Marketing Commons^™

The Pandemic Intern Of Nestlé Usa, Brenna Rose Beck

Marketing Undergraduate Honors Theses

Over the summer of 2020, I had the privilege to intern with Nestlé USA (NUSA), a sector of the multinational food and beverage processing conglomerate corporation that is headquartered in Vevey, Switzerland. As of 2014, Nestlé is known as the largest food and beverage company in the entire world. Over the course of ten weeks, I was able to learn from an immense number of opportunities that were available to me while working for this corporation. Nestlé was founded in 1866 by Henri Nestlé, originally as the Anglo-Swiss Condensed Milk Company that was aimed towards leveraging a safe, long shelf-life …

Generational Differences & The Millennial Impact On Business, Micah Wittschen

Marketing Undergraduate Honors Theses

Business is the backbone of the United States of America. Often called The American Dream, citizens grow up with the idea that the possibilities are endless living in the land of opportunity. This dream also comes with the desire for a family, thus a good job is needed for financial support. It is often believed and proven that those that work hard can yield financial returns and benefit socially.

Generational differences trickle down to every aspect of life including the different trends and impacts each cohort has on business. Each generation has a different view of work and behaves differently …

The Importance Of Assortment Discipline In The Retail Environment, Reed Fraser

Marketing Undergraduate Honors Theses

The primary objective of this paper is to emphasize and explain the importance of assortment optimization while analyzing a plan to create a disciplined assortment in United States retail stores. Assortment optimization has a direct effect on consumer decisions as this paper looks at some examples of success and failure while demonstrating the use of data processing systems created to help assist with assortment optimization for companies. Finally, an independent study through the execution of an internship was conducted that completed an assortment optimization project within Walmart. All recommendations given to the company were accepted which led to increased customer …

Media’S Portrayal Of Women And Its Impact On Body Image And Self-Esteem, Hannah Bareis

Marketing Undergraduate Honors Theses

This project addresses the portrayal of women in media and its damaging effects on body image and self-esteem. It raises two critical questions: What negative impact is media creating on women? What can be done to combat these destructive effects?

According to a study done by Common Sense Media, "American teens use an average of 9 hours of media daily, not including for school and homework" (Common Sense Media, 2015). This data, along with many others, shows the severity of media exposure to teens. This has brought a valuable discussion to the table. How has this impacted female body image, …

Coach Bob Hurley Sr.: A Jesuit Educated Heroic Leader, Francis Petit

Jesuit Higher Education: A Journal

ABSTRACT

The purpose of this research was to determine if Coach Bob Hurley Sr. (Coach Hurley) was a Heroic Leader. Coach Hurley was the long time Varsity Boys Basketball Coach at St. Anthony’s High School in Jersey City, New Jersey which closed in 2017. Coach Hurley was also inducted into the Naismith Memorial Basketball Hall of Fame in 2010. The methods of this research included a historical study of the life and career of Coach Hurley as was captured within the traditional media and academic literature. In addition, the methods of this research also included one-on-one phone interviews that Francis …

Politics Of Privacy: The Role Of Individual Political Views In Consumer Data Privacy Concerns, Connor Neill

Honors Theses

Today, every choice that is made, from where to shop to what music to listen to, has turned into a reflection of one’s political views and identity. The main purpose of this research is to explore the relationship between an individual’s political views and his or hers attitudes toward the security of personal information in the consumer realm. Two studies were conducted in the form of surveys. The first study aims to measure the consumer’s trust and risk beliefs for a company of a certain size as well as their feelings toward the dimensions of control, collection, and awareness of …

Kobe Influencer Marketing: Using Social Media To Promote A Herbal Tea Brand, Patricia Lui, Lipika Bhattacharya

Asian Management Insights

In July 2019, Evangeline Leong, co-founder and CEO of Kobe, a Singapore-based start-up providing influencer marketing services, had a challenging task ahead of her.

