Business Commons^™

An Examination Of Celebrity Product Involvement And Endorsement Effectiveness, Eric Nichols

Theses and Dissertations

The purpose of this study was to investigate celebrity product involvement and its relationship with endorsement effectiveness. Due to the increased leverage in creating their own brands, celebrity athletes are increasingly engaging in entrepreneurial endeavors such as collaborations on product development, an investment relationship, and outright ownership and creation of a brand or product. This paper also studied the extent which parasocial interactions and athlete identification may moderate endorsement effectiveness in the form of brand attitudes as well as what role product congruence may play.

Participants were recruited to complete an online survey that exposed them to manipulations of narrative …

Marketingu Përmes Mediave Sociale-Rast Studimi Kompania ‘’Triveshje’’, Edonis Grajçevci

Theses and Dissertations

Studimi i bërë synoi të analizonte ndikimin e të bërit marketing përmes mediave sociale. Marketingu përmes mediave sociale po rritet me një ritëm shumë të shpejt i cili ndikon ndjeshëm në sjelljet e klientëve (konsumatorëve) dhe tregut të biznesit. Për këtë arsye shumica e firmave kanë filluar ti zhvillojnë strategjitë e të bërit marketing përmes mediave sociale . Marketingu përmes rrjeteve sociale është shndërruar në diçka me rëndësi të madhe për popullarizimin e çfarëdo ideje, kampanje, kompanie apo produkti. Marketingu në rrjetet sociale ofron mundesinë të implementojmë strategji marketingu me një kosto monetare të ulët. Poashtu ky lloj i të …

The Power Of Nostalgia In Creating Lovemarks For Brands, Sandy Philip

Theses and Dissertations

Brand loyalty is a destination that most brands exert tedious attempts to achieve. Nostalgia, on another note, is encountered by most people worldwide in different contexts. Despite the vast research on nostalgia, little is known about the effect of nostalgia in creating authentic Lovemarks for historic places. Previous literature granted a clear and detailed understanding of the Lovemarks concept and the different forms and effects of nostalgia in various settings. To investigate the relationship between Lovemarks and Nostalgia, this study discerns the factors of Lovemarks in historical (Hotels, Restaurants, and Cafes) HORECA in Egypt to test their relation with Nostalgia …

Understanding The New Wealthy: Ideologies, Consumption Patterns, And Organizational Strategies For A New Generation Of High-Net Worth Individuals, Ana Brant

Theses and Dissertations

Despite the fact that the Ultra High-Net Worth (UHNWI) belong to the wealthiest, most powerful, and influential group of consumers in the society, and nearly 70% created wealth on their own, current marketing approaches fail to consider what drives consumption behavior of this group of consumers and how can brands maximize their socio-economic impact. Across two studies, I develop a model that guides theory and practice regarding this consumer group. The first part of the first study deployed netnography and grounded theory to understand the ideologies of 30 self-made UHNWI derived from self-presentation on 3,393 Instagram posts. To ensure self-made …

Roli Dhe Ndikimi I Produkteve Vendore Në Tregun E Shitjes Rast Studimi Kompania “Liri” Prizren, Qendresa Stajki

Theses and Dissertations

Ky punim përfshin përkufizimin duke i dhënë një kuptim të plotë termit “Shitje”. Ky punim paraqet në mënyrë sa më të detajuar konceptet dhe llojet e shitjeve, ciklin e shitjeve mënyrën se si duhet te shesim produkt, çfarë i bënë shitësit e suksesshëm, përfshin pjesën e marketingut, promovimin e produktit, rolin e marketingut në biznes, këshilla për reklamimin e biznesit, rolet dhe përgjegjësitë e një menaxheri të shitjeve, prodhimi dhe vështirësitë e tij tek Fabrika LIRI, top 3 produktet. Për studimin janë përdorur edhe pyetje kërkimore që fokusohen ne produktet e fabrikës Liri. Për të arritur sukses në ekonomi punët …

Strategjite E Marketingut Në Kompanitë Prodhuese, Mehmet Islami

Theses and Dissertations

Ky studim u realizua për të hulumtuar ndërlidhjen e strategjive të marketingut me kompanitë prodhuese, se si strategjia e marketingut në internet rritë nivelin e kënaqshmërisë në kompanitë prodhuese si dhe strategjia e marketingut në internet rritë nivelin e kënaqshmërisë të konsumatorëve online. Këto ishin edhe hipotezat e punimit. Hulumtimi u realizua me dy pyetësorë dhe me intervistë të strukturuar. Mostra për konsumatorë ishte (N=200), mostra për kompanitë për përdorimin e strategjisë të internetit ishte (N=12) si dhe dy intervista të strukturuara me dy Kompani prodhuese në Kosovë. Sipas hulumtimit të tri hipotezat u aprovuan doli se strategjitë kanë ndërlidhje …

