Business Commons^™

Psychographic Persona Development In The Picture Of Dorian Gray, Melody Day

Undergraduate Honors Theses

When interviewed about his Victorian Gothic masterpiece, The Picture of Dorian Gray, Oscar Wilde once observed that “Basil Hallward is what I think I am: Lord Henry is what the world thinks of me: Dorian is what I would like to be—in other ages, perhaps” (Oscar Wilde). These three characters represent widely different types of people; in light of Wilde’s words, then, what does it truly mean to be Basil, Lord Henry, or Dorian Gray? In other words, what interests, opinions, and values held by these characters determine how each of them differ from one another? In my cross-discipline …

Welcome Guide: Onboarding Guidebook For Hannah Michelle Photography, Hannah Lozano

Master of Arts in Professional Writing Capstones

Hannah Michelle Photography is a small photography brand owned by Hannah Lozano. This document serves as a capstone project for Hannah Lozano. She has created a comprehensive onboarding document for future employees of Hannah Michelle Photography.

Marketing Play Book: Shoreline Orthopaedics, Rio Weikum

Honors Projects

This campaign book is comprised of essential information for conducting a successful campaign for our client, Shoreline Orthopaedic located in Holland, Michigan. For the purpose of this campaign, both primary and secondary research were conducted in order to gain crucial information that would form Shoreline's marketing strategies, tactics, and objectives. Primary research was conducted in order to get a better understanding of the attitudes, perceptions, beliefs, and needs of the patients at Shoreline. Secondary research was conducted to gain marketing information on other orthopedic practices, the best marketing strategies to implement in the digital world, and information about our target …

Strategjite E Marketingut Në Kompanitë Prodhuese, Mehmet Islami

Theses and Dissertations

Ky studim u realizua për të hulumtuar ndërlidhjen e strategjive të marketingut me kompanitë prodhuese, se si strategjia e marketingut në internet rritë nivelin e kënaqshmërisë në kompanitë prodhuese si dhe strategjia e marketingut në internet rritë nivelin e kënaqshmërisë të konsumatorëve online. Këto ishin edhe hipotezat e punimit. Hulumtimi u realizua me dy pyetësorë dhe me intervistë të strukturuar. Mostra për konsumatorë ishte (N=200), mostra për kompanitë për përdorimin e strategjisë të internetit ishte (N=12) si dhe dy intervista të strukturuara me dy Kompani prodhuese në Kosovë. Sipas hulumtimit të tri hipotezat u aprovuan doli se strategjitë kanë ndërlidhje …

Brand Linguistics: Study Of Sound Symbolism And Consumer Language Fluency On Brand Name Attitudes And Perceptions, Evita Subkowski

University Honors Program Senior Projects

Brand names can subtly evoke the practical qualities of a product as well as the positive emotions a company hopes that consumers will feel regarding its product. Because a brand name serves as an identifier for consumers to the product itself, effective branding has the potential to increase sales and customer loyalty. Brand names are essential because they are often the consumer’s first exposure to the product and for this reason they must be configured effectively. There is considerable research in this area that can guide companies toward more effective brand-naming strategies. Unfortunately, a key gap exists in this literature: …

Group Brands As An Innovative Pedagogical Tool: Using Marketing Theory In Real-World Collaborative Teaching, Cheryl A. Tokke

Atlantic Marketing Journal

This teaching and learning pedagogy paper demonstrates how group brands were used as interdisciplinary teaching tools in marketing, business, research, and social science classes by applying theories of branding, collaborative learning, affinity, and social identity in experiential learning. There were two primary reasons why this project was done. First, implementing a pedagogical tool would bring students together in a collaborative team over the period of a semester gaining a critically important business tool; the requirement of working in teams and networked relationships. Second, by enriching the curriculum of business marketing and social science courses through incorporating a semester long term-based …

The Potential For Using Loyalty Rewards And Incentives Programs To Encourage Transit Ridership And Regional Transportation And Land Use Integration, Christopher E. Ferrell

