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Consumer Perceptions Towards Package Designs: A Cross Cultural Study, Romica Chandra Lal, Fritz Yambrach, Lucy McProud 2015 San Jose State University

Consumer Perceptions Towards Package Designs: A Cross Cultural Study, Romica Chandra Lal, Fritz Yambrach, Lucy Mcproud

Journal of Applied Packaging Research

The choice of one package or the other can be an economic decision or can be influenced by cultural acceptance or perception of individual convenience. Product package systems can be designed for one-time use or multiple-use purposes. Package perceptions in different countries typically develop from a variety of factors, including climate, lifestyle, and cultural acceptance with regard to particular products. In an increasingly global economy with multinational firms marketing products worldwide, it is important to understand the differences between consumer needs and consumer responses to product-package systems.

The objective of this research was to examine consumer perceptions of different product ...


The Viability And Sustainability Of A Trivial Attribute Differentiation Strategy, Charan Kamal Bagga 2015 The University of Western Ontario

The Viability And Sustainability Of A Trivial Attribute Differentiation Strategy, Charan Kamal Bagga

University of Western Ontario - Electronic Thesis and Dissertation Repository

My dissertation examines whether, when and why the competitive advantage provided by a trivial attribute (i.e., a product attribute that provides no verifiable objective benefit) to a differentiating brand holds in the event of competitive retaliation. I construct a multitude of experimental action-reaction settings to examine the sustainability of a trivial attribute differentiation strategy. The manipulated factors across different experiments include the category dominance of the first-mover and the retaliating brands, and the nature of competitive retaliation (i.e., same trivial attribute, a different trivial attribute, a more attractive trivial attribute, and price retaliation). My dissertation contributes theoretically to ...


Predicting Cross-Gaming Propensity Using E-Chaid Analysis, Eunju Suh, Matt Alhaery 2015 Florida International University

Predicting Cross-Gaming Propensity Using E-Chaid Analysis, Eunju Suh, Matt Alhaery

UNLV Gaming Research & Review Journal

Cross-selling different types of games could provide an opportunity for casino operators to generate additional time and money spent on gaming from existing patrons. One way to identify the patrons who are likely to cross-play is mining individual players’ gaming data using predictive analytics. Hence, this study aims to predict casino patrons’ propensity to play both slots and table games, also known as cross-gaming, by applying a data-mining algorithm to patrons’ gaming data. The Exhaustive Chi-squared Automatic Interaction Detector (E-CHAID) method was employed to predict cross-gaming propensity. The E-CHAID models based on the gaming-related behavioral data produced actionable model accuracy ...


The Economics Of Successful Billboard Advertising, Alexa Thomas 2015 California Polytechnic State University

The Economics Of Successful Billboard Advertising, Alexa Thomas

Graphic Communication

This study explains the economics of billboard advertising, specifically pertaining to the internal and external elements that make them effective for both consumers and the brand. Billboards have been used as an advertising medium for more than a century, and are still used today. The question is, “What about billboards make them so effective?” Secondary research was examined to better understand the history of billboards, how they compare to other mediums, and the elements experts consider throughout the campaign process. After analyzing secondary articles and studies, primary research was conducted by interviewing a sample of consumers and experts to determine ...


An Experiment: Instagram Marketing Techniques And Their Effectiveness, Ashley Ha 2015 California Polytechnic State University

An Experiment: Instagram Marketing Techniques And Their Effectiveness, Ashley Ha

Communication Studies

Social media marketing has become the newest form of advertising for companies. The mobile-social platform, Instagram, has become an important tool for marketing. About two-thirds of big companies are already using Instagram to their advantage. There are no set guidelines on how companies should be advertising themselves on Instagram but there are patterns. The purpose of the study is to find out which Instagram marketing technique out of the three I’ve chosen can be the most successful when trying to achieve more followers, have a wider brand recognition, and increase sales. The marketing techniques I’ve chosen are Instagram ...


A Close Reading Analysis Of Bud Light's Pacman Super Bowl Commercial, Sally Hurst 2015 California Polytechnic State University - San Luis Obispo

A Close Reading Analysis Of Bud Light's Pacman Super Bowl Commercial, Sally Hurst

Communication Studies

This paper offers a close reading analysis of Bud Light's PacMan Super Bowl commercial to uncover what rhetorical strategies are employed to appeal to the millennial generation. It discusses three main strategies: creating a "real" experience, nostalgia marketing, and emphasis on the "experience."


Marketing Learning Communities To Generation Z: The Importance Of Face-To-Face Interaction In A Digitally Driven World, Julia Spears, Stephanie R. Zobac, Allison Spillane, Shannon Thomas 2015 Northern Illinois University

Marketing Learning Communities To Generation Z: The Importance Of Face-To-Face Interaction In A Digitally Driven World, Julia Spears, Stephanie R. Zobac, Allison Spillane, Shannon Thomas

Learning Communities Research and Practice

This article aims to identify the marketing strategies utilized by Learning Community (LC) administrators at two large, public, four-year research universities in the Midwest. The use of digital media coupled with face-to-face interaction is identified as an effective method of marketing LCs to the newest population of incoming college students, referred to as Generation Z. The students who fall into the Generation Z population are identified as technologically savvy and highly attuned to the variety of digital platforms available to share, gather, and exchange information. They expect to receive information through digital media. Findings on LC marketing success indicate that ...


