2026 May,
2026
Morehead State University
2026 May, Morehead State University. Office Of Communications & Marketing.
Morehead State Press Release Archive, 1961 to the Present
Press releases for May of 2026.
Make Fashion Circular: Extending Brand Loyalty By Extending The Life Of Garments,
2026
University of Arkansas, Fayetteville
Make Fashion Circular: Extending Brand Loyalty By Extending The Life Of Garments, Madelyn Schillinger
Marketing Undergraduate Honors Theses
This research targets the fashion industry and its journey towards sustainability and circularity, specifically through the rise of clothing resale. It discusses the environmental impact of the overall fashion industry, as well as how secondhand shopping can offset the production of new items. This research also compares third party marketplaces with private, brand-operated resale platforms, exploring how each one benefits both the environment and consumers. Each resale model provides variety in user experiences, profits, and sustainability outcomes. These findings reveal that peer-to-peer platforms have helped normalize secondhand shopping, but brand resale initiatives have a greater control over sustainability and customer …
Creative Brief For Upkept,
2026
University of Arkansas, Fayetteville
Creative Brief For Upkept, Angela Cheng
Marketing Undergraduate Honors Theses
The repair and alterations market is currently outdated and fragmented, despite the demand for repair services. Consumers are willing to spend money on repairs, but there isn’t currently a convenient solution that makes the process easy. Upkept is trying to change this market by offering a more modern, tech-enabled, online solution that makes garment repair simple and accessible. Instead of going to a tailor in person, the process is streamlined. The goal is to make clothing repair feel like an easy, everyday option rather than an expensive inconvenience. Helping consumers save time, be more sustainable, and get more value and …
Creative Brief For Upkept,
2026
University of Arkansas, Fayetteville
Creative Brief For Upkept, Ashley A. Wheeler
Marketing Undergraduate Honors Theses
My thesis is a creative brief and pitch for the client Upkept along with an appendix. Upkept is a tech-enabled, affordable, sustainable, online repair and alterations service. The current market for the repair and alterations industry is fragmented and outdated. Consumers want a different solution like Upkept. Our goal was to help Upkept build trust, awareness, increase accessibility, and make repair feel easy, like an everyday option rather than an expensive inconvenience. Our three deliverables for the brand were partnerships with the university and influencers, in-person touchpoints, and expanded drop-off locations and lockers.
Behind The Game-Day Experience: Sports Marketing In Practice,
2026
University of Arkansas, Fayetteville
Behind The Game-Day Experience: Sports Marketing In Practice, Catherine S. Boyle
Marketing Undergraduate Honors Theses
This paper examines two internship experiences in sports marketing and athletics administration: one with the Houston Texans and one with the University of Arkansas Athletics Department. With the Texans, responsibilities included sponsorship activation, fan engagement at events such as the CONCACAF Gold Cup and Training Camp, and serving as a player care assistant for players' families. At Arkansas Athletics, work focused on NIL strategy, athlete profile development, basketball scouting, and managing a social media account dedicated to athlete branding. Both experiences made clear how much of sports marketing happens behind the scenes, and how much it depends on relationships.Working in …
Beautiful By Drew Advertising Campaign,
2026
University of Arkansas, Fayetteville
Beautiful By Drew Advertising Campaign, Maddilyn R. Fairchild
Marketing Undergraduate Honors Theses
An Honors Thesis in partial fulfillment of the requirements for the degree Bachelor of Science in Business Administration in Marketing and Management-Organizational Leadership. This document includes a creative brief and pitch deck, presented to professionals from the Beautiful by Drew company. It is a comprehensive advertising campaign designed to reach Gen Z shoppers.
Shopper Marketing Thesis For Upkept,
2026
University of Arkansas, Fayetteville
Shopper Marketing Thesis For Upkept, Chesney Cox
Marketing Undergraduate Honors Theses
This shopper marketing brand thesis focuses on Upkept, an online tailoring and alterations company based in Rogers, Arkansas. Using research gathered through in-depth interviews, empathy maps and user personas are created to better understand customer motivations, behaviors, and perceptions surrounding clothing repair. Based on these insights, three strategic deliverables, partnerships, in-person touchpoints, and expanded services, are designed to increase brand awareness and encourage a shift in target market attitudes toward clothing repair as a valuable, accessible, and sustainable solution.
