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sponsorship</title> <meta name="description" content="Search results for: marketing sponsorship"> <meta name="keywords" content="marketing sponsorship"> <meta name="viewport" content="width=device-width, initial-scale=1, minimum-scale=1, maximum-scale=1, user-scalable=no"> <meta charset="utf-8"> <link href="https://cdn.waset.org/favicon.ico" type="image/x-icon" rel="shortcut icon"> <link href="https://cdn.waset.org/static/plugins/bootstrap-4.2.1/css/bootstrap.min.css" rel="stylesheet"> <link href="https://cdn.waset.org/static/plugins/fontawesome/css/all.min.css" rel="stylesheet"> <link href="https://cdn.waset.org/static/css/site.css?v=150220211555" rel="stylesheet"> </head> <body> <header> <div class="container"> <nav class="navbar navbar-expand-lg navbar-light"> <a class="navbar-brand" href="https://waset.org"> <img src="https://cdn.waset.org/static/images/wasetc.png" alt="Open Science Research Excellence" title="Open Science Research Excellence" /> </a> <button class="d-block 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action="https://publications.waset.org/abstracts/search"> <div id="custom-search-input"> <div class="input-group"> <i class="fas fa-search"></i> <input type="text" class="search-query" name="q" placeholder="Author, Title, Abstract, Keywords" value="marketing sponsorship"> <input type="submit" class="btn_search" value="Search"> </div> </div> </form> </div> </div> <div class="row mt-3"> <div class="col-sm-3"> <div class="card"> <div class="card-body"><strong>Commenced</strong> in January 2007</div> </div> </div> <div class="col-sm-3"> <div class="card"> <div class="card-body"><strong>Frequency:</strong> Monthly</div> </div> </div> <div class="col-sm-3"> <div class="card"> <div class="card-body"><strong>Edition:</strong> International</div> </div> </div> <div class="col-sm-3"> <div class="card"> <div class="card-body"><strong>Paper Count:</strong> 1051</div> </div> </div> </div> <h1 class="mt-3 mb-3 text-center" style="font-size:1.6rem;">Search results for: marketing sponsorship</h1> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1051</span> The Role of Sponsorship in Marketing Communication Tools</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Mansur%20Ahmed%20Kazaure">Mansur Ahmed Kazaure</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The emergence of sponsorship as a new marketing communication tool and a source of competitive advantage in the marketplace has changed the entire marketing communication process. Sponsorship has overtaken other marketing communication tools in terms of growth and expenditure. This paper seeks to evaluate the role of sponsorship in marketing communication tools. The study recommends that proper measures be taken before the company embarks into sponsorship programs. This is necessary because investment in sponsorship does not always guarantee sustainable competitive advantage in the marketplace. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=sponsorship" title="sponsorship">sponsorship</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing%20communication%20theories" title=" marketing communication theories"> marketing communication theories</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing%20communication%20tools" title=" marketing communication tools"> marketing communication tools</a> </p> <a href="https://publications.waset.org/abstracts/44537/the-role-of-sponsorship-in-marketing-communication-tools" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/44537.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">434</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1050</span> Implementing Online Applications to Allow Marketing Personnel to Share Their Experiences</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Ishak%20Kamal%20Baskhayroun">Ishak Kamal Baskhayroun</a> </p> <p class="card-text"><strong>Abstract:</strong></p> This study examines consumer attitudes toward mobile marketing, especially toward SMS marketing. Unlike similar studies, this study does not focus on the young, but includes consumers who are in the 18-70 age range to the field research. According to the results, it has been concluded that most participants think SMS marketing is disturbing. Most important problems with SMS marketing are about getting subscribed to message lists without the permission of the receiver; the high number of messages sent; and the irrelevancy of the message content. The emergence of sponsorship as a new marketing communication tool and a source of competitive advantage in the marketplace has changed the entire marketing communication process. Sponsorship has overtaken other marketing communication tools in terms of growth and expenditure. This paper seeks to evaluate the role of sponsorship in marketing communication tools. The study recommends that proper measures be taken before the company embarks into sponsorship programs. This is necessary because investment in sponsorship does not always guarantee sustainable competitive advantage in the marketplace.Mobile phones are one of the direct marketing tools that can be used to reach today’s hard to reach consumers. Mobile phones are very personal devices and they are always carried with the consumer, where ever they go. This creates an opportunity for marketers to create personalized marketing communications messages and send them on the right time and place. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=employee%20organizational%20performance" title="employee organizational performance">employee organizational performance</a>, <a href="https://publications.waset.org/abstracts/search?q=internal%20marketing" title=" internal marketing"> internal marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=internal%20customer" title=" internal customer"> internal customer</a>, <a href="https://publications.waset.org/abstracts/search?q=direct%20marketing" title=" direct marketing"> direct marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=mobile%20phones%20mobile%20marketing" title=" mobile phones mobile marketing"> mobile phones mobile marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=sms%20advertising" title=" sms advertising"> sms advertising</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing%20sponsorship" title=" marketing sponsorship"> marketing sponsorship</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing%20communication%20theories" title=" marketing communication theories"> marketing communication theories</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing%20communication%20tools%20corporate%20responsibility" title=" marketing communication tools corporate responsibility"> marketing communication tools corporate responsibility</a> </p> <a href="https://publications.waset.org/abstracts/185254/implementing-online-applications-to-allow-marketing-personnel-to-share-their-experiences" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/185254.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">58</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1049</span> The Effect of Artificial Intelligence on Marketing Distribution</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Yousef%20Wageh%20Nagy%20Fahmy">Yousef Wageh Nagy Fahmy</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Mobile phones are one of the direct marketing tools used to reach today's hard-to-reach consumers. Cell phones are very personal devices and you can have them with you anytime, anywhere. This offers marketers the opportunity to create personalized marketing messages and send them at the right time and place. The study examined consumer attitudes towards mobile marketing, particularly SMS marketing. Unlike similar studies, this study does not focus on young people, but includes consumers between the ages of 18 and 70 in the field study.The results showed that the majority of participants found SMS marketing disruptive. The biggest problems with SMS marketing are subscribing to message lists without the recipient's consent; large number of messages sent; and the irrelevance of message content <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=direct%20marketing" title="direct marketing">direct marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=mobile%20phones%20mobile%20marketing" title=" mobile phones mobile marketing"> mobile phones mobile marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=sms%20advertising" title=" sms advertising"> sms advertising</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing%20sponsorship" title=" marketing sponsorship"> marketing sponsorship</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing%20communication%20theories" title=" marketing communication theories"> marketing communication theories</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing%20communication%20tools" title=" marketing communication tools"> marketing communication tools</a> </p> <a href="https://publications.waset.org/abstracts/182479/the-effect-of-artificial-intelligence-on-marketing-distribution" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/182479.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">72</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1048</span> The Impact of Artificial Intelligence on Marketing Principles and Targets</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Felib%20Ayman%20Shawky%20Salem">Felib Ayman Shawky Salem</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Experiential marketing means an unforgettable experience that remains deeply anchored in the customer's memory. Furthermore, customer satisfaction is defined as the emotional response to the experiences provided that relate to specific products or services purchased. Therefore, experiential marketing activities can influence the level of customer satisfaction and loyalty. In this context, the study aims to examine the relationship between experiential marketing, customer satisfaction and loyalty of beauty products in Konya. The results of this study showed that experiential marketing is an important indicator of customer satisfaction and loyalty and that experiential marketing has a significant positive impact on customer satisfaction and loyalty. