Kesha K. Coker

Modeling attitude constructs in movie product placements

Purpose – The purpose of this paper is to propose and test a conceptual framework of attitudinal constructs that influence attitude toward the brand in movie product placements. Advertising literature is replete with studies on factors that influence attitude toward the brand (Ab). However, this topic remains under-explored for product placements. Design/methodology/approach – Our framework showcases several theories to relate attitude and fit constructs to attitudes toward the product placement and attitude toward the brand. We use the structural equation model approach to estimate the conceptual framework. Findings – Several attitudinal movie constructs (attitude toward the actor, the character and the movie) influence attitude toward the product placement, which in turn mediates the relationship between the former attitudinal constructs and attitude toward the brand. Interestingly, only the fit between the actor and placed brand impacted attitude toward the product placement, with no effects found for ...

Delay‐discounting rewards from consumer sales promotions

Purpose – Rewards from sales promotions may be either immediate (e.g. instant savings, coupons, instant rebates) or delayed (e.g. rebates, refunds). The latter type is of interest in this study. The purpose of this paper is to present the hyperbolic discounting framework as an explanation for how consumers delay‐discount rewards, and test whether this holds for both high‐price and low‐price product categories.Design/methodology/approach – Data were collected by administering two online surveys to respondents. One survey presented choice scenarios between sales promotion formats for a high‐priced product (a laptop, n=154) and the other for a low‐priced product (a cell phone, n=98). Hyperbolic and exponential functions were then fitted to the data.Findings – The hyperbolic function had a better fit than the exponential function for the low‐priced product. However, this effect was not evident in the case of the high‐priced product; no significant difference was found between the functions. The rate of discou...

Outside the Box Teaching Moments: Classroom-Tested Innovations

The 2015 Society for Marketing Advances Teaching Moments sessions offered a wide variety of teaching interventions centered on gaining students’ attention, increasing class participation, using lively student-engaging demonstrations, using props during lecture, using sales technology classroom applications, using social media, and many more. Featured in this article are thumbnail descriptions of 25 teaching innovations presented at the Society for Marketing Advances 2015 Annual Conference. Resources associated with these teaching innovations are available for download at Marketing Education Review’s Web site, www.marketingeducationreview.com or http://salesleadershipcenter.com/marketing-education-review-teaching-moments.

Brand constellations: reflections of the emotional self

Purpose The purpose of this paper is to examine the role that enduring consumer emotional traits play in brand constellation formation. Theories of self-image and brand-image congruence are used as the foundation to explain how complex brand constellations are a reflection of emotional dispositions. Design/methodology/approach A clustering technique based on 24 consumption emotion set items was used to analyze data from 287 consumers and 66 different consumer brands. A conjoint analysis was also performed to examine the degree of brand congruence within each cluster. Findings Results reveal four unique consumer clusters (Sad, Passionate, Joyful, and Balanced Middle) with unique brand constellations and differing degrees of brand congruence. Of significance is the Sad cluster, which shows a strong brand congruence to seemingly hedonic products. Research limitations/implications Given the nature of self-reported data, an inherent potential bias because of a single source for both dependent and independent variables exists. Also, this research design is based on an inductive form of reasoning, and thus, results may not be falsifiable. Practical implications Implications of brand constellations based on emotional dispositions for marketing theory and practice are discussed. Given this exploratory research on brand constellations defined by emotional disposition, limitations and avenues for future research are also presented. Social implications In this paper, the consumer’s enduring psychological traits act as the grouping mechanism, and from this psychometric profile, brands group to reflect the collective self-image of consumers based on emotional disposition. By introducing the emotional disposition approach to constellation formation, the authors demonstrate that psychometric variables offer a new methodology by which brands may be categorized. Originality/value Using a cluster analysis to essentially reverse-engineer consumption patterns is novel and reflects a valid approach toward demonstrating how otherwise unrelated brands may be consumed together.

Buzzing with disclosure of social shopping rewards

Purpose – The purpose of this paper is to examine the dilemma that is based on a decision to disclose or not to disclose social shopping rewards (SSRs), in an effort to enhance the effectiveness of social shopping. To protect consumers and guide marketers, emergent forms of online commerce on social media platforms warrant closer examination. One such form is social shopping, which combines social media and online shopping. To motivate word of mouth (WOM) through social signs of approval or endorsement of brands, marketers have typically relied on social shopping rewards (SSRs). It is not typical, however, for the reason behind the social endorsement to be disclosed, leaving the branded message open to multiple interpretations. Design/methodology/approach – The dilemma of SSR disclosures is presented in a marketing and public policy analysis, drawing from findings from the WOM literature on disclosure, incentives, source credibility and on social media Disclosure Guidelines by the Federal Trade Commission...

