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Description
For my creative project, I challenged myself to host my first ever photo gallery. After three years of documenting artists at music festivals and building an impressive portfolio, I felt inspired to display my work in a proper gallery setting. I partnered with another local music photographer and together, we hosted a collaborative pop-up photo gallery at Shady Park in Tempe. Research and analysis of the modernization and widespread success of the recent pop-up phenomenon suggests that hosting a photo gallery in this format is an effective way of appealing to a predominantly millennial audience. This notion was proven valid by the large volume of interest we received during marketing pushes, the high attendance at the gallery itself, and significant social media engagement and reactions received during and after the event. Although no prints were sold, the gallery was considered a success because it served its intended purpose of providing two young artists with a space to showcase work, open themselves to critique, and make new fans.
ContributorsElwell, Nicholas (Author) / Trujillo, Rhett (Thesis director) / Giles, Bret (Committee member) / Department of Marketing (Contributor) / Department of Management and Entrepreneurship (Contributor) / School of Film, Dance and Theatre (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
This thesis project is designed to provide brands and prospective sponsors with information about the habits and tendencies of different segments of eSports fans in order to better assist them in making decisions regarding sponsorship deals and sponsorship activation. This thesis has been based off of “The World of Games: eSports” and “the eSports Playbook” studies conducted in 2017 by Goldman Sachs and Nielsen respectively. The goals of these studies were to:
1) provide a clear and coherent picture of different eSports demographics
2) understand the consumption habits and psychological tendencies of these groups
3) use data to create marketing strategies tailor made to each cluster group.
These studies were used as a basis to create personas encompassing the traditional sports affiliations eSports users have, as well as their attitudes towards different types of advertisements.
The goal of this project is to create marketing strategies for different types of brands tailormade to specific groups of eSports fans based on their traditional sports fandom. By testing the fandom overlap of the most popular traditional sports with the most popular eSports games, useful connections that tie both fandoms together can be made for brands. Certain endemic and non-endemic brands can use this data to help decide which industry is a better fit financially and demographically. Other brands will be able to use this data to create strong marketing campaigns that span both eSports and traditional sports leagues, delivering a clear and succinct message across multiple platforms.
1) provide a clear and coherent picture of different eSports demographics
2) understand the consumption habits and psychological tendencies of these groups
3) use data to create marketing strategies tailor made to each cluster group.
These studies were used as a basis to create personas encompassing the traditional sports affiliations eSports users have, as well as their attitudes towards different types of advertisements.
The goal of this project is to create marketing strategies for different types of brands tailormade to specific groups of eSports fans based on their traditional sports fandom. By testing the fandom overlap of the most popular traditional sports with the most popular eSports games, useful connections that tie both fandoms together can be made for brands. Certain endemic and non-endemic brands can use this data to help decide which industry is a better fit financially and demographically. Other brands will be able to use this data to create strong marketing campaigns that span both eSports and traditional sports leagues, delivering a clear and succinct message across multiple platforms.
ContributorsStrauss, Logan James (Author) / McIntosh, Daniel (Thesis director) / Eaton, John (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
The definition of a service animal is often misunderstood by the public. This makes life more difficult for individuals with disabilities who rely on service animals to function and navigate through society.
“Arizona Service Animals” is a creative project in the form of a website
( ArizonaServiceAnimals.com ) designed to provide the public with information,
resources, and true stories about service animals in the state of Arizona.
The site covers the different types of support animals, the training process, the legal rights of service animal handlers and businesses, and Arizona’s new law regarding fake service animals.
It also includes the stories of real service animal handlers and trainers who share their experiences and explain what they would like the public to know.
This paper provides context into the history of dogs and service dogs, as well as
information on the three types of support animals. It also includes the methodology of the project.
“Arizona Service Animals” is a creative project in the form of a website
( ArizonaServiceAnimals.com ) designed to provide the public with information,
resources, and true stories about service animals in the state of Arizona.
The site covers the different types of support animals, the training process, the legal rights of service animal handlers and businesses, and Arizona’s new law regarding fake service animals.
