Marketing Commons^™

From Listening To Lyrics To Buying Brands: The Effectiveness Of Lyrical Product Placement, Mary Bridget Gomes

Honors Projects in Marketing

Brand placement is a nonconventional medium for companies to use to help consumers gain brand awareness and ultimately purchase a product. The purpose of this study was to investigate brand placement in different genres of songs to identify the participants’ degree of recall and recognition of these brands and determine if participants were enticed to purchase the brand, in order to draw conclusions of what genre and speed make a placement effective. Brand placement has been used in music videos, television shows and movies. Studies have seen a positive effect on purchase intent from these placements, yet there is a …

Elder Isolation In Immigrant Communities, Jessica Da Silva

School of Professional Studies

This paper examined loneliness, as a measurement of perceived social isolation, in older immigrant adults. Previous research shows that older adults are more likely to experience social isolation and loneliness. Both of which have a direct correlation with their overall health (Wilson & Molton, 2010, Cacioppo et al., 2002) and mortality rates (Holt-Lunstad et al, 2015). Another international study found that immigrants in particular are at a higher risk for experiencing loneliness (Government of Canada, 2018). In this study, 35 immigrants and non-immigrants participants answered a survey which included 20 questions from the UCLA Loneliness Scale Version 3 (Russel, 1996). …

Dallas, Tx: The Staggering Wealth Gap, Macy Golman

School of Professional Studies

In the summer of 2019, I had the privilege of serving as an AmeriCorps member with an organization called Equal Heart. One of Equal Heart’s main initiatives was to provide meals to children in underserved populations, to make sure that without school in session, these children would still be receiving food. Unfortunately, in many instances, without these meals, many of the children we served would likely not know when they would be eating their next fulfilling meal. There were certain pockets of Dallas that we would travel to everyday, places that were fifteen minutes maximum from my house, but places …

2020-May-Congrats To Our 2020 Bs And Mba Graduates, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Congratulations to the ETSU Bill Gatton College of Pharmacy student pharmacists who earned their Bachelor of Science in Pharmacy Studies and Master of Business Administration at ETSU's Fall Commencement. Watch the ceremony here.

The recipients of the BS in Pharmacy studies are the following:

• Angela Achiaa Poku ('23)
• Sydney Fields ('23)
• Matthew Gouge ('23)
• Aspen Higgins ('23)
• Jessica Howington ('22)
• Vinh Mac ('23)
• Joshua Nida ('23)
• Meredith Reeder ('23)
• Derick Whitson ('23)

The recipients of the MBA are the following fourth years, who completed their degree on August 28, 2020:

• Jessica Brumit
• Kayshalla Charlton
• Courtney Clarke
• Thomas Flynn
• Nice …

2020-May-Etsu Bill Gatton College Of Pharmacy Celebrates Virtual Hooding And Commencement, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – East Tennessee State University Bill Gatton College of Pharmacy celebrated the Class of 2020 with a Virtual Hooding and Commencement for its 68 graduates on Friday, May 8.

The Class of 2020 is the 11^th graduating class of Gatton College of Pharmacy, and the first class at the college to celebrate its commencement virtually.

In her address to the graduates, Dr. Debbie Byrd, dean of Gatton College of Pharmacy, acknowledged that it is an unprecedented time, but one which the graduates are well prepared to face.

“You will be on the front lines of patient care, …

2020-May-01-Sarah Hamilton, University Marketing And Communication, East Tennessee State University

ETSU News

Sarah Hamilton’s college experience turned out very different from what she expected it to be – in the best way possible. When the Johnson City resident began her freshman year at East Tennessee State University, she wanted to focus entirely on her grades. At first, she had no desire to get involved in any extracurricular activities or organizations on campus.

Sarah’s attitude changed when she realized that connecting to the ETSU community improved her college experience and made her a better student. Remaining focused on her studies in her double major – biology and Spanish – Sarah began to embrace …

2020-May-01-Medical Student Summer Research Program Offered Remotely, University Marketing And Communication, East Tennessee State University

ETSU News

Sarah Hamilton’s college experience turned out very different from what she expected it to be – in the best way possible. When the Johnson City resident began her freshman year at East Tennessee State University, she wanted to focus entirely on her grades. At first, she had no desire to get involved in any extracurricular activities or organizations on campus.

