Marketing Commons^™

Crafting The Brand: Characterizing Consumer Perspective Of Brand Equity Among Microbreweries In Northwest Arkansas, Alyssa Johnson

Graduate Theses and Dissertations

Craft beer and craft breweries are on the rise across the United States and more importantly, in Arkansas. Throughout the past two decades, craft beer has gained popularity in the state of Arkansas as the number of craft breweries have risen across the state. However, there is currently little literature on how branding in craft breweries in Northwest Arkansas is used to gain and retain loyal consumers. This study aimed to add to the academic literature and provide practical recommendations to practitioners on how brand equity is built among craft breweries in Northwest Arkansas, using qualitative interviews. Marketing strategies of …

A Consumer's Guide To Greenwashing, Katie Fowler

Marketing Undergraduate Honors Theses

Over the past 37 years since the term greenwashing was coined, there have been sparse attempts to regulate this deceptive environmental marketing. The Federal Trade Commission (FTC) created its Guides for the Use of Environmental Marketing Claims, also known as the Green Guides, in 1992. The Guides have been revised on three separate occasions – 1996, 1998, and 2012 – in an attempt to remain relevant with the proliferation of environmental marketing claims and trends. However, the Guides were created as interpretive rules that do not give the FTC the authority to enforce the regulations unless they can prove that …

Recruiting Gen Z: An Emerging Talent Internship Thesis At Petsmart, Emma Jewell Symancyk

Marketing Undergraduate Honors Theses

During the summer of 2021, I served as the Emerging Talent intern in Human Resources for PetSmart. While this internship was virtual, PetSmart is the largest pet retailer and is headquartered in Phoenix Arizona. I served as the Human Resources intern in Emerging Talent. The Emerging Talent team is responsible for recruiting and developing the future talent of PetSmart through identifying diverse top-caliber talent and positioning the organization as an employer of choice. Over the summer, I was tasked with developing a campus ambassador program for talent acquisition to increase diversity in the variety of roles and programs that Emerging …

Social Entrepreneurship And Its Impact On Women In Poverty., Allison Primm

Marketing Undergraduate Honors Theses

Poverty is a complex issue that will require complex solutions. There is a disconnect between the two as people living in poverty usually connect it to ideas of self-esteem, pride, and confidence. In contrast, people who aren't living in it will connect poverty to the lack of material possessions and more physical needs. Proposed solutions and ventures that seek to assist those living in poverty must consider that each individual living in poverty has a different situation. This paper will explore the effect that social enterprises have on Women in poverty by providing employment, training, and support. The company Trades …

Marketing And The Church, Parker Panetti

Marketing Undergraduate Honors Theses

This paper attempts to take an in-depth look at the current state of the Church in America and how marketing has and will continue to play a key role in its position in society.

The word marketing comes from the concept of the merchant buying and selling a product - in the market. From a Christian perspective, marketing tells the story of the redemptive work of Jesus Christ - who bought and redeemed mankind for a price, saved from sin, and set apart for service to the Lord. Churches have this story, the greatest story to tell, but people are …

Beyond Nutrition: Three Essays On The Effects Of Food Processing And Sustainability Labeling On Consumer Perceptions And Evaluations, Garrett J. Rybak

Graduate Theses and Dissertations

Recent consumer trends reveal increasing demand for greater product transparency including how products are processed, the types of ingredients used, and the impact on the environment. As a result, food marketers often use a combination of processing, nutrient content, and/or sustainability claims to convey specific information to consumers. Considering these developments, several questions arise about how these claims affect consumer evaluations of healthfulness, sustainability, disease risk, and intent to purchase while considering the unregulated and regulated nature of many of these claims.

In Essay One, we extend our understanding of consumer responses to package claims by comparing the direct and …

Can I Choose My Offer: How Choice On Sales Offer Impacts Consumer Purchase Decision?, Atmadeep Mukherjee

Graduate Theses and Dissertations

While making a purchase decision consumers tend to evaluate various assortments. Most of the research in choice literature has focused on the impact of focal product assortment size and consumer preferences. With the advent of a novel sales promotion strategy, where consumers are provided with a choice to select an offer, this dissertation investigates the effect of choice on sales offer, specifically free offers on purchase evaluations. Building on choice literature and sales promotion this dissertation argues that choice on sales offers, particularly free offers, will have a positive effect on purchase evaluations and the effect gets accentuated under certain …

The Buzz Behind Alcohol Advertising: A Study Of How Alcohol Advertisements On Social Media Impact Behavior, Alexis Morgan Campbell

