Browsing by Subject "Marketing"
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Item A Digital Library PrimerPruett, Joseph A.; Novák, Jakub RThe Digital Repository Primer is not an exhaustive work on the subject. It's purpose is introduce the subject of digital repository management at Angelo State University, and to provide direction for the new digital repository librarian for learning, continuing innovation, and (ultimately) improved service.Item A Digital Repository Primer(2016-12-06) Pruett, Joseph A.; Novák, James RThe Digital Repository Primer is not an exhaustive work on the subject. It's purpose is introduce the subject of digital repository management at Angelo State University, and to provide direction for the new digital repository librarian for learning, continuing innovation, and (ultimately) improved service.Item Advertising attitudes of Generation X compared to Baby Boomers(Texas Tech University, 1997-05) Franks, Kevin S.In the June 6, 1994, edition of Newsweek, four writers commented that the only two things which could be said with certainty about Generation X & that they are Americans and they are in their twenties (Ehrenfeld, Henderson, Springen, & Pryor, 1994). Herein is the marketing anomafy: How do companies advertise to people who are members of such a diverse demographic group? How do members of Generation X perceive advertising? Are there any remarkable differences between how Xers and older American generations think of advertising? If so, marketers would benefit from such knowledge, because certainly they could not employ the same marketing strategies for Xers and other Americans if perceptions about advertising differ. Known as Generation X, the baby busters, the 13th Generation, the twenty-somethings, the forgotten generation, this is considered a difficult group on which to focus (Steinhauer, 1994). Generation X is a vastly diverse group in regard to such factors as age, race, and lifestyle, and is commonly defined as consisting of all Americans bom between the years 1966 and 1977 (Zill & Robinson, 1995). It is difficult to find one marketing strategy which appeals to the entire generation. In order to market to Generation X, the first thing which needs to be discovered is how members of this demographic group perceive advertising, compared to other generations of Americans.Item An analysis of retailing education in collegiate schools of business(Texas Tech University, 1968-08) Luchsinger, Laura LouiseNot availableItem An inquiry into the essence of marketing(Texas Tech University, 1973-05) Tinsley, Dillard Brown,Not availableItem Best practices in digital branded content for Generation Y : developing effective campaigns in the new era of advertising(2012-12) Harp, Elizabeth Ann; Close, Angeline; Stout, Patricia AThe purpose of this document is to help marketing managers develop a deeper understanding of digital branded content and how it can be effectively targeted at Generation Y (i.e. consumers born between 1977 and 1994). Currently, the information available on digital branded content is scattered across a variety of sources, hence the need to aggregate key insights into digital branded content in one place. This document seeks to give marketing managers who are new to digital branded content an introductory look into this new form of advertising. Generation Y’s anticipated increase in purchasing power makes them an important target market for brands. Due to Generation Y’s constant use of technology, marketing managers must know how to target digital branded content at Generation Y. This document will define digital branded content and discuss its importance in the marketing mix, talk about Generation Y and their consumption patterns, highlight best practices in digital branded content as exhibited by several different organizations, and, finally, give several major recommendations for marketing managers who are interested in producing digital branded content for Generation Y.Item Business models for competitive success in the United States textile industry(Texas Tech University, 2006-08) Welch, James Mark; Lyford, Conrad; Malaga, Jaime; Hunt, James G.; Johnson, Phillip N.Intensifying global competition is threatening the survival of the U.S. textile industry. This research will provide insight and propose strategic responses to this competitive economic environment. The goal of this research effort is twofold: first, to gain a better understanding of the nature of competition in industrial settings, and second, to identify opportunities for successful performance in competitive environments. This research is comprised of three papers that address issues related to strategic response to competitive pressures. The first paper in this dissertation, "Measuring Competition for Textiles: Does the U.S. Make the Grade?" provides a measure of the current competitive state of the U.S. textile industry. This paper evaluates the U.S. competitive position in the cotton yarn segment of the textile industry using established quantifiable measures and provides an overall competitive assessment. The measures employed show the United States to be at a relative competitive disadvantage when compared to major international