Marketing Commons^™

Diversity In Emerging Markets: The Case Of Latin American & The Caribbean, Neleen S. Leslie, Celia Mckoy, Everett Hyatt

AMTP Proceedings 2019

Latin America and the Caribbean encompasses over 40 countries in Central America, South America, and the Caribbean. Cultural influences in this region include Africa, the native groups, India, as well as the former colonizers from Europe - the British, Spanish, French, Dutch, and Portuguese, making it one of the most diverse markets in the world. Country populations within the region are also varied and range from as small as St. Kitts & Nevis with a population of only 52,175 to as large as Brazil with a population of 207,353,391, according to the CIA World Factbook (2017).

Despite lower incomes, the …

Customer Service In The It/Social Media Marketing Era: Reverting To A Zero-Sum Game, Jon Martin

AMTP Proceedings 2019

During the past 10-15 years marketers and consumers have increasingly pondered and discussed if customer service has improved or declined. During this time we’ve experienced the great marketing power of IT and social media but have also heard and/or shared many “horror stories” of poor customer service in a changing marketplace. Which is true? Has customer service declined, improved, and/or merely changed? The answer is simply, “YES - all of the above”. However, the key challenge, for both consumers and marketers, is not so much a “yea vs. nay” determination, but to better examine the what, why, and how of …

The Role Of Brand Personality In Setting Expectations For Engagement On Social Media, Joanne T. Cao, Jamye Foster, Gallayanee Yaoyuneyong

AMTP Proceedings 2019

In recent years, business has leapt on to the social media marketing bandwagon. However, many have learned that social media marketing is not equally beneficial for all brands, and that there is a difference between aiming for more followers versus aiming for more engagement and deeper relationships. Recently, the shift has been toward engagement as the ultimate social media goal, rather than mere followers. But just as all brands do not need to be on social media, do all brands have to aim toward high engagement? This study attempts to answer this question by considering communication based on brand personality …

The For-Profit Prison As Social Enterprise: Problems With Classification And Ethical Assessment, Karen Barbee, Stephen A. Lemay

AMTP Proceedings 2019

This article explores the problems presented to taxonomies and definitions of social enterprise by a specific kind of organization, for-profit prisons. While these organizations are often and rightly criticized for their performance, they are fundamentally social enterprises by many of the definitions and taxonomies offered in the literature. This analysis uses a naïve matrix for classifying social enterprise to outline the problems created by these ethically and socially challenged organizations.

Push And Pull Factors Influencing The Level Of Participation Of Leisure Skiing In China, Xinghua Wang, James J. Zhang

AMTP Proceedings 2019

Traditionally, winter sports have very limited accessibility and popularity in China. In addition to the growing economy in China and increased affordability by Chinese consumers, obtaining the hosting rights for the 2022 Beijing/Zhangjiakou Winter Olympic Games has brought a heightened opportunity for China to build up facilities and related infrastructures, develop and provide programs, promote interests and participation, and advance business operations of winter sports. Although more people are participating in winter sports today, especially in skiing, many of the newly constructed facilities are often operated in financial deficit and relying on governmental subsidy. Understanding the reasons that cause and …

Examining The Relationship Between Top Social Media Influencers And Corresponding Brands, Sydney Matone

Honors College Theses

No abstract provided.

“Banner Blindness” In Relation To Motivational Reactivity And Emotional Expression In Banner Advertisements, George Provotorov

Honors College Theses

No abstract provided.

Something Of Value: A Value Proposition Exercise For The Marketing Classroom, Rebecca Dingus, Alexander Milovic

Marketing Faculty Research and Publications

Gone are the days of transactional marketing, and here to stay are increased expectations for marketers to act as trusted advisors while providing value customized specifically to each customer. Accordingly, marketers must clearly identify the competitive advantage of their products or services, and they need to be sure this competitive advantage is valuable in the eyes of the customer. This paper focuses on teaching students to adopt such a perspective when developing customer-focused solutions, as well as to train them on creating an actual value proposition. An exercise is presented, with data demonstrating its effectiveness for teaching value propositions.