Not Just A Drink: The Cultural Evolution Of A Beverage Turned Lifestyle And Its Adaption To Spain,
2026
University of Arkansas, Fayetteville
Not Just A Drink: The Cultural Evolution Of A Beverage Turned Lifestyle And Its Adaption To Spain, Ava Axtell
Marketing Undergraduate Honors Theses
This research explores the rise of dirty soda in the United States and how a simple customizable beverage evolved into a cultural ritual shaped by social media, treat culture, and the lifestyle norms of the LDS community. It analyzes the cultural meaning behind Swig’s popularity, including how influencers and online aesthetics transformed the drink into a status symbol and daily indulgence. This study also compares U.S. and Spanish cultural values, including individualism, indulgence, and social rituals, to determine how Swig must adapt its product, branding, and store model for successful expansion into Spain. Findings reveal that while dirty soda thrives …
Understanding Customer Engagement Behavior In Virtual Try-On Services: Evidence From Indonesia,
2026
Edith Cowan University
Understanding Customer Engagement Behavior In Virtual Try-On Services: Evidence From Indonesia, Nyoman Sri Subawa, Ni Putu Chantika Aprilia Nariswari, Made Maenita Dewi, Anak Agung Gede Wiranata, Caren Angellina Mimaki, Made Srinitha Millinia Utami
Research outputs 2022 to 2026
The adoption of immersive technologies, such as Virtual Try-On (VTO), has transformed how consumers evaluate products, interact digitally, and engage with brands. This study investigates the effects of experiential value, flow, perceived enjoyment, customer trust, and customer satisfaction on customer engagement behavior, within the Stimulus–Organism–Response (S–O–R) framework. Experiential value serves as the stimulus, flow and psychological states as the organism, and engagement as the response. Data were collected from 320 Indonesian e-commerce using a purposive sampling technique, targeting respondents with prior experience using Virtual Try-On (VTO) features through an online questionnaire distributed via Google Forms, and were subsequently analyzed using …
Research On The Spatial Diffusion Process And Influencing Factors Of Traditional Chinese Medicine Brands: Evidence From Beijing Tong Ren Tang,
2026
Singapore Management University
Research On The Spatial Diffusion Process And Influencing Factors Of Traditional Chinese Medicine Brands: Evidence From Beijing Tong Ren Tang, Yuehua Shen
Dissertations and Theses Collection (Open Access)
Against the backdrop of the dual drivers of the revitalization and development of traditional Chinese medicine (TCM) and the rising demand for health-related consumption, the nationwide expansion of TCM chain brands has become a prominent issue of shared concern for both industry and policy circles. However, existing research largely treats cities as mutually independent units and overlooks the spatial externalities arising from geographic proximity. It also implicitly assumes that the driving factors remain stable over a brand's expansion life cycle. This makes it difficult to capture the dynamic evolution of the logic governing store expansion across different stages. Accordingly, this …
Rethinking Assessment Design: Using Microsoft Whiteboard For A More Visual Approach,
2026
Technological University Dublin
Rethinking Assessment Design: Using Microsoft Whiteboard For A More Visual Approach, Tara Campbell
Case studies: Digital Education
In the interest of move away from more traditional text-heavy reports, this assessment was created to support a visually engaging approach to brand development. Microsoft Whiteboard facilitated the collaboration of student teams within the one board from early brainstorming to the final brand creation. Based on fictional product details given in class, student groups acted as brand management teams tasked with creating a new brand. In weekly sessions, groups progressed through specific stages of brand development, and the whole assessment was built out on Microsoft whiteboard. The platform encouraged creativity and offered a novel, engaging way to explore the subject. …
Artificial Intelligence In Video Production,
2026
Lindenwood University
Artificial Intelligence In Video Production, Jonathan Ringor
Theses
This project examines the role of artificial intelligence in video advertisement production and explores whether AI can help bridge the gap between everyday users and professional advertising. The project combined both creative production and audience research. To do this, three original AI-generated advertisements were created in distinct commercial formats: a pharmaceutical advertisement, a petcentered narrative commercial, and a lifestyle montage advertisement. After the advertisements were completed, audience response was measured through a survey of U.S.-based participants. Participants evaluated each advertisement on realism, emotional engagement, trustworthiness, polish, and authenticity. The results showed that the advertisements were not perceived equally. The pet …
Rainbow Row: Tourism, Color, And The Making Of A Civic Icon, 1930s – 1960s,
2026
Clemson University
Rainbow Row: Tourism, Color, And The Making Of A Civic Icon, 1930s – 1960s, Samantha E. Threlkeld
All Theses
This thesis investigates the emergence of Rainbow Row in Charleston, South Carolina, as a civic and tourism icon through an integrated analysis of visual culture, preservation governance, and material evidence. While Rainbow Row has become one of the most recognizable images of Charleston’s historic district, the chronology and cultural mechanisms through which its colorful façades were produced, interpreted, and disseminated have remained largely unstudied. This study addresses the primary research question: How Rainbow Row’s painted façades were leveraged in marketing and tourism narratives between the 1930s and the 1960s, and what those representations reveal about the construction of Charleston’s civic …
The Downside Of Generosity: How Rare Giving Fosters Stronger Social Connection,
2026
Singapore Management University
The Downside Of Generosity: How Rare Giving Fosters Stronger Social Connection, Minkwang Jang, Shereen J Chaudhry, Ayelet Fishbach
Research Collection Lee Kong Chian School Of Business