It also includes the stories of real service animal handlers and trainers who share their experiences and explain what they would like the public to know.
This paper provides context into the history of dogs and service dogs, as well as
information on the three types of support animals. It also includes the methodology of the project.
ContributorsMason, Skylar (Author) / Gilger, Kristin (Thesis director) / Pucci, Jessica (Committee member) / Saucier, Fernanda (Committee member) / Walter Cronkite School of Journalism & Mass Comm (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
The purpose of this thesis is to gain insight into the work of Arizona State University Supply Chain professors, as well as Supply Chain faculty from around the world. In order to gain a more thorough understanding of the research, a summary and reflection will be provided for each of the seminars attended. Summaries will include a brief background of the presenters, a summary of their research, and my personal takeaways. The seminars include research from Dr. Srimathy Mohan and Dr. Adegoke Oke from Arizona State University. Each of these professors will cover the topic of their past and/or current research in addition to their findings and key conclusions. Additionally, research from Dr. Barb Flynn of Indiana University and Dr. Seyed Emadi of University of North Carolina will be included. Research from Dr. Flynn is on the subject of understanding adaption to sustainable technologies, specifically within a manufacturing context. Research from Dr. Emadi is on the topic of determining the most effective policies to reduce attrition, specifically in call center businesses.
This thesis also includes a literature review on the subject of consumer responses to service failure. Specifically, it covers 10 articles related to the overarching subject of consumer responses to service failures in a variety of scenarios and industries. Additionally, it includes a section of potential areas for future research, with an emphasis on the growing online cloud services industry. There is room for additional research to be completed in terms of determining where consumers will place their blame for service failures that occur on cloud service platforms such as online gaming.
This thesis also includes a literature review on the subject of consumer responses to service failure. Specifically, it covers 10 articles related to the overarching subject of consumer responses to service failures in a variety of scenarios and industries. Additionally, it includes a section of potential areas for future research, with an emphasis on the growing online cloud services industry. There is room for additional research to be completed in terms of determining where consumers will place their blame for service failures that occur on cloud service platforms such as online gaming.
ContributorsElton, August (Author) / Printezis, Antonios (Thesis director) / Oke, Adegoke (Committee member) / Department of Supply Chain Management (Contributor) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
This case study is an analysis about the crisis communication tactics that were taken by Futbol Club Barcelona on September 20th and October 1st in regards to the events related to the Catalan Independence Referendum. This paper will analyze the Attribution Theory and what factors to consider when choosing a crisis response strategy. The case study will also analyze the events that took place leading up to and the day the vote took place in Barcelona. It is important to note that this analysis will be done from a general soccer fan’s point of view.
I will begin with a literature review that covers the different crisis communication theories and approaches that fall under the Attribution Theory. I will then discuss the background behind the crisis I am analyzing. This section will include history about the Catalan Independence Movement, the relationship between Futbol Club Barcelona and Catalan Nationalism, and FC Barcelona relationship and involvement with the Independence Referendum. Lastly, I will analyze FC Barcelona’s crisis communication methods and how it was received by the public surrounding the events that took place on and before October 1st 2017.
I will begin with a literature review that covers the different crisis communication theories and approaches that fall under the Attribution Theory. I will then discuss the background behind the crisis I am analyzing. This section will include history about the Catalan Independence Movement, the relationship between Futbol Club Barcelona and Catalan Nationalism, and FC Barcelona relationship and involvement with the Independence Referendum. Lastly, I will analyze FC Barcelona’s crisis communication methods and how it was received by the public surrounding the events that took place on and before October 1st 2017.
