Most enterprises in the United Arab Emirates are small and medium-sized enterprises (SMEs); some owners of these enterprises lack the knowledge of branding strategies to succeed financially. The purpose of this multiple case study was to explore branding strategies used by owners of some successful service SMEs. Krake's funnel model for the role of brand management in SMEs was the conceptual framework used in the study. Data were collected from semistructured interviews with a purposeful sample of 6 owners of medium-sized service enterprises who used branding strategies to improve the financial performance of their companies, and a review of company documents and company websites. Data analysis was conducted using the principles of the content analysis method, which included identifying codes and themes. Findings indicated owners of SMEs should be the personification of their brand, must do internal branding, should use the Internet and social media for marketing and branding, and should use innovative marketing strategies to promote their brand. The implications of this study for positive social change include the potential for owners of SMEs, who successfully implement branding strategies, to participate in the social causes started by the local governments for the welfare of people and communities.

This thesis continues to explore guidelines for logo designers to more effectively plan and create company logos. Also, how the current low trust in company Web Sites can be improved with the company logo. Credibility-based logo design is introduced as the underlying principle for both logo design and Web Site improvement. As such, this thesis explores the application of source credibility studies in communication persuasion to the planning and creative development of company logos. Credibility-based logo design theory is developed in a multiple case study which includes applying credibility-based logo design to improve the effectiveness of company Web Sites. The study has two stages. The inductive stage of this case study develops the credibility-based logo design theory, including actual development of company logos based on this theory. The deductive stage tests credibility-based logo design using the Internet and Web analytics for data collection. The research accomplishes two purposes: 1. To validate credibility-based logo design theory for marketing communication persuasion effectiveness. 2. To validate that credibility-based logo design will increase the effectiveness of company Web Sites by giving the visitor trust and confidence in the company to take desired action toward a purchase decision. The case study results support the hypothesis that credibility-based logo design theory can be applied to creating more effective company logo design. And, company Web Sites with a credibility-based logo design are twice to four times more effective compared to Web Sites with a non-credible logo. ‘More effective’ means more clickthrough action on the Web Site navigation bar to achieve various company goals, most often a purchase decision. In summary, there are two major contributions: 1. Advancing the knowledge of company logo design through effective logo planning and design creativity based on source-credibility principles. 2. Advancing the knowledge of Web Site effectiveness through a company credibility-based logo design. A third contribution is in advancing the knowledge for using the Internet to conduct ‘live action’ research and data collection. This has further implications for testing Internet advertising and other visual on-line and off-line marketing elements. The results of this study are important for logo designers, company managers, and Web Site designers. As an epilogue, this thesis extends the credibility basis for creating logos to creating all marketing communication to achieve a total brand personality as credible for a given company. This is termed Brand Credibility with implications for a better measurement of brand equity. This thesis builds on the important logo design work by Pamela Henderson, Joseph Cote and Jim Hutton; and the important branding work of David Aaker, Kevin Lane Keller, Jennifer Aaker, and Tulin Erdem.

This paper looks at Robert Kaplan and David Norton’s framework of the Balanced Scorecard (BSC) and strategy maps and their application to measuring performance at the level of the marketing business unit. It will begin by looking at the model itself and how it has evolved from solely being a performance measurement system to a strategic management system. It then applies this framework to the marketing function, which according to Peter Drucker, is one of the two main functions of business; the other being innovation. It also looks at the shortcomings of the traditional measurement systems for marketing – mostly financial measures as well as some newer methods such as marketing performance dashboards. It will also then address some of the shortcomings of the balanced scorecard framework when being applied to corporations.