Graduate Theses and Dissertations

Alcohol advertisements are known to be appealing and memorable, and several researchers have investigated what makes these advertisements so attractive. Several trends have emerged regarding the content within alcohol advertisements: themes of parties, celebration, and social success within television, magazines, and social media since the 1970s. Recently, several studies found that new themes in alcohol ads have been found to be popular, especially in social media advertisements (Campbell & Chung, 2022). The elaboration likelihood model (ELM) provides insight into why a person’s attitude could be more susceptible or why their behavior could be more easily influenced by certain types of …

The Effects Of Consumer Loan Application Formats And Advertised Terms On Consumer Borrowing Decisions, Alicia M. Johnson

Graduate Theses and Dissertations

Consumers continue to demonstrate a willingness to accrue more debt. They are also more accepting of increased repayment risk via the acceptance of longer loan terms. Extant research on consumer borrowing consists primarily of experiments designed to assess consumer choices and understand how consumers evaluate loan attributes in relation to one another within consumer borrowing contexts (Kamleitner, Hoelzl, and Kirchler 2012; Ranyard et al., 2006). Thus, prior research examines consumer responses to loan information rather than the generation of loan parameters at the time of financing. With important implications for consumers, marketers of financial products, academic researchers, and federal regulators, …

Shopping Marketing Tactics That Drive Purchases, Dinesh K. Gauri

Marketing Faculty Publications and Presentations

Technology is reshaping the retail experience. In the fight for market share, how effective are traditional marketing tactics and technology offerings at attracting shoppers?

The Forces Changing U.S. Shopping Behavior, Dinesh K. Gauri

Marketing Faculty Publications and Presentations

The future of retail is all about catering to the consumer. To survive retail’s newest challenge, retailers must understand what’s shaping consumer demand.

“Tiktok Made Me Try It”: Social Media’S New Role In Marketing Strategies And Its Effect On Consumer Behavior, Preston Starkey

Management Undergraduate Honors Theses

This study investigates the impact that social media has on marketing strategies and consumer behavior. Social media has risen significantly in popularity over the past decade, and with the introduction of Social Media Influencers, brands have found a new market to promote their products. However, there is very little research conducted to show how social media users are engaging with the new marketing strategies and how it affects their purchasing behavior. This study begins by performing two case studies on brands that have successfully utilized social media to market their products: Crumbl Cookies and Chipotle Mexican Grill. This study then …

Implementing A Micro-Business Internship Program In Dangriga, Belize, Shaadee Shojai

Management Undergraduate Honors Theses

Over the Summer, I was able to work with Peacework in Belize through the University of Arkansas. While I was unable to physically go to Belize due to the COVID-19 Pandemic, I feel that I was still able to learn about the culture, in both the casual and business workplace, as well as help the people of Dangriga. The goal of my project was to help consult with the Tourism Department of Dangriga to help develop their small business into businesses that were more appealing to tourists. Unfortunately, most people who own small businesses in Dangriga can’t support themselves with …

Colostrum Pill Supplement Business Plan, Jackson Scott

Supply Chain Management Undergraduate Honors Theses

The health benefits of supplementing bovine colostrum are plentiful and extremely under-marketed. Bovine colostrum provides an immense amount of immune system support which is a growing concern for consumers as a result of the pandemic. The other customer segment for bovine colostrum is people into fitness and putting on lean muscle mass. Natural growth hormones and bioactive proteins promote the growth of muscle mass. Finish First Nutraceuticals will be a subset of Finish First Equine, a well established horse supplement company which has supplemented the last two Kentucky Derby winners.

A Descriptive Study Of College Students’ Preferences Toward Rhetorical Devices In Advertisements, Rachel Beyer

Agricultural Economics and Agribusiness Undergraduate Honors Theses

Advertisements are specifically created to convince people of the importance to either buy a product or subscribe to an ideal. Companies are the primary users of advertisements, where advertisements are designed to increase profitability (Roberts, 2020). The advertising industry in America is quite large. Food is a diversified and competitive industry, this competition in the food industry causes companies to be dependent on consumer preference and knowledge (UC Davis Nutrition Department, 2020). With Generation Z on the rise, there should be an increased focus on their preferences and needs in all industries, including the food industry (Southgate, 2017). The purpose …

Corporate America Gives Back: Exploring The Best Practices And Implemented Programs That Help Combat Food Insecurity In America, Emily Uvaney

