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Title: The Evolution of Brand Strategy.
Creator: Cherniavsky, Vanessa, Jolly, Ishraaj, Graduate College, Smith, Allen E.
Abstract/Description: This paper is an exploration of how the definition of an experience has changed over time and the impact this change has had on experiential marketing and branding. In the literature, there are numerous implications as to what this morphing definition means to businesses and how businesses should react in order to stay competitive in a society that is hyper stimulated. Research into what defines an experience and the impact this definition has on business is vital because in order for...
Show moreThis paper is an exploration of how the definition of an experience has changed over time and the impact this change has had on experiential marketing and branding. In the literature, there are numerous implications as to what this morphing definition means to businesses and how businesses should react in order to stay competitive in a society that is hyper stimulated. Research into what defines an experience and the impact this definition has on business is vital because in order for businesses to offer innovative experiences they need to understand what an experience is and the role it plays in the success of their organization. Furthermore, a deep understanding of what comprises an experience and how to manipulate those elements to create a unique and targeted experience are tools a company could use to reinvent itself, change its brand meaning, and rewrite its marketing strategy.
The evolution of marketing and branding has taken an exponential leap since technology changed the way society functions. A wide breadth of literature is dedicated to virtual experiences and internet based branding and marketing advances. In addition to virtual experiences, this paper will also explore the success of experience based brands such as Disney and Lexus. The implications of this success have gone beyond name brands and into niche markets. Finally, the paper will explore the implications these findings have for managers. Our hypothesis is that marketing and delivering a complete experience is more vital in the modern business world than it used to be.

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Date Issued: 2014
PURL: http://purl.flvc.org/fau/fd/FA00005142
Format: Document (PDF)

Title: Should an Innovator Embrace the Prototypical, Authentic, or the High-Design Form? Insights into Initial Perceptions of Functionality, Ergonomics, Hedonism, Self-Expression, Authenticity, and Information Search of Dune Buggy Product Design Forms.
Creator: Smith, Hunter, Gordon, Danielle, Llanos, Katherine, Smith, Allen E., Office of Undergraduate Research and Inquiry
Abstract/Description: The outward appearance of a product and product design form underlies successful innovation. Design form creates initial impressions impacting buyer judgments. Prototypical designs provide assurance and familiarity. High-designs signal superior quality, exclusiveness, and prestige. Continued high performance gives authentic designs the real deal reputation. Results contributed to product design literature by revealing buyer’s initial impressions of prototypical, authentic, and high-design...
Show moreThe outward appearance of a product and product design form underlies successful innovation. Design form creates initial impressions impacting buyer judgments. Prototypical designs provide assurance and familiarity. High-designs signal superior quality, exclusiveness, and prestige. Continued high performance gives authentic designs the real deal reputation. Results contributed to product design literature by revealing buyer’s initial impressions of prototypical, authentic, and high-design forms, the independent variables. The dependent variables were functionality, ergonomics, hedonism, self-expression, authenticity, and information search. Plan of action included a convince sample of 60 millennials, personal distribution/ collection, manipulation check, and questionnaire pretest. Methods included secondary, survey, and experimental research. Ethical practice conformed to APA style, and consent forms. Reliability/validity was heightened by items borrowed from scholarly journals. Key findings: 1) high-design scored highest on self-expression, hedonism, and information search but lowest on ease of use; 2) prototypical design posed the greatest injury hazard; 3) Authentic design signaled highest functionality.
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Date Issued: 2017
PURL: http://purl.flvc.org/fau/fd/FA00005637
Subject Headings: College students --Research --United States.
Format: Document (PDF)

Title: Aesthetic, Functional, Symbolic, and Ergonomic Impressions: Implications for HoverboardProduct Design Form.
Creator: Smith, Hunter, Gordon, Danielle, Llanos, Katherine, Smith, Allen E., Office of Undergraduate Research and Inquiry
Abstract/Description: Product design, a product’s outward appearance, associates with successful innovation when the design triggers buyers to develop positive impressions. The project assessed impressions of forty respondents to four distinctive hoverboard designs: 1) a prototypical design, 2) an ornate design, 3) an atypical design, and 4) a radical design. The original research extended extant research into design impressions of functionality, aesthetics, and symbolism to add an assessment of ergonomic...
Show moreProduct design, a product’s outward appearance, associates with successful innovation when the design triggers buyers to develop positive impressions. The project assessed impressions of forty respondents to four distinctive hoverboard designs: 1) a prototypical design, 2) an ornate design, 3) an atypical design, and 4) a radical design. The original research extended extant research into design impressions of functionality, aesthetics, and symbolism to add an assessment of ergonomic impressions. The systematic research method entailed a literature review, qualitative research, manipulation check, questionnaire pretest, convenience sample, and Chi-Square method enabling inferences with 90% confidence. A consent form and adherence to FAU’s academic integrity provided an ethical foundation. Results suggest that designers of hoverboards conform to the prototypical design to increase positive functional impressions, avoid ornate designs, and consider buyers’ skill level and self-expression when developing atypical designs due to respondents’ negative impressions of safety risks and ability to control a hoverboard.
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Date Issued: 2016
PURL: http://purl.flvc.org/fau/fd/FA00005604
Subject Headings: College students --Research --United States.
Format: Document (PDF)

