2016 AtMA Conference Program - Atlantic Marketing Association

2016 Atlantic Marketing
Association Conference
Charleston, S.C.
September 14 – 18
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Greetings from the 2016 AtMA Program Chair
It is my pleasure to welcome you to the 2016 Atlantic Marketing
Association (AtMA) conference in beautiful Charleston, SC! The 2016
Conference marks our 41st year as an organization. This conference has
always enjoyed a reputation of providing a supportive and nurturing
environment for presenting ideas. In addition, this conference
encourages the development of long friendships through the many
networking opportunities this conference provides.
The 2016 conference promises to be as exciting as ever. With over eightyfive papers, abstracts, and special sessions across eighteen tracks, there
are many fantastic sessions lined up during the conference. This year,
sessions are full of research looking at the unique challenges that
marketing academics and practitioners face in an ever-changing, global
business environment. Thus I encourage you to sit in on as many
sessions as you can and get some ideas for your class or a research
project down the road.
While looking through the program for sessions to attend, please keep in
mind that we offer a complimentary hospitality suite during select
nights of the conference and provide a luncheon on Friday afternoon. I
look forward to meeting and greeting with everyone. I hope you enjoy the
conference and the Charleston location.
Special thanks go to the faculty, staff, and student volunteers without
whom this conference would not have been possible. We look forward to
thought-provoking discussions that will effect meaningful change.
I am so thankful that you have chosen the AtMA conference as an outlet
for presenting your work.
Diane R. Edmondson
2016 AtMA Program Chair
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2016 AtMA Conference
Important Reminders
Hotel:
The Francis Marion Hotel is conveniently located directly across from Marion
Square. The 1924 hotel is named for General Francis Marion and is one of the
largest and grandest hotels in the Carolinas. Guests can enjoy classic Southern
cuisine in The Swamp Fox Restaurant & Bar, a restaurant known for its artfully
prepared dishes using local farm fresh ingredients or relax with cocktails and jazz
piano music in the bar. At AtMA, we end conference sessions early so you can relax
and enjoy your stay. So take time to stroll through the area and explore the unique
downtown, take a harbor tour, and/or simply enjoy the many beautiful gardens,
historic homes, art galleries, aquarium, and shops that Charleston has to offer.
Charleston is such a beautiful place...especially this time of year!
Registration/Information:
The registration table will be open every morning during the conference starting at
8:00 AM. If you check in after 1 PM, you can pick up your registration materials
from 7:00 PM to 10:00 PM in the Hospitality Suite.
Hospitality Suite:
A tradition of the AtMA is the Hospitality Suite. Snacks, beer and wine are
complimentary, so please join us Wednesday, Thursday, and Friday nights from
7:00 PM - 10:00 PM in the Bridgeview Room 1203. It is a great place to mingle and
get to know other attendees. So please stop by!
Meeting Rooms:
The meeting rooms for presentations are: Laurens, Drayton, and Middleton.
Board Meeting:
The 2016 AtMA Board of Directors meeting is set for Friday morning from 8:00 AM
until 9:30 AM in the Hospitality Suite (Bridgeview Room).
Luncheon:
Mmmmm...FOOD! The annual AtMA luncheon will be held on Friday from 1:00 PM
- 2:30 PM in the Plaza Room. Please plan to attend, as the lunch is included in the
registration fee. This is also where we take time to recognize outstanding papers in
tracks and the top paper in the conference.
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2016 AtMA Conference
Board of Directors
President and Associate Executive Director
Dr. Brian R. Kinard, University of North Carolina Wilmington
Program Chair/President Elect
Dr. Diane R. Edmondson, Middle Tennessee State University
Executive Director
Dr. Deborah Lester, Kennesaw State University
Assistant Executive Director
Dr. Keith Tudor, Kennesaw State University
Board Members
Dr. Ismet Anitsal, Tennessee Tech University
Dr. M. Meral Anitsal, Tennessee Tech University
Dr. Michael. A. Jones, Southeastern Louisiana University
Dr. Maria Kalamas, Kennesaw State University
Dr. Walter Kendall, Tarleton State University
Dr. Kimball Marshall, Alcorn State University
Dr. Peggy Shields, University of Southern Indiana
Dr. Alan D. Smith, Robert Morris University
Dr. R. Keith Tudor, Kennesaw State University
Dr. Blaise Waguespack, Embry-Riddle Aeronautical University
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2016 AtMA Conference
Officers
President and Associate Executive Director
Dr. Brian R. Kinard, University of North Carolina Wilmington
Program Chair/President Elect
Dr. Diane R. Edmondson, Middle Tennessee State University
Executive Director
Dr. Deborah Lester, Kennesaw State University
Assistant Executive Director
Dr. Keith Tudor, Kennesaw State University
Program Chair Elect (2017)
Dr. Joe Cangelosi, University of Central Arkansas
Proceedings Editor
Dr. Aberdeen Leila Borders, Kennesaw State University
Webmaster
Ms. Tyra M. Burton, Kennesaw State University
Ms. Laura Robinson, Kennesaw State University
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At-A-Glance
Wednesday, September 14, 2016
1:00 PM - 4:00 PM
Registration (Lobby Bar)
7:00 PM - 10:00 PM
Registration/Hospitality Suite (Bridgeview Room 1203);
Light refreshments (beer/wine/soda) and snacks will be served.
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At-A-Glance
Thursday, September 15, 2016
8:00 AM - 1:00 PM
Registration (Lobby Bar)
8:00 AM - 9:30 AM
1.1.
1.2.
1.3.
