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Articles 1 - 6 of 6
Full-Text Articles in Sales and Merchandising
Defying Conventions: The Marketing Alchemy Of Transforming 'Ugly' Into Iconic, Monisha Gupta, Rex Evans Mcclure
Defying Conventions: The Marketing Alchemy Of Transforming 'Ugly' Into Iconic, Monisha Gupta, Rex Evans Mcclure
Atlantic Marketing Association Proceedings
No abstract provided.
Integrating Social Media And Entrepreneurship: A Study Of Social Media, Creativity, Strategy, And Innovation In Building A Successful Brand Presence In The Digital Era, Lys Ishiari
Undergraduate Honors Theses
Social media has completely changed what it means to start a business. It was once just a place for personal interactions but is currently a powerful channel that drives the growth of multiple industries (Felicia, 2022). Now, anyone can use their personal creativity and hobbies to build a brand, especially on apps like Instagram, YouTube, and TikTok. The purpose of this study is to identify the common themes behind social media entrepreneurs’ success, which allows individuals to become both creators and business owners in the digital age. Furthermore, a key part of writing this paper is personal; it connects to …
How Do Virtual Social Media Influencers Affect Millennial And Gen Z Female Consumers’ Purchase Intention? A Comparison Of Fast Fashion Versus Luxury Fashion Brands, Lauren Bouvier
Graduate Theses and Dissertations
With the emergence and increasing prevalence of social media, the effectiveness of social media influencers (SMIs) is apparent in today’s fast-paced life. Virtual social media influencers (VSMIs), computer-generated influencers with a real human appearance, have gained popularity. The purpose of this study is to examine important VSMI’s characteristics that affect brand image and trust which lead to purchase intention (fast fashion vs. luxury fashion brand). Social exchange theory and source credibility model were adopted to develop a theoretical framework for the present study. Two Instagram ads were developed that included the post’s image and corresponding caption: VSMI endorsing H&M and …
The Curse Of The Original: How And When Heritage Branding Reduces Consumer Evaluations Of Enhanced Products, Minju Han, George E. Newman, Rosanna K. Smith, Ravi Dhar
The Curse Of The Original: How And When Heritage Branding Reduces Consumer Evaluations Of Enhanced Products, Minju Han, George E. Newman, Rosanna K. Smith, Ravi Dhar
Research Collection Lee Kong Chian School Of Business
Heritage branding is a common marketing strategy that has been shown to increase product appeal. Here, we find that certain forms of heritage branding can also have potentially negative consequences by leading consumers to react negatively to changes made to the brand’s original, flagship product—even if those changes objectively improve it. We demonstrate that when firms engage in heritage branding that emphasizes a brand’s longevity, consumers evaluate enhanced products less favorably than the original versions of those same products due to decreased perceptions of continuity authenticity. We demonstrate this effect across a variety of product domains (e.g., cosmetics, cookware, and …
When And How Frontline Service Employee Authenticity Influences Purchase Intentions, Lynn Matthews, Meike Eilert, Les Carlson, James W. Gentry
When And How Frontline Service Employee Authenticity Influences Purchase Intentions, Lynn Matthews, Meike Eilert, Les Carlson, James W. Gentry
Department of Marketing: Faculty Publications
In this manuscript, we investigate the central role of perceived frontline service employee (FSE) authenticity and the process by which it impacts purchase intentions, taking into account the represented brand's authenticity. While brand authenticity has previously been shown to enhance consumer outcomes, we find that FSE authenticity is a separate significant predictor of purchase intentions. Further, we find that FSE authenticity enhances purchase intentions by increasing perceived trust and perceived quality. However, this finding only holds for brands that do not emphasize their authenticity, indicating that brand managers should differentially emphasize FSE authenticity based on their brand's positioning. Furthermore, we …
Authenticity In Music Performance: Evidence From The Singer-Songwriter Community, Jon Littlefield
Authenticity In Music Performance: Evidence From The Singer-Songwriter Community, Jon Littlefield
Atlantic Marketing Association Proceedings
Experiencing music provides a unique lens to study identity. The alienation resulting from increased technological mediation in both music production and consumption might drive consumption (Potter 2010), hence authenticity may be an appealing positioning strategy for marketers. Singer-songwriters, for example, write and perform their own music with minimal technological interference. This represents a direct connection with the musician that we characterize as more historically authentic (Thornton 1996), however this characterization is not universal. In this paper, I seek to gather insight into the myriad expressions of authenticity within the music consumption environment by detailing a study of performance musicians.