Marketing Commons^™

Actor-Resource-Activity (Ara) Model For Studying Interactive Network Branding In Business Relationships, Nikolina Koporcic

AMTP Proceedings 2017

The purpose of this paper is to present Interactive Network Branding (IN-Branding) and discuss its main constituents through the actor-resource-activity (ARA) model of business relationships. As a theoretical background the paper presents traditional ARA model of the Industrial Marketing and Purchasing Group. In the same manner, the importance of IN-Branding for business relationship development is elaborated. The Pyramid of IN-Branding, as a new theoretical framework, advocates the merge between business network and corporate branding literature. The actor layer of IN-Branding pyramid is presented by individual human actors, the resource layer through their social network relationships, while activity layer is acknowledged …

Internationalizing U.S. Master’S Universities: Emerging Opportunities For Marketing Faculty, Lynn W. Mcgee, Inga Poetzl

AMTP Proceedings 2017

One of the faster growing sectors of higher education in the US over the past three decades has been the master’s university. Another fundamental trend over this period has been the consistent increase in expectations of students, parents and business employers that international experiences and competencies become part of the curriculum at the undergraduate level.

Opportunities for marketing faculty from master’s universities to add international perspectives to marketing courses have expanded over the past decade. The growth and re-shaping of faculty grant programs such as the Rockefeller, Rotary and Fulbright grants reflect this opportunity. In particular, the U.S. Fulbright Commission …

A Collaborative Logo Design Project For A Startup Therapeutic Medicine Company, Tulay Girard, Luke Hallman

AMTP Proceedings 2017

A logo design project was initiated in collaboration to serve the research, teaching, and service needs of the faculty, learning experience needs of the student, and the brand recognition need of a startup company. The company for which logo was developed and tested specializes in producing an herbal supplement for Type II diabetics that is naturally derived from plants and taken orally with a well-known Type II diabetes medication.

Most literature has focused on how to design effective logos but only a few studies have focused on the methods to develop and test the associations that logos represent. Therefore, the …

Selling Fear Across Ethnic Consumers: Modeling Emotional Arousal And Validating The Impact Of Galvanic Skin Responses In Advertising, Sindy Chapa, Olivia Bravo

AMTP Proceedings 2017

The purpose of this study is to explore how fear-appeal advertising impacts young adults in a multi-ethnic society. This study combines self-reported measures and a skin-galvanic psychological test to measure the impact that fear-appeal advertising has among ethnic groups. Using a one-ad experimental design, results shows significant differences among ethnic groups indicating that the levels of arousal evoked by a “fear-appeal” advertisement were highest across Asian Americans followed by Hispanic American, African-Americans, and then Non-Hispanic Whites. Overall, a proposed model reveals emotions outweigh attitudes toward the ad on the manipulation of fear-appeal advertising.

Chinese Mba Student Attitudes And Perceptions As They Relate To Personal Selling, Charles E. Pettijohn, Melissa S. Burnett, Linda S. Pettijohn

AMTP Proceedings 2017

In the United States entry-level sales positions are often filled by graduates from universities and colleges. However, a challenge faced by recruiters seeking these college graduates to fill sales positions has been that many college graduates have a negative perception of the role of the salesperson in today’s economy. Thus, many businesses discover that they have to overcome the biases and stereotypes held by students as they attempt to recruit exceptional individuals into sales positions. Given the growth and size of the Chinese economy, it seems that determining how Chinese students perceive the role of sales and their attitudes toward …

Contemporary Marketing, R Henry Migliore

Migliore Collection

No abstract provided.

The Influence Of Relationship Beliefs On Gift Giving, Dipankar Rai, Chein-Wei (Wilson) Lin, Junghwa (Jenny) Hong, George Kulick

Marketing Faculty Publications and Presentations

People have fundamental beliefs about what constitutes a good relationship, known as implicit theories of relationship, where some people have destiny beliefs whereas others have growth beliefs. People with destiny beliefs believe that potential partners are meant either for each other or not, whereas people with growth beliefs believe that successful relationships are cultivated and developed. This research shows that different implicit theories of relationship influence consumers’ gift choice to their significant others. We demonstrate, through two studies, that consumers with destiny beliefs prefer giving gifts that are more feasible in nature, whereas consumers with growth beliefs prefer giving gifts …

