Marketing Commons^™

Antecedents And Consequences Of Self-Congruity: Replication And Extension, Eugene Cheng-Xi Aw, Leisa Reinecke Flynn, Han Xi Chong

Faculty Publications

Purpose

The purpose of this study is to propose and empirically test a framework encompassing self-congruity with its antecedents and consequences. This study also aims to test the mediating role of perceived value and its dimensions.

Design/methodology/approach

A questionnaire-based survey was conducted using a purposive sampling technique. In total, 310 useable responses were collected and data were analyzed using partial least square structural equation modeling.

Findings

A majority of hypotheses were supported. Avoidance of similarity and status consumption positively influenced self-congruity, replicating an earlier study. Self-congruity positively influenced overall perceived value and its dimensions, as well as revisit intention. Overall …

Consumer Actions And Attitudes Regarding Initiatives Directed Towards Sustainability: Assessing Gender And Generational Gaps, Sam Fullerton, Tammy Mccullough, David L. Moore

AMTP Proceedings 2019

A demographically and geographically representative sample of 1,243 adult residents of the United States provided input regarding 33 issues germane to both green marketing and green consumption. This diverse array of behaviors and opinions addressed both sides of the buyer-seller dyad. From the buyers’ perspective, respondents reported a high propensity to engage in recycling, donate used goods, and purchase products with a longer life expectancy. As for organizational actions, the respondents favored environmentally-friendly actions such as focusing on cleaner and more efficient energy alternatives. There was a strong belief that individuals can make a difference. Comparisons on the bases of …

Best Practices In Digital Content Marketing For Building University Brands, Julie M. Pharr

AMTP Proceedings 2019

This paper explores and proposes the use of digital content marketing as a means of brand-building for colleges and universities. The paper reviews and synthesizes literature on the state of the art in digital content marketing in order to identify best practices. Effective techniques, some based on empirical testing, are applied to the use of digital content marketing by higher education institutions.

“Tipping Required”: Development Of A Model To Understand Customer Reactions To Non-Voluntary Tipping Systems, Ismail Karabas, Jeff Joireman

AMTP Proceedings 2019

This paper examines customer response to non-voluntary tipping systems as an emerging trend in the servicescape. A non-voluntary tipping system is a form of service inclusive pricing (e.g., increasing menu prices, automatically charging a percentage of tip on the final bill regardless of table size). Across four experiments, results suggest that non-voluntary tipping leads to higher customer anger than voluntary tipping, which leads to lower return intentions. The results also show a larger difference in customer response (customer anger, return intentions) to non-voluntary and voluntary tipping systems under high service quality than low service quality. The mediating role of the …

Investigating The Effects Of Personalization On Brand Love: A Study Of Facebook, Trang P. Tran

AMTP Proceedings 2019

This paper investigates how personalized advertising affects customer brand relationship in social media. In particular, this paper develops and tests a conceptual model that captures the impact of perceived personalization on customer brand relationship through an online survey where respondents are free to describe a personalized ad they see on their Facebook.

Eight hypotheses are developed and tested using PLS-SEM. The results show that all hypotheses are accepted except for Hypothesis 7 (the effect of self-expressive brands on brand love). More specifically, the findings confirm that personalized advertising has an impact on consumer perceptions of a brand. Stated differently, as …

Student’S Attitudes Toward Academic Dishonesty: An Exploration, David J. Burns, Randy S. Stuart, Anne Heineman Batory, Stephen S. Batory

AMTP Proceedings 2019

Academic dishonesty in college/university classrooms is widely recognized as a serious problem (Offstein and Chory 2017). Studies indicate that academic dishonesty is pervasive. Klein, Levenburg, McKendall, and Mothersell (2007), report 40-80 percent of college students are involved in academic dishonesty, whereas McCabe, Butterfield, and Treviňo (2012), report 65-87 percent involvement. Studies also report that cheating activity is increasing (Forsha 2017; Pérez-Peňa 2012), facilitated by increasing levels of tolerance (where instances of academic dishonesty are overlooked by classroom instructors (Coren 2011)), and advances in technology (Best and Shirley 2018). Consequently, academic dishonesty has become an increasingly important area of concern and, …

Strategic Leadership: Do Supply Chain Management Leaders Make Better Senior Executives?, Stephen M. Rutner, Rebecca A. Scott, William I. Norton, Jr.