Title: Are Strip Down Versus Lifestyle Embellished Visual Concepts Prudent or Imprudent: Implications for Concept Test Design.
Creator: Llanos, Katherine, Oscar, Jerry, Smith, Allen E., Toteva, Irina, College of Business
Abstract/Description: The development of innovations is a company’s lifeline to a successful future. However, the rate of new product failures is alarming. Companies are faced with important decisions regarding which new products should be launched. The purpose of this study is determine if a stripped down concept formulation generated different reactions from respondents that did a lifestyle embellished visual concept formulation in a concept test for an innovative lifestyle brand. Fifty participants answered...
Show moreThe development of innovations is a company’s lifeline to a successful future. However, the rate of new product failures is alarming. Companies are faced with important decisions regarding which new products should be launched. The purpose of this study is determine if a stripped down concept formulation generated different reactions from respondents that did a lifestyle embellished visual concept formulation in a concept test for an innovative lifestyle brand. Fifty participants answered questions regarding a set of t-shirts with catchy sayings, designed specifically to fit college lifestyles. The embellished version produced higher scores in how participants thought the new t-shirts reflected who they are and how the t-shirts can fit in situations similar to respondents. Our recommendation to companies is to use an embellished concept test when marketing lifestyle products. Adding more detail to the concept test can help consumers visualize how the new product will fit with their lifestyles.
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Date Issued: 2015
PURL: http://purl.flvc.org/fau/fd/FA00005201
Subject Headings: College students --Research --United States.
Format: Document (PDF)

Title: The Role of Persuasion Theory and Advertising Message Strategy: Implications for attacking a market Leader.
Creator: Salcedo, Joseph, Berkheimer, Blake, Smith, Allen E., Office of Undergraduate Research and Inquiry
Abstract/Description: Competitive theory suggests market challengers embrace either a head-to-head attack or flanking maneuver as alternative strategies to attack the market leader. Our research-in-progress, a threephase systematic research plan of action, will reveal whether Monster Energy drink should convey action sports (head-to-head attack) or academic performance (flanking strategy) in advertising targeting college students to challenge Red Bull, the market leader. Phase I, Content Analysis of Red Bull...
Show moreCompetitive theory suggests market challengers embrace either a head-to-head attack or flanking maneuver as alternative strategies to attack the market leader. Our research-in-progress, a threephase systematic research plan of action, will reveal whether Monster Energy drink should convey action sports (head-to-head attack) or academic performance (flanking strategy) in advertising targeting college students to challenge Red Bull, the market leader. Phase I, Content Analysis of Red Bull Advertising, revealed emphasis on action sports. However, Phase II (i.e., secondary, qualitative, and survey research) revealed college students use energy drinks to increase academic performance. Phase III, Experimental Research, estimates the relative persuasive effectiveness of action sports versus academic themes in Monster advertisements. Ho: no different in persuasive effectiveness among action sports, academic performance, and neutral theme (control) on dependent variables (likeability, relevance, intention to buy). Ethical standards were met by using valid scales borrowed from scholarly marketing journals, consent form, and APA standards.
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Date Issued: 2017
PURL: http://purl.flvc.org/fau/fd/FA00005635
Subject Headings: College students --Research --United States.
Format: Document (PDF)

