Marketing Commons^™

Parallel Session: The Mediating Role Of Brand Image Of Health Product Brands On Consumer-Brand Relationships In Social Media, Dilip Mutum, Jing Ning, Ezlika Ghazali

International Conference on Marketing

This paper presents the finding of a study which examines the mediating role of brand image towards the effects of various brand factors influencing consumer-brand relationship, viz., brand experience, brand attribute, endorser effect, brand familiarity, online advertisement and social media engagement. This paper was extracted from a much larger study which examined the relationships in the context of health product brands in Malaysia. The results of this study hold important implications for both practitioners and academics. Marketers need to make efforts to further improve their brand image and communicate it clearly to the consumers. This will lead to better consumer …

The Transition Experiences Of International Graduate Students In Clark University School Of Professional Studies, Xuesong Huang, Mingyang Lian, Dang Trung, Jay Sheth, Yuwei Yang, Irina Klimenko

School of Professional Studies

In the last decade, the School of Professional Studies at Clark University has witnessed a sharp increase in international students. More and more international students in the millennial generation have entered the School of Professional Studies pursuing one of the two-year graduate programs: Master of Science in Professional Studies, Master of Science in Public Administration, and Master of Science in Information Technology. In the past, working adult student dominant the program. These students already had a career outside the classrooms before them came to study. The millennial international students have generated new adjustment problems. Some of the transition issues of …

What 100,000 Tweets About The Volkswagen Scandal Tell Us About Angry Customers, Vanitha Swaminathan, Suyun Mah

Research Collection Lee Kong Chian School Of Business

In September 2015 the Environmental Protection Agency found that many Volkswagen cars sold in the United States were equipped with software that could falsely improve the performance of diesel engines on emissions tests. This cheating was subsequently acknowledged by the car maker.Among the many issues at stake for the company was one of public perception. Anecdotal evidence at the time of the incident suggested irreparable harm to the Volkswagen brand. So could Volkswagen recover in the short term in this regard? And, the broader question, how can you measure brand perception in times of scandal, particularly in an era where …

Cross-Functional Integration And New Product Performance: An Empirical Analysis And Findings, Lisa C. Troy, Tanawat Hirunyawipada, Audhesh K. Paswan

Tanawat "Tom" Hirunyawipada

Although cross-functional integration is often considered an important element in a successful new product development program, a great deal of variance exists in extant literature regarding how integration is defined and implemented and how relevant studies are conducted.

The authors attempt to bring clarity to a diverse set of 25 studies that investigate cross-functional integration by empirically analyzing 146 correlations between integration and aspects of new product success. The authors examine the impact of 12 potential moderators that affect the integration–success link using meta-analysis techniques.

The findings indicate that though cross-functional integration may indeed have a direct impact on success, …

It's All About Me: How Self-Brand Connection And Social Media Interactivity Influence Purchase Intent, Shannon Taylor Mccarthy

Graduate Theses and Dissertations

Social media is ubiquitous and allows consumers to display identity by through possessions through posts, images, and interactions. The self is all the individual calls their own and is expressed outwardly through everything visible, including possessions, relationships, and interactions. They tell their story through the display of envy-inducing artifacts, and create a perfect, photoshopped life. Consumers seek a connection to positively viewed brands they feel are self-representative through interaction. This dissertation seeks to better understand consumer rationale for and gratification from online brand engagement and how that, in turn, impacts the brand. Three studies examined the effects of self-brand connection, …

International Management: Strategic Opportunities And Cultural Challenges, Paul B. Sweeney, Dean B. Mcfarlin

Paul B. Sweeney

As the economies of many countries become more interrelated, international managers are facing huge challenges and unique opportunities associated with their roles. Now in its fifth edition, Sweeney and McFarlin's International Management embodies a balanced and integrated approach to the subject, emphasizing the strategic opportunities available to firms on a global playing field, as well as exploring the challenges of managing an international workforce. Integrating theory and practice across all chapter topics, this book helps students to learn, grasp, and apply the underlying principles of successful international management: Understanding the broad context of international business, including the critical trends impacting …

Information Technology Proposal For The Town Of Spencer, Vijay Basava, Corey Kenyon, Mahdi Soltani

School of Professional Studies

The Town of Spencer came to us looking for a plan to build and maintain their own personal fiber network for connection between departments and to improve data security for important information. After assessing the existing landscape and determining the various paths forward, we created network diagrams and plans for the movement forward of this project.

After assessing a variety of plans, we found that a full single-mode fiber network would be the best system for the implementation in Spencer. While it was the highest cost, it also scored the highest in our assessment.

