Business Commons^™

Branding The Unbrandable: A Solution To Rebranding The Mta, Sydney Mcginn

Honors College Theses

No abstract provided.

A Farm Newspaper Capitulates To Advertiser Pressure: Determinants Of Readers’ Attitudes Toward The Firing Of An Editorial Cartoonist, Lulu Rodriguez, Supathida Kulpavaropas

Journal of Applied Communications

On April 2016, the weekly Farm News cut its ties with veteran freelancer Rick Friday who drew a cartoon that called attention to how much the CEOs of large agricultural corporations are paid. This study examines the determinants of people’s attitudes toward Mr. Friday’s firing. Using data gathered from a national online survey of newspaper readers, this study traced the antecedents of these attitudes. While the incident drew strong negative reactions, we found that public attitudes were strongly mediated by readers’ attitudes toward Big Ag advertisers. That is, those who saw Big Ag in a positive light were more inclined …

The Changing Face Of Pester Power, Margaret-Anne Lawlor

Articles

No abstract provided.

Promoting A President: Tone In Presidential Candidate Correspondence Via Twitter, Eva Coleman-Owusu, Sabrina Habib

The Winthrop McNair Research Bulletin

The purpose of this research is to provide insight into the changes of integrated marketing communications in a political environment and the impact of different tones in a presidential campaign. Using the Twitter correspondence of the Republican and Democratic nominees, a content analysis was used to discover positive tones, negative tones, and themes during the 2016 presidential election. Data was collected from the end of the primary elections to election day in November 2016. This research also builds on previous studies focused on the growing impact of social media in political communications. The findings from this study include: (1) Hillary …

Stakeholder Theory In Ethical Business Decisions: The Case Of Nestle, Mckayla Marcola

Honors Theses

The traditional view of business is that executives have an obligation to base all decisions around increasing the value of the business. But what happens when those decisions infringe on the surrounding environment? In 2017, Nestlé proposed a water withdrawal increase at their Evart, MI water bottling plant from 250 gallons per minute, to 400 gallons per minute. During April 2018, the Michigan Department of Environmental Quality approved the new withdrawal proposal; this caused an up roar in the environmental community. From local citizens, to public interest groups, many have expressed their opposition for this increase stating that this increase …

Fresh Squeezed Fitness: A Case Study On The Marketing Of Orangetheory Fitness, Emma Schmidt

Recreation, Parks, and Tourism Administration

The fitness industry has grown immensely in the past decade as a form of health management. The industry has expanded to offer niche fitness facilities that cater to individuals’ specific needs and motivations. The purpose of this study was to examine the best marketing and branding practices utilized by Orangetheory Fitness. The research for this study was collected using a case study matrix, developed by the researcher, to evaluate Orangetheory Fitness’ marketing strategies. The study resulted in findings indicating the importance of technology advancement and brand differentiation pertaining to the success of Orangetheory Fitness. It is crucial for Orangetheory Fitness …

Men’S Cosmetics: Challenging Conventional Marketing Wisdom, Dae Ryun Chang

Asian Management Insights

The marketing of men’s cosmetics is challenging conventional wisdom in Asia.

Men and beauty seem to be two contradictory domains because we often rely on an outdated assumption that men only want to appear manly and nothing more. The reality for modern men, however, is significantly different from that perception.

What Do We Know About Digital Attribution?, John B. Ford

Marketing Faculty Publications

(First paragraph) Digital attribution sounds rather simple in that it involves isolating advertising tactics and assessing their impact on consumer decision making. But in a complex digital environment, advertisers must navigate through a variety of consumer platforms and touch points to find the optimal vehicles and mechanisms to cost effectively have an impact on consumer choice. And, on each research occasion, the process has to be all but reinvented.

Sport Branding In The Digital Age Prs 370, Joanna Burkhardt

Library Impact Statements

No abstract provided.

Basement Business 101, Alex Busch

SASAH 4th Year Capstone and Other Projects: Publications

For her Experiential Learning course, Alex designed a brochure to help new business owners effectively manage their new endeavours. Alex started her own small business of custom paintings of horses, and used her own business model to break down the process of starting a business into six steps with advice and detailed examples.

Of Expectations And Experiences: 
The Moderating Effect Of Valenced Expectations On Enjoyment Of A Positive Vs. Negative Experience, Molly C. Mcgehee

Shared Knowledge Conference

Some extant literature argues that expectations drive enjoyment of experiences, while other literature argues that expectations only comparatively influence enjoyment. The current work addresses this discrepancy and demonstrates that while positive expectations do result in favorable enjoyment of experiences, negative expectations result in the comparative process suggested by others.

