Business Commons^™

The Role Of Supplier Performance Evaluations In Mitigating Risk: Assessing Evaluation Processes And Behaviors, Timothy G. Hawkins, Michael J. Gravier, William A. Muir

Marketing Department Faculty Journal Articles

Given the level of outsourcing, supplier performance evaluation (SPE) is a critical supply chain process. SPEs are used to record supplier performance levels to inform future supplier selections, and thus mitigate the risk of adverse selection. Numerous weaknesses associated with industrial buyers' collection and use of supplier performance information call SPE effectiveness into question. The risk-related factors affecting SPE effectiveness have not been empirically explored, including misuses of the tool. This research identifies the factors affecting SPE risk mitigation effectiveness. It employs a mixed method of qualitative interviews of buyers and suppliers in order to develop a model of SPE …

Savoring The Product: A Look At The Impact Of Ai On Pre And Post Purchase Satisfaction, Sharmin Attaran, Moshen Attaran, Diane Kirkland

Marketing Department Faculty Journal Articles

The purpose of this paper is to examine some of the profound effects of Augmented Intelligence (AI) on Product, one of the “Four-Ps” of marketing: Product, Price, Place, and Promotion. Today’s customers are used to extreme convenience, beyond the brick-and-mortar shopping experience, and beyond online images. Customers increasingly demand more information, and more personalized information. This paper addresses how the presentation of products has changed. This paper is conceptual, based on a review of academic literature on marketing strategy, psychology, AI, and Machine Learning as chronicled in major marketing and business research journals.

Matieralism Or Morality In Social Media, Which Matters Most? Insights From Millennials Luxury Consumption, Sukki Yoon, Virginia Vannucci, Lamberto Zollo, Riccardo Rialti

Marketing Department Faculty Journal Articles

"Social media are increasingly becoming a fundamental channel for every marketing strategy, particularly in advertising. The pertinent literature stresses how Millennials - the digital born generation very inclined to web interaction - represent one of the most relevant segments of social media users. Hence, firms are more and more using social media channels to engage Millennials, especially thanks to the use of mobile apps. Although Millennials do not represent the traditional target of luxury firms, social media might represent a useful strategic tool to reach them and also transfer the luxury brands’ image and value. While scholars widely investigated the …

Seeking To Understand Subaru’S Turbocharged Appeal: A Study Of Brand Communities, Product Utility, And Corporate Promotion, James Imrie

Honors Projects in Marketing

This study attempts to analyze Subaru’s significant and unique appeal in the greater automotive market. The primary research findings are presented in a video documentary, while frameworks for existing research on certain facets of brand management and consumer groups are presented in the following paper. Based on analysis of existing data and interviews conducted with people connected to the brand, we can conclude that the phenomenon is a result of an appealing product that offers differentiated utilities at an affordable price, the formation of consumer groups around the various offerings, and insightful promotion on Subaru’s part. The degree to which …

The Business Of Being Good: Crm Strategies And For-Profit Organizations, Danielle Crepeau

Honors Projects in Marketing

Many studies have measured the impact of cause related marketing (CRM) strategies on non-profit organizations, however few have been able to measure the impact that these strategies can have on the for-profit organizations employing them. This study hypothesizes that a co-branded CRM strategy will have greater benefits for a for-profit organization than will a jointly-branded strategy or no strategy at all. This hypothesis was tested using two studies, both with a 2x3 factorial design for firms with both a positive and negative brand reputation. It was found that, for an organization with a negative image, consumers viewed the organization more …

How Technology Has Changed Direct Selling, Robert Anthony Norris

Honors Projects in Marketing

Traditional direct selling has undergone a dramatic transformation as new technology, products, and methods have developed over the last few years. The industry has adapted to these advancements in order to stay relevant in today’s changing market place. In some ways, these technological advancements have created opportunities, though some believe the essence of direct selling is now at risk. There has been little research in the field of direct selling and even less on the impact technological advances have on the industry or players involved. The purpose of this research is to uncover how the development of technology and social …

Advertisements’ Perpetuation Of Rape Culture: A Look At How Images Containing Objectification And Victimization Impact Consumers, Lauren Leedberg

Honors Projects in Marketing

The research I have conducted explores connections between images shown in advertisements and the perpetuation of rape culture and gendered stereotypes in society. It was guided by the Cultivation Theory which looks at how media, such as advertisements, can shape our reality. After an extensive literature review, data was gathered via an experimental design utilizing surveys. Within these surveys, respondents were randomly shown an advertisement I created containing the variables to be tested (i.e. images with objectification and victimization). After viewing the ad, they answered questions regarding their attitude toward the brand/product depicted, purchase intentions, a rape myth acceptance scale …

A Quantitative Content Analysis On Food-Based Advergames Aimed At Children, Emiko Barker

Honors Projects in Communication

No abstract provided.