Classroom Ready Teaching Moments.

This article features thumbnail descriptions of 26 Teaching Moments presented at the Society for Marketing Advances 2016 Annual Conference. A wide variety of marketing education interventions are presented, from games that teach marketing fundamentals and enhance faculty effectiveness when counseling students, to visualizing data, and improving complex projects. Some Teaching Moments are lecture-enhancers that take less than a minute; others are class projects that span an academic year. All spark student learning. Classroom collateral used to apply teaching innovations are available for download at the Society for Marketing Advances and DePaul Center for Sales Leadership’s web pages.

Social entrepreneurship: the role of national leadership culture

Social entrepreneurship has emerged as an important realm of entrepreneurship during the last decade. Research on what motivates social entrepreneurial activity continues to be of interest in the field. Given the integral role of the social entrepreneur, one area identified as deserving more attention is the leadership traits of the social entrepreneur. This paper addresses this gap by presenting a conceptual model on the role of national leadership culture on social entrepreneurship.,As part of the social fabric of a country, national leadership culture is viewed as a social contextual factor that can either enhance or hinder social entrepreneurial activity. As its broader conceptual base, this paper relies on institutional theory, marketing systems and leadership theory. At the heart of the proposed conceptual model are six leadership dimensions from the Global Leadership and Organizational Behavior Effectiveness (GLOBE) theoretical model: charismatic/value-based, team-oriented, participative, self-protective, humane-oriented and autonomous. These leadership dimensions are central to the propositions that accompany the proposed conceptual model.,Implications of this research for entrepreneurial marketing and public policy are presented. Since this research is conjectural, future directions for empirical research on national leadership culture in social entrepreneurship are discussed.,The conceptual model is the first to examine the role of national leadership culture on social entrepreneurship. The research adds value to the growing body of research on social entrepreneurship in its social context. It answers the call in the literature to examine leadership as it pertains to the individual entrepreneur’s pre-disposition to engage in social entrepreneurial activity.

The role of disclosure of social shopping rewards in social buzz

Purpose Social shopping relies on word-of-mouth, with marketers turning to social shopping rewards (SSRs) to generate social buzz. According to US regulatory bodies, these types of rewards, if considered endorsements, must be disclosed. Yet, little is known about the impact of disclosure of SSRs. To address this gap, this study aims to examine the impact of disclosure of SSRs on consumer responses. Design/methodology/approach Respondents were randomly assigned to three experimental conditions via an online survey. The “no disclosure” condition featured a hypothetical friend’s tweet of a product (n = 91). The “disclosure” conditions featured the same tweet, either with the words “Sponsored Tweet” in a boxed tweet (n = 50) or with a hashtag “#Sponsored” (n = 48). All respondents completed a questionnaire designed to address the hypotheses. Findings No differences between the disclosure conditions were found, thus they were combined and compared to the non-disclosure condition. Of the 13 hypotheses, 9 were sustained by significant correlations. Disclosure to consumers that a product review was sponsored by a marketer strengthens the relationships between certain model constructs, i.e. between dual source credibility and attitude toward the message and between attitude toward the message and attitude toward the brand. Originality/value This study is the first to empirically test the impact of disclosure of SSRs on consumer responses in a social shopping context. Findings provide marketers and practitioners with a solution to complying with regulatory requirements in ways that do not hurt consumer responses to social buzz.

The Truth About Transparency and Authenticity on Social Media: How Brands Communicate and How Customers Respond: An Abstract

There is a broad consensus among practitioners and academicians that the success of social media communication relies heavily on the perceived authenticity of the content. Also, transparency – not to be confused with authenticity – has received significant attention in both the literature and the mainstream media in recent months. Both big business and politics have given the general public reason to doubt both their authenticity and transparency.

Social Influence in Product Placements: The Impact of Group Composition and Coviewing Context on Brand Recall and Attitudes

People often consume marketing messages in social settings (Ramanathan and McGill 2007). Social contexts impact individuals’ attitudes, evaluations, and/or judgments toward media content and/or characters (Lin and McDonald 2007). However, there is a paucity of research on social influence for a socially consumed form of marketing communication whose importance to marketers is growing, i.e., product placement. This research gap is significant because product placements are usually embedded in movie, television (Balasubramanian 1994) or mass media programming (Karrh 1998) that represent entertainment options where the viewing experience is often shared. In response, our study examines how social influence is shaped by group characteristics and coviewing contexts for product placements.