Marketing Commons^™

Independence Of Audit Ethical Decision Making Process: A Case Of Indonesia, Negina Kencono Putri, Wiwiek Rabiatul Adawiyah, Bambang Agus Pramuka

DLSU Business & Economics Review

This study aimed to test whether there is a change in the level of independence of auditors when they are exposed to some level of work pressure related to morality and ethics, in three levels of work pressure and the threat of litigation. The study used a quasi-experimental method design with Chi-square test and regression as statistics analysis which involved professional auditors in Indonesia. The results showed that the independence of auditors who become participants in this study was not affected, despite being faced with situations that threaten their continuity in getting future assignments from the client. The auditors were …

An Econometric History Of Philippine Trade: 1810–1899, Luisito C. Abueg

DLSU Business & Economics Review

An econometric “verification” of historical accounts of Philippine international trade and economic liberalization during the 19th century using econometric analysis to correlate historical accounts from official and other historical sources from Spanish era of Filipinas (majority of Luzon and Visayas trading centers). This paper also aims to assess macroeconomic trends and institutional analyses of Philippine colonial trade of the 19th century (with consequences to the 20th century Philippine economic development experience) using the perspective of econometric methodology.

Effects Of Affluence On Rising Household Carbon Emission In The Philippines: An Application Using Quantile Regression Approach, Moises Neil V. Seriño

DLSU Business & Economics Review

This study investigates whether rising affluence affects carbon emission differently by considering the distribution of households based on the level of emission. Whereas there are several empirical studies that examine this issue with mean based regression approach, limited studies have investigated the effect of affluence on the quantiles of household emission controlling for several household characteristics. Employing the methods of quantile regression, results show that rising affluence affects household emission differently. The effect is more pronounced among households in the upper emission quantile as compared to households in the lower emission quantile. This suggests that an increase in income translates …

Another Look At Demand-Side Digital Piracy, Andrea L. Santiago

DLSU Business & Economics Review

Technological improvements made it easier for individuals to download files for personal use. From one end, the clear message is that piracy is wrong and attention should be drawn to crushing piracy with education and disincentives. On the other end of the spectrum is the view that anything that can be accessed online is free. This paper encapsulates the major discussions on digital piracy thus far. It also looks at alternative ways to approach the debate so that more creative solutions can be developed without compromising on the basic principle that the creator of an idea or product deserves to …

Distinguishing Entrepreneurial Approaches To Opportunity Perception, Stern Neill, Lynn E. Metcalf, Jonathan L. York

Marketing

Purpose – Whether opportunities are discovered or created by entrepreneurs is a foundational question in entrepreneurship research. The purpose of this paper is to examine women entrepreneurs in high-growth new ventures and explore the cognitive resources that distinguish between three approaches to opportunity perception: opportunity discovery; opportunity creation; and a combined discover-create (ambidextrous) approach.

Design/methodology/approach – Using questionnaire responses from 165 women entrepreneurs in highgrowth new ventures, K-means clustering was used to determine three approaches to opportunity perception. The cognitive resources associated with each approach were then identified using multiple discriminant analysis. Finally, multivariate analysis of variance was conducted to …

The Effect Of Food Labeling And Environmental Cues On Food Consumption Judgments And Choices., Sarah Lefebvre

Electronic Theses and Dissertations

As obesity levels reach epidemic levels globally, an understanding of the multitude of factors that influence both eating behavior and food choice is necessary. This dissertation attempts to investigate the role of emerging food categories, namely organic foods, and the influence of environmental cues on eating behaviors and choices. This goal is accomplished through three essays. The first essay focuses on the organic food trend and consumer taste expectations. Specifically, this essay explores how the presence of an organic label influences taste expectations differently for minimally processed versus highly processed foods due to the level of consistency (congruency) between the …

Power Effects On Consumer Well-Being: Two Essays On The Power Effects On Donation And Material/Experiential Consumption, Yue Liu

Electronic Theses and Dissertations

Power is a fundamental concept in social science (Russell 1938), which has gained much academic attention in various disciplines. Two essays of this dissertation examine the theoretical and practical implications of power effects on donation decisions and material/experiential consumption. The first essay demonstrates power's moderating effect on the relationship between publicity and donation. Specifically, it is proposed that powerful people tend to donate more in public (vs. private) situation, whereas powerless people do not show such a difference. This effect is driven by people's concern about self-presentation in a donation scenario. Additionally, this effect only holds when people strongly believe …

Determinants Of Cash Holding Of Listed Manufacturing Companies In The Indonesian Stock Exchange, Muhammad Arfan, Hasan Basri, Risma Handayani, M. Shabri Abd. Majid,, Heru Fahlevi, Azimah Dianah

