Social and Behavioral Sciences Commons^™

Public Relations Strategies To Manage Collegiate Co-Curricular Programs, Sarah Szweda

Masters Essays

The purpose of this project was to illustrate how principles of communications management, specifically the concepts of branding, audience analysis, relationship building and strategic communication plans, should be utilized in institutions of higher learning to manage and promote involvement in collegiate co-curricular events. This study combines research from student engagement with communication concepts and serves to bridge the gap that exists between literature on student engagement and practical public relations strategies. A case study that analyzes one collegiate cocurricular in terms of those four core concepts of communications management, providing practical findings and suggestions for implementing those strategies at other …

Brilliant Blues And Smooth Circles: The Makings Of A Brand, Arielle Singer

Honors Theses

A company’s brand is its identity. This research examines the creation of an effective brand, focusing specifically on the colors, logo and typography shapes, and taglines utilized by a successful company. The research is applied in two case studies: a large, well-established corporation (General Electric) and a start up company by two Union College seniors (STC). Color, shape, and tagline theory are analyzed to explain the brand changes made over the last century for General Electric examining their two main logo shifts and multiple tagline alterations. In the case study of STC, I work to create the ideal brand for …

Branding A University Through An Experience: An Audit Of John Carroll University’S Communication Touch Points, Tori M. Price

Masters Essays

This project was designed to compare branding and higher education literature to determine how a higher educational institution can generate brand loyalty and brand advocates through a process of managed communication touch points. John Carroll has received national recognition for their academic programs and has been regarded by many alumni as a great university experience. Therefore, an audit of John Carroll University’s communication efforts will demonstrate a comparison between the university’s communication process and the research, to determine how exactly brand loyalty is generated at a small, private, Jesuit university. The literature review will serve as a “best practices” guide. …

"Can You Hail Me Now?": Brand, Identity, And Althusserian Ideological Interpellation, Jenna Lo Castro

Electronic Theses and Dissertations

A surge in the role of branding within marketing practices has influenced an

industry transformation. A review of recent literature suggests that brand and the branding process have become integral in sustaining and amplifying organizations. This has been particularly influenced by Integrated Marketing Communication’s (IMC) espousal of being a consumer-driven process. As such, this project seeks to explore the current state of branding practices through the vision of French Marxist philosopher, Louis Althusser. Althusser’s philosophy inspects the human capacity to exercise autonomous decision-making and highlights the influence of social structures upon individuals. Through the Althusserian constructs of ideology and interpellation, …

A Study Of The Influence Of Branded Messages On Non-Branded Food Items When Presented To 10 To 14-Year-Old Children, Cassandra J. Chinn

Theses, Dissertations and Capstones

Children are more likely to create bonds with foods based on the environmental, socioeconomic and familial influences in their lives during early development stages. They gravitate to foods that are familiar to them and that are positioned with familiarity, creating an opportunity for branded food items to create more of a space in their psyche as part of their identity. Current research looks to reposition those energy-dense foods (commodity vegetables) that can often times be left unbranded, to see if immediate interest in the food items changes. Results found no significance to confirm nor deny a positive correlation in interest …

From Products To Politics: Understanding The Effectiveness Of A Celebrity Political Endorsement, Melissa Sanati

LSU Doctoral Dissertations

From Scott Baio’s endorsement of Donald Trump to Sarah Silverman’s endorsement of Bernie Sanders and subsequent rejection of the “Bernie or Bust” crowd at the DNC, celebrities have habitually inserted themselves into the political sphere, however, there has been little empirical research on celebrity endorsements of political candidates. Rooted in branding theory, this study seeks to understand the effectiveness of celebrity political endorsements by utilizing advertising effectiveness models. The primary model, derived from work done by Amos, Holmes, and Strutton (2008), translates source factors of a celebrity product endorser to those of a celebrity candidate endorser, such as credibility, attractiveness, …