Salesperson Ambidexterity And Customer Satisfaction: Examining The Role Of Customer Demandingness, Adaptive Selling, And Role Conflict, Raj Agnihotri, Colin B. Gabler, Omar S. Itani, Fernando Jaramillo, Michael T. Krush

Marketing Faculty Publications

This research investigates the effects of sales-service ambidexterity on salesperson role perceptions, behaviors, and customer satisfaction. Using a business-to-business, salesperson-customer sample, we build and test a model which highlights both the positive and negative consequences of this simultaneous goal pursuit. Specifically, while sales-service ambidexterity positively impacts adaptive selling behaviors, it also increases perceptions of role conflict among salespeople. Customer demandingness moderates these relationships. Taken together, the results provide insights for firms on how to manage their sales force to optimize both sales and service outcomes based on characteristics of their salespeople and customers.

Consignment Auctions: A Proposed Optional Channel For Reverse Logistics, Marvin Lovett

Marketing Faculty Publications

This paper addresses the proposed utilization of the C.A.L.M. Method-The Consignment Auction Liquidation Marketing Method of Mass Product Distribution-as an optional secondary market channel for reverse logistics requirements. This nontraditional method of product distribution was initiated over twenty years ago and can provide business organizations a further option for reverse logistic needs. Consignment auctions depend on securing good sources of merchandise sold at their auctions. Many business organizations including retailers, wholesalers, manufacturers and entrepreneurs often have excess and returned merchandise and can benefit from additional secondary market channel options to meet their reverse logistics needs. A review of both reverse …

Marketing Tips For Small-Scale, Local Honey Bee Keepers In Northwest Arkansas, Samuel L. Goll, Michael P. Popp, Jennie S. Popp, Donald C. Steinkraus

Discovery, The Student Journal of Dale Bumpers College of Agricultural, Food and Life Sciences

The objective of this thesis was to gain market information for beekeepers regarding different honey bee products and to provide information about economic feasibility when produced on a small, local scale. Since cost-of-production information about operating an apiary is widely available, the focus of this work was on gaining marketing knowledge. One of the objectives of the surveys was to develop a better sense of what potential resellers of honey bee products considered locally produced. Another objective was to determine preferences for honey bee product packaging as well as bee pollination services. Using that feedback, a marketing plan for different …

Give Me A Formula Not The Concept! Student Preference To Mathematical Problem Solving, Manveer Mann, Mary C. Enderson

STEMPS Faculty Publications

Purpose of Study: The purpose of this study was to assess student preference for procedural (formula-driven) versus conceptual (concept-driven) approaches to solve mathematical problems. Additionally, we evaluated differences in preferences among students who performed above average and those who performed at or below average on simple arithmetic problems.

Methods/Design and Sample: We used a single-factor (Instructional Approach: conceptual vs. procedural) between-subjects experiment. Instructional approach was manipulated using short embedded instructional videos. Students evaluated each approach on a five-point scale.

Results: We found that students (above-average and average/below-average) preferred the procedural approach to the conceptual approach. Interestingly, however, although students preferred …

Strategies For Implementing Advertisements In The Green Industry, Ashley Deal Castle

Walden Dissertations and Doctoral Studies

After a growth in sales of 30% from 2007 to 2010, green product market sales declined 2% from 2010 to 2014 in the United States. Business leaders need to incorporate sustainable business practices and use green messaging within advertisements and marketing campaigns to assure that present needs do not compromise the ability of future generations to meet their needs. This qualitative case study explored marketing strategies that business leaders in the green advertising industry use to increase the sale of green products. The social cognitive theory was the conceptual framework used in this study. In-depth interviews with 5 purposively selected …

Wom Or Ewom, Is There A Difference?: An Extension Of The Social Communication Theory To Consumer Purchase Related Attitudes, Mcdowell Porter

LSU Doctoral Dissertations

While traditional word of mouth (WOM) and electronic word of mouth (eWOM) have both been shown to highly impact consumer behavior, there is a deficit in our knowledge of how they compare to one another. My dissertation research addresses the lack of empirical studies that compare WOM promotion in the form of face-to-face interaction to eWOM promotion in the form of computer-mediated communication, especially using Web 2.0 technologies. This research tests the assumption that WOM is superior to eWOM and, if so, how to extend eWOM to improve its performance against WOM. Essay One introduces a proposed conceptual framework to …

The 2016 Jesuit Task Force Report On ‘Justice In The Global Economy:’ Analysis, Implications And Actions For Jesuit Business Schools, Gene R. Laczniak, Nicholas J C Santos

Marketing Faculty Research and Publications

No abstract provided.

