finalized the purchase of Cove Ridge Marina and Campground located on Watauga Lake. Arnold said their plans for 2022 include adding pontoon and kayak rentals, adding additional covered slips, hosting a variety of events including live music, food trucks, wine and beer tastings, and much more.

Photo by MK Photography

“The ETSU Innovation Lab has been a critical piece of …

2022-February-01-Slide Into Summer: Etsu Summer Session Allows Students To Break Ahead To Graduation, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. – Registration for Summer Session classes will soon begin at East Tennessee State University, allowing students to stay on track or complete goals ahead of schedule during their academic journey to graduation.

Current ETSU students can register through Goldlink for the courses they want to take. Registration begins April 4, 2022. Summer Session has six sessions from which to choose from, allowing students to take advantage of convenient options to complete up to 18 credits. Additionally, registration for classes continues up until the day before the course is scheduled to begin.

Students will have access to more …

2022-February-01-University School Applications 2022-2023, University Marketing And Communication, East Tennessee State University

ETSU News

(Feb. 1, 2022) JOHNSON CITY, Tenn. – Admissions for the 2022-2023 academic school year at University School have opened up, and applications will be accepted through Feb. 28, 2022.

 As a public K-12 school, there are no tuition fees associated with enrollment. However, there may be some academic fees where applicable. A list of fees can be found on the “Academic Fees” section of the University School web page. 

For your child to be eligible for kindergarten, they must turn 5 years old by Aug. 15, 2022. The kindergarten and grades 1, 2, and 3 enrolls 20 students, …

Short-Term Rental Versus Small Hotel Industry Amid Covid-19 Pandemic: What Drives Millennials’ Accommodation Choices?, Tammy Wee, Melissa L. S. Liow

Journal of Global Hospitality and Tourism

This paper aims to establish the motivation factors behind the accommodation choices made by millennials for stays at short-term rental properties and small hotels amidst the COVID-19 pandemic, a topic that remains under-represented in the hospitality and tourism literature. Using data from a survey of 145 millennials who stayed at an Airbnb property and a small hotel in the past year, a non-parametric test was utilized to compare six motivation factors that affect millennials’ accommodation choices, guided by the push-pull motivational framework. The Wilcoxon signed-rank test results showed that the millennials significantly considered price and reviews as their common pull …

Reconsidering Services Marketing As A Discipline, Mark S. Rosenbaum, German C. Ramirez

Journal of Global Hospitality and Tourism

This viewpoint suggests that foundational theories and concepts which characterize the services marketing discipline may no longer be valid due to the global pandemic. The authors discuss the impact of the Great Resignation on both consumers and organizations and posit that many consumers now accept lower levels of service offerings and performance. They further question whether organizations will ever return to pre-pandemic service levels. Further, the authors contend that the discipline’s focus on employee-customer relationships has now shifted to customer-technology exchanges and that human interactions, in many service exchanges, are diminishing in importance. The authors put forward future research questions.

Direct-To-Consumer Genetic Testing And Its Marketing: Emergent Ethical And Public Policy Implications, Alexander Nill, Gene R. Laczniak

Marketing Faculty Research and Publications

This paper provides a marketing ethics analysis that addresses the practice of selling genetic tests (GT) directly to the consumer (DTC). It details the complexity of this emergent sector by articulating the panoply of evolving ethical/social questions raised by this development. It advances the conversation about DTC genetic testing by reviewing the business and healthcare literature concerning this topic and by laying out the inherent ethical complications for consumers, marketers, and regulators. It also points to several possible public and company policy adjustments. Because this area is relatively new and incredibly dynamic, its current discussion is necessarily an exercise in …

Still Doing What “Nintendon’T”: The Saga Of The Sega Master System In Brazil, Philippe Chauveau

Publications

Brazil is a large and established video game market. In 2015, it was the 5th largest gaming population globally (DiChristopher, 2014), and Brazilians game an average of 1:17 per day (on par with the United States; Clement, 2021). These numbers are encouraging for game developers, who see Brazil as a lucrative gaming market (“The Brazilian Gamer,” 2017). Home console sales in the country have been rising since 2015 (Nogueira, 2020), mostly dominated by Nintendo, Sony, and Microsoft (Vailshery, 2021). However, unique to Brazil is the lasting success of SEGA, a company that despite not producing a new model console since …

A Dynamic System Of Job Performance With Goals And Leadership Changes As Shocks, Christopher R. Dishop, Valerie Good

Peer Reviewed Articles

Two consistent predictors of salesperson job performance include goals and leadership. Much of the research related to these domains, however, has two limitations. First, it is removed from an understanding of how effects operate when performance is viewed as a dynamic system, or a construct with inherent feedback loops and a tendency to ebb and flow over time. Second, it focuses on leadership behaviors rather than leadership changes (i.e., experiencing a change in one’s supervisor), even though employees in today’s workforce often experience the event of having a leader replaced. We extend this literature by establishing and testing a theory …

2022-February-01-'Learn, Grow, Eat, And Go', University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (Feb. 2022) – Fourth- and fifth-grade students at Washington County’s Sulphur Springs Elementary School have learned about both gardening and nutrition in the fall of 2021 through a joint effort of East Tennessee State University’s College of Public Health and UT Extension Washington County.

