Business Commons^™

Personal Branding For Professional Success (Brand Development For Communication Studies Students), Breeana J. Kelly-Slatten

Communication Studies

No abstract provided.

Find Oz And Lula Fundraising Event, Natalie Do, Rebecca Leong

Communication Studies

No abstract provided.

International Career Conference 2011, Candice Ryann Powell

Communication Studies

As marketing coordinator for the International Career Conference (ICC) 2011 I describe the steps I took to advertise for the event. This event had 10 workshops, 17 companies, and over 200 attendees.

Marketing Innovation And Firm Performance Research Model, Research Hypotheses, And Managerial Implications, Robert P. Cascio

Electronic Theses and Dissertations

This research conceptualizes and develops a scale for the marketing innovation construct for the purpose of furthering research in marketing strategy. This marketing innovation construct and its associated strategic activities are clearly distinguished from product and process innovation, better enabling researchers and practitioners to identify new and updated paths from innovation to firm performance. Marketing innovation is defined as the degree of novelty in the implementation of three core business processes: (1) product development management, (2) supply chain management, and (3) customer relationship management, as identified in the Srivastava, Shervani & Fahey (1999) framework. Results from qualitative interviews indicate marketing …

Good Guys Don't Always Finish Last: The Moderating Role Of Brand Extension Fit On Product Evaluations Based On Corporate Ability (Ca) And Corporate Social Responsibility (Csr) Associations, Zachary Scott Johnson

Electronic Theses and Dissertations

Termed corporate associations, consumer corporate brand perceptions influence evaluations of new products made by consumers. Corporate associations are conceptualized as falling within two categories (Brown and Dacin 1997): a corporation may develop a reputation for Corporate Ability (CA) by developing quality products or for Corporate Social Responsibility (CSR) through its corporate commitment to societal obligations. Past research suggests that product-related CA associations lead to more favorable product evaluations than CSR, which is a contextual association that is less product-related. However, past research has been limited to line extensions, which are evaluated in a piecemeal cognitive process. Unlike line extensions, evaluations …

Essays On Consumer Charity, Joseph Thomas Paniculangara

Electronic Theses and Dissertations

Two essays comprise this doctoral dissertation on consumers and their charitable donations. The overall objective is to investigate the role of psychological distance in charitable donations, with each essay dealing with a different moderator of this relationship. In the first essay, I study the interactive effect of social distance and processing mode (affect vs. cognition). Specifically, people tend to donate more if they use their emotions rather than cognition as diagnostic inputs for decision making, especially when donor and recipient are separated by greater social distance. This may be because affect-driven and cognition-driven donors are influenced by different goals. Affect-driven …

Physician Decision Criteria Regarding Omega-3 Dietary Supplements, Warren P. Lesser

Walden Dissertations and Doctoral Studies

American Heart Association officials and other expert cardiologists recommend omega-3 (n-3) dietary supplementation for the secondary prevention of cardiovascular disease, a prevalent health problem in the United States. Physicians' lack of understanding of possible n-3 preventive health benefits results in underprescribing n-3 dietary supplements and lower n-3 dietary supplement product sales. N-3 dietary supplement marketers do not understand physician n-3 prescribing decision criteria enough to optimize high-impact communication to physicians to increase n-3 dietary supplement product use. The purpose of this phenomenological research study was to improve n-3 marketers' understanding of how physicians reach decisions to prescribe or recommend products …

Integrated Marketing Communications Plan For Hospiceadeasy, Megan Elizabeth Horn

Honors Program Theses

HospiceADEASY is an online store where hospices can purchase high-quality, pre-produced, customizable hospice promotional materials. Available materials include billboards, brochures, e-marketing materials, print advertisements, 30-second radio ads and 30-second TV ads. HospiceADEASY is operated by ME&V, a full-service marketing, advertising and fundraising agency. ME&V has a wealth of experience in hospice marketing, fundraising, higher education marketing, healthcare marketing and more. This plan sets out the steps HospiceADEASY should take to increase its sales and reach a wider audience. It covers all the bases from traditional direct mail advertising to new forms of online communications and can be implemented, in full …

