Business Commons^™

Smart Service Experience And Consumer Loyalty In Saudi Arabian Smart Hotels: The Mediating Roles Of Tourist Happiness And Value Co-Creation, Fahad M. Alhuqbani

Journal of Global Business Insights

Drawing on Cognitive-Affective System Theory (CAST), this study investigates the mediating roles of tourist happiness and willingness to co-create value in the relationship between Smart Service Experience (SSE) and loyalty among consumers of smart hotels in Saudi Arabia. Data were collected from 367 guests who had stayed in a smart hotel in Saudi Arabia within the past year and analyzed using Partial Least Squares Structural Equation Modeling. The findings reveal that SSE positively influences both tourist happiness and co-creation willingness, which in turn drive guest loyalty. Notably, the affective pathway through tourist happiness exerts a stronger effect on loyalty than …

From Consumer Experience To Brand Meaning: Teaching Brand Management Through Lonergan’S Generalized Empirical Method (Gem), Nicole Kirpalani

San Jose - Lonergan Chair in Catholic Philosophy

Teaching marketing involves more than helping students learn disciplinary concepts and frameworks. It also involves developing processes of inquiry that prepare students to analyze complex situations, interpret evidence, exercise judgment, and make thoughtful professional decisions. As marketing practice continues to evolve, marketing education must similarly reconsider how courses, assignments, and learning experiences prepare students for professional practice (Grewal et al., 2025). Lonergan’s Generalized Empirical Method (GEM) offers one framework for structuring this process of inquiry. Lonergan, writing as a philosopher, theologian, and educator, initially described the underlying pattern of conscious operations as the transcendental method. In his later work, he …

Moralized Indulgence In The Age Of Inflation: How “Better-For-You” Dessert Brands Reframe Pleasure As Self-Care, Dariya Savrukova

Honors College Theses

In the modern U.S. food landscape, the line between indulgence and wellness has nearly disappeared. The booming “better-for-you” dessert industry, owned primarily by multinational giants such as Mondelēz International, PepsiCo, and Mars Inc., reframes high-sugar, high-calorie treats as acts of self-discipline or self-care. This phenomenon is often referred to as “healthwashing” (Tufts Health & Nutrition Letter, 2022), when through verbal and visual language, these companies transform indulgence into moral consumption, inviting consumers to feel virtuous through consumption. Many consumers crave stability and health, but navigate an environment saturated with manipulative design and ambiguous claims. “Better-for-you” branding exploits this gap by …

Does Our Economy Cultivate Beauty?, Joshua Hollinger

Faculty Work Comprehensive List

"Wherever we’re failing to build and preserve beautiful places, the answer lies in fostering a society of people who have a taste for beauty and a loving desire to share it with others, and in finding mechanisms for cooperating and negotiating with each other amid our sin and finitude."

Posting about true beauty in an advertising-focused world ­­­­­­­­from In All Things, an online hub that offers insight into maintaining and faithful and orthodox Reformed Christian worldview while fearlessly engaging in every aspect of contemporary life – until all is made new.

Does Our Economy Cultivate Beauty?

The Business Next Door: The Unfamiliar, Unique Story Of Manufacturer Hemco Gage, Steve Vanderveen

University Faculty Publications and Creative Works

Most people are not familiar with Hemco Gage — although every day an estimated 10,000-15,000 vehicles pass by its building at 455 Douglas Ave. in Holland without knowing what happens inside

“What Is Our Brand?” Examining The Indiana State University Athletics Rebrand, Matt Blaszka, Patrick T. Walsh, Craig Morehead

Findings in Sport, Hospitality, Entertainment, and Event Management

Rebranding in sports has become commonplace as teams try to modernize their brand. Often, rebrands are viewed negatively by fans, particularly immediately following the rebrand. However, less is known about the impact of rebranding over time. In this case study, the Indiana State University athletics rebrand was explored three years after the initial launch. A total of 189 participants representing student-athletes, alumni, donors, faculty, and staff were asked open-ended questions on their feelings toward the rebrand. Four different themes emerged. The two positive themes were: modern logo, wordmark, and font, as well as public perception. The two negative themes were …