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=sponsorship" title="sponsorship">sponsorship</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing%20communication%20theories" title=" marketing communication theories"> marketing communication theories</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing%20communication%20tools%20internet" title=" marketing communication tools internet"> marketing communication tools internet</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing" title=" marketing"> marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=tourism" title=" tourism"> tourism</a>, <a href="https://publications.waset.org/abstracts/search?q=tourism%20management%20corporate%20responsibility" title=" tourism management corporate responsibility"> tourism management corporate responsibility</a>, <a href="https://publications.waset.org/abstracts/search?q=employee%20organizational%20performance" title=" employee organizational performance"> employee organizational performance</a>, <a href="https://publications.waset.org/abstracts/search?q=internal%20marketing" title=" internal marketing"> internal marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=internal%20customer%20experiential%20marketing" title=" internal customer experiential marketing"> internal customer experiential marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=customer%20satisfaction" title=" customer satisfaction"> customer satisfaction</a>, <a href="https://publications.waset.org/abstracts/search?q=customer%20loyalty" title=" customer loyalty"> customer loyalty</a>, <a href="https://publications.waset.org/abstracts/search?q=social%20sciences." title=" social sciences."> social sciences.</a> </p> <a href="https://publications.waset.org/abstracts/183159/the-impact-of-artificial-intelligence-on-marketing-principles-and-targets" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/183159.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">68</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1047</span> An Integrated Research of Airline Sponsorship</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Stephen%20W.%20Wang">Stephen W. Wang</a> </p> <p class="card-text"><strong>Abstract:</strong></p> This research aims to explore the multi-faceted structure of airline passengers’ perception of airline sponsorship, and its impact on airline passengers and even consumers on airline brand preferences and brand equity. The connotation of this research is mainly divided into two parts. The first part of the research focuses on exploring the connotation and sub-dimensions of “air passengers’ perception of airline sponsorship”; the second part of the research focuses on integrating “air passengers’ perception on the multi-factor aspect of the corporate sponsorship, “brand transfer theory” and “brand theory”, explores the influence of airlines’ commitment to corporate sponsorship activities on the brand equity and brand preferences of airline passengers, and on passengers’ subsequent behavioral intentions . In addition, in order to clarify the differences between different types of corporate sponsorship activities and events in terms of "air passengers' perception of airline corporate sponsorship activities", brand transfer, brand preference, brand equity and behavioral intentions, this research also focuses on moderating effects of corporate sponsorship events. With the apply of multi-group structural equation model, it is hoped that the effectiveness of the sponsorship activities of airline companies will be improved. In terms of theoretical and practical implications, the aviation industry can follow the results of this research to understand which corporate sponsorship perceptions have a greater impact on consumers, which has important practical significance. The second part of the research project, from the consumer's point of view, understands whether airline corporate sponsorship activities influence behavioral intentions through brand transfer and brand recognition. Through the analysis of the intermediary effect of brand transfer, brand preference and brand equity, the results of this research can provide a more complete and powerful explanation for “why” airlines’ commitment to corporate sponsorship activities can affect airline passengers’ purchase intentions, which will help fill in the gap of the theoretical and practical research on "airline corporate sponsorship", and has its theoretical significance. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=airline" title="airline">airline</a>, <a href="https://publications.waset.org/abstracts/search?q=sponsorship" title=" sponsorship"> sponsorship</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20image%20transfer" title=" brand image transfer"> brand image transfer</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20preference" title=" brand preference"> brand preference</a> </p> <a href="https://publications.waset.org/abstracts/187416/an-integrated-research-of-airline-sponsorship" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/187416.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">30</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1046</span> Sponsorship Strategy, Its Visibility, and Return: A Case Study on Brazilian Olympic Games</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Elizabeth%20F.%20Rodrigues">Elizabeth F. Rodrigues</a>, <a href="https://publications.waset.org/abstracts/search?q=Julia%20da%20R.%20Mattos"> Julia da R. Mattos</a>, <a href="https://publications.waset.org/abstracts/search?q=Naira%20Q.%20Leit%C3%A3o"> Naira Q. Leitão</a>, <a href="https://publications.waset.org/abstracts/search?q=Roberta%20T.%20da%20Cunha"> Roberta T. da Cunha</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The business strategy of many companies has two factors in common: the search for the competitive edge and its long term maintenance. The thing that differentiates the companies’ performance in their abilities to set the right strategy, which depends on their capacity to analyze and apply all sort of management support tools. In this context, the sponsorship of events stands out as an important way to increase brand awareness, especially when it is a worldwide event, such as Rio 2016 Olympic and Paralympic Games. This paper will present the case of a car maker company, which chose to invest on sponsorship as a way to reach its goals and grow in the brazilian market. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=strategy" title="strategy">strategy</a>, <a href="https://publications.waset.org/abstracts/search?q=sponsorship" title=" sponsorship"> sponsorship</a>, <a href="https://publications.waset.org/abstracts/search?q=events" title=" events"> events</a>, <a href="https://publications.waset.org/abstracts/search?q=management" title=" management"> management</a> </p> <a href="https://publications.waset.org/abstracts/23017/sponsorship-strategy-its-visibility-and-return-a-case-study-on-brazilian-olympic-games" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/23017.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">497</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1045</span> The Effect of Artificial Intelligence on Real Estate and Construction Marketing</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Michael%20Saad%20Thabet%20Azrek">Michael Saad Thabet Azrek</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Experiential advertising method is an unforgettable revel that remains deeply anchored within the customer's memory. Furthermore, client pleasure is defined as the emotional reaction to the stories provided that relate to precise products or services bought. Consequently, experiential advertising sports can influence the extent of consumer pleasure and loyalty. In this context, they have a look at pursuits to observe the connection between experiential advertising, purchaser satisfaction and loyalty to splendor merchandise in Konya. The outcomes of this examination confirmed that experiential marketing is an important indicator of consumer pride and loyalty, and that experiential advertising and marketing have a large positive impact on patron satisfaction and loyalty. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=sponsorship" title="sponsorship">sponsorship</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing%20communication%20theories" title=" marketing communication theories"> marketing communication theories</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing%20communication%20tools%20internet" title=" marketing communication tools internet"> marketing communication tools internet</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing" title=" marketing"> marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=tourism" title=" tourism"> tourism</a>, <a href="https://publications.waset.org/abstracts/search?q=tourism%20management%20corporate%20responsibility" title=" tourism management corporate responsibility"> tourism management corporate responsibility</a>, <a href="https://publications.waset.org/abstracts/search?q=employee%20organizational%20performance" title=" employee organizational performance"> employee organizational performance</a>, <a href="https://publications.waset.org/abstracts/search?q=internal%20marketing" title=" internal marketing"> internal marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=internal%20customer%20experiential%20marketing" title=" internal customer experiential marketing"> internal customer experiential marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=customer%20satisfaction" title=" customer satisfaction"> customer satisfaction</a>, <a href="https://publications.waset.org/abstracts/search?q=customer%20loyalty" title=" customer loyalty"> customer loyalty</a>, <a href="https://publications.waset.org/abstracts/search?q=social%20sciences." title=" social sciences."