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Article
Publication date: 4 November 2014

Harlan E. Spotts, Marc G. Weinberger and Michelle F. Weinberger

– The purpose of this research is to understand the relationship between publicity, advertising activity and corporate sales in the context of a company’s existing reputation.

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Abstract

Purpose

The purpose of this research is to understand the relationship between publicity, advertising activity and corporate sales in the context of a company’s existing reputation.

Design/methodology/approach

The study brings together four unique industry datasets and uses discriminant analysis and multiple regression methods to examine the relationship between existing corporate reputation, publicity, advertising activity and sales levels for major multi-national companies in the technology products sector.

Findings

Positive publicity is most important in distinguishing between firms with higher and lower sales. The effects of negative publicity and advertising are dependent on a firm’s existing reputation. For companies with weaker reputations, positive publicity in tandem with business-to-consumer (B2C) advertising is most highly associated with higher company sales. Conversely, for firms with stronger existing reputations, advertising has a significantly diminished role; positive and even negative publicity are most crucial in distinguishing between companies with high and low sales. Negative publicity can be harmful to these firms though if it is not balanced by more positive publicity. Finally, the topic of news coverage is related to sales. Generally, stories that are positive reporting on business outcomes, leadership and business future and marketing practices are most important in discriminating between firms with stronger vs weaker sales.

Practical implications

For this set of technology product firms, publicity and advertising are relevant for sales. Firms with higher levels of sales have both more positive and negative publicity, but the volume of positive stories is much higher. Attracting negative publicity is common for firms that achieve higher sales, but it is offset by a greater number of positive stories, an aspect that public relations efforts can influence. B2C advertising spending meanwhile matters more for firms with weaker rather than stronger existing corporate reputations. It is most effective for firms with weaker existing reputations to maximize the positive signals in the marketplace as exemplified by positive publicity and B2C advertising efforts.

Originality/value

Little research has examined the relationship between different forms of corporate communications and sales; this study is a rare examination using publicity, advertising spending, existing reputation and sales in a durable goods and services context where there has been a particular dearth of even basic advertising studies. Beyond understanding the relative importance of publicity v. advertising, it also uniquely focuses on the individual topics of news publicity.

Details

European Journal of Marketing, vol. 48 no. 11/12
Type: Research Article
ISSN: 0309-0566

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Book part
Publication date: 27 September 2014

Beau Breslin and Katherine Cavanaugh

The law in a liberal state is often a violent instrument. So said Robert Cover. Among those communities to which the law has been particular cruel are Native Americans. Indeed…

Abstract

The law in a liberal state is often a violent instrument. So said Robert Cover. Among those communities to which the law has been particular cruel are Native Americans. Indeed, the traditions and practices of Native American tribes have spawned rich and fascinating narratives. Each tribe has created its own “nomos – its own normative universe” – with a distinct set of rules, expectations, and tenets. Even still, the state and federal governments have historically challenged Native American traditions and culture with various legal and judicial policies. Insofar as the state-imposed law is blunt and imprecise, certain Native American narratives are thus threatened. Over the past decade, several judicial cases have highlighted the clash between the state’s imperial authority and Native American narratives. Our chapter explores these court cases with an eye to the inevitable conflicts that emerge when law exists uneasily in a liberal state.

Details

Special Issue: Law and the Liberal State
Type: Book
ISBN: 978-1-78441-238-8

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Book part
Publication date: 10 December 2024

Luiza Antonie, Laura Gatto, Sarah Oloumi and Miana Plesca

Employing the keyword extraction technique of Term Frequency – Inverse Document Frequency (TFIDF) on 39,487 descriptions posted on a University Co-op and Career on-line job board…

Abstract

Employing the keyword extraction technique of Term Frequency – Inverse Document Frequency (TFIDF) on 39,487 descriptions posted on a University Co-op and Career on-line job board from May 1, 2013 to May 1, 2020, we report the keywords associated weights for the Big Five personality traits of Openness, Conscientiousness, Extroversion, Agreeableness, and Neuroticism (reversed to indicate Emotional Stability) by job category. The results indicate that one third of job descriptions do not contain any keywords: even if employers are recruiting for particular personality traits, they are not necessarily referencing them in their job descriptions. For those job descriptions with TFIDF scores, Conscientiousness has the highest TFIDF score and Emotional Stability the smallest. Regression analysis indicates that categories more technical in nature, like engineering or business, score higher for “Openness”; Accounting scores highest for “Conscientiousness”; and people-facing roles in healthcare, veterinary care, childcare/teaching and administrative services score higher on “Agreeableness” and, to some extent, “Emotional stability.”