Bus 104 - S&P 500 Company Profile Assignment, Remi Alapo

Open Educational Resources

The S&P 500 Company Profile Presentation serves as the midterm assignment for BUS 104 by asking students to apply core business concepts to the analysis of a real, publicly traded company. Each student selects one company from the S&P 500 index and develops a professional presentation that examines the company’s history, industry position, products or services, management structure, financial profile, marketing approach, workforce, competitive environment, and ethical or social responsibility practices. The assignment helps students connect course themes such as economics, ownership, management, leadership, human resources, marketing, accounting, finance, technology, and business strategy to an actual company operating in today’s …

Bus 104: Business Start-Up / New Business Idea Presentation, Remi Alapo

Open Educational Resources

The Business Start-Up / New Business Idea Presentation serves as the culminating assignment for BUS 104 by asking students to apply core business concepts to the development of an original business idea. Working in pairs, students design and present a professional start-up proposal that integrates major course topics such as entrepreneurship, ownership, management, organizational structure, human resources, marketing, ethics, and financial management. The assignment emphasizes critical thinking, collaboration, research, and oral communication while helping students connect classroom learning to real-world business planning. Through this project, students demonstrate their ability to analyze business opportunities, make strategic decisions, and present a clear …

Bus 104 – Local Business Visit Assignment, Remi Alapo

Open Educational Resources

The Local Business Visit Assignment gives students the opportunity to connect classroom learning to real-world business practice by observing and analyzing how a local business operates. Through the visit, students examine key business concepts such as ownership, management, customer service, marketing, workplace organization, and community impact. The assignment encourages students to think critically about how business decisions are made and how course concepts apply in everyday settings. By engaging directly with a business in their community, students develop a deeper understanding of entrepreneurship, business operations, and the practical realities of running a successful organization.

Cor(E) Brand Direction, Jake T. Tokatlian

Graphic Communication

COR(E) is a new record label founded by an artist named Lil Uzi Vert, and for my project I have taken the initial steps to develop their brand identity and create physical products for the label. To achieve this, I made a brand book to help define COR(E) and provide a set of design guidelines, a Spring issue of a quarterly magazine that provides news and behind the scenes of the label’s artists, and a CD design including a cover and tracklist. I believe there is a gap in the market for bringing physical media into the music industry and …

Businesses Entering The Latin American Market, Valeria Rangel

Honors Capstones

This study examines the strategies global companies use to successfully enter and compete in Spanish-speaking markets in Latin America. As the region continues to experience economic development and growing demand for infrastructure and energy-efficient technologies, it presents important opportunities for multinational organizations. However, companies expanding into these markets must consider cultural differences, regulatory environments, and regional economic conditions when designing effective market entry strategies.

This research analyzes the key factors that influence global market expansion, including regional economic conditions, trade policies, and marketing strategies. Particular attention is given to the importance of localization, customer relationships, and digital communication when engaging …

Sponsor Recognition In Professional Sports: A Comparison Between Cincinnati Reds And Bengals Fans, Bridget Satinover Nichols, Jenny Gardner, Joe Cobbs

Atlantic Marketing Association Proceedings

No abstract provided.

Integrating The Digital Marketing Side-Hustle Platform Economy Into Aacsb-Accredited Undergraduate Marketing Programs, Paige Gardiner

Atlantic Marketing Association Proceedings

No abstract provided.

Keeping It Real With Virtual Reality: A Case Study On Student Performance, Ronda Mariani, Monica Favia, Thomas Tanner

Atlantic Marketing Association Proceedings

No abstract provided.

Impressionism And Brand Identity, Rene Desborde, Kimball P. Marshall

Atlantic Marketing Association Proceedings

No abstract provided.

A Three Word Rubric: Successful Experiential Learning Guided By What, Why, How, Harvey Simon

Atlantic Marketing Association Proceedings

No abstract provided.

