Business Commons^™

From Chaos To Cohesion: Building A Brand Kit, Brooke Kries

ENGS 15.11: Design and Education

From Chaos to Cohesion: Building a Brand Kit is a lesson designed for undergraduate students to show how a strong visual identity supports an organization’s mission and goals. Utilizing interactive instruction, guided exercises, individual exploration, and peer discussions, students will learn how elements, such as typography, logos, and color can shape public perception and align with audience expectations. By the end of the lesson, students will have created a sample brand kit and graphic to reflect an organization’s purpose and tone.

This lesson integrates marketing theory, real-life examples, and independent hands-on learning to encourage creativity, collaboration, and strategic thinking. Students …

Confronting Indecision, Lane Allison Murray

ENGS 15.11: Design and Education

This course aims to increase students' understanding of indecision and how to confront it. The class provides insight into how the fear of the unknown holds people back from making decisions and about understanding one's values as a means to combat indecision. Students and teachers alike explore instances of indecision and evaluate their own impulses & thought processes by reflecting on the deeper reasons for their choices. Students will increase their comfort level of asking themselves and their peers questions about the values that guide them and, in doing so, strengthen their relationships with themselves and others.

Personalized Persuasion In The Digital Age: A Data-Driven Approach To Effective Communication, Annye Braca

Doctoral

This thesis investigates the potential of Machine Learning (ML) to personalize persuasive marketing messages. It explores the identification of individuals receptive to specific persuasion techniques based on their psychometric profiles. By developing ML models that incorporate these profiles, the thesis aims to predict the impact of tailored messages and improve the effectiveness of marketing communication.

The Csr Authenticity Crossroads: A Comparative Analysis Of Greenwashing In The Cosmetics And Food Sectors, Magdalena Klimczuk-Kochańska

Studia i Materiały Wydział Zarządzania Uniwersytet Warszawski

Purpose: The article aims to investigate the relationship between Corporate Social Responsibility (CSR) strategies, manifestations of greenwashing, and their underlying motivations in selected companies from the cosmetics and food sectors.

Methodology: The study employs a qualitative, comparative case study methodology. Six companies (L’Oréal, Natura & Co., Bielenda, Nestlé, Maspex, and Tony’s Chocolonely) were analysed based on publicly available secondary data, including corporate reports, NGO analyses, and media coverage.

Findings: The study identifies and defines two distinct sectoral logics: companies in the cosmetics sector follow a ‘brand-centric logic’, where greenwashing manifests as product-level marketing claims. In contrast, firms …

The Entrepreneurs Handbook: A Practical Meets Academic Guide For Both Current And Budding Business Owners And Risk Takers, Howard J. Friedman

Open Educational Resources

This work has been created with the intention of being used as a practical guide for the budding entrepreneur. The concepts are presented to optimize creative thinking and find a path to a fully realized business. From idea through funding, the company life cycle. This work is meant to provide the reader with all the materials that will be needed to make a real-world decision. Effort has been made to combine academic and practical data to offer a straightforward guide to finding, funding, and realizing your dream.

An Economic And Production Analysis Of Seaweed Farms In California And The Pacific Northwest, Brian Donovan

Cal Poly Humboldt theses and projects

Since the early 2010s, the seaweed aquaculture industry has steadily expanded in the United States, with states like Alaska, Maine, Hawaii, and Connecticut leading the way in the development of this emerging sector. However, information gaps remain concerning certain aspects of the domestic seaweed aquaculture industry. The purpose of this study was to examine the status of the seaweed aquaculture industry along the West Coast of the United States; specifically in the states of California, Oregon, and Washington. Seaweed farmers in these states were invited to voluntarily complete surveys asking important production, economic, and commercial questions regarding their operations. Data …

The Effects Of Brand Activism On Brand Performance, Lin Zhao

Graduate Theses, Dissertations, and Problem Reports (ETD)

Brand activism—the explicit demonstration of a brand’s sociopolitical beliefs—has become increasingly prevalent and consequential. Concurrently, consumers now hold higher expectations for firms to engage in sociopolitical conversations, driven by the rise of belief-drive purchase in consumers’ decision-making and the growing ideological polarization worldwide. The interaction of brand activism and consumer behavior presents unique potential for brands to gain competitive advantages while contributing to social welfare. This dissertation comprises three essays that examine the effects of brand activism through multiple understudied yet compelling perspectives.

