Charles R. Stoner

The effect of perceived service quality and name familiarity on the service selection decision

Considerable attention has been focussed on the measurement of service quality. In fact, the 1990s has been referred to as the era of customer service. However, little empirical research has been done to demonstrate the impact of service quality on usage decisions. Product (brand or service) name familiarity is another variable that has been recognized as having a major influence on the choice of products (services). Reports the findings of an experimental study investigating the impact of service quality and name familiarity on the respondents’ attitudes and intention to use these services.

A mixed method approach to understanding brand personality

Purpose – This paper aims to use a mixed method (qualitative and quantitative) approach to exploring product personality. It also aims to focus on the personality dimensions of two retails stores (Target and Wal‐Mart) and two athletic brands (Adidas and Nike). While personality has been investigated in marketing settings, the focus has been limited to using quantitative scales. This approach has the potential of leaving out rich details of personality not captured by the scale, thereby offering little helpful information for advertising copy writers. While qualitative approaches may lack the formal test of hypotheses, they afford rich narrative that adds important insights about the products and practical help for advertising development.Design/methodology/approach – The study is based on a concurrent, two‐studies design where qualitative and quantitative data are both collected and analyzed separately (concurrently or sequentially). A survey is used to measure the personality dimensions based on Aakers ...

Using framing and credibility to incorporate exercise and fitness in individuals' lifestyle

Purpose – To investigate the influence of message framing and message credibility on ones attitude and intention toward exercise and fitness activities.Design/methodology/approach – A sample of 136 respondents participated in the study. A 2 × 2 factorial design was utilized and tested using multivariate analysis of variance (MANOVA).Findings – The findings reveal the significance of source credibility for influencing both attitude and intention toward exercise and fitness activities. Additionally, the results reveal a significant impact of current lifestyle on attitude as well as intention toward exercise and fitness activities.Research limitations/implications – The findings suggest the importance of carefully designed messages to reach and affect a target population whose exercise activity has been largely unaffected despite years of public pronouncements and publicity.Practical implications – Service marketers could most effectively encourage physical activity by utilizing highly credible sources in t...

The Importance of Skills of M.B.A. Students Seeking Marketing Positions: An Employers' Perspective:

The presence of various academic skills affects the employment prospects of recent M.B.A. graduates. Employer preferences toward M.B.A. job applicants are influenced by both the presence and the perceived level of development of these skills. For this article, adaptive conjoint analysis was used to derive the importance of skills used by recruiters in the selection decision. The utilities for various levels of these skills are estimated for employers from different areas of marketing specialization.

Career Disruption The Impact of Transitioning From a Full-Time Career Professional to the Primary Caregiver of a Child With Autism Spectrum Disorder

For parents of children with an autism spectrum disorder (ASD), who have given their time and commitment to complete an education and have gained employment in a professional field, a career disruption can have profound effects. A qualitative methodology was used to answer the two research questions that anchored this study: (a) What is the impact of career disruption on career-oriented parents who transition to being the primary caregiver for a child with ASD? and (b) How do parents who become the primary caregivers cope with the disruption, delay, or forfeiture of their professional careers? Parent participants identified three phases: (a) the career disruption process, (b) the impact of career loss, and (c) the transition to personal significance. Discussion focuses on the impact of career disruption and the necessity of service providers to recognize and embrace the importance of parental advocacy.

What Export Trading Companies Mean to Small Business

Although international trade is essential to the social and economic well-being of our country as well as to our domestic employment situation, relatively few domestic firms are actively involved in exporting. The need and opportunities for international trade are present for small firms. Export Trading Companies may provide the necessary support for small firms to realize their international market opportunities. This paper defines the role of export trading companies and explores their impact on the activities of a typical small business. The attitudes of small businesses toward exporting and the relationships between Export Trading Companies and its member firms are explored.

Advertising Specialties: A Note on Recall

The effectiveness of a sponsor’s communication program is often used to determine the amount and scheduling of advertising. However, very little research evidence exists on recall in the area of specialty advertising. The purpose of this study is to explore the recall of advertising specialties. Awareness rates were measured at different points in time for 3 specialties in order to secure knowledge about the decay of information.