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Walt Disney World As A Model For Brand Marketing: An Imc Approach To Build Brand Loyalty, Sarah Camille Blankenship 2021 University of Mississippi

Walt Disney World As A Model For Brand Marketing: An Imc Approach To Build Brand Loyalty, Sarah Camille Blankenship

Honors Theses

The Walt Disney Company has an estimated brand value of $61.3 billion and a brand revenue of $38.7 billion according to Forbes’ 2020 World’s Most Valuable Brands (Swant, n.d.). As number seven in the world’s most valuable brands and the only leisure brand in the top fifty, the Disney brand is often used as a business model and inspiration for many companies (Swant, n.d.). Its success can be attributable to the high degree of brand loyalty they create among their customers. Among its approximately 157 million visitors who visited Disney Parks globally, there was a 70% return rate of first-time …


Changing The Script: An Investigation Of How Gender Roles And Stereotypes Influence Women’S Career Choice In Marketing, Skylar Laine Read 2021 University of Mississippi

Changing The Script: An Investigation Of How Gender Roles And Stereotypes Influence Women’S Career Choice In Marketing, Skylar Laine Read

Honors Theses

The purpose of this thesis is to investigate how the portrayal of gender roles and stereotypes have influenced young women growing up and how this representation has affected women’s career choices—specifically in sales. This thesis will explore the evolution of the Disney Princess, how the gender roles of these characters have influenced young girls’ perception of their role models, career choices, and perceptions of themselves in the workplace. This exploration is done through three different studies. The first is a case study of three Disney Princesses and the portrayal of women in their respective eras. The second study consists of …


The Importance Of Assortment Discipline In The Retail Environment, Reed Fraser 2021 University of Arkansas, Fayetteville

The Importance Of Assortment Discipline In The Retail Environment, Reed Fraser

Marketing Undergraduate Honors Theses

The primary objective of this paper is to emphasize and explain the importance of assortment optimization while analyzing a plan to create a disciplined assortment in United States retail stores. Assortment optimization has a direct effect on consumer decisions as this paper looks at some examples of success and failure while demonstrating the use of data processing systems created to help assist with assortment optimization for companies. Finally, an independent study through the execution of an internship was conducted that completed an assortment optimization project within Walmart. All recommendations given to the company were accepted which led to increased customer …


The Use Of Social Media For Marketing By Independent Musicians, Jessica E. Martinez 2021 California State University, Monterey Bay

The Use Of Social Media For Marketing By Independent Musicians, Jessica E. Martinez

Capstone Projects and Master's Theses

Many musicians have social media presences, but not many know how to begin or how to market their music. Instead, artists find themselves searching for other forms to help them market their music. This leads them to overspend on expensive services in hopes that they can get their names more known. Musicians may feel discouraged when they don’t see the results they hope for, especially online and with other competitors. Because of this, musicians feel less confident in their success in the music industry. There is an imbalance between what the musician wants to achieve and what they need. …


Independent Study: Understanding The Pharmaceutical Industry, Julie Nelsen, J. Nelsen, Erika Wallace 2021 St. Catherine University

Independent Study: Understanding The Pharmaceutical Industry, Julie Nelsen, J. Nelsen, Erika Wallace

Business Administration Faculty Scholarship

An undergraduate Healthcare Sales student wanted to understand the pharmaceutical (pharma) industry better to determine if the industry was a good fit. She approached her professor to gain support for an independent study to understand better the history and challenges of selling in the pharma industry. Once completed, the pair recognized this information's value and collaborated in editing the document to share these findings to provide this entry-level salesperson's guide to understanding the pharma industry. Six semi-structured interviews of pharma professionals showed three primary areas of knowledge and ethics required of the entry-level pharma industry salesperson. These suggestions are for …


Propuesta De Un Modelo De Comercio Electrónico Para La Empresa Joua Joyería, Cristian David Caro Vargas, William Sebastian Prieto Cardenas 2021 Universidad de La Salle, Bogotá

Propuesta De Un Modelo De Comercio Electrónico Para La Empresa Joua Joyería, Cristian David Caro Vargas, William Sebastian Prieto Cardenas

Finanzas y Comercio Internacional

El presente proyecto propone un modelo de comercio electrónico para la empresa JOUA Joyería, una empresa la cual se dedica desde el año 2018 a la producción y comercialización de joyas y bisutería en la ciudad de Bogotá. Dicha propuesta busca un crecimiento en el mercado y un aumento de su visibilidad digital, aprovechando la demanda en Colombia del sector de joyería y convirtiendo a la empresa en un fuerte competidor nacional.

