Lisa Scribner

• University of North Carolina Wilmington

Sales education has experienced significant growth recently, both in the number of schools offering sales programs and in the amount of pedagogical attention dedicated to advancing the field. However, one area that has not been given adequate attention is the sales curriculum. To date, few scholarly articles have examined sales curricula from a bro...

The rapid evolution of digital marketing, characterized by the surge in digital channels and data, has amplified the demand for graduates specialized in digital marketing analytics (DMA). Yet, marketing educators contend with insufficient theoretical guidance and practical pedagogical methods in the course design that aligns with industry expectati...

Purpose This paper aims to study the effects of widespread stress and uncertainty that is characteristic of organizational crises on service employees and to explore the extent to which organizations may proactively use supervisors’ positive humor and discretionary organizational support that goes above and beyond service employee expectations to m...

The presence and influence of university-based sales centers are growing at a substantial rate, with 61 universities having membership in the University Sales Center Alliance (USCA) as of 2021, up from 52 in 2020 and 8 in 2002. While the function and appeal of having an interface exist between sales students, sales faculty, and sales center partner...

Purpose The unprecedented dynamics of the COVID-19 pandemic has forced firms to re-envision the customer experience and find new ways to ensure positive service encounters. This context has underscored the reality that drivers of customer delight in a “traditional” context are not the same in a crisis context. While research has tended to identify...

Branded entertainment is the insertion of a brand within an entertainment property in such a way thatthe line between entertainment and advertising becomes blurred (Moore, 2006). This hybrid messagedevelops in an increasingly convergent environment in which editorial content and advertising contentare blended (Shrum, 2004). This indirect approach t...

Purpose – Due to consumer concerns about food-related diseases and an increase in the use of genetically modified food, more and more “green consumers” integrate environmental considerations into daily purchases, asking for healthier, safer and higher quality food. Marketing managers still face the challenge of broadening the understanding of how a...

Branded entertainment is gaining popularity within marketing communications strategies. Blurring the lines between advertisements and editorial content, branded marketing provides advertisers and consumers with highly engaging media content that benefits them both. Engaging Consumers through Branded Entertainment and Convergent Media provides an in...

User-generated-content, also called user-generated-media, user-created-content, and consumer-generatedcontent, refers to all types of content, like pictures, videos, or posts, created by consumers and delivered through online platforms like social media. User-generated content is gaining momentum as a marketing communication tool in the form of con...

Branded entertainment is the insertion of a brand within an entertainment property in such a way that the line between entertainment and advertising becomes blurred (Moore, 2006). This hybrid message develops in an increasingly convergent environment in which editorial content and advertising content are blended (Shrum, 2004). This indirect approac...

Advergames are free, branded video games used by advertisers to target audiences with marketing communications in a playful, interactive, and engaging way. Despite their advantages for consumers (i.e., free entertainment content), advergames can also cause concern in consumers (i.e., advertising clutter), making it necessary to explore consumers’ a...

Advergames are branded video games that blur the line between entertainment and advertising. Advergames are gaining momentum among advertisers and advertising agencies fueled by their capability to engage teenagers and young adults with branded communications. This study focuses on consumers’ intentions to use advergames analyzing three attitudinal...

Advergames are free, branded video games used by advertisers to target audiences with marketing communications in a playful, interactive, and engaging way. Despite their advantages for consumers (i.e., free entertainment content), advergames can also cause concern in consumers (i.e., advertising clutter), making it necessary to explore consumers' a...

This study uses an experimental design to investigate the effect of sales tax on consumer mail order purchase intentions. Economic-and psychology-based theories generate alternative predictions for purchase intentions. Overall the results show that no conclusion can be made that sales tax affects consumer purchase intentions.

Purpose The purpose of this paper is to develop and test a new measure called the “culture cushion” to account for the inherent positivity surrounding the inter‐cultural tourist experience. Design/methodology/approach The first study involved the identification of items for the culture cushion construct and included a semi‐structured questionnaire...

This study explores consumer perceptions of inter-cultural retail and service encounters. Previous research has shown that culture influences perceptions of service received. This research builds on what is known with the use of a consumer ritual research framework that involves the use of a semi-structured, thick-description method to examine simi...

This paper examines the attitudes that undergraduate marketing majors and marketing alumni have toward group projects. We investigate the extent to which working in student projects has aided both groups acquire certain skills and compare the degree to which these skills are perceived to add value to their future and/or present career development....

Quality in service organizations has become an important and interesting topic for both operations management and marketing researchers. It is particularly appropriate since quality is now so widely recognized as a strategic organizational variable. The difficulty in measuring service quality should no longer be construed as a reason or excuse for...

This study examines how the introduction of a new and differing brand may significantly impact similarity perceptions consumers have concerning existing brands. A total of 192 students participated in an experimental study in which the presence or absence and the level of desirability of focal attributes were manipulated. In addition, brand, attrib...

Comparative advertising (CA) has been used in a variety of ways. The effects of CA have been investigated primarily with respect to the hierarchy of effects framework, with a focus on consumers' attitudes and beliefs. This paper examines the effect of CA on consumers' consideration sets in hopes of gaining a better understanding of how CA may affec...