Marketing Commons^™

Matching Colors In Jersey Sponsorship: The Effect Of Team-Colored Sponsor Logo On Jersey Aesthetics And Purchase Intention, Sung Wook Son, Antonio Williams

Journal of Applied Sport Management

In jersey sponsorship, some sponsors today have decided to modify their logo colors to match the team colors. The present research examined the role of team-colored sponsor logo in jersey sponsorship, paying particular attention to its impact on perceived aesthetics of the jersey and fans’ willingness to purchase. Three experiments using both fictitious and actual sponsors across two different sports showed that the team-colored sponsor logo on a jersey was a positive predictor for both perceived aesthetics and purchase intention at all levels of team identification. The findings also revealed the indirect effect of the team-colored sponsor logo on purchase …

A Study Of The Impact Of Brand Management Strategies On Brand Rejuvenation - Evidence Based On Chinese Baijiu Brands, Hao Chen

Dissertations and Theses Collection (Open Access)

In recent years, China Baijiu industry has faced the challenges of a shrinking consumer market, aging and the rise of young consumers, prompting Baijiu brands to seek new growth points, especially to attract younger groups. As a result, brand rejuvenation has become a key strategic objective for spirits companies. Given that brand extension and brand alliance are effective strategies for traditional brands to expand into new markets, this study develops a model to explore the impact of these two brand management strategies on Baijiu brand rejuvenation and analyses the mediating roles of brand image and brand awareness as well as …

The Relationship Between Industry Regulation And The Quality Of Micro-Dramas, Shuoyu Yao

Dissertations and Theses Collection (Open Access)

This paper is a study on the micro-drama industry, exploring the reasons for a large number of low-quality micro-dramas. Specifically, there are two potential problems: (1) the industry value allocation model is unreasonable, so producing high-quality micro-dramas does not receive sufficient returns; (2) regulatory oversight of the industry is insufficient. To investigate this recent phenomenon and the underlying problems, we collected a dataset of 165 micro-dramas and use the newly introduced regulation on the micro-drama industry in June 2024 as a policy shock. The findings show that, before the new regulations were introduced, micro-dramas with higher quality in expression received …

Emoji Marketing: Toward A Theory Of Brand Paralinguistics, Jacob Almaguer, Reto Felix, Colleen M. Harmeling

Marketing Faculty Publications

Emojis, or pictographs that supplement or replace written language, have become ubiquitous in contemporary communication, including emoji marketing. Drawing on insights from linguistics and sign theory, the current research proposes an emoji marketing framework in which emoji symbolism (symbolic vs. iconic emoji use) affects consumers’ message appraisals (perceived message intimacy and clarity), which in turn influence brand cultural relevance (propositions P1 and P2). Emoji syntax (i.e., whether emojis are supplemented with text or not) and marketer-consumer group relatedness (shared vs. unshared group membership) moderate the relationship between emoji symbolism and consumers’ message appraisals. The framework suggests that messages that use …

Understanding Brand Perception And Purchase Drivers Among Engaged Stakeholders For Products Developed At The University Of The Philippines Los Baños, Emil John C. Cabrera, Eunice Dianne Y. Algar, Cathrene P. Amante, Rainielle Kyle M. Guison

Asia-Pacific Intellectual Property Management and Innovation Book Series

Branding for universities is a relatively new concept, particularly as they position themselves to be an “entrepreneurial university.” This model necessitates a proactive approach to intellectual property (IP) management and technology transfer. Recent studies on university branding focus on higher educational institutions (HEIs) and how branding supports the development of their distinct identities and reputation. However, research on the perception of university-developed products, particularly in the context of the Philippines, is still limited. This study, therefore, examined the brand perceptions and purchase drivers of engaged stakeholders towards University of the Philippines Los Baños (UPLB)-developed products to evaluate the effectiveness of …

Examining Consumer Adoption Of Social Commerce: An Extended Meta-Utaut Model, Prianka Sarker, Laurie Hughes, Tegwen Malik, Yogesh K. Dwivedi

Research outputs 2022 to 2026

Social commerce has evolved into a mainstream channel for marketers and businesses for selling products online. However, consumers in many developing economies have yet to fully adopt social commerce technology. This research, therefore, aims to develop and empirically validate a conceptual model for understanding the factors influencing consumer adoption of social commerce in Bangladesh using an adapted and extended version of the Meta-UTAUT model. Analysis was undertaken to determine the appropriateness of external constructs such as trust, social support, anxiety, grievance redressal, innovativeness, and continuous participation intention. This research collected data from 402 social commerce users from Bangladesh to test …

