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(1 - 11 of 11)
- Title
- CREATING SUSTAINABILITY THROUGH CORPORATE BRANDING.
- Creator
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Ritz, Hayley, Jones, Dan, University of Central Florida
- Abstract / Description
-
This thesis provides a thorough definition of corporate branding, including its benefits when used as a strategic marketing tool. There are many who believe that the logo of a corporation is its brand. However, the logo is only one interpretation of the brand. The brand is the corporation's ethos. It is the fundamental character or spirit of the corporation. It is an expression of who the corporation is. It is the essence that links the corporation's product or service with its...
Show moreThis thesis provides a thorough definition of corporate branding, including its benefits when used as a strategic marketing tool. There are many who believe that the logo of a corporation is its brand. However, the logo is only one interpretation of the brand. The brand is the corporation's ethos. It is the fundamental character or spirit of the corporation. It is an expression of who the corporation is. It is the essence that links the corporation's product or service with its consumer through loyalty and emotional attachments. Corporations use various processes and methodologies when they begin to create and enhance their corporate brand. Corporations must define their corporate personality, build recognition, standardize, and fulfill brand promises. There are also obstacles and challenges that corporations face in their endeavor to implement a branding guideline, and the chance of overcoming them without defined leadership is unrealistic. This study focuses specifically on existing literature about corporate branding and cites case study examples to show what makes the best brands successful and where failing brands could have been more successful. The study concludes by providing insight into the future for corporate branding and offering suggestions for technical communication professionals who find themselves a part of the brand building and defining process. There are various rules to branding and traits that are common to every top brand in the world. By instilling its brand with such traits, and following certain processes with focus, passion, and persistence, and most of all a long-term commitment to the brand, a corporation will find its brand among the most recognized brands in the world.
Show less - Date Issued
- 2007
- Identifier
- CFE0001871, ucf:47413
- Format
- Document (PDF)
- PURL
- http://purl.flvc.org/ucf/fd/CFE0001871
- Title
- Website Interactivity as a Branding Tool for Hotel Websites.
- Creator
-
Barreda Davila, Albert, Nusair, Khaldoon, Okumus, Fevzi, Hara, Tadayuki, Ozturk, Ahmet, Bai, Haiyan, Beldona, Srikanth, University of Central Florida
- Abstract / Description
-
The dissertation explored the relationships among Website interactivity, brand knowledge, consumer-based brand equity and behavioral intentions in the context of hotel Websites. Based on an in-depth literature review, a theory-driven model was proposed and ten hypotheses were developed. The dissertation employed an empirical study based on a survey design, and collected data via a marketing company. Respondents who booked a hotel room online using hotel branded Websites in the last 12 months...
Show moreThe dissertation explored the relationships among Website interactivity, brand knowledge, consumer-based brand equity and behavioral intentions in the context of hotel Websites. Based on an in-depth literature review, a theory-driven model was proposed and ten hypotheses were developed. The dissertation employed an empirical study based on a survey design, and collected data via a marketing company. Respondents who booked a hotel room online using hotel branded Websites in the last 12 months were approached to complete the online questionnaire. Four hundred ninety six (496) respondents completed the online questionnaire by answering to questions related to their last hotel booking experience. Analysis was conducted in two phases: (1) Confirmatory Factor Analysis (CFA) and (2) Structural Equation Modeling (SEM). The overall fit of the CFA model and the final SEM model were acceptable, indicating an adequate fit to the data. The results suggested that the two dimensions of Website interactivity, namely system interactivity and social interactivity, positively impacted the components of brand knowledge, and that system interactivity had a stronger impact as compared to social interactivity. Although, social interactivity was not found to have a significant direct effect on brand awareness, the results showed that social interactivity had a significant impact on brand image. Furthermore, the relationship between brand equity and behavioral intentions was positive and significant. The empirical study offered theoretical for utilizing Website interactivity as a branding tool in the hotel context. Additionally, the results provide practical insights into branding strategies, Website development, and behavioral intentions enhancement. Very few studies have empirically examined and incorporated Website interactivity dimensions and brand knowledge with consumer-based brand equity and behavioral intentions. This gap in the literature has been compounded by an absence of empirical studies on Website interactivity as a tool to develop brands and behavioral intentions in the context of hotel Websites. The present dissertation closes this gap in the literature by reporting on a questionnaire of US adult travelers that offered data on those theoretical associations. Conceptually, the results support the influential impact of Website interactivity on brand elements and behavioral intentions.