Ndikimi I Marketingut Digjital Në Zhvillimin E Produkteve Inovative Të Brendeve Botërore, Elida Dibra

Theses and Dissertations

Në këtë punim diplome trajtohen stra tëgjitë e kompanive për zhvillimin e produk tëve të tyre inovative, metodat e përziera kualitative dhe kuantitative. Metodat e hulumtimit që janë përdorur: metoda e analizës tëorike, metoda e krahasimit, metoda statistikore.

Përmes metodes së analizës tëorike bëhet shtjellimi i stra tëgjive që përdorin kompanitë mërenome botërore për të zhvilluar produk tët e tyre inovative. të cilat analizohen përmes burimeve të ndryshme nga in tërneti, pra li tëraturë të huaj dhe vendore.

Me metoden e krahasimit kam bërë krahasimet e produk tëve të kompanive botërore si në marketingun digjital që përdorin po ashtu edhe …

Growing Food Equity: A Participant Observation Exploring The Role Of Communication In A Nonprofit Organization’S Work To Improve Food Access In Urban Areas, Samantha Jane Kaufman

Theses and Dissertations

This thesis explores the concept of food equity and a nonprofit organization in Milwaukee, Victory Garden Initiative, that is working towards food equity by increasing food access in the city. The work explores issues of inadequate food access, urban development, and other nonprofit organizations working towards food equity. Through participant observation and interviews with VGI, the researcher found that a small nonprofit organization like Victory Garden Initiative is still bound by time, financial, and staffing constraints. In order for nonprofit organizations to market and run effective programming, they need to be efficient with limited resources, take advantage of any research …

Analyzing Twitter Usage Differences Between Student Season Ticket Buyers And Non-Buyers, Matthew Aloysius Kinney

Theses and Dissertations

This thesis investigates the importance of social media to college students as it relates to purchasing game tickets. More specifically, the thesis examines the role that Twitter and marketing play in purchase intentions of students that actually purchase tickets. The results demonstrate that those who have purchased a ticket membership package are more likely to follow said organization on Twitter. Results also found that no significant difference exists in Twitter Intensity based on whether or not a student has purchased a ticket membership package.

Reconceptualizing Markets: Hip- Hop Artists, Marketing, Distribution, And Consumers, Ronald Pikes

Theses and Dissertations

Sociologists have made many contributions to the current understanding of markets. In spite of these contributions, individuals and market practices in sociology are generally overlooked, but both are important because individuals and their practices give markets their form. By overlooking market practices, sociologists disregard two of the most important forces within markets, distribution and marketing. These oversights significantly reduce our ability to understand how modern economic markets operate. Thus, the focus of this study is centered on market actions of independent hip-hop music artists and consumers of hip-hop music especially in regards to music distribution technology. Data was collected via …

Outsourcing: An Historical Review For The Projection Of Future Savings, Leslee J. Saleck

Theses and Dissertations

Because of continuing budget and personnel limitations and the need to fund weapons modernization, the Department of Defense has increased its emphasis on outsourcing support activities. Recent studies have suggested that aggressive outsourcing of support activities by the DoD could produce billions of dollars in savings. The overriding purpose behind this research was to determine to what extent projected savings can be substantiated. To explore the potential for savings, this thesis examines the evolution and impact of outsourcing and privatization in both the private and public sectors. Next it looks at the experiences of private and public sectors to identify …

A Framework For Developing Marketing Plans For Military To Civilian Technology Transfer, Kenneth R. Hirlinger Jr.

Theses and Dissertations

The Government of the United States, in particular the Department of Defense, invests a significant amount of funding into the development of technology. This technology, as a critical component of its weaponry, allows the United States to maintain a world-wide qualitative superiority over potential adversaries who may have a quantitative advantage. As industry and government continue to downsize, the transfer of technology from the federal government to the private sector becomes important to ensure the industrial base can continue supporting the military. In addition, transferring technology allows the industrial base to gain international competitive advantages and increase the breadth of …