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Trends Within Craft Beer Packaging, Aurelia See 2017 California Polytechnic State University, San Luis Obispo

Trends Within Craft Beer Packaging, Aurelia See

Graphic Communication

While the print industry is facing a changing atmosphere, one thing is as sure as death and taxes— there will always be a market for print within the packaging industry. There is a growing market within the craft beer industry, and with that comes competition for each brewery. Many breweries are finding it difficult to use their beer’s first point of sale, the packaging, to their advantage when attracting consumers to their product. The purpose of this research is to provide the reader with knowledge and insight into package design, with special emphasis on designing for current trends and ...


Effects Of Para-Social Presence On The Consumer Decision Journey, Ayda Tahmasbi 2017 California Polytechnic State University, San Luis Obispo

Effects Of Para-Social Presence On The Consumer Decision Journey, Ayda Tahmasbi

Communication Studies

Para-social presence is investigated in this research study to determine its effects on the consumer decision journey. Attachment styles are also taken into consideration as a possible influence on establishing para-social presence. This study specifically looks at an internet personality’s social media platforms, Twitter, Instagram, and YouTube, and her social media marketing efforts for the release of her new book, Almost Adulting. This study found statistically significant relationships between increasing level of para-social presence across Twitter, Instagram, and YouTube. Further, the study found that para-social presence has a positive correlation with consumers’ initial consideration, purchase decision, and post-purchase experience ...


Autonomy Of A Rebrand: How Aviva Came To Ireland, Richard Brophy 2017 Dublin Institute of Technology

Autonomy Of A Rebrand: How Aviva Came To Ireland, Richard Brophy

The ITB Journal

This article charts the rebranding of the Hibernian Group companies in Ireland to Aviva in a manner that kept business as usual, without harming the rich tradition and brand heritage crafted over 100 years. The paper examines the progression of Hibernian to Aviva through academic literature and the course that Aviva pursued in Ireland to rename an established insurance brand cherished by both the industry and public alike.


Impact Of Photo Angle On Food Perceptions And Evaluation, Austin B. Jacobs 2017 University of San Diego

Impact Of Photo Angle On Food Perceptions And Evaluation, Austin B. Jacobs

Undergraduate Honors Theses

Food photography is an increasingly popular phenomenon, especially on social media. There are over 215 million photos on Instagram with the hashtag “food.” There is a growing trend to showcase the food on social media, as both health and “food art” has become part of popular culture. The purpose of this project is to explore how the photo angle utilized in the image influences a number of consumer outcomes, including evaluations of the food itself, the company, and desire to interact with the image. Specifically, pictures of food commonly employ either a three-quarter downward looking angle (as if you were ...


Do Marketing Strategies Impact Condom Sales In Uganda?, Meyhar Mohammed 2017 The University of San Francisco

Do Marketing Strategies Impact Condom Sales In Uganda?, Meyhar Mohammed

Master's Theses

What attracts people to buy condoms? HIV/AIDS remain one of the biggest health dangers of the world, especially in Sub-Saharan Africa. A lot of efforts have been pursued in the past two decades to drastically reduce prevalence of HIV and increase awareness about preventive mechanisms. In order to prevent relapse of success achieved so far, it is important to recognize transformation of consumer behavior due to growth in social networks, education and awareness over time. There are a lot of behavioral triggers captured by social marketing interventions in the field of public health. In an attempt to investigate the ...


Mere Measurement “Plus”: How Solicitation Of Open-Ended Positive Feedback Influences Customer Purchase Behavior, Sterling Bone, Katherine N. Lemon, Clay M. Voorhees, Katie A. Liljenquist, Paul W. Fombelle, Kristen B. DeTienne, R. Bruce Money 2017 Utah State University

Mere Measurement “Plus”: How Solicitation Of Open-Ended Positive Feedback Influences Customer Purchase Behavior, Sterling Bone, Katherine N. Lemon, Clay M. Voorhees, Katie A. Liljenquist, Paul W. Fombelle, Kristen B. Detienne, R. Bruce Money

Sterling Bone

In two studies (a longitudinal field experiment with an established B2C national chain, and a field experiment with a B2B software manufacturer), we demonstrate that starting a survey with an open-ended positive solicitation increases customer purchase behavior. Study 1, a longitudinal field experiment, showed that one-year following the completion of a survey that began by asking customers what went well during their purchase experience, customers spent 8.25% more than customers who completed a survey that did not include the positive solicitation. In Study 2, we utilized multiple treatment groups to assess the step-wise gains of solicitation, measurement, and solicitation ...


