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Articles 31 - 60 of 1482
Full-Text Articles in Business
The Challenge Of Measuring Traditional And Digital Audiences In A Global Market, Jorge Gallardo-Camacho, César García, Belén Puebla-Martínez
The Challenge Of Measuring Traditional And Digital Audiences In A Global Market, Jorge Gallardo-Camacho, César García, Belén Puebla-Martínez
All Faculty Scholarship for the College of Arts and Humanities
This monograph titled Audiences and new forms of broadcast: linear, on-demand, streaming and/or social has five articles that represent the complexity of the phenomenon of audiences across fields and from different perspectives: Traditional television consumption, viewing of Netflix, the social audience of video platforms, the new tastes of viewers for vertical formats driven by mobile phones, and the relationship of influencers with their audiences. This number raises the problem of audience measurement, quantification, and comparison in the new digital age. The measurement of audiovisual audiences faces the problem of the lack of a measurement system accepted in all regions and …
Exploring Zero-Shot And Joint Training Cross-Lingual Strategies For Aspect-Based Sentiment Analysis Based On Contextualized Multilingual Language Models, Dang Van Thin, Hung Quoc Ngo, Duong Ngoc Hao, Ngan Luu-Thuy-Nguyen
Exploring Zero-Shot And Joint Training Cross-Lingual Strategies For Aspect-Based Sentiment Analysis Based On Contextualized Multilingual Language Models, Dang Van Thin, Hung Quoc Ngo, Duong Ngoc Hao, Ngan Luu-Thuy-Nguyen
Articles
Aspect-based sentiment analysis (ABSA) has attracted many researchers’ attention in recent years. However, the lack of benchmark datasets for specific languages is a common challenge because of the prohibitive cost of manual annotation. The zero-shot cross-lingual strategy can be applied to solve this gap in research. Moreover, previous works mainly focus on improving the performance of supervised ABSA with pre-trained languages. Therefore, there are few to no systematic comparisons of the benefits of multilingual models in zero-shot and joint training cross-lingual for the ABSA task. In this paper, we focus on the zero-shot and joint training cross-lingual transfer task for …
Detecting Deceptive Dark-Pattern Web Advertisements For Blind Screen-Reader Users, Satwick Ram Kodandaram, Mohan Sunkara, Sampath Jayarathna, Vikas Ashok
Detecting Deceptive Dark-Pattern Web Advertisements For Blind Screen-Reader Users, Satwick Ram Kodandaram, Mohan Sunkara, Sampath Jayarathna, Vikas Ashok
Computer Science Faculty Publications
Advertisements have become commonplace on modern websites. While ads are typically designed for visual consumption, it is unclear how they affect blind users who interact with the ads using a screen reader. Existing research studies on non-visual web interaction predominantly focus on general web browsing; the specific impact of extraneous ad content on blind users' experience remains largely unexplored. To fill this gap, we conducted an interview study with 18 blind participants; we found that blind users are often deceived by ads that contextually blend in with the surrounding web page content. While ad blockers can address this problem via …
Typology Of Tweets And User Engagement Generated By U.S. Companies Involved In Developing Covid-19 Vaccines, Priyanka Khandelwal, Leslie Ramos Salazar, Soni Khandelwal
Typology Of Tweets And User Engagement Generated By U.S. Companies Involved In Developing Covid-19 Vaccines, Priyanka Khandelwal, Leslie Ramos Salazar, Soni Khandelwal
Department of Marketing: Faculty Publications
This study analyzes 295 tweets by four U.S. companies engaged in discovering a vaccine for COVID-19. Tweets were analyzed to understand how their Twitter feeds balanced corporate and product branding (vaccine, medicines, etc.) and disseminated scientific information relating to COVID-19. The results suggest that these companies were actively embedding technical information about COVID-19 in their corporate and product branding. Tweets providing technical and scientific information about the progress made toward developing a COVID-19 vaccine garnered high levels of user engagement from their target audience. Findings from this study indicate the growing importance of technical communication in corporate settings during a …
The Art Of Branding, Allison Willrich
The Art Of Branding, Allison Willrich
Whittier Scholars Program
The world is more visual-oriented than ever before, making a company’s logo a crucial factor in the success of branding as the logo serves as the first impression and visual indicator of the experience and value the brand will deliver. The purpose of this project is to better understand how people respond to brand design, and more specifically make judgments about the company based on the first impression they get from a logo. The brand of focus is The Habit, an American restaurant chain recognized for its excellence in product quality, but also has weaknesses in its overall brand negatively …
Spotify Streaming's Noteworthy Effects On Japan, Megan Atwell
Spotify Streaming's Noteworthy Effects On Japan, Megan Atwell
Whittier Scholars Program
No abstract provided.