DLSU Business & Economics Review

This study is primarily aimed at identifying significant factors that affect the level of cash holding of 77 manufacturing companies listed in the Indonesian Stock Exchange for the period 2009 to 2013. Factors normally identified in the literature that affect cash holding, including the levels of growth opportunity, networking capital, and financial leverage of firms, are examined in the study. Other than these variables, this study also incorporated the profitability and capital expenditure of the firms as controlled variables. Out of 138 manufacturing companies, 77 companies were selected as sample of the study using the purposive sampling technique. Secondary data …

Advancing Customer Experience Theory: Five-Way Conversations In Two-Person Customer-Marketer Talk, Carol M. Megehee, Arch G. Woodside

AMTP Proceedings 2017

This study advances customer experience theory (CET) by configuring research on talk, storytelling, customer-marketer interactions, and customer assessments of experiences in encounters with sales and hospitality/service representatives. Customers’ introspections and assessments of their meetings with marketers constitutes one genre of storytelling that include not only surface talk between two persons but surface and subsurface (nonconscious) talk between persons and within self. Practical implications include creative storytelling scripts for performing in sales and service training programs in firms and classroom contexts. Given the centrality of face-to-face meetings in many consumer shopping contexts (e.g., cars, houses, medical services; campus visits by high …

An Assessment Of Engagement, Self-Pacing And Learning In A Flipped Marketing Classroom: An Exploratory Study, James R. Shock, Jill K. Maher

AMTP Proceedings 2017

This study examines the possible impact of engagement and self-pacing on student learning in a flipped classroom environment. Survey responses from 33 students were used in this exploratory study. Results indicate that engagement and self-pacing showed significance, impacting self-reported learning. This preliminary study suggests a flipped classroom improves student learning in marketing. It is expected that a larger sample size with improved measures will uncover other relationships within the flipped classroom model.

Marketing & Business Strategy: A Relationship Opportunity In Curricula, Jon M. Martin

AMTP Proceedings 2017

Business schools and administration curriculum delivery often fail to recognize and leverage the relationship between Marketing Strategy and overall Business Strategy courses regarding course overlap/merger, course scheduling, and/or instruction. Since it is becoming increasingly difficult to find and realize curriculum improvements that well engage students in the wake of scheduling conflicts and enrollment/matriculation challenges, Pfeiffer MHA is, and urges other academic programs to consider as well, embracing the standardization required to leverage these two course subjects in order to realize the academic synergy between them for our students.

The Mars Sales Management Simulation: 10+ Years Later, Joseph Chapman, Russ Wahlers

AMTP Proceedings 2017

The authors discuss the MARS Sales Management Simulation (MARS) based on over 10 years of experience using the simulation in a sales management course. Over the years, the authors have tried a variety of ways of incorporating the MARS game into the sales management course and have written this paper to share their insights. This paper presents an overview of the MARS Sales Management Simulation, how to incorporate MARS into a sales management course, additional sales management assignments that relate to information from the MARS Simulation, advantages of using the simulation, disadvantages of using the simulation, some possible guidelines for …

Small Business Issue: “How Do We Avoid The Speed Trap And Not Get Hit By The Speeders?”, Dave Mcmahon, Stephen M. Rapier, Michael Mccall

AMTP Proceedings 2017

The authors examine the use of online panels, the assumptions that are being made, and the dangers of those assumptions for small business. Specifically, the authors investigate the existence and possible effects of speeders. They conclude with a discussion of the implications and how to avoid falling into the traps that this problem may create.

Assessment Of Oral Presentations In An Undergraduate Accounting Program: An Application Of Videotapes, Role Plays And Student Involvement, Leslie B. Fletcher, Linda G. Mullen, Gloria J. Stuart

AMTP Proceedings 2017

The subject School of Accountancy assesses oral presentations at the undergraduate (Bachelor of Business Administration in Accounting) level to accomplish program improvement and accreditation maintenance. Historically, accounting students were assessed on their oral presentation skills by giving a 3-4 minute presentation of a completed research paper and used presentation software. Accounting faculty members assessed the presentation using a six-factor four-level rubric.

