Marketing Commons^™

Analyzing True Loyalty In The Middle Eastern Market: Brand Preference And Brand Insistence, Larry P. Pleshko, Richard A. Heiens

AMTP Proceedings 2019

The purpose of this study was to investigate loyalty profiles in among consumers of western-style coffee shops within the emerging market of Kuwait. The loyalty profiles were developed based on the typology presented by Dick & Basu (1994), where buyers can be truly loyal, spuriously loyal, latently loyal, or not loyal to a specific brand. Added to these four loyalty types are the inclusion of two specific true loyalty categories, preferent true loyalty and insistent true loyalty. The study presents evidence that a large proportion of customers fall into the true loyalty category. However, only about five percent of the …

Is Marketing Science Really Scientific?, Michael Latta, Ismet Anitsal, Michael Mccall, Stephen A. Lemay

AMTP Proceedings 2019

Thirty-five years ago, there was a special issue of the Journal of Marketing in Fall, 1983 concerning whether marketing is a science and what role theory plays in a marketing science. In that issue the following articles concerned with the definition of Marketing and its role in business appeared:

• Shelby Hunt asked the question of whether a general theory of marketing is even possible and what such a theory would be like if such a theory existed.
• Robert Bartels noted that marketing has been defined as having theory and practice, specialization and generalization, as well as established interests and global …

I Will Like Your Product, But First Let Me Take A Selfie, Patrick A. Barbro

AMTP Proceedings 2019

Through the proliferation of smartphones, social media, photo sharing, and selfies, the way consumers have become used to seeing themselves has changed. This paper aims to examine the influence of image type and consumer selfie taking on image and product evaluation. More specifically, this research seeks to address the question: how does a consumer’s exposure to their own image influence their evaluation of products and self-images? The selfie phenomenon and its effect on how consumers evaluate images likely play a key role.

Through three experiments, this research examines the influence of image type and consumer selfie taking on image and …

Pleasure And Pain: The Role Of Anticipated Pleasure On Time Of Consumption And Pain Of Payment, Patricia T. Gouveia, Michelle Van Solt, Alexandra Rodriguez-Aguirre

AMTP Proceedings 2019

The pain consumers feel when paying for a product or service tends to vary depending on the mode of payment (Knutson et al. 2007; Roberts and Jones 2001; Thomas, Desai, and Seenivasan 2011; Zellermayer 1997). For instance, it has been demonstrated that the use of cards as a mode of payment, compared to the use of cash, can decrease significantly the pain of paying for products and services. Although there is plenty of research in the literature on the pain of payment, less is known about the role that pleasure plays in consumer consumption.

The focus of this research is …

Framework For The National Culture And User Engagement In Social Media, Ilia Gugenishvili

AMTP Proceedings 2019

Even though social media engagement provides numerous benefits, companies’ efforts to engage users are often unsuccessful. Despite the growing interest of scholars and practitioners, studies on engagement have been predominantly exploratory in nature. Addressing this identified literature gap this conceptual article proposes a framework, which connects the national culture to social media engagement. It synthesizes the theory of culture; reception, motivation-opportunity-ability (MOA); social identity; self-concept; and social impact theory. User attitudes act as a mediator, while individual, group and motivational variables might work as cultural amplifiers or attenuators. Situational characteristics can cause a change in the relevance of the variables …

Farm To Label: A Critique Of Consumer Activism In The Sustainable Food Movement, Olivia Whitener

Pomona Senior Theses

“Local,” “organic,” “natural,” and “Fairtrade” are just several of the many claims adorning the food products that line grocery store shelves. These promises of environmental sustainability and social responsibility are pillars of the “good food revolution” sweeping the nation as consumers demand alternatives to the products of the industrial food system. Green consumerism, the premise that consumer demand for environmentally sustainable goods will bring about ecologically beneficial outcomes, is at the heart of the sustainable food movement. This thesis takes a critical look at the operation of green consumerism in the food system. It explores the ideology and shortcomings of …

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

Morehead State Press Release Archive, 1961 to the Present

Press releases for January of 2019.

