Business Commons^™

When Do Political Ideologies Affect Brand Extension Evaluation? The Role Of Analytic Versus Holistic Mindsets, Cristobal Barra

Theses and Dissertations

Political ideologies are becoming an important focus of attention in the marketing literature. This research examines the impact of political ideologies on consumers’ evaluation of brand extensions. In a series of six studies, this work shows how, and under what conditions, liberals evaluate brand extensions differently than conservatives. Because liberals are more open to new experiences, and tend to seek novelty, while conservatives show stronger preferences for order, structure, and conventional things, liberals are expected to react more favorably to new stimuli, as in the case of dissimilar brand extensions. However, the effects of political ideologies are dependent on some …

The Story Of Taste: Using Eegs And Self-Reports To Understand Consumer Choice, Charnetta Brown, Adriane B. Randolph, Janée N. Burkhalter

Adriane B. Randolph

The authors investigate consumers’ willingness to switch from a preferred manufacturer brand to an unfamiliar private-label brand if taste is perceived as identical. Consumer decisions are examined through recordings of electrical brain activity in the form of electroencephalograms (EEGs) and self-reported data captured in surveys. Results reveal a willingness of consumers to switch to a less-expensive brand when the quality is perceived to be the same as the more expensive counterpart. Cost saving options for consumers and advertising considerations for managers are discussed.

Designing An E-Commerce Website For Summit Outdoor Supply (S.O.S.), Eliott Kentaro Mason

Graphic Communication

The purpose of this study was to design an appealing and easy to use e-commerce website for a startup company called Summit Outdoor Supply (S.O.S.) in order for them to expand their customer base and continue to grow. This new website will provide customers with a convenient online store to order S.O.S.’s unique survival gear products at the click of a button.

This study investigated the requirements to design a successful e-commerce website along with increasing visibility of the company through search engine optimization techniques. A usability testing questionnaire was sent out to students, faculty, and personal friends through e-mail …

The Most Powerful Mouse In The World : The Globalization Of The Disney Brand, Michaela J. Robbins

Chancellor’s Honors Program Projects

No abstract provided.

Making The Magic: How Public Relations Is Handled At The Disney Parks, Elizabeth Demeo

Senior Honors Theses

The Walt Disney Company has always been an organization that has prided itself on its corporate image. One of their biggest successes has been their 11 theme parks across the globe. Ever since its creation in 1955, Disneyland has been known as "the happiest place on earth." However, many wonder how this reputation came to be and how it is being maintained today. To find this answer, one must look to the creative minds behind Disney's public relations. By examining the Disney parks and their public relations history, tactics, crisis management and current and future campaigns, companies can find out …

Building A Successful Publishing Company, Joshua M. Buechner

Senior Honors Theses

Abstract

In the present book publishing industry, it is becoming increasingly difficult for traditional book publishing companies to compete and adapt due to the changing structure of the industry. By examining the history and industry of book publishing and lessons from Disney, TOMS Shoes, and the film industry, a feasible business strategy will be formulated for a book publishing company. Trends such as the rise in self-publishers and the balance between print books and eBooks are dramatically changing the industry environment, shifting the power towards authors more than ever before. Where once the only way to publish was through a …

The Impact Of Branding And Marketing Strategies On Events With Sole, Jennifer Vucinich

Graphic Communication

The purpose of this study was to research current marketing, branding, and social media strategies and apply those to Events with Sole, a nonprofit organization that establishes running and multisport races in Northern California. This study explored the impact of these strategies on nonprofit organizations and the importance of sustaining a brand identity. More specifically, this research defined effective logo design for nonprofits, and based on collected data, provided suggestions for potential improvements to be made to the current Events with Sole branding. This research also provided suggestions for improvements to be made to social media strategy and marketing tactics, …

Still Sparkling The Phenomenon Of Bottled Water—An Irish Context, Hayley Collins, Angela Wright

Dept. of Organisation & Professional Development Publications

Why choose to buy one brand of bottled water over another, when, as consumers, we are effectively just buying water — H2O — a colourless, odourless product? This study investigates the power of branding in the bottle water market—a billion euro industry that has been created to sell a product with little or no distinguishable features. Sales of bottled water continue to increase year on year globally, and in Ireland. Ballygowan and Volvic have the largest market share of the water market in Ireland, and, interestingly, they also invest the most in their marketing. One of the aims of this …

A Reusable Wine Package That Also Serves As A Wine Rack, Mariah Cochiolo

Graphic Communication

The purpose of this study was to design and create a prototype of a reusable wine package that would be used primarily to transport a bottle of wine home, but also serve as a piece to build a wine rack when it reaches the consumer’s home.

