Marketing Commons^™

Ua3/9/7 President's Office-Ransdell Correspondence, Wku Archives

WKU Archives Collection Inventories

Selected correspondence not duplicated in the Reading File. Contains incoming correspondence and responses.

El Adobe De Capistrano, San Juan Capistrano, California, El Adobe De Capistrano

The Raymond Earl Oetgen Menu Collection

No abstract provided.

San Clemente Inn, Original Dinner Menu, San Clemente Inn

The Raymond Earl Oetgen Menu Collection

No abstract provided.

The Harbor Light, Oceanside Yacht Harbor, Oceanside, California, The Harbor Light

The Raymond Earl Oetgen Menu Collection

No abstract provided.

The Rise And Fall Of Bread In America, Amanda Benson

Honors Theses - Providence Campus

Over the last century bread has gone through cycles of acceptance and popularity in the United States. The pressure exerted on the American bread market by manufacturers’ advertising campaigns and various dietary trends has caused it to go through periods of acceptance and rejection. Before the industrialization of bread making, consumers held few negative views on bread and perceived it primarily as a form of sustenance. After its industrialization, the battle between the manufacturers and the neighborhood bakeries over consumers began. With manufacturers, such as Wonder Bread, trying to maximize profits and dominate the market, corporate leaders aimed to discourage …

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 …

Maddox Brothers Tobacco Company - Mayfield, Kentucky (Sc 2586), Manuscripts & Folklife Archives

Manuscript Collection Finding Aids

Finding aid only for Manuscripts Small Collection 2586. Letter, 1920, from Maddox Brothers Tobacco company, Mayfield, Kentucky, soliciting orders for tobacco.

Hines, Duncan, 1880-1959 (Mss 410), Manuscripts & Folklife Archives

Manuscript Collection Finding Aids

Finding aid only for Manuscripts Collection 410. Materials relating to Duncan Hines and the marketing of the “Duncan Hines” brand of food products. Includes obituary notices for Duncan Hines, ice cream franchise agreement, stock certificate books for related companies, and a study on marketing the brand to consumers, especially women.

B. Douglass And Company - Louisville, Kentucky (Sc 497), Manuscripts & Folklife Archives

Manuscript Collection Finding Aids

Finding aid and scan (Click on "additional files" below) for Manuscripts Small Collection 497. Business letter, Louisville, Kentucky to customer of B. Douglass & Co., a mercantile agency, asking for information which will help the agency serve the merchants more efficiently.

Ua42/1 Summer Sessions Annual Report, Wku Summer Sessions & Winter Term

WKU Administration Documents

Annual report of the Summer Session demographics, enrollment trends, faculty stipends, tuition rates and marketing.

Lindeman, E. G. (Sc 610), Manuscripts & Folklife Archives

Manuscript Collection Finding Aids

Finding aid and scan (Click on "additional files" below) for Manuscripts Small Collecction 610. Letter written to Bethel Oakley, of Bowling Green, Kentucky, from E.G. Lindeman, giving information as requested about the Green River Chair Company of Livermore, Kentucky, of which Lindeman was treasurer.

Hype, Hope, And Hit In Movies: A Contribution To The Metatheory Of Bubbles, Nikhilesh Dholakia, Romeo V. Turcan

College of Business Faculty Publications

No abstract provided.

Webb, Benedict Joseph, 1814-1897 (Sc 429), Manuscripts & Folklife Archives

Manuscript Collection Finding Aids

Finding aid and scan (Click on "additional files" below) for Manuscripts Small Collection 429. Statement and cover letter, 1871, to Richard Durbin, Big Reedy, Kentucky from Benedict Joseph Webb, assignee of J.C. Webb & Company, Louisville, Kentucky. Also, circular letter, 1872, from J.C. Webb announcing the opening of his wholesale and retail business in books and stationery.