Beyond The Lineup: An Exploration Of Consumer Loyalty At Bonnaroo Music & Arts Festival, Anna Richardson

Honors Theses

The rise of the Internet and the accelerated technological changes associated with the creation of the Internet have led to a restructuring of business structures in the music industry. These changes in technology coupled with changes in consumer preferences have led to a rise in the popularity and profitability of the live music sector, and specifically music festivals. The market for music festivals is becoming more saturated, and festival organizers are having to find new and distinct ways to differentiate their offerings. In order to maintain competitive positioning in a progressively saturated market, festival organizers must rely on differentiation and …

What Consumers Actually Know: The Role Of Objective Nutrition Knowledge In Processing Stop Sign And Traffic Light Front-Of-Pack Nutrition Labels, J. Craig Andrews, Richard G. Netemeyer, Scot Burton, Jeremy Kees

Marketing Faculty Research and Publications

Examining the effects of what consumers actually know (i.e., objective knowledge) is an important gap in front-of-pack (FOP) nutrition research. In experiments with over 2,000 primary food shoppers, we examine the moderating impact of objective nutrition knowledge on key FOP nutrition symbols (Stop Sign labels, Traffic-Light labels, and a control) for effects on nutrient perceptions, nutrition use accuracy, disease risk, brand attitudes, and purchase intentions. Results support the effectiveness of the Stop Sign label over the Traffic Light label for key outcome measures, with the Traffic Light label performing better on nutrition use accuracy. Importantly, those with greater objective nutrition …

Analyzing The Social Aspect Of E-Cigarette Prevention With College-Aged Consumers, Emily Wilson

Honors Theses

This research investigated how social aspects influence college-aged e-cigarette users’ decision to use or quit using these devices. We conducted interviews of 10 young adult e-cigarette users and past users to explore three main topics: their experience with e-cigarettes, their evaluation of selected picture and narrative-based advertisements, and preventative phrasing they would suggest for future advertisements. We identified that social influence on young adults’ e-cigarette consumption/cessation revolved around three primary themes: availability of the device, peer pressure, and change of perspective. More importantly, we discovered that the effect of these themes would differ, and the source of the social influence …

2021-May-01-Tsbdc At Etsu And Local Cpas Provide Free Guidance For Disaster Assistance, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – The Tennessee Small Business Development Center (TSBDC) at East Tennessee State University has again partnered with Blackburn, Childers and Steagall, CPAs (BCS) to provide free guidance for current disaster assistance opportunities and more.

This local partnership was created through a unique funding opportunity from the Small Business Administration. Last year’s assistance focused on loan forgiveness applications for the Payroll Protection Program (PPP) and the list of assistance options for small businesses has expanded. This year, the program will offer Disaster Fund guidance, assistance with loan forgiveness documents and advice for new business start-ups. New business start-ups will …

The Effects Of Corporate Social Responsibility On Consumer Behavior And Buyer Attitudes, Bailey Dial

Marketing Undergraduate Honors Theses

With the size and scope of Corporate Social Responsibility’s (CSR’s) presence in corporate America and beyond, this thesis dives into the history, composition, and application of a CSR framework within an organization. This thesis also reports the results of a survey of students to apprehend the framework’s external impacts on consumers, including brand perceptions and purchase decisions. Most individuals have experienced some degree of exposure to CSR in their professional lives. Levels of awareness and liking towards both the CSR framework and its application demonstrate a direct impact on consumers’ buying processes and company judgements.

The Bridge To Closing The Green Gap, Samantha Rife

Marketing Undergraduate Honors Theses

In today’s society, we have seen the theme of green consciousness and sustainability become more prevalent as the years pass by. Even as this concept seems to increase in consumer engagement there is not a proportional increase in consumer behavior. This is what is referred to as the gap between green consciousness and green consumerism. Many believe the root of this issue can be solved by increasing regulations. However, I believe this gap can be narrowed by using brands to shift consumers behaviors through their message. The main question that I want to focus in on is, “Can a brand …

Nebraska Cow–Calf Operations: Use Of Pricing Tools And Market Diversification Strategies To Manage Market Risk, Logan Kalkowski

Department of Agricultural Economics: Dissertations, Theses, and Student Research

This thesis is divided into three chapters. The first chapter of this thesis investigates years of research and data collection from multiple agencies to find connections to reasoning for producers to choose marketing and diversification tools used in their operation.

The second chapter examines cow-calf marketing and risk management practices in Nebraska. Marketing and risk management behavior are examined by using the University of Nebraska-Lincoln Cow-calf survey data collected in 2016. The survey captures characteristics of operations and their use of marketing and risk management practices. While it is important to understand what operations are doing currently, it is also …

2021-May-01-Etsu Concludes Four-Day Commencement Weekend, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – East Tennessee State University returned to in-person Commencement activities last week, celebrating the graduation of more than 2,000 graduates in the Class of 2021 and recognizing members of the Class of 2020 who returned to campus to cross the stage after being honored in virtual ceremonies last year.

The university hosted several ceremonies over the course of four days instead of the traditional two Saturday ceremonies and implemented a number of protocols for the health and well-being of graduates, their families and all participants.

