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Articles 1 - 30 of 48
Full-Text Articles in Business
Cultivate: Inspiring Women In Their Pursuit Of Creativity And Entrepreneurship, Ana P. Campbell
Cultivate: Inspiring Women In Their Pursuit Of Creativity And Entrepreneurship, Ana P. Campbell
Senior Honors Theses
Cultivate Magazine’s purpose is to inspire and educate creative women in their business ventures. Furthermore, Cultivate serves as a catalyst for our readers’ business by featuring insightful interviews from other creative women and practical advice on how to run a successful creative business. In short, Cultivate’s target market is female creative business owners with occupations such as photographers, designers, writers, entrepreneurs, artists, and bloggers.
Because It Makes Me Feel Good: Moderation And Mediation Effects In Cause-Related Marketing, Reto Felix, Arash H. Zadeh, Arne Baruca
Because It Makes Me Feel Good: Moderation And Mediation Effects In Cause-Related Marketing, Reto Felix, Arash H. Zadeh, Arne Baruca
WCBT Faculty Publications
Based on a 2x2 factorial design, advertisements for a consumer product generated higher purchase intentions when a cause-related marketing (CRM) message was present than when no such message was included in the ad. This effect was statistically significant, regardless of the type of the product (luxury versus non-luxury). However, for the specific cause used in this study (fight against breast cancer), gender moderated the relationship between the presence/absence of a cause in the ad and purchase intentions. Further, in order to shed more light on the underlying process of cause related marketing messages, two alternative mediation hypotheses were tested using …
Life Beyond The Like: Uses & Gratifications Of Sharing Business Facebook Page Content, Sara M. Nash
Life Beyond The Like: Uses & Gratifications Of Sharing Business Facebook Page Content, Sara M. Nash
College of Journalism and Mass Communications: Theses
One of the main reasons businesses create a Facebook Page is to solidify relationships with existing customers who are Facebook users and to leverage those relationships to gain new customers. Many studies have asked Facebook users to articulate the gratifications they receive when “liking” a business Facebook Page. These studies help explain what gratifications users gain by connecting to businesses via Facebook. To expand on these findings, the current pilot study applied the uses and gratifications theory to identify Facebook users’ motivations to “share” business Facebook content within their own personal network. Understanding users’ reasons for “sharing” will help businesses …
Analysing The Promotional Effects That Open Source Software Has For Paid Editions: A Dual Mediation Hypothesis Approach For An Emerging Software Business Model, Ernesto Ongaro
Masters
Attracting new leads to use a software product can be costly for a software vendor. One way to secure more leads is to offer trials and unpaid editions, but their use should not be arbitrary. The emerging business model of commercial open source allows a vendor to promote its software for free while converting some of the users to paid; but does the free community edition actually serve as promotion for the commercial edition? This promotional effect is measured through the user’s attitudes and cognitions towards the advertisement and their subsequent purchase intentions. Survey results from 134 users of a …
The Brand Supremacy, Singapore Management University
The Brand Supremacy, Singapore Management University
Perspectives@SMU
Understand your customers’ goals and build an image that is strongly associated with the goal, and you shall have brand success
Evaluating The Visual Identity Program Guidelines, Kim Nelson
Evaluating The Visual Identity Program Guidelines, Kim Nelson
Academic Leadership Academy
The focus of this project is to pull together individuals from across campus who are responsible for visual communication and form a Designers on Campus group. During 2014 and 2015, this group has met to discuss a variety of design topics, share ideas and show completed work. The group has provided valuable input into revising WMU’s Visual Identity Program guidelines. This ongoing project will result in a new release of the guidelines in early January, 2016.