Show less - Date Issued
- 2014
- Identifier
- CFE0005302, ucf:50512
- Format
- Document (PDF)
- PURL
- http://purl.flvc.org/ucf/fd/CFE0005302
- Title
- COLLEGE STUDENTS' RECALL OF AND ATTITUDES TOWARD BRAND PLACEMENT IN REALITY TELEVISION PROGRAMMING.
- Creator
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Fayemi, Temitayo, Kenney, Richard, University of Central Florida
- Abstract / Description
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This thesis measures college students' attitudes toward, and the effectiveness of, brand placement in the genre of reality television. Surveys were used to discover the level of brand recall for the products and brands displayed in reality television programming and to discover viewers' reported reasons for paying attention to these brands. The study found that viewers tended to have positive attitudes toward brand placement in reality television and that focus on a brand was a major reason...
Show moreThis thesis measures college students' attitudes toward, and the effectiveness of, brand placement in the genre of reality television. Surveys were used to discover the level of brand recall for the products and brands displayed in reality television programming and to discover viewers' reported reasons for paying attention to these brands. The study found that viewers tended to have positive attitudes toward brand placement in reality television and that focus on a brand was a major reason for recall. Furthermore, the study found no significant difference in the recall scores of reality television viewers versus non-viewers and no significant difference based on the perceived level of the reality of the programming.
Show less - Date Issued
- 2006
- Identifier
- CFE0000921, ucf:46735
- Format
- Document (PDF)
- PURL
- http://purl.flvc.org/ucf/fd/CFE0000921
- Title
- Dual Branding: An Investigative Look into Dual Branding's Position within the Concept of Brand Alliance in the Hotel Industry.
- Creator
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Ronzoni, Giulio, Fyall, Alan, Torres Areizaga, Edwin, Singh, Dipendra, Weinland, Jeffrey, Smith, Scott, University of Central Florida
- Abstract / Description
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The purpose of this dissertation was to investigate, in an exploratory way, the state of the art of the application of brand alliances, with a particular focus on the practice of dual branding, in the field of lodging. More precisely, this research aimed at identifying and evaluating the determinants of industry adoption of, and customer satisfaction with, intra-company dual branding strategies in the US lodging industry.The primary purpose of this study is to determine the efficacy of dual...
Show moreThe purpose of this dissertation was to investigate, in an exploratory way, the state of the art of the application of brand alliances, with a particular focus on the practice of dual branding, in the field of lodging. More precisely, this research aimed at identifying and evaluating the determinants of industry adoption of, and customer satisfaction with, intra-company dual branding strategies in the US lodging industry.The primary purpose of this study is to determine the efficacy of dual branding in the field of the lodging industry, a phenomenon that is still insufficiently explored in the literature. In fact, the scarcity of literature pertaining to the lodging industry has forced this study to consider the research related to other segments and industries where dual branding strategies have been studied. Therefore, this study intended to expand the existing body of knowledge, advancing the theory of brand alliance from an industry and consumer perspective, as well as adapt, refine, and utilize a scale suitable for the measurement of dual branded hotels' customer satisfaction. This dissertation used an exploratory sequential mixed method approach. In the first qualitative phase, face-to-face and telephone interviews with operational hotel managers, corporate hotel managers, real estate development and management companies' managers, owners, and presidents, as well as hotel and lodging associations' professionals have been conducted. In addition to relevant and significant findings and results obtained through the hotel industry professionals interviewed, themes, constructs, and variables useful in the refinement and adaptation of a dual branding customer satisfaction scale were attained. Consequently, the second quantitative phase consisted of an online administration of a scenario-based questionnaire to dual branded hotels' customers of a dual branded lodging property aimed at identifying and evaluating the determinants of customer satisfaction.The ultimate purpose of this research has been to understand the main issues of implementation of dual branding practices and strategies in the lodging context. In particular, it has been to highlight and provide managerial, theoretical, methodological, and practical implications and recommendations for the US lodging industry, in the adoption of intra-company dual branding strategies. The suggestions offered in the study are relevantly timed to what is happening within the lodging industry, offering implications for both academia and industry.
