Going Off Course: A Case Study On The Marketing Strategy Of Patagonia, 2018 California Polytechnic State University, San Luis Obispo
Going Off Course: A Case Study On The Marketing Strategy Of Patagonia, Jamie Elizabeth Drawbridge
Recreation, Parks, and Tourism Administration
In recent years, society has seen a shift in marketing practices from traditional to non-traditional strategies in order to stand out amongst competitors and connect with customers. This is especially true of the outdoor gear industry. With participation in outdoor recreation on the rise, companies in the outdoor gear industry must come up with marketing strategies as active as its consumers. The purpose of this study was to examine the marketing strategy of Patagonia. The research for this study was conducted using a case study matrix, created by the researcher, in order to evaluate Patagonia’s marketing strategy. This study found …
More Than Music: A Case Study On The Marketing Of Outside Lands Music Festival, 2018 California Polytechnic State University, San Luis Obispo
More Than Music: A Case Study On The Marketing Of Outside Lands Music Festival, Emily Haworth
Recreation, Parks, and Tourism Administration
The evolution of marketing has shown a general progression towards experiential and digital marketing, and away from traditional marketing. Digital and experiential marketing are at the forefront of many company’s marketing strategies due to their ability to form lasting brand relationships with consumers. The purpose of this study was to examine the marketing techniques of the Outside Lands Music Festival and their draw on millennials. Research for this study was gathered using a case study guide established by the researcher, which highlighted the past experiential and digital marketing efforts of Outside Lands and their sponsors. The results of this study …
G3 Facebook Campaign, 2018 California Polytechnic State University, San Luis Obispo
G3 Facebook Campaign, Virginia Rose Lee
Agricultural Education and Communication
G3 Enterprises, started by the third generation of the Gallo family, provides packing and supply chain services within the wine industry. The transportation department focuses and specializes in transporting wine grapes from vineyards to the wineries for Gallo and external companies. In some ways, marketing a service as business-to-business can be more complex than marketing a business-to-consumer product according to B2B International (Hague, Harrison, 2017). Therefore, G3 needs to branch out of its traditional marketing and keep up with current trends by creating a greater social media presence. If G3 Transportation can successfully showcase its trucking service through social media, …
New Product Launch – Syngenta, 2018 California Polytechnic State University, San Luis Obispo
New Product Launch – Syngenta, Kendra C. Legge
Agricultural Education and Communication
Launching any type of new product poses a risk of failure. To ensure success, it is important to know the audience to which a company is launching a product. In Joshua Grossnickle’s book The Handbook of Online Marketing Research: Knowing Your Customer Using the Net he writes, “It's the first rule of business: Know your customer.” It is significant to not only know what makes up an effective product launch, but what the target customers believe make an effective product launch. The chemical company Syngenta is about to launch a new insecticide “Minecto Pro.” Direct feedback from customers about this …
Malene Wines: The Beginning Of A Brand, 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 …
Living In A Gender-Binary World: Implications For A Revised Model Of Consumer Vulnerability, 2018 Hamline University
Living In A Gender-Binary World: Implications For A Revised Model Of Consumer Vulnerability, Kim Mckeage, Elizabeth Crosby, Terri Rittenburg
School of Business All Faculty Scholarship
Baker, Gentry, and Rittenburg’s (2005) model of consumer vulnerability outlines the personal, social, and structural characteristics that frame consumers’ experiences of vulnerability in the marketplace. Later applications and enhancements have expanded consumer vulnerability theory. While the theory has been applied in numerous settings, to date it has not been used to examine the ways that gender identity may intersect with market factors to produce vulnerability. Application in this setting also allows for the integration of various model enhancements, and the examination of vulnerability using a more complete formulation of the theory. Based on in-depth qualitative interviews and collages, along with …
2018 March, 2018 Morehead State University
2018 March, Morehead State University. Office Of Communications And Marketing
Morehead State Press Release Archive, 1961 to the Present
Press releases for March of 2018.
Sexual Harassment: What Utahns Need To Know, 2018 Utah Women Leadership Program
Sexual Harassment: What Utahns Need To Know, Robbyn T. Scribner, Susan R. Madsen, Amber Thackeray
Marketing and Strategy Faculty Publications
Although workplace sexual harassment has likely been around since the conception of workplaces, and sexual harassment has been illegal in the U.S. for decades, it is safe to say that the issue has never received as much attention as it has since the autumn of 2017. High-profile instances of sexual harassment in visible industries such as entertainment, politics, the media, and the nation’s largest businesses have put this issue at the forefront of our national conversations surrounding gender and the workplace. The #metoo stories, shared by millions of women worldwide indicating that they had also experienced sexual harassment or sexual …
Bringing Awareness Of Associated Students, Inc. Club Funding Opportunities To Cal Poly Clubs: Increasing Participation Through Public Relations, 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, …
Do Your Friends Make You Buy This Brand?: Modeling Social Recommendation With Topics And Brands, 2018 Singapore Management University
Do Your Friends Make You Buy This Brand?: Modeling Social Recommendation With Topics And Brands, Minh Duc Luu, Ee Peng Lim
Research Collection School Of Computing and Information Systems
Consumer behavior and marketing research have shown that brand has significant influence on product reviews and product purchase decisions. However, there is very little work on incorporating brand related factors into product recommender systems. Meanwhile, the similarity in brand preference between a user and other socially connected users also affects her adoption decisions. To integrate seamlessly the individual and social brand related factors into the recommendation process, we propose a novel model called Social Brand–Item–Topic (SocBIT). As the original SocBIT model does not enforce non-negativity, which poses some difficulty in result interpretation, we also propose a non-negative version, called SocBIT(Formula …