ETSU awarded 2,091 degrees at the baccalaureate, master’s and doctoral levels to members …

2021-May-01-Explore Science And Fictions Cinema In East Tennessee, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – “Science and Fictions: Cinema in East Tennessee,” a virtual symposium presented by East Tennessee State University’s departments of Media and Communication and Literature and Language is scheduled for Friday and Saturday, May 14-15, via Zoom. 

This free event is focused on artists, filmmakers, researchers and writers who will share insights on key topics for the region using film as a catalyst for conversation and action. It is composed of three seminars, an asynchronous film screening, a film production skills workshop, and a collaborative film and design workshop. 

Online panels will engage interdisciplinary panelists around numerous topics, including …

Green Gains Green: A View Of How Sales Is Affected By Sustainability And Innovation In A B2b Setting, Justin Ruben Munoz

Open Access Theses & Dissertations

The Dissertation topic that I have chosen to study places both a prominent topic currently making waves in marketing with the field of marketing that has quickly become my specialty and my focus of research going forward. I have chosen to study green and sustainable measures that organizations currently put into practice along with how those sustainable initiatives affect the sales and revenue of that organization. The context of the study is in business-to-business (B2B). Specifically, this current research takes place in a new context that has seldom seen research in the current decade, as most of the research on …

Intraorganizational Adaptiveness: Conceptual And Empirical Examination Of Salespeople's Adaptation Within Their Firms, Gabriel Moreno

Open Access Theses & Dissertations

The role of salespeople in their firms has evolved drastically in the past two decades, especially in the amount of knowledge and skill required to contribute to their firms’ success in the contemporary B2B marketplace. Salespeople are increasingly considered as strategic employees who can provide a competitive advantage for their firms by providing intelligence gathered from their deep engagement in the marketplace. Modern salespeople act as consultants, relationship managers, and solution specialists, among many other roles. Due to the marked changes in the roles carried out by salespeople today, this investigation sets out to examine the most current developments in …

Go Ueber: Start With Ideals, Jp Kuehlwein, Wolf Schaefer

Asian Management Insights

Brands become ‘Ueber’ when they create meaning beyond the purely material and logical aspects. They do not merely represent a commercial proposition, but an aspirational value that consumers want to buy into. They lead their categories and their fans into the future, based on clear convictions and ideals. But they also play a larger role within the company. They are no longer seen as mere marketing instruments to attract consumers. They are embraced as a guiding force for the entire enterprise to inspire and engage all stakeholders inside and outside.

The Use Of Social Media For Marketing By Independent Musicians, Jessica E. Martinez

Capstone Projects and Master's Theses

Many musicians have social media presences, but not many know how to begin or how to market their music. Instead, artists find themselves searching for other forms to help them market their music. This leads them to overspend on expensive services in hopes that they can get their names more known. Musicians may feel discouraged when they don’t see the results they hope for, especially online and with other competitors. Because of this, musicians feel less confident in their success in the music industry. There is an imbalance between what the musician wants to achieve and what they need. …

Walt Disney World As A Model For Brand Marketing: An Imc Approach To Build Brand Loyalty, Sarah Camille Blankenship

Honors Theses

The Walt Disney Company has an estimated brand value of $61.3 billion and a brand revenue of $38.7 billion according to Forbes’ 2020 World’s Most Valuable Brands (Swant, n.d.). As number seven in the world’s most valuable brands and the only leisure brand in the top fifty, the Disney brand is often used as a business model and inspiration for many companies (Swant, n.d.). Its success can be attributable to the high degree of brand loyalty they create among their customers. Among its approximately 157 million visitors who visited Disney Parks globally, there was a 70% return rate of first-time …

The Impact Of Artificial Intelligence In The Customer Journey: A Case Study Of Bosch Usa And Defy South Africa, Tariro S. Munyengeterwa

Electronic Theses and Dissertations

Artificial intelligence (AI) continues to gain traction and is increasingly reshaping the media and marketing communications field. While significant research has been conducted on the impact of AI in other fields, there is little empirical evidence on how AI is affecting the customer journey. The present study explored both organizations’ current use of AI tools and how customer perceptions about AI affect AI usage and adoption through the lens of diffusion of innovation theory. The research was conducted using mixed-method qualitative research. In-depth interviews and a case study content analysis were conducted to collect and analyze the data. The results …

Personification In Advertising: A Rhetorical Analysis Of Digital Video Ads In The Insurance Industry, Dorm Kpedor

