Marketing Commons^™

How To Create Your Online Ecommerce Store, Jamalia Henry

Honor’s College Freeman Research Journal

Toni Sorenson once said, "Weight loss doesn't begin with a dumb bell; it starts in your head with a decision." Starting a business begins with an idea but the decision is up to the person to bring it to reality. My thesis will discuss the beginning of a new journey in my life that I used as a route to create sustainable wealth; an outcome that transformed into a passion and business venture. In addition, discussing strategies and skills that will help one become an entrepreneur who may be in need of guidance.

"How to Start an Online Business" will …

"Can I Work With Your Group?" Assessing Preferences Among The Washington University In St. Louis Undergraduate Community Towards International Students In Classroom Group Formation, Marisa Ippolito, Aneesha Bandarpalle, Hank Michalski

Senior Honors Papers / Undergraduate Theses

Group formation is an integral component of the contemporary higher education experience. This begs the question of how students form groups: which aspects are most important, and what determines people’s preferences for group members. Specific incidents have indicated that some students, particularly international students, are not sure if they will be welcome when asking to join a class group. In this study, undergraduate business students were surveyed to understand their preferences when selecting group members, using conjoint analysis to analyze the results. Overall, (i) results show that the most important factor for people’s preferences is if a potential group member …

2019-Ap District Honor Roll - Washington County Schools, University School, East Tennessee State University, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2019-May-University School Receives Certificate Of Accreditation, University School, East Tennessee State University, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

You Might Just Surprise Yourself: When Will Consumers Purchase A Surprise Product As A Self-Gift?, Kelly Morrow

Business/Business Administration

Consumers are becoming increasingly self-oriented in their purchase and consumption behaviors. Self-gifts have proliferated on the market, especially self-gifts that contain an element of surprise, which can be seen with the rise in popularity of subscription boxes. Surprise has been found to enhance the function of self-gifts, but it can also result in post-purchase regret if the surprise did not meet consumer expectations. Typically, individuals consume self-gifts as forms of indulgences, rewards, and as mood-regulatory devices. Based on these findings, this paper examines the relationship between three mood conditions (positive, neutral, and negative) and consumers’ likeliness to purchase a surprise …

Creating Sustainable Brands: How The Green 4 Ps Influence Consumers' Attitudes Toward Brands, Julia Dipersio

Renée Crown University Honors Thesis Projects - All

I study the important brand-building relationship between consumer characteristics and the green 4 Ps that has been neglected in the literature: how the green marketing mix can work simultaneously to influence a consumer’s attitude toward a green brand with the goal of understanding how a green brand image is created. This study considers Information Integration Theory and Social Judgment Theory to assess how attitudes can be formed through the green 4 Ps. I collected data through a Qualtrics online survey from 185 respondents. Subsequent regression analyses in SPSS revealed certain strong relationships between select consumer characteristics and a positive attitudinal …

Emotional Bonds With Technology: The Impact Of Customer Readiness On Upgrade Intention, Brand Loyalty, And Affective Commitment Through Mediation Impact Of Customer Value, Atieh Poushneh, Arturo Z. Vasquez-Parraga

Marketing Faculty Publications

Drawing upon the Theory of Consumption Value, this empirical study developed a readiness-value model and examined the direct effect of customer readiness on customer value types and the mediation impact of perceived emotional and functional value toward products being used in the relationship between customer readiness and customers’ upgrade intention, customers’ loyalty intention toward the brands they are currently using and customers’ affective commitment toward their current service providers. Surveys obtained from 174 adult respondents were analyzed, and they show that customer readiness directly and significantly impacts all types of value: emotional, functional, social, monetary and epistemic. Perceived emotional value …

Cross Cultural Comparison Of Factors Driving Luxury Consumption, Claire Williams

Apparel Merchandising and Product Development Undergraduate Honors Theses

The global luxury market continued to grow to $313-318 billion in 2018 and the market is estimated to reach about $442 billion in sales by 2025 (Arienti, Levato, Kamel, & Montgolfier, 2018). Despite the rapid growth of the luxury market, factors influencing consumers’ perceptions and purchase intentions toward luxury brands remain under investigated. Researchers found consumers rely on extrinsic attributes such as country of origin (CoO) when purchasing luxury products. The mixed results of CoO effect in prior studies yield a need for further research. Therefore, the purpose of this study is to examine the effects of CoO and the …

Securing The Corporate Sustainability Advantage, Havovi Joshi

Asian Management Insights

The UN Global Compact is the largest sustainable business initiative in the world, with more than 70 local chapters that work with close to 10,000 companies, large and small, across the world. With 3,000 stakeholders, we are a true multi-stakeholder initiative. We were founded 19 years back by former UN Secretary-General, Kofi Annan, with a view to giving the organisation a human face. So Mr. Annan put forward Ten Principles relating to UN conventions—spanning human rights, labour, environment and anti-corruption. These principles constitute the foundation of what we think of as corporate sustainability, and all companies that join the UN …

Profit People And Planet, Havovi Joshi

Asian Management Insights

On behalf of the Editorial Board of Asian Management Insights, its authors and readers, I would like to thank our outgoing Editor-in-Chief, Dr Philip Zerrillo, who founded the magazine and invested signifi cant efforts to advance its profi le these past five years.

