Sales and Merchandising Commons^™

Beyond The Shelf: How Reallocating Shelf Space To Emerging Brands Enhances Store Performance Through Dynamic Brand-Level Effects, Jesse Core, Ho Kim

Journal of Applied Marketing Theory

This study examines the effects of reallocating shelf space from established to emerging brands in the flavored malt beverage category, a fast-moving, impulse-driven product category. Using a 13-week field experiment in 16 U.S. grocery stores (six treated, ten control), we reallocated one shelf facing from an established to an emerging brand for four weeks before reverting the shelves to their original configuration. Then we analyzed weekly SKU-level data on sales with fixed-effects panel regressions. Results show that the shelf-space reallocation increased category sales by 21.2% during treatment and 27.6% after reversion, revealing persistent gains. At the brand level, emerging brands …

Online Shopping Non-Adoption In South Africa: A Distrust-Centric Framework Integrating Social Exchange, Trust Transfer, And Social Presence Theories, Cleopatra Moipone Matli, Jeevarathnam P. Govender

Journal of Marketing and Consumer Behaviour in Emerging Markets

Online shopping non-adoption remains critically underexplored, especially in emerging markets. Addressing this gap, the authors develop and test a distrust-centric framework that applies the inhibitory logic of social exchange, trust transfer, and social presence theories to explain pre-emptive avoidance. Focusing on South Africa, where only 18.16% of the population engage in e-commerce, data was collected from 414 consumers who have never shopped online. Structural equation modelling reveals that perceived lack of reciprocity directly increases the intention of non-adoption. Moreover, distrust in online payment systems transfers to broader channel scepticism, which in turn drives avoidance. Perceived lack of social presence further …

Person-Supervisor Fit Antecedents: Self-Determination Theory In Salesforce Turnover Intention, Ilgım Dara Benoit, Jeffrey R. Foreman, Bonnie S. Guy

Atlantic Marketing Association Proceedings

No abstract provided.

A Case Study Of Faculty Perspectives On Teaching Across Borders, Lucy Matthews, Diane R. Edmondson, Tammy Bahmanziari

Atlantic Marketing Journal

This study explores the differences between faculty who have and have not led study abroad programs at a southeastern U.S. public university. Using survey responses from 133 faculty members, the research examines professional and motivational variables that influence participation. Findings reveal that those who have led study abroad programs tend to be satisfied with their experiences, report higher perceptions of student cultural competency gains, and are more likely to recommend such programs to peers. Additionally, experiential learning emerged as a central theme, with faculty highlighting the pedagogical value of immersive global education. Barriers to participation were also investigated. The study …

Trust Migration In The Digital Era: Information Regimes And The Transformation Of Buyer–Seller Relationships, Stephen C. Carlson

Atlantic Marketing Journal

Business-to-business selling is being reshaped by rapid advances in digital platforms, enterprise systems, analytics, and artificial intelligence. Organizational buyers increasingly rely on algorithmic tools, peer communities, institutional certifications, and automated evaluation systems before engaging directly with sales representatives. Yet much of the buyer–seller trust literature continues to emphasize interpersonal communication quality, listening behaviors, and individual credibility as primary drivers of relational success.

This article argues that the central transformation in contemporary selling is not the erosion of trust, but its relocation. As technological infrastructures evolve, trust progressively migrates from individual sales representatives to organizational systems, platforms, governance mechanisms, and algorithmic …

A Captured Audience: How Job Stress Leads Employees To Online Shopping Via Cyberloafing, Seth Williams

Atlantic Marketing Journal

This paper investigates the hyper-connected workplace and how the modern employee deals with job stress in their work environment. Using the theory of compensatory consumer behavior and partial least squares structural equation modeling, we investigate how job stress impacts employees in the workplace to shop online. This shopping is done via cyberloafing, which is using the internet for personal reasons at work. Psychological detachment is also studied as a mediator. Theoretical and practical implications are discussed for managers in the workplace as well as businesses marketing to individuals taking a break on the clock.

