Matching Items (2)
Description
This report was commissioned to provide an analysis and evaluation of consumer perceptions and branding as it relates to the political and social climate in America. To be able to do this, the paper analyzes shifts in the external environment as well as researching case studies and online consumer perception surveys. Overall, this paper aims to examine the distributed survey and attempt to correlate and identify how branding, consumer perceptions, and social and political issues all can work and affect one another. Through the administration of this survey, we were able to formulate a conclusion that points towards the importance of brands actively adhering to changing consumer preferences, ideals, and expectations. The research draws attention to the fact that brands are now living in polarized times, in which there can be numerous risks and opportunities for taking a particular stance socially or politically (Kleinberg, 2017). Thoroughly understanding and measuring brand customer perception in regards social and political stance can be vital to the future success or demise of a brand. To further understand consumer perceptions, it is imperative to analyze the opinions and information of the demographics in which brands appeal to. They can have differing opinions on the subject matter, therefore brands must be sensitive to these differences, and make changes accordingly. Moreover, analyzing current advertising campaigns are essential in gauging the overall expectation that consumers have for their brands in relation to current political and social climates. In essence, these questions and studies led us to formulate our final recommendations pertaining to this subject. Therefore, it is recommended: Brands should consider the political ideology in which the majority of their consumer base identifies with in order to leverage consumer purchasing power Brands should institute protocols before officially releasing proactive or reactive ad campaigns, such as brand advisory committees, competent spokesmen, issue based ads By utilizing this information, it allows brands to be proactive and refocus their objectives in order to accommodate varying consumer perceptions.
ContributorsClark, Sydney Chantal (Co-author) / Loera, Carolina (Co-author) / Montoya, Detra (Thesis director) / Samper, Adriana (Committee member) / Department of Marketing (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
In college, students are continuously learning and maturing, prompting transitions, as they grow to enhance their academic, vocational, and personal development. As such, institutions of higher education must also consider how to support students in these transitions. At the Teachers College at Southwestern University, 59% (N=86) of students in Educational Studies, a non-certification major, transitioned from teacher certification majors. In an ecology that centralizes students pursuing teacher certification, students majoring in Educational Studies do not receive the adequate support, particularly in addressing their concerns and curiosities regarding their future career trajectories.
This qualitative study drew on Bronfenbrenner’s ecological models of human development and Moos’ ecology model as the theoretical underpinnings to examine how students cultivated adaptability amidst the transition of changing majors. On the forefront of support as students change majors, this study utilized academic advising to highlight a career advising program designed with an ecological approach to reimagine academic advising support in proactive and responsive ways.
Findings from a grounded theory approach suggested students adapted through a network of support, network of information, and network of self-concept. The career advising program designed to draw upon multiple systems in one’s ecology capitalized on the reciprocal dynamic between an individual and their ecology. Cultivating adaptability addresses economical, societal, and personal goals and needs, economical, societal, and personal needs.
This qualitative study drew on Bronfenbrenner’s ecological models of human development and Moos’ ecology model as the theoretical underpinnings to examine how students cultivated adaptability amidst the transition of changing majors. On the forefront of support as students change majors, this study utilized academic advising to highlight a career advising program designed with an ecological approach to reimagine academic advising support in proactive and responsive ways.
Findings from a grounded theory approach suggested students adapted through a network of support, network of information, and network of self-concept. The career advising program designed to draw upon multiple systems in one’s ecology capitalized on the reciprocal dynamic between an individual and their ecology. Cultivating adaptability addresses economical, societal, and personal goals and needs, economical, societal, and personal needs.
ContributorsFong, Raquel (Author) / Liou, Daniel Dinn-You (Thesis advisor) / Koro-Ljungberg, Mirka (Committee member) / Dawes, Mary (Committee member) / Arizona State University (Publisher)
Created2018