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Building a brand and telling a story in perpetual crisis : launching a sustainable archives marketing strategy
Title
Building a brand and telling a story in perpetual crisis : launching a sustainable archives marketing strategy
Author
Cline, Tyler, Marcusse, Molly E.
Subjects--Topical
Marketing, Archives, Education, Higher, Mass media--Social aspects, Social media
Description
The American Heritage Center at the University of Wyoming began serious efforts to launch a marketing strategy in 2016, just as the University was hard-hit by a significant funding deficit. The marketing committee was tasked with modernizing and l...
Customer Success and the Transformation of Customer Relationships
Title
Customer Success and the Transformation of Customer Relationships
Author
Raines, MiKayla
Date Created
2022
Subjects--Topical
Marketing
Description
The construct of "customer satisfaction" has been used for several decades in marketing to achieve outcomes such as customer loyalty, word-of-mouth communication, resistance to competition, and customer equity. Recent research, however, has indica...
Founder Social Identity As A Predictor Of Customer And Competitor Orientation In Small And Medium-Sized Enterprises
Title
Founder Social Identity As A Predictor Of Customer And Competitor Orientation In Small And Medium-Sized Enterprises
Author
Rutherford, Austin
Date Created
2021
Subjects--Topical
Entrepreneurship, Marketing
Description
This dissertation explores the association between Founder Social Identity and the twoleading component measures of market orientation: customer and competitor orientation. Using the typology of entrepreneurial identities developed by Fauchart and...
Founder Social Identity As A Predictor Of Customer And Competitor Orientation In Small And Medium-Sized Enterprises
Title
Founder Social Identity As A Predictor Of Customer And Competitor Orientation In Small And Medium-Sized Enterprises
Author
Rutherford, Austin
Date Created
2021
Subjects--Topical
Entrepreneurship, Marketing
Description
This dissertation explores the association between Founder Social Identity and the twoleading component measures of market orientation: customer and competitor orientation. Using the typology of entrepreneurial identities developed by Fauchart and...
Is the Usage of Wearable Devices Worth it? A Study of Perceived Risks and Fashion on Intention to Adopt Wearable Devices
Title
Is the Usage of Wearable Devices Worth it? A Study of Perceived Risks and Fashion on Intention to Adopt Wearable Devices
Author
Lee, Edward
Date Created
2015
Subjects--Topical
Management, Industrial management, Marketing
Description
Wearable technology became popular not only in the consumer market, but also in the field of academic research. Studies related to smart wearables have increased dramatically during recent years. However, personal safety perspectives of wearable d...
SOCIAL DIALOGIC LISTENING: CONNECTING MARKETING ACTIVITY TO STRATEGY
Title
SOCIAL DIALOGIC LISTENING: CONNECTING MARKETING ACTIVITY TO STRATEGY
Author
Collins, Suzanne
Date Created
2020
Subjects--Topical
Marketing
Description
This research advances knowledge related to the potential role, antecedents, and benefitsof social media in relationship marketing. With rapidly changing consumer expectations,technology, and media, the marketplace is quickly evolving and firms ar...
The Influences of Brand Personality, Culture, and Social Media on Iconic Brand Preferences
Title
The Influences of Brand Personality, Culture, and Social Media on Iconic Brand Preferences
Author
Whelan, Brian
Date Created
2021
Subjects--Topical
Marketing
Description
Despite the strong appeal of iconic brands, research on how consumers form attachments and loyalty to them has been limited. To fill this knowledge gap, this research is aimed at identifying factors that may determine consumers’ emotional attachme...