Eric J. Newman, Donald E. Stem and David E. Sprott
Of the many approaches to building a brand’s image on the Internet, a Web site is one of the most important tools for managers. An important decision made by Web site managers is…
Abstract
Of the many approaches to building a brand’s image on the Internet, a Web site is one of the most important tools for managers. An important decision made by Web site managers is whether to place banner advertisements on their brand’s Web site (e.g. The New Yorker Web site placing an ad for polo.com). While banner advertisements are widespread in the marketplace, it is unclear whether Web sites containing such advertisements may be harming themselves by such a practice. This study addresses this issue by investigating the impact of banner advertisement and Web site congruity on consumer attitudes toward a brand’s Web site. The results of an experiment indicate that if managers include such advertisements on their Web site, these advertisements should be consistent with the Web site brand and that certain consumer characteristics should be considered. Implications of the research for brand management and advertising on the Internet are provided.
Details
Keywords
Alka Varma Citrin, David E. Sprott, Steven N. Silverman and Donald E. Stem
The projected sales potential for Internet commerce indicates that businesses must understand those consumer characteristics that will influence consumer adoption of this medium…
Abstract
The projected sales potential for Internet commerce indicates that businesses must understand those consumer characteristics that will influence consumer adoption of this medium for shopping. An empirical study conducted here (n = 403) investigates the extent to which open‐processing (more general innovativeness) and domain‐specific innovativeness explain the conditions under which consumers move from general Internet usage to a product purchase via the Internet. The results of our study find that generally higher amounts of Internet use (for non‐shopping activities) are associated with an increased amount of Internet product purchases. Importantly, however, this relationship is moderated by domain‐specific but not general innovativeness. Implications for business practice and academic research are provided.
Details
Keywords
Kevin E. Voss, Donald E. Stem, Lester W. Johnson and Constantino Arce
Explores the interval nature of semantic scale adjectives across three languages: English, Putonghua Chinese, and Japanese. Reports on a pilot study conducted among native…
Abstract
Explores the interval nature of semantic scale adjectives across three languages: English, Putonghua Chinese, and Japanese. Reports on a pilot study conducted among native speakers of each language using the techniques of magnitude scaling. Respondents rated an assortment of common adjectives by comparing the magnitude of the word to a given modulus. The results indicate that the traditional translation/back‐translation technique may not provide response intervals that are comparable cross‐culturally. Further, between languages the results indicate that the meaning attached to the adjectives by native speakers varies substantially. Discusses implications for market research, as well as future areas of research.
Details
Keywords
Rajiv Vaidyanathan, Praveen Aggarwal, Donald E. Stem, Darrel D. Muehling and U.N. Umesh
While there has been much debate in the reference pricing literature on the most appropriate conceptualization of internal reference price used by consumers in evaluating deals…
Abstract
While there has been much debate in the reference pricing literature on the most appropriate conceptualization of internal reference price used by consumers in evaluating deals, the question of whether consumers may use different internal reference prices at different stages of the purchase process has not been addressed. In this article, we hypothesize that consumers may use one type of internal reference price to form their deal attitude and another to determine their purchase intentions. We also show that different dimensions of internal reference price are used to determine deal attitude and purchase intention and that price uncertainty moderates the relationship between these internal reference prices and deal evaluation.
Details
Keywords
Doris C. Van Doren and Louise W. Smith
Many well‐qualified professionals feel that the quality of their services should be high enough to permit them to “hang out a shingle” and wait for clients to come. In doing so…
Abstract
Many well‐qualified professionals feel that the quality of their services should be high enough to permit them to “hang out a shingle” and wait for clients to come. In doing so, the professional is exerting no control over his or her type of practice. The controversy surrounding the issue of advertising in the professions has clouded the larger issue of professional services marketing. The article describes in depth the challenges of one profession, law, in order to demonstrate the perspective and challenges for marketing. Lawyers have been selected since they deal with many changes — the impact of redefinition caused by changes in the regulatory environment, the overabundance in the field, new methods of competition, the consumerism movement, and a poor public image. Practical methods are described to help the professionals understand their business better. By recognizing their practice as both a profession and a business, professionals can develop an ethical, dignified marketing plan — which may or may not include advertising — in order to place themselves in a better position to utilize their unique expertise with clients who can best appreciate their talents.