ContributorsMeraz, Alana Celeste (Author) / Kassing, Jeffrey (Thesis director) / Bagnato, Andrew (Committee member) / School of Community Resources and Development (Contributor) / Department of Marketing (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
Logos have strong communicative power. Companies dedicate a considerable amount of time and money to designing their logo because logos have the ability to convey important information about their identity. Color also has strong communicative power, especially as found in packaging. Therefore, this study examines the relationship between black packaging and logo complexity to test whether logo design can change perceptions of color. The study also analyzes millennialist trends in logo design preferences. I designed and tested two logos to determine how complex logos influence consumer perceptions of brand identity differently than simple logos. Next, I collected responses using a Qualtrics survey. Independent samples t tests revealed that companies who use a complex logo are perceived as more expensive and upper-class. Meanwhile, companies who use simple logos are seen as contemporary and sophisticated. Although the t test results were not statistically significant, the qualitative responses were consistent with the t test findings. Despite the initial hypothesis, millennials showed a greater preference for the complex logo than the simple logo. I also found that incorporating natural elements into the design led participants to perceive the brand as sustainable. Natural elements can often be translated into femininity, as participants expected products packaged with a natural logo to target females. These findings were used to create logo design recommendations for cosmetic companies with lower brand equity.
ContributorsJacobs, Miranda Sophie (Author) / Gray, Nancy (Thesis director) / Giard, Jacques (Committee member) / Department of Psychology (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
The Golf Equipment Industry is flooded with many competitors, all looking to expand and grow with their various customer bases. In an industry which demands rapid new-product developments and offerings, companies must position their various brands in a way that appeals to both current and future customers. In tailoring product offerings and leveraging existing brand equity, effectively manipulating brand portfolios, companies must assess the risk of brand dilution effects when fulfilling company-wide growth initiatives. The following project will present research-based marketing principles with marketplace examples from various industries; specifically looking at marketers’ strategies in manipulating brand portfolios through the use of brand architectures, upward/downward line stretches, and brand extensions. Essentially, this paper will present the importance of manipulating brand portfolios in a variety of industries (including the golf industry), exciting current and new customer bases, eventually establishing an understanding of the risks associated with each leveraging strategy.
With a deep emphasis on the criticality of mitigating brand dilution whilst manipulating product offerings, this paper will then provide a golf-specific industry trend analysis, diving into the various ways marketers at TaylorMade Golf, Callaway Golf, and Cleveland/Srixon/XXIO Golf leverage brand equity while mitigating brand dilution risks. With a greater understanding of marketing-theory based principles and research conducted on the current customer trends prevalent in the golf industry, supplemented by marketing-personnel survey responses, I will be able to translate branding-based principles into recommendations for companies competing in the golf equipment industry.
With a deep emphasis on the criticality of mitigating brand dilution whilst manipulating product offerings, this paper will then provide a golf-specific industry trend analysis, diving into the various ways marketers at TaylorMade Golf, Callaway Golf, and Cleveland/Srixon/XXIO Golf leverage brand equity while mitigating brand dilution risks. With a greater understanding of marketing-theory based principles and research conducted on the current customer trends prevalent in the golf industry, supplemented by marketing-personnel survey responses, I will be able to translate branding-based principles into recommendations for companies competing in the golf equipment industry.
ContributorsMilroy, Thomas Carlo (Author) / Montoya, Detra (Thesis director) / Eaton, John (Committee member) / Department of Marketing (Contributor) / Department of Supply Chain Management (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
Diana Holladay was a mother, sister, daughter, wife, grandmother, friend, and artist. She played many roles and impacted many lives. She sought out beauty and brought it into the world through her art. When she was diagnosed with Alzheimer’s disease her family watched her fade away. The Diana they knew and loved was no longer there. They could not mourn the loss of her being. This creative project served the purpose of exploring Diana’s past and art in order to help her family mourn and celebrate the woman she once was. The goal was to create a final art show and living memorial for Diana. The final art show would foster a sense of family, appreciation, and love. She had hundreds, if not thousands of sketches and pictures. She had a huge collection of painting left behind. During this project they were collected and organized for the show. Diana died exactly one month before the show. Her death brought her family together and helped them mourn. The art show was held in the Sedona Art Center where Diana once held art classes and her husband, Jim, layed the sandstone on the outside of the building. After her death, the attendance of her show nearly tripled. Hundreds of Diana’s family and friends celebrated this amazing woman. This creative project helped honor an incredible woman who truly changed lives and lead her life with love. This thesis helped us remember the woman and artist Diana Holladay was before her diagnosis and death. The final creation of this project was a website dedicated to Diana and her art and an essay describing the journey of this thesis.
