LibGuides: Advanced Reading: Marketing

More Article Choices for Marketing

Ballouli, Khalid, and Gregg Bennett. "New (Sound)Waves in Sport Marketing: Do Semantic Differences in Analogous Music Impact Shopping Behaviors of Sport Consumers?" Sport Marketing Quarterly, vol. 23, no. 2, 2014, pp. 59-72. ProQuest This research examines the effects of brand music on consumer behavior in a stadium retail store. Brand music is custom-fit music embodying the unique attributes and characteristics of a brand, using distinctive lyrics in otherwise analogous music to prime specific concepts. Extant research on store atmospherics and theoretical perspectives of conceptual fluency guided this investigation and aided in hypothesis development. A total of 232 shoppers were randomly intercepted during two shopping scenarios in which brand music or generic (popular) music was played in a stadium retail store. Structural equation modeling was utilized to examine a series of testable hypotheses. Brand music was found to affect participants' perceptions of musical fit, which led to favorable effects on evaluations of the store environment, satisfaction with the shopping experience, and attitudes toward the brand. Results not only have implications for sport retailing, but also for sensory marketing and sport consumer behavior.
Gegez, A. E., and Randi L. Sims. "Ethical Attitudes Toward Marketing Research Practices: A Cross-Cultural Study." Journal of Multidisciplinary Research, vol. 6, no. 1, 2014, pp. 49-64. ProQuest Every department within an organization should consider the ethical issues related to its functions. Marketing departments, in general, and marketing research activities, in particular, are not an exception in this regard. Marketing research ethics is one of the most ignored and superficially studied areas of the discipline. The purpose of this cross-cultural study is a comparative examination of ethical attitudes of business students toward marketing research practices. Two groups of business students completed a self-administered questionnaire of 17 scenarios related to marketing research ethics, 151 students from Turkey and 149 students from the United States. The discussion includes implications of the results for marketing research ethics in terms of distinguishing differences and similarities between the two countries.
Lee, Sangwon, et al. "Factors Affecting Tablet Computer Users' Intention to Purchase Mobile Applications." Social Behavior and Personality, vol. 46, no. 1, 2018, pp. 25-38. ProQuest Using data from a national survey conducted in the United States, we examined factors affecting tablet computer users' intention to purchase mobile applications, using an extended model based on the unified theory of acceptance and use of technology. Participants were 316 tablet users, who completed measures of performance expectancy, effort expectancy, social influence, facilitating conditions, perceived enjoyment, perceived mobility, perceived interactivity, and purchase intention. The results suggested that expectations of the effort required and social influence helped to explain tablet computer users' intention to purchase mobile applications. Further, perceived enjoyment and perceived interactivity tended to increase intention to purchase tablet computer applications. These results imply that many tablet users perceive tablet computers as multimedia and entertainment devices.
Lim, Choong H., Youngjin Hur, and Song M. Song. "Sponsorship Information Reception and Processing: Explicit and Implicit Memory of In-Game Advertising." Social Behavior and Personality, vol. 46, no. 6, 2018, pp. 935-951. ProQuest Researchers have attempted to identify the impact of sponsors' advertising on spectators at sports events, but it is necessary to understand the dynamic mechanisms of the effect of advertising on signboards at these events. Thus, our primary purpose was to investigate the effects of emotion on spectators' implicit/explicit memory of sponsors' advertising. Further, we examined how visual attention can mediate the effects of emotion on explicit/implicit memory. We asked 81 undergraduates to watch an edited soccer match while wearing an eye tracker in order to examine their visual attention. The results showed that their visual attention to sponsor signage significantly varied as a function of both their pleasure and arousal, and visual attention significantly influenced their explicit memory, but not their implicit memory. We also found a full mediating effect of visual attention between pleasure and explicit memory, and a partial mediating effect of visual attention between arousal and explicit memory. Results are discussed, along with the limitations and scope for future research.
Mich, Claudia C., Susan E. Conners, and Lori Feldman. "The Impact of Experiential Learning on Student Perceptions of a Career in Sales." Academy of Marketing Studies Journal, vol. 18, no. 2, 2014, pp. 1-17. ProQuest Students may or may not realize that personal selling is a part of daily life. Although prevalent, the area of sales has often been viewed as a tool used to coerce people into buying things they do not need. Students in particular have a negative perception of a career in sales. Thus, while research shows that the majority of undergraduate business students will be in sales at some point, many are averse to personal selling as a career. A study was conducted to explore the impact of participation in a Personal Selling Experiential Learning (ExL) course on student perceptions of a career in sales. Findings show that while an ExL course in sales does not necessarily change aversion to sales (attitude and intention), it positively impacts the factors affecting aversion (knowledge, confidence, and perceptions). Further exploration should consider using a more diverse sample for comparisons across majors, exploration of the impact of multiple sales courses, and assessment of the long-term effects of ExL sales courses.
