Tony Moy Interview

Artist Bio:Tony Moy is a mixed media artist who focuses on watercolor and Gouache living in downtown Chicago. He has published art in books from the X-files, Dungeons and Dragons, Tome I & II, Memory Collectors and among others. In addition, Tony has over 10 years of teaching experience and currently teaches illustration and design at the School of the Art Institute. His inspiration comes from studying traditional and classic watercolorists combined with the modern influences of pop culture comics, anime and fantasy. https://www.tonymoy.art/about-m

Recipe for Success for Fashion Small Businesses in College Town: Fresh Urbanism with a Heaping Side of Country Hospitality

While there has been growing research concerning the distinctive characteristics of a college town in itself, there is limited research on small businesses, more specifically, fashion retailers, that exist in this unique setting. The purpose of this study was to gain insight on how small fashion businesses in a particular college town were staying lucrative in this college town through a series of qualitative interviews with five local fashion-related businesses

Preparing Students for Careers in Multichannel Retailing Using an Authentic Experiential Learning Project

Multichannel retailing education has penetrated into fashion marketing programmes with the emergence of ecommerce. Although class textbooks and lectures help set the curriculum in motion, there is a lack of educational literature on the experiential learning practices in multichannel retailing classes. This paper introduces an experiential learning group project that complements multichannel textbooks and lectures to better prepare students for careers in the multichannel retailing world. The project specifically assigned students the task of building an online presence for actual brick and mortar stores near the university. The four learning modes of experiential learning were used as the framework to record the transformations which occurred from the students’ experiences with the project. The learning outcomes demonstrated the students’ development of knowledge and skills relevant to careers in today’s multichannel retailing environment. Future research opportunities and limitations are also discussed

Does More Mean Better? An Examination of Visual Product Presentation in E-Retailing

Because of the intangible nature of online shopping, consumers perceive online shopping as being risky. This study examined how this risk can be reduced specifically by using a more effective online product presentation method. A combination of the number of product views (one and four) and size (small and large) of the product image were used to examine their influence on consumer’s mental intangibility and perceived amount of information, in which the two constructs ultimately influence perceived risk and patronage intentions. The results from the study showed that both product displays influenced mental intangibility even though an interaction effect did not exist. Comparatively, the number of product views and size had an interaction effect on perceived amount of information. These findings indicate how multiple product presentations can be used differently in reducing mental intangibility and perceived amount of information in an online shopping environment. Furthermore, perceived risk was found to be a partial mediator for both mental intangibility and patronage intentions, and perceived amount of information and patronage intentions. These findings provide useful information for e-retailers to consider for effective online product presentation

U.S. Consumers\u27 Patronage Intentions towards Asian Brands\u27 Uniqueness: Moderating Role of Consumer\u27s Lifestyle

In response to the growing number of Asian brands expanding into Western markets like the U.S., this study examines U.S. consumers and their lifestyle characteristics that may especially attract them to the unique appeal of Asian brands. Even though Asian brand uniqueness has been found to be an important asset for encouraging consumers to patronize a brand, the role that lifestyle characteristics play particularly in the context of Asian brands has not been studied. To fill this gap, the study specifically examined how Asian brand uniqueness can influence patronage intention and how these outcomes are moderated by different consumer lifestyle characteristics such as global identity, consumer innovativeness, and urban living. Furthermore, the study specifically examines Asian brand uniqueness through the influence of cultural authenticity of the Asian brands

Preparing Our Students for the Multichannel Retailing World

The purpose of this paper is to introduce an experiential learning group project that complements the current multichannel textbooks and lectures to prepare the students for the multichannel retailing world. This project can be adopted by any retailing classes involving the discussion of multichannel retailing to better prepare them for future careers in the emerging multichannel retailing world

U.S. Consumers’ Perception of Asian Brands’ Cultural Authenticity and Its Impact on Perceived Quality, Trust, and Patronage Intention

This study investigated the effectiveness of a brand marketing strategy that can be used by Asian brands originating from particularly emerging Asian countries to introduce themselves to the U.S. consumers. Specifically, the study examined how Asian-themed brand logos can enhance an Asian brand’s cultural authenticity, perceived quality, brand trust, and patronage intentions. The results of a nation-wide survey of 570 U.S. consumers provided empirical support for the proposed relationship. The research provides empirical insight on how authentic “Asian-ness” could be one helpful way to position Asian brands in the U.S. marketplace. The study concludes with contributions, limitations, and future research opportunities

Strategies for Building Brand Equity for Unfamiliar Companies

Although widely used, existing brand equity models make implicit assumptions about the existence of consumer’s prior brand knowledge, lacking in guidance for less established, unfamiliar brands to build brand equity. Thus, a brand equity process model specifically catering to unfamiliar brands is warranted. In building brand equity for unfamiliar brands, consumer’s risk perception is a crucial factor to consider. Without any previous encounter, consumers can more easily experience a heightened sense of perceived risk, stemming from uncertainties about the brand. Thus, this study proposes that forming the high impression of brand quality, leading to initial trust can play a critical role in alleviating this risk. With this, the study proposes a conceptual brand equity process model with a specific emphasis on developing methods to build quality perception of the brand, and empirically testing the model