Details

Big Data Applications in Labor Economics, Part A
Type: Book
ISBN: 978-1-83549-975-7

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Book part
Publication date: 18 November 2015

Laurel Steinfield and Henri Weijo

This paper outlines the key discussion points and ideas generated at the job market roundtable at CCT Arkansas. The session was put together to discuss both immediate short-term…

Abstract

Purpose

This paper outlines the key discussion points and ideas generated at the job market roundtable at CCT Arkansas. The session was put together to discuss both immediate short-term solutions to improve PhD candidates’ hiring potential as well as longer-term institutional opportunities that could strengthen the reputation of CCT and foster more favorable job market conditions.

Methodology/approach

This is a conceptual paper primarily built on collaborative insights from the roundtable session’s participants.

Findings

We outline the current structure of hiring within marketing academia and offer insights and best practices for increasing an applicant’s chances of gaining a placement. We also identify long-term structural reforms and opportunities that could increase the recognition of CCT research, and help foster conditions more conducive to CCTers seeking academic placements. The recommendations for candidates and the CCT community highlight the importance of building non-CCT networks, effectively positioning and communicating research, and leveraging the benefits a CCT theoretical perspective can bring to marketing departments.

Originality/value

Most papers on academic hiring processes are descriptive in nature and concentrated on the job market’s structure. This paper adds to this conversation, straddling issues of structure and agency. It critically revisits the structure of hiring, and also discusses practices a candidate can employ to navigate the hiring process, and institutional tactics CCT could undertake to create a stronger brand and network structure. Though the emphasis in this work is on CCT candidates, we suspect such an analysis is also useful for PhD candidates elsewhere and nonmainstream marketing groups.

Details

Consumer Culture Theory
Type: Book
ISBN: 978-1-78560-323-5

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Article
Publication date: 4 July 2016

Abigail Karp, Michelle McCauley and Jack Byrne

The majority of research on energy feedback has been conducted in residential households; in this study, the authors aim to examine the effectiveness of similar initiatives in a…

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Abstract

Purpose

The majority of research on energy feedback has been conducted in residential households; in this study, the authors aim to examine the effectiveness of similar initiatives in a college environment. The our goal was to see how much additional electricity savings could be induced using feedback beyond average savings achieved by goal-setting and to provide students information on how to conserve.

Design/methodology/approach

All participants set goals related to personal environmental behavior and received electricity-saving tips. Half of the participants were exposed to real-time, group-level, ambient and direct feedback of electric use for their dormitory floor through an iPad display. The control group received no feedback.

Findings

The group that received the real-time feedback reduced its consumption, whereas the control group did not. The feedback group’s change in consumption was significantly greater than the control group’s. The results are discussed in the context of injunctive norms, reminders, ambient feedback and numerical feedback, as well as the theory of planned behavior.

Research limitations/implications

Further research could test for long-term effects, whether the interventions applied in this study would be effective in other university contexts and whether the interventions would influence other environmental habits apart from electricity consumption on campuses.

Originality/value

This is one of the first energy feedback studies to demonstrate the effectiveness of group-level data, let alone specifically in a college dormitory and has implications for influencing conservation behavior of residential college students worldwide.

Details

International Journal of Sustainability in Higher Education, vol. 17 no. 4
Type: Research Article
ISSN: 1467-6370

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Article
Publication date: 1 April 1993

Richard A. Gray

In her introduction to the third edition to The American Heritage Dictionary of the English Language (AHD), executive editor Anne H. Soukhanov justly and temperately praises the…

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Abstract

In her introduction to the third edition to The American Heritage Dictionary of the English Language (AHD), executive editor Anne H. Soukhanov justly and temperately praises the first edition, which appeared in 1969. That pioneering work, she asserts, “did four things and did them well.

Details

Reference Services Review, vol. 21 no. 4
Type: Research Article
ISSN: 0090-7324

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Article
Publication date: 8 August 2023

Jung-Kuei Hsieh, Sushant Kumar and Ning-Yu Ko

Showrooming presents a complex and evolving challenge to retail managers, as it signifies the emergence of new forms of exchange rules. The purpose of this research is to…

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Abstract

Purpose

Showrooming presents a complex and evolving challenge to retail managers, as it signifies the emergence of new forms of exchange rules. The purpose of this research is to investigate how factors responsible for information search and evaluation affect showrooming and also consider the consumer mindset as a moderator.

Design/methodology/approach

This research undertakes three experimental designs to investigate how the push (i.e. assortment size), pull (i.e. price discount), and mooring (i.e. sunk cost) factors influence consumers' showrooming intention. Specifically, consumers' maximizing tendency plays the role of moderator.

Findings

The results reveal that push, pull, and mooring factors are significantly related to consumers' showrooming intention. Furthermore, the findings show that maximizers have higher showrooming intention than satisficers in the context of the push, pull, and mooring factors.

Originality/value

By integrating the push-pull-mooring framework and the maximizing mindset theory, this research proposes a novel research model and the empirical testing results support six hypotheses. The findings add to the body of knowledge in showrooming behavior by taking consumer mindset into account. The results also provide implications for practitioners to develop their retail strategies.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 36 no. 2
Type: Research Article
ISSN: 1355-5855

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