Sarah’s attitude changed when she realized that connecting to the ETSU community improved her college experience and made her a better student. Remaining focused on her studies in her double major – biology and Spanish – Sarah began to embrace …

2020-May-Daxx Carr Signs With Tusculum University, University School, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

2020-May-Girls Soccer Parent Meeting, University School, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

2020-Owen Signs To Play Softball At Milligan University, University School, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

2020 May, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for May of 2020.

Consumer Response To Green Brands Vs. Traditional Brands On Digital Platforms: An Analysis Through A Series Of Case Studies, Madison Busick

Honors Scholar Theses

In the age of environmental crisis, consumers are increasingly aware of the environmental impact of their decisions. Accordingly, many companies seek to provide more eco-friendly and sustainable products while building their brand around these values. Consumers also are increasingly using and engaging on social media and other digital platforms. But just how well do these "green" brands do in the digital space? This study aims to compare differences between brands that embody environmentalist values and traditional brands with a variety of case studies across several consumer goods segments including clothing, cosmetics, and technology. The data is collected from a variety …

Dark Clouds: The Ethics Behind A Growing Vape Culture, Matthew Crenshaw

Accounting Undergraduate Honors Theses

This project addresses the areas of vaping consequences and the overall perception of vaping as a whole from the public. It also successfully answers one primary question: Have vaping companies really done anything “unethical” in terms of marketing and selling their products, or are they just the easiest entity to blame?

Vaping has been referred to as an “epidemic” in recent years. It has gained an immense amount of popularity among America’s youth however little is known about its long-term health risks. Vaping, along with its advertising techniques and unique target audience, has been compared to cigarettes and with that …

Live Thankfully Little Rock: A Case Study Of Marketing For Nonprofit For Resale Shops, Ann Claire Cook

Marketing Undergraduate Honors Theses

This thesis discusses the best practices that nonprofit resale shops should follow when marketing.

What Consumers Don’T Know They’Re Giving Away (Data And Privacy Concerns), Bayleigh Reeves

Marketing Undergraduate Honors Theses

The modern world leverages technology and information captured by it in ways the inventors of these technologies likely never imagined. Phones and other devices are gathering information about consumers in the background when they do not even realize it. Pew Research Center found that about 77% of Americans own a smartphone and 88% use the internet. This mass access to technology and information tracking raises many privacy concerns. Basic demographic information is being tracked as well as more in-depth information like shopping tendencies, financial information, and information about known associates. While most of this data is being used for marketing …

An Exploratory Study Of Generational Coffee Preferences, Lindsey Falkner

Honors College Theses

This research focuses on generational differences in preferences towards coffee-style beverages. The aim of this research is to provide recommendations to marketers within the saturated coffee industry. An online exploratory study was conducted with two-hundred and fifty-two participants from Amazon Mechanical Turk. The results show that differences exist between the coffee preferences across all generations, especially when it comes to the current trends (e.g., premiumization, convenience, and sustainability). Further, the results reveal several factors that may cause these generational differences. Finally, the study explored several ways that marketers in the coffee industry can appeal to different generations’ preferences, especially utilizing …

The Cultural Influence On Sharing Economy Services: The Case Of Airbnb, Lacey K. Wallace

Honors Theses

The sharing economy offers consumers an alternative to ownership by exchanging value through technology-based services. As sharing economy practices continue to emerge, business scholars have only recently begun to study how cultural differences impact the sharing economy. Specifically, few studies have examined individual cultural values. Therefore, this study explores whether differences in cultural values, using Hofstede’s cultural dimensions, account for consumers’ attitudes and participation in sharing economy services (SES). Utilizing a survey, data was gathered from a total of 276 consumers from Amazon’s Mechanical Turk (MTurk) who had previous experience with Airbnb, a popular peer-to-peer accommodation SES. Multiple regression was …

Negative Brand Placement: Directions For Future Research, Fernanda Baez Calvillo

University Honors Program Senior Projects

Brand placement, or product placement, is a marketing communication tactic for promoting a brand through media platforms by embedding the brand within the content. It has been proved to be effective in creating product awareness within consumers as well as in altering or at least influencing consumer attitudes towards the brand. Negative brand placement on the other hand, places a brand in a bad light. As a marketing tactic, this can – theoretically – be placed by competitive brands, or the negative portrayal could occur organically as part of program content. It is in the marketer’s best interests to understand …

