Search results | J. Murrey Atkins Library

Title: SOCIAL DIALOGIC LISTENING: CONNECTING MARKETING ACTIVITY TO STRATEGY
Author: Collins, Suzanne
Date Created: 2020
Subjects--Topical: Marketing
Description: This research advances knowledge related to the potential role, antecedents, and benefitsof social media in relationship marketing. With rapidly changing consumer expectations,technology, and media, the marketplace is quickly evolving and firms ar...

Title: Understanding the Impact of Digital Marketing Capabilities and Female-owner Behaviors on the Performance of Entrepreneurially Oriented Firms in the Digital Economy
Author: Johnson-Deberry, Darlene
Date Created: 2023
Subjects--Topical: Entrepreneurship, Marketing, Sex role
Description: Entrepreneurial enterprises take risks, innovate, and remain proactive in seeking business opportunities. For the past 30 years, entrepreneurial orientation theory has been the basis of exploring organizational behavior and has proven to be a reli...

Title: Guilt, Pride, and Persuasion: Rethinking the Pathway to Charitable Contributions
Author: Kelly, Michael
Date Created: 2022
Subjects--Topical: Marketing, Behavior therapy, Industrial management
Description: The conceptualization of the consumer as one who not only does and thinks but also feels has gained increased attention from both academics and practitioners alike in recent years. To better understand the effectiveness of advertisements as well a...

Title: Is the Usage of Wearable Devices Worth it? A Study of Perceived Risks and Fashion on Intention to Adopt Wearable Devices
Author: Lee, Edward
Date Created: 2015
Subjects--Topical: Management, Industrial management, Marketing
Description: Wearable technology became popular not only in the consumer market, but also in the field of academic research. Studies related to smart wearables have increased dramatically during recent years. However, personal safety perspectives of wearable d...

Title: Brand Wonder
Author: Lee, Michael
Date Created: 2023
Subjects--Topical: Marketing, Industrial management
Description: Affect is a critical construct in marketing, particularly within the area of branding. Despite the extensive body of research on affect in marketing, there appears to be a substantial and surprising gap in the literature as it relates to one type ...

Title: The Genomics Revolution and Its Marketing Implications
Author: McGuire, Layne
Date Created: 2023
Subjects--Topical: Marketing, Genetics
Description: Genetic characteristics drive around 50% of human behavioral traits. The capacity of genes to help predict consumer behavioral traits may far exceed that of current behavioral and Big Data paradigms. Genomic data thus represents a seminal paradigm...

Title: Customer Success and the Transformation of Customer Relationships
Author: Raines, MiKayla
Date Created: 2022
Subjects--Topical: Marketing
Description: The construct of "customer satisfaction" has been used for several decades in marketing to achieve outcomes such as customer loyalty, word-of-mouth communication, resistance to competition, and customer equity. Recent research, however, has indica...

Title: Founder Social Identity As A Predictor Of Customer And Competitor Orientation In Small And Medium-Sized Enterprises
Author: Rutherford, Austin
Date Created: 2021
Subjects--Topical: Entrepreneurship, Marketing
Description: This dissertation explores the association between Founder Social Identity and the twoleading component measures of market orientation: customer and competitor orientation. Using the typology of entrepreneurial identities developed by Fauchart and...

Title: Blockchain and the Transformation of Inequitable Markets
Author: WINBORNE, RITA
Date Created: 2023
Subjects--Topical: Industrial management, Marketing, Sociology
Description: AbstractRITA WINBORNE. Blockchain and The Transformation of Inequitable Markets. (Under the direction of DR. SUNIL EREVELLES)Markets are inherently inequitable. Markets replicate historical social norms and outdated business beliefs, they perpetua...

Title: The Influences of Brand Personality, Culture, and Social Media on Iconic Brand Preferences
Author: Whelan, Brian
Date Created: 2021
Subjects--Topical: Marketing
Description: Despite the strong appeal of iconic brands, research on how consumers form attachments and loyalty to them has been limited. To fill this knowledge gap, this research is aimed at identifying factors that may determine consumers’ emotional attachme...

Title: Building a brand and telling a story in perpetual crisis : launching a sustainable archives marketing strategy
Author: Cline, Tyler, Marcusse, Molly E.
Subjects--Topical: Marketing, Archives, Education, Higher, Mass media--Social aspects, Social media
Description: The American Heritage Center at the University of Wyoming began serious efforts to launch a marketing strategy in 2016, just as the University was hard-hit by a significant funding deficit. The marketing committee was tasked with modernizing and l...