<title>ABSTRACT</title> Branding efforts have typically focused on external promotional strategies to develop brand image. Recently, the brand messages conveyed to employees of an organization have been recognized as being equally as important as the brand messages sent to external stakeholders. This study...

Higher education in the United States is rapidly moving toward a marketized model of service provision, one emphasizing marketing practices based upon relevance and student satisfaction. The results of the study reported herein suggest that such strategies may not ensure equal balance between...

Well-documented corporate demands for crossfunctionally competent employees have instigated a wide variety of efforts by the educational community to integrate business curricula. Many colleges and universities struggle to functionally integrate business programs that historically have been...

<title>ABSTRACT</title> Institutions of higher education are becoming increasingly dependent on external seminars to corporate employees as a means of meeting a growing number of business needs. As the variety of seminars expands, questions concerning the optimal seminar format must be addressed. The current,...

Well-documented corporate demands for crossfunctionally competent employees have instigated a wide variety of efforts by the educational community to integrate business curricula. Many colleges and universities struggle to functionally integrate business programs that historically have been...

Brand image forms the basis for making better strategic marketing decisions about targeting specific market segments and positioning a product. The phrase, brand image, however, has been defined and applied in various ways by different researchers. The variations in definition can be confusing...

The concept of commitment in sport marketing has largely been regarded as unidimensional. In the broader study of organizational behavior, commitment has been studied as a multidimensional construct. The multiple dimensions of commitment construe that one's behavior can be conveyed by different...

An important goal of advertising is designing effective campaigns that foster favorable attitudes toward a product. Attitude toward a product is influenced by one's attitude toward an advertisement. Previous research examining attitude toward advertising in general and in specific mediums (e.g.,...

The Japanese Professional Soccer League (J. League) began in 1993 and was the first professional soccer league in Japan. After an initial period of strong interest, spectator support for the League has declined. The primary purpose of the current study was to develop a means for measuring...