Social Media Influence: Metrics Matter, Juliana Houldcroft

Honors Projects in Marketing

It is imperative for companies to engage in social media marketing as consumers are often dependent on online information and electronic word-of-mouth. Past literature claims that consumers evaluate the influence of communications differently on social media than they would in a traditional environment because of the nature of the internet. This study aims to analyze user’s perceptions of social media marketing influence and determines if user’s perception of influence changes based on the number of social media metrics (likes, comments, and shares) that accompany a Facebook post. The study also investigates if perceptions of influence vary depending on a user’s …

Five Seconds To The Ad: How Program-Induced Mood Affects Ad Countdown Effects, Tiffany Venmahavong

Honors Projects in Marketing

The study examines what effects a five second countdown warning will have on consumer’s attitudes towards the advertisement depending on the main program content. This study builds upon several theoretical models concerning program-induced moods in relation to viewer’s judgment to commercial advertisements. Findings from two studies suggest that program-induced mood systematically influences attitude toward the inserted ad with (vs. without) a five-second countdown: for the negative-affect program, attitude toward the ad was more positive when the ad was preceded by the countdown than when the ad was not preceded by the countdown. However, for the positive-affect program, attitude toward the …

Globalization Of The Catholic Church: Implications For Managing A Large Multinational Organizations For A Long Period Of Time., Paula Robinson

Honors Projects in Marketing

No abstract provided.

International Currency Correlation, Thomas Griffin

Honors Projects in Finance

The purpose of this project is to examine the effects that one country’s currency can have on another countries currency. Currency is one of the key determinants of how a country’s economy is performing compared to the rest of the world. Some currencies have a negative or positive correlation with other currencies around the world. This data will help investors determine what they can expect to happen to a countries currency when there is a fluctuation in another currency. Certain industry practices where this information will be useful include the hedge fund industry and other global companies. This will be …

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 …

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

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 …

Social Media Marketing In Midterm Political Campaigns & Its Effect On Political Activity, Samantha M. Beaupre

Honors Projects in Marketing

No abstract provided.

Who Pays For Music?, Meg Aman

Honors Projects in Management

The purpose of this capstone project was to determine the attributes of consumers that pay for music, specifically music streaming services. The recent decline in current individual track sales and the increase in the number of streamed songs, highlights the relevance of this topic. The increasing popularity in music streaming has caused much contreversy in the music industry. Many artists are unhappy with the low revenue they receive from songwriting royalties from these streaming services that offer a free platform. Artists are not the only ones who need consumers to pay for music, the music streaming sites that provide free …

The Influence Of Instagram On Exercise And Eating Behavior, Bridgette Kosek

Honors Projects in Marketing

The use of social media, specifically Instagram, of 305 Bryant University students ages 18-28 was investigated through student completion of an online survey to examine how following exercise and food related Instagram accounts impacts behavior. Both male and females use Instagram fairly equally, though males are more responsive to food Instagram accounts than females, who have no significant difference in behavior. Both males and females who follow exercise Instagram accounts are significantly more active than those who do not follow exercise Instagram accounts. Given the recent explosive use of Instagram in the population, the implications for this study are enormous, …

Effects Of Online Sponsored Advertising On Consumer Attitudes, Cassidy Maksy

Honors Projects in Marketing

Effectively utilizing persuasion techniques in advertising is essential for businesses to master in order to stay ahead of its competitors. This research project investigates the ways in which marketers advertise brands and products in the online environment, specifically on the social networking sites Twitter and Facebook. More specifically, the implementation of different techniques and credibility of sources will be examined to help gauge the effectiveness of advertisements. By utilizing the constructs of the Persuasion Knowledge Model and source credibility, the attitudes toward brands and advertisements within the online environment was tested. The goal of this research is to evaluate the …

Valuing “Green” How “Going Green” Affects A Company’S Stock Price, Alexia Bayer

Honors Projects in Finance

Environmentally conscious decision making has become a prominent topic in business that has the potential to affect the public opinion and performance of companies. This project seeks to identify whether or not positive changes in excess return might offer an incentive for companies to adopt green initiatives. It examines the ways in which companies’ green initiatives, as measured by their annual Carbon Disclosure Project S&P 500 Climate Change Report score, impact their stock price. In other words, is there value in “going green”? It is hypothesized that companies exhibiting greater variance in their environmental initiatives from one year to the …

The Power Of Point Of Sale Improving Growth, Profit, And Customer Service In A Retail Business, Matthew Cote

Honors Projects in Marketing

For many small businesses, creating a captivating retail experience is the key to success, and finding the right technologies to enable that experience is crucial for sustaining a competitive advantage. This project is a case study designed to evaluate and select a Point of Sale (POS) system and Inventory Management (IM) system for a small business based upon its specific industry needs. The project creates a three step framework leading up to the real world implementation of these systems and uses the Rhode Island based company - Wildwood Inc. - as the subject of the study. Wildwood Inc. is a …

The Effects Of Popular Music In Television Advertisements On Branding, Amanda Jillson

Honors Projects in Marketing

Have you ever found that the music a company chooses helps you understand its brand better, and did you eventually find yourself becoming a loyal customer? The goal of this project is to investigate whether or not connections like these occur and, if so, why they happen and what they mean for advertisers. More specifically, the study examines the influence of music in television advertisements on the last three steps of the brand building process: brand imagery, brand feelings, and brand resonance. The purpose of the research is to discover the extent to which popular songs used in television commercials …

Is Advertising To Teenagers Ethical? Media’S Influence On Body Image And Behavior, Stephanie Lemire

Honors Projects in Marketing

An examination of the ethics involved in advertising to adolescents. Specifically, a content analysis and survey research was conducted dealing with how television commercials and magazine advertisements targeted towards males ultimately affect female body image and behavior. The content analysis consisted of Axe Body Spray advertisements, as well as Sports Illustrated: Swimsuit Edition. Findings of survey research include increased body monitoring as a result of exposure to advertisements. Implications and future opportunities are discussed.

