Business Commons^™

Hello Kitty's Long-Standing Cross-Cultural Popularity In The United States And Japan, Melanie Matchette

Honors Theses

Hello Kitty’s success is unique in that the character is popular across the world and has been popular for decades. This paper seeks to determine how Sanrio has gained and maintained success in both the United States and Japan despite their differences in consumers. I will explore the differences and similarities in marketing strategies employed in each country. I develop themes that attempt to explain the success of marketing techniques unique to each country as well as marketing techniques that worked for both countries.

After exploring the reasons behind marketing success in each country, I determine what Sanrio could do …

Marketing The Magic In A Nature-Based Experience: A Case Study On The Walt Disney Company, Kristen L. Byron

Recreation, Parks, and Tourism Administration

Customers focus on different values when looking for a travel experience. Experiential marketing is able to connect customers with companies and experiences that match their values, including ecotourism and nature-based experiences. The Walt Disney Company is an international brand of entertainment features and is able to provide guests with customized experiences. The purpose of this study was to examine experiential marketing techniques in relation to the Walt Disney Company’s ecotourism and nature focused experiences. The researcher used a best practices matrix on the Walt Disney Company, Disney’s Animal Kingdom, and Disney’s Aulani Resort and Spa. This study found that the …

Effects Of Negative Online Word-Of-Mouth On Consumer Evaluations Of An Underdog Brand, Anja P. Luethi

Senior Honors Theses

Research on underdogs has suggested that consumers feel sympathy for and a desire to support the underdog. However, it is unclear how their evaluations of the underdog will change if they receive negative information about it. The current research aims to explore the role of negative word-of-mouth of the underdog, compared to the top dog, in consumers’ brand attitude, brand value, and purchase intention. Specifically, drawing on two streams of research, two competing hypotheses are proposed and tested. An experiment was conducted with online consumer panel members. Consistent with confirmation bias and familiarity principle, the results supported a hypothesis that …

The Transition Experiences Of International Graduate Students In Clark University School Of Professional Studies, Xuesong Huang, Mingyang Lian, Dang Trung, Jay Sheth, Yuwei Yang, Irina Klimenko

School of Professional Studies

In the last decade, the School of Professional Studies at Clark University has witnessed a sharp increase in international students. More and more international students in the millennial generation have entered the School of Professional Studies pursuing one of the two-year graduate programs: Master of Science in Professional Studies, Master of Science in Public Administration, and Master of Science in Information Technology. In the past, working adult student dominant the program. These students already had a career outside the classrooms before them came to study. The millennial international students have generated new adjustment problems. Some of the transition issues of …

Facebook And User Experience: Evaluating Brand Equity Of Purdue University Residences, Jackelyn Perkins

Open Access Theses

This study investigated how brand equity was perceived on the Purdue University Residences’ Facebook page by applying a user experience method. From a review of previous literature, Website Experience Analysis was identified and performed to evaluate brand equity. This study addressed and explored various themes throughout the data. The results showed how page content and user interactions within a Facebook page influence participants’ perceptions of brand equity.

Why Teens Today Wear The Brands They Wear And How This Is Affected By Reference Groups, Moriah Houser

Marketing Undergraduate Honors Theses

This paper describes and reports the results of a study that examines how teenagers choose to purchase and wear different brands. I wanted to find out if they would be affected positively or negatively towards different brands when they were associated with their membership, aspirational, or dissociative reference groups as well as how a teenager decides what brands are relevant to them or convey what they want to convey about themselves. Through the exploration of friends, hobbies, advertising, social media, situational factors, parents, through interviews, along with the help of many scholarly articles, I was able to find out what …

Marketing Channel Attitudes Of Chinese Business-To-Business Companies: An Empirical Buyer Behavior Study For U.S. Companies Marketing To Chinese B2b Customers, Jonathan Cooley

Doctor of Business Administration (DBA)

Attracted by the large, growing domestic economy in China, many U.S. companies have decided to enter China providing products and services in the business-to-consumer (B2C) and business-to-business (B2B) markets. Combined with traditional marketing channels, Internet marketing is rapidly evolving and becoming a critical strategic element in the marketing department’s tool chest. While much is written about B2C markets and consumer preferences, little of the literature addresses the B2B Chinese customers’ attitudes toward the disparate array of traditional and Internet marketing approaches. Even less addresses Chinese B2B purchasing agents’ receptivity to Western companies soliciting them as new customers. This research compares …

"I Can Haz Applicants": An Analysis Of Police Recruitment And Marketing Through Social Media, Kelly Lee Helldorfer

Master's Theses

In recent decades, the Internet has flourished with the advancement of social media: apps, blogs, social networking, multimedia sources, podcasts, and more. Consequently, the Millennial Generation has grown up immersed in both the Internet and social media networks differently than previous generations. Due to the rapid expansion of social media outlets and their effects on future employees, police departments must consider their agency “brand” and how effectively they market their departments to this generation for the purpose of recruitment both on the Internet and with social media platforms.

