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Collaboration And The Emerging Craft Brewing Industry: An Exploratory Study, Alonso Duarte, Nevil Alexander, Seamus O'Brien 2018 Edith Cowan University

Collaboration And The Emerging Craft Brewing Industry: An Exploratory Study, Alonso Duarte, Nevil Alexander, Seamus O'Brien

ECU Publications Post 2013

In adopting various elements associated with the theory of collaboration, this exploratory study investigates collaboration in the context of predominantly micro- and small craft breweries. The findings revealed that collaboration within other brewers helped increase product quality, gain basic knowledge of new recipes, and enhance strategic knowledge about the industry. The applicability of the elements related to the theory of collaboration was confirmed. For instance, the element of stakeholders of a problem domain was aligned with the notion that craft brewery operators’ actions, including collaboration, can have significant impacts on the problem domain that brought them together


Branding Strategies Of Service Small And Medium-Sized Enterprise Owners, Mohammed Aslamuddin Siddiquie 2018 Walden University

Branding Strategies Of Service Small And Medium-Sized Enterprise Owners, Mohammed Aslamuddin Siddiquie

Walden Dissertations and Doctoral Studies

Most enterprises in the United Arab Emirates are small and medium-sized enterprises (SMEs); some owners of these enterprises lack the knowledge of branding strategies to succeed financially. The purpose of this multiple case study was to explore branding strategies used by owners of some successful service SMEs. Krake's funnel model for the role of brand management in SMEs was the conceptual framework used in the study. Data were collected from semistructured interviews with a purposeful sample of 6 owners of medium-sized service enterprises who used branding strategies to improve the financial performance of their companies, and a review of ...


The Implications Of Model Body Size And Self-Congruity On Consumer Attitudes & Purchase Intention In Women's Lingerie Advertisements, Daniella M. Carnevale 2018 Rhode Island College

The Implications Of Model Body Size And Self-Congruity On Consumer Attitudes & Purchase Intention In Women's Lingerie Advertisements, Daniella M. Carnevale

Honors Projects Overview

“Real” advertising, or advertising products using more “realistically” sized models, has recently become a notable trend within the fashion and beauty industries. However, little research has been done thus far to reveal the implications of such advertising tactics on consumer attitudes and purchase intention. In other words, this study intends to answer the following question: is this emerging advertising strategy truly effective? The idea of featuring models with body dimensions that more accurately represent the consumer’s body size taps into the concept of self-congruity. Self-congruity, or the level of likeness between consumer self-concept and the typical brand-user image, presents ...


Responding To Sustainability With Sentimental Messages Disseminated Through Social Media, Stacy Hyun Nam Lee, Li Zhao 2018 Hong Kong Polytechnic University

Responding To Sustainability With Sentimental Messages Disseminated Through Social Media, Stacy Hyun Nam Lee, Li Zhao

International Textile and Apparel Association (ITAA) Annual Conference Proceedings

Fast fashion brands seem to communicate their CSR activities via social media platforms, the effect of which can be explained through the attribution theory. Depending on whether the information received is negative or positive, this study aims to explore how consumers view and respond to fashion brands’ sustainability-related messages posted on social media. Data was collected by a survey company in the spring of 2018, and a total of 258 complete responses were used for data analysis. These findings suggest that when environmentally-conscious consumers evaluate communication through social media, they respond to both the perceived intrinsic and extrinsic motives of ...


Sincerity Or Ploy? The Effects Of Brand Image And Message Source On Consumers’ Perceptions Toward Brand-Cause Campaigns, Michelle L. Childs, Hongjoo Woo, Seeun Kim 2018 University of Tennessee

Sincerity Or Ploy? The Effects Of Brand Image And Message Source On Consumers’ Perceptions Toward Brand-Cause Campaigns, Michelle L. Childs, Hongjoo Woo, Seeun Kim

International Textile and Apparel Association (ITAA) Annual Conference Proceedings

No abstract provided.


Financial Advisors' Marketing Strategies To Minorities, Jonica Rowland 2018 Walden University

Financial Advisors' Marketing Strategies To Minorities, Jonica Rowland

Walden Dissertations and Doctoral Studies

Independent financial advisors face challenges with successful marketing strategies as competition from web-based resources, large U.S. financial services, and wealth advisors' corporations increase. The purpose of this exploratory case study was to understand financial advisors' perceptions, experiences, and marketing strategies to improve their companies' sustainability by targeting a broader population base, including minorities, who need assistance with retirement planning strategies. Consumer culture theory was the conceptual framework for this study. Purposeful sampling was the basis for selecting 7 financial advisors from the mid-Atlantic region of the United States for face-to-face interviews. Semistructured interviews with open-ended questions were used to ...