> social sciences.</a> </p> <a href="https://publications.waset.org/abstracts/189211/the-effect-of-artificial-intelligence-on-real-estate-and-construction-marketing" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/189211.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">30</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1044</span> Business Marketing Researches and Analysis Effect on Production</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Mirna%20John%20Shawky%20Demian">Mirna John Shawky Demian</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Mobile phones are now one of the direct marketing tools used to reach hard-to-reach consumers. Cell phones are very personal devices that you can carry with you anytime, anywhere. This gives marketers the ability to create personalized marketing messages and send them at the right time and place. The study examined consumer attitudes towards mobile marketing, particularly SMS marketing. Unlike similar studies, this study does not focus on young people, but the field study included consumers between the ages of 18 and 70.The results showed that the majority of participants found SMS marketing destructive. The biggest problem with SMS marketing is subscribing to message lists without the recipient's consent; large number of messages sent; and the irrelevance of message content. Experiential marketing is an unforgettable experience that remains deeply anchored in the customer's memory. Furthermore, customer satisfaction is defined as the emotional response to the experience provided to the customer in relation to specific products or services purchased. Therefore, experiential marketing activities can influence the level of customer satisfaction and loyalty.In this context, the study aims to examine the relationship between experiential marketing, customer satisfaction and loyalty to beauty products in Konya. The results of this study showed that experiential marketing is an important indicator of customer satisfaction and loyalty and that experiential marketing has a significant positive impact on customer satisfaction and loyalty. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=direct%20marketing" title="direct marketing">direct marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=mobile%20phones%20mobile%20marketing" title=" mobile phones mobile marketing"> mobile phones mobile marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=sms%20advertising" title=" sms advertising"> sms advertising</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing%20sponsorship" title=" marketing sponsorship"> marketing sponsorship</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing%20communication%20theories" title=" marketing communication theories"> marketing communication theories</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing%20communication%20tools" title=" marketing communication tools"> marketing communication tools</a> </p> <a href="https://publications.waset.org/abstracts/184676/business-marketing-researches-and-analysis-effect-on-production" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/184676.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">47</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1043</span> Exploring Digital Media’s Impact on Sports Sponsorship: A Global Perspective</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Sylvia%20Chan-Olmsted">Sylvia Chan-Olmsted</a>, <a href="https://publications.waset.org/abstracts/search?q=Lisa-Charlotte%20Wolter"> Lisa-Charlotte Wolter</a> </p> <p class="card-text"><strong>Abstract:</strong></p> With the continuous proliferation of media platforms, there have been tremendous changes in media consumption behaviors. From the perspective of sports sponsorship, while there is now a multitude of platforms to create brand associations, the changing media landscape and shift of message control also mean that sports sponsors will have to take into account the nature of and consumer responses toward these emerging digital media to devise effective marketing strategies. Utilizing the personal interview methodology, this study is qualitative and exploratory in nature. A total of 18 experts from European and American academics, sports marketing industry, and sports leagues/teams were interviewed to address three main research questions: 1) What are the major changes in digital technologies that are relevant to sports sponsorship; 2) How have digital media influenced the channels and platforms of sports sponsorship; and 3) How have these technologies affected the goals, strategies, and measurement of sports sponsorship. The study found that sports sponsorship has moved from consumer engagement, engagement measurement, and consequences of engagement on brand behaviors to micro-targeting one on one, engagement by context, time, and space, and activation and leveraging based on tracking and databases. From the perspective of platforms and channels, the use of mobile devices is prominent during sports content consumption. Increasing multiscreen media consumption means that sports sponsors need to optimize their investment decisions in leagues, teams, or game-related content sources, as they need to go where the fans are most engaged in. The study observed an imbalanced strategic leveraging of technology and digital infrastructure. While sports leagues have had less emphasis on brand value management via technology, sports sponsors have been much more active in utilizing technologies like mobile/LBS tools, big data/user info, real-time marketing and programmatic, and social media activation. Regardless of the new media/platforms, the study found that integration and contextualization are the two essential means of improving sports sponsorship effectiveness through technology. That is, how sponsors effectively integrate social media/mobile/second screen into their existing legacy media sponsorship plan so technology works for the experience/message instead of distracting fans. Additionally, technological advancement and attention economy amplify the importance of consumer data gathering, but sports consumer data does not mean loyalty or engagement. This study also affirms the benefit of digital media as they offer viral and pre-event activations through storytelling way before the actual event, which is critical for leveraging brand association before and after. That is, sponsors now have multiple opportunities and platforms to tell stories about their brands for longer time period. In summary, digital media facilitate fan experience, access to the brand message, multiplatform/channel presentations, storytelling, and content sharing. Nevertheless, rather than focusing on technology and media, today’s sponsors need to define what they want to focus on in terms of content themes that connect with their brands and then identify the channels/platforms. The big challenge for sponsors is to play to the venues/media’s specificity and its fit with the target audience and not uniformly deliver the same message in the same format on different platforms/channels. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=digital%20media" title="digital media">digital media</a>, <a href="https://publications.waset.org/abstracts/search?q=mobile%20media" title=" mobile media"> mobile media</a>, <a href="https://publications.waset.org/abstracts/search?q=social%20media" title=" social media"> social media</a>, <a href="https://publications.waset.org/abstracts/search?q=technology" title=" technology"> technology</a>, <a href="https://publications.waset.org/abstracts/search?q=sports%20sponsorship" title=" sports sponsorship"> sports sponsorship</a> </p> <a href="https://publications.waset.org/abstracts/59382/exploring-digital-medias-impact-on-sports-sponsorship-a-global-perspective" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/59382.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">294</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1042</span> Business Marketing Researches and Analysis Effect on Production</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Mirna%20John%20Shawky%20Demian">Mirna John Shawky Demian</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Internal marketing changed into proposed in the 1970s. The idea has continually been modified over the last forty years. This study discussed the subsequent troubles: the definition and implication of internal advertising, the improvement of its development, and the evolution of its theoretical version. Moreover, the study systematically organized the strategies of the inner advertising and marketing principles adopted in an organization and the way they were positioned in exercise. Also, in contrast, the empirical research focuses on how the existent theories prompted the essential variables of internal marketing. The results of this are predicted to serve as references for future exploration of the boundary and research aiming at how internal advertising and marketing are applied to one-of-a-kind styles of organizations. Information technology (IT) has prevailed over all capabilities of strategic and operational control. The internet has increasingly grown to be a famous medium for advertising and marketing. This paper examines the potential of the internet for tourism marketing. To acquire this, the paper examines the characteristics of tourism advertising and examines the application of the Internet in tourism advertising. It's far argued that using the internet for tourism advertising will now not only reach a wide target audience and reduce the price of transactions (with the aid of traditional strategies utilized by journey agents in instances past) but will even alleviate the problems of identity, authentication and affirmation of travels/package deal excursions by way of travelers as well as advertising of tourism enterprises. