Marketing Commons^™

Stanley® 1913 Marketing Research, Sydney Truman, Alexis Anderson

Undergraduate Research Conference

Objective: Our market research focuses on Stanley 1913 cups and the company's recent struggle with customer retention due to pricing, quality concerns, and competition from cheaper alternatives. This study will help Stanley gather customer feedback to identify key issues and adapt accordingly to stay competitive. The research objectives are to assess:-Pricing concerns-Product quality issues-Packaging problems-Competition from off-brand alternatives

The Impact Of Ut System Branding On Stephen F. Austin State University, Kynlie Foit, Isabel Jedmears, Ian Lahera

Undergraduate Research Conference

The research will assist SFA in assessing the impact of joining the UT System and provide insight into how SFA can better align with the UT x SFA brand among the community and students.

Do Pro-Environmental Factors Lead To Customers’ Purchase Intention Of Home Energy Management System? The Moderating Effects Of Energy-Efficient Habits, Maryam Zidehsaraei, Minoo Zidehsaraei, Kourosh Esfandiar

Research outputs 2022 to 2026

Environmental challenges, encompassing climate change and global warming, compel consumers to alter their consumption habits. Although there has been a notable surge in consumer awareness regarding pro-environmental practices, especially concerning home energy, there remains a lack of comprehensive research exploring the factors affecting consumers’ willingness to adopt or invest in home energy management system (HEMS) technology. Notably, there have been no studies focused on the factors influencing HEMS purchase intentions (PI) in the Iranian context. Grounded in the theory of planned behavior (TPB) and the norm activation model, this research delves into the PI of Iranian households regarding HEMS, categorizing …

Truly We Speak Podcast - Creative Thesis Project: "Uplifting Faith, Community, And Education Through The Voice Of The People.", Sierra Ward

Honors Theses

This creative thesis has been curated by Sierra Ward, a Sales and Marketing student at Western Michigan University. The intent behind this project was to combine shared interests between Faith, Community, and education to create a podcast, interviewing prominent members of the community, in hopes of inspiring others to “speak truly” and use their voice to evoke everlasting change. A wide range of guest were chosen to have authentic conversations with the purpose of educating the audience about real life situations. The filming of this project started in Fall of 2024 and concluded in the Spring of 2025.

Growing up …

Empowering Consumers: The Impact Of Awareness On Skill Development And Assertiveness In Market Engagement, Megawati Simanjuntak

Journal of Marketing and Consumer Behaviour in Emerging Markets

Consumer empowerment focuses on the knowledge, attitudes, skills, and advocacy that enable consumers to recognize and defend their rights and responsibilities. This study aims to explore the relationship between consumer awareness, skills, and assertiveness, highlighting the role of consumer empowerment in defending their rights. The study involves 2,600 respondents, consisting of 1,400 individuals from urban areas and 1,200 individuals from rural areas, analysed using Structural Equation Modelling (SEM). The findings reveal that consumer awareness significantly enhances both skills and assertiveness. Additionally, consumer skills serve as a mediator linking awareness and assertiveness. This research emphasizes that higher awareness among consumers can …

What You See Is Not What You Get: Food Advertising Amidst The Global Overweight And Obesity Pandemic, Marija Ocokoljic

Journal of Marketing and Consumer Behaviour in Emerging Markets

The tandem issue of obesity and overweight is a serious global issue that has attained pandemic scale. Media, particularly advertising, plays an active role in shaping perceptions and behavioural patterns, influencing both how and what people eat. This paper analyses food advertising in Serbia in 2023 in the context of promoting dietary habits. Content analysis of commercials aired on a selection of television stations during the year showed the overwhelming prevalence of ads for food high in fat, sugar, and salt (HFSS), with confectionary products in lead positions. Commercial narratives centre on framing them as sources or catalysts for joyful, …

Ai2 (Ai Intelligence) Project For The University Classroom, Asia Yang, Jessica Furrow

Seaver College Research And Scholarly Achievement Symposium

While artificial intelligence (AI) is not a new concept, the release of ChatGPT by OpenAI has significantly increased public interest in its applications. AI refers to machines performing tasks that require human cognition. Since Turing’s (1950) introduction of the theory of computation and the imitation game, scientists have worked to develop machines that “think”; like humans. This progress has led to deep learning models that simulate complex decision-making processes (Davoodi, 2024). This study presents an assignment that encourages students to explore AI tools for potential industry applications while comparing their work with AI-generated content. Additionally, we assess student engagement using …