Essay One investigates how brand activism influences consumer-brand relationships through both transactional and relational lenses. This research …

(In)Attention To Attractive Brand Alternatives, Danielle J. Brick, Veronica L. Thomas

Marketing Faculty Publications

Understanding how consumers maintain their brand relationships has important implications for marketers as committed consumers contribute significant value to firms. In the present research, we propose and test one such way consumers protect their brand relationships, namely through attentional avoidance of attractive alternative partners. Across multiple studies, we find support for our theory that committed consumers avoid attending to alternative brand partners by recalling less about and spending less time focused on attractive alternatives. We further find that this inattention occurs because consumers view the competing brand as a threat to the consumer’s current relationship. In addition, we investigate a …

Covid-19'S Impact On Grocery Expenditure Amid The Rise Of Social Media's Unattainable Wellness Culture Within Beverage Products, Ava Hinz

Scripps Senior Theses

This paper explores post-pandemic consumption through two different lens: economics and media studies. First, I will focus on COVID-19’s impact on the expenditure of grocery goods. Then I will explore how today’s wellness culture is made unattainable through social media by examining an organic grocery store and two beverage products. By examining these two areas of consumption, it provides critical information on an individual’s consumption during the unique shocks of the pandemic and the cultural context behind those actions.

Managing Digital Transformation With Blockchain: Distributed Ledger Innovation Platforms, Nobuyuki Fukawa, Gregory J. Fisher

Business and Information Technology Faculty Research & Creative Works

Realizing its overarching potential in achieving digital transformation, leading organizations, such as Air New Zealand, have recently employed blockchain technology to manage 3D printing innovation. Despite the potential benefits, including the key role of blockchain as a supporting technology in Industry 5.0, these applications of blockchain technology in 3D printing are still at a nascent stage in practice and mostly limited to producer innovation. Additionally, 3D printing and blockchain technologies are often independently revolutionizing value capture and value creation, whereas the theoretical implications of their combined impacts on innovation management remain an underexplored domain. Limited digital transformation efforts have been …

Hartville Potato Chips, Anna Kish, Daniel Brewer, Sarah Flaker, William Brashear, Parker Doerrer, Grace Nuhfer

Williams Honors College, Honors Research Projects

N/A

Harvest Gold Distillery, Alexis Mackey, Alexander Grecco, Cole Smith, Maggie Patterson, Blake Benko

Williams Honors College, Honors Research Projects

The goal of our research project is to establish and grow Harvest Gold Distillery: a corn-based liquor distillery in Ohio that aims to produce and sell high-quality spirits while offering unique services that enhance outreach in the community. The motivation behind this business venture is rooted in one of our team member’s family traditions; Alex’s family makes homemade liquors, which has fostered an in-depth understanding of the distillation process. Alex’s firsthand experience with the craft provides a solid foundation, yet we recognize that starting a distillery involves significant challenges and requires thorough research in several functions of business. This project …

Immersive And Generative Technology: New Tools For Marketing, New Tools For Consumer Response, David W. Stewart, Gabrielle Pizzi, Shashi Matta, Federica Caboni

Marketing & Business Law Faculty Works

Immersive technologies, including AR, VR, XR, and generative technologies such as Gen‐AI, are reinventing marketing practice and consumer experience. In this article we provide an introductory review of how these technologies are (re)shaping consumer behavior in domains where the physical and digital converge, and consumers' response to them. Our review finds that while immersive technologies enhance engagement through personalization and multisensory feedback, they also raise concerns about accessibility, authenticity, and digital fatigue. Similarly, Gen‐AI, which is transforming many facets of marketing, including customer service, product development, marketing communications, and consumer research, raises new questions related to attribution, co‐creation, authenticity, and …

Effects Of Household Characteristics On Low-Income Family Businesses: Evidence From India, Madhubalan Viswanathan, Saravana Jaikumar, Shantanu Dutta, Arun Sreekumar

Marketing & Business Law Faculty Works

Purpose: What are the effects of household characteristics on returns for entrepreneurs in low-income settings? Referred to as subsistence consumer–merchants or consumer–entrepreneurs in the marketing literature and necessity entrepreneurs in the entrepreneurship literature, such entrepreneurs run family businesses to survive and make ends meet. This paper aims to investigate how various household-level factors (education), individual-level factors (education and gender) and the type of enterprise (retail vs manufacturing) impact returns from low-income family businesses compared to high-income family businesses. Design/methodology/approach: Using panel data from the India Human Development Surveys (IHDS), the study uses a fixed-effects regression approach to analyze household-level and …

Entrepreneurial Selling And Business Success In Brazil, Renato Fernandes

Open Access Dissertations

This study aimed to deepen the understanding of the relationship between Entrepreneurial Selling and business success in Brazil through two different studies about the antecedents and consequences of Entrepreneurial Selling.