Rescuing Relationships: Toward An Understanding Of Exchange Relationship Disruption And Recovery, Matthew Mark Lastner

LSU Doctoral Dissertations

Research investigating business-to-business (B2B) exchange supports the position that cultivating strong exchange relationships is vital to the long-term success of both parties involved in an exchange. However, while much is known about how exchange relationships are developed and organized to yield maximum benefits for buyers and sellers, very little research has been advanced to understand how B2B exchanges experience disruptive events and what impact disruptions have on the long-term health of these relationships. Across three essays, this dissertation utilizes a multi-method approach to examine the nature and impact of disruptive events on inter-firm exchange relationships to address this shortcoming in …

The Papal Encyclical Laudato Si’: A Focus On Sustainability Attentive To The Poor, Ann-Marie Kennedy, Nicholas J. C. Santos

Marketing Faculty Research and Publications

This article seeks to reflect upon Laudato Si’, the papal encyclical on ecology and sustainable development, and uncover its apparent philosophical and practical approach to the environment. It begins with a discussion of paradigms of thought that outline the new ecological paradigm (NEP) suggested in the ecological literature, thereby helping to situate the ecosophy of Laudato Si’ within current thought. As we will show, Laudato Si’ differs from the NEP by linking the poor to our approach to sustainability and in its consideration of integral ecology. Specific principles for sustainability in business are then identified and strategic approaches are recommended, …

Making A Difference: The Impact Of Corporate Ethical Behavior On Consumers In The Beauty Industry, Paige M. Gould

Honors Theses and Capstones

Over the years, the cosmetic industry has struggled with a variety of ethical issues. This research examines the effects of these unethical practices on consumers’ perceptions and judgements. More specifically, do consumers consider ethical issues when evaluating cosmetics? Can consumers’ ethical perceptions and decision making be influenced? If so, are heuristic appeals or systematic appeals more persuasive? The results of this study indicate that unless prompted, most consumers do not consider ethical issues when purchasing cosmetics. The study also found that both heuristic and systematic appeals were effective in influencing general industry perceptions, but only the systematic appeal was successful …

2017-University School Alumni Featured In Niswonger Scholars Directory, University School, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Three of our University School Alumni were recently featured in the 2017 Niswonger Scholars Directory:

So very proud of our Bucs, past, present, and future! Go, Bucs, Go!

2017-January-01-Erica Colen, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2017-Cida.Pdf, Department Of Interior Architecture, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

We are proud to announce that the ETSU Interior Architecture program has be awarded accreditation from CIDA (Council of Interior Design Accreditation) for a six-year term. The Accreditation Commissions decision was based on the interior architecture programs demonstrated achievement of sixteen accreditation standards. The evaluators noted the program had strengths in 9 of the 16 standards. The next re-accreditation visit is in 2023.

2017-Interior Architecture Alumni Calvin Clawson.Pdf, Department Of Interior Architecture, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Interior Architecture Alumni Calvin Clawson has been the lead Interior Designer at the James H. Quillen VA Medical Center for 3 years.  He has transformed the look and feel of the Mountain Home facility with each project.  His talent, work ethic, and heart for the veterans make him the perfect choice for Interior Designer of the Year.

“The Mountain Home VA Health Care System provides quality healthcare which supports the core values of the Department of Veterans Affairs.  Mr. Clawson has been successful at creating an environment at this facility which represents the quality, compassion and excellence we strive for …

2017-Gatton Faculty Receive A $50,000 Interdisciplinary Grant From Etsu's Research Development-Council, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Drs. Walls, Panus, Odle, Covert, and Karpen from Gatton College of Pharmacy and Dr. Courtney Hall who has positions at ETSU’s Physical Therapy department and the Mountain Home VA have received a $50,000 Interdisciplinary Grant from ETSU’s Research Development Council to study fall risk in older adults.  Dr. Hall is the Principal Investigator on the award.

