Business Commons^™

The Role Of Sense Of Community In Online Brand Social Networking Sites, Je Won Lyu

Doctoral Dissertations

This study was designed to explore the phenomenon of social commerce marketing in relation to consumer-brand relationship development. The specific research objective were as follows: (a) to identify multiple factors motivating consumers to have sense of community in the context of brand social networking sites; (b) to investigate the effects of general connection between consumers and the brand on developing a sense of online brand community in social networking site-based brand communities; (c) to examine potential outcomes of having a sense of online brand community in brand social networking sites such as brand commitment, advocacy, and loyalty; (d) to investigate …

Design, Fabrication And Manufacturing Analysis Of A Rollover Protection System, Nikolas Paris

BioResource and Agricultural Engineering

This senior project discusses the design, fabrication and manufacturing analysis of a rollover protection system specifically designed for early body style Ford Broncos (1966-1977). The rollover protection system, or roll cage, is an integral safety feature on vehicles which commonly encounter extreme terrain conditions. Many vehicles which attempt to traverse terrain such as this are not always properly equipped with a rollover protection system. This is the case with the early body style Ford Bronco. This system will be designed to market the niche of early bronco parts.

Behavior Based Sales: A Study Of Behavioral Techniques For Sales Performance Improvement, Peder Henrik Seglund

Dissertations

The purpose of the present study was to evaluate the impact of a behavior-based sales training package on sales performance for the sales divisions of two different organizations located in separate cities in the Midwestern United States. The independent variable was a package that included: behavior-based sales training; feedback; and reinforcement. The primary dependent variable was sales performance results, which is a measure of the participants’ closing percentage. Secondary dependent variables included income, participant attendance at sales meetings, participant satisfaction, and changes in knowledge (at site 2 only).

The intervention package was implemented at each site over a course of …

Feasibility Analysis Of A Microbrewery, Dylan Warren Snyder

Agribusiness

No abstract provided.

Impact Of Visual Merchandising On University Of New Hampshire Students, Bailey Comyns

Honors Theses and Capstones

Visual merchandising is a marketing tool used by retail outlets in order to make their products attractive and engaging. It has the ability to sway consumers into buying a product, making visual merchandising a useful tool in today’s competitive market. This study examines the impact visual merchandising has on the students of the University of New Hampshire

(UNH). To determine this, we researched both the students and their local retailers. Retailers in Durham, New Hampshire were interviewed to determine how important visual merchandising is to their business. The consensus was that visual merchandising is an important segment of their business; …

At The Frontline Of Shopper Marketing: A Multi-Method Study Of In-Store Shopper Marketing Execution, Marcellis Maria Zondag

Doctoral Dissertations

Shopper marketing is an integrated marketing strategy increasingly used in the retail channel for Consumer Packaged Goods. The main characteristic of shopper marketing is close collaboration between retail channel partners with the objective to engage customers and potential customers prior to, during, and after shopping trips. The goal of shopper marketing is to create a mindset and physical store environment that facilitates shoppers’ purchasing decisions. The in-store manifestations of shopper marketing represent the culmination of the channel partners’ joint efforts and are crucial to the success of shopper marketing as a newly minted marketing strategy.

In-store shopper marketing may well …

The Competitive Front-Of-Package Labeling Of Consumer Packaged Goods: Cutting Through The Clutter, Christopher Newman

Graduate Theses and Dissertations

At no point in U.S. history have food product packages displayed so many symbols and statements regarding nutrition and health benefits (Nestle 2010). However, despite this explosion of front-of-package (FOP) health communications, obesity and health-related problems of U.S. consumers continue to be a critical concern. Therefore, it is important for marketers, retailers, manufacturers, and public policy makers to develop a more complete understanding of consumers' processing and utilization of health information on food packages, as well as how this information affects product evaluations and choices.

