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Articles 1 - 30 of 64
Full-Text Articles in Marketing
A Cross -Cultural Research About Advertising Practices For Self-Image Projective Products Between The United States And Thailand, Pasinee Kaewmesri
A Cross -Cultural Research About Advertising Practices For Self-Image Projective Products Between The United States And Thailand, Pasinee Kaewmesri
Theses Digitization Project
This study performs a content analysis of the degree of standardization in print advertisements for self-image projective products. Catagories include perfumes, cosmetics jewelry, and women's apparel and accessories.
Internet Marketing Strategy And The Cognitive Response Approach: Achieving Online Fundraising Success With Targeted Donor Outreach, Carrie Dawn Cornwall
Internet Marketing Strategy And The Cognitive Response Approach: Achieving Online Fundraising Success With Targeted Donor Outreach, Carrie Dawn Cornwall
Theses Digitization Project
The goal of this study was provide a theory-based framework for Olive Crest, a charity that serves abused children, to successfully and strategically use e-mail marketing to achieve fundraising goals. A survey of Olive Crest's donors, utilizing the cognitive response approach as its foundation, was designed to assess attitudes and demographic trends that could help advance online marketing initiatives. A sample of 81 respondents completed the survey which evaluated Olive Crest's supporters' product/message, source, and ad execution thoughts.
Awareness Of Global Warming And Car Purchasing Behavior In Singapore, Chika Nakayama
Awareness Of Global Warming And Car Purchasing Behavior In Singapore, Chika Nakayama
Theses Digitization Project
The purpose of this study was to determine consumers' attitudes toward and perceptions of global warming and hybrid cars and examine the car purchasing behavior in Singapore. The benefits of the study will provide marketers with insight of consumers' demand for cars in Singapore. Findings will help automakers develop more effective, consumer-oriented advertising plans for cars in Asia as Singapore consists of diverse Asian ethnic backgrounds- Chinese, Indian, and Malaysain.
Parametric Media: A Strategic Market Analysis And Marketing Plan For A Digital Signage, Interactive Kiosk And Content Company, Helena Irita Fowler
Parametric Media: A Strategic Market Analysis And Marketing Plan For A Digital Signage, Interactive Kiosk And Content Company, Helena Irita Fowler
Theses Digitization Project
This project had two major objectives. The first objective was to conduct a strategic market analysis to serve as the backbone and roadmap for the marketing plan. The second objective was to create a strategic marketing plan to address Parametric Media's strategic marketing and business goals and objectives. This project was designed to fullfill the company's marketing needs. To do so, the author examined the digital signage industry, in order to understand what similar companies have done in the past, explored how consumer-based companies have deployed digital signage systems, and presented statistics and trends within the digital signage industry. The …
Content Dimensions Of Web Advertising: A Cross-National Comparison Between United States And Thailand, Kuntida Traiwanatham
Content Dimensions Of Web Advertising: A Cross-National Comparison Between United States And Thailand, Kuntida Traiwanatham
Theses Digitization Project
The purpose of this study was to determine whether and how web advertising differs across countries of diverse cultures (between U.S. and Thailand) in such areas as creative appeal used, the amount and type of information contained, and selected descriptive characteristics that are unique to this relatively new medium.
The Impact Of Corporate Stadium Sponsorship, Yi-Chun Kuo
The Impact Of Corporate Stadium Sponsorship, Yi-Chun Kuo
Theses Digitization Project
The purpose of this study is to investigate the impact corporate stadium naming rights. In particular, this project will assess consumer perceptions of stadium naming rights as a means for determining its effectiveness as a marketing approach. A survey of CSUSB students was conducted in order to obtain their perceptions of the relative marketing attractiveness of naming rights for a local minor league baseball stadium.
A Content Analysis Of Print Advertising From The United States And Hong Kong, Ka Man Carman Chu
A Content Analysis Of Print Advertising From The United States And Hong Kong, Ka Man Carman Chu
Theses Digitization Project
The purpose of this study was to extend the research in cross-cultural advertising by investigating the differences in cosmetics and fragrance advertising in Hong Kong and the United States.
A Comparative Study Of Product Placement In Movies In The United States And Thailand, Woraphat Banchuen
A Comparative Study Of Product Placement In Movies In The United States And Thailand, Woraphat Banchuen
Theses Digitization Project
The purpose of this research was to compare the presence of product placement in movies across two different cultures, namely the U.S. and Thailand. In particular, this research examined the frequency of product placement in movies, the position of product placement in movies, and the target audiences in the U.S. and Thailand.
Impact Of Brand Equity On The Purchasing Of Consumer Durables, David Michael Wells
Impact Of Brand Equity On The Purchasing Of Consumer Durables, David Michael Wells
Theses Digitization Project
The purpose of this research was to demonstrate the importance of brand equity in the purchase of consumer durable goods, specifically heating, ventilation and air conditioning (HVAC) systems.