It’S All About The Commercial Experience, Singapore Management University

Perspectives@SMU

Making the buying experience enjoyable is key to success in the smartphone era

Appeals To Ownership Of Automobiles In Style Magazines Of The U.S. And U.K., 1930-2000, Steven D. Silver

Faculty Publications

We report an analysis of attribute and motive content of appeals to automobile ownership in print advertising of style magazines in the U.S. and U.K. Results of the analyses show significant country differences in appeals to technology, status and subcategories of motivation.

Hard Discounters: Underestimate At Your Own Peril, Singapore Management University

Perspectives@SMU

A combination of high quality products and low prices have beaten Walmart twice; hard discounters are coming for Asia

The Kiwi Way: Marketing In New Zealand, A Program Design For Johnson & Wales University, Rachael L. Peters

Capstone Collection

The proposal for a study abroad program to be implemented at Johnson & Wales University [JWU] results from a five-month internship in the JWU Abroad office and multiple interviews with full-time colleagues in the department. It is designed to not only expand the current JWU portfolio in subject matter and program location, but to strengthen a newly built partnership with American Universities International Programs Limited [AUIP] through the addition of a second collaborative program in the provider’s catalogue.

The Kiwi Way: Marketing in New Zealand is a twelve-day faculty-led study abroad [FLSA] program that splits time between the cities of …

Harnessing The Power Of Gold, Christopher Hunt

Academic Leadership Academy

Consistent branding at WMU has been the topic of many on-campus discussions in 2017. The Strategic Management Executive Council (SMEC) identified brand and communication consistency and continuity as a risk priority. As part of that risk assessment, a Collaborative Risk/Opportunity Management (CRŌM) team has been assigned to evaluate the following issues: •Many units are still not aligning with established brand messages and design guidelines, diffusing marketing efforts. •Lacking clear voice for the University. •Internal communication occurs in silos, so people do not get the full picture; especially a problem with part-time staff and faculty, impacting overall staff morale. •Under-empowered University …

Central Bank Public Communication Campaign And Monetary Policy, Williams D. Kareem

Bullion

This paper examines the relevance of public communication campaign in a central bank's quest to adequately convey monetary policy decisions to its stakeholders. The meaning, design and evaluation of public communication campaign are discussed to highlight campaign usefulness in monetary policy communication. Its limitations are also noted with regards to the discussion of technical or complex issues in monetary policy.

Reflective Practice Series: Selected Instructional Models Using Synchronous Video Conferencing Software, Martin W. Sivula

MBA Faculty Conference Papers & Journal Articles

With the vast array of resources available to instructors, one would think that instruction and teaching would yield success for all learners. Now, well into the 21^st century has much changed in the classroom? Certainly, movable desks and chairs, advanced audio and visual equipment, and a plethora of all types of technologies which might be able to enhance training and education. Over the last several decades research on individualized instruction, cognitive science, educational psychology, and multimedia instruction (to name a few) have permeated the literature on instruction. With all the research and the vast array of studies on improving …

What Do We Know About Sports Sponsorships?, John B. Ford

Marketing Faculty Publications

(First paragraph) There is little doubt that a tie-in between a brand and a special event can be quite lucrative. Although past research often has shown that advertising typicality (how well an advertisement is seen to be representative of a particular product category) creates positive advertising effects, there are no known studies that have examined the level of typicality with respect to sporting events in particular.

A Quantitative Descriptive Case Study On The Alzheimer's Nonprofit Marketing Methods, Stephaine Buffaloe

Doctoral Dissertations and Projects

The problem to be addressed was the deficiency of financial support, as a result of dwindling effectiveness of fundraising using traditional methods needed to meet the Alzheimer’s Association goal of finding a treatment by 2025. The purpose of this quantitative descriptive case study was to examine the current traditional marketing approaches of fundraising for the Alzheimer’s nonprofits. The significance of the study was finding that the survey participants preferred the traditional approach to the nontraditional approach. An entertainment event was the most favored approach. The implication on organizational change was that age, gender, and past donations to religious organizations were …

Donor Stewardship And Repeat Giving, Faith Hoelscher

Doctoral Dissertations and Projects

This quantitative correlational study evaluated the strength and direction of relationships between the dependent variables: major giving since September 1, 2009 and average elapsed time between major gifts in relation to the independent variables: number of stewardship activities, stewardship activities occurring within one-month of a major gift, and duration of major giving relationship. Using a multiple regression, a relationship was found between the independent and dependent variables. These results were then affirmed by Pearson r evaluations in an effort to reinforce the importance and significance of the independent variables in spite of the multicollinearity shown for the subset of stewardship …

Motivations To Engage In Word Of Mouth From Non-Market Participants: A Study Using Automotive Business As The Field Of Investigation, Yao Han Kwan

Dissertations and Theses Collection (Open Access)

Word of mouth (WOM) can have significant impacts on businesses. Positive WOM can go a long way in helping to grow a brand while negative WOM may cause considerable damages. Managers have constantly attempted to actively manage WOM but often find it difficult to control. Extensive academic research has also been conducted in this field, with a significant amount of literature built up over the last few decades. The advent of the Internet, social media and consequently electronic WOM (eWOM) further intensified practice and research interest in this area.