Title: Laboratory Industry Affordable Care Act (ACA).
Creator: Estriplet, Ed, Cox, Kevin, Koku, Paul Sergius, Smith, Allen E., Office of Undergraduate Research and Inquiry
Abstract/Description: Laboratory testing has been significantly changed by the implementation of the Affordable Care Act (ACA) which has influenced reimbursements, patient choice, and direct access testing policies. However, the impact of the ACA on individual laboratory facilities is unclear. The focus of this research initiative is to identify how this regulatory change has influenced laboratory facilities. We hypothesize that the ACA has had a positive impact on the healthcare system by providing more Americans...
Show moreLaboratory testing has been significantly changed by the implementation of the Affordable Care Act (ACA) which has influenced reimbursements, patient choice, and direct access testing policies. However, the impact of the ACA on individual laboratory facilities is unclear. The focus of this research initiative is to identify how this regulatory change has influenced laboratory facilities. We hypothesize that the ACA has had a positive impact on the healthcare system by providing more Americans access to care which increases patient laboratory testing services while reducing cost. All U.S. laboratories are required to have a Medical Director who is usually an MD, DO, or PhD. This research will directly survey key personnel in order to shed insight into how the ACA has directly influenced the industry. The questionnaire has already been deployed electronically using Qualtrics survey software. Preliminary findings suggest that the ACA has indeed influenced laboratory revenues, Medicare, and Insurance reimbursement.
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Date Issued: 2016
PURL: http://purl.flvc.org/fau/fd/FA00005567
Subject Headings: College students --Research --United States.
Format: Document (PDF)

Title: Do birds of a feather really flock together: The effects of relatability of college lifestyles in advertisements.
Creator: Gordon, Danielle, Gilyazov, Daler, Smith, Allen E., Toteva, Irina, College of Business
Abstract/Description: Do birds of a feather really flock together? : The effects of relatability of college lifestyles in ads promoting the Starbucks brand
Date Issued: 2015
PURL: http://purl.flvc.org/fau/fd/FA00005194
Subject Headings: College students --Research --United States.
Format: Document (PDF)

Title: Challenging Source Effects Theory: The Case of High-Technology Computers.
Creator: Simon, Judie, Smith, Allen E., Office of Undergraduate Research and Inquiry
Abstract/Description: Consumer insights and persuasion theories enable advertisers to make better message strategy decisions. In recommending message strategy for high technology products, existing source effects theory appears challenged by insights into the freshman college student market. Traditional theory posits credible spokespersons (e.g., trained experts) be used in advertising complex products, such as high-technology computers. However, findings of our experiment contested existing theory by revealing...
Show moreConsumer insights and persuasion theories enable advertisers to make better message strategy decisions. In recommending message strategy for high technology products, existing source effects theory appears challenged by insights into the freshman college student market. Traditional theory posits credible spokespersons (e.g., trained experts) be used in advertising complex products, such as high-technology computers. However, findings of our experiment contested existing theory by revealing that although newly-entering freshman believed experts provided more cognitive information about a high-tech computer, they questioned their ability to understand and use expert advice in selecting the best computer. Moreover, results indicated that a referent - an upper-class college student - would be more able to convey a computer’s: 1) usefulness, 2) relatedness, and 3) association with the freshmen college experience. Finally, the referent out performed a celebrity in source likeability. The experiment used a manipulation check, questionnaire pretest, a survey, chi-square method, and consent form.
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Date Issued: 2017
PURL: http://purl.flvc.org/fau/fd/FA00005636
Subject Headings: College students --Research --United States.
Format: Document (PDF)

Title: Consumer varied purchasing behavior: Definition, taxonomy and scale development.
Creator: Yang, Young I., Florida Atlantic University, Smith, Allen E.
Abstract/Description: Nonloyal consumer purchasing behavior has long been a topic of interest to marketers. A good deal of evidence unearthed suggests that many consumers do not buy the same brand time after time and may rarely remain brand loyal over the long-term. Progress in understanding nonloyal purchasing behavior is limited due, in part, to the lack of attention paid to defining the construct and its domain. The Determinants of Consumer Varied Purchasing Behavior (DCVPB) Scale developed in the study permits...
Show moreNonloyal consumer purchasing behavior has long been a topic of interest to marketers. A good deal of evidence unearthed suggests that many consumers do not buy the same brand time after time and may rarely remain brand loyal over the long-term. Progress in understanding nonloyal purchasing behavior is limited due, in part, to the lack of attention paid to defining the construct and its domain. The Determinants of Consumer Varied Purchasing Behavior (DCVPB) Scale developed in the study permits marketing managers and researchers to identify the facets of nonloyal purchasing behavior, termed Consumer Varied Purchasing Behavior, underlying consumer purchasing behavior for a brand or product category in question. Moreover, an Extended Taxonomy of Consumer Varied Purchasing Behavior (CVPB) is offered. It is needed to revamp and reorganize better the existing terms and add new, relevant dimensions to the structure. All forms of explicable nonloyal purchasing behavior are viewed as explicable brand switching. It is classified into four subcategories termed: (1) past purchase dissatisfaction; (2) promotion effect; (3) hybrid; and (4) CVPB. As postulated here, CVPB is defined as any explicable consumer choice that differs from its predecessor for reasons other than dissatisfaction with the past brand and/or pure promotion effect. Instead, CVPB is motivated by one of thirteen facets or determinants of consumer varied purchasing behavior (DCVPB). CVPB is marked by either exploratory behavior (i.e., absolute or relative novelty seeking) or variety seeking among known brands alternation among known brands, (i.e., alteration among known brands, switching among known brands to enjoy a simple change of pace). The study revealed thirteen facets of CVPB, which include: (1) affiliation, (2) change in constraints, (3) change in feasible set, (4) change in other environmental factors, (5) change in tastes, (6) decision uncertainty, and (7) desire for the unfamiliar. Other dimensions include: (8) desire for variation among known brands/products, (9) distinction, (10) information seeking, (11) multiple situations, (12) multiple users, and (13) physiological influences. Analysis suggests that the scale meets rigorous standards for reliability and validity. The DCVPB Scale is a diagnostic test revealing to managers the facets causing CVPB in the product/service-market of interest.
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Date Issued: 1994
PURL: http://purl.flvc.org/fcla/dt/12372
Subject Headings: Consumer Behavior, Consumers' Preferences, Motivation Research (Marketing), Scale Analysis (Psychology), Consumers
Format: Document (PDF)