Show less - Date Issued
- 2019
- Identifier
- CFE0007716, ucf:52411
- Format
- Document (PDF)
- PURL
- http://purl.flvc.org/ucf/fd/CFE0007716
- Title
- The Effect Of Brand Diversification And Systematic Risk On Firm Shareholder Wealth: The Case Of Brinker International, Inc.
- Creator
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Makki, Abdullah, Croes, Robertico, Lee, Ji-Eun, Hara, Tadayuki, Beaumont, Paul, University of Central Florida
- Abstract / Description
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Divestiture activity within the restaurant industry has increased in the last twenty years, however there is a dearth of research investigating the subsequent effects of the phenomenon. In particular none of the studies in the literature, have specifically examined the effects of restaurant firms' brand diversification strategies and systematic risk on shareholder wealth when controlling for divestiture completions. This research extends the knowledge from previous work on corporate...
Show moreDivestiture activity within the restaurant industry has increased in the last twenty years, however there is a dearth of research investigating the subsequent effects of the phenomenon. In particular none of the studies in the literature, have specifically examined the effects of restaurant firms' brand diversification strategies and systematic risk on shareholder wealth when controlling for divestiture completions. This research extends the knowledge from previous work on corporate unbundling and brand diversification strategies to the unique restaurant industry. Drawing on agency theory, the long- and short-term effects of the resulting brand diversification levels on firm shareholder wealth following a divestiture is examined. In addition, the effect of systematic risk on shareholder wealth following a divestiture is investigated. The study is applied to one of the leading U.S. restaurant firms, Brinker International, Inc., since the company has completed a number of divestitures that have resulted in a reduction of its brand diversification. Time series data from 1994 to 2013 is used in the study. The Wharton Research Data Services database and Brinker International, Inc.'s Securities and Exchange Commission annual and quarterly filings are utilized in acquiring the data for the study. Data analysis for the study consists of a cointegration error correction model. Specifically, the study's methodology includes unit root tests, cointegration, vector error correction, and causality tests for the proposed hypotheses. The results indicate that there is a long-run equilibrium relationship between shareholder wealth, brand diversification, and systematic risk. In addition, a short-term positive relationship exists between Brinker's level of systematic risk and divestiture completion. In addition, a negative short-term relationship is found between Brinker's brand diversification and shareholder wealth with divestiture completion. However, no statistically significant relationships are found between brand diversification, systematic risk, and shareholder wealth for Brinker in the short term. Overall, the study's model for the short-term explains 23.63% of the variance in Brinker's shareholder wealth. This study provides various theoretical and managerial implications for the restaurant literature, as well as, provides a catalyst for future studies to expand on the relationships between brand diversification, systematic risk, and shareholder wealth for restaurant firms when considering divestitures.
Show less - Date Issued
- 2016
- Identifier
- CFE0006473, ucf:51431
- Format
- Document (PDF)
- PURL
- http://purl.flvc.org/ucf/fd/CFE0006473
- Title
- The Branding, Creation, and Promotion of a Solo Comedienne.
