Digital Commons Network^™

Cultivating Cultural Exchange: Improving University Study Abroad Programs, Katherine Crawford

Honors Theses

My affinity for culture, both foreign and domestic, has greatly shaped my life and future career path. As I have been frequently reminded, I did not take the “typical” exchange route. However, I accredit this atypical experience to my passion towards the subject. My first immersive cultural experience occurred during a yearlong, high school, Rotary led exchange to Bourges, France. Simply put, it changed my life. I encountered the culture first hand, accepting a new normal: bisous greetings, daily baguettes, and a well-structured hierarchy. Within six months, I considered myself fluent in the language. I lived with French families, was …

I Love My Team! Factors Leading To Relationship Formation With A Sports Team, Carly L. Odom

Honors Theses

The sports industry is highly profitable, with a large and diverse fan base. Many people claim to be loyal to different teams, but what moves a more ‘casual fan’ to the team ‘fanatic’ status? Prior research in sports marketing focuses on elements such as geography and family history, while general marketing research considers the impact of behavioral and emotional loyalty (Chaudhuri and Holbrook, 2001). This focus on strict loyalty can, however, be limiting. Examining the factors within the larger relationship context gives us more insight into extreme fans (Pimentel & Reynolds, 2004), as well as the more casual fan. Prior …

Sustainability Of Direct Sellers In Marketing, Ashten N. Holloway

Honors Theses

This paper examines the characteristics of people who are a good fit for a career in direct selling marketing as well as the characteristics of those who are not. It is also an examination of the motivations to join direct selling and the different levels of “success” that some may find in their careers as direct sellers. Some of the motivators for success came from emotional drives while some were situational. Analysis of the questionnaires given to each participant led to the discovery of three common determinants of what does make a successful direct seller and four determinants of characteristics …

Green Marketing Effects On The Consumer, Alice O. Townsend

Honors Theses

The purpose of this study is to gauge the influence of green marketing efforts directed at the consumer. Green marketing is a marketing strategy used by businesses that emphasizes the environmental improvements a company has implemented. Green marketing is not a new concept but it is one that is still relevant to consumers and companies alike as concern for the environment continues to grow. This particular study looks at a relatively new frontier for green marketing in how it appears on social media by testing brand perception and purchase intent of an environmentally conscientious social media post by a consumer …

Millennial Attraction To Southwest Michigan – Retaining And Attracting Millennial Talent To Our Region’S Companies, Robert Nyhuis

Honors Theses

Businesses in our region and in our country today have a unique opportunity being presented to them. Four generations of employees are walking through the doors of our companies each day. To expect that each generation can be catered to the same would be ignorant for a CEO or manager to believe. It’s common knowledge that this new generation entering the workforce, the millennials, are unlike any other generation to come before in regards to their workplace necessities and demands. Technology, diversity, and flexibility just scratch the surface when it comes to what the millennial generation is looking for when …

Permissions Between Creators And Users: An Investigation Of Particulars In Privacy Policies For Mobile Apps, Abbigail Griffith

Honors Theses

Mobile apps create a space for users to share information with other users and, in doing so, the creators of the applications. Generally, the greater amount of sharing information that occurs between users and creators enhances the experience of the apps for both parties. However, the extent to which mobile apps use this information can cause concerns with users about privacy due to the unknown practices of mobile apps relevant to data collection, data sharing, and data storage.

Documents, such as privacy policies, exist in attempts to moderate these concerns. Additionally, mobile apps offer in-app features for the same reasons. …

Women Leaders In Marketing: Breaking Through The Glass Ceiling, Hallie Green

Honors Theses

Introduction: During my internships I was able to work with and meet women leaders in marketing. Through our discussions I learned that gender roles are still prevalent in large companies today. Many of the women I worked with talked about struggles women face in their career that men do not. There were strong emotions that women did not get equal treatment for their contributions to the company. I was surprised by these statements, especially from seemingly successful women. This thesis will be an exploration of the difficulties professional female marketers face, and the ways women that are starting their career …

Treat Transparency, Amanda Van Giesen

Honors Theses

Snacking is Growing at an Alarming Rate

As modern lifestyles change, and consumers grow ever busier, snacking is becoming a more important part of the traditional consumer’s schedule. According to Nielsen, global consumers spent roughly $374 billion dollars on snack foods between the years of 2014 and 2015 (Nielsen, 2014).