Network Drivers Of Intercustomer Social Support, Hulda G. Black

University of Kentucky Doctoral Dissertations

Customers in a service setting sometimes seek support from other customers; recent research has demonstrated this phenomenon. This research also found that intercustomer social support has a positive impact on consumer health, as well as the financial returns for the company. Given these positive effects for firms and customers, organizations can benefit from fostering social connections among their customers. While past research has investigated the positive consequences of intercustomer social support, little research to date has investigated the firm’s strategic role in fostering intercustomer social support. The current research seeks to understand key tactics a firm can use to promote …

Impact Of Relational Marketing Of Laptops: High Tech Product Adoptions In A Retail Setting, Anirudha Vasant Bansod

Theses

Marketing has developed from using a simple transactional model to a more sophisticated relational orientation model. Selling and marketing practices are different according to the culture of a country, purchasing power parity, economical situations, political conditions, the demand versus supply gap ratio and the socioeconomic conditions of the market place. Academics have translated these factors into a simple sales discipline. However, every region and country has its own style of business.

The business problem in this study was to understand ‘how retailers develop effective marketing strategies to increase the consumer’s propensity to buy high-tech products from their retail stores in …

Does Marketing Have An Image Problem? An Empirical Study In To The Opinion Of Marketing From The Perspective Of Business And Consumers., Tony Ferguson

Theses

In the 50 year period since the marketing concept was first introduced to business strategy, we have witnessed a shift from the post-World War 2 austerity of supply shortages, to a modern day consumerist society, where maturing markets and an excess supply of goods and services pose serious challenges, in a highly competitive business environment. As competition has intensified, businesses have endeavoured to differentiate themselves from their competitors. Billions of dollars have been invested in research to gain an insight in to what motivates a highly sophisticated and increasingly cynical consumer. These challenges have been exacerbated since 2008, by the …

Increasing Organ Donation In Ireland : Social Marketing And Infrastructural Improvements., Ronan O'Sullivan

Theses

There were over 600 patients on the organ waiting list in Ireland in November 2010. This is a substantial increase on the 414 patients on the waiting list in 2008. Ireland also witnessed a dramatic decline in the number of donors from 90 donors in 2009 to 58 donors in 2010. This thesis focuses on investigating the current state of organ donation in the Republic of Ireland, with the eventual goal of recommending alterations to improve the system. In depth- interviews were conducted with eleven leading personnel from the fields of organ donation and social marketing in Ireland as well …

The Effectiveness Of Food Tourism Branding: The Case Of Kinsale, The Gourmet Food Capital Of The South., Lisa O'Riordan

Theses

Kinsale is a small fishing village in West Cork. During the summer months, the population increases from three thousand to over twelve thousand, due to the influx of tourists. This may be attributed, in no small way, to Kinsale’s reputation as the gourmet capital of Ireland. Kinsale has been at the core of Ireland’s food circles for many years, and has successfully branded itself as a food tourism destination.

Despite Ireland’s long association with agriculture, food tourism is a relatively unknown concept in the country. Food tourism includes visiting food producers, attending food festivals, restaurants and specific locations for food …

The Marketing Of Toys To Children In Ireland: The Parents' Perspective, Derarca O'Shea

Theses

Children, as a target audience are increasingly attractive to marketers for many reasons. Firstly, children represent an important demographic to marketers, they have their own purchasing power; they influence their parents buying decisions and are the adult consumer of the future (McNeal, 1999). Secondly, the children’s market is ever expanding and marketers see opportunities to reap the rewards by targeting their products at children in an effort to increase sales. Thirdly, children between the ages of 2-11 see more than 25,000 advertisements a year on television alone and until the age of eight years, children do not understand advertisements’ persuasive …

An Examination Of Irish Females Attitudes Towards Nanotechnology Claims Used In Advertising Appeals By The Cosmetics Industry, Deirdre Kelleher

Theses

Cosmetics advertising exert an image of hope and belief to consumers in that these products will dramatically make them look younger and change their lives. Much criticism has been drawn to cosmetic claims based on nanotechnology. Do they work? Are they safe? Do the cosmetic companies use false claims?

