Marketing Commons^™

Habitat For Humanity Campus Chapter Effectiveness Study, Paul Stanley

Renée Crown University Honors Thesis Projects - All

This study examines the different ways that Habitat for Humanity International (HFHI) campus chapters engage their officers and volunteers, collaborate with external publics and fundraise to help eliminate substandard housing. The information for the study was collected through a survey sent to 271 campus chapters and interviews with five campus chapters, as well as reviewing current literature on employee engagement, trends in youth volunteering and corporate social responsibility. The study aligns strengths of certain campus chapters with areas of improvement of others that campus chapters can utilize to help improve their effectiveness.

Evaluation Of Advertisements The Role Of Males' Self-Image And Its Effect On Attitude Toward Advertisements, Ashley N. Carrel

HIM 1990-2015

As consumers, we are bombarded daily with companies advertising their products and services. A growing concern is the unethical use of partially-clothed or nude models and their effects on consumers who often are not even actively searching for information about these products or services. No matter the ethical implications many companies choose this method of promoting their products to the general population. Much research has been done to study the effects that these risqué images have on consumers' self-image and feelings, most commonly though, on females. This research focuses on males as consumers and their attitudes towards advertisements and how …

The Effectiveness Of The Investments In Music Event Sponsorship, In The Brand Image Of The Company, Natalia Hara Katayama

Theses

This thesis is being developed as a conclusion project of the degree in Master of Science in Marketing at Lindenwood University. The study will be developed to produce information regarding the effect in the brand image of a company, in the consumer's mind, when investing in music event sponsorship.

Another purpose of this research is to provide the reader a better understanding of the tactic used by many companies which is event sponsorship. In addition, the theoretical review will present cases and theory regarding the usage of the sponsorship tactic in the music industry. Another subject that will be approached …

An Empirical Investigation Of Consumer Resistance To Green Product Innovation, Marius Claudy

Doctoral

Responding to the sustainability imperative has emerged as a key challenge and opportunity for businesses. Developing and marketing innovative ―green‖ products in particular can be a vital strategy for businesses to increase productivity, develop new markets, improve corporate image and ultimately attain competitive advantage. But despite consumer sensitisation towards environmental issues, many sustainable products face slow rates of diffusion in mainstream markets as consumers‘ green preferences regularly fail to translate into adoption behaviour. In this thesis we take a consumer resistance perspective to investigate empirically the so-called attitude–behaviour gap in the context of green product innovation. The aim of this …

Recruitment Of The Latino Population: Marketing Campaign For Hawkeye Community College, Shelly Kuboushek

Honors Program Theses

Hawkeye Community College (commonly referred to as "Hawkeye" in the remainder of this thesis), is located in Waterloo, Iowa, which is in the northeastern county of Black Hawk. Hawkeye had a Fall 2009 enrollment total of 6,343 students. Only 107 of these students were of Latino background, which is about 2% of total enrollment (Hawkeye, 2009). In Spring 2010, this number increased to 127 Latino students out of 6,292 total students; this is notable as in a typical spring semester, the number of students at the college decreases from the fall semester (Hawkeye, 2010). This increase could be a result …

2011 May, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for May 2011.

Marketing For A Non-Profit, Katerina Foutsitzis

Senior Honors Projects

I am a senior Marketing major, and I wanted to incorporate what I have learned the past four years into my honors project. Acting as a consultant to a local non-profit here in Rhode Island, I developed a marketing plan to help The Welcome House target their local affluent community. The mission of Welcome House is to provide emergency shelter to homeless men, women & families of Washington County, and to provide transitional, supported, permanent, affordable and safe housing to the poor of the community.