The Numbers Behind Celebrating More Birthdays: An Analysis Of The American Cancer Society’S Relay For Life, Eva Mahan

Honors Projects in Management

Despite all of the medical technological advances society has experienced, and is still experiencing, there has not been an ultimate cure for cancer found. Non-profit organizations like the American Cancer Society have been working for 100 years to raise funding and awareness for this issue and although great progress has been made since their founding in 1913, there is still more work that needs to be done to make cancer a disease of the past. This study first focuses on the structure of non-profit organizations, their role in society, and the techniques and procedures they follow when looking for donors. …

The Impact Of New Product Announcements On Quick Service Restaurant Companies’ Stock Returns, Tim Drechsler-Martell

Honors Projects in Finance

This study seeks to answer two main questions: 1) Do product announcements impact quick service restaurant stock returns? 2) Do economic conditions impact the degree which product announcements impact quick service restaurant stock returns? 159 total product announcements were collected for 6 quick service companies: McDonald’s Corp., YUM! Brands Inc., The Wendy’s Co., AFC Enterprises Inc., Jack in the Box Inc., and Sonic Corp. 84 of these announcements were from 2005-2007 (Labeled “Pre-Recession”), and 75 were from 2009-2011 (Labeled “Post-Recession”). Using historical stock price data, an analysis of the overall trends of the mean-adjusted excess returns was conducted to determine …

Status: In A Relationship How Effective Is Customer Relationship Marketing On Facebook?, Courtney Weiss

Honors Projects in Marketing

Facebook provides an avenue for companies to connect with consumers in new ways. Since so many tools for communication are available on the site, it can be difficult for a company to focus its marketing efforts. This study examines how consumers respond to Facebook Advertisements and company pages on Facebook in order to determine where companies should allocate their resources on the social networking site. Specifically, it explores consumer click-through rates on Facebook Ads, as well as consumer perception of various Facebook promotional tools. The methodology includes traditional research in the form of a literature review, as well as focus …

The Evolution Of The “Southwest Effect”, Daniel Webb

Honors Projects in Finance

The “Southwest effect” - a large decrease in fares paired with an increase in traffic - has been discussed around the airline industry since the term was first coined in a government study in the early 1990s. But the airline industry has drastically changed since then - Southwest has become the largest domestic airline, and many of its competitors have had the chance to restructure through bankruptcy.

This study examines some of Southwest's latest city additions, as well as a few of the airline’s intra-California routes where it is now a dominant player. Using publically-available government data, the change in …

Twitter: Businesses Increasing Their Revenues 140 Characters At A Time, Adekemi O. Oyalabu

Honors Projects in Communication

With the consumer market becoming more competitive by the day, businesses must find innovative yet cost effective means of reaching their target markets and steadily increasing their revenues. While businesses compete with one another to remain the best, they must have a strategic market plan that differentiates their products and/or services from their competitors. In an effort to do this, many businesses have begun using social networking sites such as Facebook, MySpace, and LinkedIn as a means of reaching their target markets. Such sites have opened businesses to a new level of advertising where they reach consumers faster, have the …

Does Twitter Create Similar Patterns Of Positivity/Negativity As Face-To-Face Word-Of-Mouth?, Nicholis Jones

Honors Projects in Marketing

Word-of-mouth communication is important to organizations because it is a free form of advertising and has been shown to be influential on consumers’ purchasing decisions. Marketers of course, would like WOM to be positive and thus increase brand reputation and sales. In the past decade, new forms of communication have created different channels for WOM to travel through. Current social media websites such as Facebook and Twitter allow one person to send a message to many almost instantaneously. This study’s objective is to examine the WOM on the networking site Twitter. Previous research has indentified the relative incidence rates of …

Effects Of Chronic Regulatory Focus And Product Type On Internet Purchase Decisions, Chad Ryan

Honors Projects in Marketing

This study draws on Regulatory Focus Theory (RFT; Higgins 1987) to explore factors that affect a consumer’s online purchase attitudes and intentions. According to RFT, consumers tend to be either chronically promotion- or prevention-focused. Promotion-focused consumers are concerned with positive outcomes. Conversely, prevention-focused consumers are concerned with avoiding negative outcomes. Promotion-focused consumers are more willing to take risks than prevention-focused consumers (Higgins 1997). Promotion-focused consumers also prefer hedonic shopping experiences (i.e., pleasurable), whereas prevention-focused consumers prefer utilitarian shopping experiences (i.e., task-oriented) (Arnold & Reynolds 2009). Because products that are purchased on the Internet cannot be seen or touched prior to …