producers of cotton yarn. However, the margin of this competitive disadvantage is shown to be relatively small. U.S. metrics of competition are trending towards price parity and are virtually equivalent with major competitors in terms of costs of production. The second paper, "Business Models for Competitive Success in the U.S. Textile Industry", provides estimates of how certain strategic decisions impact levels of firm performance in a declining industry. This research provides empirical support for the role of agency of managerial choice in determining performance outcomes. The third paper, "A Model for the High-Value Marketing Pool Concept", develops a general research model for increased marketing returns via product differentiation in the presence of heterogeneous consumer demand. This paper offers a research design to investigate the essential elements of a successful and sustainable high-value marketing pool and the potential this marketing tool might have to increase returns for agricultural commodity producers. Insight gained into the above topics will help firms and producers of the U.S. textile industry cope with increasing levels of competitive intensity. This research seeks to contribute to the store of knowledge in the disciplines of agricultural economics and strategic management through an empirical application of their theories and concepts.Item Business models for competitive success in the United States textile industry(2006-08) Welch, James Mark; Lyford, Conrad; Malaga, Jaime; Johnson, Phillip N.; Hunt, James G.Intensifying global competition is threatening the survival of the U.S. textile industry. This research will provide insight and propose strategic responses to this competitive economic environment. The goal of this research effort is twofold: first, to gain a better understanding of the nature of competition in industrial settings, and second, to identify opportunities for successful performance in competitive environments. This research is comprised of three papers that address issues related to strategic response to competitive pressures. The first paper in this dissertation, "Measuring Competition for Textiles: Does the U.S. Make the Grade?" provides a measure of the current competitive state of the U.S. textile industry. This paper evaluates the U.S. competitive position in the cotton yarn segment of the textile industry using established quantifiable measures and provides an overall competitive assessment. The measures employed show the United States to be at a relative competitive disadvantage when compared to major international producers of cotton yarn. However, the margin of this competitive disadvantage is shown to be relatively small. U.S. metrics of competition are trending towards price parity and are virtually equivalent with major competitors in terms of costs of production. The second paper, "Business Models for Competitive Success in the U.S. Textile Industry", provides estimates of how certain strategic decisions impact levels of firm performance in a declining industry. This research provides empirical support for the role of agency of managerial choice in determining performance outcomes. The third paper, "A Model for the High-Value Marketing Pool Concept", develops a general research model for increased marketing returns via product differentiation in the presence of heterogeneous consumer demand. This paper offers a research design to investigate the essential elements of a successful and sustainable high-value marketing pool and the potential this marketing tool might have to increase returns for agricultural commodity producers. Insight gained into the above topics will help firms and producers of the U.S. textile industry cope with increasing levels of competitive intensity. This research seeks to contribute to the store of knowledge in the disciplines of agricultural economics and strategic management through an empirical application of their theories and concepts.Item Caleb Strawn Sport Marketing and Management Interdisciplinary Studies Portfolio(2013-04) Strawn, Caleb; Massengale, Dana; Karam, Elizabeth P.; Fox, GavinThis master’s portfolio is comprised of three separate papers that were written at the request of the three professors on my interdisciplinary studies portfolio committee. The first paper is an expansion of a research paper written in a Sport Management class for Dr. Dana Massengale. This paper explores the possibility of the compensation of Division I student-athletes and explains the complex situation that the NCAA faces in the O’Bannon legal case. The second paper was written in a Business Management class for Dr. Liz Karam. This paper is introspective in nature and places myself in the position of a business called ‘Strawn Inc.’