Think Unbound: Changing The Way People View And Teach Creativity In The Work Environment, Michael Wienke 2015 UMass Boston

Think Unbound: Changing The Way People View And Teach Creativity In The Work Environment, Michael Wienke

Critical and Creative Thinking Capstones Collection

The traditional model of innovation in the workplace leaves no room for the true meandering nature of innovation and thus detracts from effective workplace innovation. This paper presents a new non-linear model, the Clover Model, which guides thinkers through a flexible and interconnected six-step process of innovation while still allowing room for the cycles and epicycles of real-world innovation. The “clover” refers to the 4 interconnected critical and creative thinking epicycles (investigation, ideation, incubation and refinement) that come together at a central point and allow thinkers to follow the natural ebbs and flows of innovation by seamlessly transitioning between clover ...


Storytelling In Art Museums, Hayley P. Trinkoff 2015 Seton Hall University

Storytelling In Art Museums, Hayley P. Trinkoff

Seton Hall University Dissertations and Theses (ETDs)

Storytelling, in the context of art museums, is a method of communicating the qualities and attributes of art through a story. It helps the visitor bring the work of art to life and understand something the eye cannot see, a compelling narrative. It is important for visitors to discuss art and share stories on tours and through virtual media. We learn and form our own meanings from stories. These interactions will help build more relationships within communities. It is the museum’s job to take visitors on a journey and introduce them to new objects and perspectives.

This thesis addresses ...


The Early Identification Of At-Risk Students In An Undergraduate Marketing Metrics Course, Bruce K. Pilling, David L. Nasser 2015 Georgia State University

The Early Identification Of At-Risk Students In An Undergraduate Marketing Metrics Course, Bruce K. Pilling, David L. Nasser

Atlantic Marketing Journal

The Early Identification of At-Risk Students in an Undergraduate Marketing Metrics Course

Abstract

This research describes the development of a diagnostic tool to permit the early identification of at-risk students in an undergraduate marketing metrics course. Using multiple discriminant analysis, students were classified into performance categories by drawing on a set of predictor variables conceptually linked to student performance in math-based courses. The discriminant model included math ability, perceived self-efficacy, math anxiety and overconfidence as potential discriminators of student performance. The model successfully identifies at-risk students at three times the chance probability. The early identification of at-risk students is a ...


Teaching Customer Orientation To Millennials By Utilizing Electronic Communication Between Students And Firms, Thomas M. Hickman, Michael M. Pearson 2015 Washburn University

Teaching Customer Orientation To Millennials By Utilizing Electronic Communication Between Students And Firms, Thomas M. Hickman, Michael M. Pearson

Atlantic Marketing Journal

This article describes an experiential method for teaching customer orientation by directing students to use their own experience with a business to write either an e-mail letter of praise or complaint to that business. Students complete a survey that asks them to rate businesses on customer orientation measures at the time they send the e-mail and, again, at the end of the semester after having had time to receive a response. Results of the surveys are analyzed and recommendations are given for conducting an interactive discussion that allows students to see the variability of the firms’ commitment to customer orientation.


An Analysis Of Perceptual Gaps Among Chamber Management, Chamber Member Contacts, And A Proxy Sample Of Chamber Member Employees: An Attempt To Improve Marketing Efficacy, Paul J. Costanzo, Janelle E. Goodnight 2015 Western New England University

An Analysis Of Perceptual Gaps Among Chamber Management, Chamber Member Contacts, And A Proxy Sample Of Chamber Member Employees: An Attempt To Improve Marketing Efficacy, Paul J. Costanzo, Janelle E. Goodnight

Atlantic Marketing Journal

Decreases in membership for a local chamber of commerce led the authors to conduct research to assist them in determining why they have been experiencing difficulty with business organization memberships within the last few years. This paper presents findings from an exploratory study that examined perceptual gaps on a series of factors that the authors believe when identified, may lead to improved marketing efficacy. Chamber management, chamber member contacts, and a proxy sample of chamber member employees for a local chamber of commerce completed surveys to assess the level of consistency among their perceptions of value added benefits of chamber ...


A Modified Framework Of Service Encounter Types For The Application Of Relationship Marketing In Services, Gary D. Futrell 2015 Valdosta State University

A Modified Framework Of Service Encounter Types For The Application Of Relationship Marketing In Services, Gary D. Futrell

Atlantic Marketing Journal

Many firms believe that the best way to inculcate loyalty and retain customers is to establish connections with them through relationship marketing. Unfortunately, only about half of the firms surveyed in a recent study indicated any level of success with it. The significant attention directed toward service classification suggests legitimate differences among service types that may moderate the effectiveness of relationship marketing efforts. This paper proposes a typology of service interactions that takes into account three critical dimensions of relationship marketing: anticipated future interaction, channel of interaction, and customer involvement. Corresponding propositions are offered to guide further research.


