Theses and Dissertations
This collection includes both ASU Theses and Dissertations, submitted by graduate students, and the Barrett, Honors College theses submitted by undergraduate students.
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Description
Artificial intelligence (AI) is a burgeoning technology, industry, and field of study. While interest levels regarding its applications in marketing have not yet translated into widespread adoption, AI holds tremendous potential for vastly altering how marketing is done. As such, AI in marketing is a crucial topic to research. By analyzing its current applications, its potential use cases in the near future, how to implement it and its areas for improvement, we can achieve a high-level understanding of AI's long-term implications in marketing. AI offers an improvement to current marketing tactics, as well as entirely new ways of creating and distributing value to customers. For example, programmatic advertising and social media marketing can allow for a more comprehensive view of customer behavior, predictive analytics, and deeper insights through integration with AI. New marketing tools like biometrics, voice, and conversational user interfaces offer novel ways to add value for brands and consumers alike. These innovations all carry similar characteristics of hyper-personalization, efficient spending, scalable experiences, and deep insights. There are important issues that need to be addressed before AI is extensively implemented, including the potential for it to be used maliciously, its effects on job displacement, and the technology itself. The recent progression of AI in marketing is indicative that it will be adopted by a majority of companies soon. The long-term implications of vast implementation are crucial to consider, as an AI-powered industry entails fundamental changes to the skill-sets required to thrive, the way marketers and brands work, and consumer expectations.
ContributorsCannella, James (Author) / Ostrom, Amy (Thesis director) / Giles, Charles (Committee member) / Department of Marketing (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
This paper looks at how an update to a brand’s logo can affect consumers. Specifically, how a brand’s logo redesign affects how consumers react to the updated logo itself and how consumers perceive the brand. When companies update their logo, there are a variety of ways in which a consumer might respond, including positively, negatively, or they might feel indifferent about the update. This project focuses on when consumers react negatively to changes in a brand’s identity, mainly the logo. Through secondary research on brand equity, loyalty, and consumer identity, followed with the primary research of a qualitative survey and interview, recommendations were formed in the hopes of guiding brands as they undergo a logo redesign. The qualitative survey looked at how the magnitude of the logo design change and the level of consumer involvement from the brand affected the consumer. Utilizing the brand Adidas, the logo was manipulated to reflect a minor change in design and a significant change in design. Furthermore, respondents were given three scenarios of involvement with either the minor or significant changed logo: involved by asking for their input, given a reason for the redesign, or neither involved nor given a reason. Overall, regardless of the level of involvement from the brand, consumers respond more positively when the change in logo design is minor. Specifically, consumers respond the most positive when they are involved in the redesign process while the change is minor. This research demonstrates that brands may see more positivity from consumers if they make evolutionary changes to their logo. Likewise, brands should recognize how significant a change in logo design is for the brand, and make sure to take their customers thoughts and feelings into consideration. The final components of this paper include an analysis of the research findings and an interpretation of those findings, along with any limitations experienced during this research, a variety of lessons learned from conducting this research, and overall recommendations for brands and for future research directions.
ContributorsMoorman, Jessica Lynne (Author) / Gray, Nancy (Thesis director) / Giles, Charles (Committee member) / Department of Marketing (Contributor) / Sanford School of Social and Family Dynamics (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
This paper describes the process of starting a sustainable fashion business, Happy Lola Collective, with the goal of saving all clothes from ever ending up in a landfill. The Business Model Canvas was used to flesh out the original business idea, treated as a series of hypotheses which were then tested over the next nine months. Our results were broken down and used to plan future changes for Happy Lola.
ContributorsO'Connor, Erin (Author) / Byrne, Jared (Thesis director) / Giles, Charles (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Department of Management and Entrepreneurship (Contributor)
Created2022-12
ContributorsGuttilla, Joshua (Author) / Everett, Ryan (Co-author) / Gomez, Dominic (Co-author) / Kovalcik, Richard (Co-author) / Reynolds, TJ (Co-author) / Byrne , Jared (Thesis director) / Giles, Charles (Committee member) / Barrett, The Honors College (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Department of Management and Entrepreneurship (Contributor)
Created2024-05
Description
This thesis paper outlines Nova-six company, an honors thesis project conducted through the Founder’s Lab program at Arizona State University. Nova-six is a multimedia company centered around the space industry. Nova-six’s mission is to ignite Generation Z’s passion for space by reimagining it through the lens of contemporary culture. To this end, Nova-six has developed its brand to be a space-themed streetwear, pop art, and entertainment venture. Through its innovative approach, Nova-six aims to transform the space industry's narrative, making it a central part of today's cultural conversations and inspiring a new generation to explore the final frontier.
ContributorsGuttilla, Joshua (Author) / Everett, Ryan (Co-author) / Gomez, Dominic (Co-author) / Kovalcik, Richard (Co-author) / Reynolds, TJ (Co-author) / Byrne, Jared (Thesis director) / Giles, Charles (Committee member) / Barrett, The Honors College (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Department of Management and Entrepreneurship (Contributor)
Created2024-05
ContributorsGuttilla, Joshua (Author) / Everett, Ryan (Co-author) / Gomez, Dominic (Co-author) / Kovalcik, Richard (Co-author) / Reynolds, TJ (Co-author) / Byrne , Jared (Thesis director) / Giles, Charles (Committee member) / Barrett, The Honors College (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Department of Management and Entrepreneurship (Contributor)
Created2024-05
ContributorsGuttilla, Joshua (Author) / Everett, Ryan (Co-author) / Gomez, Dominic (Co-author) / Kovalcik, Richard (Co-author) / Reynolds, TJ (Co-author) / Byrne , Jared (Thesis director) / Giles, Charles (Committee member) / Barrett, The Honors College (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Department of Management and Entrepreneurship (Contributor)
Created2024-05
ContributorsGuttilla, Joshua (Author) / Everett, Ryan (Co-author) / Gomez, Dominic (Co-author) / Kovalcik, Richard (Co-author) / Reynolds, TJ (Co-author) / Byrne , Jared (Thesis director) / Giles, Charles (Committee member) / Barrett, The Honors College (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Department of Management and Entrepreneurship (Contributor)
Created2024-05
ContributorsGuttilla, Joshua (Author) / Everett, Ryan (Co-author) / Gomez, Dominic (Co-author) / Kovalcik, Richard (Co-author) / Reynolds, TJ (Co-author) / Byrne , Jared (Thesis director) / Giles, Charles (Committee member) / Barrett, The Honors College (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Department of Management and Entrepreneurship (Contributor)
Created2024-05