Midway University faculty and MBA students recently showcased their research at a leading international academic conference held in Chicago, Illinois. The conference provided an opportunity for scholars and students to share innovative work in marketing, management, and business strategy, while highlighting Midway University’s commitment to experiential learning and student-faculty collaboration.
Dr. Chatelain’s Research Explores Experiential Marketing on Main Street
Dr. Amber Chatelain, Associate Professor of Marketing Communications, presented research in collaboration with Midway University MBA graduate Sadikchya Ghimire and MBA student Jonik Patel. Their study, titled “Creating Connection on Main Street: The Role of Experiential Marketing in Shaping Consumer Attitudes Toward Small to Medium-Sized Businesses in Small to Midsized Communities,” examines how experiential marketing strategies influence customer satisfaction, loyalty, and purchase intention.
The research offers actionable insights for small business owners to differentiate their businesses by way of experiential marketing practices and insights and extends the academic literature into the underexplored context of small businesses operating in small communities.
“This research project is particularly meaningful to me because it originated from an idea proposed by one of my MBA students, who wanted to collaborate on a study aligned with my areas of expertise,” said Dr. Chatelain. “Experiential marketing enables small businesses to create memorable interactions with their customers that can help to facilitate long-term business success. This is particularly important for small businesses in small communities.”
Midway University Team Earns Best Paper Recognition
Midway University faculty and students were recognized for research excellence. Dr. Robert Barrett, Assistant Professor of Business, and Dr. Nikki Kowalski, Assistant Professor of Marketing, alongside MBA students Bhumi Rana Magar and Yashasvi Patel, received the Best Paper Award for their research titled “Thinking Abstractly or Concretely: Implications for Cognitive and Affective Empathy.”
Their study explores how different modes of thinking—abstract versus concrete—shape individuals’ ability to experience and express empathy. The findings offer valuable implications for marketing communication, consumer engagement, and broader interpersonal dynamics, providing insight into how messaging strategies can better connect with diverse audiences.
This recognition highlights the strength of Midway University’s collaborative research environment, where faculty and students work together to produce impactful and award-winning scholarship.
Advancing Experiential Learning and Academic Excellence
These presentations and recognitions underscore Midway University’s dedication to integrating research, teaching, and real-world application. By engaging students directly in scholarly work and conference participation, the university continues to foster a dynamic learning environment that prepares graduates for success in both academic and professional settings.
Through opportunities like these, Midway University reinforces its mission to cultivate innovation, critical thinking, and scholarly contributions to the broader academic and local business communities.