An Examination Of The Perception, Role And Impact Of Student-Led Clubs And Organizations On Student Development, Engagement And Success: A Small-Sample Study Of Extreme Users And Extreme Non-Users Using Service Innovation Methods, Bailey Coppedge

Honors Theses

The purpose of this study was, first, to research what involvement in student-led clubs and organizations (SLCOs) contributes to student development, engagement, and success. Second, to understand the perceptions that students at the University of Tennessee-Chattanooga have about SLCOs and their impact on the students’ development, engagement, and success. I posed three research questions: 1) What is the perception of SLCOs from the perspective of both uninvolved students and extremely involved students? 2) What drives students to become engaged in SLCOs? 3) What impact does involvement in SLCOs have on students’ development and success? My goal in conducting this research …

A Proposal And Potential Use-Case For The Transition From Gig City To Smart City, Andrew Cox

Honors Theses

Over the past decade, smart city concepts have been gaining attention from scholars, practitioners, and policy-makers in both developed and developing nations. A recent proliferation of publications has involved a multitude of disciplines, but have focused almost entirely on the potential for smart cities to change the way cities are managed, operated, and planned. However, there has been little published on the tangible benefits of a specific smart city initiative, nor many use-case studies following smart city initiatives. This paper aims to propose a transition from Gig City to smart city via technological advancement in the form of ICT to …

2019-May-Ucda Design Conference To Be Held At Etsu May 20-21.Pdf, College Of Arts And Sciences, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

The UCDA Design Education collobrative is a national summit that is designed for educators, chairs, and students, which continues an ongoing community specifically for graphic design educators with many opportunities for professional participation and development. The event will focus on the complexities of working with a community to solve design problems that address their needs and is seeking community collaborative projects that highlight successes, failures, best practices, and new models/conventions of working together in the classroom.

The design conference will be held in the Department of Art & Design at Ball Hall Monday, May 20 and Tuesday, May 21 from …

2019-May-Us News And World Report Ranks University School 9th Best High School In Tennessee, University School, East Tennessee State University, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2019-May-01-18- Undergraduate Research Competition, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2019-May-01-Aca Credential Courses, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Thinging : Powerful Objects., Tammy M. Burke

Electronic Theses and Dissertations

The works in "Thinging” are inspired by desire, the genuine and the false, systems of real and perceived values, the quest for immortality, the allure of things, our use of them to make ourselves, and imagining pasts and futures via objects. The following concepts are threaded through the work: cathexis, ritual as a value builder, collections, hoarding, display, object history, exchange, use, and sign values, and vibrant materiality. At the heart of my investigation is the quest to examine the origins of object power, and by what measures it can be evaluated: value from belief, market value, and something perhaps …

Meaningful Consumption: A Eudaimonic Perspective On The Consumer Pursuit Of Happiness And Well-Being, Aditya Gupta

College of Business: Dissertations, Theses, and Student Research

Prior research indicates that consumers often pursue happiness through the market and that their purchase choices can vary depending on how they define happiness. However, while prior research has tended to use a hedonic lens to frame happiness in terms of pleasure, the current investigation is one of the first to use a eudaimonic lens to frame happiness in terms of personal meaning or meaningfulness. The central goal of this dissertation, therefore, is to arrive at a stronger understanding of eudaimonic consumption. In this regard, findings from six experimental studies reveal that eudaimonic consumption differs from hedonic consumption on a …

The Evolution Of The Marketing And Branding Strategies For The National Parks, Blake Smith

Electronic Theses and Dissertations

Since the first national park Yellowstone was established, people from across the world have come to visit the natural wonders that our national parks have to offer. While much empirical research has been conducted concerning the marketing and branding strategies of non-profit organizations, government agencies, and tourism destinations; not much has been conducted on national parks. This research seeks to understand how our national parks have marketed and branded themselves over time and determine how marketing and branding will play a role in the development and conservation of the parks. This research was conducted utilizing in- depth methods such as …

Empirical Investigation Of Digital Strategies In Online Retail, Yong Chin Tan

Dissertations and Theses Collection (Open Access)

This dissertation examines digital strategies used by online retailers to engage customers and increase sales. The first essay investigates the impact of offering incentives to recapture lost sales from abandoned online shopping carts (i.e., customers adding items to their carts, but leaving without purchasing). Collaborating with an online fashion retailer, I conducted a randomized field experiment by manipulating the presence of incentives in recovery interventions. Findings reveal that incentives facilitate purchase conversion, but responsiveness to the incentives differs across various customer and cart characteristics.