AMTP Proceedings 2019

Starting in the 1990’s, various companies began to see Logistics and Supply Chain Management as tools to gain competitive advantage in the marketplace (Li et. Al., 2006). The rise of Supply Chain Management (SCM) as a critical element of various companies’ strategies raises the question of the abilities of various leaders. For most companies, there is an assumption that the senior leader(s) should be a person whose operational and tactical experiences are in the basic function the company performs (i.e., a manufacturing company would be best led by an engineer that progressed through the manufacturing process/floor/plant/etc.) However, the assumption that …

The Impact Of Fantasy Football On The Nfl Fan: Exploring Differences Between The Fantasy Football Participant And The Traditional Fan, Stefan Sleep, Scott Thompson, Michael L. Thomas

AMTP Proceedings 2019

Fans of the National Football League (NFL) often identify themselves not only with a specific team but also in terms of a broader social group, fantasy football participant. This research utilizes a social identity perspective and data collected from an online context to compare those fans with a team-specific identity to those who also actively participate in fantasy football. Our results show that fans often form a dual identity with the league and the team. This is an important consideration for managers, because while previous research shows that fantasy football participants may attend more games, social identity theory suggests that …

Do Perceptions Of Businesses Differ Between Higher And Lower Counts Of Social Media Post Engagements?, Tally Shaw, Melinda A. Mclelland

AMTP Proceedings 2019

Social media is a popular marketing tool that directly connects businesses and consumers. This is a relatively new phenomenon, which requires more understanding on the part of marketers. Understanding how consumers respond to social media posts made by the business is vitally important to the continued success of businesses utilizing social media as part of their marketing efforts. Using social metrics such as “likes” and “shares”, businesses can both measure and influence consumer attitudes and behaviors. This study features an experiment that manipulates the effects of high versus low counts of Facebook likes/shares on Facebook timeline posts. This research extends …

Market Orientation Across Firm Performance Levels; Manager, Salesperson, And Customer Viewpoints, Thomas L. Powers, Dawn B. Valentine

AMTP Proceedings 2019

Market orientation and its impact on firm performance has been a topic of research interest for many years, yet research is still needed to extend this stream of literature in two important areas. Previous research has largely examined a company management perspective of market orientation, excluding the perspective of front line personnel, and that of customers. In addition, performance has been primarily assessed using subjective perceptions as opposed to objective measures. This study is intended to extend the literature beyond these traditional perspectives by examining market orientation from three different viewpoints including managers, salespeople, and customers as it relates to …

Exploring Self-Efficacy With An Emphasis On Direct Selling, Robert A. Peterson, Gerald Albaum, Victoria L. Crittenden

AMTP Proceedings 2019

Self-efficacy, the confidence that one has in his or her capabilities to achieve a goal, is one of the most widely studied constructs in personal selling and sales management research. With few exceptions, self-efficacy has been studied as antecedent to sales performance. The present study differs from prior marketing-related studies of self-efficacy in that it explores whether a direct selling experience can enhance business/professional self-efficacy and personal life self-efficacy. In other words, in the present study self-efficacy is treated as consequent to a direct selling experience. An online survey was conducted in which a nationally representative sample of 495 current …

Exploring Financial Literacy Of Independent Musicians In The Gig Economy, Benjamin O. Milam, Jamye Foster

