Matching Items (598)
Filtering by
- Creators: Department of Marketing
- Member of: Theses and Dissertations
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
The Arizona Fall League is a baseball league affiliated with Major League Baseball to provide further development to seven of each MLB team’s top minor league prospects. The games are played at the same stadiums as spring training in Arizona but historically draw a very low attendance in comparison. The marketing strategies currently used to promote and advertise the Arizona Fall League are not sufficient to meet the goal of increased attendance and increased profits as a result. The league currently markets its core product to the customer, meaning the actual baseball game itself along with the highly talented players, rather than the actual product provided to fans, meaning the social utility they gain from their experiences at an Arizona Fall League game along with the game. The league needs to focus mainly on two target markets: men and women ages 18-25 and families with children under 18. In order to shift the focus to the actual product, the league’s marketing staff should run promotions (alongside their current promotions) in association with local sports bars or restaurants and places that provide entertainment, such as Top Golf. They also should revamp their social media accounts to integrate a more fan-focused base for their posts, making fans feel like they are a greater part of the experience. These improvements would drive up attendance and generate more profits for the Arizona Fall League.
ContributorsMcCann, Matthew Donald (Author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Finance (Contributor) / School of Accountancy (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
This work of creative nonfiction explores the life of the writer's great-grandmother, Madge Richardson, and her sister Annie Richardson Johnson, as daughters of polygamist families and members of the Church of Jesus Christ of Latter-Day Saints in the religious colony of Colonia Díaz, Chihuahua, Mexico. The piece depicts several highs and lows in the late 19th to early 20th century pioneer town, with an emphasis on the mass exodus and devastation that occurred during the Mexican Revolution.
ContributorsGadberry, Emily (Author) / Ison, Tara (Thesis director) / Irish, Jennifer (Committee member) / Historical, Philosophical & Religious Studies (Contributor) / Department of English (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
This research examines the impact of social media influencers on Millennial and Gen Z consumers’ vacation decisions. It reveals why and under what conditions influencers’ posts may trigger young adult consumers’ desire to vacation in the same destination. In a pre-test and one experiment, I demonstrate that seeing a post that is perceived by followers as credible increases influencers’ likeability and therefore leads to higher likelihood to vacation in the same place. However, seeing a post about a similar influencer, such as a student who is an influencer from the same university, decrease influencers’ likeability and leads to a decrease in young adults’ likelihood to vacation in the same place. Moreover, similarity and credibility do not have an interaction effect, which is that when seeing a post by a similar influencer, credibility will not have a stronger effect on young adults’ likelihood to vacation in the same destination.
ContributorsZhang, Xiaohan (Author) / Mandel, Naomi (Thesis director) / Lisjak, Monika (Committee member) / Department of Supply Chain Management (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
In order to establish sustainable parity in competition year over year, all four major professional sports organizations in the United States have established a first-year draft with an order decided or influenced by their Win-Loss record the previous year. The assumption is that this draft structure should keep all teams competitive. Rather, there is an overwhelming shift to analytical problem-solving that suggests building a winning team requires a period of losing and collecting young talent. The separation has become so apparent that it has been referred to as, “Twelve teams a-tanking.” (Boras, 2018) The trend was so pronounced this last season that the seven worst teams that held their own pick all lost by more than 15 points in the span of two days.(Sheinin, 2018) This leaves the ratio of games with a 15 point or more point differential to that of less than 15 points was 8:9 on the date described by Sheinin, as opposed to the usual ratio of 2:5 for the rest of the season. This stretch of games occurred during a pivotal time in the season and should have garnered high interest for entertainment as teams grapple for playoff position heading into the post season. Instead, viewers were treated to seven blow-out games. In this thesis, the effects of tanking will be studied as it pertains to the NBA, as a whole, losing attendance in multiple aspects. This applies directly to the value of sponsorships in the NBA. In short, this thesis will answer three of questions; (1) How does expected point spread, which is highly affected by tanking, affect NBA attendance, of all teams, down the stretch of games? (2) How can the NBA protect its sponsors from the effects of tanking? (3) How can NBA sponsors protect themselves from the effects of tanking?
ContributorsThomas, Isaiah (Author) / McIntosh, Daniel (Thesis director) / Eaton, John (Committee member) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
This section acts as a guide for newly established nonprofits in creating a marketing plan. Through extensive research on what strategic marketing looks like in the nonprofit sector, we have developed a guide for nonprofits that are attempting to establish their brand and expand their marketing techniques.
