Marketing Commons^™

What You Really See In The Mirror: A Consumer's Journey With Self-Brand Congruence, Alexis Verone

The Review: A Journal of Undergraduate Student Research

In my own life, I have a set of brands that describe my personality, interests, and lifestyle. So, how do companies build this connection between the brand and the consumers’ self-perception? I researched the methods used to establish self-congruence with a brand, meaning how the brand’s personality fits with the consumer’s actual self, versus the consumer’s ideal self. I also examined the different ways advertising can increase brand congruity with the consumer, especially focusing on celebrity endorsements, purchase promotions, and the use of imagery in specific forms of advertising.

Ethics Of Thailand's Tourism Industry, Ganjanaporn Lertpipat Luther

Theses & Dissertations

The purpose of this study was to investigate how ethical sales behavior related to the likelihood of tourists to return to Thailand. The Ethical Tourism Industry survey used was adapted from previous studies found in the literature. The sample of 300 participants was drawn from international tourists who travelled in the North, Central, and South regions of Thailand. Tests of correlation used Pearson, logistic regression, and linear regression to analyze the research questions in this study. An analysis found that most tourists who were revisiting Thailand were male, and 49% of tourists came from Europe and Africa for leisure purposes. …

Cars For A Cause, Lauren Pagani

Senior Honors Projects

Cars for a Cause is a car show, ranging from modern European, Japanese, muscle, track-ready and a variety of other cars, which is intended to raise money for the charitable organization, The Alzheimer’s Association, which helps to find a cure for Alzheimer’s and Dementia. According to The Alzheimer’s Association, approximately 5.3 million Americans are affected by this disease making it the sixth leading cause of death in the United States. By hosting an event tied to this horrific disease that affects a large number of individuals and their families, the hope is to generate a larger crowd of event-goers that …

Who Pays For Music?, Meg Aman

Honors Projects in Management

The purpose of this capstone project was to determine the attributes of consumers that pay for music, specifically music streaming services. The recent decline in current individual track sales and the increase in the number of streamed songs, highlights the relevance of this topic. The increasing popularity in music streaming has caused much contreversy in the music industry. Many artists are unhappy with the low revenue they receive from songwriting royalties from these streaming services that offer a free platform. Artists are not the only ones who need consumers to pay for music, the music streaming sites that provide free …

Social Media Marketing In Midterm Political Campaigns & Its Effect On Political Activity, Samantha M. Beaupre

Honors Projects in Marketing

No abstract provided.

The Purchasing Power Of Tomorrow: An Analysis Of The Buying Habits Of Children Ages 6-15, Peter Collins

Senior Honors Projects

Today’s children are tomorrow’s consumers. It was stated in my Consumer Behavior class that children in the household have a lot of power in terms of what is bought by the family. In the day and age of technology that we currently live in, children have so much more access to information than children of even ten years ago. They do not even necessarily have to into a store’s physical location, but rather just go online. Young children play with dolls and action figures, and as they age they lose interest in those toys and tend to shift to sports, …

2015-May-Gatton Students Participate At Health Fair Day, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

I had the idea to get more involved with our local senior center when I was at Annual this year. Even though it was in the summer, I knew that we could pull together and have a really great impact! Sun safety has been a passion of mine stemming from my undergraduate education, so this was the perfect event in which I could get involved. - Shannon Parkey, ETSU Gatton College of Pharmacy APhA-ASP second-year student pharmacist

This sun safety and skin cancer prevention event was held as part of Health Fair Day at the Johnson City Seniors Center, where …

2015-May-Welch Hired As New Associate Dean At Gatton College Of Pharmacy, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY The Bill Gatton College of Pharmacy at East Tennessee State University has named Dr. Adam Welch the new associate dean for Academic Affairs and Assessment. Welch will also serve as an associate professor of pharmacy practice at ETSU.  

He joins ETSU after serving as acting assistant dean for Academic Affairs and Assessment for two years at Wilkes University, Nesbitt School of Pharmacy in Wilkes-Barre, Pennsylvania. He served several other roles at Nesbitt School of Pharmacy as well during his 10-plus years there.        

A registered pharmacist in both Pennsylvania and North Carolina, Welch earned his doctor of pharmacy degree …

2015-May-Etsu's Bill Gatton College Of Pharmacy Graduates In Commencement Exercise, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY A commencement ceremony took place Friday morning for the 78 students making up the Class of 2015 in the Bill Gatton College of Pharmacy at East Tennessee State University.   During his address, Dean Larry Calhoun congratulated the newly minted pharmacists and thanked each of them for choosing ETSU.   They could have gone anywhere in the United States to pharmacy school, but they chose ETSU, Calhoun said. They have been pioneers in helping us to establish a really great college of pharmacy reputation. These students are leaving the college better than they found it.   Class President Brooks Hogue, in …

Self-Concept And Product Extension: Why Some Products “Wear In” While Others “Wear Out”, Carmen M. Hawkins

Honors Capstones

No abstract provided.

