Marketing Commons^™

How Some New Products Succeed While Others Flop, Singapore Management University

Perspectives@SMU

The Ford Edsel, the Apple Newton and New Coke are all well-known examples of product launch failures.

The Role Of Normative Marketing Ethics, Gene R. Laczniak, Patrick E. Murphy

Marketing Faculty Research and Publications

This essay highlights the importance of normative thinking in marketing ethics and proposes avenues for future research. It begins with contrasting positive and normative ethics. Then, a brief discussion of the literature in the field is included. Arguments offered by those who tend to avoid normative analysis are examined. Four types of normative ethical theories are presented: consequentialism, duty-based ethics, contract-based morality, and virtue ethics. The essay concludes with seven future research directions for normative marketing ethics and customer-brand relationships.

A Product Affinity Segmentation Framework, Lili Zhang, Jennifer Priestley, Joseph Demaio, Sherry Ni

Published and Grey Literature from PhD Candidates

Product affinity segmentation discovers the linking between customers and products for cross-selling and promotion opportunities to increase sales and profits. However, there are some challenges with conventional approaches. The most straightforward approach is to use the product-level data for customer segmentation, but it results in less meaningful solutions. Moreover, customer segmentation becomes challenging on massive datasets due to computational complexity of traditional clustering methods. As an alternative, market basket analysis may suffer from association rules too general to be relevant for important segments. In this paper, we propose to partition customers and discover associated products simultaneously by detecting communities in …

2019 February, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for February of 2019.

Support For Resettling Refugees: The Role Of Fixed Versus Growth Mind-Sets, Shilpa Madan, Shankha Basu, Aneeta Rattan, Krishna Savani

Research Collection Lee Kong Chian School Of Business

In six studies (N = 2,340), we identified one source of people’s differential support for resettling refugees in their country—their beliefs about whether the kind of person someone is can be changed (i.e., a growth mind-set) or is fixed (i.e., a fixed mind-set). U.S. and UK citizens who believed that the kind of person someone is can be changed were more likely to support resettling refugees in their country (Studies 1 and 2). Study 3 identified a causal relationship between the type of mind-set people hold and their support for resettling refugees. Importantly, people with a growth mind-set were more …

You Want More When You Have Something In Your Hand, Hakkyun Kim, Youngjee Han, Eunmi Jeon

Asia Marketing Journal

In this research, two studies show that the bodily experience of holding objects in the hand is tied to the mental concept of acquiring material wealth. Holding objects in the hand (a) increased people’s desires for possessing fairly luxurious goods (Study 1) and (b) made people judge a controversial issue (e.g., “sweatshops” run by global companies) more favorably based on wanting to generate more wealth for individuals and society rather than on humanitarian concerns (Study 2). These results provide evidence that the bodily experience not only helps to represent an abstract concept but also can shape attitude and judgment congruent …

Labeling And Customer Loyalty, Zheltauova Gulzira, Sang-Lin Han

Asia Marketing Journal

The purpose of this study was to analyze the brand loyalty formation by positive labeling. Affecting such factors as involvement, self-image, community engagement, preference, and choice cutback, positive labeling can be seen as one of psychological factors that shapes consumer’s behavior and their decision.
This study was carried out because little research was done to examine the influence of positive labeling toward brand loyalty, and also to find out the benefits that consumers can get from being labeled in positive terms.
Data were collected through survey questionnaire and 151 usable responses were used. Following a series of pretests and confirmatory …

Asia Marketing Journal Vol.20 No.4 목차

Asia Marketing Journal

No abstract provided.

The Synergy Effect Of A Corporate-Level Loyalty Program Integration On Customer Equity, Dae-Yun Park, Shijin Yoo

Asia Marketing Journal

This study empirically examines the synergy effect of a corporate-level loyalty program on customer equity (CE) known as the lifetime value of current and future customers (Blattberg et al. 2009). A corporate-level loyalty program refers to a company-wide integration loyalty program at the corporate-level in which subsidiaries (multi-divisions) participate as program members. It does not merely examine whether there is an integration effect of a corporate-level loyalty program from the CE perspective, but it provides practical implications for a firm’s strategic focus by identifying which value creation channels (i.e., acquisition, retention, and cross-selling), brand characteristics (i.e., size of the customer …

Pioneering New Markets, Shijin Yoo, Myung Soo Kang, Minjeong Kim

Asia Marketing Journal

This paper reports a case study of SevenBräu, the first company to acquire a license for small and medium scale beer manufacturing in Korea. This study explores how SevenBräu analyzed its consumers, competition, and environment to set its target market and successfully positioned itself to explore new markets in Korea. The company accomplished this through a mixture of marketing strategies with differentiated products and consumer benefits.
SevenBräu has been growing fast and establishing its image as a “high-quality craft beer locally produced in a traditional way” and a “beer with regional characteristics,” with young consumers (aged 20 to 35) as …

Branding Services In Mature Markets: Evidence From Egypt, Noha Bendary, Rasha Naggar

