Moustachioed Men And Marathon Moms: The Marketing Of Cancer Philanthropy,
2010
Wilfrid Laurier University
Moustachioed Men And Marathon Moms: The Marketing Of Cancer Philanthropy, Jenna Leigh Jacobson
Theses and Dissertations (Comprehensive)
This thesis is a theoretically based feminist critical analysis of the politics, problems, and differences around the philanthropy related to breast cancer in comparison to prostate cancer with a focus on the Canadian reality. It is an analysis of the leading national volunteer-based organization dedicated to breast cancer philanthropy: The Canadian Breast Cancer Foundation, and the only national foundation dedicated to the fight against prostate cancer: Prostate Cancer Canada. The concrete grounding is an in-depth analysis of the primary fundraising event for each charity: the CIBC Run for the Cure and Movember Canada. Breast cancer and prostate cancer attack a …
Facilitators And Obstacles Of Intercultural Business Communication For American Companies In China: Lessons Learned From The Ups Case,
2010
Kennesaw State University
Facilitators And Obstacles Of Intercultural Business Communication For American Companies In China: Lessons Learned From The Ups Case, Hongmei Gao, Penelope Prime
Faculty Articles
This article analyzes how the execution of business strategy for global enterprises is shaped by the dual challenges of communicating in a different national culture and working in a changing economic environment. The article develops a framework from the UPS case in China to illustrate the key components of strategy for US companies operating businesses in China. The article proposes that Chinese-American communication effectiveness can be achieved through overcoming five obstacles: cultural multiplicity, relationship/ task orientation, time concept, business style difference, and language use, while utilizing five facilitators:pragmatism, gender equality, English, American pop culture, and a "big country mentality."
Marketing The Academy: A Theoretical Analysis Of Consumption, Identity, And The Branding Of Contemporary Universities,
2010
Wilfrid Laurier University
Marketing The Academy: A Theoretical Analysis Of Consumption, Identity, And The Branding Of Contemporary Universities, Anthony David Frost
Theses and Dissertations (Comprehensive)
Consumer culture has long presented ethical issues for the academic world. As the nature and processes of consumer culture have become more integrated with the operation of universities, the debate has escalated. Over the past 15 years, institutions have made increasing use of sophisticated marketing techniques and, while many administrators applaud their use to define, grow, and protect a school’s reputation, many critics have decried what they see as nothing more than crass commercialism. This study is an examination of the development of consumer culture after World War II, when large numbers of students entered post-secondary school. Critical analysis is …
Ethical Concerns Over The Use Of Fear Appeals When Targeting Vulnerable Populations,
2010
Edith Cowan University
Ethical Concerns Over The Use Of Fear Appeals When Targeting Vulnerable Populations, Stephanie Hutchinson
Theses : Honours
Advertising is a promotional tool that marketers use to build awareness of an organisations product or service, and the success of their communication efforts lie in being able to effectively and efficiently reach their target audience, therefore different appeals are used to persuade different audiences. This study was conducted to determine if there was a positive relationship between the use of fear appeals targeted to vulnerable people, and the advertisement being perceived as unethical, therefore providing a better understanding of the effects of advertising tactics that involve a disadvantaged target audience who may be prone to manipulation, and the detrimental …
The Interaction Between Marketing Dynamics And The Perception Of Healthy Food Choices,
2010
Edith Cowan University
The Interaction Between Marketing Dynamics And The Perception Of Healthy Food Choices, Shalini Perera
Theses : Honours
The present focus on healthy living has created many business opportunities including the health food market. With the increase interest and the rapid growth, many significant changes with regard to people's perception and interactions with food choices are inevitable. Therefore, this study seeks to expand the marketing literature with regard to interaction between marketing dynamics and perceptions of healthy food choices. The sample consisted of 150 survey questionnaire respondents. The unit of analysis for this research was identified as the Edith Cowan University and therefore the sample was drawn from within the university. The research framework for the study was …
An Exploration Of The Impact Of Brand Personality On Consumer Buying Intentions Toward Specialist Stationery Products Across Age Groups,
2010
Edith Cowan University
An Exploration Of The Impact Of Brand Personality On Consumer Buying Intentions Toward Specialist Stationery Products Across Age Groups, Chalinun Aurmanarom
Theses : Honours
The market for stationery products is constantly evolving particularly in light of technological influences and changes in the range of items available beyond single category products. Customers now seek more than pens and paper products; rather they are looking towards convenient specialist stationery one-stop-shop options. This research aimed to provide insight into consumers' specialist stationery products (SSPs) purchasing intentions across different age groups. A qualitative design via focus groups was used to gather consumer information. This process allowed for expressions of personal feelings and emotions relating to SSPs purchasing experiences to be captured. The findings revealed that brand personality is …
