Marketing Commons^™

Project Based Learning Syllabus - Csusb Art Department Brand Identity Re-Design, Andrew Oakes

Q2S Enhancing Pedagogy

In this course and over the entire quarter you will be involved in a group project, which explores and aims to solve a real design and communication problem. As times have changed and the face of art and design has changed so has our perception of what art and design are, as well (and most importantly to you, “where do I fit in, and what skill sets will I need to be successful in this new creative workforce?) Three new studies show that the skills wanted by employers in the design related fields involve not only the hard skills like …

Introductory Information Systems Course Redesign: Better Preparing Business Students, Gina Harden, Robert M. Crocker, Kelly Noe

Faculty Publications

Aim/Purpose The dynamic nature of the information systems (IS) field presents educators with the perpetual challenge of keeping course offerings current and relevant. This paper describes the process at a College of Business (COB) to redesign the introductory IS course to better prepare students for advanced business classes and equip them with interdisciplinary knowledge and skills demanded in today’s workplace.

Background The course was previously in the Computer Science (CSC) Department, itself within the COB. However, an administrative restructuring resulted in the CSC department’s removal from the COB and left the core course in limbo.

Methodology This paper presents a …

International New Venture Performance: Role Of International Entrepreneurial Culture, Marketing And Positional Advantage, Dominic Buccieri

ETD Archive

Over the past two decades, the growth of international new ventures has stimulated a great deal of interest among international entrepreneurship scholars to understand how these entrepreneurial start-ups internationalize given their resource deficiencies. However, the literature exhibits considerable gaps related to how international new ventures, can overcome their asset-constrained positions to enhance performance. Employing the concept of international entrepreneurship culture, which provides a holistic operationalization of international entrepreneurship, this dissertation develops and tests a conceptual framework to better understand how international new ventures' entrepreneurial culture and entrepreneurial marketing actions of opportunity-based discovery and –exploitation impact their performance in global markets. …

The Effect Of Athlete Celebrity Endorsement On Attitude Toward Brand And Purchase Intention, Yunheui Jeon

Theses, Dissertations and Capstones

In today’s intense marketing environment, the use of celebrity endorsers in advertising is a popular strategy to promote products over the competitors. Prior research has studied that the endorser-product congruence (Kamins & Gupta, 1994; Till & Busler, 2000), endorser-consumer congruence (Choi & Rifon, 2012; Hosany & Martin, 2012; Sirgy, 1982; 1985), and endorser credibility (Lee & Koo, 2015; McCracken, 1989; Ohanian, 1990; 1991) can influence consumers’ responses, such as attitude toward the ad, attitude toward the brand, and purchase intention. The high degree of congruence between celebrity image and product leads more positive consumers’ attitude toward ad, brand, and purchase …

The Arc Of The Quad Cities Marketing Research Report, Alison Mangino, Matthew Loeffl

Business Administration: Student Scholarship & Creative Works

The Arc of the Quad cities is an independent, non-profit organization that looks to help individuals with disabilities. The Arc’s key values are to respect, be committed to their individuals, make the initiative, have teamwork, be flexible, and to strive for excellence. They seek to help the individuals specifically that will not be able to live on their own in the future. The services they offer are day classes, employment classes, residential options, and community service programs. This organization is located in Rock Island, Illinois and is partnered with the community. According to our speakers, The Arc relies on funding …

Moderating Factors On The Impact Of B Corporation Certification On Purchasing Intention, Willingness To Pay A Price Premium And Consumer Trust, Albena Ivanova, Jill Maher, Gayle Marco, Melissa Reinbold

Atlantic Marketing Journal

This study determines the impact of B Corp certification on consumers’ attitudes, consumers’ purchasing intention, and consumers’ willingness to pay price premium and investigates the moderating effect of demographics and psychographics on these relationships. A convenient sample of 133 Americans participated. Respondents were exposed to pictures of a product with and without the B Corp logo and meaning. Repeated measures on a single sample research method is applied. Findings indicate a significant overall effect of the certification with description on purchase intentions, willingness to pay a price premium and trust. Additionally, there is a significant moderating effect of consumer demographics …