- Creator
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McCorison, Anna, Snyder, Tara, Ingram, Kate, Niess, Christopher, University of Central Florida
- Abstract / Description
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Comedy exists as a stronghold in American culture as a coping mechanism throughout history, but is often limited to the male headliner. From Charlie Chaplin to Jackie Gleason and Bill Cosby to Will Ferrell, men have kept us laughing from stages to screen throughout the last century. Thus, I inquire: who are the prominent women who rose to the top of this male-dominated industry and how did they create a brand for themselves that was distinguishable and celebrated? What is it about being a...
Show moreComedy exists as a stronghold in American culture as a coping mechanism throughout history, but is often limited to the male headliner. From Charlie Chaplin to Jackie Gleason and Bill Cosby to Will Ferrell, men have kept us laughing from stages to screen throughout the last century. Thus, I inquire: who are the prominent women who rose to the top of this male-dominated industry and how did they create a brand for themselves that was distinguishable and celebrated? What is it about being a woman in the last century that made making a name in comedic entertainment more cumbersome, and has this feat of female branding changed at all with the evolution of entertainment and social trends? With this graduate thesis, I wish to explore the comparative timeline between socio-economic history, feminism, and the growth of entertainment trends. Considering this history, I will examine five major comediennes: Carol Burnett, Lily Tomlin, Whoopi Goldberg, Chelsea Handler, and Colleen Ballinger and their journeys to create prominent female entertainment brands. From this contributing research I will create and perform a one-woman show entitled An Evening with Aunt Nona. Through the exploration of personal branding and marketing of my solo voice, I seek to provide an inspirational framework for the creation and branding of future solo comediennes.
Show less - Date Issued
- 2015
- Identifier
- CFE0005661, ucf:50181
- Format
- Document (PDF)
- PURL
- http://purl.flvc.org/ucf/fd/CFE0005661
- Title
- GOOD GUYS DON'T ALWAYS FINISH LAST: THE MODERATING ROLE OF BRAND EXTENSION FIT ON PRODUCT EVALUATIONS BASED ON CORPORATE ABILITY (CA) AND CORPORATE SOCIAL RESPONSIBILITY (CSR) ASSOCIATIONS.
- Creator
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Johnson, Zachary, Mao, Huifang, University of Central Florida
- Abstract / Description
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Termed corporate associations, consumer corporate brand perceptions influence evaluations of new products made by consumers. Corporate associations are conceptualized as falling within two categories (Brown and Dacin 1997): a corporation may develop a reputation for Corporate Ability (CA) by developing quality products or for Corporate Social Responsibility (CSR) through its corporate commitment to societal obligations. Past research suggests that product-related CA associations lead to more...
Show moreTermed corporate associations, consumer corporate brand perceptions influence evaluations of new products made by consumers. Corporate associations are conceptualized as falling within two categories (Brown and Dacin 1997): a corporation may develop a reputation for Corporate Ability (CA) by developing quality products or for Corporate Social Responsibility (CSR) through its corporate commitment to societal obligations. Past research suggests that product-related CA associations lead to more favorable product evaluations than CSR, which is a contextual association that is less product-related. However, past research has been limited to line extensions, which are evaluated in a piecemeal cognitive process. Unlike line extensions, evaluations of brand extensions include an intervening categorization process that determines consumers' evaluative strategies. This research merges the corporate association and brand extension literature streams and, in four studies, contributes to the literature by establishing that brand extension fit moderates the influence of corporate associations on product evaluations. This finding is developed further by demonstrating that both individual differences (self-construal) and brand-related attributes moderate this interaction.
Show less - Date Issued
- 2011
- Identifier
- CFE0004015, ucf:49164
- Format
- Document (PDF)
- PURL
- http://purl.flvc.org/ucf/fd/CFE0004015
- Title
- A Snapchat Marketing Perspective: Examining the Personality Traits and Motives that Predict Attitudes Toward and Engagement with Non-Sponsored and Sponsored Content in Snapchat.