. This paper explores my personality traits, strengths and weakness in order to fully describe the nature of products that ‘Strawn Inc.’ produces. As the Business Marketing representative on my portfolio review committee, Dr. Fox requested that I write a paper that expressed my intentions upon enrolling in my graduate program, key themes I learned through all three of my areas of study, and what I have learned that will be valuable beyond graduation and into my career. Some major points of discovery in this paper include the importance of both the management of people and relationships as well as the management of planning and processes in sports, business and life.Item Commitment and trust in cross-cultural marketing relationships: the effect of cultural adaptation(Texas Tech University, 2001-05) Walton, James RobertRecent articles have conceptualized the elements of successful marketing relationships from a predominately within-culture perspective. However, crosscultural marketing relationships present distinct challenges for firms competing in today's multicultural global economy. This study attempts to expand the current understanding of cross-cultural marketing relationships by developing a hypothetical model Incorporating and internationalizing existing models of relationship commitment and trust as key mediating variables in such relationships. The focus of this study Is that a firm's adaptation to its partner's culture. Is an Important element that significantly affects cooperation In cross-cultural marketing relationships. A conceptual model of the effect of cultural adaptation on commitment and trust In cross-cultural marketing relationships is presented and research hypotheses developed. In order to empirically test the hypotheses of interest primary data collection was required. The sample consisted of members of the Chambers of Commerce of two major cities in the southwestern United States that were identified as doing business with foreign firms. To control for the variance of environmental factors commonly associated with doing business. In different countries, the empirical setting of this study was purposely restricted to solicit responses from U.S. firms doing business with firms in only one country, Mexico. The hypothesized relationships in the model were tested using structural equation modeling. Most of the research hypotheses presented were supported. Specifically, this study found that cultural adaptation by the focal firm has a significant effect on commitment in such relationships and, as in previous domestic studies, commitment leads positively to cooperation In cross-cultural relationships. This research provides managers of cross-cultural marketing relationships with a better understanding of the role of cultural adaptation in building trust and commitment in such relationships. Such understanding is the first step in improving cooperation, and ultimately the likelihood of success, in long-term cross-cultural marketing relationships.Item Conspicuous participation : what is it & how does it impact communication strategies of nonprofit organizations?(2011-05) Schlissel, Erin Nicole; Drumwright, Minette E.; Wilcox, GaryThe following report defines the concept of conspicuous participation and it demonstrates how it impacts nonprofit marketing efforts through social media. This is accomplished through providing an in-depth theoretical background, a detailed typography describing how conspicuous participation is currently being used to promote interactions with nonprofit organizations, and through two case studies, which offer real-world examples of how nonprofit organizations are utilizing this concept. Conspicuous participation can be defined as The act of publishing original or existing content in an online space that is visible to others, either all members of the general public or members of a private social network, in order to interact with and/or show support for a defined community or organization.Item Consumer psychology in a virtual store : the impact of automatic priming and assimilation/contrast effect on shoppers’ perceptions and behaviors(2012-08) Yoo, Seung Chul 1976-; Drumwright, Minette E.; Close, Angeline G; Williams, Jerome D; Peña, Jorge F; Atkinson, Lucy; Falbo, ToniThe goal of this dissertation is to understand unconscious effects in a 3D virtual store by examining how environmental cues in a store prime consumers and change their perceptions and behaviors automatically. By replicating and extending Bargh’s (1996) priming study, it was hypothesized and confirmed that age stereotypical avatars activate stereotype related concepts and influence shoppers’ walking speed as well as their choice of a product in a 3D virtual store setting. Further, the study proved that priming through elderly avatars can positively affect participants’ intentions to donate and to volunteer for a charity organization. The results supported the predictions of an automatic priming effect and an assimilation/contrast effect with important qualifications related to preexisting prejudices. The findings of this dissertation provide directions for future research and practical insights for online retailers and marketers of nonprofit organizations that will help them design and use virtual environments to maximize marketing outcomes.Item Determinants of consumer engagement in electronic word-of-mouth in social networking sites(2009-08) Chu, Shu-Chuan; Choi, Sejung MarinaIn recent years, social networking sites have become a prevailing communication technology in the evolution of the digital era for today’s Internet users (Ipsos Insight 2007). As more and more marketers attempt