Business Commons^™

Tony Yang, Tony Yang

Summer 2019

A recent Stories of Andrews piece featured Tony Yang, our associate vice president for Marketing & Enrollment Management and chief marketing officer. See the ways God has moved in Tony’s life at andrews.edu/stories

Andrea Luxton

The Power Of Promotional Marketing To Millennials, Colleen Longley

Honors Program Theses and Projects

As Millennials are currently at the forefront of the consumer population, their business is an essential partnership. When targeting the Millennial Generation; the most effective component of the Marketing Mix is Promotion. The main purpose of this thesis is to highlight the importance of adaptability and increased targeting toward the Millennial Generation. The methodology will include: a combination of data from primary and secondary research on the Millennial’s Promotional Marketing experience, and an analysis of successful promotional strategies from the corporate and industry level. The research will clearly identify the overall importance and benefit of the Promotional Marketing Strategy of …

It Is In The Cards: An Analysis Of Greeting Card Selection Through Identity And Personality, Emily Topilow

Honors Projects

In this exploratory study, personal and social identity were analyzed for their effect on how consumers choose greeting cards. Factors, including personality, relationships, and identity will be qualitatively analyzed to understand people’s buying habits. Certain factors, including gender, personality, relationships, type of card, and frequency of receiving and giving cards, will be qualitatively analyzed for frequency. The two theories analyzed were the Social Identity Theory (SIT) and the Identity Theory (IT).

525 college-aged students were surveyed to examine their purchasing habits of greeting cards. The results showed that the identity of the card giver and the identity of the card …

The Practically Perfect Tale As Old As Time: A Comparative Analysis Of The Branding Of Beauty And The Beast And Mary Poppins, Cayley Plotkin

Honors College Theses

The Walt Disney company and all of its heavily branded mastermind keep much of its planning and strategy under wraps from the general public. Although it has been observed amongst fans and business people how Disney markets their products and what their strategy looks like, it has not been compared between two similar projects that have followed the same strategic path. This paper will examine and compare the branding strategies of “Beauty and the Beast” and “Mary Poppins” from screen to stage and back to the screen again in hopes to better understand why one title may take in more …

Cause Campaign For Dating Abuse In College, Isabel Elaine Kerr

Senior Honors Projects, 2010-2019

Through a cause campaign and partnership with the James Madison University (JMU) Health Center (UHC), this project confronts the widespread social issue of intimate partner violence (IPV), or dating abuse, in college-aged relationships. Encompassing all forms and subsets of dating abuse, the campaign intends to initiate conversation, facilitate awareness, and express support within the university community. The campaign is scheduled for implementation in October 2019, National Domestic Violence Awareness Month, in conjunction with the UHC’s other awareness efforts.

Are We There Yet? Racial Diversity In Digital Retail Advertising, Riley O'Keefe, Julian Saint Clair

Honors Thesis

How are African Americans represented in advertisements? Although prior research is very thorough, it focuses almost exclusively on print and broadcast, leaving a significant gap in the literature with respect to diversity in digital advertisements. This focus on print and broadcast media has also left a gap in analysis of advertisements by small businesses who often lack budget for mass media placements. Using a comparative analysis, the authors hypothesize that the representation of African Americans in digital advertisements by large companies will follow the same trends previously found in print and broadcast media, but digital advertisements by smaller companies will …

Selling Childhood: How The Middle Class Used Children In The Anti-Tuberculosis Movement (1930s-1940s), Hannah Fisher

Senior Theses

During the anti-tuberculosis movement of the 1930s and 1940s, children were chosen as focal points, with their roles shaped by society’s changing view of childhood, the emergence of the middle class, and the socioeconomic and political climate. Children were used by middle-class reformers as conduits through which to disseminate information and enact controls on the working class. Health education in schools had two main goals: (1) for educated children to become educated adults, and (2) for educated children to transform the behaviors of adults around them. Although researchers have studied middle-class interventions into children’s health, few have analyzed the role …

Beyond The Castle: An Analysis Of The Strategic Implications Of Disney+, Jordan Sturgill

Undergraduate Honors Theses

The Walt Disney Company has been incomparably successful in a wide array of product and experience markets. In the fall of 2019, Disney will launch a new branded streaming service, Disney+. This research will examine and analyze, by means of SWOT and PEST analyses, the marketing strategy and managerial implications for Disney+ as well as the internal and external conditions facing the company that may affect, either directly or indirectly, the platform’s success.