This work was motivated by feedback received from the School’s Accounting Advisory Board; the members were dissatisfied with new accounting staff hires’ inability to communicate with their clients face-to-face. While they appreciated the favorable results achieved in the oral …

Consuming Digital Technologies And Enacting Identities: Mothers In Mundane Daily Life, Meera Venkatraman

AMTP Proceedings 2017

This manuscript examines mothers’ consumption of digital technologies to enact their individual, relational, and familial identities. Using phemenological interviews it finds mothers purposefully consume digital technologies to negotiate, construct, and enact identities. Specifically, mothers use a repertoire of four appropriation strategies: mastering, partnering, domesticating, and avoiding. Mastery is a multi-year project in which mothers enroll in digital educational programs, qualify, and create new professional identities. In domestication, mothers assert themselves on technology managing their inclusion/exclusion in the time and spaces of family life, thereby enacting parental identities. In contrast, partnering is collaborative; mothers consume those functionalities of technologies that help …

Segmentation Of The Aruban Tourism Market: Classification Of Visitors’ On-Island Activities, Deborah J.C. Brosdahl, Roasalind C. Paige

AMTP Proceedings 2017

Travel and tourism offices in destinations throughout the world are keenly aware of the importance of attracting visitors to their locale. This is especially true in places where tourism is an important component of the local economy. Nowhere is tourism more important than for the island nations of the Caribbean, an area that has been called one of the most tourism dependent regions in the world. With approximately 1.22 million people visiting each year, the Caribbean island of Aruba “The World Tourism Council (WTTC) reports Aruba’s GDP is more reliant on travel and tourism than any other nation, relative to …

Eco-Label Certification: A Case Study Of The Campeche Shrimp Fishery, Mexico, Antonio Di Cintio, Luis Bourillón Moreno

Gulf and Caribbean Research

The Marine Stewardship Council (MSC) eco—label certifies that seafood comes from a sustainable source. The use of this eco—label lags behind in the developing world, where ecosystem approaches to fishery management have not yet been widely implemented. However, the Food and Agriculture Organization under its REBYC—II LAC project is addressing ecosystem concerns within the shrimp trawl fisheries of a number of developing countries in Latin America and the Caribbean by helping them to improve management of the negative ecosystem impacts by modifying their gear to reduce by—catch and habitat damage. This study investigates how the potential improvements identified by the …

2017 January, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for January of 2017.

British Virgin Islands Tourists' Motives To Travel, Destination Image, And Satisfaction, Sherrine Natahsa Augustine

Walden Dissertations and Doctoral Studies

The turbulent events of the world have resulted in a decline in the number of travelers since 2011. Nevertheless, approximately one billion international tourists still travel annually.Tourist activity plays an important role in the global economic activity. The purpose of this correlational study was to examine if a relationship exists between destination images, push and pull motives to travel, and tourists' satisfaction. The target population consisted of noncitizen and nonresident tourists of the British Virgin Islands (BVI) between March 2017 and April 2017. Oliver's expectancy-disconfirmation theory that the individual will act in a particular way because the expectation that a …

Small Business Marketing Strategies For The First 5 Years, Shiina Pai

Walden Dissertations and Doctoral Studies

Small businesses have an integral role in the U.S. economy and represent 99.7% of all employers in the United States; however, approximately 50% of small business start-ups fail within the first 5 years. Developing and implementing a well-formulated marketing strategy is critical to the success of business because a marketing strategy provides long-term benefits for a company's financial performance and increases the survival rate. The objective of this case study was to explore the marketing strategies that small retail business owners use to sustain their businesses for the first 5 years. The population was 5 successful retail-based small business owners …

Marketing Strategies To Enhance Profitability Among International Oil And Gas Service Companies, Hesameddin Zafari

Walden Dissertations and Doctoral Studies

A significant drop in oil price in 2014 resulted in enormous pressure on marketing managers of international oilfield service companies to address new market expectations. In such competitive conditions, some marketing managers lack strategies to leverage profitability during downturns. The purpose of this multiple case study was to explore strategies that senior marketing managers of international oilfield service companies in the Middle East successfully used to enhance sales performance, revenues, and profits during periods of declining oil prices. Theory of market segmentation, targeting, and positioning formed the conceptual framework for this study. Data were collected through semistructured interviews of 5 …

Perceptions Among Senior Consumers Regarding Stereotyping In Magazine Advertisements, Greg Milsom

Walden Dissertations and Doctoral Studies

Marketing decision makers often employ stereotypes in their advertising messages, but constant exposure to negative messages is offensive to older consumers and contributes toward ageism. The general problem is that many senior adults feel dissatisfied with advertising directed toward them and may not purchase products that they could otherwise enjoy. Based on the tenets of social identity theory, the purpose of this study was to explore the perceptions of a group of senior consumers toward the stereotypes used to portray older adult models featured in magazine advertisements by uncovering the factors that influence purchasing decisions and the stereotypes that are …

