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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
Description
For as long as humans have been working, they have been looking for ways to get that work done better, faster, and more efficient. Over the course of human history, mankind has created innumerable spectacular inventions, all with the goal of making the economy and daily life more efficient. Today, innovations and technological advancements are happening at a pace like never seen before, and technology like automation and artificial intelligence are poised to once again fundamentally alter the way people live and work in society. Whether society is prepared or not, robots are coming to replace human labor, and they are coming fast. In many areas artificial intelligence has disrupted entire industries of the economy. As people continue to make advancements in artificial intelligence, more industries will be disturbed, more jobs will be lost, and entirely new industries and professions will be created in their wake. The future of the economy and society will be determined by how humans adapt to the rapid innovations that are taking place every single day. In this paper I will examine the extent to which automation will take the place of human labor in the future, project the potential effect of automation to future unemployment, and what individuals and society will need to do to adapt to keep pace with rapidly advancing technology. I will also look at the history of automation in the economy. For centuries humans have been advancing technology to make their everyday work more productive and efficient, and for centuries this has forced humans to adapt to the modern technology through things like training and education. The thesis will additionally examine the ways in which the U.S. education system will have to adapt to meet the demands of the advancing economy, and how job retraining programs must be modernized to prepare workers for the changing economy.
ContributorsCunningham, Reed P. (Author) / DeSerpa, Allan (Thesis director) / Haglin, Brett (Committee member) / School of International Letters and Cultures (Contributor) / Department of Finance (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
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
The goal of our project was to determine how to create the most marketable hockey team. To do this, consumer needs, team psychology, and financing were all researched and evaluated. With this information, a business plan was designed around the next NHL expansion team. Two surveys, one for marketing distributed to the general public, and one for team psychology distributed to current and former hockey players were created and sent out, while data for the financing aspect was collected by comparing data from other NHL teams and franchises from different sports. In terms of financials, this comes in lower than average ticket prices, a nice and expensive stadium, the ideal city to generate capital, and sufficient money spent on advertising. Our ticket prices of $140 is based on having a low enough price to generate lots of demand while high enough to make a profit. The $600 million stadium (which will be fully funded) will surely draw a significant crowd. Choosing Seattle as a city is the most ideal to meet these goals and lastly, in meeting with an NHL GM, we determined $4 million in yearly advertising costs as sufficient in creating the most marketable team. Throughout this whole process, we remained data focus. We focused on data from a customized marketing survey, organizational structures, salary cap, and attendance. What our marketing survey results showed us is that our potential fans wanted three characteristics in a hockey team: speed, intensity, and scoring. In looking at organizational structures teams that exemplified these characteristics had a heavy emphasis on development and scouting. So we built our organizational tree around those two ideals. We hired GM Mike Futa, a current director of player personnel for the L.A. Kings, and Head Coach Adam Oates, a current skills development coach for top players to bring those ideals to fruition. In constructing our team we replicated the rules set forth for the Vegas Knights' expansion draft and hypothesized a likely protected list based off of last years lists. As a result we were able to construct a team that statistically out performed the Vegas Knights draft numbers by double, in goals, assists, and points, while also beating them in PIM. Based off of these numbers and an analysis of how goals translate into game attendance we are confident that we have constructed a team that has the highest potential for marketability. For the team psychology area, when creating a roster and scouting players, some of our main findings were that it is important to pursue players who get along well with their teammates and coaching staff, are aggressive, are leaders on the team, and are vocal players who communicate effectively. We also recommended avoiding players who significantly portrayed any "pet-peeve" traits, with the most emphasis placed on "disrespectful toward teammates," and the least emphasis placed on "over-aggression." By following all of these recommendations, we believe the most marketable hockey team possible can be created.
ContributorsQuinn, Colin Christopher (Co-author) / Spigel, Carlos (Co-author) / Meyer, Matt (Co-author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Marketing (Contributor) / Sandra Day O'Connor College of Law (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
Nuclear weapons possess enormous potential to inflict damage on our world. The majority of countries in the world denounce the proliferation of these weapons, but a minority of countries have a desire to proliferate. This essay analyzes the impact of regime type and alliance strength to a nuclear state on protégé proliferation decisions. Prior research focuses on single factors in proliferation decisions and fails to take in to account the multi-faceted factors that influence the international system that states operate in. The analysis finds that regime type gives an indication about a state’s likelihood to proliferate, but does not explain proliferation choices comprehensively. Alliance strength plays a large role in a state’s security calculations and must be analyzed in conjunction to regime type to understand proliferation decisions.