Marketing Undergraduate Honors Theses

As businesses of all types become more self-aware and responsive to consumers’ interests, they are quickly adapting their business models to include pillars of philanthropy. Philanthropic qualities are especially important in regards to the CPG industry (consumer packaged goods) since they often produce food products. Many consumers and analysts believe that CPGs have a moral obligation to cater to people with various types of dietary needs, restrictions, and preferences while also helping customers meet their nutritional minimums. Companies can aid consumers in a plethora of ways. Beneficial programs can include initiatives like fundraising, food drives, internal employee assistance programs, and …

Keurig Dr. Pepper Internship: Development Of A Tool In A Big Data Environment To Uncover Risks And Opportunities, Lindsey Ross

Marketing Undergraduate Honors Theses

Selling and sales management professions permeate job application websites. Sales is often associated with a pushy used-car dealership and cold calling. These practices are necessary, but selling, especially in our increasingly consumerist society, has long influenced and is a part of almost all business professions. You could argue that almost every employed individual operates in some sort of sales function due to the current job landscape. Whether this includes working directly with the sale of a product or even selling one’s self to a company or client. Selling in the retail space is understandably the heartbeat of the company, especially …

Creative Brief For Blakeman's Fine Jewelry, Abigail Bouve

Marketing Undergraduate Honors Theses

According to recent trends, the global luxury market has grown due in part to a shift in young adult luxury consumers, including generations Y and Z, and millennials. Recognizing that consumer interest in luxury goods exists within this age range, new marketing strategies and insights are vital to encourage a lifetime of brand loyalty (Eastman, Shin, & Ruhland, 2020). With respect to brand loyalty, if a person were to have an exceptional experience while purchasing their first piece of fine jewelry at a store, then they would be more likely to remain a loyal customer at that same store as …

Achieving Brand Authenticity In The Age Of Cancel Culture: Why Brands Can No Longer Be Neutral Without Being Seen As Complicit, Caitlin Paris

Marketing Undergraduate Honors Theses

As cultural controversies arise, brands experience pressure from consumers and competitors to take a stance. The looming presence of cancel culture has increased this feeling, as users are quick to point fingers at organizations they think are falling short. However, increased brand engagement has created a gap between superficiality and moral accountability. When a crisis strikes, the media arena becomes filled with statements, pleas, and promises, but when the dust settles, those who lack action are quick to be criticized. Companies must strike a balance between focalized brand authenticity and short-term reactivity, in a culture where it is unacceptable to …

A Historical And Practical Analysis For Neuromarketing In Business Practices Today, Scott Wicinski

Marketing Undergraduate Honors Theses

What thoughts come to your mind when you think of the term neuromarketing? In a digital age where personal privacy seems to be diminishing and data exploitation appears to be rising, many people are skeptical about businesses' attempts to combine neurology, psychology, and business. This skepticism is unfortunately, legitimate. Our history reveals plenty of occasions where businesses have exploited their customers through unethical means and traded valuable relationships and resources for profits. However, despite the flaws business can introduce, business is arguably still the most powerful tool for creating value in a community. Through business, customers have had access to …

Harvesting Growth -- An Internship Thesis, Emma Conover

Marketing Undergraduate Honors Theses

During the Summer of 2021, I had the privilege to Intern with Harvest Group in Rogers, Arkansas. During this 12-week internship, I was placed in the Client Services division and was a part of a consumables team that served several clients. I gained invaluable experience from this internship and developed both personally and professionally.

The Ethical Dilemmas Of The True Crime Genre, Jordan Smail

Marketing Undergraduate Honors Theses

Along with the recent mainstream popularity of true crime entertainment, the genre has been increasingly criticized for ethical violations. Interestingly, the centuries-long history of true crime and the moral debates around it has led to an abundance of literature on the subject with little to no consensus. The mere existence of true crime entertainment can even be considered controversial in some cases. For those who produce and market true crime content, a lack of common guidelines means receiving a wide range of feedback. This dichotomy of both backlash and praise being published about the same works reveals a gap in …

Sustainability, A Competitive Advantage In The Corporate World, Samantha Kennelly

Economics Undergraduate Honors Theses

Abstract: Over the years, society has become more aware of the impact they leave on the environment. For this reason, many are wondering what can be done to curb their footprint, and research has shown that customers now more than ever are demanding more sustainable goods. The aim of this paper is to provide an in-depth analysis of the relationship between corporate social responsibility, consumer desires, and sustainability as a competitive advantage. I will first discuss the history and present factors surrounding environmental problems, in particular marine plastic pollution, we face today. I will define microplastics and marine plastics and …

