Matching Items (414)
Filtering by
- All Subjects: Marketing
- All Subjects: Health
- Creators: Barrett, The Honors College
- Creators: Mokwa, Michael
- Member of: Theses and Dissertations
Description
We apply a Bayesian network-based approach for determining the structure of consumers' brand concept maps, and we further extend this approach in order to provide a precise delineation of the set of cognitive variations of that brand concept map structure which can simultaneously coexist within the data. This methodology can operate with nonlinear as well as linear relationships between the variables, and utilizes simple Likert-style marketing survey data as input. In addition, the method can operate without any a priori hypothesized structures or relations among the brand associations in the model. The resulting brand concept map structures delineate directional (as opposed to simply correlational) relations among the brand associations, and differentiates between the predictive and the diagnostic directions within each link. Further, we determine a Bayesian network-based link strength measure, and apply it to a comparison of the strengths of the connections between different semantic categories of brand association descriptors, as well as between different strategically important drivers of brand differentiation. Finally, we apply a precise form of information propagation through the predictive and diagnostic links within the network in order to evaluate the effect of introducing new information to the brand concept network. This overall methodology operates via a factorization of the joint distribution of the brand association variables via conditional independence properties and an application of the causal Markov condition, and as such, it represents an alternative approach to correlation-based structural determination methods. By using conditional independence as a core structural construct, the methods utilized here are especially well- suited for determining and analyzing asymmetric or directional beliefs about brand or product attributes. This methodology builds on the pioneering Brand Concept Mapping approach of Roedder John et al. (2006). Similar to that approach, the Bayesian network-based method derives the specific link-by-link structure among a brand's associations, and also allows for a precise quantitative determination of the likely effects that manipulation of specific brand associations will have upon other strategically important associations within that brand image. In addition, the method's precise informational semantics and specific structural measures allow for a greater understanding of the structure of these brand associations.
ContributorsBrownstein, Steven Alan (Author) / Reingen, Peter (Thesis advisor) / Kumar, Ajith (Committee member) / Mokwa, Michael (Committee member) / Arizona State University (Publisher)
Created2013
Description
Convergent products are products that offer multiple capabilities from different product categories. For example, a smartphone acts as an internet browser, personal assistant, and telephone. Marketers are constantly considering the value of adding new functionalities to these convergent products. This work examines convergent products in terms of the hedonic and utilitarian value they provide along with whether the addition is related to the base product, revealing complex and nuanced interactions. This work contributes to marketing theory by advancing knowledge in the convergent products and product design literatures, specifically by showing how hedonic and utilitarian value and addition relatedness interact to impact the evaluation of convergent goods and services. Looking at a greater complexity of convergent product types also helps to resolve prior conflicting findings in the convergent products and hedonic and utilitarian value literatures. Additionally, this work examines the role of justification in convergent products, showing how different additions can help consumers to justify the evaluation of a convergent product. A three-item measure for justification was developed for this research, and can be used by future researchers to better understand the effects of justification in consumption. This work is also the first to explicitly compare effects between convergent goods and convergent services. Across two experiments, it is found that these two products types (convergent goods versus convergent services) are evaluated differently. For convergent goods, consumers evaluate additions based on anticipated practicality/productivity and on how easily they are justified. For convergent services, consumers evaluate additions based on perceptions of performance risk associated with the convergent service, which stems from the intangibility of these services. The insights gleaned from the research allow specific recommendations to be made to managers regarding convergent offerings. This research also examines the applicability of hedonic and utilitarian value to a special type of advertising appeal: reward appeals. Reward appeals are appeals that focus on peripheral benefits from purchasing or using a product, such as time or money savings, and make suggestions on how to use these savings. This work examines potential interactions between reward appeals and other common advertising elements: social norms information and role clarity messaging.