Involvement Of College Football Fans At The University Of Southern Mississippi, Cameron S. Kenney

Honors Theses

The modern college football market faces several challenges including the fact that game day attendance numbers have continued to drop for the past few years and show no signs of slowing down. Understanding the psychological involvement of sports fans could play a major role in improving attendance numbers and providing consumers with a greater experience during football games. The primary goal of this research was to determine predictors of sports involvement among Southern Miss football fans. Another goal was to determine which facets of involvement predicted return intentions. With those who had attended a home Southern Miss football game in …

Thinging : Powerful Objects., Tammy M. Burke

Electronic Theses and Dissertations

The works in "Thinging” are inspired by desire, the genuine and the false, systems of real and perceived values, the quest for immortality, the allure of things, our use of them to make ourselves, and imagining pasts and futures via objects. The following concepts are threaded through the work: cathexis, ritual as a value builder, collections, hoarding, display, object history, exchange, use, and sign values, and vibrant materiality. At the heart of my investigation is the quest to examine the origins of object power, and by what measures it can be evaluated: value from belief, market value, and something perhaps …

Meaningful Consumption: A Eudaimonic Perspective On The Consumer Pursuit Of Happiness And Well-Being, Aditya Gupta

College of Business: Dissertations, Theses, and Student Research

Prior research indicates that consumers often pursue happiness through the market and that their purchase choices can vary depending on how they define happiness. However, while prior research has tended to use a hedonic lens to frame happiness in terms of pleasure, the current investigation is one of the first to use a eudaimonic lens to frame happiness in terms of personal meaning or meaningfulness. The central goal of this dissertation, therefore, is to arrive at a stronger understanding of eudaimonic consumption. In this regard, findings from six experimental studies reveal that eudaimonic consumption differs from hedonic consumption on a …

Fashion Merchandising: An Augmented Reality, Naeha A. Sayed

Dissertations, Theses, and Capstone Projects

There is a continuous and constant transformation in the field of Augmented Reality (AR), both in the Retail, and the Manufacturing sector. It has started to influence everything from fashion runway shows to online shopping. Consumers dynamics have shifted in the fashion industry, the ways becoming more dominant than the old observant ones- the simple buying experience no longer satisfies them. Due to the emergence of the new digital platforms and technological enhancements, the consumers are looking for more- be it a more exciting buying experience or more user interaction or more enhanced products. This technological change starts with the …

The House That Credit Built: How Advertising Shaped A Culture Of Borrowing In The Decade Of Prosperity., Morgan Folden

Electronic Theses and Dissertations

This thesis is an examination of the visual rhetoric of the advertisements in 1920s America that encouraged consumers to implement payment plans to purchase commodities. It begins with an analysis of a standard advertisement found in a popular subscription journal and describes the ad’s reliance on an editorial-style layout to appeal to the rationality of the viewer, a theme common among marketing schemes of the surrounding decades. It uses an art historical approach to provide a new lens in studying capitalist economics and the provocative issue of empowerment versus confinement in the general visual representation of American housewives. The latter …

Marketing U: Preparing Students To Succeed In The Job Search Process, Emily Guyon

Honors Program Theses and Projects

Despite the extensive careers services programs offered at secondary education institutions across the United States, students continue to underutilize the programs offered for career preparedness. The purpose of this research was to investigate what skills students were interested in learning more about related to the job search process and how they preferred to receive such information. It also examined if the graduate students in the Ricciardi College of Business at Bridgewater State University utilized Career Services, what resources they were interested in learning more about, and how they preferred these resources to be offered. The findings were consistent with previous …