Technology Usage and Student Perceptions of Sales (Laurens)
Consumer Ethnocentrism, Advertising, and E-Commerce (Drayton)
Corporate Social Responsibility: Challenges and Opportunities
(Middleton)
9:45 AM - 11:15 AM
1.4.
1.5.
1.6.
Advertising and Informational Needs Assessments (Laurens)
Eclectic Issues in Retailing (Drayton)
Marketing Wineries and the Wine Industry (Middleton)
11:30 AM - 1:00 PM
1.7.
1.8.
1.9.
The Future of Global Trade with a New Administration in the United
States (Laurens)
Hot Topics: Jobs, Veterans, and Politics (Drayton)
Fine Arts and Pedagogy (Middleton)
7:00 PM - 10:00 PM
Registration/Hospitality Suite (Bridgeview Room 1203);
Light refreshments (beer/wine/soda) and snacks will be served.
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At-A-Glance
Friday, September 16, 2016
8:00 AM - 1:00 PM
Registration (Lobby Bar)
8:00 AM - 9:30 AM
2.0.
2.1.
2.2.
2.3.
AtMA Board of Directors Meeting (Hospitality Suite 704-706)
Special Session #1: Teaching and Learning in the Marketing Classroom:
Contributions from Neuroscience (Laurens)
CB Potpourri – Brand Choice, Emotional Tracking, and Point Redemption
(Drayton)
Marketing Case Studies (Middleton)
9:45 AM - 11:15 AM
2.4.
2.5.
2.6.
Gender Differences and Dealing with Customer Rage (Laurens)
Decision-Making Involving Beverages, Charity Checkout Requests and Value
(Drayton)
Services Marketing (Middleton)
11:30 AM - 1:00 PM
2.7.
2.8.
2.9.
Examples of Global and Best Business Practices in Supply Chain
Management (Laurens)
Innovative Methods of Using Technology in the Classroom (Drayton)
Using Technology, Collaborative Learning, and Disney in Marketing
Education (Middleton)
1:00 PM - 2:30 PM
Atlantic Marketing Association Awards Luncheon (Plaza)
7:00 PM - 10:00 PM
Registration/Hospitality Suite (Bridgeview Room 1203);
Light refreshments (beer/wine/soda) and snacks will be served.
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At-A-Glance
Saturday, September 17, 2016
8:00 AM - 10:00 AM
Registration (Lobby Bar)
8:00 AM - 9:30 AM
3.1.
3.2.
3.3.
Social Media Strategies (Laurens)
Social Media (Drayton)
Advertising Value (Middleton)
9:45 AM - 11:15 AM
3.4.
3.5.
3.6.
Pedagogical Approaches to Help Understand Student Learning Styles
(Laurens)
Health Care Marketing Interests (Drayton)
Marketing Strategy (Middleton)
11:30 AM - 1:00 PM
3.7.
3.8.
3.9.
Strategic Implications of Music, Arts, and Entertainment (Laurens)
Special Session #2: Strategies for Educating GEN Y & Z (Drayton)
Consumer Behavior Odds and Ends (Middleton)
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Thursday, September 15, 2016
8:00 AM – 9:30 AM
Session 1.1: Technology Usage and Student Perceptions of Sales
Room: Laurens
Session Chair: Judi Billups, Salisbury University
Personal Selling in the Internet Age: Is the Trusted Advisor Role Obsolete
Stephen Carlson, Piedmont College, [email protected]
The Impact of Social Media and Related Technologies on the Sales Process:
A Qualitative Analysis from the Buyer’s Perspective
Judi Billups, Salisbury University, [email protected]
Ryan Matthews, Kennesaw State University
Shawn Wilson, VP Beaulieu West
James Smith, Nova University
Assessing High Schools Students’ Perceptions of Sales as an Area to Study
in College, and as a Career to Pursue after College
Scott Inks, Ball State University
Ramon Avila, Ball State University, [email protected]
Marquetta Horner, Ball State University
10
Thursday, September 15, 2016
8:00 AM – 9:30 AM
Session 1.2: Consumer Ethnocentrism, Advertising, and
E-Commerce
Room: Drayton
Session Chair: Meral Anitsal, Tennessee Tech University
How Regional Employment in the U.S. Automobile Industry Influences
Consumer Ethnocentrism
William Neese, Troy University, [email protected]
W. Frank Thompson, Jr., Troy University
Stephen Garrott, Troy University
The Impact of ‘Made-in-America’ Advertising Claims on Consumer
Ethnocentrism
William Neese, Troy University, [email protected]
Monica Favia, Bloomsburg University
Michele Welliver, Bloomsburg University
The Spillover Effects of Overweight Models in Food and Fashion
Advertising
Bridget Nichols, Northern Kentucky University, [email protected]
David Raska, Northern Kentucky University, [email protected]
A Review of E-Commerce: The Influence of Post-Purchase Factors on
Relationship between Customer Loyalty and Perceived Risk
Siwei Wang, Tennessee Tech University
Meral Anitsal, Tennessee Tech University, [email protected]
Ismet Anitsal, Tennessee Tech University, [email protected]
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Thursday, September 15, 2016
8:00 AM – 9:30 AM
Session 1.3: Corporate Social Responsibility: Challenges and
Opportunities
Room: Middleton
Session Chair: Pia Albinsson, Appalachian State University
Impact of Organizational Justice and Corporate Social Responsibility on
Employee's Perceived Job Satisfaction and Firm Performance
Sandipan Sen, Southeast Missouri State University, [email protected]
Katrina Savitskie, Savannah State University, [email protected]
Feisal Murshed, Kutztown University of Pennsylvania, [email protected]
Energy and its Interplay with Global Corporate Social Responsibility and
Sustainability Efforts
Amber Smith-Ditizio, Texas Woman's University, [email protected]