Each year, 2.5 million people 65 and older are treated in emergency departments for falls, resulting in over 700,000 hospitalizations. Falls are among the 20 most expensive medical conditions, with an average hospital cost for a fall-related injury of $35,000, leading to an estimated …

2017-2017 Hands On Construction Experience.Pdf, Department Of Interior Architecture, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

What better way to learn about construction than by doing it yourself?  Freshman Hanna Huntley volunteered with Appalachia Service Project over the past couple of weeks, to experience construction firsthand.  Hannah is shown removing a corner of a wall to prepare it to be replaced it with a bullnose corner.  Great job Hannah!

2017-Designing For Acoustics.Pdf, Department Of Interior Architecture, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Sophomore Interior Architecture students discussed the importance of accounting for acoustics in the design phase of their projects. They discussed how acoustics affects health, safety, comfort and human factors and productivity and what solutions can help alleviate sound issues. Students worked in teams to explore methods of using this valuable design tool.

2017-January-Faculty Member Travis Graves Receives Tennessee Arts Commission Grant.Pdf, College Of Arts And Sciences, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Sculpture professor Travis Graves has been awarded an individual artists fellowship from the Tennessee Arts Commission for 2017. The fellowship provides a monetary award of $5000 to outstanding professional artists in a particular art form or discipline. 

Graves has taught sculpture in the Department of Art & Design since 2005 and was the receipent of the ETSU Distinguished Faculty Award in Teaching in 2013.

For more information on the the artist please follow this link:
http://www.travisgraves.com/

2017-Manlalakbay (Voyager)- Filipina-O Diaspora And The Hybrid Identity.Pdf, College Of Arts And Sciences, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

The exhibit features Filipina/o (pronounced Filipin Now) and Fil-American contemporary artists whose works explore the complex issues of migration and the nuanced hybrid identity. Filipino cuisine, Filipiniana attire and traditional ‘tinikling’ bamboo dance performance will be presented during the November 3rd, First Friday reception with the gallery talk. Johnson City Mayor David Tomita, Hon. Patrick Chuasoto from Philippine Embassy in Washington D.C., and Jeremy Ross, Acting Chief Operating officer at ETSU are Guests of Honor.

The collaborative painting and jewelry demo will be conducted by New York based artists Jeho Bitancor, Jojo Austria and Art Zamora on November 3rd, Friday …

2017-Sophomore Studio.Pdf, Department Of Interior Architecture, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Sophomore Studio this semester explored various issues in residential design.  Their final project was to design a home for a family of middle-eastern decent. This is to be a custom home that meets the needs of a handicapped grandmother and include a prayer room.  One of the great learning experiences is that ETSU middle-eastern students were invited to help the design students understand their culture so the home can perfectly meet their needs.  Design students learned to be sensitive to cultural needs and the guests learned that design can make their homes a better place to live, care for their …

Gatton Alum Receives Prestigious Award From Cvs Health, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

An alumnus of the Gatton College of Pharmacy at East Tennessee State University has received a prestigious award from CVSHealth after going above and beyond to help a patient earlier this year.

Brock Leisge, a member of the GCOP Class of 2016, works as a pharmacist at the CVS in Mt. Sterling, Kentucky. Earlier this year, a patient came in to have a prescription filled, but Leisge did much more than that he may very well have saved her life.

In a letter written to Leisges employer, the patients daughter explains that her mom had been battling thyroid cancer for …

2017-2017 Cradle To Cradle Specification.Pdf, Department Of Interior Architecture, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Seniors in Sustainable Seminar explained the differences of cradle to cradle versus cradle to grave and then provided justification to each other for their senior studio cradle to cradle specification selections. 

2017-2017 Presentations.Pdf, Department Of Interior Architecture, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Students in interior architecture give many presentations every semester explaining their design intentions to peers, faculty, outside professionals and professional mentors.  In these presentations, students explain their reasons why their designs meet the expectations of the assignment.  Explanations go way past, “I like it”, by using design terminology and design precedence research to give the reasons the design impacts the health, safety and welfare of their clients.  You will leave the program knowing how to very clearly orally express your designs in front of varied audiences.

Seniors use technology to present research to professional mentors in cities outside of The …