Robert E Mcdonald

Texas Tech University | TTU · Jerry S. Rawls College of Business Administration

As society has become more diverse and inclusive, so do the images portrayed in advertising. Using an historical research method, we gather data on political, legal, demographic, social, and cultural changes in American society, and changes in the content and messages of American advertising. We develop a framework to describe the process of how ad...

Marketing is a central business function, and because marketing strategy affects decisions central to generating and sustaining competitive advantage, it plays a significant role in the firm’s overall business performance. Further, marketing’s boundary-spanning nature results in marketing strategies playing a major role in the business-strategy for...

There is a need to examine the productivity of marketing investments in brand social media communication, specifically the implications for brand value enhancement. Adopting a consumer perspective, we examine how consumer evaluation of brand social media communication influences consumer willingness to pay a price premium for a brand. Building upon...

An organization’s business model describes the architecture and process by which it creates, delivers, and captures value. Extant research describes how the model enables the enterprise to capitalize on its innovations, and attain or maintain a position of competitive advantage. Business model innovations (BMI) can be a mechanism by which the enter...

The Internal Revenue Service (IRS) is the tax regulatory and enforcement agency of the US federal government that grants, reviews, and revokes tax exempt status. In the initial NPO application, the IRS scrutinizes each nonprofit organization’s (NPO) application to determine worthiness for the coveted status. Recently, the service came under pressur...

New to the world innovations such as the automobile, telephone, airplane, radio, television, and personal computer have had profound impacts on society. Not only have they changed the way that consumers live and work, but they have given birth to entire industries, industries that in some cases have grown to exceed one trillion US dollars in worldw...

Purpose Brand authenticity has emerged as a strategic imperative for many firms. The purpose of this paper is to empirically examine the effect of consumer perceptions of brand marketing communications on brand authenticity of fast-moving consumer goods. Design/methodology/approach Direct and indirect pathways from brand marketing communications t...

Competition in the nonprofit sector has dramatically intensified in the past two decades because of (1) the increased number of nonprofit organizations (NPOs), (2) the decline and diffusion of governmental support, and (3) the entry of for-profit companies into markets that traditionally have been the domain of nonprofits. In an attempt to enhance...

The research outlines forces that threaten a firm’s ability to retain competences that lead to comparative advantage. We argue that resource specialization within competence creation can create resource lock-in which can make the firm vulnerable to interfirm casual ambiguity, intra-firm casual ambiguity, and reward system misalignment. Together, th...

The extant literature on celebrity endorsement effects largely focuses on the endorsement effects on consumer evaluations of the endorsed brand. The current study extends the literature by assessing the impact of endorser credibility on two consumer- brand relationship-oriented outcomes - brand relationship quality and consumer self-brand connectio...

The marketing literature is rich with research explicating the usefulness of metaphors. However, in the context of sales management, there is little research that investigates metaphors. Therefore, this article identifies and discusses several literary and theoretical metaphors that are relevant to sales management and discusses their usefulness. F...

Purpose – The purpose of this paper is to offer a sustainability-based typology for non-profit organizations and corresponding strategies to sustain the mission and/or financial objectives of non-profit organizations. The balance of mission and money, known in the non-profit literature as the double bottom line, is a challenge for professional mana...

Purpose – The purpose of this paper is to examine the impact of celebrity endorser credibility on consumer self-brand connection and endorsed brand equity. A conceptual model is developed, positioning consumer self-brand connections as a partial mediator of the effect of endorser credibility on endorsed brand equity. Design/methodology/approach –...

Recruiters seek candidates with certain business skills that are not developed in the typical lecture-based classroom. Instead, active-learning techniques have been shown to be effective in honing these skills. One skill that is particularly important in sales careers is the ability to make a powerful and effective presentation. To help students de...

Celebrity endorsements are a popular marketing communication’s strategy globally. Yet, there is limited understanding of how celebrity endorsements influence consumers’ self-brand connections as well as brand evaluation of an endorsed brand. Emergent research reveals support for an indirect mechanism by which endorser credibility facilitates consum...

Managers of museums, repertory theaters, sports leagues, and symphony orchestras invest resources in order to optimize attendance over a season. They must choose between investing resources evenly across a balanced portfolio of offerings or disproportionately concentrating resources on a few more desirable offerings at the expense of the rest of th...

This paper presents integrated marketing communication (IMC) and brand identity as critical components of the firm's brand equity strategy. Specifically, the authors provide a brand equity strategy schematic that details (1) the role of IMC in creating and maintaining brand equity, and (2) the role of brand identity in informing, guiding, and helpi...

Marketing strategists should create, maintain, and arrest the decay of causally ambiguous resource competences that lead to competitiveness and thus performance. However, competence causal ambiguity, which helps create competitiveness, is also implicated in competitiveness decay. In this study we test a model of specialization-competitiveness-perfo...

Nonprofit organizations (NPOs) contribute to society through their social value creation. They operate in an increasingly turbulent context where building sustainable organizations has emerged as a critical need. Past authors have discussed this important issue in a fragmented manner. Using multiple case studies of socially entrepreneurial NPOs, th...

An assessment of sales research reveals limited theoretical sophistication and grounding, less focus on intraorganizational issues, over emphasis on the micro (salesperson) versus the macro (sales function) aspects in sales management, and the criticality of knowledge to sales management. Although marketing literature draws on metaphors for theory...

This paper investigates the role of competitive balance among teams in a league in predicting attendance at spectator sporting events. It also controls for the demographic and economic characteristics of the league's markets, and changes in the number of teams in the league. The research relies on a sample that includes 707 non-major professional t...

Marketing educators have a responsibility to educate and develop students who are creative, knowledgeable and able to contribute to the success of their firms. One approach to preparing students is to foster a learning orientation. The purpose of this article is to further the understanding of the development of a learning orientation by using team...

Drinking alcohol is a major activity among college students. Most of the research on this subject has focused on students’ motivations for excessive drinking and the associated public health concerns. Little research has investigated the leisure context in which students drink alcohol, specifically, why students choose to drink in particular bars....

The nonprofit sector is an important part of the economic system, one that relies heavily on volunteer labor. Understanding higher participation levels among volunteers, particularly volunteering marketing professionals, not only affects the performance of individual nonprofit organizations but also has profound impact on the entire nonprofit secto...

Nonprofit organizations are experiencing increasing pressures to be more business-like and to focus on financial outcomes for sustainability and growth. There have been questions whether this attention on performance might come at the cost of serving an organization's mission. The research presented here indicates that a nonprofit organization's mi...

Cotton (Gossypium hirsutum L.) is a major rainfed field crop grown in the semiarid regions of the Texas High Plains. Fre- quent droughts along with high climatic variability account for the low cotton yields obtained in this region. Cropping prac- tices that might be used to take advantage of seasonal rainfall conditions include crop choice, planti...

The authors propose an analytical framework for innovations, based on the resource-advantage theory of competition. Categorisation of innovations depends on how they contribute to a firm's competitive advantage. Essentially, do innovations reduce costs to the organisation, or do they increase the value of its market offerings? They apply this frame...

To overcome the pedagogical limitations imposed by large undergraduate sales classes this paper describes how students use videotaped role play exercises to simulate sales calls. By giving students an opportunity to practice questioning, listening, presenting, and negotiating with prospects, these exercises help in the development of the interperso...