Marketing Commons^™

They Don't Make Bourbon Like They Used To: Nostalgia As A Predictor Towards Attitude, Likelihood Of Consumption, And Usage Occasion In True, Retro, Heritage, And False Nostalgia Brands, Montana Mcknight

Undergraduate Distinction Papers

This study investigates the relationship of brand nostalgia, brand attitude, likelihood to purchase the brand, and usage of the brand, based upon a four-way classification of nostalgia. Using multi-group analysis, a difference between types of nostalgia for the predictiveness of brand nostalgia is found in attitude and purchase likelihood. Managerial implications and future research directions are discussed.

Straight From The Horse's Mouth: An Examination Of Social Media Usage And Advertising Methodologies In The Sale Of Sporthorses, Michael Willham

Undergraduate Distinction Papers

This study discovered general market conditions as well as buyer and seller behavior in the sporthorse market for the disciplines of Dressage, Show Jumping, and Eventing. The efficient sale of sporthorses in these disciplines is equally as important of a consideration as the marketing and advertising decisions for any other product such as automobiles or electronics. Equids differ from regular products in that they typically have markedly higher inventory costs associated with the maintenance of holding onto a live animal. Therefore, it is arguably more imperative for businesses to determine the quickest and most efficient means to sell them. This …

Household Life Cycle As A Segmentation Approach For Major Professional Sports Teams, Jacob S. Watkins

Undergraduate Distinction Papers

As entertainment and leisure market offerings increase, major professional sports teams need different approaches to segmenting consumers. Household life cycle represents an approach to segmenting. Using data from one major professional sports team, the household life cycle is found to have a relationship with purchase of different season ticket packages. Major professional sports team managers should offer different types of ticket packages to different segments of the household life cycle.

Proposal Of A New Method To Classify Higher Education Institutions Instead Of Rankings, Kate D. Elam

Undergraduate Distinction Papers

Purpose – The objective of this paper is to propose a new method for classifying higher education institutions that differs from traditional rankings. The proposed model segments colleges and universities based on like attributes and describes the groups according to their differentiating features.

Research Method – Data from several rankings publications was collected and simplified for analysis. Several observations (i.e. schools) were eliminated because they did not fit the sampling frame and/or did not include a sufficient amount of information. Duplicate variables (i.e. attributes) were also eliminated. First, exploratory factor analysis was applied to reduce the number of variables being …

Consumer Attitudes Towards Using Qr Codes In A Retail Setting, Chris Thayer

Undergraduate Distinction Papers

Corresponding with the increased use of smartphones and other mobile devices equipped with a camera, quick response (QR) codes have been introduced. QR codes allow large amounts of data (e.g., product information, discounts, usage suggestions) to be compressed into a small, printed square. To access the information, consumers must scan the QR code with a smart device (smartphone, tablet, etc). Korean and Japanese consumers appear more willing to scan QR codes in retail settings compared to their American counterparts. This reluctance is explored through the Technology Acceptance Model (TAM).

Furthermore, consumers’ motivation toward QR code use is made explicit and …