Homelessness is becoming a tiring and depressing subject due to its repetitive negative exposure and …

Alumni Participation: An Investigation Using Relationship Marketing Principles, Lisa Ann Kelleher

UNLV Theses, Dissertations, Professional Papers, and Capstones

This study investigated in what ways alumni relations officers use relationship marketing principles, concepts, and bonding levels to strengthen the ties between alumni and their alma maters. Alumni programs and services at select high intensive research institutions of higher education were explored and an explanation was offered for how using relationship marketing in alumni relations might be beneficial. A literature synthesis, drawn from an extensive examination, evaluation, and interpretation of alumni relations and relationship marketing literature, helped to inform this exploratory study. Using a qualitative method of study, data was gathered through interviews with senior alumni relations officers, by observing …

수급사업자의 기업가정신이 관계몰입을 유도하는 경로, Nak Hwan Choi, Cheol Seob Byeon, Yong Gyun Lee

Asia Marketing Journal

It seems essential to examine the factors that may affect relationship commitment of subcontractors to parent companies in the industrial market in Korea in an effort to construct a win-win-type cooperative network among them. Lots of studies have been focusing on the consumer goods market. Relatively few studies have been focused on industrial market. In the industrial goods market subcontractors used to sell their parts or services only to a small number of parent companies in a large quantity, resulting in decisive control of subcontractors over the quality of parent companies` finished goods. This is why relationship between subcontractors and …

한국 및 북미시장에서 제네시스의 포지셔닝과 상표확장 전략, Sun Kyu Jun, Young Suk Hyun, Yoo Jeong Jeong

Asia Marketing Journal

The present study analyzes Hyundai Genesis` introduction in the domestic and the North-American markets in terms of positioning and brand extension strategies in each market. Genesis was positioned to ``A domestic luxury car that looks like a foreign premium brand`` in the domestic market and was positioned to ``Quality of luxury car for a price of near-luxury car`` in the North-American market. Hyundai brand was extended to Genesis in the North-American Market, but not in the domestic market. The present study examines the backgrounds that resulted in different position concepts in the markets and analyzed the marketing tactics to realize …

도시 생활의 질(Quality Of City Life) 측정 도구의 개발, Dong Jin Lee, Grace B. Yu

Asia Marketing Journal

Measuring the quality of city life (QCL) is important for city marketing given that QCL influences the city brand image and resident city relationship. Despite its importance, most previous measures of community well being were developed in the context of small towns, and limited attention has been given to a subjective measure of QCL in the context of a large city. This study develops and tests a subjective measure of quality of city life (QCL) in the context of a large metropolitan city. Quality of city life (QCL) refers to the degree of need satisfaction and feelings of happiness one …

제휴 프로모션에 관한 탐색적 연구, Eun Mi Lee, Hyun Hee Park, Jung Ok Jeon

Asia Marketing Journal

In today`s market scenario, consumers are bombarded with similar promotional messages. It means that managers have to pay attention to promotion strategy to create strong effect as well as to break through the monotony. In this context, although there are strong needs concerning tie-in promotion, research investigating tie-in promotion is limited. Therefore, we extracted tie-in promotion tools and defined the concept of each tie-in promotion tool by analyzing various tie-in promotion cases which are executed in current market. In addition, consumer`s recognition of tie-in promotion was investigated through the in-depth interview. The results of case analysis of tie-in promotion and …

소비자 혼란이 분노를 통해 구전, 신뢰에 미치는 영향, Sun Jung Moon, Bo Hyeon Kang, Soo Hyung Lee

Asia Marketing Journal

Companies are competing each other, and as the competitions became higher, consumer`s information processing for purchase became more complicated. Consumer confusion problem is getting more serious, but there are still not much considerations on this problem. The purpose of this study is to find out that the consumer confusion can causes consumer`s negative emotion(anger). This research studied the mediation effect of negative emotion on the relationship between consumer confusion, which was classified into three categories, and two consequences, word-of-mouth and trust. And also it concentrates on moderating effects of negative affectivity and intolerance of uncertainty in the relationship between consumer …

The Death Of Music Videos?: An Analysis On The Effectiveness Of Music Videos As A Promotional Tool, Carmen Cheng

Business and Economics Honors Papers

This research explored whether or not music videos remained an effective marketing tool for the music industry after the diffusion of the Internet in American culture. As a result of the transitions in media through which music videos were distributed, this project asked the following research questions: 1. What impact has the airing of music videos on MTV had on music sales? 2. What was the impact of music videos on sales when music videos moved from airing on television to being distributed over the Internet?

