Advertising and Promotion Management Commons^™

The Art Of Branding, Allison Willrich

Whittier Scholars Program

The world is more visual-oriented than ever before, making a company’s logo a crucial factor in the success of branding as the logo serves as the first impression and visual indicator of the experience and value the brand will deliver. The purpose of this project is to better understand how people respond to brand design, and more specifically make judgments about the company based on the first impression they get from a logo. The brand of focus is The Habit, an American restaurant chain recognized for its excellence in product quality, but also has weaknesses in its overall brand negatively …

Green Advertising: The Progress Of Three Decades (1991-2020), Abhishek Abhishek, Birud Sindhav, Jonna Holland, Phani Tej Adidam

Mountain Plains Journal of Business and Technology

This paper presents an integrated review of 144 articles published on green advertising (GA) between 1991-2020. The extant literature is reviewed to aid taxonomical analysis of definitions, methodologies, and theoretical frameworks. The review suggests that the GA literature tracks the stimuli-moderators-outcome template of the general advertising literature. Consequently, advertising claims and appeals, consumer related factors, and product related factors are the organizing themes of the review. Emerging trends and possible research gaps for each of these three categories are identified. Based on a thorough discussion of current knowledge in the domain, detailed recommendations are presented to advance research in the …

Spotify Streaming's Noteworthy Effects On Japan, Megan Atwell

Whittier Scholars Program

No abstract provided.

Brides And Bridal Stores: Online Or Brick-And-Mortar, Libby C. Jones, Ismet Anitsal, Melek Meral Anitsal

Atlantic Marketing Journal

This paper explores the growing global bridal industry and the different trends, traditions, and aspects of specific countries' bridal industries. It outlines western and eastern traditions and how globalization contributes to their spread. A deeper focus is dedicated to the United States' bridal industry and the issues brick-and-mortar bridal boutiques face as more brides have started shopping at online bridal stores. The relationship between brick-and-mortar and online bridal stores is explored based on various propositions about the bridal industry's emerging challenges. These propositions include trust issues in the retail environment, convenience, selection of bridal gowns in different retail formats, incorporating …

Political Reality: Attack Ads Are Here To Stay, Rebecca Dingus, Chanho Song, Richard H. Kolbe, Michael Y. Hu

Atlantic Marketing Journal

The primary research questions of this study center on two largely overlooked areas in negative political advertising: (1) Would the sponsor of the attack ad message be better off with a positive message? (2) When one is targeted by an attack ad, how should the attacked candidate respond? M-Turk subjects (n = 1,380) were used to conduct a multi-stage experimental design to capture the dynamic aspects of how subjects react to the use of attack ads in a hypothetical political campaign. In general, subjects did not respond favorably to attack ads, as these negative political messages caused damage to the …

Branding For Hope Services, Roberta Garcia

Capstone Projects and Master's Theses

Hope Services is a 501(C)(3) nonprofit organization located in Seaside, California. Hope Services was in need of a new marketing and branding plan in order to reach more people throughout the various communities that are being served. The first contributing factor is limited outreach throughout the community, the consequence to that is low client rates which brings less staff. The second contributing factor is limited caseworkers, the consequence is low levels of applications being accepted or seen. The last contributing factor is limited access to technology, the consequence is low levels of knowledge of resources for possible clients. The capstone …

The Impact Of Digital Media In Real Estate, Carley Dehnisch

Senior Honors Theses

For decades, the real estate industry has relied heavily on traditional marketing methods such as print advertising and cold calling. Although these traditional methods are still used within the industry today, the expansion of the internet over the past few decades has resulted in agents shifting away from older school marketing techniques to digital methods of marketing. This thesis will examine several digital methods of advertising such as social media marketing, email marketing campaigns, web design, and video production. In addition, this thesis will explain why these are the most effective marketing tools and necessary for real estate agents to …

An Evaluation Of Product Descriptions And Brand Trust As Influencers Of Purchase Intent In A Luxury Second Hand Ecommerce Shopping Environment, Nyiesha Jones

