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Seeking To Understand Subaru’S Turbocharged Appeal: A Study Of Brand Communities, Product Utility, And Corporate Promotion, James Imrie 2018 Bryant University

Seeking To Understand Subaru’S Turbocharged Appeal: A Study Of Brand Communities, Product Utility, And Corporate Promotion, James Imrie

Honors Projects in Marketing

This study attempts to analyze Subaru’s significant and unique appeal in the greater automotive market. The primary research findings are presented in a video documentary, while frameworks for existing research on certain facets of brand management and consumer groups are presented in the following paper. Based on analysis of existing data and interviews conducted with people connected to the brand, we can conclude that the phenomenon is a result of an appealing product that offers differentiated utilities at an affordable price, the formation of consumer groups around the various offerings, and insightful promotion on Subaru’s part. The degree ...


The Business Of Being Good: Crm Strategies And For-Profit Organizations, Danielle Crepeau 2018 Bryant University

The Business Of Being Good: Crm Strategies And For-Profit Organizations, Danielle Crepeau

Honors Projects in Marketing

Many studies have measured the impact of cause related marketing (CRM) strategies on non-profit organizations, however few have been able to measure the impact that these strategies can have on the for-profit organizations employing them. This study hypothesizes that a co-branded CRM strategy will have greater benefits for a for-profit organization than will a jointly-branded strategy or no strategy at all. This hypothesis was tested using two studies, both with a 2x3 factorial design for firms with both a positive and negative brand reputation. It was found that, for an organization with a negative image, consumers viewed the organization more ...


Advertisements’ Perpetuation Of Rape Culture: A Look At How Images Containing Objectification And Victimization Impact Consumers, Lauren Leedberg 2018 Bryant University

Advertisements’ Perpetuation Of Rape Culture: A Look At How Images Containing Objectification And Victimization Impact Consumers, Lauren Leedberg

Honors Projects in Marketing

The research I have conducted explores connections between images shown in advertisements and the perpetuation of rape culture and gendered stereotypes in society. It was guided by the Cultivation Theory which looks at how media, such as advertisements, can shape our reality. After an extensive literature review, data was gathered via an experimental design utilizing surveys. Within these surveys, respondents were randomly shown an advertisement I created containing the variables to be tested (i.e. images with objectification and victimization). After viewing the ad, they answered questions regarding their attitude toward the brand/product depicted, purchase intentions, a rape myth ...


Impact Report 2018: Equity And Excellence, Illinois Mathematics and Science Academy 2018 Illinois Math and Science Academy

Impact Report 2018: Equity And Excellence, Illinois Mathematics And Science Academy

Impact Reports

For over 30 years, the Illinois Mathematics and Science Academy (IMSA) has pioneered the future of science, technology, engineering and mathematics (STEM) education through its two legislative charges: 1) to provide a uniquely challenging education for students talented in the areas of mathematics and science; and 2) to stimulate further excellence for all Illinois schools in mathematics and science. IMSA champions these goals through:

  • Residential education: Helping talented 10th-12th graders representing over 93% of Illinois counties to date reach their fullest potential.
  • Student and educator outreach: Leading the charge to continually innovate K-12 STEM education, creating a strong and diverse ...


Malene Wines: The Beginning Of A Brand, Tyler Menane 2018 California Polytechnic State University, San Luis Obispo

Malene Wines: The Beginning Of A Brand, Tyler Menane

Agricultural Education and Communication

Malene Wines is the most recently developing brand under the Crimson Wine Group. Currently, the brand is being produced and managed under Chamisal Vineyards. Malene Wines started off with one brand of rosé wine, that has only been available for purchase in the Chamisal tasting room or wholesale. This has caused confusion for the consumer in differentiating the two brands. To help begin the separation of the two brands, Malene Wines has recently received a modified Airstream trailer to serve as a mobile tasting room.

Whereas Chamisal Vineyards is a brand focused on Chardonnay and Pinot Noir with small production ...


