Marketing Commons^™

Corporate Brand Impact On Sales / Revenue Per Share, Brad A. Puckey

USF Tampa Graduate Theses and Dissertations

The purpose of this dissertation is to identify the linkage between the corporate brand and sales / revenue per share growth. Utilizing a unique database, the CoreBrand® Index, this study is a quantitative analysis of the interaction between the corporate brand and financial data. A relationship between corporate brand and financial data has been suspected by practitioners; however, it has never been proven. For the first time, quantitative analysis is conducted in this dissertation using this unique dataset.

This study is intended to help those responsible for managing corporate brands to better understand their impacts and benefits. The more that …

Cause Placement: A Conceptual Framework And Empirical Findings, Ream A. Shoreibah

USF Tampa Graduate Theses and Dissertations

The use of embedded marketing, the practice of seamlessly integrating advertising messages into entertainment vehicles, continues to grow as media consumption shifts to on-demand forms, and reaching audiences with traditional advertising becomes more challenging. This dissertation investigates cause placement, the term proposed for the social marketing equivalent of product placement, the more widely known form of embedded marketing. Cause placement is the promotion of pro-social causes by verbally and/or visually inserting related elements into entertainment programming. Cause placement merits its own stream of research, because consumers are expected to react differently to the placement of social issues than to the …

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 …