Students For Sustainable Fashion & The Impact Of Fast Fashion, Anne M. York

Honors Theses

This thesis report took a project-based approach, making a change on campus through Students for Sustainable Fashion (SFSF), a club I founded here at the University of Mississippi. My thesis intends to document the establishment process and record the growth of SFSF throughout its last three semesters. SFSF emerged due to a significant challenge identified through casual class conversations, observational thinking, and campus engagement. However, university students are provided with abundant information about fast fashion's detrimental effects, and many feel unable to act due to social pressures, financial constraints, and the influence of fast-paced consumer culture. While students often desire …

A Machine-Learning Tool-Supported Methodology For Nonprofit Donor Analysis, Corbin Weiss

Campus Research Month

We developed a machine-learning tool-supported methodology for modeling the nonprofit donor relationship. This approach was demonstrated in the case of a US-based nonprofit. Conclusions were drawn from this example and tool-support provided for use by other nonprofits.

How To Industry Plant Yourself, Ted Childish

Digital Laboratory: Publisher of Internet Journal

Ted Childish is an artist, creative mind, and cultural organizer working at the intersection of digital culture and contemporary creative economies. His practice spans from conceptual ideation to visual production and designed objects, all approached with a distinct material sensibility. How to Industry Plant Yourself is an analysis of the contemporary creative landscape, delivered in the format of a 'how-to' presentation — a familiar trope of the social media era. This work employs graphic design strategies akin to a pitch deck, symbolizing the increasingly transactional and performative environments in which creatives navigate their careers today.

Canadian Small And Medium Enterprises Use Of Social Media To Improve Brand Awareness, Margaret Blackburn Kay Shepherd

Walden Dissertations and Doctoral Studies

Small and medium enterprises (SMEs) must grow their brand awareness to attract and sustain business. This study delves into the social media marketing strategies SME managers use to improve brand awareness. Guided by Aaker’s brand equity model as the conceptual framework, the study was to identify key elements SMEs can leverage to strengthen their social media presence. This qualitative multiple case study across sectors included six participants who were managers of SMEs in Ontario, Canada, who had proven their ability to leverage key elements of social media marketing for brand awareness. Data analysis relied on Yin’s five-step process and the …

The Influence Of Advertised Social, Academic, And Athletic Life On Decision-Making Across Different College And University Community Sizes, Elizabeth Hall

Honors Projects in Marketing

This study aims to understand how colleges use social media advertisements to promote different aspects of their school and appeal to potential students. The literature explores the impact of social media marketing by colleges and universities on students’ decision-making processes regarding their attitudes based on student life aspects and the size of the school. It emphasizes the need for targeted strategies and highlights the importance of understanding audience demographics, brand image, and effective promotion tactics to optimize resources and foster personal connections. A 3x3 experiment was conducted with the categories being campus sizes (small, medium, and large) and different aspects …

Does Ai Help Or Harm? Why And How Ai Use Influences Workplace Outcomes And Employee Well-Being, Haille Trimboli, Reka Lassu

Education Division Scholarship

Although the recent surge in excitement surrounding artificial intelligence (AI) might suggest it is a new development, AI has been applied in organizations for over forty years (Fanti et al., 2022; Markelius et al., 2024). Indeed, the term "artificial intelligence" itself emerged in the 1950s during a research project at Dartmouth College, where it was used to describe "machines able to simulate human intelligence" (Haenlein & Kaplan, 2019, p. 3). Most recently, in 2022, the landscape of AI use for laypeople greatly changed when OpenAI introduced ChatGPT, a generative AI tool, to the public; ChatGPT is an advanced AI language …

The Effects Of Marketing On Societal Health, Carissa G. Holdridge

Selected Honors Theses

In this thesis the significant health impacts which may be caused by the food additives which are allowed in our food are observed. Looking at the links between health issues such as Early Onset Colorectal Cancer and the correlation with the food additive Red 40. As well, looking at the adverse effect of brominated vegetable oil (BVO) and monosodium glutamate (MSG). The regulations on the food additives in the United States and other countries is concerning as it highlights the lack of importance placed on the health of Americans in relation to those of other countries. This thesis argues the …