Evaluating The Undergraduate Marketing Curriculum: Utilizing A Swot-Based Approach To Identify And Incorporate Meaningful Digital Skills, Concepts, & Competencies, Kayla Noel Sapkota

Theses and Dissertations

Marketing professionals commonly use technology for communications, advertising, and data collection and analysis. Entry-level marketers who can harness the power of digital tools will be favorably situated to meet the challenges of today’s digitally-based world of work. This qualitative study investigated the undergraduate marketing curriculum with a focus on preparing students for careers in digital marketing. The two, main research questions are as follows: (1) how well are colleges and universities preparing students for technology-based marketing jobs upon graduation, and (2) what knowledge/skills do employers seek when hiring employees for technology based marketing jobs? Data were collected from four sources, …

An Arm And A Leg: Medtech Perspectives On Human-Centered Design, Evan D. Poff

Marriott Student Review

The art of human-centered design accounts for both technological and emotional specifications in order to deliver meaningful products that meet the specific needs of the individual customer. Every business professional can deepen his or her understanding of human-centered design – regardless of our industry of choice – by looking to perspectives that the business of medical technology offers. To that end, this article draws upon interviews with three figures in this remarkable field, distilling their insights on how to cultivate businesses that produce human-centered solutions.

Using Consumer Personality To Direct The Creation Of More Effective Advertisements, Connor Keith

Selected Honors Theses

Advertising is one of the most pervasive forces in business and culture today. All advertisers are seeking ways to be more effective in order to reach consumers better. One of the ways they can do this is by targeting certain personality types in their advertisements. This thesis seeks to find the differences in responses to advertisements from consumers with different personality types. A survey is used in conjunction with a personality test to study if consumers are most influenced by advertisements targeted toward their personalities. Suggestions are given for how to create and distribute advertisements to be most effective for …

Leadership And Community In The Arts: A Case Study Of Legend And Culture In Chiusdino, Italy, Amanda Svetlak

Arts Administration Masters Theses

The complexity of culture goes beyond artistic expression, nationality, race, and religion. Culture shapes our communications, interactions, and our perceptions of the world around us (Hall, 1989). Studies show that self-awareness of our own culture through exposure to the unfamiliar leads to intercultural competences (Herlo, 2015; Crossman, 2011; Hermond 2018; Hall 1989). As technology, travel, and community diversity continues to shrink our world and diversify our workplaces, these intercultural competences support modern processes of marketing, community engagement, and organizational leadership. This thesis is a case study of the community culture, organizational culture, and structure of arts institutions in Chiusdino, Italy. …

Islands In A Sea Of Aaruul: Globalization And Mongolian Cheesemakers, Pearse Anderson

Independent Study Project (ISP) Collection

Despite being a sparsely-populated country with less than 2% of its land arable, Mongolia has developed a rich and complex food culture, notably for its meat and dairy products, which could soon be at an historic high thanks to the tens of millions of animals on Mongolian pastureland. Many Mongolians and non-Mongolians view the countryside as a sea of milk that is currently being underutilized for economic exploitation. Various projects, whether funded and organized by international NGOs, the Mongolian government, or private companies, have tried to use Mongolian’s dairy resources to fill Mongolian demand, with more recent private ventures also …

Investigation Of Factors That Influence Public Librarians’ Social Media Use For Marketing Purposes: An Adoption Of The Technology Acceptance Model And Theory Of Planned Behavior, Soohyung Joo, Namjoo Choi, Lindsey M. Harper

Information Science Faculty Publications

This study aims to explore multiple factors that are associated with social media use by public librarians for marketing purposes. Based on the technology acceptance model and theory of planned behavior, the effects of five factors—usefulness, ease of use, attitude, subjective norms, and behavioral control—on social media use intention were examined. A survey was conducted, and 462 valid responses were collected from public librarians across the United States. The findings revealed that all five factors have a significant impact on librarians’ intention to engage in social media activities for library marketing. Perceived behavioral control factors were the most influential on …

A Strategic Audit Of Oriental Trading Company, Isaac Coleman

Honors Program: Senior Projects (Public)

