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Articles 1 - 13 of 13
Full-Text Articles in Business
The Unexplored Impacts Of Communication Elements In Marketing, Can Trinh
The Unexplored Impacts Of Communication Elements In Marketing, Can Trinh
Doctoral Dissertations
This dissertation includes two essays that examine how the use of different marketing communication approaches influences consumers. In the first essay, I propose that the use of human silhouettes, when compared to images of attractive human models, enhances marketing communication effectiveness by reducing the extent to which consumers experience self-threat when viewing an ad. In addition, I predict this effect holds for appearance-related products only and strengthens as consumers’ level of appearance-related self-esteem decreases. Five studies reported in this essay provide converging evidence in support of these expectations.
In the second essay, I investigate into how the use of puns …
The Green Gap: How Consumers Value Sustainable Fashion, Alexandra K. Richey
The Green Gap: How Consumers Value Sustainable Fashion, Alexandra K. Richey
Chancellor’s Honors Program Projects
No abstract provided.
The Next Generation: Looking At Utk Students’ Potential Future Engagement With Gsmnp, Layla Marie Mosadegh
The Next Generation: Looking At Utk Students’ Potential Future Engagement With Gsmnp, Layla Marie Mosadegh
Chancellor’s Honors Program Projects
No abstract provided.
Attendance For The Knoxville Ice Bears And Elements That Have An Impact, Rebekah Jackson
Attendance For The Knoxville Ice Bears And Elements That Have An Impact, Rebekah Jackson
Chancellor’s Honors Program Projects
No abstract provided.
Brand Positioning Vs. Employee Behavior, Kaitlin Day Waters
Brand Positioning Vs. Employee Behavior, Kaitlin Day Waters
Chancellor’s Honors Program Projects
No abstract provided.
Building The Nashville Predators Brand, Jonathan R. Generotti
Building The Nashville Predators Brand, Jonathan R. Generotti
Chancellor’s Honors Program Projects
No abstract provided.
Cell Phone Ethnography: Mixed Methods And The Brand Consumer Relationship, Robert Nathaniel Dove
Cell Phone Ethnography: Mixed Methods And The Brand Consumer Relationship, Robert Nathaniel Dove
Masters Theses
Overall, the goal of this study is to identify and differentiate the various motivations and cultural influences that can be used to explain consumer behavior. In doing so, this study hopes to facilitate the development of new and innovative marketing strategies, providing a new research design for the ethnographer’s toolkit. More importantly, this model can give shape to new constructs and new variables for further empirical testing in the field through quantitative and qualitative methods. By blending the two approaches, using qualitative interpretive anthropological analysis by field study with quantitative sentiment analysis adapted from market researcher Jeffery Breen’s (2012) methodology, …
Changing The Industry, Spotify, Seth A. Carver
Changing The Industry, Spotify, Seth A. Carver
Chancellor’s Honors Program Projects
No abstract provided.
The Four-Hour Film Festival, James Christopher Agan
The Four-Hour Film Festival, James Christopher Agan
Chancellor’s Honors Program Projects
No abstract provided.
2015-2016 Pebble Smartwatch Advertising Campaign, Robert W. Jellicorse
2015-2016 Pebble Smartwatch Advertising Campaign, Robert W. Jellicorse
Chancellor’s Honors Program Projects
No abstract provided.
Consumer Perceptions Of A Brand's Social Media Marketing, Taylor Michelle Smith
Consumer Perceptions Of A Brand's Social Media Marketing, Taylor Michelle Smith
Masters Theses
This project seeks to inform corporate marketing efforts, as well as add to the growing body of literature on social media marketing. The purpose of this project is to assess consumer perceptions of a brand’s social media marketing. Participants were obtained from the PetSafe® brand Facebook fan page, and a total of 195 respondents completed all measures and were included in the study. The results show that brands must be actively engaging their consumers via social media in order to compete in a competitive marketplace. Engagement can be promoted through entertaining and interactive posts, useful and relevant content, word of …
Generation Y And Sustainability, Shelby L. Talbott
Generation Y And Sustainability, Shelby L. Talbott
Chancellor’s Honors Program Projects
No abstract provided.
Two Types Of Couponers Discovered: The Smart Family Shopper And The Game Player, Alana Stephenson Phillips
Two Types Of Couponers Discovered: The Smart Family Shopper And The Game Player, Alana Stephenson Phillips
Masters Theses
In 2011, 3.5 billion coupons were redeemed, which is up 6.1% from 2010. Even with coupon redemption on the rise, coupon distribution is down, average coupon values are lower, and average usable time before expiration has been shortened. Coupon users, or couponers, are also fighting a bad reputation and stricter store coupon policies.
Despite all the issues facing couponers, couponing has become more popular in recent years. Some of this popularity may be due to the thousands of coupon blogs that aide couponers in matching coupons to available deals. Couponers no longer have to search all sale ads and keep …