Browsing Department of Marketing by Title
Now showing items 1-20 of 23
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Brand spillover effects within a sponsor portfolio: the interaction of image congruence and portfolio size
(The Marketing Management Association, 2015)A sponsor portfolio exists where multiple brands sponsor a single activity or property, such as a sporting event, team, league, or a charity simultaneously. While sponsor portfolios are common in practice, little is known ... -
The Bricks That Build the Clicks: Newsroom Investments and Newspaper Online Performance
(Routledge, 2011)As the world embraces the Internet for media consumption, the concept of a hybrid newspaper—a printed newspaper with a companion Web site—is becoming more prevalent. Many hope that online advertising revenue (OAR) will ... -
Construction of Heterogeneous Conjoint Choice Designs: A New Approach
(Informs, 2015)Extant research on choice designs in marketing focuses on the construction of efficient homogeneous designs where all respondents get the same design. Recently marketing scholars proposed the construction of efficient ... -
Customer–company identification and the effectiveness of loyalty programs
(Elsevier Science, 2015-02)Customer loyalty programs constitute an important customer relationship management tool, adopted by multiple industries. This study investigates how customers perceive benefits from a loyalty program that enhance their ... -
Direct Marketing and Distribution: The Case of Redbox
(Journal of the Academy of Business Education, 2012-09)Teaching concepts in direct marketing and distribution can be interesting and rewarding. Using a case that highlights advances in direct marketing technology and offers significant customer value can help overcome lack ... -
Domain 3: Situation Analysis
(American Marketing Association, 2013) -
Establishing a high-technology knowledge transfer network: The practical and symbolic roles of identification
(Elsevier, 2008)Knowledge transfer networks (KTNs) are composed of interconnected firms, government entities, and research organizations that play a critical role in the funding, development, and dissemination of knowledge in high-technology ... -
Going green to be morally clean: An examination of environmental behavior among materialistic consumers
(Wiley, 2018)Materialism and environmentalism have emerged as megatrends in developed western societies. Prior research has suggested that these two values are incompatible. The current research shows that materialistic values can ... -
If you install it, will they use it? Understanding why hospitality customers take “technological pauses” from self-service technology
(Journal of Business Research, 2015-09) -
Internationalizing Sales Research: Current Status, Opportunities, and Challenges
(Journal of Personal Selling & Sales Management, 2011)With economic activity in emerging markets growing at 40 percent, and with 10 percent and more of the firms in the Global Fortune 500 now headquartered in emerging economies, intense interest lies in the globalization of ... -
Marketing tourism and hospitality products worldwide: Introduction to the special issue
(Journal of Business Research, 2015-09) -
On Optimal Designs for Nonlinear Models: A General and Efficient Algorithm
(Taylor & Francis, 2013)Finding optimal designs for nonlinear models is challenging in general. Although some recent results allow us to focus on a simple subclass of designs for most problems, deriving a specific optimal design still mainly ... -
One-to-One and One-to-Many Business Relationship Marketing: Toward a Theoretical Framework
(Journal of Business-to-Business Marketing, 2013-04)Purpose. This work addresses mixed findings in relationship marketing literature regarding the importance of micro-level (interpersonal) relationships on firm outcome. MethodobgylApproach: The article leverages impression ... -
Optimal Resource Allocation with Time-varying Marketing Effectiveness, Margins and Costs
(Elsevier, 2012)The importance of optimal marketing communications mix decisions is well-recognized by both marketing scholars and practitioners. A significant volume of work has addressed the problem of dynamic marketing mix optimization ... -
Perceived Organizational Motives and Consumer Responses to Proactive and Reactive CSR Authors
(Journal of Business Ethics, 2011-09)Corporate social responsibility (CSR) has emerged as an effective way for firms to create favorable attitudes among consumers. Although prior research has addressed the direct influence of proactive and reactive CSR ... -
Promoting Problem-Based Learning in Retailing and Services Marketing Course Curricula with Reality Television
(Journal of Education for Business, 2015)This research provides business educators who teach retailing and services courses with an innovative way to encourage students to engage in problem-based learning solving by incorporating reality television into their ... -
Retail knockoffs: Consumer acceptance and rejection of inauthentic retailers
(Journal of Business Research, 2016-07)This study extends the counterfeit product paradigm by examining an unexplored area in services – namely, the existence of inauthentic retail establishments, or so-called retail knockoffs. These fake establishments mimic ... -
Social Media's Influence on Business-To-Business Sales Performance
(Journal of Personal Selling & Sales Management, 2012-07)The implementation of social media technology in a firm’s marketing strategy has been adopted by some forward-thinking sales forces. Sharing content and building a network of contacts are the principles behind social ... -
The training of sales managers: current practices
(Journal of Business & Industrial Marketing, 2012)Purpose – The purpose of this paper is to examine sales manager training approaches, methods, and instructors (as well as their perceived effectiveness, frequency, and assessment). Design/methodology/approach – Utilizing ... -
Transformative service research: An agenda for the future
(Journal of Business Research, 2013-08)
