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- Title
- Dual Branding: An Investigative Look into Dual Branding's Position within the Concept of Brand Alliance in the Hotel Industry.
- Creator
-
Ronzoni, Giulio, Fyall, Alan, Torres Areizaga, Edwin, Singh, Dipendra, Weinland, Jeffrey, Smith, Scott, University of Central Florida
- Abstract / Description
-
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
- IN A PICKLE: A MARKETING ANALYSIS OF IMAGES AND TEXTUAL DESCRIPTIONS ON FOOD PACKAGES AND HOW THEY INFLUENCE COLLEGE STUDENTS' GROCERY PURCHASES.
- Creator
-
Doyle, Lauren, Huff-Corzine, Lin, University of Central Florida
- Abstract / Description
-
The reason for confusion in grocery stores is the fact that many of the same types of food products are being marketed with different labels. Many packaging labels contain keywords such as "organic," "farm fresh," and "all natural." Some products incorporate the use of images such as a picturesque farm or a "happy" cow. Using data collected from the surveys of 349 college students, this study examines student choices of food products based on organic and non-organic and brand and generic...
Show moreThe reason for confusion in grocery stores is the fact that many of the same types of food products are being marketed with different labels. Many packaging labels contain keywords such as "organic," "farm fresh," and "all natural." Some products incorporate the use of images such as a picturesque farm or a "happy" cow. Using data collected from the surveys of 349 college students, this study examines student choices of food products based on organic and non-organic and brand and generic foods. Variables also examined include sex, health, and living arrangements. The results of this study can help provide an understanding about the mindset of the average college student while shopping at the grocery store. Based on the results there is evidence that students are significantly more likely to choose food products that are non-organic and generic. Based on the five variables used, sex and concern for nutritional value were the most significant in predicting a student's purchase of brand and organic food products, while body mass index, frequency of looking at nutritional facts labels, and living arrangement were not significant.
Show less - Date Issued
- 2015
- Identifier
- CFH0004783, ucf:45367
- Format
- Document (PDF)
- PURL
- http://purl.flvc.org/ucf/fd/CFH0004783
- Title
- An investigation of physiological measures in a marketing decision task.
- Creator
-
Lerma, Nelson, Karwowski, Waldemar, Elshennawy, Ahmad, Xanthopoulos, Petros, Reinerman, Lauren, University of Central Florida
- Abstract / Description
-
The objective of the present study was to understand the use of physiological measures as an alternative to traditional market research tools, such as self-reporting measures and focus groups. For centuries, corporations and researchers have relied almost exclusively on traditional measures to gain insights into consumer behavior. Oftentimes, traditional methods have failed to accurately predict consumer demand, and this has prompted corporations to explore alternative methods that will...
Show moreThe objective of the present study was to understand the use of physiological measures as an alternative to traditional market research tools, such as self-reporting measures and focus groups. For centuries, corporations and researchers have relied almost exclusively on traditional measures to gain insights into consumer behavior. Oftentimes, traditional methods have failed to accurately predict consumer demand, and this has prompted corporations to explore alternative methods that will accurately forecast future sales. One the most promising alternative methods currently being investigated is the use of physiological measures as an indication of consumer preference. This field, also referred to as neuromarketing, has blended the principles of psychology, neuroscience, and market research to explore consumer behavior from a physiological perspective. The goal of neuromarketing is to capture consumer behavior through the use of physiological sensors. This study investigated the extent to which physiological measures where correlated to consumer preferences by utilizing five physiological sensors which included two neurological sensors (EEG and ECG) two hemodynamic sensors (TCD and fNIR) and one optic sensor (eye-tracking). All five physiological sensors were used simultaneously to capture and record physiological changes during four distinct marketing tasks. The results showed that only one physiological sensor, EEG, was indicative of concept type and intent to purchase. The remaining four physiological sensors did not show any significant differences for concept type or intent to purchase.Furthermore, Machine Learning Algorithms (MLAs) were used to determine the extent to which MLAs (Na(&)#239;ve Bayes, Multilayer Perceptron, K-Nearest Neighbor, and Logistic Regression) could classify physiological responses to self-reporting measures obtained during a marketing task. The results demonstrated that Multilayer Perceptron, on average, performed better than the other MLAs for intent to purchase and concept type. It was also evident that the models faired best with the most popular concept when categorizing the data based on intent to purchase or final selection. Overall, the four models performed well at categorizing the most popular concept and gave some indication to the extent to which physiological measures are capable of capturing intent to purchase. The research study was intended to help better understand the possibilities and limitations of physiological measures in the field of market research. Based on the results obtained, this study demonstrated that certain physiological sensors are capable of capturing emotional changes, but only when the emotional response between two concepts is significantly different. Overall, physiological measures hold great promise in the study of consumer behavior, providing great insight on the relationship between emotions and intentions in market research.
Show less - Date Issued
- 2015
- Identifier
- CFE0006345, ucf:51563
- Format
- Document (PDF)
- PURL
- http://purl.flvc.org/ucf/fd/CFE0006345
- Title
- Performing on the Screen: An Exploration of Gender Representation in Technology Video Advertisements.
