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Full-Text Articles in Marketing
Video Game Sociology And Public Relations/Marketing Efforts: An Analysis And Application Of Sociological Elements And Efficacy Of Public Release In The Bioshock Series, Bethany Johnson
Mahurin Honors College Capstone Experience/Thesis Projects
Video games are a major, viable source of entertainment for all age groups and offer practical application to everyday life; however, they are mostly viewed in terms of sales and viral popularity. They often go unanalyzed in terms of narrative, real-life implications, reach, and impact. In order to understand different audiences and achieve greater public reach, the game must be thought about in terms of its sociological meaning, public relations and marketing messages, and the market segmentation of domestic versus international consumers. Using one of the more unique games to come out of the last two decades as an example, …
Wku’S Brand Personality, Nicole E. Childress
Wku’S Brand Personality, Nicole E. Childress
Mahurin Honors College Capstone Experience/Thesis Projects
The University Brand Personality Scale was introduced in the Journal of Business Research in 2016. It establishes six dimensions for evaluating a university’s personality: prestige, sincerity, appeal, lively, conscientious, and cosmopolitan. The scale also illustrates how these dimensions relate to brand love, positive word-of-mouth, and students’ intentions to support their university as alumni. The goal of this project was to evaluate Western Kentucky University’s brand personality on these six dimensions based on student surveys. Results showed that among the six dimensions, sincerity and appeal ranked the highest, followed by prestige, lively, and conscientious, then finally, cosmopolitan. However, on average, each …