Impact Of Death-Related Television Programming On Advertising Evaluation, Priyamvadha Rangan, Surendra N. Singh, Mark J. Landau, Jungsil Choi
Impact Of Death-Related Television Programming On Advertising Evaluation, Priyamvadha Rangan, Surendra N. Singh, Mark J. Landau, Jungsil Choi
Business Faculty Publications
Programming that depicts or implies death constitutes a vital component of daily television broadcasts, yet the impact of such programming on the evaluation of embedded advertising remains unexplored. Using terror management theory, we propose that exposure to routine and commonplace death-related television programming will lead to the differential evaluation of ensuing advertisements depending on whether they are perceived to be of domestic or foreign origin, and that this effect is contingent on the nature of the death-related cognitions at play at the time of ad exposure. Further, the death-related program context effects on embedded advertising are unique—ads at the end, …
Shopper Marketing: Moving Online, Singapore Management University
Shopper Marketing: Moving Online, Singapore Management University
Perspectives@SMU
The advent of smartphones have changed the way advertisers induce shoppers to buy
Real-Time Targeted Influence Maximization For Online Advertisements, Yuchen Li, Dongxiang Zhang, Kian-Lee Tan
Real-Time Targeted Influence Maximization For Online Advertisements, Yuchen Li, Dongxiang Zhang, Kian-Lee Tan
Research Collection School Of Computing and Information Systems
Advertising in social network has become a multi-billion dollar industry. A main challenge is to identify key influencers who can effectively contribute to the dissemination of information. Although the influence maximization problem, which finds a seed set of k most influential users based on certain propagation models, has been well studied, it is not target-aware and cannot be directly applied to online advertising. In this paper, we propose a new problem, named Keyword-Based Targeted Influence Maximization (KB-TIM), to find a seed set that maximizes the expected influence over users who are relevant to a given advertisement. To solve the problem, …
The Art Of Power Selling, Singapore Management University
The Art Of Power Selling, Singapore Management University
Perspectives@SMU
Generating market awareness and qualified leads is critical to sales success and it need not be as hard or expensive as you might think.
Would You Pay Extra To Support A Local Brand?, Singapore Management University
Would You Pay Extra To Support A Local Brand?, Singapore Management University
Perspectives@SMU
Global has more appeal but there is a home-country advantage
Cigarette Packaging In Ireland: The Plain Future, Maurice Murphy, Wesley Connolly Tong
Cigarette Packaging In Ireland: The Plain Future, Maurice Murphy, Wesley Connolly Tong
Dept. of Management & Enterprise Conference Material
No abstract provided.
Diffusion Of The Kroger Presence Through Expansion And Acquisition, Gary W. Clark
Diffusion Of The Kroger Presence Through Expansion And Acquisition, Gary W. Clark
Undergraduate Research-- Geography, Geology, and the Environment
Kroger Foods is the largest of second largest supermarket chain in 41 of 49 major markets. This essay will focus on the growth of a small grocery story to the supermarket giant it is today.
7 Tips To Grow Your Rural Business With Purpose And Meaning, Connie I. Reimers-Hild, Alyssa Dye
7 Tips To Grow Your Rural Business With Purpose And Meaning, Connie I. Reimers-Hild, Alyssa Dye
Community Vitality Initiative Collections
No one can predict the future; however, rural entrepreneurs and business owners can use a future-focused leadership approach, which includes examining megatrends, to shape the future of their businesses. Megatrends are global shifts that influence society, the economy and the environment. The purpose of this article is to help rural entrepreneurs discover ways to grow their businesses with Living with Purpose and Meaning Megatrend.
How To Grow Your Rural Business With Purpose And Meaning, Connie I. Reimers-Hild, Alyssa Dye
How To Grow Your Rural Business With Purpose And Meaning, Connie I. Reimers-Hild, Alyssa Dye
Community Vitality Initiative Collections
No one can predict the future; however, rural entrepreneurs and business owners can use a future-focused leadership approach, which includes examining megatrends, to shape the future of their businesses. Megatrends are global shifts that influence society, the economy and the environment. The purpose of this article is to help rural entrepreneurs discover ways to grow their businesses with Living with Purpose and Meaning Megatrend.