Strategic Communication In The Feminine Hygiene And Beauty: A Comprehensive Plan For Effective Engagement And Influence, Mikhailia A. Williams
Strategic Communication In The Feminine Hygiene And Beauty: A Comprehensive Plan For Effective Engagement And Influence, Mikhailia A. Williams
Global Strategic Communications Student Work
The beauty and health industry is a multi-billion dollar market that includes companies that produce feminine hygiene products (Petruzzi, 22). These brands are looking for new ways to connect with their consumers and increase consumer loyalty. The Honey Pot Company, a plant-based and organic feminine hygiene brand, has an opportunity to increase its online brand sentiment by implementing a strategic communications plan for female consumers aged 15 to 50. The objective of this report is to provide a comprehensive analysis of the company's communication, marketing and brand strategies, as well as create a strategic communications plan to develop a positive …
The Impact Of Digital Media In Real Estate, Carley Dehnisch
The Impact Of Digital Media In Real Estate, Carley Dehnisch
Senior Honors Theses
For decades, the real estate industry has relied heavily on traditional marketing methods such as print advertising and cold calling. Although these traditional methods are still used within the industry today, the expansion of the internet over the past few decades has resulted in agents shifting away from older school marketing techniques to digital methods of marketing. This thesis will examine several digital methods of advertising such as social media marketing, email marketing campaigns, web design, and video production. In addition, this thesis will explain why these are the most effective marketing tools and necessary for real estate agents to …
The Intersection Of Digital Communication & Non-Profit Organizations, Aliyah Burton
The Intersection Of Digital Communication & Non-Profit Organizations, Aliyah Burton
Senior Honors Theses
Non-profit organizations are actively addressing prevalent issues in society, seeking to benefit the public and those in need through various forms of intervention and programming. Non-profits have unique leadership and culture, requiring models of communication that fit these unique qualities. Communication is vital to the success of non-profits, particularly in a digital age. This thesis synthesizes the current research on non-profit culture and leadership with data on donor trends, online giving, social media practices, and more points of interest for non-profits when it comes to digital communication. Additionally, a connection is made between strong digital communication strategies and ongoing donor …
Glendalough Distillery: The Internationalisation Challenge, Aileen Kennedy Dr, Tara Rooney Dr
Glendalough Distillery: The Internationalisation Challenge, Aileen Kennedy Dr, Tara Rooney Dr
Case Studies
This case study focuses on the emergence and growth of an Irish-owned start-up challenger brand Glendalough, entering the highly competitive global whiskey market. From their origins in 2011, this small enterprise has gained global attention for their innovative products, their strong focus on branding and their rapid success. The case centres on their acquisition by Mark Anthony Brands, a major North American drinks producer and distributor, who took a stake in the business early on.