- Creator
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Sousa Garnica, Tiany, Kinnally, William, Rubenking, Bridget, Sellnow, Deanna, University of Central Florida
- Abstract / Description
-
Social networking sites (SNS) have revolutionized the communication between consumers and brands, publishers, and marketers. These platforms have become a way for advertisers to communicate directly and engage users with content that is innovative and less intrusive. The aim of this research is to examine the personality traits and motives (based on the uses and gratifications theory) that predict attitudes toward and engagement with non-sponsored and sponsored content in Snapchat. An online...
Show moreSocial networking sites (SNS) have revolutionized the communication between consumers and brands, publishers, and marketers. These platforms have become a way for advertisers to communicate directly and engage users with content that is innovative and less intrusive. The aim of this research is to examine the personality traits and motives (based on the uses and gratifications theory) that predict attitudes toward and engagement with non-sponsored and sponsored content in Snapchat. An online survey with 606 participants showed that the main motives of using Snapchat were social information seeking, entertainment, and impression management. Multiple regression analyses were used to determine what personality traits predict the motives for using Snapchat. Finally, hierarchical multiple regressions were used to examine the models that predict attitudes toward the non-sponsored and sponsored features in Snapchat as well as the engagement with them. Recommendations for practitioners were given to help them develop marketing strategies in Snapchat.
Show less - Date Issued
- 2017
- Identifier
- CFE0006799, ucf:51825
- Format
- Document (PDF)
- PURL
- http://purl.flvc.org/ucf/fd/CFE0006799
- Title
- The Role of Occupational Branding in the Professionalization of Technical Communication.
- Creator
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Thomas, Chelsea, Jones, Dan, Flammia, Madelyn, Bell, Kathleen, University of Central Florida
- Abstract / Description
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This study investigates the relationship between professional identity and professional status by exploring the quest for professionalization within technical communication. An established professional identity is crucial to an occupation's professionalization process, as it enables members of a given field to create a common sense of being and facilitates a recognizable personal and collective identity. Such recognition is vital to an occupation's rise to professional status, as it creates a...
Show moreThis study investigates the relationship between professional identity and professional status by exploring the quest for professionalization within technical communication. An established professional identity is crucial to an occupation's professionalization process, as it enables members of a given field to create a common sense of being and facilitates a recognizable personal and collective identity. Such recognition is vital to an occupation's rise to professional status, as it creates a distilled image of the ideal practitioner for outsiders and forms the basis upon which claims of expertise may be made. By constructing the meaning surrounding their profession, members are able to portray an image which designates their knowledge as a scarce expertise and their profession as the appropriate source for the services they provide.A lack of professional identity constitutes the primary factor hindering technical communication from realizing the professionalization process, as it prevents the formation of practitioners' common sense of being, promotes the absence of identifiability and precludes the possibility of recognition by larger society. Without an established professional identity, the field cannot formulate a culturally-relevant perception of its role, claim professional expertise or jurisdiction over their work, or achieve the social and cultural legitimacy necessary in order to increase its professional status. By implementing processes of occupational branding within the professional project, efforts involving the construction of collective professional identity will increase professional status by enabling a group's management of professional meaning, facilitating the creation of an occupational brand and assisting in value production.
Show less - Date Issued
- 2016
- Identifier
- CFE0006189, ucf:51137
- Format
- Document (PDF)
- PURL
- http://purl.flvc.org/ucf/fd/CFE0006189
- Title
- Finding Consensus Energy Folding Landscapes Between RNA Sequences.
- Creator
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Burbridge, Joshua, Zhang, Shaojie, Hu, Haiyan, Jha, Sumit, University of Central Florida
- Abstract / Description
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In molecular biology, the secondary structure of a ribonucleic acid (RNA) molecule is closely related to its biological function. One problem in structural bioinformatics is to determine the two- and three-dimensional structure of RNA using only sequencing information, which can be obtained at low cost. This entails designing sophisticated algorithms to simulate the process of RNA folding using detailed sets of thermodynamic parameters. The set of all chemically feasible structures an RNA...