First, we created two separate surveys, taking responses from over 1000 individuals at Arizona State University. These surveys focused on building trust in nonprofits, preferred marketing strategies as a consumer, and general awareness for various social issues that affect local and national nonprofits. Second, we conducted professional interviews with marketing leaders at nonprofits. These ranged from smaller, local nonprofits to nonprofits that operate on a national level. Their missions were all geared toward different causes, meaning they offered a diverse set of skills and advice on nonprofit marketing.
After obtaining this data, we created a guide for nonprofit marketing. Because there is a lack of information available on building marketing techniques in the nonprofit sector, we aimed to create a general guideline that could be applied to a variety of nonprofits and develop their marketing strategy. This includes details on how to create an executive summary, conduct a SWOT analysis, and the different strategies a nonprofit organization should implement.
Further, to test this marketing plan, we partnered with a local nonprofit in Arizona, Million Dollar Teacher Project. Million Dollar Teacher Project is a relatively new nonprofit, and focuses on educational inequality in Arizona. After looking over all our research and the nonprofit marketing guide, we were able to develop a plan for increasing engagement, awareness, and trust for Million Dollar Teacher Project. We pinpointed areas of improvement, such as social media, ambassador programs, email marketing, and follow up strategy.
The nonprofit marketing plan, our survey results, interview transcripts, as well as our marketing plan for Million Dollar Teacher Project can be found below.
First, we created two separate surveys, taking responses from over 1000 individuals at Arizona State University. These surveys focused on building trust in nonprofits, preferred marketing strategies as a consumer, and general awareness for various social issues that affect local and national nonprofits. Second, we conducted professional interviews with marketing leaders at nonprofits. These ranged from smaller, local nonprofits to nonprofits that operate on a national level. Their missions were all geared toward different causes, meaning they offered a diverse set of skills and advice on nonprofit marketing.
After obtaining this data, we created a guide for nonprofit marketing. Because there is a lack of information available on building marketing techniques in the nonprofit sector, we aimed to create a general guideline that could be applied to a variety of nonprofits and develop their marketing strategy. This includes details on how to create an executive summary, conduct a SWOT analysis, and the different strategies a nonprofit organization should implement.
Further, to test this marketing plan, we partnered with a local nonprofit in Arizona, Million Dollar Teacher Project. Million Dollar Teacher Project is a relatively new nonprofit, and focuses on educational inequality in Arizona. After looking over all our research and the nonprofit marketing guide, we were able to develop a plan for increasing engagement, awareness, and trust for Million Dollar Teacher Project. We pinpointed areas of improvement, such as social media, ambassador programs, email marketing, and follow up strategy.
The nonprofit marketing plan, our survey results, interview transcripts, as well as our marketing plan for Million Dollar Teacher Project can be found below.
ContributorsMertz, Allison Michele (Co-author) / Thresher, Kaitlin (Co-author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / Sanford School of Social and Family Dynamics (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
This section acts as a guide for newly established nonprofits in creating a marketing plan. Through extensive research on what strategic marketing looks like in the nonprofit sector, we have developed a guide for nonprofits that are attempting to establish their brand and expand their marketing techniques.
First, we created two separate surveys, taking responses from over 1000 individuals at Arizona State University. These surveys focused on building trust in nonprofits, preferred marketing strategies as a consumer, and general awareness for various social issues that affect local and national nonprofits. Second, we conducted professional interviews with marketing leaders at nonprofits. These ranged from smaller, local nonprofits to nonprofits that operate on a national level. Their missions were all geared toward different causes, meaning they offered a diverse set of skills and advice on nonprofit marketing.
After obtaining this data, we created a guide for nonprofit marketing. Because there is a lack of information available on building marketing techniques in the nonprofit sector, we aimed to create a general guideline that could be applied to a variety of nonprofits and develop their marketing strategy. This includes details on how to create an executive summary, conduct a SWOT analysis, and the different strategies a nonprofit organization should implement.
Further, to test this marketing plan, we partnered with a local nonprofit in Arizona, Million Dollar Teacher Project. Million Dollar Teacher Project is a relatively new nonprofit, and focuses on educational inequality in Arizona. After looking over all our research and the nonprofit marketing guide, we were able to develop a plan for increasing engagement, awareness, and trust for Million Dollar Teacher Project. We pinpointed areas of improvement, such as social media, ambassador programs, email marketing, and follow up strategy.
The nonprofit marketing plan, our survey results, interview transcripts, as well as our marketing plan for Million Dollar Teacher Project can be found below.