Strategies For New Product Development In An Emerging Market, Uloaku Kelechi Azigbo

Walden Dissertations and Doctoral Studies

Some organizational leaders in emerging markets lack strategies for successful development of new products. By 2025, emerging markets will account for 50% of global consumption and represent significant opportunities for organizational leaders to steer their organizations toward market dominance. The purpose of this multiple case study was to explore the strategies that organizational leaders used to successfully develop new products. The target population comprised leaders of 3 organizations in Nigeria who have successfully developed new products. The conceptual framework for this study was the disruptive innovation theory. Data were gathered from semistructured interviews with the organizational leaders and review of …

Measuring Fiscal And Monetary Policies Spillovers In Asean, Thi Mai Lien Dau, Yuthana Sethapramote

DLSU Business & Economics Review

This paper aims to comprehensively examine fiscal and monetary policies spillovers to real GDP and inflation in ASEAN-5 countries. We examine the effects of shocks from each of the ASEAN members and advanced economies by employing the global vector autoregression (GVAR) model because it allows us to investigate this issue in a multinational system. The empirical results show several important findings. Generally, both internal and external fiscal and monetary spillovers have a significant effect on all ASEAN-5 countries, although internal monetary spillover seems to be stronger than internal fiscal spillovers. At country level, out of the five ASEAN countries, Indonesia’s …

On Implementation Delays, Marginal Costs And Price Dynamics: A Theoretical Note With Implications For The Philippines, Lawrence B. Dacuycuy, Mariel Monica Sauler, Dickson Lim

DLSU Business & Economics Review

It has been known that longer implementation delays in public investments result in sluggish accumulation of public capital. In models in which public capital determines firm productivity, the longer the duration of implementation delays, the

higher the marginal costs which, in a New Keynesian economy means higher price markups. Consequently, higher mark- ups may increase the inflation rate, leading to an appropriate monetary policy response. Using a dynamic stochastic general

equilibrium (DSGE) model, this theoretical note focuses on the relationships among government investments, firm pricing policy, and monetary policy. It addresses some aspects of public investment, and through simulations, characterizes …

An Empirical Study Of Service Recovery Quality And Customer Retention, Kristen Bell Detienne, Joan Westwood

Faculty Publications

This article proposes and empirically tests an original model of service recovery. Customer loyalty significantly impacts a company’s profitability. Customer satisfaction influences customer loyalty, and perceived recovery quality affects satisfaction. Surveys were mailed to 1,476 customers of a large financial services firm. This study examined how customers’ perceptions of the quality of service recovery efforts differs among customer groups. Customer groups were formed according to differing levels of post-recovery customer loyalty in order to study the impact of perceived service recovery quality on customer loyalty. The results of the study indicate that high- and low-loyalty customer groups differ in their …

Moral Development In Business Ethics: An Examination And Critique, Kristen Bell Detienne, Carol Frogley Ellertson, Marc-Charles Ingerson, William R. Dudley

Faculty Publications

The field of behavioral ethics has seen considerable growth over the last few decades. One of the most significant concerns facing this interdisciplinary field of research is the moral judgment-action gap. The moral judgment-action gap is the inconsistency people display when they know what is right but do what they know is wrong. Much of the research in the field of behavioral ethics is based on (or in response to) early work in moral psychology and American psychologist Lawrence Kohlberg’s foundational cognitive model of moral development. However, Kohlberg’s model of moral development lacks a compelling explanation for the judgment-action gap. …

Editor's Note, Marites Tiongco

DLSU Business & Economics Review

No abstract provided.

Perceived Product Creativity And Mental Contrasting: Desired Future On Consumers’ Product Replacement Decisions, Yong Seok Sohn, Kun Woo Yoo, Jin K. Han

Research Collection Lee Kong Chian School Of Business

Consumers often imagine what it would be like to own a new product. Does engaging in such thoughts on desired future impact consumers’ purchase intentions, and if so, what is the underlying process? This study sets out to investigate the posed questions by assessing self-regulatory strategies consumers employ upon pondering on a desired future. Based on Oettingen’s fantasy realization model, the authors take a comparative approach of two modes on desired future—mental contrasting and indulging—en route to purchase intentions. In mental contrasting, an individual juxtaposes a desired future with his/her present reality, whereas, indulging is simply envisioning a desired future. …

Managing Patient Expectations Through Understanding Health Service Experiences, Benedetta Crisafulli, Mohammad Wasil, Jaywant Singh, Sabine Benoit

Research Collection Lee Kong Chian School Of Business

The ever-increasing demand for health care services, together with heightened expectations for quality care, continue to put pressures on health care professionals. In this editorial, we introduce our perspective on managing patient expectations through gaining research insights on health service experiences of patients and their support network. Drawing upon research from social psychology, we examine the types of threat that typically confront patients during health care service experiences, and their subsequent coping strategies. We call for enhanced focus on social science research for effective delivery of high-quality health care services.