ContributorsHsu, Kai Nalu (Author) / Wright, Thorin (Thesis director) / Thies, Cameron (Committee member) / W.P. Carey School of Business (Contributor) / Department of Finance (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
#VanLife is a long-time, up and coming lifestyle movement on social media centered around the process of leaving the traditional nine-to-five work week for a life on the road in a camper van. While the ‘hippie-esque’ vagabond lifestyle has its humble roots long before the turn of the century, the inception of social media platforms such as Instagram and Pinterest have fueled the more recent popularization of a full-time life on the road. #VanLifers often freelance on the road, work part time jobs, or gain sponsorships to help fund their traveling and humble lifestyle.
As the #VanLife craze continues to grow, new businesses are finding ways to meet the demand in the market. For #Vanlifers who own and operate their own camper vans, specialized companies like GoWesty, Vanagain, and Boxeer offer a full range of parts, upgrades, and custom mechanical and systems conversion kits to keep these vans on the road as OE manufacturers discontinue production on these parts. For those who have an itch to try out the #VanLife for a shorter period and without the financial commitment, companies like Roamerica, TontoTrails, and adventureRIGS offer nightly and weekly rental opportunities on fully-outfitted campervans ready to hit the road.
For my Honors Project I wrote a complete analysis on the history, development, and modernization of the #VanLife movement. With plans to take to the road for an extended period of time after graduation, I also developed a complete financial plan for a one-year #VanLife experience. The financial plan includes a comprehensive set of budgets that scrutinize the start-up an operational costs of the #VanLife and associated travel.
As the #VanLife craze continues to grow, new businesses are finding ways to meet the demand in the market. For #Vanlifers who own and operate their own camper vans, specialized companies like GoWesty, Vanagain, and Boxeer offer a full range of parts, upgrades, and custom mechanical and systems conversion kits to keep these vans on the road as OE manufacturers discontinue production on these parts. For those who have an itch to try out the #VanLife for a shorter period and without the financial commitment, companies like Roamerica, TontoTrails, and adventureRIGS offer nightly and weekly rental opportunities on fully-outfitted campervans ready to hit the road.
For my Honors Project I wrote a complete analysis on the history, development, and modernization of the #VanLife movement. With plans to take to the road for an extended period of time after graduation, I also developed a complete financial plan for a one-year #VanLife experience. The financial plan includes a comprehensive set of budgets that scrutinize the start-up an operational costs of the #VanLife and associated travel.
ContributorsRischitelli, Noah Gary (Author) / Garverick, Michael (Thesis director) / Dawson, Gregory (Committee member) / WPC Graduate Programs (Contributor) / School of Accountancy (Contributor) / Department of Finance (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
This paper explores how changing the color of chocolate can affect its perceived taste. While color psychology and its effects on food industry marketing are widely studied, this experiment focuses on blue, red, green, and purple striped chocolates. The study conducted for this paper focuses on these four colors based on their utilization in previously conducted experiments. Each color of chocolate involved 25 participants, for a total of 100 total individuals, who each taste tested one piece and immediately filled out a survey. The survey asked demographic questions, colored chocolate preferences, and questions ranking the chocolate's appeal. While the outcome showed that blue, green, red, and purple was indeed the order of appealing colors, the study results indicate the participants' color preferences did not affect their perceived taste of the chocolate they sampled. Rather, their preference was based on experiences they associated with the color of the chocolate they tasted.
ContributorsChan, Sydney (Author) / Gray, Nancy (Thesis director) / Giard, Jacques (Committee member) / Barrett, The Honors College (Contributor)
Created2018-05
Description
This thesis project was conducted to create a practical tool to help micro and small local food enterprises identify potential strategies and sources of finance. Currently, many of these enterprises are unable to obtain the financial capital needed to start-up or maintain operations.
Sources and strategies of finance studied and ultimately included in the tool were Loans, Equity, Membership, Crowdfunding, and Grants. The tool designed was a matrix that takes into account various criteria of the business (e.g. business lifecycle, organizational structure, business performance) and generates a financial plan based on these criteria and how they align with the selected business strategies. After strategies are found, stakeholders can search through an institutional database created in conjunction with the matrix tool to find possible institutional providers of financing that relate to the strategy or strategies found.