The next phase for Glendalough will focus on how to maximise this relationship with Mark Anthony Brands. While this will give them increased access and …
Birkman.Nl: Crafting The Future, Helen De Haan Dr
Birkman.Nl: Crafting The Future, Helen De Haan Dr
Case Studies
Birkman.nl is a small branch of a large US-Based consultancy company Birkman.nl. In an increasingly overcrowded and fragmented assessment market. Despite this challenge, Birkman.nl has maintained a stable competitive position. However, the competition coming from the consulting and software industries has created new entrants and substitutes for Birkman in the European market. Meanwhile, the lack of marketing strategy and budget does not help to address the large heterogeneity in different European countries. The CEO of Birkman.nl Mr. van der Loo is actively searching for new customers in the Dutch and surrounding markets, and, if possible, is looking to enter the …
The Burren Smokehouse, Aileen Kennedy Dr, Tara Rooney Dr
The Burren Smokehouse, Aileen Kennedy Dr, Tara Rooney Dr
Case Studies
The Burren Smokehouse is one of Ireland’s best known artisan producers of organic Smoked Salmon, Mackerel, Trout and Gauda Cheese using 100% Irish quality raw materials for its products. This case explores the role of the Brand and brand experiences in the artisan food market. The role of place in the brand story and values is central to The Burren Smokehouse and the expansion of the operation to include a visitor centre has ensured that these values are embedded.
The case explores the role of visitor experiences and asks the student to Identify and discuss the strategic and tactical business …
Vignettes: Social Media Practices Of Selected Social Enterprises In The Philippines, Raymund B. Habaradas, Ian Benedict R. Mia
Vignettes: Social Media Practices Of Selected Social Enterprises In The Philippines, Raymund B. Habaradas, Ian Benedict R. Mia
Center for Business Research and Development
Social media enable firms to engage their consumers at a lower cost and at a higher level of efficiency than traditional communication tools. Using the typology for social media marketing of Coursaris et al (2013), we illustrate how two Philippine social enterprises, namely Human Nature and HOPE, utilize social media, specifically their Facebook brand pages, to promote their social and economic objectives.
Our exploratory study shows that social enterprises adopt different approaches in crafting the messages they release on social media. Their choice of highlighting either their products or their advocacies are influenced by the nature of their products and …
Ethical Branding In A Divided World: How Political Orientation Motivates Reactions To Marketplace Transgressions, Thomas Allard, Brent Mcferran
Ethical Branding In A Divided World: How Political Orientation Motivates Reactions To Marketplace Transgressions, Thomas Allard, Brent Mcferran
Research Collection Lee Kong Chian School Of Business
In today's marketplace, users (e.g., purchasers, influencers) are increasingly the “face” of brands to potential consumers, increasing the risk for brands should these users act poorly. Across seven studies, we document that political orientation moderates the desire for punishment toward users of ethical (vs. conventional) brands who commit moral transgressions. In response to identical marketplace transgressions, we observe that liberals punish ethical brand users less than conventional brand users. In contrast, conservatives punish the same users of ethical brands more than conventional brand users. We document that this bias stems from how people interpret the inconsistency between the ethical branding …
Making Sustainability A Core Competency: Consumer Response To Sustainable Innovative Products, Clyde Eiríkur Hull, Jennifer D. Russell, Monika Kukar-Kinney
Making Sustainability A Core Competency: Consumer Response To Sustainable Innovative Products, Clyde Eiríkur Hull, Jennifer D. Russell, Monika Kukar-Kinney
Articles
Research suggests that sustainability may not be sufficient to yield a competitive advantage. Building on the resource-based view, this research evaluates three questions: (1) Can using sustainability as a differentiator lead to consumers choosing sustainable products? (2) Does product sustainability appeal more to environmentally concerned consumers? (3) Does product sustainability appeal more when paired with innovation? To test the hypotheses, an online survey of 344 US respondents was conducted. Consumers were given a hypothetical budget for an office chair and asked to choose between two products at a time. Hypotheses were tested with frequency and Chisquare tests and logistic regression. …
