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Full-Text Articles in Business
Nostalgia Marketing: An Integrative Framework, Yasamin Mehdian Rad
Nostalgia Marketing: An Integrative Framework, Yasamin Mehdian Rad
University Honors Theses
Nostalgia is a longstanding yet evolving concept in marketing, employed to evoke sentimental longing for the past. It is a complex emotion that can invoke warmth, happiness, sadness, and melancholy, and can be directed towards both personal memories and imaginative pasts--times and places that one has never experienced. This dual nature of nostalgia, categorized into personal and imaginative nostalgia, offers a powerful emotional appeal that marketers leverage to influence consumer behavior. Since the 1950s, the use of nostalgia in marketing has increased significantly, allowing brands to forge deep emotional connections with consumers. Despite its prevalent use, research on nostalgia's impact …
A Review Of The Business Capstone: Working With An Education Program, Hanna Tran
A Review Of The Business Capstone: Working With An Education Program, Hanna Tran
University Honors Theses
This review thesis walks through the business capstone process which is a hands-on experience with a local business client. The business client, Company A, is an arts and education program that has reached out to the School of Business's capstone class to help them improve their reach to potential customers and find alternative funding other than student tuition and donations. To achieve these goals, our group conducted several analyses and thorough research combined with our existing business education. Our findings and final recommendations are shown in presentations and a final report that the business client can utilize for their future …
I Know That You Know That I Know: Meta-Parody Ads And Brand Credibility, Giuliana T. Mintiero
I Know That You Know That I Know: Meta-Parody Ads And Brand Credibility, Giuliana T. Mintiero
University Honors Theses
In recent years, advertisers have been turning to a new form of humorous advertising to reach wary consumers. This study refers to this new form of advertising appeal as 'meta-parody' advertising, defined as humorous advertisements that parody advertising tropes for the sake of building credibility with the consumer. These ads are aimed at overcoming persuasion knowledge, which is what consumers use to cope with attempts to influence them. Despite the prevalence of meta-parody in contemporary advertising, there is no existing research on meta-parody ads, let alone their relationship with brand credibility. Previous research into humorous advertising has produced mixed views …