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Brilliant Blues And Smooth Circles: The Makings Of A Brand, Arielle Singer
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 …
Made In America: The Affects Cognitive Load Consumer Ethnocentrism And Country Of Origin Have On Consumer Purchasing Decisions, Hannah Halstrom
Made In America: The Affects Cognitive Load Consumer Ethnocentrism And Country Of Origin Have On Consumer Purchasing Decisions, Hannah Halstrom
Honors Theses
Previous research suggests that cognitive load affects decision-making tasks. As well, a consumer varies his or her purchasing decisions based off of his or her personal level of Consumer Ethnocentrism (CE) and the Country of Origin (COO) of the product or brand. Eighty individuals participated in the study. Some participants were put under cognitive load by having remembering an 8 digit number span. All subjects were randomly exposed to one of two product sets, where COO was manipulated. Each product set consisted of 5 advertisements followed by a series of 4 questions. These questions regarded their willingness to purchase the …
Targeted Online Advertisements: Effectiveness As A Function Of Need-For-Cognition, Katherine Dorothy Drebin
Targeted Online Advertisements: Effectiveness As A Function Of Need-For-Cognition, Katherine Dorothy Drebin
Honors Theses
Previous research has suggested that targeted online advertising is more effective when users have a preexisting interest in a product or service. While technology now allows marketers to track the demographics and behaviors of potential customers, the current research examines online ad-perception at an individual level, specifically focused on differences in need-for-cognition. Participants were asked to read a short online news article and were randomly assigned to view a webpage containing either gender-neutral or gender-targeted advertisements. While it was predicted that advertisement recall would be stronger for targeted than non-targeted advertisements, no such association was found. Additionally, advertisement recall did …
The Corporate Logo: An Exploration Of The Logo Through Infographics And Other Works, Caroline Aldrich
The Corporate Logo: An Exploration Of The Logo Through Infographics And Other Works, Caroline Aldrich
Honors Theses
Everywhere we go, we interact with logos in one way or another, whether it is the car we drive, the toothpaste we use, or even the water we buy, a logo is present throughout our every move. The logo can be defined as “a graphic mark or emblem commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition.” The logo has evolved over hundreds of years, and due to its continued presence in our lives, there are many facets of the logo that I chose to explore as the primary focus of my thesis. …