AMTP Proceedings 2019

The purpose of this study is to gain insight into the elements of the career of independent musicians. Specifically, how they overcome, or fail to overcome, the challenges of a gig economy through knowledge and ability to properly allocate scarce financial resources. The research questions posed are as follows: Does higher financial literacy allow independent musicians to sustain and improve their career in the gig economy? How do independent musicians use financial literacy to sustain their career? How does industry experience affect ability of independent artists to effectively allocate financial resources? To answer these research questions, relevant literature is first …

Use Of Ethnic/Culturally Based Incongruent Cues In Informational Versus Transformational Advertising, Neleen Leslie

AMTP Proceedings 2019

This study compares the relative effectiveness in the use of culturally incongruent cues in informational and transformational advertising. A case study was done to explore the extent to which ethnic/ culturally incongruent cues are used in advertising in informational and transformational advertising and to compare the effectiveness of these ads between the two advertising forms. The study sought to address two questions: (1) To what extent are ethnic/culturally incongruent cues used in informational or transformational advertising? and (2): Is the use of culturally incongruent cues more effective for informational or transformational ads?

A content analysis approach was used to extract …

Global Awareness Of Marketing Students, Michael Latta

AMTP Proceedings 2019

Undergraduate and MBA Marketing programs typically include education goals such as:

“To prepare students for a changing domestic and global business environment characterized by organizational and cultural values, diversity, opportunity, and growth.”

They also include learning objectives such as:

“Students will be able to demonstrate the ability to think strategically about the global business environment.”

Presumably this approach to educating undergraduate and MBA students will prepare them to become ‘global citizens.’ The question may be asked about what undergraduate and MBA marketing students know about changes in global extreme poverty, education access for women around the world, and number of …

The Impact Of Brand Love, Brand Attachment, And Electronic Shopping Experience Satisfaction (Eses) On Consumer Willingness To Write Reviews, Michelle Le, Joanne T. Cao, Gallayanee Yaoyuneyong

AMTP Proceedings 2019

The purpose of this study is to examine the willingness of a consumer to write an online review in relation to their love for a brand, their attachment to a brand, and their satisfaction with shopping online for that brand. There are limited empirical studies that investigate the impact of Brand Love, Brand Attachment, and Electronic Shopping Experience Satisfaction (eSES) on online reviews. Brand Love is the extent of emotional attachment that a content consumer feels for a certain brand or trade name whereas Brand Attachment measures the degree or strength to which consumers connects themselves with a brand. Lastly, …

Reverse And Questionable Responses Using The Kano Method In International Surveys, Michael Latta

AMTP Proceedings 2019

New product development has become an international exercise. One method of designing products is the Kano Method. Although not as popular as discrete choice or conjoint, the Kano Method is being used internationally to design products and services. The question process is not as straight forward as discrete choice or conjoint, and that raises questions of utility of the Kano Method when used internationally. This study shows results vary across countries dramatically.

Dynamics Of Business Decision Making: Understanding The Role Of Emotions, Nikolina Koporcic, Miika Nietola

AMTP Proceedings 2019

In recent years, there has been a need for deeper understanding of the cumulating knowledge in different science disciplines about human emotions in decision making. Indeed, many traditional economic theories operate with the preconception of utility maximization, which partly contradicts with the recent findings in behavioral economics and neurosciences. In other words, science has shown that we can make suboptimal business decisions under the influence of changing emotional states. Moreover, traditional economic literature has often highlighted the strict division between rational decision making and the effective dimensions of the human mind. This conceptual article therefore challenges these conceptions by exploring …

The Social Media Magnet: A New Paradigm In Inbound Marketing Instruction, Kyle A. Huggins, J. Elliot Cunningham

AMTP Proceedings 2019

Social media has changed the marketing environment in ways that traditional marketers could have never imagined just a decade ago. It has rapidly provided a mechanism to communicate on a one-to-one level, allowing marketers to tailor specific messages and content towards a fine-tuned segment of customers. Multiple philosophies on best practices in this digital landscape have provided various methodologies for targeting these customers. During this time of change, these practices have led to the refinement of digital services, including behavioral advertising, search engine optimization, pay per click, content marketing, social media marketing, and organic inbound marketing, among specialized others. In …