Five Strategic Categories Ai Is Transforming Marketing, Ryan Matthews

Atlantic Marketing Journal

Artificial intelligence (AI) is a revolutionary technology that provides tools and methodologies to expand marketings impact. AI enables companies to better understand customer needs, preferences, and behaviors to personalize an approach to different market verticals and segments. AI has become a significant factor influencing how businesses interact and retain the attention of customers. Customers increasingly have an appetite for a highly personalized interaction. AI-driven data approaches and innovative technologies are increasing personalization and efficiency. AI is a revolutionary tool that enables marketing to grow beyond traditional limitations. Understanding the correct tool is vital for marketing executives, whether they are obtaining …

Bill Brand Interview By Alex Morris, April 6, 2026, Bill Brand, Alexander Morris

HIST 4798/5798: Recording Memory: Methods and Uses of Oral History

In this 2026 interview, Bill Brand, a former corporate executive and, since 2023, a trustee on the Ohio University Foundation Board, discusses his lifelong connections to Ohio University (OU) and Athens, Ohio. An OU alum, Brand earned a Bachelor of Science from the Scripps College of Communication in 1987. He discusses what about OU—from when he first visited in the early 80s up until now—has continued to entice him into involvement with the university. In particular, he touches on the strong sense of community within both the university and Athens as a whole, which he asserts serves as a safe …

Brokerage Competition In Demographically Differing Neighborhoods: A 25-City Study, Jason Beck

Atlantic Marketing Association Proceedings

No abstract provided.

Leveraging Csr To Buffer Brand Challenges During Crises: A Saudi Arabian Perspective, Nouf Alrayes, Abdullah Alhidari

Journal of Marketing and Consumer Behaviour in Emerging Markets

Crises, such as economic downturns or global health pandemics, pose significant business challenges. Engaging in CSR initiatives that contribute to societal well-being can help mitigate the negative consequences of crises, reinforce customer gratitude, and minimize corporate hypocrisy. CSR is critical in shaping a company’s accountability and ethical responsibilities. Consequently, there is an opportunity for the firm to see the role of CSR and how it affects customers’ responses and attitudes during any difficult situation. Drawing upon attribution theory and the customer gratitude reciprocity cycle, a conceptual framework was developed to test the impact of CSR on the variables: corporate hypocrisy, …

A Holistic Approach To Country Branding: Examining A Master Brand And Sub-Brand Framework, Musa Pinar, Aycan Duran Tekoglu, Tulay Girard

Atlantic Marketing Journal

Recently, nation branding has drawn the attention of policymakers worldwide, as nations recognize its strategic importance in achieving and sustaining success in the global competitive landscape. This study provides a conceptual framework based on master brand and sub-brand architecture to examine country branding holistically by integrating macro and micro perspectives, country brand equity, and their effects on consumer preferences. The specific objectives are to 1) identify the dimensions of master brand, sub-brand, and country brand equity and develop reliable and valid measurement scales for each dimension, and 2) develop a conceptual framework that integrates the master brand, sub-brand, and brand …

Forecasting The Unpredictable: The Bullwhip Effect In The Toy Industry, Mannat Sethi

CMC Senior Theses

This thesis investigates the bullwhip effect, the amplification of demand variability as it moves upstream in a supply chain, with a focus on the toy industry, and comparative analysis with the technology and consumer goods sectors. Using annual data from 1993 to 2024, the study analyzes production and retail growth for Mattel, Hasbro, Intel, and Procter & Gamble to assess how variance between consumer demand and firm output has changed over time. Bullwhip ratios are calculated as the variance of production growth divided by the variance of retail growth across two periods: 1993–2008 and 2009–2024.

The findings show that toy …

Design Thinking For Corporate Social Responsibility Program Proposal Creation, Michelle "Mindy" D. Danovaro

University of the Pacific Theses and Dissertations

This qualitative study used action research to explore how the use of design thinking engaged employees in the creation of a corporate social responsibility (CSR) program proposal in a small- to medium-enterprises (SME) in the Sacramento region of California. The purpose of the study was to assess whether employee participation in a design thinking exercise could improve employee perception of engagement, inclusion, and reciprocity during the CSR program proposal creation. The study was grounded in social exchange theory, stakeholder theory, and design thinking methodologies. The iterative research process followed action research cycles (i.e., plan, act, observe, and reflect) integrated with …