How Much Do U.S. University Students Know, And Want To Know, About Sustainability And Green Building? The Findings Of A Survey, And Possible Implications For General Elective Curriculum., Jeremy R. Farner

Purdue Polytechnic Masters Theses

Using the survey approach, this investigation examined the attitudes and interest of college students at two universities in different geographic locations within the United States.  Approximately 24,000 students from all disciplines and majors at Weber State University (WSU) in Utah, and 4,000 at Purdue University in Indiana, were invited to participate in a study to determine current knowledge, familiarity, and interest in topics within the sustainability and Green Building educational arena. The goal of this study was to determine what students already know, would like to know, and how much interest there would be in developing …

Consumer Perceived Risk Of Smartphones, Michael York

Undergraduate Research Conference

The smartphone market continues to grow, along with its functionality. With the ever more reliance on the smartphone the vulnerability of it is becoming a concern. The possibility of viruses and having private information stolen is becoming a very likely scenario in the future.

This study will look at the consumers concern of having private information stolen or getting a smartphone virus.

Relationships In Fast Moving Consumer Goods Markets: The Consumers’ Perspective, Rose Leahy

Dept. of Marketing & International Business Publications

Purpose: This study explores relationship marketing and the existence of relationships in mass consumer markets from the consumers’ perspective, with the focus on the Fast Moving Consumer Good (FMCG) sector.

Methodology Approach: A total of 10 focus groups were conducted with consumers from a broad range of demographic and socio-economic backgrounds to enable in-depth exploration of the research issue.

Findings: The study highlights the dominant negative attitudes that exist among consumers to relationship marketing as it is operationalised in FMCG markets. It is found that from the consumers’ perspective relationships do not and cannot exist in these markets and that …

Ann Veeck, Nate Coe

International Faculty Researchers

Rapidly changing food consumption patterns in China has for the last 15 years captured the attention of Western Michigan University international researcher and marketing professor Dr. Ann Veeck. In nearly annual trips to China, Veeck examines how these patterns are changing parallel to the expansion of the Chinese economy and how marketing efforts affect consumers' lives in both positive and negative ways.

Ann Veeck's website

Effects Of Chronic Regulatory Focus And Product Type On Internet Purchase Decisions, Chad Ryan

Honors Projects in Marketing

This study draws on Regulatory Focus Theory (RFT; Higgins 1987) to explore factors that affect a consumer’s online purchase attitudes and intentions. According to RFT, consumers tend to be either chronically promotion- or prevention-focused. Promotion-focused consumers are concerned with positive outcomes. Conversely, prevention-focused consumers are concerned with avoiding negative outcomes. Promotion-focused consumers are more willing to take risks than prevention-focused consumers (Higgins 1997). Promotion-focused consumers also prefer hedonic shopping experiences (i.e., pleasurable), whereas prevention-focused consumers prefer utilitarian shopping experiences (i.e., task-oriented) (Arnold & Reynolds 2009). Because products that are purchased on the Internet cannot be seen or touched prior to …

Does Twitter Create Similar Patterns Of Positivity/Negativity As Face-To-Face Word-Of-Mouth?, Nicholis Jones

Honors Projects in Marketing

Word-of-mouth communication is important to organizations because it is a free form of advertising and has been shown to be influential on consumers’ purchasing decisions. Marketers of course, would like WOM to be positive and thus increase brand reputation and sales. In the past decade, new forms of communication have created different channels for WOM to travel through. Current social media websites such as Facebook and Twitter allow one person to send a message to many almost instantaneously. This study’s objective is to examine the WOM on the networking site Twitter. Previous research has indentified the relative incidence rates of …