CSU Institutional Repository

Marketing

DSpace/Manakin Repository

Marketing

 
 

Recent Submissions

  • Framing Zero: When Losing Nothing is Better Than Gaining Nothing 
    Wardley, Marcus; Alberhasky, Max (Society for Consumer Psychology Conference, 2019)
    Loss aversion predicts that a loss should be more aversive than an equivalent gain. When that amount is zero we show the opposite. That is, “gaining nothing” is more aversive than “losing nothing.” We show support for this ...
  • Standing Out in the Crowd: Marketing and Branding Strategy for the Smaller Winery 
    Sciglimpaglia, Don; Whitt, Airon Elizabeth (Journal of Business Management & Change, 2018)
    Businesses around the world know the power of marketing, that they must engage the customer at a multitude of levels and attack distribution channels with vigor. While this approach is widely accepted and used in a broad ...
  • Comparing Brand Placements And Advertisements on Brand Recall and Recognition 
    Davtyan, Davit; Stewart, Kristin; Cunningham, Isabella (Journal of Advertising Research, 2016-09-01)
    Despite the popularity of brand placements in television programming, little is known about their effectiveness when they are used separately compared with when they are combined with television commercials. The current ...
  • Understanding the Marketing Implications of Sport Rivalry: What We Know and Where We Are Headed 
    Havard, Cody T.; Dalakas, Vassilis (Sport Marketing Quarterly, 2017-12)
    The topic of rivalry is a favorite in sport popular culture. Fans, media members, and participants frequently discuss who is a rival team, what constitutes a rivalry, and what rivalries are most relevant in sport. For ...
  • Freedom From Ownership: An Exploration of Access-Based Consumption 
    Lawson, Stephanie; Gleim, Mark; Perren, Rebeca; Hwang, Jiyoung (Journal of Business Research, 2016-08)
    Consumers are increasingly attracted to the idea of accessing products instead of owning them. This shift is important to businesses as they pursue the growing market of consumers engaging in alternative forms of consumption. ...