Terry Damron, Austin Peay State University, [email protected]
Amye Melton, Austin Peay State University, [email protected]
Exploring Marketing and Technical Challenges and Opportunities of Ecofriendly Strategies
Amber Smith-Ditizio, Texas Woman's University, [email protected]
Terry Damron, Austin Peay State University, [email protected]
Amye Melton, Austin Peay State University, [email protected]
A Look Into The Lubrizol Corporation’s Supply Chain Sustainability Efforts
Steven Clinton, Robert Morris University, [email protected]
William Rupp, Austin Peay State University, [email protected]
O. Felix Offodile, Kent State University, [email protected]
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Thursday, September 15, 2016
9:45 AM – 11:15 AM
Session 1.4: Advertising and Informational Needs Assessments
Room: Laurens
Session Chair: Don Shemwell, East Tennessee State University
False Advertising and Labeling Suits Two Years After the Landmark
Supreme Court Decision on POM Versus Coca-Cola: Implications for the
Marketing Professorate
Don Shemwell, East Tennessee State University, [email protected]
A Course Designed to Aid Students’ Understanding of the Structure of
Advertisements: An Application of the Who Says What to Whom over What
Channel with What Effect Model
Paul Costanzo, Western New England University, [email protected]
An Informational Needs Assessment Study of what Health Care Consumers
want from Social Media
Joe Cangelosi, University of Central Arkansas, [email protected]
Ed Ranelli, University of West Florida, [email protected]
Ken Griffin, University of Central Arkansas, [email protected]
David Kim, University of Central Arkansas, [email protected]
A Preliminary Examination of Online Sales Promotion in Hedonic versus
Utilitarian Product Categories
Richard Heiens, University of South Carolina Aiken, [email protected]
Ravi Narayanaswamy, University of South Carolina Aiken, [email protected]
John Engel, University of South Carolina Aiken, [email protected]
13
Thursday, September 15, 2016
9:45 AM – 11:15 AM
Session 1.5: Eclectic Issues in Retailing
Room: Drayton
Session Chair: Rajesh Srivastava, Middle Tennessee State University
A Further Empirical Investigation into the Semantic Meaning of
Advertising Price References
Jeffery Gutenberg, State University of New York College at Geneseo,
[email protected]
James Quinn, State University of New York College at Geneseo, [email protected]
Customer Service Challenges in Multichannel and Omni Channel Retailing
Edward Brewer, Appalachian State University
Terence Holmes, Murray State University, [email protected]
‘Yelp’ Gives it Four Stars: Consumer Attitudes towards Ratings and
Reviewers
Cheryl Ward, Middle Tennessee State University, [email protected]
Rajesh Srivastava, Middle Tennessee State University, [email protected]
Vince Smith, Middle Tennessee State University, [email protected]
Don Roy, Middle Tennessee State University, [email protected]
Lucy Matthews, Middle Tennessee State University, [email protected]
Tim Graeff, Middle Tennessee State University, [email protected]
Diane Edmondson, Middle Tennessee State University, [email protected]
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Thursday, September 15, 2016
9:45 AM – 11:15 AM
Session 1.6: Marketing Wineries and the Wine Industry
Room: Middleton
Session Chair: G. David Shows, Appalachian State University
Exploring Key Service Quality Dimensions at a Winery from an Emerging
Market’s Perspective
Kyuho Lee, Sonoma State University, [email protected]
Melih Madanoglu, Florida Atlantic University
Jae-Youn Ko, Kyunghee University
Intention of Potential Wine Tourists to Visit Foreign Wineries: An
Exploratory Econometric Analysis
Mahmood Hussain, San Francisco State University, [email protected]
Roblyn Simeon, San Francisco State University
Lutfus Sayeed, San Francisco State University
Entrepreneurship Marketing in North Carolina’s Wine Industry
G. David Shows, Appalachian State University, [email protected]
Pia Albinsson, Appalachian State University, [email protected]
James Stoddard, Appalachian State University
15
Thursday, September 15, 2016
11:30 AM – 1:00 PM
Session 1.7: The Future of Global Trade with a New
Administration in the United States
Room: Laurens
Session Chair: William Neese, Troy University
The Viability of Free Trade
Lane Boyte-Eckis, Troy University, [email protected]
Free Trade Vs. Fair Trade
David Hebert, Troy University, [email protected]
Reconsidering Trade Agreements
William Neese, Troy University, [email protected]
16
Thursday, September 15, 2016
11:30 AM – 1:00 PM
Session 1.8: Hot Topics: Jobs, Veterans, and Politics
Room: Drayton
Session Chair: Cheryl Ward, Middle Tennessee State University
Evaluating the Impact of Cause-Marketing on Job Seekers
Michael Peasley, University of Memphis, [email protected]
Parker Woodruff, University of Central Arkansas, [email protected]
“Thank You for Your Service:” Consumer Attitudes toward Military and
Veterans
Diane Edmondson, Middle Tennessee State University, [email protected]
Tim Graeff, Middle Tennessee State University, [email protected]
Lucy Matthews, Middle Tennessee State University, [email protected]
Don Roy, Middle Tennessee State University, [email protected]