Oriental Trading Company is a direct marketer and seller of toys, novelties, wedding favors, custom apparel, and other event supplies. Its products are sold by five brands, each of which participates in a different market. Though its flagship brand, Oriental Trading, is a powerful market leader in novelties and is doing extremely well, the four most recent brands each face distinct challenges and have low name recognition. To increase name recognition and direct sales of these brands, this audit proposes that OTC revitalize its social media presence, add a blog to all of its websites, and resume public participation in …

Marketing The Arts: A Comparative Analysis Of The Social Media Practices Of Select Performing Arts Centers, Lindsey Morin

Recreation, Parks, and Tourism Administration

Performing arts centers (PACs) provide a cultural hub that aids in increasing civic engagement and social capital within a community. Attendance in the performing arts has been on the decline, which threatens the cultural richness of communities across the country. The purpose of this study was to examine the social media marketing practices of select California performing arts centers. The PAC, San Luis Obispo, San Diego Symphony and Segerstrom Center for the Arts were selected to be examined in this study. This was done by strategically analyzing the Facebook, Instagram and Twitter accounts for each of the three PACs utilizing …

A Comparative Study On The Amount Of Tips Left By The Generations Based On The Personalized Bill Types, A. Celil Cakici, Alaiddin Kosar

Journal of Global Business Insights

Tip is the monetary amount that consumers voluntarily leave for the quality of the service they get. Whether a tip is left or not, and the amount of the tip left may result from different demographic and characteristic features of consumers. This study was conducted to determine the amount of tip left by the generations based on the personalized bills. Based on three different personalized bill types for a dinner for two people at a mid-quality restaurant, it was attempted to determine whether the costumers left tips or not, and if they did, how much was the amount. The data …

How Constraints On Tourist Complaints Affect Perceptions Of Justice And Intentions Of Loyalty: Case Of Tourists From China Visiting Turkey, Erdogan Ekiz

Journal of Global Business Insights

Companies rarely enjoy hearing bad news, particularly when it comes from dissatisfied customers. Yet, in the face of continually growing competition and empowerment of customers, it is essential that companies learn of the problems that are causing their customers distress. In fact, companies never hear from most of the customers who simply go away unsatisfied, without voicing their complaints. The tourism and hospitality industries have a number of unique features that make them especially susceptible. Although several studies treat tourist complaints and general consumer complaints as the same, Ekiz (2011) reasoned that these unique features demand a new measurement scale, …

Gender East And West: Transnational Gender Theory And Global Marketing Research, Katherine Sredl

School of Business: Faculty Publications and Other Works

Much of the prior scholarly research on global gender and marketing tends to focus on development. The post-socialist space does not fit neatly into this paradigm, given the diversity of its legacy of ideology, industrialization, feminist thought, and the post-socialist experience of privatization, democratization, European Union expansion, and, in some cases, war. This chapter uses the history of feminist thought in Yugoslavia and Croatia to highlight the contribution the post-socialist space brings to global gender and marketing research: questioning the role of the state in securing rights and questioning assumptions about individualism in a neoliberal era. I argue for an …

A Proposal For Fine Arts Market Segmentation Based On Functions Of Art And Consumer Benefits Sought, Kimball P. Marshall, Rene Desborde

Atlantic Marketing Association Proceedings

No abstract provided.

The Souvenir: What Is Purchased And Is The Purchaser A Collector Of Art?, Timothy J. Schibik, Aaron J. Schibik

Atlantic Marketing Association Proceedings

No abstract provided.

Teaching Traditional College Students Professional Marketing Via Linkedin, Necall Wilson

Atlantic Marketing Association Proceedings

No abstract provided.

Effective Destination Promotion In Rural Communities: Management And Marketing Approaches, Kelly La Venture, Wooyang Kim

Atlantic Marketing Association Proceedings

No abstract provided.

Veterinarians To Veterans United, Inc.: A Marketing Case, Yvette Lynne Bonaparte, Sharon D. White

Atlantic Marketing Association Proceedings

No abstract provided.