The Effect Of Online Visual Merchandising Cues On Consumers’ Flow Experience, Satisfaction, And Approach/Avoidance Behavior., Ahmad Saquib Sina, Juanjuan Wu 2018 University of Minnesota - Twin Cities

The Effect Of Online Visual Merchandising Cues On Consumers’ Flow Experience, Satisfaction, And Approach/Avoidance Behavior., Ahmad Saquib Sina, Juanjuan Wu

International Textile and Apparel Association (ITAA) Annual Conference Proceedings

Consumer flow experience in the online environment plays an important role in influencing various marketing outcomes such as exploratory behavior, purchase intention, addictive behavior, positive subjective experience, and perceived usefulness (Hoffman & Novak, 2009). Understanding what specific factors of the online environment that have an impact on consumer flow experience is very important. Results showed that interactivity of product presentation (β=0.235, t=2.364, ppp


Marketing Practices Of Socially Responsible And Sustainable Businesses, Brooke A. Bivins 2018 University of Central Florida

Marketing Practices Of Socially Responsible And Sustainable Businesses, Brooke A. Bivins

Honors in the Major Theses

The topic of this research is marketing practices of socially responsible and sustainable businesses. It examines the strategies companies and brands use to represent themselves to the public through products, advertising, and philanthropy. This includes an evaluation of existing frameworks and case studies, as well as in-depth interviews. The question that this research will answer is as follows: How can new or existing companies embrace and integrate social responsibility or sustainability in a way that is authentic and contributes to a positive public reputation?

Younger generations are increasingly willing to switch to and, in some cases, pay more for products ...


From Lucky Strike To Chunghwa: The Development Of China’S Tobacco Industry In The Twentieth Century, Yi Chen 2018 Bard College

From Lucky Strike To Chunghwa: The Development Of China’S Tobacco Industry In The Twentieth Century, Yi Chen

Senior Projects Spring 2018

Senior Project submitted to The Division of Social Studies of Bard College.


“I Wanna Be Like Mike:” A Synthesis Of Sports Marketing From Babe Ruth To Michael Jordan, Michael John Duffy 2018 Bard College

“I Wanna Be Like Mike:” A Synthesis Of Sports Marketing From Babe Ruth To Michael Jordan, Michael John Duffy

Senior Projects Spring 2018

This project examines the rise and development of modern sports marketing, as well as its impact on the economy, society, culture, and professional sports. The project explores sports marketing through the lens of two legendary athletes – Babe Ruth and Michael Jordan. Ruth and Jordan are two pivotal figures that were major catalysts for elevating the role of sports and sports marketing to new levels in each of their time periods. Ruth was the first major athlete to sign lucrative endorsement deals as he opened the floodgates, fostering the rise of sports marketing and changing the sports economy. Moving to Jordan ...


What Do We Know About Celebrity Endorsement In Advertising?, John B. Ford 2018 Old Dominion University

What Do We Know About Celebrity Endorsement In Advertising?, John B. Ford

Marketing Faculty Publications

An introduction is presented in which editor discusses various articles within issue on topics including source-credibility theory and its impact on brand performance for celebrity endorsements, celebrity in advertising can influence consumer perceptions and market value of celebrity endorsement.


Modern Product Placement: An Understanding Of Consumers’ Responses To Fashion Brand Advertisements Featuring A Destination, Michelle L. Childs, EunKyeong (Julie) Jung 2018 University of Tennessee

Modern Product Placement: An Understanding Of Consumers’ Responses To Fashion Brand Advertisements Featuring A Destination, Michelle L. Childs, Eunkyeong (Julie) Jung

International Textile and Apparel Association (ITAA) Annual Conference Proceedings

No abstract provided.


Jual Obat Aborsi Limapuluh 081901222272 Obat Penggugur Kandungan Di Limapuluh, Apotik Cytotec 2017 Bryant University

Jual Obat Aborsi Limapuluh 081901222272 Obat Penggugur Kandungan Di Limapuluh, Apotik Cytotec

Apotik Cytotec


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Titan Gel Asli Jakarta Hub 082327771555, komeng shop 2017 Bryant University

Titan Gel Asli Jakarta Hub 082327771555, Komeng Shop

komeng shop

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Me-Mail: A New Approach To Student Listservs, Hunter J. Rowe 2017 University of Wyoming

Me-Mail: A New Approach To Student Listservs, Hunter J. Rowe

Honors Theses AY 17/18

University campuses and other institutions across the nation struggle with installing and operating an internal and unified source of communication. In the era of e-mail, text-messaging, Facebook, Instagram, Twitter, Snapchat, and many more software applications, college campuses in particular are always looking to adapt best practices and reach the maximum amount of people with engaging content. Here at the University of Wyoming (UW), many departments exercise their rights to distribute information to all of the students, anytime, at their own discretion. Consequently, the issue of oversaturation can occur. In this paper, a focus group comprised of students of varying age ...