Research Psychology Theses

In a world where fashion is a one-and-done look for an Instagram photo, represents 4% of global waste, and is growing at a rate of 11 times faster than traditional retail, there is a growing interest to reduce the carbon footprint of fashion by offering outlets for consumers to circulate their wardrobe through consignment opposed to throwing it away (Bird, 2018). Research has been done to evaluate the importance of information on e-commerce websites, with little focus on secondhand e-commerce. Previous research on secondhand shopping focuses mostly on shopping motivations, but once a customer has decided to shop secondhand what …

The Intersection Of Digital Communication & Non-Profit Organizations, Aliyah Burton

Senior Honors Theses

Non-profit organizations are actively addressing prevalent issues in society, seeking to benefit the public and those in need through various forms of intervention and programming. Non-profits have unique leadership and culture, requiring models of communication that fit these unique qualities. Communication is vital to the success of non-profits, particularly in a digital age. This thesis synthesizes the current research on non-profit culture and leadership with data on donor trends, online giving, social media practices, and more points of interest for non-profits when it comes to digital communication. Additionally, a connection is made between strong digital communication strategies and ongoing donor …

Factors Influencing Foreign Products Purchase Intention Of Mongolian Consumers, Urandelger Gantulga, Munkhbayasgalan Ganbold

Asia Marketing Journal

The current study examines how ethnocentrism influences the relationship between country image, product image, quality, and purchase intention for foreign goods. It is necessary to explore and analyze the connection between consumer ethnocentrism and purchase intention to develop marketing strategies that influence consumers' purchasing decisions. Accordingly, this article develops the research model to determine the impact of specific product determinants on consumer purchase intention towards foreign products. An online survey was carried out to reach the research objective. Four hundred effective questionnaires were analyzed using SPSS 23 and Smart PLS 3.3. The results showed that foreign product quality and image …

Metaverse: Opportunities And Challenges For Marketers, Anubhav Mishra, Saumya Awasthi

Management Dynamics

Imagine if you are told that the life in which you are living, will going to be changed. How it will make you feel if you get to know that you can meet with your family members, friends, and go to work, not in real life, but rather in a three-dimensional virtual world? A world that is created artificially. Metaverse is a step ahead of imagination. Indeed, it is defined as an imaginary world where we can be a part of it, we can earn money from it, and ultimately, where, we can be a star by living our dream …

Modelling Online Advertising Design Quality Influences On Millennial Consumer Attitudes In South Africa, Rodney G. Duffett Dr, Natassha V. Miller Ms

The African Journal of Information Systems

Millennials’ advanced knowledge and exposure to product experiences, and irrelevant placement of online advertising has led to an increase of online advertising avoidance. However, effective online advertising design may assist in establishing more positive sentiments towards digital forms of marketing communication. The study used the visual rhetoric theory as the theoretical basis to examine millennial consumer attitudes. The main research aims were to propose an online advertising design quality model, and to ascertain the influence of online advertising design quality on millennial consumer attitudes. The study employed a quantitative research design via an empirical online survey. Online advertising design quality …

2021 Ijbe V2 Front Matter, Tamra Connor

International Journal for Business Education

1. Editorial Board
2. Letter from International President
3. SIEC-ISBE International

Empirical Study On The Acceptance Of Mobility As A Service (Maas) Based On The Utaut2 Model, Masaki Toyama

Asia Marketing Journal

To achieve the widespread use of Mobility as a Service (MaaS), a novel transportation platform, it is important to increase consumers’ intention to use MaaS. Therefore, this study clarifies the determinants of consumers’ intention to use MaaS based on the UTAUT2 model. The research model is tested using structural equation modeling based on data from a web-based questionnaire survey of Japanese consumers. The results show that performance expectancy, social influence, hedonic motivation, and price value have significant effects on the intention to use MaaS. Moreover, the relationship between the intention to use MaaS and independent variables is moderated by old …

The Burren Smokehouse, Aileen Kennedy Dr, Tara Rooney Dr

Case Studies

The Burren Smokehouse is one of Ireland’s best known artisan producers of organic Smoked Salmon, Mackerel, Trout and Gauda Cheese using 100% Irish quality raw materials for its products. This case explores the role of the Brand and brand experiences in the artisan food market. The role of place in the brand story and values is central to The Burren Smokehouse and the expansion of the operation to include a visitor centre has ensured that these values are embedded.