Show moreIn molecular biology, the secondary structure of a ribonucleic acid (RNA) molecule is closely related to its biological function. One problem in structural bioinformatics is to determine the two- and three-dimensional structure of RNA using only sequencing information, which can be obtained at low cost. This entails designing sophisticated algorithms to simulate the process of RNA folding using detailed sets of thermodynamic parameters. The set of all chemically feasible structures an RNA molecule can assume, as well as the energy associated with each structure, is called its energy folding landscape. This research focuses on defining and solving the problem of finding the consensus landscape between multiple RNA molecules. Specifically, we discuss how this problem is equivalent to the problem of Balanced Global Network Alignment, and what effect a solution to this problem would have on our understanding of RNA.Because this problem is known to be NP-hard, we instead define an approximate consensus on a landscape of reduced size, which dramatically reduces the searching space associated with the problem. We use the program RNASLOpt to enumerate all stable local optimal secondary structures in multiple landscapes within a certain energy and stability range of the minimum free energy (MFE) structure. We then encode these using an extended structural alphabet and perform sequence alignment using a structural substitution matrix to find and rank the best matches between the sets based on stability, energy, and structural distance. We apply this method to twenty landscapes from four sets of riboswitches from Bacillus subtillis in order to predict their native (")on(") and (")off(") structures. We find that this method significantly reduces the size of the list of candidate structures, as well as increasing the ranking of previously obscure secondary structures, resulting in more accurate predictions overall. Advances in the field of structural bioinformatics can help elucidate the underlying mechanisms of many genetic diseases.
Show less - Date Issued
- 2015
- Identifier
- CFE0006210, ucf:51109
- Format
- Document (PDF)
- PURL
- http://purl.flvc.org/ucf/fd/CFE0006210
- Title
- Rhetoric of Imagery: Gendering Identity and Consumption Throughout Interwar American Advertisment.
- Creator
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Delgado, Natalie, Dandrow, Edward, Crepeau, Richard, French, Scot, University of Central Florida
- Abstract / Description
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Interwar American advertising rose alongside new levels of hygiene, personal appearance, and technology in order to sell their products to target audiences. Despite the abundance of scholarship on media and gender, few studies have examined the gendered techniques through which interwar advertisers communicated with consumers in response to changing social norms and economic stability. The question this thesis explores is how these changes and communication shifted in response to consumer...
Show moreInterwar American advertising rose alongside new levels of hygiene, personal appearance, and technology in order to sell their products to target audiences. Despite the abundance of scholarship on media and gender, few studies have examined the gendered techniques through which interwar advertisers communicated with consumers in response to changing social norms and economic stability. The question this thesis explores is how these changes and communication shifted in response to consumer culture and how advertisers utilized early market research and persuasion techniques to target their audiences. Building on the studies of gender, consumption, and identity, this thesis examines the relationship between American advertisers and their targeted male and female consumers between 1920 and 1940. By exploring how admen and women within Madison Avenue's top advertising agencies utilized psychology and consumer feedback to develop a two-way communication with middle-classed consumers, this thesis draws from social, cultural, and gendered studies to understand how advertisers communicated with and tried to appeal to their target audiences. Utilizing both copy and imagery as sources of communication, this study examines every issue of the top circulating American magazines between 1920 and 1940 to explain how advertisers rose with early consumer behavioral psychology and new standards of sanitation and hygiene, how a growing consumer culture and American notion of identity and gender affected the selling of selfhood and personal beauty products, and how gendered media representations and persuasion techniques helped advertisers sell modernity and individuality to readers. This analysis surveys specific advertising campaigns before, during, and after the Stock Market Crash to follow shifts in appeals to masculinity and femininity in response to changing social norms. By delving into this intersection of gender, media, and identity, this study finds various nuances through which advertisers and their audiences communicated in and alongside a growing consumer culture.
Show less - Date Issued
- 2017
- Identifier
- CFE0006870, ucf:51740
- Format
- Document (PDF)
- PURL
- http://purl.flvc.org/ucf/fd/CFE0006870