Today, the media is saturated with advertisements that promote cosmetic products. The cosmetics industry is becoming more and more advanced due to the use of nanotechnology. Cosmetic advertisements are so common that it is difficult to distinguish one from the other. Celebrity endorsers are being utilised by cosmetic companies to promote …

A Study Of The Pr & Marketing Tactics Used In The Gaming Industry., David Hurley

Theses

The gaming industry in Ireland has changed greatly in the last 20 years. The way in which we communicate has also changed greatly in this time due to technological advancements. This advanced technology has greatly changed the way in which the gaming industry works, as there has been a massive increase in popularity in recent years thanks to the advent of online gaming.

This study aims to examine and gain an understanding of the public relations and marketing tactics being promoted by both game developers and the organisations that supply them. It also assesses the overall impact the gaming industry …

The Impact Of Celebrity Endorsement On Public Relations And The Consumer, Berenice Geraghty

Theses

Celebrity culture and endorsement has become a huge part of public relations today. Therefore it has become a core tactic within public relations campaigns and is becoming increasingly important as a method for building a long standing relationship with the consumer. The aim of this research study is to discover if celebrity endorsement makes an impact within public relations campaigns - why it is selected as a public relations tactic and how companies select celebrities to go with particular campaigns. The study also aims to discover how celebrity endorsement affects the consumer.

A qualitative research design was chosen as there …

Does An Academy Award Affect Stock Return?, Kelli M. Maltsbarger

CMC Senior Theses

This study examines the affect of winning an Academy Award on the stock price of parent companies. On average, receiving an Oscar has no significant impact on the stock of parent companies during the few days surrounding the broadcast of the Academy Awards. The findings of this study introduce questions of external interference and possible limitations on this type of research. However, my study sheds light on future topics of investigation for analyzing the effects of televised award shows on the stock market.

Emotional Brand Attachment: Marketing Strategies For Successful Generation, Katie Bilotti

CMC Senior Theses

Modern society is structured around consumption. The climate of the current consumer culture is one of intense competition. In order to differentiate their brands and products, companies are beginning to focus on differentiating their brands on the basis of distinctive emotional, rather than functional, characteristics. Emotional brand attachment is defined as the bond that connects a consumer with a specific brand by involving feelings of affection, passion, and connection. When established, emotional brand attachment is a powerful tool for building brand equity and influencing the purchasing decisions of consumers. This paper explores the marketing tactics utilized by Dove brand and …

Developing Structural Maps Of Sales Research Knowledge: Three Essays, Chien-Chung Chen

Marketing Dissertations

The overall goal of the dissertation is to analyze the accumulated knowledge and explore research gaps in empirical sales research. Therefore, applying a structural map derived from a comprehensive synthesis of empirical studies, researchers can efficiently and effectively identify constructs' positions in nomological networks and then explore new research directions. The dissertation includes three complementary essays. Essay 1 creates a structural map of constructs in a nomological network generated by meta-analysis and analyzed by social network analysis. Key constructs, bivariate relationships, missing links, and constructs' positions in nomological networks are identified. Essay 2 then detects moderator effects among constructs and …

A Consumer-Based Brand Equity Approach To Detect Perceived Incongruity And Its Impact Upon Consumer Perceptions, Stefan Linnhoff

Electronic Theses and Dissertations

An analysis of the retail market environment reveals two striking trends - remarkable growth of private brands, exerting increased pressure on national brands, and the increased market share of discounters and mass merchandisers stirring market competition with other retail types. These trends press the question - how do different product brand images interact with the variant images of different retailers? In order to thoroughly address, a comprehensive multiple mediator model was devised and empirically tested, tapping into three literature streams: the psychological, sociological and business literature on incongruity; studies on Consumer-Based Brand Equity (CBBE; Keller 1993); and works on Retailer …

The Effect Of Word-Of-Mouth On The Purchase Of Genuine And Counterfelt Luxury Brands : The Roles Of Attitude Functions, Wei Wang