Bringing Awareness Of Associated Students, Inc. Club Funding Opportunities To Cal Poly Clubs: Increasing Participation Through Public Relations, Abby Lee Cavanaugh 2018 California Polytechnic State University, San Luis Obispo

Bringing Awareness Of Associated Students, Inc. Club Funding Opportunities To Cal Poly Clubs: Increasing Participation Through Public Relations, Abby Lee Cavanaugh

Journalism

The following study investigates the strategies and tactics that are most important when developing and implementing a public relations campaign geared towards university students. It analyzes the best practices of researching, creating and evaluating awareness programs. This study serves as the basis for the “Bringing Awareness of Associated Students, Inc. Club Funding Opportunities to Cal Poly Clubs: Increasing Participation Through Public Relations” campaign. In this campaign, Associated Students, Inc (ASI) Club Services is seeking to increase awareness and participation in its club funding program. The campaign includes a situation analysis, SWOT analysis, goals, objectives, target audience, media, strategies, tactics, evaluation ...


Make Up For Lost Time And Money: Using The Lanham Act To Regulate The Cosmetic Industry, Maria Monastra 2018 College of William & Mary Law School

Make Up For Lost Time And Money: Using The Lanham Act To Regulate The Cosmetic Industry, Maria Monastra

William & Mary Business Law Review

In recent years, the cosmetic industry has experienced an increase in litigation brought on by consumers in their efforts to protect themselves from cosmetics that are either unsafe or falsely advertised. The Supreme Court of the United States’ discussion in POM Wonderful v. Coca-Cola Co. of the Lanham Act, the United States’ principal false advertising statute, clarified the breadth and depth of allowable lawsuits brought under the statute in matters which also concern the Food, Drug, & Cosmetic Act (FDCA). The case centered on a detailed discussion of the issue of federal preemption. Although the decision directly involved only the food ...


A Model Of Product Design And Information Disclosure Investments, Panos M. Markopoulos, Kartik Hosanagar 2018 University of Pennsylvania

A Model Of Product Design And Information Disclosure Investments, Panos M. Markopoulos, Kartik Hosanagar

Marketing Papers

New technologies such as product simulators and virtual reality now allow firms to provide realistic product usage experiences and reduce buyer uncertainty about product quality. We argue that today’s firms should view product design and investments to reduce buyer uncertainty as an integrated process, which is in turn influenced by how much information buyers can obtain from third-party infomediaries. We introduce a game-theoretic model of a competitive market where both quality production and quality disclosure are endogenous decisions, affected by information made available by third parties. We show that quality investment under uncertainty never exceeds the level of quality ...


Queer Repurposed Artifacts: The State Of New York City’S Contemporary West Village Bars, Stephanie DeBiase 2018 The Graduate Center, City University of New York

Queer Repurposed Artifacts: The State Of New York City’S Contemporary West Village Bars, Stephanie Debiase

All Dissertations, Theses, and Capstone Projects

In recent years, there has been a shift in queer bar culture in New York City’s West Village, and this thesis aims to explore what these changes are and why they are happening now. How do West Village bars survive when queer populations are forced out? While there are various ways to consider how and what survives in the Village, three variables will be addressed: queer history, or the history queer-identified groups using activism, safety measures, or collaborating with outside sources to secure their rights and overall wellbeing; (post)gentrification, beginning with the 90s when mainstream LGBT groups teamed ...


Bandar Domino Online Dengan Pelayanan 24 Jam.Docx, junitas lim 2018 Purdue University

Bandar Domino Online Dengan Pelayanan 24 Jam.Docx, Junitas Lim

junitas lim

Lahirnya judi online seakan membawa angin segar untuk pemain setianya, pasalnya pemblokiran perjudian di indonesia mengharuskan pemain pemain judi untuk bermain secara tertutup atau pun beberapa diantaranya memilih untuk tidak bermain. Tentunya sangatlah tidak nyaman untuk bermain secara tertutup. Beberapa bandar bandar judi pun mencoba atau membangun alternatif lain untuk para pemain setianya. Mengikuti perkembangan zaman, internet pun dijadikan solusi untuk masalah tersebut dan hasilnya memang cukup memuaskan banyak orang.