Title: Branding and Advertising Strategy for FitBit Flex-2: Implications From Survey Research and Persuasion Theory.
Creator: Ayala, Andrea G., Robinette, Devin N., Lacerda, Rubens P., Smith, Allen E., Office of Undergraduate Research and Inquiry
Abstract/Description: A robust audience profile informs advertising campaign planning. The systematic research-in-progress will reveal a rigorous audience profile for FitBit-Flex 2, a wearable fitness tracking technology, through secondary research using credible business databases, the survey research method (e.g., consent form, questionnaire pre-test, convenience sampling, personal distribution and pick-up), descriptive statistics, and reliability assessment. The audience profile will inform the campaign problem...
Show moreA robust audience profile informs advertising campaign planning. The systematic research-in-progress will reveal a rigorous audience profile for FitBit-Flex 2, a wearable fitness tracking technology, through secondary research using credible business databases, the survey research method (e.g., consent form, questionnaire pre-test, convenience sampling, personal distribution and pick-up), descriptive statistics, and reliability assessment. The audience profile will inform the campaign problem, campaign objectives, and message strategy by revealing brand concept elements and message tactics to convey. Secondary research using FAU Library’s business databases has revealed marketplace, environmental, competitive conditions, and the audience’s demographic, geographic, generational, and psychographic characteristics. This basic profile will be enriched by survey research using items extracted from reliable and valid marketing scales. Motives, benefits, product perceptions and preferences, relative performance, lifestyle relevance, hedonistic pleasure, and decision making strategies will be subjected to measurement. Advertisements will be based on the audience profile, persuasion theory, and creative thinking techniques.
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Date Issued: 2017
PURL: http://purl.flvc.org/fau/fd/FA00005612
Subject Headings: College students --Research --United States.
Format: Document (PDF)

FAU Undergraduate Student Research (8)	+ -
FAU Theses and Dissertations (1)	+ -
FAU Graduate Student Research (1)	+ -

College students --Research --United States. (8)	+ -
Consumer Behavior (1)	+ -
Consumers (1)	+ -
Consumers' Preferences (1)	+ -
Motivation Research (Marketing) (1)	+ -

poster (9)	+ -
Electronic Thesis or Dissertation (1)	+ -

Smith, Allen E. (10)	+ -
Office of Undergraduate Research and Inquiry (6)	+ -
Gordon, Danielle (3)	+ -
Llanos, Katherine (3)	+ -
College of Business (2)	+ -

Smith, Hunter (2)	+ -
Toteva, Irina (2)	+ -
Ayala, Andrea G. (1)	+ -
Berkheimer, Blake (1)	+ -
Cherniavsky, Vanessa (1)	+ -
Cox, Kevin (1)	+ -
Estriplet, Ed (1)	+ -
Florida Atlantic University (1)	+ -
Gilyazov, Daler (1)	+ -
Graduate College (1)	+ -
Jolly, Ishraaj (1)	+ -
Koku, Paul Sergius (1)	+ -
Lacerda, Rubens P. (1)	+ -
Oscar, Jerry (1)	+ -
Robinette, Devin N. (1)	+ -
Salcedo, Joseph (1)	+ -
Simon, Judie (1)	+ -
Yang, Young I. (1)	+ -

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