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Millennials On The Move, But To Where?, Zach Kisor, Shelby Hoge, Ashley Cosher, Bethany Gump, Derek Carson, Kristi Mitchell 2017 University of Akron

Millennials On The Move, But To Where?, Zach Kisor, Shelby Hoge, Ashley Cosher, Bethany Gump, Derek Carson, Kristi Mitchell

Honors Research Projects

The following reports discuss the geographical preferences of Millennials in relation to job selection preferences. Our team analyzed the moving trends of Millennials in both Ohio and the United States to determine what factors influence this decision. Collectively, our team concluded that in order to successfully recruit Millennials, companies must offer benefit packages that center around work-life balance. This entails not just highlighting what a job requires technically, but opportunities for leadership development, social activities outside of work, and more. To recruit this upcoming talent, companies need a holistic approach that convinces Millennials that working for their company creates a ...


The Infringement-Plus-Equity Model: A Better Way To Award Monetary Relief In Trademark Cases, David S. Almeling 2016 Santa Clara University School of Law

The Infringement-Plus-Equity Model: A Better Way To Award Monetary Relief In Trademark Cases, David S. Almeling

Journal of Intellectual Property Law

No abstract provided.


You Can Stand Under My Umbrella: Weighing Trade Secret Protection Against The Need For Greater Transparency In Perfume And Fragranced Product Labeling, Delia Gervin 2016 University of Georgia School of Law

You Can Stand Under My Umbrella: Weighing Trade Secret Protection Against The Need For Greater Transparency In Perfume And Fragranced Product Labeling, Delia Gervin

Journal of Intellectual Property Law

No abstract provided.


State Regulation Of Keyword Advertising: A Lesson From The Utah Legislature, Mary Candice Barrett 2016 University of Georgia School of Law

State Regulation Of Keyword Advertising: A Lesson From The Utah Legislature, Mary Candice Barrett

Journal of Intellectual Property Law

No abstract provided.


27 Floors Of Support: Effectively Advertising Campus Resources To College Students, Amanda Peerce 2016 Western Kentucky University

27 Floors Of Support: Effectively Advertising Campus Resources To College Students, Amanda Peerce

Honors College Capstone Experience/Thesis Projects

College campuses provide a large variety of resources to college students to help ensure their well-being and success; however, students cannot utilize these resources if they do not know they exist. While there has been extensive research on the importance and efficacy of resources on college campuses, not as much research has been done on how to advertise these services to college students. The goal of this project is to create and assess the efficacy of a campaign educating and encouraging students to seek out campus resources in times of need. This project focuses primarily on promoting resources to first-year ...


An Application Of Brand Personality To Green Consumers: A Thematic Analysis, Anitha Acharya, Manish Gupta 2016 Icfai Business School-Hyderabad, Icfai Foundation for Higher Education University

An Application Of Brand Personality To Green Consumers: A Thematic Analysis, Anitha Acharya, Manish Gupta

The Qualitative Report

Green products are increasingly becoming popular in India as a fashion statement. Yet, limited attention has been given to understand why users of green products associate themselves with green brands in India. Therefore, the purpose of this study is to investigate the applicability of brand personality to green products. Thematic analysis of semi-structured interviews and focus group discussions of green product consumers revealed six dimensions of green brand personality (GBP). GBP is a set of human characteristics associated with a green brand. By focusing on the green brand personality dimensions discovered in this paper, marketing managers can better understand why ...


Cross-Functional Integration And New Product Performance: An Empirical Analysis And Findings, Lisa C. Troy, Tanawat Hirunyawipada, Audhesh K. Paswan 2016 Texas A & M University - College Station

Cross-Functional Integration And New Product Performance: An Empirical Analysis And Findings, Lisa C. Troy, Tanawat Hirunyawipada, Audhesh K. Paswan

Tanawat "Tom" Hirunyawipada

Although cross-functional integration is often considered an important element in a successful new product development program, a great deal of variance exists in extant literature regarding how integration is defined and implemented and how relevant studies are conducted.

The authors attempt to bring clarity to a diverse set of 25 studies that investigate cross-functional integration by empirically analyzing 146 correlations between integration and aspects of new product success. The authors examine the impact of 12 potential moderators that affect the integration–success link using meta-analysis techniques.

The findings indicate that though cross-functional integration may indeed have a direct impact on ...