This research analysis employed a netnography to examine 500 police websites and …

The Effectiveness Of Supply Chain Transparency Among Consumers, Audrey Mcclain

Supply Chain Management Undergraduate Honors Theses

This study seeks to understand the impact that a business’s level of transparency may have on consumers. Extant research and literature suggests a relationship between transparency and consumer confidence. However, though a relationship exists, there is reason to believe that many consumers do not use the transparency efforts they demand. This study hypothesizes that there is in fact a demand for transparency, but ultimately, consumers do not use the transparency efforts that they call for. A survey was created for the purpose of this study and its results were analyzed and then compared against the hypotheses laid out in the …

Attendance For The Knoxville Ice Bears And Elements That Have An Impact, Rebekah Jackson

Chancellor’s Honors Program Projects

No abstract provided.

Using Relationship Theory To Improve Stem Outreach To Corporations: A Case Study For Starbase Los Alamitos, Mark Gibson

Journalism

The goal of this study was to improve corporate outreach efforts for an educational program called Starbase Los Alamitos. This Starbase program is part of a larger effort by the Department of Defense to improve STEM (science, technology, engineering, and mathematics) education in the United States.

This study was guided by the following research question: How can STEM programs use relationship management theory to improve corporate outreach? A review of the literature was performed and this study used relationship theory to design eight questions for a four person focus group. Control and treatment websites were identified. Participants were shown the …

A Parish Guide To The Use Of Creative Problem Solving In Marketing Plan Development, Patricia H. Meyer

Creativity and Change Leadership Graduate Student Master's Projects

The purpose of this project is to show how Creative Problem Solving can be introduced into the development of a marketing plan for a church parish. Background as to the need for a marketing plan and the advantages of using Creative Problem Solving techniques will be discussed, as well as some of the theology which might underlie the process undertaken by a marketing committee. Particular attention will be given to the context of the Catholic Church and theology, as that is my personal background and training. A sample process guide will be included to provide a parish with a model …

Marketing Ideas That Could Improve Adoptions And Reduce Return Rates Of Dogs In Shelters In The State Of Michigan, Bryan Klemett

Honors Theses

Dogs have always been something that attracts people’s attention. It is hard to decide whether it is their fur, their cuteness, or their personality that makes them lovable. The area I chose to conduct my research is in marketing. Since dogs are man’s best friend, what other better way is there to do a thesis than on something so lovable? This research entails marketing ideas that could increase adoption rates while reducing return rates of animals at shelters in the State of Michigan.

I chose this topic because as it is stated earlier, I am a dog lover. I have …

Mega Versus Local Sport Sponsorships, Jakeun Koo

Doctoral Dissertations

The present study aims to fill the gap by comparing mega sport sponsorships to local sport sponsorships relative to consumers’ perceptions. Specifically, the study examines whether or not event size has significant impact on consumers’ perceptions of goodwill. In the relationship between event size and perceived goodwill, sponsorship duration and sponsor-event congruence are tested as moderating variables. Finally, it is anticipated that perceived goodwill affects attitudes toward the sponsor, subsequently influencing purchase intentions. To support the hypotheses, the current study conducted an experiment with a 2 × 2 × 2 between-subjects factorial design: (1) event size, (2) sponsorship duration, and …

The Impact Of Emojis And Emoticons On Online Consumer Reviews, Perceived Company Response Quality, Brand Relationship, And Purchase Intent., Jayme Hill Hill

USF Tampa Graduate Theses and Dissertations

Several studies have examined the use of emoji and emoticons in computer mediated communication among peers and colleges but there is yet academic research on the impact of businesses using these paralinguistic cues when responding to online consumer reviews. This research is examining the influence these paralinguistic cues have on the consumers perception of the companies quality of the response to an online consumer review, brand relationship, purchase intent.