Shrinkflation And Consumer Demand, Aljoscha Janssen, Johannes Kasinger

Research Collection School Of Economics

This study investigates shrinkflation—the practice of reducing product size while maintaining or slightly changing prices—in the U.S. retail grocery market. We analyze a decade of retail scanner data to assess the prevalence and patterns of product size changes across various product categories. Our findings show that approximately 1.92% of products have been downsized. When comparing total sales, product downsizing is more than five times as prevalent as upsizing. Product downsizing typically occurs without a corresponding decrease in price and is widespread across product categories. Consequently, consumers end up paying more per unit volume. We further find that consumers are more …

Beauty Isn't Always Better: How Salesperson Attractiveness Affects Consumers' Approach Behaviors, Veronica L. Thomas, Stephanie M. Mangus, Dora E. Bock

Marketing Faculty Publications

This research examines how a consumer's committed romantic relationship influences their decision to approach an attractive salesperson in a retail environment. To date, the majority of research espouses the benefits of salesperson attractiveness in enhancing consumers' perceptions of the salesperson and the represented retailer. This is problematic because it creates a managerial bias toward attractive salespeople and, as we propose, provides an incomplete view of the effect of salesperson attractiveness on consumers' behavior. Drawing on the interpersonal relationship literature on commitment, we propose that consumers in committed relationships activate relationship-maintenance motives that override the beauty bias when a salesperson's attractiveness …

Trusted Advisor: Reality Or Fading Myth?, Stephen C. Carlson, Susanna Warnock, Gerald Sullivan, Margaret Ryder

Atlantic Marketing Journal

The role of trusted advisor has long differentiated the role of community banking from traditional national banks in its relationship with small businesses. This study serves two purposes. First is to confirm presence of a trusted advisor relationship and secondly, understand the impact of digital banking services on the community banker – small business owner relationship. Using data collected in a survey of community bankers and small business owners in five southeastern United States, this study assesses the viability of the trusted advisor construct by applying the Integrative Model of Organizational Trust (Mayer, Davis, & Schoorman, 1995, 2007), trust-building behaviors …

Investigating The Relationship Between Noun Classes And Plant Folk Taxonomy In Chasu Language Of Kilimanjaro Region In Tanzania, Peter Rabson Mziray

Journal of Humanities and Social Sciences

The current study investigates the relationship between noun classes and plant folk taxonomy in Chasu (G 22). The study focuses on two objectives: the first objective is to describe the plant folk taxonomy in Chasu and the second objective is to determine the relationship between noun classes and plant folk taxonomy in Chasu. Data were collected from rural villages in Same and Mwanga districts by using free listing, field interviews (jungle-walk-and-identify), and written texts containing Chasu plant names. The findings reveal that Chasu folk taxonomy reflects different ethnobotanical categories; including a unique beginner which is mmea/mimea ‘plant(s)’, and three life …

A Data-Driven Framework For Optimal Retail Store Location, Ming Hui Tan

Dissertations and Theses Collection (Open Access)

This study develops a data-driven framework for optimal retail store location planning that integrates road network analysis, mobility data and optimization techniques. By addressing the limitations of traditional approaches that rely on outdated census data and manual site selection, this research offers a scalable and adaptable solution for retail expansion in diverse urban environments. Chapters 1 and 2 establish the foundational context and theoretical underpinnings of this research. Chapter 1 introduces the research problem and motivation, highlighting the limitations of existing approaches and defining three key research objectives: automating candidate site identification, improving footfall estimation, and developing a scalable multi-site …

Sustainability: Buzz Word Or Future Of Fashion? Measuring The Feasibility Of Outright Sustainability Among Fast Fashion’S Biggest Agents, Ryan Miller

Apparel Merchandising and Product Development Undergraduate Honors Theses

Abstract

The fashion industry is currently experiencing unsustainable rates of pollution within its supply chains. The rapid increase in demand for short lead times perpetrated by large-scale retailers has led to hazardous practices negatively affecting both the environmental conditions and working conditions of producing countries. With this increased pressure, relationships between brands and suppliers have become untenable. Limited transparency and imbalanced power dynamics at the hand of the industry’s leading retailers require restructuring in order to build more sustainable and equitable supply-chain practices. Further, governmental regulation is currently limited in its capacity to enforce sustainable business practices on a global …

2025, 1(20)

Journal of Marketing and Consumer Behaviour in Emerging Markets

Full Issue 2025, 1(20)

2025 Craft Academy Senior Send-Off Program, Morehead State University. Office Of Communications & Marketing.

Communications and Marketing Publications Archive

The Morehead State University 2025 Craft Academy Senior Send-Off Program from May 9, 2025.

