Marketing Commons^™

How To Bridge Materialism And Ethical Behavior: Exploring The Influence Of Scarcity Appeal, Minjeong Kim

Doctoral Dissertations

This paper explores the complex dynamics of consumer behavior, particularly focusing on materialistic individuals' propensity towards unsustainable consumption practices and their reluctance to engage with brands' purpose-driven initiatives. Drawing on existing literature, the study highlights strategies to minimize the detrimental effects of materialism on environmental concerns. It also aims to enhance ethical product preferences by examining consumers' consumption patterns. Materialistic consumers prioritize product acquisition for status display rather than practical utility. They often overlook the societal and environmental implications of their choices.

In response to this challenge, the research aims to investigate scarcity strategies as a means to incentivize materialistic …

Ace! How The Waste Management Phoenix Open Rose From The Ash Heap To Become A Sponsorship Exemplar, Lee P. Mcginnis, Keevan Statz

Journal of Applied Sport Management

Waste Management leverages the PGA TOUR’s so-called “People’s Open” in a manner that is unparalleled in the sport industry. The Waste Management Phoenix Open (WMPO) is not only a zero-waste event but also utilizes activation tactics that maximize this value proposition for consumers through sponsored activities that engage fans of all ages, backgrounds, and motivations. After an extensive analysis of the event and what makes it distinct, we propose a framework that we term ACE (Activation optimization, Cohesive value propositions, and Experientially focused programs), which can serve as a three-pronged test that event/property owners and sponsors alike can use to …

Artists On The Rise: An Exploration Of The Role That Brand Collaboration Prestige Plays In The Development Of Identification And Artist Attractiveness, Isabel Soldner

Chancellor’s Honors Program Projects

No abstract provided.

Influencer Versus Body Positive Marketing: Perceived Brand Personalities In The Eye Of The Target Consumer, Sarah N. Bowman

Chancellor’s Honors Program Projects

No abstract provided.

Boys That Blend: How Men In Makeup Can Affect Social Media Marketing Efforts, Matthew Meyers

Chancellor’s Honors Program Projects

No abstract provided.

Ecocar Mobility Challenge Communications Plan, Whitney M. Brothers

Chancellor’s Honors Program Projects

No abstract provided.

Yes, We Can Brewing Company, Madison Hailey Murphy

EURēCA: Exhibition of Undergraduate Research and Creative Achievement

Yes, We Can! Brewing Company is a minority owned and operated small batch microbrewery for black women, by black women. The brewery aims to change the narrative of women of color in the craft beer industry by creating unparalleled quality beverages that empower this underserved market. Yes, We Can! is blazing the trail by paying homage to the original trailblazers, crafting beer as complex as the women on our labels. From Mae Jemison, the first African American female astronaut to travel to space to Bessie Coleman, the first African American woman to hold a pilot license, each can’s label will …

The Four-Hour Film Festival, James Christopher Agan

Chancellor’s Honors Program Projects

No abstract provided.

Changing The Industry, Spotify, Seth A. Carver

Chancellor’s Honors Program Projects

No abstract provided.

#Sponsored: The Emergence Of Influencer Marketing, Steven Woods

Chancellor’s Honors Program Projects

No abstract provided.

Cell Phone Ethnography: Mixed Methods And The Brand Consumer Relationship, Robert Nathaniel Dove

Masters Theses

Overall, the goal of this study is to identify and differentiate the various motivations and cultural influences that can be used to explain consumer behavior. In doing so, this study hopes to facilitate the development of new and innovative marketing strategies, providing a new research design for the ethnographer’s toolkit. More importantly, this model can give shape to new constructs and new variables for further empirical testing in the field through quantitative and qualitative methods. By blending the two approaches, using qualitative interpretive anthropological analysis by field study with quantitative sentiment analysis adapted from market researcher Jeffery Breen’s (2012) methodology, …

Creating Competitive Advantage In The Premium Market Segment Through A Sustainability Strategy, Andrew E. Iberg

Chancellor’s Honors Program Projects

No abstract provided.

Corporate Social Responsibility (Csr) Advertising And Consumer Responses In The Lodging Industry: Functions Of Green Marketing Motive And Appeal Type, Donghwan Yoon

Doctoral Dissertations

Hotel chains are increasingly engaging in corporate social responsibility (CSR) marketing to fulfill their social responsibilities. This study primarily aimed to contribute to the hospitality marketing literature and derive findings from the applied theoretical frameworks that would provide practical information for hotel CSR marketers. The study introduced three theoretical concepts: the information-processing model to provide a comprehensive framework of the attitude formation process, the attribution theory to explain the different effects of CSR motives, and the hierarchy-of-effects model to explain the relational effects of affect, cognition, and conation on consumer responses. In this sense, the study was conducted to test …

The Most Powerful Mouse In The World : The Globalization Of The Disney Brand, Michaela J. Robbins

Chancellor’s Honors Program Projects

No abstract provided.

Shopper Value: A Framework And Examination Of The Impact Of Importance, Shopping Context And Shopping Social Situation, Robert Paul Jones

Doctoral Dissertations

This dissertation is exploratory, examining a little studied part of retail, the shopper. Shoppers are defined as: actively engaged in the pursuit of a target purchase driven by a specific need requiring a solution. The objectives of this research are to clarify the differences between consumers and shoppers, justifying the need for further study. This research also seeks to develop a values based framework of shopper behavior in order to facilitate future research. An extensive review of the literature provides a foundation for the differences between shoppers and consumers. The theory of reasoned action provides the foundation for the shopper …

Generation Y And Sustainability, Shelby L. Talbott

Chancellor’s Honors Program Projects

No abstract provided.

The Role Of Financial Services Advertising On Investors' Decision-Making, Tae Jun Lee

Doctoral Dissertations

The present study assesses the effect of financial services advertising on investors’ decision-making by adopting a two-sided approach: a stimulus-side analysis to document the nature and prevalence of advertising strategies and advertising disclosures being used and a response-side investigation to examine the investors’ processing of and receptiveness to financial services advertising. By performing a content analysis of recently published financial services magazine advertisements, this study provides a contemporary look at whether and how financial services companies inform, persuade, and communicate with average investors. Results from this content analysis method is also used as a foundation to help design realistic test …

The Effects Of Social Media On Not-For-Profits, Kylie Jade Pearse

Chancellor’s Honors Program Projects

No abstract provided.

Exploring And Explaining Consumer Competition: A Mixed-Methods Approach To Understanding The Phenomenon, Bridget M Satinover Nichols

Doctoral Dissertations

The purpose of this dissertation is to examine the phenomenon of “consumer competition.” The overarching objective is to help researchers and marketing practitioners understand how the phenomenon is created, how consumers experience competition, and to begin to inspect its effects. Consumer competition is defined as the active processes of striving against others for the acquisition of a consumption object. To date, this phenomenon has been under-researched, despite its prevalence in many marketing and consumer-related domains.

An extensive literature synthesis provides the foundation for understanding competition and competitiveness in general from a multi-disciplinary perspective. Based on the synthesis of literature and …