Para el desarrollo de la propuesta fue necesario realizar un diagnóstico tanto interno como externo de la empresa por medio de tres matrices, con el fin de conocer …


Content Analysis Of Hospital Reviews From Differing Sources: Does Review Source Matter?, Sayeedul Islam, Sara Mir, Caroline Defina, Carolina Silva 2021 Farmingdale State University of New York

Content Analysis Of Hospital Reviews From Differing Sources: Does Review Source Matter?, Sayeedul Islam, Sara Mir, Caroline Defina, Carolina Silva

Journal of Excellence in Nursing and Healthcare Practice

Social media has had an impact on how patients find and evaluate medical professionals and their experiences of modern healthcare. Qualitative research in healthcare has increased its focus on social media. The present study examined 497 reviews of hospitals in the Pittsburgh area across three websites: Google, Yelp, and Healthgrades. Using computerized content analysis tools (CATA), we analyzed positive and negative comments to identify key themes. Key themes and words included “doctor,” “hospital,” “staff,” and “time.” These findings highlight the importance of medical staff to patient experience. Results indicated that Yelp had the lowest average rating. CATA also revealed that …


Price Optimization For Revenue Maximization At Scale, Nikhil Gupta, Massimiliano Moro, Kailey A. Ayala, Bivin Sadler 2021 Southern Methodist University

Price Optimization For Revenue Maximization At Scale, Nikhil Gupta, Massimiliano Moro, Kailey A. Ayala, Bivin Sadler

SMU Data Science Review

This study presents a novel approach to price optimization in order to maximize revenue for the distribution market of non-perishable products. Data analysis techniques such as association mining, statistical modeling, machine learning, and an automated machine learning platform are used to forecast the demand for products considering the impact of pricing. The techniques used allow for accurate modeling of the customer’s buying patterns including cross effects such as cannibalization and the halo effect. This study uses data from 2013 to 2019 for Super Premium Whiskey from a large distributor of alcoholic beverages. The expected demand and the ideal pricing strategy …


The Effects Of Relational Coordination And Supervisor Support On Thriving And Job Satisfaction: Evidence From Sales Professional In U.S. Small Businesses, Kelly R. Hall 2021 Stetson University

The Effects Of Relational Coordination And Supervisor Support On Thriving And Job Satisfaction: Evidence From Sales Professional In U.S. Small Businesses, Kelly R. Hall

Atlantic Marketing Journal

Job satisfaction is often fostered through costly strategic human resource management practices, yet small businesses typically lack the required resources to employ such practices. The current study explores other avenues for promoting job satisfaction, namely thriving, which is a psychological state in which individuals experience both a sense of learning and a sense of vitality. By leveraging positive organizational psychology, and examining data collected from B2B salespeople, this study demonstrates the value of relational coordination and supervisor support for enhancing the thriving, and, in turn, job satisfaction of sales professionals among small businesses.


Escape For Boone & Crocket, William Foxx, W. Frank Thompson Jr., Joseph W. Giese, David VanBuskirk 2021 Troy University

Escape For Boone & Crocket, William Foxx, W. Frank Thompson Jr., Joseph W. Giese, David Vanbuskirk

Atlantic Marketing Journal

Eber Crocket is the owner of Boone & Crocket Trapper Supply (B&C). He feels like the environmental forces that are impacting his business are like a trap slowing closing on him. He is considering ideas to improve his store’s profitability.