The case explores the role of visitor experiences and asks the student to Identify and discuss the strategic and tactical business …

Glendalough Distillery: The Internationalisation Challenge, Aileen Kennedy Dr, Tara Rooney Dr

Case Studies

This case study focuses on the emergence and growth of an Irish-owned start-up challenger brand Glendalough, entering the highly competitive global whiskey market. From their origins in 2011, this small enterprise has gained global attention for their innovative products, their strong focus on branding and their rapid success. The case centres on their acquisition by Mark Anthony Brands, a major North American drinks producer and distributor, who took a stake in the business early on.

The next phase for Glendalough will focus on how to maximise this relationship with Mark Anthony Brands. While this will give them increased access and …

Birkman.Nl: Crafting The Future, Helen De Haan Dr

Case Studies

Birkman.nl is a small branch of a large US-Based consultancy company Birkman.nl. In an increasingly overcrowded and fragmented assessment market. Despite this challenge, Birkman.nl has maintained a stable competitive position. However, the competition coming from the consulting and software industries has created new entrants and substitutes for Birkman in the European market. Meanwhile, the lack of marketing strategy and budget does not help to address the large heterogeneity in different European countries. The CEO of Birkman.nl Mr. van der Loo is actively searching for new customers in the Dutch and surrounding markets, and, if possible, is looking to enter the …

Virtual Reality And Blogging In Tourism: Approached Towards Creating Better Tourist Experience, Anukrati Sharma, Shruti Arora

Journal of Tourism Insights

Virtual reality in tourism (virtual tourism) and blogging are highly valuable for visitors and travellers since they allow them to undertake a scouting trip before embarking on their adventure, avoid being hassled and avoid crowds while learning more about the location they are visiting or have already been. This paper provides an overview and analysis of the relationship between virtual tourism, blogging, and making the image of tourist destinations through promotion virtually and via blogs. According to the study's findings, virtual tourism cannot replace the actual experience, but it can assist in recreating it if the user has previously visited …

What Has Changed For Top Mba Schools Within A Decade In Terms Of Mindfulness?, Dr. Damla Aktan, Asst. Prof. Nilgün Gürkaynak

International Journal for Business Education

The concepts of “mindful consumption” and “sustainability” became indispensable parts of both academia and business life. Based upon an initial research conducted in 2012, this research aims to understand and compare the change within a decade in MBA curricula in terms of mindfulness content inclusion as well as sustainability and ecological orientation. The results compare the evolution of the integration of concepts to curricula since 2012 through the official websites of the top 100 MBA schools of the Financial Times Global Ranking in both 2012 and 2022. The study aims to summarize how the concepts of sustainability, mindful consumption and …

Is The Peak-Affect Important In Fast Processing Of Visual Images In Printed Ads? : A Comparative Study On The Affect Integration Theories, Kyunghee Bu, Luri Lee

Asia Marketing Journal

This study investigates how affects elicited by visual images in print ads are integrated to form a liking for the ads. Assuming a sequential rather than simultaneous processing of still-cut images, we adopt the ‘think-aloud’ method to capture consumers’ spontaneous responses to visual images. We hypothesize that not only would consumers show mixed affects toward a still-cut visual image but that they would also integrate their serial affects heuristically rather than simply averaging the affects as suggested by the compensatory hypothesis. By comparing the effects of two contradictory affect integration hypotheses (i.e., peak-affect and mood-maintenance) with compensatory integration, using a …