There is scarce research classifying and investigating the relationship between B2C and C2C value co-creation. Based on the value co-creation theory and literature on brand awareness, this study developed a research framework to demonstrate the relationships between B2C and C2C value co-creation constructs, with the mediation of brand awareness. A…

In the twenty-first century, artificial intelligence (AI) will change the way organizations conduct their daily operations. In addition, cutting-edge digital technologies like AI, Internet of things, augmented reality/virtual reality, cloud computing, robotics and big data will have a significant impact on the nature of future jobs. This…

This paper discusses the creation and implementation of an experiential learning assignment focused on the United Nation's Sustainable Development Goal (SDG) 12, which aims to ensure sustainable consumption and production patterns. Using a grounded theory approach that combines analyzing 90 senior-level marketing students' reflective essays…

With the advent of social media, Nicholas J. Eastman writes, corporations are not only brand conscious, but conscious brands. Its marketing assumes the form of an intimate and absurd conversation about its, your, and society's misery. He contends that consumerism is the most potent driver of feeling, thinking, and doing, and for an increasing…

How does the presence of information, or lack thereof, affect consumer behaviors and firm outcomes in the context of digital economy? My dissertation examines this broad question in three different empirical contexts. In the first chapter, I study how providing brand information influences the performance of job ads on an online job search…

The objectives of this study are to investigate verbal and visual semiotic resources employed as well as the cultural aspects embedded in the online soft drink advertisements. The data of this study was selected from the U.S. official soft drink brand Coca-Cola Instagram account (@cocacola), and a total of 58 advertisements were analyzed. Three…

In the digital age, "kidfluencers," or child influencers, have emerged as significant figures in shaping the online experiences of children. This study explores their impact on the cultural identity of Kuwaiti middle school students, as perceived by their parents. Employing a quantitative research design, the researchers collected data…

With artificial intelligence (AI) technologies making significant evolutions over the past few years, there is a growing need for advertising students to get familiarized with the different types of AI technologies and explore and experiment with ways to adapt to such changes. This article illustrates the development and implementation of the…

Brand names are prevalent in our society: they influence consumption and future buying behaviour. As research has shown, children are also aware of brands and brand names, and brand names learned in childhood can influence their attitude towards the known brands. The collaboration of various scientific fields including pedagogy, psycholinguistics,…

In most markets, consumers of goods and services have vastly more options available to them than they will consider closely. At the point of making a decision, consumers are choosing between only a small subset (i.e., a consideration set) of all possible alternatives. The preceding process that forms these consideration sets is the focus of this…

Increasingly, professional sales programs receive financial support from company sponsors in exchange for varying types of branding and recruiting opportunities. This study builds on the literature regarding employer branding and talent acquisition by examining the effect sales program sponsorship has on students. Grounded in organizational…

For decades, marketing has been associated with moral lapses--an unsettling trend that is unlikely to change, short of substantially new methods in marketing ethics education. By leveraging the power of a unique 2 × 2 matrix and branding, Mindful Marketing offers an approach for analyzing moral issues that students have found easy to learn,…

Gone are the days of transactional marketing, and here to stay are increased expectations for marketers to act as trusted advisors while providing value customized specifically to each customer. Accordingly, marketers must clearly identify the competitive advantage of their products or services, and they need to be sure this competitive advantage…

Rebranding is a widely utilized practice to change the image of a brand in the minds of the consumer through major or minor changes in both its positioning and aesthetics. Yet, evidence suggests it is not meaningfully covered in many marketing classes. This project provides an innovative, engaging, experiential learning opportunity that can be…

This article focuses on applying the ethics of the product features during the students' design education. Good/Bad design term is a conventional approach to discuss the ethical/unethical design values of the products. It is noted that different aspects of the product design such as visual information design, interface design, and appearance…