Ribuan hingga jutaan pengguna judi online bertambah tiap tahun nya membuktikan permainan judi via online cukup sukses dan ramai peminat. Tahun ke tahun pun berlalu, situs judi online pun berkembang ...


Blogging As Marketing: From Writing To Revenue, Matthew Headland 2018 The University of Akron

Blogging As Marketing: From Writing To Revenue, Matthew Headland

Honors Research Projects

This research paper explores the evolution of writing from a form of self-expression into a tactic to build community and to earn revenue in the form of web logs, or blogs. A history tracing blogging back to personal diaries and journals operates to set the context for the methods by which current day blogs create persona, community, and revenue. Through research conducted utilizing industry reports, academic texts, and professional blog articles, a thorough examination of 3 types of blogs outlines the methods of creating a successful blog and how each type of blog is monetized. Current trends in personal blogging ...


Ua Feature Twirler For A Day, Amy Mellinger 2018 The University of Akron

Ua Feature Twirler For A Day, Amy Mellinger

Honors Research Projects

This analysis includes a description of the first UA Twirler for a Day Event, the preliminary research done on the best practices for planning events such as this, and the process that took place to plan the event. It then goes into an analysis of the planning process, communication, registration, and execution of the event, as well as suggestions for planning similar events.


Budweiser In The 2017 Super Bowl: Dialectic Values Advocacy And The Rhetorical Stakeholder, Benjamin P. Windholz 2018 University of Kentucky

Budweiser In The 2017 Super Bowl: Dialectic Values Advocacy And The Rhetorical Stakeholder, Benjamin P. Windholz

Theses and Dissertations--Communication

Organizational-public relations discourse is changing given the advent of social media, and corporate statements are evaluated under different criteria in the digital age. Grounding Budweiser’s response to controversy over their 2017 Super Bowl advertisement in terms of consumer expectations for corporate social responsibility provides a new perspective for approaching Bostdorff and Vibbert’s (1994) conceptualization of values advocacy. This study recognizes the power of the rhetorical stakeholder, a discursively created public, and demands re-evaluation of the values common to society from a co-creational OPR perspective. Conceptualizing dialectic values advocacy outlines the changing values among contemporary, common stakeholders as well ...


Good Game, Greyory Blake 2018 Virginia Commonwealth University

Good Game, Greyory Blake

Theses and Dissertations

This thesis and its corresponding art installation, Lessons from Ziggy, attempts to deconstruct the variables prevalent within several complex systems, analyze their transformations, and propose a methodology for reasserting the soap box within the display pedestal. In this text, there are several key and specific examples of the transformation of various signifiers (i.e. media-bred fear’s transformation into a political tactic of surveillance, contemporary freneticism’s transformation into complacency, and community’s transformation into nationalism as a state weapon). In this essay, all of these concepts are contextualized within the exponential growth of new technologies. That is to say ...


It's A Goodyear For Innovation, Nathaniel Rellinger, Erin Horstman, Miranda Radesic, Layne McKinley, Nash Smalley, Rachel Starvaggi 2018 The University of Akron

It's A Goodyear For Innovation, Nathaniel Rellinger, Erin Horstman, Miranda Radesic, Layne Mckinley, Nash Smalley, Rachel Starvaggi

Honors Research Projects

Innovation is nothing new to The Goodyear Tire and Rubber Company. The near future will bring another phase of evolution as the focus of tires sales will shift with the growing popularity of ride sharing, car sharing, and autonomous vehicles. For the scope of our project, it initially seemed obvious to use Goodyear’s good name as a selling point for a partnership with car sharing companies. We surveyed students at several colleges across Ohio that have car sharing fleets on campus and asked them about how they utilize the vehicles. After discovering through these interviews that ride sharing was ...


