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Description
In the recent years, more and more products come into the market, which provides thousands of choices for consumers. We live in a world full of brands, all trying to attract our attention. A critical part of this process is the criteria for selection. Research has found that criteria always derive from individuals’ experience, which finally creates a unique identity for certain products and brands that could be considered synonym with the specific product. This is a fast-growing phenomenon since the advent of the commodity economy period. In today’s competitive environment, modern consumers are the decision makers and the heart of a value exchange. They are becoming increasingly informed as they compare the attributes of different brands. Advertising has always been one of the important ways for companies to build strong relationships with consumers. This research aims to study the relationship between brand loyalty and advertising. This research is focused on two kind of advertisements; advertisements through social network and launch events, which have different characters, differences in broadcast frequency, and different promotion methods. Interview and survey were mainly used for this study.
Research results conclude that: 1) The impact of the press conference is greater than advertising through social network and the effect of a precise advertisement is greater than repeated advertising for individuals. 2) Advertisements should be launched in a less forceful way than in the past. They should try to affect consumers subconsciously, to disguise the fact that they are advertisements and thus keep in sync with consumers, in order to help create loyalty through certain brand. 3) Consumers also want to have more interactions with firms and other users and to participate in the creation of brand-consumer relationships. 4) Advertisements have positive effect in creating brand image.
Research results conclude that: 1) The impact of the press conference is greater than advertising through social network and the effect of a precise advertisement is greater than repeated advertising for individuals. 2) Advertisements should be launched in a less forceful way than in the past. They should try to affect consumers subconsciously, to disguise the fact that they are advertisements and thus keep in sync with consumers, in order to help create loyalty through certain brand. 3) Consumers also want to have more interactions with firms and other users and to participate in the creation of brand-consumer relationships. 4) Advertisements have positive effect in creating brand image.
ContributorsZhang, Wenjing (Author) / Takamura, John (Thesis advisor) / Sanft, Alfred (Committee member) / Gray, Nancy (Committee member) / Arizona State University (Publisher)
Created2018
DescriptionArt and business thesis. Hand painted designs on shoes. Marketing. Influenced by Riley, Matisse, Delaunay, and the aboriginies.
ContributorsJacobs, Mariel Fredricka (Author) / Meissinger, Ellen (Thesis director) / Albert, David (Committee member) / Solis, Forrest (Committee member) / Barrett, The Honors College (Contributor) / School of Art (Contributor)
Created2013-05
Description
Abstract/Artist Statement Bachelor of Fine Arts Honors Thesis Exhibition Andrea Sherrill Evans I imagine my paintings as an representations of an alternate world inspired both by personal experiences and imagination. In this created world, I am free to draw on truth and fiction, to pair aspects of reality with circumstances, and to reveal tiny pieces of a narrative revolving around human relationships and the relationships one has with objects and with one's environment. The figures depicted began as self-portraits, and the subjects represented are all my own; but the figures have become distinct individuals, unique from both each other and myself, and they exist in a made-up world. These two women, the blonde and the brunette, wander through the patterned rooms of this world. My paintings are documentations of the interactions and mysterious relationship that exists between these women, the shoes, and the patterned walls. The majority of objects are painted with a flat, opaque application of acrylic paint, but as each step in the development of my paintings is uniquely important sometimes the original sketch marks are visible, and I also use oil glazes to create distinct luminosity.
ContributorsEvans, Andrea (Author) / Pessler, Anthony (Thesis director) / Schutte, Jerry (Committee member) / Newport, Mark (Committee member) / Barrett, The Honors College (Contributor)
Created2004-05
Description
In this global economy, supply chains are the roads that connect us with goods, people, and information. Many, diverse people have a hand in paving those roads, but they go largely unnoticed. I wanted to give them a face; I have painted the portraits of each person involved in producing a cup of Starbucks's Sumatra blend from Indonesian Farmer to Barista. Hopefully the next time you take a sip of coffee, you see more than a cup of caffeine.
ContributorsHicks, Ruth Ann (Author) / Pessler, Anthony (Thesis director) / Davila, Eddie (Committee member) / Department of Supply Chain Management (Contributor) / School of Politics and Global Studies (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
This paper is a research study of the market for fine art. The art market describes the collective ecosystem of artists, sellers and buyers creating, selling and buying art. A literature review was conducted with the purpose of understanding why art is valuable. This research states that there are three primary categories of value that apply to art: Financial, Signal and Quintessential. Financial value refers to the monetary value of art. Signal value refers to the social value of owning or creating well-known art. Quintessential value describes art's ability to elicit feelings and ideas from those who engage with the art. A hypothesized model of the art market was created that associated the three entities of the art market with the three value types. Two research studies were conducted that analyzed the ways that these three value types exist in the art market. Based on the findings of the research, it was determined that all three-value types influence each entity. However, the three value types rank in terms of overall importance and impact on the entities. This new model of a three-tiered value type model applies to consumer preferences in the market for luxury items.
ContributorsBiondo, Matthew Joseph (Author) / Gray, Nancy (Thesis director) / Pomilio, Mark (Committee member) / Department of Information Systems (Contributor) / W. P. Carey School of Business (Contributor) / Department of Supply Chain Management (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12
Description
It takes 1/10 of a second to make an emotional impact on your audience. Once you do, customers are eight times more likely to trust your brand, seven times more likely to purchase more, and six times more likely to forgive a mistake. Audiences make deep connections with resonant brands, that is brands that build trust with and provide substantial value to their consumers. Brands that resonate with customers enjoy above average economic gains and business resilience superior to their competition because they rank higher in engaging and connecting with their audience, delivering products/services that matter to those who care, and creating brand loyalty in the form of repeat customers and brand advocates. While resonant brands exceed on both the trust-building and value-providing dimensions, there are also those brands that do not build trust with or provide little value to their consumers, making those brands transactional. Not striving to attain or maintain brand resonance risks not differentiating, becoming irrelevant, and providing transactional value, which can quickly be replaced by alternatives offering a better deal. To avoid from becoming transactional, this study seeks to uncover what elements make for a resonant brand and outline the steps to achieve brand resonance.
ContributorsSimmons, William (Author) / Gray, Nancy (Thesis director) / Mejía, Mauricio (Committee member) / Barrett, The Honors College (Contributor) / School of International Letters and Cultures (Contributor) / Department of Marketing (Contributor)
Created2022-05