Using an online survey, participants are asked to answer general questions about the brand, the quality of the response, brand relationship, and purchase intent after seeing a random condition of both …

The Shattered Slipper Project: The Impact Of The Disney Princess Franchise On Girls Ages 6-12, Caila Leigh Cordwell

Selected Honors Theses

The Disney Princess franchise is arguably the largest and most popular franchise in the world, earning billions of dollars globally each year. Due to the prevalence and ease of access, the Disney princesses have a tremendous impact on today’s youth, namely young girls. This qualitative study investigated just how much of an impact the Disney Princess franchise has on American girls ages 6-12 through the production of a documentary film, entitled The Shattered Slipper Project. The research team selected girls from private schools in Lakeland, Florida and Sharpsburg, Georgia. The researcher conducted two interviews—one a roundtable-style group interview focusing on …

The Influence Of Consumer Freeloading Behavior On An Observer's And Perpetrator's Affective Commitment, Mohamad A. Darrat

Doctoral Dissertations

The dissertation explores the relationship between customer affective commitment and freeloading behavior. Consumer freeloading results when a consumer takes advantage of a system or market procedures in a way that allows him or her to obtain benefits from a value proposition with no or reduced monetary costs. Thus, the freeloading consumer works the value equation in his/her favor at the expense of the marketer and/or other consumers. In addition to examining the point of view of the consumer performing the unethical behavior, the dissertation also examines the impact of such behavior on a third party observer. How do loyal consumers …

Examining Consumers' Cognitive And Behavioral Responses To Belief Disconfirmation, Aadel A. Darrat

Doctoral Dissertations

This study explores possible reasons for why consumers persist in their beliefs despite being exposed to substantial disconfirming evidence. The theory of cognitive dissonance (Festinger 1957) provides an important foundation for the pervasiveness of the confirmation bias and belief perseverance. Four main research paradigms of cognitive dissonance theory are discussed: free choice, induced or forced compliance, belief disconfirmation, and hypocrisy. Confirmation bias and belief perseverance are positioned in the belief disconfirmation paradigm.

Confirmation bias refers to the general tendency to readily accept evidence that supports one's beliefs and to reject or avoid evidence that goes against such beliefs. Belief perseverance, …

The Research On The Volatility Of Vlcc Market, Yanwei Wang

World Maritime University Dissertations

No abstract provided.

The Impacts Of Fuel Price Fluctuation On Dry Bulk Cargo Market, Xingsheng Sun

World Maritime University Dissertations

No abstract provided.

Research On Container Liner Company Marketing Strategy, Huayu Shi

World Maritime University Dissertations

No abstract provided.

Assessing The Effect Of Mobile Word-Of-Mouth On Consumers : The Physical, Psychological And Social Influences, Juanyi Jiang

Theses & Dissertations

Mobile technologies enable users to discover and research products anytime, anywhere. Mobile devices allow consumers to create and share content based on physical location, facilitate seamless interactions, and provide context-relevant information that can better satisfy users’ needs and enhance their shopping experience. As consumers increasingly rely on mobile devices to search information and purchase products, they need immediate, updated, informative and credible opinions in concise forms. Meanwhile, marketers face unprecedented opportunities for mobile marketing, making ever important for them to understand the mobile word-of-mouth and its effect on the purchase behaviors of consumers on the mobile platform vs. those on …

The Integrative Effects Of Promotion Attributes : Implications For Effective Promotion Design, Suntong Qi

Theses & Dissertations

Promotion attributes, such as giveaways, time limitation and exclusivity, are commonly studied separately. Previous studies may focus on how individual attributes (e.g. time pressure or price discounts) affect sales, but seldom consider the integrative effect of them. As individual attributes are often found to have a bilateral effect (both positive and negative) on sales, in this thesis, we explore how different attributes can be aligned with each other and integrated with different level of brand strength according to fit logic. That is how promotion elicits sales and generates word-of-mouth impact in terms of the configuration of promotional attributes and brand …

Branding Implications Of Co-Created Social Responsibility, Alexander J. Kull

USF Tampa Graduate Theses and Dissertations

One of the most profound transformations of the marketing discipline in recent history has been driven by the democratization of power relations and value creation between brands and consumers. This dissertation explores the branding implications of this fundamental shift by investigating whether and how the type and degree of control shared by brands affect consumer empowerment perceptions and, in turn, consumer–brand relationships, as well as whether and how these effects might be moderated by the size and diversity of the choice set and by the image valence of the brand that shares control with consumers.

