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The Sneaker Life: A Critical Analysis of Nike and Under Armour Marketing Strategies

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My thesis will revolve around the ideology and sociology of the sneaker brand and it particular, basketball sneakers. The mega sneaker superpower Nike and the under dog of Under Armour have shoes they want to sells and consumers they want

My thesis will revolve around the ideology and sociology of the sneaker brand and it particular, basketball sneakers. The mega sneaker superpower Nike and the under dog of Under Armour have shoes they want to sells and consumers they want to buy them. I will discuss how the advertisement are used and implanted but both Nike and Under Armour. The two points of references from each company will be LeBron James, Nike, and Stephen Curry, Under Armour. Both basketball players have signature shoes and are undoublty the NBAs most relevant players this past season. The two players just so happened to face off against each other in the NBA finals, which enhanced the marketing potential for both companies. Thus, the advertisements for these and their shoes would have been its peak trying sway consumers to either side. Nike and Under Armour both ploy attempts in creating marketing material to attract their consumer base. The Thesis will look at why sneakers have become a social trend and high commodity. I will look at how pop culture and psychological diseases play a roll in the consumers' choice to purchase either shoe. The work as a whole will attempt to bring forth some revitalizing information on today's sneaker culture. Research was limited, however with the information to conduct this thesis, the thesis should spark interest in a new research related field. Thus, bringing forth a new renaissance in today's culture; the Sneaker Life.

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Date Created
2017-05

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Marketing to Millennials: The Moderating Effect of Construal Levels on Hedonic vs. Utilitarian Products

Description

As millennials are growing and becoming the "the next big consumer market," understanding them is crucial (Paul, 2001; Kumar & Lim, 2008). This study will attempt to understand their processing of ads by observing the relationship between construal level theory

As millennials are growing and becoming the "the next big consumer market," understanding them is crucial (Paul, 2001; Kumar & Lim, 2008). This study will attempt to understand their processing of ads by observing the relationship between construal level theory and product type (i.e. hedonic vs. utilitarian). Construal Level theory suggests that individuals construe information at different abstract levels. High levels are characterized by abstract and general representation (e.g. thinking of moving as starting a new chapter of life) while low levels are characterized as including more concrete and contextual details (e.g. thinking of moving as packing boxes). Neither interaction nor main effect of product type was observed either as main effect or as interaction with construal level. However, a significant main effect of construal level was found showing that concrete and contextual (low construal level) information on advertisements makes them more effective and useful to millennials; influences purchase intentions more than ads construed in high construal levels; and, makes brands seem more credible, stable and truthful.

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Date Created
2015-05

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Student Organization Marketing at Arizona State University: Best Practices and the Future of Marketing to the ASU Student Population

Description

This thesis investigates how student organizations market to students at Arizona State University as well as opinions from students in how they view marketing on campus. From a collection of data from in-depth interviews and surveys, it has been concluded

This thesis investigates how student organizations market to students at Arizona State University as well as opinions from students in how they view marketing on campus. From a collection of data from in-depth interviews and surveys, it has been concluded that not one method is best at marketing on campus. Student organizations need to have a combination of methods to create a well-rounded strategy that will instill brand awareness and recognition on campus and, in turn, produce an increase in engagement for their organization via recruitment of new members and attendance at meetings and events.

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2016-12