2020-May-01-Jonathan Ross Byrd, University Marketing And Communication, East Tennessee State University

ETSU News

Jonathan Ross Byrd played a lot of sports while growing up on a small farm in his hometown of Thurmond, North Carolina. After high school, he earned his associate degree in graphic design and worked for a couple of years before entering the National Guard. Byrd spent eight years as a combat engineer, which included a tour in Afghanistan in 2011-12. After leaving the military in 2014, he returned to school and earned his bachelor’s degree in studio art at Western Carolina University. While at WCU, he visited ETSU when one of his professors had a ceramics exhibit at the …

2020-May-Pharmacy Summer Camp May 31-June 5, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Students interested in experiencing pharmacy can attend East Tennessee State University Bill Gatton College of Pharmacy’s annual summer camp, “Gatton Pharmacy Footprints,” on May 31-June 5. This year, the camp is overnight.

The camp is open to rising high school juniors, seniors and college freshmen. Other levels may be considered on an individual basis. The application deadline is May 1.

Activities include learning about the pharmacy profession from expert faculty; touring local health care facilities and pharmacies; conducting patient assessment procedures; discovering pharmacy compounding techniques; and practicing pharmacotherapy on human simulators.

 “We are very excited to host an overnight camp, …

2020-May-01-Pandemic Art Collection Area Expanded, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – East Tennessee State University’s Reece Museum and Mary B. Martin School of the Arts and community supporters are expanding the geographic boundaries of artists’ residency for a special collection of art reflecting the current times.

These entities have joined in an initiative to purchase artwork created in 2019 or 2020 for “Local Art in the Age of the 2020 Global Pandemic,” which will be housed in the Reece Museum’s Permanent Collection.

Originally defining “local art” as artwork made by artists living and/or working in Johnson City and Washington County, initiative administrators have broadened that definition to include …

Arbor Day Foundation, Demi Van Reeuwijk, Drew Spadaro, Frances Munro, Leigh Hanson, Trevor Lockard, Mason Smalley

Honors Program: Senior Projects (Public)

Over the past 4 months, our team at the University of Nebraska-Lincoln Business Honors Academy has been working directly with Nebraska’s own, Arbor Day Foundation, or Arbor Day, in hopes of applying our skill sets and mindsets to solve a pressing problem Arbor Day currently faces. We have been tasked with the challenge of identifying creative, scalable, and profitable new business ventures for Arbor Day that will aid the generation of new revenue sources. With these sources of revenue, Arbor Day desires to further inspire people to plant, nurture, and celebrate trees and in turn solve some of the …

Arbor Day Foundation Consulting Project Mngt 475l, Trevor Lockard, Demi Vanreeuwijk, Drew Spadaro, Frances Munro, Leigh Hanson, Mason Smalley

Honors Program: Senior Projects (Public)

Over the past 4 months, our team at the University of Nebraska-Lincoln Business Honors Academy has been working directly with Nebraska’s own, Arbor Day Foundation, or Arbor Day, in hopes of applying our skill sets and mindsets to solve a pressing problem Arbor Day currently faces. We have been tasked with the challenge of identifying creative, scalable, and profitable new business ventures for Arbor Day that will aid the generation of new revenue sources. With these sources of revenue, Arbor Day desires to further inspire people to plant, nurture, and celebrate trees and in turn solve some of the …

Spillover Effects From Unintended Trials On Attitude And Behavior: Promoting New Products Through Access-Based Services, Adrian Lehr, Marion Buettgen, Sabine Benoit, Katrin Merfeld

Research Collection Lee Kong Chian School Of Business

Access-based services (ABS) provide an opportunity for brands to promote their new products by enabling (unintended) trials. However, the mechanisms and impact of consumer exposure to products in ABS and the subsequent potential spillover effects on both the brand and the product perception are largely unknown. Our hypotheses are derived from the information integration theory (IIT) and subsequently tested. Study 1 is a field study investigating an unintended trial moderated by involvement and positive experience. The results indicate the positive effects of the unintended trial on product and brand attitudes, brand purchase intention, and word of mouth. In line with …

Web Analytics: Best Practices For An Organization’S Successful Performance; A Preliminary Analysis, Salma Dahbi

Electronic Theses and Dissertations

This research presents an exploratory study concerning organizations’ best practices of Web analytics for a successful performance and the factors influencing the companies’ successful adoption of Web analytics.