The present research examines such …

Take No For An Answer? Unpacking Persistence And Examining Its Impact On Salesperson Performance, Nawar Naim Chaker

Doctoral Dissertations

Common wisdom suggests that persistence is a critical determinant of sales performance and, consequently, salespeople are often advised “don’t take no for an answer.” While the importance of persistence to sales success is seemingly unquestioned (albeit unexamined in the literature), anecdotal evidence suggests that the incremental business generated through salesperson persistence may be tempered – if not overshadowed – by its accompanying costs (e.g., time spent pursuing hesitant prospects). The goal of this research is thus to explore the impact of persistence on salesperson performance. Grounded in social influence theory, this study views sales persistence as a combination of influence …

Examining The Nature And Consequences Of Interfunctional Bias In A Corporate Setting, William Adam Powell

Doctoral Dissertations

Interfunctional bias is examined in this dissertation as a potential barrier to interfunctional cooperation. Interfunctional cooperation is desirable in modern corporate organizations as a contributor to effective service delivery, operations planning, and sales performance. Interfunctional stereotyping, prejudice, and discrimination are hypothesized to relate positively, and together provide the bias-based theoretical basis through which barriers to interfunctional cooperation can be more thoroughly understood. Based on the extant literature in marketing and psychology, competing models of interfunctional bias are developed and hypothesized. In the first of three studies a questionnaire-based survey of supply chain employees’ perceptions of salespeople permitted the examination of …

Investigating The Role Of Aesthetics In Consumer Moral Judgment And Creativity, Amita Bhadauria

Theses and Dissertations

ABSTRACT

As human beings, we have a profound affinity for beauty, and an overwhelming amount of research recognizes our attraction to high aesthetics. Aesthetics significantly affect consumer behavior, such as purchase intention, product perception, consumer satisfaction, and product evaluation. Leading brands such as Apple are adored and coveted due to the high aesthetics and superior design of their products, which enables them to create and sustain competitive advantage. Because consumers often give more importance to aesthetics than functional attributes when choosing a product, marketers take aesthetics into account in their marketing strategies. This research explores aesthetics’ diverse relationships to consumer …

It's All About Me: How Self-Brand Connection And Social Media Interactivity Influence Purchase Intent, Shannon Taylor Mccarthy

Graduate Theses and Dissertations

Social media is ubiquitous and allows consumers to display identity by through possessions through posts, images, and interactions. The self is all the individual calls their own and is expressed outwardly through everything visible, including possessions, relationships, and interactions. They tell their story through the display of envy-inducing artifacts, and create a perfect, photoshopped life. Consumers seek a connection to positively viewed brands they feel are self-representative through interaction. This dissertation seeks to better understand consumer rationale for and gratification from online brand engagement and how that, in turn, impacts the brand. Three studies examined the effects of self-brand connection, …

A Hero A Minute: The Manufacture Of Aura And Rarity In The World Of Sports Memorabilia And Rapid Commemoration, Roger C. Draeger

Theses and Dissertations

This is a study of the contemporary sports memorabilia industry and its surrounding culture through the analysis of a pair of its biggest providers. The following research explores the business model of Steiner Sports and examines its methods concerning pieces of game-used memorabilia and personal artifacts. The workings of Fanatics Authentic are also evaluated through the analysis of its specific line of In-Focus photographs and its sports memorabilia show held in the spring of 2016. The examination of both companies reveals techniques of manufacturing both rarity and aura that exist in the sports memorabilia industry. Steiner’s focus on providing intimate …

Growing Food Equity: A Participant Observation Exploring The Role Of Communication In A Nonprofit Organization’S Work To Improve Food Access In Urban Areas, Samantha Jane Kaufman

Theses and Dissertations

This thesis explores the concept of food equity and a nonprofit organization in Milwaukee, Victory Garden Initiative, that is working towards food equity by increasing food access in the city. The work explores issues of inadequate food access, urban development, and other nonprofit organizations working towards food equity. Through participant observation and interviews with VGI, the researcher found that a small nonprofit organization like Victory Garden Initiative is still bound by time, financial, and staffing constraints. In order for nonprofit organizations to market and run effective programming, they need to be efficient with limited resources, take advantage of any research …