Showing papers in "Atlantic Marketing Journal in 2019"

Online advertising and consumer behavior in Tunisia

Abstract: The aim of this study was to present new mediating and moderating variables in the relationship between online advertising and purchase intention as well as visiting the store. Therefore, a qualitative study of 17 Tunisian Internet users was conducted (semi-structured interview). Results showed that the lifestyle change and the disposition to visit the store are the mediating variables between these consequences and electronic advertising (purchase intention and visiting the store). Furthermore, the involvement with the product is the moderating variable between e-advertising and lifestyle change, including disposition to visit the store.

Group Brands as an Innovative Pedagogical Tool: Using marketing theory in real-world collaborative teaching

Abstract: This paper demonstrates how group brands were used as interdisciplinary teaching tools in marketing, business, research, and social science classes by applying theories of branding, collaborative learning, and social identity in experiential learning. There were two primary reasons why this project was done: implementing a pedagogical tool that would bring students together in a collaborative team gaining a critically important business tool; enriching the curriculum by incorporating a semester long termbased group project would improve student learning. The group branding project was undertaken in New York City courses to overcome tribalism testing the powers of affinity, identity, and agreement between diverse students (N=391). It was effective as an empathetic social bridge-builder bringing together first and second language learners, students from different neighborhoods, various ethnicities and cultures, and other commonalities. This circumvents the tendency to tribalism.

Impact of Customer Engagement, Brand Attitude and Brand Experience on Branded Apps Recommendation and Re-use Intentions

Abstract: This paper seeks to understand the impact of customer engagement, brand attitude, and brand experience on branded apps recommendation and re-use intentions. Using structural equation modeling we test a causal model to establish the direct and mediated paths between constructs under study. We found that contrary to popular perceptions, customer engagement does not load directly on the recommendation or re-use intention suggesting that engagement on its own may not be sufficient to elicit recommendation or re-use intention. Other factors and contexts will be necessary to elicit recommendation etc. We also found that recommendation mediates the relationship between brand attitude and re-use intentions.

Destructive Selling: An Empirical View from the Perspective of University Level Business Students

Abstract: Preliminary evidence indicates that salespeople working in a variety of industries hold the perception that destructive selling (defined as the intentional use of unethical tactics including lying, misrepresenting product/service performance, misleading the client, spreading rumors about the competition, etc. by professional salespeople) does occur in the professional selling discipline. A rich history of related research provides further evidence that university students exhibit negative perceptions and attitudes towards professional selling. In the work reported in this manuscript, the authors employed the survey research method to empirically study the perceptions held by university level pre-business and business students regarding the presence of destructive selling tactics in the world of professional selling. Results indicated that respondents believed that both B2B and B2C professional salespeople are intentionally engaging in destructive selling behaviors and tactics and that some firms are training their salesforces in the use of those tactics. Implications, limitations and future research avenues are presented.

SERVQUAL Measurement in a Healthcare Setting: Before and After Corrective Strategy Implementation

Abstract: In the United States, the most dominant industry is services, yielding the highest volume of total employment and gross domestic product. Due to this significance, academics, as well as, business professionals continue to research and apply strategies for which organizations can achieve distinctive competitive advantages. The steady growth and increasing significance of the service sector in the US and other developed markets has resulted in a sizeable body of related research addressing a variety of issues such as service quality and its characteristics. Healthcare is an impactful service industry that has received a considerable amount of attention. In the healthcare field, studies have shown that a variety of variables impact the perception of service quality. In a highly competitive environment, it is in an organization’s best interest to provide customers the best service possible. This paper asserts that service quality is more accurately measured using a before and after strategy implementation study. This paper applies the SERVQUAL evaluation tool to assess service quality expectations and perceptions in a healthcare setting. Particularly, this study proposes that service quality improves following a correction of service related issues and can help provide some insight into the types of customers or patients that patronize healthcare facilities.

Sponsored Messages in Facebook and Twitter News Feeds: An Examination of Prevalence, Brands, and Products

Abstract: This paper compares the prevalence and nature of sponsored messages on Facebook and Twitter. Results of a content analysis of 180 sponsored messages from 65 screenshots provided by undergraduate student subjects showed significant differences in the product categories advertised on each platform, with sponsored messages for apparel and entertainment more prevalent on Facebook and financial products and services more prevalent on Twitter. The majority of the sponsoring advertisers on both platforms were from companies established after the year 2000; only seven percent were leading US advertisers; and only three advertisers— Amazon, Microsoft, and Toyota—appeared in both samples.

Revisiting Textbook Adoption Decisions: Are Students Finally Ready for E-Books?

Abstract: This study re-examines students’ attitudes and preferences to the four primary textbook types (hardback, paperback, loose leaf, and E-book). One hundred eighty-three students currently taking Principles of Marketing from a large public university in the southeastern United States completed the survey. Unlike the 2014 study, where students overwhelming preferred paperback textbooks, even when this textbook is at a higher price than other alternatives, the 2018 study found that the textbook choice depended on if an access code to publisher’s online course materials was required. When access codes were required, students preferred paperback textbooks, followed closely by E-books. When no access code was required, rental options were preferred. When students were asked their opinions on the various textbook options, it was clear that price and ease of use were the primary deciding factors as to why they liked and/or disliked the various textbook options.