The Upside Of Showrooming: How Online Information Creates Positive Spill-Over For The Brick-And-Mortar Retailer, Brian I. Spaid, Bonnie O'Neill, Terence T. Ow

Marketing Faculty Research and Publications

The ubiquitous nature of mobile internet devices (i.e., smartphones and tablet computers) has led to an increase of their use within the retail environment as a shopping assistive technology. Consumers use them for a variety of shopping-related tasks, the most significant of which is researching product information. The use of these devices has clearly impacted how consumers shop, but what is not clear is how these devices affect shopper satisfaction, trust in the retailer and subsequent shopper intentions. The purpose of this paper is to better understand these relationships and extend existing research on the use of mobile internet devices …

What Supports Are Needed To Encourage And Assist Community Festivals And Events To Succeed And Grow? An Empirical Study., Helen Mcdwyer

Theses

Abstract: Communities are motivated to host festivals and events for a myriad of reasons. They generate important economic and social benefits for an area with increased visitor numbers, increased local spending and greater community cohesion. Festival and event tourism is an important segment of the overall tourism product in Ireland, particularly in an area such as Kerry where there is a heavy reliance on tourism. Many festivals and events in Kerry are organised by community and voluntary groups and yet these groups are increasingly pressurised to increase the professionality of their offering to compete for regional funding and sponsorship. Changes …

Regulatory Changes, Board Monitoring And Earnings Management In Nigerian Financial Institutions, Ishaq Ahmed Ishaq Ahmed Mohammed, Ayoib Che-Ahmad, Mazrah Malek

DLSU Business & Economics Review

This paper explores the heterogeneity of board of directors and shareholders involvement in the audit committee in addressing the question of whether the board of directors and audit committee shareholders are effective in suppressing earnings management after the implementation of 2011 revised Code of Corporate Governance in Nigeria. The paper utilized data generated after the implementation of the new Code. It examines explicitly board effectiveness and audit committee shareholder chairman on earnings management in Nigerian financial institutions. The study utilizes a dynamic panel data model of the generalized method of moment (GMM) in analyzing the data. The empirical results suggest …

Enhancing Consumer Engagement In An Online Brand Community Via User Reputation Signals: A Multi-Method Analysis, Sara Hanson, Lan Jiang, Darren Dahl

Marketing Faculty Publications

Generating and maintaining consumers’ engagement in online brand communities is critical for marketing managers to enhance relationships and gain customer loyalty. In this research, we investigate how the type of signal used to indicate user reputation can enhance (or diminish) consumers’ community engagement. Specifically, we explore differences in perceptions of points (i.e., point accrual systems), labels (i.e., descriptive, hierarchical identification systems), and badges (i.e., descriptive, horizontally-ordered identification systems). We argue that reputation signals vary in the degree to which they can provide role clarity—the presence of user roles that deliver information about expected behaviors within a group. Across several studies, …

Society Or The Environment? Understanding How Consumers Evaluate Brand Messages About Corporate Social Responsibility Activities, Sara Hanson, Lan Jiang, Jun Ye, Nagesh Murthy

Marketing Faculty Publications

This research examines how and why consumers evaluate brand messages about corporate social responsibility (CSR) activities differently. Insights from secondary data suggest that brands may prioritize environmental activities over social activities, and vice versa, depending on the type of company. Using a field experiment and surveys, we explore whether consumers’ attitudes toward these brand decisions follow company priorities. We find that consumers perceive brands that sell goods and communicate messages about environmental sustainability activities more positively than services companies, while consumers perceive brands that provides services and communicate messages about social sustainability activities more positively than goods companies. We show …

2019-Alumni Reunion For Uh Class Of 2009, University School, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Upcoming Reunion

Class of 2009 Reunion!!!! The Class of 2009 will be having their 10-year reunion at Yee-Haw Brewing, on Saturday, May 18th, at 2:00 p.m.  Please go to the registration link below for 2009 grads and sign up for the reunion!

https://forms.gle/wwd7zHEVDkHDh9Xk8 

If you have any questions, please contact Liz Russo, [email protected] 

How Motherhood Affects Professional Golf Careers, Kelly Price-Rhea

ETSU Faculty Works

Dr. Kelly Price analyzes the evidence on how becoming a mother can impact an LPGA player's productivity, performance, and earnings.

2019-January-Alum Jill Childress Chosen As Windgate Fellow.Pdf, College Of Arts And Sciences, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

BFA alum, Jill Childress, has been awarded the Windgate Fellowship from the Center for Craft Creativity and Design. This fellowship is one of the most prestigious awards in the nation for undergraduate students focusing in craft-based media. With only 10 fellowships awarded per year, each recipient receives $15,000 in funding. Childress will be using the Windgate Fellowship award to continue her undergraduate exploration of bread/dough, baking, and its overlap with clay & ceramics. 