Who Pays For Music?, Meg Aman
Who Pays For Music?, Meg Aman
Honors Projects in Management
The purpose of this capstone project was to determine the attributes of consumers that pay for music, specifically music streaming services. The recent decline in current individual track sales and the increase in the number of streamed songs, highlights the relevance of this topic. The increasing popularity in music streaming has caused much contreversy in the music industry. Many artists are unhappy with the low revenue they receive from songwriting royalties from these streaming services that offer a free platform. Artists are not the only ones who need consumers to pay for music, the music streaming sites that provide free …
Unilever Platinum Stores: Building A Brand For The Community, Singapore Management University
Unilever Platinum Stores: Building A Brand For The Community, Singapore Management University
Perspectives@SMU
Unilever's idea of assisting the owner of a flood-stricken mom and pop shop in Thailand has blossomed into a plan that seeks to benefit the local community
Cars For A Cause, Lauren Pagani
Cars For A Cause, Lauren Pagani
Senior Honors Projects
Cars for a Cause is a car show, ranging from modern European, Japanese, muscle, track-ready and a variety of other cars, which is intended to raise money for the charitable organization, The Alzheimer’s Association, which helps to find a cure for Alzheimer’s and Dementia. According to The Alzheimer’s Association, approximately 5.3 million Americans are affected by this disease making it the sixth leading cause of death in the United States. By hosting an event tied to this horrific disease that affects a large number of individuals and their families, the hope is to generate a larger crowd of event-goers that …
Design, Programming, And User-Experience, Kaila G. Manca
Design, Programming, And User-Experience, Kaila G. Manca
Honors Scholar Theses
This thesis is a culmination of my individualized major in Human-Computer Interaction. As such, it showcases my knowledge of design, computer engineering, user-experience research, and puts into practice my background in psychology, com- munications, and neuroscience.
I provided full-service design and development for a web application to be used by the Digital Media and Design Department and their students.This process involved several iterations of user-experience research, testing, concepting, branding and strategy, ideation, and design. It lead to two products.
The first product is full-scale development and optimization of the web appli- cation.The web application adheres to best practices. It was …
Explore Andrews: New Program Helps Freshmen Solidify Their Path, Stephen Payne
Explore Andrews: New Program Helps Freshmen Solidify Their Path, Stephen Payne
Lake Union Herald
No abstract provided.
Standing Out From The Competition Through Marketing: A Guide For Small Business Owners, Glenn Muske, Connie Hancock, Connie Reimers-Hild, Alyssa Dye
Standing Out From The Competition Through Marketing: A Guide For Small Business Owners, Glenn Muske, Connie Hancock, Connie Reimers-Hild, Alyssa Dye
Community Vitality Initiative Collections
It can’t be said enough that “build it and they will come” is just a myth. A “one-and-done” effort will not get you what you want, either. Developing a successful business means putting a marketing plan that creates and maintains awareness of your product and/or services.
Learn how to build your marketing plan from Glenn Muske, small business specialist for North Dakota State University Extension with his guide on "Standing Out From the Competition Through Marketing."
Connecting With Others Brings Business Success: Are You Engaged? A Guide To Effective Networking For Small Business Owners., Glenn Muske, Connie Hancock, Connie Reimers-Hild, Alyssa Dye
Connecting With Others Brings Business Success: Are You Engaged? A Guide To Effective Networking For Small Business Owners., Glenn Muske, Connie Hancock, Connie Reimers-Hild, Alyssa Dye
Community Vitality Initiative Collections
Finding answers to your questions often starts with knowing who to call. And knowing who to call is made easier by building and maintaining an effective network.
Glenn Muske, small business specialist for North Dakota State University Extension, outlines effective ways to build your network online and in-person. Check out the Glenn’s small business guide to networking, "Effective Networking: A Key Business Success Factor," and add it to small business game plan for success!
Marketing And Your Small Business: A Guide For Small Business Owners, Glenn Muske, Connie Hancock, Connie Reimers-Hild, Alyssa Dye
Marketing And Your Small Business: A Guide For Small Business Owners, Glenn Muske, Connie Hancock, Connie Reimers-Hild, Alyssa Dye
Community Vitality Initiative Collections
It can’t be said enough that “build it and they will come” is just a myth. A “one-and-done” effort will not get you what you want, either. Developing a successful business means putting a marketing plan that creates and maintains awareness of your product and/or services.
Learn how to build your marketing plan from Glenn Muske, small business specialist for North Dakota State University Extension with his guide on "Marketing and Your Small Business."