Professionalism Kills The Trading Star: Explaining Member Participation In Trading Communities, Sabine Benoit, Jens Hogreve, Christina Sichtmann, Nicola Bilstein

Research Collection Lee Kong Chian School Of Business

Trading communities provide non-commercial members with an online platform on which to exchange goods. Its success depends on member participation; however, little is known about its drivers. Based on literature we identify five drivers. To capture their impact over time,we test a latent growth curve model with longitudinal data, comparing the effects at an initial point of time with their impact on the growth of member participation over three subsequent periods. The results show that providers’ responsiveness and community identification have a positive effect on the initial level, but not on growth. Members’ enjoyment has no level effect, but a …

S-D Logic-Informed Customer Engagement: Integrative Framework, Revised Fundamental Propositions, And Application To Crm, Linda D. Hollebeek, Rajendra K. Srivastava, Tom Chen

Research Collection Lee Kong Chian School Of Business

Research addressing the micro-foundational theoretical entity of customer engagement (CE) has proliferated in recent years. In parallel, the macro-foundational theory of service-dominant (S-D) logic is thriving. While the fit of CE/S-D logic has been recognized, insight into this theoretical interface remains tenuous, as explored in this paper. We develop an integrative, S-D logic–informed framework of CE comprising three CE foundational processes, which are required (for customer resource integration), or conducive (for customer knowledge sharing/learning) CE antecedents. While customer resource integration, in some form, extends to coincide with CE, customer knowledge sharing/learning can also do so. We also identify three CE …

Providing Protection For Better Outcomes: The Need For Boundary Walls At Schools In Pakistan, Abbas Ali Gillani

Business Review

This paper explores the importance of a boundary wall at school as a measure of protection and safety, by testing the correlation between a school having a boundary wall and its total enrolment. By using panel data estimation with year and district fixed effects we find that across all levels of schooling, having a boundary wall was correlated with higher total enrolment. Enrolment at primary, middle and high school was 4.0 per cent, 2.3 per cent and 3.0 per cent higher. Gender-wise breakup of the results shows similar correlation for both boys and girls at primary level. However, at middle …

The Reversal Strategy: A Test Case For An Emerging Market, Hilal Anwar Butt, Mohsin Sadaqat

Business Review

The reversal strategy in the Pakistan Stock Market has shown significant profits for the time period January 1993 - September 2017. The available asset pricing models are unable to link these returns with the risk premium. This paper explores an alternative channel of predicting risk premium. It suggests that reversal profits can be considered as compensation for providing liquidity to the market during times of high volatility. Results reveal that reversal is stronger for illiquid and volatile stocks. Furthermore, firms that show reversal, are cash constrained, have lower return on asset (ROA) and equity (ROE), lesser operating profitability (OP), investment …

An Evaluation Of The Forecast Performance Of Dsge And Var Models: The Case Of A Developing Country, Shahzad Ahmad, Adnan Haider

Business Review

This paper estimates a DSGE model and three versions of VAR models (VARX, BVARX and BVAR) to analyze forecasting performance of these models in context of Pakistan. VAR models and a medium-scale DSGE model are estimated using quarterly data (1980Q4-2017Q2). Expanding window recursive out-of-sample forecasts for GDP growth, call money rate, CPI inflation and percent change in exchange rate are generated and compared over the period 2009Q1-2017Q2. Forecasting performance is analyzed by the comparison of bias and root mean squared errors (RMSE). Analysis of forecasting performance over 1-8 quarters forecast horizon reveals that BVAR model provides relatively better forecast in …

Emotional Intensity: An Additional Dimension To Understand Emotional Confidence And Purchase Intentions, Wajid Hussain Rizvi

Business Review

This paper explores the role of emotional intensity as a determinant of emotional confidence and purchase intentions. It analyzes the difference between low and high emotional confidence and emotional intensity groups in terms of their purchase intentions in the car buying context. Only valence and combined valence-intensity structural models were used to assess respective influences on emotional confidence. The results reveal that the combined impact of valence and intensity has a greater positive and significant influence on emotional confidence. Furthermore, groups with higher emotional confidence and higher emotional intensity show higher purchase intentions. This study contributes to a better understanding …

Role Of Organizational Culture In Psychological Needs Satisfaction And Work Engagement, Quddsia Sadaf, Mudassar Aziz, Gulnaz Anjum

Business Review

This paper explores the role of organizational culture in the satisfaction of basic psychological needs and yielding work engagement among public and private sector managers. Results reveal that organizational culture confers employees with a sense of relatedness which promotes work engagement. Additionally, the study suggests that female managers have a higher need for relatedness, the satisfaction of all basic psychological needs is significantly higher among private sector employees and work satisfaction increases with increasing job level. This study can be used for the development of organizational culture to improve relatedness among employees with respect to gender and the type of …

Exploring The Effectiveness Of Social And Digital Media Communications On Organization-Public Relationship Building With Employees, Iris Cumberbatch

