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Full-Text Articles in Business
Seeking To Understand Subaru’S Turbocharged Appeal: A Study Of Brand Communities, Product Utility, And Corporate Promotion, James Imrie
Honors Projects in Marketing
This study attempts to analyze Subaru’s significant and unique appeal in the greater automotive market. The primary research findings are presented in a video documentary, while frameworks for existing research on certain facets of brand management and consumer groups are presented in the following paper. Based on analysis of existing data and interviews conducted with people connected to the brand, we can conclude that the phenomenon is a result of an appealing product that offers differentiated utilities at an affordable price, the formation of consumer groups around the various offerings, and insightful promotion on Subaru’s part. The degree to which …
The Business Of Being Good: Crm Strategies And For-Profit Organizations, Danielle Crepeau
The Business Of Being Good: Crm Strategies And For-Profit Organizations, Danielle Crepeau
Honors Projects in Marketing
Many studies have measured the impact of cause related marketing (CRM) strategies on non-profit organizations, however few have been able to measure the impact that these strategies can have on the for-profit organizations employing them. This study hypothesizes that a co-branded CRM strategy will have greater benefits for a for-profit organization than will a jointly-branded strategy or no strategy at all. This hypothesis was tested using two studies, both with a 2x3 factorial design for firms with both a positive and negative brand reputation. It was found that, for an organization with a negative image, consumers viewed the organization more …
How Technology Has Changed Direct Selling, Robert Anthony Norris
How Technology Has Changed Direct Selling, Robert Anthony Norris
Honors Projects in Marketing
Traditional direct selling has undergone a dramatic transformation as new technology, products, and methods have developed over the last few years. The industry has adapted to these advancements in order to stay relevant in today’s changing market place. In some ways, these technological advancements have created opportunities, though some believe the essence of direct selling is now at risk. There has been little research in the field of direct selling and even less on the impact technological advances have on the industry or players involved. The purpose of this research is to uncover how the development of technology and social …
Advertisements’ Perpetuation Of Rape Culture: A Look At How Images Containing Objectification And Victimization Impact Consumers, Lauren Leedberg
Advertisements’ Perpetuation Of Rape Culture: A Look At How Images Containing Objectification And Victimization Impact Consumers, Lauren Leedberg
Honors Projects in Marketing
The research I have conducted explores connections between images shown in advertisements and the perpetuation of rape culture and gendered stereotypes in society. It was guided by the Cultivation Theory which looks at how media, such as advertisements, can shape our reality. After an extensive literature review, data was gathered via an experimental design utilizing surveys. Within these surveys, respondents were randomly shown an advertisement I created containing the variables to be tested (i.e. images with objectification and victimization). After viewing the ad, they answered questions regarding their attitude toward the brand/product depicted, purchase intentions, a rape myth acceptance scale …