Package Design Vs. Customer Reviews: A Comparative Study On Influences In Fragrance Buying Decisions, Sarah Willis

Graphic Communication

The purpose of this study was to determine the effect of customer reviews, compared to package design, on the fragrance buying decisions of women aged eighteen to twenty-five. The researcher conducted two surveys: the first asked thirty-five random women to choose between two equally priced, but differently designed, perfumes (Perfume X and Perfume Z). This first group’s preference was Perfume X, with 57.14% of participants choosing this product. The second survey asked a different group of thirty-five random women to choose between the same two perfumes, but with the addition of unequally favorable customer reviews. Group 2 participants preferred the …

Essays On Mental Accounting And Consumers' Decision Making, Ali Besharat

USF Tampa Graduate Theses and Dissertations

This dissertation is structured in the form of two empirical essays, each investigating one type of irrational decision caused by mental accounting. The first essay, titled "Managing the Cost of Multiple Debt Accounts: A Behavioral Perspective", explores why many people pay off credit cards' with the lowest rate first when rationally speaking they should repay the debt with the highest rate most quickly. This essay suggests that irrationality emerges when people seek to close `mental accounts' associated with their credit cards and reduce the total number of outstanding loans rather than decrease the amount of total debt among all credit …

Perceived Firm Transparency: Scale And Model Development, Jennifer Dapko

USF Tampa Graduate Theses and Dissertations

In the last few years alone, calls for transparency by consumers have grown louder. No longer are consumers willing to sit back and allow firms to make `closed door' decisions that benefit the company (and its executives) at the expense of consumers and society. This dissertation begins to answer the call for a greater understanding of transparency from both practitioner and academic perspectives. In particular, this dissertation focuses on systematically developing a succinct definition of perceived firm transparency, developing a valid measure of transparency, and empirically testing antecedents and consequences of transparency.

Two studies were conducted to develop the transparency …

Shakers (Sc 356), Manuscripts & Folklife Archives

Manuscript Collection Finding Aids

Finding aid and scans (Click on "additional files" below) for Manuscripts Small Collection 356. Letters, 1834-1851 (6), of the Shakers, chiefly of South Union, Kentucky, concerning the seed industry, religious affairs, economic conditions, wagon blueprint, etc., and receipts, 1868, 1870 (2).

Helm, Margie May, 1894-1991 (Sc 355), Manuscripts & Folklife Archives

Manuscript Collection Finding Aids

Finding aid and scan (Click on "Additional Files" below) for Manuscripts Small Collection 355. An incident related by Margie Helm, Bowling Green, Kentucky, regarding her grandfather, Churchill H. Blakey, and the boyhood experience he had while selling Bibles in Logan County, Kentucky, with friends, David Morton and Eckstein (Ex) Norton.

Kelly, Rita Helen Roberts (Fa 46), Manuscripts & Folklife Archives

Folklife Archives Finding Aids

Finding aid only for Folklife Archives Project 46. [A and G Specialty] Collection of typescripts, photographs and cassette tapes concerning the family/personal history and current occupation (flea market seller) of Vernon Anderson. Collection also contains information pertaining to Vernon’s childhood in Richmond County Georgia, career as a military M.P. and his various other occupations. The collection also contains interview typescripts, cassettes and photographs of Grace Little, who is an itinerant seller herself. Grace Little is interviewed concerning her childhood, family, and current occupation.

Volkerding Family Papers (Mss 385), Manuscripts & Folklife Archives

Manuscript Collection Finding Aids

Finding aid only for Manuscripts Collection 385. Letters written chiefly by Herman Frederick Wilhelm Volkerding, of Louisville, Kentucky, to his wife Mary Elizabeth (Hauber) Volkerding while traveling as a salesman for the John T. Barbee distillers. Volkerding pines for home and describes the scenery, hotels, amusements and rail travel in the western United States.

Hester, Elizabeth Allen, B. 1956 (Fa 43), Manuscripts & Folklife Archives

Folklife Archives Finding Aids

Finding aid only for Folklife Archives Project 43. [Flea markets] Collection of typescripts, photographs and cassette tapes concerning the family/personal history and current occupation (flea market seller) of Margie Hawks. Collectioncontains a detailed account of the family history of Mrs. Hawks and their subsistence farming. Project completed by Elizabeth (Beth) Hester for a folk studies class at Western Kentucky University.

Pomerantz, Sandra Jean (Fa 36), Manuscripts & Folklife Archives

Folklife Archives Finding Aids

Finding aid only for Folklife Archives Project 36. [Mary Kay beauty consultant: Janet Stratton] Collection of transcripts, interview questions, interview indexes, and various supporting materials concerning the Mary Kay consulting business of Janet Lee Barton-Stratton, as well as family folklore and Mary Kay legends. Interview completed by Sandra Jean Pomerantz for a folk studies class at Western Kentucky University.