ContributorsEaton, Kathryn Karnos (Author) / Bitner, Mary Jo (Thesis advisor) / Olsen, G. Douglas (Thesis advisor) / Mokwa, Michael (Committee member) / Arizona State University (Publisher)
Created2012
Description
This paper will be exploring a marketing plan for a Kpop Fan artist, Jennifer Lee. Kpop is a genre of music originating from South Korea that provides a whole-package entertainment. Fan artists are producers who create produce for the consumption and purchase of other Kpop fans. The paper will consider segmentation and the products and platforms that best target them in order to maximize revenue. A survey was performed with a sample size of 314 participants to find out consumer behavior and preference as well as producer situation. Consumers come from both the United States and abroad. Customers come directly and almost exclusively from followers. Therefore, increasing the number of followers on Instagram is essential to increasing revenue. Jennifer has time, resource, and ability constraints, while the market has limited potential. The conclusion is that Jennifer should become more organized as a business. To grow her following, she should cater more towards the most popular fandoms (BTS), make art tutorials, consider collaborations, and better inform followers of her products/services available for purchase. The social media platforms key to marketing Jennifer's products are Instagram and Twitter. Other platforms to be used to increase exposure are Tumblr, Amino Apps, DeviantArt, Reddit, and YouTube. She must also declutter all of these virtual storefronts of unnecessary content to varying degrees in order to build ease of access and a trustworthy brand image. The best platforms for transaction is a personal store, RedBubble (a website that allows users to sell a variety of products with their uploaded images printed onto them), Patreon, and in-person at conventions.
ContributorsXu, Everest Christine (Author) / Eaton, Kathryn (Thesis director) / Ingram-Waters, Mary (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
The advertising agency, in its variety of forms, is one of the most powerful forces in the modern world. Its products are seen globally through various multimedia outlets and they strongly impact culture and economy. Since its conception in 1843 by Volney Palmer, the advertising agency has evolved into the recognizable—and unrecognizable—firms scattered around the world today. In the United States alone, there are roughly 13.4 thousand agencies, many of which also have branches in other countries. The evolution of the modern advertising agency coincided with, and even preceded, some of the major inflection points in history. Understanding how and why changes in advertising agencies affected these inflection points provides a glimpse of understanding into the relationship between advertising, business, and societal values.
In the pages ahead we will explore the future of the advertising industry. We will analyze our research to uncover the underlying trends pointing towards what is to come and work to apply those explanations to our understanding of advertising in the future.
In the pages ahead we will explore the future of the advertising industry. We will analyze our research to uncover the underlying trends pointing towards what is to come and work to apply those explanations to our understanding of advertising in the future.
ContributorsHarris, Chase (Co-author) / Potthoff, Zachary (Co-author) / Gray, Nancy (Thesis director) / Samper, Adriana (Committee member) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Herberger Institute for Design and the Arts (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
It is important for organizations and businesses to have some kind of online presence, as there are enormous benefits, including utilizing the power marketing tools to provide services for people. However, creating a website with a strong presence is difficult, in addition to ranking your website to be on top of google. Thus, the goal of this project was to rank a website using several marketing tools to increase an organization’s search engine optimization (SEO) for the company, Artificial Grass Master.
ContributorsSanchez-Apodaca, Esperanza Angelica (Author) / Steve, Cho (Thesis director) / Cynthia, Reid (Committee member) / Tech Entrepreneurship & Mgmt (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
This paper looks at the growth of influencer marketing in application and how it has shifted the relationship between brands and consumers. Barriers to enter the space and methods of practice are discussed and analyzed to project the accessibility of obtaining influencer status. Best practices for brands and influencers are outlined based on research, and key findings are analyzed from interviewed participants that play an active role in the field. Another component of the paper includes the discussion of the significance of platform dependence regarding influencers and brands using social media channels to reach consumers. The dynamic of the relationship that exists between consumers, brands and platforms is demonstrated through a model to demonstrate the interdependence of the relationship. The final component of the paper involves the exploration of the field as an active participant through an experiment that was conducted by the researcher on behalf of the question: can anyone be an influencer? The answer to this question is explored through personal accounts on the journey during an eight month process of testing content creation and promotion to build awareness and increase engagement. The barriers to enter the space as an influencer and to collaborate with brands is addressed through the process of testing tactics and strategies on social channels, along with travel expeditions across Arizona to contribute to content creation purposed into blog articles. The findings throughout the paper are conclusive that the value of influencer marketing is increasing as more brands validate and utilize this method in their marketing efforts.
ContributorsDavis, Natalie Marie (Author) / Giles, Bret (Thesis director) / Schlacter, John (Committee member) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
Health and fast food are seemingly on two opposite ends of the spectrum, yet healthy fast food is quickly growing in popularity. As many fast food brands are adjusting their menu to accommodate to this trend, this study explores how health claims used in fast food advertising affect college students' perceptions of health and their likelihood to purchase healthy fast food products. To test this, a survey gathered quantitative data to assess student's perceptions of health and fast food, as well as qualitative data of when eating healthy is appealing and unappealing. An ad manipulation was employed to test student's likelihood to purchase the product shown in the ad. Though the study did not yield significant results, the results collected indicate that health claims may not be enough to influence someone to purchase, but that taste is of student's highest priority when making food purchase decisions. Thus, the study opens the door for future research in this realm of health and fast food, and concludes with recommendations for both marketers and future researchers.