The Role Of Cultural Contexts Within Marketing Strategies Of Experiential Tourism Across Countries That Rely Heavily On Tourism, Maren Bronson

Undergraduate Honors Theses

Developing a cultural mindset requires awareness of one’s cultural background and recognizing that culture provides a broader framework for understanding the world around us (e.g. values, behaviors, and expectations). At the same time, tourism continues to expand globally, contributing approximately 10% of global GDP in 2025, serving as a major driver of economic growth for destination countries (WTTC, 2025). As destinations increasingly rely on international visitors, tourism marketing must satisfy the needs and wants of international tourists. This thesis reviews the literature on culture, marketing, and tourism to  examine how cultural contexts shape experiential tourism marketing strategies in tourism-dependent countries, …

Beyond The Bricks: The Friends Of The Burns-Belfry Online, Madeline M. Webb

Honors Theses

This capstone project was completed to offer a new website to the members of the Friends of the Burns-Belfry Museum and Multicultural Center. This project entailed research into the importance of a museum’s digital presence, the significance of community and cultural spaces for historically marginalized groups, and the role of community engagement initiatives for students and community leaders. All findings were considered and implemented into the website and website manual deliverables.

How Ux Design Shapes Brand Perception In Digital Environments Among Gen Z, Adriane R. Arinder

Honors Theses

This study examines how user experience (UX) design shapes brand perception among young adult consumers, with a focus on digitally active individuals between the ages of 18 and 25. Drawing on a review of academic and industry literature, qualitative data from a focus group of seven University of Mississippi students, and quantitative data from a survey of 153 participants, this research argues that intuitive, accessible digital experiences function as a form of brand communication that significantly influences how users evaluate the companies behind them. The study conceptualizes UX through four primary dimensions: usability, navigation clarity, interaction efficiency, and accessibility. Findings …

Five Strategic Categories Ai Is Transforming Marketing, Ryan Matthews

Atlantic Marketing Journal

Artificial intelligence (AI) is a revolutionary technology that provides tools and methodologies to expand marketings impact. AI enables companies to better understand customer needs, preferences, and behaviors to personalize an approach to different market verticals and segments. AI has become a significant factor influencing how businesses interact and retain the attention of customers. Customers increasingly have an appetite for a highly personalized interaction. AI-driven data approaches and innovative technologies are increasing personalization and efficiency. AI is a revolutionary tool that enables marketing to grow beyond traditional limitations. Understanding the correct tool is vital for marketing executives, whether they are obtaining …

Practical Applications Of Artificial Intelligence For Small Business Marketing: A Literary Review & Llm Approach, Noah C. Kowalski

Honors Capstones

This Honors Capstone Research Paper examines the practical application of artificial intelligence in small business digital and social media marketing. As AI technologies become more accessible, small businesses have new opportunities to improve efficiency, enhance customer engagement, and compete more effectively in digital markets. However, there is a lack of clear guidance on how to implement these tools in a practical and cost-effective way.

This study uses a qualitative approach, combining a literature review with an applied analysis of widely used AI marketing tools including ChatGPT, Canva, Hootsuite, Buffer, Google Analytics 4, and HubSpot. These tools were evaluated based on …

Voices Of A New Era: A Discursive Psychology Study Of Influencer-Follower Discourse On Tiktok, Andrea Guerrero Hernandez

Electronic Theses and Dissertations

The present study researched and investigated the discourse of five mega fashion influencers on TikTok, as well as the discourse of 15 followers engaging with fashion influencer content on the same platform. The theory used to guide this study was discursive psychology theory, which provided the groundwork for understanding how both influencers and followers position their identities, justify their actions and decisions, and construct their reality. The primary aim of this research is to deepen understanding of how influencer discourse shapes follower discourse, identifying recurring patterns, contradictions, and the ways in which tensions are negotiated. The findings reveal a range …

The Night Circus - The Traveling Edition: An Advertising Campaign And Cross-Cultural Analysis, Charlee A. Salinas

Honors Program: Senior Projects (Public)

This thesis is an outline of my advertising plansbook that examines how culturally adapted advertising for a single book affects perceived authenticity, emotional resonance, and purchase intent across three distinct markets: the United States, Brazil, and Vietnam. This study examines three culturally distinct markets to identify which advertising elements require full localization versus those where standardization is acceptable. By comparing adapted campaigns against a standardized approach, this research provides actionable insights for publishers navigating the efficiency-effectiveness trade-off.