Charlton Fire Department Resident Expectations: Survey And Analysis, Natalie Omary, Jingxin Wen, Junchen Chen, Denis Kornev

School of Professional Studies

The Town of Charlton is located in the heart of the Massachusetts with a resident population of just under 14,000 people. The Charlton Fire Department serves the town for needs related to fire fighting, fire prevention, burning permits and inspection services along with emergency medical services. The Department has requested the assistance of the Clark University COPACE Capstone students in creating and conducting survey in order to get a sense of what the resident of the town know about the fire department and to better gauge their expectations about what the department can provide for them. The survey was formulated …

Cybersecurity Awareness Shrewsbury Public Schools, Brittany Crompton, David Thompson, Manuel Reyes, Xueyan Zhao, Xueke Zou

School of Professional Studies

In the 21st Century, technology reaches every aspect of our lives. As “digital citizens” we must be aware of the dangers both to our technological equipment and our personal information stored, transmitted, and processed on this equipment. The Cybersecurity Awareness curriculum developed for the Shrewsbury Public School district is designed to meet this need, as well as foster an interest in technology and ethical computer use.

Analysis Of The Point Of Sales System At Tower Hill Botanical Garden And Suggested Courses Of Action, Brian Dunn, Keerthi Bandi, Chantal Kopwa Epse Kassa, F.N.U Shelly

School of Professional Studies

As Tower Hill Botanic Garden continues to improve on its operations and enhance the experience of its visitors and members, they are on a quest for a new Point-Of-Sale (POS) system that not only works with its existing hardware and interface with Raiser’s Edge, a smartcloud fundraising and relationship management software central to the garden’s operations but also, have a restaurant module and the capability of operating both in a wireless and hard-wired environment.

Alternatives Unlimited Inc. Property Service Application, Jalpa Dave, Pennie Nataliya, Neelakshi Bali

School of Professional Studies

The purpose of this project is to propose Property service application to be enforced for documenting and managing the work orders raised throughout the residencies. The company is looking into an application that would facilitate to track and monitor the maintenance request received in a systematic order and ensuring priority work request is resolved within the set time frame. The project is to enhance the property service's work more efficiently as this will provide a high level of charge for the occupants by providing quicker response to their requests. The Objectives set to achieve for this project are realistic and …

Developing An Online Database Of Experts For The Worcester Regional Chamber Of Commerce, Zikan Chen, Douglas Grey, Pranjal Shah

School of Professional Studies

The Worcester Regional Chamber of Commerce as part of their mission to attract business to the Worcester area, want to create an online searchable database of industry experts made up of faculty members of the Colleges and Universities in the Worcester area. This online database will be placed on the Worcester Regional Chamber of Commerce Higher Education – Business Partnership page on their website. The limitations placed on this request are that the Regional Chamber as of this moment have no monetary or Information Technologies resources to provide for the realization of this request.

The proliferation of as A Service …

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, …

#Sponsored: The Emergence Of Influencer Marketing, Steven Woods

Chancellor’s Honors Program Projects

No abstract provided.

Doc Wayne Youth Services, Inc. Capstone Project Youth Employment And Mentoring, Bongani T. Jeranyama, Zhengjun Liu, Sarah Parsons

School of Professional Studies

In Boston, Massachusetts, young adults age 16-19 who have dropped out of high school have a very high unemployment rate of 43.8%. Additionally, in the United States of America the difference between a young adult with a high school diploma as opposed to a young adult without a high school diploma in terms of weekly income is $180 USD; between a young adult with a high school diploma versus a young professional with a bachelor’s degree is $433 USD. These numbers demonstrate the need for services that improve academic achievement, job readiness and preparedness, and youth mentorship for struggling young …

A Nonprofit Model In A For-Profit World: A Closer Look At Sheltered Workshops And Sustainability As An Employee Run Business, Bing Jang, Mitchell Perry, Nikolin Vangjeli, Laura Ducharme

School of Professional Studies

Historically, society has tended to isolate and segregate individuals with intellectual and developmental disabilities. Despite improvements such forms of discrimination continue to be a serious social problem. On October 11, 2011, the Department of Justice began an investigation into several state’s systems of providing vocational services to individuals with intellectual and developmental disabilities. This action came about due to several states being out of compliance around Title II of the Americans with Disabilities Act (ADA). Title II of the ADA prohibits discrimination on the basis of disability for all services, programs and activities provided to the public by state and …

Analyzing Shared Value And Social Business Principles: A Case Study Of Honeydrop Beverages And Seven Hills Foundation, Sarah Dys, Maya Grevatt, Brianna Mirabile

School of Professional Studies

Can the business world come together with the nonprofit world to create systems to lift low income women, children, and families out of poverty? The following report aims to show how the changing principles of business have the potential to serve international populations living on less than $2USD per day. For-profit organizations working with citizen sector organizations instead of giving charity provides a sustainable model to connect profit maximization with social good.