Distance And Preference For Full Versus Shared Control: The Moderating Role Of Decision-Maker Self-Construal, Hyeyoon Jung, Peter Magnusson, Stanford A. Westjohn, Yi Peng, Douglas Dow

Marketing Faculty Publications

Previous research on the impact of distance on the choice between full versus shared control international market entry has produced inconsistent results. The authors suggest that the characteristics of the decision-maker may be an important boundary condition, which helps explain this inconsistency. Specifically, the authors examine how differences in decision-maker self-construal influence the effects of distance on entry mode decisions. To investigate the phenomenon, the authors use multiple methods to conduct three separate studies, including two experiments and a meta-analysis. The results offer consistent evidence that the distance–entry mode relationship is stronger for managers with an independent self-construal than for …

How Can Foreign Commercial Vehicle Manufacturers Succeed In India?, Debjit Roy, Shubham

Asian Management Insights

Seven steps to achieve market entry based on lessons from recent market exits. New entrants need to tailor their trucks for India's geography, infrastructure, and conditions to improve acceptability and market share. Boost demand by building an export-driven business model in India to counter the threat from inadequate and stagnant domestic demand. Align service offerings with customer expectations to gain greater vehicle acceptability.

Are Emojis The New Words? A Sentiment Analysis Of Social Media Brand Conversations, Yashodhan Karulkar, Dev T. Vora, Siddharth Vaddepalli, Yash Thakur

Journal of International Technology and Information Management

Emojis have become an increasingly important aspect of consumer-brand interactions in the Indian subcontinent. However, the impact of emoji use on brand image and mental health remains underexplored, particularly in emerging economies like India, where structured research on this topic is limited. To address this gap, the present study analyzes over 4,600 consumer tweets related to 19 prominent brands across eleven industries. Using VADER sentiment analysis, the research develops a metric to assess consumer sentiment and brand engagement in relation to emoji usage. The findings indicate that effective integration of emojis contributes to positive consumer sentiment and enhanced brand engagement. …

An Analysis Of Unstructured Marketing Data To Aid Online Platforms, Qingli Zeng

Dissertations and Theses Collection (Open Access)

As digital platforms increasingly rely on unstructured data such as images, audio, and video to engage users, understanding how these sensory elements influence consumer behavior has become essential. This dissertation investigates the role of visual and auditory cues in shaping user engagement and decision-making in digital environments. Specifically, it examines how image distinctiveness and vocal tone characteristics affect consumer attention, interaction, and commitment across different online contexts.

The first essay explores the impact of image distinctiveness on consumer search behavior within a Southeast Asian real estate platform. Grounded in the Theory of Visual Attention (TVA), this study develops a novel …

An Empirical Analysis Of Pricing And Payments In The Pharmaceutical Industry, Rahul Narnindi

Dissertations and Theses Collection (Open Access)

High prescription drug prices in the US are a major hurdle on the road to improved public health. On a per-capita basis, US prescription drug spending is more than twice that of comparable OECD peer nations and yet the health outcomes achieved are worse. Policymakers try to implement countermeasures, such as the Inflation Reduction Act of 2022, to reduce the burden on the public but these countermeasures may result in unintended consequences. In this thesis, I study the effectiveness of two of these countermeasures and their unintended consequences. My first essay investigates prescription (Rx) to over the counter (OTC) drug …

Research On Inheritance And Innovation Of Chinese Time - Honored Brands On Brand Attachment, Jiangbo Yin

Dissertations and Theses Collection (Open Access)

Balancing inheritance and innovation to achieve brand revitalization is a pressing practical issue for both academia and industry. This study adopts a dual perspective of enterprises and consumers, selecting the Cantonese cuisine time-honored brand "Tao Tao Ju" as the research subject, and employs a mixed-methods combining qualitative and quantitative research to explore the mechanism on inheritance and innovation of Chinese time-honored brands on brand attachment.

