Matching Items (695)
152294-Thumbnail Image.png
Description
The study of lighting design has important implications for consumer behavior and is an important aspect of consideration for the retail industry. In today's global economy consumers can come from a number of cultural backgrounds. It is important to understand various cultures' perceptions of lighting design in order for retailers

The study of lighting design has important implications for consumer behavior and is an important aspect of consideration for the retail industry. In today's global economy consumers can come from a number of cultural backgrounds. It is important to understand various cultures' perceptions of lighting design in order for retailers to better understand how to use lighting as a benefit to provide consumers with a desirable shopping experience. This thesis provides insight into the effects of ambient lighting on product perception among Americans and Middle Easterners. Both cultural groups' possess significant purchasing power in the worldwide market place. This research will allow marketers, designers and consumers a better understanding of how culture may play a role in consumer perceptions and behavior Results of this study are based on data gathered from 164 surveys from individuals of American and Middle Eastern heritage. Follow up interviews were also conducted to examine the nuances of product perception and potential differences across cultures. This study, using qualitative and quantitative methods, was executed using a Sequential Explanatory Strategy. Survey data were analyzed to uncover significant correlations and relationships using measures of descriptive analysis, analysis of variance (ANOVA), and regression analysis. Interviews were analyzed using theme-based coding and reported in narrative form. The results suggest that lighting does in fact have an impact on product perception, however despite minor differences, this perception does not vary much between individuals from American and Middle Eastern cultures. It was found that lighting could affect price and quality perception with reference to store-image and store atmospherics. Additionally, lighting has a higher impact on subjective impressions of product (such as Freshness, Pleasantness, and Attractiveness), more than Price and Quality perceptions. This study suggests that particular lighting characteristics could be responsible for differences in product perception between these two cultures. This is important to note for lighting designers and marketers to create retail atmospheres that are preferable to both cultures.
ContributorsAlsharhan, Dalal Anwar (Author) / Kroelinger, Michael D. (Thesis advisor) / Eaton, John (Committee member) / Heywood, William (Committee member) / Arizona State University (Publisher)
Created2013
133343-Thumbnail Image.png
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

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
133346-Thumbnail Image.png
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

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.
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
133350-Thumbnail Image.png
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

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
133358-Thumbnail Image.png
Description
Amidst transition are the citizens living and forging identity. This thesis is divided into three portions including Scotland, the Czech Republic, and Taiwan. Each section includes a history, literature, and interview investigation.
The analysis of Scotland includes the examination of identity as a consequence of Scottish history, the Scottish Referendum, and

Amidst transition are the citizens living and forging identity. This thesis is divided into three portions including Scotland, the Czech Republic, and Taiwan. Each section includes a history, literature, and interview investigation.
The analysis of Scotland includes the examination of identity as a consequence of Scottish history, the Scottish Referendum, and the Brexit Referendum. National identity is explored through literature and through the analysis of Dr. Neal McGarvey, a Scottish Economic Councilman, and Arizona State University exchange student Scott Fyfe. Scotland expressed strong political activism realized through their political participation and open discussions. Yet, their ability to demand change is hindered by the United Kingdom and will continue to be unless drastic changes occur.
The analysis of the Czech Republic includes Czech history from World War II through the Prague Spring, the Velvet Revolution, the split of Czechoslovakia, and the current Communist party. National identity defined by literature is observed in conjunction with interviews of Lukáš Rumian, an Arizona State University exchange student, the Čižmár family with a unique military background and split support for Communism, an anonymous family with multigenerational viewpoints, and lastly, a former refugee with strong opinions on immigration and cultural preservation. The findings of the Czech Republic are of an apathetic country with few avenues for political discussion or education. The generations face massive difference in their mindsets as they continue to be influenced by their Communist past.
The examination of Taiwanese independence includes a look at centuries of domination, the Chinese Kuomintang party, and the Sunflower Revolution. National identity highlighted through literature is paired with the interviews of Kun Baba, a Taiwanese orchard owner, an anonymous set of a college student, his girlfriend, and his father, and a Taiwanese aboriginal who openly explores the “bullying” of China. Findings of Taiwan establish a growing sense of Taiwanese identity and an outward-looking approach to preserving their independence from China.
These three countries each shared a desire to forge their futures yet took different approaches. Scotland being vocal but limited by government. The Czech Republic apathetic, yet citizens take advantage of democratic freedoms. Taiwan is creating political stances through elections, yet is finding these stances to be inadequate in securing a future of continued independence. Thus they search for international assistance. In each country, I realized the importance global citizenship has in promoting political discussions in a quest to understand the needs and desires of citizens internationally. With a deepened understanding of a nation’s political climate, global citizens can help citizens voice their opinion, increase literature of citizen opinion, receive government recognition, and secure the change they desire.
Note: The interview participants range from college students to retirees, ages 17-78. Many asked for anonymous reporting to protect their identity and employment status.
ContributorsCrynes, Victoria Elianna Navarette (Author) / Eaton, John (Thesis director) / Brashears, William (Committee member) / Monson, Angela (Committee member) / W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
133383-Thumbnail Image.png
Description
Sports have connected fans together for years, but the way fans are engaging with their favorite teams and the way they are interacting with athletes and teams have changed and will continue to change. Social media is one of the fastest growing trends today and it is continuing to grow