In the second essay, I explore how retailers can leverage Augmented Reality (AR), a technology that …

The House That Credit Built: How Advertising Shaped A Culture Of Borrowing In The Decade Of Prosperity., Morgan Folden

Electronic Theses and Dissertations

This thesis is an examination of the visual rhetoric of the advertisements in 1920s America that encouraged consumers to implement payment plans to purchase commodities. It begins with an analysis of a standard advertisement found in a popular subscription journal and describes the ad’s reliance on an editorial-style layout to appeal to the rationality of the viewer, a theme common among marketing schemes of the surrounding decades. It uses an art historical approach to provide a new lens in studying capitalist economics and the provocative issue of empowerment versus confinement in the general visual representation of American housewives. The latter …

Building A Music Festival: Understanding Media Industry Lore, Madeline Edgmon

UNLV Theses, Dissertations, Professional Papers, and Capstones

Music festivals have become culturally salient within the new age of consumer participatory culture. Festivals fundamentally warrant a rite of passage by providing consumers a unique, all-encompassing experience. This critical media industry study examines the music festival industry and its’ usage of lore as industry held logics based off of perceptions of consumer wants and desires that calcify within the industry (Havens and Lotz, 2012). I contend three substantial and emergent lore in the music festival industry identified include millennials, experience economy, and prosumer culture. In addition, this thesis explores industry lore as various textual representations across social and physical …

2019 May, Morehead State University. Office Of Communications And Marketing

Morehead State Press Release Archive, 1961 to the Present

Press releases for May of 2019.

Consumers’ Reactions To Multiple Instances Of Negative Publicity: The Role Of Publicity Domain Similarity, Berna Basar

Dissertations, Theses, and Capstone Projects

Although it is very typical for consumers to be exposed to multiple instances of negative publicity about a brand, existing research has focused on consumers’ reactions to one-time negative publicity instances. Given the important role of self-brand connection in consumers’ reactions to negative brand-related information, the current study investigates how consumers with different self-brand connection levels react to multiple instances of negative publicity in a single domain versus across different domains. Specifically, I suggest that consumers with high self-brand connection might be defense motivated, which in return, might result in justification of one-time instances unless consistency in behavior is signaled. …

Fashion Merchandising: An Augmented Reality, Naeha A. Sayed

Dissertations, Theses, and Capstone Projects

There is a continuous and constant transformation in the field of Augmented Reality (AR), both in the Retail, and the Manufacturing sector. It has started to influence everything from fashion runway shows to online shopping. Consumers dynamics have shifted in the fashion industry, the ways becoming more dominant than the old observant ones- the simple buying experience no longer satisfies them. Due to the emergence of the new digital platforms and technological enhancements, the consumers are looking for more- be it a more exciting buying experience or more user interaction or more enhanced products. This technological change starts with the …

The Effect Of Rating Dispersion On Purchase Of Experience Goods Based On The Korean Movie Box Office Data, Lian Chen, Kang Jun Choi, Jae Young Lee

Asia Marketing Journal

Online platforms often provide rating information to customers to relieve the uncertainty they encounter when purchasing experience goods. Prior research has focused mostly on the roles of rating volume and the valence of an average rating among the various possibilities. However, less frequently investigated is the effect of rating dispersion, which may be associated with uncertainty regarding how well a product fits a customer’s personal preference, on new trials of experience goods. In this study, we examine the effect of rating dispersion on new trials of experience goods and identify the conditions which intensify or reduce the effect. Empirical analyses …

Social Identity And Regulatory Focus, Sangwoo Park, Dakyeong Heo, Dongwoo Shin

Asia Marketing Journal

To investigate the interplay between individual and collective self-regulations, the authors propose a dialectic process that describes the changes in the locus of self-regulations between individual self and collective self. The results from three studies display a strong support for the two sets of hypotheses drawn from the proposed process. Our findings demonstrate that consumers can move the locus of self-regulation from individual-self to collective-self when a social identity is activated (preliminary study and study1). Further examination of regulatory swing between individual and collective regulatory orientations revealed group identification as a key variable in determining the locus of self-regulation (study2). …

The Effect Of Inclusion Versus Exclusion On Consideration Set Size, Sarah Heeju Lee, Se-Bum Park

Asia Marketing Journal

A great deal of research has explored individuals’ attempts to simplify choices by constructing a consideration set. This research aims to investigate which construction strategy, either inclusion or exclusion, is more likely to be adopted and how the adoption of a particular construction strategy can affect consideration set size while identifying the moderating role of chronic indecisiveness in the construction process. The findings of Study 1 indicate that individuals are more likely to adopt an inclusion strategy to reduce a consideration set to a more manageable size, and that an exclusion strategy results in a larger consideration set. In Study …

Submission Information Etc.

Asia Marketing Journal

No abstract provided.

Genesis Standing Alone As A Luxury Sedan Brand In The U.S. Market, Hyerin Ryu, Sunkyu Jun

Asia Marketing Journal

A decade has passed since the first generation of Genesis was launched in the U.S. with the plaque of Hyundai-Genesis. Genesis Motors was separated from Hyundai Motor in 2015, and has struggled to have the Genesis stand alone in the competitive U.S. luxury sedan market. The present case study aims to find challenges facing the Genesis, which Hyundai has positioned as a luxury sedan competing against conventional luxury brands such as BMW, Mercedes-Benz, and Lexus; evaluate Genesis Motors’ strategic response to meet these challenges; and explore an alternative positioning strategy. Specifically, the present case study addresses barriers against the Genesis’ …