Firms Beware! Your Response Matters, Nicole Dilg Beachum

AMTP Proceedings 2019

On April 9, 2017, security personnel dragged a doctor off United Airlines Flight #3411 when he refused to give up his seat on an overbooked flight. Another passenger videotaped the entire incident, sharing it on social media. The video went viral on Twitter with over 87,000 shares and more than 6.8 million views in less than 24 hours. The following day, the CEO of the company responded to the public’s criticism in a statement and internal email to the company (that later went public). His remarks included an apology, but he also attempted to justify how the encounter was handled, …

Message Strategies Of North American For-Profit Colleges And Universities: A Qualitative Analysis, Michael J. Clayton, Matthew Hettche, Robert Hashbrouck

AMTP Proceedings 2019

A decade ago For-Profit Colleges and Universities (FPCUs) were experiencing booming enrollments and were well-positioned to take advantage of the opportunities presented through online learning platforms. Due to regulatory changes and heightened awareness of the low retention and graduation rates of these institutions, enrollment has plummeted and several major firms, including Sanford Brown and ITT have closed. Competition for students has intensified with a greater proportion of revenue being allocated toward marketing. In fact, for some FPCU marketing spending now exceeds the amount of money spent on their core service, teaching. This paper examines the message strategies of North American …

Can Fantasy Football Consumers Rely On Player Projections Found On Internet Websites?, David Bojanic, Joel Hillner, Michael Musante

AMTP Proceedings 2019

The popularity of fantasy sports has continued to grow over the past two decades, becoming a multi-billion-dollar industry. While the traditional leagues utilize a one-time draft process with subsequent waivers, daily fantasy sports (DFS) involves picking a new team(s) every week. As a result, traditional leagues require participants to predict the long-term (season) value of a player, whereas DFS requires participants to optimize the team value of players on a weekly basis. Therefore, the average DFS participant places a high premium on weekly player projections by “so-called” experts found on fantasy football websites. The purpose of this paper is to …

Student Satisfaction And Learning In Online Classes: The Case Of A Us Midwestern University, Samit Chakravorti

AMTP Proceedings 2019

This paper explores the factors impacting business undergraduate student’s perceptions of learning and satisfaction in a US midwestern public university. Data collected through a survey was statistically analyzed. Results show that satisfaction and learning are impacted by different factors with some overlap. These factors lie in the areas of course content, compatibility of technology with learning style, preference for online classes over face to face classes and degree of comfort in approaching instructors for help and advice. The paper also showed that there are distinct differences between students who said they have learned a lot and are satisfied with online …

The Twelve Beneficiaries Of Legalized Sports Betting: An Exploratory Assessment, Sam Fullerton, Michael Mccall, Ronald Dick

AMTP Proceedings 2019

The 2018 ruling by the United States Supreme Court essentially legalized sports betting across the nation. Prior to that ruling, sports books were restricted by virtue of the Professional and Amateur Sports Protection Act (PASPA). But with that landmark 6-3 decision, the opportunity door for sports betting has been opened for all 50 states. This paper focuses on two considerations regarding the opening of that door. Who are the potential beneficiaries and what benefits might they derive? A review of the literature identified twelve beneficiaries; among these beneficiaries are the teams, organizations, fans, sponsors, bettors, and society-in-general. The majority of …

Exploratory Insights Into Cross-Cultural On-Line Shopping Differences Between U.S. And French Millennials And Generation Zs, Steven M. Cox, Bradley W. Brooks

