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Articles 1 - 13 of 13
Full-Text Articles in Business
Monetizing Attention And Branding Strategy: Assessing The Effects Of Personal Branding On Amateur Athletic Compensation, Abby Christiansen
Monetizing Attention And Branding Strategy: Assessing The Effects Of Personal Branding On Amateur Athletic Compensation, Abby Christiansen
University Honors Theses
What role does branding play in the compensation issues faced by amateur athletes? How has the rise of influential online social personas legally impacted their case? This thesis explores the long-standing compensation issues that many amateur athletes have faced while under the control of the NCAA. It connects the social impact of online personal branding to some of the legal victories won by student athletes as they gain more freedom over their NIL (name, image, likeness) by detailing the importance of branding and its evolution into personal branding in a 21st century economy. Many of the rules and regulations …
Branding In Motion: How Animation And Branding Intersect To Support Nonprofits In Need, Shannon M. Steed
Branding In Motion: How Animation And Branding Intersect To Support Nonprofits In Need, Shannon M. Steed
University Honors Theses
Nonprofits often don’t receive the kind of attention needed to garner a wide audience. Especially during the pandemic when the world has largely gone online, it can be a challenge for many of these organizations to adapt to the fast-paced digital landscape. This is largely due to a lack of access to resources and modern design practices to create more community visibility. This thesis is an exploration of how thoughtful design can bring these nonprofit events a new life. I created design systems for two nonprofit events, each with a digitally-focused approach and a focus on deeply considering the audience. …
"Real" Marketing Within The Fast Fashion Industry: An Analysis Of Internal Vs. External Dei Practices, Marinda Lynn Carlyle
"Real" Marketing Within The Fast Fashion Industry: An Analysis Of Internal Vs. External Dei Practices, Marinda Lynn Carlyle
University Honors Theses
This thesis will analyze the social media marketing (SMM) practices of Fast Fashion industry trends that have surfaced due to recent events. Specifically, this work will compare customer-facing SMM efforts related to diversity, equity, and inclusion (DEI) initiatives against the internal values and practices a company expends towards these efforts. This thesis will use H&M as an illustrative example in representing a company within the Fast Fashion industry. The motivation of this thesis or[i]ginates from the ongoing shifts in corporate SMM practices after the murder of George Floyd in May of 2020 and the corresponding increase in social justice activism …
Adoption Of Ai-Enabled Technology: Taking The Bad With The Good, George Dagliyan
Adoption Of Ai-Enabled Technology: Taking The Bad With The Good, George Dagliyan
Theses and Dissertations
From autonomous vehicles to smart home assistants and telemedicine, artificial intelligence enabled (AI-enabled) technologies are increasingly available in the market. Consumers are saddled between the benefits and the risks of these new technologies, yet prior research has not accounted for the coexistence of inhibitory and faciliatory factors and how they affect intentions to use AI-enabled technology. The current research introduces a conceptual model to address these relationships and integrates the role of subjective ambivalence and brand trust. The model was tested using structural equation modeling with a cross sectional survey of U.S. consumers across three distinct categories of AI: autonomous …
The Dynamics Of Open Strategy: From Adoption To Reversion, Melissa M. Appleyard, Henry W. Chesbrough
The Dynamics Of Open Strategy: From Adoption To Reversion, Melissa M. Appleyard, Henry W. Chesbrough
Business Faculty Publications and Presentations
Innovation has become more open in recent years. Yet the decision to become more open and the challenge of sustaining that openness are not well understood. This is the concern of the “content” branch of Open Strategy, defined as the branch that addresses an organization's open innovation strategy. We examine the initial motivations to adopt an open strategy, and then consider when organizations choose to maintain that open strategy or revert to a more proprietary approach. Similarly, we examine motivations to open up a previously proprietary strategy. We find that these dynamics depend on the organization's desire to either foster …
The Intangible Factors Of Design And New Product Development, David L. Driskill
The Intangible Factors Of Design And New Product Development, David L. Driskill
Student Research Symposium
When thinking about product value it is important to realize that there are two main value classifications to take into account, tangible and intangible value. Although it may not seem obvious at first, all values that the consumer receives through using a product, whether tangible or intangible, do not happen by accident. All aspects of a product are built in by design. This is possible because of the intangible factors of the design process and implementation itself that a design team can utilize. The intangible design process is defined by three major layers: the knowledge layer, the emotion layer, and …