Using grounded theory and an exploratory-confirmatory mixed methods design, this dissertation demonstrates that Entrepreneurial Selling is crucial for business success. The database was sufficiently diverse for an in-depth analysis of the entrepreneurial Brazilian context: 777 entrepreneurs participated in the studies, ranging from first-time founders and serial entrepreneurs, leading B2B, B2C, and B2B2C companies from 31 segments, from startups struggling to make their first million to established companies already earning more …

How Can Chinese Culture Go Abroad? Evidence From Successful Establishment Of Chinese Academic Foreign Translation Projects, Tian Lan

Dissertations and Theses Collection (Open Access)

Compared to Chinese economy scale, the global understanding and recognition of Chinese culture are quite superficial, it is crucial to promote Chinese culture go abroad through academic exchanges between China and other countries. This study explores and validates the relationship and applicability of Chinese culture “Going Global” based on the translation project of Chinese academic works. Through case analysis and the development of data models, it aims to provide theoretical guidance and practical tools for relevant institutions and individuals.

The study begins with qualitative research on cases, describing and analyzing typical examples to demonstrate how Chinese Academic Translation (CAT) projects …

Older People's Consumption Decisions On Technological Products From A Time Perspective, Xiaowei Huang

Dissertations and Theses Collection (Open Access)

The Silver Wave and the Technological Wave are leading social changes in the 21st century. Globally, aging populations have become increasingly dependent on technology. Smart health devices, smart home gadgets, and mental health tools can improve older adults' quality of life, enhance health management, and promote social interaction. Smart products, incorporating artificial intelligence (AI), offer enhanced support for older adults, ranging from remote health monitoring to social companionship. The improvement in AI technology, in turn, expands the potential of technological products to address older consumers’ physical and emotional needs. However, most existing studies don't address deeper personality traits such as …

Can Commercials Be Art? An Analysis Of Intellectual Property Preawareness In The Barbie Era, Shreya Kalidindi

Cardozo Arts & Entertainment Law Journal

The note examines the evolution of advertising, particularly native advertising, and critiques the inadequacy of current regulatory frameworks in addressing its deceptive potential. It highlights how modern advertising practices, such as product placement in films like Barbie, blur the line between commercial speech and artistic expression, challenging the Federal Trade Commission’s (FTC) ability to protect consumers. The analysis argues that strengthening existing regulations is insufficient and advocates for empowering consumers to make informed decisions, as the legal system struggles to keep pace with innovative advertising strategies.

Bed Allocation Model For Infection Control During A Pandemic, Rosemary R. Seva, Dennis E. Cruz, Lourdes Marie Tejero

DLSU Business & Economics Review

This study proposes a model of allocating beds in a hospital considering infection control during a pandemic. The problem was formulated using the quadratic assignment problem (QAP) in a multi-period planning horizon. The main objective is to

minimize the spread of infection by maximizing the total distance (TD) between areas assigned to the pandemic and non- pandemic patients. Model validation using GAMS showed that the assignment of patient groups to areas is determined by

the arrival rates of patients and the area’s capacity. The model was able to identify periods when the sharing of space was more advantageous. The model’s …

The Follower Fallacy: Revisiting Engagement Hypothesis By Evidencing Nonlinear Dynamics In Influencer Marketing, Pranjal Jain, Pooja Jain, Anju Jain

DLSU Business & Economics Review

The traditional premise posits a positive correlation between influencer following (indegree) and engagement metrics, covering likes, shares, comments, and so forth. This study aims to either affirm or dent this engagement hypothesis. Through a methodical analysis of engagement data, this research recognizes potential deviations from the anticipated linear trajectory. Contrary to antecedental social influence, campaign customization, indegree composition, and post components define diverse nonlinear trajectories, empirically challenging the existing research assumptions underlying hypothesis. By evidencing the multifaceted dynamics of influencer engagement, this study offers critical insights for marketers navigating the complexities of contemporary digital marketing landscapes, facilitating the optimization of …

Dei Initiatives Through The Eyes Of Young Consumers: Analyzing Gen Z And Gen Alpha Brand Perceptions, Rachel Stephany

Honors Program Theses

No abstract provided.

The Contributors, Marites Tiongco

DLSU Business & Economics Review

No abstract provided.