Mere Measurement “Plus”: How Solicitation Of Open-Ended Positive Feedback Influences Customer Purchase Behavior, Sterling Bone, Katherine N. Lemon, Clay M. Voorhees, Katie A. Liljenquist, Paul W. Fombelle, Kristen B. DeTienne, R. Bruce Money 2017 Utah State University

Mere Measurement “Plus”: How Solicitation Of Open-Ended Positive Feedback Influences Customer Purchase Behavior, Sterling Bone, Katherine N. Lemon, Clay M. Voorhees, Katie A. Liljenquist, Paul W. Fombelle, Kristen B. Detienne, R. Bruce Money

Sterling Bone

In two studies (a longitudinal field experiment with an established B2C national chain, and a field experiment with a B2B software manufacturer), we demonstrate that starting a survey with an open-ended positive solicitation increases customer purchase behavior. Study 1, a longitudinal field experiment, showed that one-year following the completion of a survey that began by asking customers what went well during their purchase experience, customers spent 8.25% more than customers who completed a survey that did not include the positive solicitation. In Study 2, we utilized multiple treatment groups to assess the step-wise gains of solicitation, measurement, and solicitation ...


Incoterms® Use In Buyer-Seller Relationships: A Mixed Methods Study, Thomas J. Schaefer 2017 University of Missouri-St. Louis

Incoterms® Use In Buyer-Seller Relationships: A Mixed Methods Study, Thomas J. Schaefer

Dissertations

The negotiation and communication of logistics management decisions between buyers and sellers of goods is critical for effective supply chain management. Incoterms® rules, a set of three character acronyms, are often used by buyers and sellers to communicate each party’s logistics management responsibilities when transacting goods. Inappropriate application of Incoterms® rules can lead to miscommunication of logistics responsibilities and expose either party to unanticipated costs and risks. This three-part mixed methods research explores the circumstances that contribute to errors in logistics management decision communication within buyer-seller dyads, the consequences of these errors, and methods to improve logistics management decision ...


The Impact Of Growth, Governance, And Geography On Franchise Performance, Moeen Naseer Butt 2017 The University of Western Ontario

The Impact Of Growth, Governance, And Geography On Franchise Performance, Moeen Naseer Butt

Electronic Thesis and Dissertation Repository

Growing franchise systems are admired and rewarded favorably by press, seen as “growth engines” in investor stock portfolios, and attract significant interest from potential franchisees. Yet growth brings with it the specter of intra-brand competition, and its attendant ill effect of sharply reducing the motivation of franchisees – the very drivers of such growth. Facing competition from their very own, franchisees indulge in shirking, in turn eliciting franchisor terminations in ever greater numbers as they run afoul of the franchise agreement. These franchisor terminations, in turn, may subsequently affect the financial position of franchise systems in terms of sales and profitability ...


The Miscommunications Between Nutritional Scientists And Mainstream Media With Regard To Acai Berry (Euterpe Oleracea), Rudi L. Hanekamp Mr. 2017 University of Wyoming

The Miscommunications Between Nutritional Scientists And Mainstream Media With Regard To Acai Berry (Euterpe Oleracea), Rudi L. Hanekamp Mr.

Honors Theses AY 16/17

This review of the miscommunication between the media and scientific nutritional researchers focused on the marketing of the acai berry (Euterpe Oleracea). Through comparing news stories from mainstream media outlets such as Oprah, Fox News and CNN with scholarly articles, the researcher was able to examine several of media’s claims more in depth. The acai berry had slightly above average antioxidant concentrations with below average human absorption of anthocyanins and catechins, it’s two main antioxidants. It had an apoptotic effect on several different types of cancer in vitro; this effect cannot be extrapolated to a human model. Evidence ...


From Shelf To Screen: Marketing In The Digital Age, Anna Bouwkamp 2017 Grand Valley State University

From Shelf To Screen: Marketing In The Digital Age, Anna Bouwkamp

Honors Projects

No abstract provided.


Drivers Of Consumers’ Emotional Engagement With Everyday Products: An Intensive Review Of The Literature And An Attempt To Conceptualize The Consumer-Product Interactions Within The Emotional Design Process, Ahmed Alibage, Antonie Jetter 2017 Portland State University

Drivers Of Consumers’ Emotional Engagement With Everyday Products: An Intensive Review Of The Literature And An Attempt To Conceptualize The Consumer-Product Interactions Within The Emotional Design Process, Ahmed Alibage, Antonie Jetter

Student Research Symposium

This research intensively reviews the literature on designing emotional-driven products and aims to identify the drivers of the consumers’ emotional engagement with everyday products. The research also aims to develop a conceptual framework based on the basic model of product emotions and the classical process control, by which the identified emotional drivers in consumer products, the basic concerns of consumers, the context of the consumer-product interactions, and the design approach(s) would be interrelated and modeled. Furthermore, this research will study the psychological and theoretical perspectives on the human phenomenon of emotion to understand what does an emotion means, and ...