Therefore, this dissertation utilizes a processing fluency theoretical framework (e.g., Zajonc 1968; Jacoby and Dallas …

Narrative Brought To Life: The Wizarding World Of Harry Potter, Stefani Klaric

Electronic Thesis and Dissertation Repository

This thesis explores The Wizarding World of Harry Potter and the motivations for creating fictive, immersive environments. These can be defined as spaces that generate new physical environments or worlds that engage our senses. The theme park is the experiential space where entertainment, fantasy, and commodity consumption come together. By including recognizable objects, narratives, characters, and the like, taken directly from the Harry Potter books and films, audiences and participants are brought into The Wizarding World of Harry Potter in a way that immerses them in the space and allows them to experience the narrative by participating in a journey …

Sales Process And Training Overview, Thomas Holcomb

Communication Studies

Overview of the sales process as established by the National Collegiate Sales Competition (NCSC). This paper details Cal Poly's Sales Development Program and covers the ins and outs of what makes an effective salesperson. Would be beneficial for anyone who is considering sales as a career, looking to improve their sales abilities, or just searching for a senior project idea.

Shopper Value: A Framework And Examination Of The Impact Of Importance, Shopping Context And Shopping Social Situation, Robert Paul Jones

Doctoral Dissertations

This dissertation is exploratory, examining a little studied part of retail, the shopper. Shoppers are defined as: actively engaged in the pursuit of a target purchase driven by a specific need requiring a solution. The objectives of this research are to clarify the differences between consumers and shoppers, justifying the need for further study. This research also seeks to develop a values based framework of shopper behavior in order to facilitate future research. An extensive review of the literature provides a foundation for the differences between shoppers and consumers. The theory of reasoned action provides the foundation for the shopper …

Two Hundred Hour Internship For A Las Vegas Convention Sales Department, Kristen Kostis

UNLV Theses, Dissertations, Professional Papers, and Capstones

In order for a company to be profitable, whether it is a hospitality company, a technology company or a small business, sales must be high and continue to grow over time. Companies rely heavily on their sales staff to bring in revenue to keep the company growing and profitable. So, where does this knowledgeable and aggressive sales staff come from? How often do college students take a class that is strictly related to the sales industry?

Many undergraduate hospitality programs do not include courses directly related to sales, leaving students with little knowledge of this department. In fact, some students …

The Sustainability Movement And Its Effects On The Trends Of Beauty Product Packaging, Sarah Danley

Graphic Communication

The purpose of this study is to examine industry professionals’ standpoints along with consumer demands and expectations pertaining to sustainable packaging, materials currently used in beauty product packaging, and advances in emerging trends within this sector. Using the information derived from these examinations, this study will predict the industry’s future direction and identify how the industry leaders should change in order to adapt their business practices to remain competitive and profitable within the industry.

This study made use of several research methods to gain insight on the impacts that the sustainability movement has had on the beauty and health packaging …

The Effect Of Personal Scandal On Celebrity Athletes And Shopper’S Purchase Intentions And Attitude Favorability, Mary A. Graham

Theses and Dissertations--Retailing and Tourism Management

Athletes have become more than sports professionals; they are million dollar investments for brand images. Businesses worldwide have transitioned old promotional schemes to athlete endorsements and have experienced positive reactions to the public change. Athletes connected with consumers on a heroic level and translated the brand’s message to purchasers through the theory of transference of affect (White, Goddard, & Wilbur, 2009). Subsequently, there had been an equal rise in the caution businesses exercised as several athletes found occupancy in negative press. Those involved in scandals posed reputational risks for businesses and could reduce positive transference to consumers. The purpose of …

A Bass Diffusion Model Analysis: Understanding Alternative Fuel Vehicle Sales, Michael H. Shoemaker

CMC Senior Theses

Frank M. Bass developed the Bass Diffusion Model to predict how innovative consumer durable products diffuse through consumer markets. This thesis will use data from 1999-2011 to examine the applicability of the Bass Diffusion Model to the introduction of alternative fuel vehicles (AFVs) in the automobile market. The findings in this thesis indicate the Bass Diffusion Model fit the diffusion pattern exhibited by AFVs well, but failed to accurately forecast diffusion patterns outside a given range of data. This thesis investigates potential reasons for the inaccurate 'Out of Sample Forecast', and gives recommendations for directions of future research on AFV …