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Full-Text Articles in Business
Ueber-Brands: How To Make Your Brand Priceless?, J. P. Kuehlwein, Wolf Schaefer
Ueber-Brands: How To Make Your Brand Priceless?, J. P. Kuehlwein, Wolf Schaefer
Asian Management Insights
Ueber-Brands—brands that are valued beyond their price and esteemed beyond their size. These brands are unique in that they have captured not just the wallet but also the hearts of a huge, loyal and growing customer base.
Marketing And Development For Libraries, A Luxury Or A Necessity?, Essraa Nawar
Marketing And Development For Libraries, A Luxury Or A Necessity?, Essraa Nawar
Library Presentations, Posters, and Audiovisual Materials
For many libraries across the world, marketing, development and fundraising can be dirty words and if you add outreach people do not even get it. In this poster, the presenter will prove why libraries across the globe should embrace marketing, outreach and development for what they are, and let outreach spread and be part of our daily routine in libraries. Just like corporations and start-up, libraries of all kinds need to invest time; energy and resources on their marketing and development strategies. By applying some of these techniques, libraries will not just be able to better understand their users’ needs …
Consumer Purchasing: When Does Corporate Social Responsibility Matter?, Abigail Blecker
Consumer Purchasing: When Does Corporate Social Responsibility Matter?, Abigail Blecker
Honors Projects in Marketing
Almost all companies engage in corporate social responsibility (CSR) programs, and often times consumers are unaware of this. As societal pressures on companies and organizations to be more responsible increases, so have the practices companies have undertaken. My research will examine the potential impact a company’s CSR information and practices have on a consumer’s purchasing intentions. It will answer the following two questions: Does CSR information have the ability to change a person’s purchase intentions in high and low involvement purchasing scenarios? Will a person’s individual level of social responsibility cause differences in purchase intentions among different purchasing scenarios? Exposure …
What’S In A Name? Sound Symbolism And Coffee Shops, Claire Anderson
What’S In A Name? Sound Symbolism And Coffee Shops, Claire Anderson
Linguistics Senior Research Projects
This study explores the relationship between sound symbolism and coffee shop names. Specifically, phonetic qualities in coffee shop names have crossmodal associations with other sensory experiences such as taste, sight, sound, and touch. Previous studies show a strong association between product or brand name and consumer preference; therefore, a study of coffee shop names is worthwhile in expanding the corpus of sound symbolism knowledge. A phonetic analysis of top-rated coffee shops in the United States, paired with a survey, shows that a balance of stops and smoother phonemes (fricatives, nasals, laterals, etc.), as well as a mixture of front and …
Green Advertising And Millennials, Stephanie Davidson
Green Advertising And Millennials, Stephanie Davidson
Honors Projects in Marketing
This study investigates the responsiveness of Millennials to green versus non-green framed automobile print ads. A 2x2 factorial design was used in which specific advertising frames were manipulated to measure ad attitudes, purchase intentions, and skepticism for a high involvement product (i.e., an automobile). Results showed that highly-environmentally-concerned participants have more positive ad attitudes and greater purchase intentions after viewing a green ad than after viewing a non-green ad. These differences were not evident however for participants who exhibited low-environmental-concern. The results also showed that participants who are more environmentally concerned are less skeptical about green ads than those who …
How Health Claims On Product Packaging Influence Consumer Perceptions And Purchase Decisions, Taylor Vanasse
How Health Claims On Product Packaging Influence Consumer Perceptions And Purchase Decisions, Taylor Vanasse
Honors Projects in Marketing
The goal of this investigation was to expand upon research from the field of consumer behavior, with a specific focus on food product packaging and health claims. It specifically focused on how these health claims impact consumer perceptions and purchase decisions related to everyday food items. Students at Bryant University were asked to take part in a study which measured their overall health knowledge and nutritional interest. They were then presented with different variations of a product packaging label to assess its impact on their attitude towards a product. Findings indicated that both females and those who score highest on …
Ec 845 Nebraska Cash Soybean Prices And Basis Patterns, Jessica J. Groskopf, Cory Walters
Ec 845 Nebraska Cash Soybean Prices And Basis Patterns, Jessica J. Groskopf, Cory Walters
Extension Farm and Ranch Management News
No abstract provided.