Examining The Factors Influencing Tourists’ Destination: A Case Of Nanhai Movie Theme Park In China, Liting Zhou, Fei Ouyang, Yang Li, Jieling Zhan, Nadeem Akhtar, Muhammad Ittefaq
Examining The Factors Influencing Tourists’ Destination: A Case Of Nanhai Movie Theme Park In China, Liting Zhou, Fei Ouyang, Yang Li, Jieling Zhan, Nadeem Akhtar, Muhammad Ittefaq
School of Communication Studies - Faculty Scholarship
The present study used a stimulus-organism-response (S-O-R) theoretical framework to examine the relationship between theme park tourists’ experience, brand identity, brand satisfaction, and brand loyalty in China. By using the structural equation model (CB-SEM), this paper illustrates the process of forming destination brand loyalty for sustainable tourism on theme parks. The results suggested a second-order structure of tourism experience. The first-order four factors have different impacts on the second-order tourism experience. Activity experience is the most important factor influencing tourism experience, followed by environment experience, then facility experience, and finally interaction experience. In terms of tourism experience, individual brand identity-brand …
Balancing Mission And Margins: What Makes Healthy Community Food Stores Successful, Sara John, Megan R. Winkler, Ravneet Kuar, Julia Deangelo, Alex B. Hill, Samantha M. Sundermeir, Uriyoán Colón-Ramos, Lucia A. Leone, Rachael D. Dombrowski, Emma C. Lewis, Joel Gittelsohn
Balancing Mission And Margins: What Makes Healthy Community Food Stores Successful, Sara John, Megan R. Winkler, Ravneet Kuar, Julia Deangelo, Alex B. Hill, Samantha M. Sundermeir, Uriyoán Colón-Ramos, Lucia A. Leone, Rachael D. Dombrowski, Emma C. Lewis, Joel Gittelsohn
Urban Studies and Planning Faculty Research Publications
Mission-driven, independently-owned community food stores have been identified as a potential solution to improve access to healthy foods, yet to date there is limited information on what factors contribute to these stores’ success and failure. Using a multiple case study approach, this study examined what makes a healthy community food store successful and identified strategies for success in seven community stores in urban areas across the United States. We used Stake’s multiple case study analysis approach to identify the following key aims that contributed to community store success across all cases: (1) making healthy food available, (2) offering healthy foods …
Shopping Marketing Tactics That Drive Purchases, Dinesh K. Gauri
Shopping Marketing Tactics That Drive Purchases, Dinesh K. Gauri
Marketing Faculty Publications and Presentations
Technology is reshaping the retail experience. In the fight for market share, how effective are traditional marketing tactics and technology offerings at attracting shoppers?
Marketing Activity Influences On Brand Attractiveness & Loyalty, Keiondre' Mcallister
Marketing Activity Influences On Brand Attractiveness & Loyalty, Keiondre' Mcallister
McNair Scholars Research
While selecting a specific brand could seem simple, many variables are considered. Consumers must trust that the chosen brand meets their needs by providing value. Value differs for everyone; however, four value pillars within the value creation pyramid could explain which value attracts the consumer most to a brand. These value elements will be explored to explain consumer preferences.
Antitrust Liability For False Advertising: A Response To Carrier & Tushnet, Susannah Gagnon, Herbert J. Hovenkamp
Antitrust Liability For False Advertising: A Response To Carrier & Tushnet, Susannah Gagnon, Herbert J. Hovenkamp
All Faculty Scholarship
This reply briefly considers when false advertising can give rise to antitrust liability. The biggest difference between tort and antitrust liability is that the latter requires harm to the market, which is critically dependent on actual consumer response. As a result, the biggest hurdle a private plaintiff faces in turning an act of false advertising into an antitrust offense is proof of causation – to what extent can a decline in purchase volume or other market rejection be specifically attributed to the defendant’s false claims? That requirement dooms the great majority of false advertising claims attacked as violations of the …
Forms Of Community Engagement In Neighborhood Food Retail: Healthy Community Stores Case Study Project, Ravneet Kuar, Megan R. Winkler, Sara John, Julia Deangelo, Rachael D. Dombrowski, Ashley Hickson, Samantha M. Sundermeir, Christina Kasprzak, Bree Bode, Alex B. Hill, Emma C. Lewis, Uriyoán Colón-Ramos, Jake Munch, Lillian L. Witting, Angela Odoms-Young, Joel Gittelsohn, Lucia A. Leone