A qualitative research methodology was used engaging a comprehension of Web analytics adoption using the Diffusion of Innovation theory (Rogers, 1995) and the theory building approach (Eisenhardt, 1989). Interviews with five companies from different industries were conducted.

Findings suggest that for a successful performance, companies should consider:

• Data for better decision making.

• Web analytics barriers

• Selecting the right KPIs and metrics based on the company’s goals.

• Web analytics …

Emotional Appeals In Nonprofit Advertising: A Rhetorical Analysis Of Print Ads By The Susan G. Komen Breast Cancer Foundation And The American Cancer Society, Dominique N. A. Harrison

Electronic Theses and Dissertations

Emotional appeals are frequently employed in strategic messaging by nonprofit organizations. In this study, I identify instances of emotional appeals in select print adverts of the Susan G. Komen Breast Cancer Foundation and the American Cancer Society, and use rhetorical analysis to explore how each organization’s tactics are strategic in their appeal to target audiences’ emotions. In doing so, I identify several reoccurring emotional themes—including hope, love, and unity—that engage their target audiences and persuade them to respond to diverse calls-to-action. In order to make these appeals to audience emotion, the adverts employ rhetorical devices such as personification, metaphor, repetition, …

Thematic Atmospherics Within Small Coffee Shops: A Study, Brittany Dobill

Doctoral Dissertations and Projects

Coffee shops represent a popular form of business in today’s economy. Atmospherics represent a tool used within all types of businesses including coffee shops. Customer loyalty represents a key goal in marketing and business. Within this study, the researcher combined the topics of coffee shops, atmospherics, and customer loyalty. This study consisted of a qualitative case study exploring the impact of atmospherics within coffee shops and customer loyalty. The researcher conducted several interviews and observations during the field study. The main themes that emerged from the field study are comfortable, unique not a franchise, and reoccurring customers. Within this writing, …

The Role Of Brand Credibility And Brand Experience In Post-Consumption Outcomes Of Hotel Choice Among Malaysian Muslim Consumers, Rosli Nadzirah

Student Works (2020-2029)

This research investigates the importance of hotel attributes in examining Malaysian Muslim tourists' hotel choice. Based on the mean-end chain theory, it explores the relationship among nine constructs; hotel attributes, brand credibility, brand experience, brand attachment and post-consumption outcomes which consisted of satisfaction, revisit intention and word-of-mouth, as well as travel motivation and Islamic religiosity. A total of 474 valid and usable self-administered questionnaires were collected through purposive sampling technique. Partial Least Squares Structural Equation Modelling (PLS-SEM) approach was deployed to validate the research model and the research hypotheses. The result indicates that brand experience fully mediates the relationship between …

How Consumers Assess Multiple Cues: The Role Of Dual Processing System On Hotel Booking Decisions, Eun Joo Kim

UNLV Theses, Dissertations, Professional Papers, and Capstones

An online travel agency (OTA) is an important channel for hotels to generate new reservations. To make booking decisions, people collect and evaluate available information. Hotels try to provide effective information to persuade customers to book their hotel deals; however, not all information is manageable by the hotels. This research evaluates the effects of information on OTA websites with an approach based on the origins of the information. Depending on the origin, multiple cues can be categorized by two types, controllable and uncontrollable cues. A controllable cue is information that hotels can maintain, whereas an uncontrollable cue is not manageable …

Arbor Day Foundation Consultation, Frances Munro, Drew Spadaro, Trevor Lockard, Mason Smalley, Leigh Hanson, Demi Van Reeuwijk

Honors Program: Senior Projects (Public)

Over the past 4 months, our team at the University of Nebraska-Lincoln Business Honors Academy has been working directly with Nebraska’s own, Arbor Day Foundation, or Arbor Day, in hopes of applying our skill sets and mindsets to solve a pressing problem Arbor Day currently faces. We have been tasked with the challenge of identifying creative, scalable, and profitable new business ventures for Arbor Day that will aid the generation of new revenue sources. With these sources of revenue, Arbor Day desires to further inspire people to plant, nurture, and celebrate trees and in turn solve some of the …