Despite decades of research and managerial precepts about WOM, the full …

An Exploration Into The Efficacy Of Christian Servant Leadership In Facilitating Organizational Change In The Automotive Aftermarket, Christopher Shadrick

Doctoral Dissertations and Projects

Changing market dynamics is threatening the viability of stores in the automotive aftermarket. To provide business leaders strategies with strategies to implement organizational change and address shrinking revenue, this phenomenological study explored the lived experiences and perspectives of 20 front line, retail store managers in the automotive aftermarket. The information gathered during the interview process was analyzed using Moustakas’ modified van Kaam method. In addition, the researcher used NVivo 12, a qualitative analytic software, to group, reduce, validate, and organize the data into themes. Six themes emerged that demonstrate the applicability of Christian servant leadership to the automotive aftermarket. These …

Information Seeking Behavior Of Research Scholars At Muet Library & Online Information Center, Jamshoro: A Study, Liaquat Ali Rahoo Mr, Muhammad Ali Khan Nagar, Maryam Kalhoro, Qurat-Ul-Ain Abro, Shadab Kalhoro

Library Philosophy and Practice (e-journal)

The aim of this paper was to study the behavior of the information seeking by the researcher scholars of the at Mehran University of Engineering & Technology, Jamshoro, Sindh Pakistan. The overall purpose of the research study was to find out the awareness and information requirements by the researcher for the research purposes which were provided by the Higher education commission digital library. The data was collected from 230 researchers with the help of questionnaire through the Google online form. Data was analyzed in SPSS software. Research findings were majority of researchers were use electronics resources, text books and reference …

Bling And Breakfast At Tiffany’S: Refreshing A 181-Year-Old Brand, Singapore Management University

Perspectives@SMU

‘Everyday luxury’ brings the venerable American luxury brand to a younger audience. Embracing digital marketing and social media is key to cultivating a new generation of lifelong customers

Trajectory-Driven Influential Billboard Placement, Ping Zhang, Zhifeng Bao, Yuchen Li, Guoliang Li, Yipeng Zhang, Zhiyong Peng

Research Collection School Of Computing and Information Systems

In this paper we propose and study the problem of trajectory-driven influential billboard placement: given a set of billboards U (each with a location and a cost), a database of trajectories T and a budget L, find a set of billboards within the budget to influence the largest number of trajectories. One core challenge is to identify and reduce the overlap of the influence from different billboards to the same trajectories, while keeping the budget constraint into consideration. We show that this problem is NP-hard and present an enumeration based algorithm with (1−1/e) approximation ratio. However, the enumeration should be …

When Doing Good Backfires: The Effects Of Corporate Social Responsibility Fit On The Decisions Of Long And Short-Term Investors, Chezham Sealy

Doctoral Dissertations

Investors, analysts, and news outlets have expressed concerns that corporate social responsibility (CSR) has deviated from its original altruistic purpose of improving society to a marketing ploy aimed at managing perceptions of shareholders and improving the bottom line of companies. In this study, I analyze how the fit of a company’s business operations to their CSR activities affects the investment willingness of long and short-term investors. While prior research shows numerous positive outcomes associated with CSR, I predict and find that low fit CSR activities can decrease the investment willingness of long-term investors when companies are involved in controversial “sin” …

The Case For Showrooming, Cristina Nistor, Prashanth Nyer

Business Faculty Articles and Research

Showrooming has deeply affected the retail market in the past decade. As consumers became able to easily compare prices on their mobile devices, they started using retail stores to try on and experience products and then they ordered online the lower priced versions they liked best to be delivered directly to their homes. As retailers are trying to adapt to the showrooming challenges and the shift to online purchases, stores are increasingly adopting showrooming as a new selling format. We present examples of successful showrooming and develop a framework for when the new selling format can be expected to be …

End Matter, Maine Historical Society

Maine History

Advertisers and Benefactors

How A Blender Smashed The Secret Of Going Viral, Singapore Management University

Perspectives@SMU

A $50 campaign gained six million YouTube views in five days.