The Vibe, Sarah P. Douglass 2017 City University of New York (CUNY)

The Vibe, Sarah P. Douglass

Capstones

The Vibe is a long-form narrative about where tech is taking the female orgasm. The piece concludes that physiological research is a required next step when creating the climax of the future.

http://sarahpdouglass.com


The Impact Of Casino Revenue-Sharing On Tourism Efforts In Niagara Falls Usa: 2006-2016, Anthony L. Astran 2017 State University of New York College at Buffalo - Buffalo State College

The Impact Of Casino Revenue-Sharing On Tourism Efforts In Niagara Falls Usa: 2006-2016, Anthony L. Astran

Public Administration Master’s Projects

This qualitative case study examines the intersection of a Native-owned casino, revenue-sharing with its host community, and the impact of tourism marketing efforts vis-à-vis funds provided to the community’s tourism agency. Specifically, this report studies downtown Niagara Falls USA from the time period between 2006 and 2016, and seeks to determine whether and how funds from Seneca Niagara Resort & Casino boosted tourism marketing efforts by Niagara Tourism & Convention Corporation (NTCC). Background research and a series of elite interviews with city officials and tourism agency leaders uncovered overall positivity in terms of growth in Niagara Falls USA’s tourism efforts ...


What Happens Online Stays Online? Segment-Specific Online And Offline Effects Of Banner Advertisements, Lara LOBSCHAT, Ernst C. OSINGA, Werner J. REINARTZ 2017 Singapore Management University

What Happens Online Stays Online? Segment-Specific Online And Offline Effects Of Banner Advertisements, Lara Lobschat, Ernst C. Osinga, Werner J. Reinartz

Research Collection Lee Kong Chian School Of Business

Many firms allocate increasing parts of their advertising budgets to banner advertising. Yet, for firms that predominantly sell offline, existing research provides little guidance on online advertising decisions. In this study, the authors analyze the impact of banner advertising on consumers' online and offline behavior across multiple distinct campaigns for one focal firm, which predominantly sells through the offline channel. Results suggest that banner and TV advertising increase website visit incidence for consumers who had not visited the focal firm's website in the previous four weeks (non-recent online consumers). For these consumers, banner and TV advertisements indirectly increase offline ...


The Development Of A Wayfinding Smart Phone Application As A Large Healthcare Facility Investment Opportunity, Jessie Fortson Marshall 2017 University of Southern Mississippi

The Development Of A Wayfinding Smart Phone Application As A Large Healthcare Facility Investment Opportunity, Jessie Fortson Marshall

Doctoral Projects

Health care is a continually growing field. New hospitals are constantly being built, while older facilities are experiencing renovation and expansion. With this growth comes a set of difficulties for patients as they try to navigate through large, multi-building facilities. Most large facilities have multiple parking garages, numerous buildings, and medical towers with an unending number of floors. Patients are forced to rely on directional signage to find their destination that is often insufficient. Attempting to navigate through large facilities is often overwhelming for visitors leading to frustration and stress.

New technology has allowed a convenient solution to this problem ...


Cause-Related Marketing: The Effect Of Checkout Charity Requests On Consumer Donation Behavior, Brian R. Kinard, Minerva Lacal Pardo 2017 University of North Carolina - Wilmington

Cause-Related Marketing: The Effect Of Checkout Charity Requests On Consumer Donation Behavior, Brian R. Kinard, Minerva Lacal Pardo

Atlantic Marketing Journal

The aim of this research was to understand better consumer reactions to donation requests when making point of purchase decisions. A between-subjects full factorial design manipulated product type (goods/services), consumption experience (frivolous/practical), and product/cause fit (strong/weak). In line with prior research (e.g., Chang, 2008; Savary et al, 2015; Strahilevitz & Myers, 1998), a scenario-based approach was employed to assess responses to the CRM manipulations. A total of 241 subjects participated in the study. Our results mirror extant research evidence on the positive effects of pairing frivolous products with donation requests. In that, positive donation behavior largely ...


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