Business Commons^™

Exposure To E-Cigarette Marketing And Product Use Among Highly Educated Adults, Onur Sahin

University of South Florida (USF) M3 Publishing

Although the use of e-cigarettes is new compared to conventional cigarettes, the rate of use is increasing rapidly. E-cigarettes, unlike traditional cigarettes, are not subject to marketing limits. The relationship between e-cigarette advertisement exposure and e-cigarette perception, susceptibility, and usage in a sample of highly educated adults is investigated in this research. A total of 482 fully completed questionnaires were obtained in an online survey, and 463 of the respondents were aware of e-cigarettes. The relationship between e-cigarette exposure, marketing, and current and ever usage, as well as perception and susceptibility to use e-cigarettes among never e-cigarette users, was investigated …

Product Shadows And Ad Evaluations, Nazuk Sharma

USF Tampa Graduate Theses and Dissertations

Prior research shows that stylistic ad manipulations (i.e., the style or manner in which product visuals are presented in an ad) impact consumer perceptions (Yang, Zhang and Peracchio 2010). This dissertation explores the impact of presence (versus absence) of a product’s shadow in the ad frame, as a visual stylistic manipulation influencing consumer ad perceptions. While many stylistic manipulations have been explored in the past, product shadows in how they impact ad perceptions have not been explored.

Drawing on a holistic understanding on object shadows from the visual art, cognition and psychophysics literature streams, this dissertation investigates how product shadows …

The Role Of Consumer Gender Identity And Brand Concept Consistency In Evaluating Cross-Gender Brand Extensions, Laura Rose Frieden

USF Tampa Graduate Theses and Dissertations

Cross-gender brand extensions are a developing and valuable strategy that has quickly grown to become a vital component of strategic communications management. The goal of this study is to gain a greater insight on what makes for a successful cross-gender brand extension. In order to expand upon the Basic Model of Brand Extension Evaluation (Doust & Esfahlan, 2012), this study examines how marketing factors, more specifically product positioning, combined with consumer gender roles and brand concept, affect how consumers evaluate cross-gender brand extensions. In the past gender and brand concept have been studied within cross-gender brand extension research. Yet, the …