Counterfeits, Copying And Class, Ann Bartow

Law Faculty Scholarship

Consumers who want to express themselves by wearing contemporary clothing styles should not have to choose between expensive brands and counterfeit products. There should be a clear distinction in trademark law between illegal, counterfeit goods and perfectly legal (at least with respect to trademark law) "knockoffs," in which aesthetically functional design attributes have been copied but trademarks have not. Toward that end, as a normative matter, the aesthetic features of products should not be registrable or protectable as trademarks or trade dress, regardless of whether they have secondary meaning, just as functional attributes of a utilitarian nature are not eligible …

Acculturation Effects On Preference For English And Spanish-Language Tv Commercials Among Hispanic Audiences Of Mexican Descent, John Burton

Open Access Theses & Dissertations

The growth of the U.S. Hispanic population and its purchasing power over the past twenty years continues to be monitored closely by corporate interests anxious to gain market share and brand loyalty of the segment that now represents the largest minority group in the country. Marketers continue to look for competitive advantages in effectively communicating targeted messages to Hispanics in order to increase revenues and profits.

This study focused on the historically dominant mass-reach medium of television and explored concepts of acculturation theory to examine the effects of acculturation sub-dimensions on TV commercial language preference and attitudes among Hispanic audiences …

Educating Our Future Staff: Introducing Children To The Nursing Profession, Eileen Wasson Msn, Rn, Ccrn

Patient Care Services / Nursing

No abstract provided.

Identifying Barriers And Incentives Related To Attending The Performing Arts: An Examination Of First Year College Students, Laura J. Sweet

College of Journalism and Mass Communications: Theses

Young adults entering their first year of academic study beyond high school face seemingly limitless opportunities. For the first time, they’re on their own: deciding everything from when to eat to where to study and what to do in their free time. Campuses are rich with possibilities. From official student organizations and clubs, to impromptu pizza parties and dorm floor trivia contests, daily decisions create the experiences that shape the life to come. On many large campuses, alongside academic buildings are art galleries and performance spaces. Research shows that early exposures to the arts lead to increased engagement during student …

Crafting A Career Using Cps And Foursight, Morgan E. Milovich

Creativity and Change Leadership Graduate Student Master's Projects

ABSTRACT OF PROJECT

Crafting a Career Using CPS and FourSight

The purpose of my project is to develop a case study of how I will use Creative Problem Solving (CPS) and an attention to my Foursight preferences to grow my existing craft business into a viable career, rather than having it as just a hobby.

By utilizing the CPS Thinking Skills Model and having a greater awareness of my Foursight preferences, I was able to move from a dream to a reality and come out the other end of this project with a fully functioning, profitable business rooted firmly in …

The Influence Of Strategies Used To Communicate Sustainable Corporate Responsibility On Reputation Of A Major Airport, Benno D. Hoffmann

Walden Dissertations and Doctoral Studies

Self-presentation of a corporation as a citizen committed to sustainable corporate responsibility can, according to scholarly findings, help the organization improve its reputation among key stakeholders. The purpose of this case study was to explore the success of one major airport in aligning communication strategies to improve its reputation. The research question involved how effectively a major German airport communicated its commitment to sustainable corporate responsibility to its key stakeholders during 2005--2009. Of particular interest was how key stakeholders perceived the airport's stance towards the impacts of aircraft noise. Corporate documents, newspaper articles, and semistructured interviews comprised the data. Data …

Intercultural Accommodation Of Ethnic Minority Consumers: An Empirical Examination Of The Moderating Effects In Service Encounters, Sarah Mady

Theses and Dissertations in Business Administration

The current study proposed a model of intercultural accommodation and nine emergent hypotheses grounded in three theories: Accommodation Theory, Distinctiveness Theory and the Elaboration Likelihood Model. The study expected that the offering of a service in the minority consumer's language and by an ethnically-similar service provider will lead to favorable service quality perceptions, in the absence of any intervening variables. Ethnic minority consumers were also expected to differ in their perceptions of service quality when intercultural accommodation efforts were or were not offered given a number of intervening variables. The proposed model and the nine hypotheses were assessed via a …

Hines-Park Foods, Inc. - Ithaca, New York (Sc 2460), Manuscripts & Folklife Archives

Manuscript Collection Finding Aids

Finding aid only for Manuscripts Small Collection 2460.  Two files containing documentation relating to registrations 629,236 and 623,168 of the trademark “Duncan Hines” by Hines-Park Foods, Inc. of Ithaca, New York.  Includes certificates of trademark registration dated 13 March and 19 June 1956, correspondence and records of U.S. registrations.  Also includes a Duncan Hines buttermilk pancake mix box.