Sports have connected fans together for years, but the way fans are engaging with their favorite teams and the way they are interacting with athletes and teams have changed and will continue to change. Social media is one of the fastest growing trends today and it is continuing to grow and change the way people live. The connection between sports and social media has grown and will continue to evolve, with 93.3% of global sports leaders believing that the pair will continue to grow in the next 5-10 years (Reddy). Sports have been around for many years and each sport has created a special fan base that appeals to them. More recently, the two have become more intertwined with one another and have benefitted from the connection. Sports teams and players are now using social media to draw attention to themselves and differentiate themselves from other teams. Companies are using social media to show their partnerships with teams and the players on those teams. Both entities understand the importance of being ahead of their competitors and staying up to date with the newest trends. It is crucial for social media platforms to stay relevant in the eyes of consumers just as it is important for sports teams, and players, to stay relevant to their fans. The emphasis of social media in society has led to more sponsorships between businesses and teams and has allowed consumers to see those relationships play out right on their device. According to a study done by Fullerton, sports account for 70% of sponsorship money spent in a year (Fullerton). With revenues of both sports and sponsorships increasing, these two entities will grow together. Social media can bring good and bad aspects along with it, but for companies looking to have top teams or athletes support them, it is very beneficial. 75% of consumers reported being always on social media platforms like Facebook and Instagram, which are two of the top platforms used by companies to promote themselves (Reddy). These social media 4 platforms can be good for exposure and getting products and news into the world, but can be bad because it can bring light to situations that are not always good. The problems do not arise because of the partnerships that are formed, but rather nobody outside the partnership knowing about it. When a player posts about a product on their social media with no indication of a deal with a company, fans seeing the post would have no idea that they are being paid to say it. When someone clearly shows that it is an "#ad", people are free to form their own opinions because it has been made aware that the post is being made as part of an agreement. This project explores how posting on social media affects the fans perception of the player/team if they know it is a sponsored ad or not. With social media continuing to play a large role in the sports world and advertisements becoming more prevalent on all platforms, it is important for the teams, and the players, to be transparent with their fans.
ContributorsSeip, Bridgette (Author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Barrett, The Honors College (Contributor)
Created2018-05
133881-Thumbnail Image.png
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

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
133884-Thumbnail Image.png
Description
This paper looks at the growth of influencer marketing in application and how it has shifted the relationship between brands and consumers. Barriers to enter the space and methods of practice are discussed and analyzed to project the accessibility of obtaining influencer status. Best practices for brands and influencers are

This paper looks at the growth of influencer marketing in application and how it has shifted the relationship between brands and consumers. Barriers to enter the space and methods of practice are discussed and analyzed to project the accessibility of obtaining influencer status. Best practices for brands and influencers are outlined based on research, and key findings are analyzed from interviewed participants that play an active role in the field. Another component of the paper includes the discussion of the significance of platform dependence regarding influencers and brands using social media channels to reach consumers. The dynamic of the relationship that exists between consumers, brands and platforms is demonstrated through a model to demonstrate the interdependence of the relationship. The final component of the paper involves the exploration of the field as an active participant through an experiment that was conducted by the researcher on behalf of the question: can anyone be an influencer? The answer to this question is explored through personal accounts on the journey during an eight month process of testing content creation and promotion to build awareness and increase engagement. The barriers to enter the space as an influencer and to collaborate with brands is addressed through the process of testing tactics and strategies on social channels, along with travel expeditions across Arizona to contribute to content creation purposed into blog articles. The findings throughout the paper are conclusive that the value of influencer marketing is increasing as more brands validate and utilize this method in their marketing efforts.
ContributorsDavis, Natalie Marie (Author) / Giles, Bret (Thesis director) / Schlacter, John (Committee member) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
133912-Thumbnail Image.png
Description
While developing and maintaining a connection between a brand and a customer has always been in the forefront of marketers' agendas, it has become an even more pressing goal as digital trends in marketing surface. Although the idea of using rewards to foster consumer-brand connection has been around for decades,

While developing and maintaining a connection between a brand and a customer has always been in the forefront of marketers' agendas, it has become an even more pressing goal as digital trends in marketing surface. Although the idea of using rewards to foster consumer-brand connection has been around for decades, marketers are still struggling to optimize the benefits. How can marketers use rewards to better connect with their customers? Are there certain types of rewards that are more effective than others? Are certain rewards more effective when being implemented under brands of a certain personality type? In a society that values connection and relationship, marketers cannot lose their ability to appreciate customers under digital constraints and to marketplace competition. Through a field study and scenario-based experiment, we explore how and why low conditional vs. high conditional rewards influence consumer-brand connection and the role brand personality plays.
ContributorsBauer, Madelaine Anne (Co-author) / Bryant, Kelly (Co-author) / Lisjak, Monika (Thesis director) / Samper, Adriana (Committee member) / Department of Finance (Contributor) / W.P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Sandra Day O'Connor College of Law (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
133917-Thumbnail Image.png
Description
Health and fast food are seemingly on two opposite ends of the spectrum, yet healthy fast food is quickly growing in popularity. As many fast food brands are adjusting their menu to accommodate to this trend, this study explores how health claims used in fast food advertising affect college students'

Health and fast food are seemingly on two opposite ends of the spectrum, yet healthy fast food is quickly growing in popularity. As many fast food brands are adjusting their menu to accommodate to this trend, this study explores how health claims used in fast food advertising affect college students' perceptions of health and their likelihood to purchase healthy fast food products. To test this, a survey gathered quantitative data to assess student's perceptions of health and fast food, as well as qualitative data of when eating healthy is appealing and unappealing. An ad manipulation was employed to test student's likelihood to purchase the product shown in the ad. Though the study did not yield significant results, the results collected indicate that health claims may not be enough to influence someone to purchase, but that taste is of student's highest priority when making food purchase decisions. Thus, the study opens the door for future research in this realm of health and fast food, and concludes with recommendations for both marketers and future researchers.
ContributorsMigray, Emilee Catherine (Author) / Gray, Nancy (Thesis director) / Samper, Adriana (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05