Seung Hwan (Mark) Lee

Brand identity fit in co-branding: : the moderating role of C-B identification and consumer coping

Purpose – This paper aims to introduce brand identity (BI) fit as an important factor that influences co-branding success. Based on motivated reasoning theory, the authors propose consumer-brand (C-B) identification moderates the effect of BI fit on co-branding attitudes. In addition, they investigate the role of consumer coping and perceived BI fit on consumers’ attitude toward co-branding. Design/methodology/approach – Two experiments were conducted to test the research hypotheses. Findings – Study 1 results reveal that when C-B identification is low, consumers’ co-branding evaluations and the loyalty of the focal brand are higher in the low BI fit condition than those in the high BI fit condition. When C-B identification is high, such effects are not observed. Study 2 results reveal that when the BI fit is low, decoupling is more effective than biased assimilation at defending the positive evaluations of the focal brand. Research limitations/implications – First, while the authors focus particularly on...

A CIT Investigation of Disruptive Student Behaviors: The Students' Perspective

Despite the recent focus on disruptive student behaviors in the classroom, little attention has been given to disruptive faculty behaviors. Utilizing theoretical concepts developed in the services-marketing literature, this study empirically explores student perceptions of disruptive faculty behaviors in the classroom. More specifically, this research develops a typology of disruptive faculty behaviors, including frequency of occurrence and the perceived magnitude of disruptions from the students’ perspective. Respondents also provide insights into how well students effectively manage disruptive faculty behaviors. Twelve types of disruptive behaviors and 10 suggested approaches for managing disruptive faculty behaviors are presented and discussed.

A Two-Wave Study of Self-Monitoring Personality, Social Network Churn, and In-Degree Centrality in Close Friendship and General Socializing Networks

We examine the role of self-monitoring personality in shaping network change in two important types of social relationships. In a two-wave social network study, we find that individuals with higher levels of self-monitoring derive persistent personality-linked in-degree centrality benefits in the general socializing network but have fading benefits over time in the close friendship network. Simultaneous examination of the formation and dissolution of relationships over time (network churn) reveals that this pattern of network change is shaped by differential reactions of relationship partners to individuals based upon level of self-monitoring in the two network types. Overall, by incorporating the dynamic reactions of relationship partners, the findings contribute to the understanding of the complex relationship between personality and social network development.

Learning the ShamWow: Creating Infomercials to Teach the AIDA Model

The AIDA Model (Attention-Interest-Desire-Action) is one of the classical promotional theories in marketing. Through active-learning techniques and peer critiques, we use infomercials as an innovative educational tool to instruct the four components of the AIDA model. Student evaluations regarding this active-learning assignment reveal that the infomercial activity increases students’ creative input, engages participation, builds class enthusiasm, fosters peer relationships, and enhances topic knowledge. Benefits, constraints, and learning objectives relating to the activity are also discussed.

The social network implications of prestigious goods among young adults: evaluating the self vs others

Purpose – This paper aims to investigate the paradox of whether prestigious goods help or inhibit a consumer’s social affinity. The goal of this research is to explore whether pursuit of prestigious goods increases consumers’ social affinity or decreases their social affinity, and, more importantly, to understand the mechanisms that drive this process. Design/methodology/approach – Three laboratory experimental studies and a social network study are conducted to show that consumers hold inconsistent beliefs about the social implication of prestigious goods. Findings – In Study 1, the authors showed that prestigious goods evoked stronger social affinity for the self than for the other. In Study 2, the authors showed that people evaluated themselves high in social affinity when they brought a prestigious wine to a party compared to when they brought a cheaper, generic wine, but evaluated others low in social affinity when they brought the same prestigious wine. In Study 3, the authors showed the mediating e...

Student Perceptions of Benefits and Challenges of Peer Mentoring Programs: Divergent Perspectives From Mentors and Mentees

In this exploratory research, the authors categorize the benefits and challenges of participating in a mentoring program from the perspectives of mentors and mentees. The authors use the mentoring framework proposed by Crisp and Cruz in 2009 to inform educators. The authors report the percentage of mention, the level of occurrence, and the effect to university experience related to these benefits and challenges. Mentors reported the process of role modeling to be most beneficial yet challenging. Mentees reported psychological and emotional support to be most beneficial, but academic and knowledge support to be challenging. The authors provide discussions on recommendations for designing undergraduate mentoring programs.

Assessing Google Cardboard virtual reality as a content delivery system in business classrooms

ABSTRACT In the past, researchers have explored virtual reality (VR) as an educational tool primarily for training or therapeutic purposes. In this research, the authors examine the potential for using Google Cardboard VR in business classrooms as a content delivery platform. They specifically investigate how VR (viewing a 3-dimensional, 360° video) differs from the traditional flat-screen (FS) format (viewing a 2-dimensional video [e.g., iPod (Apple, Cupertino, CA)]) as a teaching tool to deliver video-based content. The results demonstrate that participants in the VR condition (vs. the FS condition) rated their enjoyment and interest to be higher. However, the Google Cardboard VR platform was not superior to the iPod FS format in its content delivery with respect to novelty, reliability, and understandability.

Wrap-Attack Pack: Product Packaging Exercise.

Although many marketing courses discuss traditional concepts pertaining to product strategy, concepts specifically relating to packaging are often glossed over. This exercise, “Wrap-Attack Pack,” teaches students about the utilitarian and hedonic design elements of packaging. More specifically, the primary objective is to creatively design a take-out box focusing on graphical and structural components, and provide theoretical justifications for design choices. Students reported that the exercise increased their creative input, helped them to acquire marketing skills, enhanced their learning experience, and increased course satisfaction. Alternative methods for conducting the exercise in online and/or resource-constrained instructional environments are also presented.

Sales Rock! Constructing product value: An athropomorphizing classroom project

Abstract The Sales Rock! project adds to the growing literature on the importance of experiential learning in higher education. The authors utilize one-sample t tests (M > 3.0) of undergraduate students (N = 42) along four processes of learning under the transformative learning scale. The transformative learning theory includes four processes of learning: (a) elaboration of existing point of view, (b) establishing new points of view, (c) transform our point of view, and (d) ethnocentric habit of mind creating awareness and reflecting on generalized bias. This innovation promotes creativity to provide next-generation learners with original problem-solving opportunities, creating product value and digital communication skills.

Creating a Video Documentary as a Tool for Reflection and Assessment: Capturing Guerilla Marketing in Action.

In this exercise, students were asked to devise a guerilla marketing campaign that achieved the four primary goals of guerilla marketing: message, unconventionality, hedonics, and value. Students documented their guerilla marketing event (via a video documentary) and discussed how they achieved their four objectives using the concepts and theories discussed from the lecture material. This exercise facilitated active and collective learning, and provided a practical experience for students. Creating video documentaries provides students with an opportunity to express their work in alternative ways that are traditionally not seen in a university classroom.