Determinants Of Corporate Capital Structure And The Emerging Role Of Intangibles And Innovation: The Case Of Japanese Corporations, Michael Angelo A. Cortez

DLSU Business & Economics Review

This study aims to modernize capital structure determinants in line with changing economic environments by incorporating the function of intangible assets, particularly innovations, into capital structure decisions. Traditional independent variables such as tangibility, firm size, profitability, growth opportunities, and profitability have been thoroughly researched, but the growing importance of intangible assets and innovations in the contemporary economy with advanced technology calls for a reassessment of their impact on capital structures. I examine 95 enterprises listed in the Nikkei over 11 years (2014–2024) using cross-section generalized least squares regression and dynamic panel data estimation. Results show that corporate leverage decisions (debt-to-equity …

Impact Of International Trade Competitiveness On Unemployment And Poverty Reduction In Ecowas Region, Ikubor Ofili Jude, Yahaya U. Isah, Ojih U. Abraham, Mazeli O. Mark, Abdul Y. Mary

DLSU Business & Economics Review

This study investigates the impact of trade competitiveness on unemployment and poverty in the ECOWAS region. The study relied on POLS, FE, and RE techniques to analyze the impact of export value and trade openness on unemployment and poverty in the ECOWAS region from 2001 to 2020. Annual time series data were sourced from World Bank and World Integrated Trade Solution databases. Major findings from this study show that unemployment responds strongly and favorably to export value and trade openness, whereas poverty responds favorably to trade openness. Further investigation revealed that trade regulatory environment is a determinant of unemployment and …

Assessing The Impact Of Shifting To Non- Combusted Alternatives To Reduce The Economic Cost Of Tobacco-Related Illnesses: A Cost Of Illness Approach In The Philippine Case, Christopher James Cabuay

DLSU Business & Economics Review

Smoking continues to be one of the leading causes of death and disability around the world. Recent health studies, however, have reported that these diseases are more likely to be due to the smoke from burning rather than the actual nicotine content. This study uses a cost-of-illness approach in estimating the cost of smoking-related illness in the Philippines and calculating the potential reduction in costs if a significant portion of the adult smoking population switches to the exclusive use of non-combusted alternatives (NCAs), which drastically reduces the risk of contracting smoking-related diseases. This study finds that cost reductions in the …

Vocational Education And Training (Tvet) And Its Impact On The Employment Prospects Of The Als Graduates, Martha Joy J. Abing, Mitzie Irene P. Conchada

DLSU Business & Economics Review

The pressure for technical-vocational education and training to deliver skilled and competent laborers has become a major concern in the labor market. As such, the strong desire to explore the effectiveness of TVET’s skills training programs remains. There is limited literature on the employability of the alternative learning system graduates in comparison to those graduates of the ALS program who did not pursue TVET. Using the dataset of the World Bank STEP Skills Measurement Household Survey for the Philippines, 2015-2016, this study seeks to determine whether completing TVET has significantly increased the employability of ALS graduates. Utilizing the method of …

A Review Of Climate Change And Its Financial Impact On The Transportation Sector, Ray Anthony L. Almonares

DLSU Business & Economics Review

In this paper, I review the existing literature on climate risks—both transition and physical—and their relationship with firm performance, with a specific focus on transportation finance. I find that the broad literature on carbon emissions and firm performance overlooks two critical characteristics of the global transportation sector: its heavy reliance on fossil fuels and the international scope of its operations. As a result, the conclusions drawn from this body of work may not be directly applicable to global transportation companies. Furthermore, I examine existing studies on extreme sea levels and the global maritime transportation sector, noting that these studies have …

Identity-Based Autonomy And Its Impact On Connections With Identity-Linked Products And Brands, Keri L. Kettle, Carter Morgan, Americus Reed Ii

School of Marketing and Innovation Faculty Publications

We introduce a new characteristic of identity into the identity-based consumer behavior literature called identity-based autonomy: the autonomy (i.e., freedom from others' influence) versus heteronomy (i.e., real or perceived external influence) that people feel when enacting an identity. This new dimension thus captures how consumers enact a salient identity in an identity-relevant context. We create a new measure of identity-based autonomy to capture how this dimension varies across identities. We show that autonomous identities foster a greater sense of control over when, where, and how one uses identity-linked products. As a result, we demonstrate that people feel stronger connections …

2025 January, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for January of 2025.

Effect Of Trade Openness On Food Security In Economic Community Of West African States Region, Yahaya Umar Isah, Ikubor, Ofili Jude, Bernard, O. A., Zakari Saheed S., Ayodeji, S.

DLSU Business & Economics Review

This study investigates the impact of trade openness on food security in the ECOWAS trade zone. The study relied on the system GMM approach to analyze the impact of trade openness on overall and disaggregated components of food security in the ECOWAS trade zone during the period 2014 and 2021. Annual time series data were sourced from the Food and Agriculture Organization, World Bank Metadata base, and World Integrated Trade Solution. Major findings from the study reveal that trade openness has a significant positive impact on overall food security indicators. However, trade openness has not significantly impacted food availability and …