Vince Smith, Middle Tennessee State University, [email protected]
Rajesh Srivastava, Middle Tennessee State University, [email protected]
Cheryl Ward, Middle Tennessee State University, [email protected]
Looking Back: The Evolution of Political Marketing in U.S. Presidential
Campaigns
Maria Khan, Middle Tennessee State University, [email protected]
Cheryl Ward, Middle Tennessee State University, [email protected]
17
Thursday, September 15, 2016
11:30 AM – 1:00 PM
Session 1.9: Fine Arts and Pedagogy
Room: Middleton
Session Chair: Kimball Marshall, Alcorn State University
A Fine Arts Marketing Elective: Justification of Need and Proposed Course
Content
Kimball Marshall, Alcorn State University, [email protected]
Rene Desborde, Kentucky State University, [email protected]
Sharon Thach, Tennessee State University, [email protected]
The Art of Advertising
PJ Forrest, Alcorn State University, [email protected]
William Piper, Alcorn State University, [email protected]
Research Issues in Fine Arts Marketing
Kimball Marshal, Alcorn State University, [email protected]
Sharon Thach, Tennessee State University, [email protected]
18
Friday, September 16, 2016
8:00 AM – 9:30 AM
Session 2.0: Atlantic Marketing Association Board of Directors
Meeting
Room: Bridgeview Room 1203
19
Friday, September 16, 2016
8:00 AM – 9:30 AM
Session 2.1: Special Session #1
Title: Teaching and Learning in the Marketing Classroom:
Contributions from Neuroscience
Room: Laurens
Session Chair: David Burns, Kennesaw State University
Panelists:
David Burns, Kennesaw State University, [email protected]
Sandra Pierquet, Kennesaw State University, [email protected]
20
Friday, September 16, 2016
8:00 AM – 9:30 AM
Session 2.2: CB Potpourri – Brand Choice, Emotional Tracking,
and Point Redemption
Room: Drayton
Session Chair: Liz Alexander, Marshall University
An Exploration Into Emotional Tracking to Determine Consumer Emotions
Liz Alexander, Marshall University, [email protected]
Alexandria Black
Point Redemption Matters: A Response to Murthi, Steffes, and Rasheed
(2011)
J. Paul Leavell, Charlotte Metro Federal Credit Union, [email protected]
Effects of Comparative Processing and Mere Measurement on Choice of a
Brand with Negative Attributes
Steven Koppitsch, Bowling Green State University, [email protected]
21
Friday, September 16, 2016
8:00 AM – 9:30 AM
Session 2.3: Marketing Case Studies
Room: Middleton
Session Chair: John Crawford, Lipscomb University
Couples Sleeping Apart--Separate Master Bedrooms and the Impact on the
Real Estate and Related Markets
John Crawford, Lipscomb University, [email protected]
Faculty Location And Supply Chain Vendor Considerations In Professional
Sports: Steeler Nation Case Study
Amber Smith-Ditizio, Texas Woman's University, [email protected]
Dean Manna, Robert Morris University, [email protected]
Collaboration in a Competitive Market: The Collective Impact Model in
University Legislative Relations
Lynn McGee, University of South Carolina, [email protected]
22
Friday, September 16, 2016
9:45 AM – 11:15 AM
Session 2.4: Gender Differences and Dealing with Customer
Rage
Room: Laurens
Session Chair: Lucy Matthews, Middle Tennessee State University
Leveraging Human Analytics for Strategic Partnerships and Sales
Performance
Dana Harrison, East Tennessee State University, [email protected]
Kelly Hall, Stetson University
Inside Sales Force and Gender: Mediating Effects of Intrinsic Motivation on
Sales Controls and Performance
Anne Gottfried, University of Southern Mississippi, [email protected]
Scott Ambrose, Embry-Riddle Aeronautical University
Should We Treat All Boundary Spanners Equally?: Examining Gender &
Marital Status Differences Among Isolation and Role Conflict
Diane Edmondson, Middle Tennessee State University, [email protected]
Lucy Matthews, Middle Tennessee State University, [email protected]
Stefanie Boyer, Bryant University, [email protected]
Cheryl Ward, Middle Tennessee State University, [email protected]
Customer Rage and the Salesperson: A Call for Research and a Suggested
Approach
C. David Shepherd, Georgia Southern University, [email protected]
23
Friday, September 16, 2016
9:45 AM – 11:15 AM
Session 2.5: Decision-Making Involving Beverages, Charity
Checkout Requests and Value
Room: Drayton
Session Chair: Bridget Nichols, Northern Kentucky University
What Beverage Types Should Charities Partner with in CRM Campaigns?
An Empirical Study of Brand-Cause Fit, Attitudes, and Purchase Intentions
Alexander Rainford, Northern Kentucky University
Bridget Nichols, Northern Kentucky University, [email protected]
Double Trouble: Commingled Effects of High Fast Food and SugarSweetened Drink Consumption and the Intervening Role of Physical
Activity on Childhood Obesity
Christopher Berry, University of Arkansas-Fayetteville, [email protected]
Scot Burton, University of Arkansas-Fayetteville, [email protected]
Elizabeth Howlett, University of Arkansas-Fayetteville, [email protected]
Cause-Related Marketing: The Effect of Checkout Charity Requests on
Donation Behavior
Minerva Lacal Pardo, Puig USA, [email protected]
Brian Kinard, University of North Carolina Wilmington, [email protected]
CVA and MBAs……What About Value?!