Mineta Transportation Institute

Transit smart cards can be used as a tool for increasing transit ridership, increasing retail sales in transit-oriented developments (TODs) and eventually, increasing opportunities for retail development in TODs. Instead of providing separate loyalty rewards for each store, or chain of stores, such cards would provide loyalty rewards—in several possible forms, including free transit ride credits, cash rewards, retail purchase discounts, sweepstakes rewards—to all transit riders who patronize TOD retail businesses. Additional rewards could also be given to transit riders who live, work, and shop in TODs, and even to riders who take transit for specific shopping trips in TODs. …

Optimal Pricing And Treatment Policies In Health Care, Gregory J. Critchley

Electronic Thesis and Dissertation Repository

Health care decision makers are faced with many types of uncertainty. There may be uncertainty in the benefit a new treatment provides, uncertainty in the demand for the new treatment, and uncertainty in the drug approval process. In three essays, I study the impact of various types of uncertainty within health care systems.

In the first essay, I study the welfare properties of six practical pharmaceutical pricing and access policies. Using a game theoretic approach, I find that when demand can be influenced by costly marketing effort, there are meaningful differences to the desirability of various pricing and listing agreements, …

Ndikimi I Marketingut Digjital Në Zhvillimin E Produkteve Inovative Të Brendeve Botërore, Elida Dibra

Theses and Dissertations

Në këtë punim diplome trajtohen stra tëgjitë e kompanive për zhvillimin e produk tëve të tyre inovative, metodat e përziera kualitative dhe kuantitative. Metodat e hulumtimit që janë përdorur: metoda e analizës tëorike, metoda e krahasimit, metoda statistikore.

Përmes metodes së analizës tëorike bëhet shtjellimi i stra tëgjive që përdorin kompanitë mërenome botërore për të zhvilluar produk tët e tyre inovative. të cilat analizohen përmes burimeve të ndryshme nga in tërneti, pra li tëraturë të huaj dhe vendore.

Me metoden e krahasimit kam bërë krahasimet e produk tëve të kompanive botërore si në marketingun digjital që përdorin po ashtu edhe …

Law Library Blog (November 2019): Legal Beagle's Blog Archive, Roger Williams University School Of Law

Law Library Newsletters/Blog

No abstract provided.

Consumer Protection And Care In Kosovo, Hamëz Rama

UBT International Conference

Based on the principle, a state is made up of social communities, respectively society in general, while the consumption structure is made up of the individual, the family, the social communities, companies and institutions, but in a word they are all consumers. Kosovo after the war has accepted the market economy system, ie the law of value, competition, the supply and demand.

In economic systems dominated by a market economy, but also in Kosovo, consumer protection refers to infrastructure and legal provisions sponsored by the Government of the Republic of Kosovo and approved by the Assembly of the Republic of …

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Business Exchange

Student-Alumni Communities Formed for Master of Science Programs; DePaul Expert Shares Housing Policy Ideas with New Chicago Mayor's Team; College Honors Faculty and Staff Retirees

Fashion E-Commerce Tmd 333, Joanna Burkhardt

Library Impact Statements

No abstract provided.

Exploring The Disconnects Between Cpa Firms And Millennials As It Relates To Tax Preparation, Dustin Micah Grant

USF Tampa Graduate Theses and Dissertations

Small Certified Public Accountant (CPA) firms are facing a demographic market shift as baby boomers leave the workforce and are replaced by millennials. Today, small CPA firms rely on tax services from baby boomers and older clients for the majority of revenue, but millennials now represent the largest percentage of the workforce. This growing disconnect suggests a potential issue for small CPA firms. The following research explores the issues and opinions of millennial-aged tax filers and partners in small CPA firms on compiling and filing individual federal income tax returns in the United States.

Semi-structured interviews were conducted with both …

Service For Millenials, Joan Chang

Research Collection Institute of Service Excellence

Joan Chang of Lloyd’s Inn relates the importance of branding for a younger audience and the changing landscape of service in boutique hospitality.