A Simple Procedure To Correct For Attenuation Of Anova Statistics In Decision Sciences Research, 2018 Marquette University
A Simple Procedure To Correct For Attenuation Of Anova Statistics In Decision Sciences Research, Srinivas Durvasula, Manoj K. Malhotra, Subhash C. Sharma
Marketing Faculty Research and Publications
Studies in the field of Decision Sciences that employ multi-item rating scales to measure latent constructs have predominantly used ANOVA rather than Means and Covariance Structure Analysis (MACS) in order to investigate group mean differences. However, traditional statistics in ANOVA (e.g., t and F) attenuate when dealing with imperfect measures, which in turn potentially leads to incorrect interpretation of results in the form of accepting the false null hypothesis and/or underestimating the true effect size. To address this issue, we describe in this paper a new but simple procedure to disattenuate the ANOVA-based statistics for measurement error. Using previously published …
The Impact Of Bilingual Labeling In The U.S. On Package And Product Evaluation, 2018 Old Dominion University
The Impact Of Bilingual Labeling In The U.S. On Package And Product Evaluation, Mahesh Gopinath, Myron Glassman, Prashanth Nyer
Journal of Applied Marketing Theory
This paper explores the effect of bilingual (English-Spanish) product packaging on the perceptions of U.S. consumers toward the package and the product inside. Two experimental studies show that 1) products in bilingual packages are seen as targeting Hispanics living in the U.S., 2) package characteristics and the product itself are rated lower when the product is in a bilingual package versus an English-only package, especially among highly ethnocentric subjects, and 3) of the three bilingual formats tested (English on two sides with Spanish on the other two; an English paragraph followed by a Spanish paragraph on the same side; and …
Examining Differences Among Primary And Secondary Rivals: Are Fan Perceptions, Behavioral, And Consumption Intentions Influenced By Degree Of Rivalry?, 2018 The University of Memphis
Examining Differences Among Primary And Secondary Rivals: Are Fan Perceptions, Behavioral, And Consumption Intentions Influenced By Degree Of Rivalry?, Cody T. Havard, Lamar Reams
Journal of Applied Marketing Theory
The current study investigated how the relevance of a rival influences perceptions and behavioral intentions toward the rival and favorite team. In particular, fans of intercollegiate athletics reported their (1) perceptions of a rival team, (2) willingness to consider committing anonymous acts of aggression toward rival participants and fans, and (3) likelihood to consume their favorite team when playing either a primary and secondary rival team. Results indicated that fans were less likely to support their primary rival when playing another team than when their secondary rival was playing another team, believed fans of the primary rival team behaved more …
Business Students' Personal Branding: An Empirical Investigation, 2018 Eastern Kentucky University
Business Students' Personal Branding: An Empirical Investigation, Lee Allison, Philip J. Boutin, Kevin J. Cumiskey
EKU Faculty and Staff Scholarship
Personal branding is the process by which an individual actively tries to manage others’ impression of their skills, abilities and experiences (Johnson, 2017). It is the marketing of oneself to society (Lair, Sullivan, & Cheney, 2005; Peters, 1997; Shepherd, 2005). While the current job market is touted as being the best in years, employment opportunities for business aspirants in the U.S. economy changed little from 2017 to 2016 when comparing a United States Department of Labor annual report (“United States Department of Labor,” 2018). This suggests that new business graduates continue to face the harsh reality of a challenging environment …
Regulatory Focus And Risk Factors In Travel Planning, 2018 Springfield College
Regulatory Focus And Risk Factors In Travel Planning, Michael Musante, David Bojanic
Journal of Applied Marketing Theory
Pending publication
How Do Small Business Innovate And Improve Competitiveness, 2018 Singapore Management University
How Do Small Business Innovate And Improve Competitiveness, Anirban Mukherjee, Hannah H. Chang
Research Collection Lee Kong Chian School Of Business
No abstract provided.
An Examination Of Motivation And Identification Of Football Fans, 2018 Marshall University
An Examination Of Motivation And Identification Of Football Fans, Jennifer Y. Mak, Carina King, Jinmoo Heo
Journal of Applied Marketing Theory
This study examined the fans motivation to attend the National Football League (NFL) games and how it relates to fan identification. Data from 158 fans who attended regular season games in a Midwestern city in the United States were analyzed using regression to determine the degree to which fan identification could be explained by motivation factors. It was found that self-esteem, entertainment, escape, and eustress explained 40.1% of the variance in fan identification. Understanding that fans have different levels of identification and different types of motivations will enable sport marketers can better tailor strategies to more effectively reach target markets.
Consuming Digital Technologies To Enact Identities: An Exploratory Study Among Mothers, 2018 Suffolk University
Consuming Digital Technologies To Enact Identities: An Exploratory Study Among Mothers, Meera Venkatraman
Journal of Applied Marketing Theory
This manuscript explores mothers’ consumption of digital technologies to enact their individual, relational, and familial identities. Using multi-method qualitative research techniques including phenomenological interviewing, image- based auto-elicitation, and home visits, it finds mothers purposefully consume digital technologies to negotiate, construct, and enact identities. Specifically, mothers use a repertoire of four appropriation strategies: mastering, partnering, domesticating, and avoiding. Mastery is a multi- year project in which mothers enroll in digital educational programs, qualify, and create new professional identities. In domestication, mothers assert themselves on technology managing their inclusion/exclusion in the time and spaces of family life, thereby enacting parental identities. In …
Menembus Pasar Dunia Dengan Internet Marketing Dan Media Sosial.Pdf, 2018 University of California, San Francisco
Menembus Pasar Dunia Dengan Internet Marketing Dan Media Sosial.Pdf, Dwi Wahyudi
Dwi Wahyudi
Keuntungan Yang Akan Didapat Bermain Judi Secara Online, 2018 Bryant University