Demand for furs as fashion goods is a multi-million dollar industry. Twenty percent of this demand is met by wild fur which is harvested by trappers. Trapping suppliers serve as the middleman between small individual trappers and auction houses. These auction houses collect the raw fur pelts from trappers and trapping stores and hold them until one of their auctions. …


Driving Sustainable Change In The Fashion Industry, Christina Pasqualicchio 2021 Long Island University

Driving Sustainable Change In The Fashion Industry, Christina Pasqualicchio

Undergraduate Honors College Theses 2016-

Climate change is a threat to global sustainable development and the fashion industry is one of the largest polluters in the world. This thesis explores how fast fashion and consumerism have contributed to an overabundance of clothing, an increase in greenhouse gases, fibers and fabrics that don’t disintegrate properly, and water pollution; all of which create negative environmental and social issues. Through detailing each of these problems, it can be seen that there needs to be internal changes within the fashion industry and external changes made by consumers. In order to create these changes, the fashion industry needs to adjust …


Mejoramiento De La Función De Marketing De La Empresa Cubek Del Sector Muebles Mediante Una Investigación De Mercado, En La Ciudad De Bogotá D.C, 2019 - 2021, David Alejandro Mazutier Sanchez, Lizeth Natalia Buitrago Torres 2021 Universidad de La Salle, Bogotá

Mejoramiento De La Función De Marketing De La Empresa Cubek Del Sector Muebles Mediante Una Investigación De Mercado, En La Ciudad De Bogotá D.C, 2019 - 2021, David Alejandro Mazutier Sanchez, Lizeth Natalia Buitrago Torres

Maestría en Administración

El concepto de investigación de mercado se ha convertido en parte importante de la toma de decisiones gerenciales en el mundo, lo cual ha logrado que multinacionales aumenten la participación de mercado por medio de un mayor conocimiento del consumidor permitiendo mejorar la rentabilidad de todas las compañías. Por tal motivo es importante que las pymes colombianas logren la identificación del mercado con esquemas que estén acordes al alcance económico de una compañía en crecimiento, como Cubek, que dentro de su misión busca ser el líder en el sector de los muebles en Bogotá y en pro de lo anterior …


Three Essays On The Impact Of Cuteness On Consumer Behavior, Alexis Taeeun Yim 2021 West Virginia University

Three Essays On The Impact Of Cuteness On Consumer Behavior, Alexis Taeeun Yim

Graduate Theses, Dissertations, and Problem Reports

Over the last decade, the world has seen a rise in the popularity of cute stimuli. Adorable baby pictures, fluffy puppy videos, and whimsical emojis seem ever-present in social media news feeds and friends’ posts. In addition, products marketed toward adults that feature cute characters drive sales worth billions of dollars. The growing presence of cute stimuli in our daily lives is accompanied by emerging research on their social and behavioral impacts. Correspondingly, the current dissertation consists of three essays that contribute to the literature on cuteness by empirically testing the impacts of cuteness in the marketplace. To extend the …


Honors Research Project Goodyear Business Suggestion, Drew Hodgson, Seth Gwirtz, Isabel Hartzler, Heather Kriston, Savannah Novak 2021 The University of Akron

Honors Research Project Goodyear Business Suggestion, Drew Hodgson, Seth Gwirtz, Isabel Hartzler, Heather Kriston, Savannah Novak

Williams Honors College, Honors Research Projects

Our project takes on the task of evaluating the current market of the tire industry in todays pandemic. We are taking our findings to the local company Goodyear, and supplying suggestions to their firm in order to help their bottom line going forward. At the end of this, we will propose to Goodyear a solution within their firm on whether to pivot, expand, or downsize their current operations.


What Factors Predict A Consumer's Willingness To Purchase A Subscription-Based Airline Program?, Sean R. Crouse 2021 Embry-Riddle Aeronautical University

What Factors Predict A Consumer's Willingness To Purchase A Subscription-Based Airline Program?, Sean R. Crouse

Journal of Aviation/Aerospace Education & Research

Introduction: Many services offer subscription-based sales models. The aviation industry has not widely attempted to market a subscription-based service through their airline for ticketing purposes. This study developed a regression equation to determine predictive factors for the type of individual who would purchase a subscription-based airline ticket.

