Barrett

Barrett, The Honors College at Arizona State University proudly showcases the work of undergraduate honors students by sharing this collection exclusively with the ASU community.

Barrett accepts high performing, academically engaged undergraduate students and works with them in collaboration with all of the other academic units at Arizona State University. All Barrett students complete a thesis or creative project which is an opportunity to explore an intellectual interest and produce an original piece of scholarly research. The thesis or creative project is supervised and defended in front of a faculty committee. Students are able to engage with professors who are nationally recognized in their fields and committed to working with honors students. Completing a Barrett thesis or creative project is an opportunity for undergraduate honors students to contribute to the ASU academic community in a meaningful way.

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White Dove Marketing Plan

Description
White Dove Thrift Shoppes, two stores in Phoenix run by Hospice of the Valley, serve a vital function in the city. These stores allow members of the community to donate and shop while furthering the Hospice cause. Many aspects of the stores run smoothly but there is always room for…

White Dove Thrift Shoppes, two stores in Phoenix run by Hospice of the Valley, serve a vital function in the city. These stores allow members of the community to donate and shop while furthering the Hospice cause. Many aspects of the stores run smoothly but there is always room for improvement. While no formal goals have been established, it seems likely that management is looking for ways to increase sales and improve brand awareness. To determine how this can be accomplished, I conducted an external audit interviewed White Dove personnel. To remain competitive, White Dove needs to emphasize its strengths. Among these is the sense of community White Dove provides for its volunteers, customers, and management. The store offers high quality merchandise at a low price, which is essential for the thrift industry. The stores also are quite innovative, which will serve them well in the future. Along with its strengths, White Dove has some areas for improvement. To maximize profitability, it is recommended that White Dove engage in business practices that it is currently not exploring. In terms of marketing, the stores could advertise more within Hospice and the local community. Store tangibles could also be modified to make customers feel more comfortable. Additionally, White Dove should improve training methods for its volunteers and make all volunteers feel appreciated. Finally, managers have indicated that they would like to expand to a younger demographic. To accomplish this, White Dove can utilize ASU students and Greek life. If White Dove can successfully implement these recommendations and continue to highlight its strengths, the stores will remain competitive in the future.
ContributorsMcLellan, Brittany Ann (Author) / Ostrom, Amy (Thesis director) / Mokwa, Michael (Committee member) / Hutchman, Elizabeth (Committee member) / Barrett, The Honors College (Contributor) / W. P. Carey School of Business (Contributor) / School of Humanities, Arts, and Cultural Studies (Contributor) / Department of Supply Chain Management (Contributor) / Department of Marketing (Contributor)
Created2013-05
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Meme-Marketing: How Modern Corporations Enhance Customer Engagement

Description
With the millennial and Gen Z generations being comprised of avid social media users, corporations have turned to online platforms, such as Twitter and Instagram, as a way of communicating and connecting to their audiences. One method that corporations are using to attract consumers is utilizing internet memes. Brands and…

With the millennial and Gen Z generations being comprised of avid social media users, corporations have turned to online platforms, such as Twitter and Instagram, as a way of communicating and connecting to their audiences. One method that corporations are using to attract consumers is utilizing internet memes. Brands and corporations are now marketing through internet memes to enhance and define the brand’s personality and voice. This study examines the ways corporations use internet memes to personify their brand image and the overall effectiveness of meme usage in engaging consumers. Based on an exploratory analysis of brands over several media pages, we find evidence that brands with an edgy or humorous personality have increased engagement when using this method of communication, while more luxury brands should avoid using memes. Our research was conducted by examining and analyzing the social media accounts of four companies that use memes regularly as ways to promote their brands between November 1, 2018 and February 1, 2019. Our findings suggest that there is no definite correlation between internet memes and consumer engagement, rather that they are beneficial to use in addition to traditional marketing. In order to gain a stronger understanding of the relationships between internet memes and engagement, future research can study online brand personalities more in-depth and develop theories on the effectiveness of meme usage.
ContributorsReicks, Amber Michelle (Co-author) / Ahmas, Roxanna (Co-author) / Ostrom, Amy (Thesis director) / Eaton, John (Committee member) / Department of Marketing (Contributor) / School of Community Resources and Development (Contributor) / Watts College of Public Service & Community Solut (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05