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Full-Text Articles in Business
Aggie Chocolate: Blue Victory, Jon M. Huntsman School Of Business
Aggie Chocolate: Blue Victory, Jon M. Huntsman School Of Business
Jon M. Huntsman School of Business News Collection
Six USU students, including four from the Huntsman School, won a branding competition for the new Aggie Chocolate Factory located at Blue Square in Logan.
Building Brands Through Social Listening, Meryl Rosenblatt Mba, Taylor Curran, Jessica Treiber
Building Brands Through Social Listening, Meryl Rosenblatt Mba, Taylor Curran, Jessica Treiber
Faculty Works: Business (1973-2022)
Marketers are using social media as a way to promote their brands and build consumer relationships. Research has shown that brand relationships can provide consumers with resources in making decisions, meeting their needs, and motivating them. With a growing number of marketers reporting that social media is important to their businesses, keeping a watchful eye on what the customers are saying on social media, and what competitors are doing, is critical. Social media platforms such as Twitter and Facebook enable the creation of virtual customer environments, where online communities form around specific firms, brands, or products. For this project we …
Goliath Sized Campaign: Promoting Leadership Principles To The Millennial Generation Utilizing A Guerrilla Design Campaign, Ryan Smith
Masters Theses
We are nearing a critical juncture with the retirement of the Baby Boomer generation. The growing demand to replace this workforce with the millennial generation causes us to consider if millennials are up to the challenge. Although this next generation is tech-savvy, resourceful and innovative, many millennials have shared shortcomings including a sense of entitlement, demand for attention and praise and a poor work ethic. Lack of experience and no sense of direction, causes other generations to patiently wait to see what will come of millennials. But through strong leadership development there is hope. By instilling leadership characteristics and encouraging …
How To Make It As A Maker: Maximizing Customer Experience To Increase Brand Value In The Saturated Marketplace Of Paper Goods And Gifts, Hannah K. Lynch
How To Make It As A Maker: Maximizing Customer Experience To Increase Brand Value In The Saturated Marketplace Of Paper Goods And Gifts, Hannah K. Lynch
Masters Theses
The following thesis investigates the saturated conditions of the paper goods and gift industry, while addressing how the problem of competition discourages start-up brands. Targeted towards rising creative entrepreneurs with ambition to enter the marketplace, the thesis affirms opportunity for breakthrough created by the Maker Movement and identifies strategies for success through attention to customer experience. Based on the trending demand for experience, suggested strategies highlight the primary areas with opportunity for visual application, including brand, product, packaging, social media, and point of purchase. Scholarly research employs primary and secondary resources, along with case studies of successful brands in a …
Two Essays On The Link Between Consumer-Brand Relationships And Customer Brand Loyalty, Mansur Khamitov
Two Essays On The Link Between Consumer-Brand Relationships And Customer Brand Loyalty, Mansur Khamitov
Electronic Thesis and Dissertation Repository
Customer brand loyalty is one of the most important concepts to consumer researchers and marketing practitioners. A considerable amount of research over the last 20 years documents that different consumer-brand relationship constructs, such as those characterized by attachment, identification, brand love, self-brand connection and trust, are positive predictors of customer brand loyalty. However, there is little consensus on what consumer-brand relationship constructs are superior predictors of loyalty and under what conditions each type performs relatively better. To advance understanding of how well different consumer-brand relationship constructs drive customer brand loyalty and to help companies improve the effectiveness of their relationship-building …
Creative Micro-Entrepreneurship In Practice: Exploring Digital Tools For Small Creative Businesses, Olivia Messina
Creative Micro-Entrepreneurship In Practice: Exploring Digital Tools For Small Creative Businesses, Olivia Messina
Honors Scholar Theses
For the scope of this thesis, my focus is on independently owned businesses
run by “creative micro-entrepreneurs.” I’m using this term, coined by the digital
selling platform Etsy, to encompass artists, craftspeople, and others who sell artistic
goods and services they have made themselves. In addition to being part of this
community personally, I also think that it is important for these small businesses to
have the resources they need to thrive in our rapidly changing economy. Selling
online, clothing & accessories businesses, and cooking & baking businesses are
among the top 5 “side hustles” for Millennials, making creative small …
Branding Strategies Of A Private International School, Balasubramanian Varadarajan, Timothy Malone Dr.
Branding Strategies Of A Private International School, Balasubramanian Varadarajan, Timothy Malone Dr.
The Qualitative Report
Demand for international K-12 schools in India is growing, and this is causing competition between them. The purpose of this paper was to explore the branding strategies that private international school leaders in India use to enhance the school brand. Case study method was used where fifteen participants were interviewed from an international school in Southern part of India. Interviews were conducted with five school leaders, five teachers, and five parents using a semi-structured interview method with open-ended questions related to branding strategies. Brand-oriented organizations have internal approaches to developing their brand based on vision, mission, and values. As education …
Buying Unicorns: The Impact Of Consumer-To-Consumer Branded Buy/Sell/Trade Communities On Traditional Retail Buying Behavior, Catherine Armstrong Soule, Sara Hanson
Buying Unicorns: The Impact Of Consumer-To-Consumer Branded Buy/Sell/Trade Communities On Traditional Retail Buying Behavior, Catherine Armstrong Soule, Sara Hanson
Marketing Faculty Publications
Branded buy/sell/trade (BBST) is a consumer-to-consumer (C2C) selling phenomenon that is both massive in scale and meaningful in its impact on consumer behavior and the traditional retailing landscape. Consumers buy, sell, and trade one focal brand’s products in these social media-hosted, consumer-initiated communities. This article introduces the phenomenon, differentiates it from other forms of C2C exchange, and explores relationships between members and the brand. Although brands may view these activities as a potential threat to retail sales, the effects are more complex and paradoxical. The authors present data collected from Facebook, in-depth interviews, and a survey. Findings suggest that buyer-sellers …
Branding Strategies Of Service Small And Medium-Sized Enterprise Owners, Mohammed Aslamuddin Siddiquie
Branding Strategies Of Service Small And Medium-Sized Enterprise Owners, Mohammed Aslamuddin Siddiquie
Walden Dissertations and Doctoral Studies
Most enterprises in the United Arab Emirates are small and medium-sized enterprises (SMEs); some owners of these enterprises lack the knowledge of branding strategies to succeed financially. The purpose of this multiple case study was to explore branding strategies used by owners of some successful service SMEs. Krake's funnel model for the role of brand management in SMEs was the conceptual framework used in the study. Data were collected from semistructured interviews with a purposeful sample of 6 owners of medium-sized service enterprises who used branding strategies to improve the financial performance of their companies, and a review of company …
Connecting With Brands: Brand Personality And Brand Outcome, Valuing Persons With Special Needs (Psn), Dawn Distefano Mba, Pradeep Gopalakrishna
Connecting With Brands: Brand Personality And Brand Outcome, Valuing Persons With Special Needs (Psn), Dawn Distefano Mba, Pradeep Gopalakrishna
Faculty Works: Business (1973-2022)
There are many individuals with developmental disabilities who have the capability to make independent purchases and who frequent particular brands. Studies on buying trends of individuals with physical disabilities is available; however, there is a need for academic study to explore how individuals with developmental disabilities connect to various brands via brand personality.
The proposed embryo case study will investigate how individuals with developmental disabilities associate with particular brands utilizing the Brand Personality scale (Aaker, 1997) to predict brand outcome (e.g. brand connection, purchase likelihood, and brand choice) as well as promote inclusive marketing methods for the above-mentioned purpose.