International Management: Strategic Opportunities And Cultural Challenges, Paul B. Sweeney, Dean B. McFarlin 2016 University of Dayton

International Management: Strategic Opportunities And Cultural Challenges, Paul B. Sweeney, Dean B. Mcfarlin

Paul B. Sweeney

As the economies of many countries become more interrelated, international managers are facing huge challenges and unique opportunities associated with their roles. Now in its fifth edition, Sweeney and McFarlin's International Management embodies a balanced and integrated approach to the subject, emphasizing the strategic opportunities available to firms on a global playing field, as well as exploring the challenges of managing an international workforce.

Integrating theory and practice across all chapter topics, this book helps students to learn, grasp, and apply the underlying principles of successful international management:

  • Understanding the broad context of international business, including the critical trends ...


Visual Brand Identity Of Food Products: A Customer’S Perspective, Panagiota Moutaftsi Ms, Panagiotis Kyratsis Dr 2016 International Hellenic University

Visual Brand Identity Of Food Products: A Customer’S Perspective, Panagiota Moutaftsi Ms, Panagiotis Kyratsis Dr

Journal of Applied Packaging Research

Purpose – The aim of this research is to explore the benefits of a customer based approach on food packaging design. A case study of a small production honey brand is used.

Design/methodology/approach – For the design process, a survey that involved visual elements was conducted as an online questionnaire. The final size of the sample consists of 285 questionnaires.

Findings – The research findings indicate that packaging is a great influencer for consumers and the synergy of consumers with companies can be a catalyst for the product design process resulting in package designs, which engage potential customers and drive sales ...


"(Don’T You) Wish You Were Here?”: Narcissism, Envy And Sharing Of Travel Photos Through Social Media: An Extended Abstract, David G. Taylor 2016 Sacred Heart University

"(Don’T You) Wish You Were Here?”: Narcissism, Envy And Sharing Of Travel Photos Through Social Media: An Extended Abstract, David G. Taylor

WCOB Faculty Publications

Consumers are increasingly relying on user-generated content on social media for their awareness and subsequent decisions regarding travel destinations. This user-generated content – photos, comments, narratives and stories – is perceived by consumers to be more trustworthy and reliable compared to traditional sources of tourism information. ). Thus, understanding consumer motivations for sharing their travel through social media may provide tremendous advantage for tourism marketers.


The Thrill Of Victory, And The Agony Of The Tweet: Online Social Media, The Non-Copyrightability Of Events, And How To Avoid A Looming Crisis By Changing Norms, Jason Richard Sheppard 2016 University of Georgia School of Law

The Thrill Of Victory, And The Agony Of The Tweet: Online Social Media, The Non-Copyrightability Of Events, And How To Avoid A Looming Crisis By Changing Norms, Jason Richard Sheppard

Journal of Intellectual Property Law

No abstract provided.


Rights Of Publicity: A Practitioner's Enigma, Gil N. Peles Esq. 2016 Proskauer Rose LLP

Rights Of Publicity: A Practitioner's Enigma, Gil N. Peles Esq.

Journal of Intellectual Property Law

No abstract provided.


An Alternate Functionality Reality, Harold R. Weinberg 2016 University of Kentucky College of Law

An Alternate Functionality Reality, Harold R. Weinberg

Journal of Intellectual Property Law

The Supreme Court last addressed trade dress law’s functionality doctrine in TrafFix Devices, Inc. v. Marketing Displays, Inc. decided in 2001. This article applies content analysis to data from post-TrafFix functionality cases to provide insights concerning the functionality doctrine. It emphasizes data from cases concerning motions for summary judgment and preliminary injunction. The analysis employs two conceptual constructs: a “useful/aesthetic continuum” and “mixed-character” design features. The article also considers data in light of a “two-bar mandate” and two principles: “useful-scarcity” and “aesthetic-abundance.” It concludes with observations concerning the post-TrafFix functionality doctrine and suggestions for improving its ...


Impact Of Country Personality On Attitude Toward Foreign Products : Self-Congruity As A Mediator, Murat Aktan, Paul W. Chao 2016 Nevsehir Haci Bektas Veli University

Impact Of Country Personality On Attitude Toward Foreign Products : Self-Congruity As A Mediator, Murat Aktan, Paul W. Chao

Atlantic Marketing Journal

This research examines the direct effect of country personality (CP) on consumer product attitude and indirect effect through consumer self-congruity between CP and his/her own self-concept on product attitude in an emerging country- Turkey. We propose an integrated structural equation model to examine the relationships. Measurement scales for CP, self-congruity and attitude are developed whose validities and reliabilities are confirmed by exploratory (EFA) and confirmatory (CFA) factor analyses with data collected from a sample of consumers in Turkey on two countries: USA and China.