Communication And Engagement Strategies For Promoting Division Iii College Sports: An Exploratory Study, Lisa D. Spiller, Dae-Hee Kim, Matt Hettche

Atlantic Marketing Journal

College sports programs are embracing promotional activities that aim to create spectators and fans for live-action events. Whereas relationship marketing and fan engagement tactics are a mainstay of professional sports organizations, their inclusion within college sports programs is not ubiquitous. This study explores the promotional strategies for college sports, surveys the sports marketing literature, and presents findings from a spectator/fan questionnaire (n = 600) conducted with full-time enrolled students for a Division III college sports team. The twofold purpose of the questionnaire was to investigate what motivates student-spectators to attend men’s college basketball games and how to increase the level …

In League? Destination Marketing Organisations And Football Clubs In The Virtual Space, Gerard Dunne, David Proctor, Sheila Flanagan

Articles

Logic dictates that Destination Marketing Organisations (DMOs), while representing many stakeholders, should leverage a location’s most visible assets to enhance the attractiveness of the destination at any given opportunity. This study examines the manner and extent to which four major European football franchises are mentioned and promoted on the official digital marketing platforms of their respective cities; Amsterdam, Barcelona, Manchester and Munich. A tailor made content analysis tool is used to conduct a systematic investigation of the virtual platforms over which the DMOs of these cities exert a modicum of control. The content of these platforms is scrutinised from three …

Cross-Culture Product Hybridization In Pre-Communist China (1912-1949), Qiang Yan, Michael R. Hyman

Global Business Leadership Faculty Publications

Studies on cross-culture marketing often focus on either localization or globalization strategies. Based on data from pre-communist China (1912-1949),product hybridization—defined as a process or strategy that generates symbols, designs, behaviors, and cultural identities that blend local and global elements—emerges as a popular intermediate strategy worthy of further inquiry. After examining the mechanisms and processes underlying this strategy, a schema for classifying product hybridization strategies is developed and illustrated.

Pawnbroking In Pre-1949 China: ‘Soft Strategies’ For Overcoming A Negative Image, Qiang Yan, Michael R. Hyman

Global Business Leadership Faculty Publications

The means for enhancing the image and business legitimacy of a socially discredited industry—pawnbroking in pre-1949 China—are explored. Previous studies suggest companies operating within such industries cannot solely rely on hard marketing strategies “to maximize sales and profits as they do with soaps and shoes” (Davidson, 2003, p.7). Instead, they must find soft strategies for improving company and industry image and legitimacy.

Graduate Admissions Recruitment Project, Kevin Anderson, Chiemela Dike, Yixin Du, Arvinder Kaur, Amanda Popp, Huizhong Yang

School of Professional Studies

In this project, several comparison schools were interviewed and disclosed to have used search lists to find candidates. The organizations that have valuable search lists which may be of good use for the School of Professional Studies include Educational Testing Service (ETS) and the Graduate Management Admission Council (GMAC). By choosing criteria such as demographics, location, academic performance, educational history provided by search lists, we believe there are many quality candidates for SPS programs. However, as we further investigated the functionality and cost-efficiency or return of investment of GRE search list, we spotted many uncertainties and few solid and successful …

Worcester Center For Crafts: A Transition To Online Sales, Monica Gow, Carly Branconnier, Srilatha Prodduturi, Ekaterina Shusharina, Alberta Yamoah

School of Professional Studies

The Clark University School of Professional Studies created a capstone team consisting of Monica Gow, Carly Branconnier, Iana Matkovskaia, Srilatha Prodduturi, Ekaterina Shusharina, and Alberta Yamoah to assist Worcester Center for Crafts (WCC) with the launch of their new online store. Worcester Center for Crafts wanted to showcase their beautiful American handmade crafts on an online platform, Shopify, in order to increase their sales and expand their market reach. The capstone team created a charter that outlined the scope of the project and what the team would deliver to WCC by the end of the project. The team agreed to …

