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A Conceptualization And Empirical Examination Of The Effects Of Marketing Alignment On Franchising Relationships, Joseph Matthes
A Conceptualization And Empirical Examination Of The Effects Of Marketing Alignment On Franchising Relationships, Joseph Matthes
College of Business: Dissertations, Theses, and Student Research
Franchising is a widely utilized business format that continues to grow in popularity both domestically and abroad. Through the recruitment of franchisees as agents, franchisors are able to access additional resources and rapidly expand their networks. The marketing relationship between franchising partners presents unique opportunities and challenges due to this captive and codependent channel structure. In order to fill a gap in the literature and better understand franchisee-franchisor relationships, the author conceptualizes marketing alignment as being comprised of both agreement and cooperation across the dimensions of strategies, operations, and values. A conceptual model is developed that addresses the following research …
How Corporations Use Social Media: An Exploratory Study, Victor Khachatryan
How Corporations Use Social Media: An Exploratory Study, Victor Khachatryan
Honors College Theses
This paper explores the role of social media in increasing a company’s brand equity and strengthening its customer relationships. The data collected consists of three case studies of major American companies, two interviews with Brazilian entrepreneurs, and a survey conducted to start-up companies in the New York City area. The paper then concludes that the use of social media by businesses, leads to a positive relationship with brand equity and improved customer relationships. Nevertheless, further research is required to see how other factors interact with brand equity and customer relationships to get a better understanding of social media and its …
The Domestic Death Of A Global Icon? A Situational Analysis Of The Irish Public House, Gail Cotter Buckley, Angela Wright
The Domestic Death Of A Global Icon? A Situational Analysis Of The Irish Public House, Gail Cotter Buckley, Angela Wright
Dept. of Organisation & Professional Development Publications
The public house has formed an intrinsic part of the Irish way of life for centuries, but it may soon be gone due to changes in demographics, alcohol consumption, and other variables including psychographic and geographic factors. Changes in Irish society during the rise in affluence characteristic of the Celtic Tiger era, and applicable Government policies have all played a role in altering the Irish pub culture. This research examines the current situation of the public house market in Ireland today with an aim of recommending some viable solutions to this declining industry. Government intervention in the future will be …