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=direct%20marketing" title="direct marketing">direct marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=mobile%20phones%20mobile%20marketing" title=" mobile phones mobile marketing"> mobile phones mobile marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=sms%20advertising" title=" sms advertising"> sms advertising</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing%20sponsorship" title=" marketing sponsorship"> marketing sponsorship</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing%20communication%20theories" title=" marketing communication theories"> marketing communication theories</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing%20communication%20tools" title=" marketing communication tools"> marketing communication tools</a> </p> <a href="https://publications.waset.org/abstracts/195001/business-marketing-researches-and-analysis-effect-on-production" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/195001.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">2</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1041</span> An Examination of the Moderating Effect of Team Identification on Attitude and Buying Intention of Jersey Sponsorship</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Young%20Ik%20Suh">Young Ik Suh</a>, <a href="https://publications.waset.org/abstracts/search?q=Taewook%20Chung"> Taewook Chung</a>, <a href="https://publications.waset.org/abstracts/search?q=Glaucio%20Scremin"> Glaucio Scremin</a>, <a href="https://publications.waset.org/abstracts/search?q=Tywan%20Martin"> Tywan Martin</a> </p> <p class="card-text"><strong>Abstract:</strong></p> In May of 2016, the Philadelphia 76ers announced that StubHub, the ticket resale company, will have advertising on the team’s jerseys beginning in the 2017-18 season. The 76ers and National Basketball Association (NBA) became the first team and league which embraced jersey sponsorships in the four major U.S. professional sports. Even though many professional teams and leagues in Europe, Asia, Africa, and South America have adopted jersey sponsorship actively, this phenomenon is relatively new in America. While the jersey sponsorship provides economic gains for the professional leagues and franchises, sport fans can have different points of view for the phenomenon of jersey sponsorship. For instance, since many sport fans in U.S. are not familiar with ads on jerseys, this movement can possibly cause negative reaction such as the decrease in ticket and merchandise sales. They also concern the small size of ads on jersey become bigger ads, like in the English Premier League (EPL). However, some sport fans seem they do not mind too much about jersey sponsorship because the ads on jersey will not affect their loyalty and fanship. Therefore, the assumption of this study was that the sport fans’ reaction about jersey sponsorship can be possibly different, especially based on different levels of the sport fans’ team identification and various sizes of ads on jersey. Unlike general sponsorship in sport industry, jersey sponsorship has received little attention regarding its potential impact on sport fans attitudes and buying intentions. Thus, the current study sought to identify how the various levels of team identification influence brand attitude and buying intention in terms of jersey sponsorship. In particular, this study examined the effect of team identification on brand attitude and buying intention when there are no ads, small size ads, and large size ads on jersey. 3 (large, small, and no ads) X 3 (Team Identification: high, moderate, low) between subject factorial design was conducted on attitude toward the brand and buying intention of jersey sponsorship. The ads on Philadelphia 76ers jersey were used. The sample of this study was selected from message board users provided by different sports websites (i.e., forums.realgm.com and phillysportscentral.com). A total of 275 respondents participated in this study by responding to an online survey questionnaire. The results showed that there were significant differences between fans with high identification and fans with low identification. The findings of this study are expected to have many theoretical and practical contributions and implications by extending the research and literature pertaining to the relationship between team identification and brand strategy based upon different levels of team identification. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=brand%20attitude" title="brand attitude">brand attitude</a>, <a href="https://publications.waset.org/abstracts/search?q=buying%20intention" title=" buying intention"> buying intention</a>, <a href="https://publications.waset.org/abstracts/search?q=Jersey%20sponsorship" title=" Jersey sponsorship"> Jersey sponsorship</a>, <a href="https://publications.waset.org/abstracts/search?q=team%20identification" title=" team identification"> team identification</a> </p> <a href="https://publications.waset.org/abstracts/59086/an-examination-of-the-moderating-effect-of-team-identification-on-attitude-and-buying-intention-of-jersey-sponsorship" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/59086.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">248</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1040</span> Evaluating the Impact of a Child Sponsorship Program on Paediatric Health and Development in Calauan, Philippines: A Retrospective Audit</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Daniel%20Faraj">Daniel Faraj</a>, <a href="https://publications.waset.org/abstracts/search?q=Arabella%20Raupach"> Arabella Raupach</a>, <a href="https://publications.waset.org/abstracts/search?q=Charlotte%20Hespe"> Charlotte Hespe</a>, <a href="https://publications.waset.org/abstracts/search?q=Helen%20Wilcox"> Helen Wilcox</a>, <a href="https://publications.waset.org/abstracts/search?q=Kristie-Lee%20Anning"> Kristie-Lee Anning</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Aim: International child sponsorship programs comprise a considerable proportion of global aid accessible to the general population. Team Philippines (TP), a healthcare and welfare initiative run in association with the University of Notre Dame Sydney since 2013, leads a holistic sponsorship program for thirty children from Calauan, Philippines. To date, empirical research has not been performed on the overall success and impact of the TP child sponsorship program. As such, this study aims to evaluate its effectiveness in improving pediatric outcomes. Methods: Study cohorts comprised thirty sponsored and twenty-nine age- and gender-matched non-sponsored children. Data were extracted from the TP Medical Director database and lifestyle questionnaires for July-November 2019. Outcome measures included anthropometry, markers of medical health, dental health, exercise, and diet. Statistical analyses were performed in SPSS. Results: Sponsorship resulted in fewer medical diagnoses and prescription medications, superior dental health, and improved diet. Further, sponsored children may show a clinically significant trend toward improved physical health. Sponsorship did not affect growth and development metrics or levels of physical activity. Conclusions: The TP child sponsorship program significantly impacts positive pediatric health outcomes in the Calauan community. The strength of the program lies in its holistic, sustainable, and community-based model, which is enabled by effective international child sponsorship. This study further supports the relationship between supporting early livelihood and improved health in the pediatric population. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=child%20health" title="child health">child health</a>, <a href="https://publications.waset.org/abstracts/search?q=public%20health" title=" public health"> public health</a>, <a href="https://publications.waset.org/abstracts/search?q=health%20status%20disparities" title=" health status disparities"> health status disparities</a>, <a href="https://publications.waset.org/abstracts/search?q=healthcare%20disparities" title=" healthcare disparities"> healthcare disparities</a>, <a href="https://publications.waset.org/abstracts/search?q=social%20determinants%20of%20health" title=" social determinants of health"> social determinants of health</a>, <a href="https://publications.waset.org/abstracts/search?q=morbidity" title=" morbidity"> morbidity</a>, <a href="https://publications.waset.org/abstracts/search?q=community%20health%20services" title=" community health services"> community health services</a>, <a href="https://publications.waset.org/abstracts/search?q=culturally%20competent%20care" title=" culturally competent care"> culturally competent care</a>, <a href="https://publications.waset.org/abstracts/search?q=medically%20underserved%20areas" title=" medically underserved areas"> medically underserved areas</a>, <a href="https://publications.waset.org/abstracts/search?q=population%20health%20management" title=" population health management"> population health management</a>, <a href="https://publications.waset.org/abstracts/search?q=Philippines" title=" Philippines"> Philippines</a> </p> <a href="https://publications.waset.org/abstracts/172669/evaluating-the-impact-of-a-child-sponsorship-program-on-paediatric-health-and-development-in-calauan-philippines-a-retrospective-audit" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/172669.