This study investigated the factors to take into consideration when designing a wine package and coming up with a plan to build a product that met all those needs. One hundred questionnaires were sent to people over the age of twenty one to find out what they thought of the prototype and idea. The …

Emotional Branding Pays Off: How Brands Meet Share Of Requirements Through Bonding, Companionship, And Love, John Rossiter, Steven Bellman

John Rossiter

Emotional branding is defined here as the consumer’s attachment of a strong, specific, usage-relevant emotion—such as Bonding, Companionship, or Love—to the brand. The present large-scale survey of buyers of frequently purchased consumer products finds that, for such products, full-strength emotional branding is attained among, at most, only about 25 per cent of the brand’s buyers but that, if attained, it pays off massively in terms of personal share of purchases. Emotional branding may well be more widely effective for high involvement, positively motivated products (not surveyed here). It seems that advertising can generate the expectancy of strong, specific, emotional attachment, …

Managing Sub-Branding Affect Transfer: The Role Of Consideration Set Size And Brand Loyalty, Yi He, Qimei Chen, Wing Yin Leona Tam, Ruby Lee

Sydney Business School - Papers

Although the essential role of affect transfer has been evidenced in the brand extension literature, scant research has focused on affect transfer when a firm attempts to add sub-brands into its brand portfolio. We conducted a series of four experiments to demonstrate that affect associated with a family brand does in fact transfer to its sub-brand, and the effect is more pronounced for a sub-brand that is closer to (vs distant from) its family brand. Further, the transfer of affect is contingent upon consideration set size and brand loyalty. While affect transfer is observed when consideration set is small, this …

Game-Changer: A Case Study Of Social-Media Strategy In Big Ten Athletic Departments, Makayla Hipke, Frauke Hachtmann

College of Journalism and Mass Communications: Faculty Publications

This study used a case study approach to develop an understanding of how social media strategy is developed and deployed in Big Ten Conference athletic departments and to explore the issues associated with it. Based on in-depth interviews with department officials, the following six themes emerged: connecting with target audiences; varied approaches in coordination of postings; athletic communications as content gatekeepers; desire to incorporate sponsors and generate revenue; focusing on building fan loyalty through engagement; and challenges of negativity and metrics. The social media strategy in Big Ten Conference athletic departments appears to be driven by athletic communications/sports information departments …

Website Interactivity As A Branding Tool For Hotel Websites, Albert Barred Davila

Electronic Theses and Dissertations

The dissertation explored the relationships among Website interactivity, brand knowledge, consumer-based brand equity and behavioral intentions in the context of hotel Websites. Based on an in-depth literature review, a theory-driven model was proposed and ten hypotheses were developed. The dissertation employed an empirical study based on a survey design, and collected data via a marketing company. Respondents who booked a hotel room online using hotel branded Websites in the last 12 months were approached to complete the online questionnaire. Four hundred ninety six (496) respondents completed the online questionnaire by answering to questions related to their last hotel booking experience. …

Flexible Branding: An Explorative Case Study On The Effectiveness Of An Adaptable Visual Identity, Adam Scott Houghton

Graphic Communication

No abstract provided.

Factors That Influence A Jewelry Brand's Globalization Process, Mohammed Ahmed Faitaihi

Walden Dissertations and Doctoral Studies

Local retail jewelry leaders of Saudi Arabian (S.A.) small to medium enterprises (SMEs) have struggled to survive through declining profits and increasing business foreclosures, thus threatening the sustainability of the Saudi retail sector and the Saudi economy. A globalization strategy to enhance profitability for jewelry retail SMEs in S.A. is needed, given the limited options for improving profitability. Despite this acknowledged need, leaders in S.A. have refrained from such a strategy because they lack knowledge of economic attraction features to target in the globalization process. The purpose of this quantitative correlational study using discriminant analysis was to examine specific countries' …

'Branding' Explained: Defining And Measuring Brand Awareness And Brand Attitude, John R. Rossiter

Faculty of Business - Papers (Archive)

Writing in the very first issue of this journal, the present author proposed a comprehensive model of 'branding', a managerial process that requires the marketer to establish, in the consumer's mind, two essential communication effects: brand awareness and then brand attitude. In the present article, he expands this model from two to now three types of brand awareness (brand recognition, category-cued brand-name recall and brand recall-boosted recognition) and from three to now five levels of brand attitude (reject, unaware, acceptable if on special, one of my several preferred brands and my single preferred brand). Also, he shows how to most …