The Art Of Inclusion: Marketing Toward Social Good, Marissa Senatore, Alexandra Pfeifer, Anna Kaur, Lauren Keller, Caroline Zimmerman, Dawn Distefano

Faculty Works: Business (1973-2022)

The theme of this research emerges from a pedagogical philosophy that it is essential to learn the significance that business has upon society while working with a neighborhood non-profit. Undergraduate Business students from Molloy College pitch their business and marketing recommendations to a local non-profit supporting the mission of the College through transformative learning. Having students enter into the business world where profit is a healthy by-product, but acquiring the proper disposition in the process is critical toward today’s career development. The Capstone project helps develop tomorrow’s sought out ethical and social leaders. The learning activity leading to this learning …

An Analysis Of Marketing And Microenterprise: Does Marketing Have An Impact On These Unique Organizations?, Bruce Alan Morgan

Doctoral Dissertations and Projects

This research study was a qualitative, multiple case study on how the implementation of good marketing techniques impacts the sustainability of microenterprises. This is a replicative extension study of prior research that revealed a theme of “promotional activities” correlating to microenterprise sustainability beyond two years (Haynes, 2017). This research extended the prior study by significantly increasing the number of participants (from six to forty), providing heterogeneity regarding lines of business, expanding to a new geography (the Upstate of South Carolina), focusing exquisitely on marketing techniques (as defined by the classical Marketing Mix), and defining sustainability by using both an accepted …

Branding, Fashion Industry Tmd 434, Joanna Burkhardt

Library Impact Statements

No abstract provided.

Youtube Advertising Value And Its Effects On Purchase Intention, Duygu Firat

Journal of Global Business Insights

This study investigated the factors that affect the YouTube advertising value and its effect on purchasing intention. The data were gathered through a 52-item questionnaire administered to YouTube users (n = 420). Multiple regression analysis determined the effect of the factors on YouTube advertising value, and simple regression analysis determined the effect of its value on purchasing intention and ANOVA test was run to determine the differences of demographic groups via YouTube ads value. The findings indicated that informativeness and entertainment and trendiness had a positive effect on YouTube advertising value; however, irritation had a negative effect. In addition, …

Essays On Marketing Strategy, Chang Liu

Arts & Sciences Electronic Theses and Dissertations

In this dissertation, I apply game-theoretical methods in the context of marketing research and investigate the effects of stylized facts in behavioral economics. Chapter 1 studies the effects of managerial optimism on firms’ performance. Research has shown that many managers and entrepreneurs tend to be optimistic and are inclined to believe that negative shocks happen to them less frequently than to others. However, there is also evidence suggesting that such optimism is often inaccurate in reality and managerial optimism can lead to the failure of a company. We develop a game-theoretic model to investigate the impact of managerial optimism on …

Savoring The Product: A Look At The Impact Of Ai On Pre And Post Purchase Satisfaction, Sharmin Attaran, Moshen Attaran, Diane Kirkland

Marketing Department Faculty Journal Articles

The purpose of this paper is to examine some of the profound effects of Augmented Intelligence (AI) on Product, one of the “Four-Ps” of marketing: Product, Price, Place, and Promotion. Today’s customers are used to extreme convenience, beyond the brick-and-mortar shopping experience, and beyond online images. Customers increasingly demand more information, and more personalized information. This paper addresses how the presentation of products has changed. This paper is conceptual, based on a review of academic literature on marketing strategy, psychology, AI, and Machine Learning as chronicled in major marketing and business research journals.

Matieralism Or Morality In Social Media, Which Matters Most? Insights From Millennials Luxury Consumption, Sukki Yoon, Virginia Vannucci, Lamberto Zollo, Riccardo Rialti

Marketing Department Faculty Journal Articles

"Social media are increasingly becoming a fundamental channel for every marketing strategy, particularly in advertising. The pertinent literature stresses how Millennials - the digital born generation very inclined to web interaction - represent one of the most relevant segments of social media users. Hence, firms are more and more using social media channels to engage Millennials, especially thanks to the use of mobile apps. Although Millennials do not represent the traditional target of luxury firms, social media might represent a useful strategic tool to reach them and also transfer the luxury brands’ image and value. While scholars widely investigated the …

Asserting Librarian Expertise And Value In Strategic Marketing Efforts, Memo Cordova, Elizabeth Ramsey