For more information on the artist and the fellowship please follow this link: https://www.centerforcraft.org/grants-and-fellowships/windgate-fellowship#recent-fellows

2019-August-Global Experiences, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

On a trip this summer to Uganda, Gatton’s student group, led by Dr. Susie Crowe, learned very quickly that the resource-limited country didn’t have access to the same healthcare resources that they were used to having.

“The hospitals were frequently out of medications,” said Crowe, director of experiential education. “As pharmacists, we had to make other recommendations, like changing an antibiotic to something that was available, or reallocate resources or medications.” 

While working with limited resources was a major challenge, the students soon understood how much they were learning from the experience. 

“We hold a lot of knowledge that can …

2019-Student Posters At Ashp Midyear Clinical Meeting 2019, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

The following East Tennessee State University Bill Gatton College of Pharmacy students had posters accepted at ASHP Midyear Clinical Meeting 2019:

• Danielle Casaus ('20), "Residency driven value beliefs among student pharmacists"
• Danielle Eskens ('20), "The Legionella quandary: is empiric coverage for hospital and healthcare-associated pneumonia warranted?"
• Austin Gardner ('20), "Possible drug-induced pancreatitis in a patient receiving cyclophosphamide, vincristine, and prednisone chemotherapy"
• Taylor Gregory ('20), "Pharmacogenomics guided dosing of tyrosine kinase inhibitors in a patient with renal cell carcinoma"
• Mariah Huskey ('21), "Stability of ampicillin in normal saline following refrigerated storage and 24-hour pump recirculation"
• Remonica Jackson ('21), "Comparative stability of …

2019-Notes From The Field- Emily Perez Does Appe Rotation In Infection Diseases At Jcmc, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Meet Emily Perez, who did a May 2019 APPE Rotation in Infectious Diseases with Dr. Paul Lewis at Johnson City Medical Center.

Looking back, what made you decide to pursue the rotation?

EP: Honestly, I love everything infectious disease related! I see myself working as an ID clinical pharmacist in the future, so I wanted to give myself every opportunity to learn from a specialist in a clinical setting. 

What was your favorite part of the rotation?

EP: My favorite part of the rotation was seeing all of the different activities that an ID clinical pharmacist is involved in and …

2019-Pharmacy Honor Society Announces New Members, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

The Delta Epsilon chapter of the Rho Chi Pharmacy Honor Society has announced its new members.  To be asked to join the Society, students must perform in the top 20% of their class academically.  This year’s initiates are:

From the Class of 2020: Dickerson, Lauren E. 
Koh, Doug K. 
Wallen, Christopher C. 

From the Class of 2021:
  Barnes, Bridgett A. 
Bradley, Jennifer R. 
Brumit, Jessica C. 
Huskey, Mariah A. 
Johnson, Amber J. 
Lamb, Maxwell L. 
Maloney, Rebecca M. 
Maxfield, Harley R. 
Ombasa, Juddy M. 
Wade, Parker R. 
Weaver, April M. 
Zysk, Stacey N.  

This year’s initiation ceremony is on Tuesday, …

Come Together: Inclusive Leadership And Public Relations Education, Heather Paige Preston

Antioch University Dissertations & Theses

Multiple voices from educational and professional arenas have called for change in the way in which public relations undergraduates are prepared to navigate complex communication challenges in the 21st century. Some scholars have advanced leadership as a way to address this change, identifying the undergraduate public relations curriculum as the ideal place to introduce future practitioners to leadership as a way to better prepare them to initiate and participate in positive social change in complex contexts. However, scholars have neither made in-depth connections with leadership theory and practice, nor provided a framework for designing a curriculum for incorporating leadership into …

Cross-Docking: A Proven Ltl Technique To Help Suppliers Minimize Products' Unit Costs Delivered To The Final Customers, Vahid Ghomi

Electronic Theses and Dissertations

This study aims at proposing a decision-support tool to reduce the total supply chain costs (TSCC) consisting of two separate and independent objective functions including total transportation costs (TTC) and total cross-docking operating cost (TCDC). The full-truckload (FT) transportation mode is assumed to handle supplier→customer product transportation; otherwise, a cross-docking terminal as an intermediate transshipment node is hired to handle the less-than-truckload (LTL) product transportation between the suppliers and customers. TTC model helps minimize the total transportation costs by maximization of the number of FT transportation and reduction of the total number of LTL. TCDC model tries to minimize total …

