Sentiment Toward Marketing: An Examination of Future Business Personnel Attending Different Types of Institutions
Marketing Research/ Demographics/ Consumer Behavior
Consumers’ sentiment toward marketing appears to be an area of important concern to both practitioners and researchers since it can be expected to affect their shopping and purchasing activity. The purpose of this study is to examine the sentiment toward marketing of collegiate business students. Specifically, does the sentiment toward marketing differ between business students attending universities that differ in orientation, such as those attending state universities and those attending Jesuit universities affect students’ sentiment toward marketing? The findings suggest that students attending the Jesuit university may possess more negative sentiment toward marketing. The increased emphasis on social justice and social responsibility at the Jesuit university may increase the standards that the students expect from marketers, leading to more negative sentiment toward marketing when businesses do not perform at these standards.
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Burns, David J. and Gupta, Pola, "Sentiment Toward Marketing: An Examination of Future Business Personnel Attending Different Types of Institutions" (2012). Association of Marketing Theory and Practice Proceedings 2012. 66.