Theses & Dissertations

This research aims to investigate the effect of word-of-mouth (WOM) on the purchase of genuine and counterfeit luxury brands with a focus on the roles of attitude functions, product type, valence of WOM, and brand popularity. It consists of two experimental studies. Study 1 examines the effect of WOM on the purchase of luxury brands and attempts to investigate the mediating role of attitude functions in the relationship between WOM and purchase intentions for luxury brands, with regard to different product types and valence of WOM. Study 2 compares the effects of WOM communications with traditional advertising on the purchase …

The Good, The Bad And The Unintended: The Role Of Negative Self-Conscious Emotions In Marketing, Kathrynn Pounders

LSU Doctoral Dissertations

Negative self-conscious (SC) emotions are important to examine in the field of consumer behavior. These emotions have been identified as drivers of social behavior; each day consumers make decisions and form attitudes and thoughts based on the negative self-conscious emotions they experience. Thus, these emotions are a common occurrence in the marketplace, making them particularly relevant to examine in the consumption experience. The purpose of this dissertation is to build a framework to identify how each one of these emotions function in the consumption experience. Specifically, five objectives are addressed: 1) Introduce and identify why negative SC emotions are important …

Encroaching On Freedoms? Values Related To Freedom And Readiness To Accept Social Marketing Activities In Australia And Japanese Students, Kaoru Nosaka

Theses: Doctorates and Masters

Do Australian and Japanese university students feel that social marketing is encroaching on their freedoms or empowering them? For example, how do they react to social marketing messages such as ‘Don’t Drink and Drive’ and ‘Reduce, Reuse, Recycle’? Social marketing activities include advocating for environmental change, laws, and regulations as well as making recommendations to individuals to change behaviours to promote the good of society; however, some people believe that such activities are attempts to control people, infringing upon their individual freedom. While behavioural models and theories have recognised the influence of an individual’s predisposition towards a recommended behaviour (such …

The Internationalization Of Emerging Market Multinationals : Effects Of Host And Home Country Institutional Facotrs, Yuanyuan Zhang

Theses & Dissertations

As we all know, economic globalization and internationalization have sparked off countless studies and arguments in the past years. Some of the conventional theories about the internationalization of firms, however, are repeatedly challenged when they are applied to the less developed countries. The internationalization of firms from less developed countries has been a topic of growing interest in the international business and economics literature. In our study, we consider the influence of institutions from both the host and home country on entry modes of Chinese firms expanding overseas. Based on a sample of 314 China’s MNCs, the results support our …

When Are Super Bowl Advertisings Super? An Empirical Analysis Of The Economic Impact Of Super Bowl Advertising, Jin-Woo Kim

Marketing Dissertations

This dissertation investigates the relationship between Super Bowl advertising and advertisers' market valuation. The first essay identifies several factors that influence the financial rewards of this media-placement strategy. Specifically, I examine the impact of each ad's featured characters and appeals, and the product benefits promoted, on abnormal stock returns for sponsoring companies that appear in Super Bowl ads. Event study results show that Super Bowl advertising from 2004 to 2008 is positively related to abnormal stock returns for advertisers. Cross-sectional regression analyses indicate that market value of Super Bowl advertisers is positively related to likeable characters, emotional appeals, and approach …

Framing The Flu, Jennifer Lynn Mcmillen

Marketing Dissertations

Since Tversky and Kahneman's article on prospect theory in 1979, there have been many articles published on framing with mixed success in finding preference shifts and in which frame subjects are most persuaded. Framing has been a source of much research and debate in extant literature, regarding whether the effect even exists and if it does, what accentuates or mitigates the effects found. Using the flu as the context, this article incorporates sad versus happy moods and emotional versus rational appeals to highlight when the most persuasive frame changes and to provide practitioners a more complete picture on the most …

A Theory Of Mental Credit, Jason Soll

CMC Senior Theses

Many philosophical subjects attempt to analyze the basis of human welfare. Theories of desert, distribution of property, and happiness tend to dominate philosophical discourse. Mental credit, which is the mental acquisition of credit for one’s accomplishments and the satisfaction one derives from this credit, is absent from this discourse despite its underlying role in the way people think about their lives. Mental credit is an eternal cognitive good that deserves thoughtful attention and pious decisions for implementation. The following theory of mental credit seeks to serve as a unifying theory for the mental calculations that guide life’s most imperative decisions, …