Audubon Data Project Final Report, Askhat Beygenov, Valinur Kutlambetov, Shrikant Patel, Phoebe Roberts, Ulfat Sayyed, Shriram Sivaraman

School of Professional Studies

The Audubon Data Project was initiated as a Clark University Capstone project. The project’s client, Mass Audubon’s Shaping the Future of Your Community program, had identified a need to improve their data management methods and make better use of their data. The Capstone team, composed of Clark University graduate students, met with the client regularly to review the current state of the data and potential improvements to be made. The process began with a data review. During the review we worked with the client to explicitly define the purposes and requirements of the data, the current process for updating and …

Celebrity Chefs As Influencers Of Food Well-Being, Briana Cifelli

Senior Honors Projects, 2010-2019

The concept of being a “celebrity chef” has changed throughout the years. Using Block et al’s (2011) Food Well-Being pinwheel and Lane and Fisher’s (2015) research about celebrity chef influence on a UK student population, this study investigates celebrity chef culture as viewed by Millennials in the U.S. The research explores the potential influence of celebrity chefs as influencers of food culture and food habits, the modern chef’s role as celebrity endorsers for Corporate Social Responsibility (CSR) campaigns, and whether perceptions of celebrity chef culture differ between the UK and the U.S. Data collection was through an online survey using …

The Influence Of Price, Status Consumption And Reference Groups On Consumer Attitude To Purchase Counterfeit Sport Products In Uae, Hamza Salim Khraim

Irish Business Journal

The purpose of this study is to explore factors that influence the consumers' attitude to purchase counterfeit sports products in the UAE. We will examine the influence of price, status consumption and reference groups on consumers’ attitudes to purchase counterfeited sport products in the UAE. A sample of 235 respondents was collected for the study, which was carried out in two famous sports retailers GO Sports and Rebook in the UAE. The collected data were analyzed using SPSS. Different analytical tools have been used including, descriptive statistics, and multiple regression. Results show that price and reference groups have a positive …

Trends In Manufacturing Inventory Efficiency: 1980-2013, Ahren Johnston

Atlantic Marketing Journal

This study was motivated by Cooke’s 2013 article questioning the inclusion on inventory carrying costs in CSCMP’s Annual State of Logistics Report since it is based on interest rates. This paper explores that question more fully and goes on to look at trends in inventory efficiency based on inventory turnover for U.S. manufacturing firms. Results of the study reveal that there has been a level trend between 1980 and 2013 after firm size is controlled for. Since these results are contradictory to those obtained by looking at inventory carrying costs as a percent of GDP, they suggest the need for …

Factors Influencing Efficacy Of Celebrity Endorsement In Saudi Arabia, Ibrahim Qabur

ETD Archive

The study investigates factors that influence the efficacy of celebrity endorsement on social media in Saudi Arabia. The study builds upon the findings of research done primarily in East Asia and in the U.S. This research studied how celebrity endorsement via social media influences celebrity followers on brand recognition, purchase decision, support a cause, and overall, celebrity influence. This study’s 911 respondents were selected through the snowball method of sampling. Data was conducted using online survey with Saudi nationals, both in Saudi Arabia and in the United States, on their attitudes towards the credibility of celebrities and their influence. This …

Imsa360: Spring 2018, Imsa Fund

IMSA Fund Reports

IMSA is a leader in educating and developing a diverse STEM pipeline of creative, ethical, and scientific innovators for Illinois and the world. We aspire to become a recognized global leader and catalyst in equity and excellence in STEM teaching and learning, innovation and entrepreneurship.