This thesis continues to explore guidelines for logo designers to more effectively plan and create company logos. Also, how the current low trust in company Web Sites can be improved with the company logo. Credibility-based logo design is introduced as the underlying principle for both logo design and Web Site improvement. As such, this thesis explores the application of source credibility studies in communication persuasion to the planning and creative development of company logos. Credibility-based logo design theory is developed in a multiple case study which includes applying credibility-based logo design to improve the effectiveness of company Web Sites. The study has two stages. The inductive stage of this case study develops the credibility-based logo design theory, including actual development of company logos based on this theory. The deductive stage tests credibility-based logo design using the Internet and Web analytics for data collection. The research accomplishes two purposes: 1. To validate credibility-based logo design theory for marketing communication persuasion effectiveness. 2. To validate that credibility-based logo design will increase the effectiveness of company Web Sites by giving the visitor trust and confidence in the company to take desired action toward a purchase decision. The case study results support the hypothesis that credibility-based logo design theory can be applied to creating more effective company logo design. And, company Web Sites with a credibility-based logo design are twice to four times more effective compared to Web Sites with a non-credible logo. ‘More effective’ means more clickthrough action on the Web Site navigation bar to achieve various company goals, most often a purchase decision. In summary, there are two major contributions: 1. Advancing the knowledge of company logo design through effective logo planning and design creativity based on source-credibility principles. 2. Advancing the knowledge of Web Site effectiveness through a company credibility-based logo design. A third contribution is in advancing the knowledge for using the Internet to conduct ‘live action’ research and data collection. This has further implications for testing Internet advertising and other visual on-line and off-line marketing elements. The results of this study are important for logo designers, company managers, and Web Site designers. As an epilogue, this thesis extends the credibility basis for creating logos to creating all marketing communication to achieve a total brand personality as credible for a given company. This is termed Brand Credibility with implications for a better measurement of brand equity. This thesis builds on the important logo design work by Pamela Henderson, Joseph Cote and Jim Hutton; and the important branding work of David Aaker, Kevin Lane Keller, Jennifer Aaker, and Tulin Erdem.

This thesis continues to explore guidelines for logo designers to more effectively plan and create company logos. Also, how the current low trust in company Web Sites can be improved with the company logo. Credibility-based logo design is introduced as the underlying principle for both logo design and Web Site improvement. As such, this thesis explores the application of source credibility studies in communication persuasion to the planning and creative development of company logos. Credibility-based logo design theory is developed in a multiple case study which includes applying credibility-based logo design to improve the effectiveness of company Web Sites. The study has two stages. The inductive stage of this case study develops the credibility-based logo design theory, including actual development of company logos based on this theory. The deductive stage tests credibility-based logo design using the Internet and Web analytics for data collection. The research accomplishes two purposes: 1. To validate credibility-based logo design theory for marketing communication persuasion effectiveness. 2. To validate that credibility-based logo design will increase the effectiveness of company Web Sites by giving the visitor trust and confidence in the company to take desired action toward a purchase decision. The case study results support the hypothesis that credibility-based logo design theory can be applied to creating more effective company logo design. And, company Web Sites with a credibility-based logo design are twice to four times more effective compared to Web Sites with a non-credible logo. ‘More effective’ means more clickthrough action on the Web Site navigation bar to achieve various company goals, most often a purchase decision. In summary, there are two major contributions: 1. Advancing the knowledge of company logo design through effective logo planning and design creativity based on source-credibility principles. 2. Advancing the knowledge of Web Site effectiveness through a company credibility-based logo design. A third contribution is in advancing the knowledge for using the Internet to conduct ‘live action’ research and data collection. This has further implications for testing Internet advertising and other visual on-line and off-line marketing elements. The results of this study are important for logo designers, company managers, and Web Site designers. As an epilogue, this thesis extends the credibility basis for creating logos to creating all marketing communication to achieve a total brand personality as credible for a given company. This is termed Brand Credibility with implications for a better measurement of brand equity. This thesis builds on the important logo design work by Pamela Henderson, Joseph Cote and Jim Hutton; and the important branding work of David Aaker, Kevin Lane Keller, Jennifer Aaker, and Tulin Erdem.

BucWild is a student-led organization, by the students for the students. We are closing the gap between student life and athletics through social media. We believe that in order for students to have the best experience possible at ETSU, involvement is crucial. In May of 2021, we began our mission to launch this organization for the 2021-2022 school year. Here is an in-depth look at how we did this.