The Role Of Brand Love: Application Of The Hierarchy Of Effects Model, Dooyoung Choi, Tae-Im Han

STEMPS Faculty Publications

Understanding the attributes that build consumer loyalty is particularly critical to fashion companies due to the prevalence of alternatives in the market with low switching costs. The significance of this study is extending the knowledge on the role of brand love using the hierarchy of effects model in the context of fashion consumer behaviors. A questionnaire in which participants provided self-reported responses was created to measure the constructs. A two-step approach, a measurement and a structural model was used for the statistical analysis. The results indicated that consumers who know more about the fashion brands are more likely to have …

Women's Golf Has A Virtual Opportunity, Kelly Price-Rhea

ETSU Faculty Works

Dr. Kelly Price looks at the ways new technology like augmented and virtual reality can help boost the coverage and popularity of women's golf.

Does Golf Have A Pink Problem?, Kelly Price-Rhea

ETSU Faculty Works

I love my pink glove. My last bag was pink. I am glad I had the pink option when I purchased these items. But the question remains, why must golf continue to place such deep division within many of its product lines which continues to fuel the gendering (and arguably sexism) of golf?

Bigger Than Golf – Lpga Branding And The ‘Drive On’ Marketing Strategy, Kelly Price-Rhea

ETSU Faculty Works

With the LPGA's 'Drive On' campaign, Dr. Kelly Price says "the brand of the LPGA is alive and well"... but it hasn't always been that way.

From Dreaming To Believing: A Review Of Consumer Engagement Behaviours With Brands’ Social Media Content Across The Holiday Travel Process, Dean Creevey, Etain Kidney, Glenn Mehta

Articles

This paper reviews social media user engagement behaviours with brands and proposes a new stage within the travel process. Specifically, the pre-trip stage is examined and investigation into a two sub-stage split is proposed; pre-purchase and post-purchase. Dubbed the Believing phase, this paper calls for research into the patterns of engagement behaviour towards hotel brands’ content at this currently under-researched stage. Current social media-focussed research examines influence on purchasing decisions of users, social media usage on-site, and post-trip evaluation. There remains a conceptual gap highlighting the behavioural patterns of users during the period between initial purchase and subsequent departure.

Top 10 Nafta Non-Tire Rubber Company Mapping, Lucas Ingalls

Williams Honors College, Honors Research Projects

I will be completing thorough research on the top 10 rubber companies in NAFTA that are non-tire manufacturers. I will format this data to show all their locations, what the location does, if they buy rubber and how much, if they buy from HEXPOL Compounding, and who their purchasing manager is. This will be completed for HEXPOL Compounding, an international custom rubber mixer with 16 locations in North America and growing. I will use internal software systems through HEXPOL Compounding to collect already known data, find information on the companies' websites, speak with HEXPOL Compounding's customer service representatives and business …

Strategic Opportunities In Rental Companies And Ridesharing, Julia Baumann, Danay Kmatz, Noaa Lanotte, Zachary Murray, Jonathan Weaver

Williams Honors College, Honors Research Projects

Given the future of mobility, the increase in online shopping, and the ease of ridesharing, companies need to adapt their network to one that uniquely utilizes their resources to cater to these dramatic changes. The task in this case was to re-image Goodyear’s dealer network and find possible ways to use their excess space to help establish themselves in the future of mobility. The team conducted secondary research on three main topics: retail versus online shopping, Goodyear’s services compared to services needed by Uber and Lyft drivers, and information regarding the current and future status of ridesharing.

An Analysis Of Millennial Attitudes Towards Car Servicing, Colwell S. Shupe, Jill M. Synek, Erin M. Chips, Eric A. Van Meter

Williams Honors College, Honors Research Projects

When our team originally began our project, we initially held the assumption that millennials do not care about car ownership or driving. As our secondary research progressed, we found that millennials do indeed care about automobiles, but limited research existed as to any underlying issues regarding car maintenance and service. We addressed this issue in our primary research and found that millennials experience anxiety as they do not know much about car maintenance. Our recommendations were targeted towards easing both the surface anxiety and addressing the underlying issues as well as helping prepare Goodyear for future trends that may arise.