Ramos, Claudia L., Jennifer L. Lemanski, and Young J. Lim. "Company Responses to Online Complaints: Effects on Hispanic Consumers." E - Journal of Social & Behavioural Research in Business, vol. 8, no. 1, 2017, pp. 41-56. ProQuest This study intends to present empirical results of the effects that different types of online company responses have on Hispanic consumers' post-purchase level of dissonance, post-recovery satisfaction and future purchasing behaviour. The current research will explore five of the most psychological service recovery strategies explored in the physical context. The current study was designed as an online experiment, in which 256 Hispanic undergraduate students were employed as the subjects. The independent variable had five conditions: 1) apology, (2) excuse, (3) justification, (4) denial, and (5) no response. Three dependent variables were measured: (1) post-purchase dissonance, (2) post-recovery satisfaction, and (3) re-purchasing intentions. According to the current findings, post-purchase cognitive dissonance levels in a Hispanic customer will decrease if a company responds to their negative online review with an apology. Relative to no response, denial and excuse, the use of apologies in a company's response to a negative online review will result in higher post-recovery satisfaction scores and higher future re-purchase intentions for Hispanic customers. By further exploring and understanding different types of responses from companies to negative online reviews, marketers are in a better position to predict how Hispanic customers will react to each kind of tactic. In order to provide guidance to future theoretical and empirical research this study intends to present empirical results of the effects of different types of online companies' responses to negative online reviews.
Towner, Terri, and Caroline L. Munoz. "Boomers Versus Millennials: Online Media Influence on Media Performance and Candidate Evaluations." Social Sciences, vol. 5, no. 4, 2016, pp. 56-n/a. ProQuest Facebook posts, YouTube videos, tweets and wooing political bloggers have become standard practice in marketing political campaigns. Research has demonstrated the effect of new media on a host of politically-related behavior, including political participation, knowledge acquisition, group formation and self-efficacy. Yet, issues related to media trust, media performance and candidate evaluations have not been fully explored. In addition, much of the political marketing research looks exclusively at the Millennial age cohort, ignoring other age groups, particularly Baby Boomers. This case study addresses whether attention to traditional (i.e., television, hard-copy newspapers and radio) and online media sources (i.e., political candidate websites, television network websites, online newspapers, Facebook, Twitter, YouTube, Tumblr and political blogs) about the 2012 U.S. presidential campaign influences Millennials and Baby Boomers' media trust and performance ratings, as well as candidate evaluations. Panel surveys were completed by both age cohorts, Millennials (n = 431) and Baby Boomers (n = 360), during the last two weeks of the presidential election. Findings indicate that traditional sources, specifically television, rather than online sources are significantly linked to media trust and performance ratings among both Boomers and Millennials. Attention to traditional media for campaign information predicts Boomers' candidate evaluations, whereas Millennials' candidate evaluations are influenced by online sources, such as Facebook and candidate websites.
Van Dam, Ynte,K., and Janneke De Jonge. "The Positive Side of Negative Labelling." Journal of Consumer Policy, vol. 38, no. 1, 2015, pp. 19-38. ProQuest Ethical labels signal positive ethical quality of a product but fail to create massive demand for such products. Based on regulatory focus theory and prospect theory, it is argued that negative signalling of low ethical quality would have a stronger effect on the adoption of ethical products than the current positive signalling of high ethical quality. The effect of positive versus negative signalling of high versus low ethical quality on attitude and preference formation is tested in three experimental studies (N=81; N=170; N=177). Results show (1) that negative labelling has more effect on attitude and preference than positive labelling, (2) that the effect of labelling is enhanced by regulatory fit, and (3) that the effect of labelling is mediated by personal norms. No evidence of either mediation or moderation by environmental concern was found.
Wilcox, William E., Marlene V. Wilcox, and Timothy Jares. "Does Being Green Result in Improved Financial Performance?" Journal of Business and Behavioral Sciences, vol. 26, no. 1, 2014, pp. 155-167. ProQuest Many organizations are attempting to become more environmentally conscientious (Green) in response to customer demands, improved efficiencies, and the threat of government regulation. While the benefits have been highlighted anecdotally, this study attempts to assess whether companies that are more Green do reap the economic benefits as reflected in their financial performance. Using the Green rankings from Newsweek, our study identified 3 categories of firms. The results indicated that firms which were higher ranked in the Newsweek survey (more Green firms) actually had lower sales growth compared to their less Green counterparts. In addition, the Green firms' market valuations were not different from their counterparts. The only identified benefit was a lower growth in expenses for the Green firms, indicating an improvement in operational efficiency. Therefore, this study was unable to find the many benefits touted by anecdotal studies of Green businesses.