Giving serves not only to benefit others and society but also to foster social connections between givers and recipients. However, more giving is not necessarily merrier. This research finds that social connection depends not only on the act of giving but also on how many others receive the gesture from the same giver. Rare givers—those who give to fewer recipients—are perceived as more socially connected to each recipient than broad givers—those who give to many (the rare giving effect). This effect emerges across diverse contexts, including interpersonal gift exchanges in both new and existing relationships and corporate donations. As a …
Unpacking American Reception Of Glocalized Non-English Content In The Netflix Era,
2026
National Louis University
Unpacking American Reception Of Glocalized Non-English Content In The Netflix Era, Sur Govindarajan
Dissertations
The swift growth of streaming services has revolutionized the worldwide distribution of media, making it possible for non-English and non-English-adjacent content to reach American consumers on a never-before-seen scale, which is sometimes perceived as an indication of increasing cultural tolerance. However, while a lot is known about what audiences see, far less is known about how they really understand and assess these stories. There is a fundamental vacuum in our understanding of audience reception as a lived, meaning-making process because previous research has mostly focused on consumption patterns. In order to close that gap, this study examines how American audiences …
Voices Of A New Era: A Discursive Psychology Study Of Influencer-Follower Discourse On Tiktok,
2026
Abilene Christian University
Voices Of A New Era: A Discursive Psychology Study Of Influencer-Follower Discourse On Tiktok, Andrea Guerrero Hernandez
Electronic Theses and Dissertations
The present study researched and investigated the discourse of five mega fashion influencers on TikTok, as well as the discourse of 15 followers engaging with fashion influencer content on the same platform. The theory used to guide this study was discursive psychology theory, which provided the groundwork for understanding how both influencers and followers position their identities, justify their actions and decisions, and construct their reality. The primary aim of this research is to deepen understanding of how influencer discourse shapes follower discourse, identifying recurring patterns, contradictions, and the ways in which tensions are negotiated. The findings reveal a range …
From Consumer-Centric Innovation To Sustainable Restaurant Performance: A Study Of Strategic Capability Integration In An Emerging Market Context,
2026
Edith Cowan University
From Consumer-Centric Innovation To Sustainable Restaurant Performance: A Study Of Strategic Capability Integration In An Emerging Market Context, Juliana Juliana, Ira Brunchilda Hubner, Diena M. Lemy, Arifin Djakasaputra, Ferry Jie
Research outputs 2022 to 2026
Increasing pressure for innovation-driven competitiveness requires hospitality firms to integrate technological capability, market intelligence, and customer-focused innovation into coherent strategic configurations. However, prior research has largely examined these capabilities separately, limiting understanding of how their integration influences restaurant marketing performance in emerging markets. This study develops and empirically tests an integrated capability framework linking techno-resonance innovation capability, competitor orientation, consumer-centric innovation strategy, and new service development to restaurant marketing performance using survey data from 300 restaurant managers in Java and Bali, Indonesia. The results of PLS-SEM analysis indicate that techno-resonance innovation capability significantly strengthens consumer-centric innovation strategy and new service …
Three Essays On Consumers' Financial Decision-Making,
2026
University of Texas at El Paso
Three Essays On Consumers' Financial Decision-Making, Zakieh Kaveh
Open Access Theses & Dissertations
This dissertation examines how emerging financial and service technologies shape consumer decision-making and consumption behavior. Across three essays, this research investigates how technological features embedded in payment methods, self-service systems, and artificial intelligence influence consumers' psychological processes and behavioral outcomes in financial and marketplace contexts.
Strategies To Maximize User Satisfaction And Experience, Consumers' Perspective On Logistic Company Performance In Surabaya.,
2026
Universitas Pelita Harapan
Strategies To Maximize User Satisfaction And Experience, Consumers' Perspective On Logistic Company Performance In Surabaya., Hananiel M. Gunawan Mr
International Conference on Business and Management Research (ICBMR)
This study examines the influence of Cost Efficiencies (CE), Regulatory Compliance (RC), Technology Integration (TI), and Network Reach (NR) on Customer Experience (CX) and Customer Satisfaction (CS), and how these factors subsequently affect Company Performance (CP) in the context of express delivery services for export activities. The research employed primary data with 100 valid responses from a total of 168 returned questionnaires, collected through purposive sampling. Eligible respondents were UPS customers who had used export services at least twice within the past three months. Data obtained were analyzed using quantitative methods. The findings reveal a significant positive relationship between Customer …
Designing Digital Marketing Through Generative Ai For Koperasi Merah Putih Urban,
2026
Universitas Pelita Harapan
Designing Digital Marketing Through Generative Ai For Koperasi Merah Putih Urban, Alfonsius Alfonsius, Daniel Cassa Augustinus, Ricky Banke
International Conference on Business and Management Research (ICBMR)
This qualitative study examines the potential of Generative Artificial Intelligence (GenAI) to strengthen digital marketing strategies for urban cooperatives, focusing on Koperasi Merah Putih Urban in Medan, Indonesia. Despite cooperatives playing a crucial role in promoting inclusive economic growth, many remain dependent on offline promotion, facing challenges of visibility, uneven member engagement, and lack of sustainable governance structures. Using a juridical-empirical case study approach, data were collected through semi-structured interviews with cooperative officials and MSME actors, observation of cooperative communities, and analysis of legal and policy documents. Thematic analysis revealed three key issues: limited visibility due to inconsistent branding, unequal …