Honeydrop Beverages is a company based out of New York that produces lemonade sweetened with honey. Their products do not contain any refined products, only using fresh and …

Connecting The Dots: How Iot Is Going To Revolutionize The Digital Marketing Landscape For Millennials, Chloe E. Spilotro

Undergraduate Honors Theses

The growing phenomenon of the Internet of Things (IoT), which is that any item capable of being connected to the Internet will be, presents an unprecedented opportunity for businesses. Using an extensive literature review, the current research examines the significant shift in marketing strategies that need to take place to target the millennial generation of as they adopt IoT. Most research defines the Millennial generation as those born from the early 1980s to the early 2000s. As individuals in this generation grow older, there are two behavioral implications: 1) their acceptance of technology suggests they will be quick to adopt …

Buying Love Through Social Media: How Different Types Of Incentives Impact Consumers’ Online Sharing Behavior, Yueming Zou

Marketing Theses & Dissertations

A key issue in social media marketing is insufficient consumer participation and engagement. Oftentimes companies have to devise tactics to encourage more social sharing of brand messages, such as through the use of incentives and rewards. Previous research has investigated incentive effects under the traditional offline context, which addresses mostly economic exchanges and fails to consider the social dynamics of the social media environment. Addressing this gap, this research aims to answer the following research question: how can companies target different consumers with different incentives to maximize consumer sharing through social media? Specifically, the present research proposes three factors that …

Establishing A Brand: How To Create A Household Name For A Wine Brand Through Social Media And Image, Megan Rodrigues

Journalism

This paper was conducted as a Senior Project for the Journalism Department at California Polytechnic State University in San Luis Obispo, California during a 10 week quarter. This paper explores the topic of wine branding through social media and image. The research for this paper consisted of interviews with three experts that are currently working in the wine industry as well as a literature review of several articles and books that support the topic. The questions that arose about wine branding, brand recognition, social media, wine label and image during the literature review were then asked to the three experts: …

Best Practices To Increase Efficacy Of Graduate School Admissions Communications At Clark University, Diana Curran, Nikki Feinberg, Mitchell Kelley, Ruiqi Li, Anning Zhou

School of Professional Studies

Within the period of time that a graduate student deposits and subsequently arrives at their academic institution, receiving timely information is important for their preparation. This process has been deemed by the Deans of the Enterprise Schools at Clark University as one that needs further investigation. As such, this Capstone looks at the array of communication that goes out to each graduate student during this four-month period. The purpose of examining this communication is to analyze its effectiveness in engaging students. To analyze the effectiveness of this communication, surveys were distributed to current students in these schools to gather data …

The Future Of Advertising: What You Should Know, Valerie K. Jones, Rishad Tobaccowala

College of Journalism and Mass Communications: Faculty Publications

We live in an empowered age with empowered consumers. Technology has become a slingshot enabling each of us consumers to defeat Goliath, the big companies and marketers. Consumers have god-like power, able to see, hear, discover, and uncover almost anything through all of the devices available today. Digitization, globalization and demographic shifts are requiring us to replace old models of thinking about communication and advertising. The chapter introduces new models of thinking about about the future of advertising, guided by a few fundamental principles: delivering utilities and services, as opposed to a message; reaggregating audiences, as opposed to segmenting them; …

Women's Professional Sports: A Case Study On Practices That Could Increase Their Profitability, Danielle H. Mcardle

Honors Undergraduate Theses

Women’s professional sports leagues have often been considered a risky business endeavor. Critics cite low attendance, lack of sponsorships, lack of media rights deals, and numerous other reasons for why women’s professional sports leagues are not profitable. In analyzing the current landscape of women’s professional sport leagues, this paper uses a case study approach to develop a strategy that will highlight lessons learned from past women’s professional sports leagues, current professional sports leagues, sponsorship agreements, fans, social, digital, and mobile marketing strategies, and management practices to show how the business of women’s sports could be made into a more profitable …

Understanding The Influencers Of Second-Hand Apparel Shopping Behavior, Robyn Hobbs

Theses and Dissertations (Comprehensive)

Shopping for second-hand apparel is rapidly growing and has become a notable segment of the retail market. The purpose of this study is to determine what influences consumers when shopping second-hand for apparel products in-store and online. According to the existing literature, a number of key factors play significant roles for second-hand apparel shopping consumer decisions. They include: social, costs, trends and environmental influencers. Past research has not concentrated in-depth on the hedonistic and social influences of second-hand apparel shopping, financial factors, and time spent shopping for second-hand apparel. This study has observed the socio-demographic profile of second-hand shoppers, what …

The Digital Dionysus: Nietzsche & The Network-Centric Condition

Dan Mellamphy

No abstract provided.