An Information Privacy Examination Of The Practices Of Pharmaceutical Companies Regarding Use Of Information Collected Through Their Websites, Shonda Dellena Brown

CCAC Theses and Dissertations

Consumers have begun to take a more proactive approach to their healthcare by accessing pharmaceutical companies Websites to obtain health and drug information, support groups, rebates, coupons, as well as free drug trials. In exchange for these benefits, companies require consumers to voluntarily disclose information. However, research has shown that consumers continue to be concerned about how their information is managed, used, and distributed by companies, especially if accessed via the Web. To date, there has been limited empirical research to examine the actual online practices of companies when it comes to privacy, especially those of pharmaceutical companies. Using Delphi …

2015-May-01-Gold, Silver, Bronze, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-May-01-Dr. Jason Moore, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-May-America's Best Award - 2015, University School, East Tennessee State University, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

The Effect Of Showrooming On Specialty Retailers: Leveraging A Framework For Success, Erin Jodi Belk

Accounting Undergraduate Honors Theses

As technology continues to increasingly infiltrate the lives of consumers around the globe, retailers are being faced with new challenges. Not only is there a push for retailers to be faster and more responsive, but retailers are also expected to have high integration across all channels. Over the past few years, as online shopping expanded and e-commerce became the norm, phenomena such as showrooming — consumers using their phones to comparison shop in stores — seemed like the evident and looming death of brick and mortar retailers (Adler, 2013). Historically, offline retailers have tried various methods to eliminate showrooming, going …

Design, Programming, And User-Experience, Kaila G. Manca

Honors Scholar Theses

This thesis is a culmination of my individualized major in Human-Computer Interaction. As such, it showcases my knowledge of design, computer engineering, user-experience research, and puts into practice my background in psychology, com- munications, and neuroscience.

I provided full-service design and development for a web application to be used by the Digital Media and Design Department and their students.This process involved several iterations of user-experience research, testing, concepting, branding and strategy, ideation, and design. It lead to two products.

The first product is full-scale development and optimization of the web appli- cation.The web application adheres to best practices. It was …

2015-May-01-Aubrey Vangoethem, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-May-01-Wellness Committee Honors 'Health Heroes', University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

The Influence Of Direct To Consumer Advertising Of Oral Contraceptives And The Consumer’S Attitudes And Perceptions That Ensue, Olivia A. Till

Marketing Undergraduate Honors Theses

This paper seeks to gain a better understanding of the influence that Direct-to-Consumer Advertising has on the willingness of a consumer to request a prescription of a particular brand of birth control. More specifically, it assesses how willing a consumer is to undertake the risk of potentially serious side effects to gain some advantageous secondary effect. In this case, the promise of clearer skin for mild to moderate acne was the secondary benefit promoted. Participants were given an advertisement for the fictitious brand of oral contraceptive, Ortho TriRegularis. One group received a version with minor side effects, while another group …

The Washington Redskins: A Brand In Crisis, Jonathan Benson

Marketing Undergraduate Honors Theses

Even though it is not new, the debate over the use of the brand and logo by the Washington Redskins has come to the forefront of the collective consciousness. With this debate in mind, I completed a study to answer two questions. Should the Redskins change its brand and logo? And must the Redskins change their brand and logo? In order to complete the study, a survey was conducted with undergraduate students that gathered more than 300 complete responses. After gathering and analyzing the data, I was able to draw conclusions. The first conclusion being that the Washington Redskins should …

Digital Word Of Mouth: Motivating And Engaging Millennials With Shareable Content, Amelia Ashton Adams

Marketing Undergraduate Honors Theses

After conducting a thirty-sixquestion survey among 260 Millennials and holding in-depth interviews with two local business owners, I have explored the aforementioned ideas. Throughout this report I will examine the following themes from the perspective of both the consumer and the brand as they relate to my topic: (1) brand engagement through social media and online platforms, (2) motivation as a means of participation in WOM marketing campaigns, (3) the potential for shareability to propel WOM.