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">109</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1039</span> Sports Development in Nigeria</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Bakari%20Mohammed">Bakari Mohammed</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Sports performance and achievements have been the avenue through which great nations of the world exhibit their supremacy over others through sports development strategy. Effective sports development, therefore, requires variables like sports policy, sports funding, sports programme, sports facilities and sponsorship. The extent to what these variables are met shall no doubt affects the effectiveness of any sports development. Two distinguishing features of the Nigerian sports system are its central organization and its employment for specific socio-political objectives, it is against this backdrop that this paper will x-ray the politicization of sports which parallels sports development in the enhanced role of sports and in contrast with developed nations system and management. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=sport%20development" title="sport development">sport development</a>, <a href="https://publications.waset.org/abstracts/search?q=sport%20policy" title=" sport policy"> sport policy</a>, <a href="https://publications.waset.org/abstracts/search?q=personnel" title=" personnel"> personnel</a>, <a href="https://publications.waset.org/abstracts/search?q=program" title=" program"> program</a>, <a href="https://publications.waset.org/abstracts/search?q=facilities" title=" facilities"> facilities</a>, <a href="https://publications.waset.org/abstracts/search?q=funding" title=" funding"> funding</a>, <a href="https://publications.waset.org/abstracts/search?q=sponsorship" title=" sponsorship"> sponsorship</a> </p> <a href="https://publications.waset.org/abstracts/35152/sports-development-in-nigeria" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/35152.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">524</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1038</span> The Use of Mobile Phones as a Direct Marketing Tool and Consumer Attitudes</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Abd%C3%BClcelil%20M%C3%BCcahid%20Zengin">Abdülcelil Mücahid Zengin</a>, <a href="https://publications.waset.org/abstracts/search?q=G%C3%B6ksel%20%C5%9Eim%C5%9Fek"> Göksel Şimşek</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Mobile phones are one of the direct marketing tools that can be used to reach todays hard to reach consumers. Mobile phones are very personal devices and they are always carried with the consumer, where ever they go. This creates an opportunity for marketers to create personalized marketing communications messages and send them on the right time and place. This study examines consumer attitudes toward mobile marketing, especially toward SMS marketing. Unlike similar studies, this study does not focus on the young, but includes consumers who are in the 18-70 age range to the field research. According to the results, it has been concluded that most participants think SMS marketing is disturbing. Most important problems with SMS marketing are about getting subscribed to message lists without the permission of the receiver; the high number of messages sent; and the irrelevancy of the message content. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=direct%20marketing" title="direct marketing">direct marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=mobile%20phones%20mobile%20marketing" title=" mobile phones mobile marketing"> mobile phones mobile marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=sms%20advertising" title=" sms advertising"> sms advertising</a>, <a href="https://publications.waset.org/abstracts/search?q=sms%20marketing" title=" sms marketing"> sms marketing</a> </p> <a href="https://publications.waset.org/abstracts/31057/the-use-of-mobile-phones-as-a-direct-marketing-tool-and-consumer-attitudes" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/31057.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">348</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1037</span> Internet as a Marketing Tool for Tourism Promotion</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Emeka%20Okonkwo">Emeka Okonkwo</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The Information Technology (IT) has prevailed over all functions of strategic and operational management. The Internet (a product of information technology) has increasingly become a popular medium for marketing. This paper examines the potentials of Internet for tourism marketing. To achieve this, the paper x-rays the characteristics of tourism marketing and examines the application of the Internet in tourism marketing. It is argued that the use of Internet for tourism marketing will not only reach a broad audience and reduce the cost of transaction (by conventional methods used by travel agents in times past), but, will also alleviate the problems of identification, authentication and confirmation of travels/package tours by tourists as well as promotion of tourism industry. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=internet" title="internet">internet</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing" title=" marketing"> marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=tourism" title=" tourism"> tourism</a>, <a href="https://publications.waset.org/abstracts/search?q=tourism%20management" title=" tourism management"> tourism management</a> </p> <a href="https://publications.waset.org/abstracts/6055/internet-as-a-marketing-tool-for-tourism-promotion" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/6055.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">418</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1036</span> Literature Review and Evaluation of the Internal Marketing Theory</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Hsiao%20Hsun%20Yuan">Hsiao Hsun Yuan</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Internal marketing was proposed in 1970s. The theory of the concept has continually changed over the past forty years. This study discussed the following themes: the definition and implication of internal marketing, the progress of its development, and the evolution of its theoretical model. Moreover, the study systematically organized the strategies of the internal marketing theory adopted on enterprise and how they were put into practice. It also compared the empirical studies focusing on how the existent theories influenced the important variables of internal marketing. The results of this study are expected to serve as references for future exploration of the boundary and studies aiming at how internal marketing is applied to different types of enterprises. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=corporate%20responsibility" title="corporate responsibility">corporate responsibility</a>, <a href="https://publications.waset.org/abstracts/search?q=employee%20organizational%20performance" title=" employee organizational performance"> employee organizational performance</a>, <a href="https://publications.waset.org/abstracts/search?q=internal%20marketing" title=" internal marketing"> internal marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=internal%20customer" title=" internal customer"> internal customer</a> </p> <a href="https://publications.waset.org/abstracts/52645/literature-review-and-evaluation-of-the-internal-marketing-theory" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/52645.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">355</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1035</span> Marketing Research and Analysis Improvement Effect on Production</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Mina%20Zaky%20Sarofim%20Zaky">Mina Zaky Sarofim Zaky</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Experiential marketing is a form of marketing that offers a unique integration of experiential and entertainment elements into a product or service. Experiential marketing is defined as an unforgettable experience that penetrates the customer's mind. Customer satisfaction is also defined as the emotional response to the experience provided with the purchased product or service. Experiential marketing activities can, therefore, affect the level of customer satisfaction and loyalty. In this context, the study aims to determine the relationship between experiential marketing, customer satisfaction and customer loyalty in cosmetic products in Konya. The least squares method (PLS) was used to analyze the research data. Existing research has shown that experiential marketing is a significant predictor of customer satisfaction and customer loyalty, and that experiential marketing has a positive impact on customer satisfaction and customer loyalty. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=internet" title="internet">internet</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing" title=" marketing"> marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=tourism" title=" tourism"> tourism</a>, <a href="https://publications.waset.org/abstracts/search?q=tourism%20management%20corporate%20responsibility" title=" tourism management corporate responsibility"> tourism management corporate responsibility</a>, <a href="https://publications.waset.org/abstracts/search?q=employee%20organizational%20performance" title=" employee organizational performance"> employee organizational performance</a>, <a href="https://publications.waset.org/abstracts/search?q=internal%20marketing" title=" internal marketing"> internal marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=internal%20customer%20experiential%20marketing" title=" internal customer experiential marketing"> internal customer experiential marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=customer%20satisfaction" title=" customer satisfaction"> customer satisfaction</a>, <a href="https://publications.waset.org/abstracts/search?q=customer%20loyalty" title=" customer loyalty"> customer loyalty</a>, <a href="https://publications.waset.org/abstracts/search?q=social%20sciences" title=" social sciences"> social sciences</a> </p> <a href="https://publications.waset.org/abstracts/185809/marketing-research-and-analysis-improvement-effect-on-production" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/185809.