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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.
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 …
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.
How Are Brand Names Of Chinese Companies Perceived By Americans?, Marc Fetscherin, Adamantios Diamantopoilos, Allan K.K. Chan, Rachael Abbott
How Are Brand Names Of Chinese Companies Perceived By Americans?, Marc Fetscherin, Adamantios Diamantopoilos, Allan K.K. Chan, Rachael Abbott
Faculty Publications
Purpose – The purpose of this paper was to conduct an experimental design of Americans’ preferences for the English version of Chinese brand names by drawing from prior research in psychology, linguistics and marketing. The impact of string length and semantic relevance to English on meaningfulness, memorability and likeability of brand names from Chinese companies was assessed. Design/methodology/approach – A 2 × 2 experimental design was used, whereby brand names are categorized by string length (short vs long) and semantic relevance to English (with vs without). Respondents’ perception of the Chinese language in terms of pronounceability, language familiarity and language …
The Ceo Branding Mix, Marc Fetscherin
The Ceo Branding Mix, Marc Fetscherin
Faculty Publications
What do Donald Trump, Mark Zuckerberg, Oprah Winfrey, Richard Branson and Jeff Bezos have in common? They are not only CEOs and living icons of the brands they created but also brands themselves. There are many reasons why CEOs today get more attention than in the past. When the media are looking for a business story they often turn to CEOs or founders. Some companies are larger than countries in terms of number of citizens or employees or in revenue. For example, Walmart has about 2.2 million employees, comparable to the population of Qatar, Namibia, or Slovenia, and its revenues …
Defining A Filipino Heritage Brand In The Digital Age, Paz Esperanza T. Poblador
Defining A Filipino Heritage Brand In The Digital Age, Paz Esperanza T. Poblador
Center for Business Research and Development
How does an undefined yet strong heritage human brand compete in this rapidly-evolving, social-media crazed, digital-marketing driven business environment? The fiercely competitive arena of the fashion industry, where artisanal apparel tends to be so quickly commoditized by imitators and aggressive competition from top-of-mind global mass-produced brands, is where Filipina designer Patis Tesoro has been thriving and surviving as a passionate serial entrepreneur for over four decades now. Regarded as The Grand Dame of Philippine Fashion, she has done her fair share in uplifting homegrown arts and crafts by meticulously creating unique pieces of textile, clothing, home decor, and fine art, …