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How Organizations And Their Brands Leverage Marketing Partnerships To Enhance Their Success: The Guidelines To Navigating Both Reaffirming And Repositioning Strategic Partnerships, Remi A. Edwards

CMC Senior Theses

Understanding the different factors, influencers, and outcomes that form a successful brand partnership allow for marketers to make informed decisions that benefit their company. This paper provides a comprehensive review of the literature regarding partnership marketing and issues a set of guidelines for marketers to strategically market their brand by way of collaboration. With two distinct strategic frameworks, reaffirming partnerships and repositioning partnerships, this paper seeks illustrate the efficacy of brand collaboration and how to achieve success based on varying brand goals.

A Farm Newspaper Capitulates To Advertiser Pressure: Determinants Of Readers’ Attitudes Toward The Firing Of An Editorial Cartoonist, Lulu Rodriguez, Supathida Kulpavaropas

Journal of Applied Communications

On April 2016, the weekly Farm News cut its ties with veteran freelancer Rick Friday who drew a cartoon that called attention to how much the CEOs of large agricultural corporations are paid. This study examines the determinants of people’s attitudes toward Mr. Friday’s firing. Using data gathered from a national online survey of newspaper readers, this study traced the antecedents of these attitudes. While the incident drew strong negative reactions, we found that public attitudes were strongly mediated by readers’ attitudes toward Big Ag advertisers. That is, those who saw Big Ag in a positive light were ...

Promoting A President: Tone In Presidential Candidate Correspondence Via Twitter, Eva Coleman-Owusu, Sabrina Habib

The Winthrop McNair Research Bulletin

The purpose of this research is to provide insight into the changes of integrated marketing communications in a political environment and the impact of different tones in a presidential campaign. Using the Twitter correspondence of the Republican and Democratic nominees, a content analysis was used to discover positive tones, negative tones, and themes during the 2016 presidential election. Data was collected from the end of the primary elections to election day in November 2016. This research also builds on previous studies focused on the growing impact of social media in political communications. The findings from this study include: (1) Hillary ...

What Do We Know About Digital Attribution?, John B. Ford

Marketing Faculty Publications

(First paragraph) Digital attribution sounds rather simple in that it involves isolating advertising tactics and assessing their impact on consumer decision making. But in a complex digital environment, advertisers must navigate through a variety of consumer platforms and touch points to find the optimal vehicles and mechanisms to cost effectively have an impact on consumer choice. And, on each research occasion, the process has to be all but reinvented.

Church Planting In An African-American Context: A Guide For Independent Reformations, Ray J. Johnson

Doctor of Ministry Projects

The purpose of this doctoral project is to provide a set of contextual churchplanting strategies for African-American episcopal and pastoral leaders who will launch, develop and grow spiritually healthy leaders and churches. The church-planting movement of Calvary Revival Churches (hereafter CRC) is located in southeastern Virginia. The area’s independent cities mirror the boroughs of New York City. The CRC brand launched four churches with five campuses spread throughout the Hampton Roads region. To date only two CRC church campuses remain. The expansiveness of suburban sprawl and residential centers coupled with centralized commercial services have always left disconnected and disenfranchised ...

Of Expectations And Experiences: 
The Moderating Effect Of Valenced Expectations On Enjoyment Of A Positive Vs. Negative Experience, Molly C. Mcgehee

Shared Knowledge Conference

Some extant literature argues that expectations drive enjoyment of experiences, while other literature argues that expectations only comparatively influence enjoyment. The current work addresses this discrepancy and demonstrates that while positive expectations do result in favorable enjoyment of experiences, negative expectations result in the comparative process suggested by others.

Complete Issue. Volume 1, Issue 2

Journal of International Crisis and Risk Communication Research

This is the full issue of JICRCR Volume 1, Issue 2.

The Kiwi Way: Marketing In New Zealand, A Program Design For Johnson & Wales University, Rachael L. Peters

Capstone Collection

The proposal for a study abroad program to be implemented at Johnson & Wales University [JWU] results from a five-month internship in the JWU Abroad office and multiple interviews with full-time colleagues in the department. It is designed to not only expand the current JWU portfolio in subject matter and program location, but to strengthen a newly built partnership with American Universities International Programs Limited [AUIP] through the addition of a second collaborative program in the provider’s catalogue.

The Kiwi Way: Marketing in New Zealand is a twelve-day faculty-led study abroad [FLSA] program that splits time between the cities of ...

Political Advertising Saturation In The 2016 Iowa Caucuses, Jay Newell

Journalism Publications

Allocating the optimum amount of campaign resources to advertising is a critical question for political managers. This research presents the case of the 2016 Iowa Caucuses, in which over $46 million of broadcast television advertising was purchased on behalf of 21 Republican and Democratic candidates and run in eight media markets over 9 months. Using Federal Communication Commission (FCC)-derived data from more than 3,700 political advertising contracts, and responses to two waves of surveys among Iowa voters, this research considers the connection between advertising weight (adspend) and political outcomes in a media-saturated campaign. In contrast to some earlier ...