Social Media Strategies To Increase Professional Membership Association Dues Income, Robert J. Spangler

Walden Dissertations and Doctoral Studies

Social media strategies can play an important and specific role in nonprofits by increasing membership dues income. However, insufficient data exists supporting effective strategies for social media in professional membership associations, potentially

affecting both business managers within those associations and the stakeholders they represent. The purpose of this qualitative single case study was to explore social media strategies that nonprofit marketing professionals used to increase professional

membership association dues income. The sample included 7 nonprofit marketing professionals in a New Jersey-based professional membership association. Social exchange theory and social influence theory formed the conceptual framework. Data

collection occurred using semistructured …

Investigating The Effects That Alcohol Consumption Has On The Impulse Buying Behaviors Of College Students, Christian J. Kerrigan

Honors College Theses

This paper looks at the relationships between alcohol consumption and the impulse buying behaviors of college students. The first section of the study looks at what categories of products are most commonly purchased whilst each student is under the influence of alcohol. The criteria for classing something as an impulse purchase in this section is that you can’t have previously planned on buying the product, and/or you end up spending more than you initially intended, whilst you are under the influence. We found that food, more alcohol, and gifts for others were the top three categories in this section. The …

Ways Of Depicting: The Presentation Of One's Self As A Brand, Lelia Green, Richard Morrison, Andrew Ewing, Cathy Henkel

Research outputs 2014 to 2021

The research question animating this article is: 'How does an individual creative worker re-present themselves as a contemporary - and evolving - brand?' Berger notes that the "principal aim has been to start a process of questioning" (5), and the raw material energising this exploration is the life's work of Richard Morrison, the creative director and artist who is the key moving force behind The Morrison Studio collective of designers, film makers and visual effects artists, working globally but based in London. The challenge of maintaining currency in this visually creative marketplace includes seeing what is unique about your potential …

The Contributors, Marites Tiongco

DLSU Business & Economics Review

No abstract provided.

Native Advertising: A Close Look At An Emerging Advertising Unit, David Kamerer

School of Communication: Faculty Publications and Other Works

This study is a content analysis of a random sample of in-feed native ads, as curated by the Sharethrough Native Advertising Leaderboard. A native ad is paid content that looks like organic content and is served in the same feed. Native ads can earn premium CPMs for publishers, while giving advertisers a “lean in” format that online readers may actually enjoy. What are these native ads like? They utilized a mixture of assets including text (almost all), photos (an average of five), videos (almost half had one or more), interactive elements (20 percent) and GIFs. Only 75 percent of ads …

Beauty Brand Versus New Media: How Have Communications Tactics Changed Within A Large Cosmetic Brand & How Have They Incorporated New Media Pr Tactics, Ruth Walsh

Theses

This research study aims to investigate and analyse what is working in the cosmetic PR industry for beauty brands; bloggers; and beauty consumers. There has been limited research conducted into this important topic and less so into the PR tactics used by large cosmetic brands. This thesis first examines that said limited scope of literature that relates to the cosmetic PR industry but not well and it further examines the viewpoints of well-known PR professionals. From this research, a triangulation approach to data collecting was outlined and conducted that included two interviews with beauty industry experts; a PR professional, a …

Neural Networks In Strategic Marketing: Exploring The Possibilities, Kristen Bell Detienne, David H. Detienne

Faculty Publications

A review of the literature indicates that few studies have used artificial neural networks (ANNs) for data analysis in business and marketing research, even though there are many benefits to the use of ANNs. Therefore, this article discusses neural networks (NNs) that can be used in addition to or as an alternative to linear regression for data analysis in strategic marketing. The function and layout of NNs make them ideal for research dealing with nonlinear, incomplete, unspecified, or ‘fuzzy’ data and offer several advantages over linear regression. Unfortunately, in many marketing studies, the information being modeled is far from flawless …

Three Essays On Dynamic Capabilities In The Context Of Innovation, Networks And Entrepreneurship, Ken (Yongjian) Chen

Theses and Dissertations (Comprehensive)

A recent study by McKinsey & Company (Benson-Armer, Otto and Webster 2015) found that half the executives they survey rate capability building as one of their firms’ top three priorities. This research also concludes that building capabilities in the domains of strategic marketing and entrepreneurship represents an urgent task in capability management. The importance of capability development and management is also recognized by leading strategic marketing and entrepreneurship scholars (e.g. Moorman and Day 2016; Day and Schoemaker 2016; Teece 2012). These authors suggest that managers demand new ways to help firms compete in today’s fast-changing environment. Dynamic capabilities are considered …