Method: A two-stage approach was used where the participants (N = 521) answered demographic information, flight habits, and the same scenario with a perceived value scale and willingness to purchase scale.

Results: Stage 1 found perceived value, employment status, and early boarding preference all to be significant factors, accounting for …


Do Blockchain And Iot Architecture Create Informedness To Support Provenance Tracking In The Product Lifecycle?, Somnath Mazumdar, Thomas Jensen, Raghava Rao Mukkamala, Robert John KAUFFMAN, Jan Damsgaard 2021 Singapore Management University

Do Blockchain And Iot Architecture Create Informedness To Support Provenance Tracking In The Product Lifecycle?, Somnath Mazumdar, Thomas Jensen, Raghava Rao Mukkamala, Robert John Kauffman, Jan Damsgaard

Research Collection School Of Computing and Information Systems

Consumers often lack information about the origin and provenance of the products they buy. They may ask: Is a food product truly organic? Or, what is the origin of the gemstone in the ring I purchased? They also may have sustainability concerns about the footprint of a product at the end of its life. Producers and sellers, meanwhile, wish to know how longitudinal tracking of the provenance of products and their components can boost their sales prices and after-market value, and re- veal new business opportunities. We focus on how the product lifecycle (PLC) can be leveraged to track information …


Are There Differences In Music Preferences Following Major Events?, Ian A. Grant 2021 University of New Hampshire

Are There Differences In Music Preferences Following Major Events?, Ian A. Grant

Honors Theses and Capstones

No abstract provided.


Ethical Use Of Beauty In Advertising, Koca Chan 2021 Department of Marketing, University of New Hampshire

Ethical Use Of Beauty In Advertising, Koca Chan

Honors Theses and Capstones

The use of beauty images in advertising has been generally deemed to be unethical in society, based on the general negative presupposition in modern western culture. The ethicalness of the display of high standards of beauty in advertisements is especially controversial and questionable in the advertising industry. Advertising watchdogs, social groups, and individuals have investigated the possibility of banning the display of high standards of beauty to be displayed in advertisings and publications. This paper argues that image advertising of high beauty standards may not be necessarily unethical in all situations. And under certain conditions, by considering and combining image(s) …


Influence Of Convenience, Time-Savings, Price, And Product Variety On Amazon Prime Members And Non-Prime Shoppers’ Online Apparel Purchase Intention, Md Rashaduzzaman 2020 University of Nebraska-Lincoln

Influence Of Convenience, Time-Savings, Price, And Product Variety On Amazon Prime Members And Non-Prime Shoppers’ Online Apparel Purchase Intention, Md Rashaduzzaman

Textiles, Merchandising and Fashion Design: Dissertations, Theses, & Student Research

The number of internet users and online shoppers in the United States has grown at an incredible rate over the past few decades. Greater convenience and availability of a wide assortment of apparel products at a cheaper price made online shopping very enticing to consumers. Amazon.com (Amazon) gained unprecedented popularity among consumers with its Amazon Prime program. Amazon’s retail revolutions changed consumer’s way of shopping and expectations. Both online and physical store retailers are facing tremendous pressure to fulfill that level of expectation. Thus, it is essential for retailers clearly understand the shopping expectations and preferences of Amazon Prime members …


Together We Stand: The Solidarity Effect Of Personized Sellers On Essential Workers, Katina Kulow, Kara Bentley, Priyali Rajagopal 2020 University of Louisville

Together We Stand: The Solidarity Effect Of Personized Sellers On Essential Workers, Katina Kulow, Kara Bentley, Priyali Rajagopal

Business Faculty Articles and Research

The current research examines how products from personized sellers operate as a source of social support and solidarity for essential workers who are experiencing elevated levels of occupational stress since the advent of COVID-19. A series of experiments show that consumers who view themselves as essential workers prefer products from personized sellers (e.g., Etsy) compared to nonpersonized sellers (e.g., Amazon). These effects are driven by higher feelings of solidarity made salient by the personized seller. Our findings document a novel way by which consumers who are experiencing significantly high levels of occupational stress during the COVID-19 pandemic may seek social …


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