Why Students?

With college students potentially becoming customers as they begin to make their own purchase decisions, an analysis of this group and their relationships with snacks is key for manufacturers. According to my study, 73.5% of survey respondents indicated that they have consumed seven or more snacks during the …

Western Michigan University’S Department Of Dance Marketing Plan, Cassandra Hartline

Honors Theses

The following report constitutes the formal marketing plan for the department of dance at Western Michigan University. This plan is intended to synthesize all of the marketing related information pertinent to Western’s dance department and provide easy one step access to this material at any time. The other purpose of this plan is to dictate the primary objectives the department is looking to accomplish through implementation of marketing tactics.

The first primary objective includes increasing visibility of the department of dance as a whole to both our primary and secondary target audiences; the second objective is to create innovative marketing …

Cross Cultural Study Of Food And Consumer Packaged Good Products In A New Market: Case Study In Thailand, Savanna Everett

Honors Theses

This study examines whether there are differences in consumers’ shopping behavior due to cultural orientation. The study uses comparing samples of American and Thai culture on two occasions. Theory suggests that these two cultural groups have dramatically different shopping practices. Thai, raised in a collectivist society that values price consciousness and sophistication in money handling, differ from Americans raised in an individualist society that traditionally do not have the same values (Ackerman and Tellis 2001).

We argue that differences in culture provide the most likely explanation for the differences in prices between the two types of super markets. The overall …

Cross Cultural Study Of Food And Cpg Products In A New Market: Case Study In The United States Vs Thailand, Mariel Dehn

Honors Theses

This study examines whether there are differences in consumers’ shopping behavior due to cultural orientation. The study uses comparing samples of American and Thai culture on two occasions. Theory suggests that these two cultural groups have dramatically different shopping practices. Thai, raised in a collectivist society that values price consciousness and sophistication in money handling, differ from Americans raised in an individualist society that traditionally do not have the same values (Ackerman and Tellis 2001).

We argue that differences in culture provide the most likely explanation for the differences in prices between the two types of super markets. The overall …

Mastering Customer Loyalty, Kathleen M. Hurley

Honors Theses

Customer loyalty can be described as “the result of consistently positive emotional experience, physical attribute-based satisfaction and perceived value of an experience, which includes the product or services” (Shaw & Hamilton 2015). Since 1896, loyalty programs have developed from a simple stamp redemption system to an intricate in-store and digital model. This system has become so successful because it properly engages the customer, both inside and outside the store, to build a mutually beneficial relationship between the business and the customer. Understanding customer loyalty is essential in creating a program that will provide the customer with incentives to reward their …

Is Major League Baseball Striking Out? In-Game Advertising And Its Effects On America's Pastime, Ashley M. Anderson

Honors Theses

The purpose of this thesis is to determine the effectiveness of in-game advertisements at Major League Baseball games. Average attendance at Major League Baseball games has been steadily declining for years. Simultaneously, the average length of a professional baseball game has increased significantly. Secondary research has shown that just a few minutes of advertising per game could add up to hours of extra playing time per season. There is ample research available on the evolution and frequency of in-game advertisement, but little has been done to study the actual effectiveness of in-game advertising. Therefore, I conducted primary research in the …

Style For Life: A Fashion Blog Analysis, Lynley-Love Jones

Honors Theses

Social media usage has drastically increased and has made interacting with a much larger number of people from around the world possible. Because social media has allowed increased interaction, blogging has been able to capitalize on this by building brand awareness and exposure in the market with more people as a result. This has also helped fashion blogging become a huge part of the fashion industry, with it now being viewed as a respectable facet of the industry. These people have become hugely influential in the fashion world, having been deemed the title of product influencers. Consumers become invested in …

They Call It Le Big Mac: The Importance Of Adapting To Local Preferences In Marketing Strategy, Walker Bobo

Honors Theses

When McDonald's entered France in the 1970s, critics did not believe it would be a success. France is a country with a strong and longstanding gastronomic tradition, and it is proud and protective of its culture. In addition, the country has been known for its anti-globalization views. However, France is today the largest market for McDonald's, outside of the United States. How was McDonald's able to win over the French market and become so successful? This thesis analyses adaptations to marketing strategy that McDonald's undertook in France to better appeal to the local audience and connects these adaptations to trends …