Sales and Merchandising Commons^™

Acknowledgements/Image Credits, Molly Lynde-Recchia

Transference

No abstract provided.

The Effects Of Social Media & Web Development On Product Promotion & The Effects Of Branding On Sales And Building A Startup, Scott Toshiro Burns, Galen Quan Tran

Graphic Communication

The purpose of this study was to identify the key components needed to make a startup. This included created making a landing page and also driving traffic to the page through Facebook. On the landing page section, there was a test to see what would provide the best user experience using Squarespace. This entailed looking into different layouts and using analytics to determine how effective the landing page was in converting customers. In terms of Facebook research, went into looking into creating a method into driving leads into the prospect pipeline. A campaign was run to gather all the data …

The Most Powerful Mouse In The World : The Globalization Of The Disney Brand, Michaela J. Robbins

Chancellor’s Honors Program Projects

No abstract provided.

The Impact Of Consumer Product Package Quality On Consumption Satisfaction, Brand Perceptions, Consumer Investment And Behavior, Jeffrey S. Hess Phd, Jay Singh, Lynn E. Metcalf, Jeffrey Danes Phd

Journal of Applied Packaging Research

Consumer product packaging can serve a critical role in the consumption experience, but marketing and packaging science researchers focus primarily on pre and post-consumption aspects of consumer product containers. Exhaustive research into packing ergonomics, logistics, safety, sustainability and promotional features are common across marketing and packaging disciplines, but research isolating the role of a packaging in consumption satisfaction and enduring consumer-brand relationships is rare. In addition to an undervalued role in product satisfaction, functional isolation between marketing and packaging scientists limits packaging’s overall impact on the bottom line.

This research examines the role of bottle quality in bottled-water consumption satisfaction …

The Relationship Between Fashion Blogs And Intention To Purchase And Word Of Mouth Behavior, Cassidy L. Vineyard

Department of Textiles, Merchandising, and Fashion Design: Dissertations, Theses, and Student Research

Blogs are an influential social media platform and a powerful marketing tool (Hsu & Tsou, 2011). A corporate fashion blog is an online product community. Online product communities established by retailers enable customers to interact with the company as well as amongst themselves (Nambisan & Watt, 2011). Online communities are a social space wherein relationships and ties are formed among the members and a common set of values and norms are established and shared (Nambisan & Watt, 2011).

The objective of this study was threefold. First it explored what factors shape readers’ intention to browse products on blogs. Based on …

How Corporations Use Social Media: An Exploratory Study, Victor Khachatryan

Honors College Theses

This paper explores the role of social media in increasing a company’s brand equity and strengthening its customer relationships. The data collected consists of three case studies of major American companies, two interviews with Brazilian entrepreneurs, and a survey conducted to start-up companies in the New York City area. The paper then concludes that the use of social media by businesses, leads to a positive relationship with brand equity and improved customer relationships. Nevertheless, further research is required to see how other factors interact with brand equity and customer relationships to get a better understanding of social media and its …

A Reusable Wine Package That Also Serves As A Wine Rack, Mariah Cochiolo

Graphic Communication

The purpose of this study was to design and create a prototype of a reusable wine package that would be used primarily to transport a bottle of wine home, but also serve as a piece to build a wine rack when it reaches the consumer’s home.

This study investigated the factors to take into consideration when designing a wine package and coming up with a plan to build a product that met all those needs. One hundred questionnaires were sent to people over the age of twenty one to find out what they thought of the prototype and idea. The …

Status Of And Future Recommendations For Country-Of-Origin Research, Katie Post

Honors Projects

This research investigates whether country-of-origin (COO) cues have an effect on consumer purchase intentions, based on a review of prior literature published in the EBSCO and Summon databases. The findings of these articles show that COO cues do not, on their own, have an effect on consumer purchase intentions; but do have some effect on consumer attitudes/feelings toward the product. Future research has much to offer in terms of identifying whether COO cues have an effect on consumers’ purchase intentions for specific products, or specific types of products.