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">46</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1034</span> Exploring the Relationships between Experiential Marketing, Customer Satisfaction and Customer Loyalty: An Empirical Examination in Konya</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Resul%20%C3%96zt%C3%BCrk">Resul Öztürk</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Experiential marketing is one of the marketing approaches that offers an exceptional framework to integrate elements of experience and entertainment in a product or service. Experiential marketing is defined as a memorable experience that goes deeply into the customer’s mind. Besides that, customer satisfaction is defined as an emotional response to the experiences provided by and associated with particular products or services purchased. Thus, experiential marketing activities can affect the level of customer satisfaction and loyalty. In this context, the research aims to explore the relationship among experiential marketing, customer satisfaction and customer loyalty among the cosmetic products customers in Konya. The partial least squares (PLS) method is used to analyse the survey data. The present study’s findings revealed have that experiential marketing has been a significant predictor of customer satisfaction and customer loyalty, and also experiential marketing has a significantly positive effect on customer satisfaction and customer loyalty. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=experiential%20marketing" title="experiential marketing">experiential marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=customer%20satisfaction" title=" customer satisfaction"> customer satisfaction</a>, <a href="https://publications.waset.org/abstracts/search?q=customer%20loyalty" title=" customer loyalty"> customer loyalty</a>, <a href="https://publications.waset.org/abstracts/search?q=social%20sciences" title=" social sciences"> social sciences</a> </p> <a href="https://publications.waset.org/abstracts/29338/exploring-the-relationships-between-experiential-marketing-customer-satisfaction-and-customer-loyalty-an-empirical-examination-in-konya" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/29338.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">476</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1033</span> Consumers’ Responses to Non-Traditional Marketing Communication Strategies for Advertising Herbal Products</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Chioma%20Ifeoma%20Agbasimelo">Chioma Ifeoma Agbasimelo</a>, <a href="https://publications.waset.org/abstracts/search?q=Stephen%20Afam%20Kenechukwu"> Stephen Afam Kenechukwu</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The study examined consumers’ responses to non-traditional marketing communication strategies in advertising herbal products. The study identified the following non-traditional marketing communication strategies: (a) trado-instrumental marketing strategy, (b) trado-demonstrative marketing strategy, and (c) trado-iconographic marketing strategy. Anchored on the Black Box Theory, it adopted the survey design of three metropolises (Awka, Onitsha, and Nnewi) in Anambra State, Nigeria. Major findings indicated that among the identified strategies, the trado-instrumental marketing strategy is the most dominant strategy. Other strategies: (b) trado-demonstrative marketing strategy and (c) trado-iconographic marketing strategy are sparingly used in semi-urban cities. It also found that consumers’ preferences and adoption of non-traditional marketing communication were minimal. Based on the findings, there is a need to create a unified system of integration of both traditional and non-traditional marketing communication strategies due to technology interfaces. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=advertising" title="advertising">advertising</a>, <a href="https://publications.waset.org/abstracts/search?q=consumers%E2%80%99%20responses" title=" consumers’ responses"> consumers’ responses</a>, <a href="https://publications.waset.org/abstracts/search?q=herbal%20products" title=" herbal products"> herbal products</a>, <a href="https://publications.waset.org/abstracts/search?q=non-traditional%20marketing%20communication%20strategies" title=" non-traditional marketing communication strategies"> non-traditional marketing communication strategies</a> </p> <a href="https://publications.waset.org/abstracts/164569/consumers-responses-to-non-traditional-marketing-communication-strategies-for-advertising-herbal-products" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/164569.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">98</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1032</span> Impact of Marketing towards Behavior Intention</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Sathyamangalam%20Rangasamy%20Guru%20Prasath">Sathyamangalam Rangasamy Guru Prasath </a> </p> <p class="card-text"><strong>Abstract:</strong></p> Due to the increasing homogeneity in product offerings, the attendant services provided are emerging as a key differentiator in the mind of the consumers. Services marketing are a sub field of marketing which covers the marketing of both goods and services. Service marketing differs from product marketing due to the face that services are intangible and typically require personal interaction with the customer. Relationships are a key factor when it comes to the marketing of services. The role of interpersonal relationships distinguishes service and product marketing in strategic vision and organizational considerations. This paper explores some of the trends in service marketing as they relate to strategic vision, operational and organizational changes, and marketing tactics. The presence of the customer in the service facility means that capacity management becomes an important driver of the firm’s profitability service marketing is a process from the organization’s point of view, but an experience from the customer’s perspective. The quality of the experience is a function of the careful design of customer service processes, adoption of standardized procedures, rigorous management of service quality, high standards of training and automation. Services marketing helps to ensure that these processes are designed from the customer’s perspective. Services marketing includes customer loyalty, managing relationships, complaint handling, improving service quality and productivity of service operations, and how to become a service leader in your industry. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=customer%20perspective" title="customer perspective">customer perspective</a>, <a href="https://publications.waset.org/abstracts/search?q=product%20marketing" title=" product marketing"> product marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=service%20marketing" title=" service marketing"> service marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=rigorous%20management" title=" rigorous management"> rigorous management</a> </p> <a href="https://publications.waset.org/abstracts/55404/impact-of-marketing-towards-behavior-intention" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/55404.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">370</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1031</span> The Impact of E-Marketing on Consumer Satisfaction</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Nadia%20Fatima%20Zahra%20Malki">Nadia Fatima Zahra Malki</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The world has witnessed a great revolution in to field of technology and communication, especially after the opening of markets (globalization). This has led to a change from traditional marketing, which depends on direct selling and buying, to electronic marketing; consequently, different corporations have adopted this new concept so as to gain time, effort and money for the sake of the customer’s satisfaction. The main reason for this study is to know the impact of electronic marketing on consumer satisfaction in the fields of communication through practical studies of Ooredoo customers, where the descriptive analytical method was used with statistics to analyze the results of the survey. It concluded that e-marketing effectively contributes to customer satisfaction. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=e-marketing" title="e-marketing">e-marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=consumer" title=" consumer"> consumer</a>, <a href="https://publications.waset.org/abstracts/search?q=consumer%20behavior" title=" consumer behavior"> consumer behavior</a>, <a href="https://publications.waset.org/abstracts/search?q=satisfaction" title=" satisfaction"> satisfaction</a> </p> <a href="https://publications.waset.org/abstracts/185373/the-impact-of-e-marketing-on-consumer-satisfaction" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/185373.