Business Administration

Branding of services is a challange due to services characteristics. It is even more challanging in mature markets. In mature markets, customers show low levels of brand loyalty, with minimum perceived differences among competing offers. All of these factors raise the complexity of branding services in mature highly competitive markets. This research provides guidance for branding services in such markets. To fulfill the research main aim, Aaker’s (1991) model of branding is extended to include variables of importance, as detected from literature, and confirmed by practitioners. Direct and indirect relationships are tested in the extended model to provide detailed guide …

Managing The Next Generation Of Sales, Gen Z/Millennial Cusp: An Exploration Of Grit, Entrepreneurship, And Loyalty, Michael Rodriguez, Stefanie L. Boyer, David Fleming, Scott Cohen

Marketing Department Faculty Journal Articles

Purpose: The current study explores the latest generation of the workforce, Generation Z/Millennial cusp, and the loyalty concerns hiring managers’ experience. The authors explore how the characteristics of entrepreneurship and grit can potentially impact employee loyalty to an organization.

Methodology/approach: A content analysis using responses from 51 hiring managers and their views of the advantages and challenges of hiring from the millennial generation yielded patterns focused on grit, loyalty, and entrepreneurship.

Findings: Based on the feedback from hiring managers using a grounded theory approach, we propose a conceptual model that includes three constructs that emerged from the analysis: individual entrepreneurship …

2019-January-07-Gatton Welcomes Gannaway To Serve As Assistant Dean Of Finance, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (January 7, 2019) – East Tennessee State University Bill Gatton College of Pharmacy has named Bruce Gannaway to serve as assistant dean of finance.    

In this new position, Gannaway serves as the college’s chief financial officer and is responsible to the dean for all activities related to budget, personnel, finance and administration, and participates as a member of the college’s leadership team.

Gannaway holds a bachelor’s in business administration from the University of North Georgia and commissioned through the Army ROTC program as an infantry officer, where he served in the U.S. Army for nearly 21 years  and …

Good Guys Can Finish First: How Brand Reputation Affects Extension Evaluations, Sarah Lefebvre, Zachary Johnson, Huifang Mao, Jaishankar Ganesh

Faculty & Staff Research and Creative Activity

This research investigates how consumer evaluations of brand extensions are affected by two distinct types of brand reputation: a reputation for social responsibility built through commitments to societal obligations, versus a reputation for ability developed by delivering quality offerings. Through six studies, we establish that while the two reputation types equivalently influence high fit brand extensions, a reputation for social responsibility (vs. ability) leads to more favorable responses toward low fit brand extensions by inducing a desire to support and help the company that has acted to benefit consumers. Furthermore, the facilitative effect of social responsibility on low fit brand …

History And Political Studies Information Card, Southern Adventist University

Academic Information Cards

Southern Adventist University's History and Political Science 2019 information brochure.

Freshman Campus Visit Information Booklet, Southern Adventist University

Booklets

No abstract provided.

Transfer Student Guide, Southern Adventist University

Booklets

No abstract provided.

2019-2020 Financial Aid Information, Southern Adventist University

Booklets

No abstract provided.

2019-2020 Transfer Student Financial Aid Information, Southern Adventist University

Booklets

No abstract provided.

Junior Viewbook Ebook, Southern Adventist University

Booklets

No abstract provided.

Campus Life Ebook, Southern Adventist University

Booklets

No abstract provided.

Your Passion God's Purpose Viewbook, Southern Adventist University

Booklets

No abstract provided.

Luxury Branding For Asia, Singapore Management University

Perspectives@SMU

Asian brands must aim to be aspirational; having employees who really understand the brand is crucial

“Woke” Advertising And The Best Men Can Be, Singapore Management University

Perspectives@SMU

Gillette’s latest ad has generated lots of conversation. But has the world’s largest shaving products brand lost more than it has gained?

Leadership In Informal Stormwater Governance Networks, Brian C. Chaffin, Theresa M. Floyd, Sandra L. Albro

Management and Marketing Faculty Publications

Recent transitions in the governance of urban stormwater, specifically developments that leverage the environmental and social benefits of green infrastructure (GI) including infiltration and neighborhood stabilization, often require capacities beyond those of any single municipal- or regional-scale organization. In many cities, transitions toward green stormwater infrastructure have been shepherded by networks of individuals spanning a diversity of organizations from governments to NGOs. These networks are often informal, that is, not established by legal mandate, governing authority, or formal agreement, and are often striking for their lack of formal hierarchy or formal leadership. Previous scholarship has revealed the importance of leadership …

Vegetarian Culinary Arts Information Card, Southern Adventist University

Academic Information Cards

Southern Adventist University's Vegetarian Culinary Arts 2019 information brochure.

Mathematics Information Card, Southern Adventist University

Academic Information Cards

Southern Adventist University's Mathematics 2019 information brochure.

Allied Health Information Card, Southern Adventist University

Academic Information Cards

Southern Adventist University's Allied Health 2019 information brochure.

Biology Information Card, Southern Adventist University

Academic Information Cards

Southern Adventist University's Biology 2019 information brochure.

Education Information Card, Southern Adventist University

Academic Information Cards

Southern Adventist University's Education 2019 information brochure.