Forms Of Community Engagement In Neighborhood Food Retail: Healthy Community Stores Case Study Project, Ravneet Kuar, Megan R. Winkler, Sara John, Julia Deangelo, Rachael D. Dombrowski, Ashley Hickson, Samantha M. Sundermeir, Christina Kasprzak, Bree Bode, Alex B. Hill, Emma C. Lewis, Uriyoán Colón-Ramos, Jake Munch, Lillian L. Witting, Angela Odoms-Young, Joel Gittelsohn, Lucia A. Leone
Urban Studies and Planning Faculty Research Publications
Community engagement is well established as a key to improving public health. Prior food environment research has largely studied community engagement as an intervention component, leaving much unknown about how food retailers may already engage in this work. The purpose of this study was to explore the community engagement activities employed by neighborhood food retailers located in lower-income communities with explicit health missions to understand the ways stores involve and work with their communities. A multiple case study methodology was utilized among seven retailers in urban U.S. settings, which collected multiple sources of data at each retailer, including in-depth interviews, …
A Study To Investigate How Transformational Leadership Relates To Frontline Employees' Behavior In The Hotel Tourism Industry Of The Bahamas, Tyrone G. Sawyer Ii
A Study To Investigate How Transformational Leadership Relates To Frontline Employees' Behavior In The Hotel Tourism Industry Of The Bahamas, Tyrone G. Sawyer Ii
FIU Electronic Theses and Dissertations
The role of the tourism industry of The Bahamas is important as it is the prevailing industry in this growing country. According to The Bahamas Ministry of Statistics, in 2018 the country had approximately 1.6 million stopover visitors and 5 million cruise visitors that year, which would make it the largest industry in the country by a far margin. Most of the tourists who visit The Bahamas originate from the USA due to its closeness with the country. The Bahamas, which is an archipelago in the Atlantic Ocean is 50 miles southeast of Florida.
Transformational leadership, a theory of leadership …
Rainbowashing: Does It Impact Purchase Intention?, Ramon Luis Fille
Rainbowashing: Does It Impact Purchase Intention?, Ramon Luis Fille
Honors Projects in Marketing
Cause related marketing efforts by multiple brands have grown over the past few years. With the growth of social media and even more awareness for multiple causes, consumers are pickier when it comes to brands that supports them. While many studies have been done when it comes to “greenwashing” (the tactics of brands to show their green initiatives), there are still more that needs to be done to understand the impact of “rainbowashing” marketing methods on consumer purchase intention. The importance of this study and how it can affect businesses are discussed. To get a feel for the potential effect …
Effects Of Socioeconomic Status On Consumer Behavior And Attitudes Towards A Brand’S Image, Abbey Haymond
Effects Of Socioeconomic Status On Consumer Behavior And Attitudes Towards A Brand’S Image, Abbey Haymond
Honors Theses
This research seeks to understand more about the effects of socioeconomic background on consumer behavior and its impact on the perception of brand images. Data from people of different SES were compared to understand how they view advertisements intended for different audiences and their corresponding effects. It was conducted by sending out a confidential, voluntary survey to a convenience sample targeting 100 consumers. Consumers were asked to rate statements, on a scale of one to five, for each of the research questions to assess specific aspects of their consumer attitudes and behaviors. The high SES group has a higher average …
The Online Ordering Behaviors Among Participants In The Oklahoma Women, Infants, And Children Program: A Cross-Sectional Analysis, Qi Zhang, Kayoung Park, Junzhou Zhang, Chuanyi Tang
The Online Ordering Behaviors Among Participants In The Oklahoma Women, Infants, And Children Program: A Cross-Sectional Analysis, Qi Zhang, Kayoung Park, Junzhou Zhang, Chuanyi Tang
Department of Marketing Faculty Scholarship and Creative Works
The Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) is a nutrition assistance program in the United States (U.S.). Participants in the program redeem their prescribed food benefits in WIC-authorized grocery stores. Online ordering is an innovative method being pilot-tested in some stores to facilitate WIC participants’ food benefit redemption, which has become especially important in the COVID-19 pandemic. The present research aimed to examine the online ordering (OO) behaviors among 726 WIC households who adopted WIC OO in a grocery chain, XYZ (anonymous) store, in Oklahoma (OK). These households represented approximately 5% of WIC households who redeemed …
Digital Red Packets And The Power Of Sharing Online, Singapore Management University
Digital Red Packets And The Power Of Sharing Online, Singapore Management University
Perspectives@SMU
Research study finds that digital red packets are most useful as a tool for companies to gain new and retain existing customers when they are allowed to be shared on social media
Privacy Considerations For Online Advertising: A Stakeholder’S Perspective To Programmatic Advertising, Dylan A. Cooper, Taylan Yalcin, Cristina Nistor, Matthew Macrini, Ekin Pehlivan
Privacy Considerations For Online Advertising: A Stakeholder’S Perspective To Programmatic Advertising, Dylan A. Cooper, Taylan Yalcin, Cristina Nistor, Matthew Macrini, Ekin Pehlivan
Business Faculty Articles and Research
Purpose
Privacy considerations have become a topic with increasing interest from academics, industry leaders and regulators. In response to consumers’ privacy concerns, Google announced in 2020 that Chrome would stop supporting third-party cookies in the near future. At the same time, advertising technology companies are developing alternative solutions for online targeting and consumer privacy controls. This paper aims to explore privacy considerations related to online tracking and targeting methods used for programmatic advertising (i.e. third-party cookies, Privacy Sandbox, Unified ID 2.0) for a variety of stakeholders: consumers, AdTech platforms, advertisers and publishers.
Design/methodology/approach
This study analyzes the topic of internet …
Increasing Healthy Food Access For Low-Income Communities: Protocol Of The Healthy Community Stores Case Study Project, Joel Gittelsohn, Christina M. Kasprzak, Alex B. Hill, Samantha M. Sundermeir, Melissa N. Laska, Rachael D. Dombrowski, Julia Deangelo, Angela Odoms-Young, Lucia A. Leone
Increasing Healthy Food Access For Low-Income Communities: Protocol Of The Healthy Community Stores Case Study Project, Joel Gittelsohn, Christina M. Kasprzak, Alex B. Hill, Samantha M. Sundermeir, Melissa N. Laska, Rachael D. Dombrowski, Julia Deangelo, Angela Odoms-Young, Lucia A. Leone
Urban Studies and Planning Faculty Research Publications
Improving healthy food access in low-income communities continues to be a public health challenge. One strategy for improving healthy food access has been to introduce community food stores, with the mission of increasing healthy food access; however, no study has explored the experiences of different initiatives and models in opening and sustaining healthy food stores. This study used a case study approach to understand the experiences of healthy food stores in low-income communities. The purpose of this paper is to describe the methodology used and protocol followed. A case study approach was used to describe seven healthy food stores across …
The Effects Of Received Grandmothers’ Affection On Adult Grandchildren’S Health Behaviors Using Affection Exchange Theory, Leslie Ramos Salzar, Priyanka Khandelwal, Yvette Castillo
The Effects Of Received Grandmothers’ Affection On Adult Grandchildren’S Health Behaviors Using Affection Exchange Theory, Leslie Ramos Salzar, Priyanka Khandelwal, Yvette Castillo
Department of Marketing: Faculty Publications
Background: Affection exchange theory (AET) explains the value of received affection for overall wellbeing in family relationships. However, this study extends prior work by investigating AET in grandmother-grandchild relationships and grandchildren’s individual well-being. This study seeks to understand the relationships between adult grandchildren’s received grandmother affection and health-related behaviors such as diet, exercise, substance abuse, and sleep.
Methods: This cross-sectional study included 229 university student participants. Multiple regression analyses were performed to analyze received grandmother affection and grandchildren’s health behaviors.
Results: Using cross-sectional survey methods, it was found that grandchildren’s reports of received memories and humor, and celebratory affection influenced …
Medst 260: Advertising And Marketing, Mara Einstein
Medst 260: Advertising And Marketing, Mara Einstein
Open Educational Resources
Introductory course to Advertising and Marketing.