2025 April News Report, Morehead State University. Office Of Communications & Marketing.

Communications and Marketing Publications Archive

The April 2025 Morehead State University News Report.

The Impact Of User-Generated Content And Online Reaction Videos On The Marketing Of Video Games, Diane R. Edmondson, Randy Clark, Trevor Golter

Atlantic Marketing Journal

Modern developments in social media, video streaming platforms, and user-generated online content from influencers have led to a growth in video game marketing. One of the prominent genres of user-generated content on video platforms is the reaction video. These videos are relied upon for spreading information and marketing in the video game industry. Providing a better understanding of the impact of this video game promotional outlet is beneficial for marketers, social media influencers, and businesses in this industry. We collected data from 623 Southeastern University undergraduate students to address this topic using a Qualtrics survey. The survey consisted of two …

Unveiling Risk Strategies In The Online Food Delivery Platforms: Evidence From Risk Disclosures And Reprisk Index, Maryam Mahdikhani, Jiyoon An, Arim Park

Atlantic Marketing Journal

Online Food Delivery Platforms (OFDPs) have faced unique challenges related to uncertainty and global risk in recent decades. To address these risks, this study utilized machine learning (ML) techniques, including Latent Dirichlet Allocation (LDA) and Word2Vec, to extract and cluster OFDP-related risk factors. The analysis was conducted using unstructured text data from the annual reports of two prominent OFDP companies—Delivery Hero (DH) and Grubhub (GH)—from 2017 to 2020. We also examined the multidimensional RepRisk Index (RRI) for these companies and developed a two-dimensional matrix to evaluate preparedness and responsiveness across various risk categories in the OFDP sector. The results indicate …

Sales Skill Development For Next Generation Of Accounting Professionals: From Accountant To Partner, Scott Cohen, Dena Breece, Michael Rodriguez, Chelsea Schrader

Atlantic Marketing Journal

With the exodus of accounting professionals due to retirement, firms are challenged to replace skilled employees with a newer generation, Millenials and Generation Z (CPA Practice Advisor, 2024). To bridge the gap, the authors explore how soft skills (communication and relationship management) are necessary for newer accounting professionals to not only fill the talent gap but also help them be promoted to senior-level positions in their firms. Using Human Capital Theory (HCT) as our foundation, a content analysis using responses from 30 accounting leaders found unique skills such as communication, presentation, and relationship building are crucial in the development of …

Do The Effects Of Ethnocentrism And Cosmopolitanism Depend On Countries-Of-Origins? An Empirical Study Of U.S. Consumers, Thomas Tanner, Jung Kim, Ronda Mariani

Atlantic Marketing Journal

Consumer ethnocentrism and cosmopolitanism have been shown to be instrumental factors for the evaluation and purchase of foreign products. Many prior studies have provided evidence that ethnocentric consumers have lower willingness to buy for products that originated from foreign countries, while cosmopolitan consumers have higher willingness to buy. However, prior research has been conducted in the research setting where only one foreign country is pit against home country. Therefore, it is not clear whether their direct impacts on animosity, product judgement, and willingness to buy will be homogeneous, regardless of countries-of-origin. In other words, do consumers hold the same degree …

2025 Spring Convocation Handout, Morehead State University. Office Of Communications & Marketing.

Communications and Marketing Publications Archive

The 2025 Morehead State University Convocation Handout from January 8, 2025.

2025 Transfer & Adult Students Viewbook, Morehead State University. Office Of Communications & Marketing.

Communications and Marketing Publications Archive

The 2025 Morehead State University Transfer and Adult Students Viewbook.

2025 Welcome To Soar, Morehead State University. Office Of Communications & Marketing.

Communications and Marketing Publications Archive

The 2025 Morehead State University SOAR Guide Pack.

2025 Career Guide, Morehead State University. Office Of Communications & Marketing.

Communications and Marketing Publications Archive

The 2025 Morehead State University Career Guide.