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">50</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1030</span> Marketing Strategy Implementation in Developing Sharia Tourism in Indonesia</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Santi%20Mutiara%20Asih">Santi Mutiara Asih</a>, <a href="https://publications.waset.org/abstracts/search?q=Sinta%20Kemala%20Asih"> Sinta Kemala Asih</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Along with the development of tourism in Indonesia, which is increasingly a lot of domestic and foreign public interest in sharia tourism, the Indonesian government is currently developing the program. It was seen that this program would have a good impact, especially for Indonesian tourism. So it is necessary to develop appropriate marketing strategies. Then to develop tourism prospects sharia government could use such a marketing strategy, for instance, marketing mix and Segmenting, Targeting, and Positioning (STP). The marketing mix is a set of marketing tools used by a state or a company to continue achieving its marketing objectives in target market. STP is the most important initial step in identifying customer value. In such away, it is expected from the use of this strategy could make sharia tourism as a market leader in the field of tourism in Indonesia, it also could attract more tourists to visit and increase economic returns. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=STP" title="STP">STP</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing%20mix" title=" marketing mix"> marketing mix</a>, <a href="https://publications.waset.org/abstracts/search?q=market%20leader" title=" market leader"> market leader</a>, <a href="https://publications.waset.org/abstracts/search?q=sharia%20tourism" title=" sharia tourism"> sharia tourism</a> </p> <a href="https://publications.waset.org/abstracts/22786/marketing-strategy-implementation-in-developing-sharia-tourism-in-indonesia" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/22786.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">769</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1029</span> The Role of Female Population as a Consumer in Modern Marketing Strategy and Management</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Jana%20Aleksi%C4%87">Jana Aleksić</a>, <a href="https://publications.waset.org/abstracts/search?q=Marijana%20Petkovi%C4%87"> Marijana Petković</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Female population has an increasing role when it comes to purchase. Consequently, the female population has a greater role in modern marketing. Although it is thought that women buy more than men, marketing strategy was not directed specifically towards women. The thing that has changed regarding women’s role in modern marketing is the fact that the female population has a leading position when it comes to decision making in various fields and various sectors, which was not the case in the past. Marketing should be directed towards women but it should be done in the right way. Compared to men, women buy in a different way, and they look for more various advantages in the product itself, than men do. This paper aims to show the importance of the female role in the modern marketing and management and to redirect marketing in some way towards female population through new marketing strategies and management systems. Hypothesis is that women have an important role in marketing, and marketing strategy of modern society could and should be based on and directed towards female population and their tastes when it comes to purchasing. It is necessary and desirable to apply marketing strategy with a special strategy that has an emphasis on women and their purchase or in a word to apply WS- woman strategy. This research was carried out as a random sample research, where were obtained 212 valid surveys whose results serve as a basis for drawing conclusions about the research as well as to verify the formulated hypotheses. The research was carried out during 2011 and 2012. The study has shown a significant role of the female population in the marketing process. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=marketing" title="marketing">marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=management" title=" management"> management</a>, <a href="https://publications.waset.org/abstracts/search?q=female" title=" female"> female</a>, <a href="https://publications.waset.org/abstracts/search?q=purchase" title=" purchase"> purchase</a>, <a href="https://publications.waset.org/abstracts/search?q=strategy" title=" strategy"> strategy</a> </p> <a href="https://publications.waset.org/abstracts/47410/the-role-of-female-population-as-a-consumer-in-modern-marketing-strategy-and-management" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/47410.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">448</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1028</span> International Marketing in Business Practice of Small and Medium-Sized Enterprises</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=K.%20Matu%C5%A1%C3%ADnsk%C3%A1">K. Matušínská</a>, <a href="https://publications.waset.org/abstracts/search?q=Z.%20Bednar%C4%8D%C3%ADk"> Z. Bednarčík</a>, <a href="https://publications.waset.org/abstracts/search?q=M.%20Klepek"> M. Klepek</a> </p> <p class="card-text"><strong>Abstract:</strong></p> This paper examines international marketing in business practice of Czech exporting small and medium-sized enterprises (SMEs) with regard to the strategic perspectives. Research was focused on Czech exporting SMEs from Moravian-Silesia region and their behaviour on international markets. For purpose of collecting data, a questionnaire was given to 262 SMEs involved in international business. Statistics utilized in this research included frequency, mean, percentage, and chi-square test. Data were analysed by Statistical Package for the Social Sciences software. The research analysis disclosed that there is certain space for improvement in strategic marketing especially in marketing research, perception of cultural and social differences, product adaptation and usage of marketing communication tools. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=international%20marketing" title="international marketing">international marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing%20mix" title=" marketing mix"> marketing mix</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing%20research" title=" marketing research"> marketing research</a>, <a href="https://publications.waset.org/abstracts/search?q=small%20and%20medium-sized%20enterprises" title=" small and medium-sized enterprises"> small and medium-sized enterprises</a>, <a href="https://publications.waset.org/abstracts/search?q=strategic%20marketing" title=" strategic marketing"> strategic marketing</a> </p> <a href="https://publications.waset.org/abstracts/6412/international-marketing-in-business-practice-of-small-and-medium-sized-enterprises" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/6412.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">330</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1027</span> Memetic Marketing: An Emerging Online Marketing Trend and the Case with #TFWGucci Meme Campaign</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Vehbi%20Gorgulu">Vehbi Gorgulu</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The primary objective of the current study is to explore how brand managers can employ Internet memes as a marketing tool. Internet memes are marked for their sarcastic and entertaining content and their amateur/DIY natures. The current study focuses on #TFWGucci, a collaborative marketing project enacted by Gucci, which is marked for being one of the first structured collaborative memetic marketing campaigns in the world. By embracing a qualitative approach, the study will explore production and meaning making processes of #TFWGucci campaign via analysis of sample campaign contents. The study will provide hints and insights for digital marketers on how to employ memetic marketing strategies in successful ways. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=meme" title="meme">meme</a>, <a href="https://publications.waset.org/abstracts/search?q=internet%20meme" title=" internet meme"> internet meme</a>, <a href="https://publications.waset.org/abstracts/search?q=online%20marketing" title=" online marketing"> online marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=memetic%20marketing" title=" memetic marketing"> memetic marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=%23TFWGucci" title=" #TFWGucci"> #TFWGucci</a> </p> <a href="https://publications.waset.org/abstracts/89850/memetic-marketing-an-emerging-online-marketing-trend-and-the-case-with-tfwgucci-meme-campaign" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/89850.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">234</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1026</span> Hiding Power of the Scent in Marketing and New Marketing Strategy: The Scent Marketing</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Shahram%20Keshavarzi">Shahram Keshavarzi</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Today, getting good service, having a good time, and leaving the company with good feelings are importanttforbothcustomers and businesses. It has been observed that when customersareexposedtopleasantsmells, their visit times increase by 26%, and theyvisittheaislesfor 3 times longer. Byusingtheeffect of scents on people, it is toensurethatcustomersshopmore, benefit from the service and be satisfied. Intoday'sresearch, visual memory can be 40% effective after a period of 4 months, whileolfactorymemory is 60% moreeffectiveevenafter 1 year. The purpose of the research is thehiddenandeffectivepower of skepticism in the behavior of consumersandtheeffectivestrategy of modern marketing. Special scentsdirectlyaffecttheincrease in sales by influencing the customer's-decision mechanism in purchasing products. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=modern%20marketing%20strategy" title="modern marketing strategy">modern marketing strategy</a>, <a href="https://publications.waset.org/abstracts/search?q=scent" title=" scent"> scent</a>, <a href="https://publications.waset.org/abstracts/search?q=scent%20marketing" title=" scent marketing"> scent marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=consumer%20behavior" title=" consumer behavior"> consumer behavior</a> </p> <a href="https://publications.waset.org/abstracts/143854/hiding-power-of-the-scent-in-marketing-and-new-marketing-strategy-the-scent-marketing" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/143854.