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Full-Text Articles in Business
Creative Brief For Blakeman's Fine Jewelry, Abigail Bouve
Creative Brief For Blakeman's Fine Jewelry, Abigail Bouve
Marketing Undergraduate Honors Theses
According to recent trends, the global luxury market has grown due in part to a shift in young adult luxury consumers, including generations Y and Z, and millennials. Recognizing that consumer interest in luxury goods exists within this age range, new marketing strategies and insights are vital to encourage a lifetime of brand loyalty (Eastman, Shin, & Ruhland, 2020). With respect to brand loyalty, if a person were to have an exceptional experience while purchasing their first piece of fine jewelry at a store, then they would be more likely to remain a loyal customer at that same store as …
Harvesting Growth -- An Internship Thesis, Emma Conover
Harvesting Growth -- An Internship Thesis, Emma Conover
Marketing Undergraduate Honors Theses
During the Summer of 2021, I had the privilege to Intern with Harvest Group in Rogers, Arkansas. During this 12-week internship, I was placed in the Client Services division and was a part of a consumables team that served several clients. I gained invaluable experience from this internship and developed both personally and professionally.
Achieving Brand Authenticity In The Age Of Cancel Culture: Why Brands Can No Longer Be Neutral Without Being Seen As Complicit, Caitlin Paris
Achieving Brand Authenticity In The Age Of Cancel Culture: Why Brands Can No Longer Be Neutral Without Being Seen As Complicit, Caitlin Paris
Marketing Undergraduate Honors Theses
As cultural controversies arise, brands experience pressure from consumers and competitors to take a stance. The looming presence of cancel culture has increased this feeling, as users are quick to point fingers at organizations they think are falling short. However, increased brand engagement has created a gap between superficiality and moral accountability. When a crisis strikes, the media arena becomes filled with statements, pleas, and promises, but when the dust settles, those who lack action are quick to be criticized. Companies must strike a balance between focalized brand authenticity and short-term reactivity, in a culture where it is unacceptable to …