to harness the power of electronic word-of-mouth (eWOM) in social networking sites (Williamson 2006), rigorous investigation of determinants that lead to consumers’ engagement in eWOM via the social networks is becoming critical. A central question to answer is what factors influence eWOM behavior in social networking sites and what are the underlying processes of eWOM communications in this new social medium. This study focuses on five social relationship variables: social capital, tie strength, homophily, trust, and consumer susceptibility to interpersonal influence that are all related to eWOM behavior in social networking sites. An online survey with a sample drawn from a large southwestern university was conducted to examine predictors of eWOM in social networking sites. Results from a series of multiple regression analyses indicate that certain social relationship variables are significant predictors that relate to social networking site users’ eWOM behavior. Out of the five relationship variables, social capital, homophily, trust, and interpersonal influence were found to significantly relate to users’ engagement in eWOM communications, whereas no effect was found with regard to tie strength. My dissertation research provides a theoretical understanding of consumers’ use of social networking sites as a vehicle for eWOM and contributes to the literature on computer-mediated communication with specific emphasis on online social media. Managerially, findings from this research could provide marketers with valuable information to establish their long-term relationships with consumers and use beneficial eWOM to promote selected brands. In conclusion, examining social relationships in social networking sites could contribute to our understanding of the determinants of consumer engagement in eWOM, which in turn influences the extent and pattern of eWOM and enables companies to deliberate their product diffusion strategies.Item The Development of a Guide for Designing a University Spin Out Corporate Identity Package(2006-05-15) Cabrera, Jose Antonio; Krumwiede, Kimberly HoggattThe purpose of this thesis is to document and explain the creation of a guide on the fundamentals of corporate identity design for researchers interested in designing a corporate identity package for a spin out company. The guide was created to help university-based scientific researchers who have limited design experience and are unfamiliar with the process involved in the creating of an identity package. The identity design guide was posted online for evaluation by selected researchers and entrepreneurial personnel experienced in spinning out biotech companies. The guide contains information on preliminary design questions (purpose and audience), graphic design principles and techniques (color, typography, repetition, proximity and similarity), technical considerations (screen and print resolution and color systems), and a glossary of terms. The thesis focuses on the design of a corporate identity for Dr. Garner and the holographic imaging spin out company, Holocept, and the creation of an interactive corporate identity design guide using the Holocept identity as an example.Item The effects of advertising and publicity on corporate reputation and sales revenue: 1985-2005(2007) Kim, Kyung-ran; Drumwright, Minette E.With the increasing call for accountability of significant marketing communication spending, quantifying and measuring the contribution of marketing communication to market performance is increasingly a requirement for sustainability in all management practices. In addition, the resource-based view (RBV) suggests that a firm's marketing communication creates intangible market-based assets and that these assets strengthen a firm's market and financial performance. Recent developments of the market-based assets theory focus on corporate reputation as an intangible market-based asset, suggesting that a favorable reputation is an intangible asset that increases a firm's performance. This study examined the effect of advertising and publicity on corporate reputation and market performance and hypothesized that a firm's advertising and publicity generated favorable corporate reputations and high levels of sales revenues in certain firms. Hypotheses were tested by a time-series analysis using the panel data of 18 companies over a 21-year period from 1985 to 2005. The results indicated that advertising and publicity have significant effects on corporate reputation for certain companies. Other variables, such as a firm's dividend yield to investors, market value, diversification, and profitability were significantly related to assessments of corporate reputation for certain companies, but the direction of the relationship varied from company to company. For example, as expected, low dividend yields induce high assessments of corporate reputation for certain companies. A firm's current market value also affects assessments of a firm's reputation. More diversified companies yield lower corporate reputations for certain companies. Regarding the relationship between marketing communication and sales revenues, advertising and publicity have significant effects on sales revenues