'Garden in a Box'

This raised garden bed with mature greens at Sulphur Springs School is part of the "Learn, Grow, Eat and Go" program that not only teaches young students about planting, tending and harvesting plants, but also about food preparation and eating a balanced diet.

Pictured at top: ETSU public health …

2022-February-01-Meet Caleb Vaughn, University Marketing And Communication, East Tennessee State University

ETSU News

Caleb Vaughn, one of the stars of the upcoming production “Straight White Men” and an aspiring lawyer, has found many parallels between performing on stage and delivering an argument in court. The topic interests him enough that he’s considering it for his honors thesis.                                                 

“The crossover between the courtroom and performing is actually one I’ve given a lot of thought to,” says Vaughn. “How is performing on a stage similar to standing up in front of people in a courtroom presenting cases? The ability to speak to people, persuade people, be comfortable in that setting around people is …

2022-February-01-Fall 2021 Deans List, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – East Tennessee State University has announced the names of students who attained a grade point average qualifying them for inclusion in the dean’s list for fall 2021.

To receive this honor, undergraduate students must successfully complete a minimum of 12 hours of undergraduate coursework with no grade below ‘B-’ in any course taken, and a grade point average of at least 3.5 on a 4.0 scale. Students from the Bill Gatton College of Pharmacy must successfully complete a minimum of 12 hours and earn a grade point average of at least 3.5 or above with no grade …

Designing Persuasive Voiceover Narration In Crowdfunding Videos, Hannah H. Chang, Anirban Mukherjee, Amitava Chattopadhyay

Research Collection Lee Kong Chian School Of Business

Across four studies (real-world datasets and controlled experiments), we find that consumers who heard a persuasive message voiced by multiple narrators (vs. one narrator) would be more receptive to the new product in crowdfunding videos and video ads.

Describing Rosé: An Embedding-Based Method For Measuring Preferences, Anirban Mukherjee, Hannah H. Chang

Research Collection Lee Kong Chian School Of Business

In this paper, we present a novel preference-measurement method for experiential products and develop a novel embedding-based utility model to value product attributes and attribute-levels from participant choices between products described in (unstructured) prose.

2022 February, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for February of 2022.

The Impact Of Single Versus Multiple Narrating Voices In Persuasive Videos, Hannah H. Chang, Anirban Mukherjee, Amitava Chattopadhyay

Research Collection Lee Kong Chian School Of Business

Broadcast videos often visually depict a product with one or more narrators providing the voice-over to discuss its features and benefits. Examples of broadcast videos include product videos and video advertising, which have become increasingly prevalent and important in consumer decision making in today’s marketplace (Think with Google 2019). Despite the importance of sound and voice on people’s behavior, existing research has placed relatively little emphasis on understanding the influence of narrator’s voice in effective communications (cf. Dahl 2010).

How You Look Is Who You Are: The Appearance Reveals Character Lay Theory Increases Support For Facial Profiling, Shilpa Madan, Krishna Savani, Gita Venkataramani Johar

Research Collection Lee Kong Chian School Of Business

People are excessively confident that they can judge others’ characteristics from their appearance. This research identifies a novel antecedent of this phenomenon. Ten studies (N = 2,967, 4 preregistered) find that the more people believe that appearance reveals character, the more confident they are in their appearance-based judgments, and therefore, the more they support the use of facial profiling technologies in law enforcement, education, and business. Specifically, people who believe that appearance reveals character support the use of facial profiling in general (Studies 1a and 1b), and even when they themselves are the target of profiling (Studies 1c and 1d). …

2022-January-31-Acclaimed Storyteller Will Present At Etsu, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (Jan. 31, 2022) – The East Tennessee State University Storytelling Program is proud to present internationally-acclaimed storyteller Charlotte Blake Alston for two evenings of solo performance on Feb. 8 and 10 at 8 p.m. in the Mathes Recital Hall in Mathes Hall on the ETSU main campus. Each evening will feature a talkback – a time for the audience to engage with Alston. Both events are free and open to the public.

