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Examining the Relation Between Corpo...

James, Timothy Eugene,

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Examining the Relation Between Corporations' Inclusive Marketing Practices, Political Affiliation of American Buyers, and Purchase Intents in Jacksonville, Florida /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Examining the Relation Between Corporations' Inclusive Marketing Practices, Political Affiliation of American Buyers, and Purchase Intents in Jacksonville, Florida // Timothy Eugene James.
作者:	James, Timothy Eugene,
面頁冊數:	1 electronic resource (248 pages)
附註:	Source: Dissertations Abstracts International, Volume: 86-12, Section: A.
Contained By:	Dissertations Abstracts International86-12A.
標題:	Sports management. -
電子資源:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=32114099
ISBN:	9798280755772

Examining the Relation Between Corporations' Inclusive Marketing Practices, Political Affiliation of American Buyers, and Purchase Intents in Jacksonville, Florida /
James, Timothy Eugene,

Examining the Relation Between Corporations' Inclusive Marketing Practices, Political Affiliation of American Buyers, and Purchase Intents in Jacksonville, Florida /Timothy Eugene James. - 1 electronic resource (248 pages)

Source: Dissertations Abstracts International, Volume: 86-12, Section: A.

There is an ongoing problem with inclusive marketing, public policy, and segmentation of the lesbian, gay, bisexual, transgender, queer, intersex, asexual, and more (LGBTQIA+) community when corporations-Bud Light and Target-engaged in corporate social responsibility by outlining their marketing strategies with the Civil Rights Act of 1964. As a consequence, Bud Light and Target received political backlash from politicians and consumers when exercising Amendment #1, Freedom of Speech, and an existing gap in the literature about Howard and Sheth's (1969) buyers behavior model being utilized as a quantitative tool that assists marketing managers and government officials to understand the relationship between a corporation's inclusive marketing efforts, purchase intentions, and the political affiliation of its consumers. Primary quantitative data was gathered by presenting a 16-question questionnaire to customers at small businesses, local citizens living in various places, and through telephone interviews, with a response rate of 65 out of 117 (55%) from voluntary research participants in Jacksonville, Florida. Multiple regression analysis revealed F (5,59) = 3.150, p = .014. The R2 is 0.211. As a result, the predictor variables explained 21.1% of the variance in the data, with political affiliation as a non-significant predictor variable in this model. Inclusive marketing scored .034 points higher on average for purchase intentions than political parties, controlling for frequencies of all political party groups. The relationship is significant (p < 0.008), and a stepwise regression was performed to authenticate inclusive marketing as a predictor. The ANOVA findings indicated (1, 63) = 9.948, p = .002, and verified inclusive marketing as a significant predictor in this model, explaining (R2 = .136), accounting for 13.6% of the variance. As a result, ceteris paribus, there is a medium-strength relationship between a corporation's inclusive marketing strategies and consumer purchase intentions in Jacksonville, Florida.

English

ISBN: 9798280755772Subjects--Topical Terms:

3423935
Sports management.
Subjects--Index Terms:

LGBTQIA+

Examining the Relation Between Corporations' Inclusive Marketing Practices, Political Affiliation of American Buyers, and Purchase Intents in Jacksonville, Florida /
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