Antioch University Dissertations & Theses

More than a decade after the emergence of social and digital media, professional communicators increasingly use these channels to interact with a wide array of stakeholders. Simultaneously, public relations (PR) and communications leaders seek to understand whether their efforts to communicate and engage with stakeholders through these channels are effective in establishing and building relationships, as well as to measure “effectiveness” in the new technology-driven communications landscape. With this study, I addressed a gap in the academic research with regard to understanding the effectiveness of social and digital media as a communications tool by assessing employees’ perceptions of their organization …

Exoskeletons, Entrepreneurs, And Communities: A Process Model Of Opportunity Co-Construction, Stella K. Seyb, Dean A. Sheperd, Trenton Alma Williams

Faculty Publications

Exoskeletons represent a technological breakthrough that presents a diverse range of potential opportunities to overcome human physical limitations. Drawing on data from 16 exoskeleton prototypes, we develop a model of opportunity co-construction that involves mutual adjustment between the actions and beliefs of entrepreneurs and their communities of inquiry. Our study enhances our understanding of potential opportunities as dynamic entities that are (re)constructed as entrepreneurs and community members seek to resolve key tensions throughout the process. Specifically, we identify tensions relating to technological change, shifting power dynamics, and reduced visibility, and explain how actors seek to resolve those tensions through opportunity …

To Link Or Not To Link? Multiple Team Membership And Unit Performance, Eean R. Crawford, Cody J. Reeves, Greg L. Stewart, Stacy L. Astrove

Faculty Publications

Multiple team membership is common in today’s team-based organizations, but little is known about its relationship with collective effectiveness across teams. We adopted a microfoundations framework utilizing existing individual- and team-level research to develop a higher-level perspective on multiple team membership’s relationship with performance of entire units of teams. We tested our predictions with data collected from 849 primary care units of the Veterans Health Administration serving over 4.2 million patients. In this context, we found multiple team membership is negatively associated with unit performance, and this negative relationship is exacerbated by task complexity.

Branding The Unbrandable: A Solution To Rebranding The Mta, Sydney Mcginn

Honors College Theses

No abstract provided.

Find, Process, And Share: An Optimal Control In The Vidale-Wolfe Marketing Model, Michael C. Barg

CODEE Journal

The Vidale-Wolfe marketing model is a first-order, linear, non-homogeneous ordinary differential equation (ODE) where the forcing term is proportional to advertising expenditure. With an initial response in sales as the initial condition, the solution of the initial value problem is straightforward for a first undergraduate ODE course. The model serves as an excellent example of many relevant topics for those students whose interests lie in economics, finance, or marketing. Its inclusion in the curriculum is particularly rewarding at an institution without a physics program. The model is not new, but it was novel to us when a group of students …

2018-December-21-Accreditation With Commendation, University Marketing And Communications, East Tennessee State University

ETSU News

JOHNSON CITY – (December 21, 2018) The Accreditation Council for Continuing Medical Education (ACCME) has awarded its highest accreditation level to the continuing medical education (CME) program at East Tennessee State University’s Quillen College of Medicine.

As the accrediting body for continuing medical education, ACCME affirms that the Quillen College of Medicine has demonstrated a high-quality program, defined by the strength of its organizational resources and exceptional staff, in offering learning activities that enhance health care provider knowledge, skills and performance in the context of lifelong learning.

This honor, “Accreditation with Commendation,” is awarded to CME programs that adhere to …

2018-December-20-Prehistoric Peccaries, University Marketing And Communications, East Tennessee State University

ETSU News

JOHNSON CITY (Dec. 20, 2018) – East Tennessee was once home to a stunning diversity of remarkable animals, including rhinos, tapirs, mastodons, alligators and more.  Scientists know all of this thanks to the fossil-rich clays of the Gray Fossil Site, which preserve an ancient ecosystem that dates back around 5 million years.  At that time, the site was a large pond surrounded by a lush forest.  Now, East Tennessee State University scientists have found another animal to add to the picture of this ancient ecosystem: peccaries.

Peccaries may look like pigs, but they are not.  True pigs, members of the …

2018-December-20-Carter Railroad Heritage Day, University Marketing And Communications, East Tennessee State University

ETSU News

JOHNSON CITY (Dec. 20, 2018) — Models of America’s former signature railroads will be on display during Heritage Day on Saturday, Dec. 29 at the George L. Carter Railroad Museum located on the campus of East Tennessee State University.

Today’s super railroads were spawned by the consolidation of numerous smaller firms and had signature identities such as unique logos, memorable slogans and colorful paint schemes. This was particularly evident in the 1940-60 era as diesel power rapidly gained acceptance. These rails remain iconic and instantly identifiable to most enthusiast. “Santa Fe – All the Way,” “Southern Serves the South,” “Louisville …