www.dianaholladay.com
www.dianaholladay.com
ContributorsTiedeman, Talon Xalee (Author) / Meloy, Elizabeth (Thesis director) / Epperson, Tasili (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
Back and Forth is a collection of four short stories that explore cultural elements of the Philippines through folktales, magic, and loss. Each story features main characters that are discovering how to navigate through life after something jarring happens to them. In learning how to move on, they learn more about themselves, their culture, and their identity. In “Back and Forth,” the main character, Lita, learns about the magic of the world and how she herself possesses it, something that is passed down from her grandmother. However, she is forced to hide it away if she wants to live a normal life. When her aunt starts acting weird, it’s up to Lita to race against time and relearn the magic within. “The Viewing,” takes place in the United States, and the main character, Diwata, is a biracial woman that has to maneuver her way through a viewing for one of her favorite relatives while also being confronted by the brashness of white relatives that don’t appreciate her being a part of their family. Tala, the main character of “The Mound Dwellers,” must turn to an old legend that she had learned as a child to find her own daughter that has gone missing. Only after finally giving in and listening to her mother about what she suspects happened, does Tala begin to make progress. “Snowed In” is about a woman who is getting over the loss of her husband. She works through the grief by cooking his favorite recipe, a traditional Filipino dish, over and over again. Each time she finishes, it’s not quite right. By the end of the story, she finally perfects the recipe, and there’s nothing left for her to do but deal with her grief head-on. Each story, though not related to each other directly, features characters that have to unravel the mystery of their new identities after a major life change.
ContributorsAmmerman, Lian Rae (Author) / Bell, Matthew (Thesis director) / Newsom, Leah (Committee member) / Department of English (Contributor, Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
This thesis interprets and discusses the concept of representation of marginalized groups on television. The focus is on the character of Piper Chapman from the Netflix original series Orange is the New Black, and how her depiction is a unique kind of approach to the idea of The Burden of Representation. This idea theorizes that where there is representation, there is a duty held by the creators to tell a story that will not damage the communities it represents, as those stories shape the way the people who consume them think about said communities in real-life situations. However, if the creators were to construct a character or narrative that is perfect and “to-good-to-be-true,” that narrative may not be true to what is experienced by people in day-to-day life. One approach to this problem of non-damaging representation vs. genuine representation, is to create a character or narrative that is imperfect, but still a positive depiction. Not all “good” representation has to be perfect representation.
Through the examination of Piper Chapman’s character development, the narrative structure of Orange is the New Black, and the historical context of its representation in comparison to previous iterations, this thesis analyzes the unique way in which the show approaches its characters, setting, and storylines. The main subjects of analysis are Piper, and her girlfriend Alex Vause, each representing the bisexual and lesbian communities, respectively, and the major tropes that will be discussed are “the experimenting bisexual,” “the criminal lesbian,” “the vampiric lesbian,” and “bury your gays.” Each trope plays a significant role on the show, but the way the show uses its narrative structure and character development creates a new approach to the subversion of said tropes. Orange is the New Black focuses on telling a more human story rather than creating a perfect representation, while it still maintains a positive image for its characters.
Through the examination of Piper Chapman’s character development, the narrative structure of Orange is the New Black, and the historical context of its representation in comparison to previous iterations, this thesis analyzes the unique way in which the show approaches its characters, setting, and storylines. The main subjects of analysis are Piper, and her girlfriend Alex Vause, each representing the bisexual and lesbian communities, respectively, and the major tropes that will be discussed are “the experimenting bisexual,” “the criminal lesbian,” “the vampiric lesbian,” and “bury your gays.” Each trope plays a significant role on the show, but the way the show uses its narrative structure and character development creates a new approach to the subversion of said tropes. Orange is the New Black focuses on telling a more human story rather than creating a perfect representation, while it still maintains a positive image for its characters.
ContributorsMcdermot, Kathryn Lynne (Author) / Miller, April (Thesis director) / Ingram-Waters, Mary (Committee member) / School of Film, Dance and Theatre (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05