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Women-Owned Business Branding: Consumer Behavior Based On Hedonic Vs. Utilitarian Positioning, Gracie Leeann Arnold
Women-Owned Business Branding: Consumer Behavior Based On Hedonic Vs. Utilitarian Positioning, Gracie Leeann Arnold
Undergraduate Honors Capstone Projects
Similar to the "country of origin" effect, branding a business with a specific ownership may have an effect on consumer purchasing behavior; but, as this trend grows so does the amount of research on how this effect is manifested. Large, powerful companies like Wal-Mart, Ex-IM Bank, and Toyota have recently launched initiatives to promote women-owned business enterprises by targeting women-owned suppliers. Women-owned business have seen unprecedented growth and market share in the past decade. In response, Wal-Mart has pledged to source $20 billion in goods from women-owned businesses by 2016. Wal-Mart began using the "Women-Owned" business logo (WOB) that was …