Service, Sale And Marketing Of Alcohol For The Tourism, Hospitality And Retail Industries, James Peter Murphy
Service, Sale And Marketing Of Alcohol For The Tourism, Hospitality And Retail Industries, James Peter Murphy
Conference papers
The responsible service, sale and marketing of alcohol for the tourism, hospitality and retail industries is crucial those working in the tourism, hospitality, culinary arts and retail industries including those in supervisory and management positions. This presentation explored a wide range of topics associated with sale and service of alcohol in these inter-related industries. Its aim was to provide attendees with a greater awareness of the effects of alcohol, and of their moral and legal obligations to act responsibly when supplying alcohol beverages or when dealing with alcohol misuse in their respective workplace. This presentation was also created to coincide …
Consumer Understanding Of Nutritional Supplements: An Irish Context, Julie Anne Walsh, Angela Wright
Consumer Understanding Of Nutritional Supplements: An Irish Context, Julie Anne Walsh, Angela Wright
Dept. of Organisation & Professional Development Publications
Nutritional Supplements have been available in Ireland for over thirty years. Originally available in health food stores only, supplements now have several distribution channels including pharmacy, practitioner, and online. Recommendations for consumption can come from many sources including general physicians, alternative practitioners, dieticians and nutritionists. The demand for Nutritional Supplements has increased over the years, and the industry has expanded exponentially. Nutritional Supplements provide an important opportunity to optimize illness prevention. As scientists and health professionals start to understand the value of Nutritional Supplements in terms of the prevention and treatment of disease, consumers follow suit. Market growth of Nutritional …
The Future Of Advertising: What You Should Know, Valerie K. Jones, Rishad Tobaccowala
The Future Of Advertising: What You Should Know, Valerie K. Jones, Rishad Tobaccowala
College of Journalism and Mass Communications: Faculty Publications
We live in an empowered age with empowered consumers. Technology has become a slingshot enabling each of us consumers to defeat Goliath, the big companies and marketers. Consumers have god-like power, able to see, hear, discover, and uncover almost anything through all of the devices available today. Digitization, globalization and demographic shifts are requiring us to replace old models of thinking about communication and advertising. The chapter introduces new models of thinking about about the future of advertising, guided by a few fundamental principles: delivering utilities and services, as opposed to a message; reaggregating audiences, as opposed to segmenting them; …
Updated Tables And Figures For Ec 844 Nebraska Wheat Prices And Basis Patterns, Cory Walters, Jessica J. Groskopf
Updated Tables And Figures For Ec 844 Nebraska Wheat Prices And Basis Patterns, Cory Walters, Jessica J. Groskopf
Extension Farm and Ranch Management News
No abstract provided.
Updated Tables And Figures For Ec 846 Nebraska Cash Corn Prices And Basis Patterns, Cory Walters, Jessica J. Groskopf
Updated Tables And Figures For Ec 846 Nebraska Cash Corn Prices And Basis Patterns, Cory Walters, Jessica J. Groskopf
Extension Farm and Ranch Management News
No abstract provided.
On Contemporary Leadership And Branded Organizations, Mark Bloemhard
On Contemporary Leadership And Branded Organizations, Mark Bloemhard
Antioch University Dissertations & Theses
This qualitative study examined a leader’s enigmatic decision-making process guiding innovative and complex organizations—organizations that are not able to rely on market research or the precedence of industry emulators for making strategic decisions. Leaders of highly creative organizations regularly make catalytic decisions that have fateful outcomes; their ability to recognize and appropriately adjudicate complex and unpredictable market forces determine the consequences. Such influential choices often require a deep level of intuition with very little research and time to decide. The purpose of this dissertation has been to develop a framework that presents Brand Leadership as a distinct and viable leadership …