Consumer Concerns Towards Privacy: An Empirical Study, Maria Nicolaou
Consumer Concerns Towards Privacy: An Empirical Study, Maria Nicolaou
Theses Digitization Project
The purpose of the study was to determine consumer attitudes toward privacy and the influence of demographic factors on these attitudes. The study also sought to determine the willingness of participants to disclose selected individual information items and determine the awareness and acceptance level of technological innovations such as radio frequency identifiers (RFID) as they relate to privacy. A quantitative instrument was developed and a convenience sample of university students (N=203) was tested. Results showed that educational background played a role in the way participants perceived the applications of RFID.
Cultural Impact On Customer Perception Of Service Quality In The Hotel Industry: A Comparative Study Of Eastern And Western Respondents, Jing Fen Chiang
Cultural Impact On Customer Perception Of Service Quality In The Hotel Industry: A Comparative Study Of Eastern And Western Respondents, Jing Fen Chiang
Theses Digitization Project
The purpose of the study was to investigate cultural aspects that influence customer perception of service quality in the hotel industry, specifically those that influence Eastern and Western respondents. A questionnaire was developed to assess cultural differences on perceptions, which included a modified version of the SERVQUAL scales, an instrument used to measure service quality. The convenience sample consisted of students enrolled in the MBA program at a Western university (N=152; Eastern=57.9%, Western=34.9%, Other=7.2%). Findings indicated that there were no significant differences between Eastern and Western cultures in perceptions of service quality. A sample questionnaire is included.
Golfer Celebrity Endorsements On Consumers' Attitude Toward The Advertisement And The Brand, Onvadee Tunsarawiput
Golfer Celebrity Endorsements On Consumers' Attitude Toward The Advertisement And The Brand, Onvadee Tunsarawiput
Theses Digitization Project
Many companies choose to use celebrities as endorsers for their advertising campaigns. The two most common types are athletes and entertainers. The purpose of this thesis is to gain a better understanding of how celebrities, especially professional golfers, are used as endorsers in advertising.
A Comparative Study Of Attractiveness Types In Advertisements Of Women's Magazines Between United States And Thailand, Pornkamon Unyawong
A Comparative Study Of Attractiveness Types In Advertisements Of Women's Magazines Between United States And Thailand, Pornkamon Unyawong
Theses Digitization Project
The study determined how Thai and U.S. advertisements reflected women's attractiveness. Advertisements from the Thai and U.S. editions of Elle and Cosmopolitan magazines from January 2005 to January 2006 were analyzed using the content analysis method. The author created a code book with definitions of all categories to be used as guidelines for the analysis, an itemized code sheet, and training criteria. Two coders who were proficient in both Thai and English collected the data for the study. The Statistical Package for the Social Sciences (SPSS) was utilized as a tool to analyze the data gathered. Results indicated that there …
The Cross-Cultural Research Of United States And Thailand: The Relationship Between Celebrity Endorsers And Types Of Product Endorsed, Sudawadee Eamsobhana
The Cross-Cultural Research Of United States And Thailand: The Relationship Between Celebrity Endorsers And Types Of Product Endorsed, Sudawadee Eamsobhana
Theses Digitization Project
The purpose of this study was to determine the relationship between the use of celebrities and the types of products endorsed. Advertisements from one popular magazine in the U.S. and two popular magazines in Thailand were used.
Credit Union Service Organization Products And Services: Implications, Decisions, And Strategies, Michael Burnett Bare
Credit Union Service Organization Products And Services: Implications, Decisions, And Strategies, Michael Burnett Bare
Theses Digitization Project
This project will create strategic tools for the Credit Union and CUSO to use in order to best create a more symbiotic relationship between the two entities.
Strategic Marketing Plan For An Online Service Provider In The Property Management Industry, Ruchika Wijesinghe
Strategic Marketing Plan For An Online Service Provider In The Property Management Industry, Ruchika Wijesinghe
Theses Digitization Project
Outlines the development of a strategic marketing plan for a company offering online rent payment, apartment search and property management services to property owners, managers and tenants. Data was gatherd from both primary (customers survey) and secondary sources to develop a strategic marketing plan for 2006.
A Comparison Of Cosmetic Advertising Between The United States And Taiwan: A Content Analysis, Wenlin Wang
A Comparison Of Cosmetic Advertising Between The United States And Taiwan: A Content Analysis, Wenlin Wang
Theses Digitization Project
The purpose of this research is to determine the extent of standardization of cosmetics advertising in Taiwanese and American magazines and to determine the brands and products most prevalently advertised in these two countries. The advertisements sampled were from Vogue and Cosmopolitan women's magazines, issues September 2004 to February 2005.
The Online Marketing Plan For Indra Jewelry Company, Thailand, Vorapoj Liyawarakhun
The Online Marketing Plan For Indra Jewelry Company, Thailand, Vorapoj Liyawarakhun
Theses Digitization Project
The purpose of this project is to apply marketing tactics in the form of website and online services. The goal of this plan is to improve company image and customer service and relationships, Moreover, website and online service can also increase the sales and profits of the company and expand its market.