Effective Networking: A Key Success Factor For Small Business Owners, Glenn Muske, Connie Hancock, Connie Reimers-Hild, Alyssa Dye
Effective Networking: A Key Success Factor For Small Business Owners, Glenn Muske, Connie Hancock, Connie Reimers-Hild, Alyssa Dye
Community Vitality Initiative Collections
Finding answers to your questions often starts with knowing who to call. And knowing who to call is made easier by building and maintaining an effective network.
Glenn Muske, small business specialist for North Dakota State University Extension, outlines effective ways to build your network online and in-person. Check out the Glenn’s small business guide to networking, "Effective Networking: A Key Business Success Factor," and add it to small business game plan for success!
Effects Of Online Sponsored Advertising On Consumer Attitudes, Cassidy Maksy
Effects Of Online Sponsored Advertising On Consumer Attitudes, Cassidy Maksy
Honors Projects in Marketing
Effectively utilizing persuasion techniques in advertising is essential for businesses to master in order to stay ahead of its competitors. This research project investigates the ways in which marketers advertise brands and products in the online environment, specifically on the social networking sites Twitter and Facebook. More specifically, the implementation of different techniques and credibility of sources will be examined to help gauge the effectiveness of advertisements. By utilizing the constructs of the Persuasion Knowledge Model and source credibility, the attitudes toward brands and advertisements within the online environment was tested. The goal of this research is to evaluate the …
Advertising In The Digital Age, Singapore Management University
Advertising In The Digital Age, Singapore Management University
Perspectives@SMU
Algorithms, big data and real-time computing are revolutionising the advertising industry, but brands still need to be clear about their business objectives to maximise advertising returns
A Critical Analysis: Infusion Of Social Media And Traditional Media Strategies And Tactics In The Recipe For Success For Local, Main Street Usa Restaurants, Tori Partykevich
A Critical Analysis: Infusion Of Social Media And Traditional Media Strategies And Tactics In The Recipe For Success For Local, Main Street Usa Restaurants, Tori Partykevich
Senior Honors Projects
Restaurants can benefit greatly from carefully constructed public relations efforts. A strong plan and a dedicated use of both traditional and new media can help restaurants grow their business. It can be much more difficult for local, mom & pop restaurants to gain the attention that will boost their business than for large corporate chain companies who already have a well-known name. A positive public image of a restaurant is vital to its success and public relations strategies can help this to be achieved.
A solid social media presence, community involvement, local newspaper advertisements, special offers and public events can …
The Role Of Music In The Enhancement Of Marketing, Kaitlyn V. Neese
The Role Of Music In The Enhancement Of Marketing, Kaitlyn V. Neese
Senior Honors Theses
Marketers use thousands of techniques in order to create the ideal brand image for products and services. There is no detail left unconsidered at the end of a marketing proposal. Everything from the font on a package to the actor used in commercials is extremely thought-out because marketers are not trying to sell a product; they are trying to sell a brand. Because of this, music is becoming increasingly important in marketing decisions. The types of music playing in a store, on a commercial, on a website, or at a worksite can all effect the image of a product, and …
Consumer Brand Relationships Research: A Bibliometric Citation Meta-Analysis, Marc Fetscherin, Daniel Heinrich
Consumer Brand Relationships Research: A Bibliometric Citation Meta-Analysis, Marc Fetscherin, Daniel Heinrich
Faculty Publications
This study examines how scholarly research on consumer brand relationships has evolved over the last decades by conducting a bibliometric citation meta-analysis. The bibliography was compiled using the ISI Web of Science database. The literature review includes 392 papers by 685 authors in 101 journals. The area of consumer brand relationships research is notably interdisciplinary, with articles mainly published in journals for business and management, but also applied psychology and communication. We show the impact of universities, authors, journals, and key articles and outline possible future research avenues. The study explores seven sub-research streams and visualizes how articles on consumer …
Brand Planning—It's More Than Jingles, Chuck Beck
Brand Planning—It's More Than Jingles, Chuck Beck
White Papers
A strong brand is important selling to consumers and building customer loyalty. This is just as true when you are seeking business in the government marketplace. A brand plan gives your company the right kind of visibility to attract contracting agents.