 “Six-Triple-Eight” is the story of the African American 6888th Battalion of the Women’s Army Auxiliary Corps in World War II – the first female battalion …

2022-January-31-Etsu Offers Free Services To Help With Financial Aid, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (Jan. 31, 2022) – February is Financial Aid Awareness Month, and the East Tennessee State University community wants current and potential students to know about the resources available to them.

“The financial aid process may seem intimidating,” said Catherine Morgan, director of the Office of Financial Aid and Scholarships at ETSU. “Here at ETSU, we have dedicated experts, as well as online tools, to help you succeed.” 

Filing the 2022-2023 Free Application for Federal Student Aid, also known as the FAFSA, is the critical first step, officials said. The FAFSA is a student’s gateway to all …

2022-January-31-Nursing Receives Grant For Etsu Health Community Health Centers, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Jan. 31, 2022) – East Tennessee State University’s College of Nursing recently received a $569,025 grant that will allow the ETSU Health Community Health Centers to increase and improve services at clinics in Hancock County and Johnson City.

The Health Resources & Services Administration grant is part of the American Rescue Plan funding.  

“These funds will help our health centers accomplish our mission by providing much-needed upgrades and repairs to some of our facilities,” said Silas Tolan, executive director, Office of Practice. “In particular, these funds will allow us to expand our reach to the community in Hancock …

2022-January-28-Social Justice Concepts Focus Of Etsu Scholars Talk, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (Jan. 28, 2022) – Dr. Brittany Wilkins of the Social Work Department at East Tennessee State University will open a discussion about using popular culture to encourage student participation in the classroom in “Teaching Social Justice Concepts Using Popular Culture as a Metaphor: Harry Potter” at noon on Wednesday, Feb. 2, via Zoom. The live stream can be viewed here: etsu.zoom.us/j/93629427984.

This free virtual talk is part of the “WGS on Wednesdays” series sponsored by the ETSU Women’s, Gender, and Sexuality Studies Program.  

Drawing from Dr. Brent Satterly’s work on “the pedagogy of fandom,” Wilkins …

An Investigation Of The Personality Traits That Could Identify Vulnerable Young People Who Will Be Susceptible To Undue Influence By Social Media Influencers (Smis) - Edi Research And Practice Showcase 2022 Presentation, Charles Alves De Castro, Isobel O'Reilly, Aiden Carthy

Other Resources

The annual EDI (Equality, Diversity and Inclusion) Research & Practice showcase is a platform for researchers and practitioners at TU Dublin to present and discuss their work on EDI related issues. Supported by the AIB Research Centre on Inclusive and Equitable Cultures (RINCE), this event aims to provide a forum for exchanging knowledge and experiences of EDI in research and in higher education institutions, to promote interdisciplinarity and to encourage future collaborations.

2022-January-27-Etsu Music's 'Reed Day' Is Feb 19, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (Jan. 27, 2022) – One of the Mid-Atlantic’s most celebrated chamber music groups is coming to East Tennessee State University. 

The Atlantic Reed Consort will be featured during the ETSU Department of Music’s Reed Day, an event that goes from 9 a.m. – 4 p.m. on Saturday, Feb. 19, at the D.P. Culp Student Center. 

“We are proud to welcome students, amateurs of all levels, parents and band directors,” said Dr. Lisa Perry, an assistant professor in the department. “This will be a fun and instructive day of master classes, clinics and more.” 

The Atlantic …

2022-January-27-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:

Granger H. Butler is a library assistant in the Medical Library at the Quillen College of Medicine. Before coming to ETSU, he was a finance manager in the Ohio State University Department of Pathology. He holds an MBA degree from the University of Tennessee.

Dr. Richard M. Hough Sr. is a professor of practice in the Department of Criminal Justice and Criminology. He comes to ETSU from the University of West Florida, where he was a faculty member and earned his Ed.D. degree in …

2022-January-27-Enjoy Retirement, University Marketing And Communication, East Tennessee State University

ETSU News

Congratulations to the following members of the East Tennessee State University family who retired in December and January.  Thank you for your service!

Gordon Bailes – Professor, Department of Computing, 49 years of service

Mary Dave Blackman – Professor, Department of Music, 24 years of service

Jerrilyn S. Brehm – Instructor, College of Nursing Undergraduate Programs, 25 years of service

Polly Crowder – Advisor, University Advisement Center, 12 years of service

Angela J. Dixon – Information Research Technician, Department of Psychiatry and Behavioral Sciences, 5 years of service

Gloria K. Hurt – Custodian, Facilities Management, 15 years of service

James …