David Gilfoil, DeSales University, [email protected]
Sue McGorry, DeSales University, [email protected]
Kimberly Karpinski, DeSales University
24
Friday, September 16, 2016
9:45 AM – 11:15 AM
Session 2.6: Services Marketing
Room: Middleton
Session Chair: Donald Barnes, University of North Carolina Wilmington
Can I borrow that? Antecedents and outcomes from sharing of digital
services
Mark Pelletier, Radford University, [email protected]
Alisha Horky, Elon University, [email protected]
National Identity: U.S. Midwest Millenials’ Selection of Reflective Products
and Services
Peggy Shields, University of Southern Indiana, [email protected]
The Intersection of Sports and Services Marketing
Donald Barnes, University of North Carolina Wilmington, [email protected]
Mark Pelletier, Radford University, [email protected]
25
Friday, September 16, 2016
11:30 AM – 1:00 PM
Session 2.7: Examples of Global and Best Business Practices in
Supply Chain Management
Room: Laurens
Session Chair: Dean Manna, Robert Morris University
Exploring The Supply Chain Management Aspects Of Uber In Saudi Arabia
Alan Smith, Robert Morris University, [email protected]
Case Study Of Small Ne Ohio Manufacturing Firms And Their Aspirations
For Possible Expansion To China
Alan Smith, Robert Morris University, [email protected]
Robert Beaves, Robert Morris University, [email protected]
Faurecia’s Lean Management System
Dean Manna, Robert Morris University, [email protected]
Robert Beaves, Robert Morris University, [email protected]
26
Friday, September 16, 2016
11:30 AM – 1:00 PM
Session 2.8: Innovative Methods of Using Technology in the
Classroom
Room: Drayton
Session Chair: George Stone, North Carolina A&T State University
Technology Over-Consumption: Helping Students Find Balance in a World
of Alluring Distractions
G. David Shows, Appalachian State University, [email protected]
Pia Albinsson, Appalachian State University, [email protected]
Tatyana Ruseya, Appalachian State University, [email protected]
Diane Waryold, Appalachian State University, [email protected]
Cheating Online? The Effects of Time and Distractions on Concept Test in
Marketing
Susan Brudvig, Indiana University East, [email protected]
Drivers of Student Satisfaction with an Online Learning Tool
Jerome Katrichis, University of Hartford, [email protected]
Andy Hao, University of Hartford, [email protected]
Developing and Validating a Scale for Measuring “Customer Engagement”
with Branded Mobile Apps
Nusser Mark Raajpoot, Central Connecticut State University,
[email protected]
27
Friday, September 16, 2016
11:30 AM – 1:00 PM
Session 2.9: Using Technology, Collaborative Learning, and
Disney in Marketing Education
Room: Middleton
Session Chair: Bob Riggle, The Citadel
Implementing TopHat Interactive Teaching Platform for Professional
Selling
Bob Riggle, The Citadel, [email protected]
Collaborative Learning: Sharing Best Practices in Engaging and
Advancing Student Knowledge Creation
Michael Petrochuk, Walsh University, [email protected]
Creating Teams for Maximum Learning: Virtual and Face-to-Face
Laura Robinson, Kennesaw State University, [email protected]
Deborah Lester, Kennesaw State University, [email protected]
The 4 Ps of Designing a Marketing Course with Disney
RJ Podeschi, Millikin University, [email protected]
Carrie Trimble, Millikin University, [email protected]
28
Friday, September 16, 2016
11:30 AM – 1:00 PM
Atlantic Marketing Association Awards Luncheon
Room: Restaurant & Parkview
Come join us for our annual awards luncheon!
29
Saturday, September 17, 2016
8:00 AM – 9:30 AM
Session 3.1: Social Media Strategy
Room: Laurens
Session Chair: James Reardon, University of Northern Colorado
A Study On The Effects Of New Media Marketing Strategies On Airlines
Industry
George Gannage, Kennesaw State University, [email protected]
Tyra Burton, Kennesaw State University, [email protected]
The Influences of Motives and Personified Quality on Electronic Word of
Mouth Adoption
Chien-Chung Chen, New Mexico Highlands University, [email protected]
Targeting Young Adults: The Effectiveness of Social Media Use for Local
Businesses
Amy Bittner, Appalachian State University
Pia Albinsson, Appalachian State University, [email protected]
Application of the Semantic Organization Model to the Assessment of Social
Media Communication: Assessing the Accuracy and Relevance of On-line
Reviews
James Hunt, Temple University, [email protected]
Richard Lancioni, Temple University, [email protected]
Wooyang Kim, Minnesota State University, [email protected]
30
Saturday, September 17, 2016
8:00 AM – 9:30 AM
Session 3.2: Social Media
Room: Drayton
Session Chair: Donald Shemwell, East Tennessee State University
University Branding 2.0—Harnessing the Power of Social Media for OpenSource Branding and Brand Co-Creation of Colleges and Universities
Julie Pharr, Tennessee Tech University, [email protected]
Student Perspective on the Significance of Social Media on Sales Prospects:
The Antithesis of the Sales Professionals
Deborah Lester, Kennesaw State University, [email protected]
