Color is important not only in terms of aesthetics but also because it carries meanings that can influence affect and behavior. People’s daily experiences are saturated with color, however scant research focuses on the influence of color in marketing. Essay one of this dissertation offers a conceptual model that provides a framework for understanding how people experience and create meaning from color in order to contribute to a better understanding of how color affects consumer behavior. Additionally, it provides a review of color research in different areas of marketing. This review brings attention to areas where more empirical research is needed and also provides research questions and directions for future study. Essay two examines the role that color plays in branding and fills a major gap in the brand personality literature by empirically testing how nonverbal elements contribute to the establishment of and shape brand personality (Batra, Lehmann, and Singh 1993). In addition, this essay fills a gap in the branding literature by examining the brand-building qualities of logos (Keller and Lehmann 2006). Based on color theory and previous empirical work in psychology and marketing, the relationship between color and brand personality (Aaker 1997), and color and brand equity is tested in a series of five studies. Study 1 demonstrates the link between hue and brand personality using two fictitious and two real brand logos. Study 2 further examines the relationship by focusing on the other two components of color, saturation and value, using four fictitious brand logos. Together, these studies show that all three components affect brand personality perceptions. Study 3 offers replication and extends these findings to package design. Study 4 shows the incremental value of color in logo design, using one hundred real brand logos. Results show that color is an important driver of brand personality and that the combination of logo design and color influences likability and familiarity. Lastly, the relationship between color and brand equity is examined in Study 5. The results provide evidence of product category color norms and reveal that while color differentiation may be helpful for certain categories, it may hurt others.

<p> The purpose of this case study was to understand tradeshow exhibits as places of learning. The existing literature suggests that tradeshows are events of learning, but the purpose of this research study was to fill a pronounced gap in the literature by better understanding tradeshow exhibits as places of learning through the perceptions and experiences of industry professionals at a Midwestern exhibit house. Tradeshows have traditionally been understood to be temporary marketplaces where organizations from a given industry convene to display their products and services to potential buyers. While tradeshow exhibits are still seen in this research study as temporary places for trade, this research study went beyond this traditional view, to understand tradeshow exhibits as a complex phenomenon that could facilitate many experiences and opportunities for learning.</p>

<p> At its simplest, product design can be described as the steps taken to actualize a product that best solves an identified customer problem. Though the process of product design is not set-in-stone, designers remain focused exclusively on the in-person experience between customers and products. Such a perspective has allowed designers to create products with exceptional precision, elevating the overall experience for customers. However, provided that the adoption of online shopping continues <i>en masse</i>, exploring how designers can engage product design and online shopping together is timely. </p><p> This study proffered a new model and design perspective for designers to more effectively create products that are likely to be investigated and purchased online. This model is a rubric for measuring the difference, if any, between how a product is intended by designers to be perceived online versus what is perceived by customers online. Through a descriptive, quantitative study, cross-checked by open-ended qualitative interviews, the results from 50 survey participants and 10 interviewees indicated that the dimensions of the model &ndash; familiarity (incongruent form, as described by Noseworthy and Trudel, 2011), understandability (prototypical isolation, as described by Ramachandran &amp; Hirstein, 1999), and reward (multiple anticipations, as described by Eyal, 2014) &ndash; are key indicators of how customers evaluate and favor products online. The results suggest that by integrating an online perception evaluation step into the prototyping stage of development, the emergent design will be improved; in turn, allowing designers to produce a more competitive product for the online marketplace.</p><p>