Negotiating Stances Used With Minority Suppliers: A Research Note, Alicia D. Cooper Ph.D., Rodney L. Stump Ph.D. 2015 Dillard University

Negotiating Stances Used With Minority Suppliers: A Research Note, Alicia D. Cooper Ph.D., Rodney L. Stump Ph.D.

Atlantic Marketing Journal

While new ways of organizing exchange have become prominent in business-to-business markets, the function of corporate minority supplier purchasing programs in this changing organizational environment has received scant attention. Specifically, the extent to which the present structure of minority supplier purchasing programs enhances -- or deters -- the creation of strategic partnerships, impacts the way buyers and suppliers interact, and ultimately determines the efficacy of these exchange relationships has not been sufficiently addressed in the literature. The present study examines the relationship between the minority supplier categorization (versus those not classified as such) and the negotiation stances that purchasing agents undertake with ...


Does Thin Always Sell? The Moderating Role Of Thin Ideal Internalization On Advertising Effectiveness, James A. Roberts, Chloe' A. Roberts 2015 Baylor University

Does Thin Always Sell? The Moderating Role Of Thin Ideal Internalization On Advertising Effectiveness, James A. Roberts, Chloe' A. Roberts

Atlantic Marketing Journal

Much of the current focus on the use of ultra-thin models in fashion magazines can be attributed to Madison Avenue which still operates under a “Thin Sells” ethos. Research to date, however, has provided equivocal evidence of the efficacy of thin models in advertising (Yu 2014). The present study’s two related objectives include: (1) determining whether model size has an impact on advertising effectiveness, and (2) if internalization of the thin ideal moderates this relationship. Study results suggest model size in fashion advertisements has no main effect on advertising effectiveness. Additionally, thin ideal internalization moderates the model size – advertising ...


The Intangible Factors Of Design And New Product Development, David L. Driskill 2015 Portland State University

The Intangible Factors Of Design And New Product Development, David L. Driskill

Student Research Symposium

When thinking about product value it is important to realize that there are two main value classifications to take into account, tangible and intangible value. Although it may not seem obvious at first, all values that the consumer receives through using a product, whether tangible or intangible, do not happen by accident. All aspects of a product are built in by design. This is possible because of the intangible factors of the design process and implementation itself that a design team can utilize. The intangible design process is defined by three major layers: the knowledge layer, the emotion layer, and ...


“The Influence Mix” – Information Access In The New Age And Empowerment Of Consumers ¿Decline Or Reformulation In Branding Development?, Alejandro Castro 2015 Pontificia Universidad Catolica del Peru

“The Influence Mix” – Information Access In The New Age And Empowerment Of Consumers ¿Decline Or Reformulation In Branding Development?, Alejandro Castro

Alejandro Castro

The new technological age is changing the rules in marketing. Now consumers are influenced by other sources of information and brands might be losing the battle. Itamar Simonson and Emanuel Rosen state in their book “Absolute Value” that consumers now base their decisions on reviews from other users, opinions and other emerging technologies that are turning choices more rational. Therefore traditional sources of information controlled by marketing are fading. In this article we focus on Brands and we answer the following question ¿Are we before a declining on branding or are we force to implement new marketing strategies for branding ...


4 Poems, John F. Sherry Jr. 2015 University of Notre Dame

4 Poems, John F. Sherry Jr.

disClosure: A Journal of Social Theory

No abstract provided.


What You Really See In The Mirror: A Consumer's Journey With Self-Brand Congruence, Alexis Verone 2015 St. John Fisher College

What You Really See In The Mirror: A Consumer's Journey With Self-Brand Congruence, Alexis Verone

Undergraduate Review: A Journal of Undergraduate Student Research

In my own life, I have a set of brands that describe my personality, interests, and lifestyle. So, how do companies build this connection between the brand and the consumers’ self-perception? I researched the methods used to establish self-congruence with a brand, meaning how the brand’s personality fits with the consumer’s actual self, versus the consumer’s ideal self. I also examined the different ways advertising can increase brand congruity with the consumer, especially focusing on celebrity endorsements, purchase promotions, and the use of imagery in specific forms of advertising.


The Purchasing Power Of Tomorrow: An Analysis Of The Buying Habits Of Children Ages 6-15, Peter Collins 2015 University of Rhode Island

The Purchasing Power Of Tomorrow: An Analysis Of The Buying Habits Of Children Ages 6-15, Peter Collins

Senior Honors Projects

Today’s children are tomorrow’s consumers. It was stated in my Consumer Behavior class that children in the household have a lot of power in terms of what is bought by the family. In the day and age of technology that we currently live in, children have so much more access to information than children of even ten years ago. They do not even necessarily have to into a store’s physical location, but rather just go online. Young children play with dolls and action figures, and as they age they lose interest in those toys and tend to ...


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