Harnessing The Power Of Gold, Christopher Hunt

Academic Leadership Academy

Consistent branding at WMU has been the topic of many on-campus discussions in 2017. The Strategic Management Executive Council (SMEC) identified brand and communication consistency and continuity as a risk priority. As part of that risk assessment, a Collaborative Risk/Opportunity Management (CRŌM) team has been assigned to evaluate the following issues: •Many units are still not aligning with established brand messages and design guidelines, diffusing marketing efforts. •Lacking clear voice for the University. •Internal communication occurs in silos, so people do not get the full picture; especially a problem with part-time staff and faculty, impacting overall staff morale. •Under-empowered ...

Reflective Practice Series: Selected Instructional Models Using Synchronous Video Conferencing Software, Martin W. Sivula

MBA Faculty Conference Papers & Journal Articles

With the vast array of resources available to instructors, one would think that instruction and teaching would yield success for all learners. Now, well into the 21^st century has much changed in the classroom? Certainly, movable desks and chairs, advanced audio and visual equipment, and a plethora of all types of technologies which might be able to enhance training and education. Over the last several decades research on individualized instruction, cognitive science, educational psychology, and multimedia instruction (to name a few) have permeated the literature on instruction. With all the research and the vast array of studies on improving ...

What Do We Know About Sports Sponsorships?, John B. Ford

Marketing Faculty Publications

(First paragraph) There is little doubt that a tie-in between a brand and a special event can be quite lucrative. Although past research often has shown that advertising typicality (how well an advertisement is seen to be representative of a particular product category) creates positive advertising effects, there are no known studies that have examined the level of typicality with respect to sporting events in particular.

An Exploration Into The Efficacy Of Christian Servant Leadership In Facilitating Organizational Change In The Automotive Aftermarket, Christopher Shadrick

Doctoral Dissertations and Projects

Changing market dynamics is threatening the viability of stores in the automotive aftermarket. To provide business leaders strategies with strategies to implement organizational change and address shrinking revenue, this phenomenological study explored the lived experiences and perspectives of 20 front line, retail store managers in the automotive aftermarket. The information gathered during the interview process was analyzed using Moustakas’ modified van Kaam method. In addition, the researcher used NVivo 12, a qualitative analytic software, to group, reduce, validate, and organize the data into themes. Six themes emerged that demonstrate the applicability of Christian servant leadership to the automotive aftermarket. These ...

Donor Stewardship And Repeat Giving, Faith Hoelscher

Doctoral Dissertations and Projects

This quantitative correlational study evaluated the strength and direction of relationships between the dependent variables: major giving since September 1, 2009 and average elapsed time between major gifts in relation to the independent variables: number of stewardship activities, stewardship activities occurring within one-month of a major gift, and duration of major giving relationship. Using a multiple regression, a relationship was found between the independent and dependent variables. These results were then affirmed by Pearson r evaluations in an effort to reinforce the importance and significance of the independent variables in spite of the multicollinearity shown for the subset of stewardship ...

A Quantitative Descriptive Case Study On The Alzheimer's Nonprofit Marketing Methods, Stephaine Buffaloe

Doctoral Dissertations and Projects

The problem to be addressed was the deficiency of financial support, as a result of dwindling effectiveness of fundraising using traditional methods needed to meet the Alzheimer’s Association goal of finding a treatment by 2025. The purpose of this quantitative descriptive case study was to examine the current traditional marketing approaches of fundraising for the Alzheimer’s nonprofits. The significance of the study was finding that the survey participants preferred the traditional approach to the nontraditional approach. An entertainment event was the most favored approach. The implication on organizational change was that age, gender, and past donations to religious ...

Information Seeking Behavior Of Research Scholars At Muet Library & Online Information Center, Jamshoro: A Study, Liaquat Ali Rahoo Mr, Muhammad Ali Khan Nagar, Maryam Kalhoro, Qurat-Ul-Ain Abro, Shadab Kalhoro

Library Philosophy and Practice (e-journal)

The aim of this paper was to study the behavior of the information seeking by the researcher scholars of the at Mehran University of Engineering & Technology, Jamshoro, Sindh Pakistan. The overall purpose of the research study was to find out the awareness and information requirements by the researcher for the research purposes which were provided by the Higher education commission digital library. The data was collected from 230 researchers with the help of questionnaire through the Google online form. Data was analyzed in SPSS software. Research findings were majority of researchers were use electronics resources, text books and reference books ...