for some companies. A firm's R&D expenditures, the focus of the firm, and firm size also showed a significant positive relevance to sales revenues for certain companies.Item Effects of integrated marketing communications (IMC) on visitors' heritage destination selection(2007-08) Wang, Yu-Ju; Wu, Chih-Kang; Yuan, Jingxue; Chung, Yun-ShunThis study explored the theory that visitors¡¦ use many communication sources to make traveling and attraction arrangements of heritage destinations. Two specific objectives include (1) to verify the theory that Integrated Marketing Communications (IMC) can affect visitor¡¦s decision-making in selecting heritage destinations; and (2) to examine the factors that affect visitor¡¦s revisit intentions. A self-reported survey was conducted in a popular heritage destination, Lukang, Taiwan, in spring 2007. The main portion of the questionnaire includes 60 items that inquire visitors¡¦ visiting experience, destination image, destination attributes, and communication channels that affect their decision-making. One hundred and ninety-seven (197) usable questionnaires were collected. The results showed the major reason for them to travel to the destination was to experience the rich heritage at the destination. Other purposes of visiting included recreation, religion, personal experience of the destination, and the environmental attributed of the destination. Regarding channel of communication that affected their decision, friends/relatives word-of-the-mouth was rated to have highest influence, followed by TV travel programs, TV travel news, printed travel news, and information on festival activities, respectively. A Multiple Regression test was conducted to establish a prediction model for the intention to revisit the Township (DV). The Recreation, Religion, Personal Internal experience on the Township, and the Attributes of the Township positively affect participants¡¦ intention while the Direct Sales and Promotion negatively influence the decision to revisit the Township. The Coefficient of Determination (R2) shows that 33% of the variations (R2=0.33) can be explained by this model.Item Essays on marketing's impact on financial performance(2015-12) Jindal, Niket Kumar; McAlister, Leigh; DeKinder, Jade; Duan, Jason; Henderson, Andrew; Rao, Raghunath SMy dissertation builds upon research at the intersection of marketing and finance by providing managerial insight on three specific aspects of marketing’s impact on financial performance. My first essay shows how marketing reduces a firm’s bankruptcy risk. Prior research has shown that two key marketing assets, advertising assets and R&D assets, increase a firm’s shareholder value. While one might conclude that the impacts of these marketing assets on bankruptcy risk are merely the inverse of their impacts on shareholder value, I argue otherwise and show that market turbulence moderates the impacts of advertising assets and R&D assets on bankruptcy risk but not shareholder value. My second essay shows how firm strategy moderates the impact of advertising on a firm’s financial performance. I hypothesize that advertising should influence shareholder value for a firm with a differentiation strategy because advertising can elaborate the firm’s point of difference into brand equity, thereby building shareholder value. In contrast, advertising cannot build brand equity for a firm with a cost leadership strategy because such a firm has no point of difference on which to build. Identifying differentiators and cost leaders by firms’ reactions to a change in accounting regulations, I confirm my hypotheses: Advertising increases sales for all firms but increases shareholder value more for differentiators than for cost leaders. My third essay shows the financial value of offering trade credit to business customers. The “finance perspective” argues that, since cash flows from a trade credit sale are delayed and vulnerable, trade credit sales should be less valuable than cash sales. I show, however, that this is not the case because the value of a sale is not solely driven by the cash flows from a single transaction – it is driven by the expected future cash flows from all future sales to the customer. Consistent with the “marketing perspective”, which recognizes that offering trade credit also builds relational assets with key business customers, I show that trade credit sales are actually more valuable than cash sales.Item Essays on technology and innovation(2009-08) Lin, Mei; Whinston, Andrew BThe IT age is marked by innovative approaches to the online commerce. Technology as the core of innovation has undergone numerous evolutions through the “creative destruction." Motivated by the phenomena and the challenges in the technology-driven markets, I explore the economic role of innovation from different angles in the following essays. Chapter 1 focuses on firms’ competitive strategies while constructing novel business models in delivering online services. In particular, I am interested in their bundling of marketing services with the core business. In a game theoretic model, I derive competing firms' equilibrium strategies with choices between three business models, no ad-support, ad-support