Excerpt: From the President

Duplicity In Alternative Marketing Communications, Cristina Nistor, Taylan Yalcin, Ekin Pehlivan

Business Faculty Articles and Research

In the past couple of decades, following the advancements in communication technologies, alternative marketing communications such as consumer generated content, influencer marketing and native advertising, have emerged as a viable and gainful tactic. These alternative marketing communications blur the boundaries between the roles of consumer and marketer. The possibility of duplicity and deception in marketing relationships is fueled by the ambiguity of these roles and the lack of clarity in persuasion knowledge when alternative marketing communications are utilized. In this paper, we illustrate the various types of duplicity in marketing relationships that use alternative marketing communications. We adopt a conceptual …

Utilising Social Media To Improve Relationship Quality: The Case Of The University Library, Melissa N. Clark, Scott Bacon

Library Faculty Publications

As the centre of academic life at a university, the university library plays an important role in how students perceive their relationship with the university. This study analyses the effect that participation in library social media has on student perception of relationship quality with the university. The hypotheses proposed in this study were found to be substantiated: following the library on social media is positively related to a student's perception of their relationship quality with the university; students interested in multiple library services are likely to report the perception of a higher quality relationship with the university.

Marketing Practices Of Socially Responsible And Sustainable Businesses, Brooke A. Bivins

Honors Undergraduate Theses

The topic of this research is marketing practices of socially responsible and sustainable businesses. It examines the strategies companies and brands use to represent themselves to the public through products, advertising, and philanthropy. This includes an evaluation of existing frameworks and case studies, as well as in-depth interviews. The question that this research will answer is as follows: How can new or existing companies embrace and integrate social responsibility or sustainability in a way that is authentic and contributes to a positive public reputation?

Younger generations are increasingly willing to switch to and, in some cases, pay more for products …

A Data-Driven And Mixed Methods Analysis Of Automotive Retail Operations Management, Mark Allen Colosimo

Wayne State University Dissertations

The importance of effective retail operations management has never been more significant. Our research aims to expand the understanding for efficiency and dynamics of franchise outlets within retail networks with a focus on sales performance and profitability. The focus and contribution is the development of an actionable data analytics driven process by which automotive dealerships (retail outlets) can be analyzed to identify areas of opportunity for improvement. In general, automotive dealerships aim to sell product to make a profit, the manufacturer of the product/brand desires to sell vehicles to make a profit, and the customer desires to find a suitable …

2018-2018 Construction Suppliers And Design Markets.Pdf, Department Of Interior Architecture, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Interior architecture students have been very busy this month visiting markets, suppliers and lumber yards.  These types of businesses play a large role in all design projects 

The Residential Design Studio and Construction Fundamentals classes toured Builder's First Source in Johnson City to learn about the construction process and materials and tour the showroom and lumber yard. 

The Residential Design Studio traveled to High point, NC for the 2018 Furniture Market.  They toured showrooms, met professionals, and shopped for their Studio project.   Students also toured the local Ferguson's Kitchen, Bath, and Lighting Showroom where they learned about appliances, lighting, plumbing, …

A Passion To Change Health Care, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Walking through the halls of the Capitol in Washington, D.C., Kira Weaver was on a mission.

As a fourth-year student at East Tennessee State University Bill Gatton College of Pharmacy, she has learned that pharmacists can do so much more, and in a world of rising health care and drug costs, expanding the role of pharmacists might be a sure-fire way to dramatically cut the nation’s spending.

Weaver, from Lake Jackson, Texas, was nominated by her faculty mentor Dr. McKenzie Calhoun and selected by Dean Debbie Byrd to attend the National Association of Chain Drug Stores’ RxIMPACT event in D.C. …

Measuring The Effectiveness Of Nba Marketing Techniques: A Comparison Between Small And Large Market Teams, Kyle Ronkartz, Ronald Dick, Christopher Atwater, Robert Baker, Craig Esherick

AMTP Proceedings 2018

“NBA teams use a variety of marketing techniques to try to increase game attendance.” (Dick and Turner 2007) Past studies have been done on comparisons of marketing techniques in different seasons (Dick and Sack, 2003), and the comparison of value between fans and marketing directors (Dick and Turner, 2007). Thus, this study is focused on comparing the difference in the value of marketing strategies between “small” market and “large” market teams in the NBA. This study will give us a better understanding on the difference in marketing techniques for “small” market teams compared to the “large” market teams.