Doris C. Van Doren, Louise W. Smith and Ronald J. Biglin
Many well‐qualified professionals feel that the quality of their services should be high enough to permit them to “hang out a shingle” and wait for clients to come. In doing so…
Abstract
Many well‐qualified professionals feel that the quality of their services should be high enough to permit them to “hang out a shingle” and wait for clients to come. In doing so, the professional is exerting no control over his or her type of practice. The controversy surrounding the issue of advertising in the professions has clouded the large issue of professional services marketing. The article describes in depth the challenges of one profession, law, in order to demonstrate the perspective and challenges for marketing. Lawyers have been selected since they deal with many changes—the impact of redefinition caused by changes in the regulatory environment, the overabundance in the field, new methods of competition, the consumerism movement, and a poor public image. Practical methods are described to help the professionals understand their business better. By recognizing their practice as both a profession and a business, professionals can develop an ethical, dignified marketing plan—which may or may not include advertising—in order to place themselves in a better position to utilize their unique expertise with clients who can best appreciate their talents.
Michael S. Rugh, Donald J. Beyette, Mary Margaret Capraro and Robert M. Capraro
The purpose of this study is to examine a week-long science, technology, engineering and mathematics (STEM) project-based learning (PBL) activity that integrates a new educational…
Abstract
Purpose
The purpose of this study is to examine a week-long science, technology, engineering and mathematics (STEM) project-based learning (PBL) activity that integrates a new educational technology and the engineering design process to teach middle and high school students the concepts involved in rotational physics. The technology and teaching method described in this paper can be applied to a wide variety of STEM content areas.
Design/methodology/approach
As an educational technology, the dynamic and interactive mathematical expressions (DIME) map system automatically generates an interactive, connected concept map of mathematically based concepts extracted from a portable document format textbook chapter. Over five days, students used DIME maps to engage in meaningful self-guided learning within the engineering design process and STEM PBL.
Findings
Using DIME maps within a STEM PBL activity, students explored the physics behind spinning objects, proposed multiple creative designs and built a variety of spinners to meet specified criteria and constraints.
Practical implications
STEM teachers can use DIME maps and STEM PBL to support their students in making connections between what they learn in the classroom and real-world scenarios.
Social implications
For any classroom with computers, tablets or phones and an internet connection, DIME maps are an accessible educational technology that provides an alternative representation of knowledge for learners who are underserved by traditional methods of instruction.
Originality/value
For STEM teachers and education researchers, the activity described in this paper uses advances in technology (DIME maps and slow-motion video capture on cell phones) and pedagogy (STEM PBL and the engineering design process) to enable students to engage in meaningful learning.
Details
Keywords
Employers regularly complain of a shortage of qualified scientists and advocate that to remain competitive more scientists need to be trained. However, using a survey of graduates…
Abstract
Employers regularly complain of a shortage of qualified scientists and advocate that to remain competitive more scientists need to be trained. However, using a survey of graduates from British universities, I report that 3 years after graduation less than 50% of graduates from science subjects are working in a scientific occupation.
Accounting for selection into major and occupation type, I estimate the wages of graduates and report that the wage premium of science graduates only occurs when these graduates are matched to a scientific occupation – and not because science skills are in demand in all occupations. I also provide additional evidence to assess whether science graduates are pushed or pulled into non-scientific occupations. Altogether, the evidence does not support the claim that science graduates are pulled by better conditions, financial or otherwise, into non-scientific jobs.
Gerardo Petruzziello, P.M. Nimmi and Marco Giovanni Mariani
This study aims to understand how employability capitals’ dynamics foster self-perceived employability (SPE) among students and graduates, which is still being empirically…
Abstract
Purpose
This study aims to understand how employability capitals’ dynamics foster self-perceived employability (SPE) among students and graduates, which is still being empirically explored. Building upon the Employability Capital Growth Model and the Social Cognitive Career Theory’s career self-management model, we aimed to understand how different capitals associate by testing a serial mediation model connecting career identity (reflecting career identity capital) and SPE through the serial mediation of cultural capital and job interview self-efficacy (ISE) (an element of psychological capital).
Design/methodology/approach
We adopted a two-wave design involving 227 Italian University students and graduates. We recruited participants through multi-channel communication. The hypothesised relationships were analysed employing the structural equation modelling approach with the SPSS AMOS statistical package.
Findings
The results indicated that career identity, cultural capital, ISE and SPE are meaningfully related. In particular, in line with our expectations, we observed that career identity predicts cultural capital, which is positively associated with ISE which, ultimately, impacts SPE.
Originality/value
Our work adds to existing research by advancing the understanding of employability capitals, explaining how they interact and influence SPE, which is crucial for a sustainable transition into the workforce. At a practical level, our findings call upon, and guide, efforts from various stakeholders in the graduate career ecosystem (i.e. universities and their partners) to offer students and graduates meaningful experiences to form and use their employability capitals.