The results reveal that four out of the original six dimensions of CP remain after ...


A Further Empirical Investigation Into “Up To” Advertising Claims: The “As Low As” Claim, Jeffrey S. Gutenberg, James M. Quinn 2016 State University of New York at Geneseo

A Further Empirical Investigation Into “Up To” Advertising Claims: The “As Low As” Claim, Jeffrey S. Gutenberg, James M. Quinn

Atlantic Marketing Journal

For many years the Federal Trade Commission has sought to prevent deceptive advertising under Section 5 of the Federal Trade Commission Act. The FTC’s focus has encompassed not only false advertising claims, but also advertising claims that, while literally true, tend to deceive consumers. “Up to” claims fall under this scrutiny since they can be misunderstood as promising consumer benefits (e.g. “up to 50% savings”) that might not be realized by all consumers. This paper presents the results of research conducted with 600+ members of a commercial consumer panel to evaluate a variant of this type of claim ...


Investigating The Ichthus (Fish) Christianity Symbol On Perceived Source Credibility Of Service Providers Under Different Service Evaluation Contexts, Jeri L. Jones, Mahmood Shandiz 2016 University of Central Oklahoma

Investigating The Ichthus (Fish) Christianity Symbol On Perceived Source Credibility Of Service Providers Under Different Service Evaluation Contexts, Jeri L. Jones, Mahmood Shandiz

Atlantic Marketing Journal

ABSTRACT

This study investigated potential consumer responses to the display of the Christian fish symbol (Ichthus) used in mock advertisements of services high in credence, experience and search attributes. Discussions from earlier research propose consumers may exhibit different reactions to Christian symbolism displayed in the marketplace and that purchase intentions and consumer perceptions of the seller may be influenced by the strength of the consumer’s religious beliefs. This study adds to previous research proposing consumers display different purchase intentions due to differing perceptions of the seller’s credibility, trustworthiness and expertise influenced by the consumers own religious beliefs which ...


The Role Of Consumer Susceptibility To Interpersonal Influence In Predicting Green Apparel Consumption Behavior Of American Youth, Amrut Sadachar, Arpita Khare, Srikant Manchiraju 2016 Auburn University Main Campus

The Role Of Consumer Susceptibility To Interpersonal Influence In Predicting Green Apparel Consumption Behavior Of American Youth, Amrut Sadachar, Arpita Khare, Srikant Manchiraju

Atlantic Marketing Journal

In recent years, considering that consumers are giving more importance to their role and consequence with regards to social and environmental implication of their consumption decisions, there has been increase in ethical consumption research. However, to date, the role of individual susceptibility to interpersonal influence and other relevant factors (e.g., environmental apparel knowledge) have not been studied. Therefore, the present study explored several critical constructs related to green apparel consumption including consumer susceptibility to interpersonal influence (CSII). The present study focused on American youth (n = 1,049). Based on extant literature review, a hypothesized model was proposed. To test ...


Evaluating The Perception Of Luxury Brands In Today's Marketplace And The Impact Of The Digital Age On These Brands, Mary M. Turner 2016 University of Arkansas, Fayetteville

Evaluating The Perception Of Luxury Brands In Today's Marketplace And The Impact Of The Digital Age On These Brands, Mary M. Turner

Marketing Undergraduate Honors Theses

“In spite of the global recession, luxury seems to be everywhere. Luxury is a term that is routinely used in our everyday life: a promise of decadence and a dream of an exclusive lifestyle, a key component of marketing management and a tagline in commercials and advertising campaigns…However, what does luxury really mean? The only consensus on the meaning of luxury is that there is little consensus” (Hennigs et al. 3). For an industry that once presented itself as so exclusive and definitive, it is hard to believe there is such uncertainty in defining this market. Much of this ...


#Sponsored: The Emergence Of Influencer Marketing, Steven Woods 2016 University of Tennessee, Knoxville

#Sponsored: The Emergence Of Influencer Marketing, Steven Woods

University of Tennessee Honors Thesis Projects

No abstract provided.


Kanye West: The Brand, Alexander Wade 2016 Student

Kanye West: The Brand, Alexander Wade

University of Tennessee Honors Thesis Projects

No abstract provided.


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