Digital Commons Network^™

Toward An Integrated Communication Theory For Celebrity Endorsement In Fund Raising, Tracie M. Domino

USF Tampa Graduate Theses and Dissertations

Throughout the history of the United States, Americans customarily have given away their money, as well as their time to serve the common good. Americans will give "to build something, to fight something, or to save something" (Fink, 1990, p. 136). They make gifts to causes, or the societal problems represented by organizational missions, that are important to them. Individuals give not only to advance a common good, but also to receive private goods, or benefits that are internal, intangible, and in some cases, tangible (Steinberg, 1989).

To create this feeling of reciprocity for prospective donors who have not actually …

Brand Loyalty In The Automotive Community: A Case Study On The Chevrolet Corvette, Michele Ann Motichka

USF Tampa Graduate Theses and Dissertations

This is a qualitative case study conducted to investigate the relationship between consumers who are brand loyal to a certain product and the groups that are formed to bring these enthusiasts together, using the Chevrolet Corvette and its community as a model. Qualitative research lends itself to studying relationships and social situations, in being able to observe and participate in a social context, rather than analyzing it from the outside looking in. By approaching this subject as a case study, an element of flexibility was allowed. This study primarily focuses on one main phenomena, the social groups formed by loyal …