Michael Serkedakis, Kennesaw State University, [email protected]
R. Keith Tudor, Kennesaw State University, [email protected]
31
Saturday, September 17, 2016
8:00 AM – 9:30 AM
Session 3.3: Advertising Value
Room: Middleton
Session Chair: Tommy Hsu, Tarleton State University
Do Investors Value Comparative Ads? The Effects Of Comparative
Advertising On Stock Returns
Tommy Hsu, Tarleton State University, [email protected]
Evaluating the Impact of Customer-Based Brand Equity on Neurological
Engagement of Advertisements
Michael Peasley, University of Memphis, [email protected]
Advertising to Marketing Majors (Before They Become Marketing Majors)
Jennifer Hutchins, Kennesaw State University, [email protected]
Deborah Lester, Kennesaw State University, [email protected]
Mona Sinha, Kennesaw State University, [email protected]
32
Saturday, September 17, 2016
9:45 AM – 11:15 AM
Session 3.4: Pedagogical Approaches to Help Understand
Student Learning Styles
Room: Laurens
Session Chair: George Stone, North Carolina A&T State University
Teach to the Room
Peggy Shields, University of Southern Indiana, [email protected]
Student Satisfaction and Perceptions of Academic Program Attributes
Russell Wahlers, Ball State University, [email protected]
Joseph Chapman, Ball State University, [email protected]
A Practical Approach to Teach Graduate Students How to Write
Persuasively for Business Decision Making
Lan Wu, California State University, [email protected]
Sweety Law, California State University, [email protected]
How Well Do Business Graduates Align with Recruiter Preferences on
Hiring Criteria: An Exploratory Study
Michael Jones, Southeastern Louisiana University, [email protected]
Avinash Waiker, Southeastern Louisiana University, [email protected]
April Kemp, Southeastern Louisiana University, [email protected]
33
Saturday, September 17, 2016
9:45 AM – 11:15 AM
Session 3.5: Health Care Marketing Interests
Room: Drayton
Session Chair: Karen Hopkins, Eastern Kentucky University
Corporate Wellness Programs’ Concepts And Comparisons Of Customer
Interactions
Alan Smith, Robert Morris University, [email protected]
Terry Damron, Austin Peay State University, [email protected]
Amye Melton, Austin Peay State University, [email protected]
Using the Stages of Chronic Illness to Inform Patient Messaging
Karen Hopkins, Eastern Kentucky University, [email protected]
Where’s Waldo? Developing A Scale To Measure Interest And Selection Of
Medical Tourism Services
Michael Petrochuk, Walsh University, [email protected]
34
Saturday, September 17, 2016
9:45 AM – 11:15 AM
Session 3.6: Marketing Strategy
Room: Middleton
Session Chair: G. David Shows, Appalachian State University
Organizational Deviance as Evidenced in Brand Vulgarity: The Impact on
Employee Incivility
Merlyn Griffiths, University of North Carolina, [email protected]
Undergraduate Research Conference and Brand Positioning: Identifying
Strategic Factors
Doreen Sams, Georgia College and State University, [email protected]
Yannick Hass, Georgia College and State University, [email protected]
Jason Lambert, Georgia College and State University, [email protected]
Robin Lewis, Georgia College and State University, [email protected]
Carly Osaben, Georgia College and State University, [email protected]
Ashley Savransky, Georgia College and State University,
[email protected]
Applying the Theory of Planned Behavior to the Problem of Employee Theft
in the Retail Industry
Mayuresh Kelkar, Salem State University, [email protected]
Yves Emilus, Northcentral University
Exploring the impacts of McService on customers’ loyalty: An emerging
marketing perspective
Kyuho Lee, Sonoma State University, [email protected]
Mahmood Khan, Virginia Tech University, [email protected]
Steve Ha, Western Carolina University, [email protected]
Jae-Youn Ko, Kyung Hee University, [email protected]
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Saturday, September 17, 2016
11:30 AM – 1:00 PM
Session 3.7: Strategic Implications of Music, Arts, and
Entertainment
Room: Laurens
Session Chair: Stefan Nicovich, Lynchburg College
Visual Art as a Positional Good: What Determines the Value of Visual Art in
a Market?
Timothy Schibik, University of Southern Indiana, [email protected]
Aaron Schibik, University of Southern Indiana
Positioning Conflict in Place Branding: An Assessment of Competing
Musical Discourses in the Branding of Chattanooga, Tennessee
Jon Littlefield, Dalton State College, [email protected]
Self Concept Clarity and its Impact on the Self-Avatar Relationship in a
Mediated Environment
Stefan Nicovich, Lynchburg College, [email protected]
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Saturday, September 17, 2016
11:30 AM – 1:00 PM
Session 3.8: Special Session #2
Title: Strategies for Educating GEN Y & Z
Room: Drayton
Session Chair: Deborah Lester, Kennesaw State University
Panelists:
Deborah Lester, Kennesaw State University, [email protected]
Aberdeen Leila Borders, Kennesaw State University
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Saturday, September 17, 2016
