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Full-Text Articles in Business
Brand Equity In The Maine Craft Beer Industry, Gustav Anderson
Brand Equity In The Maine Craft Beer Industry, Gustav Anderson
Honors College
The state of Maine ranks third for most breweries per capita in the United States. With the industry booming and new breweries entering the market consistently, branding presents itself as an opportunity for differentiation and competitive advantage. The intangible value that results from effective branding is what is commonly referred to as brand equity. Presently, there is limited research on how brand equity applies to the craft beer industry. In this study, David Aaker’s 1996 model for brand equity is used as a guide to learn how breweries and consumers understand and influence brand equity. Further, brewery and consumer perspectives …
The Importance Of A Checkmark: An Investigation Into The Perceptions Of Social Media Verification And Its Effects On Consumer Trust, Jazlyn Dumas
Honors College
Media giants, among them Facebook, Instagram and Twitter, support verified accounts. Verification, denoted by a blue checkmark badge visible in search and on one’s profile, is ostensibly a way of confirming one’s identity, yet only accounts with large followings are awarded verification status by the platform. This research investigates the perception of verification in the context of paid partnerships with social media influencers, a topic relatively absent from the literature despite the billions of dollars spent on influencer partnerships. Verified influencers cost more, therefore, this research could allow brands to capitalize their ad return if they are made aware of …
The Value Of Social Media Advertising Strategies On Tourist Behavior: A Game-Changer For Small Rural Businesses, Nory B. Jones, Patti Miles, Tanya Beaulieu
The Value Of Social Media Advertising Strategies On Tourist Behavior: A Game-Changer For Small Rural Businesses, Nory B. Jones, Patti Miles, Tanya Beaulieu
Marketing Faculty Scholarship
Nature-based tourism represents a growing sector within the tourism industry, and these interests could help improve the conditions of economically disadvantaged rural communities. The new digital landscape, including Internet and social media usage, represents a critical strategic opportunity to inform, educate and reach these tourism segments. The present research examines the impact of social media advertising on nature-based tourism within rural communities. In this research, we utilize the COBRA (Consumers’ Online Brand-Related Activities) model (Muntinga et al., 2011) of consumer behavior to assess the impact social media advertising plays in generating Pre-Consumption, Consumption, Creation, Contribution, and Engagement in rural business. …