Study 1 utilizes grounded theory to construct a multidimensional structure of inheritance and innovation of Chinese time-honored brands: inheritance dimensions include product and service inheritance, brand spirit inheritance, and historical and cultural inheritance; innovation dimensions …

Developing A Successful Pr Campaign With Crisis Management And Competitive Positioning, Anna V. Gutierrez

Marketing

This senior project examines the key elements that contribute to the success of a public relations campaign and how these elements can be leveraged to help a company effectively respond to and recover from a crisis. By analyzing high-profile campaigns like Spotify to Wicked, the project identifies best practices in brand communication, audience connection, and narrative control. Marketing research and a professional interview provide additional insight into real-world applications of PR strategies, offering a deeper understanding of how brands maintain trust and visibility during challenging times. Ultimately it provides a framework for how businesses can craft compelling PR campaigns that …

From Classroom To Career: My Digital Marketing Journey With Disney And Grc, Hailey Jones

Graphic Communication

This senior project highlights my work as a Digital Marketing Intern with The Walt Disney Company from June 2024 to January 2025. It features key projects and accomplishments that show the development of fundamental marketing and their applicability in the workplace. Besides, this project incentivizes students in Cal Poly on how co-op internships could be extremely advantageous. It touches on internships' benefits of having real-world experience coupled with the development of highly-wanted skills and networking. This project to be hosted on the Graphic Communication Department's website speaks about flexible options within the major and the competitive advantages offered by the …

2025 March, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for March of 2025.

Amazon Versus Walmart: Clash Or Strategic Complementarity, Nirmalya Kumar

Research Collection Lee Kong Chian School Of Business

Nirmalya Kumar explains why Amazon and Walmart will continue to coexist, with Amazon dominating online retail and Walmart shifting to an omnichannel strategy.

Marketing Strategies To Engage Multicultural Consumers, Nazanin Weck

Walden Dissertations and Doctoral Studies

The lack of marketing strategies that engages multicultural consumers is a concern for marketing managers because it can adversely impact their business profitability and sustained market competitiveness. Grounded in identity management theory (IMT), this qualitative pragmatic inquiry was conducted to explore the marketing strategies that successful marketing managers use to engage multicultural consumers. The participants were six marketing managers from distinct companies in the southeastern United States who specialize in acquiring and engaging multicultural customers. Data were collected through semistructured interviews, analysis of public company documents, and a systematic review of secondary sources, including social media content and corporate websites. …

Sweet Lies: Influence Of Food Marketing On Childrens’ Health And The Need For Reform, Mollie M. Warrington

Honors Theses

Markedly, there is heavy marketing of unhealthy food to children. This has become a significant public health concern because of escalating rates of child obesity, which have long-term consequences for physical health and severe mental health repercussions, such as body image concerns and low self-esteem. This thesis explores how food marketing strategies, historically rooted in television ads and evolving through digital platforms, are linked to children's dietary choices and broader public health implications. It analyzes various manipulative tactics, such as digital advertising, influencer endorsement, and gamification, showing how companies take advantage of the cognitive vulnerabilities of children to propagate unhealthy …

An Essay Of Images From Playlab Inc., Playlab Inc., Archie Lee Coates Iv

Digital Laboratory: Publisher of Internet Journal

A series of images depicting the illustrious Playlab Inc. as a collection of projects in different mediums. The LA-based design studio has contributed to fashion, art, and urban culture through collaborations with major institutions and emerging artists. The photo essay highlights Playlab Inc.’s diverse projects and installations, embodying its core philosophy: no focus. This principle guides the studio to the cutting-edge of contemporary culture, where innovation meets execution. The creative powerhouse has demonstrated a capacity to engage with contemporary cultural movements through its projects. For instance, in the OTW Vans project, the firm acquired images from notable skate photographers Atiba …

The Relationship Between Anthropometric Sizing, Fit Issues, And Return Rates In Plus-Size Women's Apparel, Cassondra Smith

Walden Dissertations and Doctoral Studies

Retail business owners remain concerned with apparel sizing and return sales, as sizing is a frequent predictor of apparel returns and decreased revenue. Grounded in new product development theory (NPD), the purpose of this quantitative correlational study was to examine the relationship between anthropometric apparel sizing standards, sizing and fit issues, and return sales. The participants were 89 women’s bridal apparel owners and leaders within the retail business sector who completed a 5-point Likert-type survey. The results of the multiple linear regression were significant, 3, 85) = 32.301, p < .001, R2 = .533. In the final model, there were two predictors which were significant, sizing and fit (t = 9.718, p = <.001, ß = .735) and sizing standards (t = 2.478, p = .01, ß = .205). A key recommendation is for retail business leaders to acknowledge the growth in the U.S. female apparel consumer. Further, the alignment of sizing standards and product offerings provides functional apparel and mitigates return sales due to sizing. The implications for positive social change include the potential for the apparel industry to acknowledge the growing complexity of women’s sizing, which is influenced by diverse cultural backgrounds and body types. This shift could promote greater inclusivity, enhance consumer confidence, reduce return rates, and foster broader acceptance of diverse female body types within the industry.