Electronic Theses and Dissertations

Major companies in the insurance industry—notably Allstate, Progressive, and Farmers—often employ personification as a creative rhetorical tool in digital video advertisements. By leveraging brand characters in various ways, these companies seek to establish trust and engender emotional impact in customers. Allstate ascribes destructive characteristics that are associated with house cats to its Mayhem character; in doing so they evoke the desired emotional responses of humor and fear. Progressive creates and deploys the Motaur character, a visual personification and play on the Centaur; in this case, the company’s rhetorical strategy is to evoke humor and nostalgia that resonate with motorcycle owners. …

2021 May, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for May of 2021.

Location, Location… Mailing Location? The Impact Of Address As A Signal, Clark D. Johnson, Brittney C. Bauer, Katie Kelting, Nicolas Jankuhn, Woojong Sim

School of Business: Faculty Publications and Other Works

Recently, service providers have begun offering an innovative option for consumers seeking to rent an address. While the traditional option was for a post office box (e.g., PO Box 203, Chicago, IL 60654), the new option features a real street address with a unique suite number (e.g., 301 West Grand Avenue, Suite 203, Chicago, IL 60654). Service providers claim that addresses affect consumer perceptions of credibility and professionalism; however, these arguments have never been substantiated. Therefore, this research aims to examine the relationship between addresses and consumer evaluations of small businesses. Across a series of five experiments, we find evidence …

A Study On Mukbang User’S Consuming Behavior, Hyo Geun Song

UNLV Theses, Dissertations, Professional Papers, and Capstones

The main focus of this study is to examines what factors influence the tendency towards the Mukbang, and to understand the effectiveness of Mukbang. The specific purpose of this research is to examines how do the motivation of watching Mukbang affect the gratification obtained after watching Mukbang and what is the impact of the Mukbang on the utilitarian/ hedonic shopping values among Mukbang users and how do the perceived utilitarian and hedonic shopping values influence the user’s purchase intention. To find motivations of watching Mukbang, interview was performed. Five factors were developed from a interview of the responses to the …

Does Body Positivity Yield Positive Attitudes? The Effects Of Female Empowerment In Advertisements On Consumer Perceptions, Allyssa Compton

Undergraduate Theses and Capstone Projects

This thesis examines the relationship between female-empowering advertisements and consumer attitudes and perceptions of brands. Currently, there has been consumer resistance against ads that lack diverse size ranges. To show social responsibility, many companies are switching to more authentic and realistic advertisements, featuring a diverse range of models who are not digitally enhanced. The goal of this study was to determine if such practices will increase positive attitudes associated with the brand and its products.

To achieve the goal of my study, I researched and reviewed past studies analyzing the relationship between women’s portrayal in advertisements and consumer reactions to …

Analyzing Purchase Behavior For Domestic And Imported Dry Wines In The U.S. Market Using Panel Data, Nadica Koskarovska

Graduate Theses and Dissertations

The objective of this study is to explore wine purchase behavior in the United States market, including different off-premise channels using AC Nielsen panel data and wine prices and rankings from the Wine Enthusiast database of wine reviews. The purpose of this thesis is to identify factors that impact customer loyalty to retail wine brands. In so doing my goal is to provide information that can be used to improve marketing efforts of small wineries that are seeking to grow into mainstream retail formats. The results suggest that efforts to build brand equity will be more successful if the brand …

Social Acceleration In The Marketplace: Three Essays Exploring The Intersection Of Culture And Consumption, Sarah Grace

Graduate Theses and Dissertations

Consumer culture is fast. Goods, services, people, ideas, and values – the material and nonmaterial aspects of culture – are moving more quickly throughout the marketing system than ever before. Such acceleration effects diverse stakeholders: people, public, and planet. This dissertation explores the phenomenon of ‘social acceleration’, and specifically, the ‘acceleration of the pace of life’ which examines the feeling that time is going faster in modern societies as a result of “the increase of action episodes per unit of time” (Rosa 2013, 80). This project develops an understanding of how meanings in marketing are socially constructed in relation to …

Digital Marketing And The Culture Industry: The Ethics Of Big Data, Jonathan Michael Bowman

Graduate Theses and Dissertations

Instead of the steady march of the one percent growth in ecommerce as compared to total retail revenues in the last decade (to comprise about nine percent of the industry at the close of 2019), we have witnessed leaps now to over twenty percent in just the last year. Scott Galloway marks the pandemic as an accelerant not just of digital marketing posting a year of growth for each month of quarantine but as an accelerant of each major GAFA (Google, Amazon, Facebook, and Apple) firm from market dominance to total dominance (Galloway 2020). Viewing these trends from the standpoint …