The tool has shown promise in identifying sources of finance for micro and small local food enterprises in practical use with hypothetical business cases, however further practical use is necessary to provide further input and revise the tool as needed. Ultimately, the tool will likely become fully user-friendly and stakeholders will not need the assistance of another expert helping them to use it. Finally, despite the promise of the tool itself, the fundamental and underlying problem that many of these businesses face (lack of infrastructure and knowledge) still exists, and while this tool can also help capacity-building efforts towards both those seeking and those providing finance, an institutional attitude adjustment towards social and alternative enterprises is necessary in order to further simplify the process of obtaining finance.
Sources and strategies of finance studied and ultimately included in the tool were Loans, Equity, Membership, Crowdfunding, and Grants. The tool designed was a matrix that takes into account various criteria of the business (e.g. business lifecycle, organizational structure, business performance) and generates a financial plan based on these criteria and how they align with the selected business strategies. After strategies are found, stakeholders can search through an institutional database created in conjunction with the matrix tool to find possible institutional providers of financing that relate to the strategy or strategies found.
The tool has shown promise in identifying sources of finance for micro and small local food enterprises in practical use with hypothetical business cases, however further practical use is necessary to provide further input and revise the tool as needed. Ultimately, the tool will likely become fully user-friendly and stakeholders will not need the assistance of another expert helping them to use it. Finally, despite the promise of the tool itself, the fundamental and underlying problem that many of these businesses face (lack of infrastructure and knowledge) still exists, and while this tool can also help capacity-building efforts towards both those seeking and those providing finance, an institutional attitude adjustment towards social and alternative enterprises is necessary in order to further simplify the process of obtaining finance.
ContributorsDwyer, Robert Francis (Author) / Wiek, Arnim (Thesis director) / Forrest, Nigel (Committee member) / Department of Finance (Contributor) / Department of Information Systems (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
In recent years, companies have been expanding their business efforts on a global scale. This project explores this expansion of American-based multinational corporations (MNCs) in Ireland, and the comparison of how their culture motivation in the workplace. We did a cultural study using Hofstede and Trompenaars' cultural dimensions of the two countries then used McClelland's Needs Theory, Equity Theory, and Herzberg's Motivation-Hygiene Theory in order to create three research questions. (1) How does the manager define success for the firm as a whole and for their employees, (2) How is the definition of success reflected in the company's corporate culture (i.e. values, norms and practices), along with how cultural values, norms and practices affect the company, and (3) How do external forces (i.e. governmental factors, workplace technology, etc.) affect the workplace environment and motivation for employees? With these we hypothesized that for research question 1, we hypothesized that from our study of Hofstede's and Trompenaars' cultural frameworks, Irish employees will show a greater tendency to favor affiliation, nAff, as opposed to a need for achievement, nAch, in American employees, according to McClelland's Needs Theory. For research question 2, we predicted that motivation would be administered through style of feedback to employees and office norms, such as autonomy, flexible hours, and work-life balance. For research question 3, we hypothesized that Ireland would have an impact from external factors such as government and technology, whereas the U.S. employees would face no clear impact. We conducted eight, qualitative interviews using a questionnaire, either in person or via video conference. The interviewees were all managers in some facet and have all had some international experience. Through the analysis of the interviews, we found that the Irish employees focused on how employees are able to help or contribute to a group (nAff), instead of looking at how the contribution of a group can be used to meet individual goals (nAch). The American companies reflected Trompenaars' definition of individualism in which employees focus on collaborating in teams, as long as individual goals are met, and benchmarked collaboration as a performance measure, tying in the need for achievement, for research question one. For the second research question, we found that employees in Ireland had a focus on teamwork in the workplace and much higher respect for work-life balance. American firms, in contrast, had a greater focus on making sure employees were contributing, meeting their goals, and getting their work done. While American firms did acknowledge work-life balance and its importance, there was a priority for coming in early and/or staying late to make sure a job got done. Findings for our third question showed that government factors did impact Ireland more, due to labor laws such as required vacation days in Ireland, and that technology had less of an impact than expected, for both countries. More importantly was our finding that the companies in Ireland were greatly impacted by the decisions made by the business executives in the United States.
ContributorsSong, Jenny Jungwon (Co-author) / Brown, William (Co-author) / Arrfelt, Mathias (Thesis director) / Moore, James (Committee member) / Department of Marketing (Contributor) / Department of Management and Entrepreneurship (Contributor) / W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05