with the optional advertising strategy, and the mandatory advertising strategy, and find that competitive business models can be differentiation-driven or advertising driven depending on market ad aversion. Interestingly, mandatory advertising weakly dominates optional advertising under certain market conditions. My findings offer new insights to the bundling literature. Chapter 2 examines the performance-based auction model in the iconic online advertising innovation, keyword auctions. I analyze advertisers' decision of utilizing their existing reputation from a primary auction upon entering a new auction. The short-term and long-term setups are modeled for analyzing seasonal marketing in a new auction and branding a new product, in examining the impact of new market size, performance, and risk on advertisers' decisions. While an optimistic new market encourages reputation stretching, in the long-term setup it further depends on the performance difference between the two markets. A higher risk is found to induce stretching under intensive competition for both cases; in the long-term, stretching decision is determined by the market size. Chapter 3 examines the connection between business cycles and innovation and offers insights for regulatory innovation policies. Combining endogenous market structure with the dynamic game framework, I study the Markov perfect equilibrium where heterogeneous firms choose their innovation rates. I find that increased per-capita income tends to improve aggregate innovation, while income inequality shocks may reduce innovation conditional on the market structure. I also find subsidies to dampen innovation incentives, and policies such as tax credits that reduce the variable R&D costs to have positive effects on innovation.Item The evolution of the male shopper : an approach to new segmentation(2011-12) Gamez, Ana Lisa; Burns, Neal M., 1933-; Cicchirillo, Vincent J.There are many recent studies that indicate an attitudinal change in the male shopper population. Many of these studies indicate dissatisfaction with the majority of current advertising messages because they feel they are not speaking to a male audience. In fact, many male consumers feel that the tone and content of the ad ignores them entirely. This report examines reasons why the male consumer of today is dissatisfied with current advertising messages and where marketers can make revisions. This report 1) studies the gender role shift of the past few decades, how it has impacted the concept of masculinity and what we know about the modern male shopper; 2) evaluates Tuncay’s eight themes of idealized masculinity as they apply to current advertising messages; 3) looks at how a new approach to segmenting the market can improve our understanding; and 4) considers in what way we can apply these findings to marketing practices today.Item Fast-food marketing receptivity and fast-food consumption among 6-11 year olds(2015-05) Lindstadt, Calandra Jean; Pasch, Keryn E.; Steinhardt, MaryObesity is a risk factor for serious diseases such as coronary heart disease, type 2 diabetes, and stroke. Although childhood obesity appears to have stabilized somewhat in recent years, the prevalence for 6-11 year olds remains high at 17%. Diet is a major determinant for weight gain in children, and child fast-food consumption has been associated with an unhealthy diet due to poor nutritional quality and excessive caloric content. Unlike other industries that have been linked to negative health outcomes, such as cigarettes and alcohol, fast-food companies are under few regulations regarding marketing toward children. The purpose of this study was to examine the relationship between children’s receptivity to fast-food marketing, (as measured by awareness of advertising, collecting fast-food toys, as well as ownership/willingness to own fast-food branded merchandise), and weekly fast-food consumption in order to better understand how receptively may be associated with fast-food consumption among 6-11 year olds. A sample of 100 children ages 6-11 years completed a self-report survey, which included questions on exposure to fast-food advertising, whether or not they collected fast-food toys, and their ownership/willingness to own fast-food branded merchandise (such as t-shirts, water bottles, or caps). An index of receptivity was created from these responses. Parents also completed a self-report survey on several domains including child fast food consumption and demographics. Logistic regression models were run, both unadjusted and adjusted for age, race, and gender, to examine the relationship between receptivity to fast food marketing and fast food consumption. Results suggest that neither unadjusted nor adjusted models were significant (OR 1.05, C.I. 0.87 -- 1.28, and OR 1.07, C.I. 0.87 -- 1.30 respectively). Although results of this study suggest there is no relationship between receptivity to fast food marketing and fast food consumption, the results should be interpreted with caution due to the small size of the sample. Therefore, further research is needed with larger samples to determine if these null findings hold.
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