Business Commons^™

Self-Image Congruence With Communication Channels And Its Impact On Reward Program Loyalty, Orie Berezan

UNLV Theses, Dissertations, Professional Papers, and Capstones

Loyalty programs have become products in and of themselves. They need to maintain member loyalty in order to survive. It is proposed that communication has a larger impact on program loyalty than previously thought. This study utilizes structural equation modeling (SEM) to evaluate the influence of communication typologies and dimensions on hotel reward program loyalty via self-image congruence, service quality, satisfaction, and trust. Moreover, this dissertation presents a communication identity model, which focuses on promoting hotel reward program loyalty via self-congruence with communication channels.

Newly discovered significant paths were found between: communication style and self-congruence with communication channels; self-congruence with …

The Potential Implications Of Web-Based Marketing Communications For Consumers' Implicit And Explicit Brand Attitudes: A Call For Research, Sreedhar R. Madhavaram, Radha Appan

Marketing

Two developments in the last two decades frame the importance of Web-based marketing communications for firms. First is the phenomenal growth of the Internet as a viable commerce and communication option and second is the clear shift in attitude research toward recognizing the pervasive role of automatic processes in almost all the social psychological processes. Therefore, this article discusses the potential implications of Web-based marketing communications for consumers' implicit and explicit attitudes. In doing so, first, this article reviews the emergence of research on implicit attitudes, distinguishes implicit attitudes from explicit attitudes, and discusses research on explicit and implicit attitudes …

Parametric Media: A Strategic Market Analysis And Marketing Plan For A Digital Signage, Interactive Kiosk And Content Company, Helena Irita Fowler

Theses Digitization Project

This project had two major objectives. The first objective was to conduct a strategic market analysis to serve as the backbone and roadmap for the marketing plan. The second objective was to create a strategic marketing plan to address Parametric Media's strategic marketing and business goals and objectives. This project was designed to fullfill the company's marketing needs. To do so, the author examined the digital signage industry, in order to understand what similar companies have done in the past, explored how consumer-based companies have deployed digital signage systems, and presented statistics and trends within the digital signage industry. The …

The Advertising Plan Of Toyota Camry For Toyota Motor Thailand Co. Ltd, Ampika Kosumapa

Theses Digitization Project

The purpose of this study is to target the efforts of Toyota Motor Thailand to create an effective advertising plan for the Camry.

The Advertising Campaign For The Diamond Brand, A Thai Whisky, Focusing On Three Provinces Of Northern Thailand, Rattanawadee Wongtee

Theses Digitization Project

The purpose of this project is to apply marketing tactics and advertising strategies in the form of an advertising campaign. The goal of this campaign is to increase the sales and profits of the "Diamond drink."

The Influence Of Motives Of Sports Fans On Affinity For Television, Internet, Radio, And Newspapers, Christopher Edward Lasak

Theses Digitization Project

This study investigated the relationship between motives of sports fans, and affinity for television, Internet, radio, and newspapers. Specifically economic, aesthetic, eustress, self-esteem, group affiliation, entertainment, and family motives all were expected to influence affinity for television, Internet, radio and newspapers.