The Effectiveness Of Modern Advertising At Achieving Brand Remembrance, Connor P. Robertson

Marketing Undergraduate Honors Theses

The relationship between aspects of modern commercial advertising, such as use of storytelling, positive and negative emotional factors, and message content, and their effect on achieving correct brand remembrance with the commercial’s viewers was studied. One hundred sixty subjects completed a survey that prompted them to remember the brands associated with five different commercials shown during the 2015 Super Bowl, as well as asked other questions about each commercial and the subjects’ television viewing habits. Results showed that a very small percentage of viewers correctly remembered the brand associated with commercials they had seen, and that this correct brand remembrance …

The Future Of Shrimp: Why Indoor Tank Farming Could Revolutionize The Industry, Nicole M. Daniels

Marketing Undergraduate Honors Theses

“The United States is currently importing 1.2 billion pounds of shrimp a year from Asia. It is cheap to U.S. consumers, but it’s being produced in an unsustainable way. It will stop…and when it does stop there has to be an alternative way to produce seafood” (Hourigan, 2013, p.1). Because the shrimp supply crisis is growing exponentially, it is the job of countries like the United States, who have resources and technology that less economically developed countries do not, to find a sustainable alternative to the current destructive farming practices that are rapidly damaging ecosystems and endangering human health. In …

The Influence Of Tier Level Of Hotel Loyalty Programs On Guest Perceptions And Tolerance For Service Quality, Eunjin Choi

UNLV Theses, Dissertations, Professional Papers, and Capstones

This study examined the impact of hotel loyalty program membership and tier levels on guest perceptions and tolerance for service quality in major U. S. hotel chains. A sample of 315 hotel loyalty program members and non-members were surveyed via an online self-administered survey sent by Qualtrics. The survey used a three-column format asking the adequate level of expectations, desired level of expectations, and perceptions to test survey respondents’ zone of tolerance and perceived service quality using SERVQUAL dimensions. Guest satisfaction was measured by American Customer Satisfaction Index (ACSI). A nine-point Likert scale was applied for the measurement of service …

Evaluating Event Effectiveness Across Alternate Platforms, Kristin Marie Malek

UNLV Theses, Dissertations, Professional Papers, and Capstones

As technology continues to influence younger generations and demand a commanding presence in the workplace, more industries are trying to incorporate these advances. Organizations are rapidly adopting new technologies and have justified their return on investment by examining new attendee rates, ‘click-throughs’ on links, and company specific metrics. Despite advances in technology and growing consumer dependence on electronics, the meeting and events industry has been slow to adopt IT advances for fear of cannibalization (Fenich, et al., 2011; Pearlman & Gates, 2010). The goal of this research was to gain a better understanding of how alternate platforms can affect event …

Patient Service Quality And Health Maintenance Organizations: Not An Oxymoron, Jessica Mcbeath

UNLV Theses, Dissertations, Professional Papers, and Capstones

Today’s quality movement in health care has driven the importance of patient satisfaction and experience across the industry. While the subject is of huge interest to researchers and health care companies, many struggle to identify a unified list of attributes that are applicable globally. Due to the industry’s uniqueness, it becomes necessary to understand the population and specific attributes for each. In review of previous service quality research, this study presents many dimensions and attributes for application. Using existing service quality framework 5Qs, this study provides unique findings correlated to existing literature and presents actionable items.

Purpose: The purpose of …

An Analysis Of Empirical Research Of Social Media And User-Generated Content In The Hospitality Industry, Didi Fan

UNLV Theses, Dissertations, Professional Papers, and Capstones

Hospitality remains highly competitive industry where establishments are always pushing new efforts to positively attract and retain consumers more so than the others. In recent years, the most significant trend in reaching to consumers is through social media. The research dives into great detail in the interactions and cause and effect between consumers and hospitality in social media such as the effect of user generated content. The research produces more details and ideas than simply engaging in social media helps hospitality establishments. The information was attained from a large content analysis of previous research, studies, surveys, experiments, statistical and quantitative …

2015-May-01-National Alumni Association Presents 2015 Alumni Awards, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-May-Academic Success Award - 2015, University School, East Tennessee State University, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Student Organization Success: Developing A Business Plan For The University Of Arkansas American Marketing Association Collegiate Chapter, Candace Brooke Gooding

Marketing Undergraduate Honors Theses

This paper explores best practices and original research to develop suggestions for the University of Arkansas American Marketing Association Collegiate Chapter in order to face an upcoming change in officer structure. Previously relying on a class structure for officers, University of Arkansas AMA is transitioning to leadership completely outside the classroom. College students involved in various organizations across the country were surveyed in order to find commonalities between organizations and perceptions of organizations. Similarities, combined with previous literature, were used as a basis for developing recommendations.