Marketing Commons^™

Branding Of Professional Service Firms, Aditi Balasubramaniam

Honors Theses

No abstract provided.

An Exploratory Study On The Relationships Among Electorate's Voting Behavior, Party Identification, Personal Values, And Demographic Characteristics, Kuan-Shun Chiu

Doctoral Dissertations

This study was proposed to examine if there existed significant differences in voters' party identification and voting behavior due to gender, race, age, income, education and personal values.

The sample was chosen from eligible voters in Florida. Of the 1500 questionnaires managed, 161 were identified as useable. The sample was representative of the results of 2000 presidential election in Florida with respect to voters' gender, race, income, and voting choice by party identification. Statistical techniques used were ANOVAs, Chi-square statistics, factor analysis, and logistic regression.

This study demonstrates how personal values may be associated with demographic characteristics to create a …

The Effects Of Subliminal Messages In Print Advertisements, Jamie Lynne Wilfong

Undergraduate Honors Thesis Collection

One very controversial topic within advertising is subliminal advertising. There are many studies about the subject of subliminal messages and their effects (Trappey, 1996). This type of advertising uses subliminal stimuli, messages presented so fast or so softly or so masked by other messages that one is not aware of "seeing" or "hearing" them (Hawkins, Best, Coney, 1995). When marketers put subliminal messages in advertising, they create subliminal advertising. Subliminal advertising, therefore, involves the use of words, pictures, and shapes that are purposely inserted into advertising materials so that the viewers of the material perceive the imagery at a subconscious …

Antecedents And Consequences Of Consumer Ethnocentrism Across Russia's Three Sub-Cultures, Shawn Thelen

Theses and Dissertations in Business Administration

Shimp and Sharma (1987) extended the concept of ethnocentrism to commercial products with the development of a 17-item Consumer Ethnocentrism Scale [CETSCALE]. Consumer ethnocentrism is the belief that purchasing imported products harms the local economy, increases unemployment, and is morally wrong (Skimp and Sharma 1987). Shimp and Sharma (1987) called for studies to determine antecedents to consumer ethnocentrism and to apply the CETSCALE across geographic and regional segments. This dissertation addresses a void in the literature by examining antecedents; Inglehart's Materialism/Post Materialism (1977) and Holbrook's Nostalgia (1993), and outcome variables; product purchase preference, of consumer ethnocentrism across sub-cultures postulated to …

Analyzing The Amount And Type Of Information That Is Presented In Thai Television Commercials, Oranee Supthawechaikul

Theses Digitization Project

The globalization of the market place is arguably the most important challenge facing companies. Globilization affects consumer behavior and attitudes in many ways, in that they transcend national borders. Thus, a major challenge facing the international marketer is to identify global market segments and reach them with products, marketing programs, and advertising messages that meet the common needs of the consumers.

Integrated Marketing Communications, Yousef Ali Obidan

Theses Digitization Project

The purpose of this project is to review the history of marketing following World War II and the changes taking place in the societies and the marketplace. The last decade of the 20th century brought many changes to the marketplace. Some changes were attributed to the introduction and use of technology while others relate to the expansion of the global marketplace. Customer demands and competitive forces require changes in market strategies.

Integrated Marketing Communications, Yousef Ali Obidan

Theses Digitization Project

The purpose of this project is to review the history of marketing following World War II and the changes taking place in the societies and the marketplace. The last decade of the 20th century brought many changes to the marketplace. Some changes were attributed to the introduction and use of technology while others relate to the expansion of the global marketplace. Customer demands and competitive forces require changes in market strategies.

Deception In Advertising: A Content Analysis Of The Legal Parameters Of Deception, E. Carla Mitchell

Theses and Dissertations in Business Administration

One of the primary attributes of a free market economy is the uninhibited flow of truthful information regarding the goods and services available in the marketplace (Azcuenaga 1995). This free flow of information, in the form of advertising, enhances market performance by informing consumers and enabling firms to compete equitably based on the attributes of their offerings. Studies reveal that, for the vast majority of marketing managers, the regulatory environment serves as the primary influence in advertising strategy development and decision-making (Davis 1994). However, in their theory development, behavioral researchers often ignore the legal aspects promulgated by the FTC. Furthermore, …