How Do Virtual Social Media Influencers Affect Millennial And Gen Z Female Consumers’ Purchase Intention? A Comparison Of Fast Fashion Versus Luxury Fashion Brands, Lauren Bouvier

Graduate Theses and Dissertations

With the emergence and increasing prevalence of social media, the effectiveness of social media influencers (SMIs) is apparent in today’s fast-paced life. Virtual social media influencers (VSMIs), computer-generated influencers with a real human appearance, have gained popularity. The purpose of this study is to examine important VSMI’s characteristics that affect brand image and trust which lead to purchase intention (fast fashion vs. luxury fashion brand). Social exchange theory and source credibility model were adopted to develop a theoretical framework for the present study. Two Instagram ads were developed that included the post’s image and corresponding caption: VSMI endorsing H&M and …

How The Financial Services Industry Is Utilizing Social Media To Expand Their Client Base, Kristen Stewart

Marketing Undergraduate Honors Theses

Social media is becoming an increasingly important aspect of all companies’ marketing strategies. It is almost imperative for companies to advertise through social media if they want to have a fair chance of reaching the younger generation. In fact, “the majority (97%) of Gen Z consumers say they now use social media as their top source of shopping inspiration; 65% say they use social media to find entertaining content; and 61% of them are specifically interested in watching more video content” (Kastenholz, 2021). This proves that social media can make a significant and lasting impact on a company’s success. Social …

For The Kingdom, Jack Conway

Marketing Undergraduate Honors Theses

For The Kingdom is a tabletop board game that I have developed for my thesis. In my thesis, I would like to cover three areas that have been crucial to the development of the game- the guidebook created to support and facilitate the board game, the changes made due to player feedback and testing, and the potential paths to getting the game to the market. Before Talking about those three areas, however, I will first describe the games genre and a bit about my approach to developing it.

Storytelling & Business: Rewriting The Narrative, Helen Woodham

Marketing Undergraduate Honors Theses

There is a reason that we know what happens to the pumpkin carriage at midnight, a reason we know that Toms donates one pair of shoes for every shoe bought, and that when an underdog commits to early morning practices and perseveres that more often than not, they succeed. The reason we know about the carriage, the shoes, and the underdog’s success is because of storytelling. Storytelling is the connective tissue that unites people across culture, language, generations, and so many other factors. The reason why storytelling is so impactful is that it is not merely words on a page …

A Social Media Strategy Plan For The Jane B. Gearhart Full Circle Food Pantry, Sara Katelyn Holm

Graduate Theses and Dissertations

The Jane B. Gearhart (JBG) Full Circle Food Pantry is a student-led program that provides food assistance for members of the University of Arkansas community. This thesis project includes a social media strategy plan that aims to increase the overall awareness of the pantry and its multifaceted services to decrease food insecurity levels at the University of Arkansas. This plan intends to create behavioral changes that expand usage of the pantry and social media engagement among UA students. Grounded in data-driven insights, this plan is designed from (i) literature on food pantry marketing techniques; (ii) a review of the pantry's …

Nationalistic Media Obsession With Olympic Medal Counts: The Case Of The 2020 Tokyo Olympic Games, Steve Dittmore, Kibaek Kim

Health, Human Performance and Recreation Faculty Publications and Presentations

Because Olympic medals are awarded to athletes representing an individual National Olympic Committee, it is natural for the media, and even the International Olympic Committee, to create a table indicating which nation has experienced the most athletic success. Problems, and even disagreements, arise when nations utilize different methods to count medals. The 2020 Tokyo Olympic Games, contested in 2021, provided a unique opportunity to observe how media organizations create a narrative around medal tables. American media outlets preferred to consistently show the United States at the top of the medal standings even though China had more gold medals for much …

Uk Consumers’ Preferences For Ethical Attributes Of Floating Rice: Implications For Environmentally Friendly Agriculture In Vietnam, Vo Hong Tu, Steven W. Kopp, Nguyen Thuy Trang, Andreas Kontoleon, Mitsuyasu Yabe

Marketing Faculty Publications and Presentations

Vietnam plays an important role in bearing global food security. However, Vietnamese rice farmers face several challenges, including pressures to develop sustainable livelihoods while reducing the environmental impacts of their production activities. Various Vietnamese agricultural restructuring policies were promulgated to promote the adoption of environmentally friendly practices to generate high value added for rice farmers, but the farmers are reluctant to adopt them because of perceived lack of demand. Decreasing consumption of rice in Asia and increasing demands in Europe shaped Vietnamese rice exporting policies. New trade agreements, such as the UK–Vietnam Free Trade Agreement, offer new target markets for …