ContributorsMigray, Emilee Catherine (Author) / Gray, Nancy (Thesis director) / Samper, Adriana (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
The National Basketball Association (NBA) is one of the Big Four Sporting Leagues of US Professional Sports. In recent years, the NBA has enjoyed milestone seasons in both attendance and television ratings, resulting in steady increases to both, over the previous decade. (Morgan, 2017) This surge can be attributed in part to the integration of "cultural recognition" initiatives and the overall message of inclusivity on the part of NBA franchises, with their respective promotions and advertisements such as television, social media, radio, etc. Heritage Nights, such as "Noche Latina," among other variants in the NBA, typically feature culturally influenced changes to team logos, giveaways, and other consumer offerings. In markets where Hispanics make up a significant percentage of the fan-base, such as Phoenix, NBA franchises such as the Phoenix Suns must ascertain the financial or perceptual impacts, associated with risks of stereotyping, offending or otherwise unintentionally alienating different categories of fans. To this end, data was collected from the local NBA franchises' fanbase, specifically Phoenix Suns season-ticket holders, and was statistically checked for significant relationships between both categories of fans and several different variables. This analysis found that only $192K in revenue is being missed through the investment of Heritage Nights, and that fan perceptions of stereotypical or offensive giveaways and practices have no significant effect on game or event attendance, despite the stereotypes toward giveaways and practices still being present. Implications of this study provide possible next steps for the Suns and continue to widen the scope of demographical sports marketing both in professional basketball and beyond.
ContributorsGibbens, Patrick Alexander (Author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Supply Chain Management (Contributor) / School of Music (Contributor) / Department of Marketing (Contributor) / W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
This paper will review past unethical studies conducted in the last 100 years on humans, including studies such as the WWII Concentration Camp studies on hypothermia and sterilization, Tuskegee Syphilis Study, and the case of Henrietta Lacks; Analyze why they were deemed unethical, the laws that emerged from these studies, and how it relates to contemporary technology, with a focus on the issues surrounding the development of an electronic wearable pregnancy monitor. The studies will include details of how they were conducted as well as what deemed them unethical and an explanation of why the results are unusable. Following the studies will be an explanation of the laws that were set into place following the studies with a lead into current technologies and how these technologies created a new set of ethics. The Google Mini, the wearable biosensor onesies for infants, and the intensive care unit at Banner Baywood will be described and so will their role in the development of an electronic wearable pregnancy monitor. The mini-meta analysis includes possible features of the monitor as well as a description of what the ethical consent form will look like. To conclude the paper, the importance of analyzing past unethical studies will help create a new ethical device that will make a point to go above and beyond to ensure the physical health of unborn children, in a way that is both ethical and significant.
ContributorsWallace, Sydney Sarah (Author) / Hall, Rick (Thesis director) / Kamenca, Andrea (Committee member) / Human Systems Engineering (Contributor) / Arizona State University. College of Nursing & Healthcare Innovation (Contributor) / Barrett, The Honors College (Contributor)
Created2017-12
Description
Forty collegiate gymnasts were recruited for a nutrition and health study. Participants must have been at least eighteen years old at Arizona State University (ASU) in the club or team gymnastics program. The Institutional Review Board (IRB) reviewed and accepted my survey in order to hand out to the gymnasts. The ASU club and team coach and the ASU study team also approved my survey. As soon as the survey was approved, it was emailed to all of the gymnasts. ASU gymnasts were surveyed on nutritional knowledge and personal health. Subjects answered a quiz on nutrient needs and serving sizes. Personal questions consisted of height, weight, injuries, body image, and typical meal plans. Gymnasts were given a $10 compensation to increase the participation. We found that only 16% of gymnasts surveyed scored a 70% or higher on their nutritional knowledge. Although these gymnasts do not have adequate knowledge, the majority consume a healthy diet. Diets included fruits, vegetables, protein-rich foods, and few high fat and sugary foods. Four of the gymnasts had one or fewer injuries in the past two years, although, four gymnasts also had three or more injuries. No correlation was found between diet and injuries. There was also no correlation between the gymnast's nutritional knowledge and their health.
ContributorsKugler, Natalie K. (Author) / Levinson, Simin (Thesis director) / Berger, Christopher (Committee member) / School of Nutrition and Health Promotion (Contributor) / Barrett, The Honors College (Contributor)
Created2017-12