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The focus of this thesis is on the internal and external environments of retail stores, and their contribution to retail branding from marketing and design perspectives. The retail industry in the postwar period and in particular since the 1980s has grown rapidly creating new store formats, new locations and new markets; retail brands have become some of the most powerful in the UK. The retail store now forms a visually engaging, three dimensional material and symbolic environment, where the brand merges with detailed store design. Both marketing and design initiatives have had a significant role in these developments, and consequently informed the distinctive interdisciplinary approach to the research journey. The body of work draws on nine publications, from an initial exploratory paper in 2003 to the final piece of work in 2010. The journey is characterized by its critical engagement with qualitative methodology, and an increasing awareness of the value of visual methods in the field. This contributed to a different understanding of the internal spaces of the store from a consumer perspective and the co-creative possibilities of retail design. As the research journey progressed, the contribution of the store to the retail brand was extended to its place in the external, urban environment. This contributed to understanding the significance of the building to the retail brand, through prestigious new buildings but also the re-use and regeneration of commercial buildings and their meaningful connections with the past. It is in this context that the body of work contributes new knowledge of the relationship between design, branding and experience in retail environments in which the design of the building, both internally and in its local context provide new opportunities to communicate to, and create experiences with consumers.

The purpose of this thesis is to analyse the implications of mobile commerce design variables on the consumer’s emotional and behavioural responses. With mobile and tablet commerce becoming as popular as desktop usage, fashion retailers must ensure that they have designed a mobile channel that will produce the most positive responses. The objective of the research was to therefore study the individual stimuli in the mobile environment and to investigate their effect upon the mobile consumer. The thesis primarily collates and identifies branding and marketing design stimuli within the mobile commerce environment. These design stimuli are subsequently tested as variables within two qualitative methods and provide insight into the implications of the individual stimuli. The research findings are vast and provide information as to emotional and cognitive responses towards the stimuli, behavioural responses and the connection between the two. Key findings are displayed within matrix tables, cluster diagrams and S-O-R models, offering a simplified results format for both academics and practitioners. This study is one of the first to research the design of the mobile commerce environment. Whilst research regarding mobile banking, mobile acceptance and mobile usage motivations have been briefly explored in literature, there are currently no studies that have examined the design of mobile commerce channels and consumer responses. Furthermore, although literature regarding the design of the online environment is profuse, the novelty of the mobile channel has rendered research deficient and emergent. It is at this time that research regarding the mobile environment is at the most lucrative. This body of work therefore offers original insightContents Page |11and important findings for academic and practical applications regarding the design of mobile fashion channels.

The thesis describes the packaging design theory. Then describes the czech market and packaging design. In the practical part there were interwieved 6 peoople from the czech enterprise market.At the end of the thesisi there is a packagafe o criterions of a goog packaging design accoarding to the czech experts.

The purpose of the study was to determine the developmental needs of HRD practitioners in selected departments of the South African Public Service. Developmental needs as an independent variable and the role of HRD practitioners – marketing HRD interventions, conducting training needs analyses, designing and developing HRD interventions, implementing HRD interventions, and monitoring, evaluating and giving feedback on HRD interventions - were investigated. A sample of seventy (70) HRD practitioners working in seven public service departments was drawn. The developmental needs to market HRD interventions, conduct training needs analyses, design and develop HRD interventions, implement HRD interventions, and monitor, evaluate and give feedback on HRD interventions were determined within and between HRD practitioners and public service departments to establish differences and similarities. Results averred that HRD practitioners have developmental needs to perform the abovementioned functions. However, compared to Blacks and Whites, Coloureds and Indians seem to have more developmental needs in marketing, conducting training needs analysis, implementing HRD interventions and generic HRD skills. HRD practitioners from the departments of Health and Transport seemed to have more developmental needs in conducting training needs analyses and designing and developing HRD interventions when compared to other public service departments. Females need more development in marketing and implementing HRD interventions than males. HRD practitioner developmental needs in implementing, monitoring, evaluating, and giving feedback on HRD interventions were the same for all age groups. HRD practitioners in the department of Health and Transport need more development in generic skills compared to other departments. However developmental needs on generic skills are the same for all age groups. / Dissertation (MCom)--University of Pretoria, 2012. / Human Resource Management / unrestricted

Diploma thesis focuses on modern trends in marketing communication of specific educational institution. Main goal of the thesis is to analyse and to design of a mobile application for Faculty of Management University of Economics in Prague as a new tool of marketing communication intended for candidates interested in studying and potential students. Theoretical part of the thesis includes general topics about strategic university management of Universities, marketing communication and relations management. Author also presents the mobile application as a product, its applicability, ways of its distribution and necessary steps for its analysis and design.