The research questions asked:

-       How does culturally adapted advertising for the same book affect perceived authenticity, emotional resonance, and purchase intent across …

Personal Tendencies And Traveler Preferences: A Study On Personality-Driven Travel Marketing, Evelyn Filleman

Honors Theses

This study examines the influence of personality typing (as outlined by the International Personality Item Pool test structure) on travel decision-making as it relates to marketing matrix strategies. Understanding the relationship between personality type and travel is crucial, as individuals will have different need hierarchies and place decision-making factors on different levels of priority. This study uses the theoretical frameworks of Clifford Geertz and Michael Pacanowsky (Cultural Approach to Organizational Communication) and Judee Burgoon (Expectancy Violations Theory) to inform, direct, and explain the results of the completed research. A total of 261 participants were asked to take a survey outlining …

Judging A Book By Its Cover: Exploring Ethical Solutions For Marketing & Labeling Romance Novels With Illustrated Cover Art, Tricia Filbrun

Honors Projects

As social media platforms and subcommunities have driven massive sales for romance titles in the publishing industry, there has been an intense debate among literary communities, parents, and school administrators about whether the illustrated cover art style is appropriate. Some readers feel that these books are intentionally marketed towards a younger audience, and the sexually explicit nature of the content was not made clear, or labeled at all, before they read the book. This paper explores four likely marketing and labeling solutions that could be implemented to resolve this issue, and whether they are ethical by marketing and advertising standards, …

Americana Marketing Campaign, Shaela O'Keefe

Undergraduate Theses

Americana World Community Center has served as a beacon of hope and justice within the Louisville, Kentucky community for over 30 years. The nonprofit organization provides “holistic services to Louisville's refugee, immigrant and underserved population to build strong and healthy families, create a safe and supportive community and help every individual realize their potential” (Americana, 2024). Americana creates opportunities for families to thrive through “education, family support, youth achievement, and career & financial development” (Americana, 2024). To further Americana’s mission and assist immigrant families, the organization is currently undergoing the process of gathering narratives of Americana’s impact on their staff, …

Examination Of Celebrity And Influencer Endorsements, Mackenzie Molnar

Honors Projects

This study examines the effects of celebrity and influencer endorsements on consumer attitudes and purchase intentions. A digital survey was distributed through Prolific to 210 U.S. participants ages 18–24. Participants viewed fictional advertisements featuring either a celebrity or an influencer endorsing a product and then rated each endorsement on familiarity, relatability, authenticity, believability, and likelihood of purchase. Results showed that endorsement type alone did not significantly affect believability, indicating that celebrities and influencers can be similarly effective in marketing. However, gender, media usage, and relatability significantly influenced consumer responses. Female participants responded more positively to influencer endorsements, while higher relatability …

Distilled Identities: The History And Gender Politics Of The Perfume Industry, Emma Shaffer

Honors Projects

This paper analyzes the use of gendered perfume marketing in the West. Drawing upon the work of Joe Schwartz, Sarah Evrett, and others, I examine the history of this phenomenon and the politics keeping the perfume market segregated by gender. How long has perfume existed? Has it always been so strict on who wears what fragrance? My results found that perfume has only been gendered since the Victorian era, dispelling the myth that gendered fragrance is the only way to market perfume. However, I also found that when gender neutral fragrances have been introduced, they have not had much staying …

Pilattes; A Campaign With Prickly Pear Coffee Co., Grace Elizabeth Lappenga, Karis Grace Joe, Abigail Brooke Encalade

SPARK Symposium Presentations

The Prickly Pear Coffee Co. campaign sought to build awareness and community engagement around the brand’s new mobile camper location in Franklin, Tennessee. Founded by Annika Baylis, Prickly Pear Coffee Co. is a Christ-centered brand that began as a mobile espresso cart during the COVID-19 pandemic and grew into a Nashville staple with multiple storefronts.

With the new Franklin location facing limited awareness and a reduced marketing budget following complications from the January 2026 ice storm, three students in Belmont University’s PR Campaigns class conducted a situation analysis that included audience research, social media audits, and influencer identification. These insights …

Beyond Detection: Drink Spiking And Drug Facilitated Sexual Assault Prevention, Response, And Systems Gaps On College Campuses And Beyond, Neve Palmeri

School of Business Student Scholarship

No abstract provided.