Consumer loyalty programs are a key marketing strategy implemented across multiple industries in the United States. A successfully implemented loyalty program can benefit both the consumer and the company. The purpose of this single case study was to explore strategies that grocery store managers use to successfully deliver consumer loyalty programs. The theory of planned behavior was used as the conceptual framework to guide the study. Semistructured interviews, guided by the theory of planned behavior, were conducted with 4 participants who had direct involvement with the delivery of the consumer loyalty program, in Ocala, Florida. Data were also gathered from loyalty program documents and from reviewing the grocery store chain website. Data were transcribed and coded via Yin's 5 phases of analysis to identify themes. Mobile technology, consumer involvement, and lack of social media applications were the prominent themes that emerged during data analysis. The study findings are of interest to grocery store managers because they provide information for use in increasing store revenue, consumer satisfaction, and cost savings for grocery store chains implementing successful loyalty reward programs. Implications for positive social change include positive community initiatives and cause-related marketing campaigns.

Development and implementation of effective marketing strategies during various stages of product life cycle in the pharmaceutical industry are critical to an organization's successful performance in the marketplace in the 21st century. Guided by the general systems theory developed by Bertalanffy and the evolutionary systems theory developed by Laszlo and Laszlo, the purpose of this single case study was to explore best practices among marketing managers within pharmaceutical companies related to marketing strategies during various stages of product life cycle. Data were gathered via semistructured interviews with 3 purposefully selected managers who have successfully developed marketing strategies in a central Ohio pharmaceutical company in business for more than 10 years. A review of secondary data included company documents, such as annual reports, news releases, and websites, in addition to government databases. Member checking was conducted to ensure accuracy of the interpreted data and trustworthiness of the research findings. Yin's 5-step process and thematic analysis were used to analyze the data. Four themes emerged from data analysis: marketing function, product life cycle phases, factors influencing the decision-making process, and strategic activities in executing business strategies. Findings may have implications for positive social change such as assisting organizational leaders to understand the challenges and business practices in implementing marketing strategies to successfully deliver products that improve patients' health.

Small businesses have an integral role in the U.S. economy and represent 99.7% of all employers in the United States; however, approximately 50% of small business start-ups fail within the first 5 years. Developing and implementing a well-formulated marketing strategy is critical to the success of business because a marketing strategy provides long-term benefits for a company's financial performance and increases the survival rate. The objective of this case study was to explore the marketing strategies that small retail business owners use to sustain their businesses for the first 5 years. The population was 5 successful retail-based small business owners in New York and New Jersey who had developed a well-formulated marketing strategy and sustained their start-ups for the first 5 years. The conceptual framework built upon Porter's competitive strategy theory. Data collection involved semistructured, face-to-face interviews and a review of company marketing documents. Data analysis involved coding and populating the data in software. Thematic analysis and methodological triangulation of the data revealed several themes: online marketing, marketing knowledge and planning, market research, and customer acquisition and retention. The findings of this study contribute to social change through the potential to improve economic activity, create stability in the local economy, and decrease small business failure rates by using marketing strategies effectively. Application of the findings could also lead to increased employment in communities where small businesses are located to improve the standard of living of local residents and contribute to effective positive social change

<p>Marketing means much more than mere advertising: trying to sell what manufacturers have decided to produce. It means the honing of product lines to suit ever-shifting consumer tastes. Studying the relationship between production and consumption is central to understanding modern consumer society. Housing is one of the most important consumer products most people will ever buy. Houses not only provide shelter but also are central to their occupants’ identity. At the same time, housing production and consumption are vitally important to the health of the economy. Yet, despite the importance of housing, marketing practices in the speculative homebuilding industry have received no systematic attention in the marketing, consumer culture, or urban studies literatures. This research begins to fill this gap. Using a case study approach, this thesis examines how the marketing practices of builders in the Toronto area, Canada’s largest real estate market, have evolved in response to shifts in consumer demand during the postwar period. The research draws on evidence from North American building and advertising trade journals and builders’ advertisements that appeared in the <em>Toronto Star</em> between 1940 and 2005.</p> <p>This research shows that since the 1950s, the housebuilding industry has moved from a focus on efficiency in production towards a concern with the needs and preferences of the consumer. This consumer focus, however, has not been an uninterrupted trend, as historians of marketing in other industries have argued. Interest in determining and satisfying consumer demand has gained impetus during certain periods and ebbed during others. This cyclicality can be attributed to market cycles and the relationship between supply and demand. The consumer focus in the homebuilding industry has been strongest during buyers’ markets when supply has exceeded demand, periods of heightened competition between builders, and economic downturns.</p> / Doctor of Philosophy (PhD)