Female Sports Endorsement And Attitudes Toward Brands And Advertisements, Natsuda Saritmuthakul
Female Sports Endorsement And Attitudes Toward Brands And Advertisements, Natsuda Saritmuthakul
Theses Digitization Project
The purpose of this study is to establish the means to understand how female sport endorsers are chosen in advertising - whether the choice is based upon physical appeal or professional career.
Proposed Marketing And Advertising Campaign For The United Negro College Fund, Rashida Patrice Hamm
Proposed Marketing And Advertising Campaign For The United Negro College Fund, Rashida Patrice Hamm
Theses Digitization Project
This project seeks to develop a marketing and advertising campaign for the United Negro College Fund (UNCF). The proposed California campaign is designed to reach an underserved target market in the state of California and to increase donations to the UNCF by one million dollars a year.
The Affects [Sic] Of Behavior On Celebrity Image, Christina Marlene Arredondo
The Affects [Sic] Of Behavior On Celebrity Image, Christina Marlene Arredondo
Theses Digitization Project
The purpose of this study is to develop a better understanding of how negative behavior affects a celebrity's public image.
Attitude And Satisfaction With Internet Banking Of Bank Of Ayudhya Public Company Limited, Thailand, Siriwan Baosuwan
Attitude And Satisfaction With Internet Banking Of Bank Of Ayudhya Public Company Limited, Thailand, Siriwan Baosuwan
Theses Digitization Project
The purpose of this study is to gather information for the management of the Bank of Ayudhya to improve its internet banking service. It explored customer satisfaction, customer attitudes, and the correlation between the frequency of Internet banking usage and customer demographic data.
The Study Of Customer Share Marketing, Wathanee Sethapan
The Study Of Customer Share Marketing, Wathanee Sethapan
Theses Digitization Project
This project will describe the nature of customer share marketing, its advantages and disadvantages. The project discusses how the marketing theme is graduating customers from market share marketing to customer share marketing and the use of customer share marketing to retain and grow existing customers.
The Advertising Plan Of Toyota Camry For Toyota Motor Thailand Co. Ltd, Ampika Kosumapa
The Advertising Plan Of Toyota Camry For Toyota Motor Thailand Co. Ltd, Ampika Kosumapa
Theses Digitization Project
The purpose of this study is to target the efforts of Toyota Motor Thailand to create an effective advertising plan for the Camry.
A Comparison Of The Consumer Decision-Making Behavior Of Married And Cohabiting Couples, Karen Prodigalidad Calpo
A Comparison Of The Consumer Decision-Making Behavior Of Married And Cohabiting Couples, Karen Prodigalidad Calpo
Theses Digitization Project
While studies exist that compare the different dynamics between cohabitation and marriage, few studies focus on comparing the consumer decision-making process of both types of unions.
Delivery Of Services To Welfare-To-Work Clients: A Marketing Perspective, Joan Dardanelle Rudder
Delivery Of Services To Welfare-To-Work Clients: A Marketing Perspective, Joan Dardanelle Rudder
Theses Digitization Project
The State of California has adopted a "Work First" policy, where welfare recipients are required to find any type of job prior to any type of assessment or training. This research looks at how the State can achieve better results by using marketing techniques, as well as known concepts of consumer conformity and compliance.
Comparing Marketing Policies In Nippon Professional Baseball And The National Fooball League: Lessons For Japanese Sports Teams, Noboru Oshima
Comparing Marketing Policies In Nippon Professional Baseball And The National Fooball League: Lessons For Japanese Sports Teams, Noboru Oshima
Theses Digitization Project
This study compares the U.S. National Football league (NFL) and Nippon Professional Baseball (NPB). The goal of the study is to develop recommendations for the rebuilding of NPB's popularity in terms of marketing policy practices after the efficiency of both leagues is analyzed.
Restaurant Industry And Marketing Plan For Studio Thai Restaurant, Yingluck Pitisom
Restaurant Industry And Marketing Plan For Studio Thai Restaurant, Yingluck Pitisom
Theses Digitization Project
This project focused on restaurant industry analysis, start-up requirements, planning decisions, human resource management and restaurant marketing strategies. A marketing plan has been developed for the purposes of opening Studio Thai in the near future.
A Comparative Analysis Of The Use Of Music In Advertisements Within The Car Industry, Crystal Desquitado Mamaril
A Comparative Analysis Of The Use Of Music In Advertisements Within The Car Industry, Crystal Desquitado Mamaril
Theses Digitization Project
The purpose of this thesis is to compare and contrast the use of music in commercials for Mitsubishi, Volkswagen, Chrysler and Jaguar.
Direct Marketing And Asian American In Inland Empire, Laura Louisa Hutabarat
Direct Marketing And Asian American In Inland Empire, Laura Louisa Hutabarat
Theses Digitization Project
This thesis employed a series of surveys of Asian Americans residing in the Inland Empire to determine their personal views towards direct marketing. Data is broken out by age, gender, ethnicity and employment status.