11:30 AM – 1:00 PM
Session 3.9: Consumer Behavior Odds and Ends
Room: Middleton
Session Chair: Merlyn Griffiths, University of North Carolina Greensboro
Pluralist Masculinty: New Sexuals in Male Marketing
Merlyn Griffiths, University of North Carolina Greensboro, [email protected]
Sarah Lefebvre, University of Central Florida, [email protected]
Laurel Cook, West Virginia University, [email protected]
Channelle James, University of North Carolina Greensboro, [email protected]
Targeting Vulnerable Consumers: The Marketing of Indoor Tanning to
Young Adults
Frederick Kraft, Grand Valley State University, [email protected]
Suzeanne Benet, Grand Valley State University, [email protected]
Health Claims on Product Packaging Influence Consumer Perceptions and
Purchase Decisions
Elaine Notarantonio, Bryant University, [email protected]
Charles Quigley, Bryant University
Taylor Vanesse, Bryant University
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2016 AtMA Conference
Track Chairs
Advertising / Direct Marketing
Dr. Jennifer Hutchins
Kennesaw State University
Marketing Strategy
Dr. David Shows
Appalachian State University
and
Dr. Terry Damron
Austin Peay State University
Business-to-Business Marketing /
Supply Chain Management
Dr. Alan D. Smith
Robert Morris University
Music / Arts / Entertainment
Dr. Jon Littlefield
Dalton State College
Consumer Behavior / Marketing
Research
Dr. Elizabeth Alexander
Marshall University
Professional Sales / Sales
Management
Dr. Lucy Matthews
Middle Tennessee State University
Entrepreneurship / Small Business
Marketing
Dr. Yvette Bonaparte
North Carolina Central University
Retailing
Dr. Raj Srivastava
Middle Tennessee State University
Global Marketing
Dr. Bill Neese
Troy University
Services Marketing
Dr. Don Barnes
University of North Carolina Wilmington
Green Marketing / Sustainability
Dr. Pia A. Albinsson
Appalachian State University
Internet / Social Media Marketing
Dr. Donald Shemwell
East Tennessee State University
Special Sessions/Case Studies
Dr. Meral Anitsal
Tennessee Tech University
and
Dr. Ismet Anitsal
Tennessee Tech University
Nonprofit / Public Sector Marketing
Dr. Cheryl Ward
Middle Tennessee State University
Sports Marketing
Dr. Don Roy
Middle Tennessee State University
Marketing Education
Dr. George Stone
North Carolina A&T University
Health Care Marketing
Dr. Karen Hood
Eastern Kentucky University
Teaching Workshop: New Strategies
& Approaches for Teaching
Marketing
Dr. Robert Riggle
The Citadel
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2016 AtMA Conference
Reviewers
Scott Ambrose, Embry-Riddle Aeronautical University
Ramon Avila, Ball State University
Michelle Beauchamp, Mississippi College
Robert Beaves, Robert Morris University
Philip Boutin, Eastern Kentucky University
Scot Burton, University of Arkansas-Fayetteville
Christian Bushardt, Louisiana Tech University
Erik Bushey, Marshall University
Stephen Carlson, Piedmont College
Theresa Clarke, James Madison University
Steven Clinton, Robert Morris University
Kathryn Cort, North Carolina A&T State University
Aadel Darrat, Louisiana Tech University
J. Charlene Davis, Trinity University
Rene Desborde, Kentucky State University
Diane Edmondson, Middle Tennessee State University
Monica Favia, Bloomsburg University
PJ Forrest, Alcorn State University
Anne Gottfried, University of Southern Mississippi
Deidre Guion, North Carolina Central University
Jeff Gutenberg, State University of New York College at Geneseo
Perry Haan, Tiffin University
Dana Harrison, East Tennessee State University
Terry Holmes, Murray State University
Jennifer Hutchins, Kennesaw State University
Michael Jones, Southeastern Louisiana University
Cathleen Jones, Robert Morris University
Walter Kendall, Tarleton State University
Alexandra Krallman, Mississippi State University
Roland Leak, North Carolina A&T State University
Deborah Lester, Kennesaw State University
Deanna Mader, Marshall University
Kimball Marshall, Alcorn State University
Lucy Matthews, Middle Tennessee State University
Shannon McCarthy, Central Missouri University
Rex McClure, Marshall University
Kimberly McNeil, North Carolina A&T State University
Ivan Muslin, Marshall University
Bridget Satinover Nichols, Northern Kentucky University
Stefan Nicovich, Lynchburg College
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Michael Peasley, University of Memphis
Mark Pelletier, Radford University
B. Yasanthi Perera, Brock University
Kelly Price-Rhea, East Tennessee State University
Susan Saurage-Altenloh, Capella University
Joseph Scarpaci, Center for the Study of Cuban Culture + Economy
Timothy Schibik, University of Southern Indiana
Kurt Schimmel, Slippery Rock University of Pennsylvania
Donald Shemwell, East Tennessee State University
G. David Shows, Appalachian State University
Mona Sinha, Kennesaw State University
Alan Smith, Robert Morris University
Geoffrey Stewart, Univ. of Louisiana at Lafayette
George Stone, North Carolina A&T State University
Sharon Thach, Tennessee State University
W. Frank Thompson, Jr., Troy University