Jenny Slater, Youth And Disability - A Challenge To Mr. Reasonable (2015), Murad Canbulut 2017 Istanbul Kemerburgaz University

Jenny Slater, Youth And Disability - A Challenge To Mr. Reasonable (2015), Murad Canbulut

Markets, Globalization & Development Review

As Dholakia and Atik (2016) emphasize in the opening article of MGDR, we can “live with” labels such as advanced and emerging, rich, mid-income and poor, ancient and modern (and postmodern), Third World and First World. In addition to these labels, this review brings out labels and dualities such as able and disabled, reasonable and unreasonable. Introducing disability studies to the marketing field, this review analyzes Jenny Slater’s book which helps us gain a critical perspective on disability research.


Nick Dyer-Witheford And Greig De Peuter, Games Of Empire: Global Capitalism And Video Games (2009), Ian Reyes 2017 University of Rhode Island

Nick Dyer-Witheford And Greig De Peuter, Games Of Empire: Global Capitalism And Video Games (2009), Ian Reyes

Markets, Globalization & Development Review

No abstract provided.


Philip Kotler, Confronting Capitalism (2015) & Democracy In Decline (2016), Mark Peterson 2017 University of Wyoming

Philip Kotler, Confronting Capitalism (2015) & Democracy In Decline (2016), Mark Peterson

Markets, Globalization & Development Review

No abstract provided.


Extending The Marketing Dialog On Poverty, Ravi S. Achrol, Philip Kotler 2017 George Washington University

Extending The Marketing Dialog On Poverty, Ravi S. Achrol, Philip Kotler

Markets, Globalization & Development Review

We appreciate Professor Aneel Karnani’s contributions to the marketing dialog on poverty and our article “Marketing’s Lost Frontier: The Poor” (Achrol and Kotler 2016). We do not necessarily disagree with some of his criticisms but rather see them as an opportunity for expanding the discussion of marketing’s role in reducing world poverty. In this response, we revisit and elaborate on Social Marketing for the bottom-of-the-pyramid (BOP) and Distributed Production-Consumption view presented in the original article. These new marketing models – focused on distributing economic opportunity, income and standards of life to local communities – can substantially displace the giant ...


Marketing And Poverty Alleviation: The Perspective Of The Poor, Aneel Karnani 2017 University of Michigan

Marketing And Poverty Alleviation: The Perspective Of The Poor, Aneel Karnani

Markets, Globalization & Development Review

The best way to reduce poverty is to focus on raising the productive capacity – not the consumption capacity – of the poor. This implies poverty reduction efforts must focus on two dimensions: raising income of the poor, and providing the poor access to basic public services (such as public health, education, sanitation, infrastructure and security). First, the best way to raise income is to create employment opportunities for the poor. The private sector is clearly the best engine for job creation; the government can play a useful facilitating role. Second, governments are responsible for, and should be held accountable for providing ...


The Impact Of Ethical Concerns On Fashion Consumerism: Case-Based Evidence, Lena Cavusoglu, Mourad Dakhli 2017 Izmir University of Economics

The Impact Of Ethical Concerns On Fashion Consumerism: Case-Based Evidence, Lena Cavusoglu, Mourad Dakhli

Markets, Globalization & Development Review

In continuation of our previous work, “The Impact of Ethical Concerns on Fashion Consumerism: A Review,” we present here empirically based reports to support our argument that ethical concerns in the fashion industry affect consumer behavior. In line with Paper I, the initial paper of this series, we address the concept of ethical marketing, with a focus on the two dimensions of sustainable environmental practices and societally appropriate messaging. The linkages of ethical concerns in fashion with corporate image and financial performance are explored, using a set of 15 real-life cases and anecdotes. We identify challenges in this area, offer ...


Adam Smith, Market And Social Change: Then And Now, Dominique Bouchet 2017 University of Southern Denmark

Adam Smith, Market And Social Change: Then And Now, Dominique Bouchet

Markets, Globalization & Development Review

Adam Smith (1723-1790) provided us with a remarkable synthesis of the economic and political ideas of his time and developed a conceptual system to analyze social interactions that mattered for the wealth of nations. He proposed a radically different roadmap for the future development of the society he lived in. The fact that his original analyses were rooted in a given historical context and were founded on a well thought-through conceptual system should not be ignored. The dribs and drabs of Adam Smith ideas that are bandied about, particularly to support ‘free’ market and anti-regulatory policies, are a far cry ...


Is A New Epoch Possible?, Deniz Atik, Nikhilesh Dholakia 2017 İzmir University of Economics

Is A New Epoch Possible?, Deniz Atik, Nikhilesh Dholakia

Markets, Globalization & Development Review

No abstract provided.


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