Social Media Strategy For With Purpose, Kelly Lauck 2018 The University of Akron

Social Media Strategy For With Purpose, Kelly Lauck

Honors Research Projects

The intent of my Honors Research Project is to prepare, execute, and analyze a social media strategy as part of an education campaign for the childhood cancer organization With Purpose. The social media campaign that I created was part of a greater public relations campaign for With Purpose. I worked on a four-person team to develop the campaign for the Public Relations Student Society of America’s 2018 Bateman Case Study Competition.

In order to properly prepare and execute the strategy, I conducted a situation analysis to learn more about With Purpose, set social media goals and objectives to provide ...


Effective Marketing Strategies To Reach Mobile Users, Melissa R. Roy 2018 Walden University

Effective Marketing Strategies To Reach Mobile Users, Melissa R. Roy

Walden Dissertations and Doctoral Studies

Reaching users on mobile devices has never been more critical for retailers given the ubiquitous use of mobile devices. U.S. consumers who shop online are using personal computers less and mobile devices more when doing so. The purpose of this single case study was to explore mobile device marketing strategies used by retail marketing leaders to reach mobile users effectively. Rogers's diffusion of innovation theory provided the conceptual framework for the study. Participants included a purposeful sample of 8 marketing managers employed by a Fortune 1000 retail organization in the Pacific Northwest. Data collected via in-person, semistructured interviews ...


Corporate Social Media: A Typology Of Consumers, Beverly Wright, Scott Nadler, Aberdeen L. Borders, Paul H. Schwager, Ashley Sasnett 2018 Georgia Tech

Corporate Social Media: A Typology Of Consumers, Beverly Wright, Scott Nadler, Aberdeen L. Borders, Paul H. Schwager, Ashley Sasnett

Atlantic Marketing Journal

Abstract - This consumer segmentation schema is developed using 1) number of businesses followed and 2) companies’ social posts as direct influence toward purchase decisions, as defining behaviors. The use of a theoretical progression prospective, which tracks the development of the customer engagement construct, is central to our development. A combination of qualitative and quantitative research methods reveals types of consumer groups and their interactions, perceptions, and involvement with Corporate Social Media (CSM). Cluster analysis produces five distinct consumer segments, and a process to help managers more effectively achieve marketing goals. The use of additional consumer metrics are recommended for future ...


Marketing Unhealthy Foods And Beverages: Our Children At Risk, Cheryl Ward, Diane R. Edmondson, Allison Wheeley 2018 Middle Tennessee State University

Marketing Unhealthy Foods And Beverages: Our Children At Risk, Cheryl Ward, Diane R. Edmondson, Allison Wheeley

Atlantic Marketing Journal

This paper examines the ethical dilemma created because of the largely ineffective self-regulation of the advertising industry as it relates to children and the corresponding drastic increase in childhood obesity. Unhealthy food and beverage companies are intentionally targeting children who have not yet developed the cognitive skills necessary to discern programming content from advertising. Children, who have many years of consumption ahead of them, can be an appealing target market for companies promoting products high in fat and calories. Given that existing self-regulation policies have been largely unsuccessful, four potential solutions are discussed.


Marketing Leadership In A Knowledge Economy, Myles Bassell, Sonia Lambert 2018 CUNY Brooklyn College

Marketing Leadership In A Knowledge Economy, Myles Bassell, Sonia Lambert

Atlantic Marketing Journal

Often the most valuable assets of a marketing driven firm are intangible assets such as a brand name, intellectual capital, and the expertise and knowledge of employees. The new breed of marketing leaders understand that it is important for employees to collaborate and be engaged and that leaders must be agents of change, creative, ethical, and global thinkers who can create learning organizations. The research reveals that organizations that are going to thrive in the knowledge economy are those that have marketing leaders who can build learning organizations, encourage diversity, and ensure employees are engaged in meaningful work.


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