Understanding Brand Authenticity In Specialized Communities: An Interpretive Qualitative Study Of The Brit Iron Rebels Las Vegas Clan, Sullivan Charles
Understanding Brand Authenticity In Specialized Communities: An Interpretive Qualitative Study Of The Brit Iron Rebels Las Vegas Clan, Sullivan Charles
UNLV Theses, Dissertations, Professional Papers, and Capstones
Postmodern society is marked by a condition where traditional identity markers have degenerated in value. Without the spatial or temporal connection provided by traditional identity markers, individuals look to brands perceived to be authentic to aide in identity construction. Paradoxically, individualized identities need the interpretive support of other likeminded individuals in specialized communities to give legitimacy to constructed identities. These specialized communities often focus around a lifestyle or a brand. This research employed interpretive qualitative methodology to understand authenticity. Semistructured depth interviews were conducted with members of the Brit Iron Rebels Las Vegas Clan to understand the authenticity of Triumph …
How Social Media Networking Is Supporting Customer Engagement And Brand Awareness: A Pr Perspective In An Irish Context., Miriam O'Regan
How Social Media Networking Is Supporting Customer Engagement And Brand Awareness: A Pr Perspective In An Irish Context., Miriam O'Regan
Theses
The primary purpose of this thesis is to investigate the phenomenon of social media networking in the Irish organisational context. The study examines how Irish organisations are utilising social media networking as a communication platform. The research assesses the aspects of phenomenon that provide organisational advantages in Public Relations. Therefore, aim of the study is to identify how social media networking is influencing customer engagement and brand awareness.
The first research phase comprises of an extensive literature review of key academic sources of secondary research including reports, articles and publications. This review cultivates a range of sources with insight into …
Celebrity Athlete Endorser Effectiveness: Construction And Validation Of A Scale, Theodore Byrne Peetz
Celebrity Athlete Endorser Effectiveness: Construction And Validation Of A Scale, Theodore Byrne Peetz
UNLV Theses, Dissertations, Professional Papers, and Capstones
The use of celebrity athletes as endorsers has become a popular marketing strategy. Celebrity athletes are often used to endorse products because it is believed they positively impact brand attitudes (Friedman & Friedman, 1979; Kamins, et. al., 1989; Till, Stanley, Priluck, 2008) and fostering brand loyalty (Bush, et. al., 2004). In addition, celebrity athletes are used to help a company differentiate their products and build instant name recognition (Henriks, 1996). This dissertation explored factors associated with celebrity endorser effectiveness. The conceptual framework for this study was grounded by the Source Credibility Model (Hovland, Janis, & Kelley, 1953; Hovland & Weiss, …
Fan Loyalty And Motivation, Jason Mays
Fan Loyalty And Motivation, Jason Mays
UNLV Theses, Dissertations, Professional Papers, and Capstones
Purpose Statement: The purpose of this professional paper is to review psychological and marketing theory and research to explain what motivates an individual to become a highly identified loyal fan of a sports team. Implications for professional practice and future research will be presented.
Justification: Understanding what motivates a fan to become a highly identified fan is important to a team manager because fans are the primary revenue source of a team. The fundamental goal of marketing managers is to create repeat customers (brand loyalty) (Fortunato, 2006) and loyal fans represent most repeat customers. An organization’s brand is critical in …
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
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 …
The Impact Of Celebrity Endorsement On Public Relations And The Consumer, Berenice Geraghty
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 …
Open Innovation And Strategy, Henry W. Chesbrough, Melissa M. Appleyard
Open Innovation And Strategy, Henry W. Chesbrough, Melissa M. Appleyard
Business Faculty Publications and Presentations
The article discusses a process of business innovation known as open innovation and its relation to traditional business strategy. The competitive strategy developed by Michael Porter emphasized rivalry, buyer power, and barriers to entry as forces that could enhance a producer's surplus. The authors discuss the impact of the Porterian value chain, the processes of production through to the consumer, on subsequent business practices. However, this theory does not account for external sources of value to a company, such as innovation communities, volunteer contributors and surrounding networks, including social networking web sites, open source software and the Wiki model of …