Library Faculty Publications and Presentations

This case study of librarian-led marketing efforts at a mid-size academic library examines workarounds to obstacles that librarians frequently encounter when taking on marketing for their libraries. These obstacles often stem from a combination of misunderstanding and/or misplaced priorities at both the unit and administrative levels. Challenges in this case study include a number of factors: no marketing strategy at the administrative level, a lack of understanding from colleagues generally, little time to complete tasks or improve marketing skills, and no dedicated funding. To address these challenges the authors embarked on an internal marketing campaign engaged extensively on social media …

Marketing Channel Effectiveness Of New Medications/Medical Technology, Hadley Mccormick

Celebration of Learning

This research project will study what marketing platforms/channels are most effective in the dissemination of new medical product news. Many people like myself have an illness/disease that requires daily medication, or require the daily use of a medical device. Due to the increasing influence of Direct to Consumer advertising of pharmaceuticals and the constant development of new medications and devices, patients may now more often go to the doctor with perceptions of what they should do to manage their illness/disease. This study aims to look at how the developers of these medications/medical devices promote their products currently and how certain …

When Objective Price Information Is Not Available: Impact Of Unpublished Or Missing Prices On The Purchase Journey For High Costs, High Involvement Products, Thomas J. Dammrich

College of Business Theses and Dissertations

Every model of the consumer purchase journey includes an evaluation phase, during which consumers search for product attributes including price. While much has been written about search, knowledge uncertainty, and the role of price in continued search and purchase intent, very little, if any, empirical work has been done to understand the impact on the path to purchase when objective price is not available. This study undertakes a field experiment with random assignment in a natural setting to examine the impacts on consumer behavior related to continued search, lead generation and purchase intent when objective price is not available. The …

Moosejaw Market Expansion Into France, Rachel Renou

Honors Projects

This research project examines the Moosejaw brand, the outdoor apparel industry, and an overview of France’s political, economic, and cultural environment. The research goal is to analyze key aspects of France that would influence a business’s decision to expand into the country. The information regarding France’s fit for new businesses would then be tailored to Moosejaw to implement. Data found throughout the research process that characterize France as a good fit or not for new foreign business include the current political state of rioting by the Yellow Vests, Macron’s future pro-business plans, the French high quality of life standard, shifting …

Tony Yang, Tony Yang

Summer 2019

A recent Stories of Andrews piece featured Tony Yang, our associate vice president for Marketing & Enrollment Management and chief marketing officer. See the ways God has moved in Tony’s life at andrews.edu/stories

Andrea Luxton

The Power Of Promotional Marketing To Millennials, Colleen Longley

Honors Program Theses and Projects

As Millennials are currently at the forefront of the consumer population, their business is an essential partnership. When targeting the Millennial Generation; the most effective component of the Marketing Mix is Promotion. The main purpose of this thesis is to highlight the importance of adaptability and increased targeting toward the Millennial Generation. The methodology will include: a combination of data from primary and secondary research on the Millennial’s Promotional Marketing experience, and an analysis of successful promotional strategies from the corporate and industry level. The research will clearly identify the overall importance and benefit of the Promotional Marketing Strategy of …

It Is In The Cards: An Analysis Of Greeting Card Selection Through Identity And Personality, Emily Topilow

Honors Projects

In this exploratory study, personal and social identity were analyzed for their effect on how consumers choose greeting cards. Factors, including personality, relationships, and identity will be qualitatively analyzed to understand people’s buying habits. Certain factors, including gender, personality, relationships, type of card, and frequency of receiving and giving cards, will be qualitatively analyzed for frequency. The two theories analyzed were the Social Identity Theory (SIT) and the Identity Theory (IT).

525 college-aged students were surveyed to examine their purchasing habits of greeting cards. The results showed that the identity of the card giver and the identity of the card …

The Practically Perfect Tale As Old As Time: A Comparative Analysis Of The Branding Of Beauty And The Beast And Mary Poppins, Cayley Plotkin

Honors College Theses

The Walt Disney company and all of its heavily branded mastermind keep much of its planning and strategy under wraps from the general public. Although it has been observed amongst fans and business people how Disney markets their products and what their strategy looks like, it has not been compared between two similar projects that have followed the same strategic path. This paper will examine and compare the branding strategies of “Beauty and the Beast” and “Mary Poppins” from screen to stage and back to the screen again in hopes to better understand why one title may take in more …