- Creator
-
Persaud, Subriena, Grauerholz, Elizabeth, Carter, Shannon, Huff-Corzine, Lin, University of Central Florida
- Abstract / Description
-
This study investigates the representation of gender in technology-related video advertisements. This thesis quantitatively and qualitatively examined 54 of the most recent commercials by the top nine Fortune 500 technology companies. A total of 407 characters were coded and quantitatively analyzed while the videos themselves were qualitatively assessed with particular attention given to the videos' themes and the interactions between the characters and the technology products and services....
Show moreThis study investigates the representation of gender in technology-related video advertisements. This thesis quantitatively and qualitatively examined 54 of the most recent commercials by the top nine Fortune 500 technology companies. A total of 407 characters were coded and quantitatively analyzed while the videos themselves were qualitatively assessed with particular attention given to the videos' themes and the interactions between the characters and the technology products and services. Results of the analyses showed that there were more male, Caucasian characters than any other character type based on gender and race/ethnicity. Females were mainly characterized according to traditional stereotypes, such as being linked to the home and expressing emotions. On the other hand, males were most often presented outdoors and conveyed confidence. Overall, the advertisements targeted upper class, Caucasian males while technology itself was associated with power, speed, and progress. These findings have important implications for understanding the persistence of gender inequality in the field of technology and in existing cultural beliefs surrounding gender and technology.
Show less - Date Issued
- 2014
- Identifier
- CFE0005228, ucf:50580
- Format
- Document (PDF)
- PURL
- http://purl.flvc.org/ucf/fd/CFE0005228
- Title
- CREATING SUSTAINABILITY THROUGH CORPORATE BRANDING.
- Creator
-
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
- AN EVALUATION OF ENROLLMENT MANAGEMENT MODELS OF THE 28 FLORIDA COMMUNITY COLLEGES.
- Creator
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LoBasso, Thomas, Bozeman, William, University of Central Florida
- Abstract / Description
-
ABSTRACT The purpose of this study was to determine the extent to which enrollment management models have been successfully implemented within the 28 Florida community colleges. The study also sought to determine when enrollment management structures began and whether expected benefits were achieved. Analysis of the data collected in this study indicated the following five major findings. First, enrollment management concepts and practices have been implemented at some level within the 23...
Show moreABSTRACT The purpose of this study was to determine the extent to which enrollment management models have been successfully implemented within the 28 Florida community colleges. The study also sought to determine when enrollment management structures began and whether expected benefits were achieved. Analysis of the data collected in this study indicated the following five major findings. First, enrollment management concepts and practices have been implemented at some level within the 23 Florida community colleges surveyed. This was evident by the use of the word "enrollment" in the organizational titles as well as in the titles of the individuals who were responsible for the models. Second, enrollment management models reported were determined to be relatively new in comparison to four-year institutions. The literature on enrollment management demonstrated that four-year colleges began enrollment management practices in the early-to-mid 1970s. Much of the existing literature on enrollment management has been based on the experiences at four-year institutions. Third, some enrollment management divisions appeared to have key enrollment offices displaced. The key enrollment offices selected in this study were supported throughout the literature. Those offices represented were as follows: Admissions, Records and Registration, Financial aid, Orientation, and Advising. Fourth, increasing enrollment was the strongest reason for implementing the enrollment structure and subsequently was the strongest benefit realized. The anticipated decline in high school graduates, and the expectation of subsequent declining college enrollments during the 1970s, provided the impetus for the adoption of models of enrollment management. The fifth finding was that moving key enrollment offices such as financial aid into the enrollment management organizations would be an improvement to existing models. As enrollment management concepts are implemented into practice, the realignment of related offices may be necessary to effectively accomplish goals.
Show less - Date Issued
- 2005
- Identifier
- CFE0000371, ucf:46330
- Format
- Document (PDF)
- PURL
- http://purl.flvc.org/ucf/fd/CFE0000371
- Title
- MAMMY.
- Date Created
- 1930s
- Identifier
- DP0015356
- Format
- Image (JPEG)
- PURL
- http://purl.flvc.org/ucf/fd/DP0015356
- Title
- Topsy's matchbook.
- Date Created
- 1930s-1950s
- Identifier
- DP0015369
- Format
- Set of related objects
- PURL
- http://purl.flvc.org/ucf/fd/DP0015369
- Title
- Snow Ball.
- Date Created
- 1930s
- Identifier
- DP0015357
- Format
- Image (JPEG)
- PURL
- http://purl.flvc.org/ucf/fd/DP0015357
- Title
- Knox's gelatine.
- Date Created
- 1920s?
- Identifier
- DP0015493
- Format
- Set of related objects
- PURL
- http://purl.flvc.org/ucf/fd/DP0015493
- Title
- Excelsior: Ready mixed paints.
- Date Created
- 1891
- Identifier
- DP0015449
- Format
- Image (JPEG)
- PURL
- http://purl.flvc.org/ucf/fd/DP0015449
- Title
- We never fade!!.
- Date Created
- 1880s
- Identifier
- DP0015443
- Format
- Set of related objects
- PURL
- http://purl.flvc.org/ucf/fd/DP0015443
- Title
- Seal of North Carolina: Smoking Tobacco Marburg Bros.
- Date Created
- 1840-1880
- Identifier
- DP0015390
- Format
- Set of related objects
- PURL
- http://purl.flvc.org/ucf/fd/DP0015390
