Business Commons^™

A Study On Rebranding Strategies, Megan Bryant

Graphic Communication

This project is a study on rebranding strategies. Companies go through a rebrand to change their strategy and direction. Many companies succeed by going through these processes, while many others fail.

In addition to extensive research on past company rebrands, a questionnaire was conducted on a sample of 25 individuals of various ages about their experiences with brands and rebranding in order to compare their responses with actual company decisions.

Participants provided insight on their own personal behaviors, decisions, and perceptions about brands and purchasing products. The study concluded that, on average, quality was more important than price in almost …

Reactions Of Generation Y To Luxury Hotel Twitter Promotions, Katherine M. Woods

Honors Theses and Capstones

Social media refers to the means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks (Merriam-Webster, 2013). Social media marketing refers to the process of gaining website traffic or attention through social media sites (Evans, 2008). In today’s society, social media refers mainly to websites including (but not limited to) Facebook, Twitter, LinkedIn, and Google+. The most popular and fastest growing of these social media venues is Twitter. Twitter was founded in 2006 by Jack Dorsey, Evan Williams, and Biz Stone. Since 2006, almost 200 million users across the globe …

Effects Of Sample Taste-Testing On Gluten Free Awareness And The Likelihood To Purchase Udi’S Gluten Free Products On Cal Poly San Luis Obispo’S Campus, Kylee Anne Gibson

Agribusiness

Celiac disease is becoming an increasingly recognized autoimmune pathology of the intestine caused by permanent intolerance to gluten (Niewinski 2008). For those with Celiac disease, or gluten intolerance, gluten-free foods are hard to come by, especially on college campuses. Eating gluten free products has positive health effects on numerous diseases. It has been shown that eating gluten free foods can help alleviate symptoms of numerous diseases such as ADHD, autism, and type 2 diabetes (UDI’s Gluten Free website 2012). Throughout the past few years, more gluten free companies have been advocating to promote their products on college campuses for people …

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 …