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">156</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1025</span> Digital Marketing Maturity Models: Overview and Comparison</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Elina%20Bakhtieva">Elina Bakhtieva</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The variety of available digital tools, strategies and activities might confuse and disorient even an experienced marketer. This applies in particular to B2B companies, which are usually less flexible in uptaking of digital technology than B2C companies. B2B companies are lacking a framework that corresponds to the specifics of the B2B business, and which helps to evaluate a company’s capabilities and to choose an appropriate path. A B2B digital marketing maturity model helps to fill this gap. However, modern marketing offers no widely approved digital marketing maturity model, and thus, some marketing institutions provide their own tools. The purpose of this paper is building an optimized B2B digital marketing maturity model based on a SWOT (strengths, weaknesses, opportunities, and threats) analysis of existing models. The current study provides an analytical review of the existing digital marketing maturity models with open access. The results of the research are twofold. First, the provided SWOT analysis outlines the main advantages and disadvantages of existing models. Secondly, the strengths of existing digital marketing maturity models, helps to identify the main characteristics and the structure of an optimized B2B digital marketing maturity model. The research findings indicate that only one out of three analyzed models could be used as a separate tool. This study is among the first examining the use of maturity models in digital marketing. It helps businesses to choose between the existing digital marketing models, the most effective one. Moreover, it creates a base for future research on digital marketing maturity models. This study contributes to the emerging B2B digital marketing literature by providing a SWOT analysis of the existing digital marketing maturity models and suggesting a structure and main characteristics of an optimized B2B digital marketing maturity model. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=B2B%20digital%20marketing%20strategy" title="B2B digital marketing strategy">B2B digital marketing strategy</a>, <a href="https://publications.waset.org/abstracts/search?q=digital%20marketing" title=" digital marketing"> digital marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=digital%20marketing%20maturity%20model" title=" digital marketing maturity model"> digital marketing maturity model</a>, <a href="https://publications.waset.org/abstracts/search?q=SWOT%20analysis" title=" SWOT analysis"> SWOT analysis</a> </p> <a href="https://publications.waset.org/abstracts/58290/digital-marketing-maturity-models-overview-and-comparison" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/58290.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">344</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1024</span> Impact of Experience-Oriented Marketing on the Buying Behaviour of the Consumers: An Application in Konya </h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Ebru%20Esen">Ebru Esen</a>, <a href="https://publications.waset.org/abstracts/search?q=Omer%20Akkaya"> Omer Akkaya</a>, <a href="https://publications.waset.org/abstracts/search?q=Nattanan%20Pankrobkaew"> Nattanan Pankrobkaew</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Though the experience concept found its place in the field of marketing in 1982, it is today in front of us as an important phenomenon in understanding the consumer behaviours. In parallel with the globalization and intensification of the competition, the enterprises have been in an effort to provide unique experiences for their consumers by going beyond providing services with the products. In this context, experience-oriented marketing enables the enterprises to use the marketing strategies of providing experiences for their customers and to have advantages in terms of competition. Based on it, this article discusses the concepts of experience, experience-oriented marketing and buying behaviour of consumers as a whole, and details about the application conducted in Konya Selcuklu University. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=consumer%20behavior" title="consumer behavior">consumer behavior</a>, <a href="https://publications.waset.org/abstracts/search?q=experience" title=" experience"> experience</a>, <a href="https://publications.waset.org/abstracts/search?q=experience%20marketing" title=" experience marketing"> experience marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing" title=" marketing"> marketing</a> </p> <a href="https://publications.waset.org/abstracts/31979/impact-of-experience-oriented-marketing-on-the-buying-behaviour-of-the-consumers-an-application-in-konya" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/31979.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">367</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1023</span> The Marketing Mix in Small Sized Hotels: A Case of Pattaya, Thailand</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Anyapak%20Prapannetivuth">Anyapak Prapannetivuth</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The purpose of this research is to investigate the marketing mix that is perceived to be important for the small sized hotels in Pattaya. Unlike previous studies, this research provides insights through a review of the marketing activities performed by the small sized hotels. Nine owners and marketing manager of small sized hotels and resorts, all local Chonburi people, were selected for an in-depth interview. A snowball sampling process was employed. The research suggests that seven marketing mixes (e.g. Product, Price, Place, Promotion, People, Physical Evidence and Process) were commonly used by these hotels, however, three types – People, price and physical evidence were considered most important by the owners. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=marketing%20mix" title="marketing mix">marketing mix</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing%20tools" title=" marketing tools"> marketing tools</a>, <a href="https://publications.waset.org/abstracts/search?q=small%20sized%20hotels" title=" small sized hotels"> small sized hotels</a>, <a href="https://publications.waset.org/abstracts/search?q=pattaya" title=" pattaya"> pattaya</a> </p> <a href="https://publications.waset.org/abstracts/39618/the-marketing-mix-in-small-sized-hotels-a-case-of-pattaya-thailand" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/39618.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">286</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1022</span> Marketing Implications and the Dynamics of Changing Gender Roles in Families</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Kehinde%20Emmanuel%20Atanlusi">Kehinde Emmanuel Atanlusi</a> </p> <p class="card-text"><strong>Abstract:</strong></p> It is impossible to stifle the gust of social change as it makes its way through institutionalised hierarchies on its way to expressing itself. This advancement might also have repercussions for institutions, families, and politics, so modifying the norms and establishing new societal ideals. In the following paragraphs, it will explore how gender roles in the family have changed over time, how this has affected consumption, and how marketing has been influenced by these changes. It was decided to use the empirical research method, which led to several discoveries, one of which was that marketing in the pre-modern era was predicated on metanarratives and gender stereotypes. However, these aspects of marketing have undergone significant transformations in the post-modern era, which led to the formation of an assumption regarding what future marketing trends will be like. In spite of the fact that post-modern marketing methods have a number of drawbacks, it was suggested that these strategies be embraced and updated in the future in order to expand consumer bases and target audiences. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=Marketing" title="Marketing">Marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=Gender%20Roles" title=" Gender Roles"> Gender Roles</a>, <a href="https://publications.waset.org/abstracts/search?q=Advertising" title=" Advertising"> Advertising</a>, <a href="https://publications.waset.org/abstracts/search?q=Decentralisation" title=" Decentralisation"> Decentralisation</a>, <a href="https://publications.waset.org/abstracts/search?q=Fragmentation" title=" Fragmentation"> Fragmentation</a> </p> <a href="https://publications.waset.org/abstracts/154407/marketing-implications-and-the-dynamics-of-changing-gender-roles-in-families" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/154407.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">116</span> </span> </div> </div> <ul class="pagination"> <li class="page-item disabled"><span class="page-link">&lsaquo;</span></li> <li class="page-item active"><span class="page-link">1</span></li> <li class="page-item"><a class="page-link" href="https://publications.waset.org/abstracts/search?q=marketing%20sponsorship&page=2">2</a></li> <li class="page-item"><a class="page-link" href="https://publications.waset.org/abstracts/search?q=marketing%20sponsorship&page=3">3</a></li> <li class="page-item"><a class="page-link" href="https://publications.waset.org/abstracts/search?q=marketing%20sponsorship&page=4">4</a></li> <li class="page-item"><a class="page-link" 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