Planning And Implementing A Graduate Online Team Taught Marketing Course, Rajasree K. Rajamma, Michael Sciandra

AMTP Proceedings 2018

Online courses have become an important educational delivery tool for institutions of higher learning throughout the world. While popular among students and administrators, many faculty members have expressed concerns with online courses. Therefore, this paper highlights online team teaching as a potential solution to concerns harbored by faculty members. In particular, we discuss the planning, coordination, and implementation of a graduate online team taught marketing course and offer an instructional example to alleviate some of the issues with online teaching. Importantly, this paper explores online team teaching from the perspective of marketing faculty and outlines positive educator outcomes associated with …

Retail Salesperson’S Influence On India’S Lonely Consumers, Cindy B. Rippé, Brent Smith, Alan J. Dubinsky

AMTP Proceedings 2018

Many consumers in India experience loneliness and social isolation. Some may resort to shopping for a social experience, attempting to mitigate or remedy their situation. Looking to this key emerging market, we investigate how emotional loneliness, social loneliness, and social isolation influence enjoyment of social interaction with an in-store salesperson (ESIS). We also consider whether adaptive selling and predisposition to comply with salesperson input (PCSI) influence consumers’ trust in salesperson, purchase intention, and retail patronage. We utilize partial least squares structural equation modeling with a sample of 303 Indian consumers. Additionally, we provide two importance-performance mapping analyses, which offer additional …

The Consequences Of Business Model Innovation On Market Orientation And Stakeholder Orientation In Disruptive Firms, Zach Moore

AMTP Proceedings 2018

Disruption is the new paradigm of business. Nearly a day goes by without the popular business press heralding a new “disruptor” that has come to lay waste to the existing industrial landscape and radically alter the way in which humanity will live. While this may seem like hyperbole, it is not entirely without merit. The past few decades have seen a tremendous growth of innovations that have caused widespread changes in the ways firms do business. As such, it is essential to understand the antecedents and consequences of innovation and disruption on firms.

In the taxonomy of innovation, there are …

Materialism And Consumer Purchases An Exploratory Study: Are There Segments Of Materialistic Consumers?, Rick Mathisen, David Burns, Jennifer Hutchins

AMTP Proceedings 2018

Research on materialism has focused on the Richins Materialism constructs. The study focused on the relationship between materialism constructs, the positive and negative affect toward rivals and consumer purchase strategies when a rival purchased a product. Three segments of materialistic consumers were identified. Each segment model had different significant paths from the three short-form Richins Materialism constructs to the affect constructs and purchase constructs. PLSSEM and FIMIX analysis was used to develop the path models and segments by identifying unobserved heterogeneity in the data. The results indicate that not all consumers may exhibit the same materialism profiles as they are …

"No Triclosan Ever!": Effects Of Absence Framing Of Novel Product Ingredients On Consumer Evaluations., Tim Ozcan, Ahmet Hattat, Michael Hair

AMTP Proceedings 2018

We investigated effectiveness of promoting novel ingredients either with presence or absence positioning – both are common in marketplace (e.g. Secret® deodorant visibly claims “aluminum chlorohydrate” while Crystal® promotes “no aluminum chlorohydrate”). Initial study results show that consumers have more positive evaluations and purchase intentions for absence framing than presence framing and this effect is mediated by protection-related goals. After reviewing the literature in green/sustainable product attributes and regulatory focus, we show that absence-framed ingredients have better consumer evaluations when consumers are in the prevention mindset. Conversely, we show that, when customers are in promotion mindset and looking for a …