AMTP Proceedings 2019

Online retail sales have shown double-digit growth in the U.S. for the last decade lead by millennials and more recently generation Z. While extensive research has been done exploring U.S. online shopping behaviors of these generations, little cross-cultural work has been done. This paper explores the differences between the U.S. and French millennial and gen z online shoppers. The research focused on four questions; was there a difference in the number of times per week that individuals shopped online, the percentage of shopping funds spent online versus in store, the types of products purchased online, and the percentage of low …

Employee-Based Brand Equity And Word-Of-Mouth Product Referrals., Kristy Grayson, Mee-Shew Cheung

AMTP Proceedings 2019

While the benefits of employee-based brand equity (EBBE) drive value to an organization, employees are often an over-looked asset in the overall marketing mix. Word of mouth (WOM) communications is one of the oldest and most trustworthy sources of advertising, yet little is known about the factors that influence employees to share WOM product referrals with their social network. Through a Grounded Theory approach, data suggests that employees who exhibit higher levels of EBBE behavior share product referrals within their social circle. Also, employees explore their personal and social identity while evaluating a referral decision. Further, they consider relationship and …

Peer Evaluations For Extended Group Projects For A Sales Management Course, Joseph Chapman, Russell G. Wahlers

AMTP Proceedings 2019

This paper presents an evaluation process that has work well for two extended group projects in a sales management course. Students help develop the peer evaluation instrument, submit several peer evaluations over the course of each project, and are required to fill out each form completely and submit the forms on assigned due dates. Students lose points on their individual project scores for not following the evaluation process guidelines.

Does Media Mirror Reality? A Content Analysis Of Family Portrayal In Children's Advertising And Programming, Elise Johansen Harvey

AMTP Proceedings 2019

The purpose of this paper is to demonstrate the extent to which the portrayal of family in children's advertising and programming reflects changes in family structure in the U.S. Just as realistic representations of gender roles in advertising and the media have slowly become more common as gender roles have changed in society, so too should realistic representations of families become more mainstream in advertising and the media as the definition of family changes in society. The issue is especially important in the realm of children's advertising given children’s extensive television viewing. Children’s high exposure to media and advertising exposes …

An Investigation Into How The Modes Of Persuasion And Valence Affect Perceptions Of Online Reviews, Clinton Amos, Skyler King, Anthony Allred

AMTP Proceedings 2019

Consumers ubiquitously rely on assessments provided by strangers when seeking knowledge or making consumption decisions. Whether buying a car or a toaster, or choosing a restaurant, most consumers would feel lost if they attempted to make these decisions without first seeking verification via an online review. Despite the importance of online reviews in consumers’ daily lives, research on the effectiveness of online reviews is still in elementary stages and questions remain regarding how online review content style affects consumer judgments. Correspondingly, little is known about how message construction (e.g., rhetorical strategies) affects consumer judgments. Using an experimental design, this paper …

2019-Spring Dates For Shadowing Program Announced, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Considering a career in pharmacy? Experience firsthand the impact pharmacists make every single day on patients. ETSU Gatton College of Pharmacy offers college students opportunities throughout the year to shadow clinical, inpatient, and emergency medicine pharmacists at Johnson City Medical Center. The experiences are from 8:30-11:30 a.m. on the dates listed below for Spring 2019.

On Tuesday: April 2, April 16, and May 7.

On Wednesdays: April 3, April 17, and May 8.

After completing this experience, or if encountering scheduling conflicts with the JCMC program, students are able to schedule one-on-one shadowing opportunities in ambulatory care, inpatient, specialty, and …

Higher Education, Robert Ping

Marketing Faculty Publications

Research on Higher Education, including promotion and tenure, and the possibility of reusing one's data for a second paper to help reduce the "time between papers." (Perhaps surprisingly, some editors do not object to reusing data, as long as new theory is being tested.) This Higher Education web page has been substantially revised and updated in its "The Jr. Faculty Corner" section. For example, the suggestions there for Revising and Resubmitting a paper and sample "Responses to the Reviewers" have been heavily edited for clarity and, utility.