Business Commons^™

Facebook And User Experience: Evaluating Brand Equity Of Purdue University Residences, Jackelyn Perkins

Open Access Theses

This study investigated how brand equity was perceived on the Purdue University Residences’ Facebook page by applying a user experience method. From a review of previous literature, Website Experience Analysis was identified and performed to evaluate brand equity. This study addressed and explored various themes throughout the data. The results showed how page content and user interactions within a Facebook page influence participants’ perceptions of brand equity.

"I Can Haz Applicants": An Analysis Of Police Recruitment And Marketing Through Social Media, Kelly Lee Helldorfer

Master's Theses

In recent decades, the Internet has flourished with the advancement of social media: apps, blogs, social networking, multimedia sources, podcasts, and more. Consequently, the Millennial Generation has grown up immersed in both the Internet and social media networks differently than previous generations. Due to the rapid expansion of social media outlets and their effects on future employees, police departments must consider their agency “brand” and how effectively they market their departments to this generation for the purpose of recruitment both on the Internet and with social media platforms.

This research analysis employed a netnography to examine 500 police websites and …

Cause Placement: A Conceptual Framework And Empirical Findings, Ream A. Shoreibah

USF Tampa Graduate Theses and Dissertations

The use of embedded marketing, the practice of seamlessly integrating advertising messages into entertainment vehicles, continues to grow as media consumption shifts to on-demand forms, and reaching audiences with traditional advertising becomes more challenging. This dissertation investigates cause placement, the term proposed for the social marketing equivalent of product placement, the more widely known form of embedded marketing. Cause placement is the promotion of pro-social causes by verbally and/or visually inserting related elements into entertainment programming. Cause placement merits its own stream of research, because consumers are expected to react differently to the placement of social issues than to the …

Multicultural Advertising And Updated Branding For Wedding Photographers, Kaitlyn Wimmers

Honors Projects

A traditional image of a couple getting married includes one man, one woman, who are young, white, and do not have children. Yet, demographics of prospective couples have become more diverse in terms of age, race-ethnicity, sexual orientation, and family composition. This project examines the extent to which these changes toward diversity in prospective couples are reflected in wedding photographers’ marketing strategies, using content analysis of photographs (N = 960) from photographers' Wedding Wire profiles, personal photography websites, and professional Facebook pages. Eight photographers were chosen from the Midwest (Chicago and Indianapolis) and the West Coast (Los Angeles and San …

Building The Nashville Predators Brand, Jonathan R. Generotti

Chancellor’s Honors Program Projects

No abstract provided.

Kanye West: The Brand, Alexander Wade

Chancellor’s Honors Program Projects

No abstract provided.

Brand Positioning Vs. Employee Behavior, Kaitlin Day Waters

Chancellor’s Honors Program Projects

No abstract provided.

Establishing A Brand: How To Create A Household Name For A Wine Brand Through Social Media And Image, Megan Rodrigues

Journalism

This paper was conducted as a Senior Project for the Journalism Department at California Polytechnic State University in San Luis Obispo, California during a 10 week quarter. This paper explores the topic of wine branding through social media and image. The research for this paper consisted of interviews with three experts that are currently working in the wine industry as well as a literature review of several articles and books that support the topic. The questions that arose about wine branding, brand recognition, social media, wine label and image during the literature review were then asked to the three experts: …

Arts In The Hotel Industry: Bridging Creative And Financial Goals For A Twenty-First Century Experience, Yookyoung Kong

MA Projects

The hospitality landscape of cities has changed significantly in recent years: hotels are themselves destinations. The trend is to manage atmospheric interior yet not overwhelming the area with pieces. However, the fine line separating art and design has become increasingly blurry. This article will analyze the implications of displaying world-class contemporary art in hotels. In essence, art has the potential to transform the industry even further. It could even be said that exhibitions can be a boon to hotel business. Furthermore, this paper demonstrates that the emergence of boutique and life hotels will facilitate the movement of displaying artwork in …

Branding Strategies Of Private International Schools In India, Balasubramanian Varadarajan

Walden Dissertations and Doctoral Studies

Private international schools in India are considered by many to be a quality brand. They have grown rapidly leading to competition among schools for student enrollments. The purpose of this case study was to explore the branding strategies used by leaders of Indian private international schools. The study population consisted of private international school leaders in India as well as the faculty and parents from the study site. The double vortex brand model served as the conceptual framework for the study. Semistructured interviews were conducted with 5 school leaders, 5 faculty, and 5 parents from an international school in Chennai. …