Beverly Turner, Tarleton State University
Cheryl Ward , Middle Tennessee State University
Michele Welliver, Bloomsburg University
Kent Willis, Marshall University
Omar Woodham, North Carolina A&T State University
Parker Woodroof, University of Central Arkansas
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2016 AtMA Conference
List of Authors and Participants
Albinsson, Pia, 1.3, 1.6, 2.8, 3.1
Alexander, Liz, 2.2
Ambrose, Scott, 2.4
Anitsal, Ismet, 1.2
Anitsal, Meral, 1.2
Avila, Ramon, 1.1
Barnes, Donald, 2.6
Beaves, Robert, 2.7
Benet, Suzeanne, 3.9
Berry, Christopher, 2.5
Billups, Judi, 1.1
Bittner, Amy, 3.1
Black, Alexandria, 2.2
Borders, Aberdeen Leila, 3.8
Boyer, Stefanie, 2.4
Boyte-Eckis, Lane, 1.7
Brewer, Edward, 1.5
Brudvig, Susan, 2.8
Burns, David, 2.1
Burton, Scot, 2.5
Burton, Tyra, 3.1
Cangelosi, Joe, 1.4
Carlson, Stephen, 1.1
Chapman, Joseph, 3.4
Chen, Chien-Chung, 3.1
Clinton, Steven, 1.3
Cook, Laurel, 3.9
Costanzo, Paul, 1.4
Crawford, John, 2.3
Damron, Terry, 1.3, 3.5
Desborde, Rene, 1.9
Edmondson, Diane, 1.5, 1.8, 2.4
Emilus, Yves, 3.6
Engel, John, 1.4
Favia, Monica, 1.2
Forrest, PJ, 1.9
Gannage, George, 3.1
Garrott, Stephen, 1.2
Gilfoil, David, 2.5
Gottfried, Anne, 2.4
Graeff , Tim, 1.5, 1.8
Griffin, Ken, 1.4
Griffiths, Merlyn, 3.6, 3.9
Gutenberg, Jeffrey, 1.5
Ha, Steve, 3.6
Hall, Kelly, 2.4
Hao, Andy, 2.8
Harrison, Dana, 2.4
Hass, Yannick, 3.6
Hebert, David, 1.7
Heiens, Richard, 1.4
Holmes, Terence, 1.5
Hopkins, Karen, 3.5
Horky, Alisha, 2.6
Horner, Marquetta, 1.1
Howlett, Elizabeth, 2.5
Hsu, Tommy, 3.3
Hunt, James, 3.1
Hussain, Mahmood, 1.6
Hutchins, Jennifer, 3.3
Inks, Scott, 1.1
James, Channelle, 3.9
Jones, Michael, 3.4
Karpinski, Kimberly, 2.5
Katrichis, Jerome, 2.8
Kelkar, Mayuresh, 3.6
Kemp, April, 3.4
Khan, Mahmood, 3.6
Khan, Maria, 1.8
Kim, David, 1.4
Kim, Wooyang, 3.1
Kinard, Brian, 2.5
Ko, Jae-Youn, 1.6, 3.6
Koppitsch, Steven, 2.2
Kraft, Frederick, 3.9
Lacal Pardo, Minerva, 2.5
Lambert, Jason, 3.6
Lancioni, Richard, 3.1
Law, Sweety, 3.4
Leavell, J. Paul, 2.2
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Lee, Kyuho, 1.6, 3.6
Lefebvre, Sarah, 3.9
Lester , Deborah, 2.9, 3.2, 3.3, 3.8
Lewis, Robin, 3.6
Littlefield, Jon, 3.7
Madanoglu, Melih, 1.6
Manna, Dean, 2.3, 2.7
Marshall, Kimball, 1.9
Matthews, Lucy, 1.5, 1.8, 2.4
Matthews, Ryan, 1.1
McGee, Lynn, 2.3
McGorry, Sue, 2.5
Melton, Amye, 1.3, 3.5
Murshed, Feisal, 1.3
Narayanaswamy, Ravi, 1.4
Neese, William, 1.2, 1.7
Nichols, Bridget, 1.2, 2.5
Nicovich, Stefan, 3.7
Notarantonio, Elaine, 3.9
Offodile, O. Felix, 1.3
Osaben, Carly, 3.6
Peasley, Michael, 1.8, 3.3
Pelletier, Mark, 2.6
Petrochuk, Michael, 2.9, 3.5
Pharr, Julie, 3.2
Pierquet, Sandra, 2.1
Piper, William, 1.9
Podeschi, RJ, 2.9
Quigley, Charles, 3.9
Quinn, James, 1.5
Raajpoot, Nusser Mark, 2.8
Rainford, Alexander, 2.5
Ranelli, Ed, 1.4
Raska, David, 1.2
Reardon, James, 3.1
Riggle, Bob, 2.9
Robinson, Laura, 2.9
Roy, Don, 1.5, 1.8
Rupp, William, 1.3
Ruseya, Tatyana, 2.8
Sams, Doreen, 3.6
Savitskie, Katrina, 1.3
Savransky, Ashley, 3.6
Sayeed, Lutfus, 1.6
Schibik, Aaron, 3.7
Schibik, Timothy, 3.7
Sen, Sandipan, 1.3
Serkedakis, Michael, 3.2
Shemwell, Don, 1.4, 3.2
Shepherd, C. David, 2.4
Shields, Peggy, 2.6, 3.4
Shows, G. David, 1.6, 2.8, 3.6
Simeon, Roblyn, 1.6
Sinha, Mona, 3.3
Smith, Alan, 2.7, 3.5
Smith , James, 1.1
Smith, Vince, 1.5, 1.8
Smith-Ditizio, Amber, 1.3, 2.3
Srivastava, Rajesh, 1.5, 1.8
Stoddard, James, 1.6
Stone, George, 2.8, 3.4
Thach, Sharon, 1.9
Thompson, Jr., W. Frank, 1.2
Trimble, Carrie, 2.9
Tudor, R. Keith, 3.2
Vanesse, Taylor, 3.9
Wahlers, Russell, 3.4
Waiker, Avinash, 3.4
Wang, Siwei, 1.2
Ward, Cheryl, 1.5, 1.8, 2.4
Waryold, Diane, 2.8
Welliver, Michele, 1.2
Wilson, Shawn, 1.1
Woodroof, Parker, 1.8
Wu, Lan, 3.4
43
2016 AtMA Conference
Sponsors
44
2016 AtMA Conference
Sponsors
45
2016 AtMA Conference
Sponsors
Thank You to Our 2016
Program Sponsor
www.mtsu.edu
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2017 AtMA Conference
September 27-30
Williamsburg, VA
Please join us next year as we visit historic Williamsburg, VA. We will be staying at
the Williamburg Lodge (310 S. England St.), which is in the heart of the
Revolutionary City. Each room is decorated in fashions drawn from colonial
Virginia–style fabrics, which are vibrant as they are classic. Aside from its cozy
atmosphere, the Lodge puts comfort and relaxation in the forefront, offering
convenience to restaurants, nearby shops and outdoor entertainment. Just steps
away from the lodge, recreational opportunities abound such as the lodge’s awardwinning Spa of Colonial Williamsburg, two professionally designed golf courses, and
plenty of dining options to satisfy everyone’s wish list. This is definitely a location
that is not to be missed!
For reservations, call 1-800-261-9530. Rates are $179/night for a Superior Room and
$199/night for a Deluxe Room. Please mention the Atlantic Marketing Association
or code 39992 to receive our discounted rates!
Conference Chair
Dr. Joe Cangelosi, [email protected]
University of Central Arkansas
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