First, we created two separate surveys, taking responses from over 1000 individuals at Arizona State University. These surveys focused on building trust in nonprofits, preferred marketing strategies as a consumer, and general awareness for various social issues that affect local and national nonprofits. Second, we conducted professional interviews with marketing leaders at nonprofits. These ranged from smaller, local nonprofits to nonprofits that operate on a national level. Their missions were all geared toward different causes, meaning they offered a diverse set of skills and advice on nonprofit marketing.
After obtaining this data, we created a guide for nonprofit marketing. Because there is a lack of information available on building marketing techniques in the nonprofit sector, we aimed to create a general guideline that could be applied to a variety of nonprofits and develop their marketing strategy. This includes details on how to create an executive summary, conduct a SWOT analysis, and the different strategies a nonprofit organization should implement.
Further, to test this marketing plan, we partnered with a local nonprofit in Arizona, Million Dollar Teacher Project. Million Dollar Teacher Project is a relatively new nonprofit, and focuses on educational inequality in Arizona. After looking over all our research and the nonprofit marketing guide, we were able to develop a plan for increasing engagement, awareness, and trust for Million Dollar Teacher Project. We pinpointed areas of improvement, such as social media, ambassador programs, email marketing, and follow up strategy.
The nonprofit marketing plan, our survey results, interview transcripts, as well as our marketing plan for Million Dollar Teacher Project can be found below.
ContributorsThresher, Kaitlin Brynn (Co-author) / Mertz, Allison (Co-author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / School of Film, Dance and Theatre (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
Throughout the 20th and 21st centuries, the dance industry has exponentially grown in its population and representation. As dance studios, companies, media platforms and films, dance industry continue to expand, there has been a substantial increase in the number of dancers around the world. Dancers are becoming more diverse with the styles they perform and how they perform a piece. One major factor to the growth of the dance industry is the ever-growing field of digital media and social platforms. These platforms expose people to different dance styles while also allowing dancers to showcase their art. Additionally, dance television shows and films contributed to this growth in the dance industry by developing a reputation and awareness of what dance is to the public. This project will analyze how certain aspects of the media influenced the modern dance industry, and whether this created a positive or negative impact.
ContributorsGodbehere, Amber (Author) / Schmidtke, Lisa (Thesis director) / Caldwell, Christina (Committee member) / Walter Cronkite School of Journalism & Mass Comm (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
This guide is intended to give the reader a breakdown of the expectations and customs of the professional French environment. Whether one has French suppliers, partners, coworkers, or employees, it is important to understand the culture that guides their expectations and actions. This guide requires no previous knowledge of French language or culture and is meant to be an introduction to the topic.
ContributorsNicholls, Olivia G (Author) / Bahtchevanova, Mariana (Thesis director) / Winter, Marie (Committee member) / Dean, W.P. Carey School of Business (Contributor) / School of International Letters and Cultures (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
The first chapter of the Seattle SuperSonics’ story is one full of pride, including a championship run in the 1970s, being one of the most popular teams of the 1990s, along with having an incredibly loyal fan base. The next chapter of that story is one filled with painful memories for those same loyal fans. In 2008, the team was stripped away from Seattle, eventually landing in Oklahoma City, leaving countless people heartbroken and a gaping hole in the professional sports landscape. For some people, that removal was where the story ended; for many, however, that was just the end of another chapter. The movement to bring the SuperSonics back to the city and their beloved fans began the day after the team left town, and has been going strong ever since. While the voices of fans cry out for a return, many critics say that a new team would no longer be able to flourish in Seattle, and that the NBA should stand pat where they are. This project seeks to determine the truth to that statement by investigating one central question: Should the Seattle SuperSonics be brought back to life? The question is viewed through a pair of perspectives over the course of this paper. The first is based in business, where I completed a thorough analysis that covers five major factors that are crucial to determining success. The second is that of the fans, which was accessed through a survey created to figure out what truly was important to them when looking at a new team. After these perspectives have been examined, the project will turn to the debate that asks which form of reentry would be more efficient for a rebuild: league expansion or relocation of a current franchise. I feel as though this topic is one that should be more well known across the realm of sports, and wanted to shine a light on it through this process. No fan would ever want to experience the kind of loss that comes with their favorite team being taken away, and I believe that acknowledging past failures can help leagues make better decisions in the future.
ContributorsKoufidakis, Nicholas (Author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Management and Entrepreneurship (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05