Investigating Consumer Preferences For Laptop Computers Using Choice-Based Conjoint (Cbc) Analysis, Xiaoyi Yan

SACAD: Scholarly Activities

This study employs a choice-based joint (CBC) analysis to investigate college students' preferences for laptop computers. Data was collected from 49 students at a university in the Midwestern part of the United States. The authors focused on five attributes: brand, price, screen size, performance, and battery life. The results show that branding, especially Apple, is the most critical factor, indicating strong brand loyalty or perceived quality. Performance and battery life followed as most important and can be affected by high usage. Conversely, the impact of screen size is minimal, suggesting that students are prioritizing portability and functionality over larger displays. …

Enhancing Customer Experiences In Airline Code Sharing: Understanding Impact, Expectations, And Strategies For Improvement, Rosa Morales

Presentations - 2025

This research project aimed to explore the impact of airline code-sharing on customer satisfaction and identify potential strategies for improving these services. Code-sharing, where multiple airlines share the same flight, has become a common practice in the aviation industry, especially among major alliances like Star Alliance, OneWorld, and SkyTeam. However, the effectiveness of these arrangements in enhancing customer experiences remains a topic of interest. Our study involved surveying 169 participants to gather insights into their familiarity with code-sharing, satisfaction levels, and preferences for potential improvements.

The Charm Of Chaos: How Disordered Displays Of Cute Objects Enhance Perceived Cuteness And Boost Purchase Intention, Ting He

Dissertations and Theses Collection (Open Access)

This study investigated how the order of display influences consumer perceptions of cuteness and their purchase intention in the growing "Cute Economy" era. Contrary to conventional visual merchandising principles, we propose that disordered displays enhance the perceived cuteness of products compared to ordered displays. Through three experimental studies, we confirmed that objects in disordered displays are perceived significantly cuter than objects in ordered ones. We further identified that perceived realness as the underlying psychological mechanism plays a mediating effect; disordered display creates an impression of realness and life-like characteristics that amplify perceptions of cuteness. In addition, our field study findings …

Ai-Capable Relationship Marketing: Shaping The Future Of Customer Relationships, Sanjit K. Roy, Ali N. Tehrani, Ameet Pandit, Chrysostomos Apostolidis, Subhasis Ray

Research outputs 2022 to 2026

This study explores the interlinkages between artificial intelligence (AI), dynamic capabilities, and relationship marketing (RM) outcomes. Drawing upon insights from dynamic capabilities and RM theory, this study delineates the strategies and initiatives organizations can adopt using machine learning (ML) and AI to enhance their adaptability to changing market dynamics and customer preferences, in order to develop and maintain stronger relationships with their customers. Based on qualitative data from 67 interviews with managers in different organizations in India, this study contributes to existing theoretical knowledge and managerial practices, as it proposes a comprehensive research framework that demonstrates how AI technologies can …

Sustainability And Visit Intentions: The Mediating Role Of Identification With The Destination., Nicolas G. Lorgnier

AMTP Proceedings 2025

The United Nations' Sustainable Development Goals (SDGs) provide a framework to enhance tourism competitiveness, crucial for recovery post-COVID-19. Despite initial successes, research on SDGs' impact on destination brand image is limited. This study explores SDGs' influence on destination brands and the mediating role of identification in a cross-cultural context, organized around four research questions. The study uses data from online surveys in five countries, analyzed through PLS-SEM. Results show that destination SDGs are the most predictive of visit intention, with tourist SDGs negatively moderating this influence. The study finds that SDG-congruity measures are redundant and do not enhance visit intention …

Consumer Cynicism And Situated Learning: When Is It Best For Consumers To Learn About Service Failures?, Mousumi Bose Godbole

AMTP Proceedings 2025

While prior research has discussed the importance of situated learning and consumer’s contextual cynicism when exposed to service failures, this is the first research that combines the two. Especially, cynical consumers need to learn about service remedies at the time or around the time-of-service failure. Providing information earlier in anticipation of a service failure may not help them in developing trust and empathy of the company and perceive that the company would responsibly resolve the issue. However, it may be okay to inform consumers who are not highly cynical ahead of time to help them prepare for any anticipated service …